The Yoast SEO Podcast: Episode Summary
Title: Google Ruled a Monopoly, Yelp vs Google, the Rise of SearchGPT, and more | #SEOUpdateByYoast
Release Date: October 2, 2024
Host: Ninke (Associate Director of Partnerships at Yoast SEO)
Guests: Alex and Carolyn, Principal SEOs at Yoast SEO
I. Introduction
In this high-energy episode of The Yoast SEO Podcast, host Ninke welcomes listeners to the September 2024 edition of the SEO Update. Joined by principal SEOs Alex and Carolyn, the trio dives deep into a plethora of recent developments in the SEO landscape, covering everything from major legal battles and Google’s monopolistic status to the evolving role of AI in search. The episode is meticulously structured to provide comprehensive insights, notable quotes, and actionable advice for SEO professionals and website owners alike.
II. SEO News
A. Reddit's Demand for Payment from Search Engines
The episode kicks off with Alex discussing Reddit's recent move to require Microsoft and other search engines to pay for access to its site content. He speculates that this stems from Reddit's lucrative $60 million deal with Google.
Alex [02:39]: “Reddit’s CEO is telling Microsoft and others that they need to pay to search the site. This may be more of an API call, and I'm definitely thinking it's out of the back of the $60 million deal they had with Google.”
Carolyn adds context by referencing ongoing court cases that could influence whether publicly available data can be used to train large language models (LLMs), specifically mentioning the Silverman et al vs OpenAI and Meta case.
Carolyn [03:37]: “Reddit’s kind of on the side of the authors in this matter, but they’re not the authors themselves since they’re just monetizing contributed information.”
B. Google Ruled a Monopoly
A significant portion of the discussion centers on Google being legally classified as a monopoly. Carolyn draws historical parallels with AT&T and Microsoft to explore potential outcomes.
Carolyn [04:52]: “Google has a stranglehold on everything, and the U.S. has determined that they are leveraging that in a manner that is anti-competitive.”
Alex expresses concerns about the future of SEO strategies and pay-per-click (PPC) pricing if Google’s dominant position is curtailed.
Alex [10:04]: “I hope that from an organic point, everything remains as consistent as it is now. Optimizing for one search engine should benefit others as well.”
C. Google Search Console Updates
Alex highlights recent enhancements in Google Search Console, including new recommendations for events, unindexed videos, fluctuating query performances, and increased visibility of performance data.
Alex [11:51]: “Google announced four different recommendations, including events, videos that aren’t indexed, queries with visit peaks or troughs, and showing 35% of your performance data.”
D. UK Newspapers' Cookie Consent Changes
The hosts discuss a controversial update in UK newspapers where users must pay to reject personalized cookies, a move criticized as "extortion."
Carolyn [15:06]: “These pop-ups where you have to pay to reject personalized cookies sound like extortion, honestly.”
E. John Mueller on Unwanted Content
Carolyn and Alex delve into John Mueller’s advice on removing unwanted content from search results, including the puzzling suggestion to replace names with "John Doe."
Alex [20:53]: “If you don’t want a page indexed, remove it entirely or return a 410 status. Replacing with John Doe is confusing and may not be effective outside the US.”
Carolyn [22:16]: “From a news background, changing important names undermines the integrity of the content. I might challenge this advice.”
F. Google Using Open Graph Title Tags
Alex explains Google's novel approach of utilizing Open Graph (OG) title tags for search results, urging SEOs to review their OG implementations to avoid potential penalties.
Alex [23:01]: “Google is now using Open Graph title tags in search results. If you've been using OG titles for clickbait, you might need to revisit your strategy.”
G. Google's Manual Actions on Discovery Violations
Carolyn shares insights on Google’s manual actions targeting misleading content with deceptive headlines, emphasizing the importance of honest, user-centric titles.
Carolyn [25:10]: “Publishers using clickbait that doesn’t reflect the actual content may lose discovery traffic, which can be significant.”
H. Yelp Sues Google for Unfair Advantage in Local Search
The discussion shifts to Yelp's lawsuit against Google, accusing the search giant of monopolistic practices in local search. The hosts speculate on the broader implications for the SEO industry.
Alex [27:32]: “Yelp suing Google might set a precedent affecting how businesses interact with search engines and AI.”
Carolyn [30:53]: “Businesses suffering from Google’s monopolistic practices are entitled to seek restitution, highlighting the need for a more balanced search ecosystem.”
III. AI News
A. Perplexity's Publisher's Program
Alex discusses Perplexity’s new initiative to collaborate with publishers, aiming to ensure ethical content scraping and data usage.
Alex [42:39]: “Perplexity announced a publisher’s program to foster cooperation between content creators and AI platforms like Anthropic.”
B. Google's Gemini AI with Deep Research Feature
Carolyn introduces Google's Gemini AI, featuring Deep Research capabilities designed to help users compile and synthesize information into detailed reports.
Carolyn [43:30]: “Gemini’s Deep Research feature acts like automatic Cliff Notes, compiling information from multiple expert sources efficiently.”
C. AI Overviews Usage Trends
Alex provides statistics showing fluctuating usage of AI overviews, noting a recent surge to 99% usage focused on informational search intent.
