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    • ai
    • SEO
    • social media
    27.06.2024

    Organic Search Snacks: Google’s SEO: New trends and best practices for 2024

    Agenda:

    1. Google Focus: Updates from the SEO area
    2. A simple explanation of entities and their role in SEO
    3. Change in meaning on Instagram: shares before likes and comments, says Mosseri
    4. Notes for everyone: Instagram extends features to Reels and Posts
    5. The latest developments at OpenAI: GPT-5 and extended access to GPT

    Google Focus: Updates from the SEO area

    We take a look at the latest SEO updates from Google. Here you will find a summary of the new tips, innovations and updates in the field of SEO marketing.

    #1 “Google’s targeted strike against site reputation abuse”

    In March 2024, Google announced a new spam factor called “site reputation abuse”, which was introduced on 5th May. This factor targets third-party content that exploits the reputation of high-quality websites, such as credit ratings on educational websites. Between 5th and 8th May, Google took targeted action against such content. Coupon and discount code subdomains of major brands as well as gambling and affiliate content were particularly affected. Penalties were imposed on subdomains as well as main domains and directories. There was no evidence of deindexation by meta robots or robots.txt and penalties could be due to manual actions or algorithmic updates. Hidden content was also penalised. Google’s measures are strict and require SEOs to follow the new guidelines to avoid penalties.

    #2 “AI Overviews: Integrated data in Google Search Console, but no separate breakdown”

    Data on clicks, impressions and positions from the new Google AI Overviews will be displayed in Google Search Console, but not broken down separately. These new overviews can influence the search traffic of websites, and to measure these changes, the data from Search Console is useful. John Müller confirmed on Twitter that this data is included in the general metrics of Search Console, similar to Featured Snippets. However, the data from the AI overviews is not shown separately. It remains unclear when an impression from the AI Overviews is counted and whether links in link cards that only appear by clicking on “More” are taken into account. Google’s targeted action against the abuse of page reputation shows how important it is that SEOs pay close attention to the new guidelines in order to avoid penalties.

    #3 Google Leak

    An extensive leak of internal Google documents has provided new insights into the company’s search engine algorithms and internal processes. This has important implications for SEO practices and Google’s transparency.

    Key highlights:

    Ranking factors revealed: the documents reveal detailed information on more than 2,500 modules and 14,000 attributes related to Google’s search operations. This includes specific metrics and algorithms previously denied by Google, such as the NavBoost system, which uses click data to influence rankings.

    Misleading public statements: Contrary to Google’s public claims, the leak confirms that Google uses a form of domain authority and measures authority at the website level.

    Algorithmic devaluations: Several types of algorithmic devaluations were uncovered, including those for anchor text mismatch, SERP dissatisfaction, and exact match domains. The documents also suggest that Google can identify and ignore negative SEO attacks by measuring link velocity.

    Privacy concerns: In addition to search-related information, extensive data breaches over the past six years have also been uncovered, showing how Google collects and stores personal data from various services

    A simple explanation of entities and their role in SEO

    Entities play a crucial role in modern SEO. They refer to uniquely identifiable things or concepts such as people, places, organisations or events. Search engines like Google use entities to better understand the context and meaning of content and provide more accurate search results.

    An entity is something with a clear identity and meaning. This includes names, brands, places, products or concepts. Examples of entities are “Albert Einstein” as a person, “New York City” as a place and “Google” as an organisation.

    Entities improve the contextualisation of content. They enable search engines to better grasp the context and deliver relevant results. Content that contains clearly defined and well-linked entities has a better chance of ranking highly in search results. These entities are often stored in the Google Knowledge Graph, which provides comprehensive information and links to related topics.

    For SEO strategies, this means that content should represent important entities clearly and concisely to ensure correct interpretation by search engines. The use of schema markup helps to explicitly represent entities and their relationships. Entities contribute significantly to improving the visibility and relevance of content in search results. Targeted optimisation with consideration of entities can therefore significantly influence the success of an SEO strategy.

    Change in meaning on Instagram: shares before likes and comments, says Mosseri

    If you want to increase your reach on Instagram, you should prioritise the number of shares, according to platform head Adam Mosseri. However, another key figure also remains important. 

    Instagram wants to help users find content that they want to share with their friends. According to Mosseri, Instagram is once again placing great emphasis on entertainment and community. Interaction between users on Instagram is particularly emphasised, not just between creators and their followers. 

    Another important metric remains watch time, which continues to be highly relevant due to the focus on entertaining video content. Andrew Hutchinson from Social Media Today shares this view and considers both the share rate and watch time to be more important than comments and likes. The fact that reels are already shared over 3.5 billion times a day on Instagram and Facebook is taken into account by this development. 

    It is advisable for creators to keep an eye on both the watch time of their video posts and the share rate and adjust their content accordingly in order to increase both metrics. Nevertheless, there is constant criticism that even creators who follow all of the platform’s recommendations are struggling with weakening reach. The latest ranking update, which aims to ensure that all creators have similar chances of visibility and engagement, could provide a remedy. Smaller creators and original content are particularly encouraged. 

    Notes for everyone: Instagram extends features to Reels and Posts

    Instagram recently introduced an exciting update: the integration of Notes in Reels and Posts. But how far does this feature really take us? And how useful is it for marketing? This innovation promises to push the format further by giving users the opportunity to add additional information and thoughts to their content. But what impact does this have on user engagement and the potential for marketing strategies?

    Instagram’s new feature update aims to bring more attention to the Notes format. So far, this format has taken a back seat to the main areas such as reels, stories, DMs and posts.

    However, it is conceivable that Meta is specifically promoting the Notes format in order to not only increase the user base and the content generated, but also to create enough content in the long term to make the potential integration of advertising profitable. The social media giant is constantly on the lookout for new advertising inventory that can contribute to higher sales.

    The latest developments at OpenAI: GPT-5 and extended access to GPT

    OpenAI has recently introduced GPT-4o, a new and innovative AI model that impresses with its versatility and functionality. This model not only enables simultaneous translations in different languages, but also provides detailed explanations of objects and concepts, taking communication and interaction with AI tools to a new level. Notably, these advanced features are now available to all users of the free version, democratising access to cutting-edge AI technology.

    In this exciting phase of continuous development and improvement of features, remarkable alliances are also being forged in the industry. Renowned media houses such as Axel Springer, the Financial Times and Le Monde have already partnered with leading AI companies to reap the benefits of these technologies. OpenAI is now announcing further exciting collaborations with Vox Media and The Atlantic, further expanding the potential and reach of AI in the media world.

    These developments raise some exciting questions:  How will our daily interactions with AI tools change and improve? What new applications and possibilities can we expect in the near future?

    It remains exciting to see what new paths and innovations will emerge from these developments.

    Madita – SEO Managerin bei Peak Ace

    Madita

    is SEO Manager at Peak Ace and works in the Berlin office. She joined the Organic Search Team in September 2023. She focuses on topics related to search engine optimisation such as AI overviews, keyword analyses and technical optimisations.