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15+ Technical SEO Interview Questions for Your Next Hires

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15+ Technical SEO Interview Questions for Your Next Hires

Technical SEO requires technical and analytical skills together with a good understanding of how Google and other search engines work.

A technical SEO must be familiar with the most popular CMS systems and know at least the basics of HTML, CSS, and JavaScript.

In addition to that, a good technical SEO should know the fundamental rules of SEO and be able to identify if a website breaks these rules.

Finally, a technical SEO must be able to offer possible fixes to the problems identified on the website and be able to determine whether the fixes were implemented correctly.

But how can you verify that your next technical SEO hire has these skills and knowledge?

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In this article, you’ll find 15 sample job interview questions that will help you decide whether the person you are interviewing is the right candidate for a technical SEO position.

Let’s get started!

1. How Do You Check Whether A URL Is Indexed By Google?

The site: command is the simplest way to quickly check if a given URL is in Google’s index.

Every technical SEO should know the site: command and, ideally, a bunch of other Google search operators that allow for filtering and narrowing search results.

In addition, you may also ask the candidate how they would check how many pages are indexed by Google and what the most accurate way of doing that is.

Here your ideal technical SEO hire should demonstrate familiarity with the Google Search Console Coverage report and indicate how it differs from the site: command.

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Screenshot from search for [searchenginejournal.com], Google, July 2021

2. How Do You Block A URL From Being Indexed?

With this question, you want to see whether your potential technical SEO hire actually knows the purpose of a no-index tag and does not confuse it with blocking a page in robots.txt.

They should know that robots.txt is for controlling and optimizing crawling while no-index tags are for keeping pages out of Google’s index.

In addition, you may also ask about the best ways to protect a page from being accessed by everyone, including curious people (i.e. protecting it with a password in addition to adding a no-index tag).

If the person says that you should block such a page in robots.txt, then it means they still have a lot of SEO homework to do.

3. What Are The Most Important SEO Ranking Factors, In Your Opinion?

Of course, there is no definitive answer to this question. But hearing the person’s perspective on Google ranking factors may tell you a lot about their knowledge & experience.

A good technical SEO specialist candidate will:

  • Back up their answers with data or – better – data based on their own experience or SEO tests they performed.
  • Be willing to show you their own websites and talk about the SEO strategies they used to grow the sites.
  • Avoid absolute statements (e.g. these things are Google SEO rankings factors with this amount of weighing for every website).
  • Understand the difference between correlation and causation.
  • Not be afraid of saying “it depends” or “I don’t know” where it makes sense.

4. What SEO Myths Have You Had Enough Of?

Only a person with at least some knowledge and understanding of SEO will be able to answer that question.

A complete newbie in many cases will often present SEO myths as ultimate SEO truths without offering any of their own insights and commentary.

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If you are looking for an experienced technical SEO expert, ask them to elaborate on their favorite SEO myths and how they deal with them on a daily basis.

5. What Is Your Favorite Website Crawler And Why?

Website crawlers are probably the most important tools for technical SEOs.

You want to make sure that your future technical SEO uses a bunch of different SEO crawlers (both desktop and cloud-based), knows how to use them efficiently, and is able to perform advanced SEO analyses with their help.

Screaming Frog SEO SpiderScreenshot from Screaming Frog, February 2022

For example, everyone can plug the domain name into the crawler and start the crawl but only an experienced technical SEO expert will know:

  • How to configure the crawl to check exactly what they want to analyze (e.g. check the PSI metrics in bulk for all pages).
  • How to execute JavaScript to compare the rendered HTML with the source HTML.
  • How to change the user agent if the crawl does not want to start.
  • How to actually interpret the data the crawler presents.
  • How to prioritize the issues the crawler highlights.

You want your next technical SEO specialist to be familiar with all or most of the most popular crawlers, such as Screaming Frog, Sitebulb, Deepcrawl, JetOctopus, etc.

6. How Do You Analyze Page Speed And Core Web Vitals?

Your potential technical SEO hire should use both the Google PageSpeed Insights tool (the Google Lighthouse report) and the Core Web Vitals report in Google Search Console to analyze the speed and performance of the site before drawing any conclusions or giving recommendations.

