Microsoft rolled out updates to Bing Webmaster Tools’ latest update in mid-October. The Bing Webmaster Tools account now has 16 months of historical data, “Insights” is now “Recommendations” with more features, and the Copilot AI assistant is in limited testing.
The new updates help you analyze crawl errors and view indexed pages, which is important for larger sites to improve the crawlability and indexability of content and, hence, site performance.
Microsoft has announced a few changes to the Bing Webmaster Tools account, including more data, a new recommendations system, and an AI assistant in limited testing. These will help you monitor and optimize your site.
Get started with a Bing Webmaster tools account.
To get started with Bing Webmaster Tools, you need to create an account. You can sign up using your any existing MS, Google, or Facebook account or create a new Microsoft account.
Once you set up your account, the next step is adding your site. Verifying your site ownership is essential, and Bing offers several ways. You can use MetaTag verification by adding the meta tag provided by Bing to your website’s HTML. Other options are adding a CNAME record to your DNS settings, uploading an XML file to your site, or using Domain Connect if your domain provider supports it.
Once you verify your site, you can access the Bing Webmaster Tools dashboard. This dashboard will give you an overall view of your site’s performance on search engines, and you can monitor and optimize your site.
Bing Webmaster Tools and SEO Reports Update
16 Months of Historical Data
Bing Webmaster Tools has increased the ‘Search Performance’ data from 6 to 16 months. This change was based on user feedback that needed more analysis than the previous timeframe.
The extended data will apply to all Google Search Console performance filter options while crawling and indexing history will accumulate over time.
This will give you more insights into seasonal trends and long-term performance patterns. Bing Webmaster Tools has longer historical data compared to Google Search Console, which is good for analyzing long periods and optimizing your website.
Website Configuration and Crawl Control
The Website Configuration section of Bing Webmaster Tools is a powerful feature that controls how Bing bot crawls your site. Within this section, the Crawl Control tab allows you to specify when you want Bingbot to crawl your site and manage your server load and performance.
You can adjust the crawl rate to slow down or speed up the process based on your site’s needs. The Block URLs feature is also available to prevent unwanted URL parameters from being indexed. You can add a NOINDEX robots meta tag to specific pages to prevent them from being crawled or indexed by Bing.
These features will give webmasters more control over how Bing crawls and indexes their site so that only the most critical pages are shown in the search results.
Sitemaps and URL Submission
Sitemaps and URL submission are important features in Bing Webmaster Tools to manage and optimize your website’s presence on the Bing search engine. A sitemap is a file that contains all your website’s URLs so Bing can crawl and index your site’s content. Bing Webmaster Tools supports multiple sitemap formats, XML, HTML, and text files.
To submit a sitemap to Bing:
Create a sitemap that contains all the URLs of your website.
Ensure the sitemap is in a supported format (XML, HTML, or text file).
Log in to your Bing Webmaster Tools account.
Go to the Sitemaps section.
Click on the “Submit sitemap” button.
Enter the URL of your sitemap.
Press “Submit” to submit the sitemap.
Besides sitemap submission, Bing Webmaster Tools also allows you to submit URLs for faster indexing. This feature will prompt Bing to crawl and index new or updated content sooner. To submit URLs for speedier indexing:
Log in to your Bing Webmaster Tools account.
Go to the URL Submission section.
Enter the URL(s) you want to submit for faster indexing.
Click “Submit” to submit the URLs to Bing.
These will help you get your content indexed faster and more efficiently, making your site visible on the Bing search engine.
Search Performance and SEO Reports
The Search tab in Bing Webmaster Tools shows a graph of your site’s recent performance with a default timeframe of 3 months. You can change the timetable by using the dropdown menu at the top right of the page to view data for different periods. The purple line shows the clicks, which counts the users who clicked through from Bing’s organic search. The blue line shows the impressions, which are the number of users who saw your site in those search results.
In the SEO section, you can see issues with your on-page optimization. The errors are classified into low, moderate, and high severity so you know what to fix. The keyword research tool will also help you find keywords that drive organic traffic to your site. This tool shows trend data and impressions by country, and you can segment by language and device (desktop/mobile). You can also change the timeframe at the top right of the page.
By looking at SEO and search performance data, you can optimize your site to be more visible and relevant on the Bing search engine and drive more organic traffic to it.
“Recommendations” Replaces “Insights”
The “Insights” tool is being rebranded and expanded into a new feature called “Recommendations.”
According to the announcement, the new tool will have the following:
More detailed performance metrics
Site-specific optimization suggestions
Real-time data updates
SEO recommendations for different aspects of website management
Benefits of URL submission for faster indexing of new or updated content
Referring to pages for better link profile analysis
AI “Copilot” Goes into Limited Testing for Bing’s Search Engine
Bing Webmaster Tools is rolling out the AI-powered assistant “Copilot” to a select group of testers.
Copilot will include:
Chat interface for real-time questions and answers
Integration with other Microsoft services
Automation of routine tasks
As this feature is still in the testing phase, we don’t know its full capabilities or impact on SEO workflows yet. Also, Copilot can submit sitemaps in text files.
