Is the chase for "head terms" doomed to fail?

Mordy Oberstein:

It's the new wave of SEO podcasting. Welcome to SERP's Up. Aloha, mahalo for joining SERP's Up podcast. We're pushing out some groovy new insights around what's happening in SEO. I'm Mordy Oberstein, head of SEO branding here at Wix, and I'm joined by the incredible, the fantastic, the "I'm going to Beyonce" head of SEO Communications, Crystal Carter.

Crystal Carter:

I am indeed. I got Beyonce tickets and I think I could cry.

Mordy Oberstein:

Oh my God.

Crystal Carter:

I mean it's pretty amazing. I've never thought that I would be there, but there I am. I'm going to be there.

Mordy Oberstein:

I'm so happy for you. When is the concert?

Crystal Carter:

I'll be going to the concert in the spring. I can't remember exactly the date, but I'm basically dropping everything so you won't be hearing from me on that day. I will-

Mordy Oberstein:

This is your Super Bowl.

Crystal Carter:

Yeah, this is my Super Bowl, although, but to be honest, for people who are fans of Beyonce, Rihanna, this is a pretty mega year. So Rihanna's performing at the Super Bowl. Beyonce is on tour. Taylor Swift is on tour. This is a big year for big shows, doing cool things. Also, it's my understanding that Rihanna's about to drop a Ventee kids fashion line, which is amazing as well. So-

Mordy Oberstein:

I'm looking forward to that.

Crystal Carter:

I know, but I'm just saying there's a whole... For my beehive SEO crew, of which I know there are many, because I did a Beyonce themed deck at Brighton in April, and literally everyone from the beehive amongst the SEO crew was like, "I loved it. It was amazing." And I was like, I knew there were some people like that here. I was chatting with Joy Sejaku about this. I'm chatting with them... And Brittany Muller was talking about this online and also there's a few other folks. I'm just saying there's overlap.

Mordy Oberstein:

Amazing.

Crystal Carter:

Shout out to the whole beehive.

Mordy Oberstein:

Shout out to all the Beyonce people. Well, the SERP's Up podcast is brought to you by Wix where you can now move on past head terms and get a keyword that will actually help your site grow by using Sam Rush's keyword integration inside of Wix. It's a free keyword research tool right inside of Wix, which brings us to today's show, is the Chase for Head Terms Doomed to Fail?

Alternatively, we can call us episode, It's a Trap as going after short tell keywords, aka head terms, aka keywords like "best vacation" or "pizza" might not be the best idea if you want to drive not just traffic, but actual revenue to the website. We'll dive into why do clients and even some SEOs find head terms so attractive? When is it and when is it not worth it to go after a head term? And how does Google treat head terms and what does that mean for you and your clients' websites? Also, Daniel K Chung stops by to share the value of head terms within a very specific context. And of course, we have the snappiest of SEO News for you and who you should be following on social for more SEO awesomeness, go now, listen podcast as episode number 26 of the SERP's Up podcast is here to get into your head all about SEO and head terms.

Get it? I said, "Go now, listen podcast." Get it? Head terms.

Crystal Carter:

I feel like we're heading in the right direction, but we don't want to get ahead of ourselves.

Mordy Oberstein:

Go direction podcast.

Also, when you speak in head terms it is the weirdest language. Dr. P has this thing to go into... He doesn't actually do this, but Dr. Pirmaz would like to do this, to go into a store like Best Buy or whatever electronics store and start yelling, "Buy laptop," as if you're searching on Google. Leaving Dr. Pete and his shenanigans aside. What exactly are head keywords? Let's dive into that quickly before we dive into whether or not you should be using them or not. So there are all sorts of keywords.

There are things called long tail keywords and short tail keywords. We can get into why they are called long tail or short tail keywords, not because of the number of words in them by the way, that's a mess. But essentially a head keyword is something very, very top level. As opposed to "Shoe inserts for children between ages five and 11," it's, "Shoe inserts."

Crystal Carter:

And generally speaking you know you're looking at a head term if it falls into a few criteria. It doesn't always have to be one or two words, but they tend to be one or two words. Another one is that they have a large search volume, so something like over 10,000, and depending on the niche, but something like over 10,000 with search volume. I've seen some that'll just reference one shortly, but they can be hundreds of thousands of search volume per month.

