# Google Search Central

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## 2026-06-15 - Should I use markdown for my site?

URL: https://www.youtube.com/watch?v=Vkn3R6DUJ34
Caption: en (automatic, json3)

In this episode of Search of the Record,
we are talking about markdown LLMs and
if you should convert your content into
Markdown or even LLM's txt files or if
it's not that helpful maybe or is it or
is it not? Find out in this episode of
Search of the Record.
Hello and welcome to a new episode of
Surge Off the Record, the podcast coming
from the Google search relations team.
My name is Martin Split and with me here
is my boss. Hello Mr. Moo. Hello John.
How's it going?
>> Hi Martin. Great to be here with you.
>> Long time no see.
I have a question for you because I have
been asked this multiple times and I'm
pretty sure I have the right answer, but
I'd rather hear a little bit of your
perspective as well on this. Should I
convert my website into markdown so that
LLMs have an easier time figuring it
out?
>> Wow.
>> Oh, no. Okay. Okay. Hear me out. Hear me
out. In my opinion, markdown is an
intermediate format. basically like HTML
is an intermediate step to how a website
looks like. It's a structured kind of
text format. It's just annoyingly
tedious to write and can like get the
nesting wrong and all of that. And
Markdown is is doing a lot less to kind
of get more or less the same structure
into a text file. Like you can have
headlines and you can have bullet point
lists and you can have numbered lists
and you can have tables and blah blah
blah and links and images even and
whatever. But fundamentally that's just
it. And yes, it is easier to deal with
markdown than it is to deal with HTML.
But all the crawlers that exist today
had to deal with HTML for the breath of
ingesting the web. Like the goal was to
get the web. And you can't just be like,
"Oh, we're just not going to get any of
the information that's out there. We're
just going to get the markdown files."
So they had to already solve the problem
of dealing with HTML. So I don't think
that's a problem that needs solving.
>> I don't know.
>> Okay. I don't know, Martin. You're
you're like a smart guy. You've learned
a lot about how search works, right?
>> Fair.
>> Okay.
>> I'm not sure where this is going now.
Now I feel like I'm I'm in being
investigated. Okay. Uh oh.
>> So, you know, like the best practices
for making good websites, right?
>> I think so. I hope so.
>> How do you write the content for your
website? Do you write HTML or do you
write Markdown?
>> Why am I having a job interview right
now? It's it's like it's like something.
Okay, I do not write the HTML actually.
I do I well I have to admit that I
actually use a static site generator and
because of that I'm writing in markdown
and I've written my own static side
generator back in the day to do that.
>> Okay.
>> Yeah. Because I don't want to I don't
want to write all these like angular
brackets and all that kind of stuff. I
just want to have like here's a link,
there's a headline, moving on.
>> Okay. It's easier. It's less typing.
That's That's why.
>> So, if people want to rank well in
search like you do, which I I don't
know. I didn't actually look.
>> I don't I don't think I rank so well
because I don't care. Okay. I think I'm
I'm ranking reasonably well for what I
care for.
>> Oh. Oh, well then may maybe they
shouldn't be using markdown.
>> Oh, you think that's why? Aha.
Interesting. No, I don't think that's
that's the thing.
>> Okay. I I guess maybe we should take a
step back and yes briefly explain what
this markdown is like.
>> Okay.
>> Where does it come from? What what is
it?
>> Okay. Okay. Okay. Okay. Yes. Actually,
fun fact, I'm not sure where it comes
from. I saw it first I think on GitHub
where you can add a readme.mds or
markdown file and then it automatically
is kind of like the homepage of your
repository on GitHub.
But I I guess it's older. I don't I
don't know. Have you looked at the
history of it? I looked it up because I
I don't know. Preparing for this mock
interview about markdown.
>> Okay. Pressure just went up again.
Great. Yeah.
>> Yeah. Actually, I asked an LLM, so
this is awkward. So, it's like maybe I
got something wrong. But anyway, I will
assume it's kind of correct. Apparently,
it was created 2004. So, quite long time
ago. I imagine we have listeners who are
younger than markdown which is not
surprising because we probably have
listeners younger than HTML or
JavaScript which I don't even know when
JavaScript was made long time ago. Uh it
was created by John Gruber and Aaron
Schwarz. So John Gruber I think is still
active online. Aaron Schwarz is a bit
tragic the whole history around it. He
was one of the developers of RSS and
Creative Commons and one of the I think
co-owners or co-founders of Reddit. So
long time ago.
>> Wow.
>> Maybe like the Reddit connection is why
people assume this is good for AI
because AI loves Reddit. So therefore,
anything Reddit does must be good,
right?
>> Must be good. Okay. Ah, maybe that's
where it's coming from.
>> Actually, Reddit apparently was written
in lisp originally. So maybe people
should be using lisp to make their
websites if they want to be like Reddit.
>> Gosh, I've written lisp during my
university studies and
>> no. Oh my god.
>> I mean it's a pretty beautiful language
but no no thank you.
>> Gosh. Yeah. So the whole markdown thing
was created as a way to have a simple
plain text kind of English readable
style of creating content that's easy to
convert into HTML and easy to convert
back from HTML. So it's it's basically
it's like if you assume HTML exists, how
could you make it so that it's easier
for people to write and understand,
which I think maps kind of well to why
you're using it for your website, and I
use it for some of my websites as well
because it's it's just a lot easier to
write and a lot of the structures,
they're they're just kind of like a
natural text file.
>> Yeah. Yeah. And and that's how I see it.
Um, remember back in the days when you
had like text files as part of copies of
computer games you found online?
You sometimes got text files with like
ASI art in it that looked like pretty
fancy. And it's like it's a way to style
and and juice up a text file basically.
Like it's a little more structured. It's
a little more readable than just like
having random text. It's like, oh, so
this is meant to be a headline. I can
pretend that this is a headline. And I
think that makes sense. And because of
the simplicity, you can use tools to
programmatically transform it into other
things. I've used Markdown to write a
book.
>> Wow.
>> And publish a book. Okay. So, yeah. And
that has like is over 10 years ago. So,
that's nothing new.
>> That's crazy. Wow. Huh.
>> But again, I didn't want to write all
the overhead of HTML like all the
brackets and stuff. was like and then
you forget a closing thing and then
everything becomes a headline.
>> Yeah, true. And I think what I also find
kind of neat about markdown is that it's
almost by default like semantic markup.
>> Yeah.
>> Whereas it's like this is a heading.
It's not like this is a big piece of
text that could be a heading or it could
just be big text is just very clear is
like this is a heading. This is bold.
This is a link. It's is like super
straightforward.
>> Yeah. And as as long as you're not
cheating because if you know that the
output format is going to be HTML, you
can configure a bunch of the markdown
taking things like the programs that
take markdown as their input and then
produce HTML as the output and configure
them so that you can actually include
HTML. And then if you don't do Yeah.
Like that's nice. If you want to like
show a video or if you want to have a
widget in it that uses JavaScript, you
can do it that way. But if you do that
then you invite back all the complexity
of HTML. If you don't do that then by
definition you are separating style and
content right so like the presentation
is separate because you you it looks
kind of boring black text on white
background by default if it's rendered
to HTML and you need a stylesheet or
something that wraps stuff around it to
make it look in a specific way. Whereas
in HTML, you can say like, "Oh, I want
this to just be like twice the size of
everything else." And then you kind of
sneak in presentation information into
the content. And here you kind of have
clean separation between actual content
and actual presentation. I think that's
that's a good thing.
>> Yeah, that's that's true. Now that you
mentioned it is like with markdown, you
basically provide the structure and the
text,
>> but all of the styling information is
kind of separated out. Y
>> so you can take this text and repurpose
it and it's like oh I'll put it on my
website or I'll create some kind of PDF
with it or whatever and it's like the
text and the structure of the text is
transferable
>> and I think that's also why people think
it's good for LM because you kind of you
have less stuff less tokens and if you
look at an HTML file without a browser
rendering it if you just look at the
plain HTML and a text editor basically,
then it's hard to read the content
because there's so much craft, so much
stuff in it, right? There's all these
HTML tags and all this maybe even inline
styles and all that kind of stuff. But
if a markdown render fails and you look
at the markdown file in a text editor,
it still is structured and readable.
>> Yeah,
>> like a link is the word of the link
text, like the anchor text and then in
in square brackets and then in normal
brackets. It's probably what I would do
if text was all I had available, right?
If I was writing an email without the
possibility to to actually link things,
I would probably like mark up some sort
of link text and then put some sort of
way to say like, and this is where you
need to go to actually see that. Yeah.
>> And I think this minimalism is probably
what makes people think, yeah,
>> this is great for a machine that needs
to understand this content unlike HTML.
Yeah, I think the other difference is
also all of the stuff around the content
things like headings and footers,
sidebars,
>> right?
>> Like all of that is basically gone. So
when you write your content in markdown,
you focus on the text and the links and
things like that. And then afterwards
the system goes, okay, I will put your
piece of text in the structure of a
website and create all of the the cross
links to other categories and all of
these things.
>> Okay. So then that all sounds very nice.
Should we just make markdown as our like
make our websites in Markdown basically
or
>> I don't know. He's like you already make
your website in markdown.
It's like this awkward cycle of it's
like you turn it into HTML and you're
now you're like well maybe we should
just turn it back into Markdown
>> just publish the markdown with no steps
no extra steps. I think the big thing is
that the web with HTML and everything
has been around for a really long time,
longer than Markdown. And all of the
crawlers out there, they have practice
with HTML and like converting HTML into
text is is trivial. Like there are lots
of libraries out there that can do that
for you. So if you think about what an
average web crawler might look for or
might uh need to find on a page to be
able to understand it, then probably
that's just HTML.
>> Yeah. And I mean the other thing is yes
it's nice that markdown is usually then
focusing on a piece of content but HTML
with all the links and the navigation
and the headers and all that kind of
stuff that it kind of gets stripped out
in the markdown files that make the
website are important to understand the
structure and how this connects to the
rest of the site. So I guess that's also
a bad thing. If we were to lose this,
that's probably not so good for crawling
and discovery. Huh.
>> Oh, definitely. Yeah. Yeah.
>> Yeah.
>> I think when it comes to things like a
search engine or probably also an
generic LLM system, having a website
that uses normal HTML for the pages is
critical because a search engine or
crawler can just go to that page. it can
recognize all of the other links that
are within the website. And usually
those links are somewhere in the header
or in the footer or in the sidebar
somewhere where they say these are other
categories of content, maybe other pages
that are available on the website that
are not directly linked in the content.
And all of that is critical. So it's
almost like if you want to focus purely
on being discoverable in search and
being discoverable for these AI systems
so that they can use your content for
training then having normal HTML pages
is basically the main thing you can do.
It's almost I don't know may maybe it's
even the the primary thing that you need
to do as a prerequisite in order to be
crawled and indexed normally.
Obviously, the web is super messy and
sometimes people put normal text files
online or PDFs and crawlers have to deal
with some of that as well. But they
definitely know how to deal with HTML
pages. That's kind of the foundation of
the web. And I mean the other thing is
also for users you can't just publish a
set of markdown documents because a we
like colors and images and stuff to kind
of like flow in a nice layout and
markdown by definition unless you put a
layout on it doesn't and markdown
doesn't support layouts directly. So you
would have to have some sort of
mechanism to you're basically recreating
the browser. You're recreating HTML
parsing in the end. So might as well use
HTML parsing because as you say that has
been around and has been tried and
tested for decades at this point. The
other thing is you would duplicate
things. If you were to acknowledge like
oh users don't want markdown they want
the full-fledged website and then I
create a version just for LLM then
you're kind of making twice the work or
having twice the work. No.
>> Yeah. I think that's always terrible on
the web and I understand where these
ideas come from in that a lot of web
pages are just terrible from a
structural point of view and hard to use
and it's tempting to say well users can
see this complex weird page and
automated systems they should have it
easy like you should just give them the
information that they're looking for but
Fundamentally, as soon as you have these
parallel versions of your content, then
everything becomes so much more complex,
you have to maintain those multiple
versions. You have to make sure that
nothing breaks on a version that a user
doesn't see. Uh because users might
complain to you if your page doesn't
load properly. But if the LLM version of
a page doesn't load properly, then no
user is going to tell you that something
is broken. And a lot of these automated
systems, they might not even recognize
that something is broken because they
see, oh, it's like there's some text
here must be what they want us to index.
Yeah, I think we learned that lesson
with dynamic rendering, which was a nice
stop gap solution for a while, but we
found out in practice it often times
caused more problems and was really hard
to debug because of this duality of the
two different separate versions. And
yeah, that's uh that's not great. Okay,
while we are on the topic of markdown,
should I then just create a text version
like have like a text file that has all
the content in it for LLMs or is it kind
of like the same problem?
>> I think you mean the LLM's text file.
>> Oh,
>> no. The text file for LLMs. Yeah. Um,
so, so I I talked with I think one of
the people who who created that proposal
a while back and the idea was really not
to create something that makes it easier
for search engines or LLM systems to
discover all of your content, but almost
more that if an LLM already knows about
your site and wants to find out what
else is here, then that might be an
approach.
And I think the aspect of using this as
a way to optimize for discovery by AI
systems or discovery by search systems
that doesn't make any sense at all. Uh
because it's basically you're telling
these systems like oh I have the best
website ever and here are all of the
pages that everyone must go to and you
must buy all of my products or whatever
you put in there. So in LLM system it
basically by design can't trust what is
here as a way of differentiating between
different websites. If someone is
already on your website, maybe some kind
of automated system is helpful where if
they go like, I want to go to Martin
Split and buy a photograph, then the LLM
system can go to your website and can
look around like, how do we buy a
photograph? Like maybe he has some
guidelines for me as an agent for buying
photographs. That kind of makes sense.
But going off and saying like, I want to
buy a photograph. Which website has one?
the system is not going to go to your
website and five others and say like who
has some automated information but
rather they're trying going to try to
find the best website first.
>> Okay, makes sense. I think from that
point of view optimizing as a way of
being discovered that doesn't make sense
but like what happens when an agent is
on your website I think that also just
generally seems to be an open area for
discussion at the moment in that there's
LLM text as a proposal there are
different JSON files and well-known file
types that are in discussion there's web
MCP which I think tries to do something
similar where they say it's like well
you're on this page now but we have a
programmatic interface for this added
specific URL or a specific mechanism.
>> I think those are then almost different
discussions.
So the generic SEO angle of how do I
find a website that sells me a
photograph is almost going to be
completely bound to HTML pages and
normal web pages. And then if so a user
decides to go to a specific service then
within that service then there is a
little bit more room for maybe helping
an agent or an LLM system to find the
right approach. But what is interesting
of course is like lots of ideas and none
of these have basically crystallized as
the one thing that everyone will use. So
I'm sure over the next I don't know half
year or maybe longer it's going to take
a bit and some of these agentic systems
are going to kind of unify around some
some standard file type or mechanism or
something.
>> All right. So I guess
that should
settle the debate if we should just go
back to mark. I mean even if we are if I
for all the websites that I'm have made
in the last I don't know 10 years at
least actually holy moly that was like
2012 when I started using markdown to
make my website. So that's at this point
14 years. For the last 14 years, I
basically made markdown websites, but no
one would have known because you look at
the HTML version. And I think that's
continues to be fine.
>> That's fine.
>> Yeah. I think the one place where maybe
some markdown content on a website could
make sense is if you have something like
developer documentation
>> where again if the agent or the LLM
system already knows about your website
and the user says like how do I use this
API then if you give the LLM system a
markdown file it's a lot easier for it
to understand okay this is the the
mechanism here So I suspect for more
code or websites that provide code
samples and developer interaction for
them having markdown versions of the
technical documentation makes some
sense. And then you have that challenge
of course of having the parallel
versions because users are not going to
look at markdown because it's a text
file. It's not it's not this nice
looking HTML page thing, but maybe for
agents that's something that makes
sense.
>> Well, I'm I mean there's a solution to
that, which is to publish your
repository with the documentation in
Markdown and then use that markdown
documentation to generate the HTML
version.
>> Exactly.
>> And then you don't have the drift. Yeah.
Yeah.
>> Exactly. I I think again for developer
content, I think that makes a lot of
sense. But if you're selling shoes, it's
like you're not going to have a markdown
version of your shoe catalog. Like that
makes that makes no sense at all. I
think the challenge is of course people
who are creating websites are developers
and using developer tools and they're
like, "Oh, I'm using the markdown
version of this API to understand how it
works. Therefore, maybe my shoe site
should also have a markdown API." which
is kind of like that bias I think that
developers just have that is like I do
it like this therefore maybe everyone
does it like this and probably that's
not the case
>> and good news is that normally there's
more than just the developers involved
in making a website so hopefully
teamwork will make the dream work
>> that would be nice
yeah and the other thing I think is also
we've been talking about websites at
this point. But the web platform offers
more than just plain old websites like a
list of products. You could build
applications in there. You could build
interactivity in there. And markdown
itself doesn't support that. And I don't
think it should because again it's for
content. And so I guess the web will
continue to be this multitude of things,
this multitude of what a website could
be. It could be somewhere between
application and actual just like a
content document. And I guess markdown
is just one part of it and most likely
will stay just the middle bit of the
pipeline from thoughts in someone's mind
to website on on the internet. Yeah.
>> Yeah. I think again like for all of the
SEO related things and discovery of
content, a normal HTML website is
>> it's the best
>> is like that's not going to go away. I
mean like who knows, but that seems very
unlikely that it'll go away. So that I
think is at least the baseline
requirement.
If you have developer content, doing
something markdown is fine. Try it out.
See if it actually brings some value.
But for everyone else, I think markdown
doesn't really make sense.
>> Yeah. All right. I think that makes
sense. And uh I think we've spoken
enough about markdown at this point. And
uh I hope that you all out there have a
better idea of why Markdown became so
popular recently for LMS and uh what you
should do to make your websites and
maybe even use markdown to create the
HTML of your website. It's fine. And
trust me, right, John?
>> Right. Do it.
>> Excellent.
>> Or don't.
>> Yeah, we are not cops. We are just like
random people on the internet. Uh, well,
anyway, thank you all so much for
listening out there. I hope that it was
fun and useful. Let us know in the
comments below if you're using Markdown
for something and how you're using
Markdown. And um, in that case, thank
you, John.
>> Thank you, Martin. Great to be here.
>> Thank you for being here with me. And
bye-bye, everybody. Bye.
We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on LinkedIn or chat with us at one
of our next events we go to. If you have
any thoughts, let us know. And of
course, do not forget to like and
subscribe. Thank you so much for
listening and goodbye.

---

## 2026-05-07 - Vibe Coding - yay or nay?

URL: https://www.youtube.com/watch?v=SPVA6FNX2rw
Caption: en-j3PyPqV-e1s (manual, json3)

In this episode of search.
Off the record, I'm talking to John about vibe coding.
We talk a little bit about what it is
and what tools we have tried, what our experiences were,
and where we think these tools help us already,
and where they might not be as helpful as they want to be.
And we also want to hear from your experiences.
So let's dive in.
Hello, and welcome to another episode of search
off the record, your podcast coming from Google Search
relations right to you.
Wherever you're listening to podcasts,
we want to take you behind the scenes of search a little bit
and show and tell you a little bit of what's
inside of our heads.
With me today is John Mueller.
Hi, John.
Hi, Martin.
Same team, same place, same fun.
John, I want to talk to you about vibe coding websites.
OK, let's do it.
OK excellent.
I think there's a lot talk about AI becoming
a tool that kind of fire and forget, and you can do anything.
You can create videos, you can make music, you can do whatever,
including making programs and websites and apps and stuff.
And I tried it.
I finally tried it.
I tried AI Studio this time.
Did it work.
It was great, actually.
I wanted it to build me a website.
A static website didn't need.
Well, not really a static website.
I wanted it to build a client side tool with some JavaScript,
and it did that really well.
And the nice thing is, I was surprised that I could actually
read the code, and it looked more or less
like a standard Next.js application.
I wasn't too like thrown away with how
the weird setup sometimes looks like when
you have other people writing code for you.
So that was nice.
But then at some point, I got into a loop
where I asked her to not do something and it vibe coded.
It literally kind of vibe coded because I
was like and use this library.
And I was like, no, no, I built this myself.
And I'm like, no, no, no, no, don't do that.
Use this where I know it works.
And it's like, OK.
But it lied to me and got stuck.
And then I asked it for a half an hour.
I tried to make it not do what it wanted to do,
and want to do what I wanted to do.
And that was weird.
Did you try something and did you have other results
or did the same happen to you.
I've been making a lot of websites,
mostly for myself and to test things out using vibe coding.
I don't Martin.
Just an aside, was the UI in purple.
No, I heard that from many people.
It was an interestingly enough, not in purple.
OK, nice.
OK just checking.
So I think maybe taking a step back.
Vibe coding is this fancy new term
that someone came up with from the AI world
where basically you have an AI system, write the code for you,
and you basically talk to the AI system using English.
Or I'm pretty sure you can also do all of this in German
or any of the other languages where you basically just say
like, hey, I want a personal website
and it should look like this.
You describe what you want it to look like,
and it should have these pages on it.
And then the system goes off and basically creates those pages
for you, those files.
And basically from a technical point of view,
you have to do an additional step
after that, which is basically take these files
and put them on some server so that they actually
run as a normal website that you would do.
And I think the allure a little bit is well,
you speak to the system in English.
You don't have to know JavaScript
or any other programming language, basically.
And it goes off and does all of this technical stuff for you.
And then you take the output and you put it somewhere,
and then you have a normal website, which, practically
speaking, nobody can really recognize
as being like, this is a vibe coded website.
Of course, if you use some of the frameworks or platforms that
are used commonly by vibe coding,
people can recognize those patterns,
but otherwise, it's a normal website.
And I think one of the things that is perhaps tempting
is to take it to the next step and say like, oh, you should
also create my content for me.
It's like, now you made my website look nice,
but why don't you write an About Me page that
lists all of the things that I've done or is like,
why don't you write a marketing page that makes sure
that everyone clicks buy.
Which is like, sure can do that.
But it's not something where I'd say, where are you getting
the most value out of it.
Interesting yeah.
I mean, with content, with content,
it becomes tricky because then why would I
visit a website where party content has
been written when I can just talk to the eye directly, right.
But with the structure, I mean, if you're using frameworks,
then most of the things look roughly the same.
Interesting is when I apparently prefers purple.
So if I see a purple website, then I can ask myself,
is this really the preference of the editor
or the author of this website.
Or is this something that just happened because it
was Yeah, it's kind of weird.
I think also one of the things that is from my point of view,
kind of interesting is one of the selling
points is that you don't have to know how to code.
I was about to ask you that.
Yeah is it this fire and forget kind of thing
where you just describe it in English and plain English,
I want this with that and this button and this thing
and this, that.
And then it just generates the right thing
because it worked for me this one
time of 90% I think it depends.
It depends on the complexity that you're trying to do
and the long term setup that you want.
And also the almost like the cleanliness that you want,
because it can definitely create a generic website based
on the information that you give it,
but it will make a variety of assumptions along the way.
If you go and say like, I want a personal website
and these pages, it could go off and say,
well, I'm going to use a static site generator because those
exist, those are easy to use, and I will create these pages
for you.
Or it could go out and say, well, I
have all of these JavaScript frameworks
that have a lot of open source documentation and tooling.
I will make a JavaScript based website for you.
Or it could go out and say, well, actually you probably want
a CMS, and therefore I will create this complicated system
that has a database backend that lets you edit your homepage
and all of this stuff in a browser kind of thing.
All of these are reasonable assumptions
where if you talk to a developer they will also
make these assumptions.
But if you just tell the AI system like I want a website,
then it will pick one, like in ideal case,
maybe it asks you some questions like what do you actually
want to do with this.
Are you going to make changes or not.
Do you mind working in GitHub.
Do you want to do it in a UI.
Those would be reasonable questions to ask,
but often the system will just go off and say like, sure,
let me take care of this thing for you.
And then it goes off and does stuff.
So that's the kind of thing where
I think if you know what you're doing with regards how
to make a website and you have a concrete idea where you're like,
well, actually, I want a static site generator because I just
want to copy and paste the files to I don't Firebase hosting
or Vercel or anywhere.
Then you can tell it that ahead of time, when
you're setting this up and it's like,
hey, I want you to create a static site using maybe
my preferred framework and here's
the setup, the structure that it's supposed to have.
But for that need to have the technical understanding.
Yeah, exactly.
That's where I think the technical understanding comes
in.
And especially going to take a little bit past that
and you're thinking like, well, what about SEO.
And of course, in the end, you can always tell the AI system.
Now add some SEO to it.
But, how that works out is if you go to a developer
and add some SEO and it's like, what do you mean.
Sprinkle some meta tags and add some structured data.
It's like, what do you mean, add some SEO.
So those are the kind of things where
I think if you have the technical understanding.
You can guide it from the beginning and you can say,
actually it's like when you create my site,
I want you to do this and this.
Make sure that the pages have, I don't
canonicals here's the domain name I want to use.
Make sure to set up a sitemap file
or whatever that you're trying to do.
So on the one hand, knowing what technically you kind of want
helps to get there quite a bit.
What also helps a lot is if you understand things like how
a deploy script should look, or how a presubmit should work,
how a linter works, those kind of things,
then you can also include that in the configuration that you're
setting up, so that you can essentially say like,
this is the structure you should create
and you should make sure to before publishing,
make sure that these URLs all return content.
Make sure that I don't none of the JavaScript files
are blocked by robots.txt.
And it's create a robots.txt file
and make it useful of thing, all of these small details
that help a lot.
And I think especially the pre-submit stuff
is something where for a lot of the mainstream frameworks,
there's a lot of tooling out there that helps to make sure
that oh, I built this site and I published it
and it's actually I'm publishing the right thing.
I'm not publishing my source code and all of my API keys
or whatever you're doing that keeps happening to people.
I keep seeing that accidental.
Yeah, API key publishing.
But all right.
Assuming that it can build these things.
So it's not like a one click more or less kind of thing
where you just say some plain English
and then get whatever you want it back.
You need to still have some idea of where you want to go
and some of the technical lingo, because that
helps steer the output.
But when it's created, I also have to test it
and depending on what I have asked it to do,
testing manually might be a bit tricky.
And also when it fails in subtle ways, I mean,
if it fails with an error message,
you can just give it the error message.
You can say like, oh, I clicked this button
and then I got this error.
Can you fix that please.
I think please makes it more expensive.
I don't know.
So one of the weird things I heard,
or I read somewhere in one of the random leaks that happened
from the AI labs, is that they have dashboards specifically
for the coding tools about how often people
curse at the AI system.
Oh, OK.
Because it's like a sign.
It's like, oh, it's like our system did something wrong.
And like, it's sometimes just enough to count,
how many times people are cursing at it.
So I'm not saying that you should or I'm not
saying I'm also not judging.
If you're screaming at the machines, whatever.
If it's a toaster and it burns your toast,
like maybe it does good to scream at it,
but it's like you're using the toaster to make toast.
It's not the toaster's problem.
That toast burnt.
Oh, OK.
But is there a way for me to also use the tool
to have it test itself.
Or does that fall short because it doesn't actually
know what the expected.
Because I remember back in the days,
we used, I think it started with Selenium, and then at some point
used Puppeteer to remote control a browser from code.
But you would have to write that code so that it would actually
go and fill in the registration form,
put some products in the cart and so on and so forth.
Can I help you with that as well.
Sure like can you code this as well
and say like also test this thing in the browser.
I mean, at that point you really have
to have a strong technical understanding of what
you want to do.
I think maybe there are ways to go at it naively,
but basically for pretty much all of the mainstream
AI systems.
They have this mechanism for plugins, which is, I think,
like MCP, and there are other tools and skills
that you can set up.
I don't really understand all of them.
I don't have that much time to spend on,
not spending time with, I don't weird,
but they have this notion of plugins basically.
And there are tons of plugins out there,
including things that test pages from a static point of view
to understand, oh, is your HTML actually valid.
Is it reasonable HTML.
Is it semantically structured.
And also including things like browser use agents,
where basically it will spin up in the back end,
something like a Chromium browser,
and then basically use that as a way to I
don't access your pages.
So it could do that if you're hosting it locally,
if you have something like when you set up your site
and you have it hosted on a local port kind of thing
are like local server, basically local server.
Yeah So it can do that.
It can also access the live web page.
And a lot of course, depends on how you set things up.
So I basically just have a Unix Linux computer at home
that I can access where I have my stuff on it and on there.
I have this Chromium agent setup so
that it can use Chromium to access the pages.
And basically because it uses the AI system
to access your pages, it doesn't have
to know the exact IDs of the elements to click on.
It doesn't have to know the exact coordinates
to click those kind of things.
It can basically be controlled by text.
So one of the things, for example, that I did
is we like the apartment where we live.
They set up a weird rental portal website kind of thing
with I don't fancy React app, which apparently this
is how things are done now.
You don't get mail anymore.
You have to find your PDFs on a website somewhere,
and it's a really annoying thing.
And I don't know who coded it.
Maybe it's also vibe coded.
That would be weird.
But I basically used an AI system
to access that website using Chromium and to click through.
And if there is a cookie banner, just click Accept.
When it has a list of files, you should
check the files for new files and download any which are new.
And you don't have to go in and be
like, oh, Cookie, banner has this ID
and you have to click on this button with this ID
and you have to send it a click event or a post or whatever.
You basically just tell it if there's a cookie banner,
just click OK and get back to work kind of thing.
And that I think is really fascinating
where you can do these complex things that in the past
you could also do, but now you don't
have to spend as much time focusing on all the details.
For me, figuring out how to run Chromium and click
on a specific element like that would probably take a day.
I don't know.
It's like I haven't used it in a long time.
I don't have that much experience with what is it.
JavaScript, TypeScript.
I don't even know the language that's so awkward.
But I can go and tell it roughly what I want,
and it can create some code that does that.
Obviously, taking this code and creating a version
to sell to people is like completely different story.
But for me, for my personal use, it works fine.
Interesting but you would argue that you don't
have to know any technology.
You still have to know roughly what you want,
and you have to know enough to be inspecting what's going on.
I don't know.
I think maybe that's also just a bias
that I have which is hard for me to evaluate because I basically
I understand the command line tools,
I understand the basic infrastructure.
And if something goes wrong, I'm like, oh, you stupid machine,
you clicked instead of swiped kind of thing.
And you did this and did this in Chromium,
can't you try it in Firefox instead kind of thing
where I basically tell it specifically what I want,
but how much of that would just work if you told it vaguely?
And he was like, hey, this didn't work.
Try again.
I don't know.
I think if you're selling a service
and you have things like user data in a database,
then you probably want someone who
understands what they're doing.
But if you're just making something for yourself,
if you're making a static site for trying things out.
Or for a friend that just wants a website like that,
seems like the low risk kind of situation
where make something a little bit more fancy,
but it's not like I don't something
will break or burn down if you do it wrong.
Yeah for me, I wonder how much bias
is in there as well, because of course I'm a software engineer.
I to write my own stuff, but I tried specifically
to use AI for situations where I was bored enough to not like.
It's the thing I need to do, but I really
don't want to have to spend too much thought and coding on it.
So I try to counteract this bias by doing projects
where I was like, I need this thing,
but I don't want to spend time on it
and then want to offload the time.
And at first I was very impressed
how far I got very, very quickly.
What was a bit tricky for me was that I noticed at some point,
I got stuck, and I'm not sure if it's
because I used only one tool.
I might have actually tried other tools, probably.
And the other thing is, and to be fair,
that kind of tells me that my bias wasn't too big here.
I didn't really look at the code much.
So I don't know how maintainable it is, because that's one thing
that I was wondering.
Yeah I mean, I doesn't have a notion of cost of work.
It can just add code and code and patch
and put layers upon layers upon layers.
Whereas you, as someone with experience
might go, no, if I do this, if I patch it now, this quickly
and by adding this additional layer,
then that will come back later and bite me,
because I then have to deal with this additional layer.
I don't think AI has this notion.
I think that's something that definitely happens.
And you definitely see it if you understand code,
because you ask it to do something
and it's like, well, I have to do this common thing,
but I will just write my own code to do it,
rather than using your shared library that you
set up somewhere, or the existing
shared function that you already wrote last time.
It's like, oh, you need to these elements.
Let me write a custom sort function for you.
And it's like, well, you can, but this is not
what I would recommend if you wanted to work in a group
together with other people.
And you have to maintain your code for the long run.
But I find those are also the kind of things where
I can help you to refactor a little bit if you understand
what you're doing.
Oh, where I notice it, for example,
with some home automation things that I do.
I use home assistant, which uses primarily YAML files
for configuration.
It also has this whole web UI kind of thing,
but it uses YAML files.
And because of that, there are a whole bunch
of GitHub repositories with all of these YAML files.
It under, like the AI system has a lot of training material
to work on, and it basically can generate
these YAML files for you.
And I took a bunch of the things that I created over the years.
And basically told it to hey, does this still make sense.
Is this kind of modern use of the functions kind of thing.
And for some of them, it really came back with some good ideas
on how to do things differently.
So I found that kind of useful.
That is indeed nice.
So you set up your site or I guess your page or your tool
with AI Studio tool.
Yeah web app.
And did you end up publishing it or.
No that's when I hit the.
So I don't know why, but I was basically using I was like, OK,
it's working now ish.
I want to click on Publish.
And then it was like, OK, so now let's
integrate with Google Cloud.
And Google Cloud is a great platform,
except that in this case, I was like spinning up a project
and then dealing with the billing and all that stuff.
So Google Cloud is great for bigger projects,
but this was basically just HTML, JavaScript and CSS.
So I would have loved to see a range of options
where I could publish.
What I didn't think about at the time was
I could have exported all this thing as a zip file
and then just deploy it separately.
But then I have a lot of manual work again,
and then yeah, no manual work.
Yeah so the things I've started creating, I guess,
mostly test websites for me to try things out
to see how requests are made from Googlebot with
regards to all of the back and forth stuff there.
Most of them I created using Hugo as a static site generator.
Hugo I think Hugo, Hugo.
Oh, God.
Now, I don't know how to pronounce like trivial names.
Basically, I had it set up the whole setup for me
and I published it to Firebase.
Firebase hosting.
Wow OK nice.
Which has this free tier kind of setup thing.
And it also connects to Cloud functions
and has some basic database backend kind of things
that you can use.
And basically I had it create all of this website
and tried it out locally and then published it
to Firebase hosting.
And it basically told me what I need to do
is get the key here, put it in this file kind of thing
and trust that it doesn't steal your key
and hallucinate it for other people.
I don't it seemed pretty safe and I
had it set up to use GitHub as the storage place.
I think something like GitHub makes
a lot of sense for all of this stuff,
because you see all of the previous versions, which
is something that I'm super paranoid about with all
of the vibe.
Coding is like, I tell it to do something
and it's like, hey, I deleted everything and started over.
And then if you don't have a backup
of what the previous state was, it's like,
well, sucks to be you.
Yeah, maybe it works, maybe it doesn't.
So that basically worked out, I think fairly well for me.
And then it also set up the GitHub actions,
which basically mean that whenever
I make a change in the GitHub repository
where it stores all the files, it automatically publishes
it to Firebase hosting.
And this whole process kind of worked really smoothly
with regards to SEO.
The main things I looked at there
were, are these pages kind of reasonable HTML.
And they were and do they link out properly and they do.
So all of that I think mostly worked out.
Oh that's nice.
Yeah what tools did you try so far.
I initially started with something in VS Code.
I think it's Copilot.
They have some plugins for different AI systems.
But then recently, I switched to the command line tools
like Cloud code and Gemini CLI.
Oh, OK.
What I find interesting with those command
line tools is that you basically don't look at your code anymore.
You look at it on GitHub.
You see what happened there.
And if there are variables that you need to edit, setting files,
things like that do that manually,
but otherwise you interact with it primarily
by writing things out.
And I do that by writing things out in a Google Doc
and copy and paste them into the CLI system.
And then it does that.
And I find it almost like a more natural way of interacting.
And what I find interesting is both of these systems
have a notion of agents that go off and do things that
do things in parallel a little bit, that run things like tools
and other functionality in the backend.
So you can tell it like, hey, this is not working.
Can you check the logs to see what went wrong.
And in the back end it'll know.
Oh it's like you're using Firebase hosting.
The logs are hosted here.
The Project IDX you told me that already,
and then it goes off and uses the command line
tools to look at the server logs and figures
out what it needs to do.
So all of this kind of back and forth
functionality is available or is kind of happens for you
automatically.
It's a lot less of the old style use of AI
when I used it for coding, it's like you go to ChatGPT or Gemini
and it's like, hey, write me a JavaScript
snippet that does this.
And then you copy and paste it into your thing.
You basically tell the full thing
and it kind of takes care of the whole process.
Well that's quite nice.
I think with regards to maybe future looking things,
it feels like people are still deploying Drupal websites.
So yeah, it's not like these old like old school, oh my God.
It's like web is so fresh.
But it's like these old school jobs are going away.
People will continue to use Drupal and PHP and WordPress
and whatever, but it feels like a lot of the simpler things
are easily possible with this kind of vibe coded setup,
and especially if you know what you're doing,
or if you work with someone who knows what they're doing,
it's easier to make sure that it's not
like this hallucinated framework kind of thing that
looks like a website, but it's actually
just a giant GIF like could also happen or PDF kind of thing.
With all of the tooling and testing stuff around it,
I think it's possible to get reasonably far with this setup.
God, I feel like I could talk about this forever.
Good I'm so sorry for all of the listeners.
Keep going.
I learned things here.
What I found interesting is also because Gemini app CLI and Cloud
Code.
They basically use a terminal window for interactions.
You can just SSH into your website like from anywhere
and basically tell your system to update the website.
And that means you can run an SSH terminal on your phone
and you basically can use the voice to text mode
to enter stuff.
And you tell it what to do and it will update your website
like that.
I used this recently on a flight to the US.
There was Wi-Fi and I was like Wi-Fi is kind of spotty.
And doing something with a remote desktop
kind of environment was super annoying and slow and flaky.
But in a terminal window, doesn't use a lot of bandwidth.
You can do reasonable things and try things out.
That's true.
So I don't like I also saw some photos of this developer office
where people just have microphones and are whispering
to your computer kind of thing, which I don't know that feels
kind of weird, but it's definitely
an interesting way of coding when you don't have
to think so much about, what is the exact parameter
order for this function in JavaScript that I think exists.
Or maybe it's in Python.
I don't know where you basically tell it to add functionality,
and then you think about it a little bit more
as what do I want my website to do.
Rather than oh, it's like, which functions do I need to write.
True And the other thing that I'm seeing
is especially from the experiences that I've seen
and what you just said, whenever you are starting a project
and agencies tend to do that, a new customer comes or customer
comes with a new project, you have
this setup work even if you just set up Drupal or whatever,
and you might have some templates,
but then each project is oh yeah, that template fits.
But then we need to make these seven different changes.
And that just takes time and is not creative.
Interesting work.
It's tedious most of the time.
If I can do that and walk you through that process
quite quickly, then that would be really, really helpful.
I think you could probably do this
in minutes instead of hours.
And then when it becomes interesting
where the more subtle things happen,
I think that's where human time becomes valuable again.
I think that's yeah.
Yeah, I think for the Search Central audience,
being able to spin up websites quickly to try things out
is super helpful.
Making your own kind of web based tools is super easy to do.
If you want to see if your website is crawlable,
you just have it create a crawler and you try it out.
These things are super easy to do with regards
to agentic access, where it's like I don't maybe it goes off
and accesses Search Console using the API thing.
I don't know how that will evolve or any of it's like, oh,
look at Google Trends and then write me some articles
about the top trends.
That just feels like spam at that point.
But there's a lot of work to even just generate,
like a mock of a website or a mock of certain pages.
And a lot of that can be made it a lot easier
when you notice certain workflows that you keep
having to do where you need to take a data piece of data
in one tool, and then from that one tool to the next tool,
and then from that tool to the next.
You can probably pipeline this with AI as well.
Yeah which is what I sometimes do.
Yeah interesting.
Cool thank you so much, John.
I think that was really, really insightful
and especially hearing your experience with different tools
and how that related to the experience
that I just had was interesting.
I would like to hear from our audience in the comments
as well.
What tools are you using.
What have you found.
Where do they fall short of the promised land, which
is just whisper into a computer and the right thing falls out.
And where have they surprised you.
Positively I'm just curious to hear what people out there have
been experiencing.
Yeah all right.
Sounds cool.
Thank you so much for being here, John.
Thank you so much for talking with me.
And thanks to all of you out there for listening.
I'd like to say goodbye and wiedersehen.
Bye we've been having fun with these podcast episodes.
I hope you, the listener, have found
them both entertaining and insightful too.
Feel free to drop us a note on LinkedIn
or chat with us at one of our next events we go to.
If you have any thoughts, let us know.
And of course, do not forget to and subscribe.
Thank you so much for listening and goodbye.

---

## 2026-05-01 - How AI Is Changing Google Search and SEO

URL: https://www.youtube.com/watch?v=_R04ySodhGE
Caption: en-j3PyPqV-e1s (manual, json3)

Hello, and welcome to a new episode of search
off the record, the podcast where
we take you a little bit behind the scenes of Google Search
and hopefully have some fun along the way.
Well, you probably have seen AI features in search,
and whenever I have to talk about AI features in search,
I'm really, really happy that I got
to see a presentation at Search Central live in Zurich
last year, and I think it's time to open this up to more people.
So I invited a guest today.
My guest today is Nikola Todorovic.
And would you like to introduce yourself nikola?
Yes thank you Martin.
So I have joined Google about 15 years ago over here
in the Zurich office.
And for all of that time, I've been
a part of the search organization, what used
to be called search quality.
Nowadays, it's search intelligence.
And I've been a part of the team that's called safesearch.
And for the last several years, I've been leading that team.
And also in the last couple of years
I was more involved in the ecosystem work,
working together with you with the folks from Search Console,
Google Trends, et cetera.
And so have some more experience on that front as well.
And we pushed you into the cold water of our stage in Zurich
as well.
And you had a really, really cool topic.
You talked a bit more about AI in search.
Would you like to tell us what led to that talk,
and what was the thinking behind it,
and what you want people to take away from that.
Yeah, well, clearly AI is the topic
that everybody is talking about right now.
A lot of people are wondering how is search evolving
and what will be the future of Search
the future of AI, et cetera.
And from that perspective, I think
it was valuable to bring that particular presentation.
Now, the presentation that you referred
to has showed a lot more things before the new wave of AI
came in.
I think that was the context that I
felt it was helpful to present to the audience over here.
Yeah, because I think everyone is talking about AI in search
as if it's a new thing.
But it has been there behind the scenes,
so to speak, before that.
So what makes these AI features that people are using now
and that are progressively enhancing the search
experience for them, so different from the features
we had before.
Would you consider these new features revolutionary
and completely different from what we've been doing so far,
or is it more like an evolution of what
we have been doing in the past, I think the way they are being
used, and I think it is a revolution that we are speaking
of right now, but clearly in the whole process
there was small steps.
But if you compare search now and search 10 years ago,
it's a very different product.
So I would say yes, it's like a big step change
and it is absolutely changing the way the users are searching.
So if you think about it, any feature is changing in some way.
For example, if you bring more images, videos, et cetera
then it is bringing this kind of experience.
So people are going more to image search.
For example, when we added what we
call the image universal blocks on the main page.
Now, this new wave is also changing
the way the users are searching, because they are uncovering
that search can actually answer to more complex questions.
And for that reason, we do see that user queries
or if you call them prompts now so they're getting longer,
they become more detailed and the average query length
is growing.
So we do see the new traffic.
And this new wave of traffic is a consequence
of users being able to see there is something new I can do over
here.
So that's from that perspective.
It is revolution, but it is obviously
a bunch of steps in between that happen and have been
improving search all the time.
Can you shed some light on the steps
in between that you think are outstanding,
and probably have paved the way for this kind of.
Before I jump into that, maybe it
would be interesting to tell you a little bit
about the process, how the changes happen in search.
Oh yeah.
And then I can add what are the particular changes
or that reflected this AI revolution.
So in principles Google Search is a huge product.
There's a lot of different components
and all like you, Gary illyes, John Mueller and others
have been talking about this it starts all starts with the web,
with the crawling, indexing, the ranking components and so
on, the new features on top, et cetera.
So we have thousands of changes in Google Search per year.
I'm not sure how many but it's certainly in thousands.
We know that because we're tracking all of them
and we are evaluating all of them.
We're measuring because the key point is, yes, we
have new technology.
We have things that are for example,
we know problems that happen very often, there
are changes that come to search are either
a consequence of the new technology that's coming up
as we see, oh, let's use this new technology because it
certainly will bring us something, some improvements.
Or alternatively we see how there's a problem.
I'm typing this query, but I'm getting this result is not
optimal to see this.
And when we do this, we as engineers on search,
we are making a kind of an experimental version
of Google Search that has something new, that
has something different compared to the production
version of Google Search.
And we need some way to tell what is better,
because we're not just launching this 5,000 changes,
because some engineer or some product manager has an intuition
that this probably will be better.
So let me add this thing there, this thing there.
No so we have to start and see how
I have to build the prototype of the new version.
Thankfully all the infrastructure at Google
is really amazing, so it helped us run this very quickly.
Once we have a good idea so we can build a new version,
run a comparison with the baseline, which
is the production system, and we run those things called side
by sides.
So you're getting random user queries
that will see a difference between the production
and your experiment.
And we have published the guidelines
that help human raters review those changes, those differences
between the baseline and experiment.
And out of these reviews, out of these human reviews,
we're getting statistics.
This statistic is telling us if the experiment is better
than the baseline, and if it is, then, well, you
would think, yeah, let's submit it and commit the changes
and go launch.
No, we will have something called launch review.
And that is a process where we are where the engineers are
talking to the leads who have the decision making power
in the end and make a call.
Yes this is better.
And sometimes it can be that your overall statistics look
improving but you have some really bad pattern of losses
in your experiment.
And, well, if there's a kind of reasonable way
how to fix those patterns, we're going
to bring the engineer back and let them fix those patterns
and make an improvement.
And so right now I'm just talking
about the standard good old process of the launch reviews
and the new experiments and everything that goes in search.
And this process has been going on and is still there.
So let me know if this what I was just explaining is clear.
Do you have any questions on that before I moving to the more
I territory, I'm just wondering if at some point,
we should break this out as a separate episode,
because I think we've mentioned both the search quality rater
guidelines and the experiments beforehand,
but I don't think we've ever gotten
such a nice explanation of how the process works
and how the different bits and pieces fit together.
So that was really, really cool.
But let's take it back to I now.
So I'm guessing the AI features underwent more or less
the same process.
Yeah, absolutely.
They do.
And I have to say yes, given that the world is obviously
changing, the competitive landscape has changed as well.
We also need to adapt to this new world.
However, a lot of AI inside of Google
has been developed for years before the generative AI came
to play.
As I mentioned in the beginning, I
am responsible for the saved search engineering team,
and we were one of the first places where Google
was able to comfortably apply artificial intelligence
machine learning models directly in search.
The reason why it was not so easy to just apply it
everywhere is because these models function
like a kind of a black box.
You don't always understand what's happening underneath.
It's a complex set of for example, neural networks or even
the older simpler even.
The linear models are the easiest ones
to understand and to debug, because it's not just
you can put your AI or ML system into search
and you'll reap the most benefit from your side
by side experiments that I just mentioned previously.
And now you will, get to something and launch it.
But then you will have problems with that
as well, because obviously the systems evolved,
the searches evolve and so on.
And then you will need to debug this and replace it.
And this kind of replacement and changes is complicated.
So the more you can understand how these things work,
what signals are you using.
What signals are important for the relevance, for the quality,
for the safety of the results.
So you do need to understand the system.
And the more complex the AI or the ML systems
are, then the more challenging it is.
But saved search has been one of the places
where could isolate outside of the main search ranking flow.
You can isolate the systems that just do process the images,
process the videos, process the text,
and they just give you of a signal on its own.
How explicit.
For example, our result can be.
And then the understanding of let's say that 10 years
ago or 15.
No, it's more like 12 years ago when
really the convolutional neural networks came in
to help us understand the images better.
And in many places, they were actually already doing things
better than humans and understanding images.
Then we could apply this as a kind of a standalone AI
system that runs on a topic.
And if we have problems, yes, the engineers
in the research team had the intuition
and could run an iteration and improve the neural network
itself.
But it's a kind of a very isolated space.
So you can more easily navigate.
And then the rest of the search stack
has still been on its own and running things along the way.
There have been various new technologies,
so starting with transformers, I think
that that's the biggest one like that in the end introduced all
the Gen AI world, but we were reaping
the benefits of transformers on search
long before all the stuff came in and we were open about it.
So we have announced publicly the systems like Bert, like mom,
and they have been able to transform the search and ranking
into a much better place.
And again, these systems were built in an isolation
as well, just like the search systems.
I think these systems were also built in isolation
as a new signals, and these new signals
were supporting the whole ranking infrastructure.
And it was one more thing on top of everything else.
Hopefully that makes sense.
That makes sense.
And I mean if you look at it, the new AI features
are kind of also they are integrated,
but they are also somewhat isolated, as in there's
an AI overview that lives in its own space,
and AI Mode is a completely different way of searching.
So they are kind of also independent of the rest
of the search, even though they use
the rest of the search infrastructure and search
stack and ranking systems.
Would you say that's the case as well,
or is that completely different from previous systems.
Yeah let's maybe start with the overviews,
because that's where I think this holds the most still,
because if you think of AI Overviews
like this is your normal search with perhaps a few fan outs.
I just introduced a new term.
I probably should please explain that.
I think the experts out there.
I don't think it's like probably many of them
have heard about it.
But anyway, a fan out is when you have your own search query.
But then we might identify some additional search query
that will yield the results that can
be relevant for your original search query as well.
And then we can fork and in parallel do the retrieval
for multiple search queries.
That can all come back into one original, more complex query
that you gave in.
And so as I initially said previously
that we do see longer queries.
This is also we can help and understand
more directions of what you were initially typing.
So we launch multiple queries.
Now we get all this retrieved back.
And then AI Overviews is combining
from an interesting selection of these results
and making a summary from what I can see in those results.
So in a sense, the whole retrieval system,
the whole ranking system is the old style, the old school,
and that one is the AI.
Overviews is a feature that stamps on top of this
and operates on its own in this AI.
This is the isolated space for the AI overview
where it combines, and it's really fascinating
what the language models have been able to do.
But yes, it can combine like text
that it sees on these sources, on the snippets
and titles, et cetera.
And an additional context it can get out of those pages and then
make a really nice summary in the end.
And I really like that.
And I think that also goes back to what you said earlier,
that the behavior changes and queries get
longer and more complicated, because I remember back
in the days when I don't the world was still monochrome
or something, when I searched, even on Google,
I searched kind of keyword like restaurant vegetarian zürich
and then over the years that became more conversational,
as in vegetarian restaurants in zürich,
which is already a change.
And nowadays, I ask questions or I type
in queries that are so much more vague
and I still get usable results, based on dietary restrictions.
Which restaurants would you recommend now
for a lunch in Zurich.
And then you get a bunch of stuff
and it works because of these fan out queries.
It asks a bunch of queries that I don't have to ask myself
anymore to get to the right result.
And what I find myself doing is I'm asking questions
where I don't even know what a good question is.
Beforehand, you would sit-in front of Google
and think, how do I even look for this.
There's an effect in, I don't let's
say there's a physical effect and I
are what was the name of that.
So you would try to find the name of the effect
first and then Google for the specific effect.
Once you had the name and now you're like,
what is the physical effect that makes water glow
when there's radiation there.
And then it kind of figures it out for you.
And I think that's one of the possibilities of features
like AI overview.
So from AI Overviews, what was the motivation and the idea
behind then going further towards AI Mode.
Yeah no I agree completely.
These are exactly the nice examples
of the way how search has evolved
with the AI Overviews and eventually also AI Mode,
but all the capability of understanding your intention
with some vagueness.
Or I mean, even if you're more detailed.
Yeah, I want to a vegetarian restaurant that serves falafels
and that has you should be able to get this
or that's open now near me all the kind of context
that you're getting it.
True I didn't think of that.
But yeah, even if you have more details, you.
Now get better results.
Yeah so either if you have vague like query or if you have.
Actually more details.
So both of these seems to work better.
And clearly.
This doesn't stop there yet because what we're seeing
with the large language models.
They're able to gather a lot of information on their own.
And so they're able to.
Things what is the capital of France.
You don't really need to do the.
Search for it.
So this is, one part of it's all in parametric memory
of the model.
And so AI Mode is able to communicate with you
in a obviously it's like.
Even longer queries or longer discussions because it
also enables you to do the multi-turn thing.
And I mean, you have different tools that do all that.
So with Gemini being the Google's version, but obviously
others like ChatGPT cetera have been there.
And we do see that users like that.
So the users like the conversational aspect, the user
like to communicate longer and so on.
So AI Mode is kind of search's answer to that.
And we have also seen obviously not every user in the world
is going to some of these chatbots.
And obviously a mode is kind of a part of search.
So the users of search might actually
want to use that and see how it's like.
And you do have also the option to transition from the AI
Overviews to AI Mode if you want to explore more and have
a longer conversation and more detail.
So I think it's overall really, really a nice addition.
And I get myself like many times entering query
on search or maybe directly into AI Mode
or going to the AI Overviews and say maybe we
should actually I want a longer conversation.
And then I'll go to AI Mode.
AI Mode is also still using the search.
So it does have its own fan outs.
It does have the linked results and citations as well.
So it is kind of in essence still based
on this kind of standard concept of how we do things on search.
But on its own, it has a kind of a bigger well,
like the infrastructure is new and all the it
has kind of bigger ownership or it's
no longer an isolation of it.
It's like the AI Mode is kind of it runs on search,
but it also has a bigger platform for its own.
I'm still processing the fact that yeah, of course,
it works in both directions.
It also works with if you have more details.
And I just like the ability to have multimodal search.
And I think AI Mode just adds to that really.
And that's pretty cool.
But one thing that we keep hearing from the ecosystem,
pretty much at every event we do, and it's everywhere,
is how do we make sure that with AI features
being part of Search, now, that the ecosystem continues
to thrive.
And I think that's an interesting challenge.
But also there are lots of opportunities thanks to AI
features these days.
And I know that we at Google try our best
to go on this journey together with the ecosystem,
but how do you see it from your perspective.
What is it that we do to make sure
the ecosystem thrives with these new features.
Yeah, the ecosystem impact.
And I think as you said, I've been on two or three Search
Central lives like twice in Zurich, once in Madrid.
This is clearly one the key question.
And you see them a lot in on the social media as well.
And I don't think there is a magic wand that
can clearly give the guidance.
OK, what do I do now.
What would the SEO experts do now in the new system.
My kind of guiding principle or the way I see here
is that the site owners, I think they do
need to continue making sure that their products, that
their websites, that their platforms are providing value
to the user.
Because ultimately, if you provide a particular value,
then the users will continue coming to you
and they will continue coming to you through Google as well.
So if for example, you're selling something
you have a product or platform that you have
some subscriptions, et cetera, you clearly
will if you are providing value to your clients
like they will continue coming to you.
We were talking about restaurants.
Obviously if you're like putting a menu, et cetera.
So yeah, the users will eventually
come as well to your restaurant so they will go over and see.
So in the AI centric or AI oriented system,
I think those kind of bringing the value still continues.
But just like in the previous evolutionary or revolutionary
steps, like on how the media has been disseminated,
thinking about the newspapers, the radio, the TV,
like the internet, all the stuff that all of these things
also remain to be in this world.
But people needed to continue providing value.
Because if you don't provide value,
nobody's going to buy your newspaper or book or nobody's
going to listen to the radio or to the podcast.
So I think everybody like including all of us,
there's a lot of question, is going
to take our jobs and so on.
I think we all need to continue thinking like,
how do we provide value on top of all of this.
And in many cases, this is about mastering the AI tools
and being able to use them in the best possible way.
So this is one of my recommendation to all the SEO
professionals and site owners and the whole ecosystem
that they continue providing value,
but then do not neglect the new technology
and make sure you use it in the best possible way for you.
Now, obviously I don't think we would over here recommend
like the best possible way is to just multiply all the content
and just generate because it's cheap and easy.
And now we're going to generate it's not going
to provide a ton of value.
But if you know you're using it to improve your grammar
to improve the style a little bit, make it more interesting
and so on, I don't think that's a wrong use of the technology,
but then there's plenty of ways, OK,
maybe AI can help me better understand your data.
Maybe I can help you understand the competition potentially
better as well.
And so on.
So clearly, this is something we can advise.
I find that really interesting because I'm
seeing a lot of excitement at the same time,
a lot of worrying in the community, in the ecosystem.
And I think it is that because on one hand,
it democratizes a lot of stuff that
has been traditionally difficult to do or just cumbersome to do.
At the same time, some people have misunderstood whatever
it was that they are trying to accomplish or to provide
to be these cumbersome bits and only these cumbersome bits.
So to give you an example, when it comes to let's say,
writing articles about I don't lifestyle or technical topics
because I'm more like a geek.
So I'm reading more technical things.
I really enjoyed when people were giving me interesting
details of technology from the days past, much older than I am,
so I wouldn't have any touching points with technology from
the 60s or the 70s.
And someone was like, hey, did you
know that the displays in old Hi Fi devices worked like this.
That was a really interesting article,
but obviously they also went and explained
what their experiences were with new technology as it came out.
And as they were provided with samples, sometimes even.
And that was interesting, but eventually that
turned into them effectively.
How do I put this nicely.
Putting words around spec Sheets from manufacturers.
And that wasn't really the value that I was looking for.
I'm not interested in knowing how many gigahertz
a certain new processor has, because I
can read that basically on the box, it says it on the box.
You don't have to tell me that this is now a 3 gigahertz
processor and it says it on the box.
Thank you.
And I had a key moment when I was buying a joystick back
in the days for a computer game.
And I didn't know what force feedback was.
And that's effectively like you have a different resistance
and it might move and vibrate the device
if there's any shaking happening in the surroundings.
And I didn't know what that was and it
said on the box it has force feedback.
And so I went to someone who worked at the shop,
and I anticipated them to be an expert on the topic.
So I'm like, so this says force feedback.
What does that mean.
And he literally said to me, oh, that
means that this joystick has force feedback.
And this is funny, but I'm seeing this a lot in articles
and on websites that they're effectively not giving me
any context.
They're just explaining what I can
glimpse and gather from the information that
is right in front of me.
And I think AI makes that easier.
Don't have to spend as much time to rattle off the spec Sheets
into a more readable human conversational form.
But chatbots do that, so you don't necessarily
have to do that on your website anymore.
But maybe you have tested it, and you
found it to be particularly good for your use case
or particularly unfit for your use case.
And then you can share this insight that AI doesn't have.
It doesn't know it hasn't used the technology,
it doesn't know this, but you do.
So you're the expert.
And I might be coming if you're using your electronics the way
that I use them, I might be interested in your opinion.
I might not be interested in this other person's opinion
because they are using their electronics differently.
But that's fine because there are
other people who are using their electronics the same way as they
do, just not me.
So I think there is still enough space
online for different outlets and people and opinions
and experiences, but I think we have
to increase the level of our content
to be useful and interesting testing for humans from humans
to humans.
And I don't think AI is going to take that away.
I think AI is going to bridge that.
Yeah, I absolutely agree.
I get often kind of nervous, when
I see the AI style reports like obviously internally we
want to use these tools like they helping us.
They help me understand the documentation more easily.
Can we ask questions like, notebook
has been a fascinating tool that can in a couple of minutes,
explain a complicated thing.
So yeah, I do believe there is still
a need for the human touch on top of.
On top of all of that, I do think
we need to understand the capabilities of the tools,
but in the end, US providing the value, US making sure that yes,
we're bringing something to the table.
And I think that's where we want to focus.
But yeah.
Are you using the coding tools.
Interestingly enough, yes.
And that's exactly where this stuff comes in, so handily.
So the code base in Google is huge
because it has a lot of stuff, and you've seen it yourself.
And just a couple of days ago, we
stumbled upon a specific piece of code,
and it was going through lots of layers
of indirection and abstraction to do something.
And we had a hypothesis where this is going in the end,
but we didn't know.
So we asked our internal tools like,
so we found this thing that does this thing,
but where does the information actually go.
So it was basically like we found this method that
tells us how big an image is.
But where does this information come from.
Does it have to download it or does it use
the image and index for this.
And we could have found that ourselves
by going 20, 30 minutes through abstraction layer
after abstraction layer to finally get
to where it's coming from.
Or we just ask the system and it's like, oh,
this is coming from here.
And that was the right spot.
And we're like, oh yeah, OK.
So it comes from where we expect it to come from.
Cool that's good to know.
So it is useful.
It does help.
It makes things faster.
Doesn't replace us making the effort of figuring out
if what we're doing makes sense in the first place,
and if it takes the right trade offs
and if it's the right choice.
Those things, I think, are not that automatable or AI able yet.
Yeah, maybe yet.
Yet that might change.
But I think these tools are useful.
But yeah, you're absolutely right.
It depends on how you use these tools.
But yeah.
And on top of that, I think there's always
a risk of introducing a bug that you don't understand and so on.
So I think the whole discussion of how
is the software of the future, is going
to be maintained by the AI and will remain
human maintainable or understandable right now,
you still have a bunch of people who
can understand what's going on.
We'll see how that will evolve and will take the system that
is fully I run and I automotive br
become at some point in the future,
more we will have an edge over the current system, architecture
or style of building systems.
We will see all that, but I think it's important for now,
at least for all of us in the engineering side,
to lean into the tools and make sure we continue using them
and be capable with them.
And I would love to hear from you all out there.
What do you think.
Are you using AI for something that you
wouldn't have expected before you tried it out,
or are you skeptical.
Have you made good experiences.
Have you made bad experiences with AI.
I'm just curious how you all out there
are experiencing this shift and this time of exploration
basically.
Anyway, thank you so much for being here.
I think that was really, really interesting.
We touched upon so many interesting things
from how we are running experiments
to how I evolved at Google into the thinking behind AI.
Overviews and AI Mode.
And thank you so much for your time and thanks
so much for being here.
Thank you Martin, it was a pleasure
joining you in the podcast and all of you out there.
If you'd like to hear more of this, please do subscribe.
We are on all your podcast platforms out there
and we're looking forward to hear from you.
So leave us a comment.
Leave us a leave us a subscription
and talk to you soon.
Bye bye bye everybody.
We've been having fun with these podcast episodes.
I hope you, the listener, have found
them both entertaining and insightful too.
Feel free to drop us a note on LinkedIn
or chat with us at one of our next events we go to.
If you have any thoughts, let us know.
And of course, do not forget to and subscribe.
Thank you so much for listening and goodbye.

