Fathom SEO Pulse #47: Google’s Own Search Ranking Guidelines, Streaming Apps without Installing & More

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*We’re publishing the Pulse a day early this week. Happy Thanksgiving!*

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’s John Mueller: Expert Product Descriptions Not Critical For Rankings?”

Google’s John Mueller says that it is not critical to rewrite product descriptions to avoid duplicating content from the manufacturer’s website. Although, it could be a good idea in order to show you’re an expert on the products. http://bit.ly/1MOG1Ks

“How Google May Rank Apps & App-Only Content”

“Google App Indexing API is a key SEO factor for Google to rank and determine the importance of the sections of your app, especially for app-only apps.” But, how does Google rank app content differently than web content? http://selnd.com/1Ohqaa3

“Google Publishes the Full Version of the Search Quality Rating Guidelines”

In an unprecedented move, Google has released its own search quality ranking guidelines in a 160-page PDF. http://bit.ly/1LqmwpL

“How to Make Every Piece of Content SEO Friendly”

Content is a huge aspect of SEO. Make sure every piece of content is optimized and SEO friendly. http://bit.ly/1PvDsTl

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“Three Steps to Promoting Linkable Assets For Shares, Links And Relationships”

Once you create a “linkable” asset, that doesn’t mean you’re done! The biggest part of getting those links is promoting your content. http://bit.ly/1kF2piu

“RankBrain: SEO Friend or Foe?”

RankBrain, like any other Google algorithm, will certainly have an effect on SEO. But, is it going to be a positive or negative change for SEOs? http://bit.ly/1NWOVdd

“How to Get an Exact Match Vanity URL for YouTube”

Google doesn’t allow you to claim your vanity URL as an exact match for your new YouTube business. But the good news is, there is a way to work around this. http://bit.ly/1ShNx4h

“Will 2015’s SEO Best Practices Carry Over Into 2016?”

The SEO industry is constantly changing. Find out which 2015 best practices you can carry over into 2016. http://bit.ly/20X8ebz

“Google Launches Red Live Label & Live Blogs Schema Markup”

Google’s live label is available for online publishers with the new live blogs schema structured markup implemented on their sites. http://bit.ly/1Hkmxk2

“Google Now Ranks Apps without Web Content & Can Stream Apps without Installing Them”

“Google is now ranking content within apps that do not have web content matches.” Android is even streaming this app content to users that do not have the app installed. This could have a huge impact on SEO and rankings. http://bit.ly/1QxOU11

Key Takeaways

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

  • Most ecommerce teams have always worked under the assumption that you need to rewrite product descriptions in order to avoid duplicating the manufacturer’s website. However, Google says that while it could be a good idea, it’s not critical.
  • RankBrain hasn’t had the same immediate effect like the Panda or Penguin algorithms, but it definitely still has an effect. However, so far, it has had a positive effect; helping local sites and smaller businesses with better content out rank the big players.
  • Creating a custom vanity URL for your YouTube is a good idea because it makes it much easier for your customers to find your videos. Even though it takes a bit more work to get it, it’s worth it.
  • Previously, apps would only rank within Google’s search results if they had matching content on their corresponding mobile sites. Now, Google is serving up app content, even if it doesn’t have matching web content. Android is even streaming this app content to users that do not have the app installed.

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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