Articles

Main Takeaways: Google's Autocomplete works to predict search queries using factors such as:

• overall popularity - this is based on what's trending but also if Google deems them more relevant to a searcher 

• trending topics - this is any phrase or term that suddenly spikes in popularity 

• search history - Google uses your past searches, which you'll see in a purple font color or a clock next to the query

• language and location - based on if you set a specific language or the language Google assumes you use as well as geo-specific targeting 

Why It Matters: This feature is a great way to do keyword research, content topic ideation, and better  identify what your customers' needs may be.

Next Steps:  No action needed at this time.

Main Takeaways: Google updated their guidelines for article structured data to eliminate the 110-character limit. The article previously listed, “The title of the article. The value should not exceed 110 characters.” The change is now, “The title of the article. Consider using a concise title, as long titles may be truncated on some devices.”

Why It Matters: It's importance to have clear, concise headlines. This change indicates that Google thinks it's more important to consider how users are able to clearly consume your content.

Next Steps:  iQuanti SEO can review any new or existing article schema to see if there are any changes needed.

Main Takeaways: Google is testing a pilot feature that will allow users to search for spoken words in a video. This feature is called "Search in video" and will allow a user to find the information they need in a long video.

Why It Matters: Video continues to be a key player in a strong digital marketing strategy. As new features are rolled out, video SEO will be even more important. Some examples of important optimizations:

• Video transcript should be accurate. It's best practice to use a transcript to build your video as well as use the file for correct subtitles and translations.

• Keyword usage in video scripts will help with search visibility and provide users clear direction on the topics being discussed in the video.

Next Steps:  iQuanti SEO can help provide Video SEO optimizations.

Main Takeaways: Google is rolling out 2 different updates - the December 2022 helpful content update and the December 2022 link spam update.

The helpful content update was rolled out December 5th and the link spam started December 14th. The helpful content update will be rolled out longer than the 2 week timeline Google previously provided.

Why It Matters: Sites can always expect to see impacts when Google rolls out updates. Since this is 2 updates being rolled out simultaneously, it'll be important to monitor performance and see if there were any impacts from both or one of the changes. 

Next Steps:  No action needed at this time as the updates are still rolling out. If there is impact, we will look at the backlink profile and content to identify which was the cause.

Main Takeaways: Google updated their Quality Rater Guidelines and made major updates.

• New sections were added and 11 pages worth of content are new

• The acronym has changed from E-A-T to E-E-A-T, which stands for:

  • Experience - 

  • Expertise 

  • Authoritativeness

  • Trustworthiness

The addition of "experience" will highlight if the creator of the content has experience with the topic. Google also mentions that "trust" is the most important aspect of E-E-A-T and will be the most important consideration.

Other noteworthy changes are:

• Updates with using more inclusive language such as removing gendered pronouns

• New mentions of social media platforms

• Focus on how content can be in different forms - video, UGC, social

Why It Matters: The Quality Rater Guidelines is important because it gives insight into how Google wants their algorithm to operate. Using the information detailed in the guidelines help provide direction in content quality, user experience best practices, and ensuring the E-E-A-T of your website and content.

Next Steps:  iQuanti SEO to identify any impacts and new strategies around these updates.

Main Takeaways: Google rolled out the December 2022 link spam update. As written by Google, “Our launch today, which we refer to as the December 2022 link spam update, will take about two weeks to fully roll out. Ranking may change as spammy links are neutralized and any credit passed by these unnatural links are lost. This launch will affect all languages.”

Google is using its machine learning systems to improve spam detection, which they call SpamBrain.

Why It Matters: This update is rolling out over the course of 2 weeks and fluctuations in performance may occur.

Next Steps:  No action needed at this time as the updates are still rolling out. If there is impact, we will look at the backlink profile, create new disavow files, and continue to ensure links are natural and follow best practices.

Main Takeaways: Since Google's Helpful content Update and Spam Update rollout, service area business websites are seeing fluctuations in performance. Specifically, doorway pages got deindexed. A doorway page for Local SEO are typically the location pages, which are fairly duplicate in nature with the only thing changing are the keywords and location. 

Other changes in the local space are:

• Video and photos needed verification on Google Business Profile

• Reviews disappeared due to Google temporarily disabling 

• Profiles that were filled out got disabled for no reason. 

• Rankings saw huge declines

Why It Matters: These updates may be a huge indicator that location pages that are templatized might become an archaic practice.

Next Steps:  iQuanti SEO to identify any impacts and strategies to mitigate the losses such as creating unique localized content.

Main Takeaways: Continuous scroll on SERP is now available for desktop. Google rolled this feature out to mobile in October 2021. 

This feature is meant to help users access more information and new ideas easier and quicker. 

Why It Matters:  This could impact impact data as it is thought to encourage users to scroll past the first few results. 

Next Steps:  No action needed at this time.

Main Takeaways: Google just released they added hour and date dimensions for GA4. 

A summary of the new dimensions are:

• Hour is the hour when an event was collected.

• Nth hour is the number of hours since the start of a specified date range.

• Date + hour is the date and hour when an event was collected.

• Week is the week of the event, a two-digit number from 01 to 53. Each week starts on Sunday, and January 1st is always in Week 1.

• Month is the month of the event, a two-digit integer from 01 to 12.

Why It Matters: These insights will allow you to see data around hourly trends, get granular insight into what months drive the most website traffic, and conversion data around specific times.

Advertisers will be able to see more information about their events and see specific user engagement data.

Next Steps:  No action at this time.

Main Takeaways: John Mueller weighed in the future of links and how important they are for the algorithm.

As stated by him, “Well, it’s something where I imagine, over time, the weight on the links. At some point, will drop off a little bit as we can’t figure out a little bit better how the content fits in within the context of the whole web. And to some extent, links will always be something that we care about because we have to find pages somehow. It’s like how do you find a page on the web without some reference to it?”

“But my guess is over time, it won’t be such a big factor as sometimes it is today. I think already, that’s something that’s been changing quite a bit.”

Why It Matters:  Links will always be important as they help Google and search engines find content. However, according to John Mueller, they may not have as much weight in the overall ranking algorithm.

Next Steps:  No action needed at this time.

Main Takeaways: John Mueller from Google confirmed that the page speed ranking algorithm uses only Core Web Vitals. 

Why It Matters:  Historically, Google released 3 page speed updates:

• 2010 - Google site speed update

• 2018 - Google page speed update

• 2020 - page experience update

This information from John Mueller indicates that the updates from 2010 and 2018 are no longer in use.

