English Google Webmaster Central office-hours from April 17, 2020

TL;DR

Google Webmaster Office Hours discusses SEO, indexing, and site management.

Transcript

JOHN MUELLER: All right. Welcome everyone to today's Webmaster Central Office Hours Hangouts. My name is John Mueller. I'm a webmaster trends analyst at Google in Switzerland. And part of what we do are these Office Hour Hangouts, where people can join in and ask any question related to the website and web search. And we can try to find some answer... Read More

Key Insights

• Creating pages for every keyword variation can lead to doorway pages, which Google disfavors. Focus on quality over quantity.
• Google's algorithms aim to understand user intent, affecting whether e-commerce or informational pages are shown.
• Cross-linking between related sites is generally acceptable, but avoid making it appear as paid links.
• Redirecting homepages for multilingual sites can complicate indexing; consider using banners instead.
• Google My Business rankings are not directly influenced by website quality; focus on local relevance.
• The indexing API is intended for job posting and live stream pages; misuse won't cause deindexing.
• Site migrations can disrupt rankings, especially with frequent changes; ensure redirects are correctly maintained.
• Google's algorithms can change visibility in Discover based on content relevance over time.

Questions & Answers

Q: What is the best practice for creating pages for different keyword variations?

Creating pages for every variation of keywords can result in doorway pages, which Google considers spammy. Instead, focus on producing high-quality content that addresses user needs and consolidates value on fewer, stronger pages to improve ranking for competitive queries.

Q: How does Google determine whether to show e-commerce or informational pages?

Google's algorithms attempt to understand user intent behind search queries. If the intent is informational, informational pages are prioritized. If the intent is transactional, such as purchasing, e-commerce pages are shown more prominently. The nature of the page, whether it's for direct purchase or requires further interaction, can affect its ranking.

Q: What should I do if I manage multiple related sites to avoid being seen as a PBN?

Cross-linking between related sites is generally fine if they naturally work together. Avoid making links appear as advertisements unless they are, in which case, use nofollow. Google can usually understand when sites belong to the same company or network, especially if they rank naturally.

Q: Is redirecting a homepage to a language-specific version a bad practice?

Redirecting homepages can complicate indexing and diagnosing issues. Instead, use a banner to guide users to the correct language version. If redirecting, ensure Googlebot can access all language versions to avoid indexing issues. Using x-default for redirecting homepages is recommended.

Q: Does the quality of a website affect its position in Google My Business?

Website quality does not directly impact Google My Business rankings. These rankings are more influenced by local relevance and user interactions. Engaging with forums dedicated to Google My Business can provide additional tips for improving local search visibility.

Q: Can using the indexing API incorrectly cause pages to be deindexed?

Using the indexing API for pages without the correct structured data will result in Google ignoring those submissions, not causing deindexing of other pages. The API is specifically for job postings and live streams; misuse won't penalize existing indexed pages.

Q: How can frequent site migrations affect rankings?

Frequent site migrations can disrupt signal forwarding and ranking stability. Ensure all redirects are correctly implemented and that old domains remain accessible to maintain context and ranking signals. Google's algorithms might reassess the site's relevance if migrations are frequent.

Q: Why might a site lose visibility in Google Discover?

Google Discover visibility can fluctuate as algorithms reassess content relevance. These changes reflect shifts in how Google's algorithms perceive the content's alignment with user interests. Continuous content quality and relevance improvements can help maintain or regain visibility.

Summary & Key Takeaways

• The Google Webmaster Office Hours session provided insights into best practices for SEO, including focusing on quality content over creating numerous pages for keyword variations. John Mueller advised against doorway pages and emphasized understanding user intent.

• Mueller discussed the importance of clear site structure and the impact of redirecting homepages on indexing. He suggested using banners for multilingual sites to avoid complications with Googlebot indexing.

• The session highlighted the need for local relevance in Google My Business rankings and clarified the use of the indexing API, noting that misuse would not lead to deindexing of pages. Frequent site migrations were advised against due to potential ranking disruptions.