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What It Is & Why It Matters For SEO

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What It Is & Why It Matters For SEO

You may have run across the W3C in your web development and SEO travels.

The W3C is the World Wide Web Consortium, and it was founded by the creator of the World Wide Web, Tim Berners-Lee.

This web standards body creates coding specifications for web standards worldwide.

It also offers a validator service to ensure that your HTML (among other code) is valid and error-free.

Making sure that your page validates is one of the most important things one can do to achieve cross-browser and cross-platform compatibility and provide an accessible online experience to all.

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Invalid code can result in glitches, rendering errors, and long processing or loading times.

Simply put, if your code doesn’t do what it was intended to do across all major web browsers, this can negatively impact user experience and SEO.

WC3 Validation: How It Works & Supports SEO

Web standards are important because they give web developers a standard set of rules for writing code.

If all code used by your company is created using the same protocols, it will be much easier for you to maintain and update this code in the future.

This is especially important when working with other people’s code.

If your pages adhere to web standards, they will validate correctly against W3C validation tools.

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When you use web standards as the basis for your code creation, you ensure that your code is user-friendly with built-in accessibility.

When it comes to SEO, validated code is always better than poorly written code.

According to John Mueller, Google doesn’t care how your code is written. That means a WC3 validation error won’t cause your rankings to drop.

You won’t rank better with validated code, either.

But there are indirect SEO benefits to well-formatted markup:

  • Eliminates Code Bloat: Validating code means that you tend to avoid code bloat. Validated code is generally leaner, better, and more compact than its counterpart.
  • Faster Rendering Times: This could potentially translate to better render times as the browser needs less processing, and we know that page speed is a ranking factor.
  • Indirect Contributions to Core Web Vitals Scores: When you pay attention to coding standards, such as adding the width and height attribute to your images, you eliminate steps that the browser must take in order to render the page. Faster rendering times can contribute to your Core Web Vitals scores, improving these important metrics overall.

Roger Montti compiled these six reasons Google still recommends code validation, because it:

  1. Could affect crawl rate.
  2. Affects browser compatibility.
  3. Encourages a good user experience.
  4. Ensures that pages function everywhere.
  5. Useful for Google Shopping Ads.
  6. Invalid HTML in head section breaks Hreflang.

Multiple Device Accessibility

Valid code also helps translate into better cross-browser and cross-platform compatibility because it conforms to the latest in W3C standards, and the browser will know better how to process that code.

This leads to an improved user experience for people who access your sites from different devices.

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If you have a site that’s been validated, it will render correctly regardless of the device or platform being used to view it.

That is not to say that all code doesn’t conform across multiple browsers and platforms without validating, but there can be deviations in rendering across various applications.

Common Reasons Code Doesn’t Validate

Of course, validating your web pages won’t solve all problems with rendering your site as desired across all platforms and all browsing options. But it does go a long way toward solving those problems.

In the event that something does go wrong with validation on your part, you now have a baseline from which to begin troubleshooting.

You can go into your code and see what is making it fail.

It will be easier to find these problems and troubleshoot them with a validated site because you know where to start looking.

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Having said that, there are several reasons pages may not validate.

Browser Specific Issues

It may be that something in your code will only work on one browser or platform, but not another.

This problem would then need to be addressed by the developer of the offending script.

This would mean having to actually edit the code itself in order for it to validate on all platforms/browsers instead of just some of them.

You Are Using Outdated Code

The W3C only started rendering validation tests over the course of the past couple of decades.

If your page was created to validate in a browser that predates this time (IE 6 or earlier, for example), it will not pass these new standards because it was written with older technologies and formats in mind.

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While this is a relatively rare issue, it still happens.

This problem can be fixed by reworking code to make it W3C compliant, but if you want to maintain compatibility with older browsers, you may need to continue using code that works, and thus forego passing 100% complete validation.

Both problems could potentially be solved with a little trial and error.

With some work and effort, both types of sites can validate across multiple devices and platforms without issue – hopefully!

Polyglot Documents

Polyglot documents include any document that may have been transferred from an older version of code, and never re-worked to be compatible with the new version.

