May 28 2024
Google’s AI Overviews Shake Up Ecommerce Search Visibility via @sejournal, @MattGSouthern

An analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, reveals the impact of Google’s AI overviews on search visibility for online retailers.

The study found that 16% of eCommerce queries now return an AI overview in search results, accounting for 13% of total search volume in this sector.

Notably, 80% of the sources listed in these AI overviews do not rank organically for the original query.

“Ranking #1-3 gives you only an 8% chance of being a source in AI overviews,” Góralewicz stated.

Shift Toward “Accelerated” Product Experiences

International SEO consultant Aleyda Solis analyzed the disconnect between traditional organic ranking and inclusion in AI overviews.

According to Solis, for product-related queries, Google is prioritizing an “accelerated” approach over summarizing currently ranking pages.

She commented Góralewicz’ findings, stating:

“… rather than providing high level summaries of what’s already ranked organically below, what Google does with e-commerce is “accelerate” the experience by already showcasing what the user would get next.”

Solis explains that for queries where Google previously ranked category pages, reviews, and buying guides, it’s now bypassing this level of results with AI overviews.

Assessing AI Overview Traffic Impact

To help retailers evaluate their exposure, Solis has shared a spreadsheet that analyzes the potential traffic impact of AI overviews.

As Góralewicz notes, this could be an initial rollout, speculating that “Google will expand AI overviews for high-cost queries when enabling ads” based on data showing they are currently excluded for high cost-per-click keywords.

An in-depth report across ecommerce and publishing is expected soon from Góralewicz and Onely, with additional insights into this search trend.

Why SEJ Cares

AI overviews represent a shift in how search visibility is achieved for ecommerce websites.

With most overviews currently pulling product data from non-ranking sources, the traditional connection between organic rankings and search traffic is being disrupted.

Retailers may need to adapt their SEO strategies for this new search environment.

How This Can Benefit You

While unsettling for established brands, AI overviews create new opportunities for retailers to gain visibility without competing for the most commercially valuable keywords.

Ecommerce sites can potentially circumvent traditional ranking barriers by optimizing product data and detail pages for Google’s “accelerated” product displays.

The detailed assessment framework provided by Solis enables merchants to audit their exposure and prioritize optimization needs accordingly.

FAQ

What are the key findings from the analysis of AI overviews & ecommerce queries?

Góralewicz’s analysis of 25,000 ecommerce queries found:

  • 16% of ecommerce queries now return an AI overview in the search results.
  • 80% of the sources listed in these AI overviews do not rank organically for the original query.
  • Ranking positions #1-3 only provides an 8% chance of being a source in AI overviews.

These insights reveal significant shifts in how ecommerce sites need to approach search visibility.

Why are AI overviews pulling product data from non-ranking sources, and what does this mean for retailers?

Google’s AI overviews prioritize “accelerated” experiences over summarizing currently ranked pages for product-related queries.

This shift focuses on showcasing directly what users seek instead of traditional organic results.

For retailers, this means:

  • A need to optimize product pages beyond traditional SEO practices, catering to the data requirements of AI overviews.
  • Opportunities to gain visibility without necessarily holding top organic rankings.
  • Potential to bypass traditional ranking barriers by focusing on enhanced product data integration.

Retailers must adapt quickly to remain competitive in this evolving search environment.

What practical steps can retailers take to evaluate and improve their search visibility in light of AI overview disruptions?

Retailers can take several practical steps to evaluate and improve their search visibility:

  • Utilize the spreadsheet provided by Aleyda Solis to assess the potential traffic impact of AI overviews.
  • Optimize product and detail pages to align with the data and presentation style preferred by AI overviews.
  • Continuously monitor changes and updates to AI overviews, adapting strategies based on new data and trends.

These steps can help retailers navigate the impact of AI overviews and maintain or improve their search visibility.

Featured Image: Marco Lazzarini/Shutterstock

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May 27 2024
Google Rolls Out Search Profile Feature For Reviewers via @sejournal, @MattGSouthern

Google is rolling out a new social profile feature that will allow you to view, manage, and share written reviews across Google’s various platforms.