Troubleshooting and Support
Troubleshooting and support are part of Bing Webmaster Tools. If you encounter issues with your Bing Webmaster Tools account or site, here are some resources to help you fix them.
Here are some troubleshooting steps:
Clear your browser’s cache and cookies.
Turn off any browser extensions that might be blocking Bing Webmaster Tools.
Try accessing Bing Webmaster Tools in incognito or private mode.
Turn off any VPN or proxy server.
Try accessing Bing Webmaster Tools from a different internet connection.
You can contact the Bing Webmaster Support Team if you need help with the above steps. The link is in the Bing Webmaster Tools dashboard.
These resources will help webmasters to fix issues quickly and keep their sites running smoothly.
SEO Tips
Optimize your site for the Bing search engine:
Keyword research: Do keyword research to find relevant keywords for your site.
On-page optimization: Optimize your site’s on-page elements like title tags, meta descriptions, and header tags.
Create good content: Create engaging and informative content that adds value to your site visitors.
Use meta tags: Use meta tags like the one provided by Bing Webmaster Tools to give search engines more information about your site.
Submit sitemaps: Submit sitemaps to Bing Webmaster Tools to help Bing crawl and index your site’s content.
Crawl errors: Monitor crawl errors and fix any issues blocking Bing from crawling and indexing your site’s content.
SEO reports: Analyze the SEO reports provided by Bing Webmaster Tools to find areas to improve and optimize your site.
By following these SEO tips, you can make your site more visible and relevant on the Bing search engine and drive more organic traffic to it.
What is Next
Bing Webmaster Tools is becoming a more robust website optimization and SEO management tool.
Also, optimize for the Bing engine to make your site more visible. Submitting a sitemap to Bing will help with crawling and indexing, and monitoring performance metrics and using URL submissions will allow new or updated content to be indexed faster.
These changes also show that the company is committed to updating the tools based on user feedback.
Bing’s team asks users to provide feedback on these new features through their support channels.
Each year about this time, we visit the subject of mobile SEO, and, each year, Mobile SEO is increasingly more important for the visibility of your site. If you’re still wondering why this matters, consider how often you reach for your phone to look something up. You’re not alone — more than 60% of all online traffic comes from mobile devices, and in some verticals, that number shoots up to over 90%!
Mobile traffic now makes up over 60% of all online visits (up to 90% in some industries)
Big change alert: Google is replacing First Input Delay (FID) with Interaction to Next Paint (INP) on March 12, 2024
Mobile-first indexing is now Google’s standard – your mobile site version matters more than ever
Voice search is a growing opportunity, with 62% of businesses still not optimizing for it
Tools like Google’s Lighthouse and PageSpeed Insights can help you evaluate your mobile performance
What’s Mobile SEO, Anyway?
Think of mobile SEO as making your website friendly for smartphone and tablet users. It’s all about ensuring your site looks great and works smoothly on mobile devices, just like meeting a friend who makes you feel comfortable and welcome. It’s not just a nice-to-have anymore—it’s absolutely essential.
Why Should You Care?
Here’s the thing: Google has gone all-in on mobile. They’re now looking at the mobile site first when deciding how to rank the search results.And if you’re thinking, “My audience mostly uses desktops,” you might want to double-check that assumption. Here’s how:
Pop into your Google Analytics 4
Click on Reports
Look for the Insights icon on the right
Find “Suggested Questions”
Head to Technology
Check out “Top Device Model by Users.”
Understanding Your Mobile Visitors
Let’s get real – mobile users are different from desktop users. They’re often on the go, maybe standing in line at a coffee shop or riding the bus. They don’t have time for slow-loading pages or tiny, unreadable text. They want quick, easy-to-digest information that doesn’t make them squint or zoom in.
What’s interesting is the rise of voice search. Despite its growing popularity, 62% of businesses need to optimize for it. That’s a massive opportunity if you want to stay ahead of the curve!
The Big Change Coming in 2024
Heads up! There’s a significant change coming on March 12, 2024. Google is switching from First Input Delay (FID) to Interaction to Next Paint (INP). Don’t let the technical terms scare you—it basically means Google is getting better at measuring how quickly your site responds to user interactions.
Here’s what you need to know about INP:
Great score: Under 200ms
Needs work: 200-500ms
Poor: Over 500ms
Making Your Site Mobile-Friendly
Let’s break this down into manageable chunks:
Responsive Design
Think of responsive design as making your website like water – it should flow naturally to fill whatever container (screen) it’s in. This is Google’s preferred approach, and it makes your life easier, too, since you only have to maintain one website.
Images
Images can make or break your mobile experience. Here’s what works:
Use responsive images that adjust to screen size
Implement lazy loading (only load images as users scroll to them)
Compress your images
Add them to your sitemap
Content Style
Write for mobile users:
Keep paragraphs short and sweet
Use clear, concise headers
Make sure your font is readable
Break up content with bullet points and lists
Pop-ups (Interstitials)
Be careful with pop-ups! Google doesn’t like ones that get in the way of content, especially right after someone clicks through search results. Think of it this way: don’t interrupt someone right as they’re about to start reading.
