Weekly SEO news: 3 November 2020
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Here are the latest website promotion and Internet marketing tips for you.

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Andre Voget, Johannes Selbach, Axandra CEO

1. What to do if your search engine rankings have dropped

Have your rankings on Google dropped during the past few weeks? Search engine ranking algorithms change all the time. Fortunately, there are things that you can do to recover your rankings.

What to do if your search engine rankings have dropped

Step 1: Check if it is a real ranking drop

The lower search results usually fluctuate much more than the top search results. If your website is new in the top 5 results, you can expect more fluctuation than websites that have been listed in the top 5 results for a longer time.

You can also expect higher fluctuation if the keywords are related to a hot topic. If Google shows results that are marked with "two hours ago", or "one day ago" then it's likely that the keyword is related to such a hot topic.

If your website was ranked in the same positions for several weeks before the rankings dropped, you should take a closer look at the changes.

Step 2: Analyze the situation

You can only react to the changes, if you find out what actually happened. Here are some questions that can help you to identify the problem:

  • On which search engine has the ranking change occurred?
  • Has the change happened in a particular region?
  • Which pages have been affected by the change?
  • Has the ranking change had an impact on your conversions and your website traffic?
  • Did the same happen a year ago? This might be a seasonal issue.

After identifying the affected pages, you can proceed to the details:

  • Which keywords caused the traffic change?
  • Which competitors gained rankings for these keywords?

The Ranking Monitor in SEOprofiler has the answers to these questions. The Ranking Monitor shows the ranking changes of your own web pages, and the ranking changes of your competitors.

Here's an example:

You might find out that the ranking changes happened to short category-level keywords (for example, the keyword "shoes"). You also find out that the pages and websites that gained rankings had informational character. The pages and websites that lost rankings were shopping sites.

Things like that happen quite often. Google's algorithms might have re-evaluated the intent behind a query group. In this example, Google decided that people who search for "shoes" are interested in getting information, not in buying.

Step 3: make changes carefully

Do not arbitrarily change your SEO tactics. Find the reason for the problem and then react wisely.

If your competitors now have better rankings than your site, analyze the pages of your competitors to find out why they rank better than your pages. The Top 10 Optimizer tool in SEOprofiler can help you to do that.

If all of your pages dropped, there might be a technical problem on your website that is the reason for the ranking drop. The website audit tool in SEOprofiler identifies things that can have a negative impact on your rankings.

Optimize your web pages now

Stay safe during these difficult times!

2. Internet marketing news of the week

John MuellerGoogle: do not optimize for passage indexing

"Google's John Mueller said in a webmaster hangout on YouTube that it's not necessary to optimize for Google's new passage indexing feature. You just need a well-structured website."

Could Google passage indexing be leveraging BERT?

"Whilst there are currently limitations for BERT in long documents, passages seem an ideal place to start toward a new ‘intent-detection’ led search. This is particularly so, when search engines begin to ‘Augment Knowledge’ from queries and connections to knowledge bases and repositories outside of standard search, and there is much work in this space ongoing currently."

John MuellerGoogle ignores capitalization in HTML tag attributes

"Google’s John Mueller said on Twitter that Google ignores capitalization in HTML tag attributes. For example, some frameworks show a warning if the hrefLang is written in lowercase: hreflang. Google does not care about this."

Google makes no difference between B2B and B2C websites

"Google's John Mueller said on Twitter that Google makes no difference between B2B (business to business) and B2C (business to consumer) websites. For Google, web pages are web pages and they can rank for the same keywords, even if one web page is B2B and the other is B2C."

+++ SEARCH +++ ENGINE +++ NEWS +++ TICKER +++

  • Search revenues: Google 14% increase & Microsoft Bing 10% decrease.
  • Apple develops alternative to Google search.
  • Google: Handling 307 redirects.
  • Does the Google antitrust case make an Apple search engine more likely?
  • Microsoft Clarity is now generally available.
  • Google’s display advertising business is under antitrust probe in Italy.

3. Previous articles