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As a member of several search engine optimization forums, and I have recently noticed (especially since Yahoo recently decided to try their hand at competing with Google) that the stress level of many webmasters has gone way up. This applies not only to webmasters involved in Internet-based home businesses, but to webmasters in general.
Additionally, it seems that many people that are in the business of search engine optimization (SEO) are, with good reason, going completely bonkers. As Google came on the scene in 1998 and quickly dominated the search business, website optimization became largely a game of shooting at a single target, namely, pleasing Google…for all intents and purposes, Google became the “800 pound gorilla” of the search engine business.
Not only are there now several viable players (most notably Google, Yahoo, Microsoft and Ask Jeeves) in the search engine business, but they are all adopting different and frequently changing algorithms for determining the ranking positions for websites. The current game is that webmasters are trying to figure out how the various search engines perform the rankings and, on the flip side, the search engines are striving to be unpredictable to those webmasters and SEO firms.
For those people using websites to promote home-based businesses, it can be stressful constantly trying to determine “what the search engines want” and agonizing over every downward fluctuation in rankings that their website may experience.
Looking forward in time, I think we can expect that rankings will fluctuate frequently and will not be at all consistent from one search engine to another. It will be quite common that for a particular search term a website might suffer a drop in position ranking for search engine “A” and an increase position ranking for search engine “B” at essentially the same point in time.
Rather than stressing out over every position ranking “wiggle”, a better approach might be to just focus on “what do visitors to my site want?”. The search engines are striving to give their users a quality (relevant) search experience and if you are focused in giving visitors to your website what they are looking for, these paths will meet somewhere down the road.
You can save yourself alot of consternation by focusing upon the needs of the website visitors you are seeking to attract, rather than chasing the frequently changing ranking algorithms of several search engines. Focus on a single target instead of chasing several miving targets at the same time.
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Bing Versus Google: Search Engine Showdown
If you’re a Google loyalist, you’ll be interested to know that although Google excelled at producing lightning-fast results in our showdown, when it stumbles, it falls hard. Bing boosters should note that while your favorite search engine delivers uncannily relevant results, it has an annoying habit of auto-editing search queries in hopes of guessing what the user’s true intent is.
To settle the great search engine debate, we created our own version of the Pepsi Challenge for Bing and Google to see which one could serve up the best results without the fizz. We focused on search fundamentals: How easy is it to find a specific website? How simple is it to track down a certain factoid? Can either search engine find and deliver the best place to buy online? In the course of testing, we also rated Bing and Google on their ability to deliver spam-free results that show no bias toward their own services.
Read on to see how they did. Along the way we also offer search tips gleaned from what we learned.
Navigational Search ChallengeSince there is no index for the Internet, users depend on search engines to find a specific website, and often, particular pages on that site. So how do Bing and Google measure up to the challenge of steering clear of junk sites and delivering the right ones?
When we used both Bing and Google to track down the official website for Mitt Romney, President Obama’s YouTube channel, and a dosage chart for Infant Tylenol, the top results were correct in every case.
Bing: 4 stars
Search Tip: Keep your searches as specific as possible. Taking the time to enter an extra keyword or two (such as “official site” after “Mitt Romney”) will save you time when it comes to sorting through the search results.
Query AutocorrectingBoth Bing and Google automatically correct misspellings. But Bing often went too far in our experiments, automatically altering three of the nine test queries we entered. When we searched for “Barack Obama YouTube channel”, Bing included results for “barack obama youtube tv” automatically. When we searched for “Entertainment Weekly’s Grammy Coverage”, Bing also included “Entertainment Week Grammy Coverage”. In all instances where Bing assumed that it knew what we really wanted to search for, the suggestions were not helpful.
Bing: 2 stars
Search Tip: Be on the lookout for overzealous autocorrecting. It’s easy to overlook a minor (or sometimes, major) edit to your search query, unless you’re expecting it.
Next Up: Searching for Specifics on Large Sites
Searching for Specifics on Large SitesOne of the most popular types of searches involves looking for a particular page on a specific website you already know of. For example, many Boston Red Sox fans first visit Bing or Google for spring training news, with the intent of linking to Boston’s local online supersite chúng tôi To gauge how well Bing and Google did at this task, we created typical search engine queries with the name of the source website in the query, and tried to find information on small to large sites.
