Google Perspectives, reporting spammy sites and SectorWatch
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This week, Jack Chambers-Ward is joined once again by Mark Williams-Cook to discuss:
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Transcript
Jack: Hello, and welcome to this month's edition of SISTRIX with Candour. We are live-streaming here from the Candour Studios straight to the SISTRIX's YouTube channel. I am your host, Jack Chambers-Ward. This is Mark Williams-Cook. Hello, Mark.
Mark: Hello. Glad to be here.
Jack: Thank you very much. Glad to be here. Excited to be back on SISTRIX's YouTube channel. In this month's SISTRIX with Candour, we will be talking about the latest SectorWatch, all about TVs, and some very interesting e-commerce tips. We'll be talking about Google Perspectives. We'll also be talking about how to report spam sites on Google since they've updated their reporting form. We'll also be diving into a Q&A at the end as well. Please do stay tuned for that right at the end. After we finish, Mark and I here, we will keep the live stream going so you can have a nice chat and keep on asking questions to the SISTRIX team. We'll be in the chat there, as well, to answer any questions you have after we finish actually being on camera and all that kind of stuff. We'll keep it going, keep the flow, keep the conversation going essentially. Should we dive straight into some SectorWatch, Mark?
Mark: Some SectorWatch. Yes, let's do it.
Jack: SectorWatch is maybe my favorite thing that the SISTRIX team do. I absolutely love SectorWatch. I think it gives some really, really interesting, unique perspectives. Fantastic work from Charlie Williams. I know, Charlie, you do listen to the podcast. Thank you for your fantastic work over there at SISTRIX. We're going to be talking about TVs. It sounds like, "Yeah, whatever. I don't sell TVs." Maybe you don't. But I think the way Charlie breaks things down, I think, is some of the best and brilliant advice to pull out from all of this data because we talk about this a lot. We get a lot of data from SISTRIX. But what do you do with that data? When we talk about TrendWatch, it's like, "Okay, cool, something's trending. How does that relate to me, my business, my clients?" How does it relate to you, viewers and listeners at home? How does it all work? I think Charlie does a brilliant idea of making actual actionable recommendations. Let's take a quick look. I'll transition over to have a look at Charlie's article here. The top domains and content for TVs in the UK... You can see a little interesting map there. We talked about this a little while ago on the show. This is the brand representation recommendations from OpenAI. There's an article all about that from SISTRIX and which brands OpenAI tends to favor, which was very interesting. But what Charlie dives into is basically the high-performing content and why the sites that... he says performing and from the data they say performing, why they do so well. We're going to talk about the top three domains and focus on number one specifically for the transactional intent side of things because I think that's a really juicy morsel to bite into it and check out. We're going to talk about Currys. Those of you outside of the UK... Maybe you're not familiar with currys.co.uk. It's a pretty big brand here in the UK. Mark, I'm sure you are very well aware of Currys.
Mark: Yes. Well, I actually used to work for-
Jack: Oh, there we go.
Mark: ...the company that owns Currys. I'm actually very, very aware of it. Yes.
Jack: Nice, nice. Yeah, it's an interesting thing where Currys is this... I don't think of them as doing TVs necessarily, but I think it's something they do do a lot of computer stuff. They do a lot of technology. Apparently, they're the UK's leading in terms of visibility for TVs and stuff like that. The fact that Charlie pulls out some really interesting things that they do with things like faceted navigation and their product listing pages, so their category pages essentially, is fascinating to me. Let's just have a look at the main nav here. It's a pretty busy main nav for TV and audio. You've got all the different types of TVs. You've got all the different accessories going on here. What this tells me... And it's something we've talked about before. I know we used Etsy as an example a few times a few months ago. They have an answer for everything, basically. Whenever you combine a TV size with a brand/with a resolution, they have a landing page for you. I think that's a huge testament to Curry's really planning everything out. If you actually go and click through to the TV's page, this is what it looks like. You get, like I said, the different sizes across the top there, just above us there. Then, you've got the types of TV, so 4K, OLED, all that kind of stuff. Then, the brands just next to... Mark, just here. You've got Samsung, Sony, all that kind of stuff. You can click through and go to those brand pages. You can go to the size pages, whatever. Totally normal. You expect that in terms of options for category pages: free commerce. What is impressive in pretty much any combination of those three... It's got its own landing page. It's really impressive that they have carved out this niche. I will show you an example. This is one of the ones Charlie mentioned in the article here. This is Samsung TVs that are 46 to 54 inches and are LED. This is a specific... If you notice at the very, very top there, I don't know if you can see that on the live stream, folks, but there is a specific URL with no parameters, no query strings, no nothing. It's a fully crawlable, indexable, easy-to-manage, essentially, URL. I think having these specific landing pages is such a powerful, important part of faceted navigation and getting it right.
