Short Videos Feature in Google

Apr 25, 2024It Depends - An SEO Podcast, SEO

In this episode, we talk about a change Google is testing that shows a new tab for short videos. This brings up a lot of interesting thoughts about how search behavior is changing and how Google fits into evolving expectations from people online.

 

Transcript

00:00.00

Lindsie

Hey Jay it’s all right I feel like we’re having all the technical difficulties today. So hopefully this is going to be a good one and everybody’s going to love this podcast.

 

00:00.62

Jay

Hey Lindsey how’s it going.

 

00:11.93

Jay

Yeah I I wish we just like did these live so that everybody could suffer along with us like hang on audio troubles. You know we’re we’re working through this It’s like a Coachella performance or something by grimes we’re we’re just going to apologize for the next forty five minutes and play 15 seconds of a song and maybe you’ll learn something about Seo along the way.

 

00:29.91

Lindsie

Ah, ah yep.

 

00:40.37

Lindsie

Yeah, maybe at least people aren’t paying loads of money to go see us at Coachella so you’re welcome, everybody all right? Well today episode 14 of it depends. We’re going to talk about short videos. Ah.

 

00:45.89

Jay

Yes.

 

00:57.71

Lindsie

Specifically on Google but also how these kind of short form videos whether it’s Tiktok or Youtube shorts Instagram ah reels how this is kind of shifting user behavior and how Google is kind of adjusting for that. Um, and and some of this is just. Changing as I think we’re talking about it right now but that is that’s the plan today. How how excited are you to talk about the world of of Tiktok and short videos Jay.

 

01:28.77

Jay

Ah, as someone who can’t give a 1 word answer to any question I hate short videos I hate short form just about everything you know comics are are pretty cool. But yeah I mean it’s.

 

01:35.92

Lindsie

Um.

 

01:44.97

Jay

It’s certainly an interesting conversation. You know, short form video has overtaken social media. Every platform has some version of it or they just make it easy to embed stuff from other platforms. But.

 

01:50.40

Lindsie

We’ll move.

 

01:56.00

Lindsie

Oh.

 

01:59.45

Jay

We’re talking about something a little different like it’s It’s kind of like creeping out of the walled garden of social media. So what? what’s happening here.

 

02:05.34

Lindsie

Right? So there are some reports as of the last week or so that Google is testing a tab for short video so when you’re in Google and searching you’ll see you know your standard results. There’s images you might see shopping. Um, all different things and there’s been videos there for I don’t know ever for a very long time and short videos has just been a piece of it. But now people are reporting seeing a short videos tab where you can search for content that is just in short video form. Um. Which is I think really a response to how people are consuming this content and like you said integrating it into a broader search perspective. Um, my first question which I think has has been answered to some level though was is Google only going to show Youtube shorts. Um. Because that’s ah I mean Google and Youtube are essentially one and the same at this point so is there going to be preferential treatment. Ah supposedly the answer is no to that they are showing tiktoks and Instagram reels and all of that. In this space. Um, but I don’t know I have a feeling that Youtube will always be a preferred method of of Google search I don’t know tinfoil hat maybe a little bit.

 

03:30.67

Jay

Yeah, and I mean there’s certainly aspects of it of like not all of these platforms want their stuff being shared everywhere else because they don’t get all of the user data. They don’t get the ad revenue then so you know.

 

03:43.74

Lindsie

That’s true.

 

03:50.27

Jay

They want to keep you inside of their platform. These short videos should link you to Tiktok but especially or Instagram or whatever but especially on mobile that can be kind of ah a funky experience where those deep links into an app. Don’t always work right? You know sometimes you get. It opens in your browser and doesn’t quite redirect properly all that stuff we’ve all dealt with it. So yeah, ah, but you know just before we get ah too much deeper into that I’m staring at this screenshot that you put in our notes and I at least have to commend Google like.

 

04:11.10

Lindsie

Here right.

 

04:28.80

Jay

Their video results from day one have been atrocious from an aesthetic standpoint mobile desktop. It’s it’s always in this like row layout. You have one video result per row. There’s like a one centimeter

 

04:38.24

Lindsie

Is this.