Next Steps:  It will be important to continue monitoring CWV scores for sites and implement fixes when possible. 

Main Takeaways: There was a bug with some of Google's search features around October 18th and 19th and the fix was rolled out around October 28th. 

Why It Matters:  It was not confirmed but some of the result types affected were:

• top stories

• PAA

• local pack

Next Steps:  There may be a fluctuation in data due to the bug.

Main Takeaways: In a recent Search Off the Record podcast episode, Lizzi Sassman and John Mueller from Google discuss the use of stock photos. and if there's any considerations to not use it. John Mueller responded that he thought it was ok to use stock images as long as it added more context to a landing page and should be appropriate to the audience. 

Other things to consider about stock images:

• It will not have a negative impact on performance if it's used.

• Stock photography might not rank well in search. 

• Some believe stock images might distract a visitor or come off as not authentic, especially if used for company specific pages such as "About Us".

Why It Matters:  Overall, it does not appear that using stock photos have a direct impact on performance. However, it's something to consider for user experience.

Next Steps:  No action at this time.

Main Takeaways: YouTube launches a new tool that allows you to turn videos into 6-second cuts that you can use in bumper ads. This tool is available in Google Ads and uses machine learning to identify important scenes and brand elements from videos. 

Why It Matters:  With this tool, it's easy for advertisers to create new ad assets, especially for brands that don't have the resources to create numerous creative assets. 

Next Steps:  No action needed at this time.

Main Takeaways: The October Spam Update rolled out on October 19, 2022 and ended October 21, 2022. 

Why It Matters:  These updates are focused on targeting specific guideline violations and can impact rankings on sites that are not complying.

Next Steps:  iQuanti SEO to analyze any potential impact to performance around the time of this rollout.

Main Takeaways: In a recent Google Office Hours, someone asked if it's okay that they use machine translations but have humans review the content for accuracy. Google responded "as long as there’s a human involved in the review process. That’s the key. The thing you want to watch out for is making sure that the quality continues to be good and working well for the humans that are reading the content." 

Why It Matters:  John Mueller from Google said recently that AI-generated content is considered spam however, this recent response from Google is indicating that as long as a human is reviewing the content for readability and quality, it's ok.

Next Steps:  No action needed at this time.

Main Takeaways: With TikTok's new Focused View campaign, brands will only pay when users voluntarily watch an ad for at least 6 seconds or if they interact with the ad in the first 6 seconds. This allows for optimization of the following:

• Emotional engagement through content consumption: Targeting users who are most likely to view your ad for at least six seconds

• Tangible engagement through interaction: Targeting users who are more likely to actively engage with an ad by liking, sharing, following or clicking

Why It Matters:  TikTok advertisers can see if their ads drive user interest and engagement and ultimately increase conversions. 

Next Steps:  No action at this time.

Main Takeaways: Google adjusted the shopping experience on Desktop with adding more images to the product carousels. When users click on a product, they will also be able to see more information without losing their place in the results page.

Why It Matters:  Image optimization continues to grow in importance as Google increases the amount of times they'll showcase pictures in results. 

Next Steps:  No action needed at this time.

Main Takeaways: YouTube released 3 new features for advertisers:

• Moment Blast -  advertisers can get prime positioning for YouTube Select content on connected TV and other devices 

• Expanded product feeds for Discovery Ads - Product feeds will expand into Discovery Ads which will help scale creative assets and reach more engaged audiences

• Reach music and podcast listeners -  Ability to create ads for audio and podcast globally 

Why It Matters:  These changes give advertisers new ways to reach different audiences.

Next Steps:  No action at this time.

Main Takeaways: TikTok revealed 3 new features for Live that are focused on enhancing the Live experience and improving brand safety. 

• The introduction of Multi-Guest

  • Hosts can go live with up to 5 guests in a grid or panel layout

• Increasing the LIVE minimum age from 16 to 18

  • Minimum age will be 18 to host a LIVE, access messaging, and monetization features

• Introducing safety reminders for all LIVE guests

  • Updated filter functionality to limit inappropriate content 

Why It Matters:  These new features allow for more control and monitoring, which will help promote more safety. 

Next Steps:  No action needed.

Main Takeaways: In mobile search results, Google is rolling out "site names", which will prominently show the name of the website vs just the URL. There will also be updates to the size and shape of the favicon displayed next to site name and URL.

Why It Matters:  These changes are currently only available for English, French, Japanese, and German but will rolled out for additional languages in the coming months. 

Next Steps:  Updates to SERP layouts also come with potential changes to users' clicks and engagement behavior. iQuanti SEO to help monitor click-through rate data in GSC. 

Main Takeaways: Google will now roll out a new bold black "Sponsored" label to replace the current "Ad" one in SERPs.

Why It Matters:  This update is to help make it more clear to users if a result is paid content.

Next Steps:  No action needed but it will be good to monitor click-through rates on paid placements.

Main Takeaways: Google recently completed their refresh of the old Webmaster Guidelines and renamed it "Google Search Essentials".

The updated guidelines will be more streamlined, simplified, and help people have clearer guidance on how to build sites.

Changes you can expect to see:

• Name change

• Technical requirements - this is a new section that will help people understand how to publish content in a format Google can easily index and access

• Spam policies - there were updates made to the guidelines to ensure people know how to avoid unhelpful content 

• Key best practices - there is also updated guidance on key best practices for site and content creation 

Why It Matters: These changes are expected to improve knowledge around site and content quality per Google's guidelines. 

Next Steps:  iQuanti to review the new Google Search Esssentials and follow up with any next steps, as needed.

Main Takeaways: Google added 3 new structured data properties to be used with the ImageObject type, focused on improving credit, copyright, and image creator info.

• creditText

• creator

• copyrightNotice

Why It Matters:  These updates make it easier for Google to understand any necessary information around copyrights and creators. 

Next Steps:  iQuanti SEO to make updates to schema, as needed.

Main Takeaways: Google rolled out new features for travel and tour booking businesses. Some changes are:

• Links to book tickets are available on Maps (mobile and desktop) and users can compare prices across different sites

• Edit booking prices on GMP directly vs waiting to do it through an approved connectivity partner 

• Things to do ads are now appearing for more queries in 24 countries 

Why It Matters: Travel and tourism site owners can make changes a lot quicker now and find new ways to connect with audiences.