In fact, Luke, one of the Search Specialists here at Candour, and I were having this conversation with one of our clients the other day. This is almost exactly the recommendation we were giving them. They were like, "Oh, should we do UTM tags and add parameters and stuff? Should we do a query string?" If you search for something, it adds an S and then a query and all this kind of stuff. Actually, building landing pages that answer specific search intent can make a huge, huge difference. I think it's a really big credit to Currys and what they've chosen to carve out. Like you said, having that answer for everything is a really good way of establishing yourself as an authority and really building trust with your audience and your viewers there as well.
Mark: I think it's a great way to show when you put that effort in and plan it out, that's the results you can get. I've always said when we've talked about faceted navigation with clients, especially with larger e-comm sites, if you are having to use things like robots.txt, to me, that's like a bandaid for... All content management systems will have some limitations. But given free rein... and this is something we did for an e-commerce client where we were involved, luckily for us, during the build stage, was they have a few thousand products. But they could have five or six different filters or facets to the category pages. All of them individually, certainly, and some combinations of those had search volume and distinguishable search intent. The problem was that if you added five or six variations, firstly, then you are down into such long tail stuff. You haven't really got a differentiated search intent, but also you were quickly going into the millions of variations of pages. What we actually did was make the facets crawlable. But after the site detects you are on a URL where you have three facets supplied, it stops making any other additional facets crawlable. Essentially, we were only giving search engines access to three facet levels deep. But it was like a dynamic way to create those landing pages that were specific, and we didn't get crawl budget problems or just have wild 3 million pages indexed with every color variation of the products. It's really cool to see Currys do so well online with that approach.
Jack: Yeah, definitely. I'll give you some stats from Charlie in the article here as well. They rank for more than 92% of the keywords analyzed from this sector on page four; 83% of them on page one. That is a pretty significant statistic there. That is the thing I think SISTRIXs use a lot. I think it's a really good way of judging an overall domain's performance is highlighting that ratio between how many keywords do you rank for. But where do you actually rank for them? Are you actually on page one for any of this stuff? You can rank for 100,000 keywords if you want, but if you're not in the top 10 or even top five, sometimes even top three for certain queries, you're not going to get clicks. You're not going to get traffic. You're not going to get conversions. The fact that we highlight they hit over 83% of the keywords analyzed in this keyword group, they're ranking on page one. That's pretty impressive.
There's over 1200 URLs ranking for at least one keyword just in that directory alone of TVs. As you were saying, Mark, that can get out pretty quickly. They rank on page one for 55% of the analyzed keywords there, as well, just that directory. It's a pretty impressive scope from Curry. I think it's a credit to the team who have crafted this out and really thought about it. It clearly shows a strategy behind it to make these landing pages specific, make sure they are answering direct search intent. I think this is the perfect thing where SectorWatch... I find so, so interesting. You can go to sistrix.com/blog, by the way, and go and check it out. Of course, links will be in the show description. If you're listening to this on the podcast, they'll be in the show notes, as well, at search.withcandour.co.uk. Go and check out the whole thing. We are scratching the surface here. I've only talked about one of the domains Charlie ranks-
Mark: For sure.
Jack: ...the top three. We also go into the informational content and search intent there as well. We've barely scratched a fifth of this article.
Mark: I want to talk about it more. But we don't have time.
