How to Optimize Google Search with Webmaster Tools

TL;DR

To optimize your site's presence on Google, focus on quality content and proper use of tools like Search Console and sitemaps. Avoid low-quality user-generated content and ensure pages are not blocked by robots.txt if they need to be indexed. Regularly check for crawl errors and consider using Google Trends for keyword insights.

Transcript

JOHN MUELLER: All right. Welcome, everyone, to today's Google Webmaster Central Office Hours Hangouts. My name is John Mueller. I'm a webmaster trends analyst here at Google in Switzerland. And part of what we do is talk with webmasters and publishers like the ones here in the Hangout and the ones that ask lots of questions. And today we have a spe... Read More

Key Insights

• John Mueller is a webmaster trends analyst at Google who provides guidance on optimizing websites for search.
• Sasch Mayer is a top contributor in the Webmaster Central Forum, helping to fix websites affected by poor SEO practices.
• Indexing internal search results is permissible if they are useful and limited in scope, akin to category pages.
• Search Console allows re-verification of sites without needing access to previous accounts, ensuring data continuity.
• Natural links are important, and their quality is more crucial than their destination within the site.
• Duplicate links in navigation or footers are not problematic for SEO; focus on meaningful internal linking.
• Pages with JavaScript overlay gates may be treated as interstitials, affecting their visibility in search results.
• Hreflang tags should be implemented correctly in sitemaps or HTML headers to ensure proper international targeting.

Questions & Answers

Q: How should internal search results pages be handled for SEO?

Internal search results pages can be indexed if they are useful and limited in scope, similar to category pages. Avoid allowing unrestricted crawling of search results to prevent unnecessary server load. Ensure these pages provide value and are not just duplicates of existing content.

Q: What should be done if a staff member leaves and access to Search Console is lost?

You can verify the site again in Search Console without needing access to the previous account. This ensures data continuity and allows you to manage the site effectively. Search Console does not lose data when accounts change, unlike Google Analytics.

Q: How does Google treat links from low-quality sites?

A link's quality is not solely determined by the linking site's quality. Even high-quality sites can have low-quality links if they are buried or irrelevant. Conversely, links from low-quality sites are unlikely to be seen as high-quality due to their context and lack of authority.

Q: Can old pages still appear in search results after being 404'd?

Yes, old pages can still appear in search results if they were previously indexed. Google may continue to try crawling them, especially if they are not blocked by robots.txt. Over time, these pages should disappear as they are recognized as 404s.

Q: How does Google handle keyword data after changes to the AdWords Keyword Planner?

Google Trends and Search Console can provide insights into keyword data, though they may not replace the detailed data previously available in AdWords Keyword Planner. Surveys and direct user feedback can also help gather keyword insights.

Q: What are the implications of using 503 server errors?

A 503 server error indicates temporary unavailability, prompting Google to retry accessing the page later. It is important to specify a retry time frame to avoid prolonged unavailability, which could lead to de-indexing if the issue persists.

Q: How should duplicate links in navigation be handled?

Duplicate links in navigation or footers do not pose a problem for SEO. It is unnecessary to use nofollow on these links. Focus on ensuring that important pages are easily accessible and properly linked within the site.

Q: Does Google's algorithm consider local laws and regulations?

Google's algorithm does not specifically account for local laws and regulations when ranking pages. However, failing to comply with such requirements could affect user perception and legal standing, indirectly impacting a site's performance.

Summary & Key Takeaways

• Google Webmaster Central office hours provide insights into optimizing websites for better search performance. John Mueller and Sasch Mayer discuss key SEO practices, including managing internal search results and using Search Console for site verification. Emphasis is placed on maintaining high-quality content and links.

• The discussion covers handling duplicate content, importance of hreflang tags for international sites, and strategies for dealing with user-generated content. Proper use of sitemaps and avoiding robots.txt blocking on important pages are highlighted as crucial for effective indexing.

• Participants inquire about various SEO challenges, from link quality to handling server errors. The experts advise on maintaining site quality and avoiding manipulative practices like doorway pages. The session underscores the importance of user experience and legal compliance for online success.