Mordy Oberstein's Profile

The Themes Running Through the December 2020 Core Update

After looking at some initial data for Google's December 2020 update, the general consensus is this one was big.

As powerful as the update was, wouldn’t it be nice to know what happened? What did Google change? What were they looking for? Why did some sites win while others saw ranking losses?

These are great questions and if you want exact answers, there aren’t any.

However...

In this is a post I attempt to find themes within the update by qualitatively analyzing some of the pages Google swapped out on the SERP.

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What Makes Google So Good? (And What Lessons Can We Take Away?)

Love it or hate it, Google is very good at what it does. While it certainly has had its share of flops (G+), it's main product, search, is head and shoulders above everyone else.

The question is, why?

Sure, I could go into all the algorithmic underpinnings that make Google unique. We could go through a history of Google and how PageRank was entirely novel, and so forth. But instead of that, in this post, I'd like to take a more thematic look at everyone's favorite search engine. Let's pop the hood and take a deep look at Google's traits and how that translates to it being the best search engine and more.

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Does Position Impact Meta-Description Length on the SERP? [Study]

All good things start with observations. In this case, I thought I noticed that Google was showing much longer meta-descriptions towards the top of the SERP. In fact, the more queries I ran the more it seemed that Google was showing longer meta-descriptions at the top of the SERP and shorter ones towards the bottom.

Is this true? Is Google showing longer meta-descriptions for those URLs that rank better?

To find out I analyzed 5,000 keywords... for a month.

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A Hard & Genuine Look at How to Create Authoritative Content

It's shocking but in a way not surprising. We have "SEOed" creating authoritative content. What do I mean? We have turned the very task of understanding what it means to create authoritative content into another cliched and superficial analysis filled with endless amounts of buzzwords. It's not only incredibly ironic, but it is quite the accomplishment.

You can already guess what I'm going to do with this post.... I'm going to explain what I think the foundation of actually creating authoritative content is while I rant and rave about some of the outlooks and ideas being floated around out there.

Let's get this fun started.

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Let Content Thrive! Why Google's Ecosystem Needs to Mature

From its algorithm updates to its overall approach to the SERP, Google has been latently encouraging us to take on new content constructs and patterns. In fact, Google has been covertly pushing for the creation of more refined and targeted content. However, that nudge towards more targeted content leaves content creators and SEOs in a bit of a tough spot as Google has yet to adopt an ecosystem that truly supports the kind of content they're pushing for.

Here's a look at the content environment Google has been creating on the SERP, the problems with it, and what the search engine might do going forward

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What Building Brand Identity Means & What Actually Works

What is brand identity? Where does it come from? How do you build it?

There's a lot that has been said about building brand identity. Unfortunately, a lot of it is just plain wrong.

Here's my personal take on where real brand identity comes from and how the average company can build it in a lasting way.

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The Difference between Ranking Above & Below the Fold (A CTR Study)

What does Click-Through Rate (CTR) look like above the fold versus below the fold? The question, being as good as it is, doesn't make it an easy one to answer. In fact, it's more than a little complicated. After all, you have to discount the first organic result being above the fold to a certain extent considering it's the first result folks see regardless of its "fold" status.

Complications aside, for the moment, let's explore what CTR is above and below the fold for sites on page one of the Google SERP!

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Breaking Down Google's BERT Powered News Carousel [Case Study]

Back in December 2019, Google's BERT algorithm made its way to the Top Stories Carousel. Ever since then I've been dying to get my hands on the newly segmented carousels to see what makes them tick, where they hit the mark, and where they fall a bit short. It's only taken me a few months, but here's a bit of thematic analysis on what's happening with the Top Stories carousel now that BERT is part of the picture.

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The Wrath of the May 2020 Core Update and the Lessons Learned

While the May 2020 Core Update is certainly not the first core update we've seen, it might just be one of the most unique. For Google's second core algorithm update of 2020, we were delivered one of the strongest and most impactful updates we've seen in quite some time. Throw in the fact that the update rolled-out in the middle of a global pandemic and we're left with a lot of data, patterns, and insights to chew on.

In this post we'll:

Analyze the way the update rolled-out
Break down rank volatility increases per niche
Dive into some of the site-level patterns embedded within the update
Look at what role COVID-19 may have played

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No-Nonsense Ways COVID-19 Is Changing Digital Marketing & SEO

There's been an abundance of content production on how the Coronavirus changes marketing, content, and SEO practices. Unfortunately, I've found that a lot of it is simply fluff meant to capitalize on fear in the hope of driving clicks. I personally think a topic like this should be addressed in a careful and considerate manner. To this, I've reached out to some of the industry's top marketing and SEO professionals.

I've asked them to share nonsense-free, fluff-free, agenda-free ideas on how COVID-19 is changing the digital marketing industry, both now and moving forward.

These are their thoughts.

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How to Qualify Google Rankings: Advanced Rank Tracking Tips

Every once in a while, 'rank tracking' will enter the SEO conversation in a serious way. It can be some sort of study that relates to rank position or one of Google's many changes but whatever the catalyst, rank tracking is one of those SEO topics that rears its head with some regularity. The problem with rank tracking is that we tend to relate to it as an entirely automated process. So, leave it to the guy who works for an automated rank tracking tool to show why and how tracking rank properly means looking beyond automation per se.

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Google: That's No Search Engine... That's An Authority Engine!

It's obvious, Google is no longer a search engine. Rather, Google is all about offering answers and guiding users on their search journey. That's why Google has evolved into an "answer" or "discovery" engine, right?

Wrong.