In other words, it’s a combination of documents with a different code type than what the current document was coded for (say an HTML 4.01 transitional document type compared to an XHTML document type).

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Make no mistake: Even though both may be “HTML” per se, they are very different languages and need to be treated as such.

You can’t copy and paste one over and expect things to be all fine and dandy.

What does this mean?

For example, you may have seen situations where you may validate code, but nearly every single line of a document has something wrong with it on the W3C validator.

This could be due to somebody transferring over code from another version of the site, and not updating it to reflect new coding standards.

Either way, the only way to repair this is to either rework the code line by line (an extraordinarily tedious process).

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How WC3 Validation Works

The W3C validator is this author’s validator of choice for making sure that your code validates across a wide variety of platforms and systems.

The W3C validator is free to use, and you can access it here.

With the W3C validator, it’s possible to validate your pages by page URL, file upload, and Direct Input.

  • Validate Your Pages by URL: This is relatively simple. Just copy and paste the URL into the Address field, and you can click on the check button in order to validate your code.
  • Validate Your Pages by File Upload: When you validate by file upload, you will upload the html files of your choice one file at a time. Caution: if you’re using Internet Explorer or certain versions Windows XP, this option may not work for you.
  • Validate Your Pages by Direct Input: With this option, all you have to do is copy and paste the code you want to validate into the editor, and the W3C validator will do the rest.

While some professionals claim that some W3C errors have no rhyme or reason, in 99.9% of cases, there is a rhyme and reason.

If there isn’t a rhyme and reason throughout the entire document, then you may want to refer to our section on polyglot documents below as a potential problem.

HTML Syntax

Let’s start at the top with HTML syntax. Because it’s the backbone of the World Wide Web, this is the most common coding that you will run into as an SEO professional.

The W3C has created a specification for HTML 5 called “the HTML5 Standard”.

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This document explains how HTML should be written on an ideal level for processing by popular browsers.

If you go to their site, you can utilize their validator to make sure that your code is valid according to this spec.

They even give examples of some of the rules that they look for when it comes to standards compliance.

This makes it easier than ever to check your work before you publish it!

Validators For Other Languages

Now let’s move on to some of the other languages that you may be using online.

For example, you may have heard of CSS3.

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The W3C has standards documentation for CSS 3 as well called “the CSS3 Standard.”

This means that there is even more opportunity for validation!

You can validate your HTML against their standard and then validate your CSS against the same standard to ensure conformity across platforms.

While it may seem like overkill to validate your code against so many different standards at once, remember that this means that there are more chances than ever to ensure conformity across platforms.

And for those of you who only work in one language, you now have the opportunity to expand your horizons!

It can be incredibly difficult if not impossible to align everything perfectly, so you will need to pick your battles.

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You may also just need something checked quickly online without having the time or resources available locally.

Common Validation Errors

You will need to be aware of the most common validation errors as you go through the validation process, and it’s also a good idea to know what those errors mean.

This way, if your page does not validate, you will know exactly where to start looking for possible problems.

Some of the most common validation errors (and their meanings) include:

  • Type Mismatch: When your code is trying to make one kind of data object appear like another data object (e.g., submitting a number as text), you run the risk of getting this message. This error usually signals that some kind of coding mistake has been made. The solution would be to figure out exactly where that mistake was made and fix it so that the code validates successfully.
  • Parse Error: This error tells you that there was a mistake in the coding somewhere, but it does not tell you where that mistake is. If this happens, you will have to do some serious sleuthing in order to find where your code went wrong.
  • Syntax Errors: These types of errors involve (mostly) careless mistakes in coding syntax. Either the syntax is typed incorrectly, or its context is incorrect. Either way, these errors will show up in the W3C validator.

The above are just some examples of errors that you may see when you’re validating your page.

Unfortunately, the list goes on and on – as does the time spent trying to fix these problems!

More Specific Errors (And Their Solutions)

You may find more specific errors that apply to your site. They may include errors that reference “type attribute used in tag.”

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This refers to some tags like JavaScript declaration tags, such as the following: <script type=”text/javascript”>.

