Lily Ray - Advanced Search Summit Napa 2021
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This document discusses how Google's focus on expertise, authoritativeness, and trustworthiness (E-A-T) has transformed the search landscape over the past few years. It summarizes the speaker's research analyzing changes in visibility for over 1,700 domains, finding that categories like cooking sites and arts saw increases while religion and adult sites saw declines. The speaker details signals like lack of expertise, deception, dangerous medical advice that can negatively impact search performance and provides examples of site overhauls and content updates to improve E-A-T.
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Lily Ray - Advanced Search Summit Napa 2021
- 1. Factoring Into Your SEO Strategy Lily Ray June 2021
- 2. Sr. Director, SEO & Head of Organic Research Lily Ray @lilyraynyc
- 3. @lilyraynyc
- 4. is the criteria Google’s Quality Raters use to evaluate content, authors, & websites. @lilyraynyc
- 5. @lilyraynyc
- 6. @lilyraynyc I’ve led two award-winning SEO teams working on hundreds of big brands in health, retail, ecommerce, b2b & more U.S. Search Awards 2018 Best SEO Campaign for Health U.S. Search Awards 2019 Best Use of Search – FMCG Campaign Search Engine Land Awards Best Enterprise SEO Campaign 2018, 2020 Conductor Best in Class Agency (AKA my “brag / Nascar slide”) @lilyraynyc
- 7. @lilyraynyc So why do I focus so much on ?
- 8. The rise of may be the biggest change we’ve seen to SEO in the past several years @lilyraynyc
- 10. Core Updates of Past 3 Years @lilyraynyc Medic Update (8-1-18) Medic #2 March 2019 Core Update June 2019 Core Update Sep 2019 Core Update Jan 2020 Core Update May 2020 Core Update Dec 2020 Core Update June 2021 Core Update
- 11. It started with a reduction in visibility among questionable news sources, conspiracy sites, and “fake news” in 2017… @lilyraynyc
- 12. …And continued to health, medical, science, ecommerce, and other Your Money, Your Life (YMYL) sites in 2018, particularly with the Medic update (8-1-18) @lilyraynyc
- 14. Trillions of Questions, No Easy Answers: A (home) movie about how Google Search works (link) Google just published this movie… @lilyraynyc
- 16. @lilyraynyc 2016
- 17. @lilyraynyc “There is no situation in which fake news should be distributed. We are all for doing better here.” - Sundar Pichai, CEO, Google BBC Interview in 2016
- 18. @lilyraynyc But beyond that, Google doesn’t tell us a lot about how E-A-T works, or which factors contribute to it.
- 19. Let’s remember why Google might choose to be secretive about these things… @lilyraynyc SEO
- 20. @lilyraynyc So I’ve set out on a multi-year mission… @lilyraynyc …to figure out what Google is up to.
- 21. Analyze organic visibility (VI) of 1,700+ domains in U.S. index over time. Methodology @lilyraynyc Maintain categorized lists of high-traffic domains and changes in traffic patterns. Cross-reference organic performance with Sistrix data, look for link-related anomalies. Analyze how sites have changed their content over time.
- 23. @lilyraynyc Overarching Trends Rise in importance of E-A-T for YMYL sites Authority > relevance for controversial/ crisis queries Reduction in adult content Elimination of fake news, pseudoscience & clickbait
- 24. @lilyraynyc DOMAIN AVERAGE OF GAIN % 24,603% 870% 691% 324% 254% 133% 108% 53% 49% 42% Winners
- 25. @lilyraynyc WINNING CATEGORIES Cooking sites, arts & entertainment, social media, shipping, public health and stock photography sites saw the biggest average percent increases in visibility. Average % Change in Visibility Index
- 26. @lilyraynyc LOSING CATEGORIES Religion and spirituality, humor, adult content, marketplaces, and natural medicine sites saw significant percentage declines in visibility. Average % Change in Visibility Index
- 27. @lilyraynyc HEALTH WINNERS These health, science, and medical domains saw the greatest total growth in visibility since the Medic update. Gain in Sistrix U.S. Visibility Index
- 28. Extreme declines in “natural wellness” visibility @lilyraynyc
- 29. July 2018 May 2021 Keyword: “hydrogen peroxide” @lilyraynyc
- 30. July 2018 May 2021 Keyword: “natural cough remedies” @lilyraynyc
- 31. July 2018 May 2021 Keyword: “baby gender” @lilyraynyc
- 32. July 2018 May 2021 Keyword: “crystal healing” @lilyraynyc
- 33. 33 What did losing sites get wrong? @lilyraynyc
