How To Check If Your URLs Are Indexed In Google
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What will you find in the March edition?

SEO
Google Change Core Web Vital Thresholds
The total number of backlinks does not matter
404 URL
Paid media
Google Extends Expression Matching To Include Broad Query Modifier (BMM) Traffic
Google Ads: Responsive Search Ads Now Default
Google update attribution reports
Google removes Shopping Showcase ads out of 1st April
Content Marketing
New content to get stuck in
Be creative and win the customer
: Wines with stories

Let’s talk about SEO updates …

Google Change Core Web Vitals Thresholds

Google announced that the thresholds for «  good  » «  need improvement  » and «  poor  » ratings for LCP (greatest painting of content), FID (first entry delay) and CLS (cumulative layout offset) in Search Console would be changing.

Taking FCP (first contentious painting) as an example; previously, for a URL to be considered « good » it would have to be less than 2.5 seconds. With the new thresholds, this could be 2.5 seconds or less (this is true for the other three metrics). This means that sites that had URLs that were close to being considered « good » for one of the three metrics can now pass.

Koozai tip: Regularly check your Core Web Vitals scores in Search Console to stay on top of any URLs rated as poor or in need of improvement.

The total number of backlinks does not matter

andrey tikhonovskiy w5uxNX3Pm9o unsplashIn a Hangout during office hours on the 19the In February, Google’s John Mueller said a site’s total number of backlinks « doesn’t matter. » Mueller made it clear that the amount of links is irrelevant and what matters is actually the relevance of each link:

« We’re trying to figure out what’s relevant to a website, how much should we weigh those individual links, and the total number of links doesn’t matter at all. »

Koozai tip: This shouldn’t be news to most SEOs; quality and relevance should already be the focus when acquiring links.

404 URL

erik mclean bGWVhFY1gH0 unsplashIn the 25e February Hangout during office hoursJohn Mueller spoke about 404s, stating that if 30-40% of URLs in Search Console are 404s, that’s okay.

Mueller said the URLs will still be crawled periodically by Google, even if they are several years old, and have been returning a 404 status code for that time. He also said it was good to just ignore those URLs.

He said the only problem that can arise with 404s is if a site’s home page returns a 404;

“The only time I think the 404s would start looking like something problematic to us is when the homepage starts returning 404s. Then that could be a situation where we go, ‘oh, I don’t know if this site is still active ”.

Koozai tip: While 404s aren’t inherently «  bad,  » it makes sense not to internally link to 404 pages or have them in the XML sitemap. If you have 404 pages that have external links, it may pay to redirect them to the next most relevant page so that you can benefit from those links.

Google Extends Expression Matching To Include Broad Query Modifier (BMM) Traffic

In a recent update from Google, they announced that they would consolidate the BMM and Exact Phrase keywords, with the former being completely removed by July. But the return of phrase match is not as we once knew, as the new V2 phrase match will encompass some of the searches that would otherwise have triggered our BMM keywords to appear.

The change will be rolled out in the next few weeks, but luckily we won’t need to change anything in our account as the Expression and BMM keywords will automatically switch to the new match type. To learn more about removing BMM keywords, visit our blog post.

Koozai’s POV

At first glance, this is a big update. However, in reality, not much has changed. This is more of a change in approach than a complete change in strategy. For years, the preferred account structure has been to have exact and BMM match types. However, this will now pivot to exact and expression match, although the new expression match keywords trigger some queries outside of the expression match assignments. This suggests more control on Google’s part as they will use their machine learning and ‘pick’ relevant and irrelevant search terms and when our ads run for those ‘BMM queries’. We should always add the best performing search terms as exact keywords and continue to exclude irrelevant searches, the ones we may see in our search query reports.

Google Ads: Responsive Search Ads Now Default

launchpresso qqaFqXKBMig unsplashThere has been another big change in Google Ads, with responsive Search Network ads (RSA) now being the default ad format for Search Network campaigns, although wide-format text ads (ETA) ) can still be created.

We’re now looking to dig deeper into machine learning, so when RSAs allow advertisers to enter multiple titles and variations of ad content, Google Ads will now use AI to determine which variations are best to use. It will do this by comparing the different variations to what people are looking for, before testing the variations to see which combinations work best. You will be able to review and understand how to improve RSA through Ad Strength Score. Read more about this change at Search Engine Land Message.

Koozai’s POV

As the article notes, some companies have strict approval processes, so getting multiple titles and descriptions signed can be a tricky task. However, we can still create ETAs, it’s just that RSAs are the default. That’s not to say it won’t change in the future. This may be the first step in the phase-out of ETAs.

Google update attribution reports

Google added display ads to its Google Ads attribution reports as an open beta. Last year, the company streamlined its attribution reports and included YouTube ads, also in beta. Qualifying advertisers can enable ad serving in attribution reports by going to the Measure> Attribution section of Google Ads. After activation, display ads will appear in all attribution reports, along with ads from the Network. Search (including Shopping) and, if they chose this option, YouTube ads.  » Learn more about Search Engine Land.

Koozai’s POV

Display campaigns are generally used for awareness and don’t have the best last click conversion rate. For this reason, it is sometimes difficult to prove the value of display campaigns and really understand their performance. With this update to Google attribution reports, we can see if our display campaigns are playing a role in the conversion path and make better decisions about what to invest.

Google removes Shopping Showcase ads out of 1st April

karsten winegeart 4bC1Ef88OYI unsplashA quick to wrap up our paid media updates for you. From 1st In April, Google will remove Showcase Shopping ad groups so that they no longer serve. Advertisers will still have access to performance data for deleted ads and ad groups in their account reports, but will not be able to create new ones.

Showcase Shopping ads were primarily used for generic top-of-the-funnel searches. The idea behind it is that brands «  present  » a selection of relevant products to give the user an idea of ​​the types of products they are selling. For example, when a user searches for « bedroom furniture », it is not clear whether they want beds, wardrobes, drawers, or all 3. Storefronts may display images of all relevant products. . You can read more about Showcase Shopping ads here.

Koozai’s POV

With these ads now stopped, there may be a gap in some accounts where showcase shopping has picked up those searches at the top of the funnel. We’ll have to wait and see if Standard or Smart Shopping campaigns choose these more generic searches, but our recommendation is to check performance before and after April 1 to see if there are any noticeable changes.

Content Marketing Updates

Check out the blog

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:

How to fill your Facebook remarketing audience for less spending

How to check if your URLs are indexed in Google

We say goodbye to BMM keywords

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

The customer wins

Wines with stories

When this artisan wine company became a client, we were blown away – who doesn’t love a glass of wine on a Friday night? We were tasked with using Google Ads to help them increase their sales, and that is precisely what we did. We helped Wines With Stories increase their revenue by 312%, with a 515% increase in transactions! To learn more about how we did it, check out the full customer case study.

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