Post of the Week
Rising Retail Categories from Google
Google seldom provides us with much category level data, or we have to go hunt for it in Google Trends. This one's a real gem, and I can't wait to feed it into my own reporting! 🤓
Introducing Web Vitals: essential metrics for a healthy site
Google has recently outlined three core metrics for a healthy site; LCP, FID and CLS. Check out the introduction on the Chromium blog and get lost in their outstanding documentation!
17 tips for great copywriting
I believe this is the first ever Twitter thread I've featured on here as a link. I'm sure it'll improve your copy! ❤️
A Practical Introduction to Machine Learning for SEO Professionals
Another smash hit from Hamlet Batista's Search Engine Journal column. In this article Hamlet walks through how to create a machine learning model to predict whether adding keywords in title tags can increase organic search.
TopShelf: How to Arrange a Page of Products, Not Just Rank Them in a List
I'd never heard of slate optimisation until reading this post and I'm absolutely fascinated by it. The team at Wayfair have developed a model called TopShelf which thinks of browse pages as a series of “shelves,” and uses a predictive model to rearrange items between the top few shelves on the page for maximum appeal. Very cool stuff!
Processes & Frameworks
How to Track Surfaces Across Google (Free Shopping Ads) Revenue in Google Analytics
Want to know how you can track clicks (and revenue) from Google Surfaces? This article is a must read for you!
How Airbnb drives users’ actions with their landing page design — a UX analysis
This is so interesting from Airbnb! Learn how their design team keeps the primary user goal in mind and drives users to action using insightful design.
A/B & Multivariate Testing for SEO: How to Do It the Right Way
Rachel Costello with 8 tips to improve your tests and processes to maximize your site's SEO performance!
Google is changing the face of ecommerce - AGY47
Google is building the world’s largest product ecosystem. Whether its product research, product discovery, or even transacting on Google, you don’t need to leave - referenced in my intro :)
Analyzing A Recent Google Update Impact via Search Console Data w/ a Segmented Google Data Studio Report
Following the latest core algorithm update, Aleyda Solis has released a Data Studio Report that'll help facilitate your post-update analysis!
Improve your website copy using quantified data, from real people
How come this wasn't already a service!? From $250 per test, you can use Copytesting's pre-vetted panel to get data on how real people perceive your copy.
Well hello there! 😄
Some interesting developments in the last week or so with Google announcing Web Vitals, in addition to the US rollout of free product listings on the shopping tab!
As soon as I read the announcement that retailers could advertise for free on the Google Shopping I thought, woah this is big! So much so, I done a ton of research and rambled about what the future of their ecommerce ecosystem might look like.
Let's be frank; the shopping tab is garbage - It's also a click away. I don't necessarily think clicks will significantly improve to the shopping tab, but I do think with more data, Google will start to augment search results with a lot more organic product carousels and grids - and this excites me!
Have a great week! 👋Andrew Charlton