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4 SEO Benefits of Going Public (A Unique Study)

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4 SEO Benefits of Going Public (A Unique Study)


The publicity generated by entering the stock market is an often welcome benefit for any company. When we dive deeper into all the media coverage and increased brand awareness, we can also discover some great SEO benefits.

Some SEO benefits of going public are obvious and instantly rewarding; others need a proactive approach to get the most out of the opportunity.

For this article, I analyzed many SEO angles of 11 companies across different countries and industries that went public in 2021 via initial public offering (IPO) or direct listing. And I found it boils down to these four main SEO benefits:

  1. Great links and brand mentions
  2. More sources to establish notability on Wikipedia
  3. More information and sources for Knowledge Graph entities
  4. Increased demand in branded searches

We’ll start with the most obvious SEO benefit that also largely impacts the other ones.

1. Great links and brand mentions

Going public is one of the rare occasions when even a relatively unknown company will get great media coverage. Basically, any media that reports about companies on the stock market is at play here.

The direct SEO benefits of this coverage can be divided into three segments: backlinks to the customer-facing website, backlinks to investor relations pages, and brand mentions. Let’s dive into each of them.

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Links to customer-facing website

The first category is the backlinks to the homepage, product pages, FAQ, and other standard pages that potential customers of the business visit. In other words, these are simply the backlinks you’ll be happy to attract at any time.

See also  Google’s John Mueller Answers if MUM Makes SEO Obsolete

All the companies I analyzed scored great links from highly authoritative media. I thought that they would often have the nofollow link attribute, but a lot of them didn’t—allowing link equity to be passed to the target URL.

And yes, even companies that aren’t well known globally can get great links. Coupang, the so-called Korean Amazon, got backlinks like these regarding its IPO in the U.S.:

You can see that all of those links are pointing to Coupang’s homepage, and only the middle one has a nofollow attribute. And that’s just for the IPO, which is the beginning of any stock-related coverage.

Links to investor relations pages

Media covering stock exchange news often naturally links to investor relations (IR) pages.

Here’s an example of the highest-authority backlinks (based on Domain Rating scores) pointing to Allbirds pages, all of them being on the IR subdomain:

Backlinks report results

Public companies can easily accumulate some impressive backlinks to their IR pages this way.

The question is what potential these links may have with regards to rankings of other pages. There are two aspects we need to take into account here:

  1. IR content needs to be compliant with guidelines of the oversight regulatory authority (such as SEC in the U.S.). This isn’t the best place to get super creative and leverage the potential link bait by shoehorning unnecessary internal links.
  2. The context of these links is often just about the stock and financial aspects, which decrease its relevance to pages the company wants to boost in organic search.

These backlinks are still great, but I consider them less important than backlinks pointing to the standard pages. Many websites publishing content about stock markets will link to both IR and non-IR pages eventually.

See also  Google: Embedded Links in Featured Snippets is a Bug

Think of all the quarterly reports, mergers and acquisitions, and stock prices surging and plummeting. The media coverage doesn’t stop once a company goes public.

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To illustrate, here’s Seeking Alpha, one of the most popular websites focused on investment-related content, linking to Oatly 36 times already. There are links to both IR and standard pages:

Linked Domains report results

Screenshot taken from Linked Domains report in Ahrefs’ Site Explorer.

Brand mentions

More often than not, a piece of content mentioning your brand won’t link to you. But the unlinked brand mention counts for SEO too:

The rise in brand mentions is often quite significant. Here’s what the peak looks like for NerdWallet, which went public in November 2021 and was already on a solid upward trajectory of brand mentions:

"Page over time" bar graph showing upward trajectory

You may have noticed the DR >70 filter in this snippet from Ahrefs’ Content Explorer. That’s a quick filter to show only brand mentions from domains with a rather high domain authority to filter out most of the spam that all websites get.

