SEO e-Newsletter Issue 43 – 2021.10.16~2021.10.31

[SERP Update] Mobile version scroll down to load the next page

There is a recent change in the SERP of the mobile version that may seem small, but its impact on SEO is worthy of attention. In the search results of the mobile version, when the user slides to the bottom and continues to slide, the next page of results will be loaded. This behavior will continue until the fourth page. Footage can be seen in the Tweet below, which is currently only available in English in the United States.

Twitter／X Post

View original post on Twitter／X

said in the official announcement that the reason for this change is that users sometimes want to find enlightening results on the SERP, and these people usually slide to around the fourth page. When I use it myself, I feel that it is less likely to just stop on the first page. Results that are not on the first page are easier to see, because the downward movement is more natural, and there is no extra click action and a pause to feel stuck.

In terms of the impact on SEO, some people think this mayallows webpages ranked slightly lower to have more exposure, while the CTR of websites ranked higher will decrease., there is not a lot of research and data on this, but Aleyda Solis has launched oneTemplate for Google Data Studiocan be observed and deserves attention. Also, John is hereTwittersaid that this is only a change in the UI and should not affect GSC’s ranking and exposure.

link:official announcement / SER report

[News] Bing and Yandex launch “IndexNow” open source protocol

"IndexNow" is an open source protocol jointly developed by Bing and Yandex. The purpose is to establish a communication method in which websites actively submit content changes to search engines, replacing the inefficient method of active crawling by existing search engines (ex: Google). The way to submit

is very simple. Just submit (1.) a URL or a list of URLs, and (2.) a key to verify your identity to the dedicated endpoint of the search engine. The search engine that receives the request will then share this information with other search engines that also support this protocol (currently only Bing and Yandex).

digital engine used tomentioned many timesBing has always advocated this method in indexing. Now it cooperates with Yandex and open source this method. Cloudflare alsoannouncedEven free users can enable the IndexNow function.

Another interesting point is thatWordPress discussion forum In, you can see discussions from people from powerful groups such as Google, Yoast, and WordPress to see whether this feature should be included as part of WordPress Core.

link:Bing Announcement / IndexNow official website

[News] GSC API joins Discover and Google news materials

Google Search Console joined Discover last year.Earlier this yearadded Google News data, but it was not until mid-October 2021 that these two data were integrated into the Search Analytics API. Before posting, I checked that GSC in Data Studio has not been updated, but the API can already retrieve these two pieces of data.

in the original APIsearchTypewill be changed totype, where the acceptable values are from the original fournews、image、 video、web, then add additionaldiscover、googleNews。

Among them, the more easily confused ones aregoogleNewsandnews, the former refers towebsite performance on Google News (news.google.com) and the Google News app for Android and Apple; and the latter is inThe "news" tab in Google search Performance of,

link:official announcement / API usage documentation / SER report

[News] Changes to Google Search Quality Assessment Guidelines

has introduced the document "Search Quality Rating Guidelines" in previous newsletters, includingthis video、Article written by Danny, and Google search bossInterview with Ben Gomes. This document is mainly used as a basis for Search Quality Raters to help score search results. Although it won't tell you what Google's ranking factors are, it does illustrate the results that Google's ideal algorithm should return.

Because of the importance of this document, whenever it is modified, SEO would like to try to see whether there is a change in Google's attitude or policy on search. I watched it myselfLily RayandJennifer SleggAfter the two of you compiled it, I don’t think there have been too many general changes, but I still recommend reading the changes.

If you have never read this 172-page scoring guide, I recommend looking for some summaries on the Internet and referring to thisChinese version translated by volunteers, but the most recommended thing is to read the original version yourself to digest and absorb it (or at least cross-reference the original version when you are confused). Among them, I think the most interesting one is Chapter 2.6, which talks about how raters should evaluate the reputation of a website/creator.

link:Search Quality Rating Guidelines full version

[Resource] New platform: Google for Creators

Google has launched a platform specifically for content creators calledGoogle for Creators, a platform that provides resources to educate and help content creators expand their careers. I browsed around, and although the articles in it may be too simple for SEO people, they should be a very good learning resource for content creation without basic concepts of online marketing.Guideis divided into four main categories - Basic Concepts, Building a Content Strategy, Attracting and Finding Fans, and Growth and Monetization. Four guides on the

Now that self-media culture is on the rise, I think another idea behind Google’s launch of this platform is that it doesn’t want to see “content” being created only on social media, and wants content creators toknowHow important is it to own the content you create, and what Google offersVarious tools(GSC, Adsense, Google Trends, etc)。

link:official announcement

[Report] The State of Technical SEO

「Women in Tech SEO"This SEO community has launched the first report on the technical SEO field. Through questionnaires, responses from more than 870 SEOs have been accumulated, and combined with comments from experts in the community, whether you are in an inhouse, an agency, or you are a freelancer, you can compare your current situation with the field and have a reference value.