---

## 2026-04-23 - Analysing Robots.txt at scale with HTTP Archive and BigQuery

URL: https://www.youtube.com/watch?v=DchuJS7JWvk
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
GARY ILLYES: Hello, it is I, Gary, from Google Search.
And you're hearing me today because we have yet another
episode of "Search Off the Record,"
the podcast from the Google Search team discussing all
things digital and shedding some light on how Google Search
works, sometimes, or how the internet works sometimes.
Lots of things.
Let's see.
Am I alone?
I'm not alone.
Martin, hello.
MARTIN SPLITT: Hello, did you almost forget about me?
Am I that forgettable to you?
GARY ILLYES: Yes.
MARTIN SPLITT: Ouch!
Wow.
GARY ILLYES: Well, don't ask questions
if you're not prepared to be hurt by the answers.
MARTIN SPLITT: OK, fine.
Hello.
GARY ILLYES: Hello.
It's been a while I've seen you, like less than 24 hours.
MARTIN SPLITT: Oh, true.
Yeah, we've seen each other yesterday.
That's true, yeah.
GARY ILLYES: Do you have anything exciting coming up?
MARTIN SPLITT: Search Central Lives are coming up.
We are visiting the world once again, yes.
GARY ILLYES: Where are you going first?
MARTIN SPLITT: My first one is going to be Brazil.
GARY ILLYES: Oh, please eat some acai for me.
MARTIN SPLITT: Oh, I will.
Oh, god, yes, thank you.
Oh, yes, so good.
GARY ILLYES: I very much appreciate that.
It's so good.
MARTIN SPLITT: But I guess you don't
want to talk about acai today.
GARY ILLYES: Oh, I could talk about acai.
I read so much about acai the past few years.
The first time I went to Brazil for a conference,
it was an external conference.
Someone introduced me to acai.
I never had that before.
And it was basically just from the hotel, walking one block.
I think it was with Pedro Diaz, former Googler.
Now I think he's a developer or something,
or he has a company where they are developing stuff and also
some SEO.
Anyway, and he just took me to this very small corner shop.
And he was like, you have to try acai.
And I'm like, uh, no, leave me alone.
No, no.
And, 'no, no, no, you have to try it.'
And then I tried it, and then I kept eating acai.
And then I kept eating acai.
On one day, I had, like, five bowls
of acai because it was so good.
And I kept ordering via room service.
And at one point, the room service person was like, yeah,
we think you should stop.
And I'm like, no.
And the person was like, yeah, it's already, like,
7:00 PM or something.
You should really stop because you're not going to sleep.
And I'm like, what do you mean you are not going to sleep?
It's full of, not caffeine, but some other-- one
of those components that just make you not sleep great.
I haven't slept for two days.
But you're right, I'm not here to talk about acai today.
I had a saga, and you helped me a little bit with that saga.
And I thought that we talk about that saga.
MARTIN SPLITT: Oh, the--
GARY ILLYES: You know what I'm talking about.
MARTIN SPLITT: I think the SQL stuff we did for Web Almanac?
GARY ILLYES: Well, yeah, but the project was bigger.
So to give some background, we received pull requests
on the official robots.txt repository
to add two new rules/directives to the unsupported tags list.
Basically, Search Console would report
that it recognizes these tags, but Google doesn't support them.
And the pull request was great.
It was a very good idea.
The person who sent it, well, the username is 3x10raisedto8.
I don't know who that is, but the pull request was great.
And it was a good idea.
But I don't know about other companies,
but at Google, we try to not do things arbitrarily, but rather
collect data and then say that, yes, this makes sense
based on the data.
And John Mueller, our manager, had this idea
that, how about we don't just add this one tag,
but look through the, let's say, top 10 or top 15 tags
and add the ones that we don't have in that list yet?
Because that would give us a decent starting
point, a decent baseline, and be able to say that,
OK, we are documenting the top 10 of these tags
that we don't support.
And fast forward two days, I'm struggling
finding a public repository of robots.txt files
that we could use to identify these tags.
And he suggests the HTTP archive.
I have never used the HTTP archive before,
other than looking at the reports that they do--
I think it's called the Almanac or something.
MARTIN SPLITT: Yeah, the Web Almanac.
GARY ILLYES: So I don't know how it works.
I don't know where the data lives.
I don't know anything about it; in fact, I still don't.
Do you?
MARTIN SPLITT: [CHUCKLES] Yeah, I do.
I used to contribute to the SEO chapter a few times.
GARY ILLYES: Really?
MARTIN SPLITT: Mhm.
GARY ILLYES: OK, want to teach me how it works?
MARTIN SPLITT: OK, yeah, sure.
So you know nothing about it, I'm assuming?
GARY ILLYES: I honestly have literally nothing.
We did some code for it the past few days,
but I don't know how it's used or why it's used.
I don't know the data sets.
I don't-- literally nothing.
MARTIN SPLITT: OK, so it has been running for the last,
I don't know how many years.
It's definitely been around since 2019,
it must have been, because I think I was involved in the 2019
edition.
I believe that it has been running before that, as well,
but I'm not sure about that.
But the idea is that you basically
look at a large number of websites, or web pages
more specifically, and look at how the web changes, or things
that you can learn from looking at large quantities of websites.
For instance, what language are they in?
Are they mobile friendly?
Are they using HTTPS?
Are they, I don't know, using canonicals,
these kind of things-- all sorts of stuff
that you can basically infer from looking at the source
code of a website or from things that you can infer
from the behavior of a website.
So to do so, it has to do a crawl.
So it has to basically know all these things.
And then it also has to, quote, unquote, "render" them.
So it has to do some sort of analysis on them
to get some additional data, for instance performance,
like how fast is this loading, how do the core web vitals look
like, and so on and so forth.
You can't get that from just a crawl.
You have to actually run the website in a browser
to get this kind of data.
And these two things can be combined.
And then a bunch of people set out every year
to ask questions about the big data set of information
they have.
So that's two stages.
In stage one, they're like, hm, I wonder,
I don't know-- for instance, I wonder how many words per page
there are for all the websites that we will look at.
And then they write some script that
gets this data from either the crawls
or with words from a page.
You probably can get some of that information from a crawl.
But if it uses JavaScript, you would have to get that also
from the rendered version.
GARY ILLYES: So when you say a crawl, is that, what-- like,
who's crawling what?
MARTIN SPLITT: OK, so we start with a bunch of URLs
that we know exist.
And I believe that these URLs are coming from the Chrome UX
report, if I remember correctly.
GARY ILLYES: OK.
MARTIN SPLITT: So if you opt into it,
your Chrome browser sends data to an aggregate report
basically that says, like, hey, here
is what we've seen in terms of performance data,
for instance, from real users opening this website.
It doesn't say, like, Martin or Gary have seen these numbers,
but it basically aggregates it.
So on average, across all the people
who have visited this website until now or in the last year--
I'm actually not exactly sure how Chrome UX
report segments the data.
But basically, all these URLs, all these websites
have been visited by someone who sends the data into the Chrome
UX report.
And then you can query the Chrome UX report.
So it's a public data set of aggregated user experience
metrics for websites.
GARY ILLYES: Interesting.
MARTIN SPLITT: And in this set are millions of URLs.
I believe it's 16-point-something million.
That's a huge data set.
Historically, that have mostly been home pages.
So they kind of filtered it out to only get home-page data,
arguing like, oh, it's probably the more popular part
of every website, to go to the home page.
You go to ebay.com or to amazon.com or to google.com
rather than to google.com/howsearchworks.
That is a page on this website, but it's probably not one
that we have a lot of data on.
So historically it has been focusing on the home pages.
But in the recent couple of years-- and I'm not sure
when they started this, but at some point
they expanded to what they call secondary pages.
So you can say, oh, we are only interested in home pages,
or we are also interested in, how do home pages perform
or look like compared to, quote, unquote, "secondary" pages?
Because usually we have this kind of stuff in the Chrome UX
report.
And for some websites, they might also
be much more popular than the homepage, for instance.
And then the homepage gets a bit neglected.
And then whatever secondary page you have is more popular,
so you put more effort into it.
And then they basically run a crawl.
I'm not exactly sure how they're crawling it.
But they're basically doing a bigger run.
I think what they do is they run through WebPageTest.
I'm not sure-- are you familiar with WebPageTest?
GARY ILLYES: That's some service--
MARTIN SPLITT: Yes.
GARY ILLYES: OK.
MARTIN SPLITT: Yes, webpagetest.org, you
can go there.
You can type in a URL, and it runs your website
in an actual browser.
And I believe what they do is they do that.
They have their own instance.
They're probably paying for that,
I'm not sure, or have some sort of collaboration
with webpagetest.org.
And then they put these URLs that they
got from the list from URLs-- or the list of URLs
from Chrome UX report.
And they basically run these through a browser
instance on a server hosted by WebPageTest.
And that's what they do to crawl, I believe.
GARY ILLYES: Cool.
MARTIN SPLITT: But as you run it in a browser,
you get a bunch of information that you
don't get if you were basically using curl or wget
or whatever on the command line to just download the HTML.
For instance, you can tell what amount of CSS
has been actually used and how much is unused.
You can run a Lighthouse test on it.
And you can run some JavaScript that you can control,
and that's what we wrote.
Remember?
That's the JavaScript that we created.
GARY ILLYES: Oh, I remember.
MARTIN SPLITT: Yes.
GARY ILLYES: I remember.
MARTIN SPLITT: Yes, of course you
do because you love JavaScript so much.
GARY ILLYES: I love JavaScript.
So that was also weird to me because I
didn't realize that you can use JavaScript
for this kind of stuff.
But anyway, the way I discovered this whole thing works-- well,
not how it works, but how the data is stored--
I don't know if you can download it or not,
but there's also a BigQuery data set or data sets.
And then you can query--
write basically SQL queries to query those data sets.
MARTIN SPLITT: Yeah, that's the second step, yeah.
GARY ILLYES: Which can be very harsh on your wallet,
as I learned.
MARTIN SPLITT: [LAUGHS] That is true
because the data is relatively large, I guess.
GARY ILLYES: I literally remember
that Daniel Waisberg, our teammate, he
wrote a blog post about how to avoid large charges on BigQuery
[CHUCKLES] when you are digging into Search Console data.
And when I got the charge--
I ran one query, one large query.
And I got hundreds of dollars' worth of charge
for that one particular query.
And yes, it was running for quite a while.
But still, it's hundreds of dollars?
So yeah.
MARTIN SPLITT: Yay.
[LAUGHTER]
It happens.
And it's an open-source project, so yeah, I would just absorb it,
I guess.
But it was painful.
Anyway-- what?
GARY ILLYES: Reminds me of the, "what can a banana cost,
Michael? $10?"
MARTIN SPLITT: Oh, yeah, I love that.
It's so good.
It's a great show, as well, yeah.
GARY ILLYES: That was a coffee, no?
From "Mean Girls" or something?
Anyway--
MARTIN SPLITT: "Arrested Development."
It was--
GARY ILLYES: Ah, yeah, yeah!
MARTIN SPLITT: --"Arrested Development."
GARY ILLYES: Anyway, and we quickly
figured out that no one is actually
requesting robots.txt files.
So the data sets don't typically have robots.txt files in it,
which was also very painful because I already
paid hundreds of dollars for that one particular query.
[LAUGHS] It's great.
Great.
But don't-- stop laughing.
MARTIN SPLITT: I'm so sorry.
GARY ILLYES: You're not.
MARTIN SPLITT: No.
GARY ILLYES: And then more internal discussions.
And then we realized that, why don't we
just put this in the custom metrics data
set, which, again, is not something that I knew of.
If I knew of that thing, then probably
I wouldn't have run that initial query that cost me so much.
Do you know about the custom metrics?
MARTIN SPLITT: Yeah, so step number one
is kind of exactly what you then did,
the custom metrics bit, where we take the URLs,
and we run them through WebPageTest.
And as WebPageTest says, OK, this page is now done,
there's nothing happening anymore in this test browser,
you can run some JavaScript on whatever you got.
And I believe that there are some URLs in there that
are robots.txt URLs because I think, in the SEO chapter,
there is a robots.txt analysis.
I'm not exactly sure how you can filter for robots.txt
specifically from all the URLs that we have.
But basically, that's step one.
You gather these metrics.
And they are custom metrics because they are not,
by default, exposed.
For instance, if you run a Lighthouse test,
you have certain things like, I don't know--
I think Lighthouse tests for the Core Web Vitals.
So you can basically say, like, hey,
from this database that is created from all the things that
we run through WebPageTest, I want to see from each
of the pages the Lighthouse.CoreWebVitals.--
I don't know what else--
LargestContentfulPaint.
And then you get the numbers.
And then you can do things, like you can tell, hey,
so what's the average?
What's the maximum?
What's the minimum?
Blah, blah blah.
What's the 90th percentile?
You can do these kind of things.
But that's not a custom metric because these metrics are
default, and you can get them just by running
the page through the browser.
But then you can run these extra JavaScripts that
are looking at the content.
And you can do things like, for instance, you
can say, hey, give me all the children elements
that are in the head.
And then, later on in the queries part,
you get a list of all the things that are in the head.
Let's say you call it custom.head-invalid-elements
or something.
And then you can say, OK, so for all of the things
that we have in this database of these head
elements, which are ones that don't belong there?
Or which is the most likely head element that we are seeing?
Or, I don't know, what's the charset
that people are setting in their meta
char set element that they have in the head?
And to have any sort of metric that
isn't by default available to a browser or Lighthouse
or whatever other tools we are running--
I think there's another one, Web App Analyzer or something
like that, that gives you information,
like what framework has this been built with,
or what content management system is this using?
So if it's not in these default tools that are running,
then you can add custom code to get out what you need.
And that's what you did, right?
GARY ILLYES: Yeah, I mean, we did it.
MARTIN SPLITT: OK, fair enough-- we did.
Yeah, you wrote the code.
I looked at it and cried only a little.
GARY ILLYES: So that's the suggestion
that we got from Barry Pollard.
So he pointed us to their GitHub repository for custom metrics.
And then there we found this weirdo JavaScript function,
or class--
I don't remember what it is-- anyway,
that is actually extracting some limited number of rules,
but they were hard-coded.
So basically, it was a no-index and no-archive, I don't know,
crawl delay, whatever; basically just counting those
that they knew of already.
And we needed the exact opposite.
We wanted to learn of all the rules that people are using,
not just the ones that we know about.
MARTIN SPLITT: Mhm.
GARY ILLYES: So we twisted it around,
and we got some really good comments
from Barry and some other folks in the GitHub community.
And then we started collecting data.
I think we submitted it February 3 or something like that.
And then it was merged a bit later.
But it was submitted right before the next run, so
basically the next crawl, I don't know.
MARTIN SPLITT: Yeah, the next run basically.
GARY ILLYES: Probably using the wrong terminology.
But basically, we managed to get in data for the February 1 data
set.
MARTIN SPLITT: Ah, nice.
OK, that's really nice.
GARY ILLYES: Yeah, and then, again, go back to BigQuery--
or wait for the run to complete.
Go back to BigQuery, and then run the query again.
Get heart attack.
And then just use that data.
And yeah, that's the story.
Do you want to talk about our JavaScript or not?
MARTIN SPLITT: We can talk about it
a little bit, about the JavaScript,
because I basically start to remember things, which
is, I think, generally good.
GARY ILLYES: Great.
So you know what would have helped a lot, Martin?
MARTIN SPLITT: What?
GARY ILLYES: If we had a JavaScript parser.
MARTIN SPLITT: You were less than
enthusiastic and interested, and now it's
the most important thing.
OK, fine.
Fine.
GARY ILLYES: No, I told you a bunch of times that there are
people who actually need it.
And finally, it was me who needed it.
And I was very disappointed that I didn't--
MARTIN SPLITT: I'm so sorry, sweetie.
I apologize.
GARY ILLYES: Do you?
MARTIN SPLITT: Yes, I actually do.
GARY ILLYES: We are going to include a link
to that JavaScript function.
And I'm going to ping you this so
you can also see it because you probably don't have it.
MARTIN SPLITT: I have it open.
GARY ILLYES: Oh, you do?
MARTIN SPLITT: Mhm.
GARY ILLYES: How did you find it?
It's very secret.
MARTIN SPLITT: No, it's not.
GARY ILLYES: So some discoveries.
Basically what I was trying to do,
and then you confirmed that we can do that,
is to roughly imitate what the C++ parser is doing.
And that is basically going line by line.
And then I thought about going character by character,
but it doesn't make sense when you are doing this kind of stuff
because you are not looking for one specific tag or rule.
You are looking for anything that looks like a rule.
MARTIN SPLITT: Yes.
GARY ILLYES: Right?
MARTIN SPLITT: Yes.
GARY ILLYES: So I am really, really,
really bad at writing regex, or "reh-jex."
So I asked the toaster or the AI chatbot to write me a regex
because it is really good at writing regexes for some reason.
I don't know why.
Maybe there's lots of training data for it.
But it came up with this monstrosity of a regex
on line 58.
MARTIN SPLITT: Yeah, that one was scary.
I mean, regex in general-- difficult, difficult.
But this one-- jeez.
GARY ILLYES: Yeah, and basically just came up with that.
I tested it over and over and over again.
I actually ran it through a fuzzer, so basically just
to try to break it-- basically test its limits.
And it didn't break, so I was happy with it.
And then we are just matching each line that we extracted,
that starts with something that resembles a key value pair.
MARTIN SPLITT: Mhm, separated by a colon.
GARY ILLYES: Separated by a colon.
And then we are just extracting that.
And that will produce lots of weird stuff.
If you look at the distribution-- maybe
I will put this on LinkedIn or something.
Or maybe not LinkedIn, but what's
the bird-- the new bird thing?
MARTIN SPLITT: Bluesky.
GARY ILLYES: Bluesky.
If you look at the distribution of rules that it extracted,
it is--
how do I show it to you?
MARTIN SPLITT: I don't know.
Send me a link.
GARY ILLYES: OK, where's Martin?
MARTIN SPLITT: I'm here.
GARY ILLYES: Martin's the--
OK, link, "Mortimer."
"Mortimer."
So if you look at the distribution--
MARTIN SPLITT: Oh, yeah.
Ooh.
GARY ILLYES: --it's basically an extremely sharp drop-off
after the really popular ones.
MARTIN SPLITT: Mhm.
GARY ILLYES: So basically, you can
see that we have the other bucket, which is basically
all the lines that had a column in them or something like that.
But after allow and disallow and user agent,
the drop is extremely drastic.
Even if you put it in log scale--
I have one in log scale, as well,
because that's showing it better.
And also, people can extract this from BigQuery,
as well, from the [INAUDIBLE].
MARTIN SPLITT: Yeah, from BigQuery.
This is now in the latest crawl data.
GARY ILLYES: It's in the custom records.
If you look at this one, you can see that, even on log scale,
the drop-off is extremely sharp.
So basically, there is a large chunk of robots.txt files
that contain these tags.
And then there's broken files like johnmueller.com/robots.txt,
or garyillyes.com/robots.txt, which contain just fun stuff,
so to say.
MARTIN SPLITT: Actually, there's a bunch
of pages that probably don't have the robots.txt
and give us some sort of error page here.
GARY ILLYES: Yeah, yeah, lots of HTML pages with--
MARTIN SPLITT: CSS in it, yeah.
GARY ILLYES: --with CSS in it, yeah, exactly.
That's why you see all those padding and IMG and--
MARTIN SPLITT: A color, width.
GARY ILLYES: Yeah, we can also use this to identify
the typos of the disallows.
So I'm probably going to expand the typos that we accept.
MARTIN SPLITT: I just realized we
might be able to filter these out in the query in the custom
metric.
GARY ILLYES: OK, if you have ideas,
I'm happy to review it because I'm so good at JavaScript,
as you know.
MARTIN SPLITT: Yeah.
I mean, logically speaking, we have
to check that we get a 200 status back.
So we will avoid all the 404 pages.
GARY ILLYES: Sure.
MARTIN SPLITT: We can probably tell
if its content type is text HTML and then just not deal with it.
GARY ILLYES: Well, if you are strict with it, then it's fine.
If you're strict with the parsing,
then it's fine to ignore those.
But technically, Google does want
to parse out rules from normal HTML files, as well, if--
MARTIN SPLITT: OK, but we are not
doing that if the HTTP status is not 200, right?
GARY ILLYES: That's correct, yeah.
Anyway, and then all these things that it extracted,
plus some additional data that was always there,
like the size of the-- the raw byte size of the thing,
the "thing" being the robots.txt file--
those are put in a JSON file and then
basically put in the data set-- custom metrics data set?
Is it a data set?
What is it?
MARTIN SPLITT: Mm, data set, I would say.
GARY ILLYES: OK.
Yeah, and that's how we expanded our understanding
of robots.txt rules with data.
MARTIN SPLITT: That's really cool.
Wow.
And I think it's really nice because that
might make its way into the SEO chapter for this year's Web
Almanac because they just have more information available.
GARY ILLYES: Oh, ah, yeah.
I did not know that.
MARTIN SPLITT: Yeah, I think they have-- let me check.
I think, the Web Almanac in the SEO chapter, it's brilliant.
I definitely highly recommend reading it.
I think they do discuss-- yeah, here.
So robots.txt is discussed.
For instance, the status codes--
84.9% of the URLs that they had looked at from the crawl set,
basically, have a 200.
13% have a 404.
And then others are weird timeouts--
4, 3, 500-- are negligible, basically, less than a percent
each.
Robots.txt size in kilobytes-- most of them
are between 0 and 100 kilobytes.
GARY ILLYES: Huh, yeah.
I mean, that makes sense, that you
can put that much stuff in it.
MARTIN SPLITT: A lot of them contain asterisks
as the user agent.
GARY ILLYES: Makes sense.
MARTIN SPLITT: AdsBot-Google is the more-often mentioned.
Googlebot only appears in 6.2% of the robots.txt
files they looked at, but AdsBot-Google in 9.8%,
last year.
GARY ILLYES: Oh.
MARTIN SPLITT: Interesting.
GARY ILLYES: Yeah, huh.
MARTIN SPLITT: [CHUCKLES] Interesting.
So yeah, they have a bunch of stuff here.
GARY ILLYES: Cool.
MARTIN SPLITT: Nice.
Has been fun, though.
GARY ILLYES: Well, Martin, guess what.
Do you want to talk about something else?
MARTIN SPLITT: Oh, yes, but we cannot.
GARY ILLYES: Aw.
MARTIN SPLITT: So you leave me?
GARY ILLYES: Well, you are leaving me, quite literally.
You are moving to--
MARTIN SPLITT: Fine.
GARY ILLYES: --a different country.
MARTIN SPLITT: Temporarily.
I'll be back.
You don't have to worry about that.
GARY ILLYES: Will you?
MARTIN SPLITT: Yes.
GARY ILLYES: Will you?
MARTIN SPLITT: Yes, of course.
And we will be back to all of you
out there, as well, with a new episode soon, as well.
GARY ILLYES: You are saying my line.
MARTIN SPLITT: Yeah, because I'm a sweetheart like that.
I reduce your work.
GARY ILLYES: Oh, fantastic.
Now I don't have to deal with AI anymore.
I have to deal with you taking my line.
MARTIN SPLITT: [LAUGHS] That's worse.
Less predictable, more unstable.
GARY ILLYES: Well, Martin, thank you so much
for chatting with me.
You are the only one who's still chatting with me.
And for the listeners, thank you also for listening to us.
Please like and subscribe wherever you get your podcasts.
And please do, because if you want to listen to more episodes,
then we need numbers because we are data-driven,
Martin and Gary.
Well, Martin, again, nice chatting with you.
Goodbye.
Nice talking to you.
MARTIN SPLITT: Bye, bye.
[MUSIC PLAYING]
GARY ILLYES: We've been having fun with these podcast episodes.
I hope you, the listener, have found
them both entertaining and insightful, too.
Feel free to drop us a note on LinkedIn,
or chat with us at one of the next events
that we go to if you have any thoughts.
And of course, don't forget to like and subscribe.
Thank you, and goodbye.
[MUSIC PLAYING]

---

## 2026-04-14 - AI Websites, Crawling and Search Console updates  (Q2 ‘26)

URL: https://www.youtube.com/watch?v=hBUuXgR-PSw
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
JOHN MUELLER: Hello, everyone.
And welcome to this episode of "Google Search News!"
I hope life is treating you reasonably well wherever
you are.
My name is John Mueller.
I'm your host today here from Google Switzerland.
Today, we have news about Search Console, AI-created websites,
crawling, Google Search and more.
Time is of essence, so let's dive right in.
Search Console launched a number of cool features
since we last met.
First up is a way to separate non-branded
from branded queries, meaning someone
was explicitly looking for your business.
In Search Console Insights, there's
a comparison between these query types.
The performance report shows more details.
The split is created with AI, based on multiple components.
It's not a regular expression.
These details are now available for all top-level sites
with enough traffic.
Then we have an AI-powered configuration tool
for the performance report.
This tool makes it easier to find the data
that you need for your day-to-day decisions,
especially if you're not as familiar with the report.
Also in the report, we added options
for weekly and monthly aggregations.
Sometimes the daily ups and downs
make it hard to spot trends or issues.
So hopefully, this makes your life a little bit easier.
Next, and currently only for a small set of sites,
there's an option to add search data for your company's
social profiles in the insights report.
We're still experimenting with this,
so it might be a while before it's more broadly available.
But if you see it, we'd love to get your feedback.
Please use the Thumbs Up or Thumbs Down buttons
next to the report to let us know what you think.
Finally, I mentioned query groups and custom annotations
last time.
Check them out if you haven't tried them yet.
I know the Search Console team has
some amazing next features lined up, so, as they say, stay tuned.
And now over to something that's not news from Google.
Let's talk briefly about so-called vibe-coded websites,
ones that were created primarily by AI tools.
These are essentially normal websites,
so they can be fine for Search.
However, I wanted to touch upon a few things that we noticed.
Most importantly, make sure that the content you're publishing
is actually adding value to the web.
It's easy to just create a site nowadays.
But if you want people to appreciate it,
make sure that it's actually good.
Then check out our SEO Starter Guide.
It's good background information on how Search works.
If your vibe-coded website has multiple pages,
double check the link rel="cannonical" elements.
Ideally, include the full URL of each page,
including your domain name.
If your website was built using a JavaScript framework,
like React or Next.js, understand
that things may be a bit more complicated
than with a static HTML website.
In particular, test your pages to make sure that Google
can view them properly.
Check out our JavaScript SEO documentation
and videos for more.
And one last thing-- add your site
to Search Console so that you're informed about potential issues
and the site's performance.
Again, for the most part, a vibe-coded website
will just work in Search.
The ones I've seen also have proper titles
and use structured data, which is all great.
If all this made you curious, I'd
recommend just trying it out.
You can create websites with normal AI systems,
like Gemini, but also with more dedicated tools,
like Antigravity or AI Studio.
Vibe-coded websites might not take over the popular web
just yet, but especially if you work with smaller clients,
it can be worth getting some practice with them.
And now over to the world of crawling.
We created a new site for general crawling-related
information, starting with some migrated Search content.
We added documentation about crawlers
for Read Aloud, NotebookLM, Pinpoint and Google Agent.
That last one, Google Agent, is used by AI agents
hosted on Google infrastructure, which you can use, too.
Also there, we created a high-level guide on things
to know about Google's web-crawling.
We occasionally get questions about crawling,
and this page tries to answer some of them.
It might be a useful reference to point others at.
Finally, we also updated the documentation
on the fetch limits for Googlebot.
The limit is 2 megabytes for uncompressed initial HTML,
but there are more details.
Most sites don't need to worry about this.
But if your site has giant menus in the HTML,
it's worth double-checking.
There's a blog post and a podcast episode for more.
And a few short updates from Search.
First, we had a Discover Corps update, a spam update,
as well as a normal Core update.
These updates are a part of how we work
to improve our Search results.
For e-commerce sites, Google Shopping
announced support for UCP, Universal Commerce Protocol.
UCP creates a common language for agents that interact
with your site and business.
This is still quite new.
It's not something all e-commerce sites
need to jump on just yet.
Now over to some posts from the SEO community.
I always find way too many articles that I want to pass on.
It's hard to pick just a few.
Here is a selection for you.
First, MJ Cachon's "Complete Guide to E-Commerce SEO."
It's just so comprehensive.
E-commerce can be quite complex.
I'll add links to all of these in the description.
Then, Dawn Anderson on demystifying
generative information retrieval,
clarifying some of the points of confusion
that you might have seen on social media.
Similarly, reflecting on the world around SEO and AI,
there's a great post by Lily Ray.
Both of these posts can be useful to push back
on some of the common misconceptions around SEO
and AI.
Finally, Amy Jurenka wrote a great guide
on the role of informational content in the age of LLMs.
There's no magic trick, but Amy highlights the value
of publishing content that adds value
to the web, my favorite kind of content.
Go check them out.
And, of course, keep making awesome things
that I can share with everyone.
And with that, just a few more short updates and we'll be done.
First up, Google Trends recently launched a new Explorer page.
It includes an AI feature to help
you discover terms to compare.
It's a great way of exploring what people are searching for
and, of course, just fun to try out.
Then there's Events.
We did Search Central live events in Brazil and Argentina
earlier this year.
It was great having folks meet with you in person.
Coming soon, we have events in Toronto, Canada;
Shanghai, China; and Sydney, Australia.
If you're in the region, check out our Events page
and register your interest for a ticket early on.
Finally, and perhaps particularly important
for computer users of a certain generation,
Bernd Wunsch created a wonderful robots.txt file, which is valid,
and includes a copy of the classic game "Doom."
Making robots.txt files is generally pretty easy.
You don't need to include games, but you can.
And with that, this episode of "Google Search News!"
is now complete.
Thank you for tuning in.
I hope this video was useful.
And please, add feedback and comments here.
We read them all.
If you subscribe to this channel,
we'll let you know when another episode is ready.
Bye.
[KEYBOARD KEYS CLATTERING]
[MUSIC PLAYING]

---

## 2026-03-30 - Are websites getting “fat”? Page weight, HTML size & Googlebot limits explained

URL: https://www.youtube.com/watch?v=kype1JQbrks
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
GARY ILLYES: Hello, and welcome to a new episode of "Search Off
the Record," a podcast coming to you from the Google Search team.
I am Gary today.
And I think I'm joined by our Martin, who I call Morty.
Hello?
MARTIN SPLITT: Hello, yes, I'm here.
Morty is here.
I don't know, Rick.
I don't know.
GARY ILLYES: Why do I call you Morty?
I call you Morty, but I don't know why.
MARTIN SPLITT: I do not remember.
I think at some point, you started singing "O Tannenbaum,"
but with, like, (SINGING) O, Mortimer, O, Mortimer, [GERMAN].
GARY ILLYES: Oh, so nice!
MARTIN SPLITT: You're not here to talk about my eye color
though, I think.
GARY ILLYES: I mean, we could talk about it for half an hour,
for sure.
But I think not.
I'm afraid that while our customers would
be very interested in that topic, I am not.
So I don't have a topic.
So I looked at what you prepared.
MARTIN SPLITT: Yeah.
GARY ILLYES: And it's weird.
MARTIN SPLITT: You don't like my topic.
I know.
GARY ILLYES: So you're coming in hot with a question-- looking
at the notes now.
The first question is, are websites getting fat?
MARTIN SPLITT: Yeah, I think that's a reasonable question.
GARY ILLYES: OK.
I think this question is not even meaningful.
MARTIN SPLITT: Ooh, look at you!
Why is it not meaningful?
GARY ILLYES: Because it does not matter,
in the context of a website, if it's fat.
MARTIN SPLITT: Why?
GARY ILLYES: In the context of a single page, yes.
MARTIN SPLITT: Oh, nice!
GARY ILLYES: But in the context of a website,
it really doesn't matter.
MARTIN SPLITT: Ah, that's an interesting one.
Cool.
OK.
So we can talk about either things or both things.
We'll see if time permits.
GARY ILLYES: Yeah.
MARTIN SPLITT: We can talk about websites
or we can talk about web pages.
Do you want to do that?
GARY ILLYES: So I think, first, we step back a little
on another word.
And that would be "fat."
MARTIN SPLITT: OK, fine, yeah.
That's a bit--
GARY ILLYES: OK.
Let's start again.
Are websites-- or web pages-- getting fat?
What is fat in that context?
MARTIN SPLITT: That's a really nice one,
because I struggle with it.
And I kind of posed it in a stupid and not great way.
And I used "fat" for that, because heavy, big, large?
I don't know which term to use because I realized recently,
when I asked on Bluesky, that people are understanding
different things when it comes to--
s it page size.
GARY ILLYES: OK.
MARTIN SPLITT: What is page size?
It's a surprisingly difficult answer.
GARY ILLYES: Well, an individual page's size can be defined.
MARTIN SPLITT: Yeah, yeah, yeah.
GARY ILLYES: Because the raw bytes, that's easy.
MARTIN SPLITT: Ah.
But that's not what everyone talks about when they mean size.
That's what some people talk about when they mean size.
GARY ILLYES: Right.
MARTIN SPLITT: And that's the rabbit hole I fell into.
GARY ILLYES: [LAUGHS] So what you are thinking here
when you say fat is basically the raw bytes from the parent
HTML, plus the resources that need to be brought in,
plus any media.
MARTIN SPLITT: Maybe.
GARY ILLYES: OK.
MARTIN SPLITT: I started at a slightly different position
where I asked myself, like-- so back in the days
when I started making websites, I had dial-up internet.
So I couldn't be online all the time.
So some of that happened on my hard drives
locally with the file and the text editor.
GARY ILLYES: Yeah.
MARTIN SPLITT: Then I needed to transfer
that between the computer that was actually hooked up
to the internet and my laptop, because sometimes I
was working on my laptop.
And I had a really old, really, really old laptop.
It didn't even have USB.
It sounds super stupid.
But the only reasonable way I could transfer data
was with floppy disks.
GARY ILLYES: OK.
MARTIN SPLITT: I know.
And I realized that some--
GARY ILLYES: I was living in the same era.
So yeah, I distinctly remember this.
MARTIN SPLITT: Yeah, but John, for instance,
also lived in the same era.
And he is like, who thinks of floppy disks?
So I thought I'd explain--
GARY ILLYES: I'm pretty sure our boss, John Mueller,
was born roughly when the pharaohs were still
running around, but anyway.
MARTIN SPLITT: He was probably here
when electricity was invented, yes.
GARY ILLYES: Yes.
MARTIN SPLITT: But-- hi, John, if you're listening.
But I realized that I usually, even
if I built relatively elaborate things,
except for if I had to transfer images,
then the floppy was problematic.
But otherwise, with just HTML and maybe some CSS,
and maybe even some JavaScript, it worked fine.
And a floppy disk would fit more or less the whole website,
minus images, which was fine because images sometimes--
back in the days, I had no notion of copyright.
So I just hot-linked, effectively,
to images of other websites.
So it wasn't really transfer size that I had to deal with
or that I needed web space for.
But then I read the 2025 Web Almanac, which is great.
We're going to link that in the description as well.
It's a great look at how the web is changing
and how websites are changing.
And they found that in 2015, the median mobile home
page was 845 kilobytes.
And that's the data that needed to be transferred
over the network into the browser, onto someone's disk.
That's how they define page weight.
GARY ILLYES: And that is just a parent page?
MARTIN SPLITT: That's just the home page.
That's just, like-- they are only looking at home pages,
I think, from the crawl.
GARY ILLYES: OK.
But that's just the parent page.
It's not the resources?
MARTIN SPLITT: Yeah, yeah.
See?
That's where I'm not so clear about their definition of page
weight.
That's really interesting.
They have a paragraph where they are trying to explain
what they mean by page weight.
That's why I used fat, to just blatantly call out
that I don't understand the differences in what these things
are.
So they say, "Page weight, also called page size,
is the total volume of data, measured in kilobytes
or megabytes, that the user must download to view a specific
page."
In my book, that includes images and whatnot.
GARY ILLYES: Yeah.
MARTIN SPLITT: Because I have to download that to see.
And that's why I was surprised to hear that, 2015,
that was 845 kilobytes.
That, to me, was surprising.
GARY ILLYES: Why?
MARTIN SPLITT: Because I would have assumed that with images,
it would be more than 800 kilobytes.
GARY ILLYES: Ah, I see what you mean.
MARTIN SPLITT: Right?
GARY ILLYES: Yeah.
MARTIN SPLITT: But anyway, 2015, 11 years or longer,
depending on when you hear this, 845 kilobytes.
July 2025, the same median page is now 2.3 megabytes.
GARY ILLYES: Holy-- that's three-times growth.
MARTIN SPLITT: Yeah.
And it goes roughly from a little more than half
a floppy disk to almost two.
It's almost two floppy disks.
GARY ILLYES: Almost two.
MARTIN SPLITT: Yeah, floppy disk was able to--
under normal circumstances, 1.44 megabytes, I think.
That surprised me, because I knew it was growing.
I knew we were also doing more complicated things.
I mean, obviously, if you basically
built AutoCAD, a software that does computer-aided design
in the browser, then, yeah, that's not
going to work in 800 kilobytes.
GARY ILLYES: Yeah.
MARTIN SPLITT: How?
But then again, on the median, I would assume that a lot of it
is just websites.
And that is quite big.
GARY ILLYES: Yeah.
MARTIN SPLITT: When you ask people what they think,
if this is big or not, you start getting very different answers
depending on how they think about page size.
And there is no one true definition of it.
GARY ILLYES: So I think, based on what
you said, that we probably need to do a better job at explaining
what page size is.
And if you look at our documentation about crawlers--
I think about Googlebot, but I could be wrong--
we say that, by default, we fetch
15 megabytes of the content, of the raw bytes,
from a specific URL, and then we stop.
And that's per URL.
So basically, if you reference stuff in your HTML,
then those have their own 15-megabyte limit, right?
MARTIN SPLITT: Yes.
GARY ILLYES: And that to me, from a search perspective,
not from a user's perspective, that makes more sense.
From a user's perspective, it probably
doesn't make sense because, well, they don't care.
Why would they care about it?
It's like, what do I need to download--
MARTIN SPLITT: I need this document, full stop.
GARY ILLYES: Yeah.
But I imagine that we could propose
a change in the documentation for the HTTP archive or the web
almanach to better explain what page weight is.
MARTIN SPLITT: I mean, I wouldn't
change their documentation, because for their purposes
and intents, I think they're explaining what it is.
And they're defining it rather well.
I'm just surprised that with all the resources that go onto
my disk at the end, it used to be only 800 kilobytes,
800-something kilobytes, in 2015.
GARY ILLYES: Sure.
MARTIN SPLITT: But I don't think that the page weight or the page
size or whatever--
let's phrase it differently.
When I think about page size, I, depending on the context,
think about different things.
GARY ILLYES: Yeah.
MARTIN SPLITT: And I realized that when
I asked this question publicly that different people had
very different notions of how they understood page size.
Depending on the layer you're looking at,
it gets confusing as well, because there's also
compression.
So some people are like, ah, but this website
downloads 10 megabytes onto my disk.
And I'm like, yes.
And they're like, but the internet is slow here.
And I'm like, but maybe, if you look
at what actually goes over the wire,
you might find that this is five or six megabytes, not
the whole 10 megabytes, because you can compress things
on the network level.
And then you decompress them on the client side level,
which, again, if you are strapped
for space on your phone, for instance, which, in the past,
my phones typically, because I took so many pictures
and videos and stuff and I was really, really
bad at deleting things.
I'm kind of like a digital hoarder
sometimes, especially when it comes to my phone.
I ran out of disk space.
As simple as that.
And so you want me to install an app?
Nah, this app is, like, seven megabytes.
I don't have seven megabytes.
GARY ILLYES: Yeah.
MARTIN SPLITT: So then the compression
is nice for reducing the transfer time.
But I don't care as much.
I care more about the space on my phone
that it actually occupies.
So I have a different angle on this,
depending on what I'm looking for myself.
And then it gets worse.
Have you looked at the HTML version of the HTML standard?
GARY ILLYES: No.
[LAUGHS]
MARTIN SPLITT: It's funky.
I never really fully understood why they have a one-page version
and they have a multi-page version.
GARY ILLYES: OK.
MARTIN SPLITT: But if you look at what you have on your disk
once you download the single-page version of the HTML
specification, you end up with 14--
1-4, 14 megabytes-- of HTML.
GARY ILLYES: That seems reasonable.
MARTIN SPLITT: It's text with a bit of extra sprinkles on top.
That's huge!
GARY ILLYES: And it's not even a fancy website.
I think you are talking about the WHAT working group,
the WHATWG.org or something, WHATWG, right?
MARTIN SPLITT: Yes.
GARY ILLYES: If you look at that spec, the HTML spec on WHATWG,
it is not a fancy website.
It is really just text with some default styling, nothing else.
So yeah, 14 megabytes, that really
means raw content, basically.
MARTIN SPLITT: That is wild.
And I'm not sure if they have images in there.
I don't think they do.
But maybe they have some explanatory diagrams
or something.
I don't know.
But, 14 megabytes, that is a lot.
And I know that I've seen websites
out in the wild that are quite heavy,
just the HTML that gets transferred as well.
And I know some extreme cases-- and I've heard of extreme cases
through the Bluesky question that I asked and the replies--
where people are in-lining images.
So you can turn an image into, effectively,
a very long string of characters and put that straight
into your HTML, quote, unquote, "to avoid having to do another
network request and fetch that image."
So you're embedding images and stuff into the HTML.
And then obviously, you end up with a 50-megabyte HTML file.
GARY ILLYES: So while you were talking,
I found the single-page version of HTML living standard.
And when you finished your sentence,
that's when I clicked the link to the one-page version.
And it just finished loading.
MARTIN SPLITT: [LAUGHS]
GARY ILLYES: So basically, that was, like, what?
About 45 seconds, more or less?
MARTIN SPLITT: Yeah, yeah.
GARY ILLYES: That's a lot.
MARTIN SPLITT: I know.
GARY ILLYES: And I'm on a fast connection, so.
MARTIN SPLITT: It gets wilder.
If you use Print to PDF in Chrome,
you get a 96-megabyte file, I think, or I got one.
And then if you look at the PDF version
that they offer, it's, I think, 15 megabytes?
Wild.
GARY ILLYES: I mean, different kind of compression.
MARTIN SPLITT: Yeah.
I think it's interesting to see, the PDF version of web pages
oftentimes are either a lot smaller or a lot larger.
And this one is-- you can tell, this is really dense content.
GARY ILLYES: Do you think stuff like the reader mode
alleviate anything on the user's side?
MARTIN SPLITT: Ooh, I don't really
know what the reader mode--
I know what it does from a user's perspective.
But I don't know what it does in the background.
GARY ILLYES: I was thinking about it a little bit
a while ago.
And my conclusion was that it doesn't change much,
from a loading perspective, at least,
because you still have to first get the resources.
And then the phone or the app does some magic locally
to remove fluff and present you with a more readable version
of the page.
But it at least makes the internet kind of more bearable
to enjoy.
MARTIN SPLITT: Yeah.
GARY ILLYES: Wow.
I used two weird words together.
But trying to think about it holistically,
do you think that this even matters,
what the weight of a web page or a website is?
Which we still haven't clarified, by the way.
MARTIN SPLITT: Correct, yes.
GARY ILLYES: Because for example, for me at home,
I have a 10-gigabit connection.
MARTIN SPLITT: Yeah.
GARY ILLYES: Right?
MARTIN SPLITT: I have a 10-gigabit fiber here as well.
GARY ILLYES: Yeah.
And I don't feel the pain.
For example, if something is, I don't
know, what did you say, 96 megabytes or whatever for a PDF
file?
It will still come down in a relatively short period of time.
And at that point, it's dependent on the server that's
sending the stuff, not on my connection.
So to me, it really doesn't matter that websites
are getting bloated.
On my phone also, I have permanent 5G from Swisscom,
my phone company.
So again, it is super fast.
It really doesn't matter.
It just comes down like that, in a snap.
MARTIN SPLITT: Ah, that's nice.
Ah, sweet summer child.
I'm so happy for you.
GARY ILLYES: Yeah, right.
But I live in a bubble, right?
MARTIN SPLITT: Yes.
GARY ILLYES: But I do travel a lot.
And then if I go to less developed countries,
for example, then suddenly it becomes problematic,
because the cell phone towers will advertise that they have
5G.
But in reality, they have a really weird, I don't know,
3G or something, not even 3G.
Yeah, I guess it depends on where you are living
and what kind of connection you have as well.
MARTIN SPLITT: It's wild.
I remember when we went diving in Antarctica.
We were on this ship where we had a metered satellite
connection.
And I believe, if I'm not mistaken, what did I pay for?
100 megabytes.
100 megabytes, which, again, the spec for HTML is 15.
GARY ILLYES: Yeah.
MARTIN SPLITT: So just to keep that in mind, I
think $20 or something?
GARY ILLYES: Yeah, yeah.
MARTIN SPLITT: So it was expensive, yeah.
And that made me think about things.
Like, I activated Data Saver mode on my phone.
I set the connection to metered.
I did not open things.
Like, most of the social media apps, I just never opened,
because they would suck this 100-megabyte dry in minutes.
So I think it still matters.
But it begs the question, at what level is
what kind of weight acceptable?
GARY ILLYES: Right.
MARTIN SPLITT: And I don't have a good answer to that.
And then on Bluesky, I got into this conversation
about HTML size.
So in this case, there's a document that is 15 megabytes.
And we both agree that pretty much, most of these 15 megabytes
are actually useful content, because there is not
much in terms of images or stylesheets or whatever.
It's just pure HTML.
And it's minimal markup around maximum content.
GARY ILLYES: Yeah.
MARTIN SPLITT: And then people were like, yeah, well,
in that case, it's kind of OK to have 15 megabytes of HTML
that you need to deal with.
And we both know that our browsers, even on our relatively
latest technology, laptops and fast internet connections,
take a while to process that 15 megabytes of HTML.
Actually, I wonder how much goes over the wire,
because I'm pretty sure there's compression involved.
Oh, god, OK.
I tried to also open this page in reader mode
and that kind of crashed the browser tab.
Great.
So in this case, it's kind of acceptable.
But then, what if the markup is only overhead?
And I mean, what do you mean?
It's like, well, if it's like five megabytes,
but it's only very little content.
Is that bad?
Is that worse as, in this case, the 15 megabytes?
And I'm like, that's tricky, because then we
come into this weird territory of the ratio between content
and markup.
And I said, well, but what if a lot of it
is markup that is metadata for some third-party tool,
or for some service, or for regulatory reasons,
or licensing reasons or whatever?
GARY ILLYES: Yeah.
MARTIN SPLITT: Then that's useful content, but not
necessarily for the end user.
But you still have to have it.
It would be weird to say that that is worse than the page
where the weight is mostly content.
GARY ILLYES: You know, this is interesting,
because historically, I have some beef with structured data,
for example, because--
I mean, this is a very long thing, or long-running thing,
because at one point, early in Google's life,
Sergey Brin, one of our founders,
said that computers should be able to figure out anything
from the text that they receive.
So site owners, slash, back then, webmasters,
wouldn't need to provide anything extra.
And the context was something around spam.
And then structured data comes in.
And structured data is specifically not for users.
It is specifically for machines.
And depending on how much structured data
you add to a page, it can increase the bloat considerably.
If you look at, in our documentation, what kind
of structured data Google supports, it's a lot.
You can fill a page, easily, with just the links
to the documentation.
And then if you keep piling on structured data on your pages,
basically stuff that users will never actually see, then what?
Is that good?
Is that bad?
For the site, it's probably good,
or it can be good, because it can
bring in additional traffic through whatever magical stuff
search engines might be able to show
based on the structured data.
But for the user?
I don't know.
MARTIN SPLITT: Yeah.
GARY ILLYES: Well, this begs the question--
and it came up in discussions at IETF, IETF
being the Internet Engineering Task Force,
basically, who create the standards for the internet--
whether we should think about separating, holistically,
in general, separating metadata stuff from user-visible content.
What if we would have something like, for clients, HTTP clients
that you trust, you would expose an API sort of endpoint
on your site where you just give the metadata that they
would want, right?
MARTIN SPLITT: Yeah.
GARY ILLYES: Like, in an ideal world,
that is not the most insane idea.
For example, if you had the HTML standard,
all the text for an LLM is irrelevant.
It would process the stuff differently than you and I.
MARTIN SPLITT: True.
GARY ILLYES: Wait, can you read?
MARTIN SPLITT: I can read sometimes.
GARY ILLYES: You can read, right?
OK, just checking.
And you could have something like append parameters,
like, question mark output equals json-ld, let's say.
MARTIN SPLITT: Yeah.
GARY ILLYES: And then if the client
is trusted, say through cryptographic authentication
or something like that, then you would serve the machine
purely machine-readable version, even in binary format.
Doesn't matter.
But then, unfortunately, this is a utopistic thing,
because not everyone on the internet is playing nice.
MARTIN SPLITT: That's true.
GARY ILLYES: We know how much spam we have to deal with.
On our blog, we say somewhere that we catch, like,
40 billion URLs per day that's spam, or some insane number.
I don't remember, exactly.
But it's some insane number, and definitely billions.
Will that just exuberate the amount of spam
that search engines receive and other machines receive?
Maybe.
I would bet $1.05 that will actually
increase the amount of spam that search engines and LLMs
and others ingest.
So yeah.
MARTIN SPLITT: Yeah, and I think that's an interesting--
there was this principle that was quite popular in the early
2000s, early 2010s, hypermedia as the driver of application
state or something like that, where the idea is to have
separate URLs with different representations depending on who
consumes it.
And I think, generally, that makes sense.
And you can do this to whatever degree.
But I'm not seeing it happening as much anymore.
GARY ILLYES: I don't know how much
sense it makes, because one of the things that we had when--
what is it called?
Mobile-first, mobile-first indexing.
One of the things that came out of that
was lots of documentation based on stuff
that we observed when we were trying to switch over sites.
And one of the--
actually, do we still have the documentation
for mobile-first indexing?
We might actually have this still, if it's there.
But one of the things that we noticed
is that there's no parity between the mobile version
of a website and the desktop version of a website
if there's different URLs for the two.
So mobile would be martinsplitt.com/m/content.
And then the desktop version would be
martinsplitt.com/content.
MARTIN SPLITT: Yeah.
GARY ILLYES: And for a very large number
of pages that we observed, there was
no parity between the content, or no exact parity.
Content was missing.
That was the worst, because then you're
not going to rank for the stuff that your desktop version was
ranking before.
And then we had outreach campaigns about it.
But then links were also missing.
To me, that's harder to explain.
MARTIN SPLITT: That's bad.
GARY ILLYES: And the navigation was different.
The whatever was different.
Metadata was missing.
Hreflang was missing.
Link elements were missing.
And yeah, it was a pain in the--
MARTIN SPLITT: Lower back.
GARY ILLYES: --lower back, thank you.
Otherwise, Lisa, our producer, makes me rerecord stuff.
And, yeah, so even for trivial stuff
like a mobile version and the desktop version of a web page
served under different URLs, even
for trivial stuff like that, there can be large differences.
So wait, I want to go back to the first question.
MARTIN SPLITT: OK.
GARY ILLYES: The question that got us here, basically,
in this really, really deep and dirty, dirty hole,
are websites getting fat?
MARTIN SPLITT: I think if we rephrase it to,
are web pages getting larger, I think that is true.
GARY ILLYES: Yeah.
MARTIN SPLITT: The answer is yes.
Is that a problem?
I think that depends on the context,
because we identified that some people are constrained
by either slow internet connections--
and that can hit us here in Switzerland as well.
I know in some parking garages, I have very bad reception.
GARY ILLYES: Oh, yeah.
You are in an atomic bunker and then you don't have reception.
It's like, oh, I will cry you a river, Martin.
MARTIN SPLITT: Correct.
I was very surprised and not very happy with it.
Correct.
[LAUGHS] So internet connection speed is still playing a role.
And I think, in the last couple of years,
the increase in transferred byte size
has outgrown the increase in transfer speeds,
if you look at the median transfer speed increase
for mobile connections.
I think so, as a hypothesis.
I would have to check the data.
But I feel like that's the case.
The other thing is, there are mechanisms to alleviate
this, like caching.
So of course, you get the full painful hit
in the first place, the first time you visit the website.
But for instance, the HTML specification uses caching.
So when I reload, I don't have to download all the 15
megabytes again.
GARY ILLYES: Yeah.
MARTIN SPLITT: Compression on the transport level,
on the network level, helps as well,
because then you have less data that you need to transfer.
You still have as much data to store on the user's device
or on the crawler's end.
So yeah, that's only helping you so far.
But there are ways to make this less painful.
There's also this lazy loading thing,
where you can say, OK, so there's
a lot of heavy content, lots of images, for instance.
We're only loading those that you actually
scroll to or go to and possibly see,
rather than loading all of them in the first place.
But I still think it's worthwhile thinking about,
how much data are we throwing around?
GARY ILLYES: Yeah.
But the website versus web page distinction, do you think--
or do you agree with me now-- that the original question
is meaningless?
MARTIN SPLITT: Yes.
GARY ILLYES: OK.
That's good.
MARTIN SPLITT: You caught me there.
That's a very good catch.
GARY ILLYES: OK.
Well, it's Friday today.
So this just made my day because someone finally agreed with me.
MARTIN SPLITT: Yay!
GARY ILLYES: Do you think that we
need to do anything to reduce the size of pages
on the internet?
MARTIN SPLITT: That's a tricky one.
GARY ILLYES: And I mean you and I,
as people who like the internet and work on standards and stuff.
MARTIN SPLITT: I think, yes.
I think we are wasting a lot of resources.
And I mean, we had that in another episode,
where we said that we know that there are studies that
show that websites that are faster
have better retention and better conversion rates.
And speed is, in part, also based
on size, because the more data I ship,
the longer it takes for the network to actually transfer
that data and the longer it takes
for the processor of whatever device
you're on to actually process it and display it to you.
GARY ILLYES: Yeah.
MARTIN SPLITT: And again, if storage is a problem, then
you're excluding some people there as well.
I think, yes.
I think that makes sense.
I also think that not everyone is-- and I myself know this.
I'm now building a new website.
And I'm looking specifically for a workflow that makes it easier
for me to deal with images, for instance, because so far,
I've just been like, here is this 59-megapixel image.
I know you're on a smartphone but I don't care.
Here is the five-megabyte image.
Good luck.
Which is not the right way to do it.
GARY ILLYES: May the odds ever be in your favor.
MARTIN SPLITT: Yeah, exactly.
GARY ILLYES: For that specifically,
internally, we have a linter that prevents submission
to the developer site that we are using for the search
documentation, if the image is over one megabyte.
MARTIN SPLITT: Yeah, interesting-- arbitrary limit,
in my opinion, but, yeah.
GARY ILLYES: Well, I like to think that they came up
with that number using some methodology,
not just, I woke up and chose violence.
MARTIN SPLITT: Yes.
GARY ILLYES: And like, I was thinking about it a lot,
because it's like, should I ask for an exception?
Because our images often are, like, seven megabytes or so.
And then I was looking at the compressed
versus the less compressed versions of the images.
And my non-blue eyes could barely tell the difference.
MARTIN SPLITT: I know what you mean, yeah.
GARY ILLYES: And at that point-- on a big screen.
And at that point, does it matter
that we lost some pixels or some shades in pixels?
MARTIN SPLITT: Yeah.
GARY ILLYES: Because our images are not fine art, right?
MARTIN SPLITT: No.
GARY ILLYES: For fine art, sure.
So what's our takeaways?
Are websites/web pages getting fat?
Are they?
MARTIN SPLITT: Yes.
I think pages, yes.
GARY ILLYES: Connections are getting faster.
So does it matter?
MARTIN SPLITT: I think it still does.
GARY ILLYES: OK.
How do we fix it?
Maybe we talk about it in another episode.
MARTIN SPLITT: Yeah, sounds like a plan.
GARY ILLYES: Because there's a lot that you can do.
And I'm pretty sure that every little bit helps, not just
with search engines--
and we shall talk about that a little bit later--
but also with your users, because users definitely
do like snappy websites.
And bloaty pages don't help with that.
Agree?
MARTIN SPLITT: I agree.
GARY ILLYES: Your Honor.
You have to say, Your Honor.
MARTIN SPLITT: I agree, Your Honor.
GARY ILLYES: Thank you.
Objection!
MARTIN SPLITT: Objection.
I'm not honorable.
GARY ILLYES: All right.
Well, Martin, thank you for the chat.
MARTIN SPLITT: Thanks a lot for you.
GARY ILLYES: This was our second chat today,
because we recorded two episodes.
And I will leave you for two days-- three days,
because it's the weekend.
And on Monday, I'm not going to the office
because I don't want to.
MARTIN SPLITT: Yeah, especially if there's still snow.
GARY ILLYES: So I would like you to remember
this face and this voice and have nightmares, please.
MARTIN SPLITT: I thank you for the lovely conversation.
GARY ILLYES: But thank you nonetheless
for chatting with me.
MARTIN SPLITT: Thanks.
GARY ILLYES: If you liked this episode,
please like and subscribe wherever you get your podcasts,
and have a very nice day, please and thank you.
MARTIN SPLITT: Bye-bye!
[MUSIC PLAYING]
GARY ILLYES: We've been having fun with these podcast episodes.
I hope you, the listener, have found
them both entertaining and insightful, too.
Feel free to drop us a note on Twitter, @GoogleSearchC,
or chat with us at one of the next events we
go to if you have any thoughts.
And, of course, don't forget to like and subscribe.
Thank you, and goodbye!
[MUSIC PLAYING]

---

## 2026-03-12 - Google crawlers behind the scenes

URL: https://www.youtube.com/watch?v=JpweMBnpS4Q
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
MARTIN SPLITT: Hello, and welcome to the latest episode
of Search Off the Record.
In this show, we from the Search Relations team here at Google
are trying to give you a glimpse of what's
happening behind the scenes.
And with me today is Gary.
Hello, Gary.
GARY ILLYES: Hello.
MARTIN SPLITT: How are you doing?
GARY ILLYES: I'm great.
MARTIN SPLITT: Fantastic.
Let me change that.
GARY ILLYES: OK.
MARTIN SPLITT: I want to talk about crawling.
GARY ILLYES: Oh no, no, no, no, no, no, no, no, no, no, no.
MARTIN SPLITT: Actually, no.
I want to talk about crawlers because I am wondering
if we ever discussed how exactly our crawling infrastructure
looks like.
Because people keep talking about Googlebot
as if it's like a sort of almost a living
thing, or at least a specific program.
But there's no Googlebot EXE that you double click on,
and then it launches or something.
GARY ILLYES: There's not?
MARTIN SPLITT: It works a bit differently.
GARY ILLYES: How?
What?
MARTIN SPLITT: You taught me that.
Yeah.
GARY ILLYES: Well, you're correct.
MARTIN SPLITT: Do we want to elaborate a little bit on that.
So how can I imagine Googlebot?
How does our crawling infrastructure roughly
look like?
GARY ILLYES: Calling it Googlebot, that's a misnomer.
And it's something that back in the days, perhaps early 2000s,
it worked well because back then,
we probably had one crawler because we had one product.
But then soon after, another product came out.
I think that was AdWords.
And then we started having more crawlers,
and then more products came out, and then more crawlers, and then
more crawlers.
But the Googlebot name, that somehow stuck.
And generally, when we were talking
about our crawling infrastructure in general,
then we tended to call it Googlebot,
but that was wildly inaccurate, because Googlebot
was just one thing that was communicating with our crawler
infrastructure.
I don't know if that makes sense.
MARTIN SPLITT: How can I imagine that?
What do you mean by communicating with our crawler
infrastructure?
Googlebot is our crawler infrastructure.
No?
GARY ILLYES: Well, yeah, that's what I've been saying
for the past three minutes.
MARTIN SPLITT: Yeah, but can't picture it still.
GARY ILLYES: So Googlebot is not our crawler infrastructure.
Our crawler infrastructure doesn't have an external name.
It has an internal name.
It doesn't matter what it is.
Let's call it Jack.
And I don't know how to put it.
It's software as a service, if you like.
MARTIN SPLITT: Oh, OK.
What's that?
SAS.
Right?
GARY ILLYES: Yeah.
And then so Jack has API endpoints, so to say.
And then you can call those API endpoints to do a fetch
from the internet.
MARTIN SPLITT: Right.
GARY ILLYES: And then when you do those APIs calls, then
you also need to specify some parameters like,
how long are you willing to wait for the bytes to come back?
Or what is your user agent that you want to send?
What is the robots.txt product token that you want to obey?
And all these parameters.
And we do set a default parameter
for most of these things, not all of them,
but most of these things.
So you can generally omit them, which
makes these calls simpler, I guess,
because you don't have to specify all the stuff,
But otherwise, it's really just an API call
to something in the Cloud or on some random data center.
And then that will perform a fetch for you
as a software developer or a product or whatever.
MARTIN SPLITT: That's really nice.
So I guess there's also a team that manages it,
because effectively, what I'm doing is
I'm outsourcing it to someone else.
GARY ILLYES: Yeah.
MARTIN SPLITT: To make all these decisions for me.
GARY ILLYES: So this product--
because we can call it a product at this point,
even if it's internal-- this has been around
for a very, very, very, very long time.
So technically, it's been around since Google existed.
There were some changes to it because the original version
that was more or less just a wget that
was running on some random engineer's workstation.
So if we think back 1998 or '99, and then
as more products came out, the more staffing
it needed, for example, more resources it needed.
And of course, we needed to re-architecture the whole thing
to enable teams to call this service.
But in essence, it's always been doing the same thing.
It's basically, you tell it, fetch something
from the internet without breaking the internet,
and then it will do that if the restrictions on the site
allow it.
That's it.
If I wanted to put it in one sentence, that would be it.
MARTIN SPLITT: OK.
So basically, I hand over a bunch of configuration
and say, part of that configuration
is the bunch of URLs that I want crawled.
And then I hand that over to the servers, and then
they come back with something to me.
Right?
GARY ILLYES: Yeah, pretty much.
MARTIN SPLITT: And that something probably
is the HTTP response, and the headers,
and the body, and maybe some additional metadata.
Cool.
So basically, Googlebot is just a piece of this configuration
that I hand over.
A name, basically.
GARY ILLYES: Say that again.
Sorry.
MARTIN SPLITT: So Googlebot is not really a program,
but a piece of this configuration
that I hand over, basically, just
a name of the configuration, so to speak.
GARY ILLYES: Well, it is one of the callers of the SAS.
MARTIN SPLITT: OK.
GARY ILLYES: It's not even part of the configuration.
It's just the name that one particular team
is using for their fetches that are sent to this central SAS.
MARTIN SPLITT: So basically, one of the clients.
GARY ILLYES: One of the client.
Yeah, exactly.
Exactly.
MARTIN SPLITT: Well, that suggests
that there's other clients.
GARY ILLYES: Yeah, sure.
We try to document a big chunk of them,
but Google is a big company.
So there's lots of teams that want to fetch from the internet.
So there's lots of crawlers, lots of named crawlers, which
means that we would need to document dozens, if not hundreds
of different crawlers, or special crawlers, or fetchers.
And on a simple HTML page, that's kind of infeasible.
So we try to draw a line and say that if the crawler is really
tiny, meaning that it doesn't fetch
too much from the internet, then we try not to document it.
Because the real estate on the crawler site,
on developers.google.com/crawlers
is actually quite valuable.
We might try to deal with that differently.
But for the moment, basically, just the major crawlers,
and special crawlers and fetchers
are documented, because quite literally,
because of lack of space.
MARTIN SPLITT: You say fetchers and crawlers.
What's the difference?
GARY ILLYES: So the simplest way to explain
it is that crawlers are doing work in batch,
and then fetchers do work on individual URL basis,
meaning that you give a URL to a fetcher,
and then it will fetch just one URL.
You cannot give it a list of URLs to fetch.
MARTIN SPLITT: OK.
GARY ILLYES: And then for crawlers, it's
a constant stream, usually, of URLs.
And it's running continuously for your team
and fetching for your team from the internet.
And internally, we also have this policy
that fetchers need to be, in some way, user controlled.
So basically, there's someone on the other end
who's waiting for the response of the fetcher.
MARTIN SPLITT: OK, yeah.
GARY ILLYES: While with crawlers, it's like,
just do it when you have the time.
MARTIN SPLITT: Right, so if there is an automatic system
that consumes the response and then does something whenever
it's available, then we can, obviously,
treat that differently than if someone clicks a button
and waits for a result.
GARY ILLYES: Right.
MARTIN SPLITT: OK, got it.
And that's the difference between fetcher versus crawler.
GARY ILLYES: I think so, yeah.
MARTIN SPLITT: OK, cool.
GARY ILLYES: I'm pretty sure that there's more differences.
For example, the IP ranges that they are
fetching from are different.
But otherwise, it's pretty much the same infrastructure,
more or less.
It's just performing different or performing the same tasks
differently.
MARTIN SPLITT: Right.
So I guess if we have documented at least like the major crawlers
and maybe even fetchers, then people probably know about them.
But you said you only document the major ones.
So if I were to start a new project
and I needed to somehow have people type in the URL
and click a button, then you wouldn't necessarily
document that specific project if it's small enough, right?
GARY ILLYES: Yeah, exactly.
Basically, the trigger for us documenting it,
I spent way too much time coming up with, basically,
something like SQL queries to trigger alerts for us internally
when a crawler or fetcher passes a certain threshold of number
of fetches per day.
And if that alert triggers internally,
then we would get a bug opened, an issue opened internally
that would say that, hey, there is a new large crawler in town,
and perhaps you want to document it.
And then we would go and look at the properties of that crawler,
what it's doing, why it's doing it.
We would check the theme to ensure that they are not
doing something accidentally, because we also had instances
where we got a complaint about the crawler doing something
on a site, and then we looked at it,
and the team was like, no, that crawler is unlaunched.
We unlaunched it two years ago.
That's not possible.
And then we were looking at our logs, and yeah, it was fetching.
And then we tracked it down that there was some random job
that they forgot to turn down when the project was sunset,
that they forgot to turn off that job,
and it kept fetching from the internet for no good reason.
But nowadays, that's really rare because we
have all these monitoring and all these checks in place
to ensure that the fetches that we are doing
or crawls that we are doing are actually--
or they actually have some utility internally,
not just randomly fetching.
And on the utility node, there's also really aggressive
caching on our side internally.
And that's regardless of the HTTP caching mechanisms.
So for example, if, let's say, Google News fetches something
10 seconds ago, then does it make any sense
to go out with another crawler who's
supplying data to web search and fetch that thing again?
It probably doesn't.
So basically, we just hand it the copy
that we got 10 seconds ago to avoid these things.
But then there's also tricky things
where different projects might have
different policies about reuse of content fetched for something
else.
Let's say that something random, like AdWords cannot reuse
content that was fetched for a web search.
MARTIN SPLITT: That makes sense.
And you said something about a job that was still running.
So I'm guessing this infrastructure
is huge and has to consume a lot of URLs every day.
So I'm guessing we're not running this
from your computer on your desk.
GARY ILLYES: Right.
So this is going a lot into our infrastructure.
But imagine the same way that Google Cloud has those runner
instances, or whatever they are called.
We would have something similar internally.
So basically, I can bring up a job
on some remote server in some random data center in Atlanta
and run my job there.
And the job would be a C++ program that I compiled
into a bin file and run it from there, or run it as a bin file.
MARTIN SPLITT: OK.
GARY ILLYES: But within that program that I compiled,
I would make the API calls.
So basically, I can instruct that program
to address to an API endpoint to that SAS crawler infrastructure
thingy, and instruct a crawl, or set up a crawl, or whatever.
So yeah.
MARTIN SPLITT: Do I have to do that manually,
or is it smart enough to try to schedule an egress point that
makes sense, for instance, if something is geo-blocked?
GARY ILLYES: Oh, pet peeve.
MARTIN SPLITT: [LAUGHS]
GARY ILLYES: Geo-blocking is interesting
because, generally, we don't have the infrastructure
for handling it.
So the typical egress points that we have,
like the IPs that start with 66, like 66, 129, blah,
those are assigned countries US.
And if you dig into it, it's going
to be Mountain View, California, which means that--
and we have this in the talk-- that we are typically
crawling from the US.
And when someone is geo-blocking,
then our typical crawler will have an IP address
from that location from California.
And we will not be able to fetch.
We are most likely going to get some sort of error,
either an HTTP error, let's say, a 403 block,
or some sort of network error.
Let's say, connection timeout, like some random router
that had the firewall setting to block requests
outside of specific regions that would just drop the connection.
It wouldn't even send back an echo.
And the way we deal with this is trying
to find IP addresses within our assigned pools that
have a location set to a different country,
and then lease those IP addresses
for the crawling infrastructure.
But these egress points were not designed
for high capacity crawling.
So they don't have the capacity to handle crawl
for everyone in, let's say, Romania, or in Germany,
or Switzerland.
Well, Switzerland is tiny, so maybe, yes.
So we are very frugal when it comes to assigning crawls
to those IP addresses.
But technically, we kind of can.
And sometimes we do, especially if we
know that the utility of that content is very high.
So it's a really bad example, but let's say if enough people
search for blue-eyed Martin--
MARTIN SPLITT: Oh, God.
GARY ILLYES: What?
MARTIN SPLITT: My eye color comes up again.
All right.
GARY ILLYES: That literally never comes up.
Anyway, if someone is searching for blue-eyed Martin,
and we know that there is a site in Germany that
has that content, then we would make an effort
to address from Germany to be able to fetch
that content if the content otherwise
would be blocked or geo-fenced.
And again, this was a bad example.
Don't quote me.
Let's say that John said this, my manager.
But in theory, that's how it works.
MARTIN SPLITT: All right.
GARY ILLYES: It's a very, very, very bad idea to rely on this.
MARTIN SPLITT: OK, so no geo-blocking for Googlebot
if you reliably want to be crawlable.
I see, I see.
But another thing that comes to mind
is, yeah, there might be people geo-blocking things,
but in general, it's a lot of traffic
that a crawler can generate.
Are we having some sort of behavior rules
or best practices for our side of things?
Because I guess if I build a project
and I say, hey, Google crawling infrastructure,
here's my configuration, please crawl
these bazillion URLs every hour, will they just do that?
Or is there some sort of guidance and how
our crawlers should behave?
GARY ILLYES: So how our crawlers should behave.
MARTIN SPLITT: Because you can overwhelm the internet,
basically, right?
GARY ILLYES: Right.
So that kind of thing is handled at the infrastructure level.
And basically, it's actually one of the reasons
why we have that infrastructure, because we
need to be able to force teams to not break the internet.
Let's say that I'm a new engineer, and I come to Google,
and I sit down, and I quickly get access
to one of the machines in a data center, and I start scripting.
I write a bash or a shell script, open a socket,
and start streaming in data.
That particular server has a 10 gigabit connection,
and I go to martinsplitt.com and start streaming in the data 10
gigabit per second.
I think that your server, or at least your hoster,
is not going to that.
MARTIN SPLITT: Yeah.
GARY ILLYES: So what we are doing instead is that,
generally, you cannot egress directly from the servers that
are running in our data centers, unless you are calling one
of the fetch services, like one of the crawler infrastructure
endpoints, and egress through those,
because the crawler infrastructure has the capacity
to say that, OK, this website, martinsplitt.com,
started slowing down on repetitive fetches.
So basically, from the baseline, the connection time just
went up, and up, and up, and up, and up,
and we have to slow down.
And then it will throttle the requests
that it's sending to martinsplitt.com.
If it gets a 503 HTTP response, then it slows down even more,
because that actually means that the server was most likely
overwhelmed in some way.
But then 403, 404, all those, they don't mean anything.
That's just like random client error,
like you send the wrong URL or something like that.
So yeah, the "please don't break the internet" part,
that's in the crawler infrastructure
at the infrastructure level.
And generally, that's not something
that individual teams can control.
MARTIN SPLITT: OK, so I can't screw it up with my own project.
That's nice to hear.
Are there any other general guidelines
that the crawler level infrastructure
prescribes, so to say?
GARY ILLYES: There's a bunch of things
that are for our own protection or our infrastructure's
protection, like, for example, the infamous 15 megabyte default
limit.
MARTIN SPLITT: [LAUGHS]
GARY ILLYES: That is set at infrastructure level.
And basically, any crawler that doesn't override that setting
is going to have a 15 megabyte limit.
So basically, it starts fetching the bytes from the server
or whatever the server is sending,
and then there's an internal counter.
And then when it reached 15 megabytes,
then it basically stops receiving the bytes.
I don't know if it closes the connection or not.
I think it doesn't close the connection.
It just sends a response to the server
that, OK, you can stop now.
I'm good.
But then individual teams can override that, and that happens.
It happens quite a bit.
And for example, for Google Search,
specifically for Google Search, the limit
is overridden to 2 megabytes.
MARTIN SPLITT: For everything?
GARY ILLYES: Well, mostly everything.
For example, for PDFs, it's--
I don't know-- 64 or whatever, because PDFs
can-- the HTTP standard, if you export it as PDF,
I think you said that.
If you export it as PDF, then it's 96 megabytes or something.
MARTIN SPLITT: I think so.
Yeah, it was huge.
I remember that.
GARY ILLYES: But that means that it
would overwhelm our infrastructure if we fetch
the whole thing and then convert it to HTML,
and blah, blah, blah, and then start processing it.
It's just like it's overwhelming because it's so much data.
And same goes for HTML.
It's the HTML living standard.
If you have 14mb--
we're not going to fetch that.
We are going to fetch the individual pages, because,
fortunately, they also had enough brainpower
to have individual pages for individual features of HTML.
We can fetch those pages, but we are not
going to have anything useful out of the 14 megabyte
one-pager of the HTML standard.
MARTIN SPLITT: Yeah.
GARY ILLYES: So yeah.
And other crawlers, I never worked on other crawlers,
but other crawlers, I'm sure, have different settings.
I could imagine, for example, that even
in individual projects, it can have different settings
for the same thing.
For example, I can imagine that if we need to index something
very fast, then the truncation limit could
be 1 megabyte, for example.
I don't know if that's the case, but I
could imagine that to be the case, because if you need
to push something through the indexing
pipeline within seconds, then it's easier
to deal with little data.
MARTIN SPLITT: That's true.
That's true.
I think in general, it is useful to have cleared up
this idea of crawling just being a monolithic kind of thing.
It is more like a software as a service that search is--
or web search, specifically, is one client to and not
a monolithic kind of thing.
And as you said, configuration can change.
It can even change within, let's say, Googlebot.
If I'm looking for an image, we probably
allow images to be larger than 2 megabytes, I guess,
because images easily are larger than 2 megabytes.
PDFs, we allow 64, whatever is documented.
We'll link the documentation.
But I think that makes perfect sense.
And if you think about it as in it's
a service we call with a bunch of parameters,
then it makes a lot more sense to see, OK, so there's
different configuration.
And this configuration can change on request level,
not necessarily just on--
Googlebot is always the same.
Wow, all right.
GARY ILLYES: That was something.
MARTIN SPLITT: That was a whole bunch of stuff.
Yeah, there was a lot of stuff.
I think that was useful, though, and I
hope that our listeners think the same way.
Let us know in the comments below if you're
interested in more stuff like this, or if this was useful
or not.
And subscribe to the podcast and tune in next time.
Thanks so much, Gary, for being here with me today.
GARY ILLYES: Are you a cop?
MARTIN SPLITT: I'm not a cop.
GARY ILLYES: Then don't tell them how to live their life.
MARTIN SPLITT: I know.
I'm just making suggestions here.
Rude.
GARY ILLYES: Fine.
MARTIN SPLITT: OK, fine.
GARY ILLYES: Fine.
MARTIN SPLITT: Bye.
GARY ILLYES: Fine.
Goodbye.
[MUSIC PLAYING]
MARTIN SPLITT: We've been having fun with these podcast episodes.
I hope you, the listener, have found
them both entertaining and insightful, too.
Feel free to drop us a note on LinkedIn
or chat with us at one of our next events we go to.
If you have any thoughts, let us know.
And of course, do not forget to like and subscribe.
Thank you so much for listening, and goodbye.
[MUSIC PLAYING]

---

## 2026-03-05 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2026 年 03 月 05 日）

URL: https://www.youtube.com/watch?v=i8wiBuklDXE
Caption: ja-8V-H19SidUo (manual, json3)

