Fathom SEO Pulse #55: Domain Structures, 301s Affecting Performance & More

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:

“International Domain Structures and SEO: What Works Best?”

Businesses with different domains for multiple countries can use a few different structures for those sites. This article covers the advantages and disadvantages, as well as some examples, of each. http://bit.ly/1PB6PhO


“Google: Why It Is So Hard To Confirm All Algorithm Updates”

One off the biggest struggles in the SEO community is that Google rarely confirms or denies algorithm updates. Google’s Andrey Lipattsev explains why it’s difficult for Google to do that. http://bit.ly/1T7MTZP

“Google Shows Personal Data within Search Results, Tests ‘Recent Purchases’ Feature”

Google is testing out a new feature of showing your personal information in your search results, using Google products you use, like Gmail, Google+ and Google Calendar. This includes call outs of your recent purchases, events you have coming up and even flights and reservations information. http://bit.ly/1nzKj2H


“Live Now: Google Cache Goes HTTPS for HTTPS Sites”

“All HTTPS sites will be rendered in the Google Cache under HTTPS Google Cache URLs.” http://bit.ly/1ZH93Sz

“SEO Basics: 22 Essentials You Need For Optimizing Your Site”

Looking for a beginner’s guide or a refresher for SEO? Here are the basic SEO essentials you need when optimizing a site. http://bit.ly/1OzapLW

“Google Expandable PLA View Test Displays 16 Product Listing Ads”

Google is testing expandable product listing ads that would push down organic listings and take up “most of the above-the-fold” real estate. http://selnd.com/1Kp57yK


“Google to Add JSON-LD Support for Rich Snippets”

Google may be expanding implementation support for rich snippets through JSON-LD. It isn’t official, but Google’s John Mueller says Google is working on it. http://bit.ly/1KCFquL

“Accidental SEO Tests: How 301 Redirects Are Likely Impacting Your Brand”

The SEO team at Wayfair found that they had a 15% drop in organic traffic for any product category that changed URLs and created at 301 redirect. http://bit.ly/1JXDJNq


“5 Questions to Ask About Your Product Page Content”

It can be hard to create unique, quality content for product pages. Here are a few questions to ask yourself when writing product-page copy to make sure your content stands out. http://bit.ly/1PBeDA0

Key Takeaways

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

  • Make sure you choose the approach that best fits your brand’s needs.The four main approaches to structuring various sites across different countries include:
    1. Sub-Domain Structure
    2. Separate Language/Location Sub-Directories
    3. Separate TLDs
    4. Separate Names
  • Google’s new feature of showing personal information in the search results could mean some changes in the SEO world. If someone searches for a product and sees one they already purchased, they may be more likely to simply buy that again.
  • Google has said that there is a slight loss of PageRank when a 301 redirect is in place. The Wayfair example puts a number to that loss… about 15% per 301.

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!

About Fathom Team Member


  • thank you so much for publishing this article, i learnt a lot

  • I know how important growth is to your business and how challenging lead generation can be. One thing is for certain: If you want to grow your business, you can’t avoid GOOGLE.
    Simple: If you can sell it to GOOGLE, Google will be doing your sales.
    Be Active and don’t be reactive when it comes to marketing.

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