2. More sources to establish notability on Wikipedia

Getting a Wikipedia page can be a nice shortcut to establish and reinforce an organization’s Knowledge Graph entities. That’s because Wikipedia is an often-used source of information for Google that can be visible to searchers in Knowledge Panels like this:

Knowledge panel for Allbirds on Google SERP

However, if you’re not lucky enough to have fans who chose to create your Wiki page without your incentive, you’re in for a tricky process of getting your Wiki profile approved.

The key to this is being notable enough to pass the criteria of Wiki editors. And the criteria largely revolve around significant coverage in reliable, independent secondary sources.

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Yes, those are exactly the sources that report about companies going public. Here’s an example of such references on Oatly’s Wiki page:

Excerpt of Wiki references

It’s fair to say that many companies going public already have Wiki pages that will stand the test of notability disputes. Going public is just another notable event that should be mentioned there, along with some changes to the company’s Wiki box:

Wise listed as "public company" on its Wiki page; also, there's writeup about it going public

This is an example of additional information about a direct listing that only enriches an already well-covered and well-referenced Wiki page.

I saw a few Wiki pages of recently listed public companies that largely rely on the notability gained from the media coverage of the IPO or direct listing.

But it won’t be fair to show such examples because notability is a subjective matter, and I don’t want to cause any potential notability disputes or even Wiki page removals.

Recommended reading: How to Create a Wikipedia Page (Step by Step)

3. More information and sources for Knowledge Graph entities

Wikipedia aside, there’s a direct influence on a company’s entity in the Knowledge Graph (KG) from the media coverage. I initially planned to write about reinforcing the KG entity as a benefit right away. But this point turned out to be more complicated and nuanced than that. Bear with me.

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A lot of articles and news regarding the stock explain what the company does in plain English, such as this intro of a TechCrunch article:

Excerpt from Tech Crunch article about DigitalOcean

Seeing such easy-to-understand information in highly authoritative sources can be a goldmine for Google to update its data about the entity in its Knowledge Graph. I thought this would easily increase Google’s certainty about the entity, which is great for SEO and branding (given it’s fed the correct information).

Most SEOs would probably agree with me here. We could call it a day and move on to another point. But even though it’s a bit tricky, there’s a way to (dis)prove the thesis.

So the nerdy fun begins.

If you call Google’s Knowledge Graph API, it will return an entity, or entities, related to your query with a score reflecting how confident Google is in the relevance. But it doesn’t provide historical data.

Luckily, there’s a tool with a historical database of these scores for many entities: Kalicube Pro SaaS platform run by Jason Barnard, who’s a well-known expert in the field of brand SERPs and entity SEO.

Jason was kind enough to dig into the data and help me make sense of it all, as the results were rather surprising. There was no clear pattern. We even encountered some KG confidence score drops around the period of entering the stock market, as in this case of DigitalOcean:

Area graph showing KG confidence score drops after IPO announcement

In contrast, there’s also this case of Coinbase, which saw a surge in its KG confidence scores, after it announced going public and after the direct listing:

Area graph showing KG confidence score increases after direct listing announcement

What do we make of it? There’s an opportunity to leverage media coverage for reinforcing the KG entity, but SEO and PR teams need to be actively involved in the process. So what’s the catch?

As companies enter the stock market, they change their business and legal entities from private to public. An example is a corporation with the suffix “Inc.” in the U.S. or “Public Limited Company (PLC)” in the U.K.

This information gets changed on the company’s website and profiles. It gets into some of the media coverage and is definitely part of the newly created stock-related profiles such as this:

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Wise's stock profile on CNBC's page

On top of that, you suddenly have many search queries related to the stock. The stock queries can become even more popular than navigational brand searches, such as the case of the Coupang stock in the U.S.:

List of keywords with corresponding data

Comparison between search volumes of navigational brand searches and keywords related to the company’s stock from Ahrefs’ Keywords Explorer. The list contains only unambiguous keywords, i.e., there’s no irrelevant search intent reflected on the SERP.

