The SEOs Diners Club - Issue #18 - Weekly SEO Tips & News

June 26, 2022

Here are the weekly SEO insights for the SEOs Diners Club members. In addition, you can also join our free SEO Diners Club network to ask questions and share your thoughts on these topics and more.

12 Tips for Converting Your Organic Traffic into Qualified Leads

For some reason, we have fallen into the illusion that increasing organic traffic will increase the number of customers. Do you think this applies in all conditions and situations?

The human brain does not work perfectly when establishing cause-effect relationships. Those interested in SEO can get positive impressions about the profitability or conversion of the website based on the upward organic traffic graphs shared in dozens of published case studies. In most cases, we don't even question what the site shared in the case study is trying to sell or what the conversion is for that site. Our brains are programmed to assume that increased organic traffic increases conversions or sales.

"Our website organic traffic is excellent, but our conversion rates are meager."

Optimizing for search engines, increasing your website's ranking and visibility, and getting organic traffic is no easy task. But even if you succeed, this is just the beginning.

Why?

Because it's good that your visitors come to your website through organic traffic; however, if this traffic turns into revenue and helps your business's profitability, it's not worth it; it will only happen if your visitors turn into leads and customers.

In a recent Databox survey, over 67% of respondents said organic traffic converts better than any other channel. Meanwhile, another of their surveys revealed that many marketing and sales teams have a 10% conversion rate from organic traffic to leads.

Both are terrific numbers. They show how businesses in different industries benefit from organic traffic and why you should optimize your website for search and conversions.

The following article will guide you through 12 actionable tips you can apply to elevate your visitors to the level of leads and turn them into valuable customers.

Having visitors come to your website organically is great, but only if it translates into revenue and helps your business’ bottom line.

How Does a Turkish Digital Specialist Keep Up With the Trends in the Market?

The Serpstat team researched local markets and determined what sets them apart from the international market. The first market they examined was Turkey.

This exciting research, of which I am one of the experts who gave opinions, contains essential insights into the Turkish digital marketing and SEO ecosystem.

If you'd like to see how the Turkish digital marketing industry, which I'm proud to be a part of, is evaluated from a different perspective, you can click on the link below.

The Turkish digital market offers many opportunities for digital professionals, and changes in the industry are taking place all the time. We have collected a list of resources, influencers, and agencies to help you stay up-to-date with the latest industry news.

Googlebot Crawls & Indexes First 15 MB HTML Content

Google announced that it uses the first 15MB of a page's HTML to determine rankings.

In an update to Googlebot's help document, Google has quietly announced that it will crawl the first 15MB of a webpage. Therefore, Google will not include anything after this section in ranking calculations. You can find the relevant Google help document at the link below:

Googlebot is the generic name of Google's web crawler. Discover what Googlebot is, how it accesses your site, and how to block Googlebot.

Google states in its help document:

"All resources referenced in HTML such as images, videos, CSS, and JavaScript are considered separately. After the first 15 MB of the file, Googlebot stops crawling and only considers the first 15 MB of the file for indexing. The file size limit applies to uncompressed data."

This announcement has caused some in the SEO community to wonder if this means that Googlebot will completely ignore text that falls under images in HTML files.

"As stated, this is unique to the HTML file itself," John Mueller said via Twitter. "Embedded resources/content retrieved with IMG tags are not part of the HTML file."

What Does This Mean For SEO?

To ensure that Googlebot weighs it, you must place the most critical content on the page near the top of web pages; it means that the code must be configured to embed SEO-related information in the first 15MB of HTML or supported text-based file.

It also means that images and videos should be compressed whenever possible, so they are not directly encoded into HTML.

SEO best practices recommend keeping HTML pages to 100KB or less, so many sites will not be affected by this change. Various tools can check page size, including Google Page Speed ​​Insights.

In theory, having potential content not used for indexing might sound alarming. But in practice, 15MB is a pretty considerable amount of HTML.

As Google stated, resources such as images and videos are brought separately. Based on Google's statements, this 15MB cutoff only applies to HTML.

For you to visualize, I can say: It is impossible to exceed this limit with HTML unless you publish the book's entire text on a single page.

If you have pages that exceed 15MB of HTML, you probably still have underlying issues that need fixing.

Google's web crawler only uses first 15MB of a page's HTML to determine rankings, according to help documentation update.

An excellent way to test this is to use the URL Inspection tool in Google Search Console and examine what parts of the page Google renders and what it sees in the debug tool.

Analysis of the May 2022 Google Core Algorithm Update — Marie Haynes

In this in-depth analysis, Marie discusses her findings and thoughts on the May 2022 core algorithm update following the completion of the update.

Regarding such analyses, I think Marie Haynes should be one of the experts whose words we should give the most credit to. She has specialized in this field for a long time and provides consultancy services.

In this comprehensive analysis, she shares his personal views based on sites in different segments. If you have experienced a drop after this update, it offers solutions by referring to Google references.

