Fathom SEO Pulse #51: Local Markup, Google APIs & 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 Search Will Integrate AMP Pages in Feb. 2016, May Get Ranking Boost”

Accelerated Mobile Pages (AMP) will be appearing in mobile search results beginning in February 2016. Likely, big publishers will be the first to utilize the new pages. http://selnd.com/1Y43o8n

“Google Keyword Planner’s Dirty Secrets”

When using Google’s Keyword Planner, it is important to understand the caveats to the data and how search volumes are determined. http://bit.ly/1RiYfZZ

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“Three Tools to Retrieve Location Based Searches at Google”

Google recently removed the “search by location” filter within the search results. This has proven to be a pain for many SEOs and webmasters. Luckily, there are other options. http://bit.ly/1mKXsWa

“SEO Tips for 2016 by Google’s John Mueller”

Google’s John Mueller was asked for his 2016 SEO tips. Mueller said that mobile-friendliness is still important and that people should look into Accelerated Mobile Pages, along with a few other vague tips. http://bit.ly/1NT6GKf

“Google Updated Their App Indexing Documentation”

Google has updated the documentation for their App Indexing requirements. http://bit.ly/1JbLOIG

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“Google My Business API Has Launched”

Google has launched the Google My Business API. This should make it easier for larger businesses with many locations to manage their listings more efficiently. http://bit.ly/1moukDF

“Google Indexing HTTPS by Default”

Google has announced that they will be indexing HTTPS pages by default from now on. GoogleBot will be crawling HTTPS equivalents of HTTP pages, even if the HTTPS pages are not linked to from any other page. http://bit.ly/1IfqvLn

“Is Penguin 4.0 Coming in March 2016?”

Google has been promising and pushing the Penguin 4.0 launch for months. Now, it looks like we can expect the update in March 2016. http://bit.ly/1JfMflk

“Google Pilots Schema to Update Your Local Business Knowledge Graph Data”

Changes to Google Location Page Guidelines show that Google is “testing new schema to communicate changes to your local businesses information, so that it can update the Google local knowledge pane.” http://bit.ly/1S61Xqm

“Google Releases Knowledge Graph Search API”

Google has launched a Google Knowledge Graph Search API. The API lets you “query data within Google’s Knowledge Graph, but doesn’t let you push changes to the Knowledge Graph.” However, you can suggest edits within the core search results. http://bit.ly/1J5uwlC

Key Takeaways

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

  • Accelerated Mobile Pages will increase page speed and possibly give a ranking boost, starting next year. Though large online publishers will likely be the first to benefit, many more sites will likely follow.
  • When creating a strategy or reporting around search volumes from Google Keyword Planner, it is important to really understand the numbers you’re seeing. Search volumes are rounded, grouped and (in some cases) hidden.
  • Although no actual implementation changes were made to the App Indexing requirements, it would be a good idea for developers to review the new documentation to make sure they didn’t miss anything.
  • You can now use new location schema markup on your site to provide information to Google about your individual business locations. These attributes will appear throughout Google Search and Maps.

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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