The point with this question is to check that the person:

  • Really knows the difference between lab data (the data provided by Google Lighthouse) and field data (the data provided by the CrUX report) and knows which ones to prioritize (i.e. field data).
  • Knows when it’s best to use the GSC Core Web Vitals report (i.e. to check pages in bulk) and the PSI tool (to get an overview of one specific page, usually the homepage).
mobile performance reportScreenshot from Google Search Console, February 2022

Ideally, your candidate also knows other speed and performance tools, such as GTmetrix or WebPageTest, and knows how to use crawlers to analyze the lab performance of pages in bulk.

7. What Are Some Quick Technical SEO Wins?

In this question, you want your potential SEO hire to draw on their experience.

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Even though there is no best answer here, you want to see that the person can really differentiate between low-impact, high-impact, low-effort, and high-effort technical SEO optimizations.

For example, it always makes a huge difference if you compress images on the website and convert them to JPEG or WEBP. Meanwhile, it may not really help a lot to rebuild the entire website (and use a ton of resources in the process) to get it from 92/100 score to 98/100 in PSI.

Sometimes a huge technical SEO win will be simply to get rid of that 10 MB image that loads on every page instead of asking developers to recode the site to save 0.1 s by better optimizing JavaScript.

8. A Site That’s Been Online 9 Months Is Getting Zero Traffic. Why?

Ask for the possible reasons that come to mind.

Sometimes the solutions to problems in SEO are simple – for example, the site has no organic traffic because a no-index tag has not been removed or simply GA is not working correctly.

Other times, they require a ton of technical and data analysis that goes well beyond checking the indexability of pages.

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With this question, you want the person to demonstrate their ability to look for solutions, think critically, and be creative.

Performance ReportScreenshot from Google Analytics, February 2022

9. How Do You Check If Googlebot May Have Problems Accessing Site Content?

A good technical SEO expert must know something about JavaScript rendering and the potential problems that JavaScript-based websites may face.

Here you want the person to demonstrate:

  • At least basic knowledge of the topic of SEO & JavaScript (i.e. their familiarity with Martin Splitt from Google).
  • Their knowledge of tools that allow for comparing rendered HTML with source HTML, such as Screaming Frog, Sitebulb, Rendertron, and – obviously – the URL Inspection tool in GSC.

10. What Example Errors May An XML Sitemap Have And How Would You Handle Them?

I see people focus too much on XML sitemaps with small websites (a couple of hundreds of URLs or less) and too little on that for huge sites (multi-million-page sites).

When it comes to XML sitemaps, you want your next technical SEO hire to show that they know:

  • What XML errors can be classified as low-impact (e.g. using deprecated parameters) and high-impact (e.g. indicating non-indexable pages).
  • When it is important to put a lot of focus on the XML sitemap (e.g. with huge sites that may have indexability and crawlability issues as opposed to small websites).
  • How to use XML sitemaps to improve and optimize the crawl budget of the site.
  • What pages should be included in the sitemap and how different CMS systems generate XML sitemaps.

11. How Do You Perform A Technical SEO Audit?

With the help of this question, you want to check if the person has their own SEO process for auditing a website.

Do they use a set of different tools to do that? Or do they rely on a fully automated audit where the tool (not the person) decides what issues the site has and what their priorities are?

At this point, you may also:

  • Ask the person to show you the examples of technical SEO audits they have performed.
  • Get them to explain how they approached particular issues.
  • And have them talk about the results their recommendations brought (if they have been implemented).

12. You Discovered That A Website Has Hundreds Of Duplicate Pages. What Do You Do?

With this question, again, you want the person to demonstrate their critical thinking abilities and desire to look for solutions.

There is no right answer here but an experienced technical SEO specialist should mention the following in their answers:

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  • Checking the index status of these pages to make sure that these duplicates actually create a problem.
  • Checking the user-declared and Google-selected canonicals for these pages (possibly with the new URL Inspection Tool API).
  • Checking where these pages are in the internal linking structure of the website.