Where Should You Start?
If this feels overwhelming, don’t worry! Here’s your priority list:
Get your responsive design sorted first
Make your content mobile-friendly
Optimize those images
Fix any hard-to-tap buttons or links
Add structured data (the technical stuff that helps Google understand your content better)
Remember, you don’t have to do everything at once. Start with what will make the most significant difference for your users, and build from there.
The mobile web isn’t the future anymore – it’s the present. But don’t let that stress you out. Take it step by step, and you’ll provide a great mobile experience before you know it. And your visitors (and Google) will thank you for it!
Want to check how mobile-friendly your site is? While Google retired its mobile-friendly testing tool in October 2024, you still have many options. Try Bing’s mobile-friendly test, Google’s Lighthouse Chrome extension, or PageSpeed Insights. These tools will give you a clear picture of where you stand and what needs fixing.
Summary
Over time, the importance of mobile SEO has significantly increased as online traffic from mobile devices now exceeds 60%, with some industries seeing figures above 90%. With Google’s shift to mobile-first indexing, businesses face new challenges, particularly with the upcoming Interaction to Next Paint (INP) change, replacing First Input Delay (FID) on March 12, 2024.
Mobile SEO optimizes websites for higher visibility in mobile SERP. It aims to enhance user experience, improve search visibility, and ensure functionality on mobile platforms. Key elements include optimizing page speed, content readability, and user-friendliness. Since 58% of global traffic comes from mobile, prioritizing mobile optimization is crucial for capturing significant traffic. Understanding mobile user behavior is vital, as these users tend to have shorter attention spans and prefer concise, visually appealing content.
Additionally, optimizing for this feature presents a considerable opportunity for increasing mobile traffic as more users utilize voice search. To analyze current mobile versus desktop traffic, Google Analytics 4 can assess user demographics and behaviors, allowing businesses to effectively tailor their strategies for mobile users. Ultimately, the future of SEO demands a robust approach to mobile optimization to meet evolving user expectations and search engine standards.
Google’s online shopping was revamped in the United States in the last several week. Google has unveiled a game-changing transformation of its Shopping sites, introducing a revolutionary AI-driven experience set to redefine the e-commerce landscape.
This revamp pairs Google’s extensive Shopping Graph—boasting 45 billion product listings—with its powerful Gemini models, setting a new standard for personalization and convenience in e-commerce. As of today, U.S. users will begin to experience the convenience of this new AI-driven Shopping platform. This platform will simplify and streamline how people research, compare, and purchase products.
For example, the new AI-powered Shopping experience can assist consumers in finding the ideal men’s winter jacket by making tailored recommendations based on specific requirements, such as climatic considerations for the Pacific Northwest. The new Google shopping experience will be fully implemented across the United States in the coming weeks, providing everyone with a more convenient shopping experience. The GSE claims to simplify and streamline how people research, compare, and purchase product experiences for everyone.
GSE is set to change how consumers look for, compare, and buy products, simplifying and streamlining the entire experience. For instance, their new AI-driven shopping feature can help shoppers find the perfect men’s winter jacket by offering personalized suggestions based on factors like the specific climate in the Pacific Northwest.
The new Google shopping experience will be fully implemented across the United States in the coming weeks, providing everyone with a more convenient buying experience.
AI is at the core of the new Google shopping experience. Google shopping sites no longer only provide consumers with product listings.
Now, it provides AI-generated briefings to help people navigate their Google shopping experience. These briefs highlight essential variables before purchasing a product, allowing customers to interact with the platforms more successfully. However, it goes beyond simply recommending products.
Google Shopping has increased classification, showing products in a more structured format, making it easier for customers to navigate their alternatives.
Furthermore, adding dynamic filters allows users to narrow their Google shopping search by size, availability, and geographic proximity, resulting in more relevant results and less choice fatigue. For example, users may instantly find a men’s winter jacket by filtering by size, availability, and local weather conditions. Users can submit comments on AI-generated briefs to help Google enhance its shopping experience.
The example below shows a mobile version of the new Google shopping experience, with users searching for “tea kettle for matcha.”
Similarly, the new desktop Google Shopping experience has received a significant upgrade when using the exact search for “tea kettle for matcha.”
Integrating AR (augmented reality) and AI shopping tools is even more exciting. Users can try on clothing or accessories via Virtual reality, which can help speed up the purchase decision-making process.
Google Shopping’s AI Technology
Google Shopping’s AI technology is revolutionizing the online shopping experience. By leveraging advanced artificial intelligence, Google Shopping can offer users highly personalized product recommendations that cater to their unique preferences and needs. This means the platform can suggest products that are most relevant to you, whether you’re searching for a specific item or browsing.
One of the standout features powered by AI is the dynamic filters. Such filters allow users to refine their search based on criteria such as price, brand, and specific product features. This makes it incredibly easy to narrow down options and find what you’re looking for without sifting through endless listings.
