This week’s #searchdrop looks at Google’s new structured data for retailers, plus how long links take to affect rankings and Google’s (potential) Authority profile.
This week we’ve heard some great news from Google that refers to the new type of schema.org markup for retailers.
We all know that structured data is a very important feature for SEO as it allows Google and other search engines to better understand not only what your website is about, but also your individual pages. But nowadays, structured data might also be used to provide search engines with information that will be vastly presented in the search results.
As an example, we could bring the product schema with specified price or stock level. In this case the price and stock information will appear below the meta description of the organic listing in the search engine.
Even though retailers were previously allowed to specify and display the shipping details to their customers, not many know that it can be done only by the Google Merchant Center. From the 22nd of September 2020 Google will be also able to pick these details from the shippingDetails schema.org markup. This is great news as it brings a lot more flexibility to the website owners who might prefer to use structured data to share all information.
We’ve looked at the official documentation presented on the Schema.org website and we are now able to present you the most important types of information you can provide to the search engines with shippingDetails schema.org markup:
We hope that this news will be beneficial to you as an online retailer and you will be able to improve the presence of your products on Google as well as providing the most crucial shipping information, policies and other options which are associated with the product to the right customers at the right time.
Google’s John Mueller has once again taken to a Webmaster Central Hangout to share his wisdom on the search engine’s algorithm. Focusing on the link algorithm specifically, he clarified how long it takes for links to have an impact on a website’s ranking.
When asked if parts of the linking algorithm are updated during the large core updates, Mueller began answering by explaining that there isn’t just one algorithm. Although it’s often referred to as the core algorithm, it is in fact made up of multiple small ones which are adjusted through significant changes and changes to the “interpretations”.
As there are numerous algorithms that could have changes made to them at any time, Mueller then explained that a link algorithm update could occur at any time and not just during a core update. Quoted from the live Webmaster Central Hangout, Mueller said:
“So, from that point of view, it’s not that we would say the way that we handle links never changes or the way that we handle links always changes when we make a core algorithm update.”
In short, the answer is that the effect is immediate. Mueller explained that although most people wait weeks or even months to reap the benefits of links:
“The way that we process links is something that is continuous. So it’s not that we have to wait for a specific time frame to see the new effect of the links.”
The reason in which it could take a while for the benefits of the links to be visible in the search engine rankings could be because it takes more than a few links to make a large impact.
To find out more about the linking algorithm, check out this article on Search Engine Journal.
Following from this recent post by Google on the subject of reliable information in search results we may have our first hints at a set of principles Googles algorithm adheres to in the calculation of authority for a topic. Mordy Oberstein theorises that Google is in the process of building a “site authority profile” for sites within niches that are YMYL or require a high level of E.A.T such as Health or Legal sites.
The aspect of the blog post that alludes to this is:
“We’ve learned that sites that demonstrate authoritativeness and expertise on a topic are less likely to publish false or misleading information.”
Google has ‘learned’, and this implies a process has driven Google’s understanding of what it takes to talk with authority on a subject. Therefore it’s fair to assume (as Mordy has) that there is some degree of profiling going on with sites and their respective topics.
There isn’t any indication currently as to what the process entails, but it’s believed Google’s Search Quality Rater’s input is important. Equally, it’s fair to assume that E.A.T criteria (Expertise, Authoritativeness and Trustworthiness) is a big part of what would make up an ‘authority profile’.