Google’s John Mueller recommends that websites with rotating seasonal content should keep it all contained on one URL.
This topic came up during a recent Google Webmaster Central hangout when someone asked for advice on how to handle seasonal content when the season is over.
The individual asking the question said he has a client who removes Christmas content when the season is over and republishes it again the following year.
Could that cause problems with ranking and indexing? If so, what’s the best course of action?
In response, Mueller offered two possible solutions.
Solution 1: Publish the content for a reasonable length of time
Regularly removing and republishing content will cause Google to look at the content differently than it would otherwise, Mueller says.
If that’s what the client insists on doing, then Mueller recommends at least leaving the content up for a “reasonable” length of time.
It will also help if the content is linked to elsewhere on the website, especially the homepage.
That will let Google know the content is relevant and should be considered important.
Here is Mueller’s exact response:
“I think that’s always a tricky situation if you have something that’s so seasonal that you want to remove the content afterwards.
When you remove the content, and when you remove it from our index, then the next time we find the content again we have to think about is this content really here or is this just going to disappear again. So that’s something where I don’t know what the best approach there would be.
I think if you can keep your Christmas content up for a reasonable amount of time, that it’s not just a matter of days we have available to actually index this content, then probably that will work.
In general you also need to make sure that it’s clearly relevant within your website as well. So, in particular, on your homepage and elsewhere on your website, kind of link to your Christmas content.
So it’s not just that we can find those URLs, but actually so that we see it’s something really important that you think is relevant there. And that’s something you could do for seasonal content in general.
Solution 2: Use a single URL for all seasonal content
Another solution that would work is using one URL for all seasonal content published throughout the year.
From Google’s perspective it’s acceptable to swap out Thanksgiving content with Christmas content, and then again with Easter content, and so on.
Mueller recommends this solution because the URL would build up link equity. Google would then understand that the URL is relevant and important.
Again, this will only work if the content remains on the URL for a reasonable length of time.
Swapping out content on the same URL on a day-to-day basis is not recommended.
Here is Mueller’s exact quote:
One thing you could also do is use one single URL and reuse that depending on the individual seasons that you want to target.
So if you have Thanksgiving content, and then you have Christmas content, and then you have Easter content, or whatever you have, then it might make sense to have one page that’s just for seasonal activities essentially. Where you swap out the content depending on what season you’re trying to target.
That would make it a little bit easier for us to recognize that’s actually something really important. Because that one URL would collect links over a longer period of time. It would be something that people could refer to and link to in the long run.
That’s something that would help us to understand that this is actually pretty relevant. Even if the theme of that page changes over the course of the year, as long as you’re not changing the theme of the page day-by-day, then I think in general that would work out.”
Hear the full question and answer in the video below (starting at 32:57):
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Google posted a notice that between the dates of June 5 through June 7, it was unable to capture data around image search traffic. This is just a reporting bug and did not impact actual search traffic, but the Search Console performance report may show drops in image search traffic in that date range.
The notice. The notice read, “June 5-7: Some image search statistics were not captured during this period due to an internal issue. Because of this, you may see a drop in your image search statistics during this period. The change did not affect user Search results, only the data reporting.”
How do I see this? If you login to Google Search Console, click into your performance report and then filter by clicking on the “search type” filter. You can then select image from the filters.
Here is a screen shot of this filter:
Why we should care. If your site gets a lot of Google Image search traffic, you may notice a dip in your traffic reporting within Google Search Console. You may have not noticed a similar dip in your other analytics tools. That being said, Google said this is only a reporting glitch within Google Search Console and did not impact your actual traffic to your web site.
About The Author
Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.
Facebook announced a change to it’s algorithms that will affect the reach of comments on a post. Comments that have specific quality signals will be highly ranked. Low quality comment practices may result in less reach.
Comment Ranking in News Feeds
Facebook noted that not only are posts ranked in news feeds but comments are also ranked as well.
Posts with comments that have positive quality signals will be seen by more people. Posts with low quality signals will have their news feed reach reduced.
Facebook Comment-Quality Signals
Facebook noted that their updated comment algorithm has four features:
User indicated preferences
User interaction signals
Integrity Signals are a measure of authenticity. Comments that violate community standards or fall into engagement-bait are negative signals. Violations of community standards are said to be removed.
