The SEOs Diners Club - Issue #40 - Weekly SEO Tips & News

November 27, 2022

Here are the weekly SEO insights for the SEOs Diners Club members. You may also join our free SEO Diners Club network to ask questions and share your thoughts on these topics.

Is Domain Name a Google Ranking Factor?

Exact-match domain names used to be very important. But could it be that, nowadays, domain names play an important role in search rankings?

Previously, having an exact match domain name was a massive advantage in SEO efforts. For example, in 2010, CarInsurance.com was sold for $49.7 million. It may still be the most expensive domain purchase.

It was common for people in the SEO industry to advocate EMDs (Exact Match Domain). The claims are usually that they provide instant credibility and create a competitive advantage. Since they match a search word, the fact that the backlinks given to the domain name are based on the search word is considered the icing on the cake.

At the movie's end, Google recognized the keyword-stuffed URLs of such sites and updated its algorithm to reduce the impact of these URLs. However, this doesn't mean that your website's domain name doesn't affect SEO.

Your Domain Name Is Not a Ranking Factor, But It Still Matters

Your choice of domain name can be an essential indicator of your user experience and overall brand image. Your domain name should usually be the most recognizable aspect of your business. However, sometimes this is not the name of your business but a specific brand or trademark name.

Consider subdomains or even separate domains for different properties. If you sell products that resellers carry, this can also help your customers find you more easily.

Using keywords in your domain name won't help with search rankings; it can even hurt your SEO if not done right.

However, if your brand is heavily focused on a specific service or product, adding a keyword to the domain name can help users understand what you're about at a glance. A carefully placed keyword can also help you attract likely to convert audiences.

Don't be afraid to use a keyword if it's highly relevant or part of your brand.

To summarize, your domain name doesn't directly affect your Google rankings. Still, it provides opportunities for experienced web marketers to reflect their brand's values and create more positive user experiences.

Having an exact match domain used to be a big deal. But does domain name play a part in search rankings today?

Google Publishes Guide to Ranking Systems

A new guide from Google will help you understand which ranking systems Google uses and which have been retired.

A new guide to Google's "ranking systems" informs us which systems Google uses to rank search results and which have been retired.

Google also introduces new terminology in its latest guide, distinguishing between ranking "systems" and ranking "updates".

A system like "RankBrain" is constantly running in the background. An "update" refers to a one-off change to the ranking systems.

For example, a helpful content system runs continuously in the background as Google delivers search results but receives updates to improve how it works.

Core algorithm updates and SPAM updates are other examples of one-off changes to ranking systems.

Now that we're familiar with Google's new terminology let's look at the highlights from Google's guide to ranking systems.

A new guide from Google will help you stay informed about which ranking systems Google uses and which ones are retired.

Google Search adds new spam policy: Policy Circumvention

If you find ways around Google's SPAM measures, Google can still take action against your content, site or account.

Google has added a new title to its SPAM policies; the new SPAM policy is called "Policy circumvention". In short, if you find ways around existing SPAM prevention measures, Google can take action against your content, site or account.

You can find the statement from Google below:

"If you take actions to circumvent our SPAM or content policies for Google Search, weaken restrictions on content, a site, or an account, or otherwise continue to distribute content that has been removed or is otherwise inappropriate to appear, we may take appropriate action, which may include restricting or removing eligibility for some of our search features (e.g., Top Stories, Explore). Fraud includes, but is not limited to, creating or using multiple sites or other methods to distribute content or engage in previously prohibited conduct."

If you violate this new policy, Google says that it may restrict or remove content from showing in search or some search features.

Knowing Google's SPAM and content policies is a prerequisite for performing SEO and other marketing services on Google Search.

This is a new policy, but the basics of the logic behind the policy overlap with many of the already published Google Search SPAM policies.

Do not attempt to manipulate Google Search's ranking algorithms, and if you do, you risk having your site removed or downgraded in Google Search.

If you find ways to get around Google's spam measures, Google may take action on your content, site or account anyway.

How to Use Digital PR to Increase Organic Growth?

In the discussion of brand and performance marketing, why is digital PR a great way to drive SEO, increase ROI and build the brand?

While it's tempting to cut spending in a recession, I've long believed that brands must stay visible, and Digital PR is a great and cost-effective way to do that. For more of my thoughts on this, check out this blog post I wrote during the pandemic:

Online PR refers to the communication carried out in the digital field through search engines, news sites, social media channels, websites, blogs, and forums.

In the current economic climate, brands and businesses are understandably scrutinizing every penny and are likely to cut marketing budgets across the globe.

Businesses need to be realistic about growth trends over the next few months and ensure that every marketing dollar they invest is accounted for.

While this will naturally lead to more investment in performance channels such as paid media, it will also lead to an increase in cost per click (CPC). One way to remain measurable but reduce costs is to get creative and focus energy on getting attention rather than continuing to pay for every click and impression.