A search for “CNN Andrew Breitbart obituary” on both Bing and Google returned News results in the top spot, which was to be expected when searching for a timely topic (we conducted our searches in early March). But only Google’s results pointed us to the right page on chúng tôi Bing’s top result pointed us to a story on Daily Beast, with chúng tôi results appearing in the third spot.
While neither search engine was perfect, Bing was a bit more capable at delivering the right results in less time.
Bing: 4 stars
Product SearchesSearching for specific products is one of the most popular kinds of online searches. And in our test, both Bing and Google did a good job of taking us to official product pages when we ran them through their paces.
Google fared slightly better with popular queries such as “iPad models”, “P90X workout system”, and “iPhone 4S specs”. In all three test cases, the search engine’s top result led us directly to an official or manufacturer site. Bing was almost equally astute, but stumbled on the iPad search with top results dominated by news stories about the third-generation iPad and the iPad 2. At the very bottom of the first results page was a link to Apple’s iPad Web page.
Bing: 4 stars
Google: 4 stars
Search Tip: Searching for a product name only (such as “P90X workout system”) is a great way to begin your product research. But refining your query, adding terms such as “reviews” and “prices”, will help you get more information before you buy.
Taking Action: Transactional SearchesSearches in which the intent is to sign up for classes, cancel an account, or find forms to download are particularly annoying when a search engine lets you down. After all, you aren’t looking up the capital of Montana; you want to get something done.
Bing: 4.5 stars
Search Tip: A search engine may not return the specific page you want, but that doesn’t mean the page isn’t out there. Some sites (such as, ahem, those for cable companies) may make it difficult to cancel your service, while others (such as those for smaller, local organizations) may have sign-up pages buried deep on their sites. Keep looking.
Information SourcesSearch engines have replaced dusty encyclopedias, dictionaries, and dog-eared reference books of all kinds, becoming everyone’s go-to resource for finding correct answers. Is a bite from a scarlet kingsnake poisonous? Let’s hope that your search engine gets the answer right, and fast.
Deciding on the best result from these types of searches–called informational searches–isn’t as easy as doing so on product searches, for obvious reasons. There is no official product page for, say, “most popular baby names of 2011”.
And, in our “What is the best Brad Pitt movie” search, in which we hoped to discover information specifically about the actor’s films, Bing’s results focused on Brad Pitt himself rather than his body of work, pointing us to his IMDb and Wikipedia pages before any movie reviews. Google, meanwhile, more fittingly directed us to several sites where reviewers debated the merits of his movies.
Bing also continued its habit of correcting our searches, even when we didn’t want it to. The search engine automatically changed a query for “Meredith Vieira husband medical problems” to “Meredith Vieira husband health help”, which is related, yes, but different.
Google: 4 stars
Search Tip: Ask and you shall receive–both search engines proved capable of quickly and easily answering questions. Even when we used colloquial language, Bing and Google understood what we were asking, and answered appropriately.
Next Up: Bias and Spammy Results
BiasWhile chúng tôi and chúng tôi may focus on search as their core competency, both sites also serve as hubs for the variety of Web properties that their parent companies own. And both Microsoft and Google stand to gain if they can keep Web surfers on their network of sites, whether it’s a video site, a travel site, or an entertainment-news site.
That’s why we tested both search engines for any signs of bias, to see if they pointed us toward one of their own sites when another might have been a better fit. And we were pleased to see that both came away with their hands clean, returning unbiased results in almost all cases.
Since both Google and Microsoft offer smartphone platforms and VoIP software, we searched in those areas. Our “What is the best smartphone” and “What is the best VoIP service” queries brought us to a host of neutral sources, including Cnet, chúng tôi and chúng tôi In neither case did we see any mention of the company’s own products, such as Android, Windows Phone, Google Voice, or Skype.
In two cases we noticed a slight slant in the search results. Our “Aerial views of Boston” query appropriately produced links to Bing’s images of, well, aerial views of Boston. But the same search on Google pointed us to Google Maps in the top spot, which didn’t exactly deliver an aerial view of the city.
