Podcast Title: The Yoast SEO Podcast
Host/Author: Yoast SEO
Episode: Google's AI Overviews, Google Leak, Schema Markup, and More | #SEOUpdateByYoast
Release Date: June 26, 2024
Introduction
In the June 2024 episode of The Yoast SEO Podcast, host Tako Verdanskott welcomes listeners to the latest SEO update. Tako introduces the episode's focus areas, including Google's recent AI overviews, a significant Google leak, advancements in schema markup, and other pertinent SEO news. The episode features Yoast SEO experts Carolyn Shelby and Alex Moss, who delve deep into these topics, providing insights and addressing audience questions towards the end.
Google's Troubling AI Overviews and Subsequent Leak
Overview of AI Issues
Alex Moss kicks off the discussion by referencing the Search Engine Roundtable's compilation of "Embarrassing Google AI Overviews," highlighting problematic AI-generated responses that suggested harmful actions such as "drinking urine to get rid of kidney stones." These inaccuracies led to widespread backlash, prompting Google to embark on an apology tour to reassure stakeholders.
Notable Issues Raised:
- Unreliable Medical Advice: Carolyn Shelby emphasizes the dangers of AI-generated health misinformation, especially for non-tech-savvy users who might take such advice literally.
"[At 03:06] Carolyn Shelby: I have looked at some of them, they were laughable... when you want to drink your own urine... all of these health hazards can actually become a problem."
Google's Response and Leak Details
Alex discusses Google's attempt to mitigate the backlash by allowing users to filter out AI overviews and providing feedback mechanisms. However, Carolyn criticizes the user-unfriendly navigation to these settings, likening it to finding critical information hidden away in an obscure archive.
The conversation shifts to the leak of Google's internal engineering documentation. Alex clarifies that while the leaked documents offer an inventory of Google's tracking mechanisms, they don't reveal the exact algorithms or data proportions used in search rankings. Notably, the documents indicate that Google retains a permanent record of domain-related data, raising concerns about long-term SEO implications.
Impact on SEO Community:
- Trust and Transparency: The leak has polarized the SEO community, with some viewing it as confirmation of suspicions about Google's practices, while others see it as inconsequential without definitive algorithm details.
Google's Continued Commitment to AI Overviews
Despite the controversies, Google announced that AI overviews would remain, albeit with improvements. They introduced a system named after SEO expert Lily Ray, who has been instrumental in identifying and reporting abusive or incorrect AI outputs. This move signifies Google's willingness to incorporate external feedback into refining their AI systems.
Mobile-First Indexing Completion
On June 3rd, coinciding with Alex Moss's birthday, Google announced the full transition to Mobile-First Indexing, effective July 5th. This means that Googlebot will now primarily use the smartphone crawler for indexing all websites, reinforcing the importance of mobile optimization.
Key Takeaways:
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Comprehensive Mobile Optimization: Alex underscores that most websites are already mobile-friendly, but nuances like menu visibility on mobile devices remain crucial for effective crawling.
"[At 16:08] Alex Moss: I think from a WordPress point of view the biggest risk... your menu doesn't contain all the links..."
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Actionable Recommendations: Carolyn advises site owners to use tools like Google Mobile Bot and Page Speed Insights to ensure mobile friendliness and crawlability.
Clarifications on Click-Through Rate (CTR) and Helpful Content Update (HCU)
Google addressed misconceptions linking CTR and HCU directly to search rankings. They clarified that while CTR is tracked, it doesn't solely determine rankings. Instead, it contributes to a broader set of signals considered in search algorithms.
Important Points:
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Meta Descriptions' Role: Although meta descriptions aren't direct ranking factors, optimizing them can enhance CTR, indirectly benefiting visibility.
"[At 19:13] Carolyn Shelby: If meta descriptions aren't a ranking factor but improve CTR..."
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Content Quality Emphasis: Alex emphasizes the importance of generating user-centric, helpful content over content tailored solely for search engines.
"[At 20:17] Alex Moss: Be helpful. Generating content for SEO is not why..."
Structured Data and Schema Markup Updates
Google introduced updates to structured data, allowing merchants to define organization-wide return policies via schema markup. This enhancement reduces redundant code across product pages, promoting efficiency and sustainability.
Details:
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Unified Return Policies: Merchants can now specify a global return policy on their homepage, which applies to all products unless individually overridden.
"[At 20:41] Carolyn Shelby: You don't need to say that on the page... save space on source code."
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Yoast's Implementation: Carolyn confirms that Yoast SEO is in the process of integrating this feature into their products, ensuring users benefit from the latest schema enhancements.
WordPress and Yoast SEO News
WordPress Performance and Updates:
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A recent test on Core Web Vitals revealed that while most platforms saw a performance decline, WordPress held up better than others like Duda.
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Agency Programs: Automattic, the company behind WordPress, announced a new agency program aimed at helping WordPress development agencies monetize their services more effectively. Similarly, Bluehost introduced an AI-powered WordPress website creator to streamline website development for agencies.
Yoast SEO Recognition:
- Carolyn proudly announces that Yoast SEO is a finalist in the 2024 Global Search Awards for the best global search software tool. Listeners are encouraged to support Yoast in this competition.
Audience Q&A
Towards the episode's conclusion, Tako facilitates a Q&A segment where Carolyn and Alex address audience queries:
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Recovering from Google Core Updates:
- Alex's Advice: Focus on maintaining helpful, unique content and explore new backlink opportunities as existing ones might have been devalued.
- Carolyn's Input: Utilize Google Search Console for comparative analysis, keeping in mind its six-month comparison limit.
"[At 44:53] Tako Verdanskott: ... Barry Adams' sanity is being lost by the updates as well."
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Impact of Internal Links Visibility on Mobile:
- Concise Response: Hidden internal links on mobile can negatively affect SEO.
- Solution Offered: Ensure that all critical links are accessible and visible in mobile menus to maintain crawlability.
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Updating Non-Descriptive Meta Descriptions:
- Carolyn's Recommendation: Enhance meta descriptions to be more descriptive and relevant to potentially increase CTR.
- Alex's Perspective: Minimizes risk by improving clarity without harming existing SEO standings.
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Accidental Change from www to Non-www:
- Steps to Mitigate: Implement 301 redirects, perform a global search and replace in the database, and ensure all internal links are correctly formatted.
"[At 51:58] Carolyn Shelby: Search and replace. Make sure a competent dev does search and replace..."
Conclusion
Tako wraps up the episode by thanking Carolyn and Alex for their invaluable insights and encouraging listeners to participate in future updates. The episode underscores the dynamic nature of SEO, emphasizing the importance of staying informed and adaptable amidst ongoing changes in Google's algorithms and web standards.
Notable Quotes:
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"Generating content for SEO is not why. No, you don't just generate content to attract the search engines. You generate helpful content that's going to benefit someone."
— Alex Moss [20:17] -
"If meta descriptions aren't a ranking factor but improve CTR... they're your shop window. That's your opportunity to win."
— Carolyn Shelby [19:13] -
"A lot of the themes I see have like a little hamburger menu and if you click it, it pops out and then all of your links will be there. So if that's the case, you're fine. But if it literally, if it literally does not exist, then that's bad."
— Alex Moss [47:32]
This comprehensive summary encapsulates the key discussions and insights shared by Yoast SEO experts in the June 2024 episode, providing listeners with valuable takeaways on navigating the evolving SEO landscape.