“For example, after that site audit, we decided to overhaul our marketing websites for Google Retail. Cleaning up six old websites, consolidating content, and focusing our energy on one great website doubled the sites call-to-action click-through rate and increased organic traffic by 64%.”
Key TakeawayAccording to Googles Sean OKeefe, focusing on these three areas has helped the company build an SEO strategy that can adapt to change and drive results.
He believes these same concepts can be applied to all websites.Embrace ChangeUsers search behavior is always changing, which leads to Google implementing new search features in order to keep up.
Site owners should take a similar approach to embrace change, rather than shying away from it.
Experimenting with various changes have produced better SEO results for Googles sites.
“For example, last year we focused on fixing Google Search Console errors, implementing structured data, and adding AMP to the Think with Google site. After we fixed one common AMP error on a number of URLs, those impressions increased by 200%.”
Consolidate Multiple Properties When PossibleGoogle recommends consolidating when site owners find themselves creating multiple websites with similar content.
“Creating one great site instead of multiple microsites is the best way to encourage organic growth over time.”
Thats what Google did after realizing it had developed a large number of near-duplicate sites.
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