Jack: We don't have time.
Mark: We must move on.
Jack: We must move on. Highly recommend. Go and check it out. Like I said, sistrix.com/blog. Go and check out the latest SectorWatch from Charlie. There is loads of really, really interesting and juicy pieces of information in there for you to get your teeth around and, basically, get some great perspectives on e-commerce stuff. Speaking of perspectives... Check out that segue.
Mark: Wow.
Jack: You're welcome. Google Perspectives, I think, is the big hot topic that everyone is talking about. This is the big announcement that Google made in May-ish and then now has started to roll out to mobile users in the US. It's for-
Mark: It's always the US first.
Jack: It's always the US first. I think it's interesting where, obviously, the US is going to get everything first because, of course, they do. They get everything first it seems, except maybe cinema releases sometimes. But, in search, they tend to get all the cool tests and experiments first. It's an interesting twist on a SERP. Do you want to give us a little recap on what a Perspective is, Mark?
Mark: Yes, certainly. I've been referring to it myself as the Reddit, Quora, and YouTube filter. But we've got now on mobile in the US, as Jack said... One of the search filters that appears below the search box is called Perspectives. This is in line with Google's previous announcements when EAT changed to E-E-A-T. I haven't decided how I'm going to say that yet, which is the experience element added on to expertise, authority, and trust. That's getting first-person experience, whether it's on products or just opinions. That's something they've talked about. They are building into their ranking system. It's the first time they'd mentioned it specifically. I think it's come from an interesting place because, I mean, you have previously spoken on the podcast about people transitioning to TikTok-
Jack: Yes, very much so.
Mark: ...for this perspective information. We know full well. We've had discussions with lots of people who say, "Yeah, I stick Reddit on the end of lots of my searches," because they want firsthand people explaining the answer rather than someone who's maybe not done a great job researching it and it's secondhand information because they didn't know what they're talking about.
Jack: Or you get the bad Black Hat SEO-type stuff, not necessarily Black Hat, but people who just make up reviews because... "Oh, yeah, this product is the best because they're my client, and I'm just going to say it's the best." There's no actual firsthand experience. There's no actual-
Mark: Sure.
Jack: ...references to using this thing. I know we did a test with this a few months ago on the podcast where you wrote something with AI. It was a review of a mouse, I think. Wasn't it? It was talking about the frequency of the laser or something that it was moving with.
Mark: First thing you that you look at.
Jack: I always look for laser frequency when I need a new mouse. I think Perspectives is an interesting shift because I think you're right. It does highlight a lot more Reddit and Quora stuff. A little snippet here from Brodie Clark. Shout to Brodie Clark. Thank you for what you do. You do a fantastic job highlighting SERP features, breaking it down with articles and stuff. Let's have a look at Brodie's little... Basically, it'll show you what a Perspective looks like. This is how you access it. If you are a mobile user in the US and you do have access to this, you should see the Perspectives thing just below your search part. If you click on that, it then opens us up.
Funnily enough, as you said, Mark, "Oh, hey. Look, it's Quora. It's YouTube," and stuff like that. Even highlighting tweets as well. Brodie highlights one of his own tweets there. It's interesting. I think what they're going to look like for different queries is going to change. Here's another example from Brodie using three different examples, which I think is using Melbourne. Brodie's Australian makes sense. Looking for restaurants in Melbourne. Why do dogs bark? Then, searching for himself there as well because, of course, he does. Everybody Googles themself. We're SEOs. That's what we do what we do best. There's a lot of video content here. I think this is totally reinforcing, as you were saying, Mark, the conversations we've been having about TikTok, about YouTube, about YouTube Shorts as well, and all this short-form video content. There's so much of this going on, and so much of it is appearing on the SERPs. I think this is another call to action from YouTube, from Google, from these video platforms to say, "Hey, don't just make a blog article and leave it as text. Do it as a video. Do it as a short-form video. Do it as a podcast." We do a podcast here as well, all this kind of stuff, diversifying your content strategy into other formats. I know a few other sites and people I know who I've known through other things, who also happen to be like niche site owners and stuff like that, have started doing this where they will do a review article and then almost the exact same thing on YouTube. Obviously, the tone is tweaked. The tone of voice changes a little bit. But having it available on both is just going to increase your chance of appearing on the SERP. When we're actively looking at stuff like this, when Google is actively shifting to look at this stuff for Perspectives, I think that's a huge argument towards having a video version of your content as well.
