SEJ Weekly: Google On How To Improve SEO Audits

SEJ Weekly
By Matt Southern, Senior News Writer
Monday, January 10, 2022
Google On How To Improve SEO Audits


Google On How To Improve SEO Audits

There’s a major issue with traditional SEO audits – they often state what’s wrong with a site without recommending what needs to be done to fix it.

In addition, they're usually created in a silo, which means they're not aligned with the goals of the website. 

Here's how you can improve the usefulness of SEO audits, based on advice from Google's Martin Splitt.

Google Search Console Geotargeting Can Hurt Search Rankings

Google Search Console's international targeting options can adversely impact search rankings if you're intending to reach a general audience.

Google's Search Advocate John Mueller explains how that could happen, and when geotargeting should "definitely" not be utilized. 

5 On-Page SEO Factors To Check In Underperforming Content

In 2022 we have to think beyond just the title and meta description to optimize our pages for major search engines.

Ideally, you should have a comprehensive on-page SEO strategy that encompasses the best practices and innovative optimizations that will drive long-term success.

In this article from SEJ Contributor Matt Bertram, you’ll find tips on which on-page SEO elements to start tweaking for better rankings, and why those changes should be made in the first place.
SEO Trends 2022

Popular Posts In The Last Week

Paid Search

PPC Audience Strategy: Targeting vs. Observation (With Examples)  

There are two key components to setting any audience strategy in PPC that can either make or break your performance: Targeting and Observation.

This guide from SEJ VIP Contributor Brooke Osmundson walks you through the key differences in Targeting and Observation settings, and where to find them in the Google Ads and Microsoft Ads interfaces.

Google Ads: How To Improve Lead Quality Without Backend Data

Integrating backend data into digital marketing initiatives is a gamechanger for performance.

But first, you need to have enough backend conversion data to make a measurable difference to results.

What can you do when the data is unavailable or unreliable?

This article from SEJ Contributor Justin Lugbill will walk you through some indirect ways in which you can optimize for lead quality in Google Ads, even without the ideal amount of data. 

Content Marketing


11 Tips For Building An Exceptional Content Marketing Team

Start your 2022 content marketing strategy by building an exceptional team that's designed to meet your organization’s goals and needs.

Your team should have a blend of marketing knowledge, artistry and creativity, and content creation talent to bring it all together.

Put these 11 tips from SEJ Contributor Amanda DiSilvestro to work for you as you build your team to take you through the new year and beyond.

Social Media


Google Loses Top Domain Spot To TikTok

Rankings from web security company Cloudflare show that Google is no longer the world’s most popular domain after being dethroned by TikTok. ended 2021 with a leap toward top spot ahead of Google, Facebook, Amazon, and other world-leading domains.

Does that mean TikTok is now the world's top website? Here's some analysis of what these rankings mean.

Here’s How Meta Is Changing Facebook Ads Targeting For 2022

January 19 – save the date! Meta has announced that audience targeting changes are coming to Facebook ad campaigns.

Facebook is limiting advertising options to no longer allow targeting based on sensitive parameters such as social causes, health conditions, or demographic characteristics.

Learn more about what's changing in Facebook ad targeting in this coverage from SEJ VIP Contributor Ilya Cherepakhin.

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