In this post Marie discusses her in-depth analysis and impacts of the May 2022 core update following the completion of the rollout

PyScript: Getting Python Scripts to Run in the Browser

Learn how to build PyScript web applications and integrate Python scripts into your web browser.

This week Koray Tugberk Gubur published a great guide on this topic. If you are interested in the subject, I think it would be beneficial for you to bookmark this article and try to implement Koray's suggestions.

Discover the best of both JavaScript and Python. Learn how to create PyScript web apps and integrate Python scripts inside your web browser.

Google Explains How to Use Product Rich Results on Product Variant Pages

Google updated its product-rich results support page this week.

You can reach the page updated by Google via the link below:

Discover how you can add product structured data to attract potential buyers while they are searching for items to purchase on Google.

Google's old suggestion:

Use the markup for a specific product, not a category or product list. For example, "shoes in our shop" is not a particular product. Currently, product-rich results only support pages that focus on a single product. Therefore, we recommend you focus on adding markup to product pages rather than pages listing products or a product category.

Google's new suggestion:

Use the markup for a specific product, not a category or product list. For example, "shoes in our shop" is not a particular product. Currently, product-rich results only support pages that focus on a single product; this includes product variants, where each variant has a separate URL. Therefore, we recommend you focus on adding markup to product pages rather than pages listing products or a product category.

If you choose to use separate URLs for product variants, Google recommends using one of the following:

A road segment like /t-shirt/green

A query parameter like /t-shirt?color=green

Select one of the product variant URLs as the Canonical URL for the product to help Google understand which variant will show best in Search.

Google has updated the product rich results support page to add details around how these rich results can be used for product variants where each product variant has a distinct URL.

Google: Let's Talk About UX and SEO

Googlers discussed SEO and UX in this week's Search Off The Record episode.

In this episode of Search Off the Record, Martin Splitt, Gary Illyes, and Lizzi Sassman talked about user experience and SEO.

What is UX? Besides essential Web Data, what other conclusions can we automatically try to draw about a site's user experience? From interstitials to site structure, the team of Search experts had a delightful conversation about the relationship between UX and SEO.

The note I took from the speech was:

- "Use hyphens without underscores in URLs; we can't easily segment expressions between underscores" and that's why we recommend hyphens" — Gary Illyes

Serpstat Webinar: How to Increase Your Organic Traffic with Structured Data

This week's guest at Serpstat webinars was SEO expert Joseph S. Kahn.

We all know that structured data is important, but we don't know enough about its direct relationship with organic traffic.

For this reason, Joseph S. Kahn's presentation, shared after the webinar, caught my attention. I wanted to share it with you too.

SparkToro User Guide for Content Creators

If you want to analyze the audience while producing content, I recommend using the SparkToro tool competently.

I have to admit that for many years while producing content in SEO projects, I was generally based on the searches they made, not the target audience. For example, the search volumes given by the SEO tools provided sufficient justification for me to write a blog post.

With Google starting to shape search queries based on user intent, I got into the habit of giving up this bad habit and putting myself in the shoes of the people who did this search. Considering the reasons that drive them to this search is an element we should pay attention to at least as much as the search volume.

Tools like Semrush have started to share "user intent" for any search word. However, even this often does not fully reflect the user's intent.

At this point, I can say that the SparkToro audience analysis tool came to my rescue. It is invaluable to me to see the demographic information of the target audience, which sites they spend time on, and other important information.

Moz.com co-founder Rand Fishkin developed the tool. In the article below, how you can do target audience analysis using SparkToro before producing any digital content is very well summarized.

Last Saturday, I received an email from Rich Wilan, founder of Fascinate Productions. Rich and his team help podcast creators build audiences and top

Book Of The Week: "The Power of Ignorance" - Dave Trott

In this latest collection of real-life stories, Dave Trott provides lessons about problem-solving and creative thinking that you can apply in advertising, business, and the wider world.

What’s the most crucial step in fixing a puncture?

It isn’t jacking up the car, taking the wheel off, or finding the puncture.

There’s something more fundamental than any of those.

Something without which you can’t even begin to fix a puncture. The most crucial step is finding out you’ve got a puncture. Without that, you can’t do anything.

Instead of saying, “It’s just a bit bumpy, must be the road,” and carrying on, you must acknowledge that something has changed, and you don’t know what that is.

If you don’t admit you don’t know what’s happening, you can never find out.

If you don’t find out, you can never change it.

The most critical step, always, is admitting you don’t know.

That’s the power of ignorance.

In this latest collection of real-life stories, Dave Trott provides lessons about problem-solving and creative thinking that you can apply in advertising, business, and the wider world.

With his trademark wit, wisdom, and critical eye, he shows how great problem solvers and creative thinkers are those who are not afraid to say, “I don’t know.”

Amazon.com: The Power of Ignorance: How creative solutions emerge when we admit what we donât know: 9780857198358: Trott, Dave: Books

I hope you enjoyed my weekly SEO insights. Hope to see you the following Monday in the new episode. I wish you all a great week.

Best,

Mert Erkal