Mark: What I find interesting is there seems to be a slight bit of collective amnesia around the discussions tab. Do you remember the discussions tab?
Jack: I don't. No, no.
Mark: Google used to have a discussions tab where you could essentially do a search and click a very similar-looking button that now says Perspectives, and you would get discussions which was primarily forum content, Reddit, Quora, I believe, as well. Very similar. As you pointed out, this is the 2023 version in that Google's still pushing YouTube quite hard.
I'm really on the fence about Perspectives as a feature and whether it's going to work for Google. By that, I mean for users. To give my view, I sometimes do put Reddit on the end of a search where my question is very specific. I want a firsthand answer. I want to read other people's experience of the same situation. I would never put Quora on a search, personally, not saying anything about their site. For me, I haven't had experiences where I've found answers that I liked on Quora.
Jack: I agree.
Mark: To me, it's like I'm not interested in seeing that. Now, why has Google got that Perspectives tab? Especially when we look at your money, your life stuff, if Google's presenting your result in a normal SERP, they are, whether they intend to or not, in the searcher's eyes, essentially vouching for that page because they're saying, "This is the best answer to that query."
Now, I think the problem Google's facing is that in terms of user-generated content, UGC, which is the stuff that's appearing in Perspectives, you have this very polarizing... It can either be bang on the money. This is the exact answer I need from the person, or it can be complete harmful trash and lies. I think having a Perspectives tab is almost like a disclaimer for the user in that, by knowingly and explicitly clicking on this, you are seeing other people's perspectives, not Google's. This is what other people are saying. I honestly think that's one of the reasons they've had to put the majority of this content in there because they are struggling to effectively, at scale, rate these really specific long-tail user-generated stuff, the volume at which it comes out and which it changes and the complexity, like we've seen with the large language models. Is it a good answer? How do we judge that? It's really, really difficult. I don't know how many everyday Google searches, outside of experts, will regularly use the Perspectives tab because I think, outside of SEO, I think you have a subset of Google power users who maybe use some operators. They're the people who-
Jack: Our long-suffering wives and things like that.
Mark: Yeah. They're people maybe who add things like Reddit on the end and stuff like that. But, to me, this is an easy-access version of those operators that Google's filtering for you. I'm just wondering what the crossover will be and what the uptake will be of that. Because even at the moment, as Brodie rightly points out, that tab is hidden away as well, not hidden, but you have to actually scroll-
Jack: Across.
Mark: ...over to get to it. You have to even know it's there. You have to understand what it is/when to use it as well. I'm really-
Jack: I don't think the phrase perspectives is very descriptive. It doesn't immediately say what it is. I think discussion is an interesting one to compare it to because that immediately makes you think of forum posts and stuff. That is the obvious connection there, I think. Discussion makes sense. It also appears in different places and different formats. H ere's another thing from Brodie where you actually have a perspective carousel. You've got the perspective filter, the one in the middle there we've already talked about, and also this stacked featured snippet thing, which was previously what they called Perspectives and is now all wrapped into one. We've got three different options here for the different types of perspectives you can see. As you said, Mark, when you're scrolling across, you can see news and image and videos and shopping and blah, blah, blah, blah, blah. You have to scroll across and find Perspectives. How many actual users are going to do that? Or are Google going to update it once it properly rolls out to the rest of the world? They're still testing in the US and all that thing. Once it's actually available fully to the public, do they then shift it over and prioritize it, cutting off videos or news or whatever it's going to be in that little tabs below the search bar? I'm interested to see where it goes. I'm interested to see how much this affects things like content strategy as well 'cause I know it's something you and I have talked about a lot, especially when we're thinking of those zero volume keyword, that kind of stuff. There also are stuff we talk about so often where if you see a Reddit thread ranking or especially a Quora thread because, as we said, Quora... If it's ranking, you can probably beat it with a well-written article.