- 34. @lilyraynyc “get rid of ants naturally” “big breasts” “remedies for acne” These pages ranked #1 in 2018
- 35. Lack of Sufficient Expertise Not listing author’s name(s) or biographies No evidence of working with experts Not citing sources No proof of claims Dangerous medical advice @lilyraynyc
- 36. @lilyraynyc Pushing products in informational YMYL content
- 37. How has transformed the organic search landscape and how to respond @lilyraynyc
- 38. @lilyraynyc SIGNALS that can bring you DOWN
- 40. @lilyraynyc
- 42. @lilyraynyc
- 43. @lilyraynyc Lack of EXPERTISE & INSUFFICIENT SOURCING of claims
- 44. @lilyraynyc
- 46. @lilyraynyc
- 47. @lilyraynyc EXTREMISM, HATE, PSEUDOSCIENCE & MISINFORMATION
- 48. @lilyraynyc labeled ‘inaccurate,’ ‘misleading’ or ‘propaganda’* 6 sites
- 49. @lilyraynyc EXCESSIVE AFFILIATE LINKS & SALESY LANGUAGE in INFORMATIONAL CONTENT
- 50. (selling his own product) (these point to Amazon) @lilyraynyc
- 51. @lilyraynyc Jack of all trades, MASTER of NONE
- 52. @lilyraynyc Jack of all trades master of none Generalist / DIY sites that write about “all the things”
- 53. KEYWORD POSITION (JULY 2018) POSITION (MAY 2021) URL SEARCH VOLUME deep sea creatures 1 Not Ranking https://list25.com/25-most-terrifying-deep-sea-creatures/ 14,800 expensive shoe 1 Not Ranking https://list25.com/25-most-expensive-shoes-in-the-world/ 5,150 facts Christmas 1 Not Ranking https://list25.com/25-bizarre-interesting-facts-christmas/ 27,100 fastest in world 1 Not Ranking https://list25.com/25-fastest-things-in-the-world/ 110,000 garden famous 1 Not Ranking https://list25.com/25-photographs-of-the-worlds-most-famous- gardens/ 5,600 most animals 1 Not Ranking https://list25.com/the-25-most-dangerous-animals-in-the-world/ 18,100 vicious dog 1 Not Ranking https://list25.com/25-most-dangerous-dog-breeds/ 19,000 worlds expensive 1 Not Ranking https://list25.com/25-most-expensive-things-in-the-world/ 40,500 charms good luck 2 Not Ranking https://list25.com/25-good-luck-charms-from-around-the-world/ 14,800 exotic pets 2 Not Ranking https://list25.com/25-exotic-animals-you-could-legally-own/ 15,500 good charms 2 Not Ranking https://list25.com/25-good-luck-charms-from-around-the-world/ 14,800 Marvel characters 2 Not Ranking https://list25.com/25-most-powerful-marvel-characters/ 40,500 most snakes 2 Not Ranking https://list25.com/25-of-the-worlds-most-venomous-snakes/ 12,100 optical illusions 2 Not Ranking https://list25.com/25-incredible-optical-illusions/ 98,600 silly jokes 2 Not Ranking https://list25.com/25-silly-jokes-that-will-have-you-laughing-in-no- time/ 5,600 art piece 3 Not Ranking https://list25.com/25-most-famous-art-pieces/ 33,100 extreme torture 3 Not Ranking https://list25.com/25-most-brutal-torture-techniques-ever-devised/ 14,800 philosopher 3 Not Ranking https://list25.com/25-greatest-philosophers-who-ever-lived/ 7,100 records sold 3 Not Ranking https://list25.com/25-top-selling-music-artists-of-all-time/ 18,100 superpower 3 Not Ranking https://list25.com/25-superpowers-you-wish-you-had/ 74,000 @lilyraynyc
- 54. @lilyraynyc Client Case Studies & How We Improve
- 55. What We Tackle With Clients Updating, removing, redirecting or consolidating underperforming content Ensuring we demonstrate sufficient E-A-T to address certain topics Increasing transparency and trust throughout our content Optimizing site architecture & using structured data to reflect our sites’ areas of expertise @lilyraynyc
- 56. -Focused Website Overhaul @lilyraynyc Total Clicks 19.5M Total Impressions 715M Average CTR 2.7% Average position 12.1 1 year of E-A-T focused website rebuilding
- 57. -focused URL consolidations @lilyraynyc June 2021 Core Update 6 months of very hard work
- 59. Updating Content to Improve E-A-T is *Hard Work* @lilyraynyc
- 60. Do you really need 5 articles that say the same thing? Consolidate Similar Articles Consolidate @lilyraynyc
- 61. @lilyraynyc Good UX is Crucial Custom jumplink images! 😍 @lilyraynyc
- 63. Ecosystem Google Maps T h e p i c t u r e c a n 't Google Play Store The pictur e can't be displa yed. Images YouTube Google News Google Discover Featured Snippets Interesting Finds Organic Search + The Knowledge Graph @lilyraynyc
- 64. @lilyraynyc Don’t Forget… What webmasters should know about Google's core updates ! the Answers are in the Guidelines @lilyraynyc
- 65. @lilyraynyc …It just takes a LOT of hard work and a LOT of patience. Improving and recovering from core updates is possible. @lilyraynyc