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How to optimize keywords and SEO titles with popular keywords

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30-second summary:

  • Title optimization of articles, blogs, or webpages is critical to get traffic and earn money from Adsense and affiliates
  • The standard advice is to stick to one keyword phrase per page to maintain strict relevance and avoid getting penalized for keyword stuffing
  • Adding extra related keywords, however, apart from the modifiers and words to create a sensible title has the potential to get more traffic to websites
  • Here are some good insights and tips on how you can optimize your keywords titles

Optimizing titles of articles, blogs or webpages is critical for getting traffic and earning money from Adsense and affiliates. The standard advice is to stick to one keyword phrase per page to maintain strict relevance and avoid getting penalized for keyword stuffing. But adding extra, related keywords, apart from the modifiers and words to create a sensible title, has the potential to get more traffic to your site.

In this article, I’ll review, my own experience in crafting carefully multiple keyword titles.

Keep the title short – one keyword phrase to a page

As a golden tip, start targeting individual keywords on separate pages and use multiple pages for related words. General landing pages for mixed or general topics generally will not work because you will not be able to compete for popular single keywords without adding phrases for longtail titles. The general advice is that you should keep the title short (less than 70 characters) and only target perhaps two or three primary keywords that are highly relevant to the content of the page and its objective. You can of course develop long-tail keywords that include your primary keywords plus a series of modifiers to make a ‘sensible’ title that makes sense to humans and the test the bots use to evaluate your sites.

Avoid keyword stuffing

There is a lot of information on the dangers of keyword stuffing, which means over-use of your keyword or keywords in the title, description, and the body copy. Google invokes a penalty for keyword stuffing, though the threshold keyword density is not exactly known. There are various tools for counting keyword use frequencies. Keyword Density is simply measured as the relative number of times your search term (Keyword or Keyword phrase) occurs as a percentage of the total number of words on a given page. The ideal Keyword Density must not be greater than 5.5 percent. But various search engines have different thresholds before they apply penalties. Reasonably, high Keyword Densities can help boost page rankings but you don’t have to overdo it.

Keyword Density can be boosted by using your keywords repeatedly in the:

  • Title tag
  • Header tag
  • Comment tag
  • Body tag
  • Anchor tag
  • Image tag
  • Alt tag
  • Domain name, and
  • Paragraph tag

Another general piece of advice for titles is not to exceed using the identical keyword in the title more than twice.

How Google and other search engines crawl and rank your keywords in the title

It is not widely understood, but Google and other search engines register and rank every individual keyword in your title and every combination – including various orders and positions for the keywords. Although there is a priority for phrases with the keywords in the order they are in the Title, and for words that appear first, Google will register all the keywords and phrases and derive a ranking for them.

Dilution of the weight of the keywords in the title

Google also appears to regard long titles as more likely to be Spammy (especially very long titles). Longer titles may also appear keyword-stuffed. Research has shown that the first keyword in the title has the highest weight; the second keyword has somewhat less weight and so on. By adding more words you may dilute the weight applied to each of them. For targeting two-word searches and phrases, it is important to keep keywords close to each other and in their ‘natural’ order. Try to match the likely order of the terms in the search phrase, to the order in the title.

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Use multiple keyword phrases multiply your traffic

If Google derives a rank for all the words in the title, surely, by including two or three keywords rather than one will be more likely to get more traffic. The traffic for each word should add up and multiply. Understanding when this is appropriate and when it is not is the crux of optimizing titles. As explained previously the weight or value of the keyword appears to fall rapidly as you move from the first word to the last. More keywords appear to dilute the weight given for each word. Also, there is the important issue of relevance. Your page may be penalized if the words you use are not highly relevant to the content of the page.

The key aspect is competition – only use a single phrase if the competition is high

If there is a lot of competition for a keyword then it is best to only use a single keyword or phrase. Stick to the keyword phrase you have found using the Google Keyword Planner for use in the title. You know the statistic and competition for that exact phrase and it is unwise to fiddle with it. Various tools can be used to estimate competition for the phrase and the likely traffic. The Keyword Research tool shows how even minor changes in the phrase can dramatically affect traffic and competition.

If the competition is high you have to maintain the strength of your page and title to compete. Adding extra phrases will dilute the weight applied to the keyword. You will be competing against pages that are likely to be strongly targeted on that keyword phrase as well. You could lose the battle if you don’t have that singular, highly focused title for the keyword.

If there is moderate competition enrich your title with more keywords

For moderate competition, there are several ways you can go to use multiple keywords in the title.

