Ep192 - Site Structure Strategy

Episode 192 contains the Digital Marketing News and Updates from the week of Dec 18-22, 2023.1. Site Structure Strategy - Understanding the basics of SEO (Search Engine Optimization) can significantly enhance your online presence. Gary Illyes from Google has recently shed light on the importance of using a hierarchical site structure for SEO, a strategy crucial for making your website more accessible and understandable to both users and search engines.Illyes explains two types of site structures: hierarchical and flat. A flat site structure links every page directly from the home page, making each page just one click away. This approach was popular when sites relied heavily on web directories and reciprocal linking. However, as Google reduced the influence of PageRank as a ranking factor, the flat structure became less relevant.In contrast, a hierarchical site structure organizes content from general to specific. The home page covers the most general topic, with links to categories, subcategories, and individual pages that delve into more specific topics. This structure not only makes it easier for users to navigate your site but also helps search engines understand and categorize your content effectively.A hierarchical structure offers several advantages:Improved User Experience: It makes it easier for visitors to find what they're looking for, enhancing their overall experience on your site.Better SEO: By clearly categorizing your content, search engines can more easily index and rank your pages.Flexibility: It allows you to create distinct sections on your site, like a news section, which can be crawled and indexed differently by search engines.The choice between a hierarchical and a flat structure depends on your site's size and complexity. For larger sites with diverse content, a hierarchical structure is more beneficial. It allows for better organization and easier management of different content sections. He explained, "hierarchical structure will allow you to do funky stuff on just one section and will also allow search engines to potentially treat different sections differently. Especially when it comes to crawling. For example, having news section for newsy content and archives for old content would allow search engines to crawl news faster than the other directory. If you put everything in one directory that's not really possible."For small business owners, adopting a hierarchical site structure, as suggested by Gary Illyes from Google, can significantly improve your website's SEO performance. It's not just about organizing content; it's about making your site more accessible and relevant to both your audience and search engines. By implementing this structure, you can enhance user experience, improve search rankings, and ultimately drive more traffic to your site.2. Decoding the Dec 21 Spam Attack: Key Lessons to Elevate Your SEO Strategy! - On December 21, 2023, Google's search results were overwhelmed by a massive spam attack. This event highlights the vulnerability of search engines to spam tactics and the potential impact on businesses relying on online visibility.The attack involved numerous domains ranking for hundreds of thousands of keywords, indicating a large-scale operation. The spam was first noticed when almost all top search results for specific queries, like "Craigslist used auto parts," turned out to be spam, except for a few legitimate listings.The spam sites exploited three main opportunities within Google's ranking system:Local Search Algorithm: This algorithm is more permissive, allowing local businesses to rank without many links. Spammers used this to their advantage, targeting local search queries.Longtail Keywords: These are low-volume, specific phrases. Due to their low competition, it's easier for spammers to rank in these areas.New Domain Advantage: Google gives new sites a short period of 'benefit of the doubt' to rank in search results. Many spam domains were newly registered, exploiting this window.The effectiveness of this technique lies in the different algorithms Google uses for local and non-local searches. Local search algorithms are more lenient, allowing these spam sites to rank with minimal effort. he December 21, 2023, spam attack on Google's search results offers valuable insights for business owners looking to enhance their SEO strategies. This incident, where numerous domains ranked for an unusually high number of keywords, sheds light on the vulnerabilities and opportunities within Google's ranking system.Key Learnings from the Spam AttackExploiting Low-Competition Areas: The spam attack targeted low-competition keywords, particularly in local search and longtail queries. For legitimate businesses, this highlights the potential of focusing on niche, specific keywords where competition is lower, increasing the chances of ranking higher.Understanding Google's Algorithms: The spammers took advantage of the local search algorithm's leniency and the initial ranking boost given to new domains. This underscores the importance of understanding how different SEO factors work, including the impact of new content and the specific requirements of local SEO.The Power of Longtail Keywords: The attack successfully utilized longtail keywords, which are specific and often less targeted by major competitors. For businesses, incorporating longtail keywords into their SEO strategy can capture niche markets and attract highly targeted traffic.Applying These Insights to Your SEO StrategyFocus on Local SEO: If you're a local business, optimize for local search queries. Ensure your business is listed accurately on Google My Business, and use local keywords in your website's content.Leverage Long Tail Keywords: Conduct thorough keyword research to identify longtail keywords relevant to your business. These keywords can drive targeted traffic and are generally easier to rank for.Monitor New Trends and Updates: Stay informed about the latest SEO trends and Google algorithm updates. Understanding these changes can help you adapt your strategies effectively.Diversify Your Online Presence: Don't rely solely on organic search rankings. Utilize social media, email marketing, and other channels to build a robust online presence.3. Is Your Company Blog Google News Worthy? - Google's John Mueller addressed a crucial question: Can company blogs be eligible for Google News? This is particularly relevant for small business owners seeking to expand their reach and visibility online.Mueller clarified that while he works on search, which is somewhat separate from Google News, there's nothing in Google News content policies specifically excluding company blogs. This opens up an opportunity for business blogs to be featured, provided they meet certain criteria.To be considered for Google News, your blog content must adhere to specific guidelines. These include:Clear Dates and Bylines: Each article should have a visible publication date and author byline.Author, Publication, and Publisher Information: Details about the authors, the publication, and the company or network behind the content are essential.Contact Information: Providing contact details adds credibility and transparency to your content.While Google can automatically discover news content, being proactive can increase your chances. You can submit your blog URL for consideration through Google's Publisher Center