Additionally, Google Shopping’s AI technology enhances the shopping experience with virtual try-ons. This feature allows users to see how clothing or accessories will look on them before making a purchase, adding a layer of confidence to their buying decisions.
Moreover, the AI-driven platform ensures that users always get the best prices and deals. By constantly evaluating market trends and prices, Google Shopping can highlight the most cost-effective solutions, making it easier for customers to locate amazing offers. By continuously analyzing market trends and prices, Google Shopping can highlight the most cost-effective options, making it easier for shoppers to find great deals.
This AI technology opens up new avenues for brands to connect directly with shoppers. Through assistive experiences like AI shopping, brands can engage with their audience more meaningfully, providing tailored recommendations and offers that resonate with individual shoppers.
Personalized Shopping Tailored to Each User
A new personalized homepage feed is another significant revamp of the Google Shopping experience.
Users will now start to see a compilation of shoppable products and videos based on their shopping behavior and preferences.
The platform aims to inspire consumers, not just help them buy. For example, AI-generated briefs can assist users in finding the most suitable men’s winter jackets based on their preferences and location.
The new Shopping platforms also allow users to resume where they left off in their search, making it seamless to continue their decision-making process without starting from scratch.
You can quickly revisit saved products, deals, and categories, creating a more continuous and connected shopping journey.
The example below shows the new personalized Shopping feed on a mobile device. It showcases individual products, deals, video content, and more.
Credit: Google, October 2024
Users who prefer a more personalized shopping experience can easily manage their preferences through their Shopping settings. Google allows users to turn off or customize the extent of personalization, giving them full control over their shopping journey and ensuring they feel empowered.
Enhanced Product Discovery with Dynamic Filters
Google Shopping’s dynamic filters are a game-changer for product discovery, empowering users to narrow their search results quickly. This efficiency makes the online shopping experience more time-efficient and enjoyable. Whether you’re looking for a specific brand, price range, or product features, dynamic filters make finding what you need simple and quick.
AI allows these filters to learn and adapt to user behavior over time. This means that the more you use Google Shopping, the more accurate and relevant your search results become. For instance, if you frequently search for eco-friendly products, the dynamic filters will prioritize these options in future searches.
The ability to search by various criteria such as price, brand, and product features ensures that users can quickly zero in on the perfect product. This saves time and reduces the frustration of wading through irrelevant results. For example, suppose you’re searching for a men’s winter jacket. In that case, you can filter results by size, material, and even specific features like waterproofing or insulation, ensuring you find the best match for your needs.
Dynamic filters also enhance the shopping experience by providing a more personalized and streamlined journey. By delivering hyper-relevant results, these filters help reduce decision fatigue, making it easier for users to make informed purchasing decisions.
In summary, Google Shopping’s dynamic filters significantly improve product discovery, making the online shopping experience more tailored and user-friendly. With these advanced tools, finding the perfect product has never been easier.
Finding the Best Prices Just Got Easier
The new Shopping experience features price comparison tools, price insights, and tracking options that allow users to monitor price fluctuations over time through the Shopping Tab on Google Search.
One standout feature is the personalized deals page, where users can browse customized deals based on their shopping behavior and interests.
By clicking the “Deals” tab, shoppers can instantly find the best offers tailored to them.
The examples below show the new Deals experience on a mobile device, showcasing items like:
Carousel product categories
Top deals
Latest deals
Regular product listing ads (PLAs)
And more.
Expanding Reach with Merchant Center
Expanding your reach with Merchant Center can help you tap into the vast online shopping market. By creating a Merchant Center account, you can list your products on Google Shopping, making it easier for customers to find and purchase from your store. With Merchant Center, you can manage your product listings, track your performance, and optimize your campaigns for better results.
By using Merchant Center, you can increase your online visibility, drive more traffic to your website, and ultimately boost your sales. Additionally, Merchant Center provides valuable insights and analytics to help you understand your customers’ behavior and preferences, allowing you to make data-driven decisions to improve your online shopping experience.
Boosting Sales and Conversions
Boosting sales and conversions is a top priority for any online retailer. With Google AI-powered features, you can optimize your product listings to increase conversions and drive more sales. Dynamic filters can help customers quickly find what they’re looking for, and virtual try-ons can provide an immersive shopping experience that simulates the in-store experience.
Personalized deals and deal-finding tools can also help you attract price-conscious customers and increase conversions. By offering the best prices and providing a seamless shopping experience, you can build trust with your customers and encourage them to purchase. With Google Analytics and insights, you can track your performance and make data-driven decisions to optimize your campaigns and boost sales.
Improved Mobile Experience
With most online shoppers using mobile devices to browse and purchase products, providing an improved mobile experience is crucial for online retailers. Google Shopping is a mobile-friendly design, and features can help you provide a seamless shopping experience for your customers, regardless of the device they use.
By optimizing your product listings for mobile devices, you can increase your online visibility, drive more traffic to your website, and ultimately boost your sales. Additionally, Google Shopping’s mobile-friendly features, such as virtual try-ons and personalized deals, can help you provide an immersive shopping experience that simulates the in-store experience.
