niche surfer - Wave Issue 167

2024 Predictions Roundup; SEO Version of Where's Waldo; Delete Content?; Internal Linking Best Practices; SEO vs PPC; URL Structures;and Much More!

Author

Yoyao
December 15, 2023

FIRST …

Hey Surfers! 🏄‍♂️🏄‍♀️

A huge THANK YOU for riding the waves with niche surfer this year. Your support and enthusiasm have kept the wave and ride exhilarating.

As 2023 draws to a close, I'm eager to duck dive deeper under the waves and understand your journey with niche surfer.

Your feedback has always been the wax that’s kept me firmly on the surfboard, riding the digital waves.

So - I've got a short, 4-question survey for you.

Your insights are crucial to shaping future newsletters to help you catch the perfect wave in 2024! Thanks!

And with the end of 2023, I added a section at the bottom for the next couple weeks rounding up all the 2024 Predictions. It’s also made this week’s wave ~70% longer than usual - that’s how many predictions there are! 😂 

Calling out a great deal here for an SEO audit. I recently received one from Glen Allsopp for only $40.

It’s only a 10-minute video review, but I actually ended up with a big list of to-dos that I wasn’t focused on or overlooked for one of my sites. I’ve had friends who looked at the site and didn’t give me back as many specific things.

If you’re someone who has trouble assessing your own site or just wants a fresh pair of eyes on your site, this is an amazing deal for what you get out of it.

Glen doesn’t actively promote the audit, so it’s a hidden gem. If you want to get one, head over to Detailed.com and find the ‘Audit’ link (hint: check the footer). The current wait time is 12 days, but well-worth it.

SEO

Google introduces the "Most Searched Playground," a Where’s Waldo interactive journey with 25 of the most searched people, places and moments of the past 25 years — along with a lot of hidden gems from Google’s history.

There’s also an 8-question quiz on some of most-searched trends since 2004, including: “What is the most-searched pizza style?” 

  • Deep dish style pizza

  • New York style pizza

  • Chicago style pizza

  • Detroit style pizza

  • (answer at the bottom of newsletter)

If you’re just looking for 2023 search trends globally, here’s where you can find that - Google’s Year in Search.

SEO Ripples

  • Flori Needle discusses why Bing's SEO is increasingly crucial for marketers and provides tips for optimizing online content for Bing, alongside Google. He addresses Bing's unique features, such as its focus on exact keyword matches and meta-tags, and offers strategies to improve Bing rankings, emphasizing the platform's growing significance in the digital marketing landscape.

  • Roger Montti of SEJ discusses Google's recent updates to forum and Q&A structured data, emphasizing the new authorship requirements. These changes are aimed at better identifying content authors, include linking to author profiles and marking up profile pages with structured data.

  • JC Chouinard offers a central place with the key documents from the DOJ trial, highlighting the importance of the Testimonial of Pandu Nayak and Professor Douglas W. Oard's rebuttal. A good place to go to in case you missed insights from the trial.

TOOLS AND RESOURCES

Sacha shared a bookmarklet on Twitter/X to export all of the Ahrefs backlink URLs from the free backlink checker. He shares the code on Twitter and on this Pastebin.

Note: This could be blocked by Ahrefs if they change the HTML on their backlink checker, so get it and use it while it’s working.

Ben Collins shares his experience analyzing over 1,700 survey responses using Google Forms, Sheets, Apps Script, and AI. He outlines the entire process, from survey creation to data analysis and presentation.

Ben's approach involves automated thank you emails, quantitative and qualitative data analysis, and the use of ChatGPT for summarizing responses.

My Take: This can be useful for those who want to do DIY surveys to create linkable posts.

CONTENT

Kaitie Frank sheds light on a crucial decision many website owners and digital marketers face: whether to remove old content from their sites. She explores Google's stance on this, the nuances of this decision, and more. Key takeaways from the article, include:

  • Google's Advice: Old content can still be valuable; deleting it isn’t a guaranteed SEO improvement.

  • Quality Over Age: Prioritize the quality and relevance of content over its age or popularity.

  • Strategic Content Management: Update relevant, high-quality content; delete only if it's outdated or irrelevant.

  • Understanding Content Types: Differentiate between evergreen content, which remains relevant over time, and fresh content that is time-sensitive.

  • Potential Risks: Be aware of the risks associated with deleting old content, such as loss of backlinks and diminished user trust.

John Mueller addresses a common SEO query: Can you publish content in both HTML and PDF formats? He confirms it's perfectly fine to do so.

