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What will you find in the December edition?

SEO
Confirmation of Core Web Vitals
GSC exploration report
Anchor text
SEO takeaway tips
Paid media
What to do if a competitor runs ads on your brand
Google Hiding Search Terms – A Brief Analysis
Content Marketing
New content to get stuck in
Takeaway advice on content
Be creative and win the customer: Red Funnel

Let’s talk about SEO updates …

Confirmation of Core Web Vitals

We’ve known about Core Web Vitals for some time now, but in November, Google confirmed that the three Core Web Vitals metrics will indeed be part of their ranking algorithm as of May 2021.

If you need a little refresher, the three Core Web Vitals are:

  • LCP (Largest Contentful Paint) – Loading speed of the largest element on the page
  • FID (First Input Delay) – How quickly the page responds to interaction (e.g. clicks)
  • CLS (Cumulative Layout Shift) – How much the visual elements on the page «  shift  » while loading

Core Web Vitals are part of the overall “page experience” part of the algorithm, which also encompasses mobile-friendless and the presence of HTTPS.

Find more information about Core Web Vitals here.

GSC exploration report

After years of putting up with the rather spartan “Crawl Stats” report from the old webmaster tools, Google has finally beefed up Search Console crawl reports.

Starting in November, you will be able to see crawl performance by day and break down crawl statistics by response code, file type, bot type, and what percentage of crawled URLs were recently discovered or re-discovered. explored.

Anchor text

Anchor text has long been a bone of contention for many SEOs. Most people are aware of the risks of using keyword-rich anchor text in external links (and creating end-point external links manually), but may not be aware of the benefits. potentials to leverage internal links and anchor texts to improve topical relevance.

In one Google Search Central videoJon Mueller seems to confirm that anchor text is a ranking factor and that sites with keyword rich anchor text links can be « problematic. »

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SEO tip # 1: You can audit your Core Web Vitals using Search Console, Google Page Speed ​​Insights, and Google Lighthouse

SEO tip # 2: This new GSC crawl report is hidden in the settings section of Search Console if you’re having trouble finding it!

SEO tip # 3: When auditing your backlinks, don’t just pay attention to the site they came from, look at the anchor text as well. It may be a good idea to try removing or disavowing any link that contains keyword rich anchor texts.

What to do if a competitor runs ads on your brand

bruno aguirre yJBMbQgw9mg unsplashA few months ago, we talked about a situation where you search for your brand on Google and find that a competitor’s ad appears above or next to yours. This is a common practice in PPC, but it is always annoying when you see it happening.

On our blog, we wrote about some options that you have if you run into this situation.

Option 1: Do the same with them by bidding on their brand name. Although it is interesting that this could potentially start a bidding war and become quite expensive.

Option 2: You need to make sure that you are bidding on your own brand. You will have a much better relevance and therefore you will be likely to appear above them in the results page.

Option 3: bid on your brand, but increase the bidding. Because your relevance is so much better, it will be very expensive for your competitor (s) to continue bidding on your brand.

Koozai POV

You should always bid on your brand as a form of protection against potential competitors. If you do this and you still see a competitor’s ad above you on the results page, try increasing your brand’s bids. Due to the Quality Score and relevance metrics, your ad will be rewarded with a higher score, so an increase in bids won’t cost you the full amount, but will definitely impact the CPCs your competitor pays for a click on his ad. Learn more on our blog.

Google Hiding Search Terms – A Brief Analysis

Earlier this year, we were told that Google will start hiding some of the search query data that was previously visible in the Google Ads search terms report section. Google said it would stop showing us search terms that were clicked on but were not searched by a significant number of people. This was introduced in September and now we have a few months of data to check to see what impact it has had. A full analysis of this will be posted on our blog later in December, but the first results can be seen below.

We compared data from 3 months before and 3 months since the change and found the following information:

  • Between 24% and 54% of clicks are now recorded as a hidden search term, up from around 1% to 2% previously.
  • In one case, we found that 68% of the spend was attributable to hidden search terms. This means that we have lost visibility of £ 7 for every £ 10 spent.
  • In most cases, however, the expense for hidden search terms is around 40%. Even more than we would like.
  • As with other metrics, conversions also increased thanks to hidden search terms, which meant we lost visibility on searches that drive conversions.

Koozai POV

It looks like Google is preparing us for paid search without keywords. A shift to machine learning and algorithm reliance seems on the horizon as we lose visibility into how we typically manage paid search accounts. Further analysis will be provided in mid-December and next steps will be provided as more information is released, so keep your eyes peeled for our blog.

Our Content Marketing segment …

We always have new blog content to check out. Our Koozians have been busy creating blog content so that you have a great source of information for all SEO, paid content, content or PR related questions and questions. We recently published the following:

Verification and correction of key vital data with Google and GT Metrix tools
How often should I manage and optimize my PPC accounts?
Keyword anchor text – good or bad?

Remember to check back regularly as several new messages are posted each month.

Advice on what to take away: It’s simple this month – but don’t forget to get your content checked out again. It’s harder to spot our own mistakes, and you don’t want to post content littered with errors if you can help it. Research suggests that just one misspelling can cut online sales in half (More info here), so don’t underestimate the power of proofreading!

Be creative and win the customer

We were delighted to work with Red Funnel on a Stargazing Guide PR project for the Isle of Wight which has been picked up by various publications including Country Living, Homes & Gardens, Family Traveler and several others. local online newspapers. You can read the 2020 Stargazing Guide on the Red Funnel website.

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