Benefits for Businesses
Google Shopping’s transformation offers numerous benefits for businesses, making it an essential tool for enhancing their online presence and driving sales. By integrating advanced AI-powered features, companies can significantlyincrease their online visibility and reach a wider audience.
Dynamic filters and AI-generated briefs play a crucial role in improving product discovery. These tools help users quickly find the most relevant products, allowing businesses to showcase their offerings more effectively. By presenting products in a more organized and accessible manner, companies can ensure that their products stand out in a crowded marketplace.
Another significant advantage is the enhanced customer experience of personalized deals and virtual try-ons. These features create a more engaging and interactive shopping experience, increasing customer satisfaction and loyalty. Shoppers can now virtually try on clothing or accessories, making their purchase decisions more accessible and confident.
Google Shopping’s deal-finding tools and price comparison features enable businesses to offer competitive pricing, helping them stay ahead of the competition. Companies can attract price-conscious customers and increase conversions by providing users with the best prices and personalized deals.
The new Google Shopping experience allows businesses to provide users with the most relevant products and information, driving sales and boosting conversions. By leveraging these innovative tools, companies can enhance their online shopping experience and succeed tremendously in the competitive e-commerce landscape.
Optimizing Product Listings for Google Shopping
Businesses must optimize their product listings effectively. Here are some key strategies to consider:
Use High-Quality Product Images: High-quality images are essential for showcasing products in the best light. Clear, detailed images increase the chances of users clicking on the listing and making a purchase.
Write Detailed and Accurate Product Descriptions: Accurate and detailed product descriptions help users understand the product features and benefits. This information is crucial for increasing the chances of conversion, as it gives users the confidence they need to purchase.
Set Competitive Prices: It is vital to monitor and adjust prices regularly. Google Shopping’s deal-finding tools can help businesses identify the best pricing strategies to attract more customers.
Utilize Dynamic Filters: Dynamic filters allow users to narrow their search results based on specific criteria. By using these filters, businesses can ensure that their products are showcased to the right audience, increasing the likelihood of conversion.
For example, users can find a men’s winter jacket by size, material, and specific features like waterproofing or insulation.
Provide Virtual Try-Ons: Virtual try-ons offer an immersive shopping experience, allowing users to visualize how products will look on them. This feature increases user engagement and conversion rates by simulating the in-store experience.
Offer Personalized Deals: Personalized deals help businesses stand out from the competition. By tailoring offers to individual users based on their shopping behavior, companies can increase the chances of conversion and drive sales.
Use AI-Generated Briefs: AI-generated briefs provide users with the most relevant information about a product. These briefs guide users through their shopping journey, increasing the chances of conversion and driving sales.
By optimizing product listings and utilizing Google Shopping’s new features, businesses can improve their online shopping experience, increase conversions, and drive sales. Leveraging these tools will help companies stay ahead in the competitive e-commerce landscape and provide a seamless shopping experience for their customers.
What This Means For Marketers
Google’s revamped Shopping platform is not just a game-changer for consumers—it’s also poised to impact the marketing landscape significantly. Acting as a powerful search engine facilitates product discovery and price comparison, enhancing the overall shopping experience. Here are a few impacts that the new experience may have on marketers.
#1: Product Discovery Is Now AI-Driven
Thanks to AI-generated product briefs, marketers now have an unparalleled opportunity to appear in highly personalized search engine results.
This level of detail allows Business to be more relevant at the research stage of a shopper’s journey, making it crucial for marketers to ensure their product data is optimized for Google’s search engine AI.
Brands that provide clear, concise product descriptions, high-quality images, and accurate attributes in their product feeds likely benefit from improved visibility.
#2: Enhanced Engagement with AR and Virtual Try-Ons
For fashion, beauty, and other visually driven categories, the inclusion of AR-based virtual try-ons represents a breakthrough in product showcase technology.
Marketers can leverage these tools to create more interactive and engaging shopping experiences, which can give potential buyers the confidence they need to complete a purchase.
As Google continues to develop these capabilities, brands should keep their product images top-of-mind and how users may interact with them when trying to make a purchase decision.
#3: Personalized Marketing Opportunities
The new personalized homepage and tailored deal feeds offer marketers a fresh way to reach their target audience.
With consumers now receiving highly curated shopping experiences, brands focusing on personalization in their campaigns will have a better chance of reaching shoppers with the right product at the right time.
#4: Price Transparency is Key
With price comparison and deal-finding tools baked into the new Shopping experience, marketers should focus on price competitiveness and transparency.
Consumers are more informed than ever, and with the ability to track and compare prices, local markets that offer clear value propositions will stand out.
Marketing strategies should emphasize quality and the best value for money, aligning with the price-conscious behavior this new Shopping model encourages.
#5: Experimentation and Feedback
Given that the AI-generated briefs are still experimental, marketers have the unique opportunity to shape this feature.
