Following the end of 2018, let’s take a moment to look back and reflect. We have seen numerous changes in the SEO world this year. Google launched Mobile First Indexing, the Speed Update, and several broad core algorithm updates. Search console was refreshed and several new features were launched. Bing and Yandex also released updates. What a busy year! Staying on top of all the updates can be difficult. Let’s take a look at some technical SEO optimization tips you can implement in response to these changes.
New TLS 1.3 Specification
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In the second week of August a major overhaul of a critical internet security protocol was completed, making TLS 1.3 an official standard. After four years of work, the new standard will make it much more difficult for eavesdroppers to decrypt encrypted traffic. The Internet Engineering Task Force (IETF) described it as “a major revision designed for the modern internet.” The new update makes three previous RFCs obsolete (5077, 5246, and 6961), while updating another two (5705 and 6066). Aside from security improvements, the new version uses less resources and is more efficient so that latency and CPU usage are both reduced. Action PointsThe editors of the update have ensured that the update is incredibly easy to deploy, being a drop-in replacement for TLS 1.2. It also uses the same keys and certificates, so that servers can automatically negotiate TLS 1.3 when it is deployed.
Google Updates
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Google Speeds up Information Delivery
On 16 August Google announced a new and more efficient way of delivering users based on a single search. When searching for “quartz vs granite”, presumably for a new kitchen, the benefits, drawbacks, cost and durability are all included. This seems like a balanced approach to ‘perspective answers‘ that Bing introduced in February 2018. The information is served within a knowledge accordion, offering a set of relevant subtopics: The new format aims to guide users with common and useful aspects of particular topics in the quickest and most efficient way possible. It is also the latest part of Google’s effort to provide more comprehensive results.
Info
Action Points Use headings <h*> to markup page content. Bootstrap has classes that allow other elements such as the paragraph tag to maintain the same styling as headings too. Include the role attribute and set that to “heading” too.
Chrome Automatically Lazy Loading
The intent was first started in January 2018 on the Chromium forum with the design documentation on Google Docs. Derek discusses useful Chrome flags you should enable in May 2018. Chrome Beta has introduced a new feature flag that allows lazy loading of images. Not all elements on a single webpage have equal importance during load, and content that is visible has priority over content that is delayed lower in the page. To enable the new functionality users need to be using Google Chrome Beta.
Insert chrome loading into the address bar
The flag will be “default”, set it to “Enable” to enforce lazy loading.
Restart Chrome.
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Action Points This may be great for Chrome users, but developers should still consider other web browsers as users too. JavaScript based, all JavaScript enabled browsers would support the functionality, yielding expected results. You may start to notice a large deviation in analytics. Part of the Chromium team’s roadmap is to follow up with results of the feature once it has been deployed. To see our recommended lazy loading solutions, check our the SEO technical roundup from March 2018.
New FAQs Alongside Q&As and How-Tos for Search Results Snippets
It was announced by Search Engine Land on 2 August that Google has been testing new types of search results snippets, which will take the form of Frequently Asked Questions (FAQs), Questions & Answers (Q&As), and How-. Speaking to Search Engine Land, a spokesperson from Google said: “We’re always looking for new ways to provide the most relevant, useful results for our users. We’ve recently introduced new ways to help users understand whether responses on a given Q&A or forum site could have the best answer for their .By bringing a preview of these answers onto Search, we’re helping our users more quickly identify which source is most likely to have the information they’re looking for. We’re currently working with partners to experiment with ways to surface similar previews for FAQ and How-to content.” The new features offer more insights into what people can expect from specific websites before deciding to click on a result. See the tests below, presented at a recent Google event in Singapore:
FAQ schema
It is advised that webmasters markup content with structured data to be eligible for such previews. It was also reported that Google is to open
Tracking keywords: Is it about “more keywords” or is it about the “right keywords”
The short answer to more keywords or the right is both. But that doesn’t mean big changes for everyone. Sometimes you’re already tracking most of the right keywords and there are others you’re missing. Other times you’ve got plenty of keywords in your current tracking plan but we just need to make some changes to the ones you’re actively tracking.
In our recent episode of Found Friday we focus on how to know if you’re tracking enough keywords and getting a start with analyzing and making adjustments.
Let’s review some of the strategies you can use to select the right keywords.
Site Segmentation
Segmentation is a vital part of content marketing and search success. The goal with segmentation and grouping is to look at your marketing effort from a variety of different perspectives. content categories and segments for creating a content calendar
Here are examples of segment categories that we recommend and build in our clients’ dashboards at Product lines
Services
Features
Solutions
Campaigns
Messages
Audience
Funnel stages
Locations
segment based marketing research and SEO
Once you create segments for your site, you will be able to see how your current keywords fit into these segments. You will be able to see what segments are lacking keyword depth, and get an idea of where you can focus your efforts to add more.
segment based marketing research and SEO strategy
Once you develop a clearer picture of where you need to add keywords, there are a few tools you can use to aid in tracking more keywords and ensure they are the right ones.
Focus keywords from content
There are numerous reasons for having a blog on your website. We know how beneficial a blog can be for improving search performance. It also gives you a medium to provide added value. Your target audience will greatly appreciate this. WordPress is one of the telegram materials most popular blogging platforms in the world. In fact, it powers 27% of the internet. The WordPress platform is very versatile and has a ton of different themes and plugins available. One of the plugins we highly recommend is the Yoast SEO plugin.
One of the many features
of the Yoast SEO plugin is the ability to set a focus keyword. This is the search term you want the blog post to rank for. Once you enter your focus keyword, the Yoast SEO plugin will provide feedback on how to optimize your content for that keyword. If you already use WordPress and the Yoast SEO plugin, you are likely familiar with this process and how helpful it can be. Maybe you are not. We think it is worth looking into further and considering for your site’s blog.
If you do use the Yoast SEO plugin, making sure your focus keywords are being tracked is a great place to start. This may seem obvious, but in working with a variety of different clients, we find this is often overlooked. This is also a great time to evaluate what focus keywords you are using in your blog posts. You may want to adjust some of your focus keywords based on your site segments and update your content accordingly. Luckily, the Yoast SEO plugin makes this process quick and straightforward!
Google AdWords
Google is a very useful tool for tracking more keywords. . It’s free for everyone and is a very powerful tool. Google Keyword Planner provides a lot of valuable information you can use to make informed decisions about tracking more keywords. You likely already have a Google AdWords account, but if you don’t it only takes a few minutes to set up. Once you’ve either logged into your account, or created a new one, you’ll want to look for two tools. The first is “Find new keywords” and the second is “Get metrics and forecasts for your keywords.” Let’s take a closer look at both.
Find new keywords
The “Find new keywords” tool does exactly what it says. It helps you find new keywords. You can enter words, phrases, or a URL related to your bank email list site or business. You will want to put some thought into what terms you enter into this tool. Its outputs are only as good as the terms you input. This is one area where having a well.
Words – You will want
to enter single words relevant to your business or site. Keyword planner will compare words against Google’s database of keywords and may uncover some relevant keywords you are not already tracking.
Phrases – This option will help you find related phrases. Entering 1-3 word phrases generally works best. This is a great place to search using your site segment names. It will help you uncover keywords in different niches.
URLs related to your business – Oriented more towards AdWords users, this option may help you uncover some keywords you are not already tracking. Entering URLs for direct competitors is a great place to start.
After you’ve entered any combination of words, p
