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Small changes make a big impact. Google’s first point is that often with large sites, making small changes can make a big impact and return when it comes to search rankings. Google plotted the growth of one of the 7,000 websites, the Google My Business marketing site, showing how adding canonicals, hreflang to their XML sitemaps, and improving their metadata all resulted in gains in their organic traffic in search.Here is that chart:

Here is the chart showing the improvement after making the AMP error fixes:

Consolidation. For the past several years, many SEOs have been saying “less is more.” Meaning, having fewer sites and fewer pages with higher quality content often leads to better SEO results. Google says that works for them and they have been working on consolidating their sites. Google said they found a “large number” of near duplicate sites across their properties.“Duplicate content is not only confusing for users, it’s also confusing for search engines,” Google said. Google added, “Creating one great site instead of multiple microsites is the best way to encourage organic growth over time.”In one case study Google provided with the Google Retail site, they took six old websites and consolidated the content. They made “one great website” and it lead to them doubling the site’s call-to-action click-through rate and increased organic traffic by 64%.

low CTR posts can probably be improved just by improving the title and the description

I would go with the low CTR posts first as that’s probably less work for the same gain and then start with the low ranking posts.

But here’s the formula we’ve found to work really well: video for awareness, interactive display creatives and social channels for engagement, and product-focused creatives for acquisition. This is not just for a purely performance-based approach, but for encouraging account growth year-over-year with increases in traffic and conversions.

Google can anchor you to the exact spot of the answer you are looking for and highlight the block of text that is most relevant to your query. This only works for some searches on Google mobile, that feature AMP content in the featured snippet block.

After you click on it, it anchors you to the section of content and highlights that content as well

filter out your AMP mobile pages and try to see if moving elements around on your web page can result in a better conversion metric for these pages.

22% of consumers won’t buy a product if they find a negative article while researching a brand.

LinkedIn is highly visible in brand search results. It is the most frequently appearing site for the brands we analyzed

Glassdoor is the third most frequently appearing site (Facebook is second