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How Page Experience Ranking Factors Actually Work

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How Page Experience Ranking Factors Actually Work


Google’s John Mueller discussed various scenarios of how the page experience ranking factors did and did not influence rankings. He didn’t downplay Core Web Vitals (CWV) as a ranking factor but rather he added context for the kinds of situations where the Page Experience ranking factor makes a difference and examples of why it would be eased off on.

Mueller’s answer is wide ranging and he touches on multiple interesting topics.

How Important is the Core Web Vitals Ranking Factor?

The question that Mueller answered in a recent Google Office Hours video was an answer to someone who noted that their website recently dropped due to what they believed was the influence of the Core Web Vitals ranking signal.

The person asking the question wanted to know how important is core web vitals as a ranking factor.

Here is the question:

“My website had a drop in visitors due to poor core web vitals.

Now I’m back on track but came to know that the page experience update is now rolling out also for desktop.

What is the page experience ranking to desktop and how important is it compared to the other ranking factors?”

John Mueller Discussing Page Experience Ranking Factor

When a Ranking Factor Does Not Help Rankings

John Mueller began his answer by talking about how Google might not apply the page experience ranking factor.

This is an interesting answer because one thinks of ranking factors as always applying but Mueller provides a scenario where a ranking factor is “eased off” in order to provide the right search result.

But Mueller shows an example of a situation where this ranking factor is set aside in order to give a Google user what they’re searching for.

John Mueller provided this example:

“So like on mobile, the page experience ranking factor is essentially something that gives us a little bit of extra information about these different pages that could show up in the search results.

And in situations where we have a strong clear kind of intent from the query, where we can understand that they really want to go to this website, then from that point of view we kind of can ease off on using page experience as a ranking factor.”

This is interesting because it’s easy to think of the search engine results pages (SERPs) as ten links to sites that are ordered by ranking factors.

But there are many things that influence why a site ranks and this is an example of how ranking factors can be set aside for certain reasons.

When the Page Experience Signal Helps

Mueller next explains how the Page Experience ranking signal works.

He has previously said that this ranking signal is not a tie breaker.

Now he provides an example of the kind of scenario where the ranking signal kicks in and helps a site rank better.

“On the other hand, if all of the content is very similar in the search results page, then probably using Page Experience helps a little bit to understand which of these are fast pages or reasonable pages with regards to the user experience and which of these are kind of the less reasonable pages to show in the search results.

And that kind of situation helps us there.”

Desktop Page Experience Update Won’t Cause Drastic Changes

Mueller next talks about the desktop version of the Page Experience update that was announced on February 22, 2022 that was announced by Google to be finished on March 3, 2022.

He says that he believes the rollout will take about a month.

His statements however were made only three days after the update was announced and the video itself was not released until two days after the update was finished.

John Mueller’s estimate of how long the update would take should be considered in the context within it was made, which was as an estimate and not a definitive statement.

Mueller focuses on ranking changes from the desktop Page Experience ranking factor and says that publishers shouldn’t see big ranking changes due to that ranking factor.

John explains:

“So from that point of view with the desktop ranking change, like with the mobile one, I wouldn’t expect a drastic jump in the search results from one day to the next as we roll this out.

At most, if things are really bad for your website you would see a kind of a gradual drop there.”

I think the important takeaway is that if publishers experienced “drastic” changes in the search results during the rollout of the desktop Page Experience update, that it would be a mistake to assume that those changes were related to the update.

Websites Don’t Drop From Poor Core Web Vitals

Mueller next addresses the topic of Core Web Vitals in the context of understanding why a site dropped in the search results.

The point he makes is that the core web vitals ranking signal might account for small changes but it’s not the kind of signal that would result in a huge change.

Mueller continued his answer:

“The other thing I might kind of caution against is kind of the first sentence that you had there, that your website dropped due to poor Core Web Vitals.

I suspect, for the most part, websites would not see a big visible change when it comes to Core Web Vitals.

Even if your website goes from being kind of reasonable to being in that poor bucket in the Core Web Vitals from one day to the next, I would not expect to see that as kind of a giant change in the search results.

Maybe changing a few positions, that seems kind of the right change there.

But I would not see it as a page going from …I don’t know… ranking number two to ranking number fifty like that just because of Core Web Vitals.

