I’m going to start with some on-page topics. Tip number one, A/B testing or simply testing.
We’ve seen a lot more testing tools pop up in the last couple of years, which is awesome because SEO is not make a decision and implement it and you’re done.
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1. A/B testing
SEO is implement, evaluate, and then make decisions or sometimes course corrections.
Is this something we need to pull back? Did C perform better than D? Which one would we choose?
All the tips we’re talking about today can apply to this testing mentality.
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1. A/B testing
SEO is incredibly complex, and the old-school idea of best practices just doesn’t cut it anymore.
So in ’22, develop a testing mentality with your SEO.
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2. Author pages
Number two, author pages. I really love this because Google this year updated some of their advice around author pages and their schema markup.
It’s an important part of my strategy and a lot of websites that I use.
A good quality author page helps Google evaluate
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2. Author pages
your authors, which can be used for E-A-T and other things, and helps link them with their expertise.
So linking your articles to a good author page usually includes links to other websites, author profiles, links to the articles they wrote, some biographical
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3. Google title rewrites
Google title rewrites, number three. I don’t think there is any topic more discussed in 2022 than Google rewriting titles.
A lot of studies, including one I did, showing Google rewriting 60%, 70% or 80% of a site’s titles.
It can be frustrating. But what we’re finding is a lot of
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3. Google title rewrites
people aren’t evaluating those Google title rewrites. When you do, you can learn a lot about your own titles.
Why is Google rewriting it? Is my title too long? Am I missing important keywords? Do I have fluff in there that Google doesn’t like?
Or in some cases you can go back and try to correct the title that Google
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3. Google title rewrites
rewrote if they’re doing just a terrible job.
So Google title rewriting, do an audit of those Google titles and learn what you can do.
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4. Nuke the “fluff”
Speaking of fluff, this may be the year that you want to nuke the SEO fluff.
You know what I’m talking about with SEO fluff. It’s those flowery keywords. It’s those descriptions and it’s recipe pages. “Oh, I was walking along the Irish countryside thinking about my bread and biscuits.”
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4. Nuke the “fluff”
That is your fluff. We’re finding that it may not be necessary, and it may even be detrimental to your SEO.
Glenn Gabe wrote a great case study where they reduced a lot of their fluff on category descriptions and they actually saw an increase. Google is removing fluff from title tags.
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4. Nuke the “fluff”
So this marketing, flowery, SEO writing stuff, it may not be helping you, and, in fact, it may be hurting you.
Today Google is rewarding sites or seems to be rewarding sites that provide quick answers and more direct engagement.
Better engagement, it’s usually better for your customers as well.
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4. Nuke the “fluff”
So experiment with losing the fluff in 2022.
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5. FAQ schema
Number five, FAQ schema. So last year we talked a lot about different schema types, how-to schema, FAQ scheme, different things. If there was a clear winner in 2022, it was FAQ.
The reason FAQ is the winner is because so many sites can qualify for it, it’s easy to implement, and if
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5. FAQ schema
you win a FAQ schema in SERPs, you can gain a lot of Google real estate.
So there are a lot of articles that talk about how to optimize for FAQs. You can get links, deep links in FAQs.
There are a lot of things you can do. We’ll link to those in the transcript below.
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5. FAQ schema
But take a look at your FAQ schema if you’re not currently using it:
– How to Optimize Your FAQ Schema to Maximize Positive Outcomes
– What Google’s FAQ Schema Update Means For Your SEO Strategy
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6. Tabbed content
Last year we talked about tabbed content, bringing your content that is in tabs, in navigation and bringing it out.
This year, we’re getting a little more advanced.
Our friends at Merj did a study about types of tabbed content and how easily Google can extract and render and index different tabbed content.
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6. Tabbed content
So if you still have content in tabs, it doesn’t necessarily mean you have to take everything out, but you should research if Google is able to index and rank those appropriately.
There are better resources this year to try to do that.
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7. Faceted navigation
Along the same lines, faceted navigation. We’ve been talking about faceted navigation for years, but this is the year to get a little more strategic with it.
In certain ways, faceted navigation has always been like a set of rules, like if it has green dress, we are not going to index this or crawl it, but if it is size 12 or higher, we will index it.
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7. Faceted navigation
Today, smart SEOs are getting a lot more savvy about what they index, don’t index, and crawl with faceted navigation, and these tools are becoming increasingly available for sites like WordPress and things like that, where you can actually look at the traffic each page receives and index, crawl, faceted navigation on a page by page level,
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7. Faceted navigation
and these broad rules aren’t necessarily as necessary.
You can get down to the nitty-gritty and increase your traffic that way, with fine-grained tools. So both tabbed content and faceted navigation, old-school concepts, but we’re getting much more sophisticated with them in 2022.
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7. Faceted navigation
and these broad rules aren’t necessarily as necessary.
You can get down to the nitty-gritty and increase your traffic that way, with fine-grained tools. So both tabbed content and faceted navigation, old-school concepts, but we’re getting much more sophisticated with them in 2022.
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