I used to think the same thing. Until I realized Google isn't an answer engine, it's not a discovery engine... or any other catchphrase that focuses on Google offering content directly to the user and discouraging clicks. For Google, it's all about "authority."

Here's why Google is, in reality, an authority engine & why getting this right actually matters!

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What to Do about Google's Core Updates: Prevention & Recovery

There's a lot of advice out there on how to recover from and even prevent your site from being hurt by one of Google's core updates. Some of the advice is pretty good... some of it is a bit cliche. So let's go down the rabbit hole a bit by analyzing the data on the core updates, some site-level patterns that the updates have produced, and what you might want to consider for your site as a result.

Here's a data-packed (yet holistic) look at what you can do to prevent ranking and traffic losses at the hands of a core update.

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What SERP Features Do Featured Snippets Compete With? [Study]

So you've won a Featured Snippet... let the traffic flow, right? Not so fast there! What other SERP features are showing alongside your Featured Snippet? What other features are competing for a user's attention? What SERP features most commonly appear with Featured Snippets? How strong is a Featured Snippet win... really?!

You've got questions... we've got data...

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The Rank Volatility Scenario in 2020: A Rank Stability Study

Is rank more volatile in 2020 than it was before the latest string of core updates arrived? Is the continued presence of both Google's confirmed and unconfirmed updates making rank stability harder and harder to come by? As machine learning progresses are we seeing more and more rank volatility? Has August 2018's Medic update put us on a new path of increased rank fluctuations?

Let's find out!

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The January 2020 Core Update: Data & Analysis

It did not take long for Google to release its first confirmed core algorithm update of 2020. Just two weeks into the new year, Google announced the release of what it has called the January 2020 Core Update. Right from the get-go, all signs pointed to this update being on the larger and more impactful side. Here is a look at the update's overall impact on rank stability, a per niche rank volatility analysis, and a comparison in scope and size to a recent unconfirmed update.

In other words.... How big was the January 2020 Core Update and who did it impact the most?

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SEO Research in 2019 - A Summary of Rank Ranger's Findings

The best part of my job is the ability to spend time pondering, analyzing, and researching anything and everything within the world of Search. It's in these moments where I feel I'm making a difference by helping advance the SEO conversation. With this sentimentality, let's have a look back on 2019 and revisit some of the insights we've uncovered here at Rank Ranger over the year.

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SEO Content Quality (Good Content vs Bad Content)

How does Google differentiate between good and bad content?

Google is not merely adding up all the backlinks a site has and deeming it quality content once a certain quantity of links has been accumulated. Rather, all things considered, Google is doing a very good job profiling content. That is, Google is quite adept and knowing what good content looks and sounds like and what bad content looks and sounds like within a specific vertical.

Here's how they do it!

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Zero-Click Searches - The Future of Site Content

By now you've probably heard the news... over 50% of all Google searches do not result in a click! You've also probably heard things like this is the end of organic traffic and that Google is killing 'the website'. You may have even heard a few tips on how to handle this new age of the zero-click search. But between freaking out, blaming Google, and looking for the next organic SEO hack... we've missed the boat entirely.

It would be a bit braggadocious for me to say that I'm going to show you how to really handle zero-click searches and why most of the things you're hearing are a bit misguided....

That said, here's the real truth on how to handle zero-click searches and why a lot of what you're hearing doesn't pass muster.

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Featured Snippet Synchronicity: URL Match Study

So you've won a Featured Snippet on desktop, does that mean your URL shows within the zero-position box on mobile? How often does the URL that resides within a mobile Featured Snippet match the desktop URL? Is there even a desktop Featured Snippet? What is the likelihood that a Featured Snippet win on desktop equals a Featured Snippet win on mobile?

Here's a look at how often Google shows the same URL on desktop and on mobile.

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The September 2019 Core Update: What Happened & Who Did It Happen to?

On September 24th, Google sent forth its latest core algorithm update incarnation - the September 2019 Core Update. The third official algorithm update of 2019, like all other core updates, presented a unique set of ranking data at the niche level. More than that, a look at some of the site's impacted may shed some light on how Google looks at Your Money Your Life content.

Here's a look at what the data says about the September 2019 Core Update's size, scope, and overall impact!

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Why Does Google's Algorithm Keep Hitting YMYL Sites?!

No matter how many times Google denies it, we keep coming back to the idea that the search engine's broad core algorithm updates are targeting Your Money Your Life (YMYL) sites with a vengeance. It's a conversation that just won't die. With each new broad core algorithm update, we're left to wonder... is Google targeting YMYL sites? Is it not targeting YMYL sites? And if Google isn't targeting YMYL sites then why does it seem like it is?

And the reason for all of this is....

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How Google Understands Entities Through the Topic Layer

How good is Google at understanding entities?

It's an important question since so much depends on exactly that, especially since Google now profiles sites (i.e., treats them as entities). While Google has some hangups when it comes to understanding entities, it's also made some giant leaps.

Have a look at how Google is reaching deeper than ever into entities and why it might be on the verge of taking things to a whole new level.

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Google's Ability to Understand Entity Sub-Profiles [Case Study]

Google has gotten really good at recognizing entities and how various entities relate to each other. There's no doubt about it. That said, how well can Google truly profile an entity? What happens when an entity has more than one profile? Is Google able to pick up on entity sub-profiles? What if someone is both an actor/actress and a director? What happens when a celebrity goes into politics? How does Google view the secondary profile of these entities?

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Google's July 2019 Algorithm Update: What Made the Rankings Go Wild?!

