Top 5 SEO insights from the Google SEO leaks
My last article covered a lot about the information that we discovered from Google SEO leaks. And, if you’re sitting back and wondering what this information means to you, then this article is for you. I’m going to peel back the layers of the Google SEO leaks and actually talk about what the leaked documents from Google’s Search division mean for businesses and agencies.
Here are 5 SEO action points and insights from the Google SEO leaks.
- Build Brand Awareness
Brand matters a lot to Google. Something already known by experts is that Google places a high value on brand search. Brand is tracked by Google through: brand name usage, official website, social media profiles, and PR. The leaks also show that unbranded search is favoured by Google because over the years this has become dominated by spam.
So the number of followers on social media, the traffic coming to your website, whether you rank for branded search or not, all matters.
Action points:
- Have a good website that builds brand recall
- Take steps to rank for brand search
- Grow your following on social media
To quote Rand Fishkin, “Build a notable, popular, well-recognized brand in your space, outside of Google search.”
- Build Brand and Industry Credibility
With branding such a big SEO factor, you also have to build brand and industry credibility.
What does this mean?
- Don’t just be a page in the online world
- Don’t create a social media page and do nothing
- Don’t just have a blog page that you never post on
For example, across our website, blogs, social media and our back-linked website – we have information on content and digital marketing. Furthermore, our social media and website have regular stuff going up about the organisation and our new happenings. This plays a key indicator that Spacebar needs to rank for content and digital marketing keywords.
Be a brand that’s alive in the online world.
- Be active on social media
- Regularly post blogs
- Share insightful information on your website and social media pages
- Put up posts that capture the life at your company
Essentially – make your brand alive in the online world. It matters to Google where the brand matters to users, measured in the form of social media popularity and brand specific searches.
- On-Page SEO is still Important
After reading plenty of articles and assessments on the leaks, there is a divide of opinion on whether on-page SEO does matter or not. I’m of the opinion that on-page SEO does matter. All of these details, like Page Title, Meta description, Alt image tags, etc do matter, and the leaks have further confirmed that. By doing on-page SEO, you tell Google in a very direct manner what your web page is about.
And, yes, while the Google leaked documents reveal that on-page isn’t as important as we think – it is not something to be ignored.
- Create Quality Content
This is partly tracked through a variety of attributes like content freshness, length, and clicks. Having quality content, that is:
- Updated regularly
- Is lengthy
- And getting clicks matters to the algorithm.
- Quality of backlinking matters
Web pages have a linkInfo attribute. Through this, Google maintains all the links, along with their assigned scores. Furthermore, these links help Google understand the relationship between web pages and is vital for the search engine to help build relevant rankings for searches.
All of this simply means that the quality of backlinking is important. If you have been relying on a lot of low quality websites for backlinking. Rethink! In fact, I recommend checking the domain authority before you backlink to that website.
SEO is a big brands game
This final point is not an SEO tactic or strategy to implement. The importance of brand, small websites getting tagged, the value of branded search – all seem to indicate that SEO is more advantageous to big brands and players.
You can leverage all the tactics in the world, but WHO’s page will always come up on top for “COVID” searches – because it’s been whitelisted.
You can take all the SEO steps, but Flipkart and Amazon will probably rank at the top for “portable phone battery” – because of its online brand value.
In this sense, SEO is a big brand game. What does that mean for you? It’s all the more important that you start investing in brand building because that is important for SEO.
Analyses are still coming out on the Google leaks. And there are so many more insights to learn. Until then, keep these ones in mind when building your strategy.
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