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Weekly News: Google On How To Improve SEO Audits

Google On How To Improve SEO Audits

Google’s Martin Splitt offers advice on how to improve SEO audits in a way that makes them more useful to web developers.

A number of tips are shared in the second episode of Google’s SEO & Devs web series on YouTube, which is dedicated to the topic of SEO audits.

Bartosz Goralewicz, CEO of Onely, joins Splitt to provide recommendations on what works best, based on first-hand experience between his team and his clients.

This episode is worth listening to in full, as you’re certain to learn something that will improve your working relationship with developers and stakeholders.

Here’s just a sample of what’s included in the 30+ minute video.

Ditch The PDF Reports

Splitt recommends replacing PDF reports with more efficient forms of communication.

The issue with delivering SEO audits via PDF report is they often state what’s wrong with a site without saying what needs to be done to fix it.

Another problem with these reports is they’re not always aligned with the goals of the website.

Improve SEO Audits With Better Communication

Bartosz says the key to delivering better SEO audits is to communicate more thoroughly with stakeholders and developers.

“Usually we start with stakeholders… we talk to the stakeholders, we hop on a call before creating any offers or anything. We hop on a call and talk about what’s the KPI, what’s the problem, what are the challenges, why are we even doing that.

Why is this so important? Why do you want to fix that? Because if traffic is the only metric we still will work withthem, but we know how this might go. So we’re going to start with that.”

Starting the audit process with establishing stakeholder goals can help prevent you from delivering useless SEO audits, like the ones Splitt discussed in the section above.

Source: Google On How To Improve SEO Audits

Google Merchant Center allows retailers to save product filters

The ability to save product filters has been spotted in Google Merchant Center. We’ve reached out to Google for more details about this feature but have not received a response at the time of publication.

google merchant center product filter

Tip of the hat to Kirk Williams of ZATO Marketing for bringing this to our attention.

This nifty, albeit minor, update can save marketers some time that might otherwise be spent fumbling through data to find what they’re looking for. Being able to save product filters enables marketers to more quickly analyze different product categories, such as clearance items, for example.

Source: Google Merchant Center allows retailers to save product filters

Google rolls out placement exclusions for Smart Shopping campaigns

The ability to exclude undesirable ad placements for Smart Shopping campaigns has been spotted in the Google Ads interface. Placement exclusions can be applied to the Google Display Network and YouTube, according to the screenshot (below).

smart shopping placement exclusion

We’ve reached out to Google for more details about this feature but have not received a response at the time of publication. Tip of the hat to Davey Stokkers and Fabio Antichi for first spotting this feature, and Gianpaolo Lorusso for bringing it to our attention.

More and more consumers are seeking to purchase from brands that align with their ethics and values. Being able to control what your ads appear alongside can help you prevent unwanted brand associations, which can, in turn, affect your conversion rates.

Additionally, Smart Shopping and Local campaigns will be bundled into Performance Max campaigns sometime in 2022. It’s not clear whether placement exclusions will still be available when that occurs. We will update this article with more details when we receive a response from Google.

Source: Google rolls out placement exclusions for Smart Shopping campaigns

Google Search Console testing announcement bar

Google is testing a new announcement bar or tab at the top of the Google Search Console interface. The bar does not yet seem to function properly but has three levels of announcements depending on the urgency of the information.

Types of announcements. Google Search Console shows these three types of announcements bars:

  • Informational announcement
  • Minor issue announcement
  • Major issue announcement

What it looks like. Here is a screen shot of what it currently looks like, although, clicking on them currently does not do anything:

google search console alerts messages tab

It seems Google will be able to use this to communicate issues with Google Search directly to site owners. Again, this is not fully functioning right now but I suspect it is rolling out soon.

Source: Google Search Console testing announcement bar

Waymo will partner with China’s Geely to develop electric robotaxis

Waymo is teaming up with Chinese carmaker Geely to build electric, fully autonomous robotaxis for the United States.

The self-driving arm of Google (GOOGL) parent company Alphabet announced the partnership Tuesday, calling the deployment of the cars a big part of its commitment to “expanding access to sustainable transportation.

“Both firms said in press releases that the ride-hailing cars would be designed and developed by Zeekr, Geely’s electric mobility brand, at a facility in Sweden using “a new proprietary and open-source mobility architecture.”

Once the cars are delivered to Waymo in the United States, they’ll be set up with autonomous driving technology called Waymo Driver.

The companies did not say exactly when the vehicles would hit the streets. A blog post on Waymo’s website said the cars would be introduced within its Waymo One fleet “in the years to come.”Waymo has said its self-driving vans have given tens of thousands of rides since the company launched a public robotaxi service in Chandler, Arizona, more than a year ago.

Source: Waymo will partner with China’s Geely to develop electric robotaxis

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