[アンナ] みなさん こんにちは
本日もGoogle社員による
Google検索オフィス アワーの時間となりました
本日 お届けするのは 私 アンナとなります
どうぞよろしくお願いします
はい それではですね
まず Googleからの お願いに移りましょう
はい 本オフィスアワーはですね
ハッシュタグ こっちか
Google検索オフィス アワーを使用しております
なので 質問についての ご意見 ご感想ありましたら
ぜひ 上記のハッシュタグ
Google検索 オフィスアワー
をつけて投稿してください
そしてですね ご紹介した記事のリンクは
本動画の概要欄に 後ほど掲載する予定です
また 我々チームの 励みとなりますので
動画 気に入っていただけましたら
高評価 チャンネル登録の方 どうぞよろしくお願いします
それでは 早速 Googleからの
お知らせですね に移っていきましょう
主なブログ記事 ということですが
今回は前回の オフィスアワーから
この４件の記事が 公開されております
新しいAIを活用した構成で
Search Console の分析を効率化する
Search Console に週単位と
月単位のビューを導入
Search Central Live APAC 2025年
のハイライト 感謝の言葉
そして2026年2月の Googleの
Discover コア アップデート
に関するお知らせです
それぞれね 少しずつ 触れていこうと思います
まずですね 新しいAIを活用した構成で
Search Console の
分析を効率化する というものですが
Search Console のパフォーマンスレポートは
オーガニック検索 トラフィックを分析する上で
強力なツールですが
必要なデータを 正確に見つけるには
想定よりも時間がかかることが あるかなと思います
でですね 昨年末に パフォーマンスレポートに
試験運用版の機能が 追加されております
この機能はですね データの選択 フィルター
比較にかかる 手間を軽減することを
目的としておりまして
AIを活用した この機能を使用すると
表示したい分析内容を
自然言語で記述できますと
詳しいところはね こちらのブログ
ぜひ ご一読 いただけたらなと思います
ぜひ お試しください
そして ２つ目のブログが
Search Console に週単位と月単位の
ビューを導入しましたという件
検索トラフィックの傾向を 分析することは
SEOの重要な要素ですと
で きめ細かい日時データは 直面している問題や
急増を想定する上で 不可欠ではありますと
ただ 全体像を把握するのが 難しい場合がありますよね
ということで
これまでパフォーマンス レポートのグラフには
日単位のデータが 表示されていましたが
そのブログの公開された日より
Search Consoleの 検索パフォーマンスレポートに
新しい機能 週単位と月単位のビューが
追加されたことを お知らせしているような
ブログになります
この機能を使用すると
パフォーマンスグラフの 時間集計を調整して
日々の変化を平準化して
ウェブサイトへの トラフィックの
全体的な傾向に
より焦点を当てた分析が 行えるかなと思います
こちらもね 詳しくは ぜひ こちらのブログ
見ていただければいいかなと 思います
ぜひ こちらもお試しください
で ３つ目
こちらまだ 皆さん 覚えておいていただけると
嬉しいんですけども
Search Central Live APAC 2025年
のハイライト 感謝の言葉です
そうですね 私たち
Search Central Live チームはですね
昨年の後半ですね
すごく忙しい日々が 続いておりました
APACツアーとして 私が参加したもの
参加していないものも ありますが
バンコク 香港
そして 東京でのイベントを 開催しまして
そちらのイベントの まとめ記事を
公開しております
丁度 年末の記事だったかなと 私も記憶しておりますが
そうですね で年末にも ソーシャルで
ブログ紹介と感謝を お伝えしておりましたが
あの 昨年も 大変お世話になりました
そして これからも
どうぞよろしくお願いします ということで
改めて感謝の気持ち 伝えさせていただきます
そして 今回ご紹介する 最後のブログですね
2026年の2月 Googleの
Discover コア アップデートに
関するブログ記事も 出ております
結構 前なんで
もう みなさん読まれたかと 思うんですけども
２月上旬 2026年2月の
Discover コア アップデートを
リリースしましたと
これはDiscoverに
記事を表示する システムに対する
広範な更新に なっておりますので
ご興味ある方 いらっしゃるかと思います
その方 ぜひ公式ブログを ご一読ください
ということで
主なブログ記事の紹介と なりました
それでは 本題に 移っていきましょう
そうですね まずは そうですね
１件目に移っていきましょう
１問目のご質問
テキスト検索結果画像の制御 に関するご質問を
いただいております
ECサイトを運営しております
商品名で検索した際の スニペットに対象商品ではなく
関連商品の画像が
サムネイルとして 表示されることがあります
サムネイル画像を 対象商品にしたく
対象商品の画像URLを
で指定し
関連画像に
をしていますが
それでも関連商品が 表示されることがあります
解決策やより良い方法があれば
ご教示いただけますと幸いです とのことです
こちら ご質問ありがとうございます
でですね
これだけ よく質問される 内容なんですけども
テキスト検索結果画像を 制御することはできません
なので こちら 公式ブログ貼っておりますが
公式ドキュメントに 記載がある通り
最適化するには
Google画像検索 SEOベストプラクティス
を参照してください
と いつもなら
ここで終わっている内容では あるんですけども
つい先日ですね
ちょうど収録をしている 二日ぐらい前かな に
メタデータを使用して 優先画像を指定する
のセクションが こちらのドキュメントに
追加されております
で 内容 つまり
schema.orgの Primary Image Of Page Property
を指定することで
または og:image メタタグを使用することで
優先画像を 選択することができます
なんで 更新されております
日本語でも もうすでに 更新されておりますが
詳しくはこちらの メタデータを使用して
優先画像を指定するの箇所 ドキュメントを
ご一読いただけたら いいかなと思います
ご質問ありがとうございました
では 続いてのご質問に 移りましょう
Search Console レポート で異なるステータスが
表示される件に関する ご質問をいただいております
sitemapで送信している
URLが Search Console 上で
検出 - インデックス未登録 に振り分けられています
しかし URL検査で 確認すると
URLがGoogleに 認識されていません
となっています
Search Console 上の表示が
間違っているだけなのか
あるいは 実際には認識されていない
sitemapの状態が 適切ではないなど
実装に問題があるのでしょうか とのことです
こちらも ご質問ありがとうございます
で 担当者に 確認してみたところ
回答が得られまして
ツールによって 使用するソースが異なり
更新頻度も異なるため
それらの間で 矛盾が生じる事ともありますが
通常時間の経過とともに それらの違いはなくなります
ということでしたので
しばらく時間を置いてから
再度 レポートを確認してみて いただけたらいいかな
と思いました
ご質問ありがとうございます
それでは 続いての ご質問に移りましょう
リンク否認ツールを 使用する際のプロパティに
関するご質問を いただいております
運営しているサイトは スパムリンク対策として
以前からリンク否認を 実施しております
今後もリンク否認を 継続するにあたり
否認リンクのリストを
Search Console上で
アップロードする対象 プロパティは
１ ２のどちらの方針が 正しいですか
つまり１つ目が
現行のドメインの プロパティのみに
アップロードすること
２つ目が
現行ドメインに 転送済みの
過去のドメインの プロパティにも
アップロードすることです
で 過去ドメインに向けられた
スパムリンクが現存している 可能性もあり
そのリンクの ネガティブな影響が
転送先の現行ドメインに 波及することはありますか
とのことです
こちらも ご質問ありがとうございます
で 簡単に回答なんですけども
リンク否認リストは 現行のドメインの
Search Console のプロパティのみに
アップロードしてください
なので 今回でいうところの
１つ目の選択肢に なっております
で リダイレクトが 正しく設定されていれば
Googleは リンクシグナルを
新しいドメインに転送します
過去のドメインに
アップロードする必要は ありません
ご質問ありがとうございました
では 続いての ご質問に移りましょう
トップではなく下層ページが 上位表示される件に
関するご質問を いただいております
ECサイトを運営しております
各商材のカテゴリー単位で
カテゴリートップページが あり
その下層にユーザーに 有益と考えられる記事を
公開しております
カテゴリートップページには
他のページへの 導線が集約されており
単一キーワードでの検索では
下層ページより 有益と考えられるのですが
複数のカテゴリーで トップページではなく
下層の とは というページだったりとか
選び方が上位に 表示されております
カテゴリートップページが 上位表示しない理由として
何らかのペナルティが 考えられると思うのですが
内部リンクが多すぎたり
パンくずのアンカーリンクが
ずばり商材カテゴリー名に なっていたりすることは
影響しますかとのことです
ご質問ありがとうございます
こちらもですね
よくあるご質問の１つかな と思っております
でですね
カテゴリートップページ ではなく
とは や 選び方などの 下層の具体的な情報ページが
表示されている場合
Googleはユーザーの 検索意図に対して
より詳細な情報を含む 下層ページの方が
現時点では より クエリに対する
より関連性が高いと
判断している可能性があります とのことです
ご質問ありがとうございました
では 続いての ご質問に移りましょう
公開URLをテストが 利用できない件に
関するご質問を いただいております
Search Console のURL検査にて
ページが インデックスされにくいため
公開URLをテストで 問題がないかを
確認しようとしましたが
特定のページで
エラーが発生しました と表示され
テストを実行できませんでした
あわせて インデックス登録をリクエスト
も実行できませんでした
特にアクセスブロックは しておらず
ページスピードも著しく 遅いわけではないのですが
公開URLをテストが 利用できない要因として
どういったことが 考えられますでしょうか
とのことです
こちらも ご質問ありがとうございます
具体的なサイト情報が 添えられていたために
状況を確認することが できました
でですね 現在は問題が 解決しているようでした
でですね 一般的に公開URLテストで
エラーが発生する場合
Googlebotが コンテンツを
完全に取得 レンダリング できていない可能性が高いです
なんでトップページと 特定のドメイン配下が
別のシステムで 動いているような
サイトでしたので
その場合 その特定の ドメイン配下の
コンテンツをホストしている
サーバー側で何らかの理由
例えば ファイアウォールだったりとか
リクエストの ブロックタイムアウトなど
考えられると思いますが
そういった理由により
Googlebotの アクセスが
制御されていないか
サーバーのログを 確認することで
問題が解決する見通しが 立つ事が多いかなと思います
参考になれば幸いです
ご質問ありがとうございました
ではですね 続いての ご質問に移りましょう
サイト内の全ページが インデックスされない件に
関するご質問 いただいております
新規リリースした 海外向けサブドメインで
約400ページの すべてのページが
インデックスされた後
徐々にインデックス数が 減少して
最終的に クロール済み インデックス未登録で
インデックスから 除外されました
sitemapエラーや hreflang未設置が
解決されていないため
インデックス登録に 影響している可能性があります
一度すべてのページが インデックスされている事から
クローリングに関する 問題ではなく
公開URLテストも正常なので
レンダリングの問題でも ないように思うのですが
考えられる対応策などは ありますか とのことです
こちらも ご質問ありがとうございます
担当チームに 確認しましたけれども
こちらも 一般的に
新規コンテンツを インデックスするには
時間がかかりますと
また クロール済み インデックス未登録の
ステータスとのことなので
コンテンツの有用性であったり
品質の向上に 注力していただけると
良いかなと思っております
またですね
sitemapエラーや hreflang未設置を
解決することにも 引き続き取り組んでいただき
また もっと 問題が残るようでしたら
お知らせください
ご質問ありがとうございました
では 続いての ご質問に移りましょう
クロール済み インデックス未登録に
関するご質問を いただいております
取引先のSEO会社より
クロール済み インデックス未登録が
多すぎると サイト全体が低品質とみなされ
サイト全体のランキングが
上がらない要因と 言われています
クロール済み インデックス未登録が
多すぎると サイト全体が 低品質とみなされる
という情報は 本当でしょうかとのことです
こちらも ご質問ありがとうございます
でですね
クロール済み インデックス未登録は
Googlebotがページを クロールしたものの
検索結果に表示するほど 十分な価値がないと
判断された状態を示しています
で このステータスが多い事は
Googleが コンテンツの大部分を
インデックスしない決断を したことを意味しますが
一方で サイト全体が低品質として
アルゴリズムによる手動対策を 受けているわけではありません
ので こういった場合
引き続き 個々のページの 有用性だったり
品質の向上に 注力いただくのが良いかな
というのが 我々の回答になります
ご質問ありがとうございました
では 続いての ご質問に移りましょう
類似カテゴリーページが 重複判定される件に
関するご質問を いただいております
ECサイトを運営しています
カテゴリーページで デザインやメインの
紹介テキストが 完全に 異なっているにも関わらず
Search Consoleで
重複しています
Googleが正規ページを 選択しました
として 意図したカテゴリーページが
インデックスから除外される ケースが多発しています
これは 共通するナビゲーションや
ヘッダー・フッターなどの
ボイラープレート要素の 比率が高いことが
原因でしょうか
あるいは 画像の 読み込み遅延に見られるような
サーバーの応答速度の 不安定さが
Googlebotの クロール時に
コンテンツ取得を不完全にし
その結果として 重複判定や
インデックス除外につながる 可能性がありますか
とのことです
こちらも ご質問ありがとうございます
こちらもね たまに寄せられる 質問の１つかなと思いますが
結論として 質問者さん 仰っている事
どちらも 起こり得る現象だと思います
ECサイトの カテゴリーページで
重複判定が多発する場合
ご指摘のボイラープレートの
比率が高いことが 一因になる事は
十分可能性が あるかなと思います
特にですね UCサイトでは 商品リストや
ファセットナビゲーションの 変更だけで
ユニーク性が低いと 判断されることがあります
そして 他にもですね
サーバー応答の 不安定さなんかは
コンテンツの取得自体を 不完全にしたり
結果として重複判定を招く 可能性も考えられます
ユニーク性を強調するためには
主要なコンテンツの ユニークなテキスト要素を
確実に HTMLの早い段階で
読み込ませることが 有効となってきます
でですね
今回の件に直結するかは 分かりませんが
eコマースサイトに関する ベストプラクティスなども
こちらの公式ドキュメント ございますので
ぜひ このGoogle検索で
eコマースサイトを 見つけやすくするための
おすすめの方法 なんていうドキュメントも
ご一読いただけると
参考になる箇所も あるかもしれません
ご質問ありがとうございました
それでは 続いての ご質問に移りましょう
表現の揺れがある 検索クエリの取り扱いに
関するご質問を いただいております
Google検索における
メンズエステの取り扱いに 関しての質問
メンズエステとメンエスという ２つのワードですが
集客 求人ともに 違う検索結果になります
一般的には あまり違いはありませんが
Googleは別のワード という認識なのでしょうか
また メンエスでしか 表示されなくなった場合
メンズエステ関連のワードでも
再度 表示させることは 可能なのでしょうか
とのことです
こちらも ご質問ありがとうございます
具体的なクエリに関することは お答えできませんが
一般的に Googleは クエリの理解に基づいて
ユーザーにとって最適なものを 返すように努めております
ご質問ありがとうございました
では 続いての ご質問に移りましょう
イベントの構造化データの グローバル対応に
関するご質問を いただいております
Googleの イベント検索機能に関して
現状 日本のサポートはなく
今後 追加される 予定でしょうか
とのことです
こちら ご興味いただき ありがとうございます
それでですね
こちら公式ドキュメントに 記載がある通り
Googleの イベント検索機能を
ご利用いただける地域は 世界中に広がっていますと
で 現在はですね
日本地域 日本語は 対応しておりませんが
利用可能な地域と言語に 関する記述がございますと
でですね
特定の言語に関する 具体的なタイムラインなどは
まだ お知らせできることは ありません
でですね
こちらも質問の一部として
記述がされていたように 記憶しているんですが
リッチリザルトのテストで 有効であっても
サポートされていない地域での 検査結果は表示されません
公式ドキュメントの
ご利用可能な地域と 言語の箇所を
ご確認いただけると 良いかなと思います
ご質問ありがとうございました
はい それでは 続いての 質問に移りましょう
URL設計に関する ご質問をいただいております
URLパスについては
昔は 意味のない文字列や エンコードされた文字列
複雑なディレクトリ構造が SEOに悪影響を与える
と聞きましたが 今でもそうなのでしょうか
REST APIのように
リソースを明確に表すように URLを設計すると
SEOに効果がありますか
また パスが日本語の場合
URLエンコードされたものと そうでないものを
別ページと認識されますか とのことです
こちらも ご質問ありがとうございます
でですね
シンプルな回答としては そうですね
シンプルで理解しやすいパスは
ユーザーとクローラーの 両方にとって有益ですと
いうことです
REST APIのように
リソースを明確に示す URL設計は
URLの理解を助けますし
間接的に役立つかなと思います
日本語パスについてはですね
URLエンコードされているか どうかに関わらず
Googleは 同じページとして認識しますが
とはいえ 正規化された
つまり一貫したURLの 使用を推奨しております
ご質問ありがとうございました
では 続いての ご質問に移りましょう
JavaScript SEO の基本を理解する
に関する ご質問を いただいております
恐らく こちらの方は 英語でドキュメントを
見ていらっしゃる方かな と思いますが
Googleの Search Centralの
Understand JavaScript SEO Basics
に関する質問になります
Use robots meta tags carefully の章で
When Google encounters the... と書いてあるんですけども
ここで書かれている レンダリングとは
何のレンダリングを 示すのでしょうか
初期のDOM構築は 含まれますか
とのことです
こちらも ご質問ありがとうございます
noindexタグは Googlebotが
HTMLのヘッドセクションを 解析した際に検出されますと
このタグを検出した場合
Googleは リソースのフェッチや
JavaScriptの実行
本格的なレンダリングを スキップする可能性があります
なので 初期のDOM構築は
noindexタグ自体を 読み取るために必要であるため
通常は実行されます
ということですが お答えになっておりますかね
なので 初期のDOM構築は 含まれますか
に対する回答としては
通常は実行されます ということです
ご質問ありがとうございました
では 続いての ご質問に移りましょう
内への タグの記述
に関するご質問を いただいております
自社JSライブラリ またはSNS等
サードパーティ JSライブラリにより
等 本来内に
記述するタグがヘッド内に 追加されることがあります
この時が 追加された箇所で
タグが 終了したとみなされ
それ以降の 内の記述が
無視される可能性があると
過去 Googleより 発言があったと
記憶しておりますと
ただ 実際には
以降の タイトルタグや
タグは
効いているようにも 見受けられます
特にサードパーティライブラリ 起因の場合
回収困難な可能性を考えており
本件の緊急度はどうでしょうか とのことです
こちら ご質問ありがとうございます
でですね
今回 ご質問が緊急度と いうことなんでですね
あらゆる問題において
対処する問題の 優先順位というのは
ビジネス課題だったり
その置かれている状況に よると思うので
その観点について 私たちから
何かコメントできることは 限られているかなと思います
という前提で お話ししますが
URL検査ツールで
これらの重要なタグが 正しく認識されていることを
確認できているのであれば
緊急度は高くないかも しれません
でですね そうですね
今回 実際には タグや
タグ などは
効いているように 見受けられます
ということなので
もしかしたら緊急度は
それほど高くないのかも しれませんが
ただ 依然として
HTMLの健全性のために 修正は推奨されております
ということです
こちらも ご質問ありがとうございました
それでは 続いての ご質問に移りましょう
Googlebot 訪問時の リダイレクトの挙動
に関するご質問を いただいております
Googlebot 訪問時の リダイレクトの挙動を
調査したい場合 方法はありますか
誤った実装が行われて
Googlebotの IPアドレスで訪問した時のみ
別のURLに リダイレクトがされます
このようなケースで
Googlebot 訪問時の リダイレクトの挙動を
調査する方法を教えてください
この場合
Search Consoleの URL検査で
リダイレクト元URLを 調査した場合
リダイレクト先の URLが検査され
かつ リダイレクトが されたこと自体が
通知・表示されない仕様 と思います
また 巨大サイトのため
ページのインデックス登録の
ページに リダイレクトがあります には
膨大なURLが記録されており
ここで特定のURLは 調査不可能でした
とのことです
こちら ご質問ありがとうございます
でですね
Googlebotの IPアドレスでのみ
リダイレクトが発生する ケースを調査する
最も確実な方法としては
サイトのサーバーログ確認して
Googlebotの ユーザーエージェントに対する
サーバーのオートヘッダーを 直接確認する事になっています
またはですね コードベースだったりとか
データベースで
ハードコードされている 可能性のあるIPアドレス
または ファイアウォール CDNルールを
調べてみることなんかも 有効かなと思いますので
ぜひ そのあたり 確認していただけると
いいのかなと思いました
ご質問ありがとうございます
続いてのご質問に移りましょう
更新した記事内容が 検索結果に反映されない件に
関するご質問を いただいております
記事タイトル ディスクリプション
内容の大幅な更新を行いました
他の記事はすべて検索結果上で
タイトルや ディスクリプションが
更新されているにも関わらず
この記事だけ更新されずに 約１ヶ月が経ちますと
スパム非リンク対策のために 否認ツールを使用
あわせて新規URL作成後に 301リダイレクトなど
様々な施策を試しました
大幅な変更を加えましたが
未だに検索結果画面が 変わる兆しは見られません
とのことです
こちらも ご質問ありがとうございます
でですね
具体的なクエリやサイト情報が 添えられていたので
こちらも情報を 確認することができました
問題を解決するために
新規URLで コンテンツを作成して
以前のURLから
リダイレクトの設定を 行っているとのことでしたが
私の環境で検索結果を 確認したところ
こちらのリダイレクトは すでに解除されていて
代わり もう一つ 新規URLコンテンツを
作成しているように 見受けられました
そうですね
また その最新のURLに関しては
検索結果内の上位に 表示されておりました
なので こちらは問題を 解決したということでしょうか
301リダイレクトを
正しく実装できていない事が 問題
実装できていないと 問題が生じる場合が多いです
一般的なコメントになりますが
公式ドキュメントを ご確認ください
リダイレクトと
Google検索に関する ドキュメント
こちらにございます
では 続いての ご質問に移りましょう
ちょっと映る前に飲み物を すいません
ずっとね 喋りっぱなしで ちょっともう声が
ありがとうございます お時間
では 続いての ご質問に移りましょう
検索結果に記事の最新更新日を 反映する件に
関するご質問を いただいております
CTR改善を目的に
検索結果に記事の最新更新日を 反映したいです
現在 metaタグ h1には 更新日の記載はありません
どうしたらいいですか とのことです
こちらも ご質問ありがとうございます
ウェブページが更新 または 公開された後
Googleが推定した日付を 検索結果に反映させたい
という旨のご質問だと 理解しました
でですね
設定方法は 詳しくは公式ドキュメント
Google検索で 署名日に影響を与える
というドキュメントを 参考にしていただけたら
記述の方法が 分かるかなと思います
ぜひ ご一読ください
ご質問ありがとうございました
ではですね 続いての ご質問に移りましょう
Search Console BigQuery エクスポート
に関するご質問を いただいております
Search Consoleの
BigQuery エクスポートデータについて
検索結果に 自社サイトのリンクが
複数のページにわたって 表示されるクエリにおいて
表示回数 平均順位を 計算したいです
例えばaaaという 検索クエリで
１ページ目の１位に
aaa.com/abc...1.html
というページが表示され
２ページ目の15位に
aaa.com/abc...2.html
というページが 表示される状況で
ユーザーが２ページ目まで 表示される検索が
１回発生した場合
searchdata_site_impression を使って
aaaクエリの表示回数と 平均順位を求めた時
どうなりますかとのご質問です
こちらも ご質問ありがとうございます
本件に関しても担当者に 確認してまいりました
でですね 前提ですけど
BigQuery エクスポートには
searchdata_site_impression
でプロパティ別に 集計するものと
searchdata_url_impression URL別に集計するものと
２つのテーブルが 含まれております
２つのリンクが表示可能な場合
site_impression の方には１インプレッション
url_impression の場合には
２インプレッションが 表示されています
平均掲載順位の 計算方法に関しては
こちらに貼ってあります
テーブルのガイドラインと リファレンスを
詳しくは参照していただけたら いいんですけども
この場合 質問者さんが ご理解いただいている通り
searchdata_site_impression
をプロパティ別に 集計するものを
参照していらっしゃるので
aaaクエリの表示回数は１ 平均順位は１になります
ご質問ありがとうございます
では 続いての ご質問に移りましょう
こちらが本日 最後のご質問となっております
サーチコンソールの タイムゾーンに
関するご質問を いただいております
検索パフォーマンスは カリフォルニア州の現地時間で
表示されていると 明記があります
ページのインデックス登録や クロールの統計情報など
それ以外の 各種ダッシュボードも
カリフォルニア州 現地時間の表記ですか
とのことです
こちらも ご質問ありがとうございます
公式ドキュメントに 記載があります通り
24時間表示を選択すると
データはお住まいの地域の 現地時刻で表示されますと
ローカルタイムゾーンは ブラウザの設定に基づきます
その他のオプションでは
日付はすべて太平洋時間 PTで表示されますと
記述がありますので そちら参考にしてください
より詳しくは 公式ドキュメントの
こちら パフォーマンスレポートの
タイムゾーンの箇所ですね
セクションを ご確認いただけると
もう少し詳しく書いてあります
ご質問ありがとうございました
さて 今日はそうですね 三ヶ月ぶりかな
二ヶ月少しぶりかな の放送となりましたので
質問がたくさん来ておりました
それにすべて答えるために
少し早口になって しまっているんじゃないかな
と思いますが
そういう方は ぜひ
気になるポイントが あった場合は
ちょっとあの ゆっくりめに 0.75とか0.5倍速で
聞いていただくことを お勧めします
失礼しました
でですね
今日はですね 以上となります
みなさん 今回のGoogle 検索オフィスアワーを
楽しんで いただけましたでしょうか
先ほども申しました通り
今回はたくさんの質問を ご紹介させていただきました
でですね
次回 Google 検索オフィスアワーは
2026年の６月中旬を 予定しております
そうですね
お気づきの方も いらっしゃるかと思いますが
今年はですね 例年通りの毎月のペースで
オフィスアワーを 開催することが難しく
みなさんにはご不便を
おかけすることも あるかと思います
そうですね
なので 今回このような
オフィスアワーを 活用いただける
ご視聴いただけるのは 大変嬉しいんですけども
何かもし困った事がある場合は 併せてですね
公式ドキュメントの 再確認であったり
Search Central Community の活用など
他の公式のチャンネルも あわせていただくのが
良いかなと思います
１問目の質問でも お伝えした通りですね
公式ドキュメント 時々ですね さらっとセクションが
追加されていたりとか しますので
定期的に見ていただくと
理解が深まるんじゃないかな と思いますので
ぜひ そのあたり ご確認ください
でですね
もし何かお困りのことがある方
ぜひ ホームより ご質問をお寄せください
こちら過去の動画の一覧と
質問フォームへの 表とリンクを載せております
それでは また次回 オフィスアワーで
お会いするのを 楽しみにしております
また ぜひ見てくださいね
バイバイ

---

## 2026-02-26 - How Browsers Really Parse HTML (and What That Means for SEO)

URL: https://www.youtube.com/watch?v=SriA8lB3MXY
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
MARTIN: Well, hello, hello, hello, everybody.
This is Martin from the Search Relations Team.
And welcome to a new episode for "Search Off the Record."
With me today is Gary.
Hello, Gary.
GARY: I don't want to talk about it.
MARTIN: OK, but I do want to talk about something, because I
had a thought.
GARY: Oh, no.
Not again.
Martin.
MARTIN: I know.
GARY: We asked you this so many times.
MARTIN: I mean, they are few and far in between,
but I thought I'd give it a go again.
It's a new year.
It's a new me.
It's a new thought.
[CHUCKLES]
I promise, it's the only one for this quarter.
Is that OK?
[CHUCKLES]
GARY: So what were you thinking?
MARTIN: I don't think we've ever discussed
how HTML parsing works, which I think
is important to understand.
And I see that, especially when I
look at people who have been working
with the web for a long time, not all of them
are paying that much attention.
And I realized that I'm not paying enough attention
because there's a new kid on the block that I have heard about,
but not really looked into.
And that's client hints.
But I think before we can discuss client hints,
we should talk about how that generally works.
And I think you're the right person because you and I
discussed parsing beforehand.
So shall we talk about that?
GARY: OK.
MARTIN: OK.
GARY: Well, can I say no?
MARTIN: You can say no, but I'm going to talk to you about it
anyway, as if that made a difference.
I don't know when you will learn that, but--
GARY: Interesting.
MARTIN: I'm an excited puppy.
I'm going to bark up to you anyway.
[IMITATES PANTING]
GARY: OK.
MARTIN: HTML.
GARY: That's such an exciting topic.
So stepping back, why are you bringing this up now?
MARTIN: I know that the way you build your websites
has an impact on how it performs in terms
of perceptible speed for the user,
as well as how it performs when crawlers
have to interact with it.
And there are things coming, and have
come, in the last couple of years that I honestly slept on.
So I think now is as good as any time
really to catch up people out there, as well as me, on this
a bit.
GARY: So basically nothing happened.
Did you just want to talk about it because we
haven't talked about this?
MARTIN: Yeah Pretty much.
GARY: All right.
I was asking, because I find that when we are grounding
these discussions into an issue that we found,
it's more interesting to me to talk about
because you are explaining an issue versus trying
to describe a system.
But of course, this should be fine as well.
MARTIN: Do you have an issue in parsing that I'm not aware of?
GARY: Oh, so many.
[LAUGHTER]
I mean, parsing HTML is notoriously--
MARTIN: Challenging?
GARY: What's the PC term?
Yeah, let's go with challenging.
You would think as a fellow developer who probably started
in the early 2000s, or even in the 1990s,
that you can just write.
Or at least when you were newbie,
you might have thought that, hey,
I can just write this nice regex, or "rejex"
as John Mueller would say, and that will work.
MARTIN: I did that.
GARY: Right?
MARTIN: I did that.
It did not work.
GARY: Yeah, me too.
I think everyone who ever tried to develop something
for the internet at one point in their life will have written
a piece of regex slash "rejex" that probably worked for some
cases, but not for all cases.
MARTIN: Yep.
GARY: And that is because technically, HTML
is supposed to be this beautiful structured thing.
But in reality, it's just a mess because, well, it
has to work all the time in browsers, which
means that browsers are extremely lenient about what
they accept, which in turn turns the developers extremely
lenient.
And then they spit out random stuff
in their notepad.exe [CHUCKLES] which will work in browsers,
will work for the users.
But it's going to be a nightmare to parse.
MARTIN: True.
GARY: Right?
MARTIN: Yes, and I found the standard also quite lenient.
GARY: Yeah.
MARTIN: It allows a lot of stuff.
It's interesting.
Yeah.
GARY: Yeah, we should probably link to the standard
in the episode notes.
But basically, it's a living standard.
It keeps changing, depending on what the web needs.
MARTIN: Yeah, I would say that's true.
And it postulates how browsers and user agents in general
should deal with what's out there on the web.
And they are trying to minimize breaking what is already
on the web while keeping it flexible enough for new stuff,
which I think is pretty cool.
It's a pretty impressive effort, I would say.
GARY: Yeah, I mean, it's been alive for 30 years or so.
MARTIN: Wild.
GARY: Even the age is a testament to how cool it is.
MARTIN: I also remember that when
I started building websites, I was absolutely and madly in love
with the validator.
There's a thing that tells if your HTML is valid or not.
GARY: Oh yeah.
MARTIN: And then I was very depressed
when I found out it doesn't matter as much
GARY: What's this called, W3C--
MARTIN: Validator.
GARY: Validator.
Yeah, I also used to obsess about that as a younger newbie
developer.
Is it "new-bye" or "new-bee?"
MARTIN: "New-bee" I believe.
GARY: OK newbie.
Oh yeah, the two native English speakers on the team.
[CHUCKLES]
Anyway, I was obsessing about it quite a bit.
And then eventually, I noticed that it really doesn't matter.
It doesn't matter for the browsers.
It doesn't matter for search engines.
Unless you do something utterly stupid with your HTML,
it's just going to work.
I think that this has evolved to this stage where we are now,
because in the earlier days when you still had Netscape,
for example--
Netscape is a very, very, very old browser for listeners.
Back in those days, you did have to do really hacky stuff,
because you had Netscape, you had Internet Explorer,
what else?
MARTIN: Safari at some point.
GARY: At some point, yes-- the early Firefox.
And they were lenient in different ways.
And then you had to do some hacks,
like including special CSS for just Internet
Explorer or Netscape.
MARTIN: I remember that.
Yeah, like the star hack.
Yeah, this only works in certain browsers,
so you can use it to address those quirks and those ones.
Yeah.
Cross-browser compatibility was a huge issue.
GARY: Yeah, and back then, looking
at the W3C validator actually mattered, because the more valid
your HTML was, in theory at least,
the better it worked across different browsers.
But nowadays, I think that matters very little.
MARTIN: OK.
GARY: I don't know if you agree with that or not.
MARTIN: I do agree with that.
But I know that there is nuance here,
which is, there are ways to break
things that then break expectations
in ways where then, yeah--
GARY: There's always ways to break things.
MARTIN: People were like, oh, so you have to be, like,
100% compliant to the spec.
And then other people were like, eh, it doesn't matter.
And then they build something that doesn't work.
And they're like, whoa, why does this not work?
GARY: Yeah
MARTIN: So it's not as easy as saying, it doesn't matter
or it matters a lot, or it matters
a little, because it depends on what you're looking at, right?
GARY: Yeah.
MARTIN: I give you an example because I think we have
a video-- and I'm going to link the video in the description
of the podcast as well, where I discuss with--
I believe it was Bastian Grimm, a case where
they had hreflang link tags in the head where they belong.
But before them, there was a script
which can also appear in the head that is legitimate, specs
compliant.
But then the script injected an iframe right after itself,
and that kind of closed the head.
And then the links moved into the body,
and that's where our infrastructure ignored them--
correctly, so I would argue.
GARY: Right.
Oh, I would strongly argue for that as well.
So if you go back to the living standard,
and then you look at what can appear where,
you focus on meta tags in this case, or link tags.
And it uses some kind of floral language about where
those tags or elements, or whatever you want to call them,
can appear.
Basically, for example, for meta tags
it says that they can only appear--
and this is from memory.
I might use the wrong words.
Meta tags can only appear in sections
where metadata is defined or in the context
of metadata definitions.
And that is a very broad thing to say.
But then if you start looking at the spec again
and start looking at where are you allowed to define metadata,
it's just a head.
I couldn't find any other place where you
are allowed to define metadata.
MARTIN: Oh man.
I think I looked at it, and I think
there is one specific case where you can do it in the body.
But it's a really limited edge case.
Maybe I'm hallucinating.
GARY: No, no, no, you are not.
I have to specify-- a meta tag with a name attribute can only
appear in the context of other metadata.
And other metadata can only appear in the head.
So, for example, if you take the meta name robots element,
because that's a named meta element,
according to the standard, that can only appear in the head.
MARTIN: OK, yeah, that's very possible.
And I think charset can also only appear in the head.
GARY: Yes.
And I haven't looked at link tags
because I didn't have a reason to.
I mean, recently at least.
But I would assume that those can only appear in the head
also.
MARTIN: I think that's the case, yes.
GARY: I mean, we can look it up.
MARTIN: And if they appear in the body,
they are discarded or something.
GARY: They being standard.
Now, we are using our favorite search engine.
I'm not going to say what it is because reasons.
The link element.
MARTIN: The link element.
Yeah, where metadata--
GARY: It is metadata content.
And the context in which this element can be used
is where metadata content is expected, which takes us back
to the head.
MARTIN: True.
GARY: But then weirdly enough, the standard also
says that no script element that is a child of a head element,
it can appear.
Sure, that makes perfect sense.
And then finally, it says that if the element
is allowed in the body where phrasing content is expected--
I don't know what that means.
So we click that.
[CHUCKLES]
So phrasing content is the text of the document,
as well as elements that mark up that text in the intro paragraph
level.
Well this is not helpful.
MARTIN: Oh, but it's stuff like most of it.
GARY: Yeah.
MARTIN: I wonder--
GARY: OK, I figured it out.
I'm a genius.
It's the same.
[CHUCKLES]
Also, I'm very humble, if you haven't noticed.
MARTIN: Noticed, yeah.
GARY: So it's the same as with the meta name.
If a link element has an itemprop attribute,
or has a rel [? attribute ?] that contains only keywords that
are body OK-- whatever that means,
then the element is said to be allowed in the body.
MARTIN: OK, yeah, that makes sense.
GARY: So I'm assuming that you can use it for RDF stuff?
I don't know.
MARTIN: Anyway, generally you would expect them in the head,
I would argue-- links
GARY: Right, in body, you can also find it.
But only if it's used for very specific purposes.
So for example, again going back to the '90s-- well,
not '90s, early 2000s or mid 2000s, you remember pingback?
MARTIN: Yes.
GARY: Like on blogs, you could find those pingback thingies.
And pingback is OK.
If it's a real pingback or link rel pingback,
that is OK in the body for some reason.
I don't know why.
[CHUCKLES]
Prefetch, preload is also OK.
Style sheet is OK, because it's not technically metadata.
It's a thing that will change how the page looks
in case of style sheet.
With preload, you are just instructing the browser
to do some magic in the background
to load the next thing faster.
But as you said, in general you would expect link elements,
or at least those that carry some form of metadata,
to be in the head.
MARTIN: Yeah.
GARY: And I would argue that it's really quite dangerous
to have link elements that carry metadata in the body.
MARTIN: Yeah, I see that.
I see your point.
And I think I follow that.
Yes.
GARY: OK.
MARTIN: I'm still mulling over this body OK bit.
So if it has an itemprop, then it
can potentially live in the body.
GARY: Right.
MARTIN: OK.
It has to have one of two properties.
But I'm not sure which of them needs to be there.
It has itemprop, or probably href, I guess.
GARY: I don't know.
I mean, we can look it up.
[CHUCKLES]
MARTIN: Anyway, but why does the browser, for instance,
close the head when it sees something
that shouldn't be there?
GARY: Well, exactly, because that
assumes that the page finished loading the things that
should be in the head.
So for example, if you put a paragraph, like a p element
in the head, that's basically content.
Metadata is not shown on the page.
MARTIN: True, true.
So the metadata is in the head.
And then whenever we see something that isn't metadata,
then the browser has to assume that the intention was
that this is shown to the user.
And that would mean that the body has started, and it,
quote unquote, has "missed" that the body has started.
So it starts the body for us automatically.
OK, got it.
GARY: Yeah, I think so.
And for search engines, that's probably the same.
They try at least to behave more like browsers.
Sometimes that works, sometimes that doesn't work.
And they would accept these tags, elements in the head,
but not in the body.
And some of the things that you can specify for search engines
actually carry a lot of weight, let's say relcanonical.
MARTIN: Yeah, that's a pretty strong signal
to a search engine.
Yeah.
GARY: Yeah.
But if we allowed that in the body,
then mischievous Martin Splitt could show up on my blog
and put it in a comment.
And because I'm really bad at escaping HTML,
Martin could hijack my page, point with a racon
equal to his blog.
And suddenly I don't have anything in search anymore.
MARTIN: OK, but wait.
Interesting point, but counterpoint.
If I have the power to inject random markup that
gets parsed as markup, I could inject a script.
GARY: Right.
MARTIN: And ask it to add the link rel canonical to the head
as well.
GARY: Yeah.
Is it much simpler to just have a link tag?
Like you would want to go for the simplest.
MARTIN: Sure.
But if it doesn't work, then I can still
use JavaScript to get around that limitation.
GARY: Ah.
Sure.
[LAUGHTER]
MARTIN: See?
Mischievous Martin Splitt is mischievous.
"Mischeevous?"
"Mischivous?"
GARY: I see what you mean.
MARTIN: Yeah.
GARY: Ah, but we can get around that.
MARTIN: By not rendering.
GARY: By rendering.
MARTIN: Oh.
GARY: Oh, wait.
No, I was thinking that if the link
was introduced by rendering--
MARTIN: We can tell that because we have the original thing,
and we have the thing after rendering.
GARY: Yeah, I wanted to say something relatively stupid.
It's like, we don't accept the link rel canonical if it
was injected by rendering.
But we cannot do that.
We have to accept the link rel canonically.
MARTIN: Because there's legitimate cases where
that is done, yeah.
I think we're coming to a point where we need to realize,
as well as the people listening to us--
and this is interesting, because we actually
are thinking about this as we speak that there are decisions
to be made by whoever is consuming HTML that
are going beyond the standard.
The standard is just, you should do this
if you want to work with an HTML document.
But there are additional rules that you can, and probably have
to, put on top of the standard that are not
defined by the standard because they are application-specific.
GARY: Yeah.
MARTIN: So this is interesting, because I
know that browsers are doing a few things that are not exactly
described in the standard either.
As in when you run into a script tag,
normally, unless you use any modifying attributes
to the script tag, the browser stops doing things there,
executes the JavaScript, and then carries on.
Otherwise, if it's basically just like HTML
head with some metadata body, some text,
some images, then it kind of does like a preliminary scan
to see if there's any images, so it can in the background,
start downloading those.
And then it starts building the dom tree and the render tree,
and making sure that you basically start seeing text
as soon as it possibly can, so it doesn't parse the whole HTML
and then show you things.
It shows you things as it goes through the HTML.
And the standard doesn't specify how that works.
That's how browsers kind of work, I believe.
GARY: Yeah.
MARTIN: Yeah, but there are exceptions.
There are specific metadata bits and pieces
that do give us, as the website owners, and us in terms of us
as a search engine company, hints
and suggestions as to what to prioritize and how to do things,
right?
There's DNS prefetch.
GARY: Yeah.
MARTIN: There's preload, I believe, as well.
And then there's script defer, script async.
Are we using any of that?
GARY: Sure.
MARTIN: Nice.
GARY: I don't know what we are using from those things.
I don't think we are using much because we don't need to.
It's very helpful if you have crappy
internet to do DNS prefetching, for example.
In our case, we don't need to because we
can talk very fast to order the cascading DNS servers,
for example, to resolve whatever, or preconnect.
Like, why would we preconnect?
We are not following links, for example.
And even for rendering, the fetching of resources
is not synchronous.
MARTIN: True, yeah, because we're doing batch stuff.
GARY: Yeah, and we don't refetch the resources
necessary for a page all the time.
Basically, we are caching on our side.
yeah, we are caching on our side the resources
to save some bandwidth and host load and whatnot for the site
itself.
Same with preload-- if we are not synchronous,
then we don't particularly need to listen and look at preload.
MARTIN: True.
GARY: These are very useful for browsers.
I was super, super, super-excited about it when this
came out in the late 2000s, I think,
because it was so easy to see how much it helps.
You just dropped one of these tags or keywords
in a link element, and it sped up things so much
because you were on an internet that was not necessarily great.
You had to connect from your location
to servers that were thousands of kilometers or miles away.
And all these little things like preconnect and, I don't know,
DNS prefetch and preload--
or prefetch, they were doing stuff in the background
that you didn't have to do anymore.
MARTIN: Yeah.
GARY: So yeah, I remember at one point,
Google introduced this link.
I think it was preload for the first search result.
MARTIN: Yes.
GARY: Or something like that, or first two or first three,
or whatever-- something like that.
And when I noticed it, in my brain-- again,
this was before I joined Google.
In my brain, that was nothing short of magic
because it loaded the search result page.
And I clicked the first result because I'm a sheep
and I do what other people are also doing.
I clicked the first search result.
And like that, just it was on my screen immediately.
And to me, that was mind-blowing.
So for browsers, it can make a huge difference to use these.
But for search, eh.
MARTIN: Did you know that one of the couple of reasons
that we had this memcache was the preload thing?
Because preload has a few problems.
And that's why it was deactivated.
I'm not sure if it's back.
But I think it was deactivated for a while in browsers,
because with preload, the problem is, you're effectively
triggering an action that you normally a user would.
And then you're giving cookies and stuff,
so people could infer, they have seen me
in search results or somewhere else.
And that was problematic.
GARY: Of course.
MARTIN: And you could avoid that by having
the memcache in-between, because then the memcache would download
things from the server without cookies and without being
able to trace it back to a user.
That's one of the things where I'm like, oh,
the memcache makes sense.
But then the discussion was so heated
that people had other issues with it,
and it had a lot of issues.
So I think that's fair.
Yeah, so you would say these link rel
prefetch and stuff is not useful from an SEO perspective.
But it is very, very useful for users still.
GARY: I mean, it depends how far do you want to go with SEO.
Because there are plenty of studies
out there-- independent studies even,
that show that people do appreciate quite a bit
when things load fast.
MARTIN: Of course, yeah.
GARY: And they convert better.
I don't remember what the studies say,
but I remember that they convert better.
MARTIN: Retention is higher.
GARY: Yeah, retention is higher.
So if SEO is just about search engine optimization, and just
the technical part of it, then these link hints or link
keywords don't really matter.
If you step beyond the technical SEO
and you also start looking at, once the user is on my site--
or on the site that I manage, how can I retain them,
how can I convert them better?
Then they can become quite useful.
MARTIN: Yeah, but it's tricky to measure that.
GARY: Sure.
MARTIN: That's why not many people are paying attention
to it.
So I'm happy that we're calling this out.
And I think in general, it makes sense as an SEO,
especially if you're on the technical side,
to understand what valid markup should look like.
And if a deviation from the specification is OK,
or if it's a deviation that is potentially problematic.
GARY: So would you agree that, for example, meta tags and link
tags belong in the head?
MARTIN: I would agree, yes.
GARY: When they provide hints for search engines at least?
MARTIN: Yeah, I would say so.
GARY: OK.
MARTIN: Especially because you can
assume that something that is in the body
was probably not put there deliberately,
or at least not in good intentions, because sometimes we
have this problem with mixed signals,
especially when JavaScript is involved.
If you have a canonical that is there at the first time,
we fetch the HTML from the server,
and then the JavaScript changes it.
We actually advise against doing that, changing something
with JavaScript, because then it's like,
what is the intention here?
Was the other one kind of accidental?
GARY: Yeah.
MARTIN: Was the other one the right one,
and now accidentally they changed?
GARY: Yeah.
MARTIN: I understand that there are situations where,
for whatever technical reason, you
can't have them in the initial HTML,
then add them with JavaScript.
Fine.
But these mixed signals are difficult and tricky
to understand the intention.
So giving as clear intention as possible, I think,
is generally the course of action.
And I believe that the metadata, then,
should also sit in the head to be very, very explicit.
This is our intention.
GARY: Yeah
MARTIN: OK.
Cool, I think that made sense, which is surprising.
OK, we talked about parsing.
We talked about hints in the metadata.
We talked about metadata in general.
I think that caught us up on the topic.
We finally discussed this in the podcast.
GARY: I mean, you still have the body.
But I think the body itself is kind of boring.
MARTIN: Yeah.
That's just the content.
GARY: Right, but there's no--
I don't see how there are gotchas there.
There's stylistic choices that you can make.
And I'm talking about the source, not like what you see.
MARTIN: Yeah, not what you see.
GARY: There are stylistic choices that you can make.
For example, internally, I'm really
fussy about breaking lines close to 80 characters,
because then it's easier to review stuff.
MARTIN: Yeah, it's easier to review on your Commodore 64.
GARY: Sure.
Have you seen my setup?
MARTIN: Yeah.
It's a nice setup.
I like the vintage anyway.
GARY: But for majority of the programming languages that we
use at Google, one of the big ones is C++.
And I wrote a lot of C++ at Google, or C and C++.
And for that, you have to break the line at 80.
So everything needs to fit in 80.
MARTIN: That's the style guide, yeah.
GARY: That's the style guide, yes.
And most of our review apps or software that we have,
they will tailor for that, for those 80 characters.
So the review platform that we are using
is going to do really weird things when something
runs more than 80 characters.
And then if you are reviewing big documents,
all those little weird line breaks
is going to be really weird to review.
So yeah, I'm breaking at 80 characters as much as possible,
even HTML.
But other than that, I cannot think of other things that you--
MARTIN: I actually have a question for the body.
GARY: All right.
MARTIN: What's your stance on semantic markup?
So are you expecting a difference between me just
having a paragraph element, and then some text with links
and images, and another paragraph and another paragraph,
and me kind of using headlines randomly?
Or there's an HTML5 algorithm or structure,
like the standard says, oh, you should do this with one H1.
And then you can use article and section elements
on a page to give more semantic meaning at header and footer
and nav and all this kind of stuff?
Does that make a difference from a search engine perspective?
GARY: I don't think so, unless you do something really weird.
MARTIN: OK I think it helps, as in for the users
and for the browsers.
But I don't think it helps a search engine that much as well.
Yeah.
GARY: Oh, you asked me about search engines.
MARTIN: Yeah.
So search engines, do you think it's
a small difference in practice?
GARY: I think so, because you can say that something is valid.
That's a binary thing.
It's very hard to say that something is close to valid.
And then what do you do there when something
is just close to valid?
For example-- and this doesn't exist,
so don't try to come up with conspiracies.
But you cannot give a ranking boost to valid HTML for example.
MARTIN: True, true.
GARY: Because for example, if I miss a closing span, then
suddenly, my HTML is not valid.
It will not change anything for the user.
MARTIN: True.
Interesting.
But that's good to know, and that's something that I think
comes up every now and then.
It's like, oh, we should use only one H1 element,
and then H2 for all the different sections, versus just
use H1's for all my sections.
I think that's generally fine, especially because visually,
you can still do something with it,
if you don't care too much about the structure semantically.
OK, cool, that was an interesting conversation.
Thank you so much, Gary, for talking about parsing with me.
That was wild.
GARY: Yeah.
MARTIN: I liked it.
That was good.
So we can take away a few things that I didn't know or wasn't
sure about beforehand.
GARY: OK.
MARTIN: Like metadata in the body,
for instance, not necessarily a great idea as we discussed,
HTML validity, not as important as we
developers like to think sometimes.
GARY: What else?
MARTIN: Semantic markup-- not that important.
Useful for accessibility and users,
but not that important for search engines, at least.
And I think performance and performance improvements
for users do have secondary effects on SEO,
but not necessarily primary effects, because the way that we
as a search engine are using the documents
is different from how browsers for users are using them.
GARY: Indeed.
MARTIN: Yeah, I think that was really interesting.
And I think those are a few really good takeaways.
We can ask the audience.
Feel free to comment on this podcast
and reach out on social media to me,
because Gary doesn't like to be talked to, I hear.
GARY: Yeah.
MARTIN: It would be interesting to hear
if you would more of this kind of stuff
or if this is too nerdy.
GARY: Yeah, and I think one of the problems is that Martin
and I probably can talk about this for seven more hours
because it is a wild topic.
And it is quirky to say the least.
And there's lots of facets that we can explore.
So if you have questions, just yell at Martin or John Mueller.
MARTIN: Yes, please.
GARY: Leave me out of the yelling.
Thank you.
MARTIN: Leave us comments below this episode
on the podcast platform that you are most happy with.
And we look forward to hear if this
is something that you all are interested in,
or if this is a nerdy echo chamber.
Anyway, thank you all so much for listening.
And thanks a lot to Gary for being here with me today.
Thank you.
GARY: Yeah.
[LAUGHTER]
MARTIN: I wish you all a fantastic day.
Take care, and talk to you next time.
Goodbye.
GARY: Goodbye.
[MUSIC PLAYING]
MARTIN: We've been having fun with these podcast episodes.
I hope you, the listener, have found
them both entertaining and insightful too.
Feel free to drop us a note on LinkedIn
or chat with us at one of our next events we go to.
If you have any thoughts, let us know.
And of course, do not forget to and subscribe.
Thank you so much for listening, and goodbye.
[MUSIC PLAYING]

---

## 2026-02-12 - Do You Still Need a Website in 2026?

URL: https://www.youtube.com/watch?v=IM3UAX3MhnI
Caption: en (automatic, json3)

[music]
Hello and welcome to a new episode of
Surge Off the Record. I have no idea
what episode is this or what number it
is, but I'm sure it's going to be great
because I'm joined by my teammate
Martin, who is on the same team as me,
obviously. We are from search relations
and we tend to talk a lot about search
and search related technologies.
Martin Gary, hello.
>> Thank you. I didn't have to prompt you
to say hello. How are you? [laughter]
>> I'm doing fine. How are you? Had a good
start to the new year?
>> Yeah, I broke my arm.
>> Good job.
>> Thank you.
>> That's an achievement. Yes.
>> Groundbreaking, so to speak. You
probably slipped on the snow or
something. No, the ground is still
intact. [laughter]
My arm isn't, but it's fine.
>> Arm breaking.
>> Yeah, I was wondering, Martin, we go to
the office every now and then, and when
we chat during lunch and coffee breaks
and every now and then it comes up,
>> what?
>> Actually, this is a recurring topic. It
comes up that you might not need
websites anymore.
>> Oh. Oh, that one. Oh, god. Mhm.
>> But it's not a new thing.
>> No. as in it it comes up every not every
year but every two years or every 3
years someone will mention that you
don't even need a website anymore and
I'm wondering whether you still need a
website in 2026
>> H
>> and uh I thought we should chat about
that
okay I yeah I've I've had these
conversations before as well we had
these conversations together and I think
it's a good time to to think about it
out loud. Basically, that's what this
podcast is for anyway. So,
>> yeah.
>> Okay. All right. Good topic.
>> I think we might even have an episode
about this, like a previous episode. Not
sure. We have to look it up. And if we
do, then we are going to link to it in
the description of the podcast. But I
think the starting point to this
discussion is always the question
whether the web is dead. H this has been
declared so many times. I think when the
iPhone came out and apps happened then
people were like oh the web is dead and
>> right
>> it periodically comes up again and again
I think. Yeah. So is it dead? Is it a
zombie? What is happening?
>> Have you read the dark press theory of
the web?
>> Is it that like it's basically bots
talking to bots or something?
>> Yeah, something like that. And to some
extent that's true and with AI probably
it's even more true because now agents
are talking to websites who might also
have some agents doing stuff. So we
might end up in this really peculiar
loop. But to me the web is not dead.
Like I still go to the websites that I
used to go and I still consume content
and buy stuff from online retailers
and I go on social media and every now
and then I would watch a video from
Blackpink doing dance moves or whatnot.
So to me the web is not dead in the
sense that people claim it to be dead.
Does that make sense?
>> That makes sense. Yeah.
>> So what do you think? I think this is
interesting. I had a conversation years
ago in a previous job with my manager
back then where he was trying to
convince me that apps are the new web.
And he's like, oh, you know, the web
isn't dead. It's just not websites
anymore. And I said, um, interesting
interesting point, but I'm skeptical.
And I think this happened again when we
got voice assistants. They're like,
well, the web isn't dead, but people are
interacting with it not through a visual
interface, but through a speech
interface. Yeah.
>> And I think we're now in the third wave
of that where it's chat bots and LLMs
and stuff. But fundamentally, these get
their information from websites. So hm
the other thing is what is a website
might have changed and might continue to
change because I know that some quote
unquote mobile apps have been basically
just wrappers around the website. So you
are using the website without
necessarily knowing that you are just
using the website in a package.
>> Yeah. And I think it is dead in a way
that not as many people are using
personal websites and personal blogs and
their personal spaces online as a way to
express themselves or offer them their
services or their products. I think that
has shifted and we are seeing that in
various platforms and also in the way
that people are using I would call them
agents or proxies whatever you want to
call them like through something but I
don't think it's dead as in like we have
moved on to something else I think the
web is still alive and kicking it just
has changed and it will continue to
change
>> yeah you mentioned the LLMs and the AI
chatbots and whatnots
>> do you think those are just a different
interface to access content on the web
or is it more than that?
>> I think at least at this moment it is
just that. What I'm not so sure is if
that evolves because basically what we
have right now all the knowledge and all
the information that you get from an LLM
is mostly trained on web data. I guess
also books and stuff but it's like the
large breath of the yeah
>> of the information is web content. What
I'm not so sure is if the information it
will be fed through conversations with
users is going to flow back into web
content or if it's going to be locked up
in the models and if it's going to be
locked up in the models then that's
unfortunate because then I could see
that diverging from the web but then we
also have to think that not everyone
will have access or want to have access
to LLMs. That is true. Or AI chat bots.
And then for those you would still need
to have some interface where they can
get their content from. So a website or
a social network or something where they
can acquire the content that they need
for news or for whatever. No.
>> True, true, true. And the other thing I
believe is that the easiest way to share
information with a larger group of
people is not through a chatbot because
that would need them to ask the right
questions and even then it's kind of
non-deterministic. So you might get
something completely different or
slightly different uh or it might not
make the point you wanted to make. So, I
think people will probably learn
something or synthesize something inside
a chatbot, but then probably put it out
as a website or a book or whatever, but
they will put it out into some sort of
quick reference format and that might
just be a website.
>> Yeah, that's also an interesting point
that you made that the exploration part.
If you think about the large social
networks and also search engines, they
tend to invent a way to discover content
in a different way in a more exploratory
way instead of prompting the thing to
give you something. Like if you think
about Google discover, it's not you
don't prompt it to give you content. It
tries to figure out what you would like
to see like topic categories and then it
would give you basically results to
websites that talk about those topics.
If you look on Tik Tok, they also have
an exploration feed where stuff that you
might like or that is popular, I don't
know how that works. So basically these
big platforms tend to give people a way
to discover new stuff
>> that is not necessarily something that
they prompted for.
>> I mean I I see that in my own usage. Um
when I want to learn something new I
don't even know where to go. So things
that I have some understanding of. I
don't know like if I want to learn a new
web standard that has just come to the
browsers. I don't know uh view
transitions or something then I know
what I want and what I specifically look
for. So I just go to a website where I
have a high chance of finding the
information I'm looking for. CSS tricks
or MDN or whatever. It doesn't matter.
But then you have things where you have
like no idea. I recently through a
conversation with Lizzie from our team
discovered rizo printing and I'm like
what what is I don't even know I don't
even know where to start. I don't know
where to go. I don't know where to like
find information. And then I
>> what is it?
>> It's it's a it's a weird way of like
it's not weird. It's a specific way of
printing that is relatively cheap and
has these very poppy colors.
>> And um it's it's an interesting
technique. I will have to learn how to
do that. I have still no idea how to do
that. But but print on paper or
>> Yeah, you print on paper.
>> Or textile? I think you can also print
on textiles, but it's like an analog
printing technique, which is
interesting. Anyway, and I didn't know
where to start. And so I went to Google
and I searched for it and I got an AI
overview that had like a few terminology
bits and pieces and a few pointers and
I'm like, oo. So I basically like
started from there and then clicked
through a bunch of things to discover
stuff that was guided by AI effectively
and I'm like huh that was nice and I
have been quite skeptic about AI and the
the chatbot kind of interaction model
but that worked surprisingly well
>> right
>> so yeah but in in the end I landed on
huh websites
>> yeah and I imagine that with websites
you also have more freedom to do what
you wish to do, right?
>> Yeah.
>> Like you choose the way you monetize the
stuff. Yeah.
>> Um like you can have affiliate links or
whatever.
>> You have ads. You can post perhaps more
stuff there because platforms usually
try to regulate what kind of content can
go on their
>> Mhm.
>> in the feed. And if that's preventing
you from doing something, then you might
want the website. I guess yeah
>> services you cannot do services on most
platforms.
>> That's true. Or at least you have to
give a cut to the platform which you
might not want to do for whatever
reason.
>> Well, I'm thinking about services like a
calculator.
>> Ah, okay. I know you true. At least not
on the platforms that we use. I don't
know how that works with like these
funky app platforms in in Asian
countries. Like I know China has a few
platforms that have basically like apps
inside them and I'm not sure if they are
like centrally created or if you
>> No, you still have to create the thing.
>> Yeah. Like in a in a weird HTML like
thing,
but I think it's closer to web
components.
>> Mhm.
>> And then you create the thing, you host
it somewhere and then you package it as
an app. Going back to that point, it was
also interesting that I I was writing a
simulation game. Basically, you are this
kind of person and then you have to
achieve something by buying stuff and
setting up stuff and whatever. If you
ever played the game uplink, it's
something similar.
>> And then I prompted Gemini asking if I
actually wanted to finish this game. I
don't because it's too much hassle and
you have to deal with people which is
not something that I want. [laughter]
But if I wanted to package this game up
and put it on app store, what would I
do? Because it's a TypeScript game, so
there's just HTML and some funky
JavaScript like thing that is packaged
into basically a website, right? Y
>> and if I wanted this on app store, then
what would I do? And well, you can just
make it a PWA.
And technically, that would work. Like
it's likely that the people who are
approving the apps wouldn't like it very
much because they need to conform to
some design specifications that they
have for apps on on App Store. But
technically, it could be just an HTML
packaged into an app.
>> True. True. So yeah,
>> and there are like a few solutions for
this. This used to be called Phone Gap
and I think then it was called Cordova
or the other way around and then uh
>> Oh yeah,
>> I think you can probably use something
like electron or I don't know how to do
it these days, but there are ways to
kind of package web content into an app
and it's it's still relatively popular
to do that because it's cheaper and
easier. Do you think if you have a
website, you might appear more
legitimate to your users?
>> That's a tricky one. So, I think so, but
you can also build websites in a way
that make you less
>> sure
>> less trustworthy.
But if you have like a reasonable
website that looks good enough and has a
reasonable domain name, then I think it
gives your business or your
representation a bit more
trustworthiness. Yeah, I would say so.
>> So, are you suggesting that spammy.com
is not a good domain name?
>> No, I mean that's quite concise and fits
the brand. I think that's a great domain
name.
>> Thank you. What I don't think is a great
domain, main is like jonesbcue
andfootmassage.com. That's like
that's weird. And especially if that's a
website about like I don't know a
shipping business or something.
I can get 50% behind that though.
[laughter]
>> Okay. Well, is it the foot massage or
the barbecue? I I don't want to answer
that [laughter] but uh and then if you
have a website then I guess you also
have more freedom with what you do with
the content in the sense that
>> like for example if you want to have a
sweep stake or something like that like
a promotion then you would advertise
that promotion probably on your social
network and then people would sign up
not on the social network because
typically social networks don't provide
that functionality. Maybe they should I
don't know.
>> Yeah. and you own the house. Yeah. Like
they they can't take it away from you.
The people who are coming to your
website for something specifically I
recently started actually while I know
reading a printed magazine and I'm
really happy that they have a website as
well where you can get the issues as
PDFs as well and I just go there to find
news and articles and interesting
stories,
>> right?
>> And the algorithm doesn't hide it from
me. I know that I haven't seen a few
people I actually care about on
Instagram, on the other social networks
because algorithms decided, oh, there's
not as much interaction, but sometimes
I'm not in it for interaction. Sometimes
I just want to look at your pictures or
know where you are in the world
traveling right now or your thoughts or
whatever, but then the algorithm is
like, "No, no, no. Let me show you this
guy who's speaking about some big
political issue right now." uh because
people will be clicking like and
>> comment on it and whatnot. And on a
website that doesn't happen. On a
website you get to decide which content
goes where and how visible something is.
Like you can pick your featured
articles, you can pick your featured
products, whatever. You make the
decisions, not someone else makes them
for you. I think that's an important
point.
>> Sure. But then social networks are
really good at uh broadcasting stuff.
>> That's true. That is true. Like going
back to my sweepstake stuff.
>> Yeah. Yeah. Yeah. So for reach and
visibility it makes sense. But then
eventually you want to have an audience
that you connect with directly I guess
which might be tricky though. But then
so let's say that I have a Facebook
account like a Facebook business
account.
>> Mhm.
>> And I put up everyday stuff there
related to the business. And I don't
actually have a website. I want to have
a sweep stake. So, I create a Microsoft
Office form
>> where people can sign up for my
newsletter or stuff
>> or the sweepstake and then I don't
actually need the website.
>> That's true. I guess it depends on on
what you're doing. I know that I have a
few community groups in WhatsApp for
instance because that's where the people
I want to reach are and I can reach them
reliably through there. I could set up a
website but I never even considered
because why to do what?
>> Yeah. Yeah. Yeah. Basically what we are
saying is it depends.
>> Yeah. Oh god. Yes. [laughter]
That took us a that was a really long-
winded way of going it depends.
>> [laughter]
>> I just remembered that we ran a user
study in Indonesia I think 2015 2016 and
many people were using social networks
as their business platform like they
didn't have website whatsoever and that
made me think that they do run
successful businesses like they had
incredible sales incredible user
journeys and retention
>> and then it made me think quite a bit
about whether you need a website. But
then if you think about it, at least
back then there was not such great reach
in search engines for social networks.
um like social networks were not
optimized for search and that didn't
bother people because they were still
getting the traffic that they needed
through Facebook, through WhatsApp,
through whatever basically just through
their business feed or business pages
that they had. Mhm.
>> But then social networks also started
optimizing for search basically doing
their SEO stuff
>> and they started gaining visibility in
search. So perhaps that divide like
regional divide is not that relevant
anymore. Maybe the other thing is these
social shops on social platforms are
effectively websites. Oh yeah, I can use
a browser to access them. I don't need
one, but I can use them. And I think the
dichotomy that you say like, oh, it's a
social network shop or a website is
blurred there because I mean like my
Instagram profile is a website
>> if I want it or not. It is hidden behind
a login. I think now I I believe you
need to like have an account. But the
thing that I really find interesting is
also the the barrier of entry, right? So
if you know your all your audience, all
the people who want to buy from your
shop are on Facebook.
>> Yeah.
>> Then what's the point of not making it
on Facebook? Like you could create an an
Etsy shop, but what for? All my
customers are on Facebook to begin with.
But if you are new into the market,
let's say like I start a new social
network for people who like to collect
HTTP status codes like Pokémon, I don't
know. Yeah. then I have to make a very
strong appealing argument for you to
download my app, I believe.
>> Yeah.
>> And if I make it an Android app, then
you'll be like, "Well, screw you cuz I
have an iPhone." And I'm like, "Oh, but
if I give you a link, there's a high
chance that you click on it, I guess."
>> Well, if you can sell it.
>> Yeah. Okay, fair enough. [laughter]
So, [snorts] I need a distribution
medium to bring the link to you. But
once you have a web address and I I say
like, "This is a really cool game. I
think you would like that. Then there's
a very low barrier of entry and even if
I make you sign up, I think it feels
like creating an account on a website is
a low commitment.
>> Yeah.
>> Versus putting another app on my phone
and creating an account.
>> Yep.
So I think the web isn't dead because it
is quite a low barrier way of
disseminating information and doing
whatever you want to do on your website.
But I don't think the the web
exclusively works without some measure
of distribution network where your
audience is. I'm going to challenge you
on that because some of the most popular
games that happened the past five years
don't have a website. And the way they
grab users or scoop up users is through
traditional marketing.
>> Oo,
>> which is basically just running ads.
>> Huh, interesting.
>> And they are or some of them are
billiondollar businesses. Like for
example, that that Robert the King game.
Why have I never heard of that?
>> I I don't remember what the name is
called, but uh there's a king in there
and the king is called Robert. I don't
know why I remember that. And then it's
basically Candy Crush style game where
you have to make a set somehow and then
Robert is saved or something like that.
>> Oh, those Yeah. Yeah. Yeah. Yeah. Yeah.
Yeah. Yeah. Yeah. Yeah. Yeah. I've seen
an ad for that. That's true. Okay. Mhm.
Yeah.
>> And that is at least a multi-million
dollar business. bananas.
>> And the way they do it is they don't
have a website or if they have they have
it for the terms of service or something
like that.
>> And it is a highly addictive game. They
don't need a website essentially. I
imagine that if they wanted to, they
could put the terms of service within
the app.
>> Mhm.
>> Or the privacy policy or something like
that. So yeah, I think it goes back to
the it depends like what are you doing
and why are you doing it because it
might be that whatever you are trying to
achieve doesn't really need a website
and with some traditional marketing you
can achieve anything that you like with
that particular niche. But then for
other things, you might need, I don't
know, a 24-hour salesperson, as in your
website that guides people through, I
don't know, a checkout process or
something.
>> So, what are we saying? We are saying it
depends.
>> It I think it depends. I think a website
is fundamentally it ends up being a tool
and you have to decide if you need it or
don't. But I think if you want to make
information available to as many people
as possible or make your services
available or visible to as many people
as possible, I guess a website still is
the way to go in 2026. It's my opinion.
What if we break it down? So from data
sovereignty perspective, you are
probably better off with a website.
>> Mhm. Because on your website, you can do
whatever you like in the limits of
whatever your hoster allows, but it's
that's usually wider than whatever
social networks allow. Right.
>> True. Yeah.
>> You have control over monetization on
your website. You can do affiliate
links, you can do ads, you can do sweep
stakes, you can do whatever. Well,
actually, sweep stakes are not
monetization anyway. Wow, I suck at
this.
>> [laughter]
>> Then if you have a service then you
might need a website right?
>> Yeah I would say so
>> because uh content you can just put up
in a LinkedIn post or a Facebook post
probably not Instagram. Well it depends
on the content. If it's a picture, then
sure, or video. But then if you want
long form content that you know is not
going to be bothered by some moderators,
which goes back to the data sovereignty
point, then you would put it up on your
website.
>> Mhm.
>> Right.
>> Mhm.
>> But then if you're a service, you
probably cannot put it on a social media
platform because, well, they just don't
support, I don't know, calculators or uh
>> Yeah. HTTP status code collector game.
[laughter]
Got to catch them all.
>> Got to catch them all. I don't know
where I stand on legitimacy test.
>> Honestly, I don't know either because
I'd rather have a nicely curated social
media presence that exudes
trustworthiness than a website that is
not well done. M yeah, I guess. But then
it can act as a home base for you.
>> Yeah. Or like a link tree kind of thing
is fine. That's better than an
illegitimate looking website without
HTTPS that produces a warning in the
browser when I open it. So yeah, I don't
know. I I think with with Linkree, you
have to curate it well because honestly,
I can't recall a single linkree site. I
can recall
some of the creators that I followed
that are using Linkree as their home
base. Yeah. Oh,
>> okay.
>> But that's okay. That's fine.
>> I'm old. That's why that's [laughter]
that's blame my age. And then with a
website, you can probably guide easier
users to do conversions.
>> Mhm.
>> So, we are not saying that you should
definitely have a website. Think about
what you're trying to get across and
what's the best way to get it in front
of the people you want to get in touch
with. And I think a website can still be
that but doesn't have to be. There's
other options as well.
>> Yeah. Okay, cool. I think that's a good
conclusion. And I think my take is that
you do whatever you like that
accomplishes the thing that you need.
>> Yeah, I think that's a good take.
Basically, if you need a website, do a
website. If you can achieve whatever you
need with a social network, do a social
network.
>> Yeah.
>> Yeah,
>> that's it.
>> I think that's fine.
>> Okay, cool.
>> Good talk.
>> Good talking to you, Gary.
>> Yeah. Are you off to lunch now?
>> I'm off to lunch now.
>> Okay.
>> I don't know what I'll have for lunch,
but I'm off to lunch now.
>> Are you ordering in some food?
>> No, I have some food at home,
surprisingly. Oh, that you ordered?
>> No, I bought in a supermarket and I will
have to prepare.
>> Oh, so you didn't use any service?
>> No, not this time.
>> You didn't use any service? Okay, fine.
>> I did use a website to find the opening
hours [laughter]
>> for your kitchen.
>> No, for the supermarket.
>> Oh, really?
>> Yeah.
>> Why do I know that my preferred Cope and
Miko are all open until 9:00 on
weekdays? I didn't know if they were
open like the special holidays. Ah,
okay. Fair enough. Fine. Fine. All
right. And then I think I'm going to let
you go.
>> Okay. Bye.
>> And don't go too far because uh we might
record a second episode just because I
have more ideas. How about that? And for
you listener, I hope you were having fun
and thank you for joining us. Please
like and subscribe. And if you see
Martin on the internet, say hi to him.
Not to me. Not to me. Goodbye.
>> We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on Twitter at Google searchc or
chat with us at one of the next events
we go to if you have any thoughts. And
of course, don't forget to like and
subscribe. Thank you and goodbye.
[music]

---

## 2026-02-03 - Crawling Challenges: What the 2025 Year-End Report Tells Us.

URL: https://www.youtube.com/watch?v=UC67EY4U744
Caption: en (automatic, json3)

