Google search data leak and what it means for private school SEO
UNITED STATES, June 3, 2024 /EINPresswire.com/– Missy Speyrerassociate director of marketing, Tree of Truth & Lael KittleSenior SEO Marketing Specialist, Truth Tree
A recent article, a follow-up article, and a supporting article detail a major document leak containing “Google’s internal ‘Content API Warehouse'” that leaves the general public with a lot to absorb when it comes to search rankings from Google. So what does this mean for schools looking to solidify their rankings with the mega search engine?
A screenshot of an article published on theverge.com confirms that the data leak is legitimate.
PSA: Truth Tree didn’t pour over the 2,500 pages, but they did read the articles with private schools in mind.
We unpack their key observations and ways schools can respond to the leaked data.
Discovery no. 1: A school’s domain authority affects ranking.
Google has traditionally denied using a “domain authority” metric, but leaked documents show they use a version of this metric called “siteAuthority”.
What is a school’s “domain authority”?
A school’s “domain authority” refers to the measure of the strength and credibility of its website’s domain in the eyes of search engines, and for the sake of this publication, especially Google.
Several factors contribute to a school’s domain authority, including the quality and quantity of inbound links (backlinks) from other reputable websites, the relevance and authority of the content posted on the site, the overall user experience of the website and its technical optimization for search engines. .
Discovery no. 2: A school listing with few clicks is grounds for declassification
Google has previously stated that individual clicks do not directly affect ranking if a site has everything else in place. However, it has come to light that Google uses a system called “NavBoost” that uses click data to adjust search results. For example, if a site ranks first but receives few clicks, Google may lower its ranking.
This highlights the importance of optimizing titles and meta descriptions. Although meta descriptions were once thought to have less influence on SEO, they still play a crucial role in attracting clicks. If a page doesn’t have a compelling meta description, people are less likely to click on it.
In essence, being #1 has a short lifespan if users don’t click through to the site.
For schools striving to maintain their rankings, it is imperative to review performance data periodically. If click-through rates are low, they should consider revamping and revising site elements to attract more clicks.
Discovery no. 3: New school websites are on the way to success
According to leaked API documents, Google has a “sandbox” that holds back new sites.
Most schools already know that authenticity is an important component of any school’s SEO. Is the content they publish relevant to their audience and the supporting website? Or their website shows they are a school, but their latest blog post ranks the best vacuums on the market? Unless it was a school project and has a lot of keywords woven in, it’s very difficult for Google to see this as a guarantee of quality in their efforts to build domain authority.
So what do they do if they are a new school or a school that has recently renamed their website URL?
Everything mentioned above is vital and important, but even more so for your newly launched website. Consider publishing content weekly to keep Google relevant and committed to providing quality content to your audience. Build backlinks and stay consistent on social media to drive traffic to your site.
While it’s unclear whether API data is the most current metric at play in Google’s search ranking algorithm, the documents shed light on what data Google has been tracking. We can definitely say that whether or not they are the newest elements of your algorithm, building your school’s brand across multiple platforms and touchpoints will only benefit SEO (Search Engine Optimization) and AIRO (Search Engine Optimization AI) / GEO (generative engine) of your school. Optimization).
Trevor Waddington
Tree of Truth
+1 301-570-4292
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June 3, 2024, 4:20 p.m. |
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