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This week’s #searchdrop gives you a range of smaller insights into a variety of areas from internal search to content types, as well as some interesting research into why it’s important to build more links from the same domain.

Build more links from the same domain

The normal approach to link building is often focused around gaining links from as many domains as possible. Although this is a perfectly valid way to build links there are opportunities being missed by not looking to expand your backlinks from existing referring domains.

  • Build Authority in your pages – Links pass authority even if they’re coming from the same domain. Each page has authority to pass as well as the value links pass through relevance to your target terms.
  • Increase the amount of links to your pages – Building more links on a page level correlates directly with improve SEO performance. You can use the newly gained links to pass authority through to pages that perhaps don’t gain backlinks normally.
  • Build on previous referral traffic – Backlinks can provide some highly relevant referral traffic to site, so the more links from successful referral sites, the more traffic and potential for conversions.
  • It’s easier – a pre-existing relationship with a blogger, web editor or journalist will be much easier to leverage, so the outreach and link building process is much easier.

For more information on the research from Ahrefs that recommended this approach check out this article.

How to optimise your internal search

A lot of focus is put onto Google search results and the pages we serve to users. But little thought is given to the internal search results of sites. The below are some recommendations for ensuring you’re supporting the users in their search every step of the way.

  • Make internal site search part of your plan – ensure you’re monitoring exit rates, searches, and instances of zero result searches to optimise the experience for users.
  • Use segments in Google Analytics to understand user behaviour – Use the “performed site search” segment to understand the performance of users.
  • Review the internal site search flow in Google Analytics – utilise the User Flow report to see how people who’ve searched on site are getting there. This might highlight pages with missing content opportunities.
  • Use Google Tag Manager to unveil zero-result search queries – this requires some setup but ensures you are highlighting search queries where the user doesn’t get any results. Follow this tutorial from Dmitri Ilin.
  • Implement a smart site search solution – consider implementing a smart search feature such as auto complete to support users in their search. These features often improve conversion.
  • Add a voice search functionality to your internal site search – a voice search functionality can be incredibly useful for users on mobile devices.
  • Consider disabling the Google search box – This is useful for certain instances where you may want users to land on specific pages, that maybe offer deals or cross selling, before performing their search.
  • Use Google Data Studio for internal site search reporting – a dedicated data studio report into site search should be created in order to improve your understanding of site search internally and how you should action the rest of the points provided.

For more details on the above see this article from Marco Bonomo.


Five content types to enhance your SEO

Content is an incredibly important aspect of Digital Marketing, it’s what makes your customer buy and as such time and expertise should be thrown at this discipline to ensure it’s as good as it could be. Below are the 5 most important content types in digital right now along with why they’re important and tips on how to leverage them for better chances of SEO performance.

  • Text – the written word is the backbone of ranking your site and more often than not is the most important aspect of SEO. Text should always be written for the user, and it should try to serve as many search intents (what the users are looking for) as possible. However, it’s worth considering that Google is less likely to serve you to its users if your content is poorly written or contains mistakes.
  • Images, Graphics & Illustration – Imagery is often uploaded to a site with limited thought put to its impact. File size, accessibility (alt text) and quality are the areas neglected. You should ensure you’re compressing your image, adding descriptive alt text for image rankings and user accessibility, and where possible creating highly relevant and unique imagery for your site. Time spent and expertise are used in determining the value of a site.
  • Video – Video is a very good medium for deconstructing a complex service into an engaging and digestible piece of information. Video should be considered for your sites content mix. The video you use should have a good production value and should support rankings in a number of ways, including adding weight to your E.A.T on your topic/sector.
  • Audio – Recently Google began indexing podcasts, and the growth in consumption of this sort of content is impressive. In order to fully leverage the value of this sort of content, you need to ensure you’re using concise titles, schema markup such as audio object schema, and descriptions of the content of your podcasts.
  • Interactive – interactive content can be a great way to build content that is evergreen e.g. you can update the data set used and people will come back to use it and build links (so long as it’s interesting). Webinars, online lessons etc are all set to grow following on from COVID-19, and as such you could be considering the creation of both the interactive content and the supporting/peripheral content around that, for promotion of the interactive content and expansion of the reach to different search intents.

Each content has its unique values, and combined in the right way you’ll ensure that you are catering to more search intents and supporting a variety of users and the different ways they engage with content.

For more on this check out this piece by Jim Yu.