If you are seeing a drastic change like that, I would not focus on purely Core Web Vitals.

I would try to take a step back and look at the overall picture and see what else could there be involved.

And try to figure out what you can do to improve things overall rather than just purely focusing on Core Web Vitals.

Because Core Web Vitals is something that does take a lot of work to get right.

And it is sometimes hard to get all of these things lined up.

But it’s also, like I mentioned, something which is more of a subtle ranking factor and not like a super strong one.

So it’s something where if you’re seeing strong changes I would recommend not spending too much time on the Core Web Vitals side and rather trying to figure out what is the bigger change or where is that coming from for your site.”

Takeaways About Page Experience as a Ranking Factor

John Mueller provided multiple insights in his answer:

  • Page Experience ranking factor is “eased off” when a searcher expects to see a specific website
  • Page Experience ranking factor is helpful when multiple sites have similar answers
  • Desktop Page Experience update isn’t responsible for big ranking changes
  • Core Web Vitals aren’t responsible for huge ranking changes
  • Core Web Vitals might influence small ranking changes

Citation

How Core Web Vitals Works as a Ranking Factor

Watch the video at the 42:21 minute mark





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SEO

11 Disadvantages Of ChatGPT Content

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11 Disadvantages Of ChatGPT Content

ChatGPT produces content that is comprehensive and plausibly accurate.

But researchers, artists, and professors warn of shortcomings to be aware of which degrade the quality of the content.

In this article, we’ll look at 11 disadvantages of ChatGPT content. Let’s dive in.

1. Phrase Usage Makes It Detectable As Non-Human

Researchers studying how to detect machine-generated content have discovered patterns that make it sound unnatural.

One of these quirks is how AI struggles with idioms.

An idiom is a phrase or saying with a figurative meaning attached to it, for example, “every cloud has a silver lining.” 

A lack of idioms within a piece of content can be a signal that the content is machine-generated – and this can be part of a detection algorithm.

This is what the 2022 research paper Adversarial Robustness of Neural-Statistical Features in Detection of Generative Transformers says about this quirk in machine-generated content:

“Complex phrasal features are based on the frequency of specific words and phrases within the analyzed text that occur more frequently in human text.

…Of these complex phrasal features, idiom features retain the most predictive power in detection of current generative models.”

This inability to use idioms contributes to making ChatGPT output sound and read unnaturally.

2. ChatGPT Lacks Ability For Expression

An artist commented on how the output of ChatGPT mimics what art is, but lacks the actual qualities of artistic expression.

Expression is the act of communicating thoughts or feelings.

ChatGPT output doesn’t contain expressions, only words.

It cannot produce content that touches people emotionally on the same level as a human can – because it has no actual thoughts or feelings.

Musical artist Nick Cave, in an article posted to his Red Hand Files newsletter, commented on a ChatGPT lyric that was sent to him, which was created in the style of Nick Cave.

He wrote:

“What makes a great song great is not its close resemblance to a recognizable work.

…it is the breathless confrontation with one’s vulnerability, one’s perilousness, one’s smallness, pitted against a sense of sudden shocking discovery; it is the redemptive artistic act that stirs the heart of the listener, where the listener recognizes in the inner workings of the song their own blood, their own struggle, their own suffering.”

Cave called the ChatGPT lyrics a mockery.

This is the ChatGPT lyric that resembles a Nick Cave lyric:

“I’ve got the blood of angels, on my hands
I’ve got the fire of hell, in my eyes
I’m the king of the abyss, I’m the ruler of the dark
I’m the one that they fear, in the shadows they hark”

And this is an actual Nick Cave lyric (Brother, My Cup Is Empty):

“Well I’ve been sliding down on rainbows
I’ve been swinging from the stars
Now this wretch in beggar’s clothing
Bangs his cup across the bars
Look, this cup of mine is empty!
Seems I’ve misplaced my desires
Seems I’m sweeping up the ashes
Of all my former fires”

It’s easy to see that the machine-generated lyric resembles the artist’s lyric, but it doesn’t really communicate anything.

Nick Cave’s lyrics tell a story that resonates with the pathos, desire, shame, and willful deception of the person speaking in the song. It expresses thoughts and feelings.