Next Steps:  No action at this time.

Main Takeaways: Google has added 3 new examples to the help document, which helps further clarify what sites are impacted by the recent Review updates:

1. Expert staff member of the merchant that guides shoppers through product comparisons

2. Bloggers that provide independent opinions of products

3. Editorial staff members at news or publishing sites

Why It Matters:  These updates provide more context and guidance on what type of sites were impacted by the Review update. Any content that someone is reviewing a product will be impacted. 

Next Steps:  No action needed at this time.

Main Takeaways: Google has just announced additional policies to protect consumers and advertisers in the UK from fraudulent ad practices aimed at taking advantage of people through financial scams.

Guidelines for consideration:

• Financial services verification policy

• Stop Scams Initiative

Why It Matters: In the UK, marketers and brands need to make sure they are FCA authorized before they can advertise services.

Next Steps:  No action at this time.

Main Takeaways: Tik Tok released Photo Mode, which is a way to post a photo and add music, effects, and more to it, along with new features:

• Edit clips: Stack, trim, and split video clips

• Edit sounds: Cut, trim, and set the duration for sounds

• Edit and position text: More easily edit, position, and set the duration for text

• Add overlays: Add photo and video overlays for picture-in-picture (or video-in-video) stacking

• Adjust video speed: Speed or slow the pace of video clips

• Frame content: Rotate or zoom in and out of frame of individual clips

• Add sound effects. Add musical soundtracks to videos and photo carousels

These are now available for both video and Photo Mode content. This allows for both SEO optimization as well as allowing creators to expand their captions to include more information about their content.

Why It Matters:  The rise of snackable, short-form video content, especially on TikTok, is causing potential shifts in how users consume and search for content.

Next Steps:  iQuanti to help explore opportunities for Social Media and SEO integrations, if applicable.

Main Takeaways: Google rolled out 3 new features in their tag.

1. Tag coverage summary - this will allow you to see if there are any issues with the Google tag implementation, if there are any pages missing the tag, and make suggestions for pages that should be tagged. 

2. Google Ads and Analytics integration - this will provide more conversion data as it integrates the Tag capabilities directly with Google Ads and Google Analytics.

3. CMS integrations - It will be easier to implement the tag without making manual changes to the main site code, depending on what CMS you use. 

Why It Matters: These new features are focused on making it easier for marketers to access data in a central spot.

Next Steps:  iQuanti to provide support. 

Main Takeaways: Google Analytics, specifically the Universal Analytics 3 version and not Google Analytics 4, is currently not showing any query data within the integrated Search Console reporting. If you try to access your query data within Acquisition > Search Console > Queries, you will see the data for the past several days is shown as “not set.”

Why It Matters:  If you depend on this report in Google Analytics 3, be aware that currently there is some sort of issue where the Search Console query data is not flowing to the report. It is unclear if or when this will be resolved, so you might want to plan an alternative approach to accessing this data. Either check Search Console directly or make the switch to GA4.

Next Steps:  iQuanti to monitor for performance reports as needed.

Main Takeaways: GA4 released an enhanced measurement tool when it comes to Form interactions that allows you to see when a user started filling out a form on your site. 

Why It Matters: This data can help you see if a user started and stopped filling out a form on your site. Advertisers can use this info to run retargeting campaigns to try and recapture these audiences and drive them to conversion. 

Next Steps:  iQuanti SEO will review opportunities  for improvement, when applicable.

Main Takeaways: Google Search Console's search performance report had a data logging issue on September 21, which may have shown a smaller amount of site visitors that day. 

Why It Matters: Google has made an annotation of this data loss which should help marketers when pulling performance reports. 

Next Steps:  iQuanti SEO to layer in this data discrepancy in upcoming reports. Google is working to resolve the loss by either fixing or replacing the data. iQuanti SEO to monitor and provide any updates if any.

Main Takeaways: During the Search On event, Google announced changes to Google Search, Google News, and Google Shopping, and more.

1. Multisearch expansion - Google's multisearch allows you to use your phone's camera to search by an image and include a text query, which will then prompt Google to show you visual results. This feature will be rolling out to 70 new languages. Multisearch will also incorporate local results. 

2. Google translates text lens - This feature allows you to use your phone's camera to translate any text. Google will be using generative adversial networks or GAN models to make the text translation better.

3. Google Search app - There will be shortcuts to make it easier for users to search, translate, voice search, upload screenshots, and more.

4. New search functionality - Google will improve autocomplete and provide tappable words to build your query faster. Your searches will also be more refined and let you add or remove topics so you can drill down and focus on what you want. 

5. More visuals - Google will provide more visuals in the results for certain queries. These visuals will be in the form of images, short videos, things to do, etc.

6. Inspiration for queries - To improve irrelevant results the further down you scroll in Google's SERPs, Google has added a new feature that will give searchers inspiration around their original query.

7. Discussions and forums - This will allow users to access different forum applications such as Reddit, Quora, etc.

8. Translated local and international news - You will be able to access translated local and international news straight from the source of that country or publisher  

9. About this search - Updates to this feature are focused on more personalization so you can see if the result was tailored for you 

Why It Matters: These new features showcase a strong emphasis on image and personalization. This will be important for brands to make sure they have the high-quality assets and personalization abilities to stand out. 

Next Steps:  iQuanti SEO will review opportunities  for improvement, when applicable.

Main Takeaways: Twitter rolled out 2 new features that focus on video. 

1. Immersive viewing and easy discovery - This feature will expand videos to full screen and allow users to browse additional video content.

2. Videos in Explore - Next to Tweets and Trends, there will be a video carousel in Twitter's Explore section 

Lastly, Twitter announced the use of Signals as a way to serve the content that would most interest a user based on their past likes, comments, and follows. 

Why It Matters: Video continues to grow in prominence and it's important to diversify your creative assets to capture new audiences. 

Next Steps:  No action at this time.

Main Takeaways: In this article, Maria White talks about optimizing a Google Business Profile and how it can influence conversions because of the reviews, information, images, and products.

Some of the sections we can optimize are:

• Info section: Categories - Primary categorization is important for rankings in the local pack so it's important to pick the best fit for your business.

• Reviews - This content is important for rankings and conversions because it helps your brand stand out and build credibility

• Products - Since this section is higher up than the Services category, this can be a prominent spot that can potentially drive increases in revenue if updated often. 

• Images - Incorporating high-quality images relevant for your brand can help influence customers

Why It Matters: Google Business Profile can be a powerful when leveraged.

