All Things SEO Column
All Things SEO covers a variety of topics related to improving website visibility in the natural (free or unpaid) listings of search engine results pages by employing the best practices for organic search engine optimization (SEO). Columnists share technical expertise on how to build search engine friendly websites, how to use search engine tools and webmaster dashboards, how to avoid common SEO problems such as duplicate content and spam penalties, plus SEO advice from a marketing perspective, opinion and commentary about algorithmic shifts in the search engine industry.
How to use schema markup to make an impression in search
Every business is unique in its own way and schema markup can help convey that in Google...
Some early observations on the Google December core update
Some of these observations are based on the quality raters guidelines, the past core updates, and sound SEO...
Brand reputation and the impact of Google SERP selections
How Google treats company navigational brand searches and the impact they can have on consumer...
Google algorithms vs Google penalties, explained by an ex-Googler
This former Google quality analyst explains the difference between Google's algorithms, manual actions, quality and...
How to get started in Google Analytics 4
Transitioning from Universal Google Analytics to Google Analytics 4 can seem daunting, but if you start to organize your data strategy now, the...
The expansion of People Also Ask in the search results
PAAs now appear in 9% of brand knowledge panels. Here's how they're different and why you need to optimize answers for brand-focused...
Why your content strategy needs both rank-worthy and link-worthy content in the mix
How a two-pronged approach can help you increase brand awareness and organic...
Five ways to become a ‘Search Sherpa’ for your own organization
Search marketers who have a thirst and curiosity to continually learn and grow are the ones that achieve...
Where Google is placing its bets in 2021
A look at where Google might be headed in...
The problem with the ‘structured content’ mindset
As Google gets better at understanding content it will more important to focus on real readability metrics and not something fabricated by your...
10 ways you can support women in SEO
Female-identifying search marketers share their personal experiences and tips to support women in the SEO...
Is your website at risk for an ADA accessibility lawsuit?
It's not only the right thing to comply to help users, but the majority of lawsuits over compliance with the Americans with Disability Act are...
How to show Lighthouse Scores in Google Sheets with a custom function
Learn how to use machine learning to streamline your reporting workflows right within Google Sheets....
Featured snippets: The 9 rules of optimization
Here's a set of guidelines to follow when optimizing for the featured snippet - like using an “is” statement and defining the topic...
Could Google passage indexing be leveraging BERT?
How Google leverages BERT depends on the use of the term ‘Passage Indexing’ (although it’s identified as a ranking...
Study: Comparing the data from 8 SEO tools
Spoiler: The numbers you'll find don't match up. SEO metric tools are for general trend analysis and competitor benchmarking, not on specific...
How to audit sites inside corporate networks
Turn private (VPN required) URLs into temporary ones that allow for page changes but hide the content to preserve its...
Did Google just hint at an authority profile?
A recent blog post from Google points to defining a paradigm on the SERP with what we now know as a core...
How to earn your place in Google’s index in 2020
The four distinct types of indexing problems and how to identify...
SEO horror stories: Here’s what not to do
These three real-life case studies are anonymized to share textbook examples of how not to approach search engine optimization....