Fathom SEO Pulse #50: Optimizing for the Future of SEO & 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:

“Large Influx This Week of Google Manual Actions?”

Google has been dishing out an “unusually large” number of manual actions over the last few weeks. http://bit.ly/1Qf1Mtb

“10 Mobile Marketing Themes to Look Out for in 2016”

From app downloads to increased mobile budgets, here are some serious predictions for mobile marketing in 2016. http://bit.ly/1NwIXvC

“What Content Marketers Need to Know About RankBrain and SEO”

RankBrain and Hummingbird appear to be working together to understand the context of web pages and the intent of search queries. There are actions you can take to make sure that your site is optimized for this new version of SEO. http://bit.ly/1T1JV6S

“Google: When Blocking Spammers, Make Sure They Know It”

When dealing with spammers on your site (within the comments, for example), make sure you’re blocking Google and your users from seeing it. Also, make sure the spammers know that you’re actively blocking their content, so they won’t try again. http://bit.ly/1QqlT7S

“Click-Through Rate (CTR) Might Beat PageRank for Google’s Top Search Results”

There may be an explanation as to why keyword rankings fluctuate as much as they do, specifically on page two and on. It could be due to the fact that Google doesn’t have as much data for any pages ranking below page one to really apply a robust ranking algorithm, therefore, the ranking factors are weighed differently after page one. http://bit.ly/1lx7cTR

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“Exploring the Correlation between Social Media And Search Rankings”

Though correlation does not equal causation, there are some aspects of social media that seem to correlate with a better organic presence. http://bit.ly/1Qd0M8R

“You Can Now Reopen Or Close Your Business On Google Maps”

You can now mark your business location as “closed” or “reopened” through Google My Business. http://bit.ly/1IUt0Te

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“SEO Split-Testing: How to A/B Test Changes for Google”

Beyond the benefits of finding a better user experience, A/B testing can help to determine if you should redesign sections of your site for more SEO benefits. http://bit.ly/1IzapMq

“Mobile Web vs Mobile Apps: Where Should You Invest Your Marketing? – Whiteboard Friday”

Want to invest more in mobile, but aren’t sure if you should focus on a mobile site or app? Check out Rand’s suggestions in this Whiteboard Friday. http://bit.ly/1m0QmMZ

“The Future of SEO: 5 Ways to Adapt Your Content for 2016”

In order to optimize your content for the future of SEO, you may have to make some changes. Focus more on writing on a topic (rather than a phrase), answering user questions, and improving user interactions on your site. http://bit.ly/1IUvyRy

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Key Takeaways

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

  • If you’ve seen a drop in rankings or traffic over the last few weeks, make sure to check your Google Webmaster account for any manual actions. Though a manual penalty may not accompany a drop in rankings, it could be the cause and it’s better to be safe than sorry.
  • In order to capitalize on the benefits RankBrain and Hummingbird can actually have on your site, focus on content that appeals to your audience and how they’re discussing your products or services. Your content signals should indicate the context of your site and page, and ensure that the user experience leaves nothing to be desired.
  • Too much spammy content, even in the comment sections, can seriously hurt your page. Make sure you’re deleting them and blocking the content from Google, as well as making sure the spammers know that their comments won’t be allowed on your site.
  • Since the majority of searchers never make their way past page one of the SERPs, Google doesn’t have as much data on the sites ranking on page two or lower. This means, it can’t apply a robust ranking algorithm to these pages and therefore, the pages fluctuate in rankings more often. For example, CTR data is much more available for the results on page one, so it’s a bigger ranking factor. However, on pages two and lower, PageRank could be weighed more heavily.

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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