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News
How AI is powering a more helpful Google
Some fascinating ways Google is using AI in search from fixing your spelling mistakes (one in ten queries are misspelled!) to new concepts such as passages and subtopics (included in my summary).
Content
What is SEO (in 2020)?
SEO is evolving and so should its definition. Kevin Indig highlights how SEO has changed in so many ways from SERP features to the proliferation of mobile search and creates a new statement to describe modern SEO for beginners.
On-site SEO - How to focus on getting the right stuff done
Geoff Kennedy of Sitebulb highlighting some on-site SEO principles that mirror my own thinking. He also mentions a product called airfocus that I'd never heard of and it looks insane. He uses it to "score each potential product feature based on Customer Value (how helpful it will be to the end user), Complexity (how much development resource it will require) and Impact (how much we think the feature will get used)."
Processes & Frameworks
Image Packs in Google Web Search – A reason you might be seeing high rankings but insanely low click-through rate in GSC
Detailed review (with examples) from Glenn Gabe about how image packs and knowledge panels in Google Web Search can mess with your data in Google Search Console. If some of your pages have high rankings but crazy low CTRs, this article could help you figure out why!
How to Maximize your Pages CTR in Search Results Besides Improving your Rankings
An awesome article from Aleyda Solis on ways you can increase your CTR in search results besides improving ranking. As always, she includes a super helpful flowchart to help you through the various scenarios.
Tools
Journalistic Studio by Google
In their own words 'A collection of tools to empower journalists to do their work more efficiently, creatively, and securely.' Pinpoint looks very interesting - a tool for searching through thousands of documents, transcribing audio files and more!
Site Explorer from Bing [New Tool]
Is Bing killing it at the moment, or is it just me? Site Explorer inside Bing Webmaster Tools provides a transparent view of how Bing views your website with crawl data navigable at a subfolder and URL level.
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Hey there 👋
In last week's SEO news, Google described how they're using AI to power search results and slipped in two new concepts to get excited about; passages and subtopics.
According to Google, they've "recently made a breakthrough in ranking and are now able to not just index web pages, but individual passages from the page" This allows them to find needle-in-a-haystack information and serve it to users. This, in my opinion, is a fundamental change in how Google is going to provide results for specific search queries.
The second concept mentioned is subtopics. Rolling out the end of this year, Google will be using AI to find relevant subtopics of broad queries, to provide more diverse search results. With this change, it will be interesting to see how many subtopics they include in a search result. If you're ranking well within a particular subtopic, you could see organic traffic jump as you begin to rank for broader queries.
This week’s Post of the Week is a real smash hit by Freddie Chatt who describes the exact process that he used to bring over 100,000 visitors per month to a single ecommerce store.
What’s awesome about his approach is how he used different conversion funnels for top of the funnel content vs bottom. One of his top of the funnel pieces drove over 10,000 new email subscribers every month at its peak!
Must read! 🔥🔥
Have a great week!
Andrew Charlton