More

    Google Explains its Own Company’s Approach to SEO

    Google has provided an inside look into how it approaches SEO for its own properties.

    Sean O’Keefe from Google says staying on top of the latest updates is no different for Google’s internal teams than it is for other site owners.

    Google owns 7,000 websites that are managed by hundreds of product and marketing teams.

    Sites owned by Google receive the same treatment in search results as any other site, O’Keefe says.

    Google’s teams also have to follow the same webmaster guidelines as other sites that are indexed in search results.

    Every day, over 200 changes are made to Google’s websites, which could all possibly impact SEO.

    “That’s why we’ve put in place a cohesive website SEO strategy that we can rely on no matter what fresh changes are introduced — and that anyone else with a website can learn from.”

    Google has revealed three key details about its own SEO strategy that could potentially help other site owners.

    Focus on Small Changes

    Small, noticeable changes can produce big gains, the company says.

    “The Google My Business marketing site, for example, saw a near 2X increase in organic traffic,1 partly because the team implemented a number of web fundamental best practices, such as showing search engines what URLs to index by implementing canonicals.”

    Google has been able to replicate organic growth across a number of its sites after implementing the changes illustrated in the graph below.

    Google Explains its Own Company’s Approach to SEO

    Embrace Change

    Users’ search behaviour is always changing, which leads to Google implementing new search features in order to keep up.

    Site owners should take a similar approach to embrace change, rather than shying away from it.

    Experimenting with various changes have produced better SEO results for Google’s sites.

    “For example, last year we focused on fixing Google Search Console errors, implementing structured data, and adding AMP to the Think with Google site. After we fixed one common AMP error on a number of URLs, those impressions increased by 200%.”

    Consolidate Multiple Properties When Possible

    Google recommends consolidating when site owners find themselves creating multiple websites with similar content.

    “Creating one great site instead of multiple microsites is the best way to encourage organic growth over time.”

    That’s what Google did after realizing it had developed a large number of near-duplicate sites.

    Google Explains its Own Company’s Approach to SEO

    Consolidating its properties produced positive results, the company explains:

    “For example, after that site audit, we decided to overhaul our marketing websites for Google Retail. Cleaning up six old websites, consolidating content, and focusing our energy on one great website doubled the site’s call-to-action click-through rate and increased organic traffic by 64%.”

    Key Takeaway

    According to Google’s Sean O’Keefe, focusing on these three areas has helped the company build an SEO strategy that can adapt to change and drive results.

    He believes these same concepts can be applied to all websites.

    Recent Articles

    Rene Ritchie reviews the new 27-inch iMac and its new FaceTime HD camera

    Rene Ritchie gets into the new iMac after a day. What you need to know Rene Ritchie has released his short-term review of the new 27-iMac. The...

    Trump’s golf club press conference was a social distancing disaster — until the tweet-shaming began

    The president held a surprise press conference at one of his golf clubs late Friday evening, and very few of the attendees wore masks...

    Download the new CarPlay wallpapers for your devices right here

    In addition to all the new features of iOS 14, the update also includes CarPlay wallpapers for for the first time. We have previously...

    How to Fix Bad iPhone 11 Battery Life

    How to Fix Bad iPhone 11 Battery Life is a post by Adam Mills from Gotta Be Mobile. Battery life is one of the iPhone...

    WordPress Suspends Astra Theme – Affects 1 Million Users via @martinibuster

    WordPress suspended the Astra theme for five weeks for violating prohibitions on affiliate links. Theme publishers denied that the theme added affiliate links.The post...

    Latest Stories

    Stay on op - Ge the daily news in your inbox

    Do NOT follow this link or you will be banned from the site!
    Translate »