It’s easy to see why Nick Cave calls it a mockery.

3. ChatGPT Does Not Produce Insights

An article published in The Insider quoted an academic who noted that academic essays generated by ChatGPT lack insights about the topic.

ChatGPT summarizes the topic but does not offer a unique insight into the topic.

Humans create through knowledge, but also through their personal experience and subjective perceptions.

Professor Christopher Bartel of Appalachian State University is quoted by The Insider as saying that, while a ChatGPT essay may exhibit high grammar qualities and sophisticated ideas, it still lacked insight.

Bartel said:

“They are really fluffy. There’s no context, there’s no depth or insight.”

Insight is the hallmark of a well-done essay and it’s something that ChatGPT is not particularly good at.

This lack of insight is something to keep in mind when evaluating machine-generated content.

4. ChatGPT Is Too Wordy

A research paper published in January 2023 discovered patterns in ChatGPT content that makes it less suitable for critical applications.

The paper is titled, How Close is ChatGPT to Human Experts? Comparison Corpus, Evaluation, and Detection.

The research showed that humans preferred answers from ChatGPT in more than 50% of questions answered related to finance and psychology.

But ChatGPT failed at answering medical questions because humans preferred direct answers – something the AI didn’t provide.

The researchers wrote:

“…ChatGPT performs poorly in terms of helpfulness for the medical domain in both English and Chinese.

The ChatGPT often gives lengthy answers to medical consulting in our collected dataset, while human experts may directly give straightforward answers or suggestions, which may partly explain why volunteers consider human answers to be more helpful in the medical domain.”

ChatGPT tends to cover a topic from different angles, which makes it inappropriate when the best answer is a direct one.

Marketers using ChatGPT must take note of this because site visitors requiring a direct answer will not be satisfied with a verbose webpage.

And good luck ranking an overly wordy page in Google’s featured snippets, where a succinct and clearly expressed answer that can work well in Google Voice may have a better chance to rank than a long-winded answer.

OpenAI, the makers of ChatGPT, acknowledges that giving verbose answers is a known limitation.

The announcement article by OpenAI states:

“The model is often excessively verbose…”

The ChatGPT bias toward providing long-winded answers is something to be mindful of when using ChatGPT output, as you may encounter situations where shorter and more direct answers are better.

5. ChatGPT Content Is Highly Organized With Clear Logic

ChatGPT has a writing style that is not only verbose but also tends to follow a template that gives the content a unique style that isn’t human.

This inhuman quality is revealed in the differences between how humans and machines answer questions.

The movie Blade Runner has a scene featuring a series of questions designed to reveal whether the subject answering the questions is a human or an android.

These questions were a part of a fictional test called the “Voigt-Kampff test“.

One of the questions is:

“You’re watching television. Suddenly you realize there’s a wasp crawling on your arm. What do you do?”

A normal human response would be to say something like they would scream, walk outside and swat it, and so on.

But when I posed this question to ChatGPT, it offered a meticulously organized answer that summarized the question and then offered logical multiple possible outcomes – failing to answer the actual question.

Screenshot Of ChatGPT Answering A Voight-Kampff Test Question

Screenshot from ChatGPT, January 2023

The answer is highly organized and logical, giving it a highly unnatural feel, which is undesirable.

6. ChatGPT Is Overly Detailed And Comprehensive

ChatGPT was trained in a way that rewarded the machine when humans were happy with the answer.

The human raters tended to prefer answers that had more details.

But sometimes, such as in a medical context, a direct answer is better than a comprehensive one.

What that means is that the machine needs to be prompted to be less comprehensive and more direct when those qualities are important.

From OpenAI:

“These issues arise from biases in the training data (trainers prefer longer answers that look more comprehensive) and well-known over-optimization issues.”

7. ChatGPT Lies (Hallucinates Facts)

The above-cited research paper, How Close is ChatGPT to Human Experts?, noted that ChatGPT has a tendency to lie.

It reports:

“When answering a question that requires professional knowledge from a particular field, ChatGPT may fabricate facts in order to give an answer…

For example, in legal questions, ChatGPT may invent some non-existent legal provisions to answer the question.

…Additionally, when a user poses a question that has no existing answer, ChatGPT may also fabricate facts in order to provide a response.”