All of this contributes to sending mixed signals about the entity to Google, which suddenly has the challenge of joining all the dots in its Knowledge Graph.

If you ever find yourself in this situation as an SEO, here are a few tips to leverage this opportunity and boost your KG confidence scores in the long run:

  • Update information and descriptions on your website and company profiles so that they’re unified
  • Use your PR team to convey unified information to the media
  • Refer to the newly created company profiles related to your stock (Bloomberg, Yahoo Finance, etc.) in your “sameAs” schema property from your entity home (usually the About page)
  • Be patient, as KG data isn’t usually updated that fast

4. Increased demand in branded searches

You’ve already seen some examples of the high search volumes of stock-related search queries in the previous point. But going public increases the search volume of just the company name alone. It’s an extra interest on top of the standard navigational searches.

Now, it’s fair to say that this additional traffic won’t convert well. The visitors aren’t there to learn more about your products because they’re solving a problem. Rather, they’re there to do investment research.

However, as a hobby investor myself, I can tell that I’d likely turn into a customer if the problem the company is solving becomes relevant to me.

For the companies I examined, all showed search demand spikes around the dates they went public. Of course, I only considered unambiguous names like Coupang, Coinbase, or NerdWallet because we can’t segment the data for names with mixed search intent SERPs, such as About You or Wise.

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Here’s an example of the clear spike in Oatly’s search volume around its IPO date on May 20, 2021, from Google Trends:

Line graph showing spike occurring around Oatly’s IPO date

And when we take a look at Ahrefs’ Keywords Explorer, we see a clear upward trend in branded searches even after the huge spike:

Overview of keyword "oatly"; notably, clear upward trend seen in Volume graph

In the case of Coupang that IPOed on March 11, 2021, I noticed a significant growth in branded searches over a long period of time:

Overview of keyword "coupang"; notably, significant growth in branded searches over a long period of time

You can see the trend on the small chart, but it’s obviously more accurate to export the monthly search volume data. So I did that and made a year-over-year comparison of its search volume in the U.S.:

List of Coupang's monthly search volumes in 2020 and 2021; YoY difference is 351.33%

It’s important to mention that this significant growth of more than 350% is largely caused by Coupang doing the IPO in the U.S. despite being a Korean company that’s predominantly serving the local market.

There weren’t many reasons to look up the brand in the U.S. before the IPO, but it illustrates the influence that “going public” has on brand searches.

OK, that’s nice, but how does any of this provide actual SEO benefits? Three reasons.

1. Influence on search suggestions, PAA boxes, and related searches

What people search for (regarding your brand) influences the suggestions Google shows when someone types in the brand:

Search term "oatly" in text field on Google

Now, when you perform the search, it also influences what appears in People Also Ask (PAA) boxes:

PAA boxes showing queries about NerdWallet

And in related searches at the bottom:

Related searches about DigitalOcean on Google SERP

It’s worth mentioning that all of these examples were taken from an anonymous Chrome tab to minimize Google’s personalization.

Sure, showing stock-related queries and suggestions doesn’t help much in converting people in your marketing funnel, but it can push away some unwanted queries featuring your competitors or negative sentiments.

2. Controlling more SERP real estate

Related to the previous point, you also get to own (or at least partially control) more pages on the SERPs for branded searches. Here are where you can expand in brand SERPs after going public:

  • Larger Knowledge Panel with more information
  • Investor relation pages
  • Stock-related company profiles and overviews
  • Top Stories with stock-related news

Going public simply moves away potentially not-that-great search results like reviews, alternatives, or affiliate pages. It can also increase the CPC of competitors bidding on your branded terms as your brand becomes more popular and their search ads more irrelevant.

3. Potentially a ranking signal

I’m getting into speculative territory now. If I were Google, I’d consider showing a brand that gains popularity more prominently in the search results. In other words, I think that steadily increasing demand for branded searches may be one of the hundreds of ranking signals Google uses.