Facebook engagement bait is a practice that has four features:
1. React Baiting
Encouraging users to react to your post
2. Follow and Share Baiting
This is described as telling visitors to like, share or subscribe.
3. Comment Baiting
Encouraging users to comment with a letter or number are given as examples.
. Monetization Baiting
This is described as asking for “stars” in exchange for something else, which could include something trivial like “doing push ups.”
User Indicated Preferences
This is a reference to user polls that Facebook conducts in order to understand what users say they wish to see in comments.
User Interaction Signals
These are signals related to whether users interact with a post.
This is a reference to how users hide or delete comments made in their posts.
Here is how Facebook describes it:
“People can moderate the comments on their post by hiding, deleting, or engaging with comments.
Ranking is on by default for Pages and people with a a lot of followers, but Pages and people with a lot of followers can choose to turn off comment ranking.
People who don’t have as many followers will not have comment ranking turned on automatically since there are less comments overall, but any person can decide to enable comment ranking by going to their settings. (See more details here.) “
Facebook Targeting Low Quality Comments
One of the stated goals of this update is to hide low quality posts from people’s Facebook feeds and to promote high quality posts by people you might know.
This is how Facebook described it:
“To improve relevance and quality, we’ll start showing comments on public posts more prominently when:
The comments have interactions from the Page or person who originally posted; or
The comments or reactions are from friends of the person who posted.”
Read Facebook’s announcement here: Making Public Comments More Meaningful
Need to quickly build a campaign or add keywords to an existing one? This script will do the work for you!
All you need to do is input a few keywords and headlines in a spreadsheet and BAM! You’ve got yourself the beginnings of a great campaign.
I’m a firm believer in Single Keyword per Ad Group (SKAG) structure – it increases ad/keyword relevance and therefore improves quality score, makes CPCs cheaper, gets you a higher ad rank and a better CTR.
Sadly, building out SKAG structures is a pretty time-consuming endeavor. You can’t implement millions of keywords and ads without PPC tech powering your builds.
But if a client just needs a couple of new keywords after updating their site with new content, this script is a quick and easy solution.
And that’s exactly what I love about PPC. There’s a special place in my heart for simple scripts anyone can use to achieve tasks that are otherwise repetitive or near-impossible.
What does the script do?
This tool will save a lot of time with small-scale builds where you know exactly which keywords and ad copy you need, for example when you’re adding a few keywords to an existing campaign.
You input your campaign name, keywords, headlines, descriptions, paths and final URL, and it will output three tabs for you: one with keyword combinations, one with negatives, and ads to upload to Google Ads Editor.
It creates one exact and one broad match modifier campaign and creates a list of keywords as exact negatives in the broad campaign to make sure that search terms that match exactly will go through the exact keyword.
I’m sure you’re dying to give it a whirl, so let’s get cracking!
How do you use it?
Make a copy of this spreadsheet (note: you’ll need to authorize the script to run). You’ll find all the instructions there as a future reminder.
Once you’ve got the spreadsheet ready, input the following:
The campaign name
The campaign name delimiter to distinguish between broad and exact campaigns
Headline 1 (if this cell is not specified, then it will be the same as the keyword)
Optionally, headline 3
Optionally, description 2
Optionally, path 1 and path 2
The final URL
The keywords (you can keep going outside of the box with these!)
You’ll see a handy character counter which will go red if you exceed the character limit. Bear in mind that this tool will assume that you’re using it correctly and so you’ll need to make sure that you’re staying within the limit!
You can also optionally create a second ad variant by choosing the part of your text you want to vary (e.g., headline 2 or description 2) and inputting the copy. Otherwise, just select “None” from the dropdown menu.
Once you’re done, click the gigantic “Go!” Button, and wait for the magic to happen.
It will generate three tabs labelled “Keywords,” “Negatives” and “Ads.” If you want to run the script again with different keywords, make sure you save these tabs elsewhere or rename them to prevent the script from overriding them.
Finally, you can paste these tabs into Editor and update all the relevant settings and adjustments. Job done!
DOWNLOAD: You’ll need to authorize the script to run after you make a copy of this spreadsheet.
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
About The Author
Daniel Gilbert is the CEO at Brainlabs, the best paid media agency in the world (self-declared). He has started and invested in a number of big data and technology startups since leaving Google in 2010.