Almost out of nowhere, Google unleashed one of the most volatile days in SEO history. July 18th, 2019, saw an unprecedented amount of rank fluctuations unlike the industry had seen for years. Yet, the unconfirmed algorithm update left as quickly as it came when rank fluctuations returned to normal levels on a dime.

It all begets the question: Who was impacted and what in the world just happened?

Here's a look at the data on Google's unconfirmed July 2019 algorithm update.

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Optimizing for SERP Features With Technical Content

Technical content and the how-to queries that bring this content to the SERP is the bread and butter of SERP features such as Featured Snippets, Related Questions, and Video Carousels. As a result, technical content creators should be very concerned about search, and in particular SERP features.

More than being concerned, they should know what SERP features to focus on and how to hone in on them!

Let's have at it then!

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Are Featured Snippets Getting Shorter? [Study]

It's always nice when theory meets reality. Not too long before I undertook the research for this study I wrote an article about why I thought Featured Snippets would be getting shorter. When I noticed that Google was throwing content barely a few hours old into Featured Snippets it seemed the content within them was a bit on the thin side. Thus, I took to analyzing 150 Featured Snippets to see if my anecdotal observation was correct.

Long story short, Featured Snippets are shorter... sort of.

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June 2019 Core Update & Site Diversity Change (Data and Analytics)

On June 4th, 2019, Google released its second official broad core algorithm of 2019 (which was appropriately dubbed the June 2019 Core Update). At the same time, and further complicating the ranking picture, Google made a significant change to the top of the SERP by increasing domain diversity. Combined, the two "changes" created quite the substantial "ranking event."

With that, let's have a look to see how the June 2019 Core Update impacted rankings and how to look for signs of top-of-the-SERP domain diversity within your rankings!

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Google's Mobile SERP Favicons: For Better or For Worse?

On May 22nd, 2019, Google's mobile SERP officially welcomed favicons. Many are touting the brand-building power of having favicons appear within your organic result. But is a picture really worth a thousand words? Who is helped most by the insertion of favicons onto the mobile SERP? Are there any losers? Does having a favicon make up for your site's name having less prominence? Simply, are the new favicons on the mobile SERP good or bad for your page's organic result?

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Google's AI and User Perception - Re-understanding Search

How do we relate to search?

It's really a simple question: What preconceived and latent notions do we hold in regards to search? Of course, how we answer this question will also determine how we view the searcher and what we conceive they are doing when they search for something on Google. Now you can see why this little, perhaps out of place question, has far-reaching consequences.

And away we go.

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The Way You Track Rank is Antiquated! Rank Tracking for the Future

Rank tracking is one of the most basic elements of SEO performance monitoring and reporting. Yet, as much as we've talked about how the world of SEO has evolved into what it is today, we still think of rank tracking as well... rank tracking. However, if SEO has moved past a linear look at "the keyword" then why do we still undertake a monolithic approach to rank tracking?

That's why I'm going to show how the situation on the Google SERP has changed and why it means a new approach to rank tracking is needed!

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Google My Business Monetization: Putting the Pieces Together

The conception of a pay to play Google My Business (GMB) recently hit DEFCON 1. While many in the industry have considered the notion of Google asking small businesses to open up their wallets to be inevitable for some time now, recent developments have blown the conversation wide open. As an uncovered Google survey clearly implies, monetization of Google's local business listings could very well be on its way!

Take a look back at how a heck of a lot of Google's updates to local features over the past year (or so) all point towards GMB monetization!

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User Intent - When Google Gets it Wrong [Case Study]

I'm on the hunt for user intent insights in 2019. I've resolved to make this year about going deep into intent and how Google handles it. Instead of getting into the finer points of user intent and Google's proficiency in meeting it on multiple levels, I'm going to showcase where it doesn't work. Meaning, while I generally think Google's increased ability to parse user intent and pick it apart is a fantastic step forward, it does not work universally. As Google offers users results that would satisfy any number of intents the search engine is going to increasingly be faced with the issue of not meeting any of them adequately. Allow me to demonstrate.

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Google for Jobs Is a Job Listing Powerhouse!

Google's job listing search engine, Google for Jobs, has been around for a nice while at this point. Though, despite having spread to markets such as India and Japan, not much is known about how vast of a resource Google's job compilation database is. For job sites such as CareerBuilder, how big a traffic determent is Google's job SERP feature? For job seekers, how deep does this canyon of job listings go? Is the job depository growing or is it stagnant? Simply, what is the state of Google for Jobs?

Care to find out?

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How Diverse is 'People Also Ask'? An Intent Analysis Study

Related Questions, or as most of us know them, People Also Ask (PAA), has developed into one of the more intriguing features on the Google SERP. The feature is both prominent and powerful. This dynamically loading set of what are all but Featured Snippets has the potential to seriously alter a user's search process or search 'journey' if you will.

I wanted to qualify that potential a bit by analyzing what intent looks like inside the PAA box.

How many intents are represented by the initial four PAA questions?
Does Google prefer to dig deep into one specific topic or does Google prefer to offer a broader topical look with its PAA questions?
Does Google give one intent more attention than another?
Does Google treat one keyword category and type differently than another in regards to the PAA?

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What's the Difference Between Google RankBrain and Neural Matching?

When Danny Sullivan recently tried to explain the difference between neural matching and RankBrain I was initially left scratching my head. I thought, why does this have to be so complicated? Couldn't the difference between neural matching and RankBrain be explained in a tangibly concrete well structured and "scaffolded" manner?

