SEO

A story of two search engines like google

Messy web optimization is a column masking the nitty-gritty, unpolished duties concerned within the auditing, planning, and optimization of internet sites, utilizing MarTech’s new area as a case research.


This installment of “Messy web optimization” particulars my technique of working with our group to investigate indexing patterns for MarTech’s pages. In Half 6, we mentioned the need of making pillar pages to determine a greater web site hierarchy and rank for our most related matters.

RELATED: Google permits you to report an indexing situation

MarTech.org has had many indexing points since its creation final 12 months. Essentially the most urgent one currently is that Google appears to be prioritizing outdated content material within the SERPs, that means lots of the (now redirected) Advertising and marketing Land and MarTech In the present day URLs are nonetheless populating the index. Consequently, the vast majority of MarTech’s top-performing pages are irrelevant to our model because it exists as we speak. 

One of many methods we’re addressing this situation is by creating pillar pages that middle on the primary trade matters we cowl at MarTech. It will assist us set up a hierarchy of related matters.

We’ve primarily centered on Google’s indexation all through this course of, neglecting to overview the methods different search engines like google have handled our content material. So, we determined to check the MarTech, Advertising and marketing Land, and MarTech In the present day knowledge from Google with that from Microsoft Bing – and the discrepancies have been telling.

Indexing standing nearly a 12 months after migration and consolidation

There have been loads of modifications to MarTech’s indexing for the reason that migration, most notably the title change points. Fortunately, these have been largely resolved, however there are another points we discovered when evaluating the content material listed on Google and that on Bing.

Google’s indexing

Regardless of many lingering indexing points, Google has made some changes to MarTech’s indexation over the previous 12 months. The search engine eliminated nearly all of our duplicate URLs after we arrange our redirects, and portion of Advertising and marketing Land and MarTech In the present day pages have been eliminated as nicely. Nevertheless, we’ve not too long ago seen some fascinating efficiency and indexing traits.

Efficiency. The vast majority of the highest pages from the previous three months by way of interplay are legacy pages which have little to no relevance to our MarTech model. Apart from the homepage, the “What’s MarTech” web page, and our CDP platform web page, the highest URLs are largely irrelevant to our target market.

Web page Impressions Clicks Avg. Place
/ 590170 13778 25.34
/content-marketing-done-right-8-examples-can-learn/ 529481 7429 30.13
/top-10-payment-processing-companies-world/ 717026 7259 32.48
/what-is-martech/ 278783 6773 11.33
/8-companies-social-media-right-marketers-can-learn/ 251427 5087 48.91
/martech-landscape-customer-data-platform/ 369856 3882 23.16
/100-questions-you-must-ask-when-developing-web-site/ 77152 3580 27.66
/10-steps-target-connect-potential-customers-effectively/ 170443 3353 20.48
MarTech’s top-performing pages on Google.

Granted, these articles have been stay for years, increase authority on the Advertising and marketing Land and MarTech In the present day domains. However, after nearly a 12 months of MarTech being stay, it’s odd that there are such a lot of previous, much less related pages sitting on the prime of our efficiency lists – particularly when our group has revealed a lot good content material since then.

Listed pages. Google has roughly 29,000 MarTech URLs in its index. The vast majority of these are related hyperlinks we’ve positioned in our sitemaps. Nevertheless, there are over 7,000 URLs within the “Listed, not submitted in sitemap” class. Many of those URLs are irrelevant — a disconcerting quantity have parameters that appear to be both monitoring code or, in some instances, spam.

URLs with parameters within the index.

The prevalence of URL parameters isn’t shocking, but it surely’s not clear why Google is together with so many of those within the index. The extra alarming pattern, nevertheless, is the variety of Advertising and marketing Land and MarTech In the present day URLs which are nonetheless in Google’s index as nicely.

Advertising and marketing Land URLs on Google.
MarTech In the present day URLs on Google.

We all know that there are many Advertising and marketing Land and MarTech In the present day URLs on-line, each in our older items of content material and on different web sites. However it’s unusual to see so many nonetheless in Google’s index.


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Bing’s indexing

Bing’s indexing tells a special story. Although there are nonetheless loads of irrelevant content material items, they’re a lot much less outstanding within the SERPs.

Efficiency. MarTech’s top-performing pages on Bing look considerably much like these on Google. The homepage, “What’s MarTech” web page, and legacy pages are nonetheless there, however we additionally discovered certainly one of our more moderen information articles within the combine. The significance of the piece to our trade undoubtedly helped deliver it to the forefront, but it surely’s peculiar that Google didn’t deal with it the identical means.

Web page Impressions Clicks Avg. Place
/ 1.2k 119 4.75
/10-steps-target-connect-potential-customers-effectively/ 586 27 5.99
/100-questions-you-must-ask-when-developing-web-site/ 231 17 4.96
/whats-big-idea-3-fundamentals-successful-digital-creative/ 408 14 5.36
/what-is-martech/ 613 14 5.04
/top-10-payment-processing-companies-world/ 4.6k 11 7.51
/5-roles-need-marketing-team-2-roles-havent-thought/ 132 10 7.73
/google-to-end-universal-analytics-in-2023/ 40 8 3.55
MarTech’s top-performing pages on Bing.

This newer article’s numbers are encouraging, however, identical to the outcomes on Google, our extra related matter pages are failing to carry out nicely.

Listed pages. Bing has listed fewer of our MarTech pages (roughly 17,000 URLs), which isn’t shocking, given how a lot smaller it’s than Google. Nevertheless, after analyzing these URLs, we discovered the ratio of related content material to irrelevant content material to be a lot decrease. We’re not seeing an enormous variety of listed URLs with parameters.

Essentially the most obtrusive distinction between the 2 search engines like google is their indexing of our previous area pages. Whereas Google nonetheless retains over 2,000 URLs from Advertising and marketing Land and MarTech In the present day, there are solely 143 of those URLs left in Bing’s index.

Advertising and marketing Land URLs on Bing.
MarTech In the present day URLs on Bing.

Sure, Bing had fewer of those pages to start with, however the inconsistency remains to be stunning.

A discrepancy between Google and Bing’s indexing

Of the 2 search engines like google, it appears Bing is doing a greater job of crawling our previous URLs and adjusting its index accordingly. This is sensible — there are fewer pages listed on Bing, so the search engine has much less to wash up.

However why is Google holding on to so many of those previous URLs? One potential rationalization is that it merely hasn’t crawled the entire previous URLs but. This might imply it hasn’t discovered the 301 redirects we put in place, believing the previous websites are nonetheless stay.

This appears unlikely, nevertheless, as we migrated the location nearly a 12 months in the past. Google has had loads of time to crawl our pages. But, we’re nonetheless open to this chance.

One other rationalization could possibly be that there’s a structural situation on the MarTech web site that’s one way or the other telling Google the previous domains are nonetheless stay. We’re conducting some deep technical audits in the mean time to find out if that is true. Till we all know extra, we’re going to proceed to create good content material and do all we are able to to assist it rank larger than the much less related pages.

Have you ever seen discrepancies in indexing between Google and Bing? How are you addressing the problem? E-mail me at [email protected] with the topic line “Messy web optimization Half 7” to let me know.

Extra Messy web optimization

Learn extra about our new MarTech area’s web optimization case research.


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About The Creator

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in web optimization, content material advertising, and journalism, he covers web optimization and PPC trade information to assist entrepreneurs enhance their campaigns.

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