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Google and the Rise of Zero Click Searches – What Does it Mean For Your Business? [Podcast] – Search Engine Journal

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Podcast: Download
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What is Zero Click? And how does it affect businesses and their SEO/PPC strategies?
Semrush’s Marcus Tober joins me on the SEJ Show to discuss Semrush’s recent Zero Click study and how this fits into a growing trend in Google.
Get insights on how Zero Click reshapes expectations of traffic, multi-touch attribution, and other traditional Google KPIs.
Zero Clicks for us means there was an initial search and nothing after that. There was no continuation. And we did is we defined a session in a two-minute window. –Marcus Tober, 09:42
The biggest pivot probably in the past decade is that, to your point, someone may click on Google Maps, someone may click on Google Images, but that doesn’t necessarily mean that you’re not reaching the business goal of that user. –Loren Baker, 12:44
As a marketer, we should aim for areas with a hybrid strategy. We need to show up for these transactional commercial searches, even if we know we don’t get to click. We need visibility. We also need to invest in content that might trigger different search results, like, featured snippets, or maybe show up in more visual searches because we have lots of visual content. –Marcus Tober, 19:59
[00:00] – About Marcus.
[04:22] – The difference between enterprise vs. normal marketing solutions.
[08:00] – Is Zero Click negative or positive with planning for SEO?
[08:19] – What triggered the Zero Click study?
[12:12] – Is the call button a Google internal click or a click to the site?
[18:04] – What are the popular product box?
[22:12] – An actual query on mobile by Loren.
[30:37] – How do you make sure your brand covers the results delivered?
[39:07] – Google’s search difference on desktop vs. mobile.
[47:02] – Other findings from the Zero Click study.
[48:08] – Conversion rates through Google products vs. regular organic traffic.
[51:58] – Will people ignore a CTR within indexed content and be served on Zero Click?
Resources mentioned:
Semrush – https://www.semrush.com/
Zero Click may mean Google may have answered the user straight away. So there was no need for the user to click to continue anything else.–Marcus Tober, 11:24
I truly believe Google has now found enough motivation to compete against Amazon. That’s why they’re investing so much in all these different ecommerce integrations.–Marcus Tober, 36:58
SEO will be very important in the near end and long term if we understand from which perspectives users are coming. Don’t only optimize on transactional keywords because you can convert this traffic easily in SEO. And then, suddenly, Google launches popular products with checkout, and you lose every traffic. It would help if you diversified to succeed in SEO.–Marcus Tober, 23:45
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect with Marcus Tober:
Marcus Tober is a visionary leader who has been tackling the most complex enterprise workflows and requirements related to SEO. As SVP of Enterprise Solutions at Semrush, he develops smart and innovative SEO solutions to manage complex SEO workflows and requirements.
He previously founded Searchmetrics and was named European Search Personality Of The Year in 2016. Among the enterprise companies he’s worked with are eBay, Adidas, GoDaddy, and Walgreens. Using data science in websites is his game, and he is always passionate about building organic SEO products.
Connect with Marcus on LinkedIn: https://www.linkedin.com/in/marcustober/
Follow him on Twitter: https://twitter.com/marcustober
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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Two Search Experts Discuss Blogging About SEO [Podcast] – Search Engine Journal

