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This week’s #searchdrop covers the latest Google algorithm update and whether it’s a ‘usual’ kind of update, Google’s latest search feature that highlights the future of search personalisation and 20 reasons why you need a unique product descriptions on your eCommerce site.

Googles broad May algorithm update

As is the case several times a year, Google releases a broad algorithm update. These updates often address multiple changes or issues in search and more often than not, can’t be ‘exactly’ linked to a specific ranking factor

There was a lot of discussion in the SEO industry around whether, given the current situation the world finds itself in, Google would stop algorithm updates. Well, this answers that question with a resounding no.

What to do during an algorithm update?

  • Keep an eye on your Google Search Console for changes in your performance
  • Monitor your Analytics to monitor changes in your traffic
  • Update the frequency in which you check your rankings for tracked or at least trophy phases
  • Monitor SEO blogs, forums and search volatility tools like Algoroo, Mozcast or Accuranker

Algorithm updates are also a good time to ask yourself, ‘are all pages on my site as valuable as they could be?’

As this algorithm rolls out we’ll update our post here with findings.

For more information on this check out a recent post here

Googles "Suggested Searches" shows the future of personalised search?

Over the years, Google has made steps towards search personalisation. This has come in a couple of different forms, from ‘last visits on..’ marks below previously visited sites, to search console data appearing in branded search results. This recently spotted new search feature is even more interesting as it takes into consideration previous searches and ‘merges’ these together into a term that might be relevant for the user.

How does it work?

Google captures a previous search and blends it together with a new search.

Query 1: “google home” > Query 2: “noise cancelling headphones” > Google’s suggested query: “noise cancelling headphones with google assistant”

This was the test done by George Nguyen from Search Engine Land in his post here.

What does this mean?

This firstly highlights how Google is continuing to develop its understanding of entities across the web. In the example above, Google understands there is a relationship between Google Home and noise cancelling headphones and is able to put together a query that is relevant to the relationship (Google Assistant).

Secondly, this is another step towards search personalisation and, although it could be a test to see how users engage with a different sort of ‘people also searched’, it does have the potential to influence searchers behaviour.

What to do about this?

Continue creating topic building content, ensure you cover all aspects of your product or service and where there are potential connections to other topics or products, try to make them in a commercial and sensible way. For example, the above query would be perfect for an electronic eStore that sells headphones. You could build that query into FAQ content or within the product description.

For the original story, see here

20 reasons to have unique product descriptions

Optimising an eCommerce site is often a mammoth task and sometimes corners are cut in order to save time/money. The victim of this is often the product descriptions, but this can have a major impact on the performance of your site.

John Rowe of Purelinq recently broke down the top 20 rationales for having unique product description content. We’ve consolidated those 20 points into the three main areas below…

Why should i have unique product descriptions?

  • Higher search rankings and performance – better content, more useful to users and reduced change of duplicate content will all mean your site will perform better
  • Reduced costs of PPC ads and better conversion – pages linked to your ads will be more relevant for your target keywords and therefore have a better quality score. Users will be able to inform their purchase more with unique content and this will support conversions
  • Better support your users – with unique descriptions you’ll be able to better target user personas, cover more search intents and even reduce your return rate and customer service load by providing better information for users

For the full list of reasons check out the original article here.