[music]
Hello, bonjour. Welcome Giti to another
episode of Search of the Record, our
podcast. My name is Martin Split. I am
from the Search Relations team and with
me today is Gary Eish, also from the
Search Relations team. Hi, Gary.
Hello. Did I pronounce your last name
right?
>> No. A I tried so hard and I can still
not do it properly.
>> Yeah. Yeah. Yeah. It's Hungarian, so
don't blame yourself. It's a horrible,
horrible language.
>> No, it's a wonderful language. Have you
tried German?
>> Oh, yeah.
>> Yeah. [laughter]
Yeah. I I have so much problem with the
with high German and with the deas. Like
that's my pet peeve. I think I have
decent vocabulary, but with the dirty
das and also if you have to like make it
accusative and whatever,
>> then it it becomes even more
complicated.
>> I just I just can't. And I'm so so
grateful that the Swiss realized this,
the Swiss Germans or the Germans
speaking Swiss realized this and they
just got rid of it.
>> Yeah. Because in Swiss German you don't
have dirt, you have d.
>> Yeah.
>> And I love it. But if I go to Berlin for
example or Frankfurt and then I I don't
know I have to say something and I say
it in Swiss German then they are just
blinking at me
>> and then I would have to say whatever I
said in high German and then they would
correct me.
>> The Swiss do use the articles but they
use it differently. So um in high German
it's dram and here it's dust and I think
that's also confusing anyway it doesn't
matter but in speaking when you are
speaking you are not pronouncing it
fully
>> that's true in in Swiss German at least
in you're not yeah that's true
>> yeah it's just the or something like
that
>> you can also use s for everything
>> okay fair enough Perfect. Perfect.
>> Great, isn't it?
>> Yeah.
>> So, what do you want to talk about?
>> I want to talk about the things that
aren't perfect because I know that you
have had a look at like crawling
throughout the year and I'm I'm just
curious like what are things that you
found is are we doing well? Are we doing
not so well? What what has gone give me
like the the 2025 wrapped in crawling?
>> Well, did you read my report that I sent
to the team?
>> I did cursory reading. Yes. Okay, that's
what I was expecting from you. I can't
expect anymore.
>> But there was one category that that
stuck out to me.
>> So to give you the listener some
background, our team handles that report
a crawl issue form.
>> And basically when that comes in or
someone submits that form and the form
is uh validated or the form input is
validated, then it would end up in our
inbox. And once it ends up in our inbox
then depending what's in the form we
would take some sort of action. But the
first thing that we need to do is to
validate whether there is an issue or
not. And then when you are validating
the issue then you can categorize the
issue into several categories. One of
the categories is that there is no issue
but then there is one two three four
five buckets where we can put the issue
into and then the team who's um
basically ensuring cruel quality they
would do different things based on where
we put the or how we categorize the
issue.
>> Mhm. So the buckets that we have or
internally I named them I'm reading the
report right now so you're getting the
actual download. The first is faceted
navigation. The second issue category is
uh action parameters. The third one is
irrelevant parameters. Then uh we have
calendar parameters or otherwise event
dates. And then finally, we have
basically an other category where we
would put stuff that doesn't fit
anywhere else. And this is the smallest
one because the vast majority of the
reports can be categorized into these
buckets.
>> Mhm.
>> Or in the previously mentioned buckets.
>> So what did we find? I I really like the
report. I just think there are things
that we should probably make available
to the larger audience. Like what? Not
my coffee.
>> Not your coffee. But like the things
that we saw and that we found and I know
that some of these buckets are
substantially larger than other buckets.
>> Yeah.
>> And they are implementation dependent,
right?
>> Yes.
>> So,
>> so a large chunk of the issues that we
looked at is related to faceted
navigation. That's fascinating because I
keep seeing this discussed on Reddit and
on social media and at conferences and
stuff and I don't think it got that much
attention and seeing that this is such a
large percentage of the things that we
looked at.
>> Yeah.
>> Is interesting.
>> It's close to 50% of the total reports
that we got.
>> Mhm.
>> Which says a lot. I think
>> should we explain what it is?
>> You do it. So if you have a website that
allows filtering and sorting through
various dimensions or or options. So for
instance you have an online shop and you
allow me diggite is great. For instance
I needed a multi-socket adapter where I
can like plug in multiple things into
one power socket and I wanted them to be
individually switched so I can
individually switch them on or off. So
it had an option to filter for
multisocket adapters with individual
switches. These kind of things tend to
end up giving you a large number of
combinations if you have a bunch of
them. So you can filter by price, by
category, by manufacturer, by whatever
kind of details the the product might
have. And that creates a URL that shows
products you have in store that fit this
kind of combination. But because they
are combinations,
you can end up with lots and lots of
URLs with different variations of the
individual settings. Right? Is that
roughly summing it up?
>> Right. And for the listener, uh,
Diggitech or Galaxus is the Swiss
version of basically Amazon.
>> True. Sorry for that. Yes,
>> there is no Amazon in Switzerland, but
yeah, that's a that's a good summary.
And it can cause lots of problems like
the kind that takes down your server
kind of issue because if you think about
it once a crawler discovers it and we
are only looking at Google bot for
obvious reasons because that's our main
crawler for search. We don't have
visibility in what um Binkbot does for
example or other crawlers do. But even
for Googlebot that has close to 30 years
of experience crawling the web, once it
discovers a set of URLs, it cannot make
a decision about whether that URL space
is good or not unless it crawled a large
chunk of that URL space. And if you put
up a bunch of new URLs, a bunch meaning
millions of new URLs that fit into a
bunch of different URL patterns, then
Googlebot will want to crawl all those
URLs to make a decision whether it
should crawl or should not crawl those
URLs. And in that time while it's
crawling it has the potential of
rendering the site basically useless for
users because it couldn't yet estimate
that the site is under heavy load. It's
just crawling a lot of URLs and then of
course once we see the signals that the
site is suffering we would back off. But
until that happens, we are just crawling
like madman to be able to decide whether
we should crawl something or continue
crawling these URL patterns or not.
Right.
>> Okay. Yeah. So like for instance, how
can you determine that you are affected
besides your server going down from all
the crawling?
>> I think that's the most severe symptom
that the server is going down. But for
example on my sites I do live access log
analysis and then I would get an alert
when some crawler ended up in my
honeypot and then I would try to like
figure out whether I want to black hole
them or do something with that kind of
traffic and that is definitely something
that people can do especially if you
have a a website that has a hosting
platform like I don't know cPanel for
example and that's probably something
that you haven't heard in a million
years. Martin, [laughter]
>> so C panel is a hosting management
platform. It was extremely popular in
the 2000s or first decade of the 2000s.
I don't know how popular it is nowadays,
but I'm still using it because it's uh
giving me access to a bunch of different
things that allows me to look over the
server and uh access the server that is
hosting my websites. And uh among other
things, it allows me to look at my
access logs and do different kinds of
analysis on my access logs. And there
you I would immediately see that there
is this one particular crawler that's
doing something weird on on the website.
And then I would have to decide what to
do with that, right? Because not all
crawl is bad.
>> I think we can all agree with that. And
you need to make the decision about
whether the crawl was good or bad. True,
>> right? because you know your website
best hopefully.
>> Hope hopefully.
>> Yeah. And once you made that decision,
then you can decide what to do with that
kind of traffic. Let's say that you see
that Googlebot is accessing this uh
faceted navigation thing on your website
and it's doing it quite aggressively.
Then you can decide well this is
actually good because it allows the bot
to discover new content. In most of the
cases that will not be true.
>> Yeah. In most of the cases, we would
have other ways to decide something is
or to discover something new. So you
decide that the traffic is bad and then
you look at who's who's the accessor and
then it's Googlebot and then you know
that Google bot is uh following robots
txt and then you can decide that maybe I
want to disallow these paths that Google
but is crawling right now. And of course
that is not an immediate thing because
robots txt files are cached for up to 24
hours or 24 hoursish.
But it's still I think the most
reasonable way to to handle or crawling
of these bet spaces. Basically, you come
up with a rule that will disallow
crawling of your faceted navigation. And
then if you need inspiration for how to
do that, the google.com/rootsdxt
actually has examples for not faceted
navigation, but search parameters. Um,
basically what kind of combinations we
want to allow crawling and what
combinations we do not. And you can
apply that same thing on your use case
as well.
>> Okay. And what other things did we find?
Because that was roughly half of it. But
we probably have other things that came
to light,
>> right? Like if you had to guess, don't
look at the report. I know that you
haven't looked. So don't don't look at
the report. What would you guess the
next thing is?
>> Uh
irrelevant parameters like UTM codes or
something like that.
>> Yeah, that's up there. Ha. Up there. But
it's not the next biggest thing then.
Uh,
status codes. Some weird. No. Okay.
>> Do Do you want me to save you?
>> Yes. Please save me.
>> I'm your I'm your only hope.
>> Yes. G. General. Gary. You're [laughter]
my only hope.
>> Uh, it's uh action parameters.
>> H. What are action par? What?
>> It is something that we borrowed from
security like web security a long long
long time ago.
>> We b what? So in get requests, yeah,
HTTP get requests.
>> You can design your website in a way
that will make your life miserable.
>> Oh, like action equals save or something
like that.
>> Sure.
>> Oh god.
>> But it doesn't it's not limited to
action equals whatever.
>> Okay.
>> It can't be literally anything.
>> Yeah. Yeah.
>> Because you can name your parameters
whatever.
>> It it can be something like update
profile equals true or stuff like that.
>> Yeah. Exactly. And then if you think
back to the early days of internet
because we are both old enough for that
>> there was uh sure anytime any day any
hour um there was uh an infamous thing
going on where you would try to do myill
injections
>> through the URL parameters because you
realize that login equals username
perhaps is not a good idea when you are
directly connecting that parameter to
your MySQL database.
>> Yeah.
>> Um
>> or any database really. Yeah.
>> Drop table.
>> Little Bobby tables as XKCD calls it.
[laughter]
>> Oh yeah, we should link to the XKCD
thing in the podcast description. But
yeah, action parameters they are making
up close to 25% of the of the reports.
>> T 25 what?
>> Yeah.
>> I thought in times of like what was it
called? restful APIs and hyper media as
the blah blah of operation state and
GraphQL and stuff, we wouldn't see these
kind of things. What?
>> Yeah, exactly. And that was my reaction
as well. And then if you start digging
into it like what are these action
parameters, they are more benign than
drop table.
>> Mhm.
>> It's not that bad. But the things that
Googlebot tends not to do is to shop
around on the internet. Mhm.
>> It will not buy your weirdo hoodie from
your website. It doesn't have money in
the first place. And second, why would
it? Like we we we don't just have like
warehouses where we put stuff that
Google bot might buy. The next big thing
was the add to wish list.
>> Mhm. Okay.
>> So basically, you add these to links
that Google bot can extract. So
basically here's a product page and then
there's a link to the same product page
like a south link but it has like
question mark add to cart equals true or
something like that.
>> Okay.
>> Or add to wish list equals true.
>> Wow.
>> And then if you just add only one of
these like add to cardart that
immediately doubled your URL space.
>> Yep.
>> Same for add to wish list.
>> Yep. Great. add one more like you could
do like add to cart and percent add to
wish list and you have triple.
>> Oh no.
>> So yeah, that's how it ended up being
25%. And then I mean we we try really
quite hard not to push back on these
reports because um those who are
reporting these issues they are in
distress already enough. Mhm.
>> So we would try to dig into like where
are these coming from and then sometimes
you can identify that perhaps these
action parameters are coming from uh
WordPress plug-in because WordPress is
quite a popular uh CMS content
management system and then you would
find that yes these plugins are the ones
that add the add to cart and add to wish
list and then what you would do if you
were a Gary is to try to see if they are
open source in the sense that they have
a repository where you can report bugs
and issues and in both of these cases
the answer was yes. Um, so we would file
issues against these uh plugins and then
for example what I really really loved
is that the good folks at Woolcommerce
almost immediately picked up the issue
and they solved it. And then the other
one, I don't remember which one, the
other issue that was coming from a
different plug-in. Um, as far as I can
tell, that issue is uh still sitting
there unclaimed.
But
>> if we can fix it at scale, then instead
of filing some internal bug to like try
to figure out how to handle these add to
car parameters better, we would go out
on the internet and then try to file an
an issue against whoever is injecting
these into websites.
>> Wow. Do you know how how these came to
be? Is it like why did they choose this
way? There there are other ways to do
this. Okay. Sure. I mean it's in our not
job job description but in our realm to
like go there and argue with them that
like this is not the best way to do it.
So if you
>> like if you if you wanted to then you
could like you have the links in the
report and you could go there and argue
that hey how about we use put requests
or something because it's really
uncommon for Google bot to
>> to do put requests.
>> But yeah I don't know why they chose it
chose these ways. um they did and that's
what matters
>> for those who are reporting these issues
to us.
>> What would you think the next one is?
The next issue category.
>> I'm I'm doubling down on I think
irrelevant parameters like UTM
parameters or stuff. Yeah. Okay.
>> That's really quite common. It's like
10% of all the reports. We are really
good at handling session IDs and J
session ID and UTM medium and whatever.
>> Mhm. Unless you do something weird on
the site
>> like what? um like instead of session ID
you just use uh like a single s equals
>> oh
>> because at that point we we don't know
if that's like
>> true
>> ser service equals whatever or
>> search
>> search equals something or sentiment
equals something and the value of these
parameters often vary quite a bit like
it could be just some numeric well
string but it can also be some hexodimal
randomness, but we cannot make a
decision based on that
>> because it might be some weird encoding
that the the site can actually use. So s
equals 1 2 3 4 5 6 could just mean that
the user is uh looking for the service
whose ID is 1 2 3 4 5 6
>> or a specific I don't know spreadsheet
or whatever like we don't know. Mhm.
>> Yeah.
>> Yeah. The point is that we don't know
and then we start crawling like crazy to
figure out is this changing anything but
then we need quite a considerable data
set to make that decision accurately.
>> Besides renaming the parameter is there
any way you can avoid that.
>> I mean session IDs are very 2000 so you
could also just get rid of session ids
but I think robots dxdt would work here
as well. Mhm.
>> I think crawlers don't need to see these
session ids because they don't persist
across sessions. They don't have session
persistence. So, yeah, just don't.
>> Yeah, just don't. Okay.
>> Okay. Next one.
>> Oh, god. Uh,
>> wait, you had a question. What was the
question? Yeah, you can you can use
robots txt, but do you think this is a
documentation problem or is this
something well
>> that people just don't know about?
>> I think not a documentation problem
because we do have it in the
documentation like we have that URLs
that Google can handle or something.
>> Okay.
>> Documentation page and that as far as I
remember explicitly calls our session
ID.
>> Okay. All right.
>> Or at least used to. And then I said
that ah we should remove it because
session I are so 2000s but yeah it is
still big. It is sitting on the third
place. I hate it.
>> Yes that's quite big.
>> It is what it is.
>> All right. So and we're talk when we're
talking crawling problems we are usually
talking about like the crawl space
problems I guess right. Okay. H what
else can blow up crawl space
soft force? Nah. Ah, I mean, yes, but
not it's not in the list.
>> Okay. I only remember like these felt
like they were one-off cases. I know
that you had this one plugin that we
were asking me about like if we can
figure out how to reach out to them
because they added some sort of event
widget or something.
>> Oh my god. Yes.
>> That created like lots of URLs, but that
feels like a kind of oneoff thing.
>> Uh, it is not. It is 5% of all reports.
Um, so basically if I don't know you
have a calendar on your site
>> and then you have a page for every
single day and then you would actually
inject something on the page so we
cannot detect the soft 404 then we have
no way to tell that something is an
infinite space and then what you are
mentioning that WordPress plug-in was uh
still is injecting URLs that are
completely bogus and basically
generating calendar infinite spaces on
every single path that they can. So
basically
>> uh example.com
one would have an infinite space of
these event or calendar date slash two
would also have an infinite space and
then slash one slash2 would also have an
infinite space and basically literally
every single one path that there is on
the site would have its own infinite
space. So it can be really bad and again
like figuring out robots DXD disallow
rule would be the most immediate and
cleanest way to handle it unless you can
hunt down the developer of the plug-in
and convince them to change their ways
which in this case we couldn't.
>> Basically we tried to reach out a number
of times and everything fell on deaf
ears.
>> Oh that's unfortunate.
>> It is what it is. That's internet life.
>> Is the plug-in open source? Can we like
fix it on?
>> No, it's a commercial thing. So, we
can't even like open source because
WordPress needs it to be open source,
but otherwise it's a commercial thing.
>> Okay. Okay. Okay. Okay. Dang it.
>> Yeah. And then finally, we have just the
the weird stuff of the internet sitting
at like 2% I think or something like
that. It's basically like I don't know
like if you double person to encode a
URL accidentally.
>> Oh. Oh, but those are Oh, that but
that's nasty. That that happens so
quickly if you're not careful.
>> Yeah. And it's basically you do your due
diligence and then you person encode
something on your website, but then some
other plugin or whatever something that
interacts with that link would re-encode
it, the already encoded link or URL. And
then you end up with something that we
cannot handle because yes we percent
decode the link that we extract the URL
but then we are still left with a
percent encoded
>> URL because it was double encoded y
>> and then we try to crawl those and then
your website cannot handle them and then
it will either throw weird errors that
we will notice and we are going to be
smart about it. But if it's just like
showing us random content, then
basically we are just going to be happy
to crawl those bogus URLs.
>> And this this problem is so easy to
create because if you're not careful as
a developer, you might be like, "Oh, uh
I think we always encoded when we were
like rendering the data, not when we put
it in a database." And then someone else
joins the team and they're like, "Oh, we
are URL encoding right when we put it in
the database." And then ah and then you
end up with a mess because you fix the
problem like two months in and then you
have like a lot of content that is
double encoded but a bunch of it is not
and uh it's hard to catch and hard to
fix.
>> Yeah.
>> Ah that's annoying.
>> Anyway, that was it. That was the
report.
>> Wow. Okay. I'm I'm still mind blown with
the faceted navigation being such a
prominent uh
>> I mean if you think about it makes sense
I think.
>> Yeah it does. But yeah,
>> commerce is is quite big on the internet
nowadays. So having that as the bulk of
the reports to to me it makes sense.
>> It is unfortunate that it is still a
problem. I think we put up a blog post
about it a couple years ago. Perhaps we
can link to it in the uh description
>> yes
>> of the podcast episode. But yeah, it's
still a problem. I think it's also a
problem because some of these platforms
don't offer people to fix these issues
themselves.
>> Yeah. Yeah. Especially if you don't have
access to robots txt, that is tricky, I
guess. Yeah.
>> Yep.
>> Unfortunate the the action parameters.
First things first, I now have a name
for these things. And the second thing
that they are what were they like 20%
24% something like that.
>> 24 25. Yeah.
>> That's wild. That's a surprise.
Interesting. I do hope that our
listeners out there got something from
this. I certainly did. That was wild.
And uh thank you so much for taking the
effort to dig through the bugs and uh
having a look at this and compiling this
report. That's really really cool. And
thanks so much for taking the time to
talk to me today.
>> You mean the report that you haven't
looked at?
>> I have a lot of things to Yes.
>> Thank you.
>> Okay. Fine. Thank you. Thank you so
much. And um to everyone listening out
there, thanks a lot for joining us as
well. And uh I hope you like this
episode. Let us know in the comments
below. And do subscribe and like and uh
stay in touch with us, please. We're
really looking forward to hearing from
your thoughts on this kind of topic.
>> Martin does. I don't
>> I do. Yeah, I do care. Um
>> it's okay that you don't. I I'm I'm
taking that.
>> Yeah, you said we.
>> Okay, fine. I care. I'm sorry. Anyhow, I
say thank you again and have a great
time. Take care. and our VA in goodbye.
I do.
We've been having fun with these podcast
episodes and we hope that you, the
listener, have found them both
entertaining and insightful, too. Feel
free to drop us a note on LinkedIn or
chat with us at one of the next events
that we go to if you have any thoughts.
And of course, don't forget to like and
subscribe. [music]
Thank you and goodbye.

---

## 2026-01-08 - SEO, AIO, GEO, your site, & third-party support to optimize for LLMs

URL: https://www.youtube.com/watch?v=i4jDc58ofH4
Caption: en (automatic, json3)

[music]
Hello and welcome back to a new episode
of Search Off the Record, a podcast
coming to you from the Google Search
team where we talk all about search and
maybe have some fun along the way. My
name is John Mueller. I'm a search
advocate here at Google Switzerland. And
today Danny is joining us again for more
about AEO, AIO,
um, all of these new fancy new terms.
Uh, welcome back, Danny.
>> Thank you, John. Gosh, I can hardly
believe it's been a week. It feels like
it's been only maybe two minutes.
[laughter]
>> [gasps]
>> We we of course are recording this in
one go, but we're splitting it up into
two, so you have it spread out. This is
great.
>> Don't give away our secrets, D.
>> No, no, no. This is being recorded a
complete week afterwards. Um, yeah. No,
this is exciting. I I don't get to talk
that much. So
>> cool.
>> I'm always talking at home. I'm like,
"Oh, I get to talk to this fancy little
mic here now. This is great."
>> Fantastic. Yeah. Like LA last time we
talked a bit about how all of these
fancy new terms basically map back to
SEO and a lot of the advice that we've
given in the past and talked a little
bit about the blog post that we did
about how to optimize for this new world
of AI in search. Um, and one of the
things that one of the questions I guess
that we get from time to time is how do
I find someone who can do all of these
fancy new things with kind of the
assumption that maybe there are fancy
new things that you have to do? Uh, so
what are your thoughts about how you
would choose someone to do SEO in modern
times?
>> That's certainly a question that's not
fraught with any controversy or possible
criticisms. Let's dive right in.
[laughter]
Well, you know, we did um I It's funny.
I I say we because I'm at Google, but
then when I was outside of Google, I
wasn't we, but then I use we now because
we're there. So, we but I wasn't a Wii
at the time came out with our guide,
which was not my guide, but it was our
guide. And we still have it to selecting
an SEO. And at the time, I can remember
it getting announced and everybody went,
"Oh, this is it. What are they going to
say?" And it was and I think anybody can
read fairly straightforward which was
like yeah there are people who provide
services and some are good some not so
good and here's some things to keep in
mind. So um it's been interesting
revisiting all this as we're getting
questions where people are asking us now
well what do we do in this world of AI
and what should we be doing about all
these other new tools that are coming
along. Um and it is going to be very
similar to what we've already been
saying because these things have
happened. But um let me go back to what
we said before in case people just came
in at at part two and they didn't get
the then they then they clipped the skip
recap. Don't clip skip that part like I
do on Netflix or whatever. No, just I'm
going to go right in. I'll remember what
they happened on the season a year ago.
What? Oh, so SEO the practice of
improving content for search engines,
but also is a term that is used to refer
to people or companies who provide such
services. So technically and we haven't
even said what it SEO stands for search
engine optimization
SEO and the people who provide such
services are of course search engine
optimizors
which I never hear anybody say that they
just have an SEO and the tools that are
out there would be search engine
optimization tools but they're just SEO
is this universal thing and you know to
me and and I
more Google might be thinking this way
too but you know this whole AEO geo looo
whatever it is that's people are
thinking about I need to do for AI
format search engines or chat formats or
whatever you want to call it to me I'm
defining those as a subset of SEO
>> like you know those those are things
that people still use to search so if
you're thinking about these specific
things then you that's that falls into
the broad category. I'm trying to be
found on search and this is a particular
format. So when I start saying this is
something that applies to SEO in terms
of the guidance for picking somebody or
two or whatever then um I'm it equally
applies to to the AEO type of stuff and
as always what I'm talking about is
specific to how Google operates. So you
know we don't know how everybody else is
necessarily you know whatever. So
anyway, SEOs and SEO tools can be
helpful, but they are not required and
and we talked about this in part one,
which is why people should go back and
listen to part one if you didn't, but in
short, there are plenty of sites to
succeed in search. They don't even think
about SEO. There's just focus on great
content for people. And that is the
foundation that the bedrock. It is the
frame is everything that you want to be
successful for in search is built on
that great content. So, if you are ever
feeling lost, if you're ever like, "But
I don't know what Google is." Like,
that's what we want. We want you to
focus on people. And for the people out
there who have been going, you know
what? I am just tired of all this SEO
stuff. I don't want to do it anymore.
I'm just going to think about what I
want to write about for people and I'm
going to do that. Hallelujah. Great.
Just do that. That's that's that's what
we want you to do. We really want you to
do that. If writing a blog post is just
giving you joy because you know you're
going to bring joy to somebody, then
find that joy and stick with it. That is
the authentic stuff that if we're doing
our job and we keep trying to do better,
but that's what we want to reward. So
then this goes back to the page. we'll
drop a link to the page and whatever and
what but you know we don't review or
evaluate or recommend any particular SEO
tools or companies except for uh no
[laughter]
um no we don't we [clears throat] don't
it's not a negative thing it's not like
we're saying we don't say they don't
have views it's just that we don't
there's there's so many of them and we
we can't go through and that's just not
our thing to be doing. So, but if you
want to know about SEO, then you can
read our guide and we have our general
guidance and you can make use of our our
our our search console tool set. We have
all this great stuff. Your team has done
all this great stuff out there, John.
Applause to the search central team.
This is like people like will be
sometimes like, well, who's out there
and where where we're supposed to be
getting advised? It's like that is
there's an entire team. Sometimes people
would get confused when I first started.
I'm like, well, he's doing all I'm like,
no, I'm not the the the the the thing
the person who tries to make sure all
the sites know what's going on. There
was an entire thing built up before me.
There was an entire whole system
designed to be there and is still out of
there. So, that's great that you're all
doing that. And, you know, people should
go back to it. And I I I think also this
shout out or whatever you want to go,
but like we're not saying that the
advice that we're offering is all you're
ever necessarily going to need or want
that you you absolutely if you just read
our guide, that's it. You're done. You
have to make your own judgments. You
have to decide what you want to do. But
we do believe that if you're thinking
about being successful with Google
search, you should start and be prepared
by understanding what we ourselves are
already saying
>> and the information we're already
providing to you directly. That that is
a kind of important foundation if you
decide you want to go on and do more
beyond just I'm following my hopes, my
dreams, my passions, and my joy and now
is there other stuff I should be doing
to this content? So understand the stuff
we're already telling you directly and
we think that will prepare you if you
decide then you want to go to a third
party tool or you want to go to other
services and people who might be able to
help you do other things. So
>> I really think at some point you really
need to understand what what the
direction is from Google side with
regards to SEO. Um, and
then it's a lot easier for you to kind
of pick between the different SEO
service providers and also to evaluate a
little bit. Are they actually doing what
goes into the direction that I've
learned that that Google wants or are
they kind of optimizing things that are
not actually on Google's list, but they
say that like there's like some secret
backdoor kind of thing happening here.
um which
generally there there isn't and uh that
I I think making those choices is really
hard for someone who doesn't have any
interest at all in understanding what
SEO is. So some amount of foundational
knowledge I think makes sense. But it's
not that you have to basically do all
the SEO yourself in order to hire
someone to do SEO. you kind of just need
to understand what what the direction
is, what what the guard rails are around
SEO.
>> Yeah. I mean, and we'll get to this, but
there there are definitely times when
you just say, like with anything in
life, I might need some additional help
here. I'm going to move my website from
one thing to another, and it's going to
be dramatic. There are things I should
take into account. So, it's not that
there's there's no value. Um, it's not
that you don't necessarily ever want to
use anything additional, but having
those sort of foundational stuff at
least may help you as you were making
some decisions, especially if you start
hearing some things like, "Well, that
sounds really, really different. These
doorway pages you're talking about that
I need to make." I remember reading
something about that in the the Google
SEO guide. It said like, "Don't do
them." Oh, yeah. You don't need to worry
about that. It's fine.
>> Yeah, you probably want to worry about
that. [laughter]
So um so some of these tools the
companies that people are thinking about
um they do or recommend things that keep
with our guidance right you know that
that and and they can help you with
especially I think sometimes technical
aspects of SEO um maybe they'll give you
some thoughts on content maybe they're
going to give you some other kind of
advice along the way um again we're not
going to evaluate them or whatever but
absolutely because this always you know
what will get said is you know you take
the one thing like they said they don't
evaluate tools therefore they're not
useful at all. It's like we didn't
actually say that but you know you took
that one little sentence and but anyway
so
we're not saying you can't use these
third party tools you can't take SEO
advice that there's something wrong with
it necessarily. Um, we're saying that it
actually can be helpful and our page
externally says that they can be helpful
for some people in some circumstances,
but we're saying think critically about
what's being recommended and see how
that matches against our own guidance.
And if you're being told, oh yeah,
Google says this, Google says this, what
you should be doing. Then maybe ask to
see like where we say that directly.
>> Mh.
>> Because I've seen innumerable times
where people say Google says to do this
and I'm like, we don't say to do that.
And it's not that we actually said it.
It's that someone has interpreted
something we've said to be what it is
that they want to say. And that's fine.
You want to make your interpretations or
whatever. Just should just be clear that
this is how I interpret it and this is
why I think it's perfectly fine. Um but
if you're hearing that from someone, you
should be able to ask like, well, show
me. It doesn't seem to be controversial
at all. And that's the other thing. This
is always my favorite is that you'll get
some tools or companies or people who
will offer to generate content or
provide advice that they claim will
perform better. Right? It's it's rare
that you'll encounter something that
says uh try our service and it might be
all right. We'll see how it goes and I
get that, right? [laughter]
Probably not a good marketing thing. But
um claims as with anything not just in
the SEO space and remembering again SEO
contains the subset of AEO or GEO or
whatever but claims are simply claims.
Nobody can guarantee something until you
actually see it happen. So
you'll see these claims, but they can't
guarantee it's going to improve, it's
going to make you rank for anything,
you're going to get any particular kind
of traffic, it's going to last for any
period of time to the end of time. It
will last until the end of time. Um, you
know, typically uh what when you do see
actual guarantees, it's like, well, if
we don't do X thing, you'll get X thing
back or whatever. So um you know
just evaluate and understand those are
claims. Now John I know this may
surprise you but there are some SEO
tools and companies that recommend
things that would be against our
guidance and you know
>> what
>> that it is it shocking.
>> Um I don't I don't know what to say.
[laughter]
>> I am flabbergasted. What's the word for
flabbergasted in German?
>> Oh gosh, I have no idea. [laughter]
[gasps]
>> Flabbergast.
That would be like flabbergasted
yesterday or something. I don't know.
[laughter]
Anyway, it's um so we'll work things
against our guidance and and you know,
you do things against our guidance,
potentially you could get a spam action.
So uh you you again kind of want to ask
questions and you want to understand you
should not be afraid to say so is this
going to cause me any spam problems and
>> why and that sort of thing and so
understand anything that's being
recommended to you is it with our
guidance not against our spam policies.
And I think lastly, I think this really
gets into sort of the a eio stuff,
whatever we have going on now, all the
vowels. But um I think sometimes tools
and companies can focus too much on
changes that they think are primarily
for ranking and not necessarily for
being useful to humans and it gets you
away from that bigger picture. And and I
get it.
I wrote this thing in like 1997. It was
called like the quest for the perfect
page or perfect page tools. What was
happening is we're getting all these
tools that were purported that you'd
give them your content and they would go
through and they'd say ah okay you know
what we have looked for what ranks for
this particular term
and um all the things that are ranking
are between on average 285 characters
long whatever right and all their
headlines are on average 57 words long.
So, we've graded your content and you
might want to trim your headline to this
and you're
the average isn't actually the average.
The average is that everything was
unique.
>> Mhm.
>> And you can see this repeatedly that you
go through a search and you click to
each result and each result will be
different. It's one of the joys of the
web that everything can be different.
It's one of the downsides to the web
because then people encounter all sorts
of things and sometimes they might be
thinking, "Oh, I just prefer that nice
straightforward give me a feed where
everything looks the same." But it is I
think one of the joys of web
everything's different. So the exception
is the rule, but they would produce
these averages cuz people like, I think,
to have tools that tell them this is
what you should do and that this is the
formula and you do the numbers or
whatever. So they would kind of go to
that thing and then they were actually
not producing anything that was actually
matching the perfect thing. It didn't
actually exist. So you know the tools
have continued to evolve and it really
is well have you done this thing? Have
you done that thing? Have you done this
thing? And then you start getting
focused on the individual things and it
can cause you to get away from that
bigger picture. I see that also a lot
when it comes to metrics from some of
these tools where it's like you you get
something like a spam grade or domain
grade and then you kind of get I I I get
it. I mean it's almost like this
gamification aspect where it's like oh I
my domain grade is 52. I'm going to
improve that to 59 and then Google's
going to like me a lot better. and that
you spend a lot of time focusing on this
one particular metric and maybe you can
work out like which factors are actually
involved there. Um but you have to keep
in mind this is a metric that was
created by this one specific tool and
maybe it was based on some average or
kind of its own ideal page or ideal
website. uh but that's not necessarily
what Google thinks and Google doesn't
essentially diminish your website into
one particular number that you can
optimize but rather it tries to figure
out like what do people actually want to
find in search. Uh so by just focusing
on one metric that you see and maybe
that metric is useful for some aspects
but blindly focusing on it you end up
going down a path that doesn't really
get you closer to what is actually
useful for users. Yeah, I one of my
favorite things would always be it's not
really favorite, it's just kind of sad,
but something like I don't understand. I
have domain score 89. How am I not doing
better? And it's like, I have Google
domain score 89. Like, well, it's not
our domain score. We don't have that.
And that doesn't like Yeah. No, it's not
even a thing. But, okay. to go to one of
the the things, you know, I talked about
the the specific things people like,
what is the thing I need to to improve.
[gasps]
One of the things I keep seeing over and
over in some of the advice and guidance
and people are trying to figure out what
do we do with the LLMs or whatever is
that turn your content into bite-sized
chunks because LLMs like things that are
really bite-size, right? So, we don't
want you to do that. I've been talking
to some engineers about them like we
don't want you to do that. We really
don't like that's we don't want people
to have to be crafting anything for
search specifically. That's never been
where we've been at and we still
continue to be that way. We really don't
want you to think you need to be doing
that or produce two versions of your
content. One for the LLM and one for the
[gasps] but let's go ahead. I can
already hear you saying, "But Danny, it
works. That's why we're going to be
doing it. How dare you say we don't want
you to do it when it works." Like, all
right. All right. Let's go. Let's go
down. Let's assume that in some edge
cases, let's even assume maybe in more
than some edge cases, you're finding
you're getting some advantage here. Tiny
maybe tiny degree measure. No, this is
my secret weapon. It's doing it. Great.
That's what's happening now, but
[snorts] tomorrow the systems may
change.
Like, so you've gone through all this
effort. You've made all these things
that you did specifically for a ranking
system, not for a human being because
you were trying to be more successful in
the ranking system, not staying focused
on the human being. And then the systems
improve probably the way the systems
always try to improve to reward content
written for humans. So all that stuff
that you did to please this LLM system
that may or may not have worked may not
carry through for the long term. So, was
that the best use of your your time and
your energy? Was that the best use of
putting turmoil into your marketing
department, your content department, all
your other stuff so that you could say,
"Aha, I've got the new thing that you
wanted. I brought it down from the
mountain, and here it is. Do these sorts
of things." Again, you have to make your
own decisions. But I think that what you
tend to see is over time, the very
little specific things are not the
things that carry you through. So, but
you know, you make your own decisions.
But I think also that many people who
have been in the SEO space for a very
long time, um,
we'll see this. We'll we'll recognize
that, you know, focusing on these these
these foundational goals, that's what
carries you through. What's interesting
is we've had a lot of information about
our ranking systems come to light over
time. Some of it is actually about our
ranking system. Some of it it's just
not. But people make the wrong guesses,
whatever. But as people have looked at
all this data and like now I can see I
it it kind of heartens me that a lot of
them come back and go, gosh, you know
what? Uh it looks like uh trying to
figure out all this advice, the best
thing to do is focus on having really
good content. that like it feels like
the the whole time I've been involved
with regards to SEO, it's always like
these small technical things that you
can do uh versus almost like the bigger
picture. And I I get there are some SEOs
who have infinite time and uh spin up a
site to just focus on that one small
technical thing and it goes away after a
year or so. Um, but especially for small
businesses, normal businesses, that's
not something that they can do where
they say like, "Oh, it's like John's
plumber. Well, I guess I'll set up a new
domain next week because some technical
thing changed." Like, that's just not
something that works for a normal
business.
>> It is that measuring up of how much time
you're going to want to invest in
different sorts of things and what makes
sense for you to be doing. And John's
plumber probably doesn't need to break
up their site into discrete bite-sized
chunks for LLMs. Probably need to spend
more time on ensuring that their
customers are happy to begin with. Maybe
encouraging them to leave reviews into
the various review things where you can
review for local stuff. [gasps]
and, you know, I don't know, focusing on
things that make sense for the kind of
customers they're trying to get and the
and and what's valuable to them. Um,
that's useful. If you're in an area that
has specific plumbing needs or specific
waters, whatever the things are, then
writing about those sorts of things
might be helpful as opposed to I don't
know if you feel like you need to write
about anything at all, you know, then
here's the history of plumbing as
written by John's plumbers because
someone told me that plumbing is the
number, you know, exterm on Google. So,
I'll write a bunch of stuff about
plumbing. And then most of those people
who come to my site, if I am successful,
aren't even possible prospects for me.
>> Gary's got a nephew [laughter]
who said this will do it. [gasps] How
dare he say that all SEOs are simply the
nephews of Gary. [laughter] Didn't say
that. By the way, that Gary refers to
nobody in particular. It's just a random
name. There's no single Gary's nephew
out there.
>> What more should we add? I I think I
think that covers a lot of ground
already.
>> Yeah. I think to re-emphasize, we are
not saying that tools or people don't
have value and that they can be of
assistance to you. Um we just are saying
that you don't feel like you need to go
out and necessarily get one to begin
with. You should understand that just
because you engage in in any kind of
tool or or service or whatever, it's not
going to be a guarantee. People are
successful without them. But some people
will find them helpful. Just like some
people might say, "Yeah, I could do my
own public relations, but I want to hire
a public relations firm, and it's not
guaranteed that it's going to do
anything for me, but it might be useful
to me." or [sighs] yeah, I could build a
network cabinet myself, but I'd rather
have somebody else pull the cable
because that just a better use of the
time, whatever. I know I need to have
that. So, it's not it's not saying that
they're not there, but we are in a time
of change. And in a time of change,
people start hearing all sorts of new
things, new acronyms, new claims, and
can just be very, very confusing. And
it's understandable to feel unsettled
and like, what do I reach for? What
should I be doing? Oh, the train's
going. I didn't get on the train. I'm
missing it. And it's like, you are not
going to be missing the train if you
continue to be focused on where the
train is heading to those human beings
out there who want the train car full of
your great content that was written for
them and not for the logo of motive
pulling it. I'm trying making the
metaphor up on the fly [laughter] or
simile or whatever you want to call it.
My head's spinning. Stop. Stop. You
don't know where this train's going.
[laughter]
I can make it work.
[sighs] Yeah. It's like you don't want
to optimize a train while you're on it.
[laughter]
>> Cool. Well, thanks a lot, Danny. It's
It's been really insightful and fun to
kind of talk about all of these
different things that play a role in the
modern world of SEO. I don't know if
we'll have another episode. I guess at
some point. Uh but uh you're welcome to
join us again at any point.
>> Yeah, it'd be great. I'll have to come
out to uh Switzerland for the next one.
I'm running low on chocolate.
>> Oh yeah, we have lots of chocolate. You
can optimize for chocolate. I think
that's okay.
>> Suitcase is always packed full when I'm
going there. I [laughter] have optimized
my chocolate purchasing.
>> Well, thank you all folks for listening
in and goodbye.
>> Goodbye everybody. Thanks for listening
to us and thanks for John for indulging
me going so long in my my spiel.
We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on LinkedIn or chat with us at one
of the next events that we go to if you
have any thoughts. And of course, don't
forget to like and subscribe. Thank you
and goodbye.
>> [music]

---

## 2025-12-18 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 12 月 18 日）

URL: https://www.youtube.com/watch?v=aALRg_A-IVM
Caption: en (automatic, json3)

special
Tokyo.
What is
discussion?
Yeah.
Um,
so they are completely different. They
are under the same umbrella, but they
are completely different. With robots
txt, you tell crawlers, not just Google,
but crawlers in general, that you don't
want a resource, a URL be crawled. And
then with no index, you would tell that
you don't want that URL be included in
the index in a database. But if you are
using robots txt
then you can never tell
um that there was a no index on the page
because you are not allowed to crawl the
URL. So how would you know because no
index can only go either in the page in
form of a metatag for example or an HTTP
header and then robots txt that's a file
that we consult before actually going to
the URL. So you cannot use them
interchangeably.
If you want to control crawling then you
you uh use robots txt. If you want to
crawl uh if you want to control um how
your pages show up in search or whether
they show up in search then use no
index.
Okay.
Why is it always me? [laughter]
Um, so when we when I selected this
question, I actually wanted to put their
uh QR code because uh my teammate uh
Daniel uh Weisberg um he has a
I think a blog post or a help
documentation about how to check uh
whether a ranking drop is caused by an
al algorithm update or not. So I would
go
there first. um catch me afterwards if
you are here and then I will give you
the URL. Um but you can also search for
that on your favorite search engine.
Um
how to plan improvements? Uh I think the
important thing
that you have to keep in mind is that
you need the improvements across the
whole site
not just individual pages. So you have
to take a look at the whole site and
look at where can you improve
um and go from there. But there's no
easy way to to fix these things.
Yeah. Can you hear me?
Okay. Um, direction of search console.
Well, as I said in my talk, we are
constantly improving and adding features
in search console. Um and uh I guess the
latest additions uh in the in the past
uh few uh years you've seen them. Um we
added there was uh a feature called uh
search insights that was basically
ported into search console. Um now I
think uh we added in the past couple of
months we added something called
achievements uh that was also very
popular. Um so yeah we are all the time
improving and I don't know as we say AI
is everything so maybe we can expect
something uh
but yeah as you may well know we are all
the time also experimenting so uh there
might be features that some of you will
get uh in the near future um but there
are things uh happening. Yes.
Thank you
question.
Good. So um I have a question about uh
Google search and Gemini. So you said uh
Gemini is not search and you don't know
anything about the crawlers but at the
same time we don't need go and also when
I look at server logs the Gemini robot
is shown as a part of Google bot. So
there's like a little bit of like a
mixed signals thing going on there. So,
how are you feeling? Like how are you
working with the Google search team and
the Gemini team? Do you see yourselves
working together more in the future? Can
you tell us more about that?
[laughter]
I I'll answer some part of question.
Gemini.
Fore
speech.
Why did Yes, I like this question.
[laughter]
Um,
so I I I think when you're optimizing
for something something AI,
then
technically you want to um keep in mind
the technology stack that's under the AI
system that you are optimizing for. In
case of Google like AI overviews, AI AI
mode that's just the old
plain old search indexing, search
crawler, whatever. In case of Gemini, it
would be slightly different but largely
the the the same. Um it has to have
additional things because well it is
optimized for chat interfaces not for um
traditional search displays.
Um so it depends on what AI system you
are going for. I think um for search I I
truly believe you don't have to do
anything else. Um for Gemini there might
be something I don't know but I believe
not like there's no um extra structure
data for example that I can think of
that might do better with Gemini or CHP
or anything else. Um, and then [snorts]
the relationship between AI and SEO and
the future holds for SEO. That's just
what we talked about uh previously. So,
I'm not going to go in into that.
Uh, let me just add that um in search
console we are showing
uh clicks, impressions and everything
also from AI features. So you can pretty
much see what happens and whether you
are cited by AI or not. It's not
currently apparent but your total
traffic should be uh covered.
Huh?
Search.
Oh,
speech speech.
Thank you very much for the question. Um
it's not the first time that we get this
request uh putting it mildly and um
uh I know that it is important for the
ecosystem to understand and
I think someone mentioned that uh
knowledge and understanding is power and
um that makes total sense. Um, currently
we're not showing this because of many
internal reasons and um, hopefully we
will someday. I don't know. Um,
but there's not not too much I can share
about that at at this point. Um,
yeah, sorry. But but it is it is a valid
request and a valid question and we know
about it. Um and uh I guess we are
waiting for the time to be right.
Don't don't look at me. I don't know.
>> I don't know.
>> I think this is Omry question.
>> Yes. So, um, so if you're a content
creator, one of the things you could do
is, uh, use Google Trends to, um, so
hopefully you already have some kind of
a notion as to the types of content that
[snorts] you're focused on your own
site. And so, you could put in some of
these um, terms and topics into Google
Trends, and you can see how they are
trending over time. If you set the
region to the country or the region that
your audience um is focused on, that
your site is focused on. Let's say that
you're creating content for Japan. So
set uh you know Google Trends to show
you uh the search interest for Japan and
just compare compare those terms,
compare those topics, see first of all
which ones are more popular, what is
your audience, uh what do they care
about?
uh and uh this uh kind of gives you a
sense into what are the things you
should be focusing on. Another really
good um system that works for a lot of
people is to look into questions. So
specific questions. So one of the things
you could do on Google Trends is you can
actually add questions um you know who,
why, what, uh when and so on to that in
relation to those topics and you can see
what are the top questions that are that
are actually trending. What are the what
are people asking in relation to the
topics that your content covers and
maybe you'll find some interesting
questions. Um, so one of the one of the
ways is to put it just as as a
comparison on the explore page. The
other way is to look at their related
queries related queries and again look
for those questions. Um, and this will
give you a lot of great ideas for the
types of content that you may want um to
create based on the things that your
audience is is asking.
I just want to add uh a couple of things
to what Omry said uh which are more
related to search console because if
you're thinking about your readers
basically these are people who are
actually coming to your website they
might be coming through Google search
and if you look at um the
uh performance report in Google s in in
search console you will see what are the
top queries that drive traffic to your
site and from that you can probably
deduce maybe what their interests are or
maybe for some queries you're not um
very high up and you would want to
improve it because you think these
should be things that trigger your
website more and they're not triggering
right now. Um and um yeah, so I think
the performance report would be also a
good tool for you to use.
Five question
is not that
I use
interaction.
Google
So the wa so the first
mention of uh SEO is dead that I know of
is from 1998.
So in 1998, Google was one year old or
not even and SEO was already or already
dead because user behavior was changing
back in 1998.
in 2001 or 2002ish
um we realized maybe 2003 I don't
remember um we realized that we need
Google images the image search engine
because people started searching like
crazy
um for the dress that Jennifer Lopez was
wearing at a gala
in 2007 7. No, in 2005,
we realized based on some news event
that we need Google News
and then because people started
searching more and more for Google News.
In 2007, we added universal results
and so on, search kept changing because
users were changing. But SEO never died.
SEO just changed with the search engines
and with the users. Now what we are
seeing is that
this will sound funny or henna but
people are lazier.
They want information to be given to
them.
Um and that is important for any
business. It's important for a search
business as well.
And then you have to figure out well we
have to figure out how we balance
um the ecosystem and users needs.
But if you want to blame someone for
this, you can blame Gen Z because those
are those that's the segment of people
um who are driving these kind of changes
because they are coming on the market um
and um they
require changes. Um and just so you
know, I'm not talking
uh out of my stomach. Um there's a study
on uh thinkwithgoogle.com
um where you can read about this how
Jenz is uh uh changing how search and uh
interactions work on the internet. So if
you need an inspiration for how users
are behaving and why things are changing
then thinkwithgoogle.com
is probably the best source that I can
recommend um because they do publish
interesting insights
um I think from the ads side not from
the our engineering side for or from
organic side um but nonetheless
they are doing the research and
publishing it. So check it out there.
>> Thank you.
>> I can add maybe something here is AI is
is changing everything, right? So you
see AI being used for content creation
and then on search you see how AI makes
it easier to find content and where we
are still catching up is using AI in the
in the tools that we offer such as
search console and trends to give you
better insights as a content creator on
the things that your audience cares
about and their the patterns that
they're using when they're using these
AI surfaces. So, we're still not there,
but we're definitely um thinking about
it and looking into introducing these
types of AI based insights. We've
already started that in search console.
Um but using these AIs to to also bring
higher quality data and insights to
content creators through the tools that
we offer. So, look for that hopefully
soon.
Okay.
Google
Google.
content.
How to make
I'm very curious how I selected these
questions. [laughter]
Uh how to improve index rates? Um well,
you need to publish content that um
users are going to find useful help more
helpful slash useful. Um that typically
means that it's of high quality. Um that
you put some expertise in writing the
thing or creating the thing if it's an
image or video. Um
generally speaking if you are publishing
useful content um content that is useful
some for some users then the index rates
are going up. Um if um you are
publishing stuff that people are
generally not interested in that's not
useful for people um then index rates
are going down. Um
and then focus on quality. um try to
ensure that the content that you are
producing is actually of high quality.
How we define that we have plenty of
documentation on that particular thing.
So I would just check out our docs.
>> Just a small addition here. Um, I know
it might sound a bit old-fashioned, but
there are site maps,
>> and if you make it easy for us to find
your content, it doesn't give you any um
any u uh promises, of course, but at
least from a technical perspective, make
sure that we know where your content is
and um make sure that that doesn't come
in the way
>> and that you can that we can crawl it.
>> Yeah.
>> Um nowadays,
>> don't block it. Don't block it.
>> Yeah, we are laughing at this, but
nowadays uh like for example, random
CDNs might decide to randomly block um
uh traffic. Um so you have yet another
thing to look out for. Um go to your CDN
or firewall and check whether there are
uh rules that were put there, not by you
even. Um so yeah, it's getting tricky on
the internet.
My question is forly. Sorry, Gary.
[laughter]
So, I'd like to understand how Google
Trends uh defines its topics.
When I search for Apple, Google Trends
shows a few suggestions. One is Apple
the technology company and another is
Apple the fruit. So far so good. But uh
two other suggestions uh with the Apple
logo also appear and they are just label
topic. What exactly are those? And
another example I was previously labeled
SEO. I'm proud of that. But you know uh
now I'm just I'm just labeled just
topic. So my understanding that uh
Google trends uh gets it topic
information from the knowledge uh
knowledge graph uh treating topics as uh
entities. So how does Google trends
decide on these topics?
Thank you for the question. It's a great
question. So um so yes, so on Google
Trends you can search for either queries
or topics like you mentioned. Um and the
topics do indeed come from the knowledge
graph. So um knowledge graph is
something that we maintain at Google.
It's not just part of Google trends.
It's u all across Google and it's
something that evolves over time. So
knowledge graph is basically a
collection of entities that are mapped
to each other that represent um
something about the structure of real
world entities. So it could be people,
companies, events, you know, the types
of things that maybe you would see a
Wikipedia article on. So most of
Wikipedia articles also have knowledge
graph entities for example. Uh and uh
you're right. So sometimes there are a
lot of entities or topics uh that have
very similar names uh Apple the fruit
versus Apple the company. And so um what
we're trying to do is uh try to
understand the topic based on the
context of the queries that uh people
put into search. So if user goes into
search and they just type in apple
enter, we don't have a lot of context.
Google search doesn't have a lot of
context. So it tries its best to
understand, you know, what type of
result to give you and maybe it's
personalized. Maybe it's based on
something that Google already knows
about you as a user. On Google Trends,
we aggregate this across all of the
users. So maybe some users are
interested in technology, other users
are interested in farming or in fruit or
whatever.
um if the question that the user types
in onto uh Google search is is more um
has more meaning for example they ask
about the Apple stock value then it's
more clear that they're talking about
Apple the company so this is basically
where the uh association between the
query and the topic comes from so at at
the moment that the user types in their
queries Google search does its best to
understand the meaning and this is the
you know that meaning gets logged as
part of the search logs and this is
basically what we're processing and and
also serving as part of uh Google trends
and uh of course this changes over time
so sometimes when you're looking for the
search interest of topics you may see
these little you know jumps like
something drops to zero or drops you
know from zero to something else it it
means that there was something in the
back and of Google of the association
between queries and topics that has
changed. U it happens we don't have a
lot of control over that. Um if that
happens then maybe there's another topic
that kind of took over as a better
representation of the meaning of that
query. Um, in that case, it would be
better uh just to look at the just the
query instead of the topic for a more
kind of stable uh history of search uh
interest. Uh or maybe just add different
variations of topics to to try and see
uh where where the search interest has
transitioned into. Uh so no simple
answer, but it's still a very useful uh
capability. Um, and yeah, I hope you do
find it useful.
>> I have one more question. So, uh,
>> I
>> So, there are there's quite a long line.
So,
>> sorry.
Okay.
So I actually fixed this during uh um
during COVID. It was a COVID project. Um
historically we haven't handled it well.
So basically if you wrote Furyana then
we would mess it up pretty bad uh
internally. Uh now it should work much
better. Um it's it's still a hack on in
our system but it at least works. Um and
uh if it doesn't then send lots of
toucan after me and then I will come
back and then I fix it.
Live question
[laughter]
index.
Googleot.
You are correct that there's a limit.
Um, every technical system has a limit.
So, our index also has to have a limit.
Um, and you are correct to say that or
assume that our index is not infinite.
Um,
absolutely correct. Um but that doesn't
mean that it's not dynamic.
Meaning that pages from the index come
and go. Um if you publish something of
higher quality um than your competitor,
then the competitor might fall out of
the index and then you come in in the
index. Um the
I I I I think at one point we lost we
SEOs lost the
not the game but
we
started creating so much content on the
internet that it made the competition
extremely high
in every single niche that I can think
of. meaning that it's much much much
harder to get that click from Bing, from
Google, from uh any other search engine
that you can think of because the
competition is so high so high.
Um
what you can do about it? Well, go back
to what what it means to be a marketer.
What to be to me like the marketing side
of SEO. Um, it means that you convince
people to come to your site. How do you
do that?
There's lots of marketing uh tricks that
you can do. You can um post on social
media. You can do uh guerilla ads like
something that catches people's eyes and
then they come to the site. But you have
to convince people to come to your site.
As soon as people come to the site on
their own, it's extremely likely that
Google is also going to like your site
more.
>> Yeah, I see. Thank you.
>> Yeah, just adding to that, um,
search console is always a good place to
go and see what's going on, right?
Whether you are in the index or you're
not in the index. um you know whether we
found even your pages, maybe we don't
know about this new site. Uh where
should we know about it? Maybe uh so all
this information is important. Um and
you know each clue that you get from
from any type of uh tool will help you u
improve.
>> Yes. Thank you.
>> Thank you.
No. [laughter]
No. All out of the job. [laughter]
>> Maybe I'm fired at that.
question.
Okay. Uh I will ask in English. Uh so
about the search console uh is there a
way to make discovery
um debugable on search console like see
why say why your page is up in it or why
it doesn't show at all.
Um well we we try to provide as much
information that we can uh but in order
to be fair to everybody we cannot give
you answers right. Um we just represent
whatever is in the system. Uh we don't
make decisions. Um and um so yeah you
can use our tools. You can understand
what's happening basically by looking at
where your traffic is coming from. If
pages are not showing anymore, maybe
there is a crawling problem. We have a
lot of reports that help you with that.
Maybe uh if you intended your um content
to be on some special place in in search
and you added some structured data and
it's not being processed correctly, we
have reports for that. So
we try to be as transparent as possible
to show site owners, you know, what is
Google seeing and how it's processing
your your content. Um, but again, we
don't really, we as search console don't
control, you know, what goes in the
index and what doesn't go in the index.
It's back to Gary, you know, make
really, really high quality content.
Make sure that it's discoverable, that
it's accessible. Um, make sure your
website is
um is a good website, doesn't annoy
users. Uh, and uh um and yeah, then I
guess then you go into the competition
with everybody else. [laughter]
Thank you.
for
question.
Hi. Cont.
HTML.
or
>> also just to say it very clearly,
structure data has no influence on
ranking.
Next question.
Last question maybe.
Do you know?
>> [laughter]
>> That's good.
How about we take Sujisan's questions if
Tsujisan promises that he's going to be
quick? [laughter]
[laughter]
>> [laughter]
>> I regret my decision. [laughter]
Um
I mean the situation is uh pretty much
the same uh as before. I think we
need to see that there was some effort
in um at least making sure that the
translation quality is at least
understandable.
um like now that I was uh in um in China
and in Hong Kong and um I was more
immersed with with with Chinese language
for example, I see so many
really bad translations. Um, and I don't
know, and I'm sorry, I'm not trying to
offend, but like the English translation
for some for some food was um,
duck liver excrement or something like
that, which is
no, like I know that it was duck liver
and it was with some vegetable, but then
the vegetable was mistransated
and that was automatic translation.
How is that useful for me as a user? It
is not. So I stand by that uh what of
what I said two years ago is that
someone needs to check the AI
translation
and we're done.
It might be as simple as doing the
reverse translation afterwards, just
checking that what the translation did
is coming back as the same thing and not
just messed it up. But that often also
changes the meaning
because there are um nuances in in
languages like for example here if I say
um I don't know like uh Anasan goes
first and then you translate it to
Japanese and then back to English it's
very likely that it's going to lose the
meaning because
>> but at least you know there's no
extrament in that.
>> Yes.
>> Okay.
discussion.
[applause]
Hi
Fore
speech.
Byebye.

---

## 2025-12-17 - Thoughts on SEO & SEO for AI, part 1

URL: https://www.youtube.com/watch?v=h1rZdfW5vqM
Caption: en (automatic, json3)

