How to Improve SEO with Google's Office Hours

TL;DR

For large websites with thin content, it's not always necessary to delete low-traffic pages. Instead, focus on improving content quality and consider merging thin pages. Image URLs should remain stable to avoid indexing issues. Structured data errors can arise from specific rich result requirements; verify using Google's developer site.

Transcript

JOHN MUELLER: All right, welcome, everyone, to today's Webmaster Central Office Hours Hangout. My name is John Mueller. I'm a webmaster trends analyst here at Google in Switzerland. And part of what we do are these office hours Hangouts, where webmasters and publishers can jump in and ask their questions around the web search. I don't know, do you ... Read More

Key Insights

• Large websites with thin content don't need to delete low-traffic pages if they might still be valuable to some users.
• Image URLs should remain stable to avoid issues with image search indexing.
• Structured data errors often result from missing requirements for specific rich results.
• Cloaking is problematic if Googlebot sees content different from what users see, but personalization based on user location is fine.
• Different IP addresses for a domain are acceptable and common with content delivery networks.
• A 404 or soft 404 status applies to the URL and any redirects or canonicals won't change that.
• Pagination should be set up to ensure all product pages are discoverable by crawlers.
• Ad placement and pop-ups can negatively affect user experience and potentially impact search rankings.

Questions & Answers

Q: How should large websites handle thin content?

Large websites with thin content don't need to delete low-traffic pages if they might still be valuable to some users. Instead, focus on improving the quality of these pages, possibly by merging them with other related content to provide more value and enhance user experience.

Q: What should be done if image URLs change frequently?

Image URLs should remain stable to avoid issues with image search indexing. If URLs change, set up redirects from old URLs to new ones. Ideally, prevent frequent changes to image URLs, as this can delay processing and indexing by search engines.

Q: Why might structured data errors occur in Search Console?

Structured data errors often result from missing requirements for specific rich results. It's crucial to verify the structured data against Google's developer documentation to ensure all necessary attributes are included for the desired rich result.

Q: Is cloaking ever acceptable in Google's eyes?

Cloaking is problematic if Googlebot sees content different from what users see. However, personalization based on user location is acceptable, as long as Googlebot isn't shown content that users wouldn't see based on their location.

Q: Does Google care if a domain's IP address changes?

Different IP addresses for a domain are acceptable and common with content delivery networks. Google doesn't have a problem with domains being served from multiple IP addresses, as long as the content remains consistent and accessible.

Q: Can a soft 404 status be transferred via canonical or redirect?

A 404 or soft 404 status applies to the URL itself, and any redirects or canonicals won't change that. Google will treat the original URL as a 404, and the status won't be passed to another page through these methods.

Q: How should pagination be handled for SEO?

For pagination, it's important to ensure all product pages are easily discoverable by crawlers. Use tools like Screaming Frog to simulate crawling and verify that all pages are accessible. Avoid excessive filtering and sorting options that can create unnecessary URLs.

Q: How do ads and pop-ups affect SEO?

Ad placement and pop-ups can negatively affect user experience and potentially impact search rankings. Ensure ads don't obstruct content and consider user feedback to maintain a balance between monetization and a positive user experience.

Summary & Key Takeaways

• Cleaning up thin content on large websites isn't always necessary unless a significant portion is low-quality. Instead, focus on improving content quality and merging thin pages. Ensure image URLs remain stable to avoid indexing issues.

• Structured data errors can occur due to missing requirements for rich results. Verify compliance using Google's developer site. Avoid cloaking by ensuring Googlebot sees the same content as users, though personalization for location is acceptable.

• For pagination, ensure all product pages are easily discoverable by crawlers. Ad placement and pop-ups can impact user experience and potentially affect search rankings. Use tools like Screaming Frog to simulate crawling and ensure accessibility.