English Google SEO office-hours from November 10, 2020

TL;DR

John Mueller discusses SEO practices and Google's indexing processes.

Transcript

JOHN MUELLER: Welcome, everyone, to today's Google SEO office hours Hangout. My name is John Mueller, and I'm a Search Advocate at Google in Switzerland, and-- [PHONE RINGING] --whoa, that's my telephone. [LAUGHS] Just a second. [PHONE RINGING] [INTERPOSING VOICES] MARTIN SPLITT: I was just [INAUDIBLE].. BARRY SCHWARTZ: I don't have those problems... Read More

Key Insights

• John Mueller emphasizes the importance of automating indexing processes to save time and improve efficiency, addressing concerns about the request indexing tool.
• Redirecting WordPress attachment pages to media files likely doesn't impact SEO significantly, as Google typically indexes the main blog post or page images.
• Canonicalization issues can arise when Google selects old URLs as canonical, despite redirects, due to multiple factors influencing the decision.
• BERT and machine learning advancements are reducing the need for exact match keywords, allowing Google to better understand content context.
• For FAQ schema, it's acceptable to have different HTML structures as long as the visible text matches the structured data.
• When setting up a new website, choosing the right technology depends on the site's needs, with HTML, AMP, and CMS options like WordPress being viable choices.
• Passage indexing is more about Google's ability to understand poorly structured content rather than requiring SEOs to restructure their pages.
• Exact match domains may not provide significant SEO advantages and could be considered doorway pages if used excessively.

Questions & Answers

Q: What impact does redirecting WordPress attachment pages have on SEO?

Redirecting WordPress attachment pages to media files likely has minimal impact on SEO. Google typically indexes the main blog post or page images, and attachment pages are not usually shown in search results. The redirection mainly affects users rather than search engines.

Q: How does canonicalization affect SEO when old URLs are used?

Canonicalization can cause old URLs to be used if Google deems them more relevant based on factors like internal and external links, sitemap files, and other annotations. This does not necessarily affect ranking but can be confusing in tracking URLs in Search Console.

Q: How is BERT changing the importance of exact match keywords?

BERT, through machine learning, is reducing the importance of exact match keywords by helping Google better understand the context of content. This allows for more natural language processing, meaning exact keywords are less critical as long as the content matches user intent.

Q: Is it acceptable to have different HTML structures for FAQ schema?

Yes, it is acceptable to have different HTML structures for FAQ schema as long as the visible text on the page matches the structured data. This ensures users are not surprised by content discrepancies between the search result and the page.

Q: What technology should be used when starting a new website for SEO?

The choice of technology depends on the website's needs. HTML is fundamental, but AMP can be used for faster pages, and CMS options like WordPress offer ease of content management. The technology should support the site's goals and be compatible with SEO best practices.

Q: What is the role of passage indexing in SEO?

Passage indexing helps Google understand and rank poorly structured content better. It is not about SEOs restructuring their content but rather Google's improved ability to identify relevant sections within a page, potentially affecting how pages are ranked for specific queries.

Q: Are exact match domains beneficial for SEO?

Exact match domains may not provide significant SEO benefits and could be considered doorway pages if overused. While they might have non-SEO advantages like marketing, they do not inherently improve search rankings and should be used judiciously.

Q: How does Google handle expired domains for SEO?

Google attempts to understand the context of expired domains. If a domain is reused legitimately, it may retain some value. However, if it appears to be used for manipulation, Google may disregard its previous link value. The approach depends on the domain's history and current use.

Summary & Key Takeaways

• John Mueller from Google discusses various SEO topics, including the automation of indexing processes to improve efficiency and reduce manual requests. He clarifies the minimal impact of redirecting WordPress attachment pages and highlights the importance of canonicalization in SEO.

• BERT and machine learning are making exact match keywords less critical, as these technologies help Google understand content context. Mueller also discusses the flexibility in HTML structures for FAQ schema, provided the visible text remains consistent.

• Mueller advises on choosing the right technology for new websites, emphasizing HTML, AMP, and CMS options. He also touches on passage indexing, suggesting it's more about Google's capabilities than SEO restructuring, and warns against overusing exact match domains.