Link Value for SEO is Changing | Canonical Chronicle

By | March 12, 2020


– So the way Google
values links is changing and SEOs everywhere are like. (slapping) In this week’s Canonical
Chronical we are going to explore the changes in how Google
calculates nofollow links, the public experiments
that Google are doing with search profile cards, FAQ markup guidelines changing and a brand new lighthouse
extension for Firefox users as well as Rich Result
testing capabilities and Google moving 100%
to mobile first indexing. Phew. So without further ado, let’s get into it. (upbeat music) So this week Google has
reversed the decision it made around calculating link value. In particular, the search
giant has changed the way it views nofollow links. Now for most of you
this isn’t really news, Google announced they’re
changing the way they value nofollow links as well as
introducing new link types to make better algorithmic decisions, in particular they’ve released
rel=UGC and rel-sponsored. Now REL UGC was meant to be
for user generated content and REL sponsored was meant
to be for paid placements and when it came out most
SEOs were kinda like. – Fucking ridiculous. – So from now on Google
will be also treating nofollow completely differently but they will still be using it as a hint for ranking and indexing. Now the reason they’re
reneging on the original use of nofollow is they kind
of painted themselves into a corner. Links are a major ranking signal and when half of the world’s
websites turns that off it’s really hard to work out
if you should rank or not. The thing is a lot of nofollow links, they actually come from
really reputable sources; mainstream newspapers, Wikipedia,
social sites, you name it. As a search engine do you
think it’s good to ignore a national newspaper link? Probably not. So, with this new nofollow
stuff, what should you do? On the link building side, good news, all those nofollow links
you got from newspapers, much more valuable now. If you’re using it to block
things on the site however you’re gonna probably need
to think of a better way to do that. Use something like meta
robots or robots.txt instead of nofollow links. Next up, Google has started to experiment with public profile
card in search results. Do you remember Google+? It was that social network Google had until recently they were like. – Rest in pieces motherfucker. – Well it looks like the
search giant is playing around with the idea of surfacing
people’s profiles in search results once again. According to Google they
are testing it in India but have got no plans
to roll it out globally. For SEOs this is quite interesting as it shows the degree to
which Google now understands what an entity is, and more to the point, the characteristics that
actually make up an entity like a human being. Now it would make a lot
of sense if they use this in their E-A-T factors,
expertise, authority and trust, and if they know that you’re an entity that writes about medical or financial they give you a different weighting. Next up, Google changes the
rules for using FAQ markup. What is guaranteed more than
the sun coming up tomorrow? – Is that marketers ruin everything. – Thanks Gary. That’s right, we ruin everything and SEOs are especially
bad at gamifying things for short term profits and
getting everything revoked. In particular FAQ markup has kinda become like the new thing for us to abuse. So if you’ve got FAQ Schema
on your page listen up. Now Google is gonna give you a violation if you’re reusing the exact
same Q and A over and over again in multiple websites. So if on multiple pages
you’ve got the exact same question and answer with FAQ Schema, you need to remove it otherwise
you might get a penalty. Next up, the Rich Results
testing tool now gets support for How-to Schema. For those of you that are
running Wikisell websites or blogs with lots of
in-depth tutorials and how-tos this one is gonna be
very valuable for you. If you want more rich results
to appear in the SERPs and also those kinda smart
device things like Google Home, you need to schema mark up to enable it. Now how to mark up isn’t actually very new but the way in which you validate it is. So now you can us a rich
results testing tool, drop in your URL and it’s
actually gonna tell you if it’s valid or not. If you want to use it yourself go to search.google.com/test/richresults. Next up, 100% mobile first indexing. We all know mobile is a big thing. If your site isn’t optimized for it yet, for the love of God, please start now. (laughing) – This is your cell phone. – The thing is, everyone
knows mobile’s important. Right Drake? ♪ You used to call me on my cell phone. ♪ – That’s right, I used to
call you on your cell phone and now I do pretty much
everything that connects me to the outside world on my cell phone and Google knows this. That’s why they’ve
announced they’re applying mobile first indexing to
all websites next year. Now lots of webmasters
are now getting messages through search consoles saying
that’s gonna happen to them over the next six to 12 months. If you’re a Type A Media
client don’t worry, we know this and we’ve
already implemented it on your site. If you’re not a Type A client and you want to test this for yourself you can go to Google’s
mobile friendliness report, drop in your URL and it will tell you if Google thinks your site
is mobile friendly or not. That’s everything for
this Canonical Chronicle. If you liked the video please like it and if you loved it please subscribe and, until next time,
we will see you later.

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