Bing did show its own slant when we searched for “Mike Wallace videos”, though, returning links to Bing Video in its second spot. Google, meanwhile, avoided pointing us toward YouTube, as it placed links to good-quality chúng tôi videos high in its results.
Bing: 4 stars
SpamSearching for medical information on the Web can open up a minefield: In your quest for info, you could easily land on some third-rate site pushing pain pills from China. So we decided that we would see how well Bing and Google did in steering us clear of spam search results.
In our tests, we considered a site spammy if it was designed to trick, hijack, or clutter up your search results, and if it was obviously misleading in any way–not simply a site that could be considered a link farm or is optimized aggressively for the keywords.
Bing: 4 stars
Google: 4 stars
Search Tip: Don’t be afraid to tattle. If you come across spammy sites or link farms, report them. Both Bing and Google accept online spam reports.
Who Really Won?Which search engine is better, Google or Bing? Neither. And both. While neither site ran away with our tests, neither failed miserably. So why, then, is Google so dominant in the marketplace? It might simply be a matter of habit: Google established its place atop the search engine charts years before Bing debuted, and many people continue to use it simply because they always have. They turn to Google just as they reach for Coke on the store shelves.
And then there’s that catchy name. If you’re looking for information, no one is going to tell you to “bing it.” But as our tests clearly show, sometimes “binging it” might be the better way to go. Relying on just one search engine will get you where you’re going most of the time. But switching between the two will get you there faster, with a little variety for good measure.
Special ThanksWe crafted our test queries after consulting with a number of search engine experts, all of whom are well versed in how real-world Web surfers are searching online. We offer a tip of the hat to these experts who helped us create our test methodology, including Rand Fishkin, CEO of chúng tôi Eric Pugh, a principal at search consultancy Opensource Connections, and Danny Sullivan, the search expert behind Search Engine Land.
Best Seo Books In Search Engine Optimization Books
Books to Learn SEO
SEO books are a valuable resource for anyone looking to improve their website’s visibility and ranking on search engines. With the doubling indispensability of online presence and the competition in the digital world, a solid understanding of SEO is essential for businesses and individuals.
The best SEO books offer an extensive guide to understanding the various components of SEO, including keyword research, on-page optimization, link building, and more. They provide practical tips and strategies for optimizing websites for maximum search engine visibility and tracking and measuring results to improve SEO efforts continually.
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While it is true that many people recognize the value of reading SEO books, it’s important to understand just how crucial this practice can be in achieving success in the digital landscape. They can provide new ideas and perspectives to aid you in reaching your objectives and driving more traffic to your website. So, here is a collection of gems among the existing SEO books you can make the most of!
Key Highlights
Emphasize identifying and using relevant keywords to improve search engine rankings.
Provide insights into tracking and measuring website traffic and conversions using analytics tools like Google Analytics.
Highlight the importance of staying up-to-date on the latest algorithm updates and adjusting your SEO strategies accordingly.
Most Recommended SEO BooksLet us discuss the reviews and takeaways of the SEO Books:-
Book #1: The Art of SEO: Mastering Search Engine OptimizationAuthor: Eric Enge, Stephan Spencer, Jessie Stricchiola
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Review
The Art of SEO is a comprehensive guide covering everything you need about search engine optimization. From keyword research to link building, this book teaches you the essential strategies that will help you boost your website’s visibility in search engine results pages. Moreover, the authors provide real-life examples and case studies to help you apply these techniques in practice. This book is a must-read for a person looking to master the art of SEO.
Key Takeaways
Provides a detailed guide to understanding the algorithms search engines use to rank websites.
Teaches the importance of keyword research, on-page optimization, and link-building strategies.
Emphasizes the need to create high-quality, engaging content to attract and retain visitors.
Discusses the impact of social media and mobile optimization on SEO.
Book #2: SEO 2023: Learn search engine optimization with intelligent internet marketing strategiesAuthor: Adam Clarke
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Review
For those seeking to remain current with the latest SEO trends, SEO 2023 is an ideal guidebook. Adam Clarke provides an in-depth look at the current state of SEO and offers actionable strategies that will help you improve your website’s search engine rankings. The book is easy to read and provides practical examples to help you apply the techniques discussed in practice. This book is a must-read for anyone seeking to enhance their SEO skills.
