The Yoast SEO Podcast Episode Summary
Episode Title: Google URL Best Practices, Bing's AI Search, and more | #SEOUpdateByYoast
Release Date: August 1, 2024
Host: Flori, Director of Marketing at Yoast
Guests: Carolyn Shelby (Principal SEO at Yoast) and Alex Moss (Principal SEO at Yoast and Director of a UK-based Agency)
Introduction
In the August 1, 2024 episode of The Yoast SEO Podcast, host Flori welcomes listeners to an extensive SEO update featuring Yoast’s top experts, Carolyn Shelby and Alex Moss. The episode delves into the latest developments in SEO, AI search technologies, and WordPress updates, providing actionable insights for SEO professionals.
Google Analytics 4 (GA4) Deprecation
Discussion Points:
- Google has officially deprecated Universal Analytics (UA) in favor of GA4, with tracking ceasing on July 1st, 2024.
- Emphasis on the urgency for users to back up their UA data before complete deprecation.
Notable Quotes:
- Carolyn Shelby [06:23]: "If you're concerned about that data, I suggest you go right now... you don't want to miss that."
- Alex Moss [06:31]: "If it's gone already, you're obviously too late."
Insights:
- SEO professionals must transition to GA4 promptly to ensure continuity in analytics tracking.
- Importance of data backup to prevent loss of historical data critical for long-term SEO strategies.
Google Removes Continuous Scroll
Discussion Points:
- Google has discontinued the continuous scroll feature on desktop, with plans to implement it on mobile platforms.
- The drawbacks of continuous scroll include:
- Difficulty in tracking pagination for both users and crawlers.
- Reduced ability for crawlers to index content beyond the initially loaded results.
Notable Quotes:
- Carolyn Shelby [07:39]: "Continuous scroll is annoying because it changes how you look at the results... it takes away the whole 'I'm on page one, I'm on page two.'"
- Alex Moss [09:07]: "I'm a fan of this going away because this reminds me of how someone browses social media."
Insights:
- SEO practitioners should avoid implementing continuous scroll in most scenarios to maintain clear pagination structures.
- Traditional pagination aids in better indexing and user navigation, enhancing overall SEO performance.
Backlink Strategy and Importance
Discussion Points:
- Backlinks remain a critical component of SEO, potentially more significant now than previously acknowledged.
- Strategies for acquiring quality backlinks include:
- Creating valuable, shareable content.
- Engaging with local businesses and organizations for contextual relevance.
- Utilizing platforms like LinkedIn and social media to link back to the main website.
Notable Quotes:
- Carolyn Shelby [53:23]: "Backlinks are very important and they're probably more important than everyone was pretending they were."
- Alex Moss [54:41]: "If I go back to my... I'm telling Google that the trees over there, in that scenario, I'm the link."
Insights:
- Emphasizes the ongoing necessity of building a robust backlink profile to enhance site authority and search rankings.
- Encourages diversifying backlink sources to include both local and industry-specific connections.
Google’s Search Quality and Zero-Click Searches
Discussion Points:
- Google utilizes user surveys, human evaluators, and behavioral analysis to assess search quality.
- Zero-click searches, where users find answers directly on the search results page without visiting external sites, account for over 58% of searches in the EU and the US.
- The emergence of AI overviews is changing user behavior, though their accuracy remains a concern.
Notable Quotes:
- Carolyn Shelby [15:55]: "Sustained performance over a long period of time is usually caused by user satisfaction rather than going for quick clickbaity things."
- Alex Moss [20:56]: "I'm hoping the algorithm can become complex enough to understand that people are clicking not because they find it helpful, but because they're trying to sanity check something."
Insights:
- SEO strategies must adapt to the prevalence of zero-click searches by focusing on creating content that satisfies user intent directly within search results.
- The reliability and accuracy of AI-generated overviews are pivotal in determining their impact on SEO and user trust.
AI Developments in Search: Google and Bing
Discussion Points:
-
Google’s AI Enhancements:
- Continuous improvement in AI to better assess content quality.
- Striving to minimize incorrect or misleading AI-generated information.
-
Bing’s AI Search Updates:
- Introduction of a new layout featuring a table of contents, related links, and organic search results to boost click-through rates.
- AI overviews in Bing aim to enhance user experience by anticipating related questions.
Notable Quotes:
- Alex Moss [45:58]: "Claude has been a good thing, but it's more on the creative side... try Perplexity, use Claude."
- Carolyn Shelby [46:28]: "It's exciting to have something new and disruptive in search because I think it has been pretty... Google dominated for a very long time."