 

04:44.70

Jay

Screenshot of the video. You can’t tell what they’re showing in it and then some kind of description. Maybe there’s a length or whatever. These are are nice like I don’t know 4 by 5 ratio.

 

04:46.30

Lindsie

Live this.

 

04:59.00

Jay

You know, kind of phone size screenshots that have the title overlaid. It’s a big picture. They’re in like a 2 by 2 grid on your screen. Good job. Finally fake someone paid attention to what this looks like.

 

05:07.11

Lindsie

Um, well I well I think that I mean this is like a direct replica of what. Tiktok looks like to a large degree when you search within the Tiktok environment is this is what the videos look like this is what the search results look like when you’re not just looking at individual. Um, videos. Um, and I do think that Google is taking note in. How people are consuming this information I will have an additional note right now. It is only being reported in the mobile environment I think transitioning this into desktop is going to be interesting if it were to happen. Um, because so much of these apps. Are really built for a mobile device. So. It’ll be interesting if even this like structure that functions well in a mobile environment translates and looks reasonable in a desktop environment.

 

06:07.65

Jay

Yeah, and it’ll be I mean to kind of go back to what I was saying before about like the experience of clicking from a browser to an app and going back and forth. It’ll be interesting to see how Google handles it because pretty consistently on desktop at least.

 

06:15.83

Lindsie

Is a miss.

 

06:26.47

Jay

If you click on a video result that is a Youtube video it’ll play kind of as an overlay in your Google results and you can click to you can click over to Youtube and they they do I’m I’m probably forgetting about some kind of connection. But they.

 

06:31.17

Lindsie

Oh that’s true.

 

06:39.51

Lindsie

For.

 

06:43.10

Jay

I think they do kind of a hybrid on mobile it depends what type of results. It is like where whether the video plays in the like Google result or in your browser versus taking you over to the Youtube app and and things like that. But that that whole experience and you know how much.

 

06:54.27

Lindsie

And both.

 

07:01.77

Jay

More seamless it is for Youtube videos will be interesting because yeah you you mentioned like this looks like searching on Tiktok but it’s still it’s still google in the sense that you have to decide to go.

 

07:04.72

Lindsie

Yeah.

 

07:17.58

Jay

To another site or another experience to actually watch the video and it doesn’t have that like it’s going to Autoplay and you know this thing about a sleepy puppy. You aren’t interested in but hey, ah, you just saw the first five seconds and it sucked you in and now you’re you know. 3 hours of your life goes by and you’ve just been dooms scrolling puppy videos so that that whole like Google experience of the clicking in and out and you know again, they at least for Youtube they have the ability to make it a more immersive seamless experience and.

 

07:37.99

Lindsie

Right.

 

07:53.17

Jay

Ah, wonder if they’ll play around with something like that.

 

07:55.90

Lindsie

Yeah, it’s interesting. Well and I think um and this is probably getting deeper into our conversation but I still wonder somebody that is going to Google and searching right using this this engine? um. Is that a place where they want to consume short form videos. Um, you know if if you are googling like how to fix how to change an oil or the oil in my car something like that and you get a Youtube video that’s long form and can show you how to do it. It makes sense now. Do I want. Ah, thirty second video or a sixty second video on like the the high level how to change my oil. Um what I just go to the search engines of these short form videos I think the how users I guess. Use this is going to be interesting I’m still not sold on the fact that people are going to Google search for things and then want to consume short videos.

 

09:02.15

Jay

Yeah, it it feels like it’s you know, maybe just reactionary like this is a popular thing people are are into short videos. How can we you know ride the bandwagon more? um and how can we maybe prop up Youtube shorts.

 

09:16.97

Lindsie

Will move.

 

09:18.75

Jay

More. But yeah, there’s there’s a ah part of it. That’s also like this might speak directly to the folks that they see the featured snippet result or the the sg summary and they’re like that’s fine. That’s you know I needed to know. You know who was the actor in this movie and it gave me an answer or I need to know what time is it in Hawaii right now and Google gave me the answer and I’m not really interested in like learning something I just am looking for some kind of quick hit of of information and.