Next Steps:  iQuanti SEO will review opportunities  for improvement, when applicable.

Main Takeaways: Google announced new shopping tools and features. 

1. Access a visual feed for products, tools, and inventory by incorporating the word, "shop", in your search

2. Shop the look will give you links to products seen in image search

3. See what's trending will show popular products

4. Images will start to be in 3D format and allow for a 360-degree view

5. Buying guides will provide information on weight, materials, features, etc.

6. Reviews, pros and cons, etc. will be provided in a single view

7. Personalized shopping will provide brands and products you select per your preference

8. New filters for shopping 

9. In the Google app, you can use Discover to see style suggestions

Why It Matters: It will be important for Advertisers and brands to ensure they have the assets, information, etc. they need to populate these new features. Consumers will also have more options and so it will be important for brands to tap into as many features as possible to stand out.

Next Steps:  No action at this time.

Main Takeaways: In this article, Sara Taher talks through some tactics to help improve the SEO of your PPC landing pages. 

Some major takeaways below:

In general, PPC pages are not optimized for SEO because of the following:

• Page content is more focused on branding or creative language (which may exclude SEO keywords) 

• Less text heavy and more image based

• More CTAs 

Sara also lays out that PPC pages can impact SEO performance because of the following:

• Cannibalization - if there's a PPC version of an SEO page, there is potential that performance can be impacted due to duplication and visitors being driven to the PPC page more. 

• Low Quality Content - PPC pages tend to have a lower word count, which can be seen as thin, low-quality content that impacts the overall performance of the website

The benefits of PPC landing pages:

• PPC pages are meant to attract and convert customers from ads so the content on the page should align with the ads' messaging.

• PPC pages are also meant to be very focused on a conversion, which means they are built to minimize potential distractions for the users' path to conversion

SEO best practices for PPC pages

• Set PPC pages to noindex

• Create PPC pages on a subdomain - not always reliable since subdomains are seen as separate from root domains

• Implement both tactics listed above

If PPC landing pages already exist and are not performing well:

• If there's already an existing SEO page in addition to the PPC page, set the PPC page to noindex and/ or move it to a subdomain.

• Canonicalize the PPC page to the SEO page - however this can still impact duplicate content or create cannibalization issues since Google reviews canonicals as a suggestion

Why It Matters: PPC and SEO strategies can be sometimes be untapped by brands, which is sometimes a miss given both channels can help benefit each other.

Next Steps:  iQuanti SEO will review opportunities to implement cross-channel strategies when applicable.

Main Takeaways: Wordpress will be dropping security updates for versions 3.7 - 4.0 by December 2022 and is recommending that users upgrade to the latest versions.

Why It Matters: WordPress versions 3.7 - 4.0 will no longer serve users any updates or issues with security. This can put sites in older versions at risk for hacking. 

Next Steps:  If a site is on an outdated WordPress version, it will be important to upgrade before December 2022. 

Main Takeaways: Google recently announced that ad extensions will be rebranded to assets in the Google Ads UI. This update will be rolled out over the next couple of weeks.

Why It Matters: In the past, creating and managing assets for a campaign, such as call extensions or sitelinks were done in a separate step in the platform. With this update, you can now set up a Search or Performance Max campaign with the extensions, now labeled assets, being created in that same step.

What adverstisers can expect:

• The preview tool will automatically update to show extension assets for your ads

• Google will also provided recommended assets based on the goals of your campaigns

• The assets that are created in the setup will also be available for you to use with other campaigns or ad groups

• New "Ads & assets" menu - This will house reports for all assets across your account. The "Association" table will show images and pricing.

• New combinations report - You can view how assets such as callouts or sitelinks are performing against headlines and descriptions

Next Steps:  No action item. These updated reports will give advertisers more data and insight into campaign and asset performance.

Main Takeaways: Chrome is rolling out a feature that uses interactive screenshots, which will speed up webpage load by up to 20%. This feature is using technology called Freeze Dried Tabs. 

Chrome will create interactive snapshots of webpages that speed up the user experience. The idea is to speed up the web experience of site visitors by showing them a screenshot with functional links and content that users can scroll through. 

Once the actual page loads, the interactive screenshot will be replaced by the webpage.

Why It Matters: This could help improve user experience and PageSpeed, which can help increase user engagement metrics, conversions, and traffic.

Next Steps:  iQuanti SEO to continue monitoring how to implement or enroll into this feature and discuss next steps once we know more.

Main Takeaways: Google's Core Algo Updates always concern SEOs because of the likely shifts in the SERP landscape, fluctuations in traffic and KPIs for clients, and post-Algo Update clean-up. In this article, Nichola Stott lays out some tips on identifying if you've been hit by an update.

1. Check if there's been news of an update

   1. Google's Search Ranking Updates resource hub

   2. Twitter handles

      • John Mueller - Google's search advocate

      • Danny Sullivan - Google's public liaison for search

      • Addy Osmani - senior staff engineering manager for Google Chrome

   3. Review the guidelines Google has provided in their Helpful content update blog.

   4. Check other search engine sources to see if the data is showing a similar pattern to Google. If Google data is the only one showing fluctuations, that's a good indication it was a Google Update impact. Other search engines are:

      • Microsoft Bing

      • DuckDuckGo

      • Yandex

   5. Review data

      • For example with the helpful content update, Nichola details out looking at the week of Thursday, Aug 25. 2022 to Aug. 31, 2022 and compare it to Thursday, Aug. 26, 2021 TO Wednesday, Sept. 1, 2021.

If traffic or other KPIs went up, here are some checks to see if you've benefitted from an update:

• Are competitors seeing a decline in SOV?

• Was there a lot of movement from who was in top positions before?

• Did the SERP layout for a given keyword change?

• Are there any differences in SERP layout or rankings across different countries and markets?

Why It Matters: 

The updated Search Console reports: 

• A merchant listing report.

  • Will identify structured data issues for free listing experiences in SERPs

  • Will be for pages that sell products

  • Will cover the schema structured data properties and types for Product such as apparel sizing, energy efficient ratings, etc.

• A product snippets report.

  • Showcases issues for product snippets in SERPs.

  • Relevant for pages that share product review info or aggregate product content from review sites

  • Will replace the previous Product structured data report

Next Steps:  iQuanti SEO to review updated reports and provide recommendations where applicable.

