English Google Webmaster Central office-hours hangout

TL;DR

John Mueller addresses various webmaster queries.

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 here at Google in Switzerland. And part of what we do are these office-hours Hangouts, where webmasters and publishers, people who make web sites and care about search, can join in and ask us question... Read More

Key Insights

• John Mueller discusses the inconsistency between Google's mobile-friendly test results and actual mobile performance, suggesting server speed and CSS file fetch issues as potential causes.
• For JavaScript-based sites, using Rendertron can help with rendering issues, but server-side rendering is recommended for dynamic content.
• In mobile-first indexing, Google may choose the mobile version as the canonical URL, affecting how content is indexed and presented in search results.
• The last updated date in structured data helps Google understand when content was last modified, which can impact how it is displayed in search results.
• Redirect chains, especially those involving single sign-on, can complicate crawling and indexing; flexible sampling is suggested as a potential solution.
• The natural progression of the web includes broken links to discontinued products; webmasters should focus on redirecting relevant pages but not stress over every broken link.
• Google uses over 200 factors for ranking; pages with little content can still rank well if they excel in other areas.
• Video content can enhance search visibility, but its placement on a page can affect how it is indexed and presented in search results.

Questions & Answers

Q: Why might a page show as mobile-friendly in some tests but not in others?

John Mueller suggests that discrepancies in mobile-friendly test results may be due to issues with fetching CSS files or server speed. If Google can't fetch CSS files quickly, it might misinterpret the page as not mobile-friendly. Ensuring server speed and accessibility of CSS files can help resolve these issues.

Q: How should JavaScript-based sites handle rendering issues?

Mueller recommends using tools like Rendertron for JavaScript-based sites to ensure proper rendering. However, for dynamic content that changes frequently, server-side rendering is advised to ensure Google can index content promptly without relying on client-side rendering, which may delay indexing.

Q: How does mobile-first indexing affect canonical URLs?

In mobile-first indexing, Google may select the mobile version of a page as the canonical URL, affecting how content is indexed and displayed in search results. This means that even for desktop searches, the mobile version may be used for indexing, though the desktop URL might still be shown.

Q: What is the role of the last updated date in structured data?

The last updated date in structured data helps Google understand when a page was last modified, which can influence how it appears in search results. Accurate last updated dates can improve the relevance of search snippets and ensure users see the most current information.

Q: How should webmasters handle redirect chains involving single sign-on?

Redirect chains with single sign-on can complicate crawling. Mueller suggests considering flexible sampling, which allows Googlebot to access content directly while still maintaining a sign-on flow for users. This approach aligns with Google's guidelines and ensures content is indexed correctly.

Q: What should webmasters do about broken links to discontinued products?

Mueller advises that while broken links are a natural part of the web's evolution, webmasters should focus on redirecting relevant pages. It is not necessary to fix every broken link, especially if the linked content is outdated or no longer relevant.

Q: Why might pages with little content rank well?

Pages with minimal content can rank well if they excel in other ranking factors, as Google uses over 200 factors for ranking. Webmasters should focus on creating high-quality content and improving site performance rather than mimicking competitors' strategies that may not align with their site goals.

Q: How can video content impact search visibility?

Video content can enhance search visibility, particularly if it is prominently placed on a page. Google can show video thumbnails in search results, attracting users who prefer video content. However, the video's placement and relevance to the page's main content can influence how it is indexed and presented.

Summary & Key Takeaways

• John Mueller addresses a variety of webmaster issues, including mobile-friendly testing discrepancies, JavaScript site rendering, and mobile-first indexing. He emphasizes the importance of server-side rendering for dynamic content and discusses Google's approach to indexing and ranking.

• The session covers the handling of redirects, particularly those involving single sign-on, and the implications for crawling and indexing. Mueller also discusses the natural occurrence of broken links over time and the importance of focusing on high-quality content.

• Mueller advises on the use of video versus images on news sites, the impact of structured data on search visibility, and the importance of understanding Google's use of multiple ranking factors. He encourages webmasters to focus on creating valuable content and ensuring efficient site performance.