This feature was announced via an email to people who have contributed reviews to Google Search.

In the email notification, Google states that the primary purpose of this feature is to “make your reviews more helpful to others.”

Please note that this is separate from users’ Google Maps review history, which is already public.

Centralized Review Management

Google’s search reviews profiles, accessible at profile.google.com, is a centralized hub for you to see all the reviews you’ve previously contributed, including reviews for TV shows, movies, and other content.

This new feature provides a more seamless experience for viewing, updating, and deleting past reviews.

Private Initially, Public Soon

Currently, these profiles are visible only to the individual users themselves.

On June 24th, other Google users can view your profile and written reviews by tapping our name or picture on any published reviews.

Privacy Considerations

By allowing users to access and explore each other’s review histories, Google is making the review ecosystem within its platforms more transparent.

While the profile will make your written reviews publicly accessible, Google has assured that personal details from individual Google Accounts, such as birthdays, won’t be displayed.

If you prefer not to have a public profile, you’ll have the option to delete it.

Why SEJ Cares

This centralized profile could be a helpful way to evaluate the credibility and consistency of reviewers, potentially influencing purchasing decisions.

Conversely, creators may need to adapt their review management strategies to account for the potential impact of individual reviewers.

As the June 24th rollout date approaches, expect to see this new feature integrated into the search experience.

How This Can Benefit You

If you actively contribute reviews on Google’s platforms, this increased visibility may enhance your influence and result in greater recognition within your area of expertise.

For creators, the ability to investigate reviewer profiles could help identify and address potentially misleading or fraudulent reviews, fostering a more trustworthy review ecosystem.

On the other hand, it may necessitate a more proactive approach to monitoring and responding to critical reviews, as they will now be more easily accessible to potential customers.

FAQ

What is the search reviews profile feature introduced by Google?

Google introduced a new type of social profile that allows users to view, manage, and share their written reviews across various platforms.

This feature aims to make users’ reviews more helpful by centralizing them in one hub. It makes it easier for users to update, delete, or view their past reviews. Initially private, these profiles will soon be visible to other users starting June 24th.

How will individual reviewer profiles impact online marketers?

This feature adds a layer of transparency to the review ecosystem. Online marketers might use these profiles to assess the credibility and consistency of reviewers, which can inform their strategies for managing customer feedback.

For reviewers, increased visibility can enhance their reputations, potentially influencing purchasing decisions and improving their authority in specific niches.

What are the key benefits of the new Google profiles for active review contributors?

Active review contributors stand to benefit from increased visibility and recognition. Their reviews will be easily accessible, enhancing their influence as trusted reviewers.

This can be particularly advantageous for users whose reviews focus on specific domains, as it may lead to greater acknowledgment and trust from the community.

Featured Image: BestForBest/Shutterstock

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May 26 2024
Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny via @sejournal, @MattGSouthern

Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.

On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.

From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.

Mainstream Media Coverage

As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.

These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.

Manual Removal & System Refinements

As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.

A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.

Google’s Rush To AI Integration

The flawed rollout of AI overviews isn’t an isolated incident for Google.

As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.

In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.

Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.

Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.

However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.

The Debate Over AI In Search

The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.

While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.

The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.

The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.

At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.

What This Means For Websites & SEO Professionals

Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.

As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.

Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.

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May 23 2024
Google Confirms: No Algorithmic Actions For Site Reputation Abuse Yet via @sejournal, @MattGSouthern

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.

FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.

Featured Image: sockagphoto/Shutterstock

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May 23 2024
New Google Lens Ads Mimic AI Search Results via @sejournal, @martinibuster

A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.

Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.

Visual Search Traffic Opportunity?

Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.

Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.

“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.

Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”

It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?

Visual Search Results

Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.

Screenshot Of Shopping Ads ad the top of a Google Lens visual search

He explains:

“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.

And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.