Main Takeaways: Google Analytics will now provide tailored recommendations for improvements within the Insights and Recommendations section of the homepage. There will also be additional insights placed throughout Analytics where relevant. 

Why It Matters: As Google continues to roll out more insights into your account performance, the more strategic and refined we can be as SEOs.

Next Steps:  iQuanti SEO to monitor the updates to the platform and share out any new information for recommendations.

Main Takeaways: Google recently added a new tool into Google Search Console that provides more context on potential HTTPS URL issues on a site. This report shows which pages are being served under HTTPS and provides reasons why pages are not served under HTTPS are having issues. 

As quoted by Google, “One of the common requests we heard from you was to provide more information regarding the HTTPS status of the site and make it easier to understand which pages are not served over HTTPS, and why not."

Why It Matters: As Google continues to roll out more features in GSC, we are able to access more data and insight in our site is being indexed. 

Next Steps:  iQuanti SEO to monitor the updates to the report and share out any new information for recommendations.

Main Takeaways: Google is opening up a site's ability to tap into enhanced product experiences that were only accessible if the site was in the Merchant Center. They have also added a report in Google Search Console that provides insight into how your site's structured data is performing or what issues there may be with the code.

Why It Matters: 

The updated Search Console reports: 

• A merchant listing report.

  • Will identify structured data issues for free listing experiences in SERPs

  • Will be for pages that sell products

  • Will cover the schema structured data properties and types for Product such as apparel sizing, energy efficient ratings, etc.

• A product snippets report.

  • Showcases issues for product snippets in SERPs.

  • Relevant for pages that share product review info or aggregate product content from review sites

  • Will replace the previous Product structured data report

Next Steps:  iQuanti SEO to review updated reports and provide recommendations where applicable.

Main Takeaways: YouTube has unveiled some new analytics options for Creator Studio that provides more data on what your audience is interested in, based on search and engagement activity, and also how those users are interacting with different topics on the app.

There are two new elements being added to the Search Insights tool.

• Watch Interest: The first new element is Watch Interest.

• Personal insights: The second new element is new personalized insights based on your audience’s unique interest or your saves. YouTube is looking to provide additional engagement data to help with planning while also displaying interest in other niches.

Why It Matters: Advertisers and creators will now be able to get a better idea of actual engagement trends on YouTube clips based on searches, what people are watching, and “how they move from video to video based on recommendations.”

Next Steps:  iQuanti SEO to incorporate these new insights in video strategy, when applicable.

Main Takeaways: Google made changes to how review-types will show in Google SERP, which will result in updates to the Search Console reports such as clicks and impressions.

According to John Mueller, “at some point we started showing/counting some product results in search slightly differently, and that ended up with some visible shifts in the numbers in Search Console.”

Additionally, Google commented that “you might see a decrease in your Review snippet impressions (and clicks) and an increase in your Product results impressions (and clicks). This represents both a change in how these items looked in Search as well as where Search Console assigns these impressions and clicks.”

Why It Matters: If there are changes to your clicks and impressions to any review type content, it might be due to this review type update. 

Next Steps:  iQuanti SEO to monitor any impacts and will share next steps, if applicable. 

Main Takeaways: Google Search Console has released a change to the CWV report that will showcase data to a URL level. The report will also group pages into 2 tables:

• Poor or needs improvement

• Good 

There are also updates to the additional information section:

• Click a URL in the Examples table of the issue details page to see more information about the represented by that URL, including other URLs in the group, and scores for those group members, if the URL has enough data to show.

• The LCP, FID, and CLS status applies to the entire group. Some outlier URLs might have better or worse values on some visits, but 75% of visits to all URLs in the group experienced the group status shown.

• You can click a URL in the group to run a PageSpeed Insights test against that URL. However, it’s useful to understand a few important differences between PageSpeed Insights and Core Web Vitals information:

• Core Web Vitals combines data and status into PageSpeed Insights generally shows data for individual URLs (unless the URL doesn’t have enough information by itself). The statistics for a specific URL in PageSpeed Insights might not match the group results in Core Web Vitals, because an individual URL might be an outlier in its group.

• Core Web Vitals URLs include URL parameters when distinguishing the page PageSpeed Insights strips all parameter data from the URL, and then assigns all results to the bare URL.

Why It Matters: SEOs will now have more information on the CWV signals, which will help to improve the scores.

Next Steps:  iQuanti SEO to monitor the updates to the report and share out any new information for recommendations.

Main Takeaways: Google Search Console has officially rolled out the video indexing report. The new data will help answer the following questions:

• In how many pages has Google identified a video?

• Which videos were indexed successfully?

• What are the issues preventing videos from being indexed?

You can also use the URL inspection tool to check the following:

• Details such as the video URL and the thumbnail URL.

• The page status showing whether the video was indexed or not.

• List of issues preventing the video from being indexed.

Why It Matters: The increase in data for site video performance will help identify areas of improvement.

Next Steps:  iQuanti SEO will review data and identify potential fixes or insights in ongoing reports.

Main Takeaways: Google announced they are rolling out a helpful content update in the next week or so. According to Google, "The helpful content update aims to better reward content where visitors feel they've had a satisfying experience, while content that doesn't meet a visitor's expectations won't perform as well." Questions Google provides for consideration are:

• Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?

• Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?

• Does your site have a primary purpose or focus?

• After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?

• Will someone reading your content leave feeling like they've had a satisfying experience?

• Are you keeping in mind our guidance for core updates and for product reviews?

It will be important to avoid search engine-first content. Considerations from Google are:

• Is the content primarily to attract people from search engines, rather than made for humans?

• Are you producing lots of content on different topics in hopes that some of it might perform well in search results?

• Are you using extensive automation to produce content on many topics?

• Are you mainly summarizing what others have to say without adding much value?

• Are you writing about things simply because they seem trending and not because you'd write about them otherwise for your existing audience?

• Does your content leave readers feeling like they need to search again to get better information from other sources?

• Are you writing to a particular word count because you've heard or read that Google has a preferred word count? (No, we don't).

• Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you'd get search traffic?

• Does your content promise to answer a question that actually has no answer, such as suggesting there's a release date for a product, movie, or TV show when one isn't confirmed?

Why It Matters: Sites that have larger amounts of unhelpful content will not perform well in Search so it will be important to remove this type of content. Google did mention that sites that are pinged for failing this update will be monitored over time, typically over a period of months. The classifier will run continuously, using an automated machine learning model, which will allow monitoring of newly launched sites and existing ones. The update will first focus on English searches but then be rolled out to include other languages in the future.