Key Takeaways
Discusses the latest trends in SEO, including voice search, local SEO, and mobile optimization.
Provides practical tips and strategies for optimizing websites, including keyword research and on-page optimization.
Emphasizes the importance of building high-quality backlinks to improve search engine rankings.
Discusses the impact of social media and content marketing on SEO.
Book #3: SEO for DummiesAuthor: Peter Kent
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Review
SEO for Dummies is a detailed guide covering everything you need about search engine optimization. It is a perfect book for beginners just getting started with SEO. Peter Kent explains complex SEO concepts in an easy-to-understand manner, making this book enjoyable for anyone who wants to learn more about SEO.
Key Takeaways
Provides a beginner-friendly introduction to SEO, including basic concepts and terminology.
Teaches the importance of keyword research and on-page optimization.
Discusses link-building strategies, including building relationships with other websites.
Emphasizes the need for high-quality content to attract and retain visitors.
Book #4: SEO Fitness Workbook: The Seven Steps to Search Engine Optimization Success on GoogleAuthor: Jason McDonald
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The SEO Fitness Workbook is an excellent guide that teaches you how to optimize your website for search engines. Jason McDonald provides a step-by-step approach to SEO and offers practical exercises to aid you in implementing the techniques discussed in practice. The book is filled with real-life examples and case studies, making it engaging and informative.
Key Takeaways
Provides a step-by-step guide to optimizing websites for search engines.
Covers keyword research, on-page optimization, and link-building strategies.
Includes practical exercises and worksheets to help readers implement the strategies discussed in the book.
Emphasizes the importance of tracking and measuring results to improve SEO efforts continually.
Book #5: The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers DirectlyAuthor: David Meerman Scott
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Review
In the digital age, effective marketing requires a different approach than in the past, and “The New Rules of Marketing and PR” is an essential read for anyone seeking to market their business successfully. David Meerman Scott provides a comprehensive guide to using social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Moreover, the book is easy to read and provides actionable strategies to aid you in taking your marketing efforts to the next level.
Key Takeaways
Discusses the latest trends in digital marketing, including the importance of social media and content marketing.
Teaches how to create and distribute high-quality content to attract and retain visitors.
Provides practical tips and strategies for optimizing content for search engines.
Emphasizes the need to understand and engage with the target audience to create effective marketing campaigns.
Book #6: Google AdWords for Beginners: A Do-It-Yourself Guide to PPC AdvertisingAuthor: Corey Rabazinski
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Review
Key Takeaways
Teaches how to create effective AdWords campaigns, including keyword research, ad copywriting, and targeting options.
Emphasizes the importance of tracking and measuring results to optimize AdWords campaigns.
Includes practical tips and strategies for optimizing AdWords campaigns for maximum return on investment.
Book #7: Search Engine Optimization All-in-One for DummiesAuthor: Bruce Clay
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Review
Search Engine Optimization All-in-One for Dummies is an outstanding guide covering everything you need to know about SEO. Bruce Clay explains complex SEO concepts in an easy-to-understand manner and provides practical tips and tricks helpful to optimize your website for search engines.
Provides sources for understanding the various components of SEO, including keyword research, on-page optimization, and link-building strategies.
Discusses the latest trends in SEO, including mobile optimization and social media.
Teaches how to optimize websites for search engines and track and measure results.
Includes practical tips and strategies for optimizing websites for maximum search engine visibility.
Book #8: SEO Like I’m 5: The Ultimate Beginner’s Guide to Search Engine OptimizationAuthor: Matthew Capala
Get this book here
Review
SEO Like I’m 5 is a fun and engaging guide that teaches search engine optimization basics. Matthew Capala explains complex SEO concepts in a simple and easy-to-understand manner, making this book perfect for beginners. Whether a small business owner or a marketer, this book is a must-read to improve your website’s search engine rankings.
Key Takeaways
Provides a beginner-friendly introduction to SEO, including basic concepts and terminology.
Teaches how to create effective keyword strategies and optimize websites for search engines.
Discusses the importance of creating high-quality content and building relationships with other websites.
Emphasizes the need to track and measure results to improve SEO efforts continually.