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What Advanced Keyword Research Should Look Like

Oh no! Here comes another post boding how to do [insert SEO tactic]! I bet they just took whatever standard tips and just regurgitated them! But you know better than that by now! In fact, this is the first "how to do [whatever in foundational SEO process]" that I've written (I think). Which means, there's a good reason. A lot has changed in SEO. These changes have been so subtly dramatic that I believe it has created a new mold for executing some solid keyword research.

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Google Update March 2019 (Who & What Was Impacted)

The first official Google algorithm update of 2019 has arrived! With it, of course, comes much speculation over its enormity as well as what niches and sites were the most impacted. Throw the Medic Update into the mix and we have ourselves quite a bag of potential SEO tinder on our hands here.

However, just how big was this update compared to the Medic Update? Were YMYL sites targeted? Were certain niches more affected than others? Was the March update some sort of reversal? Once the dust settled who were the big winners and losers?

Let's have at it then, shall we?

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What Is the Market Share of Featured Snippet URLs? [Study]

To what extent do URLs share a Featured Snippet? What happens when Google uses more than one URL inside a Featured Snippet? Is there one URL that dominates the zero position box? What happens when Google oscillates between more than two URLs - how much visibility does each URL get?

Based on the results of our last Featured Snippet study, which analyzed how often Google changes a URL inside of Featured Snippets, we wanted to know what the market share of a Featured Snippet URL looks like.

Here's what we found.

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SERP Features in 2018 - How Stable Were They? [Study]

Whether you score or compete with SERP features, it behooves us to know how stable they are. How consistent is Google with its SERP feature showings? Which features tend to display at consistent levels from one month to the next? Which features are subject to heavy amounts of display fluctuations?

This is your comprehensive look at SERP feature stability, volatility, and consistency. This is your look at SERP feature fluctuations in 2018!

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Featured Snippet Volatility - When Do Featured Snippet URLs Change?

Scoring Featured Snippets is just one of those SEO topics that has become almost mythological. Getting your URL into a zero position box is the win of all wins. But while we're all talking about winning, Google is shifting URLs in and out of Featured Snippets much the way a disc jockey switches music tracks during a radio broadcast. This, of course, begs the question... how often does Google change URLs within its Featured Snippets?

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Cracking the Code: Determining How Google Interprets Intent

What is the intent of a user when they enter a search term? Rather, what are the multiple layers of intent that Google sees in that query? What has Google determined to be important when showing results for a given keyword? Google has gotten far better at parsing search terms according to the multiple intents embedded within them.

But how are you supposed to determine how Google understands intent for a search term? How do you know what content Google thinks is relevant to users? How can you determine how Google understands intent?

Here's a simple method that's worked for me.

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A Look Back at SEO in 2018

What a year in the world of SEO. Sure, I say that every year, but 2018 certainly had its share of game-changing developments. Predisposed to a high volume of SEO themes, be it mobile-first or Google's new "journey" outlook on search, 2018 has a flavor all unto itself.

Now then, there are just way too many stories for me to cover in one post to catch everything that we saw hit the floor in SEO during 2018. What's to come is my best crack at grabbing all of the major stories, the biggest changes, and the most interesting advancements that came out of the world of search in 2018.

Here we go!

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The Year in SEO Research: Rank Ranger's 2018 SEO Studies

Each and every year we're humbled by the additions we're able to offer to the SEO industry's understanding of the "search environment." Whether it be a deep dive into a Google algorithm update or a case study on Google's use of SERP features, we feel honored to offer a bit of insight into how Google is treating the SERP and so forth. With the year coming to a close, here's a review of the original research Rank Ranger has brought to the forefront of SEO consciousness.

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Why Ranking Above the Fold Matters (& How to Get There!)

As time has gone on, how we measure effective Google rankings has evolved. We're at one of those moments in time (again) where the ranking paradigm is changing/has changed. As you'll see, ranking above the fold is more important than ever. It's why we created a tool as part of our Beta Blitz SEO reporting initiative that tells you just that: Are you ranking above the fold or can no one see your site despite it ranking so well?

So then, why is ranking above the fold so important and how do you get there? The experts weigh in.

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How to Fix Keyword Cannibalization

Keyword cannibalization is one of those SEO buzzwords that carries with it a certain myth and mythology. But behind the commonly held ethos of how keyword cannibalization is perceived lies a real problem that could impact your site and more importantly your bottom line. If you're wondering what keyword cannibalization is, what it's not, why it's a problem, and what you can do about it, then this post was written for you. If not, give it a read anyway, what do you have to lose?

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Has AMP Hit a Wall?

Back in 2016, AMP, Google's open source project to make a speedier mobile web , was all the rage. AMP was going to be the next big thing. Fast forward three or so years into the future and AMP, while still significant, is not the dominant force we thought it would be. AMP seems to have lost a bit of steam. Though still very much a part of the search marketing dialogue, AMP has faced some pretty significant obstacles that have downgraded its "SEO prestige."

Here's why I think AMP has hit a wall.

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Google's 20th Anniversary Updates and the Future of SEO

Google took its 20th anniversary as an opportunity to hang a pinata of search updates that have already begun to rain down on us. From "topic layers" in what is an all but transcendental Knowledge Panel, to Google pulling site content to create its own version of AMP Stories, the updates announced at Google's 20th birthday bash event are set to change the way users interact with search.

Here's what I think the common denominator between the changes is, what it means for search, and what you might want to do about it!

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The Guide to Handling Feature Heavy SERPs - The Experts Speak

Dealing with feature heavy SERPs is a big problem for a lot of folks. I went around and asked some pretty smart people what they thought the best way is to handle ranking amidst Google's SERP features. The idea was to combine the different pieces of the puzzle into one resource.

