What Are Key Takeaways from Google's SEO Office Hours March 2022?

TL;DR

Google's SEO Office Hours emphasize that fluctuations in page rankings are typically normal and not always indicative of quality problems. High engagement on a single page can benefit the site's overall rankings through internal linking, while low-traffic pages with poor Core Web Vitals usually do not significantly impact the overall site score. The session also discusses challenges around indexing and the importance of understanding mobile-first indexing.

Transcript

JOHN MUELLER: All right. Welcome, everyone, to today's Google Search Central SEO 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 sessions where people can jump in and ask their questions around their website and web search. ... Read More

Key Insights

• Pages may fluctuate in rankings naturally, and this isn't necessarily due to quality or technical issues.
• Site query results can show different numbers in various countries due to index approximations.
• High engagement on a single page can positively influence a site's overall signals through internal linking.
• Pages with poor Core Web Vitals but low traffic usually don't impact the site's overall score significantly.
• Google does not have specific guidelines on handling Russian propaganda sites in search results.
• Internal linking structure is crucial for SEO, but there's no optimal number of links per page.
• Indexed page count increase without traffic growth could be normal; not all indexed pages drive traffic.
• Improving a large e-commerce site's quality involves user studies and focusing on user experience.

Questions & Answers

Q: Why do pages sometimes fall from #8 to much lower?

Fluctuations in page rankings are common and can occur naturally over time. They are not necessarily indicative of quality or technical issues. Google's indexing and ranking algorithms constantly evaluate pages, causing some to rise or fall in search results.

Q: Do site:-query results differ by country?

Yes, site query results can show different numbers in various countries due to Google's index approximations. Google does not maintain separate indexes for different countries, but site queries are not meant for diagnostic purposes and can vary significantly.

Q: Can a single page with high engagement help a site overall?

Yes, a single page with high engagement can positively influence a site's overall signals. This is because internal links on that page can pass on some of the positive signals, such as relevance and external links, to other parts of the site.

Q: Can less-relevant pages with poor CWV impact a site overall?

Usually, they don't impact the site's overall score significantly. Google focuses on pages that get the most traffic when evaluating Core Web Vitals. If low-traffic pages are slow, they generally don't drag down the overall score unless they receive significant traffic.

Q: Will Google stop ranking Russian propaganda sites?

Google has not provided specific guidelines on handling Russian propaganda sites. While the search quality team is likely aware of the issue, there is no detailed information on actions being taken to address it.

Q: How many internal links per page are optimal?

There is no optimal number of internal links per page. The key is to maintain a clear site structure that allows for easy navigation and understanding of the site's hierarchy. Over-linking can dilute link value and confuse site structure.

Q: Are pages linked closer to the homepage indexed faster?

Generally, yes. Pages linked closer to the homepage are often indexed faster because they are more easily accessible to Google's crawlers. However, other factors like expected page changes can also influence crawling frequency.

Q: Does mobile-first indexing help with ranking?

Mobile-first indexing does not directly impact ranking. It affects how content is indexed, focusing on the mobile version of a site. Websites not yet switched to mobile-first indexing should ensure their mobile sites are ready, but there's no ranking advantage.

Summary & Key Takeaways

• This session covers various aspects of SEO, including fluctuations in page rankings, which are often natural and not necessarily indicative of quality issues. Internal linking is emphasized as crucial for maintaining a clear site structure.

• The discussion highlights that a single page with high engagement can positively affect the entire site due to internal linking. Additionally, poor Core Web Vitals on low-traffic pages usually don't impact the overall site score.

• The session also touches on the challenges of indexing and ranking, such as the potential issues with synonyms and the importance of understanding Google's indexing processes, particularly for JavaScript and mobile-first indexing.