This will help them easily purchase something that catches their eye.”

These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s new version of visual search where Google presents a paid promotion within the context of an AI Assistant.

Interactive Search Shopping

Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”

He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.

Sylvanus explains how this new form of shopping experience works:

“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”

He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.

He narrated how it works:

“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.

You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.

And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”

Step 1: Search For Short Term Storage

The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.

Step 2: Upload Photos For “AI Assistance”

The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search.  Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.

Step 3: Images Chosen For Uploading

The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.

The Word “App” Masks That This Is An Ad

Screenshot of interactive advertisement for that identifies itself as an app with the words

Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.

Upload Process Masks The Advertising Context

Screenshot of interactive advertisement that uses the context of an AI Assistant to mask that this is an advertisement

The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.

Step 4: Upload Confirmation

In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.

Step 5: AI “Recommendations”

The above screenshot shows “AI recommendations” that look like search results.

The Recommendations Are Ad Units

Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.

Step 6: Searcher Visits Advertiser Website

Blurring The Boundaries

What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?

Watch The Keynote At The 32 Minute Mark

Featured Image by Shutterstock/Ljupco Smokovski

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May 22 2024
WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric via @sejournal, @martinibuster

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • “Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

Featured Image by Shutterstock/ICONMAN66

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May 22 2024
Google To Prioritize AI Overviews Ads Over Organic Search via @sejournal, @martinibuster

Speakers at Google’s Marketing Live event demonstrated how they will utilize user search queries and AI Overviews content to show interactive shopping ads that will push organic search results even lower, stating that Google is “focused on opening up new opportunities for your business.”

Google: We’re Not Building A Better Search Engine

The first speaker, Philipp Schindler, SVP & Chief Business Officer at Google, said out loud what Googlers normally don’t when he said that the purpose of search results is to show advertising.

He made the remark in the context of a new AI video tool that will help YouTube creators make more content.

At the 18:19 minute mark of the event, Schindler boasted:

“We’ve been collaborating with some really talented film makers, musicians and artists, and the results have been simply incredible. Soon we’ll bring video to shorts, opening up a whole new world of creative possibilities for you and your brands. Just imagine every creator with the power of AI in their pocket.

So what does all of this mean for you? More creators creating more quality content attracts more viewers, which means more reach, engagement and ROI for you. We’re not just building a better search engine or a better YouTube. We’re focused on opening up new opportunities for your business.”

Screenshot Of Google Marketing Event

The statement that Google is using AI Overviews and Search to build reach and ROI for advertisers is not the only one. The next two speakers made the same point.

Search And Shopping Ads In AI Overviews

The next speaker was Vidhya Srinivasan, VP/GM, Advertising at Google. She begins by describing how search experiences will drive traffic to websites. Then quickly switches gear to show how interactive advertising will push organic search listings literally beyond the view of users who are making the search queries.

At the 30 minute mark of the video, Srinivasan explained:

“AI overviews will appear in search results when they are particularly helpful beyond what search offers today. As we continue to test and evolve the search experience, we are going to stay super focused on sending valuable traffic to publishers and creators. But then, more avenues for user exploration leads to more choice and more choice leads to more opportunities for advertisers.

You may have noticed that we already show ads above and below AI overviews. These ads are matched to the user’s search query. We will now start testing, Search and Shopping ads ads in AI overviews for users in the US.

What is also new with this is we are going to match these ads not just to the query context, but also to the information within the AI Overviews. And, as always, ads will be clearly labeled.”

1. AI Overviews – No Organic Listings

2. Scroll Down For Shopping Ads

She next went on to describe an example of wrinkled clothes while traveling and turning to Google Search to find ways to prevent the wrinkles. She shows a search activity for travel hacks and shows how organic search results are pushed beneath the AI Overviews feature and new Search and Shopping ads that contain product images and pop out far more than any search results do.

She explained how the new AI Overviews shopping ads will be there to convert searchers:

“With the AI overview, I quickly found some common travel hacks that sounded promising. As I browsed the many options that showed up, I found a really nice fix, a wrinkle release spray that I’d never heard of before. So perfect. I want to try that.

