How Google Delivers Reliable Information in Search

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Hi Lunch Buddies!

Were you able to catch any of the free Whitespark virtual conference sessions? I watched at least 10 of them in between client meetings. the 3-day event was awesome and I learned a lot about local SEO.

If you are interested in a recap (or video recordings) you can view each days recaps over here: Day 1 | Day 2 | Day 3.

Final note: Today’s email marks the 195th #SEOForLunch newsletter. Let me know if you have any fun ideas for how we can all celebrate the upcoming 2-0-0!

Let’s jump into this week’s newsletter.

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What you need to know

Article: How Google delivers reliable information in Search

What’s Important:
Are you curious as to the process Google has in place to ensure the information they serve in their search results is accurate and valuable? Google’s Public Liaison for Search, Danny Sullivan published this article on Google’s official blog last week.

Nick’s Take:
Ever since Danny joined the Google team we have seen an increase in transparency from the search giant. While the insights here aren’t earth-shattering, it’s always nice to get insights into how Google attempts to process the internet in a manner that provides a valuable search result.

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Core web vitals (site speed) has been all the rage since Google released this new metric. They even announced that it will become a ranking factor in 2021. So what CMS is best for obtaining high CWV scores? Johannes walks us through his study. I was shocked at the findings. Hint: where do you think WordPress performed against the competition?

Study: How Often Google Ignores Our Meta Descriptions
Written by Evan Hall, Portent
If we’ve ever worked together you have more than likely heard me say that we only have so many ways to directly feed Google certain values and we should never miss out on these opportunities. Meta descriptions typically fall into this rule… or does it? Evan put together a great article about how often Google re-writes meta descriptions regardless of how often you tell them to use something different. What does Google know that we don’t?

How To Grow Your Search Ranking By Bootstrapping SEO
Written by Ben Walker, Loganix
SEO = free traffic, right? In theory, yes. However, to obtain these organic rankings to drive the “free traffic” isn’t cheap. So, what if you don’t have the budget to hire an SEO professional but you still recognize the value that SEO can bring to your business? You get scrappy and bootstrap it yourself. If you have been pushing off executing on an SEO strategy due to budget then this is your top article for the week.

Introduction to Structured Data Markup
Written by Roger Montti, Search Engine Journal
Articles on and other forms of structured data are commonly included in this newsletter. This is for a few reasons, it’s a critical component to SEO, and its an area/skill that I’m always looking to improve on personally. So with that said, what better opportunity to learn about structured data than to start at the beginning with an introduction article.

Google Updates Its Local Guidelines for Service Area & Virtual Offices
Written by Joy Hawkins, Sterling Sky
Google is always changing its guidelines. This doesn’t preclude their Google My Business or Maps listings. Joy highlights recent changes to Google’s guidelines regarding business service areas and virtual offices. Hint: you still can’t list virtual offices in your map listings.

Nick LeRoy
Nick LeRoy
Nick has 10+ years of SEO consulting experience building and executing strategies for clients ranging from multi-billion dollar consumer packaged goods to fashion entities with hundreds of physical store locations. He also writes the weekly SEO newsletter #SEOForLunch that allows you to stay up to date with industry updates in the amount of time it takes you to eat your lunch.

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