1. Use two or more Modifiers

The solution to not duplicating the keyword is to add one or two extra modifiers or action words. If you look at the competitive keyword phrases shown by the Google Keyword Tool you will often find that two phrases look promising that both contain the primary keyword or phrase. [action word 1 keyword] + [keyword action word 2] = [action word 1 keyword action word 2]

Let’s say, for instance, you are after a keyword title for your article about Green Tea health benefits and you want to use a longtail keyword narrowing the search to extracts. The obvious solution is:

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  • Health Benefits of Green Tea Extracts

This provides a title for four phrases

  • Benefits of Green
  • Health Benefits of Green Tea
  • Green Tea Extracts
  • Health Benefits of Green Tea Extracts

Another example is a title about Professional Make-up Artists

Reviews of Professional Make-up Artists + Make-up Artist Portfolios = Reviews of Professional Make-up Artist Portfolios

This makes the title target four phrases in one:

  • Reviews of Professional Make-up Artists
  • Make-up Artist Portfolios
  • Professional make-up artist portfolios
  • Reviews of Professional Make-up Artist Portfolios

In both cases, this very simple tactic makes it possible to create a short concise title that is enriched by optimizing it for more than one key term and narrowing down your target audience. Perhaps your article is about creating portfolios and how to find and review make-up artists and this title targets these keywords. Of course, it is often hard to find word combinations similar to these and it emphasizes that title design is a real art. These examples also show how the use of action keywords and modifier phrases to target buyers who are ready to buy, which will fulfill the aim of your website.

2. Long tail action based keyword choices

Long-tail titles using action words are generally more effective, as action-based queries usually attract users that have already got their credit card out and are hungry to find what they want and to buy it. Targeting your audience will lose part of the potential audience but the ones you have filtered for will be more likely to buy.

The role of SEO title optimization is to enrich the keywords in the title that potential buyers might use when conducting a search to target the group that is interested in your product or services.

The best strategy is to build the longtail keyword title, not by using poorly selected action words as modifiers, but by researching the action words and phrases as well for maximum benefit.

Combine competitive keyword phrases to enrich the title

The Google Keyword Planner Tool might show two promising keyword phrases essentially related to the same topic. Let say, for instance, that you are trying to market green tea extracts using their health benefits, particularly to help people having issues with losing weight. The Google Keyword Planner Tool shows three competitive phrases

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  • green tea health benefits
  • green tea extract
  • green tea health benefits for weight loss

These phrases can be combined in ways that retain the order of the words (with green tea as the first phrase) but allow all these phrases to work in your title.

For example

  • Green Tea Extract: Health Benefits for Weight Loss

This longtail keyword is optimized for all three competitive phrases.

The ideal separator for two phrases

What is the ideal separator when using multiple keyword phrases? It does not really matter. You can use a pipe (|), a colon (:) a dash (-), or a comma (,)

However, don’t use the underscore ( _ ) as search engines don’t recognize it as a separator. These characters have no ranking benefit, but they help make your title readable.

Dealing with plurals and synonyms

In some cases, you may want to expand the keywords in the title to include plurals, synonyms, and other expressions for your topic. For example “architect supply”, “architectural supplies” and “technical drawing equipment” essentially deal with the same topic. You will need to craft the title to include these variants if you can.

For example: “Architectural supplies: Technical Drawing Equipment for Architects”

One of the potential dangers with targeting a single term in your title is that it creates a tendency for over-optimization, even when it’s not intended. You may use that single keyword everywhere on your page. If you include variants this is less likely to happen.

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Don’t overdo it!

You need to be careful because adding more keywords can mean that each of them will have less and less impact. The more you try to stuff extra keywords into the less natural it is going to sound. For example, if you use the following title it will appear in the search results as –

Cheap Coffee | Gourmet Coffee | Ground Gourmet Coffee

Google won’t like it as it will be interpreted as keyword stuffing. Your potential customers won’t like it because they will see it as unnatural and likely to provide useless promotional material

Much better would be:

Low Price Ground Gourmet Coffee and Fresh Roasted Bean Suppliers

Which version looks better in the search results? Which one is less likely to be seen as keyword stuffing and deception?

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If you have a keyword ‘Recycling Information – How And Where To Recycle

What if you want to optimize an article for the keyword “Recycling Tips” as well?

You could build a title such as

Recycling Information – Recycling Tips – How and Why Recycling is Better

But this is clearly keyword stuffing and Google will probably penalize it.