To be blunt, this is not another roundup so that a bunch of people can walk away with links where nobody really says much of anything. These are the best thoughts these fantastic folks have on how to deal with a SERP where Google is a formidable competitor.

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Getting Over Ranking Factor Studies in the Era of Machine Learning

In the not too distant past, I wrote a piece highlighting how machine learning has impacted rank volatility (in that rank is considerably more volatile). At the time, we touched on what machine learning means for understanding how ranking works and how the process directly influences rank. Here, we'll get into the nitty-gritty of it all by analyzing the holy of holies of optimization information, ranking factor studies, particularly niche ranking studies by asking one very simple question .... Do ranking factors studies still apply in a world where machine learning and intent reign supreme, and if so, to what extent?

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Google Rank Fluctuation Study - Just How Stable is Rank These Days?

There's this sentiment that rank has become increasingly more volatile. To a large extent, we've chalked this up to machine learning, or RankBrain in specific. That said, what does the current ranking landscape actually look like? How does it differ than the allegedly more stable past? What new ranking dynamics has machine learning left us with? What can we do about them?

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Can Google Profile Your Site? August's Google Update Analysis

Google's early August update was one the most drastic changes I've ever had the 'pleasure' of studying. No site within any niche was safe. Not even the top results on the page could withstand its algorithmic inertia. Amidst the waves of rank fluctuations, a peculiar site pattern emerged, one that had us wondering...

Can Google now profile your site?

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Do URLs in Google's Desktop Video Carousel Rank Well on YouTube?

What's Google showing in the new desktop carousel? Where do the carousel's YouTube URLs rank within YouTube itself? Is the SERP getting the best YouTube has to offer? Can you optimize for YouTube and the desktop video carousel simultaneously? Does top spot YouTube placement guarantee carousel priority?

I took 155 video carousel keywords and compared the rank of the top 6 cards in each carousel to the URLs rank inside of YouTube - these are my results.

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The August 2018 Google Core Update - Surveying the Aftermath

I don't think I need to say that Google's August 2018 broad core update was a big deal. You can judge an update by the buzz it gets... and this update was thunderous. Of course, anyone and everyone is grasping at straws trying to 'figure the update out'. How impactful was the update? Which sites did it hit? What kind of sites were affected? While I can't definitively explain the update (Can anyone?), I did some digging and came back with some small trinkets of algorithmic treasure. Here's what I found.

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Search Intent in SEO (Understanding SERP Feature User Intent)

Have you felt it? Google's SERP features have bulked up and have moved from being a concern to sites ranking organically to being a competitive juggernaut that every SEO needs to constantly consider. Now, the search engine is going all-in with a new tactic: hybrid SERP features that combine elements from multiple features (so as to better hone in on a legion of different user intents). At the same time, it feels like Google is using its "traditional" features to offer a more powerful SERP feature punch these days.

Let's take a walk through the SERP as I've seen it and see what's perhaps going on.

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Local Packs and Featured Snippets Now Share More SERPs Than Ever

The recent past has been an adventurous snapshot in time on the Google SERP. There seems to have been a shift in how Google uses its SERP features on a variety of levels. Due to the dynamism of these adjustments, I don't think we as an industry have fully been able to define the current construct, both in terms of the actual changes that have been made, and in terms of the unifying elements that make them a part of Google's larger strategy. With that, I'd like to present one of the many missing pieces of this puzzle, a new bidding system for Google's Local Pack and Featured Snippets.

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SMX Advanced 2018 - A Machine Learning Love Story

Learn how machine learning changes the rules of the game for ranking on page one of the Google SERP. As Google becomes better at understanding intent, Google's machine learning properties have a greater impact on ranking itself and how we go about the optimization process. Get insight on how to identify the way Google sees user intent. At the same time, you'll better understand the role of niche ranking factor studies, and how to go beyond them with query specific analysis.

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Is Machine Learning Increasingly Influencing Featured Snippets?

Two words can either make or break your day... Featured Snippets. For those that score them with consistency the SERP feature is a godsend, for those that don't... well that's another story entirely. In either case, combining the position zero boxes with yet another two-word term... machine learning... might send some of us into a tizzy. Yet, tizzies aside, that's precisely what I intend to do as I strongly believe that Google's machine learning properties are touching Featured Snippets in all new ways.

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Why Does Google Want to Limit Organic Results?

Organic is old news. If I would have said something like that five years ago, you might be looking at me all cross-eyed. However, in today's SEO world, one in which SERP features dominate, such a statement actually contains an air of viability. I mean, for crying out loud, Google has tested zero organic result SERPs. Why? Why does it feel as if Google is increasingly giving more weight to its own SERP properties? Why would Google even test a SERP with no results?

I have a theory.

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From Facebook Flaws to Amazon Supremacy with Mordecai Holtz

How will the tech giants handle privacy concerns? Who poses the biggest threat to Google’s empire? Which social media platforms are too saturated? Get an expert understanding of the ever-changing digital marketing landscape in this interview with Blue Thread Marketing co-founder Mordecai Holtz.

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What Google's 'More Results' Button Means for You - Winners & Losers

After extensive testing, Google's 'More results' button officially does away with mobile pagination. With the new mobile format users can quickly load the equivalent of another page of search results with just one click and without wait, but what are the consequences? Who benefits from this considerable change to the mobile SERP? Who loses out? What are the implications?

