Decoding the Future Of Web From The Google Webmaster Conference
The Google webmaster conference is the ideal place to understand the ins and outs of SEO. As the leading search engine in the world, the internet has become synonymous with Google.
Just Google it! Isn’t just a statement, it's a way of life.
So, when Google holds a conference and says something you listen.
Webmaster conference was held not only to promote clarity as to how the search engine algorithms work but also to have an open dialogue between the Google search teams and the SEO, developer, publishing and the content community.
The goal is simple, to help website creators all over the world truly understand how to optimize their website for search and ranking purposes.
The beauty of these conferences is that they are not only isolated to the States, but they also take place across the world giving a comprehensive look into the world of Google webmasters.
This conference, however, had a few key takeaways that we will be exploring further.
SERPs have now begun to have two extremely important components, answer boxes and featured snippets. Both seemingly helping out completely random companies during a search to come out on top.
Under these, you could be ranked one and still not technically show up at the top of the page.
At Google, everything is about user experience. Structured data helps in the curation of visually appealing results that help users in discovering the exact answers to their queries. Adding structured data would thus help Google in understanding your page better, along with enabling special features that would increase your search engine visibility.
But this narrative has truly taken a turn as Google has finally added support for emojis in search. This means its an open field for content creators and SEO professionals to utilize as Google is crawling, indexing and ranking Emojis.
I called this inevitable as there are over a million searches each day taking place with emoji in their search phase. Let the games begin.
Now the reason Google deduplicates is because the users don’t want to at any point have pages repeated to them. So, you have room for creating more distinct content while indexing, helping you retain signals in case you decide to redesign your site, at the same helping Google find alternative names.
Some tips that were shared for deduplication
Use redirects to clue into a site redesign
Send meaningful HTTP result code
Check rel=canonical links
Use hreglanf to help localize
Report hijacking cases in forums
Secure dependencies for secure pages
Canonical signals should be kept ambiguous
Google has enough of a pull in the search engine department and thus has the ability to play by their own rules. In this case, the rules apply to both crawling as wells as rendering websites.
It has been made clear that unlike other search engines you should not be relying on caching rules because google does not follow them. Additionally, fetching has also been minimized.
According to stats released during the conference, it was also brought to light that one out of four times Googlebot has issues reaching a site’s robots.txt either by getting a 200 response code, a 5XX response code or at times being completely unreachable.
In the case of rendering, nobody should be surprised that the choice of program is Chrome. So, your page is rendered and loaded by chrome, followed by the Googlebot fetching that content and loading it. Finally, google takes a snapshot of the content after which it is indexed.
Google is known to do about 50-60 fetches per page with around a 60-70% cache rate.
Google rolled out a BURT update recently, one which isn’t quite understood yet but it's on its way. Google is stressing time and again on understanding contexts and synonyms to provide accurate results.
Understanding and keeping up with every update that is rolled out is important. You cannot execute a strategy that you employed last year to keep yielding positive results year after year.
Most of the changes that have been discussed are primarily made so as to enhance the user experience. Every website or campaign being rolled out by you needs to take into account changes as google is the only thing giving you visibility.
Just Google it! Isn’t just a statement, it's a way of life.
So, when Google holds a conference and says something you listen.
Webmaster conference was held not only to promote clarity as to how the search engine algorithms work but also to have an open dialogue between the Google search teams and the SEO, developer, publishing and the content community.
The goal is simple, to help website creators all over the world truly understand how to optimize their website for search and ranking purposes.
The beauty of these conferences is that they are not only isolated to the States, but they also take place across the world giving a comprehensive look into the world of Google webmasters.
This conference, however, had a few key takeaways that we will be exploring further.
Structured Data
Search algorithms are constantly evolving and under that guise comes the importance of structured data. Search Engine Results Page query has been demystified in the past couple of years.SERPs have now begun to have two extremely important components, answer boxes and featured snippets. Both seemingly helping out completely random companies during a search to come out on top.
Under these, you could be ranked one and still not technically show up at the top of the page.
At Google, everything is about user experience. Structured data helps in the curation of visually appealing results that help users in discovering the exact answers to their queries. Adding structured data would thus help Google in understanding your page better, along with enabling special features that would increase your search engine visibility.
Emoji Search
This is less of a surprise and more of an inevitability. During the initial search engine days adding special characters or emojis to your web page was considered pretty useless as, first of all, nobody was using them and second they were expensive to index in light of not being used.But this narrative has truly taken a turn as Google has finally added support for emojis in search. This means its an open field for content creators and SEO professionals to utilize as Google is crawling, indexing and ranking Emojis.
I called this inevitable as there are over a million searches each day taking place with emoji in their search phase. Let the games begin.
Deduplication Tips
Deduplication is like an SEO nerds dream. A slightly complicated concept to understand, deduplication is the process under which identifying and clustering duplicate web pages takes place. A representative URL is picked which and unique pages are sorted and then indexed, all while forwarding signals to the representative URL, which is also called the canonical URL.Now the reason Google deduplicates is because the users don’t want to at any point have pages repeated to them. So, you have room for creating more distinct content while indexing, helping you retain signals in case you decide to redesign your site, at the same helping Google find alternative names.
Some tips that were shared for deduplication
Use redirects to clue into a site redesign
Send meaningful HTTP result code
Check rel=canonical links
Use hreglanf to help localize
Report hijacking cases in forums
Secure dependencies for secure pages
Canonical signals should be kept ambiguous
Crawling And Rendering Tips
Google has enough of a pull in the search engine department and thus has the ability to play by their own rules. In this case, the rules apply to both crawling as wells as rendering websites.
It has been made clear that unlike other search engines you should not be relying on caching rules because google does not follow them. Additionally, fetching has also been minimized.
According to stats released during the conference, it was also brought to light that one out of four times Googlebot has issues reaching a site’s robots.txt either by getting a 200 response code, a 5XX response code or at times being completely unreachable.
In the case of rendering, nobody should be surprised that the choice of program is Chrome. So, your page is rendered and loaded by chrome, followed by the Googlebot fetching that content and loading it. Finally, google takes a snapshot of the content after which it is indexed.
Google is known to do about 50-60 fetches per page with around a 60-70% cache rate.
Synonyms
A successful SEO strategy primarily hinges on how Google interprets the said queries. Only once you have a fair understanding of how Google and its search algorithms work will you be able to select the reign keyword for yourself.Google rolled out a BURT update recently, one which isn’t quite understood yet but it's on its way. Google is stressing time and again on understanding contexts and synonyms to provide accurate results.
Understanding and keeping up with every update that is rolled out is important. You cannot execute a strategy that you employed last year to keep yielding positive results year after year.
Most of the changes that have been discussed are primarily made so as to enhance the user experience. Every website or campaign being rolled out by you needs to take into account changes as google is the only thing giving you visibility.
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