Even if this speculation turns out to be false, there’s still a smaller benefit: influence on the personalization of search results. I already mentioned low, if any, conversion rates from the stock-related queries, but that still counts.

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For example, if I look up NerdWallet multiple times for investment research, then Google may show its results more prominently any time I look up finance-related queries. That’s because it covers tons of content about finances.

Final thoughts

There are certainly other benefits besides the four mentioned. But I feel they don’t deserve to be in the spotlight. For example, we can’t prove our thesis that the boosted brand awareness and reputation from going public may result in more earned media and higher success rates in outreach campaigns.

It’s not all about reaping the benefits, though. There are SEO tasks that need to be taken care of when going public.

Everyone should expect high traffic to IR pages the day the company enters the stock market.

The problem is IR pages should go live only when you’ve been given the green light during the IPO event. That’s usually when the search demand has already been built up. And as an SEO, you need to get those pages indexed as soon as possible. You can learn about the details of experiencing an IPO as an SEO here.

Got any questions? Do you have any firsthand experiences and insights you want to share? Ping me on Twitter.





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A Complete Google Search Console Guide For SEO Pros

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A Complete Google Search Console Guide For SEO Pros

Google search console provides data necessary to monitor website performance in search and improve search rankings, information that is exclusively available through Search Console.

This makes it indispensable for online business and publishers that are keen to maximize success.

Taking control of your search presence is easier to do when using the free tools and reports.

What Is Google Search Console?

Google Search Console is a free web service hosted by Google that provides a way for publishers and search marketing professionals to monitor their overall site health and performance relative to Google search.

It offers an overview of metrics related to search performance and user experience to help publishers improve their sites and generate more traffic.

Search Console also provides a way for Google to communicate when it discovers security issues (like hacking vulnerabilities) and if the search quality team has imposed a manual action penalty.

Important features:

  • Monitor indexing and crawling.
  • Identify and fix errors.
  • Overview of search performance.
  • Request indexing of updated pages.
  • Review internal and external links.

It’s not necessary to use Search Console to rank better nor is it a ranking factor.

However, the usefulness of the Search Console makes it indispensable for helping improve search performance and bringing more traffic to a website.

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How To Get Started

The first step to using Search Console is to verify site ownership.

Google provides several different ways to accomplish site verification, depending on if you’re verifying a website, a domain, a Google site, or a Blogger-hosted site.

Domains registered with Google domains are automatically verified by adding them to Search Console.

The majority of users will verify their sites using one of four methods:

  1. HTML file upload.
  2. Meta tag
  3. Google Analytics tracking code.
  4. Google Tag Manager.

Some site hosting platforms limit what can be uploaded and require a specific way to verify site owners.

But, that’s becoming less of an issue as many hosted site services have an easy-to-follow verification process, which will be covered below.

How To Verify Site Ownership

There are two standard ways to verify site ownership with a regular website, like a standard WordPress site.

  1. HTML file upload.
  2. Meta tag.

When verifying a site using either of these two methods, you’ll be choosing the URL-prefix properties process.

Let’s stop here and acknowledge that the phrase “URL-prefix properties” means absolutely nothing to anyone but the Googler who came up with that phrase.

Don’t let that make you feel like you’re about to enter a labyrinth blindfolded. Verifying a site with Google is easy.

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HTML File Upload Method

Step 1: Go to the Search Console and open the Property Selector dropdown that’s visible in the top left-hand corner on any Search Console page.

Screenshot by author, May 2022

Step 2: In the pop-up labeled Select Property Type, enter the URL of the site then click the Continue button.

Step 2Screenshot by author, May 2022

Step 3: Select the HTML file upload method and download the HTML file.

Step 4: Upload the HTML file to the root of your website.

Root means https://example.com/. So, if the downloaded file is called verification.html, then the uploaded file should be located at https://example.com/verification.html.

