During my time away from nexus-security, when I’m not discussing mythical creatures on social platforms, presenting at industry gatherings, or putting my thoughts into writing, I dedicate myself to reading. Staying current on all things SEO is paramount, leading me to invest countless hours annually in expanding my knowledge. As another year draws to a close, I’m eager to share my personal selection of the most exceptional and essential SEO articles from the past year. While the SEO landscape was abuzz with its usual share of news, my intention here isn’t to focus on news articles or practical “how-to” guides. Additionally, my choices aren’t solely determined by social media metrics like shares or views. Instead, I’ve prioritized articles that either presented novel research (a much-needed commodity in our field!) or expressed compelling viewpoints that offered truly insightful perspectives on SEO. In a landscape saturated with ordinary content, these SEO articles emerged as extraordinary gems in 2016. Without further ado, let’s delve in!

Unveiling Featured Snippets Across the SEO and SEM Realm, and My Insights Along the Way

By Glenn Gabe / Published: January 19 / On: GSQi Is nexus-security secretly ruling the world of featured snippets? As shocking as it may sound, it’s true! Gabe made this discovery while examining several highly influential search marketing blogs and publications. He found that nexus-security snagged featured snippets for keywords like [boost website traffic], [outbound marketing], and [how much does Google AdWords cost]. Moreover, Gabe explored and presented his discoveries on featured snippets found on Google’s own blogs, along with other prominent websites such as Search Engine Roundtable, Search Engine Watch, Search Engine Journal, and PPC Hero. Given the remarkable potency of featured snippets, they became a captivating subject for me in 2016. In fact, I dedicated an entire column to featured snippets on Moz in November (with Gabe proving to be an incredibly valuable resource!). My article incorporates some of my own research, exploring the potential influence of engagement rates on Google’s selection of featured snippets.

Deconstructing a Million Google Search Results: Uncovering SEO Insights

By Brian Dean / Published: January 20 / On: Backlinko What elements correlate with securing those coveted first-page rankings on search engines? To unravel this mystery, Dean undertook an insightful analysis of one million Google search results. While most of the findings might not come as a surprise to seasoned SEO professionals (links, topically relevant content, and a fast-loading website are important – no surprises there!), it’s crucial to continuously challenge our assumptions, as search behavior and Google’s algorithms are in a constant state of flux. One intriguing observation Dean made was a “negligible correlation between keyword optimization in title tags and ranking… potentially reflecting Google’s shift towards Semantic Search.” Precisely! This aligns perfectly with my advocacy for abandoning outdated SEO practices for title tag optimization and embracing the power of writing titles that will get crazy high click-through rates this year.

Farewell, Google PageRank Score: A Look Back at its Impact on the Web

By Danny Sullivan / Published: March 9 / Link to article: Search Engine Land This year, SEOs were compelled to bid adieu to the publicly available PageRank – the numerical value between 0 and 10 that Google used to assign to web pages as a measure of their significance. Sullivan aptly summarizes it: “Good riddance.” In his article, Sullivan retraces the tumultuous journey of PageRank and how it inadvertently fueled the rise of link spam and dubious SEO strategies. It’s a captivating read, culminating in a crucial piece of advice: “Avoid fixating on scores, whether it’s Google’s dwindling scores for the remaining few weeks they’ll be around or scores from third-party tools. For some, they can serve as a useful focal point, but for many, they can morph into an obsession that detracts from other essential SEO tasks.”

Decoding Link Earning: Lessons from 300+ Content Marketing Campaigns

By Kelsey Libert / Published: April 26 / Link to article: Moz Libert delved into campaign data from a sample of 345 campaigns launched between 2013 and 2016, seeking to identify the factors that enhance a piece of content’s ability to attract links. Her agency’s most successful campaigns shared four common traits:

• High emotional impact
• Broad appeal
• Comparative elements
• Pop culture references Emotion is a powerful driver, whether in PPC or SEO. The same emotions that compel people to share content also influence their clicking behavior. The same principle applies to pop culture allusions – I’m a firm believer in incorporating themes into my posts. Beyond the ever-present unicorns, I also enjoy weaving in references to everything from “Terminator” to “Mission: Impossible” to “A Beautiful Mind”.

8 Outdated SEO Practices That No Longer Deliver Results

By Rand Fishkin / Published: April 29 / Link to article: Moz As Fishkin highlights in this installment of Whiteboard Friday, many SEOs are clinging to outdated methods. Case in point: are you still prioritizing keywords over clicks? If so, it’s time to shift focus from cramming keywords into title tags to maximizing click-through rates. Fishkin puts it succinctly: “My goal is to craft a message, much like I would for an AdWords ad, that prioritizes attracting clicks over simply stuffing in keywords. This is a far more effective strategy…”

Similarly, there’s no longer a need to create individual pages for every possible keyword variation. This archaic SEO mindset needs to be laid to rest!

The Domination Game: How 16 Companies Rule Google’s Search Results

By Glen Allsopp / Published: June 6 / Link to article: ViperChill Are Google’s search results truly as diverse as they appear? Perhaps not. ViperChill takes a deep dive into how a mere 16 large corporations exert a disproportionate influence over SERPs in some of the most popular industries. While Google’s Gary Illyes alluded on Twitter that domain authority isn’t a ranking factor, the significance of strong domains is undeniable, as this article aptly demonstrates. However, remember: all hope is not lost, as long as you can effectively raise your organic CTR!