Book #9: Search Engine Optimization (Seo): An Hour a DayAuthor: Jennifer Grappone, Gradiva Couzin
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Review
Search Engine Optimization: An Hour a Day is a practical guide that teaches you how to optimize your website for search engines in just one hour a day. Jennifer Grappone and Gradiva Couzin provide a step-by-step approach to SEO and offer practical exercises that will help you implement the techniques discussed in practice. Moreover, the book is easy to read and provides real-life examples and case studies to help you apply the methods discussed in training.
Key Takeaways
Provides a day-by-day guide to implementing an effective SEO strategy.
Teaches how to conduct keyword research, optimize websites for search engines, and build high-quality backlinks.
Emphasizes creating high-quality content and engaging with the target audience through social media.
Includes practical tips and strategies for optimizing websites for maximum search engine visibility.
Book #10: SEO Step-by-Step – The Complete Beginner’s Guide to Getting Traffic from GoogleAuthor: Caimin Jones
Get this book here
Review
SEO Step-by-Step is a guide that teaches you how to optimize search engines for website reach. Caimin Jones provides a step-by-step approach to SEO and offers practical tips and tricks that will help you get more traffic from Google. The book is easy to read and provides real-life examples to help you apply the techniques discussed in practice.
Key Takeaways
Provides a beginner-friendly introduction to SEO, including basic concepts and terminology.
Teaches how to conduct adequate keyword research and optimize websites for search engines.
Emphasizes the importance of creating high-quality content and building relationships with other websites.
Includes practical tips and strategies for optimizing websites for maximum search engine visibility.
Recommended ArticlesOur Top 10 SEO Books compilation aims to be helpful to you. For an extensive list in the category, EDUCBA recommends the following,
Change The Default Search Engine In Ie Via Registry
Some admins go a little overboard with restrictions and forcing people to search using only Bing is a prime example. In this article, I’ll show you how to modify some settings in the registry so that you can use Google as the default search engine instead of Bing.
Table of Contents
If the registry editor is disabled on your computer also, make sure to check out my previous post on how to re-enable the registry editor. It’s worth noting that the registry keys we will be altering aren’t critical to the system and therefore if you mess something up, nothing bad should happen to your computer.
However, just in case, make sure to read my post on backing up and restoring the registry first. The procedure is a bit technical, but if you follow along slowly, it’s not too hard. I tested this on Windows 7, Windows 8 and Windows 10 and it worked on all three operating systems.
Edit SearchScopes for IE in RegistryIn IE, each search engine you add to the browser is called a search scope in the registry. First, before we get into the registry we have to create a new GUID that we will use as a key. Sounds scary, but just follow the instructions below.
At the prompt, just copy and paste the following command:
[Guid]::NewGuid()This will generate a long number with letters and dashes like shown below. Select the GUID and then press CTRL + C to copy it to the clipboard.
Now we have to convert this to uppercase because the registry is finicky about the case when creating keys. The easiest way to do this is to open Word, paste the text, select it and then choose UPPERCASE.
HKEY_CURRENT_USERSOFTWAREMicrosoftInternet ExplorerSearchScopesNote that you have to add an opening curly brace and a closing curly brace around the GUID that we generated.
Again, paste the value of the new GUID as the name of the key. Again, make sure to add the curly bracket to the front and end of the GUID. The registry keys should look like the below image now:
Step 4: Now for the fun part. We have to create a couple of new keys in the right pane for the new search scope. So first, select the new search scope we created and you’ll see there is only one key called Default.
Now let’s add the rest in the same way. Below I will list out the key name (in bold), the type you have to choose (in italics) and the value you have to enter.
ShowSearchSuggestions - DWORD (32-bit) Value - 1After you have finished, the final entries should look like the image below:
Now when you type something into the address bar, it should give you search suggestions and should search using Google when you press Enter.
If something didn’t work properly, make sure to check all the keys properly and that the GUID is the same for DefaultScope and for the name of the key under SearchScopes. Also, make sure the GUID has the opening curly and closing curly brackets in both of those instances.
Google To Introduce Conversational Ai Into Its Search Engine
Google has made a bold move in integrating artificial intelligence (AI) into its search tools, signaling the company’s commitment to compete against OpenAI, which is backed by Microsoft, and other AI chatbots. According to Sundar Pichai, CEO of Google’s parent company Alphabet, the opportunity space is even bigger now.