Step 5: Finish the verification process by clicking Verify back in the Search Console.

Verification of a standard website with its own domain in website platforms like Wix and Weebly is similar to the above steps, except that you’ll be adding a meta description tag to your Wix site.

Duda has a simple approach that uses a Search Console App that easily verifies the site and gets its users started.

Troubleshooting With GSC

Ranking in search results depends on Google’s ability to crawl and index webpages.

The Search Console URL Inspection Tool warns of any issues with crawling and indexing before it becomes a major problem and pages start dropping from the search results.

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URL Inspection Tool

The URL inspection tool shows whether a URL is indexed and is eligible to be shown in a search result.

For each submitted URL a user can:

  • Request indexing for a recently updated webpage.
  • View how Google discovered the webpage (sitemaps and referring internal pages).
  • View the last crawl date for a URL.
  • Check if Google is using a declared canonical URL or is using another one.
  • Check mobile usability status.
  • Check enhancements like breadcrumbs.
See also  What You Need To Know

Coverage

The coverage section shows Discovery (how Google discovered the URL), Crawl (shows whether Google successfully crawled the URL and if not, provides a reason why), and Enhancements (provides the status of structured data).

The coverage section can be reached from the left-hand menu:

CoverageScreenshot by author, May 2022

Coverage Error Reports

While these reports are labeled as errors, it doesn’t necessarily mean that something is wrong. Sometimes it just means that indexing can be improved.

For example, in the following screenshot, Google is showing a 403 Forbidden server response to nearly 6,000 URLs.

The 403 error response means that the server is telling Googlebot that it is forbidden from crawling these URLs.

Coverage report showing 403 server error responsesScreenshot by author, May 2022

The above errors are happening because Googlebot is blocked from crawling the member pages of a web forum.

Every member of the forum has a member page that has a list of their latest posts and other statistics.

The report provides a list of URLs that are generating the error.

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Clicking on one of the listed URLs reveals a menu on the right that provides the option to inspect the affected URL.

There’s also a contextual menu to the right of the URL itself in the form of a magnifying glass icon that also provides the option to Inspect URL.

Inspect URLScreenshot by author, May 2022

Clicking on the Inspect URL reveals how the page was discovered.

It also shows the following data points:

  • Last crawl.
  • Crawled as.
  • Crawl allowed?
  • Page fetch (if failed, provides the server error code).
  • Indexing allowed?

There is also information about the canonical used by Google:

  • User-declared canonical.
  • Google-selected canonical.

For the forum website in the above example, the important diagnostic information is located in the Discovery section.

This section tells us which pages are the ones that are showing links to member profiles to Googlebot.

With this information, the publisher can now code a PHP statement that will make the links to the member pages disappear when a search engine bot comes crawling.

Another way to fix the problem is to write a new entry to the robots.txt to stop Google from attempting to crawl these pages.

By making this 403 error go away, we free up crawling resources for Googlebot to index the rest of the website.

Google Search Console’s coverage report makes it possible to diagnose Googlebot crawling issues and fix them.

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Fixing 404 Errors

The coverage report can also alert a publisher to 404 and 500 series error responses, as well as communicate that everything is just fine.

A 404 server response is called an error only because the browser or crawler’s request for a webpage was made in error because the page does not exist.

It doesn’t mean that your site is in error.

If another site (or an internal link) links to a page that doesn’t exist, the coverage report will show a 404 response.

Clicking on one of the affected URLs and selecting the Inspect URL tool will reveal what pages (or sitemaps) are referring to the non-existent page.

From there you can decide if the link is broken and needs to be fixed (in the case of an internal link) or redirected to the correct page (in the case of an external link from another website).

Or, it could be that the webpage never existed and whoever is linking to that page made a mistake.

If the page doesn’t exist anymore or it never existed at all, then it’s fine to show a 404 response.

