Fathom SEO Pulse #45: Google’s Artificial Intelligence, SEO Traps in 2016 & 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:

“Four Benefits Of Aligning SEO and UX When Building Your Website”

SEO and UX have much more in common than you think. In fact, you need both for either one to be successful. http://bit.ly/1Q6jyyf

“10 Things to Look For In Your Site Search Data”

Some of your most valuable data could be hiding in your internal search data. Use this feature to find out your most popular products, what people are having trouble finding, what keywords they’re using, and more. http://bit.ly/1L29SNr


“Google: HTTP2 Support for GoogleBot Coming Soon, Maybe by End of Year”

Currently, GoogleBot cannot crawl HTTP2 (the next version of HTTP) pages. However, Google’s John Mueller announced that it soon will… Most likely by the end of the year. http://bit.ly/1kyC7hj

“Avoid the One Digital Marketing Mistake That Will Alienate Your Customers”

Using “click bait” in your title might seem like a good idea short term. However, it really just harms your brand trust and loyalty. http://bit.ly/1RNVGgq

“Test Update: Hidden Content”

Don’t hide important content in tabs or drop-down menus on your page. Google devalues this content and it won’t help you rank for important terms that may have been included in the copy. http://bit.ly/1HI15QN

“FAQ: All About The New Google RankBrain Algorithm”

Google’s new learning technology, RankBrain, is a form of artificial intelligence used to help process through search results and is part of Google’s Hummingbird algorithm. Find out more about RankBrain here: http://selnd.com/1kLKruC

“Google: The App Install Interstitial Penalty Is Now Live”

Google warned us that app interstitials that take up too much of the page would begin to garner penalties. The penalty officially went live to the mobile friendly algorithm. http://bit.ly/20MoVq5

“10 SEO Traps to Avoid Google Downranking in 2016”

Exact-match anchor text, unnatural link building, poor user experience… All of these things (and more) are SEO issues that could really get you in trouble with Google in 2016. http://bit.ly/1W6Ezri

Ecommerce Highlight: “How Retailers Can Use How-To Guides For Content Marketing”

How-to guides and other informational content can extremely effective marketing tactics for ecommerce sites. Check out this article to see a few of the many ways they can be used. http://bit.ly/1Ng2Nul


Key Takeaways

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

  • Google increasingly looks at user behavior as a ranking factor, and that is where user experience comes in. Your SEO efforts need to align with that of your UX designer to ensure that once you get a user to your site, they stay there.
  • How-to guides, buying guides and other informational content can be extremely useful on retail websites. Use these types of content to answer your customers’ questions before they even ask, and keep them coming back to your site (after purchasing) to find more useful information.
  • It’s easy to be tempted into writing an eye-catching title, even though it may not be the most representative of the article’s actual context. Though it may get you a lot of clicks, it’s really not effective in increasing your brand loyalty or trust. In fact, it does the exact opposite. You are much better off creating compelling content that lends itself to a compelling title.
  • RankBrain is a new part of Google’s Hummingbird algorithm, with the goal of providing the most relevant search results. It uses already-existing search signals to help it determine which results to serve for users’ queries. It’s “a way to interpret the searches that people submit to find pages that might not have the exact words that were searched for.”


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!

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