I think this report is worth reading. Some of the statistics in it are like "As an inhouse SEO, what do you spend the most time on?」、「How much does Agency SEO charge?」、「What do you think is the biggest obstacle to the implementation of technical SEO?"...Wait a minute, I feel relieved after reading this. The pain points everyone encounters are actually the same~

link:The State of Technical SEO Report

[Good article] About topic clustering (Topic Clustering)

Regardless of whether you have been exposed to the concept of Topic Cluster in content SEO in the past, this article is written byArticle written by Samuel SchmittI think it's well worth the time to read. The article talks about what Topic Cluster is, a very long article vs. a topic cluster, how to classify subtopics, when it is appropriate or inappropriate to use this method, and practical examples...etc.

Further reading:What is Topic Authority

[Tool] People Also Search For Keyword Crawl

This is a new tool launched by Search Response. Enter a keyword to help you capture and organize the recommended words in the "People also search for (PASF)" block. inThe 38th E-Newsletterrecommends another of their "Pepople Also Ask" tools, both of which are quite useful for keyword research.

People Also Search For is a recommended search term that will appear when the user clicks on a certain result and then clicks on the previous page to return to the search results. The purpose is to help users use more precise search terms, but it is also a good source of information when doing keyword research.

link:People Also Search ForTool / SEL’s introduction to PASF

[Video] Absolute URL vs Relative URL

In this episode, John answers a basic question, is there a difference between using a relative URL or an absolute URL for internal links? An absolute URL is to use the complete URL in the <a> tag (for example:<a href="https://darrenhuang.com/seo-newsletter-issue-43.html">), whereas a relative URL uses a partial URL (for example:<a href="/seo-newsletter-issue-43.html">)。

You may have heard about using absolute URLs when you were learning SEO, but as John said in the video, for search engines, there is no difference between the two when the settings are correct. Relative URLs have their own convenience (for example, when changing domains).

[Abstract] Google Search Podcast – Core indicators of website experience

I found this episodeAnnieand Vivek are here to chatCore Web Vitals (CWVs), Annie is the technical lead in developing CWV, and Vivek is the PM of this project. If you have been paying attention to digital engines, you must be familiar with this topic, but these two are important players in CWV. Some of the things I relayed may not be so impressive, so I still recommend everyone to listen to this episode of the podcast.

What is the priority level of CWVs in a company?Martin said that many companies have not integrated performance into the culture of developing websites. If the website has bugs, it is obvious that they need to be fixed. But if the website is just slow, it is difficult to convince others to regard this as a priority. This is one of the reasons behind the CWVs standard. I hope everyone cares more about the user browsing experience of the web page. The priority depends on the company's emphasis on this. There is no right or wrong, and SEO and ranking are only a small deciding factor.

At about 22;40 seconds, Annie gave a brief introductionThe relationship between SSR, CSR and Hydration, I recommend you listen or watch this part yourselfthis article. JS Rendering has its benefits and convenience. I think SEOs should not turn on the red light as soon as they hear that a website is made with JavaScript. They should know more about the pros and cons behind it (whether it is for users, performance, or developers), so that communication can be easier.

CWVs future outlook- CWVs are not a one-time project and will not always be the same three indicators. Annie said that the current three indicators pay more attention to the initial page loading experience, but the user experience should also include the experience after the web page is loaded, such as whether there is any smoothness when scrolling (smoothness), accessibility, privacy, and security. These are their goals. This isChrome Dev Summit 2020 Mentioned on.

Better Internet Ecosystem- It is important for every website owner to realize the importance of performance, but to improve the overall network environment requires a more scalable approach, so Vivek mentioned that they are also actively cooperating with CMS platforms, so that a little architectural progress will affect a large number of websites. For example, WordPress launched native lazy loading a few years ago, but it also put lazy-loading on the large hero image. This was actually not good for LCP, so a while ago they worked with the WP development team to solve this problem (there is an article on web.devcase analysisis talking about this).

link:verbatim draft