They also tend to have a very large number of search results. Something like in the billions. If you're looking at a keyword and it says that there are billions of search results, that's probably a head term. And the other thing you'll notice is that they have a large number of keyword variations and some of the tools will explain that for you. A good example, for instance is hats. That's a head term. If we think about, that one's got a keyword search volume globally of something like 500,000 for instance.

Mordy Oberstein:

That's a lot.

Crystal Carter:

It's got 7 billion search results and the people ranking for that are people like Lids and Amazon.

Mordy Oberstein:

Hats.com,

Crystal Carter:

Hats.com, precisely. Then when we drill down a little bit into something like straw hats, that's still kind of a head term. It's better than hats, but that's coming in at 41 million keywords. And then if you get down further into something like, straw hats for women, that's giving you fewer on the search volume. But also we've gone down from a hundred thousand search volume down to sort of 13,000 search volume, and that's more niche. So that's the difference between a head term and as you get further into it.

Mordy Oberstein:

And usually the SERP tends to open up as you refine down. So again, a head term is very, very categorical and everyone is trying to arrange for those, we'll call them categories.

Crystal Carter:

Precisely. And clients love these because they are big and shiny. We were talking about Beyonce, but head terms are kind of the Beyonce of keywords. They're out in front and it looks really shiny and everybody's really interested in it, but sometimes clients are like, "Yeah, I want to rank for hats." And you're like, "You're not going to rank for hats because you're not Amazon, and I hate to break it to you, but you're not going to rank for hats, especially not with one piece of content and 15 pages or something."

And Beyonce wasn't built in a day. Beyonce started off in a group and then she ended... And then she moved out in front. And no disrespect to Kelly and Michelle and the other people before, but she built up to that. And I think that that's something that clients don't always understand is that you don't dive straight in on the head terms. You use it, like you were saying, like a category, use it as sort of a topic and build your content around that.

Mordy Oberstein:

Yeah, I always compare it to when you're recording somebody, it takes a long time for that person to feel comfortable with you to share their deepest, darkest, inner secrets with you. The same thing with rankings. It takes a while for Google to understand who you are, what you're all about, and blah blah, blah. So it's not going to rank you for hats, the one thing everybody's looking for right away.

Crystal Carter:

And I think also you have to remember that Google also steers people away from that.

Mordy Oberstein:

Yes.

Crystal Carter:

So Google has lots of ways that they sort of say, "Hats isn't enough guys, I need you to drill down. Are you talking fedoras? Are you talking baseball caps? Are you talking a top hat?" They manage this in lots of ways. So they give auto complete. There's those topic bubbles, there's disambiguation boxes, there's lots of those things. So one of the ways that people think about head terms is thinking about ways that they can connect with people on all of those different slits that come off of the head terms. And it's another reason why we always tell people to look at the SERP to better understand how Google's managing those head terms and other pieces of content.

Mordy Oberstein:

So they are these very shiny objects. First off, they're very simple. If I own a pizza store, so I will go after pizza, what else would I go after? Right? And so either it's really a lack of understanding of how search works. And you think, "Okay, I sell pizza, I'll go over after pizza." That's one part of the other is the, I know what's happening, I know what pizza represents on Google, I'm going to go after that. And it's almost like this shiny object that's not exactly... Not always relevant and to the point by the way, of the Google results themselves. If you search for hats, you get a carousel up top, unisex, kids, boys, cap, truckers, snapback, bucket, a door nearby, craft blank. I don't know what that means. New era, Nike, I can go on.

Crystal Carter:

They're giving you more options to filter your results to drill down.

Mordy Oberstein:

Which is Google telling you that when somebody searches for hats, they really don't just want hats. What they really want is either a trucker hat or they want a Nike hat or they want a kids hat.

Crystal Carter:

Whatever, boy hat, bucket hat.

Mordy Oberstein:

Yankees hat, all the things, except for Red Sox hats. Nobody wants those, don't even bother going after it. But you see how Google treats head terms as if you didn't really mean to search for that, which means that you as a content creator should take a lesson away from that, that your audience didn't really want... They wanted something much more specific. So give them that.

