This Week In SEO 106
A Big Google Update, Outreach, Content Syndication, and More!
Another Broad Core Algorithm Update
Hold on to your asses, the SERPs are getting a little bit wild again.
Recently, Google confirmed the roll-out of a broad core algorithm update (which is what the “Medic” update really was) on March 12th. Whether your traffic came crashing down or shot up into space, these broad core algo updates aren’t subtle.
The solution to ranking well again, if your traffic fell? Same as before:
We understand those who do less well after a core update change may still feel they need to do something. We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward….
— Google SearchLiaison (@searchliaison) October 11, 2018
2000 And Late SEO: A Comparison of Two Competitors
The premise of this post is: imagine if you could find a site that was doing above average in the SERPs–wouldn’t it make sense to analyze that site?
That’s exactly what they do in this post. They focus on the search visibility of an AirBNB competitor, and how AirBNB is doing “2009 SEO” and HomeToGo is doing “2019 SEO:”
The reason why HomeToGo is more visible on Google, is that they are ranking for high traffic and high competition keywords on higher positions, for the entire year, compared to Airbnb.
Obviously it’s not the same to be ranking for “apartment new york” on position number 1 compared to position number 8.
You don’t need tons of URLs for every query users may type into Google. Google no-longer works on the basis of individual keywords because it continues to better understand the semantic relationship between keywords.
It’s an interesting post, with many examples. Highly recommend checking into it further.
Help Google Know Relevant Dates
Short and sweet: Google has published some guidelines on how to properly signal to the algorithm what date should be shown on a particular page:
How to specify a date on a page
To help Google to pick the right date, site owners and publishers should:
Show a clear date: Show a visible date prominently on the page.
Use structured data: Use the datePublished and dateModified schema with the correct time zone designator for AMP or non-AMP pages. When using structured data, make sure to use the ISO 8601 format for dates.
Bookmark this post and really pay attention: dates in the SERPs and freshness of a post (especially when it is relevant) can really help your rankings. This post goes into how to properly mark up a page for Google news, and further goes into general best practices.
How to Suck Less at Outreach
If you own a site that gets any level of traffic or has any authority to speak of at all, you know this one thing for sure:
People are F-ing terrible at outreach.
This Siege Media post is super smart and takes you many levels deeper than those terrible “I really love your site, especially [super long URL blog post], I want to contribute an article with two do-follow links!” emails everyone receives.
Keeping in-step with what Google says about ranking well (write quality content), this post goes in to what kind of content does well with outreach, and how to niche down and target the right kind of prospects:
Step 1: Choosing the Main Topic
The first step is going to be choosing that main topic that works in your industry. So let’s say we’re a lawn care service or, landscaping service. Our main topic is going to be lawn care.
Step 2: Choosing Your First Linkable Market
Now step two is going to be choosing that first linkable market. So think of it like a math equation. So you got your topic here, which is lawn care, and we’re going to go with our first linkable market, let’s say, the pet bloggers, pet industry. So then come up with the content piece that work there.
A smart post if you’re trying to earn links through relevant outreach. Recommended!
All Right Stop, Syndicate and Listen
Are you doing anything with your content after hitting “publish” or is just… sitting there on your site not doing any work all day long like your loser brother-in-law
There are lots of ways you can put that content to work after it’s published, like repurposing to video/audio.
This posts covered 10 (mostly paid) things you can do with your shiny, well-written and relevant content to bring more people to your site.
Well, StumbleUpon is still around, but it’s now Mix. Then name is different, but the concept is still the same. You can sign up for an account and start to engage and share with the community. I would take it easy in the beginning and share some content from major sites within your niche. Slowly build up some credibility and then start to sprinkle in your own content, focused on building an active and authentic looking user profile.
It’s not the most comprehensive list of syndication options, but it’s a start, and something you should be thinking about as you grow your site.