Microsoft, Meta, and many other tech firms are rushing to incorporate AI technologies into their products and services, and Google’s integration of AI into its search tools is a strategic move to stay ahead of the competition. The notion that chatbots pose a threat to Google’s search engine business was rejected by Pichai, who emphasized that the integration of AI into search tools will allow for direct user interaction with large language models.
In this article, we’ll delve deeper into the significance of Google’s integration of AI into its search tools, and how it positions the company in the race to incorporate AI into consumer goods.
Google has recently announced its plans to integrate Conversational AI into its search engine to increase productivity rates amidst pressure from AI chatbots such as ChatGPT. In an interview, CEO Sundar Pichai stated that the integration of Chat AI would help supercharge Google’s ability to respond to a wide range of search queries while engaging users in the context of search engines. This move is set to distinguish Google’s search engine from its competitors and enhance its capability to handle user queries.
Google has been a pioneer in large language models (LLMs) for years, and its decision to integrate AI into its search tools demonstrates its commitment to competing against OpenAI, Microsoft, and other AI chatbots. This move is a clear indication of Google’s intention to stay ahead of the curve, and not be left behind in the race to incorporate AI technologies into products and services.
There are concerns that chatbots, particularly the AI-powered ChatGPT developed by OpenAI, pose a threat to Google’s search engine business. Microsoft’s integration of ChatGPT into Bing has brought about a revolutionary change in the technology industry, and it’s being perceived as a threat to many giants.
However, Pichai rejected the notion that chatbots pose a threat to Google’s search engine business. Instead, he emphasized that the integration of AI into search tools will allow for direct user interaction with LLMs, which will enhance the user experience.
Also read: Google Bard vs ChatGPT: What’s The Difference?
Google has been planning to introduce Chat AI features into its search engine to enhance its productivity rates. Sundar Pichai stated that the integration of Chat AI into the search engine would enable users to engage with Large Language Models (LLMs) effortlessly in the context of search engines. This development will enable users to ask queries and receive responses in a conversational manner.
Google has been facing competitive pressure from AI chatbots like ChatGPT, which prompted the company to develop its conversational AI technology. Although Google’s search engine accounts for more than half of Alphabet Inc.’s revenue, the company could not incorporate its conversational AI technology until now. Pichai stated that adding a chatbot would not threaten the search business but would instead increase the opportunity space.
Also read: How to Get Started with Google Bard
In the interview with WSJ, Pichai also revealed that Google is experimenting with several new search products, including ones that let users ask follow-up questions to their original queries. This move is in line with Google’s commitment to enhancing the user experience and providing more personalized search results.
Google opened its AI chatbot Bard for public access in March but did not integrate it with the search engine. However, Pichai’s recent remarks suggest that Google intends to enable direct user interaction with its extensive LLMs via its search engine.
Google has been generating LLMs that can respond to users’ prompts in a human-like manner. The company has now incorporated its technology into its search engine, which is set to enhance its capability to respond to a wide range of search queries. With the integration of Chat AI, users will be able to raise inputs and engage with LLMs in the context of search engines effortlessly.
Google recently announced the layoff of around 12,000 employees, which accounts for 6% of its workforce. Pichai stated that the company was unable to achieve its target of becoming 20% more productive, which prompted the layoffs. Ruth Porat, Google’s Chief Financial Officer, stated that the company would make spending cuts ranging from dining facilities to computing infrastructure critical for creating and running strong AI algorithms.
Google’s plans to integrate conversational AI into its search engine is set to distinguish it from its competitors while enhancing its productivity rates. With the integration of Chat AI, users will be able to engage with LLMs in the context of search engines, making it easier to receive conversational responses to their queries. Although Google faced cost-cutting pressure, it remained committed to investing in AI efforts to accelerate work on new products. If successful, Google’s integration of conversational AI into its search engine will help it maintain its position as a leading search engine in the industry.
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Google On Dealing With Low Traffic Pages
Is Pruning Content a Good SEO Strategy?
