English Google Webmaster Central office-hours hangout IRL from New York

TL;DR

SEO experts discuss indexing, crawling, and site optimization.

Transcript

JOHN MUELLER: All right. Hi. Welcome, everyone, to today's Webmaster Central Office Hours Hangout. Today, we're live from New York-- AUDIENCE: Woo! JOHN MUELLER: With a bunch of guests, awesome SEO guests from nearby, and Martin from Zurich-- MARTIN SPLITT: Hey there. JOHN MUELLER: --where it's a bit of a special time. So perhaps we don't have as m... Read More

Key Insights

• SEO testing can be complex due to varying site structures and external factors, making it difficult to isolate the impact of changes.
• Google emphasizes the importance of understanding both technical and quality aspects of SEO to improve site rankings.
• Disavowing links is recommended if a manual action is likely; otherwise, Google often ignores low-quality links.
• Google's mobile-first indexing does not offer a ranking bonus but ensures sites are ready for mobile users.
• Structured data like speakable markup is being tested in limited regions and may expand based on initial results.
• Google's Lighthouse tool provides stricter page speed scores, reflecting real-world mobile performance.
• Dynamic content loading can be indexed if JavaScript is processed correctly; server-side rendering can help.
• Google uses a mix of lab tests and real user data to assess page speed, with no direct correlation to external tools.

Questions & Answers

Q: How can SEOs effectively test changes on large sites?

Testing on large sites can be challenging due to traffic variability and seasonal demand. Google recommends separating technical tests from quality changes. Technical tests should verify if features work, while quality tests should focus on user engagement and long-term relevance.

Q: When should the disavow tool be used?

The disavow tool should be used if a site is likely to receive a manual action for unnatural links. If past link-building practices were questionable but not malicious, Google often ignores those links. However, disavowal can be a precautionary measure if there's concern.

Q: Does the mobile-first index affect site rankings?

Mobile-first indexing itself does not provide a ranking bonus. It ensures that Google's indexing process prioritizes mobile versions of sites. Sites not yet in the mobile-first index should focus on ensuring mobile and desktop content parity.

Q: What structured data helps with featured snippets or voice search?

Currently, there is no specific structured data that guarantees featured snippets or voice search results. However, using clear and structured content, like tables or lists, can improve the likelihood of being featured. Speakable markup is being tested for voice search.

Q: Why is there a discrepancy between Google’s speed test and real-world tests?

Google's speed tests, like Lighthouse, simulate slower mobile connections to reflect real-world conditions. These tests may show slower load times than personal tests on fast connections. Google's ranking considers both lab data and real user experiences.

Q: How can dynamic content be indexed by Google?

Google can index dynamic content if JavaScript is executed correctly. Issues often arise if JavaScript is blocked or not processed. Using server-side rendering or dynamic rendering can ensure content is available for indexing.

Q: Does the order of URLs in XML sitemaps matter?

No, the order of URLs in XML sitemaps does not affect how Google processes them. Google reads the entire XML file at once, so the sequence of URLs is irrelevant.

Q: Should corporate schema be added to all pages?

Corporate schema is typically added to the homepage or contact page. While it can be included on other pages, it primarily helps Google understand the organization and is not necessary on every page.

Summary & Key Takeaways

• The session covered various SEO topics, including the challenges of testing SEO changes due to external influences and site-specific complexities. Participants shared insights on how to effectively report SEO test results to businesses.

• Google's John Mueller and Martin Splitt discussed the nuances of link disavowal, emphasizing that disavowing links is crucial if a manual action is anticipated. They noted that Google's algorithms often ignore poor-quality links.

• The discussion also touched on Google's mobile-first indexing, structured data, and page speed. Attendees learned that while mobile-first indexing doesn't boost rankings, it ensures sites are optimized for mobile users.