Next Steps:  iQuanti SEO and Content will help identify any lower quality, unhelpful content.

Main Takeaways: Marie Haynes details the following on the helpful content update:

• This update is not a manual update or a penalty instead it is a signal. If your site has the signal applied to it, it will just be a sign to improve your content and remove any low performing content. 

• The impact from the signal could be instant or happen in the course of a couple months since it'll be running in real-time, continuously.  Any new site content created just for SEO and existing sites that exceed the threshold of unhelpful content could see the signal impact. 

Here are some recommendations Marie lays out:

• Identify which content on the site could be construed as being created for search engines rather than humans.

• Determine whether that content can be improved upon to Google’s satisfaction, or whether it should be noindexed/removed from the site.

• Find ways to produce content that goes above and beyond when it comes to being helpful to searchers. This may include adding more user-generated content, first-hand photos or videos, etc.

• Compare competitor pages that continue to rank well to see if we can understand what content Google is rewarding as inspiration on how to improve our content. 

• Work on improving E-A-T for the site to help make it more obvious to Google’s algorithms that the site has and also is known for having expertise on the topics it covers.

• Clarify what the purpose or focus of each page is (and ensure that this purpose is first and foremost meant to help people).

Why It Matters: This update is expected to rollout this week into next and it'll be important to monitor performance in the next couple of months.

Next Steps:  iQuanti SEO and Content always focuses on creating high-quality content, based on search intent and a brand's ability to rank for specific queries. If a site is impacted, we will discuss next steps and action items to improve. 

Main Takeaways: Microsoft continues to invest and grow their IndexNow protocol, which provides a way for content to get immediately indexed for participating search engines. 

Why It Matters: Google has not created a similar initiative but if Microsoft continues to build out this feature, Google may have to figure out a way to compete.

Next Steps:  iQuanti SEO can identify if a site is a good fit for this protocol. Instructions to implement can be found at https://www.indexnow.org/documentation. 

Main Takeaways: A lot of SEOs and webmasters have been unhappy with the latest Product Review Update, which began July 27th and ended August 2nd. John Mueller encouraged people to submit their feedback in a Google Forum so it can be addressed.

Why It Matters: John Mueller notes that they continue to focus on improving the results but it would be a good idea to double check any sites. While Google is often tight-lipped about impacts from updates, they do appear to offer an open door with the latest changes.

Next Steps: Identify any impacts from the PRU.

Main Takeaways: Google Search Console's Validate Fix functionality is back as of today. 

Why It Matters: Google had temporarily disabled the tool because they are making updates to the platform. 

Next Steps:  No action needed at this time.

Main Takeaways: A recent update to Google's MUM (Multitask Unified Model) algorithm can identify when multiple high-quality sources agree on a fact. As a result, Featured Snippets may see a decline because Google will fact check these results and also identify if a certain query should even have a Featured Snippet. 

Google will also be expanding the "About this Result" to have more context such as :

• How widely a source is circulated

• Online reviews about the source or company

• Whether another entity owns the company

• When Google’s systems can’t find adequate information about a source

Lastly, if there is not enough reliable information for a result, an advisory will be triggered for users that will prompt them to check the source and to try new search terms.

Why It Matters: High-quality, data-backed content continues to be Google's focus. It is not enough for a brand to just be authoritative but instead the content itself needs to be supported by other reputable sources.

Next Steps: iQuanti Content and SEO will continue to focus on creating high-quality, authoritative content and backlinks. 

Main Takeaways: Facebook usage is down with Americans 13 to 17, going from 71% in 2015 to 32% in 2022, according to a Pew Research Center survey.  Instead they are using video centric apps such as TikTok, Instagram, Snapchat, and YouTube. YouTube is used by 95% of American teens.

Why It Matters: As younger generations continue to increase their buying power and influence, it's important to identify ways to market your brand to capture these audiences. Video is an essential component to any digital marketing strategy.

Next Steps: By using SEO and site data, you can identify top performing topics and pages to repurpose into video content. 

Main Takeaways: An update to Yoast's plugin, Yoast SEO 19.5, caused a fatal error or access issues. The issue was likely caused because Yoast published an update for the free plugin but failed to push it live for the premium. This caused a conflict in both versions and caused the crash.

Why It Matters: Site admins were having issues accessing their site but a patch was issued the same day. 

Next Steps:  No action needed at this time.

Main Takeaways: A Google data center in Council Bluffs, Iowa caught on fire this past Monday, which resulted in 3 Google employees getting injured as well as issues with Google Search. Some issues were:

• Outages and inaccessibility of Google Search

• Old pages dropping out of Google Search

• New pages not being indexed by Google Search

• Google Search results look stale and outdated

• Huge ranking fluctuations

Why It Matters: If you notice major changes in your traffic and keyword rankings, this outage could be the cause. 

Next Steps: Google is aware of the issue and working to resolve the data discrepancies however, it is unsure how long it'll take to recover all the data.

Main Takeaways: This article details some of the top issues that can affect your site's technical SEO.

1. Domain Authority - This score is determined by Moz and gives your site a ranking from 1-100. This score is thought to predict how likely it is for your site to appear higher up on Google. DA is not a Google ranking factor but it does give insight into how your site is performing and what optimizations you can make with backlinks, content, keyword targeting, etc.

2. Backlinks - Removing toxic backlinks is key to ensuring low quality sites are not bringing your rank down. 

3. Valid Markup - The W3C (World Wide Web Consortium) develops standards for the web, focusing on ensuring all sites are accessible for any users, browsers, and device. While validating your code per W3C's standards doesn't directly impact SEO, it does help make sure of the following:

   • Your site is available across the globe and multiple platforms

   • Reduces code bloat

   • Provides a better user experience

Why It Matters: Technical is a major component in a strong SEO campaign and it's important to run ongoing checks. 

Next Steps:  No action needed at this time.

Main Takeaways: Google updated Product review snippets to incorporate pros and cons for products in the SERPs. Google added a new section to the documentation over here that reads “Pros and cons: Help people see a high-level summary of the pros and cons of an editorial product review. The pros and cons appearance is available in Dutch, English, French, German, Italian, Japanese, Polish, Portuguese, Spanish, and Turkish in all countries where Google Search is available. While Google tries to automatically understand the pros and cons of an editorial product review, you can explicitly provide this information by adding the positiveNotes and/or negativeNotes properties to your nested product review. Be sure to follow the pros and cons guidelines.”