A better option is

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Recycling Information – Tips, Tricks and How to Recycle

You can see that your second keyword recycling tips is in the title, but with the keyword word information in between. This will be slightly less effective but Google will still list you page for the keyword Recycling Information – Tips. If you look at the search results where the matching keywords are shown in ‘bold’, you will notice that this often occurs even for pages that appear high up in the search results.

Final thoughts

  • Building traffic is important, but it is conversion rates that really matter
  • The keyword “tail” should not “wag” your dog (marketing strategy). Keep the focus on the major keyword and keep it at the front of your title.
  • Use association and keyword matching to group keywords. Rank your potential phrases for search popularity, but make sure you can compete for them and cascade down by adding modifiers to build a longtail title that will work.
  • Never forget that a human user will determine your conversion rates, not the search engines
  • Your titles must be readable and appealing

If you do all this along with writing high-quality content intended for people and optimized for Google, your articles, blog, or webpages will suddenly be ranking for multiple keywords with high conversion rates. You may even end up being in the first spot for a keyword that was never your main focus.


Jacob M. is a copywriter, marketing blogger, inbound marketing consultant, and founder of Write Minds. He can be found on Twitter @jmcmillen89.

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Source: Jacob M.

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Top Priorities, Challenges, And Opportunities

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Top Priorities, Challenges, And Opportunities

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.

It’s time to chart a course for SEO success in this changing landscape.

Watch this on-demand webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.

You’ll hear:

  • The top SEO priorities and challenges for 2024.
  • The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
  • Winning SEO resourcing strategies and reporting insights to fuel success.

With Shannon Vize and Ryan Maloney, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.

Discover timely insights and unlock new SEO growth potential in 2024.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Reserve your spot and discover 10 quick and easy SEO wins to boost your site’s rankings.

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E-E-A-T’s Google Ranking Influence Decoded

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E-E-A-T's Google Ranking Influence Decoded

The idea that something is not a ranking factor that nevertheless plays a role in ranking websites seems to be logically irreconcilable. Despite seeming like a paradox that cancels itself out, SearchLiaison recently tweeted some comments that go a long way to understanding how to think about E-E-A-T and apply it to SEO.

What A Googler Said About E-E-A-T

Marie Haynes published a video excerpt on YouTube from an event at which a Googler spoke, essentially doubling down on the importance of E-A-T.

This is what he said:

“You know this hasn’t always been there in Google and it’s something that we developed about ten to twelve or thirteen years ago. And it really is there to make sure that along the lines of what we talked about earlier is that it really is there to ensure that the content that people consume is going to be… it’s not going to be harmful and it’s going to be useful to the user. These are principles that we live by every single day.

And E-A-T, that template of how we rate an individual site based off of Expertise, Authoritativeness and Trustworthiness, we do it to every single query and every single result. So it’s actually very pervasive throughout everything that we do .

I will say that the YMYL queries, the Your Money or Your Life Queries, such as you know when I’m looking for a mortgage or when I’m looking for the local ER,  those we have a particular eye on and we pay a bit more attention to those queries because clearly they’re some of the most important decisions that people can make.

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So I would say that E-A-T has a bit more of an impact there but again, I will say that E-A-T applies to everything, every single query that we actually look at.”

How can something be a part of every single search query and not be a ranking factor, right?

Background, Experience & Expertise In Google Circa 2012

Something to consider is that in 2012 Google’s senior engineer at the time, Matt Cutts, said that experience and expertise brings a measure of quality to content and makes it worthy of ranking.

Matt Cutts’ remarks on experience and expertise were made in an interview with Eric Enge.

Discussing whether the website of a hypothetical person named “Jane” deserves to rank with articles that are original variations of what’s already in the SERPs.

Matt Cutts observed:

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“While they’re not duplicates they bring nothing new to the table.

Google would seek to detect that there is no real differentiation between these results and show only one of them so we could offer users different types of sites in the other search results.

They need to ask themselves what really is their value add? …they need to figure out what… makes them special.

…if Jane is just churning out 500 words about a topic where she doesn’t have any background, experience or expertise, a searcher might not be as interested in her opinion.”

Matt then cites the example of Pulitzer Prize-Winning movie reviewer Roger Ebert as a person with the background, experience and expertise that makes his opinion valuable to readers and the content worthy of ranking.

Matt didn’t say that a webpage author’s background, experience and expertise were ranking factors. But he did say that these are the kinds of things that can differentiate one webpage from another and align it to what Google wants to rank.

He specifically said that Google’s algorithm detects if there is something different about it that makes it stand out. That was in 2012 but not much has changed because Google’s John Mueller says the same thing.