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Taking Advantage Of GSC Features

The Performance Report

The top part of the Search Console Performance Report provides multiple insights on how a site performs in search, including in search features like featured snippets.

There are four search types that can be explored in the Performance Report:

  1. Web.
  2. Image.
  3. Video.
  4. News.

Search Console shows the web search type by default.

Change which search type is displayed by clicking the Search Type button:

Default search typeScreenshot by author, May 2022

A menu pop-up will display allowing you to change which kind of search type to view:

Search Types MenuScreenshot by author, May 2022

A useful feature is the ability to compare the performance of two search types within the graph.

Four metrics are prominently displayed at the top of the Performance Report:

  1. Total Clicks.
  2. Total Impressions.
  3. Average CTR (click-through rate).
  4. Average position.
Screenshot of Top Section of the Performance PageScreenshot by author, May 2022

By default, the Total Clicks and Total Impressions metrics are selected.

See also  10 Women In SEO & Marketing Share How They #BreakTheBias

By clicking within the tabs dedicated to each metric, one can choose to see those metrics displayed on the bar chart.

Impressions

Impressions are the number of times a website appeared in the search results. As long as a user doesn’t have to click a link to see the URL, it counts as an impression.

Additionally, if a URL is ranked at the bottom of the page and the user doesn’t scroll to that section of the search results, it still counts as an impression.

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High impressions are great because it means that Google is showing the site in the search results.

But, the meaning of the impressions metric is made meaningful by the Clicks and the Average Position metrics.

Clicks

The clicks metric shows how often users clicked from the search results to the website. A high number of clicks in addition to a high number of impressions is good.

A low number of clicks and a high number of impressions is less good but not bad. It means that the site may need improvements to gain more traffic.

The clicks metric is more meaningful when considered with the Average CTR and Average Position metrics.

Average CTR

The average CTR is a percentage representing how often users clicked from the search results to the website.

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A low CTR means that something needs improvement in order to increase visits from the search results.

A higher CTR means the site is performing well.

This metric gains more meaning when considered together with the Average Position metric.

Average Position

Average Position shows the average position in search results the website tends to appear in.

An average in positions one to 10 is great.

An average position in the twenties (20 – 29) means that the site is appearing on page two or three of the search results. This isn’t too bad. It simply means that the site needs additional work to give it that extra boost into the top 10.

Average positions lower than 30 could (in general) mean that the site may benefit from significant improvements.

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Or, it could be that the site ranks for a large number of keyword phrases that rank low and a few very good keywords that rank exceptionally high.

In either case, it may mean taking a closer look at the content. It may be an indication of a content gap on the website, where the content that ranks for certain keywords isn’t strong enough and may need a dedicated page devoted to that keyword phrase to rank better.

All four metrics (Impressions, Clicks, Average CTR, and Average Position), when viewed together, present a meaningful overview of how the website is performing.

The big takeaway about the Performance Report is that it is a starting point for quickly understanding website performance in search.

It’s like a mirror that reflects back how well or poorly the site is doing.

Performance Report Dimensions

Scrolling down to the second part of the Performance page reveals several of what’s called Dimensions of a website’s performance data.

There are six dimensions:

1. Queries: Shows the top search queries and the number of clicks and impressions associated with each keyword phrase.

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2. Pages: Shows the top-performing web pages (plus clicks and impressions).

3. Countries: Top countries (plus clicks and impressions).

4. Devices: Shows the top devices, segmented into mobile, desktop, and tablet.

5. Search Appearance: This shows the different kinds of rich results that the site was displayed in. It also tells if Google displayed the site using Web Light results and video results, plus the associated clicks and impressions data. Web Light results are results that are optimized for very slow devices.

6. Dates: The dates tab organizes the clicks and impressions by date. The clicks and impressions can be sorted in descending or ascending order.

Keywords

The keywords are displayed in the Queries as one of the dimensions of the Performance Report (as noted above). The queries report shows the top 1,000 search queries that resulted in traffic.