The Futurism website documented instances where machine-generated content published on CNET was wrong and full of “dumb errors.”

CNET should have had an idea this could happen, because OpenAI published a warning about incorrect output:

“ChatGPT sometimes writes plausible-sounding but incorrect or nonsensical answers.”

CNET claims to have submitted the machine-generated articles to human review prior to publication.

A problem with human review is that ChatGPT content is designed to sound persuasively correct, which may fool a reviewer who is not a topic expert.

8. ChatGPT Is Unnatural Because It’s Not Divergent

The research paper, How Close is ChatGPT to Human Experts? also noted that human communication can have indirect meaning, which requires a shift in topic to understand it.

ChatGPT is too literal, which causes the answers to sometimes miss the mark because the AI overlooks the actual topic.

The researchers wrote:

“ChatGPT’s responses are generally strictly focused on the given question, whereas humans’ are divergent and easily shift to other topics.

In terms of the richness of content, humans are more divergent in different aspects, while ChatGPT prefers focusing on the question itself.

Humans can answer the hidden meaning under the question based on their own common sense and knowledge, but the ChatGPT relies on the literal words of the question at hand…”

Humans are better able to diverge from the literal question, which is important for answering “what about” type questions.

For example, if I ask:

“Horses are too big to be a house pet. What about raccoons?”

The above question is not asking if a raccoon is an appropriate pet. The question is about the size of the animal.

ChatGPT focuses on the appropriateness of the raccoon as a pet instead of focusing on the size.

Screenshot of an Overly Literal ChatGPT Answer

11 Disadvantages Of ChatGPT ContentScreenshot from ChatGPT, January 2023

9. ChatGPT Contains A Bias Towards Being Neutral

The output of ChatGPT is generally neutral and informative. It’s a bias in the output that can appear helpful but isn’t always.

The research paper we just discussed noted that neutrality is an unwanted quality when it comes to legal, medical, and technical questions.

Humans tend to pick a side when offering these kinds of opinions.

10. ChatGPT Is Biased To Be Formal

ChatGPT output has a bias that prevents it from loosening up and answering with ordinary expressions. Instead, its answers tend to be formal.

Humans, on the other hand, tend to answer questions with a more colloquial style, using everyday language and slang – the opposite of formal.

ChatGPT doesn’t use abbreviations like GOAT or TL;DR.

The answers also lack instances of irony, metaphors, and humor, which can make ChatGPT content overly formal for some content types.

The researchers write:

“…ChatGPT likes to use conjunctions and adverbs to convey a logical flow of thought, such as “In general”, “on the other hand”, “Firstly,…, Secondly,…, Finally” and so on.

11. ChatGPT Is Still In Training

ChatGPT is currently still in the process of training and improving.

OpenAI recommends that all content generated by ChatGPT should be reviewed by a human, listing this as a best practice.

OpenAI suggests keeping humans in the loop:

“Wherever possible, we recommend having a human review outputs before they are used in practice.

This is especially critical in high-stakes domains, and for code generation.

Humans should be aware of the limitations of the system, and have access to any information needed to verify the outputs (for example, if the application summarizes notes, a human should have easy access to the original notes to refer back).”

Unwanted Qualities Of ChatGPT

It’s clear that there are many issues with ChatGPT that make it unfit for unsupervised content generation. It contains biases and fails to create content that feels natural or contains genuine insights.

Further, its inability to feel or author original thoughts makes it a poor choice for generating artistic expressions.

Users should apply detailed prompts in order to generate content that is better than the default content it tends to output.

Lastly, human review of machine-generated content is not always enough, because ChatGPT content is designed to appear correct, even when it’s not.

That means it’s important that human reviewers are subject-matter experts who can discern between correct and incorrect content on a specific topic.

Fler resurser: 


Featured image by Shutterstock/fizkes



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9 Common Technical SEO Issues That Actually Matter

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9 Common Technical SEO Issues That Actually Matter

In this article, we’ll see how to find and fix technical SEO issues, but only those that can seriously affect your rankings.

If you’d like to follow along, get Ahrefs Webmaster Tools och Google Search Console (both are free) and check for the following issues.

Indexability is a webpage’s ability to be indexed by search engines. Pages that are not indexable can’t be displayed on the search engine results pages and can’t bring in any search traffic. 

