How to Improve Website SEO with Google Webmaster Tools

TL;DR

John Mueller from Google discusses various aspects of using Google Webmaster Tools to improve website SEO. Topics include handling duplicate content, dealing with manual penalties, and optimizing crawling and indexing. He also addresses specific user questions about search result issues and mobile-friendly updates.

Transcript

JOHN MUELLER: OK, welcome everyone to today's Google Webmaster Central Office Hours Hangouts. My name is John Mueller. I am a web trends analyst here at Google in Switzerland. And part of what I do is talk with webmasters and publishers like you to make sure that information flows in both directions and that we have the appropriate feedback for our... Read More

Key Insights

• Google Webmaster Tools can help diagnose and improve SEO by identifying issues like duplicate content and manual penalties.
• Mobile-friendliness is crucial for SEO, but the impact of Google's mobile update may not be immediately visible.
• Crawling and indexing are separate from ranking; efficient crawling doesn't necessarily improve rankings.
• Using hreflang tags correctly can ensure proper indexing of multilingual or regional sites.
• Google's search algorithms aim to provide relevant results, balancing between technical and quality aspects of a site.
• Feedback from webmasters can help Google improve its algorithms, especially for issues like doorway pages.
• Regularly updated sitemaps with accurate timestamps help Google efficiently crawl and index pages.
• The separation between Google's paid ads and organic search results ensures unbiased search rankings.

Questions & Answers

Q: How to handle duplicate content on a website?

Duplicate content can be managed using Google Webmaster Tools by identifying and addressing technical reasons for duplication. It's important to ensure that your website has unique and compelling content. Google generally handles duplicate content well, but if the entire site is duplicated, it could be penalized. Use canonical tags and ensure original content is prioritized.

Q: What is the impact of Google's mobile-friendly update?

The mobile-friendly update aims to improve search results for mobile users by favoring sites that are optimized for mobile devices. However, the impact may not be immediately visible in every search result, as it's a broad change affecting many queries. Sites that are not mobile-friendly may still appear if they have relevant content. The update encourages more sites to become mobile-friendly.

Q: How can I improve crawling and indexing of my website?

To improve crawling and indexing, ensure your sitemap is up-to-date with accurate timestamps. Use the last-modified HTTP header to help Google save bandwidth and crawl efficiently. Avoid blocking important resources like CSS and JavaScript with robots.txt. Efficient crawling doesn't directly increase rankings but helps Google index your content better.

Q: How should hreflang tags be used for multilingual sites?

Hreflang tags should be used to indicate language and regional targeting for different versions of a website. They can be implemented on different domains or subdomains. Ensure that each language version has a return tag pointing back to the original to avoid errors. Proper use of hreflang tags helps Google index the correct language version for users.

Q: What actions does Google take on doorway pages?

Google's doorway page algorithm targets pages created to rank for specific queries without providing unique value. If you see doorway pages in search results, providing feedback to Google can help improve the algorithm. The algorithm is updated regularly, and feedback helps fine-tune its effectiveness in identifying and demoting such pages.

Q: Why does my site show a warning that it may be hacked?

A hacked site warning may appear if Google detects suspicious activity, such as cloaked content or hidden spammy links. Use Fetch as Google in Webmaster Tools to check for hidden content. If you find and fix issues, submit a reconsideration request. Ensure your site is secure and regularly check for vulnerabilities to prevent hacking.

Q: How can I remove irrelevant keywords affecting bounce rates?

Currently, Google Webmaster Tools doesn't offer a feature to reject irrelevant keywords. If your site ranks for irrelevant terms, it may indicate a mismatch between content and search intent. Focus on optimizing content for relevant keywords and consider providing feedback to Google if you consistently see mismatched queries.

Q: What is Google's stance on grey hat SEO techniques?

Google doesn't officially recognize 'grey hat' SEO. Techniques that manipulate search rankings can result in penalties. Google's algorithms aim to ignore accidental misuse and focus on delivering high-quality results. If you're unsure about a technique, it's safer to follow Google's Webmaster Guidelines to avoid potential penalties.

Summary & Key Takeaways

• John Mueller explains that Google Webmaster Tools are essential for identifying and resolving SEO issues like duplicate content and manual penalties. Mobile-friendliness is important, but its update impact might not be immediately visible. Efficient crawling is crucial, but it doesn't directly influence rankings. Proper use of hreflang tags is vital for multilingual sites.

• Google's search algorithms focus on providing relevant results, considering both technical and content quality aspects. Feedback from webmasters is valuable for refining these algorithms, especially regarding issues like doorway pages. Regularly updated sitemaps with accurate timestamps assist in efficient crawling and indexing by Google.

• The video emphasizes the importance of maintaining a clear distinction between Google's paid ads and organic search results to ensure unbiased rankings. John Mueller encourages webmasters to use Google Webmaster Tools for better SEO practices and to provide feedback for continuous improvement of search algorithms.