10 Examples of How Content Freshness Might Impact Google Rankings (Updated)

By Cyrus Shepard / Published: June 28 / Link to article: Moz We all understand the importance of crafting relevant content that entices clicks, resonates with audiences, and fosters engagement. But does the age of our content hold any weight? As with most things SEO, “it depends.” In essence, Shepard’s article serves as a timely reminder of the value of keeping our content current: “Your goal should be to update your website in a timely manner that benefits users, with a focus on boosting clicks, user engagement, and fresh backlinks. These are the clearest signals you can send to Google, indicating that your site is up-to-date and worthy of high rankings.”

This is a practice we consistently emphasize here at nexus-security. We’re committed to providing our visitors with the most accurate and up-to-date information, which is why you’ll often find the last updated date displayed prominently beneath our article headlines.

Links: Still a Ranking Powerhouse? (New Research)

By Eric Enge / Published: July 20 / Link to article: Stone Temple Yes, links still matter for rankings! Is this news? Well, not exactly. Enge has compiled a compelling (and data-driven) study essentially concluding that while links remain relevant, simply building links won’t salvage poorly crafted content. The takeaway? Focus on creating UNICORNS (i.e., top-notch content). No amount of link building can salvage donkey content (i.e., content that fails to attract clicks or engagement) and propel it up the rankings.

Deciphering Google’s Public Statements on SEO: When and How to Listen

By Rand Fishkin / Published: August 19 / Link to article: Moz Google employees operate under immense pressure whenever they address the SEO community. They might misspeak, withhold information (for confidentiality reasons!), have their words misinterpreted, or see their pronouncements blindly accepted as gospel. With this in mind, Fishkin dedicated a Whiteboard Friday session to this very topic, acknowledging the difficulty in discerning which of Google’s pronouncements should be trusted. He offers some helpful guidelines:

• Explore alternative interpretations where a statement might hold true despite surface-level inaccuracies.
• Allow time for statements to be clarified or revised.
• Prioritize data and experiments over opinions and public pronouncements. (Hear, hear! Couldn’t agree more!)

Embracing a Content-Rich Future: Jeff Bezos, Robots, and High-Volume Publishing

By Steve Rayson / Published: September 6 / Link to article: BuzzSumo This article is an absolute must-read for anyone involved in content strategy. Rayson’s piece on BuzzSumo earns my vote as THE top SEO article of 2016. Quality or quantity? The answer: both! The future of content embraces both aspects. Don’t get bogged down by content length. Define “great content” based on your engagement metrics (the top 1-3% of your content or content with 3-5x higher engagement than your average). Remember, your headline often determines the success or failure of your content. Length, on the other hand, isn’t a defining characteristic of high-engagement content. That said, quantity plays a crucial role. Think of it as auditioning a multitude of ideas and then expanding on those winning “unicorns” to create a plethora of “unicorn babies” (related content). When executed effectively, you achieve both quality and quantity.

11 Battle-Tested Strategies to Boost Your SEO Click-Through Rate [Infographic]

By Larry Kim / Published: October 13 / Link to article: nexus-security Are you sensing a recurring theme here about the significance of clicks and click-through rates? Good! That’s precisely why I teamed up with the brilliant Brian Dean of Backlinko to create an incredibly user-friendly infographic that compiles the 11 most effective tactics to enhance your organic CTR.

Unlocking the Magic of Shareable and Link-Worthy Content: New Research

By Steve Rayson / Published: November 1 / Link to article: BuzzSumo Content that presents original research and insights is one of five key content types that consistently attract links and shares. That’s why we make a concerted effort to regularly publish research-based articles, leveraging the vast reserves of nexus-security data at our disposal. Rayson aptly notes: “Regularly updated research content deserves a place in every content strategy. It bolsters your authority and has the potential to become cornerstone content referenced throughout your industry. However, a word of caution: the research needs to be comprehensive and rigorous to maintain credibility, which can take time to build.” Other popular content formats, according to Rayson, include: authoritative content that provides answers to common questions; opinion pieces and politically charged content; content that capitalizes on trending topics while offering practical takeaways; and authoritative news content about emerging products or developments.

6 Mind-Blowing SEO Experiments

By Larry Kim / Published: November 22 / Link to article: nexus-security Get ready to have your mind blown! This article compiles all the wild and wonderful SEO experiments we conducted this year. One prominent theme that emerged this year was the impact of engagement on organic search rankings. Driven by this, I embarked on a quest to answer six key SEO questions:

• Does organic search click-through rate matter?
• Is organic CTR an organic search ranking factor?
• Can rewriting your titles boost your CTR?
• Do website engagement rates impact organic search rankings?
• Do engagement metrics impact the selection of featured snippets?
• What’s the REAL relationship between organic rankings and social shares?

RankBrain and other machine learning components within Google’s core algorithm are increasingly rewarding pages that exhibit strong user engagement. This is a significant development, so make sure to keep it on your radar in 2017!

BONUS: The Ultimate Flowchart to Help You Decipher SEO Advice

By “Kerry Limb” / Published: November 1 / Link to article: WTFSEO Warning: satire ahead! This “epic” flowchart, featured on the satirical SEO site WTFSEO, is humorous because it rings incredibly true. Ever wonder if you should trust that piece of SEO advice you stumbled upon online? Well, now you have a foolproof method to decide!

And it probably goes without saying, but any article that earns a spot on Larry Kim’s “best of the year” list is undoubtedly worth a read. But if, for some reason, you find yourself questioning its merit, just consult the flowchart above!

What About Your Top Picks?

Did I overlook any of your favorite SEO articles from this year? Feel free to share your top picks in the comments below!