 

09:39.40

Lindsie

The Heart. No.

 

09:53.76

Lindsie

This is.

 

09:56.91

Jay

Maybe these play a very similar role in a different way. But yeah and it’s it’s I’m I’m not saying people won’t like it because people sure like Tiktok. But yeah, like the the how to change my oil example you gave I mean. The the stuff I always see from like Tiktok reels shorts. Whatever is like the rage bait content that there seems to be an endless supply of so like when you get a 2 minute video teaching you how to do something? um.

 

10:20.84

Lindsie

You right.

 

10:33.48

Jay

From a creator that you’re not familiar with because you found them in a search result like if you if you don’t know anything about automotive work going in and and they’re like yeah just ah, just take your drill and drill into the oil pan in the bottom of your car and then. The oil will come out and then you can you can plug it with modeling clay later and whatever like people will people might do it and it’s just like the this format seems just like so perfect for sending people in. A very dangerous or incorrect direction and like this this like amplifying it.

 

11:14.90

Lindsie

Any worse or different like but is it any different than Reddit like I mean we’re talking a lot about Reddit these days and how Google is just loving all of the Reddit results where people can tell you to do all of the wrong things. Um. So I mean is this going to further potentially degrade the value of of Google if they’re just showing these short type of videos. How are they going to make sure that there’s quality guidelines around it. Um, in ways that they’re struggling in the standard results.

 

11:48.45

Jay

I don’t know I mean to yeah to give an example that I think is very representative of the Reddit experience. Not just recently. But you know going back a solid decade. Ah. 1 of the subredits I subscribe to is called oops that’s deadly and it’s just like usually crossposts from other sections of Reddit where it’s like look at this look at this creature I found on the beach and it’s like some super poisonous, whatever slug or something like that.

 

12:18.57

Lindsie

Sure.

 

12:21.75

Jay

Um, and there was there was one I was looking at this morning or last night I forget and it was like I got bit by a bug and I have this weird rash. What do I do or what what bit me and it was like a clear like ah you know, kind of blood infection thing or whatever the right medic there. The rash was like running along the vein on the inside of this person’s arm which that is like call 9 1 1 and um, you know 1 of the one of the top comments was like. Yeah I I work in in er r and blah blah blah and it’s like this this wasn’t actually that serious in most cases and then blah blah blah they they took the right steps. They’re probably prescribed this. They’re probably given some pills of this and they they listed a drug or whatever and then someone commented under them is like it’s. Really easy to tell that you have no idea what you’re talking about because the pill that you said that they were prescribed doesn’t exist in pill form and then you’re like okay well the person that wrote 4 paragraphs from the you know I’m in working in yeah er versus like ah. Smelly jim short seventeen that is just like 1 sentence commenting you’re wrong like who do you who you gonna believe and it turned out that the er r person was wrong I looked up the drug and it’s like only given intravenously and a couple other things they said were like totally made up and that’s just like.

 

13:49.94

Jay

Thousands of times a day on Reddit is it’s like people just pretending they have expertise. Yeah, it’s the same so the same thing applies and I think there’s something about the medium that it’s delivered where it’s just you have this little burst of information.

 

13:50.69

Lindsie

Well and and on Tiktok. Right? same thing.

 

14:09.35

Lindsie

And.

 

14:09.49

Jay

With not a lot of context and it seems convincing and there’s just like you know if you go to a website and it’s like giving you advice on how to work on your car if that’s like a Toyota website or Toyota. Like repair shop site or it’s some automotive site that is like selling car parts or has a whole bunch of articles or blog posts. Whatever about how to work on cars. You can gauge for yourself like yeah these people might know what they’re talking about.

 

14:29.27

Lindsie

Yeah, um.

 

14:35.50

Lindsie

Most normal.

 

14:43.36

Jay

But if it’s just like 1 video or 1 Reddit post in isolation. It’s you’re just left to judge like does this feel right to me or not and that yeah.