The type attribute of this tag is not needed anymore and is now considered legacy coding.

If you use that kind of coding now, you may end up unintentionally throwing validation errors all over the place in certain validators.

Did you know that not using alternative text (alt text) – also called alt tags by some – is a W3C issue? It does not conform to the W3C rules for accessibility.

Alternative text is the text that is coded into images.

It is primarily used by screen readers for the blind.

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If a blind person visits your site, and you do not have alternative text (or meaningful alternative text) in your images, then they will be unable to use your site effectively.

The way these screen readers work is that they speak aloud the words that are coded into images, so the blind can use their sense of hearing to understand what’s on your web page.

If your page is not very accessible in this regard, this could potentially lead to another sticky issue: that of accessibility lawsuits.

This is why it pays to pay attention to your accessibility standards and validate your code against these standards.

Other types of common errors include using tags out of context.

For code context errors, you will need to make sure they are repaired according to the W3C documentation so these errors are no longer thrown by the validator.

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Preventing Errors From Impacting Your Site Experience

The best way to prevent validation errors from happening is by making sure your site validates before launch.

It’s also useful to validate your pages regularly after they’re launched so that new errors do not crop up unexpectedly over time.

If you think about it, validation errors are the equivalent of spelling mistakes in an essay – once they’re there, they’re difficult (if not impossible) to erase, and they need to be fixed as soon as humanly possible.

If you adopt the habit of always using the W3C validator in order to validate your code, then you can, in essence, stop these coding mistakes from ever happening in the first place.

Heads Up: There Is More Than One Way To Do It

Sometimes validation won’t go as planned according to all standards.

And there is more than one way to accomplish the same goal.

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For example, if you use <button> to create a button and then give it an href tag inside of it using the <a> element, this doesn’t seem to be possible according to W3C standards.

But is perfectly acceptable in JavaScript because there are actually ways to do this within the language itself.

This is an example of how we create this particular code and insert it into the direct input of the W3C validator:

Screenshot from W3C validator, February 2022

In the next step, during validation, as discussed above we find that there are at least 4 errors just within this particular code alone, indicating that this is not exactly a particularly well-coded line:

Screenshot showing errors in the W3C validator tool.Screenshot from W3C validator, February 2022

While validation, on the whole, can help you immensely, it is not always going to be 100% complete.

This is why it’s important to familiarize yourself by coding with the validator as much as you can.

Some adaptation will be needed. But it takes experience to achieve the best possible cross-platform compatibility while also remaining compliant with today’s browsers.

The ultimate goal here is improving accessibility and achieving compatibility with all browsers, operating systems, and devices.

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Not all browsers and devices are created equal, and validation achieves a cohesive set of instructions and standards that can accomplish the goal of making your page equal enough for all browsers and devices.

When in doubt, always err on the side of proper code validation.

By making sure that you work to include the absolute best practices in your coding, you can ensure that your code is as accessible as it possibly can be for all types of users.

On top of that, validating your HTML against W3C standards helps you achieve cross-platform compatibility between different browsers and devices.

By working to always ensure that your code validates, you are on your way to making sure that your site is as safe, accessible, and efficient as possible.

More resources: 

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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.

These findings include:

  • When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
  • 62% of SGE links come from domains outside the top 10 organic results.
  • Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.

Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.

As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.

High Penetration Rate & Industry-Wide Effects

The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.

The prevalence of SGE results indicates they impact a majority of websites across various industries.

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The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.

This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.

The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.

Shifting Dynamics In Organic Search Results

With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.

When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.

Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.

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New Competition From Unexpected Sources

The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.

On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.

An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.

Challenges For Brand Term Optimization & Local Search

The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.

Laurence O’Toole, CEO and founder of Authoritas, states:

“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.

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Methodology & Limitations

To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.

The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.

While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.

Why We Care

The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.

Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.

SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.

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As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.

How This Could Help You

While the rise of SGE presents challenges, it also offers opportunities.

Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:

  • As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
  • Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
  • Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
  • Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
  • Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.

Looking Ahead

While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.

By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.


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