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Google Shows New Snippets For Quoted Searches

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Google Shows New Snippets For Quoted Searches

Google’s search snippets look slightly different when you put quotes around your queries. Learn more about what’s changing in today’s announcement.

“We’re making quoted searches better,” says Google Search software engineer Yonghao Jin in a blog post.

Now, when you put quotes around a word or phrase in a query, the snippet will contain an excerpt of text from the page where the quote appears.

Here’s an example of a snippet that may appear for a query containing “google search”:

Image Credit: Screenshot from blog.google/products/search, August 2022.

Google notes that the bolding of the quoted text only appears in desktop search results.

Before today’s update, Google aimed to serve search snippets describing the page rather than identifying the quoted text.

“Creating a snippet around sections like that might not produce an easily readable description,” Jin continues.

Now, Google is listening to feedback from searchers who say they’d prefer to see where the quoted text appears.

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What Does This Mean For Your Website?

Today’s update to search snippets for quoted text only impacts how results are displayed in Google. It doesn’t affect how webpages are ranked in Google.

However, this update could impact the number of clicks your pages receive from Google Search.

Google emphasizes that this change benefits searchers since they can get what they’re looking for easier and faster.

On the other hand, web publishers may not find the change as beneficial.

If searchers can get the excerpt they’re looking for directly in Google, isn’t that less of a reason to visit the page itself?

It’s too early to tell the impact this change will have on click-through rate if any, but it’s a concern that immediately came to mind when I read Google’s announcement.

Other Notes About Quoted Searches

Google’s new snippets for quoted searches may not appear when there are multiple quoted terms in the same query. If the terms are far apart from each other, Google will display one of them in the snippet.

If the quoted text appears several times on a page, Google will show the most relevant occurrence in the snippet.

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Lastly, it’s worth noting that quoted searches don’t work for local results. If you enter a query with quotes that triggers a local box to appear, Google will not restrict results to pages that contain the quoted text.


Source: Google

Featured Image: nerosu/Shutterstock

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SEO

Link relevancy trumps volume for SEO

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Data speaks Link relevancy trumps volume for SEO

30-second summary:

  • Earned media coverage is more valuable than ever for your website
  • Digital PR is just as important as technical SEO
  • A large volume of links is the goal, what’s stopping someone from picking the most newsworthy idea, even if it has nothing to do with your client?

In 2022, it’s impossible to deny the benefit that digital PR as a tactic has on an organic growth strategy. Earned media coverage is more valuable than ever for your website. You could be doing everything right for SEO, but if you’re not building links, you’re still missing out on the increased search visibility, organic traffic, and brand awareness that backlinks bring to your business.

Last year, Google’s John Mueller finally weighed in on digital PR as a tactic and confirmed what we’ve all known for a while now: that it’s just as important — if not more — as technical SEO.

As digital PR is still a relatively “young industry” that’s only just sprouted up in the past 10 years, many PR pros have relied on “viral” campaigns to boost the backlink portfolio of their clients. These viral campaigns are often celebrated but are often created with little regard to how relevant, or “on-brand” those ideas really are.

After all, if a large volume of links is the goal, what’s stopping someone from picking the most newsworthy idea, even if it has nothing to do with your client?

In 2022, link volume is no longer the goal (or shouldn’t be)

While many PR pros’ were evaluating their success around this one key metric (link volume) others in the industry have suspected for a while now that the relevance of linking coverage is a key factor Google looks at when assigning “value” to links.

Once again, John Mueller has settled the debate about link volume vs link relevance,  coming out in 2021 and saying that ‘the total number of links’ doesn’t matter at all.

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This clarity has helped refocus the digital PR industry and forced PR pros to re-evaluate what metrics and KPIs we need to be focusing on to drive true organic growth.

It’s no longer enough to be ‘popular’ you also need to be relevant. Not just in terms of the publications you are targeting, but the keywords you want to rank for,  audience interest, and most importantly, brand alignment to the story you are pitching in.

Google is continuously looking to become more intelligent through its use of machine learning and artificial intelligence. It wants to understand web content as a human, and therefore through its use of natural language understanding, it is likely to not just be looking at the anchor text of links in third-party articles, but it is also wanting to understand the wider context of the article that a brand is placed in.

How to ensure your link-building activity is relevant to your brand

The first steps to coming up with relevant content ideas for your digital PR campaign are to:

  1.  understand your client, and
  2.  understand your client’s audience and their needs.

Every good idea will flow from these two pillars.

If Google’s main objective is to show the best content to users through search, then your job is to create content that either supports your client’s product or service or supports their customers.

It is more important than ever to not only create relevant and on-brand content in the written form but also ensure that any supporting assets created (video, images, audio) are also relevant to the target keywords and services or products that the brand sells.

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In addition, it’s important to create content that engages people, to drive further buzz and positive sentiment around the brand, all of which contribute to greater brand awareness and affinity among your potential customers.

How to measure the relevancy of your backlink profile

We now have the technology available to us to be able to understand and assign quantifiable metrics to the relevance of linking coverage (or indeed the relevance of any text-based content) – which allows us to be much more data-driven and targeted when developing digital PR, link creation activity and competitor and marketplace analysis.

For example, natural language understanding tools like Salient, measure the relevancy of both off-page and on-page content. Tools like this help to understand how a search engine is viewing a brand’s content, it not only enables us to identify the gaps in our client’s backlink profile.

At Journey Further, we use this proprietary tool to measure the relevancy of both off-page and on-page content for our clients.

Measuring the relevancy of your backlink profile

We can use this tool to understand how a search engine is viewing a brand’s content, it not only enables us to identify the gaps in our client’s backlink profile but also aids us in optimizing its content on-site. The outcome of which – is a much more focused, effective, and measurable digital PR activity that is better aligned to SEO objectives and that delivers better ROI for clients.

Looking ahead to 2023

Looking ahead to 2023 and beyond, it’s likely that Google will only continue to develop better technology to understand web content.

All digital PR campaigns should reflect this, and where possible, be multi-faceted, not just relying on a single press release to get cut through. We need to be thinking as marketers, not just SEO practitioners, and ensure we are driving as much ROI as possible. Taking a brand plus performance approach to SEO and digital PR will therefore be key.


Beth Nunnington is the VP of Digital PR and Content Marketing at Journey Further, leading Digital PR strategy for the world’s leading brands. Her work has been featured in The Drum, PR Moment, and Prolific North. Find Beth on Twitter @BethNunnington.

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