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10 Ways Coding Skills Can Improve SEO Efforts

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10 Ways Coding Skills Can Improve SEO Efforts

It’s not necessary to know how to code to be a good SEO.

Coding skills are not a prerequisite for SEO competency, but additional skills always make one more effective.

Here are 10 ways that understanding code can help turn a good SEO into a great one.

1. HTML Coding Standards And SEO Go Together

An SEO familiar with HTML understands how a web document should be structured and is alert to the consequences of poor coding practices.

An important building block of a webpage is the HTML elements, which are to a webpage what a foundation, door, floor, and roof are to a house.

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Search engines may be unable to properly crawl a web page if HTML elements are used incorrectly.

The official HTML specifications limit what HTML elements are used in the <head> section (location of metadata that only browsers and bots see) and which HTML elements are used in the <body> section (the document itself that users see).

But when you put <body> elements (like <a> or <div>) inside the <head> section where the metadata is supposed to be, search engines will begin rendering the webpage from the normally hidden <head> section, resulting in the metadata being indexed as part of the content itself. It means that Google will fail to index that webpage the way it’s supposed to be indexed.

That error can happen when a Facebook pixel code is placed in the wrong place within the <head> section of a webpage.

Another example of how a lack of coding knowledge influences SEO is the 400 error response message.

Some SEOs believe a 400 error code is a bad thing because they see that word “error” and instantly think it needs to be fixed because we understand errors as something to be fixed, especially when they’re displayed in Google Search Console as errors.

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But an SEO who knows HTML coding standards understands that the 400 error response code only means that the browser REQUEST for a page is in error (because the page does not exist).

In most cases, that’s a good thing, it’s what’s supposed to happen, and there is nothing to fix.

Knowing HTML standards makes a person a better SEO because they have the ability to spot even more problems than an SEO who lacks coding knowledge.

They are also better positioned to dismiss common SEO misinformation that springs from a lack of coding ability.

2. Structured Data

Structured data is a markup language, which means the code has rules that govern how it is written.

There are a few different ways to express Schema.org structured data, but Google’s preference, JSON-LD structured data, is arguably the easiest to understand, which makes it easier to troubleshoot.

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Like HTML, JSON-LD has rules that govern how it is written, with a nested structure where you have a subject of the structured data (called a Type) and then the attributes of that subject (called a Property).

Understanding JSON-LD structured data is easy, regardless if you know HTML or any other markup language.

The benefits of understanding how to code structured data cannot be overstated.

Correct structured data markup is essential for achieving many of the highly coveted rich results positions at the top of Google’s search engine results pages (a.k.a. SERPs).

Incorrect structured data markup will make that webpage ineligible for rich results.

One can rely on Google’s structured data markup checker to verify if the JSON-LD structured data is valid and if it’s eligible for a rich result.

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But just because the tool says the code is valid doesn’t mean it’s eligible for rich results. This is where the ability to analyze JSON-LD comes into play to fix the structured data, so that rich results become an option.

Manual troubleshooting ability is important because Google’s structured data checker tells you when it’s broken and provides a general idea of where it’s broken. Still, it doesn’t tell you how to fix it.

One can rely on plugins, of course. There are benefits to setting something and forgetting about it.

But structured data specifications constantly evolve, and plugins don’t always keep up fast enough. Also, they aren’t always specific enough for every situation.

When ranking high in the search results, it’s generally best to know how to code JSON-LD structured data to obtain the highest advantage over the competition.

3. Communicate Better With Clients

Knowing how to code enables a person to simplify an explanation so that a non-coding client can understand the why of a particular problem and the solution.

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One cannot explain what they do not understand.

For example, knowing how to code structured data empowers the SEO to explain that not only it is okay to combine structured data, but also explain to explain the benefits of doing so and how to do it.

Knowing how to code allows one to explain that a client only needs to drop in a few lines of code into their WordPress website’s child theme functions.php file to avoid installing a bloated plugin to do the same thing.

Leaving aside that an SEO without coding skills wouldn’t even know about the functions.php file solution, a person who codes and is literate in PHP can understand when it’s better to use a plugin over the coding solution and then explain it to the client.

Knowing how to code confers the ability to look at the HTML code and zero in on why the site isn’t indexed adequately or is performing poorly.

I once audited an ecommerce site that used a custom-made template and (poorly) featured a crazy level of incompetent coding. Just fixing those codes sitewide enabled the site to have its content indexed accurately.

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Knowing HTML allowed me to catch the errors and then explain to the client why it was broken and how they could fix it.

4. .htaccess Knowledge Is Power

.htaccess is (in my opinion) a tricky language to learn but reasonably easy to understand how to use it.