Now, with this feature, I can just click on this ad right away, right there, and buy it.

So as you can see, we’re just making it easier and faster for consumers so that they can take action right away. So this is just one example of how we are using Gen AI. There are many more, and we’re going to start with more applications in search ads.”

3. Targeted Ads Based On AI Overviews

Google Search Is The Bait

Google search engineers are using the most advanced technology and data to create the most useful search results of any time in Google’s history, this is the best it’s ever been. But according to the people who are really in charge at Google, the purpose of Search is not “to organize the world’s information and make it universally accessible and useful” but to build more “reach, engagement and ROI” for advertisers. Sam Altman was right to call what Google is doing dystopian.

SEOs Were Social Engineered

Social engineering is the management of people’s behavior in order to get them to perform a certain way.  Google got a huge chunk of the web ecosystem bought into concepts like Core Web Vitals and also Experience, Expertise, Authoritativeness and Trustworthiness in order to satisfy users that Google apparently never intended for them.

It’s not the fault of the Googlers who put their hearts into perfecting search. They do a good job. But it’s clear that Google’s mission is no longer to make information accessible and useful. Perhaps what can only feel like a dystopian horror, Google succeeded in social-engineering the search community and publishers to focus on creating  helpful content so that those on the advertising side can use it to build more ROI for advertisers.

It’s not just SEOs and publishers that were used for the benefit of advertisers.

Watch the Google Marketing Live Keynote 2024

Featured Image by Shutterstock/pikselstock

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May 21 2024
WordPress 6.5 Enhances SEO With ‘Lastmod’ Support via @sejournal, @MattGSouthern

WordPress has rolled out an update with version 6.5, introducing native support for the lastmod element in sitemaps.

This move streamlines search engine crawl efficiency, potentially enhancing website visibility.

The announcement comes from Gary Illyes, a member of Google’s Search Relations team, who took to LinkedIn to commend the WordPress developer community for their efforts.

The Lastmod Element: A Key Signal for Crawlers

The lastmod metadata tag indicates the last significant modification date of a webpage, enabling search engine crawlers to prioritize and schedule crawls.

In Illyes’ words:

“The lastmod element in sitemaps is a signal that can help crawlers figure out how often to crawl your pages.”

By natively populating the lastmod field, WordPress 6.5 lets websites improve SEO efforts without additional manual configuration.

Illyes emphasizes that a “significant” change refers to updates that might matter to users and, consequently, to the website’s performance.

WordPress Community Collaboration

Lastmod support in WordPress 6.5 is possible due to the collaborative efforts of the developer community, spearheaded by Pascal Birchler.

Illyes acknowledged and praised their contributions, stating,

“If you’re on WordPress, since version 6.5, you have this field natively populated for you thanks to Pascal Birchler and the WordPress developer community.”

While applauding the new feature, Illyes urges website owners to upgrade their WordPress installations to take advantage of the lastmod support.

He adds:

“If you’re holding back on upgrading your WordPress installation, please bite the bullet and just do it (maybe once there are no plugin conflicts).”

As WordPress evolves, this update displays the platform’s commitment to complying with SEO best practices and providing users with needed tools.

FAQ

What is the significance of the lastmod element in sitemaps?

The lastmod metadata tag signifies the most recent modification date of a webpage. This information allows search engine crawlers to prioritize and schedule page crawls efficiently.

By indicating the latest updates, the lastmod tag helps search engines focus on the most current content, potentially improving a site’s visibility in search results.

How does WordPress 6.5 support the lastmod element?

With the release of WordPress 6.5, native support for the lastmod element in sitemaps is now available. This means that WordPress automatically includes this metadata in sitemaps without requiring additional manual configuration by the user.

This enhancement helps website owners improve their SEO efforts seamlessly by ensuring search engines receive accurate and updated information about their webpages.

Why should website owners upgrade to WordPress 6.5?

