Hey, lunch buddies.
I hope everyone in the U.S enjoyed their long three-day weekend in observation of Memorial Day.
My family typically spends Memorial Day weekend in Duluth, Minnesota which is about a 2.5-hour drive up north. However, with COVID we had to change our plans a bit. We still went but jam-packed all the events within a single day. We left in the morning, bopped around Duluth for the afternoon, and then drove back.
It certainly was not ideal. The kids really missed the swimming pool in the hotel but it was our attempt to keep “normal” moving forward as best as we can. A fun picture of the lighthouse off of Lake Superior for those interested.
I hope everyone has a great week. Let’s jump into this week’s newsletter.
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What you need to know
Article: Google Changes How They Measure Site Speed With Lighthouse 6.0
Chrome’s dev tool (Lighthouse) released their 6.0 update. In this recent update, Lighthouse updated the way that they measure and score site speed. New metrics such as Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and Total Blocking Time (TBT).
Did you know that Google’s page speed insights tool is powered by Lighthouse? With this most recent update you might notice your XX/100 score change a bit. Per the post above, the new calculation is broken down by these factors.
Interesting Reads in Your Spare Time
Physical Address vs. Mailing Address – What Does Google Base Ranking On?
written by Colan Nielson, Sterling Sky
Local SEO isn’t my specialty so when I can read data-driven posts I’m all over it. Colan discusses in this post how your physical address likely plays a much larger impact on your rankings than your physical address.
Google Penalties Research: Detecting and Dealing with Unnatural Links
written by Elena Terenteva, SEMRush
Back in the day, Google’s “Penguin” update crushed a lot of websites that had a lot of unnatural backlinks pointing to their site. Since then, it’s believed that Google takes more of a binary approach to links meaning it either adds value or it doesn’t. However, in extremely spammy situations it’s still possible to get a manual link penalty. Elena and the SEMRush team dive a bit more into this.
How to Read Google Algorithm Updates
written by Aaron Wall, SEO Book
Aaron Wall is the “OG” of the SEO industry. He doesn’t post nearly as much as he did say 5-10 years ago but when it does the content is still FIRE. Aaron walks us through how you should read algorithm updates and how you should consider them within your larger SEO strategy.
Job Search Engine Using Occupation Vectors
written by Bill Slawski, SEO by the Sea
This was a very timely article for me as one of my clients is in the job posting space. Bill walks us through a patent that describes how Google leverages “vectors” to group different job titles into relevant job-related search results.
Google Alerts for Link Building
written by David Farkas, Moz
There are very few “secrets” in the SEO industry that truly can impact rankings on a large scale. Tracking brand mentions and reaching out for links is one of them. Are you leveraging Google alerts for your brand?