English Google Webmaster Central office-hours hangout

TL;DR

Discussion on search indexing, video embeds, and webmaster tools.

Transcript

JOHN MUELLER: OK. Welcome everyone to today's Google Webmaster Central Office Hours Hangout. My name is John Mueller. I'm a Webmaster Trends Analyst at Google in Switzerland, and I try to connect webmasters, publishers like you all with our engineers and make sure that information is flowing freely in both directions. There are a bunch of questions... Read More

Key Insights

• John Mueller explains changes in how Google displays embedded videos in search results, emphasizing the importance of video sitemaps for better indexing.
• Site queries using 'site:' operator are not always accurate for diagnostics, as they are optimized for speed rather than accuracy.
• Link building strategies using iframes and 'Powered By' links could be problematic if not transparent to webmasters.
• The Structured Data Testing Tool may not be fully updated with schema.org changes, causing discrepancies in data validation.
• For multilingual sites, Google accepts 301 or 302 redirects for homepages but emphasizes the importance of proper hreflang markup.
• SSL certificates need to be valid and accepted by browsers; the type of certificate doesn't impact the ranking signal.
• Google's algorithms adjust rankings based on site relevance and user intent, not just technical factors.
• Mobile-friendly sites are prioritized over HTTPS in terms of immediate user impact and search visibility.

Questions & Answers

Q: Why are embedded YouTube videos not showing in search results?

John Mueller explains that changes in Google's search display algorithms can affect how embedded content is shown. He suggests using video sitemaps to help Google understand the connection between videos and pages, especially if the video is a primary content element.

Q: How does Google handle site queries with the 'site:' operator?

Site queries are optimized for speed rather than accuracy, meaning they might not show all indexed pages. They are used as a restrict function and not for comprehensive diagnostics, which can result in arbitrary page counts.

Q: Is using iframes with 'Powered By' links a good link building strategy?

Mueller advises caution, as this strategy can be problematic if webmasters cannot control or see the links. Transparency and choice are essential to avoid potential issues with Google's algorithms.

Q: What issues exist with the Structured Data Testing Tool?

The tool may not be fully updated with schema.org changes, leading to false reports or missing properties. Google is working on updates, but no specific timeline is provided. Feedback is encouraged to help improve the tool.

Q: How should multilingual sites handle redirects?

Google accepts both 301 and 302 redirects for homepages, but emphasizes the importance of hreflang markup to indicate language and regional targeting. Proper setup ensures correct indexing and search result display.

Q: Does the type of SSL certificate affect Google's ranking signal?

The type of SSL certificate does not impact the ranking signal, but it must be valid and accepted by browsers. Google requires at least 2048-bit keys for SSL certificates.

Q: How can clickthrough rates be improved for high-ranking pages?

Improving clickthrough rates involves ensuring that page content matches user intent and optimizing titles and meta descriptions to clearly convey the page's relevance and encourage clicks.

Q: Should webmasters prioritize mobile-friendliness or HTTPS?

Mueller suggests prioritizing mobile-friendliness due to its immediate impact on user experience and search visibility. While HTTPS is important for long-term security, mobile optimization currently offers more significant benefits.

Summary & Key Takeaways

• John Mueller discusses various aspects of Google's search indexing and ranking processes, including changes to video snippet displays and the importance of video sitemaps for indexing.

• The session covers the limitations of the 'site:' query operator for diagnostics, emphasizing that it is optimized for speed rather than accuracy, which can lead to discrepancies in search results.

• Mueller addresses concerns about link building strategies involving iframes and 'Powered By' links, suggesting that transparency and webmaster control are crucial to avoid potential issues.