SEO 101: Episode 487 – Google Analytics Glitches, Ranking Signals Explained, and New Reputation Abuse Policies

Release Date: November 25, 2024
Host: Ross Dunn and Scott Van Achte
Platform: WMR.FM

Introduction

In Episode 487 of SEO 101, hosts Ross Dunn and Scott Van Achte delve into the latest developments in the SEO landscape. This episode covers a range of topics including recent glitches in Google Analytics, an in-depth explanation of Google's ranking signals, and the newly updated policies combating reputation abuse. The hosts also explore emerging AI tools and their implications for SEO professionals.

AI-Powered Shopping Search by Perplexity

Timestamp: [02:32]

Ross begins the episode by discussing Perplexity’s latest venture into the e-commerce sector. Perplexity has introduced an AI-powered shopping search feature aimed at enhancing the online shopping experience for US paid subscribers. This move positions Perplexity as a potential challenger to giants like Google and Amazon in the search and shopping domains.

Ross Dunn [02:32]: "Perplexity is making its entry into the E-commerce sector by launching a new shopping feature specifically for its US paid subscribers... we'll see how that pans out."

Scott adds a note of skepticism regarding the claim of unbiased recommendations, highlighting the inherent biases present in AI training data.

Scott Van Achte [04:02]: "It's AI. Yeah, it's learning from what it can find online and that's hardly unbiased."

Despite reservations, both hosts acknowledge the significance of this development as a step toward a more integrated AI-enhanced shopping experience.

Google Analytics Data Glitches

Timestamp: [04:02]

The conversation shifts to recent issues with Google Analytics (GA4), where users have reported missing or delayed data starting November 13th. Scott explains that Google acknowledged the problem on November 18th via the Google Ads status dashboard, affecting the generation of standard reporting tables.

Scott Van Achte [04:44]: "If you are seeing anything weird looking, missing data... it's quite likely related to that in your GA4 account."

Ross notes that while the issue has been resolved, there remains uncertainty about whether the affected data from November 13th to 20th will be backfilled.

Ross Dunn [05:55]: "If you saw that, don't stress too much. It's not totally clear if the fix is backfilled for that period of time."

They also highlight that advanced users utilizing the Explore module or BigQuery exports remain unaffected, ensuring the integrity of raw data.

Google's Ranking Signals: Page-Level vs. Site-Wide

Timestamp: [05:55]

Ross introduces the topic of Google's ranking signals, emphasizing that both page-level and site-wide factors influence search rankings. Referring to an article from Search Engine Journal, Ross summarizes that while content quality on individual pages is crucial, overarching site-wide elements like navigation, design, and user experience also play significant roles.

Ross Dunn [05:55]: "Google's ranking systems evaluate content primarily at the page level. But site wide signals also matter."

Scott expands on what constitutes site-wide signals, mentioning navigation, site authority, overall design, user experience, and site speed.

Scott Van Achte [07:06]: "I would just say navigation, your main navigation of their site because that follows typically all pages of your site... user experience, even speed might be a bit there."

The hosts concur that while page-level SEO is often the focus, neglecting site-wide factors can adversely impact overall site performance in search rankings.

Google Strengthens Reputation Abuse Policies

Timestamp: [08:07]

The duo discusses Google's enhanced policies against site reputation abuse, which involve publishing third-party content on authoritative sites to manipulate search rankings. Ross cites examples of major outlets like CNN and USA Today falling under scrutiny for such practices.

Ross Dunn [09:44]: "The offenders included CNN and USA Today... They were putting third-party content to exploit the site's ranking signals."

Scott mentions that Google has clarified its stance, making it clear that using third-party content to leverage a site's authority is a violation of their policies.

Scott Van Achte [10:19]: "Using third party content on a site in an attempt to exploit the site's ranking signals is a violation of this policy."

They also highlight the positive aspect that sites implementing proper fixes, such as removing offending content or adding no-index tags, have seen their manual penalties lifted promptly.

Google's AI Search Experiment: Learn About

Timestamp: [11:18]

Upon returning from a brief break, Ross introduces Google's new AI-driven search experiment named "Learn About," inspired by Search Engine Journal's Roger Monti's article. This tool offers an interactive way to explore topics using AI, presenting information through interactive lists and guiding users through related subtopics in a "choose your own adventure" format.

Ross Dunn [11:18]: "Google's launched a new AI search experiment called Learn about which offers a unique approach to exploring topics."

Scott expresses excitement about the tool's potential, although noting its limited current availability.

Scott Van Achte [13:34]: "An interesting tool to play with. But yeah, we don't have that luxury just yet."

Ross emphasizes the importance of privacy controls integrated into the tool, reminding users not to input personal or sensitive information.

Ross Dunn [11:18]: "Privacy controls are also included... there's a warning to not ask questions of any personal or private nature."

Surge in AI Overviews for Travel Queries

Timestamp: [13:40]

Scott shares insights from Bright Edge research indicating a 700% increase in AI overviews appearing in travel-related search queries between September and October. Approximately 30% of all travel queries now feature AI-generated overviews, providing detailed answers to specific questions like "things to do in Seattle."

Scott Van Achte [14:09]: "AI overviews are now showing for about 30% of all travel related queries... the presence of AI overviews is up about 700%..."

Ross adds strategies for businesses to optimize their content for these AI overviews, emphasizing the importance of being indexed by Google, maintaining authority, and implementing proper schema markup.

Ross Dunn [15:22]: "Having the proper schema markup... helps Google... increase your ability to be found in AI."

Google Testing Ads in AI Overviews

Timestamp: [17:03]

The hosts discuss the recent rollout of advertisements within AI overviews, particularly on mobile devices in the US. This development is in the testing phase, with reports indicating that ads are beginning to appear alongside AI-generated content in search results.

