The State of Google Search [EVENT], Google Shopping Overhaul, Distracting SEO Metrics & More
SEO TL;DR #44 - 21/10/2024
General SEO
Why Google Search is Falling Apart
This edition starts with a video, not from an SEO, but from the hugely popular Mrwhosetheboss, who cites a ton of examples as to why he thinks Google has gotten worse.
Full pages of ads (all above the fold)
Sponsored ads which seem more accurate than the organic results (deliberately so?)
Affiliate sites dominating the SERPs - updating nothing but the date to maintain rankings
Most of these observations won’t be new to you if you’ve ever used Google, but I’m happy to see more mainstream YouTubers shouting about this in the hopes Google will notice. There are some great SEOs in our industry, but most are lucky enough if their video hits 500 views - while this one is sitting on >2.5M.
General SEO
Event: Everything I know about the Current State of SEO
Now, for someone with nowhere near as many followers - but hopefully some good insights - me!
Last week, I went through 80 slides in about 55 minutes on the current state of AI, and if that hasn’t got you excited, well, I don’t blame you 😅
Points covered
Google Landscape - the importance of this year’s two core updates
Current trends in the SERPs and how to take advantage of them
What EEAT and helpful content really mean
Helpful features - what’s working and serving the users
The problems with the traditional site structure
The future of AI in SEO
If any of that sounds good, then check out the recording here:
Ecommerce SEO
Google Shopping Gets a Big AI Overhaul
Google is transforming its shopping experience with a heavy dose of AI - powered by Gemini. The new Google Shopping offers a personalised homepage that tailors product recommendations based on your preferences and shopping history.
Shoppers will see AI-generated briefs that provide quick insights into key features of products they're researching. For example, searching for "Men’s winter jacket for Seattle" will give you an overview of what to look for, including recommendations.
This new Google Shopping is rolling out in the US over the next few weeks.
Technical SEO
Google Warns Against Over-Reliance on SEO Tool Metrics
Google’s John Mueller has issued a reminder that relying too heavily on third-party SEO metrics, like Domain Authority (DA) or spam scores, could lead you down the wrong path.
In a Reddit discussion, Mueller addressed concerns from a website owner who experienced a drop in their DA and saw a spike in spammy backlinks. The owner was worried about the effect on their site’s performance, but Mueller’s response was clear: these metrics do not reflect how Google evaluates websites.
Third-party SEO tools provide valuable insights, but their metrics don’t always align with Google’s ranking systems. According to Mueller, focusing on boosting scores like DA or obsessing over spam metrics can distract you from what really matters:
If you want to think about the long term (and I know not everyone does, knock yourselves out), finding ways to add real value that's unique and wanted by people on the web (together with all the usual SEO best practices as a foundation) is a good target.
Mueller’s key takeaway? Prioritise long-term value by creating unique, high-quality content that serves users’ needs instead of chasing arbitrary numbers. Something I very much repeated in my LinkedIn live presentation last week.
Ecommerce SEO
43% of Gen Z Consumers Prefer Buying Direct From Brands
A recent report shows that 43% of Gen Z consumers prefer purchasing directly from brands, compared to older generations, who often prioritise price and favour marketplaces.
For Gen Z, trust is a key factor in choosing where to shop, with 15% identifying it as the main reason they opt for brand websites over third-party platforms.
While marketplaces like Amazon still attract the broader consumer base due to features like free shipping and a wider product range, brands that focus on building solid and trustworthy relationships with Gen Z have a big opportunity. Direct spending from this group could reach $72 billion, so it’s worth investing in trust and improving the online shopping experience to stand out.
👻 Google’s Top Halloween Search Trends for 2024 🎃
Looking for Halloween inspiration? Google’s Frightgeist tool is back with the latest Halloween search trends, covering everything from costume ideas to food and party themes.
This year's top picks include characters from Beetlejuice and Deadpool, with ‘Dogpool’ being the top costume for pets.
Google Trends is an excellent resource for marketers looking to tap into seasonal consumer interests. Knowing what’s capturing consumer attention during Halloween allows marketers to align their messaging with popular trends, increasing engagement and relevance.
General SEO
Semrush Buys Third Door Media
Semrush has acquired Third Door Media, the parent company of Search Engine Land (who often feature in this newsletter)
This acquisition cements Semrush's position as a dominant search marketing player. Industry reactions have been mainly positive, although some question how biased the publication may become against competing tools such as Ahrefs - time will tell.
Tech SEO Connect 2024 TL;DR
Tech SEO Connect is a two-day event dedicated to helping you learn more about technical SEO with some great talks by Aleyda Solis, Michael King, Kevin Indig & more.
If you’re after my TL;DR, I didn’t go, but Ventata Pagadala did and has provided highlights and action items for each speaker in this helpful summary!