In conclusion, I would argue that digital PR is one of the most critical tools in your marketing toolkit because, with the right strategy, it can increase both brand awareness and organic performance. The following article will guide you through this.

In the brand vs performance marketing debate, why digital PR is a great route to drive SEO, increase ROI, and build brand

What is Search Forecasting and Why is it Important?

Predicting search traffic is never 100% accurate, but you can strategically create a solid marketing plan by seeing the big picture.

Search forecasting predicts what levels your organic traffic will reach after a certain period.

All good SEO strategies start with complex data. This should ultimately shape your next move - not best guesses and assumptions.

With the data in hand, you can predict what search traffic might look like for your business and use it to plan your future campaigns.

Here are a few essential details to keep in mind when working on organic traffic predictions:

Forecasting search traffic is never 100% accurate, but you can build a strategically sound search marketing plan by seeing the bigger picture.

Gain Insights to 2023 Using the SEO Forecast Template

This template can help you make organic traffic projections for the coming year.

As we enter 2023, with the global economic downturn likely to keep many budgets and headcounts well below optimal levels, it will be essential for marketers to make a compelling case for why their speciality should receive a fair share of resources.

In other words, it will be more critical than ever that we make realistic predictions.

SEO's beauty and unique challenge are that it blends art and science. Unlike paid performance channels, where you have CPC and CPM metrics that tell you how many clicks and impressions you'll get for a given amount of spend, SEO doesn't have a clear, measurable cause/effect path.

However, you can make an SEO forecast to give some directional answers to these questions and set traffic expectations for the coming year (or a specific timeframe). The article below, along with a template, shares how you can do this.

Learn how to use SEO forecasting to glean directional insights and set traffic expectations for the year ahead.

Google: 60% of the Internet is Duplicate!

And you think your site has a duplicate content problem?

If you think you have a duplicate content problem, this statement from Google's Gary Illyes may put your mind at ease. According to Illyes, 60% of the sites Google crawls are full of duplicate content.

I've recently begun to think that the decline in Google's search quality may be directly proportional to the decrease in the quality of content on the Web in general.

Put yourself in Google's shoes; it must be a never-ending struggle to find the most accurate content among billions of pages created solely to perform in the search engine and not benefit the user.

It is possible to turn this into an opportunity; if you can produce something unique and more practical than most of what is available on the internet, you can gain a competitive edge in the race.

And you think you have a duplicate content problem on your site? Google said,

Google: E-A-T is Valid for Every Query

If you think E-A-T is only considered for YMYL sites, think again.

Google's HJ Kim stated in an interview that the E-A-T concept comes into play for every search query. Kim's statements are as follows:

"E-A-T is a core part of our metrics and stands for expertise, authority and credibility. It wasn't always there at Google, and it's something we developed about 10-12-13 years ago. It's there to ensure that the content people consume will not be harmful and will be helpful for the user. These are principles that we apply every day.

The YMYL queries, your money or your life queries, for example, when I'm looking for a mortgage or I'm looking for the local emergency services, I would say we pay particular attention to those queries. We pay a little bit more attention to those queries because those are some of the most important decisions that people can make, some of the most important decisions that people will make in their lives. So I would say that E-A-T is a little more effective at this point, but I still say that E-A-T applies to every query."

Out of the Hyung-Jin Kim interview from SMX Next last week, we not only got the scoop on the Coati algorithm but also Hyung-Jin Kim told us that E-A-T is used in every single query, it is applied to everything Google Search does.

Google Tests New "People Also Ask" Interface

Google is testing a new design, layout and user experience for the "people also ask" box in search results.

In the new interface, results are stacked side by side and on top of each other, and when you click on a result, the answer loads in a shaded box.

This was noticed by SEO expert Brodie Clark, who posted a video on Twitter. I don't think it looks bad at all, what do you think?

Google is testing a new design, layout, and user experience for the people also ask box in the Google Search results. This interface has results side by side and stacked on top and then when you click on a result, it loads the answer in a shaded box.

Book Of The Week: The Creative Nudge: Simple Steps to Help You Think Differently - Mick Mahoney

Get a creative boost with a few simple steps.

Forget what you learned in school. Thinking creatively is something everyone can do. Creative Touch shows how you can use "touch theory" to bring out your creativity.

According to Touch Theory, small actions can have a big impact on the way we think. Creative touches can make you look at the world with new eyes, do things in new ways and take risks. Make small changes in your behaviour, retrain your brain and say hello to a more creative life. And these touches are fun!

The Creative Nudge: Simple Steps to Help You Think Differently [Mahoney, Mick, Chesters, Kevin] on Amazon.com. *FREE* shipping on qualifying offers. The Creative Nudge: Simple Steps to Help You Think Differently

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

Best,

Mert Erkal