Google's systems are capable of indexing both formats separately, even if they contain duplicate content. This flexibility allows your content to cater to different audience needs, enhancing user experience.

Content Ripples

  • Susie Marino shares valuable TikTok tips on keeping up with ever-changing trends. From leveraging the TikTok Creative Center to exploring external sources like YouTube Shorts and Instagram Reels, the article is packed with strategies for businesses to create relevant and engaging TikTok content.

AI

This report offers a overview of the AI industry, focusing on market size, growth, and its application in various sectors like business, healthcare, and education. Some of the key takeaways include:

  • Global AI Market Growth: Estimated at $454.12 billion in 2023, with predictions of exceeding $2,500 billion by 2032.

  • AI in Business: Predominantly used for customer service (56%) and expected to contribute a 21% net increase to the U.S. GDP by 2030.

  • AI's Popularity Among Individuals: Over half of Americans interact with AI regularly; popular uses include text/email responses and financial advice.

  • AI Employment Trends: Data Engineer is the top AI job in the U.S., with entry-level salaries averaging around $105,092.

  • Public Perception and Concerns: Mixed feelings about AI, with concerns over job losses and misinformation but also recognition of its potential benefits in healthcare and education.

  • Rising Demand for AI Professionals: The demand for AI-related jobs is increasing with positions like Data Engineers, Data Scientists, and Machine Learning Engineers.

  • High Earning Potential in AI Careers: AI jobs offer competitive salaries, especially in advanced roles. For instance, the median average salary for an entry-level AI job in the U.S. is $105,092, while executive-level positions can command around $195,787.

Mariya Delano discusses the risk of artificial intelligence plagiarizing or misusing original content. She outlines the potential threats posed by AI to content creators and offers practical strategies to safeguard their work in an AI-dominated landscape.

Mariya methodically breaks down the different ways AI could “take” content, from stealing entire works to replicating ideas or styles. She emphasizes the various impacts this could have, including financial and marketing losses, and even job security. She provides solutions for minimizing these risks, such as opting out of AI scraping and focusing on unique marketing strategies that are hard for AI to replicate.

AI Ripples

  • Google introduces the Gemini API for developers, an upgraded Imagen 2 text-to-image tool, MedLM for the healthcare industry, and Duet AI in two variants: for developers and in security operations. These tools are available on Google's AI Studio and Vertex AI platform.

  • Google’s NotebookLM is now available for everyone in the U.S. for users 18 and up. Collaborate with a virtual research assistant. When you upload the documents that are central to your projects, NotebookLM instantly becomes an expert in the information that matters most to you.

  • You can now call Claude in Google Sheets with the Claude for Sheets extension. Claude for Sheets enables seamless integration between Claude and Google Sheets, allowing you to execute interactions with Claude directly in cells.

  • The new Midjourney Alpha website was launched and allows users to create images directly on the web. Currently, it's limited to users who have generated over 10,000 images on Midjourney, but plans for broader access are underway.

LINK BUILDING

Ian Howells shares his insights on internal linking best practices in his 2024 guide. He highlights the critical role of internal links in SEO, including their impact on Google indexing, distributing site strength, boosting SEO, and enhancing visitor value. Some of the key takeaways:

  1. Diversify anchor text

  2. Implement breadcrumb navigation

  3. Organize content pillars with contextual links

  4. Attract quality backlink opportunities

  5. Prevent cannibalization with internal links

Matthew Woodward shares a guide for acquiring valuable Wikipedia backlinks, highly coveted due to the site's immense authority and consistent top-ranking in Google search results. He offers strategies and tools for identifying and leveraging three types of link-building opportunities on Wikipedia: dead links, broken links, and unique link opportunities.

MARKETING

Google announces a major privacy update. Starting January 4, Chrome will test 'Tracking Protection' on 1% of its users globally. This test marks a step towards phasing out third-party cookies entirely by the second half of 2024.

This new feature restricts website access to third-party cookies, a significant move in their Privacy Sandbox initiative aimed at enhancing online privacy and limiting cross-site tracking.

Bruce Clay dives into the crucial decision-making process between investing in Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. He explains how SEO enhances organic search visibility over time, while PPC offers immediate, targeted results.

With insights into both strategies' benefits, he suggests a blended approach, maximizing digital marketing success through a comprehensive understanding of SEO's long-term rewards and PPC's rapid impact.

Sydney Go guides readers through the complexities of Google Ads' cost-per-click (CPC) in 2024. The article demystifies factors influencing campaign costs and provides strategies for budget allocation to maximize return on investment. It covers diverse topics including industry impact, ad types, bidding strategies, and effective campaign management.

