Podcast Summary: Helpful Content Update Recovery, Google's AI Overviews, and More | #SEOUpdateByYoast

Release Date: May 29, 2024

In this insightful episode of The Yoast SEO Podcast, host Tako Verdonsgrott guides listeners through a comprehensive discussion on the latest developments in the SEO landscape. With expert insights from SEO professionals Carolyn Shelby and Alex Moss, the episode delves into Google's recent algorithm updates, the challenges of AI-generated content, the evolving dynamics of the news industry, and notable updates in the WordPress ecosystem. The episode concludes with a lively Q&A session addressing listener queries on various SEO topics.

1. Introduction and Episode Overview

Tako Verdonsgrott kicks off the episode by outlining the primary topics of discussion:

• Google's Helpful Content Update Recovery
• Issues with Google's AI-Generated Answers
• OpenAI's Decision Against Launching a Search Engine
• WordPress Celebrates Its 21st Birthday

[00:00] Tako Verdonsgrott:
"In this month's update, our SEO experts Carolyn Shelby and Alex Moss will take you through the latest news in SEO."

2. SEO News: Google's Core Updates and Recovery Timelines

Carolyn Shelby and Alex Moss dissect Google's recent statements regarding the recovery process post the Helpful Content Update (HCU). John Mueller's remarks emphasize that while Google doesn't "hold grudges" against impacted sites, recovery can be slow and unpredictable.

[03:09] Carolyn Shelby:
"Google confirms it doesn't hold grudges, but recovery is not only not going to be quick, but it is difficult to ascertain exactly what needs to be done."

Alex Moss adds that the HCU is now part of Google's core algorithm, indicating a commitment to its long-term implementation.

3. Google's AI Overviews and Content Accuracy Issues

A significant portion of the discussion centers on the problematic outputs of Google's AI-generated answers. Instances where AI provided questionable advice, such as recommending urine consumption for kidney stones, have sparked criticism.

[09:47] Carolyn Shelby:
"Google's AI now is recommending that you drink urine to pass kidney stones more quickly. I'm going to say that that's questionable medical advice."

Alex Moss highlights the broader implications, noting the potential for widespread misinformation if such AI inaccuracies persist.

[12:29] Carolyn Shelby:
"AI is only bad if it's saying things that you don't like."
[23:48] Alex Moss:
"If you're a publisher, maybe worry a bit more."

4. Impact on the News Industry and Big Publications

The episode explores how Google's algorithm changes are affecting major news outlets. Historically, companies like the LA Times engaged in practices such as renting out subdomains for affiliate marketing, a strategy that is now costly and unsustainable.

[16:29] Alex Moss:
"They were absolutely selling links... now they're just going to have to figure out what to do."

Carolyn Shelby reflects on the broader ramifications, suggesting that traditional news models may struggle to survive in the digital era.

5. Structured Data Documentation Enhancements

Google has expanded its structured data documentation, offering more detailed guides for both beginners and developers. However, Carolyn remains skeptical about the practical impact of these updates.

[08:03] Alex Moss:
"They've been updating the documentation... what you need to know is you need to do nothing in terms of stuff on your site."

6. WordPress Celebrates 21 Years and SEO Enhancements

Marking its 21st anniversary, WordPress introduced version 6.5, which includes support for the lastmod element in sitemaps—a feature Google has indicated it no longer prioritizes. Despite this, the update aims to improve crawl efficiency.

[37:19] Alex Moss:
"WordPress turned 21 on May 25th... It's our favorite CMS."
[38:51] Carolyn Shelby:
"We should all have some cake to celebrate our favorite CMS."

7. Yoast Product Updates

Yoast announced updates to their SEO products, including a new dashboard feature for Yoast SEO for Shopify users, providing a prioritized checklist to enhance SEO strategies. Additionally, minor updates were released for Yoast Free, Premium, and Video Plugin users to incorporate recent changes.

8. Q&A Session: Addressing Listener Queries

The episode transitions to a dynamic Q&A segment, where Alex and Carolyn address audience questions:

• Dependence on Google Rankings:
  Carolyn advises enhancing authoritative presence through platforms like Wikipedia and Reddit to influence AI-generated narratives.
  [43:09] Alex Moss:
  "The monopoly is harder for them now... best practices for all search engines."

• Impact of YouTube Presence on Rankings:
  A significant YouTube presence can bolster an entity's authority, potentially influencing search rankings due to Google's ownership of the platform.
  [48:07] Carolyn Shelby:
  "Google wants to keep it in the family... deeper access into metadata."

• Microsoft Copilot vs. Google's AI:
  The panel discusses the comparative performance of Microsoft's Copilot and Google's AI, noting that Copilot currently offers more accurate and reliable responses.
  [49:24] Alex Moss:
  "Copilot might not be thinking about [information retrieval] as much and therefore giving a wider range of information."

• Technical SEO vs. Content and Keywords:
  Emphasizing the importance of technical SEO, Carolyn likens it to the foundation of a cake, asserting that without a solid technical base, content and keywords cannot shine.
  [51:38] Carolyn Shelby:
  "If there's something technically wrong with the site, it's not going to matter how good the content is."

• Impact of Generative Search on Paid Google Ads:
  The introduction of AI overviews has led to a repositioning of paid ads, with more ads appearing around AI-generated content, potentially making paid strategies more crucial.
  [54:50] Alex Moss:
  "It'll be a trickle into more aggression rather than, bam, here's a bunch of ads."

• Clarifying the Title "Principal SEO":
  Carolyn explains that "Principal SEO" denotes the highest level within the individual contributor hierarchy, separating expert roles from managerial positions.
  [57:19] Alex Moss:
  "It was just a title that was in our contracts."
  [57:45] Carolyn Shelby:
  "Principal means that you are at the top of the individual contributor chain."

9. Closing Remarks and Community Engagement

Tako wraps up the episode by encouraging listeners to engage with Yoast on upcoming events like WordCamp Europe and participate in future webinars. He also invites feedback and shared learnings via social media to enhance community interaction.

[41:50] Alex Moss:
"Are you going to be at WordCamp Europe?"

[57:19] Tako Verdonsgrott:
"We have a link to a tweet in the chat... share what you learned."

Notable Quotes:

• Carolyn Shelby [03:09]:
  "Google confirms it doesn't hold grudges, but recovery is not only not going to be quick, but it is difficult to ascertain exactly what needs to be done."

• Carolyn Shelby [09:47]:
  "Google's AI now is recommending that you drink urine to pass kidney stones more quickly. I'm going to say that that's questionable medical advice."

• Alex Moss [14:19]:
  "They were absolutely selling links... now they're just going to have to figure out what to do."

• Alex Moss [43:09]:
  "The monopoly is harder for them now... best practices for all search engines."

This episode provides a deep dive into the current state of SEO, highlighting both challenges and strategies to navigate the evolving digital landscape. Whether you're an SEO professional or a website owner, the insights shared offer valuable guidance to optimize your online presence amidst shifting algorithms and technological advancements.