The question asked was whether it was worth it in terms of SEO to prune content that was not performing. By “performing,” the questioner clarified that he meant content that was not receiving traffic. He also clarified that it was research content that was not adding value to site visitors.
The person asking the question did not mention the concept of content cannibalization. But the outlines of what he was asking conforms to the theory. More on that below.
John Mueller suggested that pruning content was just one approach. There are other strategies to use as well.
How to Deal with Low Traffic Web PagesJohn Mueller offered two strategies. He said that the first option was to remove the content. The other option was to improve the content. Either approach could be satisfactory. He then cautioned that it may not be a good approach to use Page Views as a metric for determining what is good or bad content.
The second approach, to improve the content, contradicts the long held rote solution to remove non-preforming content. We’ll get back to that later. Let’s see what John Mueller actually said.
John Mueller had this to say about content pruning:
Like, if they have this content on the website and it was initially there for a reason; and maybe it’s not great content, maybe it’s even bad content… one approach is really just to say ok, we will spend time to improve this content.
And the other approach might be from a practical point of view where you say… I know this content is there and I put it out there for a reason but it’s really terrible content and I don’t have time to kind of improve this, I don’t have time to focus on this. Then maybe removing it is a good idea.
Ultimately it’s something where the content that you have available on your website is how you present yourself to search engines. So if you’re aware that this content is bad or low quality or thin, then that’s still how you’re presenting yourself to search engines.
And you can say I can handle that by removing the bad content or I can handle that by improving the bad content. And both are appropriate responses that you can take.
Sometimes there are practical reasons to go one way or the other way. For example if you have millions and millions of pages that are really thin content then maybe it’s not practical to improve all of those. Then maybe it’s something where you say well in the long run I’ll make sure that my new content is good and then you take all of those out. Or it might be that you find a middle ground and say well I’ll improve some but I’ll also take a bunch out that I don’t have time for or I don’t want to have it at all on my website.”
Page Views Can Be an Unreliable Performance MetricAnother participant then brought up the example of a web page containing important and accurate content that didn’t receive traffic because it wasn’t a popular topic at this particular time. In other words, the topic was not trending in any way.
John Mueller responded that this was an important nuance.
“I would not use a metric like page views as the only way of recognizing low-quality content. You’re kind of the expert of your website, you know what’s good and what’s bad. Sometimes a metric like page views helps you to find low quality content.
But I would not blindly say everything that gets few page views is bad content, I need to remove it. …Our algorithms do not look at the number of page views. They try to understand the value of the content…
Just because it’s rarely viewed doesn’t mean it’s a bad piece of content.“
What is Content Cannibalization/Keyword Cannibalization?The problem with the theory is that the phrase, Content Cannibalization, is just a label that does not describe the actual issue.
It’s like if your mechanic tells you that your car doesn’t run because it has engine trouble. How does that help you?
The phrase “engine trouble” is just a label that can describe anything from a blown gasket to an alternator that needs replacing. Similarly, the phrase “Content Cannibalization” does not tell you what is wrong. An alternator that needs replacing is more specific and gives you an idea of possible solutions.
And that’s why the person in the Webmaster Hangout had the question. He didn’t know what he should do because he didn’t understand the problem. You can’t find a solution to a problem you don’t understand. Calling it Keyword Cannibalization does not help anyone.
What Content Cannibalization Really IsWhat’s really the problem is usually pages that are thin content, irrelevant content, duplicate content, outdated content and content that is simply long tail.
As John Mueller stated, using page views as a metric will get you in trouble because you’ll remove perfectly good content.
The other issue that is being fixed is site architecture. A good site architecture helps the different sections of a site snap into focus in terms of what the topic is about. Those might not be the only issues, but those are the ones that immediately come to mind.
It is unhelpful to discuss these issues under the label of Content/Keyword Cannibalization. It’s more helpful to specifically identify what is going on:
Duplicate content
Thin content
Irrelevant content
Outdated content
Long tail content
Site architecture
Those are six different issues. Most importantly, they are not issues because they are “cannibalizing” keywords or content.
They are problems for very different reasons. Each problem demands a different solution and “pruning” the content is not the only solution. As John Mueller suggested, you can remove the content, you can update the content or you could leave the content alone.
Watch John Mueller discuss content pruning in the webmaster hangout.
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