Another month, another SEO news webinar at Yoast HQ! For the uninitiated, in these webinars, Jono Alderson and myself, run through the most important bits of news relevant to us and to you. We cover many SEO topics and expand on internet marketing and the state of the web itself. Plus, we’re having a ton of fun doing so and you get to ask your questions as well. One regular viewer already called the webinar one of the best hours of his month!
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What’s new in Google
The most important news from Google is them trying to aim for ‘safer’ search results. With everything that’s going on right now, it makes sense for them to highlight this. From the outside at least, it looks like Google is doing everything it can to make sure that the search results won’t be vandalized with the upcoming election — and everything after that. To do this, they need to become even better at separating fact from fiction.
How does Google corroborate facts? How does it validate them? These days, everything happens so fast and not everyone is speaking the truth. But what’s truth? They are investing a lot in technologies to understand those sentiments. BERT, for instance, helps them understand language better. And in the background, Google’s fact checking Schema can help them distinguish facts from fake news.
As this technology evolves, it is has other consequences. As a site owner, you will also come into contact with this. It is going to be more important to be truthful and you have to prove that you know what you are talking about. You won’t be able to rank anymore if you are trying to be someone you aren’t, for instance. If you tell people the grass is purple while the consensus is that it’s green, you’ll strike out.
Google hiding search terms in ads
Google has made it harder to get precise keyword data for your ads. That’s really important in the ads world because some of those keywords might be expensive to bid on, and you might end up bidding on keywords that you don’t want to be bidding on because it’s not a good fit because of an error. Or you might be missing data on small keywords that convert really well, but now you have no idea. Very annoying. We’ll be flying largely blind like when Google removed organic keywords.
This move won’t make Google more money. If nothing else, I think this will cost Google money, which is why I think that they’re doing this for legal reasons.
New nearby filters in product search
Google also launched a couple of new search features, one being the new nearby filters for products. This shows stores around you that are selling that product you want right now. It even mentions that it is available for curbside pickup. This is really cool, as it might get people to take their bike and go to the store to pick it up instead of ordering online. I know I would!