SEO 101 Episode 501 Summary
Google’s Recently Viewed Labels, Launch of AI Mode, and Insights on Crawl Budget Management
Released on May 30, 2025
Hosts: Ross Dunn and Scott Vanack

1. Introduction to Episode 501

Ross Dunn, CEO of Step 4th Web Marketing, welcomes listeners to the milestone 501st episode of SEO 101 on WMR.FM. He hints at upcoming special guests and content in future episodes but quickly dives into the latest SEO news.

2. SMX Advanced Conference in Boston

• Discussion: The hosts discuss the upcoming SMX Advanced conference scheduled to take place in Boston this June. Ross expresses disappointment that the event isn't returning to Seattle, emphasizing the inconvenience of traveling to Boston.

• Notable Quote:

  • Ross Dunn [03:00]: "I have to say I'm a bit bummed it's not in Seattle again. That's the one conference that's so close by I’m tempted to go to."

3. Google's Recently Viewed Labels

• Overview: Scott Vanack introduces Google's new feature—Recently Viewed Labels—which appear next to search result snippets based on users' recent search history.

• Insights:

  • Potential Impact on Click-Through Rates (CTR): Scott ponders whether seeing previously visited sites will increase or decrease CTR.
  • Historical Context: A similar feature was tested in 2023 but did not persist.

• Notable Quotes:

  • Scott Vanack [03:40]: "If I'm doing a search and I'm seeing sites that I've seen before, if I know I've been there, am I going to be more likely to go again or am I going to be more likely to skip it... I think it's probably going to be good."
  • Ross Dunn [04:32]: "Nothing seems to stick around for very long at Google, but they do a lot of these little tests."

4. Google's Stance on Web Publishing and AI Impact

• Topic: Sundar Pichai, CEO of Google, expresses that web publishing remains vital despite AI advancements.

• Discussion Points:

  • Sundar’s View: He believes there's a 45% increase in online content compared to two years ago, suggesting an improvement for web publishers.
  • Publisher Concerns: Publishers like Nilay Patel of The Verge worry about AI's impact, fearing content credibility and authority dilution.
  • Scott's Take: Emphasizes the need for Google to properly credit original sources to maintain content quality and authority.

• Notable Quotes:

  • Ross Dunn [05:09]: "Sundar... doesn't think that web publishing is dead. What a relief."
  • Scott Vanack [08:24]: "You can tell often just by the URL alone that hey, this is going to be a garbage piece of content."

5. Google Search Ranking Volatility

• Update Date: May 29th, the day of the episode's release.

• Details:

  • Current State: Significant fluctuations in organic rankings observed.
  • Speculation: Potential correlation with a new Google update.
  • Source: Barry Schwartz reports multiple instances of ranking volatility.

• Notable Quotes:

  • Scott Vanack [11:45]: "So, May 29, which is actually today, they're seeing a lot of fluctuation volatility in organic rankings."
  • Ross Dunn [12:35]: "We'll have to see whether that goes."

6. Google’s Crawl Budget Management: Database Speed vs. Page Count

• Insight: Google's recent findings indicate that database speed is now more critical than the sheer number of pages when managing crawl budgets.

• Key Points:

  • Historical Context: Previously, Google capped crawling at around one million pages per website.
  • Current Recommendation: Enhance database performance to allow efficient crawling of larger sites.
  • Actionable Steps:
    • Optimize query execution times.
    • Improve caching effectiveness.
    • Speed up dynamic content generation.

• Notable Quotes:

  • Scott Vanack [12:51]: "Google is saying that your database speed is more important than the number of pages you're trying to get indexed."
  • Ross Dunn [14:24]: "This was also extracted from the video 'How Googlebot Crawls the Web' by the Google Search Central podcast."

• Additional Insight:

  • Scott mentions they might apply this information to a client with over a million pages, highlighting the practical application of this update.

7. Local SEO News: Google Updates Q&A Display

• Update: Google has refined how Questions and Answers (Q&A) appear in Google Business Profiles and Maps.

• Changes:

  • Visibility Criteria: Q&A is now visible in Google Search only when users click a result from a map package.
  • Exclusion: Q&A won’t display if the search leads directly to a single result or a knowledge panel without a map pack.
  • Access: Business owners can still manage Q&A via their Google Business Profile and API.

• Insights:

  • The feature isn't being phased out entirely but is being limited in visibility.
  • Ross expresses disappointment but acknowledges the limited usage may justify Google's decision.

• Notable Quotes:

  • Ross Dunn [18:14]: "I thought the Q and A feature was brilliant... but it's a great idea and be pretty sad if they just phased it out."
  • Scott Vanack [19:43]: "It's too bad because it could be a great source for FAQ content for a website."