Simply learning about the benefits of .htaccess and what it’s useful for, and then how to add it to a file can generally take a person far.

For example, you can use a plugin to redirect HTTP to HTTPS, a plugin to redirect specific pages that changed, and a plugin to fix broken URLs to the correct URL.

But all that can be accomplished with a .htaccess file.

Taking the time to educate oneself on .htaccess can help understand how to improve a website without resorting to another plugin.

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A .htaccess file can also be used to prevent other sites from linking to your images and other media files (hotlinking).

The use of a .htaccess file can even be used to stop rogue bots from copying your content by blocking the IP address ranges of bad bots that repeatedly access a website.

Doing something like that with a .htaccess file is significantly better than using a plugin or mod that writes the IP addresses to a database because adding tens of thousands to millions of IP addresses to a database will dramatically slow your site down.

5. Diagnose Hidden Problems

In general, coding-related problems are tucked away from view in the HTML code.

Because most sites are templated, the errors will be multiplied across every page that shares the templated structure. Learning how to use an HTML validator is straightforward, but understanding HTML is important for interpreting the results.

Coding errors can be glaring and obvious, like omitting a closing bracket (>).

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Or it could be subtle, like the use of a non-standard character in the code, like a smart quote, the curly type of quotation mark (“ ”) instead of the expected straight form of quotation mark (” “).

This error commonly occurs when someone copies code from a software device that inserts smart quotes as a default feature.

The curly quotes issue can dramatically disrupt how a webpage is indexed and parsed.

That means that if you use something like this in the HTML code:

<meta name=robots content=noindex>

Google will not see it because the curly quotes (smart quotes) stop it from seeing it as a meta robots tag and will therefore proceed to index the content.

Here’s another example.

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If you code a link in this manner:

<a href="https://www.searchenginejournal.com/coding-skills-for-seo/458232/example.com/test.htm">example</a>

The link will be interpreted like this:

https://example.com/test.htm

If, however, you use curly quotes for the same code:

<a href=“example.com/test.htm”>example</a>

The link will be interpreted like this:

https://%E2%80%9Cexample.com/test.htm%E2%80%9D

These kinds of errors are not the kind of thing that an auditing tool is going to automatically find and conveniently add to a list.

You need to know how to code to recognize broken code on a visual inspection or at scale if it shows up as an anomaly on a Screaming Frog scan.

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Otherwise, the source of a crawling error will stay hidden until someone who can read HTML or understands the output from an HTML validator can inspect the site.

6. Coding Can Help Break SEO Stalemates

The word stalemate is from the game of chess. It describes a situation where the gameplay is brought to a standstill in which neither side can move to win. It’s essentially a state that counts as a tie.

The same situation happens in competitive industries where everyone uses the same publishing platforms, the same optimization plugins, the same content strategies, and the same link promotion strategies.

The competition between the sites is largely equal, with no site having a clear advantage over the other.

An SEO with coding skills can break that kind of stalemate.

Coding skills allow an SEO to implement solutions that improve templates, CSS, and JavaScript.

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For example, many templates ship with liberal use of headings for things that don’t require a heading element, like the navigation on the side panel.

With coding skills, it’s easy to create a child theme and fix the rogue heading elements so that they use CSS and not headings for styling on-page elements.

I’ve used my coding skill to completely change sections of a template so that it’s more user-friendly, change the colors of various on-page elements so that they’re more accessible for color-blind visitors, and add dynamic bits of content using PHP to custom-make title tags as well as to remove superfluous parts of a webpage.

Coding skills help provide a ranking edge to any site and can be used to improve the user experience beyond what a template offers.

It is especially important in competitive niches where competitors are optimized to the highest degree and where squeezing out advantage is at a premium.

7. Troubleshoot A Hacked Site

Website security doesn’t seem something an SEO should be concerned about.

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But it becomes very clear that website security is indeed an SEO problem when the search rankings of a hacked site start to disappear.

Knowing how to code, particularly with gaining a general understanding of how PHP files work within a given content management system (CMS), can help demystify a hacking event.

Just knowing the broad outlines of how PHP works and how all the parts of the CMS work together goes a long way to understanding what went wrong and how to fix the problems.

Knowledge of JavaScript is also helpful. Many hacks are based on uploading JavaScript files or injecting JavaScript into other files.

Analyzing recently modified JavaScript files can help confirm that a site has been hacked. More to the point, it can help pinpoint if a specific plugin or WordPress itself is responsible for the hacking.