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What Do Local Pack Distance Patterns Mean? [Study]

It's funny what you start seeing when you look at enough Local Packs. Stare at enough of them and you'll notice some interesting patterns that highlight Google's emphasis on search location within its local SEO algorithm. What happens however when this pattern is perhaps too prevalent? Is Google over-relying on search location when showing Local Pack results? We'll take a look at a Local Pack listing pattern that has not been previously discussed and delve into the implications.

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How to Optimize Your Content Without Sacrificing Pizzazz

Learn how to consider the needs of both your readers and Google when drafting web content. Delving right into the problems that face content creators when trying to engage their readers without befuddling Google, gain some actionable tips to help bring balance to your content.

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Google Ads Competitor Analysis - Increasing Your Google Ads IQ

What is the best way to monitor your Google Ads competition? Is there even a best way to monitor your Google Ads competition?

It's complicated, and anyone that gives you a one-size-fits-all list is just yanking your chain.

I don't have all of the answers, and I am not going to pretend that I do. What I do have is a unique take on a piece of the process that might broaden the way you approach monitoring the Google Ads field, or, as the title of this piece claims, increase your Google Ads IQ.

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Google's Algorithm Downgrades Amazon & Shifts Other Retail Sites

How have the how major eCommerce sites fared on the Google SERP over the long haul? Rumor has it that some of the biggest players in online retail have suffered majorly in the rankings in the recent past. A notion, that as it turned out, is quite true .... Let's have a look at the data for e-commerce and all-around retail juggernauts, Amazon, Walmart, and eBay.

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How to Write Great Content, the Truth about Content Marketing

While most of the advice content marketers get revolves around topics such as how to promote on social media or choose the best content automation tools, we've in a way forgotten what it means to be a content marketer.

The most basic truth is that content marketers are educators. Creating content means to teach. If a piece of content doesn't teach anyone anything, it's worthless.

So how do you go about effectively educating?

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The Authoritative Guide to Google's Mobile Knowledge Panel

In this guide, we'll go through the various formats and types of mobile Knowledge Panels, highlighting what has changed and been upgraded along the way (when applicable of course). We'll also pay special attention to some of the newer formats of the panel as well. So sit back and get ready to explore Google's magnificently malleable mobile Knowledge Panels.

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Google Mobile Local Knowledge Panel 101

Take a look at the various forms of Local Panel Knowledge Panels Google offers on mobile. Explore the different features Google includes for a variety of different local entities.

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How Volatile are Google's SERP Features?

Throughout 2017 we reported on what must have been nearly a dozen major SERP feature increases or decreases. These near-constant SERP feature gains and losses piqued my curiosity and made me wonder, just how stable are some of the most important features on the SERP? Is the perception that many features undergo significant fluctuations accurate? Just how volatile are SERP features likes Featured Snippets, Knowledge Panels, Local Packs, and AMP?

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A Look Back at SEO in 2017

Another year in SEO has come and gone and it's time to look back at the stories that helped shape the industry in 2017. From algorithm update bombshells to ever-morphing ad abilities and a hint of mobile-first madness, 2017 definitely had a flavor all of its own.

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From AMP to Algo Updates - Rank Ranger's SEO Industry Research

There were a lot of important changes and updates that had an impact on the industry in 2017. We're both honored and humbled to be a part of reporting and analyzing the big stories that affect the industry. With another year behind us, let's have a look back at some of the weightier findings we brought to the forefront in 2017.

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How Google Plans on Dominating Product Searches

What would Google do just to siphon some product search volume away from its retail rival? How far would it go? What tactics would it resort to? With Amazon under no real threat of having its kingdom toppled, Google has taken dramatic action to make sure it expands its piece of the retail pie. What might surprise you is how Google's going about doing cutting itself a larger slice of the retail pie, right under your nose.

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Tracking Algorithm Updates in the RankBrain Era - What to Avoid

Month in and month out, industry news sources report on what seems to be a constant stream of rank fluctuation events. In such an environment, it's easy to become fixated on a website's single visibility spike (or hit) and attribute the site's fluctuations to a single algorithmic act and declare insight victory. But that's not how Google's algorithm updates really work.

In this case study, I'll highlight why analyzing a site's fluctuations in relation to one specific update often creates an incomplete picture that discounts Google's overall algorithmic relationship to the site (i.e. get ready for some myth busting action).

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The Future of Google's Revenue Strategy

Google's very own SERP features provide it with a subtly powerful way to supplement its traditional form of income, i.e. ads. In fact, there are some unique advantages to garnering income via SERP features that ads can't provide Google with. Such advantages could be why Google has bolstered those features that do currently, and may in the future, provide it with additional sources of revenue. In fact, I would be so bold as to say that in-feature revenue is the future of Google's monetization strategy. Here's why.

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Understanding Google's Mobile SERP Strategy

Google not only has totally unique SERP features on mobile, but also quite often trends those that also appear on desktop differently than it does on mobile. The fundamental premise of this study is that by isolating the instances where Google diverges from its desktop SERP feature patterns, the search engine's entire stance on the mobile web slowly emerges. Working under the assumption that any mobile data divergence is purposeful and meaningful, mobile's unique SERP feature trends work to illuminate Google's overall relationship to the mobile SERP.

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My Takeaways from brightonSEO September 2017

For those of you who could not make the recently held brightonSEO conference, I wanted to share some overall takeaways and highlight some of the sessions I enjoyed the most. The conference is massive, and obviously I did not hear all of the great speakers. As such, this is not some sort of definitive list, but rather a spotlight on the sessions I personally enjoyed the most during my first trip to the conference.

