Post of the Week
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News
Discover the best products for everything on Google
Google has launched a microsite. It shows the top 1,000 products based on what’s popular on the web. A bit of a weird site experience, but could be good for product research nonetheless!
Google Testing New Mobile Display for eCommerce Category Pages
Brodie Clark is almost always the first to pick up on cool, new rich results. This time he's spotted an interesting test with ecommerce category pages in search results.
Content
Persuade Like a Lawyer: How to Write to Convince a Jury of Readers
Want to create more compelling content? Nick Moore shows you how to convince a jury of readers by building your own persuasion toolkit. 💡
A Guide to Optimizing for Google News, Top Stories, and Discover
There's a lot of super insightful information on G News, Top Stories and Discover jam-packed in this article by Lily Ray. If you're looking to learn more about these platforms and features, I'd say this is a good starting point.
Tech
How To Increase Time to First Byte
As always, a super interesting post from Oliver Mason who created an artificial delay for bots using a Cloudflare Worker. Why? Check out his article. 👾
CRO
Ecommerce Conversion Rate: The Analytics of the Retail Funnel and How to Actually Improve It
Enjoyed this one by Peter O'Neill. He breaks down his ecommerce conversion rate system which he's used across a ton of clients. 📈
Tools
Related Search (Categories) with Python
How you can use Python to power related search categories on your website. This is a must read for techies; great stuff from Justin Briggs 🙌
Measuring SEO effectiveness using Causal Impact Analysis
Awesome Google Colab notebook by WordLift that uses search console data and causal impact analysis to determine the efficacy of your SEO experiments.
Google Search Operators: The List Of 50+ Search Operators Every Google User Needs To Know
Such a useful guide on Google Search operators by Olga Zarzeczna, updated for 2021. 🔥
Hiring
Hiring a Tech SEO
Areej AbuAli with an awesome guide on how to hire a tech SEO. I love how the questions for mid-level SEOs have been segmented into four 30 minute rounds: 1. knowledge 2. Process (problem solving) 3. Growth and 4. Culture - great way of doing it. 👏
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Hi there 👋
What a couple of weeks! If you didn't see, Rand Fishkin published a study with Similarweb that showed two thirds of Google searches ended without a click in 2020. And according to the research, that's the highest share of zero-click searches ever.
What's most interesting about this, is that Google uncharacteristically published an article in response. They highlighted that Google is sending more clicks to websites than ever before and there are lots of good reasons why not every query results in a click.
What do you think? Google is sending more clicks, but organic clicks are proportionally decreasing over time.
In other news, there were some fantastic presentations at BrightonSEO last week. My Post of the Week is by SiteVisibility who always do a great job of collating all of the slides from the conference. You should definitely check them out!
Until next week!
PS if you've been enjoying my weekly SEO case studies, I published another last week on how The Greetings Card Company increased their organic traffic from 0 to +70k (est.) per month in just 3 years.
Andrew Charlton