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Podcast: Download
Subscribe: Apple Podcast Google Podcasts Spotify
When two long-time search experts and SEO news giants come together, really interesting things happen.
From the latest trends and strategies to industry news and best practices, these two have seen a lot. And today, they sat down to talk about it.
Barry Schwartz, CEO of Rusty Brick and Founder of Search Engine Roundtable, joined me on the SEJ Show to discuss SEO, business, the search landscape, and even hair products. It was legendary!
Most of the world these days wants to see a five-second TikTok or YouTube short, and they don’t have the patience to go ahead and read something. I think that might be scaring not just advertisers, SEOs, and marketers but Google and Microsoft search ad revenue models and seeing how they can get people to click on those things. This should be interesting. –Barry Schwartz, 17:19
I’m usually very consistent. I’m the type of person who will do something and never stop doing it for better or worse. And it’s just the way I like to be. Have a nice routine where I do certain things in a particular order. And I’m passionate about tracking what’s changing, so if you let things go more than 24 hours, it just gets worse, piles up, and you get behind. So I like to stay on top of it, and honestly, helping the community in my little way makes it all worth it. –Barry Schwartz, 5:22
I try to cover publicly available stuff that anybody else could access without a password. So that’s my rule, it has to be publicly available, and Twitter is a great place where most things are publicly known unless their profiles are limited. –Barry Schwartz, 9:53
[00:00] – About Barry.
[04:46] – What has kept Barry going over the past 20 years?
[09:28] – SEO forums that people should participate in today.
[17:46] – What should the KPIs be behind SEO now with AI here?
[19:13] – Will a new search engine now emerge over Google?
[25:22] – Biggest regret in blogging.
[28:54] – Topic Barry wished he could cover.
[32:46] – Barry vs. Google’s announcement to take down sponsored links.
[38:15] – Is having a Google Plus share button on your blog a ranking factor?
[40:45] – How important is it to have fast site core web vitals?
[51:15] – How to boost authority & rank higher.
[59:42] – How fulfilling has it been to use Roundtable from a religious standpoint?
Resources mentioned:
Search Engine Roundtable: https://www.seroundtable.com/
Rusty Brick: https://www.rustybrick.com/
On ChatGPT, I don’t remember a time in the world of search where or a recent time, maybe the past 12 or 13 years, when things were so exciting. –Loren Baker, 12:04
I think, seeing how Google launches its version. I think it’s going to surprise a lot of people. I think people are going to be wowed as much. It will be interesting to see how Bing adapts. It’s fun to watch how things change things on a day-to-day basis. It’s a super exciting time to be in. –Barry Schwartz, 13:49
If Apple were to launch a Siri AI, then that could be a massive game changer, and that’s the one challenge I see with Microsoft. They have it with Teams on the B2B side, and maybe that’s where they want to keep it. They have it on the desktop but don’t have it in people’s pockets and where people are. So maybe it will be a B2C versus B2B-oriented play. –Loren Baker, 23:40
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect With Barry Schwartz:
Barry Schwartz is nothing short of a search marketing powerhouse, offering valuable insights and analysis on advanced search engine topics through his popular blog Search Engine Roundtable.
Barry also owns RustyBrick, a New York web design and development firm specializing in custom online technology.
Individuals across the globe trust him as an authoritative source in SEM with extensive experience in business development and custom web software engineering – you name it!
Connect with Barry on LinkedIn: https://www.linkedin.com/in/rustybrick/
Follow him on Twitter: https://twitter.com/rustybrick
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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Google Hints Lowering SEO Value Of Country Code Top-Level Domains – Search Engine Journal

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Google suggests ccTLDs could lose SEO value in years’ time due to creative branding use, urging focus on content and hreflang for international targeting.
In a recent episode of Google’s Search Off The Record podcast, the company’s Search Relations team hinted at potential changes in how country-code top-level domains (ccTLDs) are valued for SEO.
This revelation came during a discussion on internationalization and hreflang implementation.
Gary Illyes, a senior member of Google’s Search Relations team, suggested that the localization boost traditionally associated with ccTLDs may soon be over.
Illyes stated:
“I think eventually, like in years’ time, that [ccTLD benefit] will also fade away.”
He explained that ccTLDs are becoming less reliable indicators of a website’s geographic target audience.
According to Illyes, the primary reason for this shift is the creative use of ccTLDs for branding purposes rather than geographic targeting.
He elaborated:
“Think about the all the funny domain names that you can buy nowadays like the .ai. I think that’s Antigua or something… It doesn’t say anything anymore about the country… it doesn’t mean that the content is for the country.”
Illyes further explained the historical context and why this change is occurring:
“One of the main algorithms that do the whole localization thing… is called something like LDCP – language demotion country promotion. So basically if you have like a .de, then for users in Germany you would get like a slight boost with your .de domain name. But nowadays, with .co or whatever .de, which doesn’t relate to Germany anymore, it doesn’t really make sense for us to like automatically apply that little boost because it’s ambiguous what the target is.”
This change in perspective could have implications for international SEO strategies.
Traditionally, many businesses have invested in ccTLDs to gain a perceived advantage in local search results.
If Google stops using ccTLDs as a strong signal for geographic relevance, this could alter how companies approach their domain strategy for different markets.
However, Illyes also noted that from a marketing perspective, there might still be some value in purchasing ccTLDs:
“I think from a marketing perspective there’s still some value in buying the ccTLDs and if I… if I were to run some… like a new business, then I would try to buy the country TLDs when I can, when like it’s monetarily feasible, but I would not worry too much about it.”
As search engines become more capable of understanding content and context, traditional signals like ccTLDs may carry less weight.
This could lead to a more level playing field for websites, regardless of their domain extension.
Here are some top takeaways:
While no immediate changes were announced, this discussion provides valuable insight into the potential future direction of international SEO.
Listen to the full podcast episode below:

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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