Overview
In the ever-evolving landscape of digital marketing, search engine optimization (SEO) remains a critical component of a successful online presence. At GoVets, the Nation's Largest Veteran-Owned Online Store, we've experienced the ups and downs of SEO firsthand. In this comprehensive guide, we dive into some SEO best practices that have guided us through our journey and share a recent example that highlights the importance of staying ahead of Google's indexing algorithms.
Understanding Google's Indexing Algorithms
Google is constantly fine-tuning its indexing algorithms to provide users with the most relevant and high-quality search results. As a result, website owners must adapt to these changes to maintain or improve their rankings. Two months ago, we noticed a slight fluctuation in indexing and deindexing on our website, despite having made several enhancements and updates. This prompted us to take a closer look at our SEO strategies.
Addressing Core Web Vitals
One of the key enhancements we made was to address Core Web Vitals issues, specifically Cumulative Layout Shift (CLS) and Largest Contentful Paint (LCP), which had appeared on our Search Console Dashboards. Google considers these factors crucial for user experience and search rankings. By optimizing our website for these metrics, we aimed to improve our overall performance and user satisfaction.
Leveraging SEO Best Practices and Tools
To ensure we were on the right path, we implemented SEO best practices and relied on top-notch SEO tools. SEO best practices encompass a wide range of strategies, including optimizing on-page elements, building high-quality backlinks, and creating valuable, unique content. These practices form the foundation of any successful SEO strategy.
The Theory of Content Similarity
One theory that emerged during our investigation was that Google might be deindexing pages with content that appeared too similar. This is a common issue for e-commerce websites that offer multiple variations of products. For example, we have various products like Drill Bits, Fasteners, Safety Vests, and Shoes, which come in different sizes or styles.
Building Custom Tools for Insight
To validate our theory and gain deeper insights into our indexing, we decided to develop our own tools. These tools allowed us to determine which parts of our website were considered unique content by Google and which parts were potentially seen as duplicate. This was a critical step in understanding our website's performance in Google's eyes.
Categorizing Products
We categorized our products into three distinct groups:
- Group 1 - General Population: These were the broader categories of products that catered to the general audience.
- Group 2 - Unique Products: This group consisted of products that we considered to be highly unique based on our internal metrics.
- Group 3 - Less Unique Products: These products included items with multiple variations based on size or product type, such as Drill Bits.
The Results Speak Volumes
Our analysis revealed some fascinating results:
- Group 2 (Unique Pages): Unique pages (Group 2) were 2.5 times more likely to be indexed compared to Group 3 (Less Unique Pages).
- Group 2 (Unique Pages): Unique pages (Group 2) were 1.5 times more likely to be indexed compared to Group 1 (General Population).
These findings emphasized the significance of uniqueness in content. Google seemed to favor pages with content that stood out and offered something distinct to users.
The Takeaway: Focus on Performance, Mobile Friendliness, and Content Updates
Our ongoing validation of these findings has led us to conclude that focusing on website performance, mobile friendliness, and regular content updates is crucial for maintaining indexing with Google. These factors not only help us rank better but also provide a better user experience, which is what Google ultimately values.
The Ever-Changing SEO Landscape
Our experience serves as a reminder that Google frequently updates its algorithms. To avoid getting deindexed, websites must stay ahead of these updates. At GoVets, we learned this lesson the hard way about two years ago, and the recovery process was challenging. However, it forced us to become SEO experts, ensuring that we are well-prepared for any future updates or changes we introduce to our platform.
In conclusion, SEO is a dynamic field that requires continuous adaptation and optimization. By adhering to best practices, addressing Core Web Vitals, understanding content uniqueness, and building custom tools for insights, you can navigate the ever-changing SEO landscape successfully. Stay vigilant, stay ahead, and always prioritize the user experience. We hope our journey and insights have been valuable to our community and fellow e-commerce businesses. Google's algorithms may evolve, but with the right strategies and mindset, your website can thrive in the digital world.