Alex [44:20]: “AI overviews have jumped back up to 99%, primarily targeting informational search intents, and are now more reliable and useful.”
D. Search GPT
Carolyn explains Search GPT’s role as a complementary tool to Google, designed for in-depth research using authoritative sources without directly competing with traditional search.
Carolyn [45:04]: “Search GPT aims to provide meta-search capabilities, offering detailed analyses and practical advice, especially useful for e-commerce and specialized topics.”
E. Google's Stance on AI Translations
Alex summarizes Google's position on AI translations, emphasizing the importance of quality content and non-spamming practices.
Alex [47:23]: “Ensure your content is high-quality and not spammy. AI-generated translations should maintain content integrity.”
F. OpenAI's New GPT-4 Model
Carolyn mentions OpenAI’s new GPT-4 model, lauding its improved reasoning capabilities.
Carolyn [47:53]: “OpenAI’s new GPT-4 model can reason like a human. I’ve found it impressive and highly recommend using it if you can.”
G. Google Rolling Out Voice-Powered AI Search
Alex briefly touches on Google’s latest feature allowing users to interact with search via voice commands.
Alex [48:13]: “Google now offers voice-powered AI search, enabling users to speak their queries instead of typing them.”
IV. WordPress News
A. WordPress 6.6.2 Release
Alex announces the release of WordPress version 6.6.2, highlighting security patches and performance enhancements.
Alex [49:06]: “WordPress 6.6.2 is out with crucial security fixes and improved performance, especially in template loading times.”
B. Plugin Vulnerabilities and Updates
Carolyn warns about recent vulnerabilities in the Lightspeed and Wordfence plugins, advising immediate updates.
Carolyn [49:06]: “If you’re using Lightspeed or Wordfence, ensure you update to the latest versions to patch critical security vulnerabilities.”
C. New WordPress Security Measures
The hosts discuss WordPress’s new mandate enforcing two-factor authentication (2FA) and secure SVN passwords for theme and plugin authors starting October 1st.
Carolyn [49:36]: “From today, WordPress requires 2FA for all theme and plugin authors to bolster security and prevent unauthorized code changes.”
D. Yoast Product Updates
Alex updates listeners on Yoast’s AI Generate feature now live on WordPress and Shopify, enhancing content creation capabilities.
Alex [50:15]: “AI Generate is now live on both WordPress and Shopify. Make sure to update your Shopify app to take advantage of this feature.”
V. Q&A Session
A. Organic Traffic Drop Post-Google Update
A listener named Francis inquires about a 50% drop in organic traffic experienced in March 2024. Carolyn suggests a comprehensive audit to rule out technical issues.
Carolyn [51:37]: “Conduct a full audit to ensure no technical changes are preventing Google from crawling and indexing your site properly.”
Alex adds that concurrent updates, like the March spam and core updates, could have compounded the traffic decline.
Alex [52:14]: “The spam and core updates happening simultaneously may have both impacted your traffic. Analyze your data for patterns across pages and keywords.”
B. Handling Internal Content
Francis also asks for advice on managing internal content meant for employees only. Carolyn recommends segregating such content on subdomains with strict access controls.
Carolyn [53:26]: “Host internal content on a separate subdomain, restrict access via IP or domain controls, and return a 410 status for unauthorized access.”
Alex concurs, suggesting implementing password protection or private settings on WordPress.
Alex [54:40]: “Use login-protected pages or make content private to prevent public access and ensure it’s not indexed.”
C. Disavowing Backlinks
Another listener questions the effectiveness of disavowing backlinks. Carolyn downplays its necessity but acknowledges it doesn’t hurt to do so.
Carolyn [55:00]: “Disavowing backlinks isn’t generally necessary, but it won’t harm your site. If you’re concerned about toxic links, proceed with disavowing.”
VI. Conclusion
Ninke wraps up the episode by thanking listeners for their active participation and engagement. She reminds the audience of the upcoming November update and highlights opportunities to connect at future events. The hosts express optimism about the insights shared and encourage listeners to stay proactive in optimizing their SEO strategies.
Ninke [56:05]: “Thanks everyone for being so active in chat and popping in all your questions. We hope you enjoyed and took away key insights from today’s updates. See you in November!”
Alex and Carolyn bid farewell, briefly mentioning the bustling nature of the upcoming weeks leading into Black Friday.
Alex [56:19]: “See you then on a busiest week ever. Thanks everyone for turning up. It’s been a good one.”
Key Takeaways
- Legal Landscape: Google’s classification as a monopoly could reshape SEO strategies and PPC dynamics significantly.
- AI Integration: The rise of tools like Gemini AI and Search GPT indicates a shift towards more sophisticated, research-oriented search functionalities.
- SEO Best Practices: Focus on user-centric content and honest optimization remains paramount amidst evolving search engine algorithms and policies.
- Security Measures: Updating WordPress and its plugins is crucial due to recent vulnerabilities. New security mandates from WordPress aim to enhance overall site safety.
- Content Management: Properly managing internal content with robust access controls is essential to prevent unintended indexing and protect sensitive information.
For more detailed insights and updated content strategies, visit Yoast.com or join the upcoming bi-weekly webinars on starting with SEO.