Some vulnerabilities can lay hidden for months or years before they are discovered. WordPress 5.9.2 was released to address cross-site scripting vulnerabilities that were in the WordPress core itself.

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In the case of the WordPress vulnerability, the problem arose due to an arcane coding mistake where the order in which security processes were coded created the situation where a hacker could bypass those same security measures.

It illustrates how mistakes can sneak in through legitimate software and not necessarily be caught in time to prevent a hacking event.

Google might notify the site owner through Google Search Console about a hacked site, but Google Search Console won’t fix it for you.

Some knowledge of how HTML, JavaScript, and/or PHP works can go a long way toward confidently troubleshooting a hacked site.

8. Knowing How To Code Provides Control

When working in a corporate or educational environment where the templates are locked in, and one can’t plug in their way out of a predicament, knowing how to code can speed up the otherwise painful process of publishing webpages.

Whether one works in a Drupal or WordPress environment, having the ability to keep a cheat sheet of code snippets saves so much time, even with something trivial like changing a link without having to go through 10 steps using the native WYSIWYG interface and dealing with idiosyncratic code.

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9. Optimize For Page Speed

The suggestions for improving page speed that Google’s PageSpeed Insights provides will no longer be cryptic once one learns how to code.

It’s not like one has to learn how to code an entire website from scratch, either.

All it takes is a general understanding of JavaScript, CSS, and HTML to make sense of what one is supposed to do to make a website work faster.

Concepts like inlining CSS, combining JavaScript, and minifying JavaScript makes more sense when one understands how servers deliver webpages and browsers render the data for site visitors.

10. Master Python

Python is a programming language that can be used to automate a wide range of SEO tasks from crawling, data analysis, natural language processing (NLP), and much more.

One of the great things about Python is that there might not be a need to code a tool from scratch because there are many Python SEO scripts that can be downloaded online.

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A great thing about Python is that one doesn’t have to code scripts for all the different SEO tasks that are needed. Many of those scripts are available as downloadable Python libraries containing the relevant modules.

A Python library is a collection of modules. Python modules are the files themselves.

According to Ruth Everett in her Introduction to Python, these are some useful Python libraries:

  • “Pandas: Used for data manipulation and analysis.
  • NumPy: Useful for scientific computing.
  • SciPy: Used for scientific and technical computing.
  • SciKit Learn: Machine learning for data mining and analysis.
  • SpaCy: A great natural language processing library.
  • Requests: A library for making HTTP requests.
  • Beautiful Soup: Used to extract data from HTML and XML files.
  • Matplotlib: For creating visualizations from data.”

Another important Python library is TensorFlow, a free and open source library that can be used for creating machine learning applications.

With TensorFlow, a search marketer can build a neural network or a recommender system.

Directly related to SEO, TensorFlow can be used to automate the process of creating title tags at scale.

A skilled SEO who learns how to use Python will be able to scale their existing skills to new levels.

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Learn How To Code

Gaining the ability to code is (arguably) optional, and one can still be a competent SEO without that knowledge.

A person who can code is not necessarily a better search marketer than one who doesn’t know how to code.

But learning how to code can make a good SEO an even better one because knowledge provides advantages.

More Resources:


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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law

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A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

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Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

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However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

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The Best of Ahrefs’ Digest: March 2024

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The Best of Ahrefs’ Digest: March 2024

Every week, we share hot SEO news, interesting reads, and new posts in our newsletter, Ahrefs’ Digest.

If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!

Here’s a quick summary of my personal favorites from the last month:

Best of March 2024

How 16 Companies are Dominating the World’s Google Search Results

Author: Glen Allsopp

tl;dr

Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.

My takeaway

Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.

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Example of mini-author bios on The VergeExample of mini-author bios on The Verge

This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.

How Google is Killing Independent Sites Like Ours

Authors: Gisele Navarro, Danny Ashton

tl;dr

Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.

My takeaway

I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.

Estimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updatesEstimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updates
Estimated search traffic to Danny and Gisele’s site fell off a cliff after Google’s March updates 🙁 

I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.

That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.

The Discussion Forums Dominating 10,000 Product Review Search Results

Author: Glen Allsopp

Tl;dr

Glen analyzed 10,000 “product review” keywords and found that:

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My takeaway

After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.

I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.

John Mueller seemingly having too much faith in Reddit...John Mueller seemingly having too much faith in Reddit...

I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.

Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro

Author: Rand Fishkin

tl;dr

63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on Google.com.

Data from SparktoroData from Sparktoro

My takeaway

Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.

But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”

I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.

Want more?

Each week, our team handpicks the best SEO and marketing content from around the web for our newsletter. Sign up to get them directly in your inbox.

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