Fathom SEO Pulse #40: Google Linking to Apps in Mobile SERPS, Upcoming Algorithm Updates & More

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Welcome to Fathom’s weekly SEO pulse, where our goal is to help you stay on top of any new strategies and changes in this integral part of your overall marketing strategy. Here’s the latest SEO news:

“Google Adds Additional Ranking Boost for Using App Indexing API”

Google announced that mobile apps using the new App Indexing API will receive a “ranking boost.” The new API allows Google to gather engagement data from within the app to determine how helpful it is to users. Google also released new documentation about iOS app indexing and how it works with the new iOS 9. Additionally, Google unveiled new Search Console beta features that will be useful App Indexing developers. http://selnd.com/1VoG9tu

“The Next Penguin Update Should Be Real Time & Continuous Says Google”

Google’s Gary Illyes and John Mueller have both confirmed that a Penguin update will be coming in the “foreseeable future” (likely by the end of the year) and will be a “real-time/continuous version.” http://bit.ly/1PSlwz4

“Google: Don’t Remove Your Authorship Markup; We May Use It in The Future”

After Google basically got rid of authorship completely last year, Gary Illyes’ comment at SMX East shocked quite a few in the industry. Illyes recommended keeping authorship markup on your site because they may use it again. http://bit.ly/1LcVbMk

“7 Easy WordPress Optimization Tips”

About 74.6 million websites are hosted through WordPress, so the chances are that your (or one of your clients’) website or blog may be one of them. These tips will help you ensure that your site or blog is optimized for maximum speed and efficiency. http://bit.ly/1QZBkjR

“Internal Linking for SEO: Examples and Best Practices”

Internal linking is a very important part of SEO. Make sure you’re utilizing best practices so that search engines and users can easily navigate your site. http://bit.ly/1iZ8fur

“Why Effective SEO Isn’t Simply About Creating Great Content”

Although great content is incredibly important, SEO is about so much more! Content alone won’t get your site in front of your target audience. http://bit.ly/1Gm0Ee5

“Which Ranking Factors are Important for Mobile Sites?”

Prior to Google’s mobile update, mobile-friendly URLs took up 68% of mobile search results. After the update, that share went up to 71%. However, being mobile-friendly can’t be the only mobile ranking factor, so what else is there? http://bit.ly/1O8vihn

“7 Ways You Might Be Losing Out on Search Rankings”

Looking to diagnose why your site isn’t ranking well? Make sure you take a look at these factors, including where you’re placing keywords, if you’re being hit by algorithm penalties and if your visitors actually like your site. http://bit.ly/1LdM6CT

“5 Ways to Salvage Your Search Rankings After a Disastrous Site Migration”

Planning a site migration? Make sure you have these features and resources in place to avoid wrecking your existing site’s SEO. http://bit.ly/1MeKllh

“Google Updates Are Coming: Are You Prepared?”

The new Panda algorithm update is still rolling out and it looks like we’ll be seeing a Penguin update in the near future. Whether Google pushes out a brand new algorithm, updates an existing one, or just does a “small” data refresh, make sure you and your site are always prepared for what an update can mean. http://bit.ly/1N0awiG

Key Takeaways

Here are our key takeaways that we’ll be sure to focus on moving forward:

  • Google is definitely making strides when it comes to app indexing and linking to apps (and pages within apps) in mobile search results. If you or your client has an app, make sure you’re staying up to date with new developments and are taking advantage of the new features and tools becoming available. If you’re on the fence about creating an app, now might be the perfect time to take the plunge.
  • A real-time version of the Google Penguin algorithm may seem scary, but it’s actually a good thing! If you get hit with a Penguin penalty, there is now the possibility to recover immediately (or as soon as you go through the link removal process), rather than having to wait another year for the next update.
  • Internal linking is an integral part of SEO that doesn’t always get much blogger love, since there usually aren’t many big changes. However, it’s so important to make sure that you follow the best practices in order to ensure that your site makes sense to both users and search engines.
  • We’ve all heard it, “SEO is dead.” Many people believe that good content is all you need now, but that is simply not the case! You need all of the other SEO tactics as well to support your content and make sure it reaches your audience.
  • Just like one factor won’t make all the difference when it comes to ranking on desktop, being mobile-friendly isn’t the only thing you’ll need to rank on mobile. Make sure you’re also focusing on things like user experience and other technical factors.

That concludes your weekly pulse. Check back each week to stay on top of any new strategies and changes to make sure you’re constantly using the best on-site and off-site SEO methods. Thanks for connecting with us!

Jenna Hedman

About Jenna Hedman

Jenna is a proud Kent State University graduate with a degree in Public Relations. She is a Senior Marketing Specialist on Fathom’s Consumer Brands team and specializes in SEO, semantic search and internal linking with a solid background in social media, public relations and offsite SEO. She is devoted to pursuing SEO industry trends, identifying new strategies and implementing them to improve her clients' online presence. Outside the office, Jenna enjoys watching and adding movies to her extensive collection and exploring the Cleveland and Northeast Ohio area.

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