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  • Today's question comes from Sao Paulo, Brazil.

  • Computerklaus asks, "Hi, Matt.

  • Which aspect of Google updates do you think the SEO industry

  • simply won't get?

  • Where do you see many SEOs spending too much energy on

  • when they could be taking care of other things?"

  • OK, fantastic question, in fact,

  • two really good questions.

  • So I'll take them each in turn.

  • "Which aspect of Google updates do you think the SEO

  • industry simply won't get?"

  • So there's a lot of answers I could give.

  • One is the difference between an algorithm update versus

  • just a data refresh.

  • When you're changing your algorithm, the signals that

  • you're using and how you weight those signals are

  • fundamentally changing.

  • When you're doing just a data refresh, then the way that you

  • run the computer program stays the same, but you might have

  • different incoming data.

  • You might refresh the data that the algorithm is using.

  • That's something that a lot of people just don't seem to

  • necessarily get.

  • But a bigger one that they don't seem to get is I've seen

  • a lot of accusations after Panda and Penguin that Google

  • is just trying to increase its revenue.

  • And let me just confront that head on.

  • Panda, if you go back and look at Google's quarterly

  • statements, they actually mention that Panda decreased

  • our revenue.

  • So a lot of people have this conspiracy theory that Google

  • is like, oh, they're making these changes

  • to make more money.

  • And not only do we not think that way in the search quality

  • team, we are more than happy to make changes which are

  • better for the long-term loyalty of our users, the user

  • experience, and all that sort of stuff.

  • And then if that's a short-term revenue hit, then

  • that might be OK.

  • Because people are going to be coming back

  • to Google long term.

  • It's a regular conspiracy theory.

  • Google did this ranking change because they want people to

  • buy more ads.

  • And that's certainly not the case with Panda.

  • It's certainly not the case with Penguin.

  • And so it's kind of funny to see that as a

  • meme within the industry.

  • And it's just something that I wanted to debunk that

  • misconception.

  • Panda and Penguin, we just went ahead

  • and made those changes.

  • And we're not going to worry about whether we lose money,

  • we make money, whatever.

  • We just want to return the best users results we can.

  • And the mental model you should have is we want to have

  • the long-term loyalty of our users.

  • We don't want to lock users in.

  • So we have data liberation.

  • People can always get their own data back out of Google.

  • And if we just choose short-term revenue, that might

  • make some money in the short term.

  • But historically, we've had the long-term view.

  • If you make users happy, they'll come back.

  • They'll do more searches.

  • They'll like Google.

  • They'll trust Google more.

  • And that, in our opinion, is worth more than just some

  • short-term sort of revenue.

  • So if you look at the history of the decisions that Google

  • has made, I think you see that over and over again.

  • And Panda and Penguin are no exception to that.

  • Great question.

  • So the other question is, "Where do you see many SEOs

  • spending too much energy on," or where do you see the SEOs

  • spending too much time or energy, "when they could be

  • taking care of other things?"

  • So I think a good proxy for that is link building.

  • A lot of people think about, how do I build more links?

  • And they don't think about the grander, global picture of how

  • do I make something compelling and then how do I make sure

  • that I market it well?

  • You get too focused on search engines, and then you, for

  • example, would entirely miss social media and

  • social media marketing.

  • And that's a great way to get out in front of people.

  • So specifically, I would think, just like Google does,

  • about the user experience of your site.

  • What makes it compelling?

  • What makes it interesting?

  • What makes it fun?

  • Because if you look at the history of sites that have

  • done relatively well, or businesses that are doing well

  • now, you can take anywhere from Instagram,

  • to Path, even Twitter.

  • There's a cool app called Yardsale.

  • And what those guys try to do is they make design a

  • fundamental piece of why their site is advantageous to go to.

  • It's a great experience.

  • People enjoy that.

  • So you could not just pay attention to design, you could

  • pay attention to speed, or other parts of the user

  • experience.

  • But if you really get that sweet spot of something

  • compelling where the design is really good, or the user

  • experience just flows, you'd be amazed how much growth, and

  • traffic, and traction you can get as a result.

  • And it's kind of funny.

  • You can think about a site like Craigslist, which is a

  • fantastic site.

  • A lot of people use it.

  • It's been around forever.

  • And a lot of people find it incredibly useful.

  • But for a long time, their user interface, their

  • experience, has been relatively static.

  • And what you see is new generations of startups who

  • are saying, OK, well, if Craigslist is going to have

  • that static interface, here's one way I might

  • try to make it better.

  • Or here's one area that Craigslist doesn't tackle that

  • I can make look really nice.

  • And it's kind of interesting.

  • If you and your website is not moving forward in thinking

  • about how to improve the user experience, other websites

  • will be thinking about how can I do that better?

  • And they might surprise you.

  • So great questions.

  • There's a lot of people on web forums, or Black Hat web

  • forums, do have the conspiracy of like Google's making this

  • change because they want to make money or they want to

  • sell more ads.

  • That's definitely not the case.

  • And then where do you see people

  • spending too much energy?

  • People do focus a little on search engines and

  • specifically link building, when I would focus more on the

  • user experience, especially the design and then the

  • broader sort of marketing effort.

  • So sorry it's such a long video.

  • But that was a lot of really interesting stuff packed into

  • a couple questions.

  • And just wanted to tackle that.

Today's question comes from Sao Paulo, Brazil.

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SEO業界の誤解とは? (What are some misconceptions in the SEO industry?)

  • 112 7
    Zenn に公開 2021 年 01 月 14 日
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