Crystal Carter:

We've had some really good articles on the Wix SEO Hub talking about this a little bit more. So we have someone talking about long tail keywords and they were explaining a few things around that. And they were saying that with that, that we should be thinking about them as part of creating your long tail keyword strategy. And Jon Stickler talks about how when you do a content cluster, that the head term should be the core of the content cluster.

So for instance, if you were to talk about hats, you would say the core would be hats, that you make sure that there a cluster around the word hats and then it broke down into those things so it meant hats for men, summer hats, small hats, big hats, church hats, all the different sort of hats, breaking them down from that so that they all feed into that content. And it's something that we talked to Adam and Rebecca from the Wix blog a few episodes ago, and she talked about a sheet. That's something that they think about when they think about their content, but it also helps you to appeal to lots of different parts of the SERP, including featured snippets and other things like that as well.

Mordy Oberstein:

So yeah, usually head terms come about because let's say you go... Let's go through the pillar page again, pillars and clusters. So you have a pillar page that's sort of like the cornerstone page. Out of that, you have subpages that talk about all the subtopics. So hats. So you have a page about hats, great. And then you have a page about baseball hats, page about trucker hats, page about... Don't know, summer hats, winter hats, kids hats, all these other pages that come out of that. You get the head term not by targeting the head term, you get the head term by over time building up all these other subpages where Google goes, "Hey, you know what? You're really good at hats." And then one day you wake up and you're ranking for hat.

Crystal Carter:

Precisely. So then this is an example of Lids, right? So Lids is a business that is entirely hats. That is what they do. All they do is hats. And so Google wants to be able to satisfy the query of hats and they know that chances are Lids is probably going to have a hat for this person because that's all they do and they've been doing it for years. And so all of information they have around that, and all the content is in some way a little bit optimized for a hat.

So yeah, it's something that you build up over time and keep it in the back of your mind in everything you do. But you probably won't use the hats at the front. I had a client who was trying to rank for ballet shoes and they sold ballet shoes, but they needed to add more content to their site in order to rank for just ballet shoes because mostly they just have product pages. So one of the things that SEOs will advise you is to add different kinds of content around those terms in order to give Google more rich information about those terms in order for you to rank for... To give signals to Google that you have good content around those head terms in lots of different ways. Treat it more as a topic than as a sort of explicit term that you're going for.

Mordy Oberstein:

It's the way we all learn. When I always... I used to teach fourth grade, and one of the ways you teach kids new words is that you, they're called context clues. We have a sentence and there's a very big word in the sentence. And you ask based on the context of the sentence, you have the kids figure out, "What does that word mean?"

People learn through context. Search engines learn the same way. And if they're trying to figure out, do you talk about hats? They're going to contextualize all the other content on the website. And if you sell ballet shoes and not hats, you'll be like, wait a second, you don't have anything to do with hats, even though you say you're a hat's website because you're selling ballet, you're talking about a whole blog of ballet shoes. So contextualization is what helps you get that head term and it's contextualization across the board.

It's Google understanding from other websites linking to you as an entity to say on Wikipedia or a LinkedIn or Crunch Base, whatever it is. All these things where Google understands about you as a company, it's very holistic for Google to... Google goes about it very holistically looking at determining who you are and what you're relevant for so that you can rank for those super duper head terms. By the way, totally separate thing, aren't always the best thing to rank for anyway, because those aren't always the terms that bring in the money. They might bring in traffic. And unless you're selling, you're running ads and the traffic is super important to you, the long tail keywords, meaning the very specific keyword might actually earn you more money.

Crystal Carter:

It can do. And also I think there's some challenges that you get around some of those head terms, because we were talking about some of the different search features that you see when you look up something like hats. And what we find over time, there's an article from Dr. Pete, I think you mentioned him earlier in the thing, but he talks a lot about featured snippets and he talks a lot about what's happening in the SERP. And I remember there's an article that I referenced a few times where he's talking about featured snippets dropping to historical lows.

