Ahrefs - Ahrefs' Weekly Digest #72

1. Vastly greater coverage – We now update our keyword database every month and add hundreds of millions of new keywords. In fact, just this month alone, we uploaded 7.2 billion keywords, increasing our database from 10.1 billion keywords to 17.3 billion keywords. 
2. More accurate search volume – We refined our search volume numbers by blending data from multiple sources and finding the right balance between them. But how accurate are they? To find out, scroll down and watch this week’s YouTube video from Sam. 
3. New Traffic Potential metric – Since pages don’t rank for a single keyword, a better way to estimate search traffic potential is to see how much search traffic the top-ranking pages get in total from all the keywords they rank for. That’s how the new Traffic Potential metric was created. 

✍️ New on our blog

1. Fix your site UX, especially on mobile – Get rid of pop-ups and remove elements that don’t serve any practical purposes.
2. Keep your site fast – Pretty clear-cut—nobody likes slow sites. Use Site Audit (available for free in Ahrefs Webmaster Tools) to check your site speed.
3. Use the inverted pyramid method – Cut to the chase and give your readers what they want. Put the “need to know” before the “nice to know.”
4. Use clear formatting and visual elements – Short paragraphs, images, lists, bullet points, etc., make your content easier to read. 
5. Use relevant internal links – Sometimes, it’s impossible to explain everything in a single post. Rather than try to cover the whole nine yards, add internal links to useful resources. The “Internal link opportunities” report in Site Audit can help with this. 
6. Demonstrate E‑A-T – This stands for expertise, authoritativeness, and trustworthiness. Read our post on E-A-T to learn more about how to demonstrate it in your content. 
7. Keep content up to date – If readers expect to see fresh content for a particular topic, then you should update your content regularly.

1. Everyone Hates Marketers
2. Marketing School
3. Perpetual Traffic
4. Niche Pursuits
5. Akimbo
6. Everything Is Marketing
7. The Digital Marketing Podcast
8. The Smart Marketer Podcast
9. Duct Tape Marketing Podcast
10. The Martech Podcast
11. Marketing Speak
12. My First Million

1. Startpage
2. DuckDuckGo
3. Brave Search
4. Swisscows
5. Search Encrypt
6. OneSearch
7. MetaGer
8. Mojeek
9. Qwant
10. Ecosia
11. You.com

1. Triggers – Predefined conditions that determine when a marketing message should be presented to a customer. They’re usually broken down into specific segments, e.g., new email subscribers, cart abandoners, first-time customers, etc. 
2. Message(s) – The actual marketing message you send your customers.
3. Channel – The medium where the message is taking place (e.g., email).

• Trigger: Customers add products to the cart but don’t complete the purchase
• Message: Complete the checkout process
• Channel: Email, retargeting

📹 New on YouTube

📚 What we’re reading

1. RankBrain – Helps Google understand how words relate to real-world concepts. 
2. Neural matching – Helps Google better understand fuzzier representations of concepts in queries and pages and match them to one another. It looks at an entire query or page rather than just keywords, developing a better understanding of the underlying concepts represented in them.
3. BERT – Helps Google understand how a combination of words expresses a complex idea. BERT understands words in a sequence and how they relate to each other, so it ensures Google doesn’t drop important words from queries.
4. MUM – MUM is capable of both understanding and generating language. MUM is also multimodal, meaning it can understand information across multiple modalities, such as texts, images, and more in the future.

• Which pages are Google not using the specified indexability/canonical configuration, and what is Google using instead? 
• Which ranking pages that are attracting clicks have not been crawled lately? Have they been submitted in the XML sitemap? 
• How are you internally linking to those URLs that Google is finding to be duplicates (and not selecting as the canonical to index)? When was the last time Google crawled them?
• Which indexable URLs attracting clicks are triggering mobile usability, rich results, or AMP issues/errors?