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Why Social Signals Matter for SEO (It’s Not a Ranking Factor)

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Why Social Signals Matter for SEO (It's Not a Ranking Factor)

Social signals are all the engagement metrics (e.g., the number of likes, shares, or comments) your content gets on social media. They generally reflect how visible and engaging your content on social media is, making them a good indicator of your content distribution success.

If you’ve been in SEO for a while or you’ve already done some research, you’ve probably come across claims that social signals are an SEO ranking factor. That’s not true, at least according to multiple statements from Google’s spokespeople.

But even though Google doesn’t take social signals into account in its ranking algorithms, it still makes sense to keep improving them. In fact, many businesses can significantly improve their SEO by putting more effort into their social media content distribution.

Want to make more sense of it and learn how you can improve your social signals to help your SEO? Keep on reading.

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Social signals aren’t an SEO ranking factor

We should first discuss the reasons why social signals aren’t a ranking factor. Of course, the most straightforward ones are claims like this one from John Mueller, Google’s search advocate:

Even though it’s quite an old video already, it’s the most straight-to-the-point statement regarding social signals and SEO I could find from Google’s spokespeople. There have been many other claims implying the same since then.

Now, here’s my take on why social signals don’t make sense as a ranking factor.

First of all, social media is full of spam and fake accounts. You can buy unlimited followers, likes, etc., for pennies. How should Google identify social signals from real accounts when social media platforms themselves struggle with filtering and banning all this spam?

Then there’s the role of social media algorithms. A lot of great content gets buried with no to low visibility, while a lot of bad content gets traction. If you manage a huge account or amplify your social media posts, you get an advantage that has nothing to do with the content itself.

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That said, the posts that tend to get popular on social media aren’t usually really made to rank in search, and vice versa. Can you imagine “boring, but necessary” articles like this getting tons of likes, shares, and comments?

IMC article as an example of "boring, but necessary" content

Me neither. I can’t think of sharing this in a way that will stop many people from scrolling their feeds and engaging with the post. If I feel like that as the author, others must be even more disincentivized from sharing that.

But it targets keywords with solid search demand and ranks for them. It delivers what people looking that up want to learn about.

On the other hand, one of my most popular tweets was things many people don’t know about bounce rate; I also linked to the article at the end of the thread:

The first tweet from the thread above got some great social signals, but even the last one containing the link to the post itself wasn’t too bad:

Analytics of the last tweet in a thread

But the article never ranked well in Google:

Keywords' rankings of an article targeting "bounce rate" keywords
Screenshot taken from the Organic keywords report in Ahrefs’ Site Explorer.

Keep in mind that even if I found many other examples like this, it wouldn’t prove any causality because we’re looking at just one variable. There are hundreds, if not thousands, of variables involved in both search engine and social media ranking algorithms.

The point is there isn’t a big overlap in factors that make content popular on social media and in search engines, so it won’t even make sense to consider aligning their rankings.

How can strong social signals improve your SEO anyway

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Content distribution is the Achilles’ heel of many marketing teams. They spend a lot of time on creating great content, but there’s often not much they do after publishing it.

Social media (both organic and paid) is an important channel to use in your content distribution mix. Here’s why improving your social signals can improve your SEO too.

Social media is a part of your SEO and content marketing flywheels

Rand Fishkin popularized the term “marketing flywheel” as a set of continuous and repeatable marketing efforts that reinforce each other, making more impact with less effort after each iteration.

Here’s Rand’s SEO and content flywheel diagram to make things crystal clear:

Content and SEO flywheel

This can also be perceived as a snowball effect in the context of marketing tactics.

You can see that content distribution occupies the whole left side of the diagram. Social media is a crucial part of that, and strong social signals reflect the success on this front.

Simply, if you take out the focus on social media from the flywheel, you’ll experience much more friction.

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An indicator of becoming an authority in your niche

One of the parts of the flywheel model is this: “Grow your authority to rank better in search engines.”

While this is a simplified view and being an authority can be just one of many variables involved to rank well, it’s certainly an aspect that’s been growing in importance in recent years.

Authoritativeness represents one of the acronyms in Google’s concept of E-E-A-T that’s used to evaluate and tweak Google’s search ranking systems. The other letters stand for expertise, experience, and trustworthiness.

Google’s Search Quality Evaluator Guidelines mention social media multiple times. It makes sense that it’s something Google needs to pay attention to in terms of assessing people’s and brands’ E-E-A-T.

Here’s a good take on this from one of the most respected experts in this field, Marie Haynes:

Now think about the accounts you follow on social media to learn about things. They likely signal many, if not all, the E-E-A-T components. That’s what you should aim to achieve with your brand on social media (and elsewhere) too.

You’d get the advantage of compounding your social signals and being often referred to as a go-to resource. We can shamelessly claim to be such an authority in the SEO industry. That effect translates into automatically getting links to all of our new pieces of content, for example:

Automatically getting links upon publishing
Screenshot taken from the Backlinks report in Ahrefs’ Site Explorer.