It's from a few years ago. But one of the things he does in that article is he breaks down how long the query is, for instance. So when he saw on this particular example, he was saying that for queries that were one word long, which again tend to be head terms. If you look up in the dictionary, if you look up, "Run," in the dictionary, the entry for run, it's going to be very, very long. Whereas if you look up the entry for... I don't know, hippopotamus, it's going to be shorter for instance. But for instance, they were saying in this particular thing that there was a 73% drop in featured snippets for keywords with one word.

Mordy Oberstein:

Nice.

Crystal Carter:

That for keywords where there were nine words, there was a 6% drop. For keywords with 10 words, there was a 0% drop. So what I'm saying is that Google works on the head terms because head terms aren't great for Google, really. They give you those auto completes because they don't even want you to just search for hats. They want you to tell them exactly what you need. Do you want that hat that you saw somebody wear in a movie? Are you looking for promotional hats? Are you looking for... Whatever it is. They want you to give them more information so that they can give you better information. And so if you're just going for head terms, sometimes it means that your rankings can be a little bit more volatile if you're not working on making sure that you're building that out across lots of different related terms across your site.

Mordy Oberstein:

Which brings up a good point that the entire ecosystem is steering away from head terms, which I... When you ask me who do I think is going to win an election? I always look at the momentum. Where's the momentum? Forget the poll, whatever. I always go by momentum. It's the same thing with strategy around these things. Where's the momentum? Momentum is very much away from head terms. I've seen multiple cases where Google, you would write an ultimate guide to whatever, you're trying to rank with these really short tail, very much head terms and a whole bunch of them at one time. And Google's like, "You're too broad. We want something way more specific instead." So something to definitely think about. Not to say, by the way, that there aren't cases where using head terms could make sense or going after head terms could make sense, which is why our dear friend Daniel K Chung is here to tell you how to get the most value out of head term keywords.

Daniel Cheung:

I guess there's no polite way to say this, but head term keywords are useless. And I know that's supposed to sound like a controversial take, but it's not. So bear with me. So a head term keyword, yes, it gets a lot of search volume, but they convert really poorly. In fact, I'll be surprised to find a head term keyword across any vertical that converts better than 1%. Usually it's a lot less than 1%. However, again, it comes down to demand and volume. If you have 50,000 monthly searches that come from that one keyword, then even at a half a percent conversion rate, that's still a lot of conversions and that's why head terms are so lucrative and so sought after. But let's be honest here, ranking for a head term keyword is difficult and it'll take a long time. And unless you are working on a website that has a very established link profile, is very well known, then yeah, it's going to be almost impossible for you to rank for a head term keyword unless you're doing a lot of high quality PBN links.

Otherwise, if you do the usual route of having clean tech SEO, having really good content that's interlinked with each other, even doing semantic SEO, ranking for a head term keyword, yeah, it's going to take a long time. But here's the thing, when it does come to head term keywords, they're useful for brands who do a lot of advertising, brands who invest in television, in radio, in let's say Super Bowl commercials, things that are traditionally offline and very difficult to measure and track, but yet they bring in the eyeballs. Because when you Google something or search any search engine for that matter, a head term keyword, and you look at the first 10 results. In any tool, let's say Ahrefs or Semrush or SE Ranking, and you look at the estimated traffic that those pages, the ranking pages get, there's no linear correlation between page one to page 10 or result one to result 10.

And the difference between these clicks and estimated traffic is brand, it's brand awareness. So even if you were to rank for a head term, ranking for it doesn't automatically guarantee you the lion's share of that estimated monthly search volume. It's actually the above the line, below the line and all the other paid activities that is considered within marketing that contributes to the success of that head term. And so that's why I have this love-hate relationship because yes, you should have a particular page that targets a head term, but it doesn't really bring in any tangible business benefit until you start doing a lot of other marketing activities. That's how you really leverage ranking or getting that coveted position on SERP one. And my recommendation is, instead of the head term, is break it down into long tail keywords, break it down into individual queries or concerns that people have about the overarching umbrella head term.

And when you get really specific and you have a target audience in mind and you produce content that is really, really, really targeted and helpful for that person and is different to what already exists on the internet... And by different, I also mean better, but what is better? That's subjective. I mean giving something to the reader that isn't covered as in detail or in depth or providing a different perspective on that same subject matter that no other ranking webpage has bothered to do.

