In this SEO 101 podcast episode, host Ross Dunn discussed Google’s potential Wiz acquisition, tracking SEO results to business outcomes, an upcoming core update, Core Web Vitals, AI features, TLD testing insights, augmented reality images, and AI-driven local search results. Learn invaluable tactics to elevate your online presence and effectively navigate the evolving search landscape!
Show Notes:
Key Takeaways
- Google is close to acquiring cybersecurity startup Wiz for $23 billion
- Video ad buyers now prioritize business outcomes over reach/frequency metrics
- Upcoming Google core update may help sites impacted by the “unhelpful content” update
- Google is testing new UI elements like an “AI overview” button and augmented reality product images
- Google’s June 2024 CrUX data shows performance gains impacting the Page Experience Ranking Factor, with widespread improvements in Core Web Vitals scores and an INP calculation enhancement.
- Times of India’s US organic growth led to increased ccTLD rankings; varied TLDs impact rankings differently.
- Surge in 3D/AR image adoption seen as non-early adopters implement models for search results
- Local search results are being reorganized with AI, including horizontal scrolling sections
Topics
Google’s Potential Wiz Acquisition
Google’s parent Alphabet is in talks to acquire cybersecurity startup Wiz for $23 billion:
- Would be Google’s largest acquisition, dwarfing the $12.5 billion Motorola purchase
- Wiz was founded by former members of an elite Israeli cyber intelligence unit
Video Ad Metrics Shifting to Business Outcomes
Video ad buyers now care more about business outcomes than just ad views/reach:
- Reflects a similar shift in prioritizing business impact over vanity metrics in SEO
- Tracking true business outcomes from marketing remains very challenging
Upcoming Google Core Update
Google Core Update is expected in the coming weeks:
- It may help sites incorrectly hit by the “unhelpful content” update
- Danny Sullivan hopes it will better reward “creators with their hearts in the right places”
Core Web Vitals and Page Experience Update
- Chrome user experience data showing performance gains is expected to inform page experience ranking
- Changes to how Google evaluates page responsiveness for things like alerts/confirmations
Google Testing AI Overview Button
- It adds a button to easily return to the AI overview section when scrolling search results
- It is a part of Google’s efforts to test and gather feedback on AI-powered search features
Domain TLD Testing Insights
Analysis of 4,500+ domains didn’t reveal major TLD ranking patterns in US results:
- Some minor differences, like .gov having best chance to rank #1, .net lower for top 2 ranks
- Subdomains showed up in top 5 results about 3x less often than www domains
Augmented Reality Product Images
Google may be rolling out 3D/AR product images more widely in regular search:
- Allows rotating/viewing products in 3D directly in the search results
AI-Organized Local Search Results
Google is testing reorganized local results with horizontal scrolling sections:
- Includes interactive neighborhood maps and autoplay video previews
- Part of Google’s shift towards AI-driven search interfaces
Google’s Potential Wiz Acquisition (CNN): Alphabet’s talks to acquire cybersecurity startup Wiz for $23 billion would be Google’s largest acquisition, potentially surpassing the Motorola deal. Wiz was founded by ex-members of Israel’s cyber intelligence unit.
Video Ad Metrics Shifting to Business Outcomes (Search Engine Journal): Video ad buyers now prioritize business outcomes over ad views, aligning with a shift towards measuring meaningful impact in SEO.
Google: Core Update Expected In The Coming Weeks (Search Engine Roundtable): An upcoming Core Update aims to rectify issues from the “helpful content” update, possibly rewarding genuine content creators.
Core Web Vitals & Google Page Experience Ranking Factor Updated (Search Engine Journal): Google’s June 2024 CrUX data informs Page Experience Ranking, showcasing performance enhancements and changes in evaluating page responsiveness.
Google Testing “Back To AI” Overview Button (Search Engine Roundtable): Google experiments with a button guiding users back to AI-generated overviews, part of ongoing tests on AI search features.
What 4,538 Domains Tell Us About ccTLDs Ranking In The US (Search Engine Journal): Insights on TLD ranking patterns from US results, indicating the performance of different TLDs and their impact on rankings.
Google May Be Rolling Out 3D/AR Images More Widely (Search Engine Roundtable): Observations on the potential wider rollout of 3D/AR product images in regular Google search results.
Google Tests AI-Organized Local Search Results Page (Search Engine Roundtable): Google’s trial of AI-driven local search results with interactive maps, autoplay videos, and neighborhood insights for improved user experience.