SMS-15: Google Suggests that you add DatePublished and DateModified to your Structured Data

TL;DR

Google advises adding date data to improve structured data clarity.

Transcript

well hello there and welcome to the recording of another episode of search marketing scoop this is going to be search marketing scoop episode number 15 that we're gonna be recording here we're going to start the show proper in the next three or four minutes or so this is just a little informal chat at the beginning just letting people gather for th... Read More

Key Insights

• Google encourages the use of datePublished and dateModified in structured data to improve clarity and understanding of web content.
• Incorporating schema helps search engines better understand the context and freshness of web content, though it is not a direct ranking factor.
• Responsive search ads now include an ad strength indicator, which evaluates the potential performance of ads based on various factors.
• Google's ad strength indicator for responsive ads is not a replacement for Quality Score but provides insights into ad effectiveness.
• Stone Temple's strategy of creating benchmark studies with static URLs has successfully maintained link equity and search authority.
• Promoting content through social media and targeted advertising can boost initial visibility and engagement.
• Quality raters guidelines by Google emphasize the importance of updated content, particularly for medical, financial, and legal topics.
• Effective use of remarketing strategies involves targeting engaged users with recent activity on the site for better conversion rates.

Questions & Answers

Q: What value could adding datePublished and dateModified provide from an SEO perspective?

Adding datePublished and dateModified to structured data can enhance search engines' understanding of content freshness and relevance. While schema is not a direct ranking factor, it helps Google comprehend the context of web pages better, potentially leading to improved search visibility and user trust in the content's currency.

Q: How does Google's ad strength indicator work for responsive search ads?

The ad strength indicator evaluates responsive search ads based on factors such as the number of headlines, uniqueness of headlines, and description uniqueness. It provides a qualitative metric ranging from poor to excellent, guiding advertisers in optimizing their ads for better performance and effectiveness.

Q: What is the importance of conducting benchmark studies in content marketing?

Benchmark studies establish a site as an authoritative reference point in a given topic, driving ongoing traffic and engagement. By creating content that is updated regularly and maintains a static URL, sites can retain link equity and search authority, making them a go-to source for industry insights and data.

Q: How can keyword research impact the success of a content marketing strategy?

Keyword research is crucial in identifying the terms and phrases potential readers are searching for. By incorporating these keywords naturally into content, marketers can improve search visibility and ensure their content meets the information needs of their target audience, driving both traffic and engagement.

Q: What are some effective methods for promoting content online?

Effective content promotion includes leveraging social media platforms for organic and paid reach, using targeted advertising to reach specific audience segments, and engaging with industry influencers and media for potential coverage. These strategies help increase visibility, drive traffic, and encourage user interaction with the content.

Q: Why is it important to keep content updated, especially for certain topics?

Keeping content updated is vital for maintaining accuracy and relevance, particularly for topics like medical, financial, and legal information, where current research and data are essential. Regular updates not only enhance user trust but also align with Google's quality guidelines, potentially improving search rankings.

Q: How can remarketing strategies improve conversion rates?

Remarketing strategies target users who have previously interacted with a site, focusing on those with recent engagement. By delivering tailored messages to these users, marketers can effectively remind them of the brand and encourage conversions, optimizing ad spend by focusing on the most interested audience segments.

Q: What are the benefits of using static URLs for ongoing content series?

Using static URLs for content series helps maintain link equity and authority by consolidating backlinks to a single address. This strategy ensures that the content remains a reference point over time, improving SEO performance and making it easier for users to find the most current and relevant information.

Summary & Key Takeaways

• Google suggests adding datePublished and dateModified to structured data to enhance web content clarity. This initiative aims to help search engines better understand and rank content, though schema itself is not a direct ranking factor. The focus is on ensuring content is up-to-date, especially for topics requiring current information.

• Responsive search ads now feature an ad strength indicator, which assesses the potential effectiveness of ads based on factors like headline uniqueness and description variety. While not a replacement for Quality Score, this indicator offers insights into ad performance, encouraging advertisers to optimize their content for better results.

• Stone Temple's content marketing strategy involves creating benchmark studies with static URLs to maintain authority and link equity. This approach has proven successful in establishing the site as a reference point for specific topics, driving consistent traffic and engagement. Promotion through social media and targeted advertising further enhances visibility.