And that's how you start ranking for those long-term queries. And when you again do that tech SEO, when you do that internal linking and you connect these interrelated subtopics together and then ensure that they pass a link juice via internal links to that head term target page, then that's how you will eventually rank for a head term keyword. But again, without other marketing activities, it's really difficult to actualize any real world benefit in terms of a business, in terms of revenue from just ranking for a head term keyword.

Mordy Oberstein:

I feel like great minds think alike, hearing that.

Crystal Carter:

Honestly, and I... But I think one thing that he brought up that was a really good point, the correlation to brand and the correlation to the brand understanding. And you touched on this a bit where Google understanding your entity overall and Google understanding the core of your business. And I think that the relationship between the head terms and the chances that Google put you in front of people for a head term around a large, broad-reaching topic does correlate particularly to brand and I think that that's a good point.

So again, on the hats thing, as I was saying, Lids is all about hats. That's all they do and that's all they've ever done. So that's something that Google knows, that that's what they do and they'll also know the kinds of traffic that they get and that sort of thing. So I think that the brand correlation is really important.

Mordy Oberstein:

Oh, I love this overlap between brand and SEO. It's a whole separate topic for another time. Rhode Island, neither a road nor an island, discuss. Anyway, since we're talking about head terms, wouldn't it be cool to see how different searches engines handle different head terms? You know it would be.

Crystal Carter:

It would.

Mordy Oberstein:

It would definitely be. So that's why we're going to look at how different search engines handle the head term, "Long tail," because it's not a long tail keyword. It's a short tail keyword. But how do they handle long tail? Oh my gosh, so many walls have been broken with that.

Crystal Carter:

Who loves long tail? Long tail... No, it's short insurance, isn't it?

Mordy Oberstein:

It's short. It's all good. So we're breaking the fourth wall with this one as we explore so many search engines.

Speaker 5:

Google's latest update. Popular search engine Bing. Duck Duck Go. Yahoo. Alta Vista.

Mordy Oberstein:

There's so many of them. They're all beautiful. It's like the stars in the sky. There's so many.

Crystal Carter:

So many.

Mordy Oberstein:

But most of them don't burn bright.

Crystal Carter:

No, I'm not sure. I think I missed that reference. I'm not sure about that.

Mordy Oberstein:

We got another meeting after this, we don't have time to understand my references. So we took the keyword, "Long tail," and we plugged into a whole bunch of search news like Neva, like Google, TikTok, like Bing. And they're very, very, very, very different. For example, TikTok. TikTok shows you videos about animals with long tails.

Crystal Carter:

Cool.

Mordy Oberstein:

Which is pretty... Makes sense. Whereas Google does, there's nothing about actual long tail. It's all about long tail data, long tail keywords. There are no animals involved on Google.

Crystal Carter:

Yeah, I think that makes sense for TikTok though, because I mainly spend my time on TikTok looking at animal videos. It's one of my favorite pastimes on TikTok. And I think also for media, for visual media, particularly for video, that's a perfect space for it. You want to see... I don't know, someone doing something cool with that.

Mordy Oberstein:

I wonder how much content there is about long tail keywords. Again, if I don't want to Google the whole, why are they called long tail keywords? You could Google, "Why are they call long tail keywords?" You'll see a nice little chart there. It looks like a long tail. It'll explain all of it for you.

Crystal Carter:

Right. Precisely.

Mordy Oberstein:

But I don't think anyone's even going to TikTok for something like that. It's not what you go to TikTok for. So TikTok is matching up their intent, whereas Google's matching up the intent to their users. For most people typing in long tail, they're probably not looking for animals. They're looking for the long tail, "The future of business is selling," whatever, whatever. Or, "Should you invest in the long tail?" It's all these things about investment in data and all those more mature topics, not animal tails.

Crystal Carter:

I'll tell you what's also interesting on YouTube, and this is another one. So the first result I'm getting on YouTube is around knitting and crochet, actually. So it's around, knitting help. There's a video about long tail cast for beginners. It's got 2 million views and that's showing up as the main thing there. So this is something that... So long tail is a head term here in this case, but there's a lot of different users who are thinking about that particular topic in lots of different ways. You've got people who are interested in animals with long tails, people who are interested in data, long tail, people who are interested in knitting as well. So it's very important to understand.