[music]
Hello and welcome to a new episode of
Search Off the Record, a podcast coming
to you from the Google Search team where
we talk all about search and maybe have
some fun along the way. My name is John
Mueller. I'm a search advocate here at
Google Switzerland. And today we have
Danny Sullivan joining us all the way
from over in California. Hi Danny.
>> Hi John. It's good to be here.
>> Fantastic to have you here Danny. Uh
you've been active in search for a
really long time and I'd love to talk
with you a bit about some of the fancy
new things that are happening in the
world of search and SEO. So everything
kind of around AI or is this like really
a new thing? It feels like these fads
come and go. is AI in fad like how do
you think
>> oh gosh you know my favorite thing is
that we should be calling it ln o po
because there's just so many acronyms
for it is is it go for generative engine
optimization or AEO for answer engine
optimization and um AIO I don't know
there's so many different names for it
and um you know I used to write about
SEO and search like did that for like 20
years and and part of me is just so
relieved I don't have to do that aspect
of it anymore. Uh to try to keep up with
everything that people are wondering
about. And on the other hand, you still
have to kind of keep up on it because we
still try to explain to people what's
going on. And I think the good news is
like
there's not a lot you actually really
need to be worrying about. It's
understandable. I think people keep
having these questions, right? You know,
I mean, you you you see search formats
changing. You see all sorts of things
happening and you wonder, well, is there
something new I should be doing? Totally
get that. And remember [sighs] we John
and I and others we all came together
because we had this blog post we did in
May which we'll drop a link to or we'll
point you to somehow to it. But it was
we were getting asked again and again
well what should we be doing? What
should we thinking about it? We all put
our heads together and we talked with
the engineers and everything else. So we
came up with uh nothing really that
different.
>> That was kind of challenging. Yeah.
>> And and it's hard. I mean I again I
think people really see stuff and they
think they want to be doing something
different. it is a natural reaction. Um,
and so the short answer because we'll do
a long answer because we got a podcast
or maybe two that'll come from what
we're doing. But, um, you know, it is
the natural reaction you have, but we
talk about sort of this north star or
the point that you should be heading to.
And when it comes to all of our ranking
systems, it's about how are we trying to
reward content that we think is great
for people that it was written for human
beings in mind, not written for search
algorithms, not written for LLMs, not
written for LML, PEO, whatever you want
to call it, is that [gasps and sighs]
everything we do and all the things that
we tailor and all the things that we try
to improve, it's all about how do we
reward content that human beings find
satisfying.
and say that was what I was looking for.
That's what I needed. So, if all of our
systems are lining up with that, it's
it's that thing about you're going to be
ahead of it if you're already doing
that. To whereas the more you're trying
to optimize or GEO or whatever you think
it is for a specific kind of system, the
more you're potentially going to get
away from the main goal, especially if
those systems improve and get better,
then you're kind of having to shift and
and play a lot of catchup. So, you know,
we're going to talk about some of that
stuff here with the big caveat. We're
only talking about Google, right? That's
that's who we work for. So, we don't say
what you know, anybody else's AI search,
chat search, whatever you want to kind
of deal with and kind of go with it from
there. Um, but we'll talk about how we
look at things and how it works. Mhm.
>> Yeah. One of the the challenging things
I noticed when we came out with that
blog post basically saying you don't
need to do anything different was that
people were hearing all of these things
that they had to be doing. It's like you
have to split your content up or you
have to do this, do that. And they kind
of us going out and saying well actually
you don't need to do any of that. I I
can imagine that for some people that
felt a bit like well Google just doesn't
know. They don't realize like you have
to do all of these new things now.
>> Yeah. And I think um you know it's the
same thing with the traditional SEO like
you may find something that you discover
if I do this one particular thing maybe
I'm getting a little bit more success
than I expected or maybe I'm being
successful in ways that were wildly more
than I expected. But also I think those
things don't tend to last because of
what I said before. You you went after
one specific thing rather than going
after the overall goal. So when all the
other factors that came into play start
to change around and things shift and
things improve, then your one little
thing that you did before isn't the one
little magic trick that whatever it was
those ads used to say one little trip
can you can use your belly fat.
Yeah. except that one little trip was
like I needed to eat less and I do like
to eat but anyway
[clears throat and snorts]
[laughter]
let me let's let's start off and we kind
of go into this further and like set
some definitions and like to me um this
is what I' I've been using when I've
I've talked or tried to explain things
to people um is that SEO
is the practice of improving content for
search engines right um and and it's
funny I used to again I was outside of
Google and people would ask me like,
"Oh, what's SEO? I'm doing all this
stuff for Google." And I used to be
like, "No, that's not what you do as
SEO." Like SEO isn't just I'm going to
try to show up in blue links on Google.
SEO is you are understanding how people
seek information and then you're
understanding how that information
appears and you're ensuring that you're
doing the things that are helping you to
be successful. Which would even refer
to, oh, something gave me a voice
response. Well, how did it figure out
the voice response and was there a way
for me to be present in it or whatever?
So, I think I did that at a blog post
like 2010 or something like that where I
wrote about all this sort of stuff. But
anyway, [snorts and sighs]
those days my hair was a bit darker
then. [gasps]
But I think that even as people are
going through all this and they're
hearing all these different acronyms and
they're all trying to figure out what to
do, I don't think that the nature of
search engines changing and getting new
format changes that the umbrella term
remains SEO. And that AEO, GEO,
Elemento, Po, whatever you want to call
it, to me would be a subset of the SEO.
You're focusing on AI formats. Some
people do local SEO, right?
It's not a different kind of SEO
necessarily um that's completely removed
from it, but there are some things that
may be specific to local listings. You
try to understand it. So, I think that
one reframing of this is that you
understand that there's these new
formats and how do they apply into my
world of SEO that I'm thinking about and
then
are there specific things I do need to
be doing or not be doing for these kinds
of formats? But, you know, start off
with it's it's still SEO, you know, and
it's still kind of the kind of thing
that you go with it. Oh, can I do a
little tiny little caveat in there, too?
>> Okay.
>> Two little ones. Sorry.
>> You know, I I rant on and roll along,
but um one thing because I don't want to
forget this. I should have grabbed a
piece of paper to write things down
along the way. Um, one thing it's just a
reminder that if you're not an SEO, you
didn't do SEO, you don't think about SEO
or you don't even know what that means,
great. That's like wonderful. You don't
that's we we will we have you guys have
written you know everybody at at search
central put together the whole guide of
SEO to tell people who want to
understand from our point of view things
you should think about but we really
just want you to focus on your content
and not really worry about this if your
content is on the web and generally
accessible as most people's content is
that's it. Um, I've actually been
heartened that I've seen a number of
people um saying things like, "I don't
even want to think about this SEO stuff
anymore. I'm just getting back into the
joy of writing blogs." Like, yes, great.
That's what we want you to do. That's
where we think you're going to find your
most success. Like, that's wonderful.
But that said, people didn't ask
questions. They want to know. So, then
we, you know, we talk about the SEO
stuff. And the other thing is, and I've
seen a number of people remark on this,
um, is this concern that, well, I've
been doing SEO, but now I'm getting
clients or people saying to me, but I
need the new stuff. I need the new
stuff, and I can't just tell them it's
the same old stuff.
>> [snorts]
>> So, I don't know if you feel like you
need to
dress it up a bit more, but I think the
way you dress it up is to say
these are continuing to be the the
things that are going to make you
successful in the long term. Like, I get
you want the fancy new type of thing,
but the history is that the fancy new
type of thing doesn't always sort of
stick around if we go off and do these
particular types of things. I'm keeping
an eye on it. But right now, the best
advice I can tell you when it comes to,
you know, how we're going to be
successful with our AEO is that we
continue on doing the stuff that we've
been doing because that's that that is
what it's built on, which, you know,
it's easy for me to say cuz I don't got
someone banging on the door saying,
"Well, actually, we do." And so, we are
doing that. So, that's why that's part
of the podcast. It's just to kind of
reassure that look, just because the
formats are changing didn't mean you
have to change everything that you had
to do and that everything you had to
shift around and in fact that the more
that you dramatically shift things
around and start doing something
completely different or the more that
you start thinking I need to do two
different things, the more that you may
making things far more complicated, not
necessarily successful in the long term
as you think they are. I'll take a
breath now.
>> I I think that makes a lot of sense. I I
think one of the things that perhaps uh
throws SEOs off a little bit is that in
the early days there was a lot of almost
like a technical transition where like
people initially had to do a lot of
technical specific things to make their
site even kind of accessible in search
and at some point nowadays I think if
you're using a popular CMS like
WordPress or Wix or any of
basically you don't have to worry about
any of those technical details. So it's
almost like that technical side of
things is a lot less uh in in the
foreground now and you can really focus
on the content and that's really what
what users would are looking for. So
it's like that almost like a transition
from technical to content side with
regards to SEO. I I think that's great.
And I think it it reminded me also of
like again being so old thinking back to
um you know before Google even existed I
remember we would write about stuff and
some there were tools people would use
or techniques people would use because
they would like I'm making a page for
Alta Vista. Look it up kids.
>> Leos [laughter]
I'm making one for webcwler. Oh I'm
making one for open text. and they would
like do six different versions of
content for six different search
engines. And sometimes they did have
some very specific types of things that
maybe you could be a little more
successful, but they weren't that
different and it generally wasn't going
to be worth that much of an effort for a
typical person to kind of go through all
that sort of stuff. And then over time,
because I think they were all aiming
towards the same sorts of things, the
differences became less. We also got
fewer search engines along the way, but
it I don't think that takes away from
the fact that it didn't continue on that
people were constantly making content
for typically making content for
specific types of search engines.
They're obviously some people who always
go to some whatever extremes that they
they can, but um it wasn't like a
typical strategy people would do.
>> Cool. Yeah. So, what would you say web
creators should focus on nowadays with
all of the AI? A key thing is to really
focus on the original aspect,
not a new thing. These are not new
things beyond search, but if you're
really trying to reframe your mind about
what's important, I think that um one
hand, there's a lot of content that is
just kind of commodity content, factual
information, and I think that the LLM AI
systems are are doing a good job of
presenting that sort of stuff. And it's
not originating from any type of thing.
So the classic example, as you know,
will make people laugh. I'm sure it's
something we call it, but you know,
every year we have this little this
little American football thing called
the Super Bowl, which is our big event.
Everybody gathers around um and watches
it and, you know, sees what happens
between whatever teams are going,
whatever. But no one ever can seem to
remember what time it's on. So everybody
[snorts] would come in and they do a
search on Google and they're like, "What
time is the Super Bowl?" Right? Um, and
I think it's always like 3:30 all across
America. We unify on a single time at
that point. Every year it would happen.
Multiple places would then all write
there, what time does the Super Bowl
start in 2011 post? And then they would
write these giant long things. And this
in the history of Super Bowls before the
the dinosaurs roamed on Earth, people
wondered about time. What is the concept
of time? And how does it take us across
the universe? Well, and then like and
the Super Bowl will be at 3:30 p.m.
Eastern. Yes. [laughter]
>> So, you know, and then at some point we
could see enough information and we have
data feeds and everything else that we
just kind of said, you do a search and
we like the Super Bowl is going to be at
3:30. And like most people, I think the
vast majority of people say that's a
good thing. Thank you for telling me the
time of the Super Bowl. It it wasn't
super original information. Um, it's a
bummer if you were one of the things
that was always competing doing it for
that particular day if you're able to
spike in traffic. Um, and maybe you even
had to adjust for that month. I
understand you were going to be getting
that much anymore. But I think that
isn't thing people need to understand is
that more of this sort of commodity
stuff. Um, [clears throat] it it isn't
going to necessarily be your strength.
And I do worry that some people even
with traditional SEO focus on it too
much. There are a number of sites I know
from the the research and things that
I've done that um get a huge amount of
traffic for the answer to various
popular online wordolving games. Just
every day I'm going to give you the
answer to it. And it's like and that is
great until you know the system shift or
whatever and it's common enough or we're
pulling it from a feed or whatever and
now it's like here's the answer. But
that wasn't really your strength as a
publication or as a site or whatever.
That wasn't your original voice. Your
original voice is that thing that only
you can provide. It's your particular
take. And so that's what we think was
our number one thing when we're telling
people is like this is what we think
your strength is going to be. You as we
go into this this new world, it was
already what you should be doing, but
this is what your strength that you
should be doing is focus on that
original content. I think related to
that is this idea that um people are
also seeking original content that's in
it's authentic to them which typically
means it's a video it's a podcast cuz
we're talking see now we're more
authentic. [laughter]
[gasps]
um or there are posts where they they
getting these firsthand perspectives or
whatever and and and we've seen that in
the search we've already done where we
we brought in more social more
experiential content. Not to take away
from the expert takes, it's just that
people want that sometimes like you're
just wanting to know someone's firsthand
experience alongside some some expert
take on it as well. But if you are
providing those expert takes, you know,
you're you're doing reviews or whatever
and you've done that in the written
form, you still have the opportunity to
be doing those in videos and podcasts
and so on. Those are other
opportunities. So those are things that
again, it's not unique to the AI
formats, but they just may be as you're
thinking about how do I re-evaluate what
I'm doing overall in this era that that
these are things you may want to be
considering with it from there. I I
think that makes a lot of sense also
because the the web like even without
AI, the web has evolved so much that
it's like there's a lot of this
commodity content already out there. And
what really sets you apart is kind of
that unique voice that you bring in. And
uh when we're talking about something
like like the Super Bowl, it's not that
we can present a a page of search
results that are basically all the same
thing. It's like here's the history of
football since the dinosaurs. Uh but
people want on the one hand they do want
to see some generic information, some
commodity content, but they also really
want to see unique takes and kind of
understand what is what is different or
what what has changed or what is kind of
a unique take on this situation.
>> Yeah. And I think it maybe helps you
learn beyond things too. Uh and I I
suspect that that you're going to see
this is what we're we're thinking about
is if we are presenting the commodity
information, but we also want to ensure
people are are continuing to be
satisfied or learning more or learning
things from the open web then how can we
point you to things that let you go
beyond it like you know so I don't know
if it'll be the history of the time of
the Super Bowl maybe is that sort of
history of the Super Bowl or in that
particular place that's the kind of
thing we might show alongside it or or
why it somehow over time a football
evolved from a round spherical object um
originating in England and and somehow
managed to turn into this sort of
elongated
uh ovalic type of thing that um is known
and is so popular in the rugby playing
countries but also um you know if you
don't get it you don't know like
American football or football is
completely different from football which
is football or soccer or whatever. But
anyway, but it's coming home, John. It's
coming home.
>> It's coming home. Okay. I I think also
with regards to um authentic content, it
feels like that's that's the kind of
thing that you can't really artificially
create where you can't go out and it's
like, oh, I have to write something
about the the Super Bowl. I will create
something authentic and
follow this pattern. Well, and I I think
that's where I always come back when
people say, "Well, how what did I do
think about this, etc." I always think
about it in terms of social media,
right? And fair enough. There's plenty
of social media that's quote authentic,
but it's not really authentic. Like, you
know, it's whatever. But there's it's
resonating with people. And I think it
seems that a lot of people who are on
social media, the ones I especially
like, they just have something great
that they want to share or they they
have a passion about it and they didn't
sit down and think how am I going to
tweak it so that this is super great for
I don't know Instagram but not for Snap
and now for you know whatever. Don't get
me wrong, I don't make videos and
there's certainly things you can see
people are doing and like and make sure
you put in the captions so that I can
listen to a me when I'm don't have my
volume on my thank you everybody who
ever just does captions cuz I never have
my volume on looking at stuff but even
textual posts or whatever there are I
think there's kind of these technical
things you do and things you learn along
way but the core is you were authentic
to people who started following you
because you were just authentic like
that you you were speaking to what you
were knowledgeable about and you didn't
get lost so much into how do I
manufacture it so much I think but you
know I'm sure there are people out there
who will tell me no you're so wrong it's
all yeah I know I get plenty of that
stuff on threads myself only people who
were born and lived in the 80s will know
what this is okay I tell you what it is
it's a pencil you used it to rewind a
cassette tape which is the way you used
to listen to music before we had CDs
which was the way you listen to music
before we had MP3 threes, which was the
way you listen to music before we had,
you know, streaming.
>> That sounds very multimodal.
[laughter]
So there, nice segue.
This brings us back to the blog post. We
were trying to come up with other things
like, well, is there anything else we
could say? And we said, well, be
multimodal. [gasps] I hate the term
multimodal. I just hate it. [sighs]
It says nothing. So like when I tried to
explain to people it's like look you
search one way and get information back
in the other. So a good example of this
was um I was walking around uh in
Portland and some killing some time
before I did a talk out there and I um
I saw these geese on the ground. Not in
the air but they were on the ground.
They're all over the place and they were
eating something or doing something or
poking at the ground. So, I did a video
of them and then I sent it off to um
Google conveniently enough because we
can do that. You can send a video
through the app and I I'm like, "What
are they doing?" And it came back and it
said, "They're eating. What What did you
think they were doing?" [laughter]
All right. I thought it would be a
little cooler, but it was like it did
say they're eating grass and stuff. I'm
like, "Okay, well, at least I knew." But
I didn't say anything like I see geese.
They are this color. They're in this
area. They keep poking their heads at
the ground. They're walking. I just
like, here's a video. What are they
doing? And it came back and gave me a
textual response. That was multimodal.
It did this search and then it came with
a video and came back with a textual
response and understood it. I've been
doing this all the time now cuz I'm so
lazy. I like was clearing out my closets
and getting rid of some stuff and I'm
like just taking pictures of things. I'm
like, "What is this worth?" AI. What is
this worth? It's like worth nothing.
Throw it away.
Just clear it out. That's worth nothing.
Um or what is this? How do I fix this
thing? Like I couldn't even be bothered
to type in the name of it. I'm just like
what is it? How do I fix it? Oh, that
that thing. I know. So anyway, to get
back to the advice is that like so we're
matching up with things where we can
identify other people who have images
and video and text along with this where
we can we can put all this stuff
together. And so if you have been more
textual in nature and you haven't been
doing images or video, then by maybe
making sure you have more contentrich
original content, you potentially are
going to have opportunities in some of
these multimodal search experiences.
This isn't just AI specific. It's been
again one of these things that something
that you could be thinking of, but it
was one of those things like when we
were all putting our heads together, it
was like, yeah, let's let's emphasize
that as well because that's that's
something people can focus on that will
help them in both of these kinds of
areas. So, yeah, multimodal.
>> I think it also helps with regards to
what is presented to people because on
the one hand, you're searching with a
video, other people are searching with
text and sometimes a video is a good
answer for that. like how do I fix this
thing? It's not going to be like this
wall of text that is on some blog post,
but maybe a link to a blog post that has
a video embedded and then you go off and
watch that video. Um, because it's just
I don't know, maybe an easier way to
digest that information. So, that feels
like something that works both for AI
and for normal search. Um, so maybe
maybe it's just like SEO.
>> See, as long as there's an O in it, it's
all the same. That's the unifying
[laughter]
>> the unifying thing.
>> So So what's the best way for sites to
kind of make sure that they're hitting
this target that they're doing the right
thing?
>> Um [sighs] well, I mean everybody
everybody's going to be different. So
that was the other thing. Oh, I want to
put a little quick thing. We we also
mentioned structured data in there,
right?
>> Mhm.
>> And I think that was another thing where
it wasn't like
if you didn't have structured data,
that's it. You're done for. No. O a E I
O P and O G for you. It was more that we
looked at that and we thought that could
be helpful for that. It's already
helpful for other things and people
aren't always thinking about that. So it
was more of a think about this along the
way, you know, type of thing. Not that
that was your your secret. Aha,
structured data now I have it. There I
am. AIO's I own you. So, but I think the
big thing we kind of put at the end was
this like sort of measure your full
value. That's what you're asking. How do
I know if I'm successful? It's like,
well, we don't know how you know if
you're successful. Only you know that
you know how you're successful. But
sometimes, even in this age, people
aren't seeming to even define what their
success is beyond I got a lot of clicks,
right? And what we were saying was,
well, you probably want to start
measuring quality clicks and quality
conversions. Like, you you've got to
figure it out for yourself and you've
got to determine what makes sense for
you or whatever. But the one real thing
that we've been finding um with these
new formats is that people arrive and
they seem to be uh more engaged when
they get there. Well, how do you know
they're more converted? How can you
tell? We just do. It's fine. We know.
No. [laughter]
>> [gasps]
>> we we can understand the time of of
visits or whatever and so we can
understand they're spending more time on
the sites which we think is a good proxy
for people being more engaged and then
and I said I wouldn't talk about you
know just talk about us but anecdotally
you've seen plenty of people talk about
oh I'm getting so many more engaged
people from X AI format or whatever and
I think that what's happening I just
personally think we think as we look at
all this is
We think that these formats,
we're going to need to swing her back
around to the formats. I got a whole
thing about why, but we think these
formats are putting people into a better
state of contextual awareness. We think
people understand better what they're
getting into after they read one of
these things.
>> So, I think this is common for many
people. It certainly was common for me.
You search for something you don't even
know how to search, like Billy Eyelash.
That's spelled E Y E L L A S H. No,
>> people do that. You can try that. Type
in Billy eyelash. And we'll correct it
for you.
>> You're searching for something you don't
even know. I've got to fix something in
my house. I don't even know where to
begin or what I do with it. So, you do a
search, you get some results back, maybe
you click on something, you go, that's
not really it. You click back. You do
another search. Click on this. That's
not quite it. And and as you're learning
yourself by doing these searches, you're
starting to refine the kind of queries
that you're doing. And eventually you
get to the search you should have done
for the beginning. You just didn't even
know you should be doing it. And then
you click onto something. You go that
that's it. That's what I'm looking for.
You're the one. So
I think that these AI formats like speed
up that process for people. Um query fan
out. John, tell me about query fan out.
>> Yeah. Um,
>> put him on the spot. [laughter]
>> Oh my god. Uh, I I think I think one of
the the interesting parts about query
fan out is basically it does a whole
bunch of searches for you. So it's kind
of in a way what you were describing
before like all of those small
incremental searches that you could have
done it does for you and based on the
the results that it finds it it puts
together an AI answer. Excellent. That's
that's beautiful. Yeah. So, you know,
that's why people would get so confused.
That's one of the things why we explain
we have in the little video that we can
point you to as well, but people be
like, I did this search and I wasn't in
I'm in the blue links, but I'm not in
the AIO. And it's like, yeah, dude,
[laughter]
the search is what the person searched
for, but we went beyond that with the
AIO's when all those, as you said, those
sort of incremental things. So when you
get one of these AIOs or if you're in AI
mode, which I really love myself, I
spent a lot of time there, but you
you've getting a lot more context. So
you are ending up with the thing that is
probably closer to what you wanted in
the first place. So that brings us back
to this measuring the full value. If you
have been getting a lot of these
incremental clicks and they've clicked
away, maybe that was a visit, but maybe
that wasn't really a good value to you.
whereas the people coming in who are
converting better might be better
prospects. And also maybe you're not
even thinking about how you do the
conversions, right? Maybe,
you know, [gasps]
I've said this before, but when I used
to run a site or two, I like my number
one goal was always to make sure that if
you arrived there, you left your email
because I wanted to then have this
continuing connection, you know, that we
would be able to then reach out with
you, whatever. So that was the thing we
wanted to that was our conversion type
of thing. I don't know what everybody
else's conversion thinks or whatever how
they measure it. It's going to be down
to you. But but this is a a shift that
people are starting to see and
recognize. And if you are trying to
think, well, how do I deal with this
whole new world of how search is
changing? That seems to be one of the
things and that seems to be one of the
things you should be looking toward. Am
I understanding my conversion better?
Are there things I can do to better take
advantage of better converting people
and so on. That also seems like
something that would be challenging to
put into search console because like you
said, everyone has a different notion of
what they consider a conversion.
>> Yeah, I mean it's especially for us like
in search console we would have to have
all sorts of things hooked up to it and
you'd have to sh you know what whatever
whatever there are different analytic
tools that can let you do that. Um if if
you want to go into that deep they're
way beyond the kind of stuff I deal
with. Uh but certainly that's one.
However you're however you're doing it,
do it. Think more about it. And if you
aren't doing it, think more about it
with it from there. So I wanted to say
one other thing too. This brings me back
to that little detour I wanted to say.
Um so the great things that we've been
seeing with the AI formats is it it
feels so good to people I believe
because you're searching the way you
wanted to search in in the beginning. We
just hadn't really had the technology
for it. So,
>> [snorts]
>> um, I had to track this down. Um, Brian
Pinkerton was like the guy behind
WebCrawler, and he has this classic
metaphor, which I may have been the
first person to write about. I can't I
can't pin it down exactly, but I can
remember and I found when I talked to
him, it's like in 1996 or so, but I'm
like, this is back in the days. I'm
like, what are search engines? How do
they work for people? I'm trying to
explain it. And he was saying look you
know one of the challenges we have as
search engine as web crawler but in
general is that it's like someone walks
into a library and they say travel and
[laughter]
that's that was the state of search
right and it still is in some ways
people give you one or two words and
then it's like the librarian would turn
to you and say well okay that's nice did
you want to travel anywhere in
particular are you interested in the
history of travel are you wanting to go
on a boat on a plane a train, you know,
the librarian would engage in
conversation with you, kind of get these
information from you, if you will, do
all those queries that you would kind of
do and then say, "Here are some things
that might be helpful to you." And he
was saying, "But search engines can't do
that." And then over time, they they've
tried to come up with proxies for it.
So, if you were to search for um pizza
on us today, um we would understand
first of all your location and the
location of things related to you and we
probably would show you um you know
local pizza places without you having to
say I want local pizza places cuz we're
going to guess that maybe you're hungry,
maybe you want to order pizza, so you
want it from a local place. if there had
been a pizza eating contest recently
that had gotten worldwide attention
because Mama Mia, that was a lot of
pizza someone ate [gasps]
and we could see a spike in that kind of
news content, then potentially we would
show you top stories because like oh
they're probably interested in that
pizza eating thing that's happened and
we the contextual clues there. Um, if
you had just done a lot of searches for
recipes, potentially we could understand
from your short-term personal, you know,
recent searches. Okay, well, maybe show
some pizza recipes that are in there cuz
this person's wanted to make it
themselves. Um, so those but there's
still guesses. And now it's like you can
have these conversations. you can and
you're starting to realize you can just
start off with the conversation where
you can go in and say, "I want to make a
pizza. Can you um tell me the kinds of
stoves that would be useful for me to
use if I want to do it in my backyard or
garden or whatever?" And go from there.
And you can do the follow-up
conversations and go with it from there.
So, I think that we're getting into this
more natural way of searching, the way
you probably would have wanted to search
way back when. Um, and and it's cool
because if it re-energizes people to
want to search, then, you know,
hopefully everybody's being successful
along the way.
>> I think it probably makes it a little
bit challenging for those that want to
track all of these things because when
everyone goes to search engine and just
says pizza, you see a big number for
that query. Whereas if people ask very
specific questions around pizza, then
that's kind of hard to to aggregate. So
it seems like that might be a direction
where I don't know in the future things
like search console or other tools might
need to expand to better understand well
they searched this really long thing but
they were looking for a pizza recipe.
>> Yes. And this will be part of the
challenge in terms of how we're taking
in feedback and also just trying to
understand how you do evolve the kinds
of tools because you know you get really
really long complicated queries. This
goes back to the kind of SEO mental
space that people may have started with
and it's understandable but um they
would use various tools over the years
to understand what were popular things
people were searching for, what were
specific terms and sometimes way in the
past that was really important because
you would be like oh am I trying to be
found for
this word or that word? Well, which is
the more popular way people describe it?
Am I trying to be found for generative
engine optimization or answer engine
optimization? Well, let me track which
is more popular and then I'm going to
make sure I write using that thing all
along. But then over time, you know,
search engines got smarter and they're
like, "Yeah, I know you didn't use the
exact word, but guess what? Sounds we
can figure all that stuff out. You
didn't have to be as specific, but still
some of that memory muscle stays and all
those sorts of things. So, you got to
run back to the keyword tool. I'm going
to try to understand it." But now what
do you do like when people are doing
like entire sentences?
Well, obviously you've got to start
optimizing for the entire sentence. So
right now make a page for every possible
sentence that someone might know. Don't
do that please.
It it comes back to that grounding of
what is the general thing that you're
trying to write about and then again are
you writing it in a way that a human
being would expect it to be written for
them? Um and that's what you should do.
Cool. Well, that was it for this
episode. Um it was great talking about
all of the different aspects that kind
of play a role with regards to SEO and
AI being a part of that. Um, also
talking a little bit about some of the
things that you can do if you want to
optimize or focus on kind of the new
things around SEO. Um, making sure that
you're creating something original,
authentic, that you're thinking
multimodal despite you not liking that
word. Um, and thinking about different
ways that you can measure your success
online. Thank you for joining us here,
Danny.
>> Thanks for having me, John. Look forward
to talking next week. Thank you all for
listening in and goodbye.
We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on LinkedIn or chat with us at one
of the next events that we go to. If you
have any thoughts, and of course, don't
forget to like and subscribe. Thank you
and goodbye.
>> [music]

---

## 2025-12-04 - Analyzing performance on Google Search

URL: https://www.youtube.com/watch?v=5LF6SwB5jZ0
Caption: en (manual, json3)

The Search Control Performance reports are powerful tools
to help you analyze your site's presence and results on Google.
It provides a wide range of data and analytical capabilities
to help you get the most out of Search, Discover and News.
I'm Daniel Waisberg, Search Advocate at Google.
In this video, I'll talk about everything you need to know
when analyzing your performance using Search Console.
Follow me.
When you log into Search Console,
you'll find up to three Performance reports in the navigation.
Search Results provides you data
for Google Search impressions, clicks and positions.
That includes Search, Image, Video and News tabs.
Discover shows data from Google Discover,
such as impressions and clicks for specific pages.
This report is visible only if your property
has reached a minimum number of impressions in Discover.
News shows data from news.google.com
and from the Google News app on Android and iOS.
It doesn't include the News tab in Google Search,
which is covered in the Search Results report I just mentioned,
when filtered to include the new search type.
This report is visible only if your property
has reached a minimum number of impressions in Google News.
The reports are very similar,
but since Search Results has a few additional capabilities,
we'll focus on it.
If you want to learn more about terms like queries, clicks and impressions,
take a few minutes to watch my video on Search Console Insights.
In that video, I give an overview on how to get started with Search Console
using the Insights report.
We're now in the Search Results Performance report,
and you can see three main elements:
the data controls and filters, the chart area, and the table section.
I find it intuitive to go through them in this order.
In general, before you look at data,
you should make sure you understand what you're looking at.
Then, you have a quick overview of what the data tells you,
and that's always a graph.
Last, you go into details to learn what to do with the data.
Data controls, chart, tables.
The first data control is the date range.
The default is the last three months,
but you can quickly change to check the last 28 days, seven days or 24 hours,
where you can see an hourly breakdown.
You can also click more to find other preset time ranges
or set your own custom dates.
There are two details to keep in mind.
All dates are shown in Pacific time,
with the exception of the 24-hour view, where the data is shown in your local time,
based on your browser setting.
By default, we show only complete days,
so if you want to see data from today or yesterday,
you should use the custom date selector.
It's usually interesting to compare different dates
to learn how you're performing over time.
For that, you can use the Compare mode,
where you have several preset options to choose from,
or you can set your own dates.
For example, if you're checking last month's data,
you might want to compare it to the previous month,
or to the same month last year.
This can help you understand if there are any big changes
in pages, queries or countries driving traffic to your website.
Another important data control is the Search type.
By default, your charts will show only Web,
which is what we call the main tab on Google Search.
It's a good practice to check how you're doing on other tabs, too,
like Image, Video and News.
If you have traffic originating from these tabs,
they'll be available to you through this data control.
You can also choose two search types to compare.
Here, you can see a comparison between Web and Image.
You can analyze how queries and pages' performance differ between them.
There are many other types of filters available
to help you analyze your search traffic performance.
Before I move on to talk about the beautiful line chart,
let me give one last example that I find particularly interesting.
When you create a query filter,
you can look at queries containing, or not, a certain word or group of words.
You also have the option to analyze Branded and Non-branded queries.
Branded queries are those that mention your site's brand, domain
or brand-specific products and services,
including common misspellings.
Non-branded queries are those that don't mention them.
We'll talk a little more about this when we talk about the tables below the chart.
The first thing you need to know about the chart
is that you can choose the metrics you want to see,
including impressions, clicks, average click-through rate, or CTR,
and average position.
To do so, click the metrics themselves to add or remove them from the chart.
If you add or remove a metric from the chart,
it will also update the table below.
Just looking at the shape of the line will tell you a lot about your audience
and your performance in general.
In this case, you can see this site is searched for significantly more
during weekdays than weekends.
That's because it's part of Google's Developer documentation,
which is mostly read when professionals are working.
Usually, it's not a weekend pastime.
In addition, you can monitor drops or spikes in traffic
and start your journey to understand them.
For more on that,
check out our documentation on debugging drops in Search traffic.
I know I'm not supposed to have favorite features, but I do.
One of them is the custom chart annotations.
I think adding annotations to your chart
is a great way to add context on what's happening with your site
that might be affecting your Search traffic.
You can use them to mark important things,
such as when you launch a new feature or fix a bug on your website.
To add an annotation,
right-click the chart on the specific date you want to annotate.
Make sure the date is correct using the date picker.
Type your note in the text field and click "Add."
Annotations will appear for everyone with access to this property,
which could include others at your company
or vendors that have been given access by the property owner.
You'll see them regardless of what filters you apply,
but they won't show up in comparison mode or 24-hour views.
After you get a quick overview from your performance chart,
it's time to dive in.
The tables will enable you to understand exactly what happens to your performance.
You can check queries, pages, countries, devices,
search appearances and specific dates.
Here are some ideas on what to look for when analyzing your data.
If search queries you expect to see don't appear,
your site might not have enough useful content relevant to those queries.
If important pages on your site aren't in the Pages list,
there might be an issue with them.
In that case, you should use Inspect URL to find out why.
Check out the links in the description to learn more.
If the number of impressions is significantly higher than clicks,
or in other words,
if the CTR is very low for a query or a page,
you could consider adding images or structured data to your pages
to make them more attractive to Search users.
Use the Branded and Non-branded filter
to check queries that mention or not your site's brand, domain
or brand-specific products and services,
including common misspellings.
This might show interesting areas where people are searching for your content
directly related to your brand.
Those are just a few examples
of what information you can learn from the Performance tables,
but the sky is the limit.
I hope you learned a few tricks
to monitor and analyze your performance on Google.
In summary,
make sure you understand what data you're looking at using data controls.
Take a quick look at what the data tells you using the line chart,
and dive deep into details to learn what to do with the data using tables.
Data controls, charts, tables.
Don't forget to subscribe to the Google Search Central YouTube channel
to be the first to watch our upcoming videos.
Stay tuned.
Whose phone is that?
Ah, oh...
John, I told you I'm recording today!
No, no, I'm not talking about ranking.
No, I'm not talking about Trends today, I'm talking about Search Console.
Yes, Search Console.
You know, the line charts, bar charts?
No, no pie charts, John.
It does-- no, it doesn't depend.
No pie charts.
Okay, John, I'll talk to you tomorrow, okay?
Bye!

---

## 2025-12-02 - Getting started with Search Console Insights

URL: https://www.youtube.com/watch?v=BKtQ5tVAwSo
Caption: en (manual, json3)

Welcome to another Search Console training.
I'm Daniel Waisberg, Search Advocate at Google.
In this video,
I'll talk about a quick way to get started with Search Console,
using the Insights report.
Search Console Insights centralizes your performance highlights
and provides a high-level view of your search traffic.
It shows how your content is performing,
what's trending up or down, which queries are bringing visitors to your site, and more.
In a separate video,
I dive deeper into the Search Performance reports,
which are important when you want to analyze further.
There, I discuss controls, features, charts and tables,
so check out the links in the description.
GOOGLE SEARCH CONSOLE TRAINING
GETTING STARTED WITH SEARCH CONSOLE INSIGHTS
Before we go on to discuss what you can see in the Insights report,
we need to clarify a few things to make sure we're on the same page.
First, the report shows mostly traffic coming from the main Google Search tab.
I'll call out one exception when I get there.
Second, you get an impression
every time someone sees a link to your website,
and you get a click every time someone clicks that link
and goes to your website.
Third, a query is a word or expression
that people search for in Google Search when they find you.
That's all the context you need
to understand the Search Console Insights report.
Let's dive in.
When you open Search Console,
you'll find the Insights report in the navigation.
You can also find a link in the video description.
The only control available is the date picker,
where you can choose the last seven days, 28 days or three months.
If you'd like to take a look at an article or product you published recently,
you should choose the last seven days.
If you'd like to see your hits in the last few months,
choose three months.
The default is the last 28 days,
as it gives you a good indication of your performance.
Following that, you'll see two prominent numbers,
the total Clicks and Impressions you got during the time period you chose.
The little line charts, or spark lines, will also update based on your time choice,
showing the clicks and impressions from that period
and if they went up or down.
The first card is called "Your content,"
and it shows information about the performance of specific pages on your site.
There are three tables in this card.
The first shows your Top pages, the content that received the most clicks.
Then you see the "Trending up" pages,
which are the ones that gained the most clicks
compared to the previous period.
For example, when looking at the last 28 days,
the previous period would be the 28 days prior to that.
Last, you'll see the "Trending down" pages,
which are the ones that lost the most clicks
compared to the previous period.
In each of these tables,
you'll find how many clicks the pages received
and also the change when compared to the previous period.
Green means the content is doing well,
and red, not so much.
If you'd like to see more examples of pages,
click "View more."
If you'd like to learn more about a specific page,
for example, which queries led visitors to it,
from which countries or devices,
you can click the page row in the table.
This will take you to the Search Results Performance reports,
with a feature to include only this page.
I'll talk more about this report in another video.
Check the links in the description.
In the Queries card, you'll find the performance of different search terms
that led visitors to your site.
These queries are grouped into themes or clusters.
Search Console tries to find common patterns in your queries
to help you see the bigger picture.
You'll also be able to check the Top, Trending up
and Trending down groups of queries.
If you click one of the table rows,
you'll be taken to the Search Results Performance report,
with a filter to include all the queries in this group.
Clicking the filter will enable you to edit the list of queries for further analysis.
If you're not sure how to use regular expressions,
check the links in the description.
The "Top countries" card will show you the distribution of traffic
from different countries.
You can also click one of the countries here
to dig deeper into the performance for this specific country.
The "Branded traffic" card shows the distribution of your clicks
between queries that are Branded versus Non-branded.
Branded queries are those that contain your brand's name, domain or products,
including spelling variations and mistakes.
You could use that to track the success of brand awareness efforts
or identify content gaps with your loyal audience.
Click the chart to apply one of the options to a performance report
and analyze it further.
The "Additional traffic sources" card
is the exception I mentioned in the introduction.
Here, in addition to seeing your Google Search traffic,
you'll also be able to compare it to Discover and Google News.
We'll break down Search to several of its tabs,
like Video, Image and News.
This can help you understand where your traffic is coming from.
Click any row to get a more detailed report on each of them.
Thank you for staying to the end.
Hopefully, this video helps you get up and running
with the Search Console Insights report.
In summary, it will help you understand and monitor
your content performance on Google Search,
all in one place.
Don't forget to subscribe to the Google Search Central YouTube channel
to be the first to watch our upcoming videos.
Stay tuned!
GOOGLE SEARCH CONSOLE TRAINING
The "Top countries" card will show you the distribution of traffic
from different countries.
No, not that type of traffic.
We'll talk about the good kind in the next video.

---

## 2025-11-17 - Search Console, AI, and HTTPs updates Search Console (Q4 ‘25)

URL: https://www.youtube.com/watch?v=o0AGWPU96TQ
Caption: en (automatic, json3)

Hello everyone and welcome to today's
Google search news. I hope life is
treating you reasonably well wherever
you are. My name is John Mueller. I'm
your host today here from Google
Switzerland. Today we have news from
search console AI and search discover
shopping and more. Sounds interesting,
right? Let's get started. First up,
search console has a nice new logo. I
know, I know you don't get number one
ranking with just a logo, but it's still
nice. Within Search Console Insights, we
added achievements for your site. I love
seeing the progress when a site starts
getting clicks from search. I trust
you've collected a few of these awards
in the meantime, and I hope you get many
more. By the way, links to everything
are in the description below. Also,
there we added query groups. Users
search in many ways for your website,
and query groups combine similar
searches, making it easier for you to
focus on bigger themes.
And that's not all. Custom annotations
in the performance report are now
available for everyone. [snorts] They're
great to label events affecting your
site and are shared with your site's
Search Console users. We hope these
features make it easier to use Search
Console, helping you to be more
productive while getting the most out of
Google Search.
Next up, some Google search changes.
First, to get it out of the way, there
was the August spam update. We update
our automated spam detection systems
from time to time to improve the quality
of content shown in the search results.
Hopefully, not a problem for your site.
Next, AI mode became available to more
languages and locations. With AI mode,
we're seeing people diving deeper into
complex topics and asking questions
nearly three times longer than
traditional searches. This data is
included in your search console
performance reports already. Also in AI
mode, we're experimenting with agentic
features. These enable users to get
things done directly in search. For
example, users might be able to reserve
a table through your restaurant website
automatically. It's currently in search
labs for some countries. Can the AI
agent navigate your website and help
users with tasks there? Try it out. I
expect to report more about agentic
systems over time. It's a fascinating
new way of interacting with websites.
Finally, also experimental in search
labs, there's web guide. It uses AI to
group and organize search results,
making it easier to find information and
web pages. With it, you'll find a
familiar collection of links, making it
easy to dive into web pages. Try it out
if you have a chance. Next in line is
Discover, our interest based automated
feed. Creators can now be more visible
in Discover. So, if you're creating
timely and highquality content on
various social platforms, that content
could now be shown in addition to your
website's articles. We've also added a
profile for publications and creators
together with a follow button, helping
users to keep up with what you create
online. Now, let's move over to
shopping.
For e-commerce sites, we added support
for organizationwide
shipping and return policies, both in
structured data and in search console.
This makes it a bit easier for sites to
specify these policies, helping to build
trust with potential customers. This is
in addition to existing product level
settings.
In search, we dropped a few visual
elements that use structured data. We
evaluate the usefulness of features for
both site owners and users regularly and
cleanup were reasonable. You can
continue to use these structured data
types on your website, but they don't
have a visual effect in search anymore.
Having a flexible hosting configuration
that makes it easy for you to add and
update structured data helps you to be
on top of structured data changes.
And now over to some external posts. The
SEO community is never quiet and I
wanted to share a few things which I
found particularly insightful. Links are
in the description as always. First, we
have Hannah Masters on maximizing the
click with things that a site can do to
make the most out of every user's visit.
Then, there's a set of slides from
Charles Meen with lessons learned from
crawling a lot of sites. If you want
your content represented in any online
system, then crawling is the first step.
Finally, there's Barry Adams with AI
survival strategies for publishers. A
nice compilation of tips and good
practices for publishers in the modern
era of search and AI. But wait, I have a
few more things for you.
The Google security team just announced
that Chrome will make HTTPS the default
by October 2026, meaning users will have
to give permission before any non-secure
site can load. I hope you're all using
HTTPS.
ZKit, Google's WordPress plug-in, now
supports reader revenue manager, helping
you to grow, retain, and engage people
by adding newsletter signups, surveys,
contributions, and subscriptions. If you
use WordPress, check out Sidekit.
We added some additional information on
how to configure JavaScript-based payw
walls to our documentation so that they
work well for search and beyond. And
since we frequently get asked questions
about it, no, Google doesn't support the
LLM's text file. As we've mentioned
before, you don't need to do anything
special to be displayed in Google's AI
powered search features.
August through September are often
filled with events here. It's
inspirational for us to meet folks like
you working on websites worldwide. This
time we met you in Thailand, Mexico,
Hungary, Ireland, Germany, Hong Kong,
Serbia, Dubai, Japan, Israel, the UK,
Turkey, and even Switzerland. We'd love
to meet more of you. So, watch out for
future events on our blog. And with
that, this episode of Google Search News
is now complete. Thank you for tuning
in. I hope this video was useful, and
please add feedback and comments. We
read [music] them all. If you subscribe
to this channel, we'll let you know when
another episode is ready. Bye.

---

## 2025-11-06 - How to perform a technical SEO audit

URL: https://www.youtube.com/watch?v=aLWQqlpwHK8
Caption: en (manual, json3)

Technical SEO audits:
they can be very useful to find blind spots in your technical setup
that can help search engines better interact and understand your websites.
But sometimes it doesn't do that, does it?
But finding technical issues is just half of an audit.
It should also make sense in the context of the audited website
and help prioritize low hanging fruit rather than just arbitrary listing findings.
So, let's dive into technical SEO audits.
Technical SEO audits often look like this: a nice graphic overview with some scores.
Sometimes it also has priority ratings.
Unfortunately, sometimes they look like this.
Reports with arbitrary scores or limits on numbers are quite hard to interpret.
Do they even make sense?
Let's dive in a bit deeper.
In my opinion, a technical audit should make sure
no technical issues prevent or interfere with crawling or indexing.
It can use checklists and guidelines to do so,
but it needs experience and expertise
to adapt these guidelines and checklists to the site you audit.
A technical audit needs to do three things, kind of.
You use tools and guidelines to identify potential issues.
You then create a report tailored to the specific site
in order to make sense of the data you found in the first step,
and then you make suggestions based on the specific site's needs.
So, we first need to understand the site,
then find potential problems,
and then give reasonable recommendations.
If we go a bit deeper on this,
we need to figure out how the site works first on a technology level,
then use our tools properly to identify issues
that affect this kind of technology basis,
then group our findings according to the amount of effort
and the amount of impact a fix will have.
It also helps a lot to talk to the people who are familiar with the site and its technology
to figure out if your evaluation makes sense for them.
A few things to look out for during the audit
are routing issues or network issues,
HTTP headers and metadata,
redirect chains or loops, canonicalization and linking issues,
as well as markup and rendering issues.
With many of these, your choice of tools will definitely help.
Crawling tools, for instance,
can identify redirect chains or loops and linking issues quite quickly.
HTTP headers and information like HTTPS certificates and their validity
can be investigated right in your browser.
You can also use Google Search Console's Crawl Stats report
to find out how your server interacts with Google bots.
Please note that not everything these tools find is equally problematic.
A high number of 404s, for instance, is expected
if you removed a lot of content recently.
That's not a problem.
It's a normal consequence of that.
But if you have an unexplained rise in 404 responses, though,
that's something you want to point out and investigate in the technical SEO audit.
Where does it come from?
How can we fix that?
There are a lot more aspects you should look into for a technical audit,
but the specifics can vary depending on the site.
For example, an international site with different language versions
should get an hreflang audit as part of a technical audit.
But that doesn't make sense for a single-language website.
Let us know in the comments
if you'd like us to dive even deeper into this topic.
Let's put it all together.
For technical audit,
you need to understand the site, examine it properly, evaluate your findings
and explain what you recommend and why.
Please, please don't follow your tools blindly.
Make sure your findings are meaningful for the website in question
and take the time to prioritize them for maximum impact.
Thanks so much for watching this video,
and hopefully we'll see more technical audits that are helpful
and make the web a better place for us all.
Stay tuned for more Lightning Talks,
and let us know in the comments which topic we should do a video on.
Like and subscribe if you want more of our videos in the future.
Have a great time and bye bye!

---

## 2025-11-03 - How Search Off the Record tackles SEO and web development

URL: https://www.youtube.com/watch?v=x1_FS61AzLM
Caption: en (automatic, json3)

[music]
Hello and welcome to a new episode of
Search of the Record, a podcast coming
to you from the Google Search team where
we talk all about search and maybe have
some fun along the way. My name is
Martin and today it's the hundth
episode. Woo! [cheering] Yes. And today
with me is um Hey, wait a wait a minute.
Hello.
Um,
where are they? They they were supposed
to be here. Wait. Oh, no, no, no, no,
no. They're all on vacation.
Um,
you know what? This is the 100th episode
and no one's here. This is That's
outrageous. Okay, you know what? I'll
call them. I'm pretty sure they'll be
fine with that. Okay, let's see if we
can get Gary on the phone.
Hello. The owner of this particular
telephone is currently engaged in an
activity elsewhere. This activity may
involve grappling with the fundamental
questions of the universe or it may
involve grappling with the stubborn gem
charlet. The two are often
indistinguishable in their complexity
and level of frustration. Goodbye. Your
message will now be recorded. All right.
This is going well. All right. Okay.
That's that's not a great start. I'll
try that later. Sorry for that
listeners. Let's go with Lizzy.
Oh, hi Martin.
>> Hi Lizzy. How are you doing? Where are
you?
>> Actually, I'm out on a hike with my dog
Molly in Grundon.
>> Ah. Uh, sorry for the interruption. It
is for the podcast.
>> We're passing by a patch of cows.
Actually, uh, let me pull over to the
side so that the cowbell does not
continue to disrupt this podcast
recording.
Okay. So, what's up to what do I owe the
honor of this phone call?
>> I was wondering if you had a favorite
moment from one of our episodes.
>> Let me see. I think the one that stands
out the most to me, at least the one
that's coming to my mind right away, uh
was the one where we did dramatic
readings of the SEO starter guide, uh
just because the format and the concept
was so uh silly and unhinged. Uh and it
was also one of the first episodes I
joined in as a guest. Um, and I remember
being a lot more nervous um about that
than I am today. Um, and since then it's
been several years and we've recorded so
many more episodes, not just as a guest,
but uh as a recurring host also.
[music]
In a world of mobile devices, most
people are searching on Google using a
mobile device.
The desktop version of a site might be
difficult to view and use on a mobile
device. As a result, having a mobile
ready site is critical to your online
presence.
In fact, starting in late 2016, Google
has begun experiments to primarily use
the mobile version of a site's content
for ranking, parsing, structure data,
and generating snippets. [music]
Three years later, uh we got to do
another episode on the SEO starter guide
uh because we picked up a project um to
revamp it. Um it's a document that's I
think in the top three of uh page views
for our site uh and it just hadn't
received much love in like 10 15 years.
We even did a a podcast recording uh for
that episode when we were actively
working on rewriting that guide which I
really liked because I really feel like
it's representative of the heart of
Search Off thereord podcast where we're
really going behind the scenes on a
project that's in progress and not
complete yet. Um
really shows like the inner workings and
our thought process. Uh there's
particularly a part where I think Gary
and I are discussing, debating,
arguing
um whether or not we should include
anti-atterns in the documentation and
whether it's worth it or not, like pros
and cons. Um and I particularly liked
that you can kind of see our thought
process and that it we hadn't come to a
conclusion yet. Um, for the listeners to
avoid any spoilers, you can check the
SEO starter guide after this episode to
see whether or not we ended up including
a section on that. Um, but yeah, I hope
you can find the clip and I hope this
helps. Okay, talk later.
>> Yeah, that was a that was a fun moment.
So, let me see if I
if I can find the You know what? This
isn't live. Editor roll.
Site owners can use whatever metadata
they want. Like it doesn't really
matter. It's just usually the problem is
that they are expecting something from
the meta tag to perform some magic with
search engines and usually those
metatags don't exist or they don't do
anything and including meta keywords. I
think Google never actually used meta
keywords. I will bet a banana that we
never will. I feel very conflicted about
documenting antiatterns because we
perhaps also give ideas about like new
worries for site owners to think about.
I mean you've done mythbusting
presentations in the past. One of the
things in our myth busting presentation
is that using any other Google product
will not influence your rankings in
Google search. But the anti-attern
thing, it's imagining what our users
already know and should we address that
like hey they might have heard this or
read this thing before and so we should
tell them like hey actually you don't
need to do that or by absence of
information is that enough because like
Gary said introducing a worry or like h
don't do this they're like wait I never
even thought about doing that like what
is this thing now I have to like go look
into like what is a meta like I don't
even know what a metatag is I think we
don't actually talk about any other
metatags other than metad description.
>> Okay.
>> So, it's almost like a concept that
we're not like, "Oh, just go add a bunch
of metatags to your site." That's not
something that we're even going into
right now in the SEO starter guide
because it's more that's like a
secondary like phase two.
>> Yeah. Okay. I I think that that makes
sense to me at least because it's also
kind of that aspect of like if we say,
"Oh, you don't need to use metatags
because they have no effect." And people
are like, why is Google telling us not
to use these meta keywords?
>> Yeah,
>> surely there's a secret reason,
>> right?
>> Why they're trying to hoard these
keywords to themselves
and [laughter]
we don't
>> or by not mentioning it's like, oh, this
is the secret to everything. I it's a
conspiracy about why it's not there. Let
me go look into it.
>> Okay, maybe I shouldn't have brought up
this topic in that case. I'm sorry. Like
all of the listeners should just kind of
like blur out the last 10 minutes.
>> Block it out of your memory.
>> We did not talk about meta keywords.
Don't worry, no meta keywords were
harmed.
>> I just thought of something else. The
like for anti-atterns like if you think
from chaos theory perspective
because that's the easiest thing that I
can come up with right now, then
technically anything will affect your
rankings. It's like a butterfly flaps
its wings outside the train station and
tomorrow your rankings will fall because
of a series of cascading effects. So
does that mean that we should document
that the moon and the butterflies affect
your rankings indirectly?
>> Seasonality. I don't know.
>> Well, seasonality. Sure.
>> Sure. Like it the moon. I don't know.
>> Okay. I think we should try to document
things that have more of an objective
effect than butterflies. Chaos theory is
as objective as it gets. [music]
Okay, let's see if we can get Gary on
the phone.
>> Hello. You have reached a communications
terminal currently assigned to Gary.
>> All right, this is going well. All
right. Okay, let's try Cherry instead. I
wonder where she's hanging out.
Hi. I was just relaxing. Ah,
>> Cherry, it's me, Martin. Hi.
>> Why are you calling? Did something blow
up? Oh my god.
>> No, no, no, no, no, no, no. Like that.
You just happened to be on the podcast.
I mean, where are you right now?
>> I am on holiday. Um, looking at trees.
Oh, wait. Something's moving. Well, I'm
not quite sure what I'm looking at to be
honest. I'm definitely not scouting
another venue for Search Central Live if
that's what you're thinking.
>> Uh, okay. Quick random question. As you
might know, we're recording the hundth
episode of uh Search of the Record.
What's your favorite moment from Search
of the Record so far? Anything that
comes to mind?
>> Um, my favorite? Wow. Um, 100. That's a
lot of noise. Um, I think this is a good
time to admit that I I I I don't really
listen to them to any of them.
>> Right. Okay. That was I mean, thanks for
your cander, but that was not quite the
answer I was expecting for our big
celebration.
>> Yeah. I mean, I've joined as a speaker
two or three times, which is which is
very lovely, but I'm just not um a big
podcast person in general. Nothing
personal really against um search of the
record. I just prefer the sound of well
whatever this is. Oh oh oh oh oh oh oh
oh oh oh oh oh oh oh oh oh oh oh oh oh
oh oh oh oh oh oh oh oh but but but but
but but I do use them.
>> Uhhuh. For what? To allow the penguins
to sleep.
>> No, I use them to to not get fired. Like
sometimes before presentation, I'll
listen to the relevant ones to see
what's already been said externally, you
know, so I don't accidentally say
something that I shouldn't. For example,
I found those that went deep about
indexing very useful.
>> Mhm. Okay. So, what you're saying is our
podcast has kept you employed at least.
>> Yeah, exactly. Oh, wait a second. This
is a work call, isn't it? I'm supposed
to be on vacation. Oh, dear. Martin. Um,
you are
you are suddenly breaking
up. The network here is terrible.
>> No, what? No, no, no, no. It sounds
perfectly clear on on my
>> No, no, no. You're fading. I think I'm
going to go into a a penguin a tunnel.
Very flappy. Sorry. Got to go. Congrats
on the hund. Bye. [sighs]
>> Okay. I All right. Okay. You know what?
I can work with that. Hold hold hold on.
I uh
uh I I I think
um Yeah. Yeah. Spilling the beans on
spilling the beans on caffeine. I think
we we have we have that from uh from
episode 7. Let's let's hear it.
So Gary, like since we're in a podcast
format now, would you be interested in
going through some of those details
around like how search works, how
indexing works here? What kind of
question is that? Tell us a little more
about indexing, Gary. Come on, let's do
it.
>> Man, I wish I could, but I really don't
want to.
>> You should do it.
>> Tough luck, Buttercup. You have to.
Let's do it. Well, it's kind of well
fine. Okay,
>> let's talk about caffeine. [laughter]
>> Actually, that's a good topic because
there was some confusion about that on
Twitter as well. So, maybe I can shed a
light or two on that topic. Actually, we
could do a breakdown of caffeine on
these podcasts.
>> Okay.
>> Yeah, we should. Okay, let's do that.
So, yeah, we have caffeine. That's our
indexing system. Only externally it's
called caffeine. internally it has some
other name but that doesn't really
matter and it does many many things and
I think that's actually not very clear
externally that it does many things for
people it's just like we have the
crawler which is Googlebot and then that
goes to something something Google magic
well people know that it gets rendered
and then something something Google
magic and then we have an index now we
can actually break down that Google
magic and People in general know that
Google magic or could figure it out if
they wanted to. But that Google magic is
essentially what caffane is doing.
Basically ingesting picking up whatever
is produced by Googlebot which is a
protocol buffer. You can look it up on
your favorite search engine what a
protocol buffer is. And then that
protocol buffer is picked up by caffeine
and then we collect signals blah blah
blah and then we add the information
that caffeine produced into our index.
Now what's happening inside caffeine?
Well the very first step is that
protocol buffer ingestion. Basically it
picks up the protocol buffer and starts
processing it. The very first step after
ingestion is conversion.
>> What does that mean? Well, it's
conversion basically. It converts,
right?
>> What to what
>> do you have problem with the word or?
>> No, I'm just like, okay, we have a
protocol buffer which has all the
information that it needs. What does it
convert there?
>> Does it convert the protocol buffer into
a different format or
>> Well, that too, but um first we have to
for example normalize the HTML.
>> Uhhuh. because as you may have heard or
noticed the internet is generally broken
[laughter]
HTML wise but we still uh try to make
sense of it. Now if you have really
broken HTML then that's kind of hard. So
we push all the HTML through an HTML
lexer. Again, search for the name, you
can figure out what that is, but
basically we normalize the HTML. And
then it's much easier to process it. And
then there comes the hot stepper. H1,
H2, H3, H4.
I know all these header tags are also
normalized. Through rendering, we try to
understand the styling that was applied
on the H tag. So we can determine the
relative importance of the H tags
compared to each other.
[music]
>> All right. Now, now
hello. You have reached a communications
terminal.
>> Oh, come on. All right. Ah, John is
probably around. Let's see if I can get
him
on the phone.
>> Hello. Hello.
>> Ah, John.
>> Oh, hi Martin.
>> Good to talk to you.
>> It's so great to hear from you. And wow,
I haven't had a phone call in ages. What
a surprise.
>> How and where are you?
>> I'm currently in the office working on
an important document. It looks like a
script maybe for podcast episode. I'm
just going to turn around really slow
and double check that you're not
hovering behind me. Anyway, what can I
help you with?
>> All right. Okay. I'm I'm I'm just
collecting people's favorite moments
from the podcast. Do you have anything
that comes to mind?
>> Wow. H It's really hard to pinpoint a
specific moment. There's so many
episodes that I found fun and
interesting. As we say, we've been
having fun with these. So, let me think.
H, not that I don't like episodes with
just a team, but I really enjoy the ones
where we have a guest joining us,
bringing insights into things that are
new and different. It doesn't have to be
a technical or heavy duty SEO thing,
whatever that is. For example, I love
the episode with Jessica U from the
Google Doodles team. It's a world I
never thought much about, but where
there's obviously a lot of thought and
care needed to help make things that
users love to find. So delightful. Such
a unique part of the Google search
engine. I loved it. Oh yeah, the doodles
one. Oh yeah, that's a that's a really
good one. That's that was wild stuff.
And I I think I've seen so many doodles
and never really thought about it
either, but I do remember that episode.
Let me let me find that. Episode 84 with
Jessica U from the Doodles team. Let me
find that. That was That was nice. Let's
have a listen together, shall we?
>> So, Doodles and Delight, can you tell us
a little bit about what does it mean to
be the lead of Google Doodles? Are you
handdrawing them? Are you uploading them
to the search results page? What is
involved there?
>> Okay. Yeah, sure. So, I lead up several
teams that are devoted to bringing joy
um to our users and our audience. And so
there are doodles which hopefully you're
familiar with, but they are the uh
changes to the logo that we've done
since the beginning of Google and that
sometimes have um interactive games or
experiences behind them and sometimes
just bring you to a related search page.
And then there are Easter eggs which are
more hidden and are on specific search
pages. So if you do the search like do a
barrel roll, your whole page will spin
or a skew or things like that. Um or
you'll see even sort of larger
interactive experiences come out um
depending on what you search. And then
we also work on sort of in product
delight. So some animations or some
celebrations of things um that are are
sort of much more um integrated uh
moments. Does this also include some of
the smaller things like the search loop
type stuff where it's like did you mean
this and it navigates back? So it
doesn't necessarily need to be like a
big flashy animated thing. It could be
like something small.
>> Totally right. Like if you search
recursion it says, "Did you mean
recursion?" That one. Yes. [laughter]
>> So good.
>> Yes.
>> Do you ever have Easter eggs inside the
doodles themselves? Like an inception
kind of thing? [laughter]
>> Yes. Yes, we do. Actually, I think the
most obvious thing is that we have a
universe of beloved characters that we
bring back um through several things.
So, one of the most popular ones is
Weather Frog. Um, so if you use Google
Weather on certain platforms, you'll see
this little frog on the bottom and he's
like wearing sunglasses and sunning if
it's hot out and sunny or he's got an
umbrella if it's, you know, raining in
your area. Um, so that was created by a
doodler on our team several several
years ago and he has appeared in some of
the doodle games, you know, uh,
competing for in different sports or
getting a boba or whatever. And then
likewise in one of the Halloween games
that we did, there was um a cat named
Momo that was inspired by one of the
doodlers actual cats and he has appeared
in various games as well and obviously
in various Halloweens afterwards, Black
Cat. And so yeah, you'll see that the a
few of these characters coming back uh
in different contexts. They're all
friends. Is this something that's
planned or is it like happened
organically?
>> It that it happened organically. It's
just our team being funny. [laughter]
You can see the reaction on the
internet. People love it. We get fan
art, you know, for these characters. We
joke that we want to create a line of
plushies. Um, I don't think that's a
business Google will get into, but um,
you know, it's, uh, it it was done
initially just for our own
entertainment, but it's, yeah, it's been
a fun sort of inside joke with our
deepest fans. [music]
Come on, Gary. Come on. Come on.
Please.
>> Hello. You have reached the
communications terminal currently
assigned to Gary. The occupants of this
residence are at this precise moment
experiencing a profound state of
unavailableness. This state is not
entirely unlike the state of being
available, but with the notable and for
you inconvenient absence of the people
you wish to speak to.
>> Wait, that's a different answering.
What?
>> Gary.
>> Oh, what?
>> Hello, Gary.
I'm calling for the hundth episode of
SOTR and I wanted to ask about your
favorite moment.
>> Why?
>> Because I like you and you are part of
Search of the Record and I want to hear
which was your favorite moment.
>> But why?
>> Because that's what nice people do. We
wanted to have a look back at all the
things that we already experienced and
did in this podcast. And uh I value your
opinion.
>> Okay.
>> Mhm.
>> I don't buy that. What? What do you need
this for? You're going to use my voice
to
break into my house.
>> No, I already did that. I don't do the
same trick twice.
>> Oh, okay. What was your question?
>> My question was, this is the hundth
episode and from the previous 99, which
one was your favorite moment?
>> Interesting.
>> You have a favorite moment? No,
>> I don't have favorites.
Um,
let's go with that one episode where we
were bantering about JavaScript. Just
the two of us, you and I.
>> M. Oh, that was a lovely one.
>> That was a good episode.
>> Yeah, that was a nice one
>> because I could talk nasty about
JavaScript.
>> You enjoyed that, didn't you?
>> Wait a minute. I do that all the time
anyway. [laughter]
All right, I'll I'll find the
>> Wait, I I'm on vac I'm on vacation. I'm
not I'm not supposed to work. And you're
calling about work,
>> Martin?
>> Yeah.
>> Explain yourself.
>> Uh, I'm
sorry,
but I really needed your help on this,
and thank you so much for helping me.
>> Okay.
>> Can I can I can I can I do something
nice for you once you are back?
>> Well, you could hang up now.
>> Okay, fine. Thank you so much, Gary.
Have a great rest of your vacation and
hopefully see you soon.
>> Bye.
>> Bye. Okay, he hung up already. All
right. Okay. So, right, right, right,
right, right. Let's find that snippet
where we talk about JavaScript. If I
remember from episode 24, there was a
nice moment where we had this episode
where we talked about JavaScript, which
was aptly called let's talk JavaScript.
So, let's do that now.
Why? Why? Why is scoping so stupid in
JavaScript?
>> It's [laughter] not stupid. Come on.
Just because it's slightly different
from most programming languages doesn't
mean that it's stupid.
>> It's counterintuitive.
>> That's true. Okay, I give you that
point. It is counterintuitive.
>> Thank you. Hoisting.
>> I think that comes back to historical
reasons. Can we actually explain scoping
and hoisting before we
>> go ahead?
>> So [laughter]
with scoping, scoping is about where a
thing lives. So in code you have
variables which are basically little
placeholders where you give a name to
some sort of value. So for instance you
might have a variable called name in
that you would store I don't know Anna
for instance and then later on you can
use that to do things for in a very very
simple example you have a login form
with a username and a password and you
want to send that username password
combination to the server to actually do
a login you will probably have a
variable named username and one named
password and then you have some code
that takes whatever has been put into
the input fields for username and
password and stores it in these
variables to then later on send a
request to the server using these
variables and whenever you would type
into the input field again you would
update the variables so that you always
send whatever has been just typed into
the input fields to the server. Now the
question of scoping is where in the code
can I access these? And by default if
you just write JavaScript without any
functions or fanciness everything is
global
which is great and is terrible.
>> It is I will go with terrible.
[music]
>> Okay. All these snippets actually make
me wonder what was my favorite moment
from the podcast. I mean, the the
conversation with JavaScript was fun and
uh and but I I think the one where Lizzy
and Gary and I talked about pi and ants
and
all that stuff just to segue into
deoing.
That that was a that was an interesting
one. Let's let's have a listen at that
episode for a moment. DEOing. Ah,
episode 34.
But anyway, they are still the wrong
audience and that is something that
happens on the web as well uh to some
extent and we notice that with Lizzy on
um developers.google.com/arch
site um that we like to call onesie
because it's easier to say,
>> right? But why don't you want as much
traffic as possible on our
documentation?
>> Because some traffic is the wrong kind
of traffic.
>> How so? So with traffic usually what you
want is to have it convert. In case of
search documentation or developer
documentation that would be they
complete some action as a result of
reading the documentation. And if they
are for example reading the wrong kind
of documentation because we optimized
for something that we shouldn't have
then they are not going to be able to
complete set action. And I think we have
quite a few examples for this but one
prominent one was the removals u
documentation. If you think about it
there are at least two tools maybe three
um where you can remove search results
for example those three tools
documentation should be optimized
differently for different keywords so
they attract the right kind of traffic
from search engines
>> so that the people use the right tools
for what they are trying to accomplish.
>> Right. I think we could uh take a step
back actually to talk about how we
discovered this was an issue because it
was not necessarily that we just looked
at our analytics to see oh we are having
too much traffic and we don't want that.
It was actually
>> wait.
No, it's Well, I'm saying this.
[laughter]
Uh, so we were getting buckets of
feedback reported to us through our send
feedback button that were people saying,
can you remove this picture of me on
Instagram or all these other uh use
cases that we were just like, well, this
is not the flow that you should like,
how did you arrive here, first of all.
Second of all, the document that is here
is not going to help you on this
journey. And we wanted to help those
people find the right point, but also
make sure that our doc was actually
getting viewed by the people that it
should be getting viewed by.
>> So what you're saying is that to
identify the traffic that we don't want
on our pages, you had to add a feedback
functionality so that we we got feedback
on what people thought the intention of
the dog was. And then we saw that that
mismatched with what the dog actually
intended to do.
>> Yeah. Like how the problem arrived to us
was not necessarily us looking at data
in a vacuum. Um we were looking at other
things and then thought hey actually I
think that one way that this is uh that
could be solved is if we were to deo
this part of our site because uh we saw
that a large amount of our traffic was
coming from search. And uh then we
investigated like what does it look like
when you search for remove something
from search and our page was at the top
and we didn't necessarily want that for
generic type query.
>> That is fascinating because normally
people would like die for getting on the
top of search results and now you're
saying oh we really want to get out of
it for this specific query.
[music]
Well, well, well. I think we made this a
nice little review. Maybe y'all want to
tell us your favorite moments. Let us
know in the comments. Either way, I'd
like to say thank you all so much for
being with us for 100 episodes. We're
super grateful for all the conversations
and comments and likes and listens you
all have given us and we are very much
looking forward to more episodes full of
fun and insights from behind the scenes
at Search Central. I do definitely hope
that you had fun and I do hope that
we'll all be back at the microphones
together soon. So, leave us a like and
subscribe and uh talk to you soon.
Bye-bye.
We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on LinkedIn or chat with us at one
of our next events we go to. If you have
any thoughts, let us know. And of
course, do not forget to like and
subscribe. Thank you so much for
listening [music] and goodbye.

---

## 2025-09-25 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 09 月 25 日）

URL: https://www.youtube.com/watch?v=nYcjJAj60e4
Caption: live_chat (manual, json)

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Google Search Office Hours（ #Google検索オフィスアワー 2025 年 09 月 25 日）","lengthSeconds":"1206","channelId":"UCWf2ZlNsCGDS89VBF_awNvA","isOwnerViewing":false,"shortDescription":"【本日のご質問】\n4:08 「クロールの統計情報」で提示される URL\n6:08 head 内に記述された HTML 要素\n7:38 サイト移転に伴いドメインの評価は分散するか\n9:23 クロールリクエスト数が激減\n10:44 検索アナリティクスの平均順位\n12:04 サイトが検索結果に表示されない\n13:44 セキュリティ警告への対応\n17:03 作品名より略称で検索した方が上位表示される\n\n【関連リンク：今回ご紹介した動画や記事】\n\nSearch Central Live Tokyo: The 2025 Return\nhttps://developers.google.com/search/blog/2025/09/scl-tok?hl=ja\n\nサイトを移転する方法\nhttps://developers.google.com/search/docs/crawling-indexing/site-move-with-url-changes?hl=ja\n\n表示回数、掲載順位、クリック数とは\nhttps://support.google.com/webmasters/answer/7042828?hl=ja\n\n[セキュリティの問題] レポート\nhttps://support.google.com/webmasters/answer/9044101?hl=ja\n\n司会 : 小川安奈（ https://x.com/piropiroanna ）\n-------------------------------\n\nGoogle では、日本のサイト運営者のみなさまに向けて、2013 年より検索のご質問にお答えするオフィスアワーを定期的に行ってきました。幾度かのリブランディングを経て、2023 年 5 月より新しく Google 検索オフィスアワーとなりました。\n\nGoogle 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## 2025-09-04 - Optimizing login-page content for Google Search

URL: https://www.youtube.com/watch?v=nMZ0FZoRbvI
Caption: en (automatic, json3)

[Music]
Hello and welcome to a new episode of
Search of the Record, a podcast coming
to you from the Google Search team where
we will talk all about search and maybe
have some fun along the way. My name is
Martin and I am a developer advocate or
search advocate at the search relations
team here at Google. And with me is
John. Hi, John.
>> Hi, Martin.
>> John, I have a question.
>> Uh
>> oh.
>> I No. Um I I read something and I
thought about it and I'm not sure what
to think about it. So, someone said
online somewhere that they don't need to
do SEO or they don't need to worry about
SEO because what they do like the the
stuff they have on their website is
behind a login. And I'm not sure if that
means that really they don't have to do
SEO because I think they might still
have to do some amount of SEO. What do
you think?
>> I think the the real answer is it
depends.
>> All right. Okay.
>> I'm so sorry.
>> I'm going to step in here as Barry
Schwarz. What does it depend on? I think
if you really don't care about what is
indexed, then like do whatever you want
kind of thing. Like maybe something will
be indexed, maybe it won't, but I have
zero care about what is visible in
search and nobody can access my content
anyways, so probably doesn't matter. If
you care a little bit about what is
visible in search, then maybe you should
think about how you set things up.
>> Okay. How would I know how to set it up
if I want I mean I guess I want my
website to show up in search somehow,
but I guess I don't want to just show
like the login page, right?
>> Yeah. I mean there there are variety of
different directions that you could go
there. The variations I usually see are
uh things like paywalled content where
basically you do want Google to index
things but the content itself might be
behind a payw wall or a login page or
something like that. So when a user
comes they would see the kind of the
interstitial to to log in. We have a bit
of documentation on how to set up
paywalled content.
So
perhaps that's not really what uh the
the person that was asking you was
asking about because it it also sounds
like they don't want to show the content
to Google either, which is fine.
>> H yeah. Um, so with with paywalled
content, what usually happens is you try
to recognize when Google is crawling
>> and you serve Google the the content
that you want to make available and you
add the paywalled structured data to the
page to make it clear to Google that hey
actually this content is not available
to everyone. uh there's some limitations
and that could be maybe you require a
login, maybe you require payment, maybe
after a certain number of iterations
you're like, "Oh, this is enough free
content now you have to pay for it."
Like there there lots of variations with
regards to paywalled content.
>> It it also doesn't have to be something
that's behind like a clear payment
thing. It can just be something like a
login or some other mechanism that
basically limits the visibility of the
content.
>> Ah, so for instance, if I have to like
watch a video or like click on an ad or
something to get to the rest of the
content, that's kind of also fine.
>> I don't know about fine, but that kind
of falls into the the category of well
there's there's something that needs to
be done before this content is actually
visible. And then you would use a payw
wall structure data.
>> Okay. Also, if you have something like
uh different thresholds where you say
it's like some some people get to view
five pages for free and others have the
whole content available for free because
you're doing AB testing maybe about the
prices or things like that,
>> then you'd want to use a paywalt
structure data just to make sure that
when Google is looking at it, they
realize that sometimes this content is
not available.
>> Okay. Got it. Got it. And the payroll
structure data helps us to understand
that users might see something different
and that's that's totally fine.
>> Okay.
>> I think there's one thing maybe to watch
out for with paywalled content is that
when a user looks at your page, you
don't load the content into the HTML,
but rather you make sure that it's
really not loaded into the the pages
DOM. Uh so that if a if a browser has
something like a um what is it the this
the text reader speech reader
>> uh screen reader yeah
>> screen reader uh that the screen reader
doesn't go off and read all of this text
that you're trying to hide
>> uh those kind of things. So that would
be kind of the the thing that I would
watch out for that if it's if it's
really paywalled content or limited
content, make sure you don't load it
into the browser and use JavaScript to
turn it on, but rather that it's really
only served to the user when you want to
make it available.
>> Okay, but that's like one specific kind
of content that you are hiding away or
like making not immediately accessible.
But what if I have I don't know a
website where I share
apartment ads for instance or like
apartments to rent and I want people to
log in to see the apartment. How or to
interact with the apartment or to apply
for the apartment. How would I go about
that? Is that just like immediately show
a login page or is are there better ways
of doing that? I I guess the question
would then be do you want this content
to be visible in Google or not? If it's
visible in Google then that would be
kind of the model of paywalled content.
if you don't want it visible in Google.
Um, maybe like this is is a private
forum or a private community where
you're sharing things. Or maybe you have
something like I don't know a a private
service where
>> people who have a subscription they have
access to this content but it's not
shown in Google or specific tools or
something like I don't know you have a
spreadsheet that runs in a browser kind
of thing where everyone has their own
private content and they all have URLs.
>> Okay fine. All right. How are how are
like bigger services doing it? Do they
just show the
do you know like if they just show the
login page or do they how do they do
this? Do I don't think they use all
payroll uh structured data. Now, I I
think if you if you're looking at a
service like, I don't know, Search
Console or or Google Drive where you
have kind of this this private content
uh that is hosted online with a specific
URL, then fundamentally in order for
someone to see that content, they have
to log in. Mhm.
>> And uh usually I I guess it depends on
on how they set it up, but often times
when you try to access a page like that,
it'll redirect you to a login page. And
I I think how they deal with the login
page determines a little bit how uh
things could potentially end up being
indexed.
Uh so for example with uh search console
uh one of the things that they do is
that they have a set of marketing pages
that are freely available and uh if you
try to access a search console URL
directly without being logged in it'll
redirect you to a marketing page which
has a link uh that says you can sign in
here to to actually get the the full
information.
>> That makes sense. And I I think from an
SEO point of view, that's that's
fantastic because you search for Search
Console and you can find these marketing
pages and if anyone accidentally links
to their private search console URL
like, oh, I want to look at the
performance report for my site and they
share that with people. Um, then that
URL will redirect to the marketing page.
So that like on the one hand users who
find that link randomly like they end up
on the marketing page they know what
it's about and uh for search engines
they will find this marketing page and
they'll be like oh okay this this has
indexable content we will just index
this. Okay. So, we are seeing it depends
a little bit on what kind of content
you're hiding and like there are in
between bits and pieces like you don't
have to just completely direct to a
login page I guess. Okay. Interesting. I
think like one of the things we we
noticed over the years specifically
around login pages is that if you have a
very generic login page, we will see all
of these URLs that show that login page
that redirect to that login page as
being duplicates. Like if whenever you
access a private uh URL it just says
username and password then we will think
all of these individual private URLs are
actually the same. So we'll fold them
together as duplicates and we'll focus
on indexing the login page because
that's kind of what you give us to
index. And uh that means in the search
results that login page is going to be
very popular because all of these random
links they keep redirecting to it or
they keep showing the same login page.
So if someone is searching for your
service and it's like want to know more
about your service and the only thing or
the primary thing they find in search is
like here is how to log in. That might
be a kind of a weird experience for
them. Okay, that is uh yeah I mean yeah
that's not great. So should they then
for instance check if it's a legitimate
Google bot and then just give like the
actual content of the URL or at least
like some sample content or how would
you fix that specific problem where
everything gets ddubbed?
>> I I think if this is private content you
don't want to share that with Google
bot. Well, okay. If it's private
content, sure. If it's p if it's private
content, you don't. But then how do you
keep Google bot from putting it in the
index? You just put a no index on it or
like robot the URL away so that we are
not even crawling it. Like what's the
idea?
>> Okay. So I I think for these situations
where you want to show a login page,
it's good to have some context on the
login page. Um, so the the search
console model is basically will show a
marketing page instead of the login
page, but if you have a generic login
page, put some information about what
your service is on that login page,
which could be enough to just have a
sample of text like, oh, you're
accessing
u Martin's furniture lookup site or I
don't know uh some internet thing uh
where maybe some private content is. And
then if you have some information on
that login page, then we can index that
that information. And if you have
different types of services that use the
same login page, then those different
services will have slightly adjusted
login pages. So if you're searching for,
I don't know, maybe we'll just stick
with Google Drive. Like if you're
searching for Google Docs, you'll find a
login page maybe that for Google Docs.
If you're searching for Google Sheets,
you'll find a login page maybe for
Google Sheets. Uh so having a little bit
of information on there is important. Uh
the the other thing you mentioned is
whether all of this should just be
blocked by robots.ext.
>> Uh which is another common strategy for
dealing with things that you don't want
to have indexed.
>> The problem I think with with doing that
is the URLs could become indexable. Uh
so we wouldn't see the contents of the
login page but rather we would just see
like oh like people are linking to this
specific Google doc and we can't access
it but maybe we should show it in the
search results if someone is searching
for something similar and also this
could be visible if someone does
something like a site query for your
site and it's like oh like tell me all
of the URLs that are indexed for this
hidden section of a website and then
Google and other search engines might be
like, oh, it's like I know about all of
these URLs. I like I don't have any
information on what's on there, but it's
like feel free to try them out
essentially, which is probably a bad
idea. And if you have random hashes in
the URL, so a collection of random
characters, it's not a bad thing or not
a terrible thing. But if you have things
like usernames or email addresses in the
URL,
>> then of course all of those could become
indexable. So if it's private content,
um, serve it with a no index or redirect
it to a login page uh somewhere. Don't
use robot set text
>> and optimally don't leak private details
in URLs.
>> Sure. Yeah, of course. Yeah, that's I I
think I think that's always a good
practice. But uh sometimes you you have
things like your form submission
parameters in a URL somewhere and it's
like get stuck there.
>> Mhm. Okay. any other common problems
you're seeing with login pages
specifically or with content that is
behind some sort of login?
>> Yeah, I I think the the other question
that I sometimes run across is whether
or not the login page should be
indexable by itself. Mhm.
>> And I I think that depends a bit on the
nature of the the content that you have
behind the login page. Uh, for example,
if you have uh a kind of an internet
that is available publicly where your
employees can only access it, then you
probably don't need that login page
index in search because like your
employees should be able to find the
URLs for your private content on their
own hopefully. Uh so in a case like that
you probably can just serve u I don't
know the login page with an error code
or use server side authentication
um or put a no index on the login page
so that if it does get found then at
least it won't be indexable like that.
Uh so that's I I think one aspect as
well which I've I've seen in the past
every now and then that people's
internets end up getting indexed.
There's a login form but like you
probably don't want people to
accidentally run across your internet uh
URLs. Now I think those are kind of the
the primary aspects and showing a login
page is is generally fine. Um whether or
not you redirect to a login page or show
the login page directly ultimately I
think is more a technical decision on
your side. Sometimes there are security
implications around that.
>> Oh security implications.
>> Well I I think like like cookies for
example right?
>> Okay fair.
>> So maybe you have something like a
login.youdommain.com
and like everything gets routed through
there then you want to redirect to login
page there. That that makes sense. Yeah.
Okay. Yeah. Sure. Okay. I see what you
mean with security applications. Okay.
>> And I I think this is a problem pretty
much for any site that has kind of
private sections uh on on the site where
which are accessible through individual
URLs. Um, but definitely a problem for
for sites like Google Drive or all of
the the various Google services where
you end up kind of like having a lot of
content that is private to to yourself
to the user and where you have a lot of
different login pages. And specifically,
if you have multiple services that go
through the same login page, then it's
worthwhile to kind of think about how
you actually want your service to be
foundable in in the search results.
>> Yeah.
>> And for the most part, you do want
things findable. And if people link to
something private, you do want something
smart to happen there. Uh so it's kind
of good to to think about like how you
should combine things and we regularly
see Google services getting this wrong
or getting I mean not necessarily
getting it wrong and that you can access
the private content uh but wrong in the
sense that uh we we index things that
probably we shouldn't be indexing like
that
>> and then all you get is a login page.
Yeah. That's not not great.
>> Yeah. Yeah. Um I I think search console
used to have that problem before they
moved to kind of having the marketing
pages uh as a redirect target where you
would search for search console and you
would find someone's search console URL
in the search results and it's indexed
as like sign in here kind of thing which
is like it's a login page. Of course,
you can reach search console that way,
but it's not really the best way to uh
show search console in the search
results. And because Google has so many
different services and so many different
teams working on these services, it's
like you invariably run across
situations like that.
>> I mean, for some of the services is also
tricky. If I have a Google doc that I
make public kind of like a non-e website
so to speak um and then it gets indexed
and then it is visible and people
actually can use the content and then I
delete the file or if I make it private
again then it is indexed it will take a
while until it falls out of the index.
So there will be
>> yeah surprises let's put it that way. I
I mean surprises in the sense that if
you're not prepared, sure. But uh I I
think like it it just makes it hard for
search engines to go and actually index
or find content on Google Docs where
it's like, um maybe there's something
here. Maybe all of this is private.
Probably it's private, but maybe I
should check anyway.
>> Yeah. Uh but you know I I think the the
other aspect that's kind of interesting
uh is that internally we don't give SEO
advice on these kind of things.
>> Mh.
>> Uh so every now and then someone with a
public service will ping us internally
at Google and be like oh how do I make
sure my service is indexed properly and
essentially we have to point them at our
public documentation. Maybe we'll point
them at this podcast in the future. Uh
yeah, but uh it's it's something that
just comes up every now and then. And I
think larger websites, especially those
that have private content, they probably
have similar things. Even e-commerce
sites where you have something like you
can look up your account or the the
orders that you had in the past. They
will have a specific URL and maybe
someone will link to that and uh search
engine will try to index it. And how you
handle that kind of depends on what is
actually shown in the search results.
>> Yep. And whatever makes sense for a user
who might land on that or want to land
on that. Yeah, that makes sense.
>> All right.
>> Yeah.
>> Okay. Would you say there's like
something that people should do to make
sure they are doing this right for them?
Is there like the top tip that you want
everyone to take away from who has to
deal with login?
>> I think the most important part is that
you understand how how things are
currently working for your site. So the
the way I would do that is I'd open an
incognito window in a browser uh where
you're basically not logged in to any of
the services that you usually use and
then you search for something associated
with your site. That could be um like if
if the primary content is behind a login
page uh then you could search for your
name or like the the name of the
service. Uh, so you could search for, I
don't know, search console or Google
Docs or something like that and then you
click on maybe the top couple of results
to see what actually comes up there. And
if the top result is something like a
login page and there's no information on
this page at all otherwise, then
probably that's something that you can
improve. Whereas if the top results are
kind of reasonable marketingy content
for people who are not logged in yet,
then that seems okay. And I think with
regards to more specific sections of a
site, that gets a little bit harder
because you have to search for those
parts specifically. You almost have to
know that there's something that could
be found. Uh, for example, on an
e-commerce site, if you have a page that
shows your orders, you could search for
that URL pattern or specific words that
might be on a page like that and see
what comes up and just kind of from
there while you're not logged in in an
incognito window, see it's like is there
actually reasonable content that comes
up? Does it do a reasonable kind of a
redirect to login uh page or I don't
know login experience if you want to add
more content to those pages or is this
kind of jarring for the user that is
like what am I doing here and why why
did I end up on this page that's asking
for a password now I'm not trying to
hack this website kind of thing. Um, so
that's kind of the direction I would go
there. And it's like if you see that
things are okay in the search results,
then probably you're already doing
things properly. If you see that things
are not going okay, then I would
recommend digging into those specific
URLs, trying to figure out where are
they coming from. Uh, what happens when
you use search consoles um, uh, URL
testing tool to look at those pages?
Does it show like what you see or does
it show something different? And based
on that, you would try to make a plan
for improving things.
>> Okay, that sounds pretty good. And I I
think that's pretty actionable advice,
especially with like checking how your
service currently presents in search to
someone who's not logged in is probably
a very very good first stage to make
sure you have a good customer experience
in the end. So that makes sense. All
right. I I think that's that's pretty
much pretty much that sorted. Huh? Do
you have anything else you want to say
about login pages?
>> I I could tell you more, but you have to
log in first, Martin.
>> Uh,
how does that show up in the index?
>> Give me some sample content first. I I
want to know if I want to want to Is
that a payw wall? Do you want me to pay
for this information? No, but you should
subscribe to this podcast and then we'll
we'll tell you more.
>> And that's actually free. So, definitely
do subscribe. Leave us a comment. Um,
have you seen any services that are
screwing this up in the search results
or do you have more questions regarding
login pages or or pay walls? Let us know
in the comments below. And um we'll
probably be talking about these specific
issues more in depth. You can also
submit to the office hours as well if
you have a specific question. But if
it's a broader thing, then we might
discuss it here in the podcast. Awesome.
Well, John, it has been a pleasure.
Thank you so so much for being here. And
uh I think I've never thought this much
about login pages. I I don't know. For
me, they're always just like username,
password, or email and password and then
like a button and that's it. But yeah,
there's more to it. Thanks a lot for
joining me. Uh thanks to all the
listeners out there. That's it for this
episode. I do hope people enjoyed that a
lot. John, if they want to talk to you,
where do you hang out online these days,
behind or not behind a login? Where can
people reach out to you?
>> I don't know. Sometimes it's hard. Uh,
I'm mostly
active on Blue Sky nowadays, so people
can drop me a note there or send me a
private message if they log in. Um, so
that would potentially be a good place.
Okay, so everyone follow John on Blue
Sky and uh thanks a lot for listening.
Please do like and subscribe if you
enjoyed this episode and goodbye. Bye.
[Music]
We've been having fun with these podcast
episodes and we hope that you, the
listener, have found them both
entertaining and insightful, too. Feel
free to drop us a note on LinkedIn or
chat with us at one of the next events
that we go to if you have any thoughts.
And of course, don't forget to like and
subscribe. Thank you and goodbye.
[Music]

