SEO e-Newsletter Issue 34 – 2021.06.01~2021.06.15

Google "June and July 2021" core algorithm update

Google has launched core algorithm updates for two consecutive months this time, which will cause a major reshuffle in website rankings. Google has multiple tests running in parallel every day. The core algorithm can be regarded as a far-reaching update. The core algorithm has no specific suggestions for optimization. Google announced its launch mainly to prepare webmasters to see drastic changes in rankings.

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The impact of core algorithm changes on the website is often 10~15%. It would be a lie for most people to say they are not anxious when seeing such traffic fluctuations. But instead of believing in heresy, it is better to take a good look at which part of the website has regressed (or improved) and ask yourselfThese questions from Googleand enhance the quality and relevance of your content.

Note: June changes have been fully rolled out [source]

link:Inc interviews Danny Sullivan on core algorithm changes / [Template] Evaluation Algorithm Impact /

SEO official new tool: Search Console Insights

inThe 15th issue of e-newsletterhas introduced this new tool that was in closed beta at the time. Now Search Console Insights is officially open to everyone.

Basically, this tool combines the data of GSC and GA (old version), allowing webmasters to have a clear idea of ​​the effectiveness of the content on the website. It is not yet integrated with GA4, and GSC and GA data need to be combined"association"Only you can see a more complete report.

link:official announcement / Search Console Insights

Lighthouse 8.0 Update

Lighthouse, a suite for measuring web user experience, has launched version 8.0, with some noteworthy updates.

First of all, the weight of each score has been adjusted. All three indicators of CWV have been improved. Among them, the proportion of CLS has increased the most, mainly because of itscalculation method Changes to(more reasonable for CLS of SPA type web pages). In addition, the announcement also stated that they expect to reduce their reliance on TTI in the future because TBT is more stable and both are indicators of interactivity.

The second thing worth noting is that the PageSpeed Insight report has a new function that allows users to filter out relevant optimization opportunities based on indicators, which is very practical.

Finally, there is the treemap (Treemap) that I personally like very much. You can see the relationship between each JS file during the loading process of the website, and know what proportion of each JS file is not used. There is a demonstration of the operation in the video below.

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link:LH 8.0 change log / Lighthouse score calculation simulator

[Tutorial] Recording web page experience indicators in GA4

saw thisTeaching Articlesis talking about how to record LCP, FID, CLS in the new version of Google Analytics (GA4). My previousWeb page experience indicator articlebriefly mentioned recording these three indicators in the old version of GA, but recording in GA4 will be a more efficient method and has additional functions.

This method uses additional code (either GTM or gtag), combined with DataStudio and BigQuery (because the DataStudio integration of GA4 is not good enough), so that the webmaster can see the actual user experience data (field data) instead of the laboratory data (lab data) provided by Lighthouse or general detection tools. In addition, you can also classify visitors based on their network speed, device, type of page they visit, whether they are interactive, etc. You can even see which component on the page is judged to be LCP or causes section shift, which is pretty cool!

Interestingly, when the author of the article wrote this tutorial, it happened to be MayGoogle I/Oone ofVideotalked about the same method and also published an articleofficial teaching text. I haven't done it myself yet, but after reading it, it doesn't seem too complicated. There are templates and codes. I must try it if I have the chance, and practice BigQuery and GA4 by the way.

link:template preview

[Tool] SEO spreadsheet formula

Several very practical ones shared by foreign netizensGoogle Sheets custom formula, all free, but some have limitations on the number of APIs. You need to use App Scripts, but there are free templates on the website that you can copy and use the formula directly. I recommend everyone to play with it.

• =linkChecker(host, url, mention): Check whether the target webpage has a link pointing to your own webpage >> Used to monitor whether external links disappear
• =sitemap(url): Grab all the URLs in the sitemap
• =getStatusCode(url): Check the status code of the URL
• =getSERPS(keyword, language): Check the top 100 web pages for keywords
• =getCompetitorTraffic(url): Get the last six months of organic traffic to your landing page (SimilarWeb API)

SEO Checklist + Template (by Moz)

People who work in SEO should have a similar checklist, but every time I see someone else sharing it, I can't help but review it again to see if there is anything that can make my own list more complete. If you don't have a similar file, it is recommended to save this for future use!

This health clinic template is divided into 12 major items such as "Basics", "Capture and Inclusion", "Metadata + Structured Data", "Content"... etc. There is also a corresponding long guide explaining each detail. Although it is launched by Moz, you do not need to pay to purchase their tools to use it. Screenshot of

link:Health diagnosis template / User Guide

[Black hat SEO case] Building backlinks vs ranking

inForeign Forum I read this interesting case on. One day, an engineer found that his website ranking was surpassed by an unknown website. After a series of detective work, he found that the first-ranked web page had received a large number of external links in a short period of time.

After contacting several websites, he found one thing in common. These web pages that provide external links all use the same HTML cleaner (a tool that organizes and cleans HTML to make it readable), and this tool secretly inserts links into the "cleaned" HTML. After that, the author continued to dig and found other websites that relied on the same method to obtain rankings, as well as similar tools.

This article is quite popular abroad, because the author is not a professional SEO, and many people only realized that they had used such tools after reading the article, and inadvertently provided links. From an SEO perspective, although Google always says that they can now effectively prevent and control such black hat methods, according to the picture above, the influence of external links is still quite large!

link:Complete article

[Video] Top Stories carousel placement changes

This video summarizes the upcoming changes to Top Stories. First of all, AMP is no longer a necessary condition, and any webpage with a good webpage experience will have the opportunity. In addition, the AMP icon (⚡) will be removed, and there will no longer be any difference in the appearance of regular web pages and AMP web pages in search results.

AMP Cache is one of the reasons why AMP web pages can be loaded with almost zero delay, and now ordinary web pages can also useSigned ExchangeThis technology allows Google to pre-crawl non-AMP web content to achieve this zero-delay loading effect.

Finally, since Top Stories is open to non-AMP web pages, this placement will become more competitive. To appear here, web pages must (1.) comply withGoogle News Policy, (2.) Have good web page experience scores (CWVs), (3.) Use structured markup of Article

[Newbie Video] How to Remove Sitemap

The information in this video is very basic, but it’s really hard to find this function without actually encountering such a need. In GSC, select sitemap on the left and find the sitemap you want to delete. You can find this function in the "More" menu in the upper right corner. Another point to add is that if there is something in robots.txtMention sitemapexistence, also remember to remove it.

[Video] Are there any indexing restrictions on Google?

The question John answers in this video is "Is there a limit to the number of .html static pages that Google can index?", the answer is "no", but John added two points: (1.) Google will not know or care whether the web page is a static page or a dynamic page (the server returns different files according to different conditions), even a dynamic page can have a .html ending. (2.) Although there is no limit on the number, Google's resources are not unlimited. In theory, they will only index the pages that need to be indexed.