Three requirements must be met for a page to be indexable:

  1. The page must be crawlable. If you haven’t blocked Googlebot from entering the page robots.txt or you have a website with fewer than 1,000 pages, you probably don’t have an issue there. 
  2. The page must not have a noindex tag (more on that in a bit).
  3. The page must be canonical (i.e., the main version). 

Solution

In Ahrefs Webmaster Tools (AWT):  

  1. Open Site Audit
  2. Go to the Indexability report 
  3. Click on issues related to canonicalization and “noindex” to see affected pages
Indexability issues in Site Audit

For canonicalization issues in this report, you will need to replace bad URLs in the link rel="canonical" tag with valid ones (i.e., returning an “HTTP 200 OK”). 

As for pages marked by “noindex” issues, these are the pages with the “noindex” meta tag placed inside their code. Chances are most of the pages found in the report there should stay as is. But if you see any pages that shouldn’t be there, simply remove the tag. Do make sure those pages aren’t blocked by robots.txt first. 

Recommendation

Click on the question mark on the right to see instructions on how to fix each issue. For more detailed instructions, click on the “Learn more” link. 

Instruction on how to fix an SEO issue in Site Audit

A sitemap should contain only pages that you want search engines to index. 

When a sitemap isn’t regularly updated or an unreliable generator has been used to make it, a sitemap may start to show broken pages, pages that became “noindexed,” pages that were de-canonicalized, or pages blocked in robots.txt. 

Solution 

In AWT:

  1. Open Site Audit 
  2. Go to the All issues report
  3. Click on issues containing the word “sitemap” to find affected pages 
Sitemap issues shown in Site Audit

Depending on the issue, you will have to:

  • Delete the pages from the sitemap.
  • Remove the noindex tag on the pages (if you want to keep them in the sitemap). 
  • Provide a valid URL for the reported page. 

Google uses HTTPS encryption as a small ranking signal. This means you can experience lower rankings if you don’t have an SSL or TLS certificate securing your website. 

But even if you do, some pages and/or resources on your pages may still use the HTTP protocol. 

Solution 

Assuming you already have an SSL/TLS certificate for all subdomains (if not, do get one), open AWT and do these: 

  1. Open Site Audit
  2. Go to the Internal pages report 
  3. Look at the protocol distribution graph and click on HTTP to see affected pages
  4. Inside the report showing pages, add a column for Final redirect URL 
  5. Make sure all HTTP pages are permanently redirected (301 or 308 redirects) to their HTTPS counterparts 
Protocol distribution graph
Internal pages issues report with added column

Finally, let’s check if any resources on the site still use HTTP: 

  1. Inside the Internal pages report, click on Issues
  2. Click on HTTPS/HTTP mixed content to view affected resources 
Site Audit reporting six HTTPS/HTTP mixed content issues

You can fix this issue by one of these methods:

  • Link to the HTTPS version of the resource (check this option first) 
  • Include the resource from a different host, if available 
  • Download and host the content on your site directly if you are legally allowed to do so
  • Exclude the resource from your site altogether

Learn more: What Is HTTPS? Everything You Need to Know 

Duplicate content happens when exact or near-duplicate content appears on the web in more than one place. 

It’s bad for SEO mainly for two reasons: It can cause undesirable URLs to show in search results and can dilute link equity

Content duplication is not necessarily a case of intentional or unintentional creation of similar pages. There are other less obvious causes such as faceted navigation, tracking parameters in URLs, or using trailing and non-trailing slashes

Solution 

First, check if your website is available under only one URL. Because if your site is accessible as:

  • http://domain.com
  • http://www.domain.com
  • https://domain.com
  • https://www.domain.com

Then Google will see all of those URLs as different websites. 

The easiest way to check if users can browse only one version of your website: type in all four variations in the browser, one by one, hit enter, and see if they get redirected to the master version (ideally, the one with HTTPS). 

You can also go straight into Site Audit’s Duplicates report. If you see 100% bad duplicates, that is likely the reason.

Duplicates report showing 100% bad duplicates
Simulation (other types of duplicates turned off).

In this case, choose one version that will serve as canonical (likely the one with HTTPS) and permanently redirect other versions to it. 

