English Google SEO office-hours from August 20, 2021

TL;DR

Discussion on SEO strategies and technical issues.

Transcript

JOHN MUELLER: All right. Welcome, everyone, to today's Google SEO Search Central Office Hours Hangout. My name is John Mueller, I'm a search advocate on the Search Relations team here at Google in Switzerland. And part of what we do are these Office Hour Hangouts where people can join in and ask their questions around their websites and web search.... Read More

Key Insights

• John Mueller emphasizes the importance of improving page quality rather than just removing low-traffic pages.
• Canonicalization can help manage content but may result in some pages not appearing in search results.
• Blocking pages via robots.txt can result in URLs being dropped from the index, but noindex is preferred for smaller sites.
• User-generated content should be managed carefully to ensure it doesn't affect the site's overall quality.
• Backlinks to noindex pages may not pass value, so consider making important pages indexable.
• Duplicate content issues can arise when pages are too similar; combining content into stronger pages is advised.
• Using schema markup for reviews must comply with Google's policies, especially if reviews are not hosted on the site.
• Site speed as measured by Search Console reflects user experience, while Lighthouse offers optimization suggestions.

Questions & Answers

Q: How should low-traffic pages be managed to improve site quality?

John Mueller suggests improving the quality of low-traffic pages rather than removing them. If pages are genuinely low quality, consider removing, improving, or combining them. However, if they are useful but attract low traffic, they may still be valuable for certain audiences and should not be removed solely based on traffic metrics.

Q: What is the impact of using canonical tags on similar pages?

Canonical tags can help manage similar pages by indicating the preferred version for indexing. However, pages designated as non-canonical will not appear in search results. It's important to ensure that relevant content from non-canonical pages is included in the canonical page to maintain visibility for relevant queries.

Q: How does blocking pages with robots.txt affect indexing?

Blocking pages with robots.txt can lead to URLs being dropped from the index, but Google may still show the URL if it's the most relevant result for a query. Using noindex is often preferred for smaller sites as it allows Google to see the page and recognize the noindex directive, leading to a more controlled removal from the index.

Q: How can user-generated content impact site quality and ranking?

User-generated content can affect site quality if it includes low-quality or spammy content. It's important to filter and manage such content to ensure it doesn't negatively impact the site's perceived quality. Separating user-generated content into subdomains or separate domains can help isolate potential issues and maintain the main site's quality.

Q: What happens to backlinks pointing to noindex pages?

Backlinks to noindex pages may not pass value to the site, especially if Google determines the noindex state is persistent. To ensure backlinks contribute to the site's authority, consider making important pages indexable or finding ways to incorporate valuable content into indexable pages.

Q: How should sites handle duplicate content across similar product pages?

Sites with similar product pages should consider combining content into fewer, stronger pages. This approach prevents internal competition and strengthens the page's ability to compete in search results. Highlighting variations within a single page can provide a comprehensive resource without diluting content across multiple pages.

Q: Is it acceptable to use schema markup for reviews from Google My Business?

Using schema markup for reviews must comply with Google's policies, which require that reviews be collected directly on the site. Placing schema markup for external reviews, such as those from Google My Business, may violate these policies and should be avoided to prevent potential ranking issues.

Q: How does site speed affect ranking, and what tools should be used?

Site speed affects ranking through user experience metrics captured in Search Console. Lighthouse provides lab data for optimization but may not reflect actual user experience. Focus on improving real user metrics as they directly influence ranking, while using Lighthouse to identify areas for technical optimization.

Summary & Key Takeaways

• The session covers various SEO topics including page quality, canonicalization, and robots.txt usage. John Mueller provides insights on handling low-traffic pages and the importance of content improvement over removal.

• Google's stance on user-generated content is discussed, with advice on maintaining site quality and managing backlinks. Issues with duplicate content and strategies for combining content into stronger pages are highlighted.

• Technical aspects such as schema markup for reviews, site speed, and the impact of interstitial ads on mobile ranking are explored. The importance of focusing on user experience and compliance with Google's policies is emphasized.