By encouraging customers to provide feedback and adjusting their product listings accordingly, commerce can play an active role in improving the AI’s accuracy and relevance.
This two-way interaction between marketers, consumers, and Google’s AI could eventually lead to more fine-tuned product recommendations and higher conversion rates.
The Future of E-commerce
The future of e-commerce is rapidly evolving, with AI-powered features and personalized shopping experiences becoming the norm. With Google Shopping’s AI-powered features, you can stay ahead of the curve and provide a seamlessshopping experience that meets your customers’ evolving needs.
As the online shopping market continues to grow, it’s essential to stay ahead of the curve and provide a seamless shopping experience that meets the evolving needs of your customers. With Google Shopping’s AI-powered features and personalized shopping experiences, you can drive more traffic to your website, boost sales, and stay ahead of the competition.
Summary
Google’s reinvention of its Shopping platform marks a new era for online shopping—one that is faster, more personalized, and smarter, thanks to AI.
For marketers, this presents a host of opportunities to engage with customers more meaningfully, from optimized product listings to dynamic, immersive experiences like virtual try-ons.
As this new AI-powered Google Shopping continues to roll out across the U.S., marketers need to be ready to adapt and leverage these innovative tools to drive brand awareness and conversion.
The new shopping experience officially rolled out in the United States today and will continue to roll out over the coming weeks to more users.
These highlights capture the importance of structured data and its evolving role in modern SEO.
Search Everywhere Optimization (SEO): Refers to the shift in consumer search habits, requiring businesses to optimize for multiple search platforms and devices, relying heavily on structured data (schema).
Mobile Optimization: Vital for SEO success due to increasing mobile internet usage. Provides a seamless user experience and will be crucial in 2025.
Non-Branded SEO: Structured data combined with relevant keywords boosts non-branded search results and user experience, safeguarding against algorithm changes.
Schema and Rich Results: Structured data enables rich results like snippets and knowledge panels in search engines, increasing visibility, especially for non-branded searches.
Zero-Click Search: Schema drives zero-click searches by delivering direct answers in search results, improving brand visibility and authority, even without clicks.
Search Everywhere Optimization means more structured data
Search Everything or Search Everywhere Optimization is a term that describes the shift that consumers have taken through their search habits on the web. There are now countless ways to perform searches. Most of these search tools rely on structured data (schema) and semantic search to promote meaningful results and better user experience. Mobile optimization is essential in the evolving SEO landscape to ensure a user-focused approach that caters to rising mobile internet usage, providing a seamless user experience this fall, and will likely become an even more essential need in 2025. Schema still looks set to become a prime contender in the future of SEO, especially incorporating AI, voice, and visual search.
This means schema is no longer a luxury; it’s an essential part of any strategy. Non-branded SEO has become the bulwark for art organizations to save themselves from fluctuations in their traffic with frequent updates by Google, Meta, or Perplexity. Structured data combined with relevant keywords can significantly enhance search results and user experience.
Here is everything there is to know about schema, including its importance, statistics about trends, significant schema types, advanced techniques, etc.
Understanding SEO
Definition of SEO
Search Everywhere Optimization (SEO) is the process of enhancing a website’s visibility and ranking on search engine results, AI search tool results, and general social media searches through various techniques and strategies. The primary goal of SEO is to increase organic (non-paid) traffic to a site by making it more attractive and relevant to search engines. This is achieved by optimizing the website’s content, structure, and coding to better align with search engine algorithms and user intent. By understanding what users are searching for and how search engines interpret those queries, businesses can tailor their online presence to meet these needs, ultimately driving more traffic and engagement.
SEO in a nutshell
As described in some of our blog posts, “Search Everything Optimization is optimizing one’s website content, structure, interface, and entire online presence to maximize its discoverability on every possible form of platform, to improve organic visibility in search results. As search behavior becomes diverse and more inclusive of other platforms besides Google, businesses must adapt to this change by updating their SEO strategy. Mobile optimization features prominently in the user-centric approach that is necessary, given the rising mobile internet usage and explicit user engagement through a seamless experience that is ideal for achieving high SERP rankings. Client recommendations now widely consider search engine optimization as an indispensable service. Good SEO will also have implications for business processes. Learning models will be set up and monitored to comprehensively perceive risk and understand how these models will influence decisions and operations within the organization.” Rely on schema to generate snippets, enabling search engines to understand information contextually to make your website more visible on search results.”
Search Everywhere Optimization is optimizing the visibility and ranking of a site on a whole bunch of search platforms through various techniques and strategies. Search optimization seeks to improve the quality of organic traffic to a site by making that site more visible and relevant to search tools. This process hinges on understanding how search works, what people search for, and the keywords and phrases they use. Optimizing all on-page and off-page elements, including content and structure, with relevant keywords is essential to enhance the potential for achieving high rankings on AI and traditional search engines. This optimization will consequently lead to increased traffic directed to your websites.