Insights:
- The integration of AI in search engines is reshaping how users interact with search results, necessitating innovative SEO tactics.
- Bing’s updates aim to create a more engaging search experience, potentially increasing user interaction with organic links.
WordPress Security and Updates
Discussion Points:
- Recent supply chain attacks targeting WordPress plugins, such as PowerPress podcasting, leading to unauthorized admin account creation.
- Emphasis on the necessity of robust security measures, including the use of security plugins like Wordfence and Cloudflare.
- Release of WordPress version 6.6.1 addressing critical security patches.
Notable Quotes:
- Carolyn Shelby [49:54]: "If you don't have a good security plugin, I strongly recommend you get a security plugin."
- Alex Moss [50:15]: "WordPress releases 6.6.1 for the inevitable security patch... get it upgraded."
Insights:
- Maintaining up-to-date WordPress installations and employing security plugins are imperative to protect against vulnerabilities.
- Regular updates and vigilant monitoring can prevent unauthorized access and ensure the integrity of WordPress sites.
Google’s Reversal on Third-Party Cookies
Discussion Points:
- Google has reversed its decision to eliminate third-party cookies, balancing user privacy concerns with the need for effective tracking mechanisms.
- Advice for businesses to bookmark their foundational work related to third-party cookies for potential future use.
Notable Quotes:
- Alex Moss [33:41]: "If you've already removed third party cookies because you got scared, you can put them back now."
- Carolyn Shelby [34:23]: "You don't have to worry about it. But you're not going to get those hours and days back in your life..."
Insights:
- The fluctuating stance on third-party cookies highlights the evolving landscape of digital privacy and tracking.
- Businesses should remain adaptable, maintaining flexibility in their tracking strategies to accommodate potential future changes.
Additional Updates
Google URL Best Practices:
- Updated guidelines discourage using URL fragments (hash signs) to alter page content dynamically.
- Recommendations to ensure URL structures are clear and content is indexable without relying on fragments.
Cloudflare’s Tool to Combat AI Bots:
- Introduction of a new tool by Cloudflare designed to block AI crawlers that ignore robots.txt directives.
- Considerations on whether to block AI bots, weighing the benefits of protecting content against the potential loss of visibility.
Notable Quotes:
- Carolyn Shelby [25:22]: "If they want your content, they're going to get it anyway."
- Alex Moss [26:25]: "Cloudflare is very good at defending against that kind of stuff."
Insights:
- Enhanced tools for managing AI bot traffic are essential for maintaining website security and content integrity.
- Decisions on blocking AI crawlers should be carefully considered based on content value and desired visibility.
Q&A Highlights
1. Importance of Backlinks
- Question by Abigail: How important are backlinks nowadays and what advice do you have on them?
- Response by Carolyn Shelby [53:23]: "Backlinks are very important and they're probably more important than everyone was pretending they were."
- Advice: Focus on creating valuable content and building contextual, relevant backlinks through local partnerships and social media engagement.
2. Impact of Ending Continuous Scroll
- Question: Can the end of continuous scroll jeopardize the ranking of websites that are not on the first page, and what should content creators do?
- Response by Alex & Carolyn Shelby [56:04]: Minimal anticipated impact; maintain traditional pagination methods and ensure content uniqueness across categories.
3. Zero-Click Searches and Traffic Declines
- Question by Brook: Would zero-click search be the most likely reason for steady traffic decline this year?
- Response by Carolyn Shelby [57:02]: Possible, especially if relying on high-ranking keyword phrases affected by zero-click trends.
4. Handling Non-Indexable URLs Generated by Wordfence
- Question by Ethan: Issues with non-indexable URLs generated by Wordfence affecting Google Search Console.
- Response by Carolyn Shelby [58:16]: Investigate settings within Wordfence and consider consulting Cloudflare or Wordfence support for solutions.
Conclusion and Upcoming Events
Flori wraps up the episode by thanking Carolyn and Alex for their insights and encouraging listeners to stay updated through upcoming events. Carolyn and Alex share their participation in various SEO conferences, including WordCamp US, Global Search Awards, Brighton SEO, and PubCon in Las Vegas. They emphasize the importance of continuous learning and networking within the SEO community.
Notable Quotes:
- Carolyn Shelby [52:38]: "Please, please, please stay up to date with those updates."
- Alex Moss [52:57]: "It's what you want, really, isn't it?"
Final Thoughts:
- The episode underscores the dynamic nature of SEO, the critical role of staying informed about platform updates, and the need for adaptable strategies in response to evolving search engine algorithms and technologies.
Stay Connected:
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