Website owners are encouraged to upgrade to WordPress 6.5 to use native lastmod support.

Upgrading ensures compatibility with the latest SEO practices and tools, providing users with a more effective and user-friendly platform. However, it is recommended to ensure no plugin conflicts before upgrading.

Featured Image: photosince/Shutterstock

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May 21 2024
SEO Job Listings Reportedly Down 37% Year-Over-Year via @sejournal, @MattGSouthern

Job listings for SEO roles dropped 37% in the first quarter of 2024 compared to last year.

Analysis by specialty job board SEOJobs.com compiled data from over 80,000 job listings posted by 4,700 employers in 2023 and early 2024.

The report cites the increasing use of AI in search as a critical factor impacting SEO hiring.

Mid-Level Roles Hardest Hit

While senior SEO positions saw a 3% year-over-year increase in Q1 2024 and entry-level roles rose 1%, mid-level SEO jobs experienced a 6% decline compared to Q1 2023.

Nick LeRoy, owner of SEOJobs.com, attributed this disparity to AI automation handling routine tasks. That suggests companies require experts capable of higher-level work.

He states:

“Tasks historically mapped to an entry-level position are now being done faster and cheaper with AI technology…

… These entry-level SEOs are now expected to have a base-level knowledge of search AND the soft skills to compete against their mid-level peers with 3+ years of experience.

… Companies want to “do more with less,” which means hiring cheap junior resources and paying for proven experience/results via senior SEOs.”

On a more positive note, LeRoy finds that remote SEO opportunities grew in Q1 2024 after dipping late last year.

Lack Of Salary Transparency

The SEO job report also highlighted the industry’s need for salary transparency.

Only 18% of job listings provide pay details, though there may be more wage disclosure as more states legally require it.

Economic Pressures

Alongside AI disruption, broader economic conditions appear to weigh on SEO employment.

According to the United States Bureau of Labor Statistics (BLS), the pullback in listings coincides with a slowing of job growth in the U.S. labor market.

The BLS recently reported that “employment was little changed over the month in major industries,” including professional and business services. SEO roles often fall under this sector.

6 Ways SEO Professionals Can Stay Competitive

As AI’s role in search grows, the most successful SEO professionals will likely be those who can combine technical mastery with strategic thinking, analytical skills, and a lifelong commitment to learning and professional development.

Here are some potential strategies to differentiate yourself in today’s job market:

1. Develop AI Expertise

With AI playing a prominent role in search, understanding and leveraging AI technologies will be critical.

Professionals utilizing AI tools like natural language processing, content generation, and semantic analysis will have a competitive edge.

2. Focus On Strategic SEO

As AI automates many technical and execution-based SEO tasks, employers will likely prioritize hiring SEOs with strategic abilities.

Professionals adept at competitive analysis, audience research, content strategy development, and conversion optimization may be in higher demand.

3. Build Analytics Prowess

With AI’s impact on search rankings and user behavior, the ability to extract insights from data will become even more valuable.

Expertise in analytics platforms, statistical analysis, data visualization, and communicating data-driven recommendations can set you apart from other candidates.

4. Specialization

While some SEO professionals take a generalist approach, increasing specialization within disciplines like local search, e-commerce, enterprise-level SEO, or a particular industry vertical could appeal more to potential employers.

5. Emphasize Soft Skills

As technical duties become automated, soft skills like communication, problem-solving, creativity, and adaptability may carry more weight in the hiring process.

SEO professionals who can collaborate across teams and articulate strategies can separate themselves.

6. Build A Personal Brand

Developing a solid personal brand through blogging, public speaking, publishing authoritative content, and engaging on social media can raise your profile. This increased visibility can lead to new job opportunities.

Parting Thoughts

While the short-term outlook is challenging, the role of the SEO professional is transforming, not disappearing.

Those able to adapt their value proposition and align with new demands can find viable career opportunities.

Featured Image: PeopleImages.com – Yuri A/Shutterstock

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