Mordy Oberstein:

That's a really, really great point. Because you take a term like pizza or shoes or hats. So you think there's no way not to understand what you mean. But a lot of times when you go with a head term, it's very unclear what you mean. So for example, Bing has a whole bunch of mixed results. Something about data and keywords and long tail whatever, whatever. And some results about animals with long tails.

Crystal Carter:

They're just throwing everything at it. They're like, "What do you want? Which thing do you want?"

Mordy Oberstein:

We don't know what you want. So here, what do you mean? What kind of keyword is long tail, buddy? Why don't you be a little more specific here? We don't know what the hell to show you.

Crystal Carter:

And they've also got some knitting stuff there as well. I think it's very interesting.

Mordy Oberstein:

One interesting thing that Neva did, by the way, when you type in long tail into Neva.com, everything is all about long tail key... "What is Longtail marketing? The best long tail keyword planner tool."

And so forth. But they have a little box about pulling in... What do they call your Reddit, Quora, what are those things called?

Crystal Carter:

Forum.

Mordy Oberstein:

Forums, thank you. I should've known the F word forums. They have a box showing information from all the different forums and in there everything is about animals. So they have discussions. Reddit, "My kitten has an extremely long tail," or Reddit, "Fat tail versus short... Long tail." That's actually a data thing. Actually anyone else's rabbit have an extra long tail?

Crystal Carter:

Right. This is very interesting. I think also it's really important, so you mentioned about the different sort of variations. We didn't talk about this in the other section, but one of the other tricky things with head terms, this is sort of identifying this, you said, "People don't think about the other."

I've done PPC stuff with, we're going after a head term, we went after, "Goggles," and we were using some machine learning to help the ads. And the places where the ads were showing were all sorts of stuff. We were spending loads of money on things that were not relevant because goggles is a head term. And when I said goggles, I was thinking swimming goggles. But the results that it was showing on was beer goggles, safety goggles, steam goggles, all these different things. And I was like, I had what? So you have to remember that there's lots of different variations on all of these things.

Mordy Oberstein:

Because I think beer goggles, automatically. Who doesn't?

Crystal Carter:

Steampunk goggles. There were all sorts. So yeah, it's important.

Mordy Oberstein:

But that's the point. They're very shiny. All these head terms, short tail keywords, top level keyword, we're going to call them very, very, very shiny. Not very effective. But you know what else is shiny?

Crystal Carter:

What's shiny?

Mordy Oberstein:

And is effective, is the SEO news. So here's the shiniest and snappiest SEO news.

Crystal Carter:

And now let's discuss some snappy news for this week in search. This week, I saw Google make an announcement on the Google Search Central blog explaining that you should not use 403s or 404s for rate limiting or to reduce Google's crawl rate in any way. So they've said they've seen an uptick in site owners and some CDNs trying to use 404s and other 400 client errors to reduce Google's crawl rate. And they're saying that that's not a good idea. So in a blog from Gary Elish, he explained that this is not the best thing to do and actually there are other ways that you can manage this crawl rate. So there are some extensive documentation on how to reduce Google's crawl rate if you need to. And they link to that in the blog. They explain that there are other ways that you can temporarily reduce the crawl rate with 500 or 429 status codes in order to help Google crawl at the rate that's most useful for you.

So this is quite a useful piece of documentation for those with larger sites who need to manage their crawl rate. This week also saw Google update their best practices for how you can make your links most crawlable by Google's spiders and bots. And they've said, in case you want a TLDR, that the best way is to use an HREF link in your HTML. And they've also explained and laid out a few really good details and examples of how you can format other links and which other links are more challenging for Google. So this is really, really useful for everyone who's using links on Google. And if you are interested, there was some great conversation on Twitter that was also talking about some of the information that they shared around external links. There was some discussion with John Mueller about a cheese example, for instance, with the anchor text for a cheese example.