Search Landscape
Algorithms
Interactive algorithms operate from intricate principles to assign values to web pages so that the most relevant ones are shown to users. Constant algorithm updates arise to keep enhancing the accuracy and relevance of searches. Some examples of essential updates in search engine algorithms include the Panda, Penguin, and Hummingbird updates from Google. These updates focused distinctly on search engine optimization (SEO) aspects, such as content quality, link integrity, and semantic search. Understanding the concepts and their implications for SEO will help SEO practitioners develop effective SEO strategies. By being on the ball with changes in algorithms, a business will also have the right to tweak its SEO to maintain or improve its rank.
The following section highlights what schema is, why it extends importance, how it operates, and how it stands to boost SEO.
What is Structured Data?
Structured data is a standardized format that provides search engines with additional context about a website’s content. Implemented using schema markup, a type of microdata, structured data helps search engines understand the meaning and relevance of a website’s content. This can include information such as business hours, reviews, and product details. By providing search engines with structured data, websites can improve their visibility and ranking in search results. Additionally, structured data enhances the user experience by delivering more accurate and relevant information, making it easier for users to find what they are looking for.
What kinds of structured data do search tools understand?
Schema is a standard way to structure a page’s content and define tags to make it easier for search tools to understand. It usually also contributes to building the knowledge graph.
Schema allows Google to create more in-depth listings, rich results, and an assortment of features on SERPs. Practically all AI Search engines have exported schema data to them to demonstrate comprehension and contextualize relevant content.
Inclusion in these features dramatically enlarges the spectrum one can leverage to gain visibility, especially for non-branded searches. Careful consideration of search optimization that supplements the current digital marketing scope enhances search rankings.
Vocabulary
One of the most widely used vocabularies for schemas is schema.org, an open-source framework that has built an extensive library of types and properties. It also helps search engine optimization by allowing for the recognition of some keywords.
Schema.org contains hundreds of predefined schema types, including Product, Event, and Person, and properties such as name, price, and description.
Format
Two of the most desired schema integration formats are inline and structured code, with the structured code form usually being in JSON format, that is, JavaScript Object Notation; traditionally, the preferred format of schema implementation has been JSON, endorsed by Google and other search tools. However, several AI and other search tools use inline tags, provided they exist.
JSON wraps schema in a <script> tag, separating schema from the primary HTML, while inline is integrated directly into your HTML code via “itemscope” and “itemprop.” Mixing the two on any event page gives you the best chance of providing search tools with better ways to understand your content and optimize it for search queries, especially those related to voice search and AI technical advances.
These tools check for flat errors or omissions in the schema to ensure their markup is valid and working.
Why structured data matters more than ever
Schema enables search engines to interpret website content more deeply, with positive results for indexing and presentation in search results. Incorporating structured data and relevant keywords together can significantly enhance this process. Mobile optimization also improves user experience and high search rankings. Schema also helps one understand and apply oneself to user intent, as intent-driven content is crucial for quality content and improving user experience.
It helps brands bring audiences into an area of less competition for search, like voice and image search, letting sites provide traffic and engagement areas that wouldn’t usually fall within traditional SEO.
Zero-click search and brand authority in search results
More and more SERP features, like knowledge panels and featured snippets, depend on the schema to provide answers directly in search results, making search engine optimization even more critical. This means users can get information without clicking through the publisher’s site.
This rise of so-called zero-click searches has made schema even more indispensable in SEO.
While these features provide minimal opportunities to drive visits, they can increase organic impressions, enhance brand visibility, and sustain user interaction with the brand.
That frequent display of rich results reinforces top-of-mind awareness (TOMA), as a trusted and authoritative brand is crucial in SEO.
Google regularly updates its search algorithm through various algorithm changes to enhance the relevance and user experience of Google Search results while also tackling spam and low-quality content. These updates consider a range of factors including keyword usage, the quality of links, and user behavior. By implementing these updates regularly, Google ensures that the search results are constantly refreshed and accurate, providing users with the most up-to-date and reliable information. It is crucial to maintain content quality on authoritative sites, such as a trusted educational website, to prevent misleading users and degrading the site’s reputation.
Google’s Core Updates
Core updates are comprehensive updates that aim to provide useful and trustworthy search results for users by promoting helpful content. These updates can significantly affect a website’s search visibility, making it crucial for site owners to stay informed and adapt accordingly. These updates don’t target specific websites or individual pages for ranking purposes but instead focus on promoting high-quality, relevant content. As a result, they can have a significant impact on your search ranking. Google’s systems constantly assess and update to keep up with the ever-changing content on the internet.
Core updates are broad in nature and are designed to ensure helpful content and reliable results for searchers, without targeting specific sites or individual web pages.
These updates aim to promote high-quality, related content and attempts to significantly decrease the visibility of unhelpful content. Thus, it can noticeably impact your search placement.
Google’s systems assess and update to keep pace with constantly changing content on the web.
History of Google Algorithm Updates
The evolution of Google algorithm updates can be traced back to 2003 and has undergone numerous notable changes since then. Updates like Panda, Penguin, and Hummingbird have significantly influenced the structure of search engine results pages (SERPs) and are essential components of Google’s dynamic ranking systems. These updates have had a profound effect on website rankings, compelling website owners and businesses to adjust their SEO strategies in order to remain competitive.