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Ignite SEO - Knowing Google's Knowledge Panel

Take an in-depth look at the content available within Google's Knowledge Panel. See the significance of the prolific nature of mobile Knowledge Panels. Explore the Knowledge Panel within the always entertaining Ignite format.

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The SEO Lounge - Moving You Past the Myths of Competition Analysis

Watch the SEO Lounge with Mordy & Joel who discuss some myths about competitor intelligence and clarify how to use competitor data to optimize your website.

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Can Google Really Fight Fake News? [Case Study]

It's the one story that Google would like to shake, but can't seem to, Fake News. With underlying ethical underpinnings that bring into question where Google's content responsibilities begin and end, along with the technical boundaries fighting fake news stirs up, the issue is in a way epic. Over time Google has released a series of statements, and even the announcement of a new project, all indicating it is on top of the Fake News faux pas. But are they really? After taking a hard look at how Google goes about broadcasting information media, that would be news to me...

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Google's Jobs Optimization (The Ultimate Guide)

The Google for Jobs feature is a massive conglomerate that is set to corner the online job listings market. Follow me as I show you how the new feature is set up, what it does, and why it is sure to be the go-to job search tool (I'll even throw in a bonus theory as to why this matters so much to Google).

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Guide to Google SERP Features - Ignite SEO Series

Get a better understanding of what Google SERP features are and why they are important to SEO in an easy to understand and visually focused way. Explore the world of Google SERP features within the Ignite format.

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Latest Google Update Changes SERP Feature Trajectories

Google's recent update impacted more than rank. A series of Google's more prominent SERP features saw changes in their data paths during the update. Here we'll take a look at how Google tacked on SERP feature trajectory shifts onto its latest update.

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Explaining Google's Latest Algorithm Update - June 2017

After a relatively considerable period of quiet, Google has rolled out its latest algorithm update. Not since October 2016 have we seen a Google update as long running, lasting five or more days. In this context, the current rendition of Google's ever-changing algorithm has a degree of esteem that is not common to all updates. Like its counterparts though, discerning the actual impact of the update on rank is intrinsically elusive. That is, determining the character of the update, as well as what sites in what positions were impacted is challenging. Allow me then to offer some context and a bit of understanding of what transpired, specifically what ranking positions were most impacted by this update.

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Google Hits Major Sites with May 18th Update

Recently, there has been some industry speculation that Google rolled-out an algorithm update circa May 18th. Indeed we tracked an increase in rank fluctuations on our Rank Risk index, indicating that an update was pushed over at Google. Making use of a unique SEO tool that we plan on bringing to the market in the upcoming future, we've determined that Google has hit some major sites within the retail and consumer goods industry that has shaken the rankings a bit.

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SEO Content Strategy - How to Balance Your Content Creativity and SEO

What's needed to develop catchy content is not always in-sync with the more technical considerations of SEO. As a content creator I often find myself straddling the fence and seeking resolution to this epic cosmic content conundrum. As such, I'm happy to share my pain in finding the right balance between SEO and content with you (light tips will be served). To do so, I'll explore a few common situations of content development tension that I personally find myself struggling with as I create content.

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Marketing Data Analysis: Getting a Fuller SEO & Marketing Picture

Not all data is equal, both quantitatively as well as qualitatively.

Data is not merely the acquisition of statistical information. While obtaining such numbers and figures are important, it lacks the qualitative depth data can afford.

In its essence, data helps paint a picture of health and performance, it is ironically holistic in nature. The question is how can rich data be accessed? How do we take data from being a linear experience to a holistic one that paints an overall performance picture?

The answer is multiple data sources.

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Why Google Goes All in with Its SERP Features

Why does Google invest so much time and energy into their SERP features? While of course the features improve the user experience, does that really explain why Google is constantly releasing a series of perpetual SERP features changes? There is simply way too much of an emphasis on SERP features over at Google to chalk their efforts up solely to "improved user experience." If so, why then does Google go to such lengths for the sake of SERP feature perfection?

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Google's Algorithm Update Fred - Part of a Larger Algorithm Picture

There has been a lot of Google algorithm update activity as of late, and it would be nice to get some perspective on what's been going on, as these algorithms can seriously impact your rankings. Now, as you may well know, Google has said it unleashes and roll-outs thousands of updates a year. However, the algorithm updates that have come out of Google recently seem to be weightier than usual, and it's important to realize that. So let's then take a look at the recent updates, including last week's roll-out that has become widely known as 'Fred', to see what these updates have in common. Perhaps we can even speculate as to what Google has in-store for the SEO industry.

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Case Study: Google Gives Mobile Carousel Preference to AMP Results

Google's AMP has been making a lot of noise on the SERP for a good while now. Most recently, and as we reported, AMP results have come to dominate Google's News Box on the mobile SERP. As it turns out, that's not all AMP is dominating these days. After a bit of research I've determined that Google is giving heavy preference when it comes to showing mobile carousels to organic AMP results. In this case study, I'll show you how some heavy-hitting and quite prominent websites are not showing up on the mobile SERP with carousels simply because they have not gone AMP.

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Understanding the Click Fraud Problem for 2017 and Beyond

This past December the largest ad fraud scam to date was unearthed. Methbot, operated by a group of Russian hackers, was estimated to have sucked anywhere up to $5 million a day from the pockets of online advertisers. Is click fraud, a as general problem, as sensational as the plundering that was executed by Methbot? What precisely is the monetary significance of click fraud? How long has it been a problem? What is being done about it? Are we doing enough? Can we do enough? Simply, how old, big, and daunting is the problem of click fraud?

