July 31

5 SEO Facts In Under 5 Minutes, Episode 2

In this episode of 5Facts, R55 Technical SEO Specialist Matt Pfeifer breaks down voice search for B2B, Google My Business posts, how to implement dynamically generated schema, how Entity Authority works, and Google’s new backlinking policies.


In the other one I just went completely off-script, but this one is going to be weird too.

Hi, I’m Matt with Rocket55, and I’m here to give you 5 SEO Facts in Under 5 Minutes.


Voice search for B2B is being utilized more and more. Devices like Siri, Cortana, and Echo are being utilized for their quick and easy way to surf the web without needing a device or screen. A great deal of time, these are being used for non-business functions, such as scheduling appointments or playing music. A recent study done by Stone Temple Consulting says that the strongest users of this voice search are people with incomes of over $100,000. Now we can’t say these are CEOs or business owners, but what we do know is that these are people who are more advanced in their career and have likely reached some success in their career. Estimates say that by 2020, 50% of searches will be voice searches or some form of screenless search. What can we do about it as good marketers? Well, since people will be using voice search more and more, it’s important that we tailor business-related information in a long-tail keyword format, and also make conversational content, so that when people use voice search, they can find the information. And, since a growing group of these people are decision makers, it’s important that we tail away from the gimmicky fun stuff, and move toward actual business information.


Google My Business has created a new feature that allows you to create a post under your listing. It’s basically a free way to get some new real estate on the results page on a search. You’re allowed to have 300 words in your post, an image, and a call to action. These posts are really meant to advertise specials or an event coming up, because they only last for ten days. But, you get free real estate, no cost whatsoever, on the result page. Why does it matter? It’s free real estate on the results page. It’s important that we take that up with eye-catching imagery and text that grabs, so when people see this, you can increase your organic click-through rate from the results page to your website. Like I said, they do disappear after 10 days, so it’s important to stay up to date with them. What can you do about it? Well, it’s about as hard as creating a Facebook post. Log in to Google My Business, click Create Post, select dates, times, imagery, what you’re going to say, and click post. It’s just as simple as that.


Dynamically Generated Schema. What is it? Schema is a way for Google to get a deeper level of knowledge about your page. You know, what certain information means. For certain optimizers who do this on a regular basis, schema can be time-consuming. But with Mike Arnesen’s new way of making it that dynamically generates, it really cuts down on time. It really shows us that new dynamic way of making schema. So, if you create a blog post, you don’t have to go into the background and find out how to decipher that information. By creating one script of code, it allows you to pull that information out of the blog post, and voila, you have schema. The great part about it is that it’s not very technical. You need some experience with Google Tag Manager and know a good amount of schema. But overall, if you follow the instructions on Moz.com about how to create dynamically generated schema and have a basic, basic level of knowledge on Javascript, you should be able to create this in much less time than it would have taken previously. So what is it? It’s basically an overlap of using schema with Google Tag Manager. It’s able to then feed that into a script you created and place the schema on your site. It does this every time the site is called, it does not sit in the background permanently. It’s all inclusive, and all your information is logged into your Google Tag Manager. This way, you don’t have to give up any knowledge to anyone else, either.


As Google moves toward what we call the presentation layer of the Internet, they’re trying to change the transaction time to be much quicker. In the past, Google has used backlinks to point toward relevant sites. If you’re say, someone who sells high-tech back support shoes, and you have a link from Nike saying that these are awesome shoes, you’re going to get a lot of authority from that and you’re going to get higher search results. But, now Google is kind of back-pedaling from that a little bit. What they’re trying to do is connect the reviews to your online store to your presence. So since entity authority is kind of the middle ground between different presences, the authority exchange is going to go back and forth. Let’s say you’re a brand new store, and you have little demand authority, but you have a good amount of walk-in traffic. If people review you online after visiting your store, they are going to increase your brand authority because good reviews getting to your website increases your authority. If you go to the store then go online and review them poorly or positively, it will accordingly adjust their domain authority. What can you do? Make sure you give your customers a great experience. The more high reviews you can curate, the better.


Google is taking a new approach toward backlinks. Basically, it’s a lot harder to get noticed these days. Spammy backlinks, that sort of thing used to be penalized very heavily, but these days, Google isn’t penalizing you for spamming backlinks anymore, they’re kind of just ignoring it. At the same time, they’re making it harder to get that Grade A backlink. While in the past you were able to curate a lot of backlinks from a lot of different sites that would help you increase your authority, Google then changed and said “maybe a lot of these are spammy and we should disavow them”. People were getting penalized heavily. Now, Google is moving toward ignoring them, but at the same time, if they are questionable we aren’t going to give them the authority at all. So, while you can have many more backlinks on your site that are spammy and ignored, it’s also hard to get those domains that provide any authority. So what can you do about that? Make sure when you’re trying to build and curate backlinks, double down on intent and relevancy. Make sure they’re coming from pages or sites that you know people are going to be looking for information from and will be going to.

If you’re looking for more tips, tricks, or SEO knowledge, visit us at Rocket55.com. Until next month! Bye!