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Hello marketers, the last few weeks have been heavy on Fridays, so we're going to make this week a little lighter with some nuggets of useful information to catch up with you on some trending research topics .
Overall clickless thing we dug into last week, Rand Fishkin, qui published the study, updated its story on Wednesday. Rand publis Hed more data indicating that if you only look at US searches zero-click looks worse, from 64.82% to 68.3%, but he said that the total number of clicks on websites, the gross number of clicks, is up because searches are up year-over-year. He shared an example set of queries, saying that a query like [apple iphone xs] zero click-through rate was 43% but a query like [donald trump age] was much higher at 95%, so which just shows you that the query really matters. Rand said he hoped to break down the queries further, but needed more time, while Google remained silent, giving us no data to disprove Ran's claims.d.
If you are observation algorithm , March was no different from February in terms of the number of unconfirmed updates. We had one last weekend and several during the month of March. Until then, we're waiting for the next big core update - the last one was on December 3 2020 , and we're really expecting a new one soon. So save your seats.
Finally, on the side of mobile-first indexing , Google is slow to migrate this last batch of sites to mobile first indexing. John Mueller from Google said the company could complete the process in April or May , and it stopped automatically migrating sites from desktop indexing to mobile indexing. This really shouldn't affect you. I suspect your site was already moved over a year ago .
Barry Schwartz, Search catch-up reporter
Updated FAQs on Google Core Web Vitals Update and Page Experience
Last December, Google released a detailed FAQ on the next updateup to date google page experience and basic web vitals. Well, this week Google dramatically improved the FAQs with a ton of additional information. We recommend that you review the FAQs in more detail, but keep in mind, as the FAQs say, that this update shouldn't be upsetting for your site's position in Google search.
What stands out. Here are two items from the revised FAQ that stood out to me.
- Google will continue to rank the most relevant content, despite performing poorly with its top Web Vitals scores. “Our systems will continue to prioritize pages with the best information overall, even if some aspects of the page experience are below average. A good page experience is not a substitute for having quality and relevant content, ”Google wrote.
- AMP nor the main Web Vitals brandswill be a deciding factor for featured articles. Google has also stated that these pages are still "eligible for the Top Stories carousel if my webpage does not clear Core Web Vitals.
Make sure you read the new FAQs.
Find out more here.
Three-pack with one less? Google is testing two local packs
There are signs that Google is testing the local pack change, which typically consisted of three local business search listings. Screenshots show they are removing one of those announcements to make it what we would call a "pack of two ". Warning, in 2015, changed from seven announcements to three announcements . But now two?
Many local SEOs shared some before and after screenshots for some local queries . At the moment, this looks like a test, so we don't know if this will become a reality.
Why we care. Make the local pack more competitive by reducing the Number of local listings from seven to three, and now from three to two, can be a big deal for SMEs and local businesses. This is even more worrying for those in third place.
Tell us how you've tweaked or revamped your marketing stack
A lot has changed over the past year, including of course for the marketing teams and Marketing. Martech is only one part of this changing landscape, of course, but it is an important one. The digital transformation, which has become more than a buzzword, has surely forcedmany marketing teams to elevate their technology stack. This can mean looking at solutions that can get up and running and generate value quickly. It could mean accelerated innovation in the tech stack. Some businesses may be under tight budget constraints, while others may have felt that 2020 is the year to bet the house.
We would like to delve deeper into the impact of the business environment of the past 12 months on martech decisions, but we need your help. Have you replaced any applications in your tech stack in the past year? Have you moved from legacy local applications to commercial solutions (or vice versa)? And what impact have these changes had on your team? Please only take three minutes to investigate the Martech replacement. This will help us all, as a community of mar users.tech and martech watchers, to understand what Microsoft's Satya Nadella has called "two years of digital transformation in two months" for the past year or so.
Take the survey here
Local notices, Bing API and open redirects.
New Google notice wording . Google rolled out a new feature in local results to display a "new " wording in local company notices . The new wording is added to notices of one month or less.
Bing content submission API . Microsoft Bing has tested an API that peallows publishers to submit their content, HTML, images, etc. directly to Bing for indexing (not just urls) - this is called Content submission API . Fabrice Canel from Microsoft said they should have more public documentation on this API in the coming months .
Open redirects . Having open redirects is not only a security concern for your site, but it can also adversely affect your site's performance in Google search. John Mueller of Google said on Twitter: "We generally recommend that you do not keep redirects open . For example, if someone redirects malicious or phishing content through your site, your site's URLs will lead there and could be flagged. "
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