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Training & Professional Development Tips For Remote-First SEO Teams

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Training & Professional Development Tips For Remote-First SEO Teams

People management is critical to the success of your remote-first SEO team.

You may never meet in person, and many of the verbal and visual cues inherent to working in the same physical space are gone.

This is the final part of a three-part series on building your remote SEO team, whether in-house or at your own agency or freelance business.

We first examined how to structure your remote team, then explored legal implications and important communication issues remote SEO teams face.

Now, you’ll learn how to structure your remote SEO training and development program and find helpful tips for onboarding, team building, mentoring, work-life balance, and more.

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Building A Success Remote SEO Team Culture

The most important consideration when building a fully remote SEO team is how each member is thriving within the team.

Help Members Feel Settled

You can help your team perform well individually in several ways.

First, we should look at helping each member feel settled in the role.

Onboarding

Joining a team is daunting. Walking into the office for the first time can be overwhelming.

Joining a remote-only team is similarly nerve-wracking.

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The only thing that will change for some team members between the Friday at their last job and their first Monday with you is the laptop on their desk.

For others, it may be the first time in a remote role.

Onboarding colleagues is crucial for setting them up for success.

There are many ways to help your new team member feel settled, but in those first few weeks, you should consider:

  • Offering (not mandating!) a catch-up before they start once they have accepted the role to meet you again as their line manager so they can ask any questions and get to know you.
  • Creating a structured first week and sharing the plan with them before they join so they know what is expected of them and the hours they will be needed for their first few days.
  • Sending over any equipment before they join to set up in time for their first day.
  • Sending them information about their colleagues, even if it’s just names and their job titles, to get familiar before they join.
  • Do not use this as an excuse to get them to start working for you before they have officially joined the company. Anything you send should be for their benefit and not yours. This is not an opportunity to get their “thoughts” on a client pitch or take a “quick look” at an audit.

Team Building

You might be building a team from scratch or inheriting and growing a team.

If it’s the former, the members may not be familiar with working together. You will need to spend time up-front helping the team become efficient.

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This may mean scheduling “ways of working” discussions and “getting to know you” sessions upfront.

If your team has been working together for a while, and you’re the new one on the team, take the opportunity to learn their current cadence of things like meetings and retros, and find out what’s already working well.

Helping your team gel together remotely doesn’t always require a lot of face-to-face time.

It goes beyond organizing a few virtual escape rooms or drinks over Zoom after work.

Look at the personalities and skillsets within your team.

Where are they working well together?

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Where are they not?

Assess the weaker points in their teamwork and create a plan to address them.

For example, it may be that they all have very disparate ways of approaching common SEO tasks.

This might be an issue when handing overwork or working together on a project.

Getting the team to discuss their approaches and agree on a standard output would be one way of facing this challenge.

Team building can be part social, part operations-focused.

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But do not make the mistake of thinking weekly virtual quizzes will solve these challenges.

Regular Check-ins

A crucial part of your role in leading a remote SEO team is making sure you are checking in with your team members regularly.

You will need to assess their happiness, productivity, and how you can help remove obstacles to either.

You will know from your own experiences that there is a fine line between being a supportive manager and an overbearing one.

It is worth discussing with each team member how they work best.

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Would a weekly 15-minute chat reviewing what they are working on that week help?

Would they prefer to keep you updated with an email each week and a more in-depth face-to-face review once a month?

Whatever you decide on, make sure you keep it in the diary.

Your team needs an opportunity to voice any concerns or wins.

You also need regular touchpoints to see what support you should be giving.

One significant difference between an in-office and remote role is that it is a lot easier to miss the signs that your colleagues are struggling.

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These regular check-ins go some way to addressing that.

Training & Professional Development Tips

High-profile digital marketing agencies have recently commented how they would never want to go remote-first.

The comments centered on the need for junior staff to be around more experienced staff to grow and learn.

Remote-first SEO teams simply don’t have this set-up.

That’s not to say that the opportunity to learn from more experienced colleagues isn’t there. It’s just not going to be through overhearing a conversation from across the desk.

Training must be more thoughtfully considered and planned with remote teams.

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Guides And Mentors

A great way to make sure your new team member feels welcomed and settled onto the team is by assigning them a “guide.”

This is someone, not their line manager, to who they can ask questions.

This way, they have a point of contact where they can find out information about the company, logins, and the history of SEO on the websites without worrying they are bothering the wrong people or looking silly in front of their manager.

This is particularly important for remote roles where it isn’t possible for a new colleague to just ask a question of someone who is passing by.

A mentor can be particularly helpful for junior team members.

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Their role is to help with training and development needs.

As a line manager, you will likely have helped identify skills gaps.

The mentor can be someone who has a strength in those skills and can be a sounding board, or signpost, for your team member.

For example, if your new junior SEO wants to learn more about technical SEO, you can pair them up with your senior tech SEO, and they can arrange one-to-one training or coaching.

Team Workshops

Getting the whole SEO team together for regular workshops can aid in both building team support and sharing knowledge.

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A workshop can be as simple as looking over recent developments in the SEO industry together, like Google Analytics 4, or working on a problem such as a Javascript rendering issue.

By coming together as a team, you have the opportunity to learn from each other and build a culture of solving problems together.

Knowledge Shares

Similar to team workshops, knowledge shares will build a culture of looking to colleagues for help rather than going it alone.

Knowledge shares can be sessions once a week, or month, where the whole team talks about developments in the SEO industry, such as sharing a recently read article or conference notes.

Group Conference Trips

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Bringing the whole team together to attend an in-person, or virtual conference can help with upskilling and team building.

Remember to make sure it’s accessible for everyone.

Virtual might be the better way to go if your team is spread across a large geography.

