Google has gotten really good at recognizing entities and how various entities relate to each other. There's no doubt about it. That said, how well can Google truly profile an entity? What happens when an entity has more than one profile? Is Google able to pick up on entity sub-profiles? What if someone is both an actor/actress and a director? What happens when a celebrity goes into politics? How does Google view the secondary profile of these entities?
Almost out of nowhere, Google unleashed one of the most volatile days in SEO history. July 18th, 2019, saw an unprecedented amount of rank fluctuations unlike the industry had seen for years. Yet, the unconfirmed algorithm update left as quickly as it came when rank fluctuations returned to normal levels on a dime.
It all begets the question: Who was impacted and what in the world just happened?
Here's a look at the data on Google's unconfirmed July 2019 algorithm update.
Technical content and the how-to queries that bring this content to the SERP is the bread and butter of SERP features such as Featured Snippets, Related Questions, and Video Carousels. As a result, technical content creators should be very concerned about search, and in particular SERP features.
More than being concerned, they should know what SERP features to focus on and how to hone in on them!
Let's have at it then!
A true content gap analysis does much more than point to the keywords you either need to target or need to better optimize for. There is an endless number of deep insights that emerge from the woodwork when getting into the nitty-gritty of a content gap analysis.
Here are some advanced (if not out of the box) ways to utilize a content gap analysis!
Finally, a month of endless updates to the Google SERP! I've been complaining ever since 2019 began that Google has slowed down its production of changes, updates, and tests to the SERP. No more! June 2019 was a month for the ages with changes to domain diversity at the top of the SERP, additional layers of sub-topical information in all sorts of SERP features, and some good ol' updates to Google Ads!
And away we go with Google's whirlwind of SERP alterations made in June 2019!
It's always nice when theory meets reality. Not too long before I undertook the research for this study I wrote an article about why I thought Featured Snippets would be getting shorter. When I noticed that Google was throwing content barely a few hours old into Featured Snippets it seemed the content within them was a bit on the thin side. Thus, I took to analyzing 150 Featured Snippets to see if my anecdotal observation was correct.
Long story short, Featured Snippets are shorter... sort of.