Marketing Ripples

  • A new program allows YouTube creators to give away 10 free subscriptions each month. This promotion aims to showcase channel membership benefits, potentially converting viewers into full-paying members. Gift memberships are distributed based on viewer engagement with the channel. Creators can’t select specific individuals right now.

EDUCATION

Brody Hall discusses the essence and strategic importance of branded keywords in SEO and SEM. He describes how these keywords, distinct from non-branded terms, directly link customers to a brand, driving clicks, sales, and fostering trust. He guides readers through identifying and optimizing these keywords, while cautioning against common pitfalls.

Andy Chadwick delves into the crucial role of URL structuring in SEO. He emphasizes that a well-crafted URL is more than a mere web address; it's a strategic tool for boosting website traffic and ranking higher in the SERPs. Here are a few key takeaways:

  • Clear and Logical Structure: URLs should be organized in a straightforward manner, reflecting the website's content hierarchy to aid both users and search engines.

  • Keyword Inclusion: Incorporating primary target keywords in URLs aids in conveying content relevance to search engines and users.

  • Simplicity and Efficiency: Short, simple URLs enhance readability and effectiveness. Overly complex URLs can hinder user experience and SEO performance.

  • Avoiding Numbers and Dates: URLs should ideally avoid specific numbers and dates to remain timeless and avoid becoming outdated or misleading.

  • Minimization of Stop Words: Avoiding unnecessary stop words (like "the," "and," "to") in URLs can make them more concise and focused, enhancing both user experience and search engine optimization.

My Take: URL structure is something I discuss in Topical Maps Unlocked and get many questions about, so this is a good guide if you have questions about URLs.

Dana Nicole discusses how streamlined navigation is crucial for a successful online store. She emphasizes the impact of user-friendly navigation on user experience, conversion rates, search engine optimization, and accessibility.

She shares best practices and various examples of effective ecommerce navigation, including drop-down, horizontal, sidebar, footer, breadcrumb, faceted, and search navigations.

Rachel Handley discusses the importance of meta descriptions in SEO. She explains how these HTML tags, appearing in search engine results, can influence click-through rates. She also highlights tools and best practices for managing meta descriptions effectively.

She covers why meta descriptions matter for SEO, despite not being a direct ranking factor, and offers practical tips on crafting effective descriptions. Length, keyword inclusion, and the use of calls to action are aimed at boosting brand awareness and click rates.

2024 Predictions

With the year almost over, many creators and companies are sharing 2024 predictions. I’ll include some of the predictions from each, but you can safely assume each one will have many more clicking through. Not surprising that many are around AI and SGE.

Creators/Companies listed in alphabetical order:

  1. Split in the SEO Industry: The industry will become more divided between those chasing algorithm changes and those focusing on high-quality, brand-building strategies.

  2. More Ranking Volatility, Then Stability: Expect increased volatility in rankings, followed by a period of stability as Google refines its updates.

  3. Google Addresses Big Sites Ranking for Everything: An update may target large sites that dominate SERPs for a wide range of topics, potentially reducing their omnipresence.

  4. Parasite SEO Addressed by Google: Google may crack down on Parasite SEO, leading to significant changes in its effectiveness.

  5. Link-Related Algorithm Update: Anticipated major update from Google focusing specifically on link quality and link farms.

  6. SGE Rollout but No SEO Death: Google's Search Gallery Experience (SGE) will berolled out more extensively but won't kill traditional SEO practices.

  1. AI in a Supporting Role: AI won't lead but support content marketing, shifting from hype to practical applications like real-time SEO content and call-transcript mining.

  2. Importance of Human Touch: Despite AI’s rising role, the demand for human-generated content will grow for its authenticity and connection.

  3. Social Media Turmoil: Changes in social media platforms will reshape content strategies, emphasizing brand communities over direct selling.

  4. Content Fundamentals: Renewed focus on content and marketing fundamentals, including crafting goals, processes, and guidelines.

  5. Authenticity and Trust: With increasing skepticism towards AI-generated content, building trust through authentic and transparent content becomes crucial.

  1. Google's Search Generative Experience (SGE) Launch: SGE's AI-powered Snapshots will provide direct answers, reducing the need for users to click through search results. Optimizing for SGE, by focusing on trusted sources and conversational queries, will be vital.

  2. Rise in Zero-Click Searches: This trend requires adapting content strategies to capture ‘position zero’ on SERPs, enhancing visibility and brand recognition.