Why It Matters: The more information you can provide about your products, the more likely consumers will click-through and convert on your listings. Schema markup is also essential to any website and the more information provided to Google, the more they reward sites with rich results, higher rankings, etc.

Next Steps: Incorporate this new element when applicable.

Main Takeaways: Google made updates to their business profile post guidelines and what they consider spam. In the avoid spam section, they've added “examples of such content that is not allowed includes “duplicate photos, posts, videos, and logos.”

Why It Matters: If you create posts in your Google Business Profile and they are getting rejected, this change may be the reason why.

Next Steps:  Ensure you are not using any duplicate imagery in your GBP content.

Main Takeaways: Google is releasing Google tag, which is an upgrade and rebrand of the global site tag. They claim the tag will “help you confidently measure impact and preserve user trust." and should be placed on all pages of your website.

According to Google, “The Google tag already works with many Google products such as Google Ads, Campaign Manager, Display & Video 360, Search Ads 360, Google Analytics, and more. The new codeless tagging capabilities of the Google tag will initially be available in Google Ads and Google Analytics, and will expand to other products over time.”

Additionally, the current global tag will still work and operate as normal and there will be a way to update its settings so it can use the new features.

Why It Matters: At this time, it is unclear if advertisers who are using the global tag need to replace it with the Google tag. 

Next Steps: iQuanti to monitor as this new tag is rolled out and share out any updates.

Main Takeaways: Migrations are a very delicate and serious undertaking that should always use careful planning and preparation. A botched migration can result in:

• Deleted pages

• Loss of keyword, traffic, and other SEO equity

• Missing content and other assets

Part of the planning is doing a lot of prep and analysis before you even consider or start the migration. The 10 steps for success are:

• Setup hosting, DNS, CDN, mail

  • Always make a backup of your site so that if anything goes wrong, you can restore to the most recent version.

  • You should also be utilizing a staging site to test the changes you're making and ensure there are no issues.

  • Once the backup of the staging site is done, you can then setup your hosting environment, DNS info, CDN info, and change mail parameters

• Create a redirect map - this will ensure you keep track of what pages are migrating over and pass over the equity from the old page to the new. This is the most important part of any migration because if you don't use a 301 redirect on important, top performing pages, you can tank your existing rankings. 

• Review SEO structure - Some elements to review here are:

  • urls

  • sitemaps

  • robots.txt

• Benchmark your existing data - grab a list of existing keyword rankings, PageSpeed numbers, crawl errors, etc. This will help you track how your site performs post-migration but also give you an idea of what might need fixing. 

• Analyze your site pages - Related to benchmarking your data and creating a redirect map, this analysis will help you see what your top performing pages are and the ones that should have priority in making sure you correctly bring them over to the new site.

• Crawl your new site - you can crawl a staging site to identify if there are any errors or elements you missed

• Audit the site - when you run the crawl you can see if there's issues with the backend content but you should also review internal links, noindex/ index tags, canonicals, etc.

• Setup analytic tools - for example, Google Search Console, Google Analytics, social tagging and tracking, etc.

• Assess the new site's functionality - test any form fields, PDF downloads, navigation, links, etc. 

• Monitor site's performance - Review Google Search Console constantly post-migration to identify any errors. If you see a huge decline in the upcoming months, review some of the following:

  • Improper redirects

  • Missing or incorrect tags

  • Slow load times

Why It Matters: Migrations are part of most site and brand evolutions but they require a good deal of planning and time. If done incorrectly, you can see negative impacts to your entire digital marketing campaigns. 

Next Steps:  If you're considering a migration, reach out to your SEO teams and identify next steps and begin a plan.

Main Takeaways: The 2 benefits to deleting content on your site for SEO are cleaning up low-quality content and improving authority/ relevancy.

• Low Quality: Google's Panda update in 2011 prioritized the removal of low quality content. Since then, Panda has been permanently incorporated in Google's crawlers. Their crawlers will review your site's content on a page level as well as aggregate all indexed pages of your site. John Mueller from Google has confirmed that having low quality content in one area of your site can affect your entire website's rankings. 

• Authority Relevance: Google's crawlers want to see that your site's content is relevant to what you're an authority on. The best ways to build topical authority are:

  • Publishing high-quality, relevant, in-depth content on the topic

  • Implementing an authority building campaign and generating backlinks from other high-quality sites

  • Using optimized anchor text and internal linking to show search engines and users how all your content is connected

Why It Matters: Deleting content can have many benefits but it's not the answer to every SEO strategy. When considering an initiative to clean up your site, always consider the SEO and overall website quality impact. It will be important for you to analyze all of your data. Cleaning up existing content is always the first choice because we already know it has equity, Google is already indexing it, and there's value in optimizing for striking distance keywords.  

It's also important to remember that building topical authority relevancy isn't just about creating content, especially for some industries. Instead, it's about creating content that cites authoritative sources,  building high-quality backlinks and brand mentions, etc.

Next Steps: If you are considering a site clean-up, you can first start by looking at the data of newer and older content performance. If newer content keyword rankings, traffic, etc. are declining and the older content is not showing any major growth, this may be an indication of an authority and topical relevancy issue to Google. 

Lastly, it's crucial to never just delete (404) content. Depending on if the page you want to get rid of has equity, you will want to use a 301 redirect instead.

Main Takeaways: Google Search is testing a new expanded menu for the Google Business Profile tool in Google Web Search. This allows you to click an arrow down to expand the options to edit your business profile directly in the desktop Google Search interface.

Why It Matters: This can help users see more information about your business. It will be important to make sure your GBP has as much information as you can provide in your profile.

Next Steps:  No action needed at this time.

Main Takeaways: Expanded Text Ads are being deprecated which puts more prominence on RSAs (Responsive Search Ads). RSAs have many benefits such as:

• Focused on serving the right message at the right time

• It's a flexible ad experience that shows more customized content for your users

• Improve efficiency for advertisers

Why It Matters: You can no longer create Expanded Text Ads on Google Ads as of June 30th and Microsoft Advertising will stop this ability on August 29th. Your previously existing Expanded Text Ads will still be served and you are able to turn them on and off but you are not able to edit them. 

Next Steps: Advertisers should start planning on launching RSAs in tandem with Expanded Text Ads, if they haven't already.