 

14:52.94

Lindsie

There’s no validation of credentials is really what it comes down to um, well that’s really an interesting point that I guess I haven’t considered before is like you know I I explored a lot of is.

 

15:09.77

Lindsie

Is the world of of search going to shift to more of the Tiktok stop type environment the Reddit environment where Google will be kind of left behind I think there’s a lot of conversations where you know is Google evolving the way that it needs to to keep up um, across. Multiple avenues whether it’s Ai or um, all these different pieces. But I I will be interested or would be interested I guess to understand if people are using Google as a validation tool. So like oh I was listening to a podcast. Um. An economics podcast about how people are getting tax advice from Tiktok and they’re filing their taxes I know and they’re going and they’re like doing these things that it’s like well if you do this, you’re going to save thousands on taxes and it’s like no, you’re committing tax fraud and.

 

15:48.92

Jay

Oh.

 

16:02.90

Lindsie

You don’t make enough money to to even consider these tax. Um writeoffs and things like that. But you know is Google or is kind of the website environment going to be the place to get validation. Of information that people see on the reddits on the tiktoks are we already seeing that now or is it just people are accepting things at face value. Um.

 

16:32.58

Jay

Yeah I and I don’t know that this is a a new problem. But it’s certainly a problem that like technology allows to just scale out of control. Um, but like the the modern person in in like. Society just has too many things to try and keep up with um, but that kind of sounded so like a Ted talk. Um I apologize but like nobody nobody knows how tax code works. Um, ah it.

 

16:51.84

Lindsie

Had.

 

17:02.28

Lindsie

Now.

 

17:06.35

Jay

Most accountants included I mean they they have to relearn it every year but no beside the point ah like people can’t keep up with that stuff at not everyone can know you know you’re supposed to like know about all of these global issues that are going on. You’re supposed to know about all of these life hacks you’re supposed to know about like.

 

17:22.69

Lindsie

Reasoning.

 

17:24.42

Jay

What time of year to plant everything in your garden and all all this stuff that we’re just blasted with that is supposed to like make life better easier more rewarding blah Blah blah and there’s just like there’s too much of it and nobody has time to actually learn about these things. It’s just I want an answer like.

 

17:34.13

Lindsie

Over once.

 

17:41.77

Lindsie

Right.

 

17:43.93

Jay

I don’t need to know why I plant my garlic in the fall outside and then it comes up in the spring and I harvest in the summer or whatever it is I just need to know like tell me when to plant garlic because I want to grow it in my garden and Tickt Tock google whatever it is is going to give you the answer and you’re just going to.

 

17:49.33

Lindsie

She’s.

 

18:03.84

Jay

Find out if it works and it’s just like hey if it works out. That’s great if it doesn’t You’ll get a different answer and try a different thing but like learning about this stuff isn’t important enough to most people.

 

18:03.95

Lindsie

Have.

 

18:19.79

Jay

And shouldn’t be important enough to most people like really learn about but we just like have access to all of this information that we think is going to like change our lives in some way and it’s just overwhelming. So I think I think just the.

 

18:22.48

Lindsie

First.

 

18:35.62

Jay

The weight of it pushes us to just saying I just I just want it to be easier like I I yeah.

 

18:38.77

Lindsie

So it’s it’s interesting because I think what what we could be experiencing too is um, a total shift in in the things that we need more information about or don’t need more information about I think one of the. Issues with Google historically um and what like the the rich snippets and the the sge is trying to solve or are those really easy things right? like I just need to know how many centimeters are in an inch or whatever it is like when do I plant this garlic um something where I i. Ah, you said I don’t care all the background I don’t need to read 6 articles that list. You know every measurement conversion and why it happened and on Google because that is so it’s too much and I don’t care. Um, but there is things that. We do care about there are things that people care about that. They do want long I hope people want more context they want options. They want to consume more and so you know I think that as we talk about search strategy I think. The websites and um businesses that are providing information in spaces that it matters to have depth is going to be where you find success whereas ones where you’re just giving really service level information are just going to flounder and we’ve been seeing that for decades I mean when you look at like the.

