With all the noise in the SEO industry, it can be difficult to know which one to prioritize. SEOpinions is a quarterly newsletter from BrainLab that cuts through the craft, informing you of important SEO updates and predicting upcoming changes so you can prioritize your SEO roadmap accordingly.
1. A.[nalytics]Pocalypse is coming, oh my!
For all Google Analytics users, Google Analytics 4 will replace Universal Analytics on July 1, 2023 (October 1, 2023 for the Analytics360 feature). This change has caused some uproar in the marketing community, but GA4 has its advantages and I hope that in the long run data analysis will actually be easier and more reliable – especially with the expected UI / UX change later this year (see change log here). After all, Universal Analytics is a Frankenstein analytics system built on 20 years old technology.
Things to do now:
- Apply GA4 (via its own hard-coded tag)
- Using the same gtag as Universal Analytics is fine for quick activation to start pumping data, but industry experts like Krista Siden warn Specifies that using the same gtag as the UA will free you from the irrationality of the same data inherent in the UA.
- Start exporting previous UA reporting data so that your data is not lost through this transition
- Get acquainted with GA4’s metrics and set a date for your internal reporting metrics transfer.
Exceeding: Apply GA4 immediately, if you haven’t already, and make a conversion plan for your report (Google GA before sunset in July 2023).
2. Crawl skills are realistic and politically important
Ever seen a “reuse your towel to save water” sign at the hotel? Me too And, of course, it saves water. It also saves hotel money. What do you think hotels care about the most? We see Google now adopting the same environmental angle with its own crawling. We know two things to be true:
With that, I suspect Google will limit crawling in the near future. What do you mean by that?
- If the speed or efficiency of the site is not yet at the top of your project list, it should be soon. Improving these will also improve the crawlability of the site
- Think about which parts of the site are essential for Google to crawl, and which parts of the site are not suitable for crawl engines (such as admin files or, in some cases, image files). Restrict crawling through robots.txt.
- Check out Google’s new Indexing API and how search engines use IndexNow.
- Make sure the live content is SEO-optimized before hitting the site. With this hypothetical crawl scheme, it is possible that Google will reduce the number of times a page is crawled. Put your best foot forward immediately with optimized content.
- Make sure the content has excellent internal linking and we’re making it easy for crawlbots to access similar, relevant content. It will also benefit Google’s ability to find and rank content similar to Google’s MUM launch in May 2022.
Exceeding: If you have a large site, keep a close eye on crawl skills. And even if you don’t, keep your ears open for changes that might come with Google’s crawling.
3. Q4 SEO strategy begins Now
If Q4 is usually your most successful quarter, it’s never too early to start building it into your SEO game plan. I know this is a weird time to talk about Q4 / Holiday strategy, but in SEO terms, now is the time to start planning. In fact, we encourage you to keep landing pages live year-round for the holiday terms:
- Capture first party data.
- Rank for competitive positions
- You can miss branded terms on coupon sites even if you don’t have a dedicated holiday page. It’s easy to own traffic!
- Start identifying key holiday terms using keyword research and trends (e.g. “Black Friday * brand *” or “Black Friday * brand category *”)
- Create dedicated SEO-optimized content to rank for the holiday terms (if you have multiple promotions it may require multiple pages — e.g., Black Friday, Cyber Monday, etc.)
- Make sure the holiday is included in your title tags and meta descriptions: Find Advanced Traffic with SearchPilot.
- Let CTA be an email capture
- Update the page with live deals when deals start rolling out
Exceeding: It is not too early to start preparing for the most influential time of the year. If Q4 is important to you, create the appropriate page to claim this seasonal traffic.
4. Confirmed: Accessibility is not a ranking factor
Accessibility is important to ensure that you are able to get the most out of your site, regardless of your audience. It is also important to keep away from litigation in this state. However, accessibility is still not a defined law (except for government-run sites). And Is accessibility No. A ranking factor.
I doubt both the law and the ranking factors for accessibility for future change. We have seen recent lawsuits pressuring the courts to set a precedent of accessibility. With that said, it is important to create accessibility in your roadmap, but I would like to warn that many organizations (development, SEO, and marketing agencies) claim that accessibility is required by law. This is not true (so far)
Exceeding: Accessibility is important to expand your audience, but the jury is [literally] A website is considered “accessible” in terms of clear regulations or guidelines. Beware of those who claim otherwise.
This is all SEOpinion for this quarter, but subscribe to BrainLabs blog to catch up on the next one!