Pooling Training Budgets

You might like to encourage your team to share any training budgets they are afforded.

Pooling together their budget might allow them to hire a specific trainer or coach.

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It could give them access to a resource portal or back-catalog of videos from a conference.

By sharing their budget, they will have a unified development opportunity to talk about as a group and increase the scope of what they can afford.

Internal Seminars

You may want to empower your team to give their own training sessions.

Chances are you have hired team members with strengths in certain areas where others are lacking.

If they are up for sharing that knowledge, you can suggest a training seminar.

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Alternatively, you may have identified other people in the business to share their knowledge on a certain topic, for example, a developer running through the latest Javascript framework for the new website.

Respect Why People Have Chosen Remote Working

There are many reasons your team may have chosen to work fully remote.

It is a good idea to find out why they’ve chosen remote work and make sure you are helping them get the most out of the opportunity.

Outside Of Work Commitments

Many of us chose to work remotely because of our commitments outside of work.

Working remotely reduces the need for a lengthy commute and keeps us closer to our homes, hobbies, and families.

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Be mindful that just because a team member is already at home and does not need to rush off to beat the traffic doesn’t mean they don’t need to clock out on time each evening.

Those outside-of-work commitments might be during lunch breaks or before work starts.

Your team working from home does not give you access 24 hours a day.

Their work hours are when you should expect them to work.

Child And Elder Care

Some of these out-of-work commitments might well be looking after family members.

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Be prepared for kids on video calls and parents walking past your colleague’s desk as they’re talking to you.

Your team’s offices are in their homes.

It is unreasonable for us to expect other people in those homes to work to our company’s schedule.

It is reasonable for you to expect your team to keep distractions to a minimum where possible.

However, likely, family members popping on screen or an emergency trip to the doctor likely causes your colleague far more stress than the company.

Help to normalize a healthy work/life balance.

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Let your team know that it is OK to prioritize family when emergencies happen.

Flexibility And Work/Life Balance

Another reason employees choose to work fully remote is the flexibility that it brings them.

There is the freedom to pick the kids up from school or take the dog for a walk.

It is important to realize that if this flexibility is a core driver for your team member working from home, frequent infringement on that might be why they look for another role.

Make sure you and your team understand what is required of them in terms of working hours, and don’t be the one to break that agreement.

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Conferences And Meet-ups

If work-life balance, commitments outside of work, and the desire for a short commute motivate your remote team, be very careful not to over-index on meet-ups and in-person conferences.

Remote first businesses often want to gather their team together once or twice a year for face-to-face meet-ups with a view to team building.

This might already be the limit of what your team can commit to.

Consider the additional toll it takes on employees.

You may not be aware of the additional steps they need to take to be present at the in-person events; for example, the single parent arranging childcare during their time away.

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The extra effort of staying overnight in an unfamiliar place can be for someone with health conditions.

The desire to not be away from family members.

Be prepared not to expect too much in-person attendance from your fully-remote team.

Remoteness Of Home

Finally, another consideration you should make around why your team might choose to work remotely is their home location.

Some people don’t live near major cities or transport links.

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For them, working remotely opens up SEO jobs that would otherwise be physically out of reach.

If you expect them to travel to clients’ premises or a social event, keep this in mind.

Making Sure Remote Is Right

When building your remote-first SEO team, a key consideration is finding candidates suited to remote roles.

The pandemic has led to some people working remotely for the first time.

They may now never want to go back to in-person alternatives.

For others, this might be their first experience working fully from home.

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Part of your interview process might include exploring how comfortable they feel with a remote-only role.

Does the candidate appreciate the loneliness or change in the work environment that a fully remote role brings?

Conclusion

However you choose to build your remote SEO team, there are a lot of benefits to doing so.

Being remote-only opens up the possibility of increased diversity in your team.

Your team may include people from across the world, not just in the city where old offices were based.

Embrace that opportunity to build out a diverse and accommodating team.

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Your team may experience a greater level of freedom as a remote team.

Make sure they are comfortable with that and understand the boundaries you’ll need to work within.

ICYMI – be sure to read How To Build A Remote Team For SEO: Planning & Structure and Legal Considerations & Communication Tips For Your Remote SEO Team for more on setting your remote SEO team up for success.

More resources:


Featured Image: fizkes/Shutterstock

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

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

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

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

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

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

Price: Free

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

Most common reporting use case

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

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

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

Tip

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

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

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

Favorite feature

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

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

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

Price: Free

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

Most common reporting use case

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

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

Such as:

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

Sidenote.

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

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

Here’s what a dashboard in GLS looks like:

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

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

Favorite feature

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

Price: Free for 500 URLs

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

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

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

Most common reporting use case

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

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

Favorite feature

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

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

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

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

Price: Free

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

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

For example, you could use our:

Most common reporting use case

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

With AWT, you can:

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

Favorite feature

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

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

Price: Free

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

Most common reporting use case

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

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

With the free version, you get the following features:

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

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

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

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

Favorite feature

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

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

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

Price: Free

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

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

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

Favorite feature

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

Price: Free

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

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

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

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

Favorite feature

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

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

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

Price: Free

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

Most common reporting use cases

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

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

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

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

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

Favorite feature

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

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

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

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

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

Final thoughts

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

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

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

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

These findings include:

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

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

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

High Penetration Rate & Industry-Wide Effects

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

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

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

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

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

Shifting Dynamics In Organic Search Results

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

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

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

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New Competition From Unexpected Sources

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

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

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

Challenges For Brand Term Optimization & Local Search

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

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

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

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

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Methodology & Limitations

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

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

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

Why We Care

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

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

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

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

How This Could Help You

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

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

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

Looking Ahead

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

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


Featured Image: BestForBest/Shutterstock

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