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A note about the future of Google search
It’s not hyperbole to say that 2023 was one of the most fluid years for the web in a long time, perhaps ever. From AI coming onto the scene, and content trends changing substantially, to Google, Bing and everyone in between scrambling to adjust—it’s been quite the year.
There’s still quite a bit of uncertainty in the industry at the moment as to how it will shake out. Google has made some striking announcements about the type of content it wants to rank while some in the SEO industry are pointing to gaps in what is and isn’t ranking on the SERP.
As 2024 kicks off we want to offer you a few tips on how to keep your SEO zen:
Think big picture: Don’t just focus on the “Google algorithm” but where the web, content trends, and Google seem to be heading directionally.
Track the industry news like a hawk: The best way to predict what’s on the horizon for SEO is to keep tabs on everything Google does and announces. Our recommendation—check out Search Engine Roundtable.
Let things play out: Before jumping on the bandwagon of whatever the latest thing in SEO is, let the dust settle a bit. The ecosystem is a state of flux, being patient is a virtue.
Go deeper into how the convergence of AI, emerging content trends, and Google’s goals will change SEO in this article I wrote.
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Happy reading,
Crystal and Mordy
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Pointers from the pros
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Founder, Botpresso
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What does a good client hand-off look like for an SEO project?
Well, for me, ideally, a handover kit should be a good collection of documents, resources, and information that you provide to your client once your SEO collaboration ends with them.
Talking about the ingredients for a good handover kit, I would definitely have:
1. An SEO tracker where we have all the identified opportunities with the current status. Each item in the list should have reference material, a summary of what has already been discussed and done with the team, and the next steps, if any.
2. All the documents that detail demand analysis, which include keyword research, intent clustering, content calendar, and everything around that. So the client can refer to these documents while continuing with the SEO efforts on their end.
3. Technical SEO is usually very complex, so also consider sharing documents about complicated projects like website speed optimization, mobile responsiveness, log analysis, structured data implementation, internal linking, and so on. Good documentation on these topics would help your clients proceed further with these topics.
4. My list of SEO tools and resources. You might be using a lot of tools. At the time of handover, you also want to tell them [your clients] which tools you’re using and for what purposes.
5. An SEO best practices document. Link to references and keep best practices in very simple, easy-to-understand language so that clients can understand them. That way they can make the most out of them even in your absence.
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Newflash
Mordy Oberstein
Way back in what seems like forever ago (AKA early December), Google announced the release of its GPT-4 competitor, Gemini. The implications for Google Search are not fully known. I would not be surprised, however, if the custom response layout (as demoed by Google) coupled with the exploration it provides makes its way to the SERP eventually. If so, that would reshape the entire experience for users.
Also, over the holidays Barry Schwartz reported on increased rank volatility right before both Christmas and New Year's. To me, the interesting thing is that it points to machine learning’s role in recalibrating rank, as I am 99.9% certain no one at Google was manually pushing the update button the day before Christmas and New Year's.
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How do you translate your brand messaging into something of substance (and not just fluff)?
First, let’s define ‘messaging’ because it’s a misunderstood concept even among the best marketers. Here’s mine: “Messaging articulates the most important things about your company and product, and why that matters to your audience.” Simply put—messaging is what you say about your product, and copywriting is how you say it.
Strong, standout messaging is clear, easy to understand, and relevant to your prospect. Here’s a quick tip for each:
Clear: Less is more. Avoid stuffing your marketing with too many messages. Find your messaging focus and double down on that core idea. Think, “If our customer could only remember one thing, what would it be?”
Easy to understand: Get specific. The biggest culprit of confusing messaging is vague, abstract language. Example: “Turbocharge sales productivity” vs. “Make 200+ calls a day, effortlessly”. Ditch the buzzwords and ask, “what do we really mean?”
Relevant: Prioritize your prospect, not your product. Use your messaging to connect product features and capabilities to customer pains and gains. Make sure to answer the golden question of messaging for customers: “What’s in it for me?”
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SEO trends for 2024
From advancements in AI to the impact that Google’s SGE will have on search traffic, this episode is jam-packed with SEO predictions from knowledgeable guest experts.
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Live webinar: How to get indexed in 2024
Make your pages discoverable in search sooner. Join SEO experts from Microsoft Bing and Wix to learn about tools that support faster crawling and indexing.
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Our Zapier integration just got a revamp
Wix users can now work directly in Zapier to connect their sites with 6K+apps. All it takes is a few clicks to start parsing data between Wix and the likes of Google Sheets, Hubspot and ActiveCampaign—no code needed.
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In the pipeline
Learn how to improve your conversions with Microsoft’s free Clarity tool for user experience analytics. Also, find out when you can simply leave a 404 page in place (and when you should optimize it) with our upcoming SEO guide to 404 pages.
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