In addition, you may also ask the person when duplicate content is not an issue and how to check if the site actually has this problem.

If the person is saying that the site may get penalized for duplicate content, it means they have some catching up to do.

13. What Do You Use Google Search Console For? What’s Your Favorite Use Of That Tool?

Google Search Console, in most cases, should be the number one SEO tool for technical SEOs.

You want your future technical SEO hire to share with you how they use the tool and how it helps them to achieve their SEO goals.

Google Search Console coverage reportScreenshot from Google Search Console, February 2022

There is no single correct answer to that question again but you probably want them to mention the following:

  • The Coverage report and what its specific buckets are for.
  • The Page Experience report and its limitations.
  • The Crawl Stats report and how it can be used to analyze how Google crawls the website.
  • The Security report and how you can use GSC to check if a site has been infected.
  • Ways to use GSC to analyze internal linking.

14. How Do You Check If The Site Uses Structured Data And Whether It Is Valid?

Structured data can be a specialty itself within SEO but you still want your technical SEO to:

  • Be familiar with tools, such as Schema Markup Validator and Google Rich Results Test and know the difference between them,
  • Know how to use crawlers, such as Screaming Frog or Sitebulb to analyze structured data in bulk for many pages,
  • Be familiar with SEO Chrome extensions like Detailed SEO that allow for quickly looking up what types of structured data are used on a particular page.

Here, you may also ask the person about the difference between structured data, rich results, and featured snippets.

People often confuse these.

15. What Are Your Favorite SEO Resources?

This is a totally open question but the more resources the person cites, the geekier they are.

An absolute must is that they are familiar with Google Search Central, read the Google SEO documentation, and watch the SEO office hours with John Mueller.

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Google Search CentralScreenshot from Google Search Central, February 2022

If you hire an SEO geek, you can be sure they will never miss any meaningful SEO news and will be happy to test and implement new strategies.

Bonus: Yes Or No Questions

Open questions are great for seeing how a person thinks and how deep their knowledge actually is.

However, yes and no questions may also help you check if a person updates their knowledge frequently and really knows this stuff.

Here are a few yes and no questions about technical SEO to ask your potential hire.

Ask them to justify their answers to get even more insight:

  • Is structured data a Google ranking factor?
  • Do errors in the Coverage report in GSC always indicate an error on your website?
  • Can you use Google Search Console to analyze internal links on the website?
  • Can Google penalize you for duplicate content?
  • Is it possible for Google to treat a 302 redirect as 301?
  • Can you inform Google about the new domain for your website in a different way than through a 301 redirect?
  • Should you noindex category and tag pages?
  • Should a non-existent page always return 404?
  • Does Google always use the canonical URL you declared?
  • Does Google always respect the nofollow attribute on links?

Final Thoughts On Interviewing Technical SEOs

If your prospective technical SEO hire managed to get through all of these questions and gave you satisfactory answers,  congratulations!

Chances are good that you have a pretty smart and experienced technical SEO wanting to work for you.

On the other hand, even if the candidate wasn’t able to answer all of your questions currently but has a willingness to learn and genuine interest in SEO, they may still make a brilliant technical SEO expert in some time – if you give them a chance.

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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.

These findings include:

  • When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
  • 62% of SGE links come from domains outside the top 10 organic results.
  • Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.

Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.

As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.

High Penetration Rate & Industry-Wide Effects

The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.

The prevalence of SGE results indicates they impact a majority of websites across various industries.

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The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.

This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.

The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.

Shifting Dynamics In Organic Search Results

With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.

When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.

Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.

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New Competition From Unexpected Sources

The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.

On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.

An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.

Challenges For Brand Term Optimization & Local Search

The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.

Laurence O’Toole, CEO and founder of Authoritas, states:

“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.

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Methodology & Limitations

To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.

The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.

While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.

Why We Care

The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.

Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.

SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.

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As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.

How This Could Help You

While the rise of SGE presents challenges, it also offers opportunities.

Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:

  • As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
  • Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
  • Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
  • Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
  • Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.

Looking Ahead

While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.

By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.


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