  3. Emergence of Answer Engine Optimization (AEO): The shift towards answer engines, like Google SGE and Bing's AI, necessitates a focus on AEO. This involves crafting concise, question-based content that AI can easily use to respond to user queries.

  4. Dominance of E-E-A-T Signals in Content: Building a reputation for topical authority will be crucial for featuring in AI-generated responses.

  5. Growing Importance of Backlinks: Quality backlinks will be essential in distinguishing content in a crowded digital space, helping to maintain or improve search rankings.

  1. Explosive Growth of YouTube Shorts: With over 50 billion daily views, YouTube Shorts is anticipated to become a major platform for SEO-rich, short-form videos, particularly as creators diversify their content across multiple platforms.

  2. B2B Brands Leveraging Creators: 2024 may see a significant shift with B2B companies increasingly embracing creators for marketing, moving away from traditional channels.

  3. Rise of Micro-Creators: Brands are predicted to heavily invest in partnerships with micro-creators (10K to 100K followers), who offer higher engagement rates and more cost-effective collaborations compared to larger influencers.

  4. Creator-Led Media Companies on the Rise: There's an expected surge in media companies led by creators, bringing innovation and agility that traditional media lacks. Examples include ventures by Alex Cooper and Reese Witherspoon.

  5. In-House Creators Becoming Norm in Companies: More brands are likely to build in-house teams of content creators to maintain control over quality and distribution, a trend already seen in companies like HubSpot.

  1. Authentic, Personal Experience Content: Unique, experience-backed content will gain prominence in Google rankings.

  2. Multi-Channel Marketing Support: A presence across various platforms, including social media, will enhance SEO efforts.

  3. Google's New Quality Content Criteria: Google may refine its algorithm to prioritize content offering new, unique information.

  4. Combatting Parasite SEO: Google might intensify actions against Parasite SEO by imposing more manual penalties.

  5. Evolving AI Content Standards: With AI content becoming more prevalent, its quality must improve to meet Google's stricter guidelines.

  1. Google's AI Revolution: Google's SGE is set to disrupt SEO by providing AI-generated answers to user queries, potentially affecting traffic and ad revenue.

  2. The Rise of AI Content: Approximately 90% of content in 2024 will be AI-generated. Embrace AI tools for content creation to stay competitive.

  3. Backlinks Remain Vital: Despite some claims, backlinks will continue to be a crucial ranking factor. Google won't let go of this cost-effective indicator of website authority.

  4. Parasite SEO Regulation: Google is cracking down on Parasite SEO, where websites leverage high-authority domains for rankings. Expect potential penalties and the need to diversify your strategy.

  5. Improved Penalty Recovery: Recovering from Google algorithm updates will become more manageable. Google's continuous classifier means quicker feedback loops for site improvements.

  1. AI Content Creation Escalates: Expect a significant increase in AI-driven content creation, leading to an 'arms race' in content quality. Google will likely respond by raising the standards for content quality to address the influx of AI-generated material.

  2. User-Generated Content Complexity: Google may integrate more direct human feedback into search results, potentially leading to a surge in user-generated content and comments.

  3. Shift Toward Personalized Search Results: Google's search results are predicted to become more personalized, mimicking the style of Google Discover.

  4. Rising Importance of Local SEO and Sustainability: Local SEO will increasingly focus on individuality and sustainability, emphasizing the need for businesses to understand unique local factors and integrate sustainable practices into their marketing strategies.

  5. Marketing Jobs Impacted by AI Integration: The integration of AI in marketing will likely lead to further job reductions in the industry.

  1. Adapting to Google Algorithm Changes: As Google continues to refine and update its algorithms, marketers must constantly adapt their strategies to maintain or improve their search rankings.

  2. Navigating the Impact of Generative AI Tools: There's increased competition in content quality and uniqueness. Marketers need to find ways to stand out in a sea of AI-generated content.

  3. Addressing Zero-Click Searches and SGE: The increase in zero-click searches, driven by Google's SGE, presents a challenge in driving traffic to websites, as more queries are answered directly on the search results page.

  4. Managing Expectations for SEO Growth: Achieving noticeable SEO growth can take longer, requiring marketers to manage stakeholder expectations about the time frame for seeing results.

  5. Dealing with the Overload of SEO Tools: The abundance of SEO tools available can lead to information overload and analysis paralysis. Marketers need to find efficient ways to consolidate and effectively use these tools for optimal results

What is the most-searched pizza style?

Chicago style pizza

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