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4 SEO Tasks You Should Be Doing Today, But Probably Aren’t by Patrick Reinhart #413
Four overlooked SEO tasks, indexation analysis, cannibalization analysis, experimenting with AMP and progressive web apps, and using search data to guide business decisions, can meaningfully improve organic performance today.
Key takeaways
- Google bots can crawl pages without indexing them, especially pages with thin, templated, or dynamically generated content.
- Keyword cannibalization happens when multiple site pages compete for the same phrase, hurting rankings for all of them.
- AMP plugins in WordPress have been turned off by some SEO teams for SEO value due to inconsistent results.
- Progressive web apps load content on first visit so repeat web hits are reduced, improving user experience.
- Search data from on-site search reveals product naming gaps, like 'Folding Chicken Roaster' versus 'beer can chicken holder.'
it's borderline irresponsible not to name this on your website, the beer can chicken holder, if you're looking at it from an SEO strategy.
About this episode
4 SEO Tasks You Should Be Doing Today, But Probably Aren’tDon't lose out on the opportunity to help yourself or your clients. Here are some SEO strategies and tasks you can add to your toolset to upgrade your game.
Questions this episode answers
What is indexation analysis in SEO and why does it matter?
Indexation analysis checks whether Google has actually added your pages to its index, not just crawled them. Pages with thin content, templated content, broken schema, or dynamically generated content may be crawled but never indexed, meaning they will not appear in any search results no matter how specific the query.
What is keyword cannibalization and how does it hurt SEO?
Keyword cannibalization occurs when multiple pages on the same site target the same topic or phrase, causing them to compete against each other. As competition for those phrases grows, the pages can undercut each other's ranking potential. A siloing strategy, pointing internal links up to one target page, can address this.
Should I use AMP on my WordPress site for SEO?
Results are mixed. Guest expert Loren Baker noted many companies wasted resources on AMP and it was detrimental. The hosts report their SEO team tried AMP plugins in WordPress and ultimately turned them off for SEO purposes. AMP is most clearly valuable for sites that primarily publish information or online publications.
How can on-site search data inform business decisions beyond SEO?
Tracking what visitors search for on your site reveals unmet demand. In the episode's example, a product called Folding Chicken Roaster was hard to find because customers searched for beer can chicken holder instead. That search data can guide product naming, page content, and even decisions about new product lines or locations.
In their words
SEO professionals tend to get stuck in their own processes and don't update it or allow it to evolve along with the industry.
Host
any page that doesn't provide a good user experience is having a harder time getting into the index at all.
Host
Terms defined in this episode
- Indexation Analysis
- The process of comparing all pages on a site against the pages Google has actually indexed, to find pages that are crawled but never entered into the search index.
- Keyword Cannibalization
- A situation where multiple pages on the same site compete for the same search phrase, potentially reducing the ranking potential of all those pages.
- AMP (Accelerated Mobile Pages)
- A technology that strips JavaScript to make pages load faster on mobile devices, aimed at improving user experience and supporting Google's mobile-first indexing initiative.
- Progressive Web App (PWA)
- A newer web technology that downloads app-like functionality on the first page visit so repeat server requests are minimized, giving users a faster, app-style experience without visiting an app store.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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