One notable misuse that has been addressed in various updates is the repurposing of expired domains to artificially enhance search rankings, which can mislead users and is increasingly recognized as spam by search engines.
Just in the last 4 years, there have been some very important Core Updates:
August 2023 Core Update
This broad core update began rolling out on August 22, 2023 and was completed on September 7, 2023. As with other core updates, it targeted improvements to Google’s overall ranking systems.
March 2023 Core Update
Google announced its first core algorithm update of 2023 on March 22. The update was completed less than a week later on March 28.
May 2022 Core Update
This was the first core algorithm update of 2022, announced on May 25. The rollout was completed on June 9.November 2021 Core Update
This broad core update began rolling out on November 17, 2021.
June/July 2021 Core Update
This core update was released in two parts, with the first part in June and the second in July 2021.
December 2020 Core Update
The final official core algorithm update of 2020 rolled out on December 3 and was completed on December 16. Its effects were felt quickly and significantly by many sites.
May 2020 Core Update
This was the second Google core algorithm update of 2020, announced on May 4 and completed on May 18. It was measured as one of the most impactful updates in recent years.
January 2020 Core Update
The first Google core update of 2020 was announced on January 13 and completed on January 16.These core updates typically aim to improve Google’s ability to assess content quality and relevance. While they don’t target specific types of sites or content, they can often lead to noticeable changes in search ranking across many websites.
The Role of Artificial Intelligence in Google Updates
Search engines are increasingly using artificial intelligence to improve search results through algorithm updates. AI helps Google’s algorithm to better understand user behavior and preferences. By better understanding user intent, AI allows Google to deliver more relevant search results that align with what users are actually looking for. AI-powered updates aim to promote high-quality, related content and improve user experience. Google’s AI-powered updates are designed to combat spam and low-quality content. AI helps Google’s algorithm to stay ahead of emerging trends and technologies.
Impact on Your Website’s Search Ranking
Google’s core updates can significantly impact your website’s search ranking and traffic. These changes can lead to fluctuations in organic traffic, making it essential for website owners to monitor their site’s performance closely.
Low quality content like payday loan reviews can harm your site’s reputation and search ranking, so it’s crucial for the website owner to ensure that the site’s content is helpful and reliable.
Google’s August 2024 Core Update – another important update
This update is the most recent in a series of algorithmic updates aimed at increasing the relevancy and quality of search results by promoting high quality content.
The update aims to treat smaller independent publishers on par with authority websites that dominate the SERPs.
It is a global update affecting all regions and languages for Google’s search results and has caused significant ranking movement and changes in search results, specially where the sites with low quality content are concerned.
AI Overviews Also Impacted
In a related development, Mueller confirmed that Google’s AI-generated overviews displayed in some results are also influenced by core algorithmic updates, tying the experimental AI features more directly to the core ranking systems.
“These [AI overviews] are a part of search, and core updates affect search, so yes,” Mueller stated when asked if the overviews are subject to core update changes.
Measuring Content Quality for High Quality Sites
During the rollout period, Google has consistently emphasized the purpose of core updates as realigning search results to prioritize high-quality and relevant content. Content relevance is a key factor in determining how well a website performs in search ranking, making it essential for site owners to focus on creating valuable and pertinent content. The company has reiterated that websites that place greater emphasis on search engine optimization instead of focusing on creating original and valuable content for users are at a higher risk of experiencing negative impacts on their search rankings. Practices such as expired domain abuse, where expired domains are repurposed to enhance the search ranking of low-quality content, are increasingly recognized as spam and targeted by Google’s updates.
Recovery Recommendations
Reclaiming lost rankings is a time-consuming endeavor that requires making significant enhancements to your website, eliminating irrelevant, low quality content, and practicing patience for the next series of updates. Improving search performance requires a comprehensive approach, including content enhancements and adherence to updated guidelines. In an attempt to support websites that have been impacted, Google has recently updated its guidelines on core algorithm updates, providing more detailed suggestions for detecting and addressing substantial declines in rankings. They recommend utilizing tools like Search Console to facilitate this process.
Conclusion
In conclusion, understanding Google’s search algorithm updates and their impact on search results is paramount for website owners and SEO professionals. The dynamic nature of search engine algorithms means that staying informed about updates and implementing necessary adjustments is crucial for maintaining and improving search result rankings. By keeping pace with these updates and making necessary improvements, website owners can ensure not only a strong online presence but also sustained visibility in search results, ultimately enhancing the user experience and driving organic traffic to their websites.
In addition, keeping abreast of the algorithm’s future updates also presents an opportunity for website owners and SEO professionals to stay ahead of the competition. By understanding and adapting to the changes in search algorithms, they can implement effective strategies that align with the evolving requirements, thereby gaining a competitive edge in the digital landscape. Overall, a proactive approach to understanding and responding to Google’s algorithm updates is essential for achieving and sustaining success in online search rankings.