---

## 2025-08-21 - Lazy loading demystified

URL: https://www.youtube.com/watch?v=XgkhNF1gDKA
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
JOHN MUELLER: Hello, and welcome to a new episode of "Search Off
the Record," a podcast coming to you from the Google Search team,
where we talk all about Search, and I don't know,
maybe have some fun along the way.
My name is John, and I'm a search advocate here
at Google in Switzerland.
And today we have Martin joining us.
Hi, Martin.
MARTIN SPLITT: Hi, John.
JOHN MUELLER: Nice to have you here, Martin.
Because I have some questions around making websites and SEO.
MARTIN SPLITT: OK.
OK.
What is your question?
JOHN MUELLER: I heard there was this thing called lazy loading.
MARTIN SPLITT: Oh, yeah.
JOHN MUELLER: And I would like to know more about
whether or not it has SEO effects, if it's
something you have to watch out for,
some best practices of what to do,
and all of these kind of things.
Does that sound like an interesting topic?
MARTIN SPLITT: That sounds like a very interesting topic.
And I think we haven't been speaking about this for a while
now.
So it's probably a good refresher
for those who have heard us speak about it before.
And for those who have never heard about it,
it's probably a good primer.
Yeah.
JOHN MUELLER: Woo-hoo.
OK, so what is lazy loading?
Is it something like lazy developers do or?
MARTIN SPLITT: [CHUCKLES]
No, the idea with lazy loading is to only load resources
when you need them, rather than load everything
at the same time, and then making it a little bit slower
for everything that you're loading, and also like,
using all sorts of resources, like battery power and network
traffic, these kind of things.
JOHN MUELLER: OK, but I thought some of that
happens automatically in the browser.
Like, if you open a page and you look at the Network tab,
you have that waterfall diagram, and it's like, oh, it does five,
and then it does five more, these kind of things.
Is there more involved?
MARTIN SPLITT: Well, so that's the chunking that HTTP
used to be doing in HTTP 1.0.
But there's more than just that.
So even if you look at this kind of chunking,
eventually it will start to load,
let's say, like images or videos that
are at the very bottom of the page
even if you never, ever get close to the bottom of the page.
It will be loaded unless there is lazy loading implemented
in some way.
JOHN MUELLER: OK, so it's basically something
if you have a long page or a really big page, then it
makes sense to separate things out?
MARTIN SPLITT: Yeah, I would actually
say pretty much all pages can benefit from this,
especially longer pages.
That is true.
But even if it's not a super long page,
it can probably gain a bit of performance
and a bit of, let's say, leniency from the browser
by using lazy loading.
JOHN MUELLER: Cool.
So you mentioned performance.
I suspect that's a big aspect of this as well.
And also kind of especially on things like mobile browsers,
you don't want to download everything if you don't need it.
Are those the primary drivers behind lazy loading?
MARTIN SPLITT: Yes, those are the primary drivers.
As I said, you want to avoid work that yields nothing.
And also if you have lots of non-critical resources,
as in images that the article would be fine without
if necessary, then loading them just
doesn't make that much sense because it
keeps the browser busy with things
that it won't need in the end, maybe, unless the user navigates
to the part of the website where this resource is necessary.
JOHN MUELLER: OK, kind of taking a step back,
is this something that has gotten
more popular over the years?
It's like, it feels like for a while,
like, lazy loading was something lots of people talked about.
Is it basically just working nowadays or how do you see that?
MARTIN SPLITT: I think it has become a little more
prevalent when we build more complex websites with lots
of content.
And you can save on a lot of resources.
So notice that I say, resources, even though it is mostly
used for images and iframes and maybe videos,
it can be used for all sorts of things.
Let's say you have a stock quote ticker thing
and you actually have to pay for the API calls that you make.
You might be able to save some of them
if people are not scrolling to this ticker,
then you don't have to load it.
So you can implement this yourself.
And there used to be a time where you
had to implement this yourself.
So as websites grew more complicated,
performance took a bigger hit from all these resources
being employed in a website.
So people looked for ways to improve performance for users
as well.
And then they had to come up with their own ways.
They had to be creative to find ways to detect if a resource is
possibly visible to a user or not,
and deciding when to load them and deciding how to load them.
And that has been a phase or an era
where lazy loading libraries have proliferated.
And there's so many of them still to this day.
I don't think very many of them are still maintained.
A few of them probably still are maintained because they
do very specific custom things.
But a couple of years ago, and I can't remember how long ago that
was, but a couple of years back, browsers
got a native attribute for images and iframes,
the loading attribute.
And there you can specify lazy, which
makes the browser take care of the lazy loading for you,
rather than having to use some sort of JavaScript API
to do that.
And I think that became more widespread, so
more people are using it.
I know that Felix Arntz from a sister team here at Google,
he contributed to WordPress.
So WordPress uses image lazy loading now, I think by default.
And as that is spreading, the discussion gets a little quieter
because it's kind of, oh, yeah, they just
put on the loading attribute, set it to lazy, you're done.
It's not as tricky anymore.
JOHN MUELLER: Oh, OK.
So it's like, less JavaScript, more HTML.
Seems like a good move.
MARTIN SPLITT: I think that's a fantastic move, actually.
JOHN MUELLER: OK.
Why doesn't the browser just do this by default for all images?
Or how do you see it, like, with regards to these images?
Why wouldn't you just set it for everything?
MARTIN SPLITT: That's a fun one.
Actually, I got an email from Dave Smart about this a couple
months ago, a couple of years ago, I can't remember,
but the content management system that we are using
for [INAUDIBLE] for developers.circle.com/search is
doing exactly that.
It defaults all images to lazy loading, which is not great.
And you could ask, like, but why?
I mean, that's great.
No, no.
Because if every image gets lazy loaded,
that means that images that are immediately visible, or should
be immediately visible, are also being lazy loaded.
And there is a caveat to lazy loading,
where browsers have something called a resource scanner.
So they look for images, for instance, specifically,
and they might understand, oh, images are very visual,
so they are probably very noticeable when they're missing.
So they try to start loading images as early as possible.
So as they are going through the HTML, they see an image.
They would, would, immediately start
loading it so that it is available for the user to see.
So if you have a hero image, which
is the very top of the page, so you will definitely
or most definitely see it as you come to the page,
they would do that unless there is a loading equals lazy
because loading equals lazy tells the browser,
oh, no, no, no, no, no, no, no, only load it
when it's necessary.
So it kind of parses the entire page, gets everything ready,
loads the non-lazy loaded resources,
and then looks at the lazy loadable things,
and only then would recognize, oh,
the header image, the hero image,
needs to be downloaded now, downloads it
and then eventually it pops into the page.
That also means it probably moves things around
if people are not specifying width and height of the image,
and that would actually be a pretty jarring experience.
So, not great.
JOHN MUELLER: OK, and with regards to SEO,
is the performance side the primary aspect
where you would see that?
MARTIN SPLITT: Yeah.
JOHN MUELLER: So I imagine that would go into core web vitals
or?
MARTIN SPLITT: Correct.
So if you're not using lazy loading where you should,
that will probably impact some aspect
of the core web vitals, most likely Largest Contentful Paint.
Well, that actually is also most impacted.
Most likely Largest Contentful Paint.
that is actually most likely also impacted
if you use it for images where you shouldn't use it,
because that means that the painting happens later than it
could happen or should happen.
So it does reflect in the core web vitals.
So performance is the primary concern
that lazy loading addresses.
Yeah.
JOHN MUELLER: And for Largest Contentful Paint,
is that always an image?
Do you know?
Or how does that work?
MARTIN SPLITT: It doesn't have to be an image.
It likely is an image.
But if you have most of your article copy, for instance,
coming in client-side rendered from an API that is slow
and you're not doing this efficiently,
then there's likely a large block of content popping in
pretty late, and that would also impact the Largest Contentful
Paint.
So it doesn't always have to be images.
But if you are using lazy loading
on an image that is immediately visible,
that is most likely going to have an impact on your Largest
Contentful Paint.
It's almost guaranteed.
JOHN MUELLER: Cool.
OK.
And does it affect indexing in any way, or ranking,
or how does that play in?
MARTIN SPLITT: It does influence things a little bit.
So if you are using the native lazy loading,
it doesn't really have that much of an impact
because after all, you have an image with a source attribute
where the image is linked, and then it's
just loaded a little later.
So it has some rendering implications,
and it has some core web vitals implications,
which goes into ranking, but is a tiny minute
factor in most cases.
There are exceptions, but most cases, it
doesn't matter that much.
Indexing, on the other hand, especially
if you're using a custom technology to do lazy loading,
like a library or some JavaScript
that you wrote yourself, then very
likely this can impact indexing if it's not done correctly.
In the sense of we've seen multiple lazy loading libraries,
for instance, that use some data.source attribute rather
than the source attribute.
And then if there are problems with the library,
it might end up actually not loading the image at all.
And loading in this case means putting the actual source image
into the source attribute.
And if it's not in the source attribute,
we won't pick it up, if it's in some custom attribute.
So yeah, that can have indexing implications.
JOHN MUELLER: Do you know why people would use custom
libraries for lazy loading?
Is that common or how does that work?
MARTIN SPLITT: I think it's still
somewhat common because number one,
if you have a working setup, why would you change it?
People might not have updated their website
for the last couple of years, or maybe have updated it,
but haven't actually touched the technology
that powers the website.
That's especially true for themes
that you might have installed five years ago that did not
trust, or did not use, or did not
know about the lazy loading attribute that
is in HTML, number one.
Number two is you can do things that the native lazy loading
can't do.
For instance, you might want to load a low resolution preview,
either from a low resolution preview that
has been saved somewhere on a different URL,
or from a data URL that you put into the source,
and then swap it out for the high resolution version
as the user goes there.
That simply isn't possible with just HTML.
These days, you would have to use some JavaScript to make
that happen.
The other thing is, what if you are not using images or iframes?
Those are the only two elements that lazy loading is
implemented in the browser for.
So if you want to lazy load videos
or if you want to lazy load, I don't know,
article content that comes from an API,
or if you have your stock ticker,
or if you have your comments, these kind of things,
if you want to lazy load those, you very likely
have to rely on JavaScript to do that as well.
JOHN MUELLER: So it's unlikely that all of these custom
libraries will go away, because it's just a bunch of stuff
that it's like, there's a lot, I guess,
you can do with the native lazy loading,
but there's still things where people might decide,
well, actually, I want to go further.
MARTIN SPLITT: Yeah, I mean, the custom experience
might be driving you to a library.
There's a very simple stock implementation.
It's a bit like using JavaScript to do fancy things where content
transitions rather than reloading the page.
Links do the trick.
They load the page anew and then show the necessary content.
But you might want to use JavaScript to do fancier things.
I know that the transitions, View Transitions API,
is coming, which will make things a little easier there,
but it's still not baked in default behavior.
So you would have to do something
to get custom behavior.
And to be fair, I'm not sure, but I'm
pretty hopeful that most of the libraries
will actually do this properly and will not break things
for search if you use them.
So if you use a custom library, that
doesn't mean that you have a problem.
It just means there is potential for a problem.
JOHN MUELLER: Cool.
How would you recognize if there's a problem?
Or if you look at your site and your developer
say, oh, we implemented lazy loading,
everything is better now, and you're an SEO
and it's like, how would you check
to make sure that it's actually implemented in a reasonable way
or in a way that doesn't affect SEO?
MARTIN SPLITT: That's a lovely question.
And the easiest way probably is to go
to Search Console, use the URL inspection tool,
and look at the rendered HTML.
Ignore the screenshot.
If the rendered HTML looks like it contains all the image
URLs in the source attribute of an image tag,
if it has all the content that you lazily
loaded, if it's like a custom widget,
or if it's custom content that you load, if you use,
I don't know, a thing to load comments under an article,
then if the comments are there, you will be fine.
If the comments are missing, then it
might be that the lazy loading is
implemented in a way that does not work properly in Googlebot.
And then you might want to have a look at why that is
and how you can fix that.
JOHN MUELLER: So from a practical point of view,
would you just copy and paste the rendered HTML into a doc,
and then search for the image tags,
and go through it like that or?
MARTIN SPLITT: Yeah, I think that's the easiest way.
You can use the little search icon in the Search Console
itself, but I guess it's easiest to just copy and paste it out.
JOHN MUELLER: So I guess if you're
an SEO and your developers just implemented lazy loading,
it's good to make sure that you have some knowledge of HTML
so that you understand what is happening on the page for this.
Is there a way to recognize when there's an issue without knowing
all of the details of HTML?
MARTIN SPLITT: Yes.
So if you know that you have specific content
that you want to rank for and that is lazy loaded,
then if you're not showing up for the relevant queries,
it might be that the content is just not there.
So then you can spot check that.
The other alternative is if it's images specifically,
you can check if the images are indexed.
So if the images are not being picked up at scale,
then that might mean that your lazy loaded images are not
properly implementing lazy loading.
With images it's less likely because you will probably
just use the browser version and that should be just fine.
But if you are not using the default lazy loading for images,
then that could be the reason why your images are not
showing up in the index.
JOHN MUELLER: Cool.
I think that's super helpful.
And another topic that's kind of, I guess, related
is infinite scroll.
Is that a kind of lazy loading or how would you separate that
out?
MARTIN SPLITT: I mean, it kind of is.
So there is a philosophical difference, I would call it.
The philosophical difference being lazy loading
is loading non-critical resources of a page.
So let's say images or additional content,
like comments and these kind of things.
So it's the same page content, it's just
parts of the same page content.
Whereas infinite scroll loads additional content
and makes the page infinite in terms of content, like,
all the content lives on this page now.
It has its own challenges and potential pitfalls,
but it is somewhat related in it's, again, a approach
or technique to progressively load content rather than
load it all in one go.
So it is somewhat related, but it has slightly different aims
or goals, I would say.
JOHN MUELLER: I guess if you're implementing it yourself
or with a JavaScript library, it would
be similar in that you look at the viewport
and see, oh, should I be loading something here?
And then it goes off and does it.
MARTIN SPLITT: Yeah, yeah.
It can create a little frustrating situation
where you scroll for five minutes, then something happens.
You go to another page, you go back,
and then you've lost your spot.
So you want a way to express in the URL
where in this kind of infinite stream of content you are.
But yeah, there are libraries that help with that, I think.
JOHN MUELLER: Cool.
MARTIN SPLITT: Excellent.
Yeah.
So does that answer your lazy loading questions?
JOHN MUELLER: I think pretty much.
Yeah, I think, fundamentally, it sounds like, for the most part,
sites don't need to worry about this nowadays because they're
native solutions.
And if a developer does something custom
or uses a special library, it's easy to check in Search Console
to see if it's actually working.
And since it primarily affects images, I think you said.
MARTIN SPLITT: Yeah.
JOHN MUELLER: You can also just focus on the images
and see how they're kind of embedded in-- well,
not embedded.
Findable in image search.
You mentioned videos as well.
How would that work there?
MARTIN SPLITT: Yeah.
So videos are quite resource intensive.
So it oftentimes makes sense to load a poster image,
and then only load the video as it becomes
available in the viewport.
And I believe there are ways in HTML to do that with the poster
attribute, but I know that a bunch of people
are having some sort of custom implementation
to do this kind of thing.
So you're only starting to load the video
as it becomes available.
But then for very large videos, you likely
use things like streaming anyway.
So it's a lot more complicated than with images,
but it is definitely possible to do this as well, to not
load the video immediately.
Unless, of course, it's sort of a header or a hero video,
and you want to autoplay that as the user comes onto the page,
then lazy loading doesn't really make sense there.
The other thing is, some people do it for privacy reasons,
that they only load external video content when
the user consents to it.
That's kind of lazy loading, I guess,
because you're not loading a non-critical resource
for the page immediately.
So you could call that lazy loading, I think.
I don't know.
Would you call that lazy loading?
JOHN MUELLER: So you basically show the thumbnail
and have a text, click here to activate the video.
MARTIN SPLITT: Yes.
Or a play button or something, but not
actually load the video immediately.
JOHN MUELLER: Yeah.
OK.
And the other thing I was thinking
of as we were going through this is, what about small images?
It sounds like this is mostly something for big images,
but if you have decorative images that you
use in a corner of your boxes or those kind of things.
MARTIN SPLITT: Oh, that's an interesting one.
That's not super trivial because there
is a fuzzy border in between what is
and isn't a decorative image.
I mean, for instance, hypothetically,
hypothetically, you could use data URLs
for most of your images, and that would be a terrible idea
because you're just making the HTML really large and hard
to parse.
But I guess decorative images, like, I don't know,
custom bullet points or little icons here
and there, you would most likely not put them into the HTML
as an IMG, as an image tag.
You most likely would use CSS to display them, but make clear
that this has no semantic meaning.
So if my article is about, I don't know,
the fish of the Great Barrier Reef,
then the images of the fish of the Great Barrier Reef
are not decorative.
They are actually explanatory and part of the main content.
So semantically, they are part of the article.
Whereas a little fish icon somewhere
is probably not semantically part of the article content.
It is more likely just decorative.
And then I would load it through CSS.
We have mentioned that CSS images are not necessarily
picked up for indexing, right?
JOHN MUELLER: Yeah, OK.
But if you load it with CSS, is that also lazy loading,
or is that basically loaded immediately?
MARTIN SPLITT: I wouldn't call it lazy
loading because it's not telling the browser
or it's not doing it so that you're
loading it as you need it.
It is going to be loaded pretty much instantly when
it's found in the CSS, I believe, but it is decorative.
So it's outside of the semantic image situation.
So I don't think it's lazy loading
if you put it in the CSS.
JOHN MUELLER: And I mean, since these are small,
it's not like it's going to have a big effect anyway.
MARTIN SPLITT: That's true.
Yeah.
If you load a three megabyte decorative image,
then ask yourself, why are you doing that?
JOHN MUELLER: Every morning.
Yeah.
MARTIN SPLITT: Every morning into the mirror,
why am I loading a multi-megabyte decorative image?
JOHN MUELLER: Yeah.
Oh, my god.
OK.
MARTIN SPLITT: Oh, boy.
OK.
JOHN MUELLER: Well, this was super interesting.
Thanks for joining, Martin.
MARTIN SPLITT: Thanks for having me, John.
JOHN MUELLER: Well, that's it for this episode.
If people want to chat more about lazy loading images,
where would you send them?
MARTIN SPLITT: Probably into the forums, so our Search Central
help community, or onto LinkedIn.
Yeah, I think the forum is probably
the best place to discuss lazy loading with us.
JOHN MUELLER: And would going to web.dev also be a place?
MARTIN SPLITT: Oh, yeah, I think web.dev
has lots of documentation on lazy loading.
We also have some documentation on our site as well,
but web.dev is probably the best place.
JOHN MUELLER: Thanks a lot, Martin.
And thank you folks for listening in, and goodbye.
MARTIN SPLITT: Bye bye.
[MUSIC PLAYING]
JOHN MUELLER: We've been having fun with these podcast episodes.
I hope you, the listener, have found
them both entertaining and insightful too.
Feel free to drop us a note on LinkedIn,
or chat with us at one of the next events
that we go to if you have any thoughts.
And of course, don't forget to like and subscribe.
Thank you, and goodbye.

---

## 2025-08-07 - SEO for photographers: websites, social media, and Google Search

URL: https://www.youtube.com/watch?v=5sJPKghoUeU
Caption: en (automatic, json3)

[Music]
Hello and welcome to another episode of
Search Off the Record, a podcast coming
to you from the Google Search team where
we talk all about search and who knows,
maybe have some fun along the way. My
name is John. I am a search advocate at
Google in Switzerland and I'm joined
today by a famous subject matter expert,
Martin, who's also on my team. Actually,
welcome to the podcast.
>> Hi, John. Wait, wait, wait, wait, wait.
What subject matter am I? An expert of
JavaScript.
>> You're our designated subject matter
expert of SEO for photography. Whoa,
whoa, whoa, whoa, whoa, whoa, whoa,
whoa, whoa, whoa, whoa, whoa. What?
>> Well, I I heard you take some snapshots.
>> I do.
>> So, you're now a photographer, right?
>> Uh, oh god, I Oh, I know where this is
coming from. Okay. I think what you're
trying to get at is the fact that I do
take pictures and I recently got
accepted for like an exhibition kind of
thing. Does that make me like a
>> Yeah.
>> Okay.
>> That's like You're an expert. You're an
expert.
>> Uh I don't know. Like there's proper
good photographers that I learn a lot
from. So I'm not sure if I'm an expert.
>> Well, I think for talking about SEO and
photography, it's like you you
understand a little bit of both and you
can probably bring in some some
information.
>> Okay. I think maybe positioning you as
the photography expert overall is is
perhaps a little exaggeration.
>> But this is a podcast, right? This is
not
>> fair, fair, fair, fair, fair.
>> Yeah.
>> And actually, I have like tons of
questions that I'm pretty sure other
photographers will also have because I'm
not like a content SEO expert really.
I'm more on the technical side of
things. And I recent recently realized I
built my photography website kind of
thing and I realized like I don't know
if this is reasonable for search or not
and if the content makes sense and I
have so many questions so this is going
to be interesting.
>> Okay, cool. Do you use JavaScript?
>> Um, actually that's a really good
question. I don't think I do. Let me
double check that I'm not saying
something that is that is not true. Uh,
I don't think there's JavaScript on this
page specifically because I believe
that's actually there there might be
because I think the light boxes are
using JavaScript.
>> Okay.
>> Um, so I have check, but I No, that's
that's a legitimate question. That's a
that's actually a really good question.
Do I use JavaScript? So, I'm I'm using a
content management system, which is very
unlike me normally, but I I'm like I
don't want to handcode everything here.
>> Okay, cool.
>> So, that's that's going to be
interesting. So I wonder what happens if
I disable JavaScript and then I am using
JavaScript.
>> Okay, so the light boxes are all
JavaScript. Yeah.
>> Okay, cool. So I mean why do
photographers have websites anyway? It's
like isn't Instagram enough?
>> Oh, touchy subject. You probably want
both a website and a presence on like
social media. But there are certain
challenges here. Number one, you do want
to have control over what you publish
and how you publish it. Uh as in like a
friend of mine recently told me when we
were at an exhibition like so the the
the the challenge with exhibitions is
it's not just your photo, it's your
photo in connection to everything that
is exhibited around it. So it's similar
to to Instagram. In Instagram, you
control your feed, but people are not
necessarily clicking on your account and
going through your portfolio, so to
speak, but they are on their home feed
and they see like their friends pasta
picture from yesterday and then like
some political news story that has a
picture attached to it as well. And then
someone's video of a birthday party and
then your photo of a landscape. And
depending on the context that or the the
the mind space that the person is in and
whatever gets shown around your picture,
your picture might just drown in it and
just like not fit. Uh or it might
actually be the perfect fit and you
actually can achieve the the emotional
connection that you want to achieve with
this photo. So you have zero control
over that uh on Instagram, on Facebook,
on blue sky, on whatever. You don't have
control over what people see on these
platforms. uh you can just be part of
it. Um and for photographers especially
those who are doing like more fine art
stuff uh where not just a single picture
tells a story but like a connect
collection of pictures tells a story. Um
you want a place where this story can
unfold and be told properly and that can
only happen on some space that you
control and that is generally your
website.
>> Okay,
>> that's one one aspect. The other aspect
is the business aspect. You need some
sort of like business card, right? Why
should you pick me for your wedding for
instance? I would never do weddings, but
>> Okay. I guess like there there different
types of photographers and they kind of
are online for different purposes.
>> Y
>> So if you were a wedding photographer in
London, you have kind of a different
purpose than if you're taking photos of
fish and publishing that because you
think they look cute.
>> Yeah. And the letter is me. So I don't
really need a website because I could
just put them on Instagram. Instagram
also does compression. So the photo
might not look as good as you would like
it to look. So that's also a problem.
But yeah, there are different types of
photographers. And for instance, I could
actually think of one that I don't know
if they need a website or not. And
that's people doing stock photography.
>> Oh, interesting. Yeah, that's Yeah,
>> there are people whose whole livelihood
depend on stock photography. So I don't
know if they need a website necessarily.
Oh, that's that's an interesting kind of
mix because my mental model was like
there's some photographers that are
hired for the task of taking a photo and
others that basically have value out of
what they have produced for their name.
And stock photography is almost like
well you're hiring yourself to take
photos of things that you're not selling
yourself directly but rather you're kind
of selling through a stock photography
service I guess.
>> Yeah. basically through a marketplace.
Yeah,
>> through a marketplace. Okay. It's almost
like the stock photography photographers
then are not like building a brand or
anything like that. It's really kind of
like the content
that they're providing.
>> Yeah. Yeah. And it's it's really an
interesting niche, I think. And also it
overlaps heavily with SEO because you
can't just go out and take a picture of
every tree in every house you see. Well,
you you can and you can upload that to
stock photo websites, but they are
probably not selling well enough. So,
you need to understand like what is in
demand? What are people specifically
looking for? Um, how do I phrase because
you like I recently realized this. I
took a picture of a skyscraper in Warso.
It looks really nice. It's like a glass
very tall glass building. The the clouds
reflect in it. The blue sky reflects in
it. kind of melts into the blue sky as
well because the glass is kind of tinted
slightly blue. And I'm like, well, if I
were to sell this on a stock photo
website, what would I sell it as?
Skyscraper? Skyscraper in Warso or more
like conceptualized? Because, you know,
like big heavy glass buildings with a
blue sky and sunlight and clouds on it.
a business, corporate, uh, success,
power, money, bank, financial, like how
would I how would I fra like same
picture you can frame so very
differently and I'm not sure they would
perform the same. I'm pretty sure they
wouldn't perform the same.
>> That's like very SEO related. I was like
how like what what do I want my business
or my content to be found for? And
that's very direct because I think with
these stock photography sites, you
basically list a set of keywords, right?
>> Yeah. You have a title, you have a
description, and you have keywords.
That's what you get.
>> Wow. That's
if SEO could only be so simple, right?
It's like here is the title of my page
and the keywords I want to rank for.
>> I don't think it's that easy for stock
photography websites because there you
have the exact same mechanics as you
have on the open web, like eb and flow
in terms of seasonality. So around the
holidays, people probably want holiday
themed or wintry themed or summery
themed depending on the season uh
photos. And then sometimes people need
more corporate kind of stuff. Sometimes
people need more family kind of stuff.
And there's lots of people competing for
a very small set of keywords that people
can because obviously like people
looking for photos, they won't like sit
down and research for 25 minutes what
they're going to call what they look
for. It's like, "Okay, so I need a
birthday." And then they type in
birthday. That's it.
>> Yeah.
>> And you're competing with I don't know
how many other people taking pictures of
birthday parties.
>> True. Okay. So, maybe for sake of this
podcast, we can skip stock photography.
>> Okay.
>> Um
because it feels like that's almost like
a topic of its own. also like use of
stock photos on your website, which I
know has been very controversial over
the years.
>> Um, and I I guess we could also skip
things like event photography or wedding
photography where people hire a
photographer
uh to kind of do the act of f taking a
photo because that's it sounds like
that's not what you're doing, right? No,
I just take pictures for the fun of it,
I believe. But then a bunch of people
are doing it as a business and I think
yeah, some of them just want to be
booked for time.
>> Yeah.
>> Have like hourly rates and others are
Yeah. Okay. I mean my my feeling is
those who are doing photography as a
service I guess it's like photography as
a service
>> is more like a traditional service type
website where you have on the one hand
you have the problem that they're
probably a lot of people competing for
very generic terms. It's like you want
event photographer in London. It's not
like event photographer for London
within a brick building for 15 people
who are doing something. It's not that
you're like searching for something very
niche. You're kind of like event
photographer London.
>> And at most you'll have
>> uh some preconception of like well I
know these people and I will just go to
their website directly.
>> Yeah. I mean fair enough. or you hand
out like business cards or you're
listing yourself in some place or you're
going to so for wedding photographers
I'm pretty sure they all go or most of
them probably go to like these wedding
kind of fairs these expos where
>> Oh yeah yeah so it's almost like the
traditional marketing there and probably
a lot also of working together with the
wedding planners. Yeah,
>> because like if someone plans a big
wedding, you want someone to just
organize everything.
>> Yeah.
>> Yeah. I think our wedding planner, we
had one um back in the day. I think she
suggested a photographer that we turned
down.
>> Okay. Well, they tried.
>> Yeah. Yeah.
>> Yeah.
>> Okay. But that that feels like more
traditional service type work where
basically you have to make sure that the
text on your pages is very clear that
you're also doing the usual SEO things
like I don't know connecting up with
others making sure that your pages are
easily findable easy to understand those
kind of things which
>> I've seen some photographers focus more
on the design aspect and then it's
almost like well it's like what is it
that you actually want to be found for.
It's not mentioned on this page.
>> Yeah, I think that's a that's a tricky
one because a bunch of them see
themselves as artists. I mean, my
photography isn't great, but I think
there are people who are legitimately
kind of in the art market. They
>> um they they ex exhibit their photos in
galleries and then sometimes these
photos get bought and it's the art
market. It's ridiculous. I recently
visited a really nice exposition in
Constance and I saw that you can buy the
pictures that hang there and um they're
like upwards of 3,000 bucks. And that
sounds ridiculous only if you don't
understand how much work went into these
and into like how much led to this
exhibition. And I think that's also a
very specific different kind of niche.
And I'm not sure people necessarily need
a website to kind of sell their
services. They need more of a website
that kind of explains
what is their artistic vision. And they
might actually have a website for each
exhibition, I guess. I don't know how
this is done.
>> Or at least like have a page for ex each
exhibition. H
>> like a category page.
>> Yeah.
>> Okay. So, with your website, what is it
that you want to be found for?
>> Oh, man. I'm just like a hobbyist. I am
trying. So I'm I haven't actually done
any like optimization work on it. I just
wanted a place to like have all my
pictures in one place uh that I control.
>> Mhm.
>> So um I also used like the German word
unavasa which is underwater.photo
as my domain. Now it's out there. If you
want to look at not great pictures um go
there I guess.
>> I mean I sold a few prints so how bad
can they be? I exhibit some few of them.
So I think they're okay. We have some of
them in the office as well.
>> Yeah. Yeah, they're good.
>> Thank you. And I I just basically have
like a bunch of galleries and they are
each like a topical thing. So, for
instance, there's an exploring
underwater Switzerland.
>> Mhm.
>> Do I want to be found for that? I don't
care too much. But if I were interested
in that, I wouldn't know how
I could do that because I I can only
give like the the images a name.
>> Mhm. and then maybe have like some
descriptive text.
>> Okay.
>> And that's that's it.
>> But taking a step back, would you say
that your brand is Onavasa, that photo?
>> I think
>> or like like if people wanted to find
your photos, would they search for your
name or would they search for this
brand?
>> I'm I'm actually not so sure. Uh I think
unfortunately I believe I'm the brand.
>> Okay. So like
>> so it's almost like you I mean I I
didn't take a look at your website. It's
almost like you would want like your
domain name which is kind of this
generic term but you would have your
name as a big heading somewhere. It's
like this is Martin Splitz photo page.
So if someone is searching for Martin
Blitz photos
>> they could find it. like should should I
have that on the homepage or is it fine
if I have it in like an about me kind of
thing because as an artist so to speak
I'm not an artist but like this mindset
of like it's about my photos I don't
want me on the front page I want my
photos on the front page
>> I will give you the answer you want
which is it depends
>> beautiful so sorry no but I I think
fundamentally I I see a lot small
businesses make the mistake of taking a
generic term and calling it their brand.
>> So, kind of you're walking into that
trap because like underwater
photography, it's like
>> super
>> that's like what your domain name is.
Like if that were your brand,
>> you would have trouble ranking for that.
I mean,
>> I assume I assume there are lots of
people that do this. Whereas if your
brand were Martin Split Photos then like
people would be able to find you
immediately.
>> Okay.
>> I mean not to say that you should change
your website. I just like this is kind
of like the generic feedback I would
give anyone that is working like if if
you were a small business and you wanted
to be online that's kind of the
direction I would go. Okay.
>> So, kind of make it easy for people to
find you because being found for this
generic action is like pictures of fish,
like very simplified. Um, that's
probably going to be hard. Whereas, uh,
telling people is like, "Hi, I'm Martin.
You can find me on the internet as a
photographer." Like, they could find you
there.
>> Okay.
>> But I guess that all depends on like
what your ultimate goal is. And it
sounds like your goal is more like I
want to organize my photos and I will
send out links to people who are
actually interested.
>> Okay. But if I were to take the next
step and say like okay I want to make
some money off of my photos and for
instance sell prints which I think is a
is a business model that I've seen more
commonly these days. So in that case I
need some sort of brand I guess for
people to find me. Well, you don't need
a brand, but it's more that if you've
built up a reputation as being kind of
this underwater photography guy and they
remember your name, it's a lot easier to
find you with with a clear brand name.
>> True. Because I assume like the website
you you would be able to check in search
console like probably
is hard to find for generic terms.
>> I believe so. Yeah.
>> That brings me may maybe to the first
point like do you have search console
set up?
>> I I have search console set up. I should
probably look at it every now and then
as well. That might make sense.
>> Okay.
>> But I do have it set up.
>> I mean it's not going to make you rank
first. So
>> not
>> ah
>> I'm sorry. So sorry. But you see things
like what people are searching for which
which can be kind of insightful to kind
of see like oh well it's like you're
wrong John is like actually people are
searching for my brand name and I'm
ranking first for it which is great.
>> Uh yeah I don't think I am.
>> Okay. I need to fix that I think. Okay.
Mhm.
>> Okay. Then you have like the the gallery
pages which I guess are kind of like a
category page if it were an e-commerce
site
>> which
>> and probably on those category pages you
have text headings like which locations
what kind of photos some some kind of
classification
>> I don't have that actually the gallery
system that I use is a it's a theme for
the for the content management system
that I use um actually doesn't have that
like it it as just the like so if you go
to the website you see like exploring
underwater in Switzerland which is the
name of an album if you want to call it
a gallery
>> and then you click into it and then you
just have the images and like a little
bit of text for each of the images but
that's it there's like no freestanding
text.
>> Mhm.
>> Is that a problem?
>> So I mean I I guess it like all depends
like how you want to be found, right?
Like everything kind of boils down to
that. uh which could be like if you have
galleries for specific locations,
specific times like I don't know ice
diving in
uh I don't know a specific mountain lake
kind of thing. You could mention that in
the title or kind of like as text on a
gallery page like that which would make
it a little bit easier for people to
find that gallery. Like I assume a lot
of these are very niche terms and not a
lot of people would be searching for
like photos of fish under ice in this
mountain valley kind of thing.
>> Fair,
>> but they could and they would more
likely find your gallery page because
you're linking to that from your
homepage than some random photo that you
have on your website.
>> Mhm. Of course, like you're also
competing with that random photo on all
of the social media sites that you
published it where you also included
some of those words, right?
>> Yeah, true. Can Can they even be
indexed? Like I'm not even sure if like
the same photo shared on social media
can like take away my chance of
indexing.
>> Well, the web pages could show up. Like
if you're searching in web search
>> then it's like on the one hand the image
might be the same but the web pages are
going to be unique.
>> Uh because your website probably doesn't
look like Instagram or like all of these
other networks like everything kind of
around the image is very different.
>> Oh okay.
>> I I guess if you're looking at image
search specifically then it's possible
that we would recognize these as
duplicates. Maybe fold them together.
Hm.
>> I don't know.
>> Okay. So, but if I upload to my website
first and then wait quite long for it to
index and then Instagram or the other
platforms get indexed, then I will be
the canonical, right?
>> I don't think it works that way. Also,
it might not matter, right? Because
>> Oh, okay. If, for example, someone is
looking for a photo of someone diving in
this mountainous lake kind of thing and
they go to your Instagram,
>> like from Instagram, they can find your
website if they want to buy a photo. If
they're like, "Oh, I just want to look
at it because it's it's pretty and it's
calming."
It doesn't matter where they
>> Yeah, that's true. Then then the search
impression and the click would probably
also not matter that much because they
would just click on the website, go,
"Oh, it's a nice picture." And then just
jump off.
>> Yeah. I mean, maybe they would browse
your profile and
>> kind of follow you on the social network
or I don't know, depending on how good
your photos are or how good you describe
them.
>> Um, but that's almost like a different I
don't know user journey so to say.
>> Does Google penalize me or like dislike
me if I watermark my images?
>> No.
>> Oh, okay.
>> So, that's fine.
>> Oh, lucky me. The other thing I guess is
from the gallery page you link to your
individual photos as a landing page. Is
that correct or do you just have a
landing the gallery page?
>> That's a really good question. I believe
each picture has its own page.
Yes. Well, it's it's using fragments.
>> So it doesn't
>> So it doesn't. Okay, great. So all
right. So I Is that would I want each
image to have its individual landing
page? Is that a good thing?
>> I I think if you have something unique
to add to the image like a unique text,
longer description kind of thing and you
want people to explicitly visit that
image when they go from image search
then yes having a unique landing page
for the image makes a lot of sense
because then we can also understand this
is the primary image of this page and
here is some additional information
about this image. Mhm.
>> Uh whereas if you only have a gallery
page, then we're like, "Oh, there 50
images on this page and there's a bit of
text, but is this an image landing page
that someone might be looking for?"
>> Which perhaps not?
>> So, it's almost like if you're
interested in having your images
individually findable, definitely make
individual landing pages.
>> Oh, okay. All right. So, okay. I need to
make sure that my images can be landed
upon. Fair enough. Dang. Why does Why
does this use fragments? I don't know.
That's a
>> That's an odd one.
>> Well, luckily you know someone who knows
about SEO and fragments. So,
>> I know I can fix my website. Yay. But I
would just like wanted the gallery
system to just do it for me. But yeah,
that would that was uh too hopeful. I
guess the the other things that people
or SEOs often talk about when it comes
to images are file size, file type. Uh
do you know like how your site is doing
there or is this basically also like I'm
just using the CMS?
>> No, don't ask me.
>> No, no, no, no, no. I made sure that the
the the system so I I can disclose like
I'm using uh Hugo, which I believe
you've also used in the past.
>> Yeah.
>> As like a static site generator. um
calling it a CMS is a big word but
effectively it's a CMS kind of thing I
would say and uh it has what's called a
pipeline and it can actually process
images and it can generate like multiple
versions of an image so that you have
responsive images
>> oh fancy cool
>> yes I don't want to I I think I might
have like not deployed this yet I'm not
sure if I have deployed responsive
images yet but I want to make sure that
when you're on a on a small screen
device, you get like a smaller version
of the content, but if you're looking at
it on a bigger screen, you should get
the higher resolution version of it
because it's a photo after all that
you're coming to the website for. So,
giving you the best possible version for
the device that you're on is something
that I think makes sense.
>> Mhm.
>> So, that's uh that's something that that
we do. And you would call that
responsive images and I would argue that
that's a good thing to have.
>> Yeah, I think that's great.
>> Yeah. But
>> but
>> I don't think you'll rank first because
of it. I think the challenge with
regards to SEO, it's like, oh, these are
good practices.
>> Fair.
>> But just because you're doing these good
practices, you're not going to rank for
underwater photography Switzerland
automatically.
>> Fair.
>> You have to do more. And to be fair,
like I think on on the first version of
the website and maybe even still now to
this day, I'm not sure if I've actually
rolled it out. I might just deliver the
highest resolution anyways because I'm
like, you're coming to this website to
look at this photo. You you have the
time. Uh if it if it takes too long, it
takes long. I don't care.
>> But your core web vitals, Martin,
>> I know, but then again, like people are
here for the high resolution pictures,
so they'll I just have to deal with it,
I guess. I don't know. But maybe I roll
it out eventually. I don't know. Um, the
other thing is file types. I just use
JPEGs.
>> Oh, okay. Well, it's fine.
>> I mean, they work everywhere. I know
that we we support other file types. We
have it in our documentation. I know
that AVIF and WEBP are in there. Uh, I
think BMP is in there as well. So, we
have like a we can link the
documentation here.
>> Cool.
>> In the show notes. Um, we have like a
bunch of support. And since you take
photos, you obviously take videos, too,
because it's just like the same thing,
right?
>> Like videos are a whole different beast.
Oh my god. Um, they are different in in
how you make them, they're a lot more
effort because you have to like color
grade them and you have to edit them and
cut them and yada yada yada. And if you
put together a video coming from
multiple clips or multiple cameras, then
you have to make sure like the colors
match because one might be a little more
bluish, the other one might be warmer.
and oh god no so that that's a different
kind of skill set but I know that a lot
of photographers are also videographers
okay so yeah a bunch of people do the
same thing
>> yeah I I mean for video the I think the
main thing from our side is it should be
really the primary part of a page
>> if you want to show as a video
>> uh because if people are like explicitly
clicking on your video thumbnail they
want a video they don't want a big
gallery page with a lot of photos and
this random video attached I remember
that change. It's a relatively like a
year ago or something, right? That
hasn't always been the case.
>> Cool. I think this is pretty insightful.
>> Hopefully.
>> Yeah. Do Do you think photographers will
go away now that generative AI just
creates any image you want?
>> Ah, get out of here.
>> Get out of here. No. Come on. So, I Oh,
no. No, no, no, no, no, no, no, no, no,
no. I mean, I do it as a hobby, so I I'm
not really impacted here. But I think
like a lot of photographers who studied
photography, who learn how light works,
how our perception works, how to elicit
different psychological responses or
emotional responses to an image. Um, I
don't think AI can do that and not
anytime soon. Like, of course, if you
need like a illustration chart for
something, then maybe it can actually
generate that for you. But that's not
really what photography is about. It's
about human connection through visuals.
And I think that for that to happen,
there needs to be a human on both sides
of that connection.
>> Cool. Okay. So, I I hope you picked up
some thoughts on photography websites.
And I guess like it's in my own best
interest that your photography website
doesn't perform that well in search so
that you continue working for us. Uh
but
>> don't worry about it. my photography
doesn't perform as well, so don't worry
about it.
>> Anyway, cool. Well, that's it for this
episode. Um, uh, if people want to find
you and chat more about photography,
where where is a good place to go? Do
you have a social network of your
choice?
>> Blue Sky is pretty good for this kind of
stuff. LinkedIn is more for the work
kind of topics.
>> Cool. Well, thanks for joining. Thanks
for being a subject matter expert.
>> Very happy to help. Yeah, I'm not sure
how about the expert part, but thank
you. Thank you so much for bringing this
up and I think if people out there have
follow-up questions, do definitely post
them in the comments on your podcast
platform of choice or on YouTube or go
into the office hours on
developers.google.com/arch
and ask us questions because I
understand there are lots of questions.
Even if you're not a photographer, but
from a different business or industry,
ask us. We're here to help.
>> Cool. Thanks a lot and thank you folks
for listening in and goodbye.
>> Bye-bye.
[Music]
We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on LinkedIn or chat with us at one
of the next events that we go to if you
have any thoughts. And of course, don't
forget to like and subscribe. Thank you
and goodbye.
[Music]

---

## 2025-08-07 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 08 月 07 日）

URL: https://www.youtube.com/watch?v=U9SUEs9NQhs
Caption: ja-8V-H19SidUo (manual, json3)

[アンナ]皆さん こんにちは
本日もGOOGLE社員による
GOOGLE検索オフィス アワーの時間となりました
本日お届けするのは 私アンナとなります
いつも通りよろしく お願いします
それではですね
GOOGLEからのお願いから 始めていきましょうこちら
本オフィスアワーでは
#GOOGLE検索オフィス アワーを使用しております
そのために質問についての ご意見ご感想など
ございましたら是非上記の
#GOOGLE検索 オフィスアワーを使用して
SNSに投稿してください
またですね 本オフィスアワー で紹介した記事のリンクなどは
本動画の概要欄に後ほど 掲載する予定です
そしてですね 我々運営チーム の励みとなりますので
もしこちらのオフィスアワー 気に入って頂けましたら
チャンネル登録高評価の方 よろしくお願いいたします
はいそれではですね 次は
最新情報ということで
最新の主なブログ記事について ご紹介していきましょう
今月はですね こちらの2件 の記事が公開されております
まず1つ目が新しい サーチコンソール
インサイドレポート こちらという記事
そして2点目が GOOGLEトレンド
APIアルファ版 なんですけど
こちらのご紹介 検索トレンドデータへの
新しいアクセス方法 となっております
一つずつですね 簡単に見て いこうかなと思っております
まずですね
新しいサーチコンソール インサイツレポートはこちら
というブログに関して
サーチコンソールインサイツの
新しいバージョンを リリースすることとなりました
このレポートにより より一貫性のある
エクスペリエンスが提供され
サーチコンソールで 利用可能なすべての
ツールで得られるものに より近い形で
価値ある分析情報が得られます
とブログでは 紹介されております
例えばですね 新しい 分析情報レポートを使えば
データの専門知識がなくても
例えばコンテンツ クリエイターさんの皆様
ブログがサイトの 所有者の皆様自身のサイトの
パフォーマンスを簡単に 把握することができる
と思っております
新しいレポートで実行できる 操作の詳細は
ブログページや インサイツレポートの
ドキュメントをご覧ください
そしてですね 2点目のAPIに関する
GOOGLEトレンド APIに関するブログです
こちらはですね 結構皆さん興味ある方
多いんじゃないかなと思います
先日のバンコクの イベントで発表する
アナウンスされる こととなりました
でですね 内容なんですけども
GOOGLEトレンドAPI がリリースされたことを
お知らせいたしますと
GOOGLEトレンドには
長い歴史がありますが トレンドデータへの
主なアクセスはアクセス方法は WEBサイトのみでした
ここ数年 利用者利用が増加して
これまで提供されていなかった APIのリリースを求める声を
多数お寄せ頂きました
皆様のフィードバックの おかげかなと思っております
このAPIを利用できるのは
ごく一部のテスターのみ となっております
利用可能なデータの 内容だったり
具体的にアルファ版テスターに 応募する手順に関しては
こちらのブログ記事を 参考にしてください
はい この2点の ブログ紹介となりました
それでは本題に 移っていきましょう
スライドを例にして これからは通常の
検索Q&Aに移っていきます
今回は 9件のご質問を 頂いておりますので
一つずつ見ていこうかな と思っております
まず1点目のご質問
ハッシュタグをつけた 検索機能に関する
ご質問を頂いております
昨年リリースされた ハッシュタグ検索機能の
現状について確認させて下さい
ハッシュタグ検索の 公開をきっかけに
オウンドメディアに 投稿する記事には
占いのようなキーワード を掲載するようになりました
昨年はハッシュタグ検索 経由の流入もあったのですが
ここ最近はハッシュタグを先頭 に付けたクエリで検索しても
専用の結果自体が 表示されません
機能終了についての アナウンスを
見つけられなかったのですが
現在もハッシュタグ検索機能は 稼働しているのでしょうか
とのことです
こちらですね 私が邪魔か
興味関心ありがとうございます
担当チームに確認しましたが
現状お答えできる範囲 としましては
#をつけて検索すると 以前とは違う
検索結果になるかと思います
GOOGLE検索では常に
ユーザーにとって 有益でわかり易い
検索結果が提供できるよう アップデートをしています
とのことでした
ご質問ありがとうございました
では 続いてのご質問に 移りましょう
サブドメインのファビコンが 表示されない件
に関するご質問を 頂いております
運営しているサイトの 一部コンテンツは
サブドメインにて 展開しています
ここ数週間サブドメイン配下の コンテンツのみSERPs上で
ファビコンが上手く表示 されないケースが散見されます
該当サブドメイン コンテンツのURL設計は
以下のようになっており
トップページホームページが サブドメイン直下ではなくて
特定のディレクトリ となっている状態です
このような設計はサブドメイン のファビコン表示が
不安定となる原因として 考えられますでしょうか
また対処方法があれば ご教示頂けますと幸いです
とのことです
こちらもご質問 ありがとうございます
具体的なサイトの情報が 添えられていなかったため
サイト構造を正しく理解 していると良いのですが
質問内容からはガイドライン上 でもお伝えしているように
サポートされない サブディレクトリレベルの
ホームページのように 見受けられました
そのためにうまく表示されて いないケースがあったとしても
仕様通りのように思いますが いかがでしょうか
そうですねファビコンは少し 厄介なことがあったりするので
こちらのガイドラインに従って
できるだけ正確に作成すること をおすすめしております
はい 続いてのご質問に移りましょう
ビッグワードにて 掲載順位が下落した件
に関するご質問頂いております
弊社のサービスサイト トップページがある
ビッグワードで長らく 自然検索の10位前後に
位置していましたが
4月末から順位が 低下傾向にあり
最近は100位外 になっています
日本でも有数の 認知度利用者を誇る
企業サービスだと 考えていますが
弊社より企業規模が小さく
一部地域でしか 営業をしていないような
サイトが複数上位に 上がってきます
ユーザー観点で見ても 違和感のある
検索結果になっている 印象です
当方のサイト状況を 確認しましたが
インデックスや各種エラーなど 問題ない状況でして
対策に苦慮しておりますと
何か見落としていること があれば対策したく
この状況で見るべき 観点などありましたら
アドバイス頂けますと幸いです
とのことです こちらご質問 ありがとうございます
具体的なサイトやクエリ の情報が添えられていたために
状況を確認することが できました
添付頂いたサンプルページは インデックス登録済みで
検索結果にも 表示されていました
これは技術的には 問題ありませんが
そのような一般的な キーワードで上位に
ランクインし続けるのは難しい ことをお伝えしております
つまりですね
過去に検索結果上位に 表示されたサイトが
今後も上位に表示され続ける ことは保証できません
そうですね
つまり ウェブサイト そして ユーザーの期待値は
非常にダイナミックに 変化しているために
現在ある位置にランクイン しているからといって
何もせずずっとその位置に とどまれるとは限りません
ご理解頂けますと幸いです
ご質問ありがとうございました
ではですね 続いてのご質問に移りましょう
ナレッジパネルの情報が 更新されない件に関する
ご質問頂いております
昨年4月にブランド名が 変更となり
サイトのタイトルなども 変更いたしました
新しいブランド名で検索した際 タイトルリンクなどは
問題なく新ブランドで 表示されております
しかし ナレッジパネルの詳細や
口コミといったところを 選択すると
検索欄では古いブランド名で
検索されている 状態となっています
質問内容としてはこちらの3点
GOOGLEから未だに 新しい新ブランドで
認識されていないのでしょうか
この問題を改善するために サーチコンソールの
リンクレポートに 表示されている
質の低いサイトに関しては
否認ツールで否認した方が 良いのでしょうか
そして ドメインが古いブランド名に
関連する略称ですが それも 影響しているのでしょうか
とのことです
こちらもご質問 ありがとうございます
こちらに関しても具体的な
サイトの情報が 添えられていたために
状況を確認することが できました
ですが 私の環境で 確認してみたところ
プロフィールの更新は 完了しているように
見受けられました
なので問題はすでに解決したと 思いますが いかがでしょうか
基本的にはですね
GOOGLEマイビジネスの 問題だと考えております
GOOGLE ビジネスプロフィール
ガイドラインに従う必要が あると思いますが
反映されるまで時間が かかるかもしれません
一般的に ナレッジパネルの情報は
GOOGLEマイビジネス
そしてWEB WIKIPEDIAなど
名前が掲載されている すべてのシステムを
徹底的に確認することが 重要となってきます
また ナレッジパネルに 関しては所有者としての
編集することも 可能となっております
これですね 解決している ように見られましたので
各質問には細かく お答えしませんが
いずれにしても こういったケースで
否認ツールを利用して 否認しても効果がないことは
お伝えしておこうかなと 思います
ご質問ありがとうございました
では 続いてのご質問に 移りましょう
ページがインデックス されない件
に関するご質問を 頂いております
サーチコンソールで クロール済みインデックス
未登録になっているページを
URL検査から確認したところ
参照元サイトマップが 検出されませんでした
という結果でした
しかし 送信したサイトマップ を確認したところ
該当ページはサイトマップに 含まれていました
そこで インデックス登録を リクエストを改めて行いました
このページ以外にも サイト マップに掲載されているのに
参照元サイトマップが 検出されませんでした
参照元サイトマップに 検出されませんでした
になっているページが 多数ありました
ありますと
原因はどこにあるのか ご教示頂けますと幸いです
とのことでした ご質問ありがとうございました
こちらも具体的なサイト の情報が添えられていました
その上で 今回のご質問は
サイトマップに関する問題 ご質問ということではなくて
クロール済みインデックス 未登録のページを解消して
インデックス 登録させたいという旨の
ご質問かなと理解したので そのようにお答えしていきます
で この場合 こちらのヘルプページ
ページインデックス登録 レポートのヘルプページを
確認して頂くのが 良いかなと思いました
で このステータス つまり
クロール済みインデックス 未登録のステータスは
ページがGOOGLEにより クロールされましたが
インデックスには登録されて いないことを意味しています
文字通りなんですけど でですね
この場合
今後インデックス登録される 可能性がありますが
登録されない可能性もあります
このURLのクロールの リクエストを
再送信する必要はありませんと
ドキュメント内にも 記載がございますので
このようにしてください
またですね
クロール済みインデックス 未登録のステータスなどで
サイトマップに登録しても 今回意味は特にありません
というのもですね クロール済みなので
GOOGLEは既に そのURLを知っているから
ということになっております
いかがでしょうか
ご質問ありがとうございました
ではですね 続いてのご質問に移りましょう
robots.txtで
エンコード文字を 使用している件に関する
ご質問を頂いております
で運営しているサイトで URLにカンマを含む場合は
クローラーのアクセスを ブロックしたいと考えており
robots.txtにも
ブロックするための 記述を行っています
カンマを含むURLを robots.txtで
Disallowした場合
カンマのエンコードを 含むURLも
同様にdisallow されますか
という旨のご質問を 頂いております
ご質問ありがとうございます
でですね 担当チームにも確認して
コメントをもらうことが できました
で 曰くですね
robots.txtでは エスケープされた文字は
10日となっていますけども
RFCによるとこのように 記述されておりまして
つまりrobots.txtの パス要素において
カンマは予約済みの 文字ではありませんと
因みに予約済みの文字は スペースとハッシュの2点
2つの文字のみで
こちらはエンコード する必要があります
というように 記述されております
なのでですね
カンマはパスにおいて 不自然な要素であり
CMS他のクローラー robots.txtパーサー
あとは さらにユーザーも ちょっと混乱をさせる
可能性がありますので
こういったURLはこんな
こういったURL つまり 混乱を招く可能性のある
文字というのは
たとえ技術的には 有効であったとしても
使用しないことを おすすめしております
そうですね
繰り返しになりますが そのために
URLに句読点記号などを 一切含めないことを
おすすめしております
というのも やっぱり 問題が発生したり
あと たまに皆さんも経験 されたかなと思うんですけども
例えばソーシャル メディアだったり
チャットアプリにURLを 貼り付けた場合など
自動的に正しくリンク されなかったりするケース
リスクっていうのがあるかな と思うんですけど
そういったリスクを 負うべきではないかな
と我々のチームでは 考えております
とのことでした ご質問ありがとうございました
続いてのご質問に移りましょう
GOOGLEBOTの
ダウンロードサイズ が減少した件
に関するご質問を 頂いております
クロールの統計情報を 確認したところ
弊社サイトでは2025年 今年の5月8日ごろから
GOOGLEBOTの ダウンロードファイルサイズが
激減してしまいました
なお クロールのリクエスト数 は大きく変わっていません
開発に質問したところ該当日付 付近で影響しそうな変更は
一切行っていない との回答でした
内部変更なしに ここまで 急にDLファイルサイズのみが
減ることは あり得るのでしょうか
極端に減っているので ネガティブな影響がないか
不安なのですが
このようなケースの アプローチ方法について
アドバイス頂けますと幸いです
本検証は目的別の 更新のみに行っており
検出ではダウンロード数の減少 は起こっていませんでした
という訳もついて 注釈もついておりました
ご質問ありがとうございます
こちらも担当チームに 確認してきました
曰くですね
検索結果に表示される サイトの更新や
インデックス化に 問題がないのであれば
これは問題ではありません
とのことでした
クローラーはですね 効率的に動作するように
設計されているため 以前よりもクローラーの
アクセス回数が 減っている場合でも
重要な十分なページが クロールされている
可能性があります
でですね
またクロールされるページ数が 以前とほぼ同じであれば
クロールタイプが 変化したとしても
心配する必要はないでしょう
とのことでした
もし懸念がある場合はですね
サーバーログを直接 確認したりとか
あとはそうですね
そこから詳細な情報を取得する ことをおすすめしております
集計値だけを見て判断する のは 今回は避けるべきかな
というようなコメントを担当 チームから頂いております
ご質問ありがとうございました
ではですね 続いてのご質問に移りましょう
AI機能のために マークアップするべきかどうか
に関するご質問を 頂いております
構造化マークアップと Gemini
AI Overviewに 関する質問ですと
今までは構造化マークアップは 検索順位に対して
影響を与えないとの話でしたが
昨今 Gemini AI Overviewに
自社の情報を 取り上げられるために
構造化マークアップが 大事と聞きますと
今まではリッチリザルトで 綺麗に表示されることや
GOOGLE マーチャントセンターに
自社商品の情報を 取り上げるために
構造化マークアップを入れる ものと考えていたのですが
上記のAI Overview に取り上げられるためにも
構造化マークアップは入れた方 が良いでしょうかとのことです
ご質問ありがとうございます
こちらも 具体的なサイトの 情報が添えられておりました
まずは一般的な話をしますが
一般的にマークアップは GOOGLEが
コンテンツをよりよく 理解するのに役立ちます
そのためいくつか実装 するのは基本的には
良い考えのように思います
しかしですね 今回頂いたサイトというか
構造化マークアップする際の ノートを見ましたが
構造化データで商品などを 表示するための
要件を満たせない場合 使用されません
また 卸売市場のように
一般ユーザーが購入できない 商品を ショッピング結果に
表示するのは 少し不自然なように感じました
ご質問ありがとうございます
ではですね 続いてのご質問に移りましょう
こちらが本日最後の 質問となっております
デスクトップページも インデックスは必要かどうか
に関するご質問を 頂いております
例えばexample.com とexample.com/spなど
PC用URLと スマートフォン用URLが
異なっている場合
両方のパターンのURL を
インデックスさせる 必要はあるのでしょうか
片方がインデックス されていれば
万全の状態なのでしょうか
との事です こちらもご質問 ありがとうございます
でですね
こちら具体的なURLが 添えられておらず
一般的なご質問として 届いておりましたので
こちらとしても一般的なご質問 として回答していきます
回答ですが 多くのユーザーは
依然として デスクトップ端末から
WEBサイトにアクセス しているかと思います
でですね
デスクトップ版がインデックス 登録されない場合などは
デスクトップユーザーは 検索結果で
サイトを見つけることが出来ず
トラフィックの減少に 繋がりますので
依然どちらのパターンも インデックスURLを
インデックスさせる 必要はあるかと思います
さらにですね 画面サイズの関係で
たとえばデスクトップ版には より多くの情報が
表示される場合なども ありますので
こういった場合 検索エンジンの理解度向上にも
寄与する可能性がありますね
はいそうですね
その他このようなモバイル ファーストインデックス
関連の質問に関しては
こちらの公式ページ
モバイルサイトとモバイル ファーストインデックス
に関するおすすめの方法という 公式ページが ありますので
こちらをぜひ参考にして頂くと 良いかなと思いました
この中にも触れておりますが 私たちとしては
比較的設定ミスの少ない
レスポンシブデザインを 推奨しております
はい
そんな感じで以上となります
皆さん今回のGOOGLE 検索オフィスアワーは
楽しんで頂けましたでしょうか
次回のGOOGLE検索 オフィスアワーですが
2025年8月28日を 予定しております
もし何かお困りのことがある方
ぜひ早めにフォーム よりご質問をお寄せください
はい それではまた次回
オフィスアワーでお会いするの を楽しみにしております
それではまた是非 みてくださいね
バイバイ

---

## 2025-07-24 - How does CSS affect SEO?

URL: https://www.youtube.com/watch?v=l2E3gBDP_qY
Caption: en (automatic, json3)

