{"id":883,"date":"2019-01-16T14:03:11","date_gmt":"2019-01-16T12:03:11","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=883"},"modified":"2019-01-16T14:03:11","modified_gmt":"2019-01-16T12:03:11","slug":"googles-internal-seo-strategy-make-small-changes-embrace-change-consolidate","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/googles-internal-seo-strategy-make-small-changes-embrace-change-consolidate\/","title":{"rendered":"Google\u2019s internal SEO strategy: Make small changes, embrace change, consolidate"},"content":{"rendered":"
<\/div>

Google gave a rare glimpse into how they manage their 7,000 internal websites.<\/h2>\n
\n

Sean O\u2019Keefe, a data scientist at Google, on Thursday\u00a0shared<\/a>\u00a0how Google thinks about their own internal SEO efforts for the\u00a07,000 websites they manage. O\u2019Keefe said Google makes on average over 200 changes to these sites on a daily basis and managing the SEO for those changes can be complex.<\/p>\n

It\u2019s a rare glimpse inside Google\u2019s own SEO practices.<\/p>\n

Small changes make a big impact.<\/strong>\u00a0Google\u2019s first point is that often with large sites, making small changes can make a big impact and return when it comes to search rankings. Google plotted the growth of one of the 7,000 websites, the\u00a0Google My Business<\/a>\u00a0marketing site, showing how adding canonicals, hreflang to their XML sitemaps, and improving their metadata all resulted in gains in their organic traffic in search.<\/p>\n

Here is that chart:<\/p>\n

\"\"Embrace change.<\/strong>\u00a0Google also recommended that webmasters do not fear making changes to their sites. Google gave\u00a0AMP<\/a>\u00a0and\u00a0Progressive Web Apps<\/a>, both Google-backed projects, as two examples of changes Google embraces.<\/p>\n

Google said they \u201cfound that the more we embrace them [change] and experiment with them, the better our SEO results.\u201d Google said they fixed Google Search Console errors, implemented structured data, and added AMP to the\u00a0Think with Google<\/a>\u00a0site, it helped impressions increase by 200 percent. They also improved a lot of the content on that site, which they said led to an \u201cadditional 1,000 impressions a day.\u201d<\/p>\n

Here is the chart showing the improvement after making the AMP error fixes:<\/p>\n

\"\"Consolidation.<\/strong>\u00a0For the past several years, many SEOs have been saying \u201cless is more.\u201d Meaning, having fewer sites and fewer pages with higher quality content often leads to better SEO results. Google says that works for them and they have been working on consolidating their sites. Google said they found a \u201clarge number\u201d of near duplicate sites across their properties.<\/p>\n

\u201cDuplicate content is not only confusing for users, it\u2019s also confusing for search engines,\u201d Google said. Google added, \u201cCreating one great site instead of multiple microsites is the best way to encourage organic growth over time.\u201d<\/p>\n

In one case study Google provided with the\u00a0Google Retail<\/a>\u00a0site, they took six old websites and consolidated the content. They made \u201cone great website\u201d and it lead to them doubling the site\u2019s call-to-action click-through rate and increased organic traffic by 64%.<\/p>\n

\"\"Why it matters.<\/strong>\u00a0All companies, even large search engines, need to worry about their SEO efforts. In this rare Google post, Google shares some case studies of how some SEO strategies have helped them succeed with their organic traffic improvements. Google also recommended you check out their\u00a0SEO starter guide<\/a><\/p>\n<\/div>\n

 <\/p>\n

Source:\u00a0https:\/\/searchengineland.com\/googles-internal-seo-strategy-make-small-changes-embrace-change-consolidate-310363<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Google gave a rare glimpse into how they manage their 7,000 internal websites. Sean O\u2019Keefe, a data scientist at Google, on Thursday\u00a0shared\u00a0how Google thinks about their own internal SEO efforts for the\u00a07,000 websites they manage. O\u2019Keefe said Google makes on average over 200 changes to these sites on a daily basis and managing the SEO […]<\/p>\n","protected":false},"author":3,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[1],"tags":[41,23,8],"class_list":["post-883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-google","tag-search-engines","tag-seo"],"yoast_head":"\nDazzlepop | Google\u2019s internal SEO strategy: Make small changes, embrace change, consolidate<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/googles-internal-seo-strategy-make-small-changes-embrace-change-consolidate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | Google\u2019s internal SEO strategy: Make small changes, embrace change, consolidate\" \/>\n<meta property=\"og:description\" content=\"Google gave a rare glimpse into how they manage their 7,000 internal websites. 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