Then run a New crawl in Site Audit to see if there are any other bad duplicates left. 

Running a new crawl in Site Audit

There are a few ways you can handle bad duplicates depending on the case. Learn how to solve them in our guide

Learn more: Duplicate Content: Why It Happens and How to Fix It 

Pages that can’t be found (4XX errors) and pages returning server errors (5XX errors) won’t be indexed by Google so they won’t bring you any traffic. 

Furthermore, if broken pages have backlinks pointing to them, all of that link equity goes to waste. 

Broken pages are also a waste of crawl budget—something to watch out for on bigger websites. 

Solution

In AWT, you should: 

  1. Open Site Audit.
  2. Go to the Internal pages report.
  3. See if there are any broken pages. If so, the Broken section will show a number higher than 0. Click on the number to show affected pages.
Broken pages report in Site Audit

In the report showing pages with issues, it’s a good idea to add a column for the number of referring domains. This will help you make the decision on how to fix the issue. 

Internal pages report with no. of referring domains column added

Now, fixing broken pages (4XX error codes) is quite simple, but there is more than one possibility. Here’s a short graph explaining the process:

How to deal with broken pages

Dealing with server errors (the ones reporting a 5XX) can be a tougher one, as there are different possible reasons for a server to be unresponsive. Read this short guide for troubleshooting.

Recommendation

With AWT, you can also see 404s that were caused by incorrect links to your website. While this is not a technical issue per se, reclaiming those links may give you an additional SEO boost.

  1. Go to Site Explorer
  2. Enter your domain 
  3. Go to the Best by links report
  4. Add a “404 not found” filter
  5. Then sort the report by referring domains from high to low
How to find broken backlinks in Site Explorer
In this example, someone linked to us, leaving a comma inside the URL.

If you’ve already dealt with broken pages, chances are you’ve fixed most of the broken links issues. 

Other critical issues related to links are: 

  • Orphan pages – These are the pages without any internal links. Web crawlers have limited ability to access those pages (only from sitemap or backlinks), and there is no link equity flowing to them from other pages on your site. Last but not least, users won’t be able to access this page from the site navigation. 
  • HTTPS pages linking to internal HTTP pages – If an internal link on your website brings users to an HTTP URL, web browsers will likely show a warning about a non-secure page. This can damage your overall website authority and user experience.

Solution

In AWT, you can:

  1. Go to Site Audit.
  2. Open the Links report.
  3. Open the Issues tab. 
  4. Look for the following issues in the Indexable category. Click to see affected pages. 
Important SEO issues related to links

Fix the first issue by changing the links from HTTP to HTTPS or simply delete those links if no longer needed.

For the second issue, an orphan page needs to be either linked to from some other page on your website or deleted if a given page holds no value to you.

Sidenote.

Ahrefs’ Site Audit can find orphan pages as long as they have backlinks or are included in the sitemap. For a more thorough search for this issue, you will need to analyze server logs to find orphan pages with hits. Find out how in this guide.

7. Mobile experience issues

Having a mobile-friendly website is a must for SEO. Two reasons: 

  1. Google uses mobile-first indexing – It’s mostly using the content of mobile pages for indexing and ranking.
  2. Mobile experience is part of the Page Experience signals – While Google will allegedly always “promote” the page with the best content, page experience can be a tiebreaker for pages offering content of similar quality. 

Solution

In GSC: 

  1. Go to the Mobile Usability report in the Experience section
  2. View affected pages by clicking on issues in the Why pages aren’t usable on mobile section 
Mobile Usability report in Google Search Console

You can read Google’s guide for fixing mobile issues here.  

8. Performance and stability issues 

Performance and visual stability are other aspects of Page Experience signals used by Google to rank pages. 

Google has developed a special set of metrics to measure user experience called Core Web Vitals (CWV). Site owners and SEOs can use those metrics to see how Google perceives their website in terms of UX. 

Google's search signals for page experience

While page experience can be a ranking tiebreaker, CWV is not a race. You don’t need to have the fastest website on the internet. You just need to score “good” ideally in all three categories: loading, interactivity, and visual stability. 

