English Google SEO office-hours from May 21, 2021

TL;DR

John Mueller answers SEO questions in a Google office-hours session.

Transcript

JOHN MUELLER: Maybe it'll start. All right. Welcome, everyone, to today's Google Search Central SEO office-hours Hangout. My name is John Mueller. I'm a Search Advocate at Google here in Switzerland. And part of what we do are these office-hours Hangouts, where people can join in and ask their questions around their website and web search. And we c... Read More

Key Insights

• John Mueller discusses the preference for JSON-LD over microdata for structured data markup, emphasizing flexibility in implementation for e-commerce sites.
• The session covers the impact of URL restructuring on Core Web Vitals, indicating that signals should be passed through redirects.
• Mueller advises on handling tags and categories in WordPress, suggesting a focus on minimizing unnecessary pages to concentrate SEO value.
• A 30% drop in image search traffic after changing image URLs is addressed, with suggestions to verify technical changes and consider quality reassessment.
• The importance of internal linking structures is highlighted for indicating page importance to Google, especially in e-commerce contexts.
• Mueller clarifies that Chrome User Experience Report data is used on a per-URL basis, affecting how Core Web Vitals are assessed.
• The handling of citations on pages is discussed, recommending normal links for authoritative sources without nofollow attributes.
• Mueller touches on the use of structured data and potential issues with doorway pages, advising on the balance between local targeting and content quality.

Questions & Answers

Q: How does Google handle different structured data formats?

Google prefers JSON-LD for structured data markup because it is generally easier for sites to implement. However, this preference is not significant, and Google treats different formats like microdata equally if the desired feature is supported in those formats.

Q: What should be considered when restructuring URLs on a site?

When restructuring URLs, it is expected that Core Web Vitals and other signals will be passed through redirects. However, such changes might cause fluctuations in search rankings for a month or two as Google re-evaluates the site structure.

Q: How should WordPress tags and categories be managed for SEO?

Mueller suggests minimizing the number of pages by focusing on meaningful content groupings. Unnecessary tags and categories dilute site value. Instead, concentrate on fewer, more significant pages to strengthen the site's SEO.

Q: What could cause a drop in image search traffic after changing image URLs?

A drop in image search traffic could be due to technical changes not being fully recognized by Google or a re-evaluation of the site's quality. It's important to verify that the new URLs are indexed and to consider any quality signals that might have changed.

Q: How does internal linking affect page importance in Google's eyes?

Internal linking structures are crucial for indicating page importance. Pages linked from the homepage are seen as more important. Structuring links from category pages to products helps Google understand the hierarchy and significance of content.

Q: How is field data for Core Web Vitals collected and used?

Field data for Core Web Vitals is collected on a per-URL basis via the Chrome User Experience Report. This data is used to assess page performance in search. If a site lacks this data, webmasters can implement scripts to collect it themselves.

Q: What is the recommended approach for on-page citations?

For on-page citations, use normal links without nofollow attributes if they are authoritative. The presentation of citations should prioritize user experience, such as using footnotes or separate tabs, depending on what users find most helpful.

Q: What are the risks of creating separate landing pages for different locations?

While creating separate landing pages for different regions can be beneficial for local targeting, it risks being seen as doorway pages if overdone. It's important to ensure that each page provides unique, valuable content to avoid diluting site value.

Summary & Key Takeaways

• In this session, John Mueller addresses various SEO-related questions, focusing on structured data, Core Web Vitals, and URL restructuring. He emphasizes the importance of internal linking and minimizing unnecessary pages to enhance SEO effectiveness.

• Mueller provides insights into handling tags and categories in WordPress, suggesting that webmasters should focus on creating meaningful content groupings rather than diluting site value with excessive pages.

• The session also covers the impact of video snippets on click-through rates, the use of structured data for sale events, and the importance of quality content when dealing with affiliate links or doorway pages.