[Music]
Hello and welcome to a new episode of
Search of the Record, a podcast coming
to you from the Google Search team where
we talk all about search and maybe have
some fun along the way. My name is
Martin and I am a search relations
uh engineer. I I don't even know what my
job title is anymore, but I'm part of
the search relations team. And with me
is John Miller. Hello, John.
>> Hello, Martin. So great to join you
here. What a surprise,
>> right? It's always surprising when we
see each other.
Oh man, so many conferences, so many
travels. Um, but here we are. Universe
brought us back together. Woohoo. What
would you like to talk about today? What
have you brought for us?
>> I would like to talk about CSS.
>> Oo, wait. Does CSS Wait, wait, wait,
wait, wait. Does CSS have anything to do
with SEO?
>> Doesn't everything have to do with SEO?
>> Well, I mean, like my cat's sleep cycle
probably does not have anything to do
with with SEO, does it?
>> Well, unless it unless it wakes you at
5:00 a.m.,
>> which it does, but that's fine. Um but
but no like seriously I mean CSS is just
styles. So how does my website look?
What fonts to use? What colors does how
does that what how does that have no
what does it have impact?
>> Well I mean Google's guidelines say you
should make your CSS files crawable. So
there must be some kind of magic in
there, right?
>> Okay, I'll bite. But I haven't seen many
people talk about it. Like I I don't
think it's a topic in the SEO world, is
it?
>> Well, we could make it one. What do you
think?
>> Okay. Okay. Let's let's explore this
topic. That sounds like an interesting
route to go. So, why is no one talking
about CSS with regards to SEO? Where
where should they be looking? What what
should they should there be a starting
point? like why would they matter? How
does it work? Like how do people use
let's start with how do people use CSS
these days?
>> How do people use CSS? Um they link to a
CSS file from their HTML pages and links
are the basis of everything around SEO,
right?
>> Okay. Okay. But what do they put in
their stylesheets? Do we have any
insights to that? I looked at a few
places where people talk about uh CSS
kind of the the status of the world of
CSS because I know a little bit about
CSS but basically my knowledge is based
on
uh kind of I don't know how I made my
web pages way back in the day when you
made HTML pages in an editor and wrote
your own CSS.
So I I have no idea what has happened
with CSS since then and I know there are
some people who are really active in the
world of CSS and kind of bringing new
things out. So
>> I my assumption is things have changed a
little bit
>> and
>> with regards to SEO
it feels like every now and then we get
SEO questions that kind of map to CSS.
So, I thought like all of the front-end
developers who are kind of doing CSS on
the side, like maybe it would be good to
have an episode just to talk about SEO
for CSS.
>> Fair. That makes sense. I I think it's a
little bit like JavaScript. It's usually
fine to use C like I mean everyone's
using CSS. It's fine. It's perfectly
fine to use CSS, but it provides a lot
of flexibility and power and sometimes
you can accidentally build things that
are not going the way that you
anticipate them to go. Um, so yeah, I
think that makes sense. I I guess there
might actually be implications. I
remember a few really weird cases and
questions that we got that turned out to
involve CSS. Yeah, that's a it's a good
point. Yeah, and I think CSS has
changed. the way that that it has been
used has changed a lot over the years.
So may might make makes sense to talk
about it now.
>> Cool. Yeah. I mean I doubt there are
things in CSS that break the way that
JavaScript can break things for search,
but like maybe I mean maybe I'm I'm sure
there are very creative CSS developers
who can make things that
search engines don't really understand.
>> Yep. Oh yeah. Well, they understand it.
It's just backfiring in interesting ways
sometimes. It's uh Yeah. Okay. We'll
we'll get to those. We'll get to those.
Let's
>> let's start at the beginning. Websites
have grown. Has CSS grown over the time
as well? I guess so.
>> Yeah. In preparation for this, I looked
at the HTTP archive web almanac, which
they do every year or so, and they did
one or they did a report on CSS in 2022.
I don't know if there's a newer one. I
>> I check there isn't. No.
>> Okay. Well, I don't know what that
means. CSS dead.
[Laughter]
>> Hope not. I hope not.
>> I don't think so. I don't think so.
>> Cool. So, I I looked there and I thought
we could kind of walk through some of
the things that are in there. And the
the first one that they kind of start
off with is the size of CSS that is
included in HTML pages.
I don't know about you, but when I write
my CSS files, they're usually a lot
smaller than my HTML pages. How how do
you do it?
>> Yeah. Okay. So that depends a little bit
on if you're handwriting or your CSS,
which of of course you can still do and
that's perfectly fine. Um, but you don't
necessarily do that, especially if you
just like design like things for
multiple clients or if you just want to
quickly build like a landing page or
something. You might use like a
framework because there are kind of like
pre-built CSS CSSes or stylesheets
um that you can just use um and then
style your your content with. And these
are sometimes quite large I believe.
Okay, so it's like the the old school
people who are writing their own HTML
and writing their own CSS, they have
small and sleek pages and those that use
a framework have the full bloat.
>> No, I mean you can like remove the
unused rules and you can split the files
and these kind of things. So you you
have ways to do it. Um but maybe not
everyone does like some people just like
plug it in and then just forget about
it. I don't know. Yeah. So the the web
almanac says
every year we see CSS grow in size and
in 2022 the medium style sheet size was
68 kilobytes or 72 kilobytes. I I think
like one is desktop, one is mobile.
>> First is mobile, second is desktop. It's
interesting that there's not that much
difference between the two, but it's
quite large.
>> Yeah, those are large files. just like I
don't know if I had to write that
manually I would spend way too much time
on it. So I guess these are frameworks
in that case.
>> I think so.
>> Okay. They also mentioned the largest
one that they found was 78 megabytes.
>> What?
>> Which is crazy.
>> What?
>> Yeah.
>> These are text files.
>> I don't know. Like maybe I just don't
understand modern CSS but I don't know
how you can fit 78 megabytes into one. I
guess if you like have lots and lots of
images as data urls in your CSS maybe,
but that's a really weird choice.
>> Yeah,
>> that's such a bad idea. Oh god,
>> I mean I have heard of people who have
audio files in their text files, so who
am I to judge?
>> That's a really nice insider joke.
For the people who have seen that file
and have laughed and enjoyed it, it has
been great. For those who haven't, look
around the internet a little closer.
>> That's kind of mean. I I think like look
around the internet to find one text
file.
>> Okay. Look,
>> will keep people busy.
>> That's That's true. But uh look at
someone's websites uh text files, let's
put it that way, and you will be
surprised.
>> Okay, we'll see.
>> Some of our websites,
>> we'll see who actually takes a look.
It's It's not for humans. It's more for
robots. But whatever. We'll see.
>> Okay.
>> Okay. Moving on to more serious topics.
>> Uh, one one question I still regularly
get is whether CSS class names have any
SEO effect.
>> Yeah, I hear that question as well. I
don't think it does. I don't think we
care because the CSS class names are
just that. They're just assigning a
specific
somewhat identifiable bit of stylesheet
rules to elements and that's that's it.
That's all. You could name them all
blurb. It would not make a difference
from an SEO perspective. It would just
be really really hard for developers and
designers to identify what this is
supposed to be.
>> But these are words in the HTML page
now. Yeah, but they're not part of the
text content.
>> Oh, so it's not because it's not
visible, it wouldn't have any effect on
>> SEO. No, it's like making up HTML
elements that don't exist like I don't
know, put the keyword in a in a tag name
or something and then hope that that's
what is in. No, it's not. It's just a
random HTML element then.
>> Okay. What about simpler crawlers? like
I don't know if you were if you're
manually parsing the HTML file and
feeding it to an AI model
would would it have an effect there?
>> I mean that depends on how you implement
that. But normally what you do is you as
you say you parse the HTML. So you say
like so give me all the elements and
then give me all the text content from
the elements and that would strip out
all the attributes including class
names.
>> Okay, cool. Well that's one thing. So
basically no need to put keywords into
your CSS file or at least into your
class names, right?
>> No. Yeah. No.
>> Okay. Um then I saw that there is this
um exclamation mark important CSS.
>> Mhm.
>> I I never understood that. It's like on
the one hand, why is exclamation mark in
the beginning and important? It's like
could you put something in here that is
important or it's like I don't
understand.
>> H so okay that's uh that's um
workaround I would call it. Um CSS has
something called specificity and that's
a beautiful word and I'm really excited
that I can actually pronounce it
properly. Specificity. So how specific
how specific is a rule? So you can say
like all elements do like a little
asterisk all elements on the page should
have green text. Uh and then a few other
things and then you might at some point
be like well no links should be blue
historically. So I go a and then address
all the uh a elements all the links on a
page and say like you have a color of
blue.
And then sometimes you have like certain
rules that are less specific than other
rules because you can play this game
more and more. So like if you say like
all elements that's very unspecific. If
you say all anchor elements or link
elements that is a little more specific.
If you say every link element that has a
different site, every link element that
has a different site and has like a
specific class attached. So you can make
it more and more specific. And normally
the more specific rules override the
less specific rules. But then sometimes
you're left off with like a one link
that you want to be read.
>> And now you can create either a class
and say like red link. So you do like a
dot red link or something like that. Or
um which makes it more specific than the
other links. Or you can if you for some
reason can't do that because something
more specific sets the color and you
have to have it in a less specific rule
which I don't think you ever do. Um you
can override it by saying important. So
this is important. I really really
really want this color to be red. I'm
not even sure what happens if you have
multiple
conflicting important rules. I'm not
sure how that gets passed. I would have
to read that up in the specification.
But um it's an override for specificity.
So you can say like it doesn't matter
what else comes after this like it
doesn't matter how specific that rule
is. This should be the declaration and
it doesn't have to be color. It can be
anything like font size, display
dimensions, these kind of things with
important. You overrule the specificity
system.
>> Oh my god, you said that so many times I
can't say it once.
specificity
>> specific
>> almost almost you got moving on to a
different topic that
>> it's unfortunate it's such a lovely
topic I once said the wonderful
poetically sentence or the wonderful
poetic sentence specificity as specified
by the specification that was
>> wow okay
>> that is crazy
>> so many words so little meaning
>> okay so it was like lots of apostrophes
mean no not apostrophes exclamation mark
>> exclamation mark
>> lots of exclamation marks mean it's very
very important
>> followed by the word important yes
>> yeah may I'm sure there's some SEO
equivalent to this I don't know okay
another topic that I know I've run into
because the the folks in the indexing
side contacted me about this once is
pseudo classes like before and after
>> yes
>> can you explain lightly what what that
is.
>> Oh god. Okay. Um uh are they pseudo
classes or pseudo elements? I I always
confuse the two. It doesn't matter. Um
the idea is so in CSS the way that let's
explain CSS really quick for those who
have never like encountered it or seen
it from up close. CSS is a text file
that styles the HTML document that you
created. So it gives it gives us a
possibility to separate the styling, the
way that things look from the content.
Back in the days, you had to basically
like build tables into your HTML files
to kind of like move things into columns
and rows and position them next to each
other. Um, that is nasty because it is
technically not tabular data. You just
abuse a table to do like some sort of
grid layout. CSS allows you to separate
out the style information completely
from the HTML document. And that
hypothetically has the nice benefits
that you could switch CSS files based on
user preference. For instance,
>> if I want something very flashy and very
colorful, I could have one stylesheet
and then someone else wants a black and
white version of it. They can have a
second stylesheet. Hypothetically, um I
think practically that also exists. I
think there's like extensions for the
browsers. In these files, in these
stylesheets, you say this kind of
element and that can be one specific
element, a bunch of elements, elements
inside other elements or um classes of
elements or specific ids of elements. Um
so you can say like all headlines or you
can say like all headlines that have
breaking news as a class name or
something like that. M
>> and then you can give them properties
and you can say like the color should be
this, the font size should be this, the
size should be this, the they should
break the text around them, they should
not break the text around them, yada
yada yada.
With pseudo elements or pseudo classes,
you can also add content around things.
So, let's say like you want a little
unicorn pile of poop in front of every
headline for some reason or maybe a
light bulb like you want to split like
you want a little light bulb in front.
Light bulb is probably nicer than a
little pile of poop. So, you want a
little light bulb in front of every
headline. Then you can say like you can
either ask everyone who's editing the
HTML to add a little light bulb uni-ode
character in front of their actual
headline or you can use CSS in one place
and say like okay so before every H2
element H1 element whatever you've got
add this little piece of content here
this little light bulb
>> and then you would have a little light
bulb in front of every every headline
without having to actually put it in the
HTML document. Okay.
>> Which for decoration I think is fine.
>> Okay.
>> I think you can do that. Yeah. I I guess
you can also do certain other things
with before and after, but I'm not sure
what else you can do with it.
>> So, could you put like the whole
headline in there?
>> See, that's the problem. Yes, you can.
You can do that. I don't think you
should.
>> Is this like an opinion?
>> No. This is based on on technical merit
in this case. Um it is it is an opinion
but it is it has technical merit. The
the reason why I say you shouldn't do
that is again if you look at a we we we
just discussed like oh but what about
other crawlers and and and search
engines and whatnot that might not
>> like see it this way. pretty much anyone
who programmatically consumes HTML and
that's like crawlers, search engines,
bots in general and also accessibility
tools sometimes.
>> Mhm.
>> They go through this HTML document and
they parse it and they understand like
okay so here's an headline element,
here's a link, here's some text inside
the headline element, here's some text
inside the link and so on and so forth.
They go through the HTML for that
>> the HTML, not the CSS. The CSS for them
doesn't matter as much because the idea
again the original idea is to separate
presentation from content. So content is
in the HTML and how it is presented is
in the CSS. So with before and after if
you add decorative elements like a
little triangle or a little dot or a
little light bulb or like a little
unicorn whatever I think that is fine
because it's decorative. It doesn't have
>> meaning in the sense of the content
without it would still be fine. It would
not look as funky
>> and fresh,
>> but it would be perfectly fine. If you
put actual content in the CSS that
violates this fundamental principle.
>> Oh, okay. So, it's kind of like
you're breaking something more like a
philosophical rule kind of thing.
>> Yeah.
>> Yeah. a fundamental principle of the web
parsers could implement something to
then also parse the CSS and get the
before and after content, but you really
shouldn't have to do that because it
should be in the HTML, the content that
you care about.
>> More of a technical side note, do you
know if this before and after stuff is
included in the DOM?
Ah,
I'm not
>> It's like not a trick question that I
It's like I'm trying to not not a trick
question. I'm just kind of curious
>> because my mental model is when when we
do rendering, we look at the DOM, right?
>> Mhm.
>> That is a that is a good question that I
don't have the answer to actually um
because I haven't tried this. But
>> I I think it's easy to test this. So if
I created like a div with some content
>> Yeah. Um, and then have like some some
text in it. And then we have some CSS
that has like a a diff before kind of
situation with some content. I wonder if
that shows up in the DOM.
>> Yeah. Interesting. Okay.
>> I think the browser shows it in the DOM
so that you can more easily
>> like uh do something with it. But I
believe
>> I I don't I don't think it actually is
part of the DOM. I think it just shows
the way.
>> Okay. Uh-huh.
>> So, the kind of one of the reasons I
remember this before and after uh stuff
is that there was once an escalation
from the indexing team that said we
should contact the site and tell them to
stop using before and after.
>> Um because they were using the before
pseudo class or pseudo element or
whatever.
>> Yeah, I'm not sure what it is either. I
would have to double check that.
>> Oh my god,
anyway. They were using the before to
add a number sign to everything that
they considered hashtags. And our
indexing system was like, it would be so
nice if we could recognize these
hashtags on the page because maybe
they're useful for something.
>> Uh but because they were using CSS to
add the hashtag symbol, we were like,
these are just words on the page. Mhm.
>> I I don't know what what came out of it
because usually we also have the notion
of we should be able to process the web
however it comes.
>> Yeah.
>> So maybe in rendering in the meantime
that is used in the DOM. I don't
actually know.
>> It's a it's a tricky I so I just tested
it real quick because
>> that's who I am. I just quickly coded
something. It's not in the DOM.
>> Oh, okay. So it doesn't it doesn't get
picked up by rendering. Okay. So
>> correct
>> definitely don't use before and after
CSS pseudo classes if you want to add
something that adds
context content
>> content content. Mhm.
>> Uh design elements probably fine.
>> Yeah.
>> Okay. Cool. Um we should document this
somewhere.
>> Oh god. Yeah. I think we So this is this
is interesting because I I think we
never documented it but I think we we
had it in a presentation somewhere at
some point. Um yeah we let me let me let
me get on that.
>> Okay. You don't have to.
>> So you heard it here first.
>> H we don't have to do it live. Uh then
another thing that I noticed in the web
almanac is they talk about values and
units. And that reminded me of this
weird quirk that we had with I think
hero images
um which used what is it 100 VH which is
VH is what is it vertical height?
>> Yeah.
>> Viewport height I think.
>> Viewport height. Okay. So 100 VH would
mean the whole viewport I guess.
>> Yes. Correct. That's what it's supposed
to mean.
>> Okay.
It's like percent of the viewport. So
it's like 100 VH is 100% of the viewport
height.
>> Okay. So the the weird thing that is
kind of related to this is people
complained that the
uh what is it? the inspect URL tool that
does this rendering preview
>> um would show this gigantic image and
none of the content when you had a hero
image like this.
Does that make sense?
>> Yeah, it does. Oh god. Yeah, because we
do something funky in rendering when it
comes to like viewports. And this is
exactly why I keep telling people do not
look at the screenshot. Always look at
the rendered HTML because what we do is
it's called viewport expansion. Uh it's
something that we do in rendering. It
doesn't really matter how that works,
but fundamentally we try to catch a
reasonable amount of things that are
only happening if they are in viewport.
So we are like progressively resizing
the viewport and most specifically we do
that for height. So if you have
something that says 100% of the viewport
height, then the problem is that this
keeps growing until we either say like,
okay, this is unreasonably long or um
until it actually is done. And the
problem with 100% of the viewport height
is when we keep growing the viewport to
kind of go like okay now we are not
covering the entire height then that
will never happen and eventually we'll
just give up and stop the the expansion.
That's not necessarily a problem but it
looks really weird on the screenshot.
>> Okay. So if your textual content is not
visible in that screenshot because you
have this giant image in its place, is
that a problem? Would we consider that
to be hidden content or like less useful
content?
>> I don't know how we are processing
things because I know there has been a
change. I would have to look up that
specific question, but I believe it's
not necessarily a problem because it's
still in the DOM. it's still accessible
to the crawlers. So, I believe that we
will process it just like normal stuff.
>> Okay. Well, I I think that makes sense.
Like if it's in a DOM, if it's rendered
on the page, it's not visible in that
screenshot. It's like it's still on the
page. Um, is this something that you
think sites should fix? Like if they
check their image in or the the URL in
one of these tools, should they tweak
the CSS to be like full viewport except
maximum so much? I don't know if you can
even do that in CSS.
>> You can give it a maximum height and
maximum width. So you can restrict the
the growth a little bit. And I believe
like in this case if it's like a header
image,
I'm not sure why it has to cover the
entire height of the viewport. And then
also if you want to cover the entire
height of the viewport, what happens if
people have to scroll because it only
covers the viewport and the viewport is
just what you see on a screen. So it
doesn't really scale up to how big the
content is. So um I'm not sure what
people are trying to accomplish there. I
might want to think about that and maybe
find another way to get the effect that
I want. And max width is or max height
in this case is probably a good way to
do that.
>> So it's almost like it's also an
accessibility issue. So you wouldn't
necessarily fix it for SEO, but it's
like what are you actually trying to do
here? And maybe there is a smarter way
to do that.
>> Yeah. Yeah, I would say so.
>> Okay,
cool.
Then in the report they also talk about
colors very briefly.
>> Um which I know in in the early early
days people would use font color and
font size and things like that to hide
text on a page.
>> It feels like that's a lot less common
now.
I don't have any data, but it's like
anecdotally from your like browsing the
web, do you see people hiding things
with like same foreground, same
background color?
>> No, not that much anymore. I mean, they
use like display none, so they don't
show it, but they are having it in the
DOM. That has happened.
>> Oh, okay. Oh, so it's almost like if you
want to hide something, it's like might
as well just hide it properly.
>> Yeah. Instead of in plain sight. Yeah.
>> Okay. Yeah. Uh then the other topic that
comes up fairly regularly is CSS images.
I
>> I had someone ping me I think last week
or a week before on social media. It's
like my developer has decided to use CSS
for all of the images because they
believe it's better. Um
does this work? Like is there anything
to watch out for there? there there is a
bunch of things that you need to keep in
mind when you do that. So number one
again there is ideally a separation
between the way the site looks and what
the content is. Now an image can be one
of both or both like it can be
decorative or it can convey content.
If I have, I don't know, like a really
nice kind of wallpaper pattern in the
background, then that doesn't really
that doesn't really constitute content.
It just makes it look nifty, I guess. I
don't know if I have like a
>> like the '9s. Yeah.
>> Yeah. Exactly. Like if I have, I don't
know, a a GIF of like something
bubbling, then I have or like stars
with twinkling, then I can put that as a
background and it doesn't really add to
the content. and it just makes it look a
certain way, fine. If I have like a
landscape that I really like and I kind
of want to make that the background of
all my my content, then fine, put it in
the background as well. But if I if I
have a blog post about this specific
landscape and I want to like tell people
like look at this amazing panoramic view
of the landscape here and then it's a
background image even if it's not like a
whole page background image but like a
div container that is empty and then has
like the the image there or even if it
has text and then the image is there
like it you can style random HTML
elements in a way that it looks like
it's the browser shows an image with
like a border and like a caption and
something like that. And it looks like
an image, but it is from a content
perspective not an image because it is
just like an empty or maybe like a
textual block of stuff with a background
image that has been loaded for
decorative purposes. The problem is the
content specifically references this
image, but it doesn't have the image as
part of the content, which is confusing
because for a user looking at the
browser, what what you what are you
talking about, Martin? the image is
right there.
>> But if you look at the DOM, it
absolutely isn't there. It is just a CSS
thing that has been like loaded to style
the page. So, if you have a content
image, if the image is part of the
content and you're like, "Look at this
house that I just bought, then you want
an img, an image tag
or a picture tag that actually has the
actual image as part of the DOM because
you want us to see like ah so this page
has this image that is not just
decoration. it is part of the content
and then image search can pick it up and
then we can like understand the
connection between the content and the
image and these kind of things. That's
the huge difference. So if you use CSS
for all images as long as they are
entirely decorative and the content
would work just as well without them.
Cool. if they are an integral part of
the content like a news story look at
how the the the market is responding to
the news of blah blah blah and then like
an image of of stocks going up or down.
>> Mhm.
>> That's part of the content that's not
decoration.
>> Okay. So
I I don't know like this just came to
mind like what about what do you think
about something like stock photos that
are added to a page to just decorate it?
M
>> could you consider those to be
decorative or would you want them to be
indexed?
>> I I mean you're probably not going to
get them indexed because probably the
stock website has them indexed first and
we understand that you're using a stock
photo which is just a copy of this other
photo I guess.
>> Am I right? Yeah. Right. That's what
probably going to happen.
>> Um
>> so you're not going to get as much
benefits from it. But then again from a
semantic point of view like the meaning
is still like this is this image is not
mine. It's a stock image that we bought
or licensed
>> but it is still part of the content. I I
personally think
>> okay that makes sense like okay so I I
think fundamentally stepping back a bit
it's almost like that philosophical
divide of CSS should be for the styling
and anything content related should be
in HTML.
>> Yeah.
>> Okay. So let's see. I I think the the
things we talked about um on the one
hand class names class names are
styling. They're not content. So of
course they don't have really an effect.
>> Uh the before and after um pseudo
classes.
>> Okay, I'm googling this now. What is
this CSS before? Is that a What is it?
Creates a pseudo element. Okay.
>> Oh, it's a pseudo element. Oh my gosh.
Okay, I got it wrong. Uh, so adding
decoration with these is fine. Adding
content that you want indexed doesn't
make sense because pro it yeah like like
you tested it doesn't end up in the DOM.
So even in rendering it wouldn't show
up.
>> Uh then this weird 100%
viewport height thing which is unrelated
to SEO I think but just makes debugging
weirder. Mhm.
>> So that's worth fixing. And then the
images, like you mentioned, really that
philosophical divide again. It's like if
it's about your content, put it in your
content with an image tag or
>> picture tag or
>> I I don't even know what the difference
is nowadays. I have to double check. Um,
but if it's if it's just purely
decorative, if you want to add this '90s
website vibe with uh wallpaper behind
your pages, go for the CSS side.
>> Correct.
>> Do you think there's anything we're
missing?
>> Um,
I don't think we are missing anything
specific here. No. Oh, another thing I I
sometimes run into is people using CSS
to create tables and then putting
tabular data in them. That also feels
like a misuse, right? Or is that
>> I mean ah god there is I'm not sure if
that is a solved problem or if that
still is like an actual challenge. I
remember
tables and tabular data in general is
tricky to make responsive as in like if
you are on a small screen.
Yeah, that it's not that easy. Um
>> Okay.
>> So I I guess they maybe just working
around that problem.
I don't know.
>> I don't know. I I think the part where
tabular data is sometimes useful for
indexing is if we can recognize that
they're like rows and columns of
information and we can kind of combine
those properly. And I imagine if you use
just CSS instead of a table element
probably that's not that easy.
>> No. No, we won't get that. Yeah, you
lose. Also, I'm not sure how well screen
readers respond to that.
>> Yeah. Okay, cool. That was super
insightful.
>> Oh my god, that was that was uh
surprisingly technical. I like that.
Yeah,
>> CSS for SEO, everything you need to
know.
>> Nice. We also found a lack of
documentation for this one thing and I'm
I'm looking forward to see that uh
landing. I'll I'll keep you all posted.
We'll fix that. Hopefully, I'll try.
>> Cool.
>> Well, all right, John, that was uh
surprisingly fun. Um, thanks a lot for
for this conversation and I think that's
it for this episode. Should we direct
people to places where they can find
more?
>> Yeah, Martin, where where can they find
out more?
>> So, for CSS, I would go to web.dev that
has like lots of articles that explains
how to do things. And if you know what
you want to do and you know what CSS
bits and pieces you look for, then
probably Mozilla Developer Network. So,
MDN is a good place to go to find the
reference content. And we need to fix
this documentation
hole, so to speak. And I'll I'll put
something on our documentation which is
at developers.google.comarch.
Yeah.
>> About pseudo elements.
>> Elements. Elements. Elements. Yeah.
Yeah. It's it's weird because I think
there are pseudo classes as well like
hover and active and these kind visited
and these kind of things that are pseudo
classes and then check out MDN. They'll
explain the difference to you. We are
not the right people to explain the
difference I think. Um anyway,
>> well, thanks a lot, Martin.
>> Yeah, thanks thanks for being here with
me, John, and uh thanks for bringing
this interesting topic. So, uh and
thanks to everyone out there for
listening in on us going through CSS
together, I guess. So, um thanks a lot
and goodbye.
>> Bye.
[Music]
>> We've been having fun with these podcast
episodes and we hope that you, the
listener, have found them both
entertaining and insightful, too. Feel
free to drop us a note on LinkedIn or
chat with us at one of the next events
that we go to if you have any thoughts.
And of course, don't forget to like and
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[Music]

---

## 2025-07-10 - SEO for small businesses

URL: https://www.youtube.com/watch?v=BKDymFYpvL8
Caption: en (automatic, json3)

[Music]
Hello and welcome to a new episode of
Search Off the Record, a podcast coming
to you from the Google Search team,
where we talk all about search and maybe
have some fun along the way. My name is
John Mueller. I'm a search advocate here
at Google in Switzerland. And today I'm
joined by Martin Split who is working on
my team also as a search advocate. Hi
Martin.
Hi John. Woohoo. It's great to have you
here Martin.
I don't know about you but occasionally
I get asked by random people who know
that I work at Google like what they
should do about SEO. It's like often
it's like a small business owner,
someone who has a website and they're
like,
"What do I need to do or is it even
something I need to think about?"
I do get that a lot. And I find that
surprisingly tricky. So, I'm actually
pretty happy that we are talking about
it a little bit because I think everyone
who is
about to get in contact with SEO
probably has more or less the same
questions and we should have a good
answer, I guess. So, my go-to answer is
to send them to the quick starter guide.
Okay. It's like
read the documentation. Leave me alone.
No, not leave me alone. But like I I
don't even know where to start. Like
what's their level? And I think the
starter guide, the SEO starter guide
kind of brings people on a admittedly
low level, but at least like we have
common shared vocabulary to start the
conversation.
Okay.
But then from there on, I'm not super
sure.
I guess they should just buy ads and
then
No, no, no, no, no, John. No, no. But I
think it's it's tricky. I mean, let's
let's look at for instance someone who
runs a business and has a website and
they're like, "Ah, I want to make my
food truck more well known. Um, so I
think I need a website." And I'm like,
that's okay. That's a good idea
probably. I guess. And then they show me
their website or they don't even have a
website and they don't even know where
to start. That that already is a
difference. But let's assume they have a
website and then you go to their website
and they don't tell you what's on the
menu. They don't tell you where they are
or when they are open. And I'm like,
how did we get here?
How how did that happen? Have you seen
that before?
Yeah. Yeah. I I think in in some of
these situations, one of the things I
try to get people to uh kind of voice is
what they actually want to get out of
their website. Like what is the goal of
your website?
essentially is like what like from a
technical term what is the conversion
that you want to track
uh when someone goes to your website and
like what what then because a lot of
times that helps to kind of get them
into the mindset of like why am I making
this website and what is its purpose uh
rather than just it's like I don't know
I have a website now what because I I
Think if you focus more on the purpose
then some things around SEO are a little
bit easier
and other things maybe you find like you
don't need it all and yet other things
you find maybe you're missing out
completely.
So like taking I don't know a small
restaurant, local restaurant and if your
purpose is to get people to come and
visit you in person and have a meal,
then you kind of need to make it as easy
as possible for them to understand what
it is that you're offering and where
you're located, what your opening hours
are, those kind of things.
Mhm. Okay, fair enough. All right. So,
you need to figure out what it is that
you want from your website. But let's
say like he wants more customers to come
to his food truck. Then what would be
like the next step? I mean, do you tell
him, "Oh, uh, I don't know, install
WordPress and the the SEO plugins for
WordPress and then you'll be golden or
I don't even know.
I
I also I I think it's it's challenging
because it's from from a practical point
of view is like we we have this mindset
of kind of technical things and like all
of these details already. So if someone
comes to us, it's very easy to say, "Oh,
you should do these five things." But I
I think what kind of matters before that
is also to figure out like who are your
customers or your potential customers
and how would they be searching and like
what do you even want to be found for?
kind of taking on the one hand your goal
like you want people to come and visit
you to you and figuring out from there
it's like who do you want to have to
visit you and buy something and
how would you like be in the right place
at the right time on their journey of
like finding you like what what is it
that you want to be found for and often
times I think that leads people to well
I will try out some of these searches
and try to think about like how you as a
person try to search for maybe a new
business or a restaurant that you
haven't gone to
because probably you wouldn't go to
Google and say like restaurant in Zurich
and it's like I want to rank first for
restaurant in Zurich which probably is
totally useless and also very hard.
Okay. So you need to understand better
what is your specific offer. So, and who
is your specific customer? So, you need
to figure out how
to phrase things or like what the
content is. Would you say like that's
this content strategy kind of thing?
I I think that kind of leads to content
strategy kind of thing where like if you
know what your potential customers are
searching for
then you have it a little bit easier to
understand what you should provide on
your site that could be visible in
search.
Okay. Yeah, that makes sense.
So I I think also all of this uh assumes
that you have actually a website that is
technically kind of reasonable.
What do you mean? uh which it's kind of
something that from a technical point of
view could be okay
which I think for a lot of the the
smaller businesses uh the people who are
online like if you're using some kind of
CMS like WordPress or Wix or any of
these it's like technically you have a
website that kind of works. Ah, so the
the technical foundations are solid. I
guess that's what you're saying.
Yeah, I that's kind of my assumption.
But if I have no idea about the
technical bits and pieces, how do I know
um
or how do I find out?
Like is there like a score or are you
okay? Um,
for for someone who is techsavvy, there
there are lots of ways to kind of tell
if it's okay or not, but it's hard to
have something like a simple test, I
guess, uh, to see if technically it's
kind of reasonable. What I would tell
people to do when they get started is
search for their site in general. like
search for it by name, search for it by
the domain name that you have and see if
anything shows up in search.
If things are showing up that probably
you're okay because for the most part
sites
made by people who are not super
techsavvy are kind of general web pages.
It's not it's not that someone who
doesn't know what they're doing
accidentally creates a PWA with
JavaScript and runs it on with React.
It's like I don't I don't see that
accidentally happening.
Okay. Okay.
Right. I mean
I hope so.
I mean, who knows with like Vibe coding
and all of these AI tools.
Maybe you go to chat GPT and you're
like, "Oh, make me a website." and it
goes, "Wow, I know lots about JavaScript
frameworks. Here you go. It's is
possible, but it feels
feels very unlikely
or at least
I think someone would learn a lot while
doing that."
That
is true. Yeah.
Yeah. I think like for the most part if
you're using something common like
WordPress,
Wix, Squarespace, any of these systems,
probably the technical foundation is
kind of okay and you can focus more on
the content side of things.
All right. Okay. And then how would I
know how to go about content? Because
now I know who I want to address and
probably also roughly what I want to do.
But I mean that's a whole different
skill set, right? That's like
copywriting and probably like some
researching and maybe some lecturing and
editing and
Wow.
You don't I love to write. You have your
developer hat.
You're like I don't documentation.
No, that's not true. And you know that
that's not true. But I love having a
technical writer on the team. Lizzy is
an tremendous help with anything that is
writing. And I thought I honestly I
honestly thought I'm a good reasonably
good writer. And then Lizzie came and
asked like three questions on a piece of
documentation that I thought was almost
perfect. And I basically started
questioning the foundations of the
universe because I was like, "Okay, no,
this this document doesn't even make
sense. I haven't I haven't answered the
fundamental questions that I need to
answer before I can even start writing
and I've written like three pages. So,
holy moly, that is a skill. That is an
amazingly tricky skill to acquire, I
think. So, how how do I start writing?
Just write what I think I should be
writing, I guess.
I think like if if you have absolutely
no inspiration, one approach could be to
ask your existing customers
and just ask them like, "How did you
find me?" Like, "What what were you
looking for? Where were you looking?
Like, were you just looking on a map?"
kind of thing like what is it that
brought you here? And this is something
that you can ask anyone who kind of
especially if you have a physical
business like it's
true.
It's pretty easy to kind of just ask
this randomly without scaring people
away. That's kind of one one aspect I
would do and try to build up this
collection of these are different
searches that people have done in
different places maybe on different
systems.
and I want to make sure I'm kind of
visible there. And then
I would take those and just try them out
and see what comes up and think about
how reasonable it would be for one of
your pages perhaps to show up there. And
how reasonable it can be, I think, is
something where you have to be brutally
honest with yourself. uh because it's
sometimes tempting to say well I would
like to appear first for the search
bookstore on the internet and probably
that's not going to happen. I mean who
knows but uh there's a lot of
competition for some of these terms. Uh,
but if you're talking about someone
searching for bookstores or bookstores
in Zurich or bookstores on maps or
something like that, then that's a lot
more well- definfined and a lot easier
for you to kind of look at and see like
what are other people doing there. Um,
maybe my pages are already there and
based on that you can try to build out
like what is it that I need to at least
mention on my pages.
Okay, fair enough.
Ah, okay. I It sounds a bit like market
research as well, which I think is
generally a good idea if you want to
have like a website.
Yeah. I I mean, like it all depends on
how serious you take your goal, right?
If you're like a small local business,
you're like saying, "Well, I have a
website and I hear I should make it SEO,
but I don't really care." Then it's like
do whatever you want kind of thing. Like
if you have enough business and you're
happy, it's like
there's no one to judge you to say like
your website is not SEO optimized.
I mean there are people who will but it
doesn't really matter like
whatever who cares.
Yeah.
Okay. But if I want to like try things
out, let's say like I asked a bunch of
customers and I got two
different answers pretty much across the
board and it's like a 50-50 split and I
want to try something out. Should I can
I just do that or do I hurt my website
when I just try things out?
I I think it depends on the website. But
for the most part, you can just try
things out. One of the the nice parts
about websites it's is often like if
you're using a CMS you can just edit the
page and it's live and it's done. It's
not that you have to do some big
elaborate I don't know uh work to put it
live. So, it's very easy to try things
out. Let it sit for a couple of weeks,
see what happens and kind of monitor to
see is it is it doing what you want it
to be doing.
Mh.
And I guess at that point when we talk
about monitoring, you probably need to
make sure that you have the the various
things installed so that you actually
see what is happening, right? Mhm.
Perhaps set up search console for your
website so that you see the searches
that people are doing and of course some
way to measure the goal that you want
which could be something perhaps in
analytics or perhaps there's I don't
know some other way uh that you track in
person if you have a physical store like
are people actually coming to my
business after seeing my website? Mhm.
Because it's all all well and good to
kind of like do SEO, but if you have no
way of understanding like has it even
changed anything,
you don't even know if you're on the
right track or recognize if something is
going wrong.
Yeah, that's that's true. Okay. So, I
need a way of measuring the impact of my
changes. And I don't know like if I if I
make a new website version and I have
like different texts and different
images and everything is different will
I immediately like see things change in
search console or will that take some
time?
Um it it depends on how big the website
is. But if you're talking about
something like a homepage, maybe one or
two other pages, then probably within a
week or two, you should see that
reflected in search.
Ah, okay.
And you you can kind of search for
yourself initially. It's not forbidden
to search for yourself. It's not that
something will go wrong or anything.
Searching for your site and seeing like
is what whatever change that you made
has that been reflected. Uh, so things
like if you change the title to include
some more information, you can see
fairly quickly if that got picked up or
not.
Mhm. Okay. Oh, nice. All right. But
still like a week or two. So if I burnt
my business website to the ground and I
rely on it to give me people and I burn
it for like a week or two, that sounds
very scary. H
I mean hopefully if you're doing
something that's in line with what your
customers actually find useful, you
wouldn't be burning it to the ground.
Uh but you know
Okay. Okay. No freak experiments. I see.
I see.
Yeah. I I think within the developer
community, there's kind of this notion
of having a staging site where you try
things out and see if they work and then
at some point you switch over to the
real website. And I think for SEO,
especially for smaller sites, that
probably doesn't work so well. uh
because the staging site is essentially
something where someone would go if they
know exactly what they're looking for
and they can test something. But for
SEO, you kind of want search engines to
go there and understand the change that
you've made. And that's not really
something that you can test with a
staging site because for the most part,
you don't want search engines to look at
your staging site.
Yeah. So, it's like technical things you
could check on a staging site, but
everything around content like you can't
really kind of try that out on a staging
site.
Okay. Yeah. I mean, that's that sounds
fair. And that all of this sounds pretty
manageable, but I know people are hiring
agencies and SEO experts.
When is the point where you think an an
expert or an agency should come in?
What's the bits and pieces that are not
as easy to do while I do my business
that I should have an expert for?
Yeah. I I don't know if there's a
one-sizefitsall
answer there because it's a bit
it's a bit like asking like when I when
should I get help for marketing
and especially for a small business like
you do everything yourself and at some
point you're like oh I really hate
bookkeeping I'm going to hire a
bookkeeper
at that point where you're like well I
don't appreciate doing all of this work
or I don't have time for it but I know
it has to be And that's probably the
point where you say, "Well, okay, I will
hire someone for this." And I think for
an SEO, it kind of makes sense when you
realize
there's kind of concrete value in
working on SEO for your website
where there's some business result that
comes out of it where you can actually
measurably say it's like when I started
doing SEO for my website, I made so much
more money or whatever it is that goal
is that you care about and I'm happy to
invest a portion of that into hiring
someone to do SEO. So, that's kind of
one one way I would look at it where if
you can measure
in one way or another kind of the
effects of the SEO work, then it's
easier to say, well, I will invest this
much into having someone else do that
for me.
All right?
And someone else ideally would be
someone who has more experience doing
SEO. Uh because as a small business
owner, you have like 500 hats to wear
and you probably can figure out a little
bit about each of these things, but uh
understanding all of the details that's
sometimes challenging.
H okay. So there's no one sizefits-all
answer for this one, but you have to
find that spot for yourself whenever it
makes sense. All right. Okay. Fair.
Yeah, I think that I think
and I I think I think we also have a
help article on how to hire an SEO.
So, I would look at that. We can link to
that in the description or in the notes.
Um, one of the things I would watch out
for is if an SEO makes any promises with
regards to kind of ranking or traffic
from search, that's usually a red flag
because a lot of things around SEO like
you can't promise ahead of time. And if
someone says like, I'm an expert, I
promise you will rank first for these
five words. They can't do that. like
they can't like manually go into Google
systems and tweak the dials and change
the rankings.
[Music]
Fair. Do you have any So, say that being
said, do you have any other
resources that you would like people to
to reference when they're at this point?
So, they've they've read the starter
guide.
What's next? What should they dig into?
Um I I think the starter guide is great
for understanding like what you can do,
what what kind of things can be done.
The search essentials are also good.
Those are the old web master guidelines
uh which kind of includes the things
that you should or shouldn't do.
Understanding some of the or at least
knowing the search essentials like where
they are and kind of roughly what they
contain also helps to make sure that any
SEO that you hire kind of stays on the
right side of things. So that I think is
kind of useful. It's like if you're
building a house, you kind of want to
know that your architect is not breaking
any obvious rules or laws. If you're not
that much into reading, we also have a
video series called SEO for beginners,
which probably covers a bunch of this as
well. That might be useful.
Oh, yeah.
Yeah. Who who is in that video series?
I believe that's Cherry.
Cherry.
But you also have
I have SEO made easy. Yes.
SEO made easy. Yes.
But I I think Cherry covers like a lot
of topics in a more like learning path
kind of way. I have like ad hoc episodes
on specific things that people have been
struggling with, but that might also be
useful. But they are more specific like,
oh, what is a canonical? Um, if you
don't know, one of these very short
episodes is probably a good first stop
to learn more about that.
Right.
And I I guess another question that that
I sometimes hear with regards to hiring
an SEO is like how long does it take for
them to kind of make visible changes?
Yeah. How long does it take? Like I'm
pretty sure it's not instant. If you say
like it takes like a week or a couple of
weeks to pick things up, is that the
reasonable time horizon or
is it even longer? I think to to speak
in SEO lingo, it depends.
Some changes are easy to pick up
quickly, like simple text changes on a
page, they just have to be recrolled and
reprocessed, and that happens fairly
quickly. Uh, but if you make bigger,
more strategic changes on a website,
then sometimes that just takes a a long
time. And I think that's something where
a good SEO should be able to help
monitor kind of the the progress along
there. So it shouldn't be that they go
off and make changes and say, "Okay, now
you have to keep paying me for the next
year until we wait what happens." Like
they should be able to tell you what
what is happening, what the progress is,
kind of give you some input on the
different things that they're doing
regularly.
But it is something that is more of a
longer term thing. And I think if you
have a website that has never done
anything with SEO, probably you'll see a
nice big jump in the beginning as you
kind of ramp up and do whatever the best
practices are. And at some point it'll
kind of be slow and regular more from
there on.
Okay. So that's uh that's a tricky thing
to track I guess or you have to be
patient and I'm absolutely not patient.
So yeah, I think
challenging.
I think being patient is good, but you
also need someone like an SEO as a
partner to kind of give you updates
along the way and say like, okay, like
we did all of these things and they can
list them out and tell you exactly what
they did and uh these things are going
to take a while and I can show you when
Google crawls. we can follow along to
see like what is happening there and
based on that we can give you some idea
of when to expect changes.
Okay, fair enough.
H
okay,
cool.
Okay, I think that's that's pretty good.
And last but not least, with
generative AI and chatbot AI things
happening,
do you think there's still value in
learning these kind of things or can I
just enter a prompt and it'll figure
things out for me?
Absolutely value in learning these
things and in making a good website. Uh
I I think there are lots of things that
all of these uh chat bots and kind of
other ways to get information, they
don't replace a website. So especially
if you're a local business, it's like
maybe it's fine if a chatbot mentions
your business name and tells people how
to get there. Maybe that's perfectly
fine. But oftentimes they do that based
on web content that they found. So it's
like having a website is kind of the
basis for being visible in all of these
systems and for a lot of other things
where you offer a service or something
uh some other kind of functionality on a
website where you have products to sell
where you have subscriptions or anything
a chat response can't replace that. So,
if you want a t-shirt, it's like you
don't want a description of how to make
your own t-shirt. You want kind of a
link to a store where it's like, oh,
here are like t-shirt designs, maybe
t-shirt designs in that specific style
that you like, but you go to this
website and buy those t-shirts there.
Okay, that's very fair. Yeah, that makes
sense. Okay, so you think AI is not
going to take it all away from us?
Well, we'll see. I can't make any
promises. Um I I think at some point I
would like to retire and then maybe AI
takes over my work then. But like
there's lots of stuff to be done until
then. And there lots of things that I
imagine AI is not going to just replace.
Okay. Okay. Fine. Fine. Fine. Fine.
Okay. John, thank you so much.
Cool. Well, that's it for this episode.
Um, Martin, if people want to ask you
more questions or you want to ask them
more questions, where should they find
you?
Oh, LinkedIn is probably the easiest
way. Um, I usually only connect to
people I actually have talked to in
person, but um, feel free to pop me a
message or mention me in a post or
something and I'll probably pop into the
comments.
Fantastic. Cool. Well,
awesome.
Thank you and thank you folks for
listening and goodbye.
Thank you, John, and bye-bye.
We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on LinkedIn or chat with us at one
of the next events that we go to. If you
have any thoughts, and of course, don't
forget to like and subscribe. Thank you
and goodbye.
[Music]

---

## 2025-07-01 - AI features in Search & your site, Search Console, SEO community insights (Q2 ‘25)

URL: https://www.youtube.com/watch?v=MmOxK0nwtIc
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
JOHN MUELLER: Hello, everyone, and welcome
to today's Google Search News.
I hope life is treating you reasonably well,
wherever you are.
My name is John Mueller.
I'm your host today here from Google Switzerland.
Today, we have news about AI features
in Search, Search Console, the robots exclusion protocol,
and more.
I know.
There's so much about AI nowadays,
and that can be a bit overwhelming.
But this video is short, so please bear with me.
And now, let's dive right in.
First up, we have some new documentation
about AI features in Search.
To get it out of the way, your site
doesn't need to do anything special,
past being indexable to be eligible for AI features
like AI Overviews or the new AI Mode.
These features use a variety of techniques
to better understand the queries that users are asking
and to show a wide variety of links from the web.
AI Overviews have been sending users
to a greater diversity of websites for help
with more complex queries.
AI Mode is helpful for queries where
further exploration, reasoning, or complex comparisons
are needed.
Our existing SEO guidance also applies to these features.
There is no new structured data or special file for LLMs needed.
No need to revamp your content.
Most likely, if you're watching this, your site is already set.
The reason we're so explicit about this
is that we regularly get questions and see posts
about what you need to do for AI.
That's it.
One effect worth mentioning is that we've
seen that when people click to a website from search results
pages with AI Overviews, these clicks are
of higher quality, where users are more likely to spend
more time on the site.
In practice, some sites might see
users who are already more engaged when
they reach the site from Search, which
might be visible in conversions, which you can track in website
analytics tools.
For all of the details and a lot more
about AI in search and your website,
check out our blog post and the documentation
linked in the description.
Taking a step back, AI or not, it
continues to be important to build something
unique, compelling, and of high quality on your website
that users will find valuable.
Look at the search results relevant to your site
and consider where you can add unique value through features,
services, products, or content.
Give users a reason to visit your website,
satisfy their needs, and encourage
them to come back and recommend it to others.
Switching gears, let's move to Search Console,
the tool that site owners can use
to better understand how their website is performing in Search.
We've continued to add more recommendations
on the main dashboard.
For example, you might see them when
individual parts of the core web vitals
are found to be particularly bad.
These vitals are measured based on what
actual users saw when they interacted with your website.
Bad values on some of these vitals
can be very noticeable to users and discourage them
from spending time on a website, so we
want to let sites know when issues are found.
We've also been experimenting with letting
folks add annotations to the graphs shown in Search Console.
These experiments are important to help us work out
how or if a feature is useful.
If you see experiments like these in your account,
please give them a try and let us know how you find them.
And over to the robots exclusion protocol,
which includes robots.txt.
Sites use this to tell crawlers, like search engines and those
who crawl for AI training, which parts of a website
are allowed for crawling.
We recently published a blog post series
on the robots exclusion protocol,
showing how you can use these controls in granular ways.
These settings are not new.
But especially given AI crawling,
it makes sense to understand how they work
and how your site is using them.
Let's shift to interesting articles from the SEO community.
It's inspiring how vibrant, active, and sometimes
creative the community is.
I have two articles that I'd like to share with you.
First up is Sally Mills asking, "what are even log files
and bots?"
Understanding how crawlers interact with websites
is an SEO skill that won't go away
as long as there are websites.
Sally takes a look at crawlers and bots of various kinds
and shows how you can find them in your website's log files.
Her analysis is fascinating, so take a look.
Next, we have Aleyda Solis with a comprehensive state
of e-commerce SEO compilation.
If you're selling something online,
you'll find something insightful and actionable in this report.
Like log files, e-commerce is also
something that will remain relevant as long as people want
to buy or sell things online.
Check both of these out.
The links are below.
We're closing in on the end of this episode.
Hang tight for another few short mentions.
We launched many other AI features at Google I/O,
including Project Mariner, an agent that can work for you.
To me, AI agents are a fascinating look
into a potential future.
Will we see more of them?
Time will tell.
Since the last episode, we published YouTube videos
on using Google Analytics with Search Console data
and monitoring your site with Looker Studio.
There's even a template that you can reuse for your site's data.
And we've been visiting more places
to talk with more folks about Search.
It's been great meeting you all in countries like South Africa,
Spain, Brazil, even in New York City.
We have more events lined up, so stay tuned.
And finally, to get back to the topic of AI--
sorry-- there have been a lot of discussions
about what to call the new type of SEO in a world with AI.
Is it AI Optimization or AIO, Generative Engine Optimization,
or GEO, or I don't know, perhaps LLM answer optimization.
I'm in the camp of SEO remaining SEO, but I'd love your takes.
Drop a comment below.
This is your chance to be a thought leader on this channel.
And with that, this episode of Google Search News
is now complete.
Thank you for tuning in.
I hope this video was useful.
And please, add feedback and comments here.
We read them all.
If you subscribe to this channel,
we'll let you know when another episode is ready.
Bye.
[MUSIC PLAYING]
[CLICK]

---

## 2025-06-26 - Demystifying SEO for developers

URL: https://www.youtube.com/watch?v=gFwODn2WI4s
Caption: en (automatic, json3)

[Music]
Hello and welcome to a new episode of
Search Off the Record, a podcast coming
to you from the Google Search team where
we talk all about search and maybe have
some fun along the way. My name is John
Mueller. I'm a search advocate here at
Google in Switzerland. And today we have
with us Martin who's also on my team.
Say hi Martin. Hi John. Woohoo. Great to
have you here. So I recently went to an
event uh where there were lots of
developers and we talked about websites
and kind of developery questions.
Um you've talked with a lot of
developers yourself, Martin.
I am a developer myself. So yeah. Oh my
gosh. You're even one of those. I'm one
of those. You write code?
Okay. Well, I I got a bunch of questions
and ran into some weird misconceptions
that uh these developers have. And I
think it's kind of natural if you're not
so embedded in the world of SEO. uh
you're just making websites and you hear
along the way kind of like what you
should be doing for SEO that you don't
really know what actually matters or
what is kind of a myth. Mhm. Does that
make sense? Um so I I thought we would
talk through some of the misconceptions
or myths that I have seen and maybe
you've seen as well. There are so many.
Where do we even start, John? Should
should I just go with some of the the
things that I was wondering or I
believed when I was a developer, not
really taking too much care of SEO?
Sure, let's go for it. I mean, it's it
literally starts right there. Um, as far
as I was concerned at the beginning of
my career, why would I need SEO? I just
build the website and then people will
come, right? Why would I need SEO? Do do
we even is why Why? Why? Why do you need
SEO? Is like why why do you need search
engines or like why? No, I mean like
search engines automatically will find
what I do and show it to the people who
I want to reach, right?
Well,
maybe maybe if you're doing things
right. On the one hand, you could
intuitively just do the right thing and
it just kind of works for search. Mhm.
But you never really know. It's like are
you doing everything right? So it's like
kind of have that unknown aspect there.
But I I think sometimes SEO is also not
so much about purely technical things
that you do but also kind of a mindset
where it's like what do you mean SEO is
technical? No, it's like a checklist I
just have to run through and get like my
te's dashed and my eyes dotted and then
I'll be fine. Right. And then and then
you rank for everything, right? Yeah.
Number one, you have a blog post about
JavaScript. It's like show up first when
someone searches for JavaScript.
Yeah, that makes perfect sense in my my
book. No, like everyone should My
website is clearly perfect and the best
thing ever and I'm using the latest and
greatest technology and it performs
really well. So So you're saying it's
not technical. And what
would you like developers to understand
about the nontechnical side of things?
Well, I I guess it's also a question of
is this like a developer who's just
writing the front end or who's actually
creating text on these pages, which
which might be a different situation
because if you're just creating the
framework for someone else to put the
text on a page, then maybe you don't
have to think so much about the kind of
marketing decisions along the way. It's
like who do I want to target? What do I
want to write on my pages?
Right. That I think that makes sense. In
startups, it might actually be that it's
kind of like a a one person does it all
situation, but often times you have like
larger teams. And I think that's the
answer that developers don't necessarily
realize that they only lay the technical
foundation for someone else to put the
content in usually. Yeah. So, I guess if
if you're writing a blog post yourself
on your own website, then you kind of do
both things, but I think it it makes
sense to kind of separate those aspects
out.
Yeah. And with regards to making a
website, it's like I mean, there are
lots of ways that you could kind of do
it, right? But it's it also feels like
it's easy for developers to skip over
things that kind of matter for SEO.
I mean it starts with things every
developer knows this joke like there's
what was it there's uh
three things that are hard in computer
science one is naming things the other
one is off by one errors and um
see what I did there um and uh naming
things is actually one of these things
like when we say naming things we think
of like variables and functions and
modules and libraries and all these kind
of things but it starts off with How am
I talking about the things that I offer?
Um, am I using the terminology that my
potential customers would use? And do I
have the answers to the things that they
will ask? If my website doesn't have
these answers, then that's a problem.
And often times that is what gets
forgotten, I think. And um, very very
good point. So
it's not all technical. Yeah. All right.
So where where do you start when when
you have an HTML page? What what do you
start with as a developer? Well, if you
ask developers, what they start with is
obviously like laying everything out and
probably bootstrapping whatever
technology they are using and setting up
the stack. And
one of the things that usually gets
put into SEO chapters when it comes to
setting up any kind of tech piece is Oh,
SEO uh SEO is two things. Uh one is
titles and the other one is meta
descriptions. And if you have those, you
are done. Yeah,
I I think you can get pretty far with
those. Uh I think I think it's important
for developers at least to realize that
these can be very visible aspects
uh which sometimes it feels like people
are either forgetting them or filling
them with keywords where they're like oh
title that means here's my list of
keywords when they could actually be
using the keyword meta tag instead. Mhm.
Yeah.
I'm sorry.
Keywords. Oh god. So what would you say
are like some technical things that you
would like developers to understand like
what they should have nailed down? Um so
I think first of all don't use the
keywords metatags. That that was kind of
a joke. Um I none of the search engines
use the keywords meta tag. So you don't
have to either. I mean you can but you
don't don't have to spend any time on
it. Um, another
misconception I guess that that I
sometimes see from developers. So I I
was with an audience when when I was
talking about some of these things and I
asked them like is bad HTML bad for SEO.
Oh, and you could really tell there was
a split in the audience. Like half of
them were yes, it's terrible. Like bad
HTML is bad. You should fix it. like
there's no way search engines can work
with bad HTML. And the other half is
like I don't even know what is bad HTML,
which I think was kind of the split
between developers and non-developers,
but Okay. Mhm. I don't know. I I think
even within developers there is a bit of
a split. Um,
and I think some of that stems from the
fact that we like our data well
definfined and HTML can be relatively
well defined, but doesn't have to be,
right? And then there's like these
horror tales of, oo, but broken HTML
will get you all sorts of problems that
are really, really hard to fix. Uh, and
I think the the real answer to that is
probably somewhere in the middle. Mhm.
Right. Yeah. So, you should have as
clean HTML as possible, but if it's
slightly broken, you might get away with
it.
Yeah, that's
kind of also what what I said. I mean,
first of all, it's like it doesn't have
to be perfect. It'll still work. Search
engines have to deal with whatever
broken HTML is out there. Um I I also
mentioned a a study that Yens Meyert did
who was one of the the first Google web
masters who actually wrote things like I
don't know working on the homepage the
HTML for Google. Um he he did a test or
an analysis last year where he found out
uh 0.5% of the top 200 websites have
valid HTML on their homepage. So just
just the homepage 0.5%.
And like 0.5% of 200 is one. So one site
had valid HTML on their homepage out of
these top 200. Yes. What so crazy
because he's he's so proud of his craft
of writing HTML which which I think is
is great. Uh and he's like
what is happening? like the world is
going downhill.
Nobody cares about valid HTML anymore.
Yeah, but that's because it doesn't
matter as much anymore. I guess I guess
um it never mattered too much. I think
this is like a So what I like about the
web actually is that it's very tolerant
towards
technical problems, right? So once a
website is mostly downloaded and the
connection cards, it doesn't matter. As
long as most of the text and HTML is
there, you'll probably see some version
of a website. Maybe it's black and white
and doesn't have any like nice styles if
those haven't downloaded or can't be
like fetched. It might not have all the
image data available, but you see
something that you can probably get away
with most of the time. Um, I recently
had that with like a Wi-Fi login page
where for some reason like the Wi-Fi was
really slow, but the login page at least
like gave me the form and I could just
click on yes, sure, whatever, and then I
could use the Wi-Fi. So, that's nice.
Uh, and that's according to Postal's
law, I believe it is called, um, that
you should be very forgiving with any
inputs that you're getting, but not very
forgiving with what you're producing as
an output. Um, and I think browsers are
pretty good at figuring out what the
hell you meant, but still sometimes it
goes wrong. And that's like this
infamous I frame in the header kind of
thing where some JavaScript in the
header produced an iframe and then a lot
of header information moved to the body
and was ignored. So sometimes it doesn't
go so well, but most of the times it's
actually quite okay. Yeah. I I also
talked about the the kind of the
metadata aspect where if you have
something that needs to be machine
readable and it just can't be parsed
properly then that's broken in a way
that it can't be used. But if it's like
the visible text and you're not using
the tags properly like most of the time
that's fine. But again, like structured
data or titles or descriptions, even
robots meta tags, if they break, then
probably they're not going to do
anything in your favor, which doesn't
mean that the page won't be indexed, but
like whatever additional stuff you were
trying to do there won't work. Yeah. I
mean, it also makes sense to look at
like what does it mean does not work. So
if something is written in a way that
isn't HTML compliant, then the browser
will make assumptions and depending on
what kind of assumptions it makes. So
for instance, if you have some text that
is wrapped in an incorrect like instead
of div or something like that, um it
will still show up as text. It will not
look the way that you intention it to
look like probably because the CSS might
be targeting diff elements and the BIF
element is an unknown element and not a
diff element. So it might look
differently if you get lucky and the
stylesheet is very flexible. It might
even look right. So that can happen. Um,
but if you have a robots no uh no index
or you want to have a robots no index
and for some reason it doesn't have a
robots no index then something that you
don't want indexed gets indexed or worse
if you have a problem on your IT setup
on your technical setup that injects no
index where you don't want it then it's
not going to be indexed. So I think the
broken HTML and something wrong can even
have multiple layers, right? It's like
is the data wrong? Is the text that is
being shown wrong? Is are the images
wrong? Then that's just wrong and
there's nothing anyone can do about it
or is there just like a tag missing or a
typo in in your code or like an
incorrect CSS class or something like
that, then these things can be
tolerated. Yeah. So, when did you last
validate your site's homepage? That has
been a really long time ago. I should
probably You know what? I'm going to try
that out. It's uh validator
W3C.
Yeah, they do. W Yeah. Okay. I'm going
to I'm going to try and see what happens
here. Uh I'm I'm Chances are if you
haven't looked in a while, it's like it
always finds something.
Um
No, it it does. code. No, here there's
an image without a source attribute
and that's because it uses some lazy
loading thing I believe. Oh, okay. So,
like one thing that is wrong. Oh, that's
that's really good. That's not too bad.
I'm actually Wow. Okay.
This round, Martin.
Lucky me. Lucky me.
So, you mentioned CSS class names. Do
you have to put your keywords in there,
too?
Uh, no. Please don't. I No. All of that
is just like technical information.
Don't. What about HTML comments? Can you
put your keywords there? Does Google
read them? I mean, we read them because
we download the HTML, but um we don't
process it. So, no.
So, could you put something totally off
topic in there or will that get you in
trouble? I think you can actually put
something called totally off topic in
the in the comments and we probably
would ignore it. I don't actually know
that for sure, but it's in the comments.
So, why would we care? Yeah. Yeah. I
don't think we care. I think we strip
them out. Actually, I think converter
strips them. I have to double check that
in the source code. It's a really good
question. But now we discovered the
secret to SEO
comments. There was something else that
we discussed in an earlier episode if in
case people haven't heard that one yet.
Um, that was really interesting. The the
way you asked the question like so does
Google read them. I I love that because
that's such a reasonable question coming
from someone who has like a specific
frame of mind. But it's such a sneaky
question because yes, we read them as we
download them from the internet, but we
don't process them. So, ah, it's such a
tricky thing again. I love that. Okay,
so Google reads my HTML comments,
but hopefully it doesn't judge me for
what I put in there. I now I have to
check my page. I think it's fine. I
think this will be fine. This will be
fine. Okay, cool. Um, so I I think like
HTML wise, we kind of looked at some of
the things there. Uh, one of the things
that that I sometimes hear from
developers or from from people who are
using things like WordPress is,
uh, does it matter which theme I use on
my site? Are there themes that are more
or more better for SEO? Kind of like
optimized for SEO or themes that are bad
for SEO. And what did you say?
I told them, of course, they're well
optimized themes for SEO. It's like you
can boost your SEO with a good theme.
What? But what does that mean? What does
an SEO
optimize look like? It's true. I
understand. Yeah. But like, but what
what do you mean? Do you mean like these
themes make sure that they present the
content right or are they just haha
having perfectly valid HTML or like
what's what is in a theme that is SEO
optimized? Well, I mean a theme is is
basically the way that the content in
the database is presented, right? It's
like it's converts it into HTML. And of
course you can make HTML that works well
or is easy to understand for search
engines and HTML that is hard for search
engines to understand. Um, so kind of
like as as a simple
uh thing could be things like headings.
Like maybe you have headings on the page
or maybe you just have some weird CSS
that says put a really big font here
which they could look the same but like
technically they're they're slightly
different. They're different. That's
true. Yeah.
The way that images are being embedded
is probably also playing a role. Yeah,
exactly. images or what kind of like how
big your header and footer are if that's
like this giant super menu kind of
thing. Um all of these kind of aspects
where essentially the HTML that is
generated in the end it depends on the
theme. So of course it's like on the one
hand you can break your SEO with a
really bad theme but you can also
essentially boost it by having a good
theme. But we Yeah, but I mean like
boosting your SEO sounds very snake oily
be because it might be misunderstood. I
think if you had a bad theme and you had
like diff soup as we developers like to
call it sometimes. So diffs over diffs
over diffs rather than actually having
any semantic information like this is a
section, this is an article in this
section, this article has a headline and
so on and so forth. um then yeah you
improve your SEO just by switching from
one theme to the other but it doesn't
mean like you have a great SEO optimized
theme and now you can like get more than
someone else doing the same thing like
no that's that's not it's not a magical
bullet that fixes all the problems.
Yeah. Yeah. It lays the foundation.
Yeah. Yeah. But I think I think it's
useful for people to to realize that you
can't just randomly change your themes
and assume everything else will stay the
same because like the words on the page
are the same. But that's like there's a
lot more involved with regards to SEO
than just the words on the page. Oh
yeah, that oh yeah, that is correct. But
uh
when we while we are at the technical
level, that's another thing that I find
interesting because developers love
something that you can measure. So I can
measure the lines of code even though it
doesn't make sense. Like less lines of
code are not necessarily better nor
worse. So if I have like one line of
code that no one can read that does like
20 things in one go, that's bad. If I
have a thousand lines that could have
been 10 lines, that's also bad. So
we love to see scores and things that we
can quantify and I think that's what
happens with core web vitals. Do you see
that? Did you get a question for core
web vitals?
Yeah. Yeah, definitely. There there was
a session just before mine about core
web vitals. Oh great. So of course um it
hurts me every single time because I
love the core of web vitals. They help
us make sure that our websites work for
actual users. And if we look at real
user metrics, we find out if they do or
not. And we should absolutely measure
this.
But just as a SEO silver bullet, it's
just as weird, isn't it? Yeah. I mean,
we've probably done half of the podcast
episodes about how core web vitals is
not the solution to everything.
And yet people are like, "But my website
has better core web vitals than my
competitor." Like, okay, I I think to to
some extent looking at your core web
vitals makes sense because it's easy to
spot situations where you accidentally
break something where it's like suddenly
the scores go really bad and then you
can dig in like what actually happened
here. M so it's I I think a useful
metric but it's not something that maps
one to one to SEO and I I think it's
misleadingly useful in that it gives you
the score and developers love scores and
like other people also just like love
gaming numbers so it feels like oh I
should like maybe go from 85 to 87 and
then I will rank first but there's a lot
more involved It's a bit more
complicated than that. That's true.
Yeah. Yeah. But JavaScript just works,
right? JavaScript of Wow.
Who are you to say JavaScript just
works? Like that's what you always say.
It's interesting because that's not
true. It depends on who I'm talking to.
It depends. Yeah. Um if you do it right,
it does. If you do it wrong, it doesn't.
And wrong is a very tricky
categorization here because it can do
what you think it does or supposed to
do, but then it stops working in search
engines and then or doesn't work the way
that you intend it to work in a search
engine and then it gets confusing. So
that's an interesting one. Yeah, I I
think it's it's tricky for for
developers
um because in the olden days they were
taught that JavaScript doesn't work for
SEO and now they hear from Google, oh
JavaScript works for SEO and then any
SEO that comes to them and says, oh, you
have some JavaScript here and you have a
JavaScript menu or you even use a
JavaScript framework. M um
now developers are like well Google says
it's okay Google can deal with
JavaScript
and generally that is true
generally
that's I I think that's challenging so
so what would you tell developers to do
is there a simple way to to test if
their JavaScript is okay or do they have
to watch out for certain API calls yeah
we have documentation for that on
developers.google.com/arch.
If you look for JavaScript there, you
have some um caveats that you need to be
aware of. And you can test it quite
easily. You can plug a URL into one of
our testing tools and so like URL
inspection tool in search console or the
rich results tests and you can see if
the content that you care about is
showing up in the rendered HTML. If it's
there, you'll be fine. Generally
speaking, um what I find particularly
tricky is that I have to tell
developers, hey, please use JavaScript
responsibly and don't use it for
everything and use it where it makes
sense only. So kind of I'm more or less
telling them, use less JavaScript,
please. Mhm. At the same time, SEOs
panicking and freaking out about
JavaScript cause
real world situations to deteriorate for
no good reason. as in like they have a
working website, everything can be
indexed, everything is indexed,
everything is fine. And then someone
comes in like I heard somewhere
JavaScript doesn't work with Google
search. So we need to like rebuild
everything. Which effectively means like
let's tear down this I don't know uh
skyscraper and build it completely from
from scratch, which is a huge
undertaking for no reason whatsoever. So
I have to tell SEOs, no, JavaScript is
fine. It's okay. Yes, it is okay. Calm
down. So, it puts me in this weird
position where both sides hate me.
It's great.
I would love more nuance there, but
yeah, it's tricky. I guess having people
understand that it's tricky at least
encourages them to use the testing tools
and it's like, okay, I have to be
cautious. I will double check, watch
Martin's videos and see see what he
does. And it actually adds to the answer
why do I need an SEO? Because developers
look at different things. So if you look
at someone who makes statues through
sizzles out statues from from blocks of
granite for instance um or or marble um
they look at different things. Whereas
someone who's like getting this from a
mountain side uh they probably from from
some sort of quarry they look at the
same material but differently. And it's
kind of like that. So SEOs look for
different things than developers look
for. And I think that just needs
teamwork.
Simple as that. It's a lot of work to
do. Cool. One of the things that that I
heard is developers love APIs.
Is that about right? Yeah. Oh yeah. APIs
are great. I just make a call to an API.
I get a response back and then I know
what's going on. It either worked or it
didn't. If it didn't work, it tells me
why. I love it. That's great. So, so if
you have an indexing issue, you just
call Google's indexing API, right? Oh,
that's amazing. Can I do that? Can I
just like That is awesome. That is
amazing. I just have like a list of all
the URLs. I just ping them to the API
and I get an okay back and that means
they're indexed. That's awesome.
Does it work like that? Hold on. Um, no.
No. Uh so we we do have an indexing API
but it's for two very unique types of
content. Uh on the one hand it's job
postings. So if you're saying it's like
you want to hire people maybe you could
use it. And the other is live video
broadcasts which is also kind of like a
very unique category of content where
content has to be kind of like uploaded
very quickly. And for everything else
like a blog post, a homepage, an
e-commerce site, anything, the indexing
API does not work. So, of course, you
can call it uh but it's it's not going
to do anything.
That sounds a bit pointless then. Like,
why do I even bother with it?
You don't you don't have to like if it
if you don't have a site that does these
two things, it's like don't bother with
it.
Okay, fine. Fine. I'm sorry.
Okay, one one last thing. I I know we're
kind of running low on time. Um but
there's like a variety of Google code
things that you can embed on your site.
Yeah, analytics. Yeah, ads. Ads um
Angular.
Angular. Angular. You can build your
thing on Angular. I heard that multiple
times like if I build my website with
Angular, it's going to work in Google
search, right? Oh, because Angular is
also from Google. I don't know. Or is it
open source? I It is open source. Oh,
open source and from Google. Oh, so then
it must rank first.
Does it does it? Breaking news here. Use
only this framework. No. Yeah. I I I
think developers for the most part
understand that there's nuance,
right? I hope so. Yeah. And just because
one technology is from the same company
that also happens to run a search engine
doesn't mean that it's automatically
optimized for search engines or that it
won't cause any problems. That's true.
Yeah. So, no benefits. A
I I think it's even worse than no
benefits, but kind of like if you o
overdo it with some of these things,
then of course you can have negative
effects as well. Like if you embed like
all of the possible JavaScript snippets
from Google possible on a website, then
it's going to be really slow and maybe
it'll even have problems rendering. And
then
that's mean. Google should should never
have problems with Google stuff. Never.
I I kind of agree,
but it's a big company, you know. It's a
big company and the world out there is
complex. So, you can't account for every
situation. Yeah. And even within Google,
there's lots of people who are like, I
don't know how to do something for a
search engine. That's like I I can do
HTML or I can do JavaScript, but it's
like I don't know what is SEO. And they
don't have to. That's what we have SEOs
for, right? Well, we don't have a lot of
SEOs. But we have some we have a lot of
guidance for SEOs. Oh, so developers
could listen to this podcast, even
though it's from Google, and be like,
okay,
make a list. True, true, true.
developers.google.comarch
has all of you covered. That's true.
We're trying at least. Nice. Well,
that's it for this episode. Thank you
for joining, Martin. Uh, it was great to
have you here. Very happy. I hope it
helped some developers out there.
If people have more questions from a
developer mindset, where can they reach
you? Uh, easiest is probably on
LinkedIn. Don't like try to add me as a
contact. If I have never spoken to you
before, I'll probably just decline the
request, but you can comment on LinkedIn
posts from us. You can uh use our forum
uh and ask things there. Uh you can
reach out to me using messages or again
comments under this podcast posting
probably. Um you can also use YouTube
comments that also works. Oh, what about
HTML comments? Um, I don't think I'm
going to see them. So, no.
So, sorry. I filtered them out. I don't
render them.
Oh, very nice. Oh, well.
Okay. Well, there goes my secret way to
reach Martin and ask JavaScript
questions. But maybe maybe you would
respond in HTML comments as well. And
then it's like
that's a very cryptic way of talking to
each other I think. Yeah. Like on some
and and when you say that like on random
websites somewhere on the internet like
there's a comment response in one of the
comments. I'm loving that. That's
fantastic. Martin says no. And people
are like what the hell is this about?
Awesome. No thank you very much for
having me. Well thank you folks for
listening and goodbye. Bye-bye.
We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on LinkedIn or chat with us at one
of the next events that we go to if you
have any thoughts. And of course, don't
forget to like and subscribe. Thank you
and goodbye.
[Music]

---

## 2025-06-26 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 06 月 26 日）

URL: https://www.youtube.com/watch?v=BDw_fWH1ruM
Caption: ja-8V-H19SidUo (manual, json3)

