Three big SEO stories from October 2020 all businesses should read

A new user analytics tool from Microsoft and a new highlighted feature for shopping deals, as well as a change to how Google analyses web pages for query relevancy, made October quite the interesting month for SEO.

Let’s take a closer look at the big SEO stories from the last month.

Google Search Results to Highlight Best Shopping Deals 

Google recently announced they will be helping retailers promote their deals by highlighting the best offers in search results. This will boost visibility for retailers while also providing a benefit for consumers seeking the best prices for the product they are searching for.

Google will also be making it easier and quicker to implement product promotions and therefore attract new customers, as well as discover meaningful insights.

Highlighted promoted products will appear in Ads and free listings in Google Shopping and local inventory ads in search results. They will also appear in Google Images for mobile devices only.

Microsoft Announces Free User Behaviour Analytics Tool ‘Clarity’

October also saw Microsoft announce a free analytics tool that shows you what users are doing on your site while maintaining their privacy. The GDPR-compliant user behaviour analytics tool called Clarity will help publishers understand how site visitors are using their website and identify areas where they can improve.

Clarity will provide engagement metrics, website performance data and debugging information. One of the main features of Microsoft Clarity is Session Playback which will let publishers replay the activity of a site visitor, enabling them to see where their cursor clicked and their scrolling movements.

The Heat Maps feature also lets the publisher see where site visitors are clicking, while the Insights Dashboard feature provides even more overviews of performance and user behaviour metrics.

Microsoft said of the new tool: “Clarity is designed to have a very low impact on page load times, so you can make sure users navigating to your site won’t have to wait for pages to load. Additionally, we don’t place any caps on your traffic so whether you get 10 visitors per day or 1,000,000, Clarity will be able to handle your traffic with no additional cost for you.”

Web Passage Identification Changes Explained

Google announced they will be rolling out an update which could have an interesting effect on search engine rankings, especially for web pages containing a lot of content that have not previously ranked well. 

It is understood that the change could improve the results of around 7% of global queries.

The update will improve Google’s ability to identify individual passages of a web page, thus helping them understand the relevancy of more pages for a particular search. The Google algorithms have previously evaluated complete web pages when determining how relevant they are to each search, but this can be difficult to gauge accurately when a page has a lot of content on it. Google’s new system will help it to better identify and understand smaller and more relevant passages within the greater content.

Google has also confirmed that there isn’t really anything that SEO specialists and site owners need to do or change about their web pages and content. 

If you need advice on creating compelling content to improve your business SERP or would like to develop a new SEO strategy that maximises your brand’s visibility, call Effective Internet on 0113 2549 314 or email