Mark: Yeah, for sure.
Jack: This is the big if. If Perspective becomes the new big thing, it becomes the common way to use a SERP, then that shifts that balance quite significantly. I think, just on a main SERP, you're still going to outrank these Reddit threads and Quora and whatever else discussions and forums you're looking at. But if Perspectives gets bigger and more accessible to more people, maybe that balance shifts a little bit. People start thinking about posting on forums more. We're back to 1999. Everybody's on forums again.
Mark: I would like that. I miss forums. In my professional opinion, that's astronomically unlikely-
Jack: I agree.
Mark: ...that Perspectives is going to become the new thing. I think it's just going to be a side channel for people that know what they're looking for. I think the majority of people don't want to think very hard. They want to type in a thing. They want to see something Google can at least vouch for, even if absolutely it's not the best answer. They just want a good answer that's the least effort. I'm not holding my breath about that. Quick question here. Is Perspectives in Europe already?
Jack: No, no. I have tried. I've tested. I've played around with a few VPNs. I did manage to get it on my phone with the VPN last week, I think, going into the US. I have tested other countries on VPN on my phone. I could not get it to work at all anywhere else. As far as I know, it is still just US rollout so far. I'm sure Google will suddenly announce it's across the rest of the world, and we all go to panic stations.
Mark: It's a thing! It's in the US, and then they're just like, "And the rest of the world." Yeah, yeah, yeah.
Jack: That's pretty much how America sees the world. It's US and everywhere else. Sorry, American viewers and listeners out there. Keeping on the Google topic, let's talk about some spam stuff. Shall we?
Mark: We love talking about spam.
Jack: Don't we just. Spam is-
Mark: Although I'd like to just tell if anyone from Twitter is listening, I don't like talking about spam because, as some of you may know, my Twitter account's been suspended for breaking spam rules, apparently. I'd like to disassociate myself from that.
Jack: R.I.-
Mark: It's all lies.
Jack: RIP @thetafferboy. But yes. Google have updated their spam reporting form. A lot of people were freaking out. I think you rightly so, Mark, came in and went, "Hold on a minute. We've had this spam-reporting thing for a while now." But there are actually some interesting changes and little shifts. Again, the perspective is shifting from Google. They're focused on slightly different things. I'll let you have a little chat here, Mark. But I will transition over to this is what the actual announcement from Google looked like, basically saying here is a new user feedback form for reporting spammy sites essentially.
Mark: Sure. I think the first comment I had on this was, "Yeah. There was a form that looked like it was designed in the early noughties that was still knocking about that you could get to with a Google query. There's a few left now, which are remnants of different search console or webmaster tools as it used to be called, old functionality of that that you can still find. They brought it into their kind of material 2023 design now. I thought it was just an interesting topic to talk about, which was actually... Lots of people I've spoken to have competitors that are doing spam stuff. They're ranking. Obviously, it's really frustrating when you are putting time and money into making good content and doing-
Jack: Hold on. Hold on. Hold on. Just make good content.
Mark: Yeah, exactly.
Jack: I thought that was the rule.
Mark: You're making good content. You're doing things the right way but the long and expensive way. Then, you just see people doing trashy SEO and just laughing at you from number one. It's always frustrating. This announcement Google made last Wednesday about the updated spam form. The update essentially is that rather than just looking at spam and paid link reports, they've opened it up firstly into three main categories now. You can report sites for spam, deceptive low-quality content. You can report sites for malware or phishing as well. There are three topics. If you, for instance, want to report a site for spam, you give them the page URL. Then, they'll actually ask you specifically what's going on with that page. This is a bit more granular than it used to be. They're asking you essentially, "Is it deceptive? Is it just low quality? Does it contain paid links?" that kind of stuff. Now, before everyone goes and jumps on this, I wanted-
Jack: Starts reporting their competitors for spammy links.