8. AI News: Google's Gary Ish on AI Agents and Web Congestion

• Topic: Concerns about AI agents contributing to web congestion through increased crawling activity.

• Discussion Points:

  • Definition: AI agents are automated tools that perform tasks like researching and data accumulation.
  • Impact: High volume of AI-driven crawlers could strain website resources, especially for large sites.
  • Google’s Recommendations:
    1. Infrastructure: Upgrade hosting solutions and use CDNs to handle increased traffic.
    2. Access Control: Utilize the robots.txt file to manage crawler access, though effectiveness is uncertain.
    3. Database Performance: Optimize database operations to handle higher loads.
    4. Monitoring: Implement logging and performance analysis to distinguish between legitimate and malicious bots.

• Notable Quotes:

  • Scott Vanack [24:19]: "There are so many challenges coming up, it's just crazy."
  • Ross Dunn [26:10]: "This proactive approach will help maintain optimal performance and prevent resource wastage."

• Insights:

  • While small websites may not be significantly affected, large enterprises with extensive pages must take proactive steps.
  • The hosts discuss the feasibility and challenges of implementing Google's recommendations, especially for smaller businesses.

9. Google's AI Mode Launch and Features

• Update: Google officially launched AI Mode for all U.S.-based searchers on May 20th, expanding beyond the initial Labs account testers.

• Features Highlighted by Liz Reed, Google's Head of Search:

  • Extended Results: AI-generated responses can be two to five times longer than traditional snippets.
  • Deep Search: Utilizes advanced query techniques to produce detailed, cited reports swiftly.
  • Complex Analysis and Data Visualization: Enhanced capabilities for interpreting and presenting data.
  • Personal Context in AI Mode Shopping: Tailored shopping experiences, including features like "Try it on."

• Discussion Points:

  • Curiosity vs. Concern: While Ross is eager to explore AI Mode, both hosts express apprehension about its unknown implications for SEO.
  • Geographical Limitations: Ross mentions AI Mode isn't available in Canada yet, leading to frustration.

• Notable Quotes:

  • Scott Vanack [26:34]: "AI mode is a bit scary in some regards because it's so new and there's so many unknowns."
  • Ross Dunn [29:20]: "I want to see what it can do and I, as much as I'm not scared, maybe nervous for the unknown."

• Additional Insights:

  • User Interface Suggestions: Ross and Scott brainstorm potential UI improvements, such as displaying source names alongside AI-generated content to maintain credibility and authority.

10. AI Mode in Google Search Console

• Update: AI Mode integration with Google Search Console is pending, causing confusion among users seeking performance data.

• Details:

  • Current State: Search data from AI Mode isn't yet available in Search Console or Analytics.
  • Official Response: John Mueller confirmed that a dedicated AI Mode data section is in development.

• Discussion Points:

  • User Frustration: Scott shares his initial frustration upon not finding AI Mode data in Search Console.
  • Future Expectations: The hosts anticipate detailed guidance and tips once the feature is live.

• Notable Quotes:

  • Scott Vanack [31:09]: "I was so mad I couldn't find it. And then I saw the 'not live yet' part."
  • Ross Dunn [32:32]: "They put that in small text at the end."

11. Google's Indexing API: Usage Warnings

• Topic: Google advises against using the Indexing API for unsupported content types.

• Key Points:

  • Intended Use: The Indexing API is designed exclusively for job postings and live stream content.
  • Misuse Concerns: A significant number of spammers abuse the API, potentially leading to penalties.
  • Official Guidance: John Mueller recommends adhering strictly to supported use cases to avoid negative repercussions.

• Discussion Points:

  • Practical Implications: The API holds limited value for most websites outside the specified content types.
  • Potential Penalties: Misuse could result in unfavorable treatment by Google, though specifics are not detailed.

• Notable Quotes:

  • Scott Vanack [33:32]: "John Mueller... says we see a lot of spammers misuse the indexing API like this."
  • Ross Dunn [34:46]: "So they will just frown upon you."

12. Conclusion

Ross and Scott wrap up the episode by encouraging listeners to join their Facebook group and stay tuned for future episodes. They emphasize the importance of staying informed and adapting to the ever-evolving SEO landscape.

• Notable Quotes:
  • Ross Dunn [35:14]: "Thank you very much for joining us today. If you have any questions... have a great week."
  • Scott Vanack [35:29]: "Thanks for listening, everybody."

Final Thoughts

Episode 501 of SEO 101 provides a comprehensive overview of the latest developments in SEO, particularly focusing on Google's new features and their implications. Ross and Scott offer insightful analysis, balancing enthusiasm for technological advancements with caution about their potential challenges. Listeners gain valuable knowledge on managing crawl budgets, adapting to AI-driven changes, and optimizing their strategies in an evolving digital landscape.

Note: Timestamps are approximate and based on the provided transcript segments.