Rank tracking is one of the most basic elements of SEO performance monitoring and reporting. Yet, as much as we've talked about how the world of SEO has evolved into what it is today, we still think of rank tracking as well... rank tracking. However, if SEO has moved past a linear look at "the keyword" then why do we still undertake a monolithic approach to rank tracking?
That's why I'm going to show how the situation on
the Google SERP has changed and why it means a new approach to rank tracking is needed!
The conception of a pay to play Google My Business (GMB) recently hit DEFCON 1. While many in the industry have considered the notion of Google asking small businesses to open up their wallets to be inevitable for some time now, recent developments have blown the conversation wide open. As an uncovered Google survey clearly implies, monetization of Google's local business listings could very well be on its way!
Take a look back at how a heck of a lot of Google's updates to local features over the past year (or so) all point towards GMB monetization!
Another month has come and gone and in some respects, the Google SERP is not what it once was. As April becomes a distant memory, the SERP is now a far more visual place with multiple search features showing display level increases. AMP also eked its way back into the news throughout April with a motley collection of announcements & updates. Of course, there were various spikes in rank fluctuations and a myriad of changes to a plethora of SERP features!
Ready to jump into the thick of it all?!
I'm on the hunt for user intent insights in 2019. I've resolved to make this year about going deep into intent and how Google handles it. Instead of getting into the finer points of user intent and Google's proficiency in meeting it on multiple levels, I'm going to showcase where it doesn't work. Meaning, while I generally think Google's increased ability to parse user intent and pick it apart is a fantastic step forward, it does not work universally. As Google offers users results that would satisfy any number of intents the search engine is going to increasingly be faced with the issue of not meeting any of them adequately.
Allow me to demonstrate.
Google's job listing search engine, Google for Jobs, has been around for a nice while at this point. Though, despite having spread to markets such as India and Japan, not much is known about how vast of a resource Google's job compilation database is. For job sites such as CareerBuilder, how big a traffic determent is Google's job SERP feature? For job seekers, how deep does this canyon of job listings go? Is the job depository growing or is it stagnant? Simply, what is the state of Google for Jobs?
Care to find out?
When Danny Sullivan recently tried to explain the difference between neural matching and RankBrain I was initially left scratching my head. I thought, why does this have to be so complicated? Couldn't the difference between neural matching and RankBrain be explained in a tangibly concrete well structured and "scaffolded" manner?