Google's internal SEO strategy: Make small changes, embrace change, consolidate - Searc... - 0 views
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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:
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Here is the chart showing the improvement after making the AMP error fixes:
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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%.