Three categories of Core Web Vitals

Solution 

In GSC: 

  1. First, click on Core Web Vitals in the Experience section of the reports.
  2. Then click Open report in each section to see how your website scores. 
  3. For pages that aren’t considered good, you’ll see a special section at the bottom of the report. Use it to see pages that need your attention.
How to find Core Web Vitals in Google Search Console
CWV issue report in Google Search Console

Optimizing for CWV may take some time. This may include things like moving to a faster (or closer) server, compressing images, optimizing CSS, etc. We explain how to do this in the third part of this guide to CWV. 

Bad website structure in the context of technical SEO is mainly about having important organic pages too deep into the website structure. 

Pages that are nested too deep (i.e., users need >6 clicks from the website to get to them) will receive less link equity from your homepage (likely the page with the most backlinks), which may affect their rankings. This is because link value diminishes with every link “hop.” 

Sidenote.

Website structure is important for other reasons too such as the overall user experience, crawl efficiency, and helping Google understand the context of your pages. Here, we’ll only focus on the technical aspect, but you can read more about the topic in our full guide: Website Structure: How to Build Your SEO Foundation.

Solution 

In AWT

  1. Open Site Audit
  2. Go to Structure explorer, switch to the Depth tab, and set the data type to Data table
  3. Configure the Segment to only valid HTML pages and click Apply
  4. Use the graph to investigate pages with more than six clicks away from the homepage 
How to find site structure issues in Site Audit
Adding a new segment in Site Audit

The way to fix the issue is to link to these deeper nested pages from pages closer to the homepage. More important pages could find their place in site navigation, while less important ones can be just linked to the pages a few clicks closer.

It’s a good idea to weigh in user experience and the business role of your website when deciding what goes into sitewide navigation. 

For example, we could probably give our SEO glossary a slightly higher chance to get ahead of organic competitors by including it in the main site navigation. Yet we decided not to because it isn’t such an important page for users who are not particularly searching for this type of information. 

We’ve moved the glossary only up a notch by including a link inside the beginner’s guide to SEO (which itself is just one click away from the homepage). 

Structure explorer showing glossary page is two clicks away from the homepage
One page from the glossary folder is two clicks away from the homepage.
Link that moved SEO glossary a click closer to the homepage
Just one link, even at the bottom of a page, can move a page higher in the overall structure.

Slutgiltiga tankar 

When you’re done fixing the more pressing issues, dig a little deeper to keep your site in perfect SEO health. Open Site Audit and go to the All issues report to see other issues regarding on-page SEO, image optimization, redirects, localization, and more. In each case, you will find instructions on how to deal with the issue. 

All issues report in Site Audit

You can also customize this report by turning issues on/off or changing their priority. 

Issue report in Site Audit is customizable

Did I miss any important technical issues? Let me know på Twitter or Mastodon.



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SEO

Ny Google Ads-funktion: Negativa sökord på kontonivå

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New Google Ads Feature: Account-Level Negative Keywords

Google Ads Liaison Ginny Marvin has announced that account-level negative keywords are now available to Google Ads advertisers worldwide.

The feature, which was first announced last year and has been in testing for several months, allows advertisers to add keywords to exclude traffic from all search and shopping campaigns, as well as the search and shopping portion of Performance Max, for greater brand safety and suitability.

Advertisers can access this feature from the account settings page to ensure their campaigns align with their brand values and target audience.

This is especially important for brands that want to avoid appearing in contexts that may be inappropriate or damaging to their reputation.

In addition to the brand safety benefits, the addition of account-level negative keywords makes the campaign management process more efficient for advertisers.

Instead of adding negative keywords to individual campaigns, advertisers can manage them at the account level, saving time and reducing the chances of human error.

You no longer have to worry about duplicating negative keywords in multiple campaigns or missing any vital to your brand safety.

Additionally, account-level negative keywords can improve the accuracy of ad targeting by excluding irrelevant or low-performing keywords that may adversely impact campaign performance. This can result in higher-quality traffic and a better return on investment.

Google Ads offers a range of existing brand suitability controls, including inventory types, digital content labels, placement exclusions, and negative keywords at the campaign level.

Marvin added that Google Ads is expanding account-level negative keywords to address various use cases and will have more to share soon.

This rollout is essential in giving brands more control over their advertising and ensuring their campaigns target the appropriate audience.


Featured Image: Primakov/Shutterstock



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