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Headless WordPress And More With Ivan Popov

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Headless WordPress And More With Ivan Popov

While attending WordCamp Porto, I had an opportunity to attend Ivan Popov’s presentation on Headless WordPress. It is one of the obscure areas for SEO, and I want to share a few insights with SEJ readers.

Headless WordPress brings the opportunity to feed many channels from your WordPress install.

One can push data from WordPress into:

  • Mobile app.
  • Website.
  • Third-party apps.
Image source: Slide from Ivan Popov’s presentation at WordCamp 2022

It makes WordPress more than just a CMS; it integrates into the whole ecosystem of web and mobile apps where users can still take advantage of using the WordPress admin panel.

It also brings developers from modern technologies such as React.js or Node.js into a WordPress world and makes it attractive to the younger generation of developers who prefer to learn modern programming languages.

But, the main question for SEOs still is, “What does it mean for SEO?”

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In order to learn more, I have done a short interview with Ivan Popov, CEO of Vipe Studio and a speaker at WordCamp Europe 2022.

Headless WordPress is one of the obscure areas for SEOs. A lot of SEOs don’t understand why it is used for or what it should be used for. When should Headless WordPress be used and when should it not be used?

Ivan Popov: “I believe the Headless real value is coming when we are having a high traffic website, a really visited one, for example. We are just not talking about hundreds of visits we are talking about millions of users.

They need real power and they need real value counts because it’s not the technology that is suitable just for starting business. It is more of the expensive ones that I really advise to be used only if your website is getting enough value and it is big enough.”

 Ivan Popov’s presentation on Headless WordPressThe average hourly rate of React developers is higher than WordPress. Image source: Slide from Ivan Popov’s presentation at WordCamp 2022

“Also, the SEO problem can be resolved. It can be fully SEO-ready, but it is not just like WordPress where you can simply install a plugin and make it work.

Here, you need developers to do the job – even the simplest task requires developers to do it.

As long as you can invest in your technical team, every SEO problem you may face is resolvable – fully resolvable.”

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If you have a simple business website, like a company website or a simple shop, you should not worry about using Headless. You mentioned that it’s suitable for high-traffic websites. How many users per day, per hour?

Ivan Popov: “We are speaking about heavily visited websites. Like for example, if they have a thousand visitors every second, or ten thousand readers right now online reading the news, so we’re really speaking about highly visited websites.

Headless does not rely on caching, which is essential when it comes to highly dynamic websites which have personalized content, job postings, or listings websites with hundreds of thousands of webpages.

Caching risks the user to not always receive a fresh copy of the webpage, while Headless will always provide the live data.”

Did you see any indexing issues Headless websites may suffer from? Any SEO issues from Headless?

Ivan Popov: “Not only have I haven’t seen any issues, but I have seen benefits because Headless WordPress websites, for example, provide perfect green (Core Web Vital) scores from page speed tester tools and also the web dev tools testers.

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And because of those green results and good grades, the websites are actually benefiting with SEO rather than having issues.”

So, you didn’t see any indexing issues, such as pages dropping from indexing?

Ivan Popov: “No, as long as everything is setup correctly, there is not an issue that can occur.”

So, it comes down to basic best SEO practices that should be implemented with Headless WordPress. If implemented, will the website get ranked normally?

Ivan Popov: “Absolutely. The thing here is that it is not like plugins that are just plug-in and play.

You need the technicians that need to do everything manually. But as long as it’s set up correctly, there is nothing that you can lose the rankings from.”

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For those who want to learn Headless WordPress, what kind of educational materials do you recommend?

Ivan Popov: “Because everything is open-sourced, you can just try to learn this like you traditionally approach new technology. Just read as much material as you can. There are a lot of free materials as well.

Everything is open-sourced. There is a community. So, everything is just starting. Starting a project – the first project is the hardest – but then try to do as complicated things as possible, and you will learn naturally just like approaching any new technology.”

In your presentation, you mentioned that Headless WordPress based on NextJS is more SEO friendly than ReactJS. Can you please expand on that more in what kind of issues one might run into when using ReactJS and what kind of opportunities are given NextJS as you name it a more SEO-friendly framework?

Ivan Popov: “For example, if we are using a setup with ReactJS and reading the data from the REST API, then we rely on real time communication between the REST API on WordPress and the ReactJS website.

That’s why, at some point, this communication can interfere or something can be fetched, which is not super reliable when it comes to SEO because SEO relies that Google has quick access to meta, SEO titles, description titles – things like these.

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Those are the issues that can result, but for example if you are using next website with, let’s say, graph communicator, then we have everything server side pre-rendered, and then we have no issues at all.”

Basically Google is able to index meta descriptions as a part of HTML and not at the rendering phase. Rendering sometimes may take big computing resources and Google may drop off from indexing during rendering. 

Ivan Popov: “Yes, correct.”

In case of ecommerce, when would you recommend Headless? For eocmmerce stores with a certain number of products, customers, etc. in order to consider switching to Headless. 

Ivan Popov: “When using it for ecommerce, we should be really careful. It is scaling for large shops not for any shop but for a large shop. We are basically building everything from scratch.

When it comes to woo ecommerce, we have plugins for payment types and shipping providers. If you are switching to Headless, our developers need to code those integrations.

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So, now our developers need to code integrations for payment providers and integrations for shipping providers.

So, we will still benefit because our webstore is becoming super fast and getting served globally to millions of customers, but on the other side, the investment is a lot bigger because you need to invest in coding every single functionality your website is involved in.”

In the case of ecommerce, is it better to consider other platforms instead of Headless?

Ivan Popov: “I cannot say this because I’m a die hard WordPress fan, but you need to make sure the investment is worth it.”

Conclusion

Headless WordPress is a complex tech, and using it should be justified by business goals.

It is completely redundant and waste of budget to use Headless WordPress when you have basic website or blog.

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It should be considered as an option when you need cross-platform capabilities or a highly dynamic website with hundred thousands of pages, no matter you use Headless or not always use Google Search Console’s URL inspection tool to see how Google does crawl your webpages.


Featured Image: Primakov/Shutterstock



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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.


Featured Image: BestForBest/Shutterstock

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