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For example, in 2020 John Mueller said that differentiation and being compelling is important for getting Google to notice and rank a webpage.

“So with that in mind, if you’re focused on kind of this small amount of content that is the same as everyone else then I would try to find ways to significantly differentiate yourselves to really make it clear that what you have on your website is significantly different than all of those other millions of ringtone websites that have kind of the same content.

…And that’s the same recommendation I would have for any kind of website that offers essentially the same thing as lots of other web sites do.

You really need to make sure that what you’re providing is unique and compelling and high quality so that our systems and users in general will say, I want to go to this particular website because they offer me something that is unique on the web and I don’t just want to go to any random other website.”

In 2021, in regard to getting Google to index a webpage, Mueller also said:

“Is it something the web has been waiting for? Or is it just another red widget?”

This thing about being compelling and different than other sites, it’s something that’s been a part of Google’s algorithm awhile, just like the Googler in the video said, just like Matt Cutts said and exactly like what Mueller has said as well.

Are they talking about signals?

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E-EA-T Algorithm Signals

We know there’s something in the algorithm that relates to someone’s expertise and background that Google’s looking for. The table is set and we can dig into the next step of what it all means.

A while back back I remember reading something that Marie Haynes said about E-A-T, she called it a framework. And I thought, now that’s an interesting thing she just did, she’s conceptualizing E-A-T.

When SEOs discussed E-A-T it was always in the context of what to do in order to demonstrate E-A-T. So they looked at the Quality Raters Guide for guidance, which kind of makes sense since it’s a guide, right?

But what I’m proposing is that the answer isn’t really in the guidelines or anything that the quality raters are looking for.

The best way to explain it is to ask you to think about the biggest part of Google’s algorithm, relevance.

What’s relevance? Is it something you have to do? It used to be about keywords and that’s easy for SEOs to understand. But it’s not about keywords anymore because Google’s algorithm has natural language understanding (NLU). NLU is what enables machines to understand language in the way that it’s actually spoken (natural language).

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So, relevance is just something that’s related or connected to something else. So, if I ask, how do I satiate my thirst? The answer can be water, because water quenches the thirst.

How is a site relevant to the search query: “how do I satiate my thirst?”

An SEO would answer the problem of relevance by saying that the webpage has to have the keywords that match the search query, which would be the words “satiate” and “thirst.”

The next step the SEO would take is to extract the related entities for “satiate” and “thirst” because every SEO “knows” they need to do entity research to understand how to make a webpage that answers the search query, “How do I satiate my thirst?”

Hypothetical Related entities:

  • Thirst: Water, dehydration, drink,
  • Satiate: Food, satisfaction, quench, fulfillment, appease

Now that the SEO has their entities and their keywords they put it all together and write a 600 word essay that uses all their keywords and entities so that their webpage is relevant for the search query, “How do I satiate my thirst?”

I think we can stop now and see how silly that is, right? If someone asked you, “How do I satiate my thirst?” You’d answer, “With water” or “a cold refreshing beer” because that’s what it means to be relevant.

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Relevance is just a concept. It doesn’t have anything to do with entities or keywords in today’s search algorithms because the machine is understanding search queries as natural language, even more so with AI search engines.

Similarly, E-E-A-T is also just a concept. It doesn’t have anything to do with author bios, LinkedIn profiles, it doesn’t have anything at all to do with making your content say that you handled the product that’s being reviewed.

Here’s what SearchLiaison recently said about an E-E-A-T, SEO and Ranking:

“….just making a claim and talking about a ‘rigorous testing process’ and following an ‘E-E-A-T checklist’ doesn’t guarantee a top ranking or somehow automatically cause a page to do better.”

Here’s the part where SearchLiaison ties a bow around the gift of E-E-A-T knowledge:

“We talk about E-E-A-T because it’s a concept that aligns with how we try to rank good content.”

E-E-A-T Can’t Be Itemized On A Checklist

Remember how we established that relevance is a concept and not a bunch of keywords and entities? Relevance is just answering the question.

E-E-A-T is the same thing. It’s not something that you do. It’s closer to something that you are.

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SearchLiaison elaborated:

“…our automated systems don’t look at a page and see a claim like “I tested this!” and think it’s better just because of that. Rather, the things we talk about with E-E-A-T are related to what people find useful in content. Doing things generally for people is what our automated systems seek to reward, using different signals.”

A Better Understanding Of E-E-A-T

I think it’s clear now how E-E-A-T isn’t something that’s added to a webpage or is something that is demonstrated on the webpage. It’s a concept, just like relevance.

