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If it feels like Google search is changing faster than ever, it’s not your imagination. Google reported an astonishing 4,367 “launches” in 2021, up dramatically from 350-400 in 2009. On average, that’s nearly a dozen changes per day . Many of these more than 25,000 changes were undoubtedly very small, but some were outright cataclysmic. What can we learn from nine years of Google rankings data, and how can it help us prepare for the future? Is the algorithm heating up? Thanks to our MozCast research project, we have daily algorithm flux data going back to 2014. The visualization below shows nine full years of daily Google “temperatures” (with hotter days representing more movement on page one of rankings): Click on the image for the full-size view! White 2022 was certainly hotter than 2014, the pattern of rising temperatures over time is much more complicated than that. In some cases, we can’t map temperatures directly to algorithm updates, and in others, there are known cause

If it feels like Google search is changing faster than ever, it’s not your imagination. Google reported an astonishing 4,367 “launches” in 2021, up dramatically from 350-400 in 2009. On average, that’s nearly a dozen changes per day . Many of these more than 25,000 changes were undoubtedly very small, but some were outright cataclysmic. What can we learn from nine years of Google rankings data, and how can it help us prepare for the future? Is the algorithm heating up? Thanks to our MozCast research project, we have daily algorithm flux data going back to 2014. The visualization below shows nine full years of daily Google “temperatures” (with hotter days representing more movement on page one of rankings): Click on the image for the full-size view! White 2022 was certainly hotter than 2014, the pattern of rising temperatures over time is much more complicated than that. In some cases, we can’t map temperatures directly to algorithm updates, and in others, there are known cause

This week, Shawn talks you through the ways your site structure, your sitemaps, and Google Search Console work together to help Google crawl your site, and what you can do to approve Googlebot’s efficiency. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Howdy, Moz fans. Welcome to this week's edition of Whiteboard Friday, and I'm your host, SEO Shawn. This week I'm going to talk about how do you help Google crawl your website more efficiently. Site structure, sitemaps, & GSC Now I'll start at a high level. I want to talk about your site structure, your sitemaps, and Google Search Console, why they're important and how they're all related together. So site structure, let's think of a spider. As he builds his web, he makes sure to connect every string efficiently together so that he can get across to anywhere he needs to get to, to catch his prey. Well, your website needs to work in that

This week, Shawn talks you through the ways your site structure, your sitemaps, and Google Search Console work together to help Google crawl your site, and what you can do to approve Googlebot’s efficiency. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Howdy, Moz fans. Welcome to this week's edition of Whiteboard Friday, and I'm your host, SEO Shawn. This week I'm going to talk about how do you help Google crawl your website more efficiently. Site structure, sitemaps, & GSC Now I'll start at a high level. I want to talk about your site structure, your sitemaps, and Google Search Console, why they're important and how they're all related together. So site structure, let's think of a spider. As he builds his web, he makes sure to connect every string efficiently together so that he can get across to anywhere he needs to get to, to catch his prey. Well, your website needs to work in that

The adage is that if you're not paying for the service, you are the product. Unfortunately, this rings especially true in the analytics world. The analytics space is changing, though, and there are many alternatives — both free and paid — that take into account privacy, cookie-less tracking, GDPR compliance, core web vitals, and more. The current leader in the analytics space is Universal Analytics (UA), which has been tracking web data since 2005. But Google is going to stop tracking any new data in UA as of July 1, 2023 (Happy Canada Day?). This is a move to get users to migrate to Google Analytics 4 (GA4), which is a whole new way of tracking and navigating. In a move from sessions to an event model, GA4 will require some knowledge and familiarity to get up and running, as there’s quite a bit changing . If you haven’t yet set up GA4 yet, or are on the fence, now is the time to take a look at what else is out there and how the landscape has changed. We've broken the alter

The adage is that if you're not paying for the service, you are the product. Unfortunately, this rings especially true in the analytics world. The analytics space is changing, though, and there are many alternatives — both free and paid — that take into account privacy, cookie-less tracking, GDPR compliance, core web vitals, and more. The current leader in the analytics space is Universal Analytics (UA), which has been tracking web data since 2005. But Google is going to stop tracking any new data in UA as of July 1, 2023 (Happy Canada Day?). This is a move to get users to migrate to Google Analytics 4 (GA4), which is a whole new way of tracking and navigating. In a move from sessions to an event model, GA4 will require some knowledge and familiarity to get up and running, as there’s quite a bit changing . If you haven’t yet set up GA4 yet, or are on the fence, now is the time to take a look at what else is out there and how the landscape has changed. We've broken the alter

Estimated brand reach is the most important high-level metric that everyone seems to either interpret incorrectly, or ignore altogether. Why? Because it’s a tough nut to crack. By definition, brand reach is a headcount of unique “individuals” who encounter your brand, and you cannot de-anonymize all the people on every one of your web channels. Simply put, two “sessions” or “users” in your analytics could really be from one person, and there’s just no way you could know. Nevertheless, you can and most definitely should estimate your brand reach. And you should, and most definitely can, use that data in a meaningful way. For instance, it’s how we confirmed that: It was time to abandon an entire paid channel in favor of a different one. There’s a near-perfect correlation between our engaged reach and our lead generation. And that’s just the tip of the iceberg. Let’s dive in. What is reach? Reach counts the number of actual people who come in contact with a particular