March 2021: SEO Rewind

This is the first SEO Rewind covering the entire month - everything essential that happened in March in SEO.

March 2021: SEO Rewind

Action steps:

  • If you have YouTube videos, check if they appear in organic search. If they do, make sure you have timestamps in your YouTube descriptions. That way, Google will identify segments correctly for the new rich key moments experience.
  • If you have an educational website, check out the new Practice Problems and Math Solver structured data.
  • If your site is in healthcare and has a local listing, check out the updated list of categories. There might be some new ones relevant to you.
  • If you work with WordPress, Shopify, Wix or Magento, head over to Learningseo.io, you’ll find guides on implementing SEO changes in your CMS.
  • Tool to try: Demographics.io lets you quickly check demographic information for a list of keywords.

More details and other updates below:

Google Has a New Key Moment Videos Interface

Google rolled out an updated layout for the key moment video appearance in search results.

If you have any videos that appear in this rich form factor, head over to Search Engine Roundtable for more details:

Google Rolls Out New Key Moment Videos Interface
Google seems to be rolling out a new interface for key moments videos they have been testing for maybe a year now? The results show the location of the key moment but also add the text from the video

Don’t forget to optimize your timestamps in your YouTube descriptions. Most times, Google will select key moments from your videos automatically. But if you have timestamps in your YouTube description, they will use that.

Scroll To Text Will Support Video

With Scroll To Text links, Google can send users to a specific section within a page. That way, users can find what they are looking for faster instead of scrolling through the entire page. Provided they use Chrome.

According to recent information, this will become available for images and videos as well.

If you want to see if you get any clicks from Scroll To Text links, head over to Google Search Console and use this filter on your Pages in the Performance report:

New analysis: The proportion of mobile searches is more than you think

SISTRIX published a new analysis with around 80 million keywords focused on the evolution of search from desktop to mobile devices.

This comes right before the final switch to mobile-first indexing this month.

Mobile searches vary from 80% to only 45% depending on the industry:

Source: SISTRIX
Source: SISTRIX

For more details, read the complete analysis:

The proportion of mobile searches is more than you think - What you need to know - SISTRIX
Important data analysis on the volume of mobile search requests, taken from various viewpoints across industry, and search types.

3 New Videos from Google

Google published a couple of helpful videos from their Search Console training series and Search Central Lightning Talks.

Crawl Budget and the Crawl Stats

Video goes into detail on crawl rate, crawl demand, and crawl budget. This video applies to large websites only.

Best practices for Google Search & Discover

Video covers best practices if you want your videos to appear in Google Search or in the Discover feed.

How to get your products into Search

Video covers the basics of working with product data and making it available to Google to increase your visibility across Google surfaces.

SEO in Your CMS of Choice

I already mentioned Learningseo.io by Aleyda Solis - it’s a fantastic starting point if you want to learn anything about SEO - regardless if you just starting or are already a PRO.

Recently, Aleyda added a new tab of resources dedicated to SEO in popular content management systems.

If you work with WordPress, Shopify, Wix (I’m so sorry!), or Magento - there are comprehensive guides just for you:

Learning SEO: A Roadmap to Learn SEO with Free Resources & Tools
Do you want to start learning or expanding your SEO learning process? I’ve created this SEO learning roadmap with free guide, resources and tools.
(Click on the link and navigate to the Implement in CMS tab)

Tool Tip: Get Demographic Information for a List of Keyword

Demographics.io lets you quickly check demographic information (gender, age brackets) for a list of keywords.

Search Engine User Demographics Tool

New Structured Data for Educational Sites

If you have an educational site, pay attention to the newly introduced structured data:

  • Practice Problems - Your quiz can appear directly within the Google search experience
  • Math Solver - Help users find an explanation for how to solve a math problem.
New for education sites: Practice problems and Math solver structured data

Google My Business Added New Categories

Google My Business added 25 new categories - all related to healthcare, mostly pediatric:

  • Transplant surgeon
  • Surgical oncologist
  • Radiotherapist
  • Pediatric urologist
  • Pediatric surgeon
  • Pediatric rheumatologist
  • Pediatric pulmonologist
  • Pediatric orthopedic surgeon
  • Pediatric oncologist
  • Pediatric neurologist
  • Pediatric nephrologist
  • Pediatric hematologist
  • Pediatric gastroenterologist
  • Pediatric endocrinologist
  • Pediatric dermatologist
  • Neurophysiologist
  • Men’s health physician
  • Intensivist
  • Hyperbaric medicine physician
  • Hepatologist
  • Geriatrician
  • Fixed-base operator
  • Cosmetic surgeon
  • Cardiovascular and thoracic surgeon
  • Bariatric surgeon

If any of the categories above apply to you, update your GMB listing.

New Google My Business Categories [Updated Monthly] - New, Deleted, and Updated Categories
We monitor any changes to the list of categories Google currently has in the United States of America (USA) and update this table monthly with any new Google My Business categories that get added, have their names changed, or get removed.

Google is Testing New Mobile Display for eCommerce Categories

Brodie Clark discovered Google is testing an updated version of mobile search results featuring product information - image and product price.

Source: Brodie Clark (https://brodieclark.com/google-test-mobile-ecommerce-category-pages/)
Source: Brodie Clark
Google Testing New Mobile Display for eCommerce Category Pages - Brodie Clark Consulting
Google is now testing how products are represented in mobile snippets for category pages. Resembling that of organic product carousels.

Over 64% of All Searches Result in No Click

Rand Fishkin claims that according to his analysis of SimilarWeb’s clickstream data, over 64% of all searches result in no click on any of the search results (zero-click searches).

The good news: there are more searches on Google today than ever before, and more clicks available, too.
The bad news: in the last three years, Google’s been the overwhelming beneficiary of increasing worldwide search volume, and as the pandemic takes more people off their laptops and desktops and puts them back on their mobile devices, the zero-click search problem is likely to rise even more.
Source: SparkToro.com (https://sparktoro.com/blog/in-2020-two-thirds-of-google-searches-ended-without-a-click/)
Source: SparkToro.com

Google quickly responded, claiming that Rand’s analysis “relies on flawed methodology that misunderstands how people use Search”, and listing examples of common zero-click searches.

I highly recommend reading both articles and making your own opinion:

In 2020, Two Thirds of Google Searches Ended Without a Click | SparkToro
In August of 2019, I published research from now-defunct clickstream data provider, Jumpshot, showing that 50.33% of all Google searches ended without a
Google Search sends more traffic to the open web every year
Google Search sends billions of clicks to websites every day. We also connect people with businesses in a wide variety of ways through Search, such as enabling a phone call to a business.