What Changes to Expect in Google Search 2022?

TL;DR

In 2022, Google Search plans to focus on voice search, sustainability in crawling and indexing, and revising webmaster guidelines. Voice search remains underused, while Google aims to enhance its crawling efficiency for environmental benefits. The webmaster guidelines will be updated for clarity and relevance, addressing outdated practices and improving documentation.

Transcript

[MUSIC PLAYING] JOHN MUELLER: Hi, everyone, and welcome to the next episode of the "Search off the Record" podcast. Our plan is to talk a bit about what's happening at Google Search, how things work behind the scenes, and who knows, maybe have some fun along the way. My name is John Mueller. I'm a search advocate on the Search Relations team here a... Read More

Key Insights

• Voice search remains a popular topic, but its adoption hasn't met expectations, partly due to the inconvenience during remote work.
• Google is focusing on the sustainability of crawling and indexing, aiming to reduce environmental impact and improve efficiency.
• HTTP/2 has helped Google reduce resource consumption during crawling, benefiting both Google and site servers.
• Googlebot's refresh crawls are being optimized to reduce unnecessary revisits to static pages, enhancing efficiency.
• IndexNow is being tested by Google as a potential method to improve crawling efficiency, though it's in experimental stages.
• The last modification date in sitemaps is often unreliable, leading Google to largely ignore it for crawl frequency decisions.
• There's a misconception that frequent crawling improves ranking; Google clarifies that crawling frequency doesn't affect search rankings.
• Webmaster guidelines are being revised to remove outdated practices and provide clearer, more useful information for site owners.

Questions & Answers

Q: How is Google improving the sustainability of crawling and indexing?

Google is focusing on reducing its environmental impact by optimizing crawling and indexing processes. This includes exploring new technologies like HTTP/2 to minimize resource consumption and testing IndexNow as a potential method to improve crawling efficiency. The goal is to reduce unnecessary revisits to static pages and lower the overall carbon footprint of Google's operations.

Q: What is IndexNow, and how might it benefit Google Search?

IndexNow is a protocol being tested by Google to enhance crawling efficiency. It allows websites to notify search engines of content updates directly, potentially reducing the need for frequent crawling. This could lead to more efficient resource use and faster indexing of new content, though Google is still experimenting with its implementation.

Q: Why is the last modification date in sitemaps often unreliable?

The last modification date in sitemaps is frequently inaccurate, as many websites do not update it correctly. Some site owners manipulate this date to increase crawl frequency, believing it will improve rankings. However, Google finds this information unreliable and primarily ignores it when determining crawl schedules, focusing instead on other signals of content change.

Q: Does frequent crawling improve a webpage's search ranking?

No, frequent crawling does not improve a webpage's search ranking. Google clarifies that crawling frequency is independent of ranking factors. The misconception that more frequent crawling leads to higher rankings is incorrect. Google focuses on content relevance, quality, and user experience as primary ranking factors, rather than how often a page is crawled.

Q: What changes are being made to Google's webmaster guidelines?

Google's webmaster guidelines are being revised to remove outdated information and improve clarity. The updates aim to separate technical guidelines from quality guidelines, making them more accessible for site owners. The revisions will address practices like cloaking and doorway pages, providing clearer guidance on acceptable practices and removing references to obsolete technologies.

Q: How is Google addressing voice search in 2022?

Google acknowledges that voice search adoption has not met expectations, possibly due to remote work settings where speaking to devices is less convenient. Despite this, Google continues to see potential growth in voice search and plans to explore ways to enhance its functionality and integration into everyday use, adapting to changing user behaviors and preferences.

Q: What is the significance of HTTP/2 in Google's crawling process?

HTTP/2 plays a crucial role in optimizing Google's crawling process by allowing more efficient data streaming and reducing the number of connections needed. This advancement saves resources for both Google and the servers hosting websites, contributing to a more sustainable and efficient web crawling operation. It reflects Google's commitment to minimizing its environmental impact.

Q: Why might Google consider changing the name of the webmaster guidelines?

Google is considering renaming the webmaster guidelines to better reflect modern web practices and align with the rebranding of its services. The current name may not accurately represent the diverse range of web professionals who use the guidelines. A new name could help clarify the guidelines' purpose and target audience, ensuring they remain relevant and useful.

Summary & Key Takeaways

• Google Search is exploring improvements in voice search, sustainability, and webmaster guidelines for 2022. Voice search adoption remains limited, but Google sees potential growth. The focus on sustainability involves optimizing crawling and indexing to reduce environmental impact, with IndexNow being tested as a possible solution.

• Crawling efficiency is a priority, with Google aiming to minimize unnecessary refresh crawls and resource usage. The last modification date in sitemaps is often unreliable, leading to its limited use. Google emphasizes that crawling frequency doesn't impact search rankings, addressing a common misconception.

• Webmaster guidelines are being updated to remove outdated information and improve clarity. The revisions aim to separate technical guidelines from quality guidelines, making them more accessible and useful for site owners. The updates will address practices like cloaking and doorway pages, providing clearer guidance.