This particular example got most of the initial traffic thanks to the author, Patrick Stox, sharing that on his Twitter:

Patrick himself is one of the biggest SEO authorities, and the fact that he shared a hot take that sparked discussions certainly helped too. But we’re seeing similar effects on initial backlink acquisition across the board.

Of course, sometimes the links are mostly worthless, as most of them come from content aggregators and spam websites. But we can often see it being showcased in industry news, as shown above with one of our recent pieces.

Strong correlation with Discover traffic

Google Discover is an automatically generated and highly personalized mobile feed based on your online activity. It shows information and news about the topics that interest you, like SEO, photography, or traveling.

Google Discover feed example

I know many people who don’t know this feed exists on their mobile devices, but I also know businesses that drive the majority of their organic traffic through this feed (like news and content-heavy websites).

Even a B2B SaaS blog like ours can get a solid chunk of traffic from it:

Google Discover performance of a B2B SaaS blog

Discover is largely a black box that’s difficult to optimize for. But one of the variables with a strong correlation to Discover performance is the buzz generated with your content distribution.

Google seems to push pieces of content that get popular on social media to the top of its Discover feed too. Strong social signals can very well translate into nice Discover performance.

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Five key tips to integrate your SEO and social media efforts

It should now be clear that you need a strong SEO and social media game if you want the best performance from your content marketing.

This chart shows how you ideally begin driving traffic with your content distribution efforts that later translate into more passive, organic traffic:

Traffic from content distribution translating into more passive, organic traffic from search engines

We’ve got a whole guide on content distribution, and there are countless good resources on learning social media marketing. For this reason, we’ll only go through the most relevant tips that matter in integrating your social media and SEO efforts.

1. Interlink and reconcile your website with social media profiles

We’ve already got the premise that building your brand and authority on social media could also benefit your SEO. Google is able to reconcile author and brand signals from multiple sources, including social media.

To make the work easier for Google, there are two basic things you should do.

The first one is interlinking your website with your social media profiles. Your website likely already contains links to your social profiles, and your social profiles likely link to your website. But there’s a way to reinforce this connection in the eyes of Google—sameAs schema markup.

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Schema markup is a code that helps search engines to understand your content and better represent it in the search results. There are countless ways to mark up your content. But one of the basic markups to get right is on a page that describes your company, usually your homepage or About page.

Here’s an excerpt of what it looks like on Ahrefs’ About page:

sameAs schema example

The highlighted part is the sameAs property that points to other important Ahrefs company pages, including social media profiles.

This is one of the most basic schema properties. The great news is that any solid, modern CMS makes it easy to add this to your pages. But schema, in general, is a more complex topic, so I suggest you check out my schema guide for beginners before you start marking up your pages.

The second important aspect is to reconcile your company and product information on these important pages. The way you describe your company and products on your website should match the descriptions elsewhere too. This is important for building your entity in Google’s Knowledge Graph, a topic that’s very relevant but also too complex to delve into here.

In reality, it’s nothing more than mostly copy-pasting your About page to fit your other company pages, like Ahrefs’ LinkedIn page:

Ahrefs LinkedIn profile overview page

Lastly, this can lead to another SEO benefit: owning more search results on branded SERPs:

Social media profiles on SERPs

2. Add link bait content to your content plan

Link bait is any content that’s primarily designed to attract backlinks. And guess what? Such content is also the best for generating buzz on social media and elsewhere.

That’s because if someone finds something so interesting or valuable to link to, we can also assume they’ll be keen to engage with that on social media.

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If we take a look at our most linked-to pages on our blog…

Best by links report
Screenshot from the Best by links report in Ahrefs’ Site Explorer.

… we’ll find out that 8 out of 10 pages above are also among the most shared ones on social media:

Top content report
Screenshot taken from the Top content report in Ahrefs’ Site Explorer.

Needless to say that many of these pages also drive significant organic traffic. This is the type of content that’s the most difficult to execute well from start to finish, but it’s worth it on all fronts.

Proper content distribution is key for this content to succeed. You need to go all in, especially for those pieces that don’t target any keyword and are purely made for attracting links and creating buzz. That’s the case of our featured snippets study from both screenshots above.

3. Reach out to people whose content you refer to

Creating great content is often not possible without referring to other authoritative and relevant sources. Adding the right links to your content is yet another E-E-A-T signal.

But linking to other websites has even more benefits. It’s an invitation to open up a conversation and get something from the other party in return—like asking them to help you with content distribution.