Of particular interest are the low-performing queries.

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Some of those queries display low quantities of traffic because they are rare, what is known as long-tail traffic.

But, others are search queries that result from webpages that could need improvement, perhaps it could be in need of more internal links, or it could be a sign that the keyword phrase deserves its own webpage.

See also  9 Ecommerce Content Examples To Inspire Your Marketing Campaigns

It’s always a good idea to review the low-performing keywords because some of them may be quick wins that, when the issue is addressed, can result in significantly increased traffic.

Links

Search Console offers a list of all links pointing to the website.

However, it’s important to point out that the links report does not represent links that are helping the site rank.

It simply reports all links pointing to the website.

This means that the list includes links that are not helping the site rank. That explains why the report may show links that have a nofollow link attribute on them.

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The Links report is accessible  from the bottom of the left-hand menu:

Links reportScreenshot by author, May 2022

The Links report has two columns: External Links and Internal Links.

External Links are the links from outside the website that points to the website.

Internal Links are links that originate within the website and link to somewhere else within the website.

The External links column has three reports:

  1. Top linked pages.
  2. Top linking sites.
  3. Top linking text.

The Internal Links report lists the Top Linked Pages.

Each report (top linked pages, top linking sites, etc.) has a link to more results that can be clicked to view and expand the report for each type.

For example, the expanded report for Top Linked Pages shows Top Target pages, which are the pages from the site that are linked to the most.

Clicking a URL will change the report to display all the external domains that link to that one page.

The report shows the domain of the external site but not the exact page that links to the site.

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Sitemaps

A sitemap is generally an XML file that is a list of URLs that helps search engines discover the webpages and other forms of content on a website.

Sitemaps are especially helpful for large sites, sites that are difficult to crawl if the site has new content added on a frequent basis.

Crawling and indexing are not guaranteed. Things like page quality, overall site quality, and links can have an impact on whether a site is crawled and pages indexed.

Sitemaps simply make it easy for search engines to discover those pages and that’s all.

Creating a sitemap is easy because more are automatically generated by the CMS, plugins, or the website platform where the site is hosted.

Some hosted website platforms generate a sitemap for every site hosted on its service and automatically update the sitemap when the website changes.

Search Console offers a sitemap report and provides a way for publishers to upload a sitemap.

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To access this function click on the link located on the left-side menu.

sitemaps

The sitemap section will report on any errors with the sitemap.

Search Console can be used to remove a sitemap from the reports. It’s important to actually remove the sitemap however from the website itself otherwise Google may remember it and visit it again.

Once submitted and processed, the Coverage report will populate a sitemap section that will help troubleshoot any problems associated with URLs submitted through the sitemaps.

Search Console Page Experience Report

The page experience report offers data related to the user experience on the website relative to site speed.

Search Console displays information on Core Web Vitals and Mobile Usability.

This is a good starting place for getting an overall summary of site speed performance.

Rich Result Status Reports

Search Console offers feedback on rich results through the Performance Report. It’s one of the six dimensions listed below the graph that’s displayed at the top of the page, listed as Search Appearance.

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Selecting the Search Appearance tabs reveals clicks and impressions data for the different kinds of rich results shown in the search results.

This report communicates how important rich results traffic is to the website and can help pinpoint the reason for specific website traffic trends.

The Search Appearance report can help diagnose issues related to structured data.

For example, a downturn in rich results traffic could be a signal that Google changed structured data requirements and that the structured data needs to be updated.

It’s a starting point for diagnosing a change in rich results traffic patterns.

Search Console Is Good For SEO

In addition to the above benefits of Search Console, publishers and SEOs can also upload link disavow reports, resolve penalties (manual actions), and security events like site hackings, all of which contribute to a better search presence.

It is a valuable service that every web publisher concerned about search visibility should take advantage of.

More Resources:

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Featured Image: bunny pixar/Shutterstock



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