Ross Dunn [19:03]: "Ads are seen more on mobile search... Only in the past week are people starting to report seeing these ads."

Scott notes the uncertainty surrounding the integration process, as Google has yet to specify how advertisers can participate in these ad placements.

Scott Van Achte [19:52]: "Google is also not saying how to get your ads in there yet... it's just too new."

Market Share Shifts: ChatGPT vs. Google

Timestamp: [20:10]

Ross reviews an article from Search Engine Roundtable featuring Rand Fishkin’s analysis of search engine market shares. According to Fishkin, based on SimilarWeb data, Google holds an 83.54% share, while ChatGPT captures 4.33%. Other competitors like Bing trail behind at 1.97%, with platforms like Facebook, LinkedIn, and Perplexity collectively holding a 3.37% share.

Ross Dunn [20:13]: "Google is 83.54%, YouTube is 6.79%, ChatGPT is 4.33%, Facebook and others is 3.37%, Bing at 1.97%."

Scott expresses skepticism about the longevity of ChatGPT potentially challenging Google's dominance but acknowledges its growing presence.

Scott Van Achte [21:42]: "Theoretically it's going to be a major, major contender with Google in the very near future."

They reflect nostalgically on the diversity of search engines in the past and contemplate the future of SEO in an evolving landscape dominated by AI tools.

Innovative AI Tools for SEO: ODIN AI and Answer Leveling

Timestamp: [23:17]

Ross shares his enthusiasm for new AI tools designed to enhance content creation and research. He introduces "ODIN AI," a platform that allows users to create their own searchable databases by indexing specific documents or websites. This enables SEO professionals to generate targeted content based on curated information sets.

Ross Dunn [29:08]: "ODIN AI... you can create your own crawled index about only one specific type of information."

He also discusses the "Answer Leveling" technique, which involves requesting progressively deeper and more advanced responses from AI models to obtain comprehensive strategies and insights.

Ross Dunn [26:10]: "Put in whatever information you want... ask me a level two version that goes deeper... give us the most advanced result you can think of."

Scott shares a listener's issue regarding erroneous phone number associations in Google search results, illustrating the complexities and potential pitfalls of SEO management in the age of AI.

Scott Van Achte [30:06]: "If you listen to the end of the show, you've got some fantastic tips..."

Listener Outreach and Community Engagement

Timestamp: [30:06]

Scott invites listeners to share their experiences with similar SEO challenges, such as misattributed information in search results, to foster a community discussion and collaborative problem-solving.

Scott Van Achte [30:06]: "If you have, I'd love to hear about it."

Ross echoes the sentiment, emphasizing the importance of sharing knowledge to navigate the rapidly changing SEO environment.

Ross Dunn [31:26]: "It's just amazing how much search can screw with companies and really that could be devastating if it became overwhelming."

Conclusion

Ross and Scott wrap up the episode by reiterating the importance of staying informed about the latest SEO trends and tools. They encourage listeners to implement the discussed strategies and remain adaptable in the face of evolving search engine algorithms and AI integrations.

Ross Dunn [32:53]: "Thank you for joining us today. Have a great week and remember to tune into future episodes which air every week on WMR fm."

Scott Van Achte [33:09]: "Thank you for listening everybody."

Key Takeaways

1. AI Integration in Search and Shopping: Tools like Perplexity’s AI-powered shopping search are beginning to challenge established players by offering interactive and visually enriched search experiences.

2. Google Analytics Reliability: Recent glitches in GA4 highlight the importance of monitoring analytics data for inconsistencies and staying updated with platform updates.

3. Balanced SEO Strategy: Both page-level and site-wide SEO factors are crucial for optimal search rankings, encompassing content quality, navigation, user experience, and technical aspects like schema markup.

4. Combatting Reputation Abuse: Google's stringent policies against site reputation abuse emphasize the need for authentic content and ethical SEO practices to maintain site authority.

5. Emerging AI Tools: Platforms like ODIN AI and techniques like Answer Leveling offer innovative ways to harness AI for content creation and research, underscoring the evolving role of AI in SEO.

6. Market Dynamics: While Google maintains a dominant share in the search engine market, the rise of AI-driven tools like ChatGPT signifies potential shifts in the SEO landscape.

Quotes:

• Ross Dunn [02:32]: "Perplexity is making its entry into the E-commerce sector by launching a new shopping feature specifically for its US paid subscribers... we'll see how that pans out."

• Scott Van Achte [04:02]: "It's AI. Yeah, it's learning from what it can find online and that's hardly unbiased."

• Ross Dunn [05:55]: "If you saw that, don't stress too much. It's not totally clear if the fix is backfilled for that period of time."

• Scott Van Achte [07:06]: "I would just say navigation, your main navigation of their site because that follows typically all pages of your site... user experience, even speed might be a bit there."

• Ross Dunn [11:18]: "Privacy controls are also included... there's a warning to not ask questions of any personal or private nature."

• Scott Van Achte [14:09]: "AI overviews are now showing for about 30% of all travel related queries... the presence of AI overviews is up about 700%..."

• Ross Dunn [20:13]: "Google is 83.54%, YouTube is 6.79%, ChatGPT is 4.33%, Facebook and others is 3.37%, Bing at 1.97%."

• Ross Dunn [26:10]: "Put in whatever information you want... ask me a level two version that goes deeper... give us the most advanced result you can think of."

Final Thoughts

Episode 487 of SEO 101 provides valuable insights into the current SEO environment, emphasizing the intertwined relationship between AI advancements and traditional SEO practices. Ross and Scott encourage SEO practitioners to embrace these changes, utilize emerging tools, and uphold ethical standards to navigate the complexities of search optimization effectively.