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How to Effectively Tell Your Success Stories

Each and every month you put a tremendous amount of time and effort into guiding your clients towards success. However, without effective communication with your clients, your efforts, noble and colossal as they may be, could be laid to waste. So then, what do you need to do in order to effectively communicate your success stories to your clients? What steps can you take to make sure that your client knows exactly how hard you've worked and how far you've taken them? What can you do to ensure that your best efforts are not wasted and ruined as a result of lackluster communication?

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The Role of Women in SEO/Digital Marketing with Alex Tachalova

The Digital Olympus online conference gears up for its fourth installment on February 6th. This up and coming free conference series is masterminded by none other than digital marketer and frequent industry speaker, Alex Tachalova. In a one on one interview, Alex outlines how the Digital Olympus conference series has evolved and how it offers unique added value for those seeking to broaden their industry know-how. She'll also discuss the importance of gender equality within the SEO and digital marketing industry, as the latest conference is headlined solely by women in what has been dubbed as the "Female Edition" of the conference.

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A Look Back at SEO in 2016

Well, it's been quite the year for the SEO world. Watching events unfold day in and day out, you almost forget just how significantly things have changed for those of us within the SEO community. Sure, there have been the sort of blockbuster breakthroughs (think Penguin 4.0 or organic AMP results). Still, a lot of the changes we saw in 2016 were brought in slow increments, piece by piece (just compare Google's Knowledge Panel as it is now to what it was a year ago). While there's no way to cover all of the significant changes 2016 has brought, I'll do my best to highlight the ones I think mattered most... and you might be surprised to see what made the list.

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How Voice Search Will Affect SEO

The vast differences in the language of voice search when compared to written search truly precludes dual optimization. There is no way simply using long tail keywords is going to bridge the linguistic divide as many in the SEO world have expressed. Unless Google can bridge the gap for us, creating content that meets the linguistic requirements of both search mediums is going to be rough. Don't believe me? Read on...

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Voice Search Optimization (Why We're Getting Voice Search All Wrong

Voice search is the latest and greatest craze to hit the SEO world. If you've been keeping up on your SEO reading it's very likely that you may have come across some sort of article testing out some sort of voice search device, be it Google Home or Amazon Echo, etc. But with this latest phenomena to enter the search universe has come concern of how to optimize for the new search medium. Almost uniformly the SEO community has taken an approach for how to best optimize for a future that includes voice search, but what if we're all wrong? Just in case you were wondering, I think we're way off base here as an industry and in this two part series I'll tell you why.

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Google's Health Knowledge Panel: Benefits & Possible Damage

Recently, I wrote a post giving readers a virtual tour of Google's Health Panel. As a part of a series I'm writing on Google's Knowledge Panel, the main focus was on how the SERP feature functioned and what information it offered. In this post I will raise some practical and moral questions like "is the Health Panel good to have on the SERP, and if not, what justification is there for it appearing on Page One when searching for medical conditions?". These are legitimate questions considering that Google, no matter how you slice it, is at the end of the day offering Page One medical content that people will use to evaluate serious medical conditions.

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The Complete Guide to Google's Health Panel

Out of the various Knowledge Panels none stands out more than Google's Health Panel, also known as Health Cards, also known as Dr. Google. In this installment of my "Knowledge Panel" series we'll explore just how prolific and unique Google's health feature is.

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The Potential Impact of Google's New Interstitial Penalty

Google's August 23rd announcement outlining a new and upcoming penalty on mobile sites employing interstitial ads had everyone talking. Just how big and how powerful are these ads and just how significant would a Google penalty on them be? Is Google about to penalize an under-performing peon or are they going after a golden Goliath?

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Google's Success: 3 Winning Brand Marketing Strategies You Can Emulate

If Google is good at one thing (other than search of course) it's marketing strategy. Though you'll never see an ad for the king of the search engines, this query behemoth employs some of the most subtle, yet fantastically impressive marketing strategies out there. Strategies that you should definitely take a look at and work in your own marketing tactics. There's no need to reinvent the wheel when you can learn from the Grandmaster of subtle marketing.

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How Advertisers can use Keyword Research to Perform Brand Analysis

Keyword research is a uniquely dynamic way to perform brand analysis and in the first installment of this blog series, you saw exactly how brands and content creators can take advantage of this far-reaching method. In this second part in the keyword research for brand analysis saga, we'll get into the heart of the matter by seeing how employing keyword research in this manner can change how advertisers approach their trade.

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Using Keyword Research to Perform Brand Analysis

Considering the broad economic value that brands can carry, performing thorough brand analysis is an essential and common business practice. As odd as it sounds, keyword research is a viable and potent way to perform brand analysis. For those of you who may be skeptical of the ability of keyword research to serve as a valuable tool to analyze brand power, allow me to demonstrate!

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Untwisting Twitter Terms: A Metric Trek

Our Twitter Analytics report is a powerful tool for monitoring your progress on the social media giant. But with terms like Replies Reach, Favorites Gained, and even Retweets Gained, it's no wonder why trekking through Twitter data can feel more like trudging through mud than skiing down a beautiful slope fancy-free. Not to worry, we're here to help take the mystery out of, and bring meaning to, those metrics that comprise your Twitter life.

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Google to Put More Weight on Mobile-Friendliness

In an effort to get everyone to make nice and play together well in the sandbox, Google is raising the mobile-friendliness stakes. Hoping for liberty and justice for all and in bringing device equality to the universe, Google announced it will increase the weight of mobile-friendliness on page ranking. Starting in May, Google will be adding more weight to its mobile-friendly algorithm upping the ante on the relationship between mobile-friendliness and SERP rankings.

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