Table of Contents
- Google News May 2022
- Google Announces New Core Update
- A lot of revelations from Google Marketing Live 2022
- New Lighthouse Speed Metrics
- FAQ structured data is not just for FAQ sections
- What to do if titles are rewritten?
- Warm up for your next job interview with Google
- Google adds “scene exploration” to their multisearch
- Oops… Google provides outdated and incorrect advice in their own SEO course
- 6 Image Optimization Tips
- Google removes some sitemap tags for videos and images
Google News May 2022
Another month has passed and that means it’s time to share updates from Google. The month of May has offered a core update, concrete tips from Google on how to do search engine optimization, a major blunder in internal training material and new metrics for Lighthouse.
Google Announces New Core Update
On May 25, Google announced a new core update, aptly named “May Core Update.” The update will be rolled out over the next 14 days.
Core updates typically come a few times a year and are broad updates to the algorithms. They are not focused on specific niches or pages but are instead an update on how Google understands and rates content.
How to respond:
- Wait, first of all. No need for desperate actions before the update is completely rolled out.
- If you are experiencing a drop in your rankings, then it is probably not because you have violated any guidelines. In fact, a fall for you simply means an increase for others
- So look up! The pages that have been rewarded, what have they done right?
A lot of revelations from Google Marketing Live 2022
Google holds an annual conference on online marketing. During this, they announced a large number of new initiatives that are primarily about ads.
It can be broadly divided into the fact that Google will integrate video and shopping to a greater extent, that they have strengthened and will strengthen the interface and functions in their various ads campaigns, as well as to increase the insights it is possible to gain.
Here’s a quick selection:
- Video action & app campaigns coming to Youtube
- Product feeds to appear on Youtube
- Video commercials hit Discover-fed
- Performance Max campaigns get A / B tests
- Optimization scores for all kinds of campaigns.
Watch the video at the bottom of this section or read our rendition of the six tips right here:
All of these errors can be diagnosed with Pagespeed Insights. Watch the video here:
New Lighthouse Speed Metrics
Google is moving towards not just being a search engine, but a search experience engine. As part of that, they have started measuring and ranking results based on usability metrics. These are also known as Core Web Vitals.
They have just added two new metrics to the Lighthouse.
Time to First Byte (TTFB): It measures how fast the server is responding
Interaction to Next Paint (INP): This measures how long it takes before you can interact with the entire page.
FAQ structured data is not just for FAQ sections
In a recent Webmaster Hangout, John Mueller clarified how and when it is allowed to implement FAQ structured data on his site.
Traditionally, this is understood as permitted on either FAQ pages or in specific FAQ sections on a single page. But in fact, it does not have to be structured that way, and it is therefore allowed to set it up even if the questions and answers are spread out over a single page.
FAQ structured data can, if you otherwise meet other quality criteria, show up like this on the SERP:
The important thing to remember is that you must not create FAQ structured data (or any other kind) for content that is not actually to be found on that page.
See also his answer here: https://youtu.be/1-gNsTHYAQU
What to do if titles are rewritten?
Titles are a significant SEO factor, which is also a significant factor in whether searchers actually click on your results. As a result, Google has recently begun to rewrite titles more and more if they rate them as irrelevant or misleading.
That’s why Google recently also updated their documentation to guide you on how to better manage titles.
According to them, there are 6 best practices:
- Implement a <title> tag on all your pages
- Write short, precise titles that describe what the page is about. “Front page” is the opposite of this. “SEO agency” is more appropriate.
- Do not stuff them with keywords – they must be readable and understood by a human being.
- Avoid phrases and slogans that are repeated in several titles
- You may use branded terms, but stick to your company name.
- Google sometimes uses H1 or H2 (or other visually large elements) instead – so either make sure they are a good alternative or that they match the title.
The following elements can be used by Google to generate titles:
- Content in <title> tags
- Headline of the page
- Content in headers
- Other content that is large and prominent visually
- Other text that is on the page
- Anchor text on the page itself The
- anchor text on links pointing to the page.
Finally, Google also has a number of typical errors that cause them to rewrite titles:
- Half-empty <title> tags – typically if you use a plugin like Yoast that automatically inserts brand names.
- Outdated <title> elements – if it still says “2020” in your title tag even though the page has been updated to “2022”, then it should change
- Inaccurate <title> content. The title should, at the highest possible level of abstraction, describe what your page is about.
- Repeated content. If you have multiple pages that revolve around the same topic, you should do your part to differentiate them appropriately.
Warm up for your next job interview with Google
Google has just launched a new tool, Interview Warmup, that allows you to practice job interviews. Using Machine Learning, you will be asked appropriate questions in your field, which will be analyzed by the service, after which you will receive some suggestions for improvement.
Google adds “scene exploration” to their multisearch
Google Lens is a very, very useful tool. But in the past, it has only been able to recognize an object without too much noise in the background. For their big I / O conference, Google announced an update that is on the way, where Google Lens is able to identify multiple objects by scanning the scene in the image. See the example below, where Google highlights the chocolates that do not have nuts in them.
This comes as a result of their MUM update that was announced last year.
Oops… Google provides outdated and incorrect advice in their own SEO course
Google has recently launched an online course where one can learn basic skills in digital marketing. No online marketing course is complete without SEO, so of course they cover that too.
But in their material we see that Google both advises on keyword density, i.e. how many times a keyword should appear on a page as well as a minimum number of words that should be on a page. As most SEO experts know, these tips are outdated and actually directly against what Google otherwise says on the subject.
Danny Sullivan from the Google Search team was also quick to distance himself from the guide:
“I’m not on the team that produced that, nor are they part of the Search team. As someone from the Search team, we do not recommend any limiits or “density” or anything like that. This can be ignored; I’ll pass it on. ”
6 Image Optimization Tips
In another video from developer Alan Kent from Google, they share six helpful tips for optimizing images for search.
Watch the video below or read our clip here:
- Avoid Cumulative Layout Shift (CLS) by having images and their containers in the right sizes so that the page does not “jump and dance” while loading.
- Give your photos the right size. Images should have the actual dimensions they appear in on the page.
- Use the right format: different file formats have different advantages and disadvantages. Most often, an image should be displayed in PNG, JPG or webP.
- Compress images so that they get the smallest possible size while having the necessary quality
- Cache images in the browser so that returning users do not have to read them again.
- Put the image loading in the correct sequence. First the largest and most important images that can be seen at first loading, then the less important images and finally the images that can not be seen at first viewing.
See also the video here:
Over the years, Google has added a number of sitemap tags that make it easier to structure and manage images. However, after a thorough evaluation of the use and effect of these, some have been removed again and now simplified. The point, of course, is that being a domain owner should be as easy as possible.
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