Mark: Yeah, I wanted to point out... This is a quote from the announcement. Google says, "Google does not use these reports to take direct action against violations. These reports still play a significant role in helping us understand how to improve our spam detection systems that protect our search results." Filling out this form is not going to suddenly burn your competitors because they've been buying some links. That's not what Google wants to use it for. I mean, I know Google even had issues with people hammering the indexing requests in search console. If they had a form that you could report people to that direct action was taken, I imagine they'd need to triple the size of the company to deal with all those reports.
Jack: A lot of people will try and do this negative SEO thing and just try and tank their competitors. Like you said, you can imagine that getting out of hand very, very quickly if that was suddenly an effective way of basically kicking your competitors out of the SERPs.
Mark: Just talking about why you would bother using that at all because this is essentially saying there's no direct benefit to you for reporting a competitor. I've spoken to lots of SEOs about this, of should you even report a competitor if they're breaking Google's rules? What business is it of yours? Lots of SEOs have the perspective that while you're competing with other websites and other SEOs, you're all on one team, and Google is on the other in that Google's not our friend, so why are you dobbing us in? We are just trying to make money as well. The potential longer-term plus side is if your competitor's site that is breaking the rules is then used as part of a model to say this is a bad site. That might help you long term. I just wanted to talk about, I guess, your options. If you see a website that is outranking you, and it is really obviously spammy, either it's buying links or they're doing something shady, the only way that I've seen, personally, sites have action taken against them is when they're publicly outed. By that, I mean either when someone highlights what they're doing or when they brag about it.
Jack: Yeah. When they shoot them... That's always very satisfying when they're like, "Yeah, I've got this..." They have the no X-axis/no Y-axis graph on LinkedIn. Really? That sounds interesting. Let me just tap what you're onto... Oh, I see what you're doing here. Yep, yep, yep.
Mark: I always wonder... There's quite an infamous SEO, I won't name, who owned a very large site similar to Quora and said to Matt Cutts at the time that Google couldn't penalize him. That-
Jack: Wow.
Mark: ...didn't end well for them. I guess if I'm working with clients, generally, I won't make a scene about competitors that are breaking rules because, again, we've talked about negative SEO before. If someone is prepared to be really spammy on their own site, you will draw attention to yourself obviously if you are publicly outing them and trying to get them penalized. It normally, I believe, will cause you more headaches than perhaps combating what they might try and do to your site, regardless of Google saying a negative SEO does or doesn't work. As I said, generally, they'll only touch the really high-profile cases.
I just try and talk to clients about SEO being a long-term thing. Again, if you're buying links, you're essentially just gambling on how long they're going to be worth something because, at some point, Google... The technology constantly gets better. That's one constant that we know about all things technology-wise. It slowly gets better. Logically, at some point, they will be able to work out to a reasonable level that this is probably a paid link. Therefore, they'll discontinue it or stop counting it at least. Then, you don't know what you are spending your money on as opposed to investing in content. I thought it was an interesting... I don't know if you've got any thoughts on it, just point to bring up about... You don't have that many options when it comes to getting Google to take action against spammers. There can be a potential cost to you if you do make a big noise about it.
Jack: Yeah. This comes along similar lines. Again, we've talked about this on the show before with the whole disavowing links thing. It seems like it's more effort than it's really worth a lot of the time. You're probably better off just getting off and doing your own stuff and not worrying about it. You are totally right, Mark. If you've picked up that it's a spammy website, chances are Google is going to catch up with them eventually, and something's going to happen. Going out of your way and spending time where you could be making good content, to quote Google, crafting things, and improving you're technical SEO, whatever it is, putting it to good use essentially than trying to do negative SEO on, bear in mind, probably one competitor at a time. When you are making good content, you're trying to beat multiple people. You're trying to get to the top positions of that entire page one. You've got 10 other... well, nine other sites, nine competitors essentially on page one. If you're spamming and trying to get rid of one of them, the other eight are going to notice as well and probably take that slot as well. There's no guarantee that Google is going to rank you higher compared to somebody you're reporting for spam. One of your other competitors could take that slot as well. I think you're totally right, Mark. There is a maybe-don't-worry-about-it vibe to this whole thing. I appreciate Google trying to do the whole helpful content, trying to report misinformation, spammy, and all that stuff. But it does feel like you're probably better off not worrying about it and just doing good work for good sites.