But they were saying in particular, one of the things that they pointed out was that linking to other sites isn't something to be scared of. And that using internal links can help establish trustworthiness, for example, by citing your sources. So this is something that's useful. And there was a little bit of discussion around the no follow update that they said. So they said, "Use no follow only when you don't trust the source and not for every external link on your site." For example, if you're a cheese enthusiast and someone published a story badmouthing your favorite cheese, so you want to write an article to the response, however you don't want to give some of your reputation to that link, then you would use a no follow. And that's the example they gave. So this is something that people are very particularly interested in with regards to link equity and passing on link value and page rank.

And this is something that you might want to check out on the Google search central documentation. Local SEOs will be interested to know that Google has also announced that they will be deprecating the Google My Business Insights API as of Monday the 20th of February, 2023. So this is something that a lot of people will have been prepared for, but if you have not prepared for it, then you should know that it will be completely offline as of Monday the 20th of February. So if you want to get some more insights, then you should probably switch over to the Google business profile performance API, where there is more support for Google Business profile users and you can monitor your site accordingly. And finally, in newsroom Bing, lots of people are continuing to try out the new Bing AI beta. So Barry Schwartz, Glenn Gabe and Brody Clark in particular have been demonstrating some of the capabilities of this new feature.

So it's worth following along with them. But also lots of people are now starting to pay a lot more attention to some of the difference search features on Bing. So one of the things that they noticed this week, as reported on Search Engine Roundtable, was that Bing is now using a featured snippet expansion button, which means that they are showing a lot of the content from a particular article. So this is something that people find interesting. So there's been a lot of discussion around that particular feature and whether or not this is something that gives too much away with regards to a publisher's page or whether or not this is all fair play. So this is something that you might want to check out on Twitter and also on Search Engine Roundtable.

Speaker 6:

And that's it for the snappy news.

Mordy Oberstein:

Lord, that was shiny and snappy, wasn't it?

Crystal Carter:

Star shining, I'm blinded by the light.

Mordy Oberstein:

All the stars are so shiny. I don't want to keep going back to stars. I have no idea what that reference is either.

Crystal Carter:

I don't know.

Mordy Oberstein:

No clue. But you know who is a shining star in SEO? As we get into our follow of the week. Suganthan Mohanadasan is a shining star in the SEO community.

Crystal Carter:

He is fantastic. He's a cornerstone of the SEO community, super clever, super giving with his knowledge and also with his ability to just build cool stuff for SEOs. So he's got-

Mordy Oberstein:

Around keywords.

Crystal Carter:

Around keywords. So he's got a fantastic tool that he's built and I think it's got a free name model where you can sort of get some tokens and have a go and see how it works. And his tool helps you to manage some of those head terms and break them down into more manageable terms, like Daniel was talking about, like we were talking about, like they talk about in the Pillar Post Clusters article on the Wix SEO Hub. And so it's a really great tool and Suganthan is a fantastic fount of knowledge in regards to SEO. So he's a great person to follow. He's also a big fan of lots of tech so he's got a lot of-

Mordy Oberstein:

Lot of cool posts, good food posts.

Crystal Carter:

Yeah, he's got some good food posts. This is true.

Mordy Oberstein:

He's a good follow. He has a solid follow right there, Suganthan who you can find on Twitter at S-U-G-A-N-T-H-A-N. And if you don't want to have to remember how to spell that just by listening to this, head over to the show notes and we'll have a link to his Twitter profile right there for you. How convenient is that? So thoughtful. So thoughtful.

Crystal Carter:

It's just the kind kind of service we like to give our listeners.

Mordy Oberstein:

That's right. Speedy, convenient service for you all the time. We rank for best service, head term.

Crystal Carter:

Best SEO.

Mordy Oberstein:

Best SEO service. That's a great head term because that means something totally different the way we're phrasing it, right? There we go. Well, that's it for us this week. Thank you for joining us on the SERP's Up podcast. Are you going to miss us? Not to worry. We're back next week with a new episode as we dive into C-Suite SEO or Does SEO Belong in the Boardroom? Check it out wherever you consume your podcasts or on the Wix SEO Learning Hub at wix.com/seo/learn. Looking to learn more about SEO or check out all the great content and webinars on the Wix SEO Learning Hub at you guess wix.com/seo/learn. Don't forget to give us a review on iTunes or a rating on Spotify. Until next time, folks, peace, love at SEO.