Google Translating Search Results Into 8 More Languages

Google has added eight new languages to its translated results feature, allowing publishers to reach a wider global audience. The feature automatically translates the title link and meta description into a user’s local language, making a website published in one language available to a searcher in another. Google does not host the feature, but opening a page through a translated result is similar to opening the original search result through Google Translate or using Chrome in-browser translation. This feature benefits publishers by making their websites available to a larger audience. The delay in translating results into major languages like Turkish, Arabic, and Korean may be due to market prioritisation, the country’s smaller population, and the complexity of the Korean language. Despite the challenges publishers face in 2024, this news creates an opportunity for publisher content to be shown in even more languages than ever and increase traffic globally.

Nearly 60% of Google Searches End Without a Click According to New Study

A new zero-click search study by Rand Fishkin, CEO and co-founder of SparkToro, has found that nearly 60% of Google searches end without a click in 2024. Based on clickstream data from Datos, the study found that almost 30% of clicks go to Google’s properties, and about 36% go to the open web. Most Google searches, 58.5% in the U.S. and 59.7% in the EU, result in zero clicks. The study also found that for every 1,000 Google searches, 360 clicks in the U.S. go to the open web, while in the EU, that number is 374. The study also found that desktop searches increased slightly while mobile searches fell considerably. The data may help understand searchers’ evolving behaviour as Google shifts towards becoming an answer engine rather than a search engine. It shows that searchers are looking for instant solutions to their queries.

Google Still Faces Challenges With Complex Searches

Google’s Director & Product Manager, Elizabeth Tucker, has highlighted two types of queries that remain challenging in the company’s efforts to match users with the information they seek. The top offenders are searches containing the word “not” and queries involving prepositions. The BERT paper and transformer-based machine learning models have significantly progressed in understanding these linguistic issues. However, Google’s ability to parse complex queries is still a work in progress. Searches with the word “not” can be interpreted in multiple ways, making it difficult for the search engine to match the user’s intent with the content on a page. Another area where Google’s algorithms can stumble is prepositions, which show the relationship between words in a sentence. Long-tail searches comprise a significant portion of all search traffic and are particularly relevant to these queries. While Google is actively improving its handling of these linguistically challenging queries, a complete solution may still be a way off.

Should H1 and Title Tags Be the Same?

Google’s Office Hours podcast discussed the importance of the title and H1 elements in search engine results pages (SERPs). The title tag provides a general but concise description of the web page’s content, while the H1 tag is more specific. Google uses these elements to create title links displayed in SERPs. Titles must be descriptive, concise, and accurately describe the content. Google’s guidelines recommend avoiding boilerplate, which is repeated or templated content across the site, and having distinct text that describes the page’s content. Additionally, Google advises using the home page as an appropriate location to provide extra information about the site. The content for creating title links includes the main visual title, heading elements, other content, anchor text, text within links, and website structured data. Google chooses the title element as the title link, and if it’s not a good match, it may use the first heading as the title link.

Google’s AI Overviews: A Targeted Approach with Room for Growth

Google’s AI Overviews (AIO) search feature has been a paradigm shift in recent years, with a significant difference in the amount of AIO displayed across different verticals. Featured Snippets and questions are more likely to trigger AIO, while local search queries and site links are less likely to trigger AIO. Verticals most likely to contain AIO are healthcare, B2B technology, and e-commerce. AIO is triggered 20% fewer times than Search Generative Experience (SGE) answers, suggesting that AI is getting more precise in generating helpful experiences. Google is improving its ability to anticipate follow-up questions by providing AI search summaries that provide options before users ask. However, negative reviews of Google’s AI Overviews have led to trust issues over its accuracy.

Google Refines AI Overviews After Bizarre Results

Google has addressed concerns about the accuracy and quality of its AI overview feature in search results, continuing to claim that it leads to higher user satisfaction and answers more complex queries. The feature is powered by a customised language model integrated with Google’s core web ranking systems. It claims that the accuracy rate for AI overviews is on par with featured snippets. However, the widespread use of AI overviews has surfaced odd and inaccurate results, which can be attributed to misinterpreting queries, nuances in web content language, and limited high-quality information available on specific topics. Google has made over a dozen technical improvements to AI overviews, including better detection mechanisms for nonsensical queries, limiting the inclusion of satire and humour content, updating systems to limit misleading user-generated content, adding triggering restrictions for queries where AI overviews were less helpful, and enhancing quality protections for sensitive topics. These improvements highlight Google’s commitment to providing highly accurate search results.

Google’s AI Overviews Transforms Ecommerce Searches

Google’s AI overviews are disrupting eCommerce search visibility. 16% of eCommerce queries now return an AI overview in search results, accounting for 13% of the total search volume in this sector. 80% of the sources listed in these AI overviews do not rank organically for the original query. International SEO consultant Aleyda Solis analysed the disconnect between traditional organic ranking and inclusion in AI overviews, stating that Google prioritises an “accelerated” approach over summarising currently ranking pages for product-related queries. Solis has shared a spreadsheet that analyses the potential traffic impact of AI overviews, suggesting that Google may expand AI overviews for high-cost queries when enabling ads. This change in search visibility could benefit retailers by enabling them to avoid traditional ranking barriers by optimising product data and detail pages for Google’s “accelerated” product displays.

Google Shares Advice for Dealing with Content Decay

In an episode of the Search Off The Record podcast, Google has outlined strategies for managing outdated website content rather than deleting it. The team recommends taking an intentional, format-specific approach to tackling content decay. They advise against immediately removing obsolete content, such as discontinued products or services, as it could confuse readers. Instead, they suggest providing transitional “explainer” pages during deprecation periods to steer readers towards updated resources. Google also recommends updating information to maintain accuracy and relevance for reference guides and overviews while retaining the original content for archival purposes. They also recommend implementing internal auditing processes to keep content current and flagging it for review. By following these recommendations, website managers can look forward to improved user experience, maintained trust and credibility, enhanced SEO, and streamlined content management.

Google Confirms Links Are Not Crucial as a Ranking Factor

At a recent search marketing conference, Google’s Gary Illyes confirmed that the company needs very few links to rank pages. Links were discovered in the late 1990s as a signal for search engines to use to validate website authority. Google later discovered that anchor text could provide semantic signals about a webpage’s content. The founders of Google learned how to use the subjective opinions of the Internet as a relevance metric for search results. In 2024, Google made links less important, stating that they were not even in the top three ranking factors. In March 2024, Google updated their spam policies documentation to downplay the importance of links for ranking purposes. Google’s John Mueller advised that there are more important SEO activities to engage in than links, and Gary Illyes explicitly said that Google needs very few links to rank web pages. Google likely only needs a few links because of the extent of AI and natural language understanding used in its algorithms.

Google’s John Mueller Advises Against Hyphen-Heavy Domain Names

Google’s John Mueller has addressed a Reddit question about why people don’t use hyphens with domains and whether there is something concerning about their absence. Mueller explained that domain names with many hyphens are considered less serious, as they could imply that you couldn’t get a domain name with fewer hyphens. He suggested choosing a domain name for the long run and not being overly keyword-focused. He also advised not to let a domain name limit what you do online and to make something beneficial and exciting that people will ask for by name. Mueller also emphasised the importance of choosing a domain name that won’t lock your site into one topic, as it’s difficult to expand the range of topics a site covers when growing in popularity.

Award Winning Marketing Agency

Get a Quote
10 year medal
eBook Cover

    Free Flip Book Brochure Download Here

    Please complete the info below to receive your free Flip Brochure.

    Please view our Privacy Policy for more information on how we use your data