Main Takeaways: In an effort to protect people's privacy, Google's Privacy Sandbox initiative was focused on removing the ability to track cross-site and cross-app tracking by eliminating third-party cookies. However, on July 27, 2022, Google announced they were going to delay the rollout and will aim to launch instead in Q3 2023. 

Why It Matters: While this was a positive change for consumers, advertisers and ad platforms have been trying to identify new ways to track data but we now have another year to prepare.

Next Steps: Advertisers should continue preparing for the change but they now have at least another year to prepare for the changes. 

Main Takeaways: Currently, all Google Analytics users are prepping for the transition from Universal Analytics to GA4. While there will be many new features and datasets that all marketers can use, there are still some familiar metrics with slight changes you can still use in the platform. A list of some of the updated metrics are:

• Users - UA measured this as the total number of users during a specific timeframe. GA4 now splits this KPI between Total Users and Active Users.

• Sessions - This KPI in UA was measured as a period of time a user was actively engaged with your site. GA4 captures a session when the session_start event is activated. It won't restart a session if there is a  change of UTMs or break the session at midnight but will look for inactive time period of 30+ minutes to restart the session.

• Pageviews -  The only change from UA to GA4 is if you're tracking both app and web performance because pageview and screenview metrics will be combined into Views. If tracking just web, the numbers will stay the same.

• Bounce Rate - UA measure BR as “the percentage of single-page sessions in which there was no interaction with the page.” GA4 will now measure this metric as the percentage of sessions with no engagement.  

Why It Matters: GA4 will bring a new way to track and measure site performance with more robust data and updated platform features. We can expect to see a potentially clearer view of how people interact with our site. For example, with the updated Bounce Rate measurement, we can see a better story of how engaging our content is.

Next Steps: iQuanti SEO will work on incorporating these updated metrics into ongoing performance reports and identify further insights and strategies. 

Main Takeaways: Google is testing showing how long you have to return a product directly in the SERPs. It is not clear yet how to get this information to populate, there is speculation it may come from Google Merchant Center, from structured data, or the page content.

Why It Matters: This could impact CTR in a positive or negative way. If your site shows this additional information over a competitors, users may be more inclined to click on your listing. However, if your return policy is shorter than a competitor, it may impact a buyer's decision. 

Next Steps: No action needed at this time. iQuanti to follow up with any further updates on this.

Main Takeaways: E-A-T or expertise, authoritativeness, and trustworthiness, has been a focus for all Core Algorithm Updates Google has made as a way to provide the best result for a user's query and intent. Any way that you can provide to search engines and users evidence, resources, etc. that you are a thought leader in your industry will only help improve your site and brand's performance.

Why It Matters: It's important to look at a holistic picture when implementing a strong SEO and content strategy. Even though it's very important for your site to function properly, be user friendly, and contain the content searchers are looking for, it's always essential to have your brand be mentioned outside of the site. Some areas to consider nurturing are:

• Social Media platforms - users digest and learn about information in different ways and social media has been a strong player in driving brand awareness. By providing social proof (UGC content, reviews, comments and engagement with your posts, etc.) you can help establish more trust in your brand and offerings.

• Link Quality - we continue to see the importance and value of building out high-quality, relevant backlinks but we also focus on disavowing any toxic links.

• Third Party Review Sites - consumers can easily research a brand and see what other customers are saying. It's important to be active on these sites, especially with answering reviews in a positive, professional way.

Next Steps: iQuanti's SEO strategies - content, authority, and technical are all focused on improving a site's quality for both users and search engines. It's important to think of more cross channel strategies that incorporate the power of social media, link building, and SEO.

Main Takeaways: Facebook is testing putting more personalized content recommendations with the focus on video content such as stories and reels.

Why It Matters: Video continues to grow in importance for any successful digital marketing campaign. As more users look to consume information about brands, topics, etc. via video, it's important for brands to create video assets as a way to attract these audiences. 

Next Steps: Review existing video strategies and identify ways to amplify across channels, utilize existing top performing content on site to guide video creation, and implement a Video SEO strategy such as optimized video landing pages and YouTube SEO.

Main Takeaways: Creating clear, high-quality content for your site is not only crucial for digital marketing but also ensuring your site is ADA compliant. Accessibility awareness has been an important conversation but since the pandemic, 73% of accessibility professionals have seen an increase of awareness in the digital space because of people spending more time on technology. Some example of elements SEOs optimize that help with website accessibility: 

• Title tags are the first thing a screen reader picks up and should be clear to the user where they are on the site and what the page is about

• Image alt text should clearly detail the image and its relevancy to the page to accommodate users with screen readers.

• Headers can help a user navigate and understand the page structure

• Anchor texts should clearly show what the next step in that user journey is

• Multimedia (video, podcasts, etc.) are a great way to provide information in a different format for various audiences but it's important to always include captions and a transcript.

Why It Matters: These best practices are key for SEO success but also for creating a more inclusive environment for your target audiences. It's always important to balance catering for both search engines but also your site visitors and hopefully eventual customers.

Next Steps: iQuanti SEO team focuses on implementing best practices throughout all content We will share if any more more information comes out about how ADA compliance and SEO are intertwined.

Main Takeaways: A site's top menu navigation is important to show users where to find content on your site but also for search engines to understand the architecture and hierarchy of your pages. SEO can often be seen as the "gatekeeper" of a website because this channel drives new content creation, identifies what users are searching, their intent, and expectations, and monitors and improves user's experience on landing pages. 

Why It Matters: When you connect SEO data with information from a brand's sales/ customer service teams and leadership teams, you can build a strategy that taps into what customers are regularly asking for and prioritize business needs. Some data points to consider are:

• Google Analytics User Flow report will show common user pathways through your site

• Internal Site Search data will show potential content or navigational gaps because users can't easily find what they're looking for. This can also help shape the top menu navigation because if there is a page or topic that is consistently searched for, it would be a good idea to place more prominence on it.

• Heatmapping data showcases what parts of the page and site users engage with the most.

• Anchor Text should be clear, keyword optimized, and always guide the user to the next step or funnel them further into the site.

• Keyword Rankings can also show opportunities for content and keyword improvements. For example, if your homepage is ranking for product type keywords vs your actual product pages, that is a good indication there are content refreshes that should be incorporated onto the page to improve the intent and better support the user's query.

Next Steps: SEO should always be a consideration when revamping your site's experience, navigation, and structure. By connecting the dots between business, consumer, and SEO needs, you can provide a stronger user experience on your site.