What are some search trends on your radar?

By | November 3, 2019

OK. We’re back with another
webmaster video question. This one comes from
Danny Sullivan. He asks, What are some of the
things on your radar, or some of the trends in search
you’d like to talk about? That’s a great question, Danny. I’m glad that you asked it. There’s a lot of really
interesting things going on in search right now. Even if you check Techmeme
today, there’s– oh! I just thought I’d come by. Hey, how are you? Yeah, absolutely! Pull up a chair. Good to have you here. Just picking out some
shirts back there– That looks a little
familiar, for some reason. Mine’s blue. Yeah, blue. Totally different. I didn’t mean to interrupt, you
were talking about trends. Trends in search, like what’s
on your radar, what are you thinking about? Well, I want to hear you first. OK. Fair enough. Well, I’m browsing through
Techmeme, and McDonalds hacked, customer data stolen, Gawker
hacked, you know, and McDonalds data– [UNINTELLIGIBLE] Wikileaks also? I have no idea how all
these hacks work. So you know, so one thing we’ve
been working on, that’s on our radar, is working on trying
to help hacked sites. You know, we’ve been spending a
fair amount of time on that. We’re increasing messaging. The other big thing on
our radar is probably communication. So how do you let people know
that they’ve got an issue? How do you communicate so
that if they want to do a reconsideration request,
you know, can we give them some more information? Are they doing better? Are they doing worse? All that sort of stuff. You’ve been doing things like
sending out e-mails to people, of course, when you detect
problems with their site. If you can figure out
what their email is. Yes. And sometimes we’ve tried from
the site, and more recently, we’re trying to get people to
opt in in the Webmaster Console, so that they
will get e-mail alerts. And we’re really trying
get a lot of people the opt in to that. Because, you know, if we’ve
told you that your site is hacked, and you don’t get the
e-mail we send you, that doesn’t do anybody any good. So we’ll keep doing that. We’ll keep pressing on the
reconsideration request process, trying to make
that more transparent. But I’m kind of curious. Like, what’s on your radar? What do you think
the big trends are? What are you thinking about? I’ve been especially
watching the social stuff. You know, we’ve had all this
social data being used, or we’ve had all this social data
being generated, and I’ve been curious recently, would
the search engines actually be using it. And you know, it’s interesting
that Google was saying, yes, we’re actually looking at
things like, who you are on Twitter, and who follows you,
what your kind of Twitter reputation is, and your
tweet rank, if you will. And that can have an influence
on whether or not the things that you’re talking about or
linking to are doing well. So it’s been interesting to see
how we’re evolving from, it’s just that your website might
have a reputation, to you yourself might have a
reputation on a social network. And it’s only a matter of
time before we see people coming up with triangular
follow on Twitter– It would never happen. Reciprocal follow, all
that kind of stuff. This is all mythical stuff. It would never happen. Well, actually, and we did have
a question earlier today. Is there anything you’d like
to correct yourself on? Because we filmed some videos
back in May, and we said, oh no, you know, Twitter is just
like any other webpage, Facebook is just like
any other webpage. And so we made a video earlier
today that said, hey, that’s no longer the case. And I think we’ll leave a link
to the Search Engine Land article, because that’s the
most comprehensive one That would be great. And no need to follow
that or anything. Because it’s editorially
deficient, and– But no, it absolutely is the
case, that even earlier today, someone was asking about, if
you were a big company, and thinking about advanced
SEO, what would you do? And we were thinking, optimize
for your speed, make sure your CMS is there, make
sure you have buy-in. And then we were like, well,
also social media marketing. Because that drives
traffic, not only links. The other interesting thing
was, you know, this change with the online merchants. And your reputation as an
online merchant, independent of your webpage and your page rank
or whatever, is now something that Google is taking
into account. And that seemed to be a
good move, in many ways. Well, and it took a little
while, that you know, we had to see what was going on, and then
we have to educate people. It wasn’t just complaints on
consumer sites, you know, consumer complaint sites. But it’s definitely the case
that if you make a bad reputation for yourself,
that can follow you around on the web. And so I think more people are
going to be thinking about, you know, what is my reputation,
how do I show myself in the best possible light? And that’s one area where
SEO can be really handy, to highlight the good
things that you do. So I think that’ll be a trend. When that happened, I saw a lot
of people say things like, well, now everybody is just
going to create a bunch of fake reviews, or good reviews,
and try to push that up. And my assumption had been,
that may be one of the signals you might be using, but you
would be taking into account a whole variety of other
things, as well. So it’s not just, well, this
person has a bunch of bad reviews, therefore
they must be bad. But you try to– Absolutely. And so, what we ended up doing,
was taking multiple data sources, and intersecting them,
so that if one had a false negative, you know, the other
data source wouldn’t have that false negative. And I think that that works
relatively well, so that if somebody thinks, oh, I’m just
going to hurt a competitor, I’m just going to go do a whole
bunch of things right here, well, they’re not going to
think about all the different ways that we’re looking
at the signals. So the hopefully good thing, is
that the merchants who do not provide a good user experience,
our algorithm, it hits over 500 different sites, you know,
as far as triggering. That that’s going to,
hopefully, capture the right sort of sites, that people
don’t really want to be visiting on the internet, at
least according to our algorithms. Great. That’s a lot of trends. Yeah. Thanks for stopping by! Thanks for having me. Good questions.

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