 

20:11.80

Lindsie

Travel and tourism space right? If you’re just giving addresses for every coffee shop in Chicago well Google can do that you know, but there was a time and point in history when websites just they could get a lot of traffic by listing every website or every coffee shop in this you know city of Chicago. So I think this is maybe just ah, a further amplification of that. Um, that path that we’ve been on for a long time.

 

20:42.14

Jay

Yeah, and there’s ah there was an interview that ah Google ceo soon over chai did a week or two ago where or maybe it was a talk I forget at like a cloud conference either way. Um. He was talking about the future of search the future of Google and you know there’s this common thread of people think that clicking on links is going to go away. It’s just like the ai is going to give you an answer or whatever and he’s he’s talking about like he thinks the future.

 

21:00.58

Lindsie

The view.

 

21:17.93

Jay

105 years from now is Google is going to look and search is going to look very much like it does today and Ai is just going to aid and making it better and I thought that was pretty alarming ah in the sense that like you know he. Maybe it wasn’t the right medium for it but he didn’t make a case for like why behavior is not going to change over the next ten years so it it sounds like you know people’s behavior has been changing you know and.

 

21:39.75

Lindsie

He.

 

21:49.20

Lindsie

It is changing.

 

21:53.81

Jay

If Google can’t see themselves as like a part of that future and their their answer is to just like cover their eyes put their head in the sand. Whatever you want to say and just say like everything’s going to be fine like Google is going to stay the way it is ah.

 

22:03.11

Lindsie

Yeah, hanging.

 

22:11.45

Jay

That I don’t know who you’re convincing with that. But I think there you know to to build on your point a little bit more and and maybe get this on track. Um I I think there is still a place for Google so. You know you’re you’re talking about like all of these answers that like just Google can give and like Tiktok can give the same answers or the same type of information in like a more enjoyable format maybe? Ah and so maybe Google moves.

 

22:34.70

Lindsie

Remove. Sure.

 

22:47.30

Jay

Or search in general or search as it. We know it today moves from this like I use search for everything it is it is like my starting point for the internet to a more like purpose specific function where it’s.

 

22:56.33

Lindsie

M.

 

23:05.77

Jay

I I need to like decide between some you know products for a purchase and it is complicated. It’s it’s like I’m buying a new laptop for music production and I I can’t just have a thirty second answer like I need.

 

23:18.21

Lindsie

Love.

 

23:20.83

Jay

To know which one can handle all of these plugins I’m running and and what the actual like processor specs are and all these detailed information. Ah, you know you go there to learn things rather than to just get answers and right now people do it for both.

 

23:28.29

Lindsie

He. Well and right well and I I think it’s interesting because again from a strategy standpoint. We talk a lot about the buying funnel the process that people go to make a purchasing decision. Um. Especially in the b two b format um, you know the different levels that you have to go through to make a buying decision and right now we kind of have it all through Google right? they start you know, really broad and then they get more specific and more specific they do brand validation all happening in 1 environment and. I agree with what you’re saying and I think what what that is is. It’s going to evolve to perhaps that first level of like what laptops do music producers use and they go to Tiktok and they search for and they start to consume information from those type of content creators that are also. Producing music. Um, and then use Google to then further validate and get the more technical information.

 

24:43.98

Jay

So you know all of this we’re talking about would would certainly be a big problem for the Google we know today because if if people are in massive numbers changing like how they start and finish their search process decision making process like without Google as as key parts of of that funnel that’s going to mean way less traffic for Google and and maybe they can figure out a way to be part of it and I know. All of this investment they’re doing in Youtube and stuff like that and trying to drive shorts is is a piece of the the puzzle. But I think that you know if just like behavior is going to change and Google can’t really. Fight against that and they’re going to become a smaller company. A smaller part of our internet experience. Collectively I think the biggest thing I worry about for them is just their ability to get it right? because if it’s like.

 

Jay

You know I’m I’m trying to buy that laptop for music production and it’s like a $4000 purchase decision and and all of this stuff is really important and I’m asking very specific questions to Google to learn about you know what? what choice to make. If Google is still doing this thing. They’ve been doing for years of like sending me to websites that are like here’s a review of laptops based on like what people said on Amazon and here’s here’s the definition of music production here’s the definition of.

