Today’s tip is going to focus on whether any benefit to adding audio files to your website.

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And the latest from Google, No. There is no SEO benefit to audio versions of text posts.

Unlike photo and video, Google doesn’t do anything special with audio content that is not part of a podcast, and it’s not processed separately by Google. 

However, IF you have audio in a podcast format and surface it via an RSS feed, Google can index it via your podcast feed and surface it in Google’s podcast search and the podcast one box.  

So the takeaway here is to no just randomly upload audio files to your landing pages, but instead launch a podcast to take advantage of potentially a new traffic source to your content.

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Curious about the new brand associations in Google Search Console? We are going to talk about what they are in today’s tip.

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This new feature lets you link your Google Search Console account to any other Google property (Analytics, YouTube, etc.) and “ can unlock more functionality for your site.” This feature helps Google associate your entities together. Every webmaster should go ahead and associate all of your Google properties together. There’s more about the new feature in the Google Search Console help files.

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Here are the ways you can support the SEO Tips podcast.

You can send me a donation at https://www.buymeacoffee.com/katherinewong. Any and all levels of donations are appreciated and will help offset the cost of producing the podcast. You should also subscribe to our newsletter so that you don't miss a future episode. 

Do you know much of your direct traffic is actually Google Discover?

Are you suspicious that your direct traffic might instead be Google Discover traffic? Learn more about how to get a sense of this in today's tip.

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Unfortunately, Google Discover is recorded as “Direct” in your analytics, though you can add a filter to your Google organic traffic in Google Analytics to find out how much. You can go to your traffic report, flip to Google as your traffic source, add the secondary dimension of Direct Session, and add the following: “include” direct session containing “no.” 

If you line up your Discover reporting from Google Search Console and it matches direct spikes in Google Analytics - that’s probably the source of your direct traffic spike. Also, until last month, when a user opens a Chrome tab on Android or iOS to use Google Discover, it was *not* shown in the Google Search Console reporting, and now will be.

Thanks for listening. Come back tomorrow for another SEO tip.

Here are the ways you can support the SEO Tips podcast.

You can send me a donation at https://www.buymeacoffee.com/katherinewong. Any and all levels of donations are appreciated and will help offset the cost of producing the podcast. You should also subscribe to our newsletter so that you don't miss a future episode. 

Topical expertise and ranking

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Google’s John Mueller said they could recognize if a site has a good reputation on a specific topic area. Websites should work to build a reputation within a particular topic area. Additionally, I’ve seen via the various search algorithm updates over the years that being too broad topically for a website could be more challenging from a ranking perspective.

If you’re curious about your current topical authority, it turns out that you can get a sense of your topical authority by looking at topical citation flow in Majestic. Majestic looks at the backlink profile that your website has had based on the types of websites linking to you.

So that’s your quick tip for today. If you are working on a brand new website, you need to be aware that you will need to build your authority and expertise in a specific niche topic. 

You do this through your overall real-life marketing efforts and by strategically building backlinks from websites that cover topics (or closely related topics) you’re an expert in. 

Thanks for listening. Come back tomorrow for another SEO tip.

Here are the ways you can support the SEO Tips podcast.

You can send me a donation at https://www.buymeacoffee.com/katherinewong. Any and all levels of donations are appreciated and will help offset the cost of producing the podcast. You should also subscribe to our newsletter so that you don't miss a future episode.