Take one of my recent articles about international link building, for example. I wrote it in collaboration with four other SEO experts who were keen to distribute it to their own networks:

Ahrefs article contributors

Even though this is something you’re not likely to do for many pieces of content, I used this article for a more evergreen case too. That’s citing resources of others who don’t know about it at the time of writing and publishing:

Survey by Authority Hackers that we link to

I reached out to Mark, who authored the survey, and he was keen to share my article on the Authority Hacker feed:

Authority Hackers sharing my article on Twitter

This is for everyone’s benefit. I featured Mark’s survey quite heavily so he can get some valuable referral traffic from the link and also ever-increasing link equity, should my article keep on attracting backlinks. 

You can also just tag the social accounts of the referred sources, but that won’t likely convert as well as the direct outreach.

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This tactic is also often used for building links, and it’s known as ego baiting.

4. Repurpose your content to other channels and mediums

Every communication medium you use to organically share your content—like your blog, Twitter, LinkedIn, Instagram, or newsletter—requires specific content types and formats.

There are threads on Twitter, image carousels on LinkedIn, linking to your blog in a short video on Instagram, you name it. What works for getting good results on one medium doesn’t necessarily work on another. It may not even be possible to format it that way.

That said, the most important thing here to make everyone’s job easier is to use your existing content for what you use elsewhere. I’ve already shown my thread about bounce rate, which was just excerpts from my article. Our social media manager, Rebecca Liew, does this frequently for our official account too:

This is among the best content formats that work well for us on Twitter. Reb wrote a post diving deep into our Twitter approach if you want to learn more.

But our posts on LinkedIn, which is our second most important social medium after Twitter, naturally look different:

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There are certainly still more similarities than differences, so the main two aspects they have in common are that:

  • They’re repurposed from our blog and video content.
  • They don’t contain links in the main post.

I know, we’ve been talking about social signals mostly related to social media posts that contain links to your content. But native content generally performs better than posts containing a link to your website. It makes sense, as social media platforms earn more money by keeping their users with them for longer.

That said, you’re still growing your brand and E-E-A-T even if you don’t link out. We still add links to our social posts, but it’s not the main type of content we post on social media.

So the tl;dr key to success here is to take advantage of what you already have and use it in different ways across multiple platforms in various formats. Some of it will eventually stick, and you’ll learn a lot along the way. 

5. Let the experts handle social media (and nurture good relationships with them)

Last but not least, it’s important to bring up that I’m not a social media specialist and that most other SEOs (or marketers in general) aren’t either.

I’ve done a bunch of successful organic and paid social media campaigns, but my knowledge pales in comparison with social media specialists. I even feel like I’m bad at social media sometimes.

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It certainly doesn’t help that many companies are looking for unicorns who are experts on multiple channels. But I have yet to meet someone who’s an expert in three or more marketing channels. They can’t have it all.

My suggestion is that if you don’t already have a social media specialist on your team, you should at least consider hiring a consultant to help you get things going in the right direction.

But if you already have this covered or you’re outsourcing that to an agency, just make sure not to leave them out of the conversation. SEO is a multidisciplinary field, and you need the support of other channels and departments to make the most out of it.

After all, they can use your knowledge and data too.

Final thoughts

All right, I have one extra tip for wrapping things up. It’s something most companies fail at.

Don’t stop with your content distribution whenever you have a new piece of content out. Or in an even worse case, when it’s the next day and you’ve already sent out the one and only obligatory social media post.

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It’s completely fine and desirable to send out the same or similar stuff on social media over and over again within a reasonable time frame. The people who see it one time don’t necessarily see it the other and, even if they do, they’re unlikely to remember that.

Got any questions? Ping me on Twitter



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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law

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A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

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Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

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However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

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The Best of Ahrefs’ Digest: March 2024

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The Best of Ahrefs’ Digest: March 2024

Every week, we share hot SEO news, interesting reads, and new posts in our newsletter, Ahrefs’ Digest.

If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!

Here’s a quick summary of my personal favorites from the last month:

Best of March 2024

How 16 Companies are Dominating the World’s Google Search Results

Author: Glen Allsopp

tl;dr

Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.

My takeaway

Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.

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Example of mini-author bios on The VergeExample of mini-author bios on The Verge

This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.

How Google is Killing Independent Sites Like Ours

Authors: Gisele Navarro, Danny Ashton

tl;dr

Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.

My takeaway

I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.

Estimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updatesEstimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updates
Estimated search traffic to Danny and Gisele’s site fell off a cliff after Google’s March updates 🙁 

I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.

That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.

The Discussion Forums Dominating 10,000 Product Review Search Results

Author: Glen Allsopp

Tl;dr

Glen analyzed 10,000 “product review” keywords and found that:

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My takeaway

After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.

I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.

John Mueller seemingly having too much faith in Reddit...John Mueller seemingly having too much faith in Reddit...

I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.

Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro

Author: Rand Fishkin

tl;dr

63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on Google.com.

Data from SparktoroData from Sparktoro

My takeaway

Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.

But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”

I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.

Want more?

Each week, our team handpicks the best SEO and marketing content from around the web for our newsletter. Sign up to get them directly in your inbox.

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