Mark: Yeah. You're not probably going to get a lot from filling out that form. But if you want to do it, hey, it helps all of us.
Jack: Exactly, exactly. Cool. That's our main two topics for the episode. I think we have time for one more question. We have one question from the chat. This is one actually submitted a little bit earlier for somebody who is in the chat. Hello, Silvia, in the chat. Thank you for sending questions through. You sent this through on LinkedIn. Let's talk about a drop in click-through rate. Shall we, Mark?
Mark: Yes.
Jack: Silvia's question was-
Mark: This is an interesting one.
Jack: It is. It is very interesting. We've actually got a graph from Sylvia. Thank you for pre-submitting. What are the possible causes for a drop in CTR, whereas there's a huge spike in impressions and clicks? I'll show you the graph right now. There we go. I've edited out the URLs and things so you can just see the little graph there. Interesting. I think a lot of us have seen this before when the impressions go up, but no clicks are coming through in a significant amount. What are your thoughts, Mark?
Mark: Yes. When we look at search console data, one interesting thing is that you will see that the metrics we have, clicks, impressions, CTR, average position, are rarely all aligned and, depending in which way they are not aligned, will give you a hint as to what is going on. To give you an example different from this one, if Sylvia said, "Hey, well, we've got lots more impressions suddenly, but we don't really have many more clicks. What's going on?" That would normally tell the story that, for instance, you've maybe popped onto page one for a lot more queries. Your impressions, i.e., when someone does a search, you're showing there, but you haven't got the clicks yet because you are still too far down to actually get the line share because we know there is that bell curve right at the beginning of clicks.
But what we've got here is something slightly different. We've got a comparison. We have seen an increase here in clicks, which is great. Good job. We also see an increase in impressions. Silva's question is here, "Well, the average click-through rate has dropped." The first thing I noticed here, as well, is also the average position has dropped. That gave me a hint, which I went and checked, and I think this is going to be the case, is what's happening here is the site has become visible for lots more keywords. There's been an increase in keywords that the site ranks for. This can commonly happen, for instance, if you're adding content to the site. What would happen in this scenario is, again, you'll have new pages pop up, maybe ranking position eight, nine, and 10. That's going to inflate your impressions, as we said. It's going to drop your click-through rate because it's pulling down the click-through rate from the positions you did have. It's also going to drop that average position. If you see a drop in average position and click-through rate and increased impressions, it's normally because you're ranking for more keywords. I verified that with some other tools as well. You can see that site, 'cause I had access to the URL, has actually spiked with the number of keywords ranking. It's a good thing. The only other bit of analysis I'll maybe do on that is for the big terms you are getting clicks for. Just filter down and see if the click-through has changed for them. But in general, I think it's a bit of good news.
Jack: Awesome. Well, if you'd like to hear more from Silvia, there is a whole episode of me talking with Silvia on Search With Candour from a few weeks ago with her co-founder Minnie as well. We talked about how to make brilliant content briefs. Go and check out my conversation with Sylvia from a few months ago as well. But that about wraps us up. Thank you, everybody, for joining us in the chat. Thank you, Mark, as always for joining me. Thank you, SISTRIX, for having us on your YouTube channel. It's an absolute pleasure to be here. We very much enjoyed doing these live streams. Hope you've enjoyed it. Of course, if you want to go and subscribe to Search with Candour, please do. You can check out weekly podcasts, and the audio edition of each of these live streams is also available on the podcast feed as well. Please do subscribe to SISTRIX as well. We'll be doing this every month pretty much. We're here talking/recapping the latest news going into Q&As and all that kind of stuff as well. Please do check out both of those things and subscribe there as well. Until next month, thank you very much for joining us. We'll see you on SISTRIX's YouTube channel in July.
Mark: See you later.