A good way to think o fit is if someone asks you a question about your family and you answer it. Most people are pretty expert and experienced enough to answer that question. That’s what E-E-A-T is and how it should be treated when publishing content, regardless if it’s YMYL content or a product review, the expertise is just like answering a question about your family, it’s just a concept.

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Google Announces A New Carousel Rich Result

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Google Announces A New Carousel Rich Result

Google announced a new carousel rich result that can be used for local businesses, products, and events which will show a scrolling horizontal carousel displaying all of the items in the list. It’s very flexible and can even be used to create a top things to do in a city list that combines hotels, restaurants, and events. This new feature is in beta, which means it’s being tested.

The new carousel rich result is for displaying lists in a carousel format. According to the announcement the rich results is limited to the following types:

LocalBusiness and its subtypes, for example:
– Restaurant
– Hotel
– VacationRental
– Product
– Event

An example of subtypes is Lodgings, which is a subset of LocalBusiness.

Here is the Schema.org hierarchical structure that shows the LodgingBusiness type as being a subset of the LocalBusiness type.

  • Thing > Organization > LocalBusiness > LodgingBusiness
  • Thing > Place > LocalBusiness > LodgingBusiness

ItemList Structured Data

The carousel displays “tiles” that contain information from the webpage that’s about the price, ratings and images. The order of what’s in the ItemList structured data is the order that they will be displayed in the carousel.

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Publishers must use the ItemList structured data in order to become eligible for the new rich result

All information in the ItemList structured data must be on the webpage. Just like any other structured data, you can’t stuff the structured data with information that is not visible on the webpage itself.

There are two important rules when using this structured data:

  1. 1. The ItemList type must be the top level container for the structured data.
  2. 2. All the URLs of in the list must point to different webpages on the same domain.

The part about the ItemList being the top level container means that the structured data cannot be merged together with another structured data where the top-level container is something other than ItemList.

For example, the structured data must begin like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1,

A useful quality of this new carousel rich result is that publishers can mix and match the different entities as long as they’re within the eligible structured data types.

Eligible Structured Data Types

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  • LocalBusiness and its subtypes
  • Product
  • Event

Google’s announcement explains how to mix and match the different structured data types:

“You can mix and match different types of entities (for example, hotels, restaurants), if needed for your scenario. For example, if you have a page that has both local events and local businesses.”

Here is an example of a ListItem structured data that can be used in a webpage about Things To Do In Paris.

The following structured data is for two events and a local business (the Eiffel Tower):

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Event", "name": "Paris Seine River Dinner Cruise", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 45.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.2, "reviewCount": 690 }, "url": "https://www.example.com/event-location1" } }, { "@type": "ListItem", "position": 2, "item": { "@type": "LocalBusiness", "name": "Notre-Dame Cathedral", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "priceRange": "$", "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.8, "reviewCount": 4220 }, "url": "https://www.example.com/localbusiness-location" } }, { "@type": "ListItem", "position": 3, "item": { "@type": "Event", "name": "Eiffel Tower With Host Summit Tour", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 59.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.9, "reviewCount": 652 }, "url": "https://www.example.com/event-location2" } } ] } </script>

Be As Specific As Possible

Google’s guidelines recommends being as specific as possible but that if there isn’t a structured data type that closely matches with the type of business then it’s okay to use the more generic LocalBusiness structured data type.

“Depending on your scenario, you may choose the best type to use. For example, if you have a list of hotels and vacation rentals on your page, use both Hotel and VacationRental types. While it’s ideal to use the type that’s closest to your scenario, you can choose to use a more generic type (for example, LocalBusiness).”

Can Be Used For Products

A super interesting use case for this structured data is for displaying a list of products in a carousel rich result.

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The structured data for that begins as a ItemList structured data type like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Product",

The structured data can list images, ratings, reviewCount, and currency just like any other product listing, but doing it like this will make the webpage eligible for the carousel rich results.

Google has a list of recommended recommended properties that can be used with the Products version, such as offers, offers.highPrice, and offers.lowPrice.

Good For Local Businesses and Merchants

This new structured data is a good opportunity for local businesses and publishers that list events, restaurants and lodgings to get in on a new kind of rich result.

Using this structured data doesn’t guarantee that it will display as a rich result, it only makes it eligible for it.

This new feature is in beta, meaning that it’s a test.

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Read the new developer page for this new rich result type:

Structured data carousels (beta)

Featured Image by Shutterstock/RYO Alexandre

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