 

Jay

Digital audio workstation you know here’s a frequently asked questions section like people aren’t if people are like relying on Google more heavily in the future for just critical, detailed accurate information and they’re still not getting it then it’s just going to be a really rapid downward spiral.

 

02:03.66

Lindsie

Yeah, yeah, I mean especially if you know they think keeping up is the we’re just going to produce or sorry provide these short form videos for answers. We’re going to just have Ai generated information and that’s going to fix it because it’s not if. If what we’re saying here is actually how things are moving. So I mean a lot of this is speculative. We are honestly in a moment of search that is very unknown. We just we we don’t know what’s going to happen next. We do see that users are changing behaviors are changing. And not just oh, it’s just gen z this is across the board of how people are are using and consuming information and I think we’re going to see some massive shifts in who are the major players. Um, and I think bringing this back to. Marketers a little bit. Um, we can’t just focus in one environment anymore. You know whether it’s we need to look right now at both Google and bing take bing more seriously. Um, how is ah. You know Tiktok or these short videos playing into how people are changing their search queries and the information they need like we as businesses and and marketers within businesses have to think about what that evolution is and not get stuck.

 

03:33.64

Lindsie

And sedentary in what has been because if we play the cards that Google is playing of it’s just not going to change I think um, that will be of major detriment to success in the future.

 

03:48.48

Jay

Yeah, it it definitely puts some emphasis on like the need to consider what your what your video strategy is for folks that don’t do anything with video. You know it’s despite.

 

04:00.50

Lindsie

For instance.

 

04:05.53

Jay

All of the popularity of Tiktok. There’s still plenty of case to be made to like as a business we don’t need to play there because it’s hard to it’s hard to go from Tiktok to a website if if that’s kind of like how your business operates is through your site. But.

 

04:19.66

Lindsie

And smooth right.

 

04:25.15

Jay

Now that these videos are like potentially going to start showing up more frequently in search results If there is a tab for it. That means that it’s probably going to show in like the main results in a featured section of of some sort as well.

 

04:39.53

Lindsie

Right.

 

04:43.21

Jay

You know these things are more front and center to the like traditional search audience and so that’s you know it’s going to be a missed opportunity if if you’re just avoiding doing anything video related and. Maybe it’s going to be a ah growing Opportunity. You know the the trend has certainly been going that way.

 

05:04.77

Lindsie

Right? Yeah, well, it’ll be It’ll be an interesting thing to watch as it continues to evolve. Um, and I honestly think how Google responds to all this is going to be really critical to and how all of our strategies and all. All of our tactics that we employ how those are going to change based on what the heck Google does you know are are they going to move and adjust or is it going to be this this kind of stick in the mud that um, we’re going to have to work around rather than focus on.

 

05:39.40

Jay

Yeah, you know? and maybe we went through all this discussion about you know the future of search and humanity and the quest for knowledge and and whatever maybe this is just Google trying to position. Its. Shorts product. Ah you know more prominently to be ready for Tiktok getting banned who knows.

 

06:05.74

Lindsie

Maybe and you know what good for them like I still I think that. Ah yeah I mean take advantage of the space in the market I Guess I think the likelihood of the the actual ban happening. My personal opinion is low. Ah. But you know I guess you got to take advantage of that and ah perhaps we’re just reading into things way more than we should. But regardless I think this was an interesting conversation of how things are adjusting and moving and what we think could or couldn’t be happening um with this. Ah, podcast We’re going to have a number of articles of just information about short Videos. What’s happened um over time. How user behavior has changed So ah, definitely take a look at those and ah if anybody is different or if you completely disagree with us Always welcome. Different levels of arguments for sure.

 

07:00.87

Jay

yeah yeah I mean Google tests a lot of different things and most of the time it’s just unremarkable. But I think this hit on ah a bigger trend that was worth thinking about.

 

07:10.29

Lindsie

All right Jay well thanks for your time today. Okay bye.

 

07:14.20

Jay

Talk to you later Lindsay bye.

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