[アンナ] 皆さん こんにちは 本日もGoogle社員による
Google検索オフィスアワーの 時間となりました
本日お届けするのは
いつも通り 私アンナとなります
どうぞよろしくお願いします
それではですね まずは
Googleからのお願いに 移っていきましょう
はい失礼しました 本オフィスアワーではですね
#Google検索オフィス アワーを使用しております
そのため ご質問についての ご意見 ご感想がありましたら
ぜひこちらのハッシュタグ
Google検索オフィスアワーを つけてSNSに投稿してください
そしてですね ご紹介した記事のリンクは
本動画の概要欄に 後ほど掲載する予定です
またですね 我々チームの励みとなりますので
ぜひこちらのオフィスアワー いいなと思ってくれた方
気に入ってくれた方 チャンネル登録 高評価の方
よろしくお願いします
はい それではですね
Googleからのお知らせに 移ってまいりましょう
最近の 主なブログ記事なんですけども
こちらの2件が公開されております
1つ目が新たに ポイントプログラムの
マークアップを サポートするというブログ
そして2点目が Google検索結果ページを
簡素化するという内容の ブログとなっております
それぞれ簡単に見ていきましょう
まずはですね 新たにポイントプログラムの
マークアップをサポートする件に 関するブログなんですけども
そうですね メンバー特典に関してです
メンバー特典は やはりオンラインで商品を購入する際に
買い物客が考慮する 重要な要素の一つかと思いますが
オーガニゼーションの 構造化データに
ポイントプログラムの定義を
そしてプロダクトの構造化データに
ポイントプログラムの特典を それぞれ追加できるようになりました
ポイントプログラムの 構造化データを追加すると
ビジネス情報が ポイントプログラムの特典付きで
商品検査結果 検索結果に表示されるようになります
該当するサービスを 運用中の方は
ぜひブログ記事より 詳細をご確認ください
そしてですね
下の方がもしかしたら 関係する方が多いのかな
Google検索結果ページを 簡素化
に関するブログ記事なんですけども
Google検索の 検索結果ページを
簡素化ための継続的な 取り組みの一環として
Google検索における いくつかの構造化データ機能のサポートを
段階的に終了することとなりました
今回の構造化データタイプを
段階的に終了する 理由なんですけども
我々Googleの分析によると
一般的にGoogle検索で 使用されておらず
そしてユーザーにとって 特有の表示方法が
もたらす付加価値が 小さくなったと判断したためです
これらの機能を廃止することにより
検索結果ページは より簡素になって
その他のエクスペリエンスに 注力できることを期待しております
具体的に 構造化マークアップなんですけども
ブックアクションとコースインフォ クレームレビュー
Estimated Salary
そしてラーニングビデオ
スペシャルアナウンスメント ビークルレスティングの
7種類となっております
こちらの構造化データを 実装している方々は
ぜひブログ記事詳細 確認していただけたらなと思っております
1点注意点なんですけども ブログ記事にもありました
今回のアップデートは ページの検索順位に影響を与えません
この簡素化によって 一部の検索結果において
これらの使用頻度の 低いマークアップが
サポートする特定の 視覚的な機能ですね
そういった効果は 表示されなくなって
より簡素な表示になる ということです
ぜひ関係ありそうな方 ブログページをご確認ください
さてそれでは 本題に移っていきましょう
ここからは通常の 検索Q&Aに移っていきます
今回は 6件のご質問を いただいております
すみません 私邪魔だったね
ではですね 1つ目のご質問
AI Overviews機能のこれからに 関するご質問をいただいております
AI Overviewsの 表示の広まりで
検索広告をAIOが同時に表示される 場合もあると思うのですが
その場合 AI Overviews Google広告の表示順でしょうか
また今後検索広告が多い クエリにおいて
Google広告に表示されている 情報やリンクが
AIOに表示されることは あるのでしょうかとのことです
こちらご質問ありがとうございます
AI Overviewsや AIモードに関しては
よく聞かれるトピックの一つとは なっているんですけども
これらはまだ新しい機能のため
明確に回答することができません
そうですね このような新機能に関して
今後の予定を 保証することはとても難しくて
その点で不明瞭な回答だったり
情報を皆さんに伝えることで
新たに混乱を招く そういったことは避けたいと思っておりますので
今回のこのような回答となってしまうこと ご理解いただけますと幸いです
ありがとうございました
では続いてのご質問に 移りましょう
サイトリニューアル後に アクセス数が減少した
件に関する ご質問をいただいております
4月上旬に運用中の サイトリニューアルを行いました
ドメインの変更はありませんが
ディレクトリ構造の 変更がございます
リニューアル後なかなか 該当のディレクトリ配下の記事が
インデックスされなかったのですが
5月22日あたりに
さらにインデックスを 外されるようになりました
301のリダイレクト サイトマップの更新
カノニカルは実施し 内部リンクも適宜対応しているにもかかわらず
このような事態になっております
毎月のアクセス数にも大きく 関係 影響してくるので
どうにかできたらと思います とのことです
こちらご質問ありがとうございます
こちらですね具体的なサイトや
クエリの情報が 添えられていたために
状況を確認することができました
そしてですね確認したところ
私の環境では 該当のURLは問題なく
インデックス登録されており
検索結果トップに 表示されておりました
もしかしたら時間の経過とともに
問題解決したのかもしれませんが
今回は問題なく 実装されているように感じました
そしてですね こういった事象は よく聞かれるのですけども
私たちはすべてのページを インデックスしているわけではなくて
システム判断が以前と異なる場合 というのもございます
この点から もし他のページで
インデックス登録が外れていても
それは一般的に起こりうる 事象となってきます
ご質問ありがとうございました
それでは続いての ご質問に移りましょう
同一社名の商品の 問い合わせ電話が来る
件に関する ご質問をいただいております
弊社は ウェブマーケティング会社ですが
過去に同一社名で家電製品を 販売していた企業があり
特定のキーワードで検索された場合
販売元の企業サイトではなく
弊社のサイトが 表示されてしまうため
ユーザーの方からの
電話が頻繁にかかってきます と
上記同様のキーワードで検索すると
あまり評判の良くない会社のようで
いつの間にか社名変更していますが
ユーザーへの アナウンスがないようで
弊社に連絡が来てしまいます
このように事業内容と
全く関係ないクエリ プラス社名で 検索された場合に
ヒットさせない方法は何か ありますでしょうか とのことです
こちらご質問ありがとうございます
このようなご質問は定期的に 寄せられるのですけれども
そのような 検索オプションはございません
そうですね 以前にも申し上げた通り
事業を始める前により広く
広範な市場分析を行って ブランディングについて
深く考えていく必要が あるかなと思いますので
そういった検索だけに 関わるところではない箇所
そういったところから取り組んで
いただくのが良いかなと思いました
ご質問ありがとうございました
はい それでは 続いてのご質問に移りましょう
クロール済み インデックス未登録ページ
改善に関する ご質問をいただいております
サイト公開時からクロール済み
インデックス未登録として インデックスされない
ページが多くあります
途中サイトマップの 更新などによって
インデックス数が増えたものの 2週間ほどで
やはりインデックスから 外れてしまいました
これはページの品質が低いことが
大きな原因と考えてよいでしょうか
またその場合 インデックスされるまで
品質の改善 そしてクロール リクエストの繰り返しをすることは
対策として良いと言えるでしょうか とのことです
はい こちらご質問 ありがとうございます
そうですね ページの品質も
大切な観点の一つではあるのですが
ページだけに 焦点を当てるのではなくて
やはりウェブ全体への 付加価値として考えていただく
のも重要なポイントの 一つかなと考えております
ページ自体は悪くないのに
例えば似たような ページがたくさんある
あるいは同じサイトからのもの だったりすることもありますね
例えばそうですね 自動翻訳だったりとか
似たようなURL URLパラメーターなどが多い
ような例が 挙げられるかなと思います
こういったケースなんですけども
そのページが低品質だったり
質が悪かったりという
そういう意味ではなくて
やはりウェブ全体に 付加価値を与えているかどうか
そういったところを 再度確認する必要がある
と我々は考えておりまして
そしてシステムがそれを認識する
そして理解するまでには多少時間が
かかることもあるということを
念頭に置いていただけると
落ち着いて今後の対応が できるかなと思います
ご質問ありがとうございました
それでは 続いてのご質問に移りましょう
ツールによって インデックス数が異なる
件に関する ご質問をいただいております
今回ご相談したいサイトは
QAページをサブドメインにして
Q&A専用のCMSを入れて 運用しています
Q&Aサイトで 公開しているページ数が
CMSと サーチコンソールで異なります
全てをインデックスされていない 状況は理解できるのですが
サーチコンソールの グラフを見ていると
近々で インデックスされたページが減り
未登録ページが 増加傾向にあります
質問が1つ2つ 寄せられておりまして
1点目としては 公開ページが減っていないのに
インデックスだけが 減ったのはなぜでしょうか
そして質問の2つ目として CMSの都合上
ユーザーには公開されない システム上だけで出力されるURLがあり
そのURLをGooglebotが クロールしてきていますが
どこから発見したものでしょうか とのことです
はいご質問ありがとうございます
具体的なサイトの情報が 添えられていたために
状況を確認することが出来ました
まずは1つ目の質問について なんですけども
質問者さんのおっしゃる通り
全てのページをインデックス登録 するわけではございません
以前インデックス 登録されていたページも
時間の経過とともに インデックス登録が外れることは
十分に起こり得ること となっております
そして2つ目の質問について なのですが
自サイトからのリンクだったり
他サイトからのリンクだったり
そしてサイトマップだったりと
私たちは様々な方法で
URLを発見しております
例えばスパムのようなURLや
システマティックなURLに関して
あまり心配するようなことは
必要はないかなと思っております
特に今回のケースでは 該当のURLは
4割4ページで リダイレクトされていたので
問題ないかと思いました
そうですね…
一般的なコメントとして
付け加えられることがある とするならば
大規模なサイトでは ページ数を数えるというのは
非常に難しいことかな と思っております
例えばですね URLパラメータは
カウントされるのでしょうか
厳密に言えば これらは 別々のページになっています
なんだけど 数百ページ程度であれば
手動で数えたいと思うように なるかと思うんですけども
大規模なサイトでは そう簡単にはいきません
URLパラメータでの 管理というのは
一つの例とはなっていきますけども
全体的に言えることとして
URLの数にはこだわりすぎない
ようにすることをお勧めしております
ご質問ありがとうございました
それでは続いてのご質問に 移りましょう
これが 最後のご質問になってますね
サイトマップを毎日 送信するべきかどうか
に関する ご質問をいただいております
新しく導入したCMSの機能で
サイトマップを サーチコンソールから
毎日送信するという機能があります
サイト自体はそれほど 更新頻度が多くないので
更新のためにサイトマップを 送信すればいい
と思っているのですが
社内では毎日したほうがいい との声がありました
サイトマップは毎日送る 必要はありますでしょうか
また毎日送ることで
メリットデメリットなどがあれば
伺えたらと思います とのことです
こちらご質問ありがとうございます
そうですね サイトマップを毎日
送信することは 必須ではありません
必須ではないんですけども やはり自動化することで
例えば別のチームによる 更新の見落としなど
そういったヒューマンエラーを 軽減できる可能性があるかなと
一般的なコメントにさせてください
はい そうですね
サイトマップの送信回数を減らしたい 特別な理由がないのであれば
毎日実行しても良いのかな と思いました
はい でですね
質問文からは 割愛したんですけども
いつも楽しみに見ています などのコメントはですね
この質問だけではないんですけど
たまに寄せられることがありまして
こういったコメントを質問文の 最初に述べていただけると
とても励みになりますので
嬉しかったです
初心者であることを気にされて
初心者の質問であることを
気にされているようでしたが
皆さん誰もは最初は初心者ですし
戸惑う必要はありませんので
ぜひ気になることがありましたら ぜひこれからも
こうやってご質問 寄せて頂ければと思いました
ぜひこれからも頑張ってください 応援しています
はい ご質問ありがとうございました
それでは以上となります
皆さん今回の Google検索オフィスアワー
楽しんでいただけましたでしょうか
次回のGoogle検索 オフィスアワーなんですけども
2025年7月31日を 予定しております
もしお困りのことがある方は
ぜひ早めにフォームより お寄せいただけますと幸いです
今日火曜日に 収録しているんですけども
また東京も暑くなり
台風情報なんかも 寄せられるようになってきました
少しジメジメとする 季節になってきましたが
皆さん体調など 崩されませんように
お過ごしください
はい それではですね
また次回 オフィスアワーでお会いするのを
楽しみにしております
またぜひ見てくださいね バイバイ

---

## 2025-06-12 - What SEOs should know about devs

URL: https://www.youtube.com/watch?v=MaTSHZnnQOw
Caption: en (automatic, json3)

[Music]
Hello and welcome to a new episode of
Search Off the Record, a podcast coming
to you from the Google Search team where
we talk all about search and maybe have
some fun along the way. This totally
didn't sound like John Miller. My name
is Gary
and I'm a Gary at the Google search
team. And today we have Martin as a
guest. Well, actually you're also a host
sometimes.
Everyone say hi. Hi. Hi. What is going
on you today? That was amazing.
Martin. Yeah. How are you?
Okay. I think. Yeah. Okay. Just Okay.
Self test. Isn't that unusual for you?
Maybe. I don't know. I'm usually
happiness. Yeah. Exactly. I have this
perception about you that you're always
the the adjunct um chief of sunshine and
happiness because I'm the chief of
sunshine and happiness. That's true.
Yes. Google. Okay. Wow. So, you cannot
be that too. I I got a promo though.
That's pretty nice. Okay, let let me
tell you what I was thinking because for
a change I was thinking.
All right. So, I thought we'd do a more
human episode. You with you. You.
Exactly. Yeah. Yeah. No. where we
where we talk about our human side
because I read that some people are
convinced that we are not quite humans.
So this will be this will be one of
those episodes where we debunk some
myths about us. Okay. Um maybe we talk
about some challenges uh that we might
have. And I don't mean I because I don't
have challenges because I'm the
challenge.
Oh, the turntables. Okay.
But yeah, they turned. Shocking.
Shocking. Shockingly, you turned the
tables. But Martin, why why don't you
say hi to this lovely audience?
Actually, you already said that. My
notes already are horrible. Yeah,
sweetie. Okay. So, so what do you No.
No. Was I ever? Um, but seriously, how
about we do a like a more human episode
where uh we talk about like frustrations
that we have and uh whatnot because I
think like at least some of the things
that we are doing are very different
from any other experiences I had. Mhm.
before joining Google in 1777,
which was 15 years ago, and you probably
had the same feeling that some things
are different from the things that were
at previous companies. Mhm. That's true.
So, what do you think? Yeah, that sounds
nice. Let's do that. What do you think?
Let's pull back the curtain. Okay. So,
you don't know the questions that I'm
going to ask, which is, huh?
I'm only slightly worried. Yeah,
she should be. A core part of our job is
public speaking. Um, and I know you as
the JavaScript goat like but no, not
that goat, the greatest of all time.
And but I also know that you also do
public speaking for the team. Yes. About
technical topics. Yes. Did you have pre
prior experience with that? I did. You
did? Yeah. What were you public speaking
about? A lot of different topics. Uh
mostly like web development but but like
cast.net. Right. So technical stuff.
Yeah. Yeah. Technical stuff like
JavaScript and and all that kind of
stuff. JavaScript, CSS, backend stuff.
Yeah. Um, and I imagine that
was very different from the public
speaking experience that you have when
when speaking for Google search. Yes.
Yes, that was different. I touched a
nerve. Yes. I I see the audience cannot
see it, but I see Martin on my screen
and he's blushing.
So So h how is it different? Um so
beforehand I had pretty much uh an
audience that I shared my background
with which were developers. I still do
talks to developers or at developer
events which I really like but um
even if you go to a developer event and
talk about SEO, it is a strained
relationship you're entering and I am
particularly putting myself in between
the two sides. So it feels like there's
a bit of a divide between developers and
SEOs. Surprise surprise. Um
and I
am trying to so when when I used to
speak before I joined Google when I used
to speak to developers I was one of them
uh and I was speaking about topics that
they are thinking about as well. So it's
like oh you have that problem as well.
Interesting because I did this and it
kind of worked. I'm still struggling
with these problems. do you happen to
know what to do here? So I was in their
shoes. I was coming from their
perspective and I'm just like amongst
people who kind of share the same view
on topics generally mostly. I mean I had
some yeah situations regarding
accessibility on the web where some
people would disagree that I think the
web should be accessible to as many
people as possible but okay. Um, and now
I'm I'm kind of coming from an
adversarial role, so to speak. It's
like, who? He's a developer. He's one of
us and he speaks our language and he
does the things that we do, but he talks
about this weird snake oily kind of
thing and he probably wants to sell us
something. And I'm like, "No, I'm trying
to help you do your job better and
understand where the people who come to
your desk and ask you questions or want
your help come from." And sometimes that
is met with positive
feelings and reactions and sometimes
that is met with negative ones. Yeah,
that's different.
H how did you get into public speaking
or why? Um I think
I think I got into public speaking
through a meetup in Germany. Um where
they had a format called Ignite. Uh and
Ignite is there's a different word for
it, but I I can only remember the the
name. I think Ignite is a brand from
Aureli. Um but there's another term for
it. It's 5 minutes, 20 slides. They auto
advance and you just talk through your
slides. There's a different term for it
as well, but I keep forgetting what it's
called. That it's a It's a Isn't it
a Japanese format? I think so. I think
so.
20 slides,
five minutes or something like that. It
It has a name, but I cannot. Pichakucha.
Yeah, I don't know where that comes
from, but that
Well, that sounds Japanese. Okay, that
was fun. uh and and the challenge
because I kind of like talking to other
people about the stuff that I worked on
and for my co-workers eventually like
you run out of topics because they know
the things you do because they work with
you and uh my relatives and friends who
are not in computer science and software
engineering are quite bored so I had to
start public speaking I guess. Oh,
that's what that was your reason for
starting. No, no, the reason was I
imagine that you also had you also had
something like I want to help people or
something not just because like my
family doesn't understand me so I go and
public speak. My my actual primary
reason was that I saw a lot of people
moving away from the web and I really
really like the idea of the web because
it's such a ubiquitous and low barrier
medium and with with reasons like oh but
I want to build games and I'm like but
you can do that in the browser or but I
want to later on like 10 years later
it's like oh but I want to build like
something that works on mobile. I'm like
but you can do that on the web. I want
something that looks more like an app
but you can do that on the web. So, I
wanted to help people see and understand
that the web has a lot of power that is
not being used. And I want to help
people not run into those same problems
that I ran into. So, so how is that
different from
uh what you're doing today because like
conceptually doesn't feel all that
different. Yes, that's actually why I
why I was interested in the job and why
I'm so happy that I uh became part of
the team. I as a developer I see how
often we build stuff that then no one
finds and if no one finds it no one uses
it and then it kind of goes down the the
gutter and that's unfortunate and I also
to be fair I met a fair bunch of people
who might not have been from the SEO
world who might not have been the
easiest to deal with from a developer
perspective. I also to be fair and to be
frank met lots of developers who are not
easy to deal with neither from the
developer perspective nor from the SEO's
perspective. So um it's the the honest
is on both sides to be nice people. Um,
what's different though is that now I am
kind of trying to bridge a gap and I'm
also trying to talk to two very
different audiences
and that is tricky and sometimes I have
to talk well being the SEOs on or
digital marketing on one end right and
uh developers on the other end sometimes
these roles and and audiences fall into
the same person but it's it's not common
necessarily arily. Yeah. And what's even
worse is when I when I'm kind of like
speaking by proxy. So I tell SEOs what
to tell developers if they want
something. So
yeah. Do you think SEOs need to know
some dev stuff?
Because with with with I think when you
start doing development Mhm. Um okay I'm
giving away my biases but when you you
do some development um over the months
you start thinking in a different way
about computer systems than before
because you start seeing that well it's
doing this because it was coded such.
Mhm. But it also when you start
developing stuff you will start
understanding the limitations
that computer systems might have not all
of the limitations but some of the
limitations. So back to the question do
you think SEOs should know some dev? Ah
that's a that's a tricky one. Um, I
think it's a similar debate to the do
should designers know coding. Um, and
for the designers versus coding thing, I
I don't have an answer and neither do I
really have a a strong stance on this.
But but it depends a little bit on where
you draw the line to know deaf stuff.
Um, I think in order to optimize a
system or work with a system
so deeply like SEOs do, you have to
understand some of the characteristics
of the system. So I think if you've
never seen how HTTP roughly, you don't
have to code in C or C++ or JavaScript
or whatever to build like your own
crawler or to build your own C#.
Some people do. I don't know why that
came up. Probably because right now I
have my glasses on so I C sharp.
I'm so sorry. I'm so sorry. Okay. And
that uh is how we wrap up this episode.
I I killed him. I killed him. Good. No.
Um you don't have to code like your own
low-level network thing. I don't think
you need to do that. But you should
understand what is a header. How does
HTTPS conceptually work? What's the
certificate? How does that influence how
the connection works? Uh, right? How
does H2 differ from HTTP2 differ from
HTTP 1.1? These kind of things make
sense to understand and so does
understanding HTML and maybe maybe even
understand a little bit about
JavaScript. Again, not necessarily like
the in detailed bits and pieces, but you
should understand how it interacts with
the page and how that could make your
life easier or harder, right? So, I
think some knowledge is useful. I don't
think and that's that's the other tricky
thing. SEO is such a broad field. There
are people who are amazing at taking
content international for instance. I
don't think they need to understand deaf
stuff because they specialize on a much
higher layer
as in like the content and the structure
and language and localization in
different markets, they might not have
to understand the technical bits and
pieces, but someone who's like a general
purpose SEO or someone who's even
specializing on technical SEO, I think
they should understand dev stuff. What
do you think? I I don't know if
internationalization was the right ah
okay because there are technical fair
enough there are technical Yeah. Yeah.
But but I I I get what you mean like for
example if you're uh like even if you
are I don't know like media SEO like
they would want to know or they should
know differences between the content
formats and the uh content deliveries
like for example if you are hosting
video then how are you hosting it like
are you streaming it in or are you just
uh putting a static file somewhere on on
a server and then just like referencing
it in a in a video container like from
my perspective and usually the the SEOs
that I talk to slashwork with will know
at least the basics of of the internet
workings and I don't know if my biases
just keep me away from SEOs who who lack
that knowledge but generally the SEOs
that I I talk to they are pretty good at
this but of course the group that
doesn't know much or at all about some
of the basic stuff on the internet can
can cause or have the potential to cause
some headaches both for the sites like I
see that daily in the uh crawl issue
report form where they installed a
random plugin and this is a large agency
uh they installed some random calendar
plugin for uh all their clients that for
whom it makes sense. And suddenly we
discovered sometimes 100 million URLs,
new URLs because of that calendar
plug-in. And
basically
the blame was on us, not on well you
added 100 million new URLs to your site
and we crawl started crawling them. Like
what? Um maybe not the best example
either but um
so but but they they can cause headaches
for the sites.
Do you think they can cause headaches
from our coms perspective?
Yes. And to be fair, I think and again,
this is not all SEO. It was just like
No, no, no, no. It's it's I I think
there's a there's a mindset situation as
well. Like I I think the people who
don't know and they are upfront about
it, they don't cause as many headaches
and they usually don't cause as many
issues.
It gets dangerous when you're in the
Dunning Krueger kind of trough where you
think you know things and then you
don't. And that happens to me every now
and then that I and I I love talking to
everyone who wants to talk to me. I'm
I'm excited to hear their perspective,
their experiences, but sometimes they
come in basically
yeah flexing their technical skills and
from the flexing you can tell like no no
uh no it's it's not there and it's it's
okay. But the problem is by pretending
that they know they kind of take away
the opportunity for me to explain things
to them. Um, and that is that is tricky
to navigate. And sometimes you are in
in a situation where you're being asked
a question that is very contextual and
you notice that the person asking is
having the necessary contextual
knowledge. And I'm not even saying like,
oh, SEOs, oh, they don't know their
stuff. No, no, no. What I'm saying is,
and SEOs should know this, and they do
know this, that one website and another
website might be very different from
what they need to be um looked at or
what needs to be looked at, what needs
to be done, and what the requirements
are. some someone who is like serving a
very specific niche with highly
regulated content in a single country in
a single language might have very
different requirements than a multi-
language, multinational brand that sells
everything to everyone. And then you
have someone who asks a very specific
question in a very specific context. And
I can tell this person knows their
context very well, but there's like
other people listening as well. And
that's fine. That's how it should be.
You shouldn't ask us oneonone. You
should ask us in public forums. Yeah. Um
but then I answer this person and we
kind of have like established aha okay
so this is your context. This is the
situation you are in right now with this
client or with your company. Um
in this case
XY Z do do this do that and then look at
this and see if it gets better. But if
we say that out loud, then someone else
might listen who are in a completely
different context. They might do
something completely different. Their
client might have the opposite needs and
then they just go, "Aha, so I'll do
that." And that might actually be
harmful.
That's tricky.
Yeah. But I mean that applies on pretty
much any com situation. Like for
example, if you are a war correspondent
and then you do one-on-one with someone
and then someone overhears and then they
put that in different context and it's
suddenly it's it's very different or u
there were big cases about how
cropping
images for example which is another mode
of communication um changes the the the
meaning of the image quite a bit. So
that's true. Yeah. True. What you are
saying is that it depends. It depends.
Coms is hard. Yeah. And
what I mean especially like war for
correspondence might actually be an
interesting example because I think they
the challenge is that you have different
parties with very differing confronting
um and conflicting agendas.
And what I what I worry is in in
developer communities generally
you don't have that. Everyone just wants
to build stuff better, faster,
whatever. Um, in in the SEO community, I
sometimes see that some people
try to make it into a confrontational
and conflicting kind of situation where
they have an agenda they want to push
and then everyone else has a different
agenda or like some some player A has a
and I'm not saying like we are exempt of
that. We have an agenda. That is by
definition the case because we want to
build the best search engine there is.
Um if we always succeed, I don't know. I
don't think so. We are striving to do
our best and by that we want certain
things for the web. We want it
accessible. We want it fast. We want it
joyful to use. Um, and and some people
might disagree with some of our points
or some of our our goals. I think that's
fine, but it it often makes things
tricky because people might cherrypick
and might pick one thing you said, take
that out of context and use it as an
example why people should follow their
agenda rather than ours. And I think
again that's fair game if I say it in
public. You can definitely use it
however you feel like, but sometimes I'm
I'm saddened or scared by how
out of proportion that can get and how
quickly that can get out of proportion
and that's unfortunate. How would you
fix that? Oh boy. Because
to me it goes back to standard uh
communication challenges. Mhm. Um like
it's it's it's not like we are doing any
different from true from other from from
other public speakers. True. Who also
have an agenda. They might want to sell
a book. They might want to lobby for
something. Quite literally everyone has
an agenda. Some sort of agenda. True. It
feels like to all the the the headaches.
Well, I didn't want to say that. I kind
of like you sometimes. A thank you. So
yeah, not often but sometimes I like
a
anyway um like there's no real solution
to to the problem, right? Like we can
amalorate some of the
some of the issues like for example
abandoning my pet peeve uh it depends.
Um and then instead of saying it depends
actually say out the whole thing or at
least the major things that the thing
depends on. True. Um, but ultimately
there's no solution to the problems.
Basically, it's just like it's part of
your job description. True. True. Yeah.
I I think it would be nice and this is
wishful thinking, but I it would be nice
if people if people at least like tried
to not only
look behind what we are saying, but what
other people are saying as well. like
why is this person saying this now at
this point in time? Especially if it
confirms your own bias. I'm the first
one to admit that sometimes if something
confirms whatever I was thinking in the
first place, I'm like, haha, I knew it.
Um, but it it makes sense to think about
like, wait, does this apply to me?
Does this make sense? And I give you an
example out of out of the blue, out of
the field. Basically, I was at a under a
water photography workshop where we were
in a pool. It was extremely brightly
lit. It was extremely clear water. Uh
the pool was made out of out of polished
aluminum or steel or whatever it was,
but it was very bright and very
reflective. And everyone was using their
strobes. Everyone was lighting this pool
up as if there is like a major
thunderstorm going on. And I was looking
around going like, "What the hell? Why
are they doing that? Because my pictures
I think come out fine without even
switching on the lights. Because the one
thing we have plenty of right now is
light. And I think like sometimes people
just blindly follow any kind of guidance
or any kind of like guru they heard and
that that leads to these kind of things,
right? I read books, I watched videos
and I saw things u with regards to
underwater photography and yes of course
light is there's not much light
underwater generally. So you need to
bring light so you have strobes or video
lights. But that doesn't mean that you
should just blindly apply them to
everything you do. And I think if we
were to think about that that would be
nice. Would that be the one thing that
you'd change about how we come like how
we communicate or I mean that's not what
what what would be the what would be the
the thing that you think we can do to
make our situation better. That's really
Other than quit. Yeah. Other than
quitting.
Damn it. You're taking me away uh from
from my options. No. Um
I think
and I think we're trying to do that. I I
think we can do more of explaining the
context or repeating the context in
which an answer appears and I try to do
that in in the last uh in one of the
last conferences I I spoke at tech SEO
summit where it's a very technical
audience and you know me as the
JavaScript person and a bunch of people
know me as the JavaScript person. I just
wanted to grab people's attention.
JavaSc Sorry sorry sorry JavaScript goat
okay JavaScript goat you know me as a
JavaScript goat in a presentation about
performance optimization I said don't
use JavaScript on a slide I agree yeah
yeah okay great fantastic uh I had like
a a remark on that slide saying like
there's context missing here and then I
gave all that context and I think if you
can avoid JavaScript for what you're
doing then absolutely definitely avoid
it And people are like, "Martin Split
says that." And I'm like, "But that's
the reality. That's what you should do."
The problem with me saying that is, and
probably this this podcast is going to
come back and bite me. The problem with
me saying that in general, is that
people will just take that one sentence
and ignore everything else I said before
or after and say like, "Google says
don't use JavaScript." So what I did
instead is I explained JavaScript is
necessary for a bunch of stuff.
JavaScript can be used in a simple
website because that's the other thing.
People are like, "Oh, but if I build a
website, there's no place for
JavaScript." I'm like, "That's not true.
If you want your website to work
offline, you need JavaScript." So making
these broad statements is tricky. And
I'm trying to avoid making these broad
statements unless I give a lot of
context. I actually spoke I think like
five minutes about the context for that
statement. And it's much much broader
than what I would say here right now.
But I try to give as much context as
possible and I hope Yeah. hope people
will take the context into account
before just blindly blasting messages
like that.
Yeah. You know that uh that particular
example that you just brought up that is
the reason why we don't share our
slides. Yeah.
Yeah. Basically our slides our slides
without context they are useless. Yes,
that is true.
Martin and unfortunate. Yeah. Um are you
feeling better now? I'm feeling so much
better. Thank you so much for the
therapy session, Gary. This is great.
Okay. Do you know that this felt like
the coffees that we've been doing uh
during co Yes, we should do them more
often. Like what? What? COVID. No, not
CO. The coffees, the conversations. Not
even the coffees. I don't care
particularly about coffee. Okay, fine.
You don't have time for me anymore.
Well, I do. And you're wrong. Okay.
Well, fine.
It's okay. Fine. It's okay. Okay. How do
you feel about wrapping up this episode?
Okay. Fine. It was nice. All things
should come to an end. Was it? I think
it was nice. I liked it. I really like
it when we don't have a structure for
the episode and we are just like
randomly talking about stuff. Well, to
our listeners, let us know in the
comments if you prefer those episodes as
well. That would be interesting to get
Why do you ask them so many questions
because you are like tell us what you I
want to know. I don't know. Maybe
they're like, "Oh god, no. Why is this
happening again?" And then we should do
less of it. Well, on the other hand,
it's our podcast. We can do whatever we
want, right? Can on our last day for
sure. Well, that was for this episode,
dear listeners.
So, Martin, people can find you on
LinkedIn and on blue sky something. Blue
sky. Blue sky, I think. Yes, there's not
that many master splits, I believe.
Tick, tick tock, tick tock, tick tock,
tick tock, tick tock. No, not really. on
Tik Tok too. No, you don't truly. Okay.
Well,
it was really nice chatting to you and
um I say that from the bottom of my
heart, which doesn't exist because I'm a
machine. Um and listeners, thank you
very much for listening and goodbye.
Outrobot 3000 generic greetings.
We've been having fun with these podcast
episodes. I hope you, the listener, have
found them both entertaining and
insightful, too. Feel free to drop us a
note on LinkedIn or chat with us at one
of the next events that we go to if you
have any thoughts. And of course, don't
forget to like and subscribe. Thank you
and goodbye.
[Music]

---

## 2025-05-29 - How Googlebot Crawls the Web

URL: https://www.youtube.com/watch?v=iGguggoNZ1E
Caption: en (automatic, json3)

[Music]
Hello and welcome to a new episode of
Search of the Record, the podcast coming
to you from the Google Search team where
we talk all about search and maybe have
some fun along the way. My name is
Martin and I'm a I'm a I'm a job title.
Oh boy, we should update these notes.
Uh, my name is Martin and I'm a search
relations engineer on the search
relations team at Google. But I'm not
alone today. With me is Gary Mo.
Gary. Gary.
Yes. Are you here?
I here. Are you there? You you you hear
me? Okay. Good. Good. Gary, I have a
question. Okay. Um, I noticed that we
recently updated the crawler list and
someone um reached out to me and said
like they were crawled by Google. I'm
like uh I don't think that's a thing we
like a user agent we use, but apparently
that was one we used and I'm not sure
how that happened, but I I think that
was a whoopsie. But um how maybe we
should actually explain how Google bot
works and what that part of the pipeline
is. Uh what do you think? Should we talk
about Google
bot? We should talk about Google bot. I
mean technically that was correct like
it they were crawled by Google.
Fair. Yeah. Coming from a Google IP
address. Yeah.
Like technically correct. And we all
know that the best kind of correct is
technically correct. It's technically
correct. That's true. But um let's talk
about it. Let's start with something
like very obscure like let's just call
it crawler first. And it's been around
for as long as Google itself. Well,
actually probably predates it
because for starting an a search engine,
you need a crawler, right? For a bunch
of things, you need a crawler. Yeah.
Like when you go out pubbing or
something. Ah.
Oh, okay. No. H no. If if you want to
use data that is on the network, you
need something that requests it, right?
And I think isn't that what a crawler
fundamentally is or part of what a
crawler is? Crawler probably does more
than that, right? I mean, yeah, but
technically crawlers are just HTTP
clients,
right? Like much like your browser,
which is also
more advanced I guess HTTP client
because it can do more things than just
fetching data from over the network. Um,
but technically crawlers are just really
dumb browsers
maybe. I mean there's this library and
also a command line utility called curl,
right? C URL that's a crawler kind of I
guess. I mean you can you you can use it
as a crawler
like I mean worst case scenario you
would write a shell script for example
to
loop through a set of URLs that you pass
on to the curl thingy and then it
fetches the stuff for you and then you
save it to disk and technically that's
what a minimal crawler is as well I
think in in I don't know if if it is in
curl But in wget you definitely have an
option to recursively crawl something or
fetch something. So basically it will
attempt to extract URLs from the blah
that you fetched from a particular URL
and then it will attempt to access and
download those URLs and then you can set
the depth limit like how deep do you
want to go from the initial URL
uh and I think also whether you want to
stay on domain or not or something like
that but technically that's that's
already a crawler Right? Because you go
out on the internet, you find
URLs starting from one URL. You find
URLs and then eventually you will re or
fetch those URLs as well that you just
found. I think there was something um
Sergey Sergey Brin our co-founder I
think well yeah I I know that he's a
co-founder so not think but anyway uh I
think he said that
um uh this was very very early on that
if you take uh very popular page again
this was like mid '90s or end of ' 90s
or something like that 1990s for the
very young
listeners and uh if you take a very
popular page like the homepage of CNN or
Wall Street Journal, Fox Fox News or
whatever and you
can just follow the links where follow
means that once you found the a URL on a
page, you will just fetch it again. you
will fetch that URL and then so on
basically recursively just fetch URLs
that you found on the internet and if
you start from a very popular page you
can actually crawl the whole
internet just from that one starting
point now obviously that that doesn't
hold true anymore but yeah it it was a
much simpler internet and it was much
easier to fetch back then
but I guess if I were to write a shell
script that loops over a list of URLs
and maybe even extracts URLs from these
URLs and then keeps going. There's
probably more to it than just that
because the internet has grown quite a
lot and I can imagine that that approach
won't work today. I mean it depends what
you want to do right because if you just
want to crawl set
of pages from a site for example like
you want to mirror your site
uh locally then technically you could do
that. I I think there are other problems
that need you need to take in
consideration especially nowadays like
there's so much automatic traffic on the
internet on sites
that like if if you want
to be on your best behavior then you
want to at least support robots txt
uh like the robots exclusion protocol
and have some system I guess I wanted to
say algorithm but I don't it's not like
a singular thing like have a system that
monitors the health of the host
and backs out like slows down if the
host is becoming unhealthy. Ah so it
adjusts crawl rate basically.
Yeah.
Mhm. because you don't necessarily want
to be
a an ass
and you want
to kind of behave, right? Mhm.
Okay. Otherwise, you are just like doing
the the server. Yeah. I guess your
neighborhood is not going to like that
if you bring down all the websites. H.
So when when Larry Larry started uh
doing his backup system that must have
eaten a lot of bandwidth.
I guess it's relative. Also, why would
anyone name anything backup? Like I
always had
a beef with that because it's a it's
such a weird name to to give to a even
even an academia search engine or
academic exploration or whatever. Like
calling it back rub is just it's creepy.
Why? It's a bit odd. Yeah. I mean, it's
a backlink and you get something for
backlinking and then it's like rubbing
someone else's back. But I I like you,
Gary, but please don't rub my back.
Thanks. You sure? Yeah, pretty sure. Oh,
yeah. Sorry. Okay. This is sad. No, but
I think I to to your point that that
must have consumed lots of bandwidth.
Like back in the
days, one thing was that pages were way
more lightweight. True. Like way way way
more lightweight. Uh like I remember
when
um one of the first sites, this was late
90s sites, a few pages. Well, it was a
site, I guess. And the the HTML that I
put together was like 7,000 bytes. Mhm.
Like 7. That's nothing today. That's
like an image basically. Actually,
images are probably larger these days.
Yeah. Much larger. like it's so tiny
that like even if you crawl like
hundreds of thousands of them, it's not
going to make a dent in the in your in
your budget. But on the flip side,
bandwidth was much more expensive than
nowadays. Uh so they must have had some
sort of system to monitor that they're
not exhausting the very expensive
bandwidth, their bandwidth. But then you
also have to take in consideration the
sites bandwidth. Oh god. Yes, true. They
pay for it as well.
So yeah, I I think it was much easier to
crawl the internet back in those days
when back was coming up online, but it
also was trickier for a different reason
and that was probably cost. Mhm.
But yeah, we we had backup. I don't know
how fetching was done for backup. I
would imagine that they just had some
shell script or something that just
fetched all those pages for them um to
create the initial index for backup.
Again, I'm just making this up. I I
actually have no idea,
but it was likely not that complicated
because the web was so so so so much
smaller.
But I mean, yeah, I I I was reading u
just before this recording the anatomy
of a large scale hypertextual web search
engine paper that Sergey and uh um Larry
published at Stanford
and they are talking
about
110,000 web pages and web accessible
documents for one of the early search
engines called Oh, that's cute. Yeah.
Worldwide web warm or
dubdubdub. This was
94. And then there was the other one
from the guy that came up with the idea
of robots dx, the robots exclusion
protocol. I wanted to say his name too
fast. I forgot. Um, and he also had a
search engine called
WebCroller and claimed to have indexed
about 2 million pages. Oh wow. And in
today's scale, 2 million is
still like that's cute,
right? I I think the boundary for
someone to worry about crawl budget is
what 10 million 1 million something like
that. I would like for a single site I
would say like 1 million is okay
probably
and that's pretty much like half the of
course it also
yeah but I mean you also have to like
when when we crawl about like crawl
budget or how much load we put on the
server um you also have to think about
how the site is constructed because if
you are making expensive operations to
construct the page then of course it's
going to put much harder load on sites
than a simple HTML site, right? True.
That's true. Like for like for example,
if you are making expensive database
calls, like that's going to cost the
server a lot. So yeah, but back then it
was much simpler anyway.
Wild and um okay, so bandwidth is a
thing. We've talked about that. Right
now Google does a lot of things that
probably need to ingest data from the
web or want to invest ingest data from
the web. Uh does that mean that we have
like lots of shell scripts
or how do we handle that these days?
Because I think bandwidth bandwidth
needs to be taken care of across
products. No.
Um,
yeah.
But I mean, back when we only had so we
had back rub or Larry and Sergey had
back rub, right? And then they launched
Google in 96.
Yeah. 96. Then they launch uh Google bot
basically the crawler that they were
using for the search engine. Um, I think
they might have named it Googlebot in
99. Like before that it was just like
nothing although I know that from the
very beginning of Google robots txt was
supported. Mhm. So like whatever they
were using it was already allowed site
owners to opt out from crawling. But
then we started having multiple or new
products, right? Um like we had
Adwords coming out in early 2000s. Um
and
then AdSense 2003 I
thinkish and then you also have some
kind of fetching in Gmail which is a
2005 2006 thing. So like for example
like fetching the images because you
don't want to allow the
browser to fetch the images remotely
because then you are giving away
um
users metadata to remote
sites. So you want to proxy somehow
those image fetches in in emails. Mhm.
Um anyway, so more and more products had
to do some
fetching and for a time I think
everything was done with the Google bot
which was just like this service that
you plugged a URL in and it fetched it
for you. And it was always just
Googlebot and you could give it a
million URLs or just five and it would
fetch it for you in the limits of
the of the host load um that sites
individual sites would have.
Not a very nice design
when you
are designing for multiple products
because then people can't really tell
apart what was the fetch for, right?
Okay. Yeah. Because it's just it just
looks like Google bot came and it
fetched something and you're like I'm
going to be on Google like early
2000s. Gary Gary very excited about
being on Google.
Um, but then it was actually a fetch uh
initiated by let's say Gmail or Adwords
or something. So I never end up in the
in the Google index and not because I
was a spammer. Definitely not because of
that.
Sure. Sure. Spammy guy.
So
we introduce new
crawlers. Um
but that would also mean
that with all the engineers, software
engineers that we have and computer
scientists, every now and then someone
would came up with a brilliant idea that
oh I will just write my own crawler
because I need my own user
agent which again is not great because
then like from maintenance perspective
it's an absolute nightmare
And then different crawlers that people
wrote might have different policies
about like robots cxdt and host load and
bandwidth usage and
whatnot. So eventually someone had to
come up with this idea that okay we will
just have this one unified system and
you can fetch with it from the internet
but you have to specify your own user
agent string when you are fetching. Mhm.
And then I think in 2006 2006ish Google
Adwords comes
out with Google AdSot. And then from
then on we started having more and more
and more um crawlers linked crawlers
that is not Googlebot.
And all of them behaved the same way.
I mean
yes. Yes. And that was the nice thing
about the shared infrastructure, right?
Because then you could have like a a
common way to behave on the internet for
every crawler that you send out.
All right. Okay. But sense that that
makes sense. That makes a lot of sense
because basically you now are bundling
all the so to speak traffic that goes
out to websites in terms of crowling
through a lens of one piece of code
which I think makes a lot of sense.
Yeah,
the one thing that I could see is
unfortunate is what if so I I see that
like all of them behave the same way
because they are all kind of robotic
agents that go out and do something for
an automated system. But what if I need
to write a piece of code that does more
or less the same but is like user
initiated? So if a user clicks on
something like I don't know I submit
something
for a review or for a specific product
where I specifically say like hey please
do this then I'm not sure if if
following robots makes sense for
instance. It might make sense in some
cases, but it might not because it's not
really a robot then if I ask it to do
something.
Um, I mean that's a very philosophical
question whether it's a robot or not.
And nowadays with all the AI agents and
whatnot, there's more and more
discussion about this. But yeah, you're
right. like when a user is sitting
behind the keyboard and wants to
complete a specific action. Let's say
that they want to load something in a
spreadsheet from a specific specific
URL. Then you are doing a fetch on
behalf of a user. So I think you're
right that ignoring robots DXT in those
cases is the right way right right thing
to do unless the team that is providing
that feature actually wants to follow
robust. Basically, you might want to
opt. The other thing
would be that the other thing would be
latency
because with with
crawlers
you have like a massive URL database
uh from where they take the URLs that
they need to fetch. Mhm. And then you
have to sort that somehow. And then
basically by the time and and then when
when a user would fetch then you add
that to that bucket to that database. It
ends up on the bottom of the list and
then you have to wait for the earlier
added URLs to be consumed until you
reach the URL that the user just added.
And that might sometimes take weeks as
well like like sometimes it's just like
you have no time to to to fetch fast
enough or you have other limitations.
And then with user agent fetchers, what
you can do is
that
I more or less
ignore the signals that the sides give.
Mhm.
And basically just try to make the fetch
immediately
and for example in in search console you
can see this when you do the the live
test site verification or the live test.
Well, actually not the live test site
verification. The live test is uh is
actually a crawler. Oh, yeah. Because it
needs to Yeah, it's a it's a high
priority, but it's still a crawler.
Yeah. Fair, fair, fair. But side
verification. Yeah, that makes sense.
That's a user trigger thing. And Yeah.
Mhm. Yeah. Um and you don't have to wait
for it for hours or weeks. It it happens
almost instantane instant. Instant I
will not say that word. Instantaneously.
Yeah. that.
Okay. But yeah, I I think you need both
of them
because like they are different use
cases. Mhm. Really? That makes that
makes sense. That makes sense. But I in
terms of different use cases, it doesn't
sound like this is a use case specific
to Google. So I guess other people have
crawlers as well then. Yeah.
And Okay. We were not the first ones to
do this, right? Yeah, exactly. Um like
uh the worldwide web
um operated their controllers before
Google was even conceptualized like even
before Larry had the idea that hey page
rank we could use this to do something.
Yeah. And since then we have other
search engines and uh I guess yeah a lot
of crawlers these days. Do you see like
a change in the way that crawlers work
or
behave over the years behave? Yes. How
they crawl? There's probably not that
much to to change. But
well, I
guess back in the days we had what? Uh
HTTP 1.1. Mhm. Or HT probably they were
not crawling on 0.9
because no headers and stuff like that's
Mhm. probably hard. But anyway, uh but
nowadays you have uh H2, H3. I mean, we
don't support H3 at the moment, but I
eventually why wouldn't we? And that
enables crawling much more efficiently.
Um, because you can stream stuff. Stream
meaning that you open one connection and
then you just do multiple things. Do
multiple things on that one connection
instead of um opening a bunch of
connections. So yeah, like the the way
the HTTP
clients work under the hood that changes
but technically crawling doesn't
actually change. Okay. Um and then how
different
companies polic
their uh or set policies for their
crawlers that of course differs greatly.
And if you are involved in in
discussions at the ITF, for example, the
intern engineering task force uh about
crawler behavior then you can see that
some publishers are complaining that
crawler X or crawler B or crawler Y was
doing something that they would have
considered not
nice. Yeah. So yeah, like the
policies might differ between crawler
operators, but in general the I think
the the well- behaved crawlers, they
they would all try to honor robots DXT
or robots exclusion protocol in general
and pay some attention to the signals
that sites give about their own load uh
or their servers load um and back out
when they can. And then you also have
the what are they called the adversarial
crawers
like Marwell scanners and privacy
scanners and whatnot. And then you would
probably need a different kind of policy
for them because they are doing
something
that they want to hide. Not for
malicious reason, but
because malware dist distributors
would probably try to hide their malware
if they knew that a malware scanner is
coming in. Let's say, okay, I was trying
to come up with another example, but I
can't. Anyway, yeah. What else do you
have? Okay. Well, um I think Oh, and
then and then you have the bad actors,
right? They are just like, I just want
to crawl half of the internet in 25
seconds. Yeah. They might overpower your
server and that is not a very nice thing
to happen. Huh.
Yeah.
Okay, so we have the need to ingest data
from the web and then you build
infrastructure to do that because it's
not a trivial thing and at Google we
have kind of like shared infrastructure
for that. That's that's pretty cool and
it we try to be a nice citizen of the
web. So hopefully other crawlers will
continue to do that rather than try to
ingest the whole internet in 25 seconds.
That's that sounds fun, but
uh I don't think that's feasible in the
long run. Also, for people operating
websites, you might just have like
random traffic spikes and these traffic
spikes might still cost you some money.
Yeah, I mean that that's one thing that
uh we've been doing last year, right?
Like we were trying to reduce our
footprint on the internet. M um and of
course it's not helping that then like
new products are launching or new uh
like AI products that do fetching for
various reasons and then basically you
saved seven bytes from each request that
you make and then this new product will
add back eight. But like you
you like like the internet can handle
the the the load from from crawlers like
I I firmly believe that the this will be
controversial and I will get yelled at
on the internet for this but it's not
crawling that is eating up the the
resources. it's indexing and potentially
serving or what you are doing with the
data when you are processing that data
that you fetch. That's um what's um
what's expensive and resource intensive.
So yeah, I will stop there. Okay. Before
I get in more trouble.
Okay, before I put you in more trouble,
thanks a lot Gary for explaining uh
crawlers to me. And um that's the past
and present for crawlers, but what's the
future going to look like? Are we
working on something or HTTP3 is
something that we will eventually get
around to I guess. But what else? Yeah,
I mean H3 is not going to solve the
bigger problems, I don't think. Um like
what like we just get the trailers, but
you get the trailers with H2 as well. So
it's like like it's not going to fix our
bigger problems. I So
well what do you think are the bigger
problems first before we talk about
solutions? The web is getting congested
and not and it's because like everyone
in my uh grandmother is launching a
crawler or fetchers or whatever we will
have more automatic traffic from from AI
agents for example um and other AI
shenanigans. So basically the web is
going to be more congested but it's not
something that the web cannot
handle like the the web is designed to
be able to to handle all that uh traffic
even if it's automatic and it's I I
would say that it's in good good hands.
If they see that there's some some
problem problems with load and whatever
then they will just come up with some
new technologies that
will fix that um
or reduce that that issue.
What what
else I I I really like what common crawl
is doing because they release data sets.
So basically they have their crawler and
then they crawl some parts of the
internet and then they release that as a
data set. So you don't have to crawl
yourself and I think that's very nice
because then you basically have the same
thing that we have internally basically
a single infrastructure doing the
fetching respecting robots txt and host
load and whatnot. Um, and then you can
just consume the data. Of course,
internally the you can't just consume
the data. That's different. Like you
still have to do fetches, but at least
the robots exclusion protocol policies
and the host load is enforced for for
the crawl job that you set up. Mhm. Um,
I don't know if we need more of these,
but yeah, I I thought it's a good idea
and it's a nice idea. Okay. All right.
Well, come and crawl then. Uh, that's
something that I don't think I looked
into. I should probably have a look at
that. Well, in that case, thanks a lot,
Gary, for giving me a journey through
the world of crawling. And um, I do hope
that you all out there enjoyed this
episode and had a good time. If so, let
us know in the comments. Like and
subscribe to hear more of our episodes.
And also tell us if you want to have an
a specific episode for a specific topic.
So, with that again, thanks Gary and um
enjoy your time listening to this out
there and uh bye-bye listeners. Goodbye.
Oh god, why? Bye-bye, Gary.
We've been having fun with these podcast
episodes, and we hope that you, the
listener, have found them both
entertaining and insightful, too. Feel
free to drop us a note on LinkedIn or
chat with us at one of the next events
that we go to if you have any thoughts.
And of course, don't forget to like and
subscribe. Thank you and goodbye.
[Music]

---

## 2025-05-29 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 05 月 29 日）

URL: https://www.youtube.com/watch?v=yCgoq7j0i9w
Caption: ja-8V-H19SidUo (manual, json3)

[アンナ] 皆さんこんにちは 本日もGoogle社員による
Google検索オフィス アワーの時間となりました
本日お届けするのは 私アンナとなります
どうぞ本日もよろしくお願いします
それではですねまず
Googleからのお願いに 移っていきましょう
本オフィスアワーはですね
#Google検索オフィス アワーを使用しております
そのためご質問についての ご意見 ご感想ございましたら
ぜひ上記の#Google検索 オフィスアワーをつけて
snsに投稿してください
またですね 本オフィスアワーで
ご紹介した記事のリンクなどは
本動画の概要欄に
後ほど掲載する予定です
そしてですね
我々チームの励みとなりますので
ぜひこのオフィスアワー 気に入っていただけましたら
チャンネル登録高評価の方
よろしくお願い致します
ではですね スライドに戻って
最新情報から お届けしていきましょう
まずですね 最近の主なブログ記事ですが
こちら上記の2件の記事が 公開されております
まず1点目ですが
アプリディープリンク webサイトとアプリを
接続するに関するブログ記事
そしてまだもう一つは まだこの収録時には
日本語の記事は 公開されていないんですけども
数日のうちには 公開されると思います
これがTop ways to ensure content
performs well in Google's AI experiences on Searchということで
ちょっとところどころ気になるところが あるかなと思いますので
それぞれ簡単に ご紹介しておきましょう
まずですね アプリディープリンクに 関するところなんですけども
Google検索ではモバイル中心の 現状の状況を踏まえて
2013年以来 結構 昔ですよね
それからオフィスアワー
結構人も 変わってきたかなと思いますけど
2013年以来ですね
アプリのディープリンクの 重要性を認識していきました
この投稿はアプリの ディープリンクとは何か
そして使用するメリット
そして効果的な 実装方法について取り上げ
アプリディープリンクの 現状の状態について
ご紹介しております
アプリをお持ちの方であったりとか
ディープリンクを検討中の方 いらっしゃいましたら
ぜひご一読ください
そしてもう一つ AIに関する
検索の記事ですね
こちらはですね… 結構最近皆さんイベント
なんかでご質問を 受けることが多いですけども
例えばサイト運営者 パブリッシャーの皆さん
クリエイターの皆様っていうのは
やっぱり AI Overviewsだったりとか
新しいAIモードといったAIに
対応した検索のエクスペリエンス
これを最大限に 活用するにはどうすればよいか
お悩みの方多いかと思います
結構質問なんかでもね
オフラインの場所では 聞かれたりはします
やっぱりGoogleが 長年提唱してきた考え方は
これらの新しいエクスペリエンスにも 反映されています と
そのために引き続きサイト 訪問者の方に焦点を当てて
ユニークでかつその皆さんが 満足いただけるような
コンテンツを提供し続けていただくのが 良いかなと思っている
この点に関しては変わりません と
そしてですね
私たちはユーザーが独自の 価値を付加しているような
優れたオリジナルコンテンツを 見つけられるように
支援することを目標としている
こういった点も 我々変わっておりません
この点を念頭に AIエクスペリエンスを含む
Google検索全体でですね
全般で成功するために 考慮するべき点
なんかを いくつかご紹介しております
先ほども述べましたが
この収録時には英語版のみ ご覧いただけるんですけども
日本語版翻訳記事も 後日公開予定ですので
詳しくはぜひブログ記事を
ご一読いただくのが 良いかなと思いました
下2つサムネイル つけておりますけども
その他 今月はですね
Google IOも 開催されました
YouTubeなどには ダイジェスト版であったりとか
検索に関する機能と
セッションが上がってきております
日本語への自動翻訳機能 字幕機能っていうのかな
なども活用いただけますので
まだの方は ぜひこういったものを
ご視聴いただくと良いかな と思いました
それではですね 本題に移っていきましょう
ここからはですね 通常の検索Q&Aに移ってまいります
今回はですね 8件のご質問をいただいております
ではそれでは1つ目のご質問
デスクトップとモバイルの 各ページ正規化設定に
関するご質問をいただいております
ECサイトを運営しています
PCサイトとモバイルサイトを持っており URLは同一ですが
UIがそれぞれ異なります
商品一覧ページにおける canonicalの設定について
不明点があるので 質問させてください
PCサイトとモバイルサイトで
商品一覧ページの 合計ページ数が異なる場合
canonicalは どのように設定するのが
よいでしょうか？ とのことです
ご質問ありがとうございます
デスクトップとモバイルの 各種設定に関しては
公式ページ こちらのモバイルサイトと
モバイルファースト インデックスに関する
おすすめの方法の各項目を
ご確認いただくのが わかりやすいかなと
個人的に思っていますが
具体的なサイト情報は いただいておりませんが
今回のケースですと
URLが同じということなので
シンプルにそちらのURLを
正規化に使用するのが 適切かと思いました
もし質問の意図と違うだったりとか
こういう意図だった みたいなところがありましたら
次回以降でお知らせください
ご質問ありがとうございます
続いてのご質問に移りましょう
インデックス登録レポートの URLソースの
変化に関する ご質問をいただいております
以前までインデックス 未登録（除外）として
多数表示されていたURLが
ある時点から一斉に
サーチコンソール上に 表示されなくなりました
該当のURLは削除や ステータス変更
404や410を行っておらず
他のカバレッジに移動した 様子も確認できておりません
ページインデックス 登録レポートの解説より
URL総数自体は増えることは あっても減ることはなく
いずれかのステータスに 振り分けられる認識です
この事象について
1 Google側での 処理優先度の変化により
サーチコンソールでの 可視化対象から外れた
2 またはサーチコンソールの 使用上の変更が
関係しているといった解釈が 妥当でしょうか
インデックス登録レポートから 表示がなくなったことで
インデックスやクロール状況に 実質的な影響が出ているのか
単にサーチコンソール上の
可視化レベルでの変化なのか を把握したく
ご意見いただけますと幸いです とのことです
はいこちらご質問
ありがとうございます
具体的なサイト情報が 添えられていなかったために
こちらも一般的なお答えになります
そしてですね
まずこのこの質問では URLソース自体は
増えることはあっても減ることはなく と主張されていましたが
私たちはURLの数が決して 減らないというのは
一概には正しくないと思っています
つまりですね私たちもURLを 忘れることがあります と
っていうのは どういうことかというと
やっぱりGoogleが 検索サービスを開始した
1997年以降… そんなになるんですけどね
97年以降に認識した URLを全て
記録し続けなければ ならないとしたら
どれだけのストレージが 必要になるか
想像してみていただけたら
イメージが湧きやすいかな とも思ったりします
そのためですね…
なのでGoogleが URLを忘れること
っていうのは全然 あることかなと思っています
そのため インデックス登録や
クロール状況に何か問題が 生じている場合には
おそらく別途レポートにて
報告が上がっているかな と思いますので
何かアラートが生じている場合には
そちらに対応いただくのが 良いかと思いました
ご質問ありがとうございます
それでは続いての ご質問に移りましょう
運営ページのトラフィック数が
減少した件に関する ご質問をいただいております
最近運営ページの トラフィック数が下がったため
確認したところ他社のページが 上位に上がっていました
そのサイトには AIサポートと表示されており
AIを使って記事を 作成しているようでした
その記事はドイツにある 美術館を取り上げたものですが
どこにも存在しない
美術館が含まれており
それを紹介しているのです
AIを利用するのは 問題ないと思うのですが
なぜ明らかに誤った情報を 載せているサイトを
上位にしてしまうのでしょうか とのことです
こちらご質問ありがとうございます
具体的なサイトの情報が 添えられていたため
状況を確認することができました
でですね…
その目で担当チームに 確認してみたところ
考えられる 全てのシグナルを調べましたが
このサイトは とても好意的に受け取られていて
そのページにも 問題はないと思いました
とのことでした
翻訳上の問題かもしれませんが
該当の美術館の説明の箇所には
具体的に存在する 美術館名とともに
その特徴を 実際に記述しておりました
質問者さんのサイトに関する 質問に関しては
公式ページのですね
ちょっと私が邪魔かな 公式ページのですね
こちらGoogle検索 トラフィックの
減少をデバッグするの 掲載順位の
わずかな低下の箇所が 参考になるかもしれません
内容としてはですね
検索時結果の上位に 表示される順位が少し変わると
掲載順位がわずかに 低下することがありますし
インプレッションに 大きな変化がなくても
トラフィックが著しく減少することは ありますというような内容です
ぜひご一読いただけたら いいかなと思いました
ご質問ありがとうございます
それでは続いての質問に 移りましょう
Googleクローラーの IP制御導入時の
リスクに関する ご質問をいただいております
大手ECサイトを運営しております
偽物のGooglebotからの アクセスをブロックするため
クローラーのIP判定を 導入したいと考えています
Googleが提供している IP情報に更新があった場合
IP情報の同期が必要となりますが
この同期処理が 1～2週間ほど遅れた場合
何らかのリスクが生じる
可能性はありますでしょうか とのことです
こちらご質問ありがとうございます
IPファイル自体は
毎日エクスポートされるもの となっております
なのでGooglebotを誤って ブロックしてしまうことを
ご心配している場合には
IPファイルの 新しいバージョンも毎日
ストックすることを お勧めしております
GooglebotのIPを 誤ってブロックすると
もしかしたらページが
Google検索結果から 削除されてしまう
なんて可能性もありますので
このあたりぜひ確認 検討 いただくのが良いかなと思いました
ご質問ありがとうございます
それではスライドに戻って
次のご質問に移りましょう
スパム行為を発見した件に 関するご質問をいただいております
検索クエリで大量の 不明サイトが作成されており
日々タイトルと 説明文が異なっています
キーワードハックのようですが
私が気がついた お知り合いの方の名前と
職業のクエリ以外でも多くの…
作られています と 停止してほしいのですが
スパムなので
どうしたらよいかわかりません とのことです
ご質問ありがとうございます
具体的な氏名のクエリも 添えられており
状況を確認することができました
そこでですね
今回のクエリに関しては
日本ではとてもよくある 一般的な氏名だったために
質問者さんが おっしゃるような大量の不明サイト
もしくはスパムであるとは 断定することができませんでした
もし具体的にスパム行為や
不正行為のあるページを 発見された場合は
すみません 私がまた邪魔
こちらの公式ページ スパム フィッシング
マルウェアを報告する というページより
スパムページを 報告することができますので
ぜひこちらの案内に沿って
報告してみていただけたら 良いのかなと思いました
詳しくは こちらのページをご確認ください
ご質問ありがとうございました
それでは続いての ご質問に移りましょう
ECサイトで 商品画像が認識されない件
に関する ご質問をいただいております
ECサイトを運営していますが
Googleサーチコンソールの 公開URLをテスト で
テスト済みのページの スクリーンショットを見ると
商品画像が全て 認識されておらず困っております
Lazy Loadが 要因となっていると考え
実装内容を確認しましたが
Google検索 セントラルのドキュメントで
推奨される方法で 実装されていました
他に考えられる原因があれば ご教示いただけないでしょうか
仮説として1ページのクロールに 時間制限がかけられていて
タイムアウトにより 残りの リソースが読み込まれていない
可能性があるのではないか と考えておりますとのことです
はい ご質問ありがとうございます
具体的なサイト情報が 添えられていたために
状況を確認することができました
そうですね もしページの パフォーマンスに関して
懸念点がある場合に改善に 取り組むことはとても良いことかと思いました
またですね
Google画像検索で対象となる
画像がインデックスされているか
どうかを確認しても 良いかと思いました
というのもですね
Google検索では ページを処理している最中に
つまりですね
後ほど画像の抽出を試みる 可能性もあるからです
実際にですね パラメーターによっては
画像検索に表示されている アイテムもありましたので
ぜひ分析を進めてみてください
ご質問ありがとうございます
では続いてのご質問に移りましょう
サイト移転による意図しない
検索結果に関する ご質問をいただいております
先日サイトの リニューアルを実施しました
ドメインは変わらず 実施しているそうです
301のリダイレクトや カノニカルタグの設置など
移転に際してできることは 対応しているのですが
とあるワードで検索すると
検索結果画面のタイトルや メタ情報は別のものになっている状況でした
これはGoogle側の方で
新URLなどを評価中のために 起こる事象なのでしょうか？
これにより検索順位や
ctrが落ちてしまっているので 気になっています
もしできることがあれば対応を 進めたいと考えておりますので
アドバイスいただけますと 幸いですとのことです
はい こちらも ご質問ありがとうございます
具体的なサイトや クエリの情報が添えられていたために
デバッグすることができました
その結果 中の処理ですね
javascriptの ssoチェックにて
該当の記事ページから 別ドメインのページなどを経由して
多数の複数のリダイレクトを 経由した後に
最終的に記事ページを ホストしているタップページを表示しているようでした
で この要素はですね
例えばリッチリザルトテストで
特定の記事ページをテストした際に
結果表示される htmlのソースだったり
スクリーンショットが 該当のトップページのもの
であることからもを 確認いただけるかなと思います
そのためですね
おそらくこちらのリダイレクトの 問題を解消していただけたら
時間とともに解決する 事象かなと思いました
もし またこちら 対応していただいた後も
意図しない 検索結果続くようでしたら
併せてご連絡いただければ 良いかなと思いました
ご質問ありがとうございます
ではスライドに戻って 続いてのご質問に移りましょう
こちらが本日最後の ご質問になっております
意図しないタイトルリンクが 表示される
件に関する ご質問をいただいております
スマホで屋号検索をすると
おかしなタイトルが表示されます
タイトルタグH1 og titleの いずれにも記載をしていません
なおPCで検索すると
タイトルタグに入れたものが 表示されるので
問題ありません
フィードバックを送りましたが 変わりませんので
対処方法を 教えてくださいとのことです
ご質問ありがとうございます
具体的なサイト情報が 添えられていたために
状況を確認することができました
その上で私たちの環境では 再現されなかったために
時間の経過とともに
問題は解決したのではないか と思っています
もしまたGoogleの 検索結果の
タイトルリンクに関して 問題が生じた際には
こちらの公式ページ Google検索結果の
タイトルリンク見出しの変更の ベストプラクティスをご確認ください
ご質問ありがとうございました
はい それではですね 以上となります
皆さん 今回の Google検索オフィスアワーは
楽しんでいただけましたでしょうか
次回の Google検索オフィスアワーは
2025年6月26日を 予定しております
もし何かお困りのことがある方は
ぜひ早めにこちらのフォームより ご質問をお寄せください
それではですね また次回
オフィスアワーでお会いするのを 楽しみにしております
またぜひ見てくださいね バイバイ

---

## 2025-05-15 - Debugging the Internet: HTTP, TCP, and You

URL: https://www.youtube.com/watch?v=wiyJHNhYJCw
Caption: en (automatic, json3)

[Music]
Hello and welcome to a new episode of
Search Off the Record, a podcast coming
to you from the Google Search team where
we talk about search and maybe have some
fun along the way. My name's name, I'm a
joke title, or at least that's what's in
our planning doc. In reality, my name is
Gary and I have no idea what I'm doing
at Google, but I do stuff. Today, I'm
joined by this wonderful person
who I call Morty. I pretty sure that's
not his real name. Um, is it? No.
No. Okay. No. No.
Well, let's not split hairs.
Oh god. So today I'm joined by Martin
Split. Everyone say hi. Or at least
that's in my dock. Hi. Mo. No. Hi. You
have to say hi. Hi.
Thank you. Hello. All right. So, I'm
sure you're wondering why I have
gathered you here today. Uh yeah. Yeah.
Why? What is what is happening? What
have I done wrong? Oh, you are wondering
always.
So I was talking to people. Yeah. Okay.
Let's just You were talking to people.
Are these people in the in this room
right now?
No. Oh, but they are real. I hope so.
Otherwise, I should really visit a psych
psychotherapist or something.
But one realization that I had and I'm
pretty sure that you're going to agree
is that even those who have been in the
internet industry for long enough forgot
about HTTP.
as in like
they use the term HTTP but like how it
works and why it works and the different
nuances and all the weird stuff that
it's doing and it's based on maybe
people don't know that much about it
anymore. I agree. Yeah. And I I have to
say I keep forgetting things about HTTP
and find out new things. Um well it's
evolving so that's natural. So, I was
thinking that for a change, we don't
have a script and the two of us are just
going to chat about HTTP. All right.
200. Okay.
Wow. So geeky.
Wow. 100. Continue.
Oh god, this was a mistake. Let's talk
about something else. 101. Switching
protocols.
All right. So, HTTP, it is the thing
that makes the internet happen. Would
you agree? Oh, careful. The internet or
the
web? Not the same thing. Nice. The web.
Uhhuh. Okay. Yes. I would say yes.
Okay. How about TCP? because in one of
my discussions
uh TCP and HTTP they were used
interchangeably. No, they're not. And I
know that we're experimenting with
something that uses or is kind of like
HTTP but it's not using TCP. Should we
explain the difference
of of HTTP versus TCP?
Well, yeah. Okay. Do you wanna should I
try? Okay. Okay. Um, so I I I would this
this I'm probably going to botch it. Um,
because uh it's been a while. I was uh
working on u networking as in like 20
years. Um
but TCP
is
transport something protocol transport
control protocol. I think Mhm. it
is the main protocol I would say of the
old internet of the old web as in like
it is the transmission protocol that was
used on
HTTP versions prior
HTTP3. Well, actually HTTP3 still uses
that, but let's not go there yet. Um and
it was or it is
coming
from like the grandfather pretty much of
the internet vins surf. It it was
introduced a billion years ago like 50
years maybe. I think it I think it was
introduced in the 70s and they needed a
a protocol that
was capable of doing packet switching
between network nodes. Mhm. So basically
you send out a packet and it could
go like one way or other way plus it
could uh or it had to be able to
negotiate connections and then
reliably transfer the data packets from
A to B
and there has been
multiple approaches at this kind of
stuff. Yeah. Oh yeah. Yeah. And then I I
think it was like also taken as the
basis for other protocols later like um
voiceover IP whatever that protocol was
RTP or something. It
basically enables us to transfer data
packets uh reliably. Mhm. It accounts
for data
loss. So if there's something like a a
packet is lost for example then the
server or the client can reerequest the
packet. Mhm. Which well it's important
and then on top of that we have HTTP
right. Yeah. Well HTTP and so many other
things. Yeah. Mhm. Well yeah but like if
we are talking about HTTP then Yeah. uh
on top of this TCP thing, we have HTTP.
Yeah, I I think you could say that. And
in in general, like it's layers upon
layers of of the way that things work.
And
uh one of the lower layers is TCP and
then on top of that, you can do things
like HTTP or HTTPS or FTP or mail stuff,
SMTP, POP, this kind of stuff. M even
pings technically you can send on like
you know when you type in command line
like ping something like you can
actually send it over TCP like by
default it's on ICMP protocol but uh you
can switch it to to TCP
um which is UDP basically not blocked
because usually ICMP is blocked by
origins because like why why are you
pinging me? Mhm. um trace route the
program that is also normally or by
default is working over
ICMP but you can switch it to a TCP. You
can also switch it to UDP I think. Yeah.
So that that introduces more confusion.
Let's not go there.
Yeah. Um I I think we can't cannot avoid
talking about UDP because quick like the
new version of of HTTP HTTP3 is
making use of
UDP a lot. Yeah. Or UDP like structure
height. I mean that makes sense in some
ways. Yeah. To understand the difference
between them, you could think of one is
like establishing a connection. So like
having like a channel that you can pump
things through, but that obviously
requires like some setup and some tear
down cost because you have to set up
this so quote unquote connection. And as
you said, like if something gets lost,
you know that it got lost and then you
actually kind of by default wait for it
to be ret-ransmitted before assembling
the rest. But sometimes that doesn't
make sense. If you think about it, if
you were to like let's say do video
streaming, if you use a video streaming
provider or if you do like a video call,
if I miss one frame out of the 25 frames
per second, it doesn't matter. But I
don't want the the image to freeze until
that old frame from like a few minutes
ago comes comes in. So UDP is kind of
fine with losing stuff,
but it doesn't guarantee that everything
makes its way across the network to the
recipient, whereas TCP does. And I think
with HTTP, in certain circumstances, it
can make sense if we lose
one quote unquote frame in between.
But quick does something weird to make
that nice. Right.
Right. So
UDP it I I so UDP is in in general is
not used on on HTTP like I would say
like on on on HTTP you are just going
TCP like transmission control protocol
but UDP has the the feature that you
described that like a packet is lost
don't care let's go but like UDP you
might actually uh see in DNS which are
not maybe we talked about DNS in in a
another episode. But um but DNS heavily
relies on UDP. And then the the new
thing, the new kid on the block is uh
quick qo q quic
um which is more similar to UDP than TCP
I would say. Mhm. Okay. How so? So
quick actually I'm not even sure that
it's it's more like a logic than a than
an actual protocol because it is relying
on UDP when you need multiplexing. So
basically let's say in a simplified way
like a birectional uh stream which to
some extent HTTP2 already did with
streaming
but it it was weird I guess. uh
HTTP3 uh which relies on quick heavily
can open these streams where the streams
can multiplex easily through quick but
then quick what it does under the under
the hood is just opening a UDP
connection between two
points and then multiplexing between
those two points. Okay. And why why
can't you because you you have kind of a
connection is more or less like a stream
in TCP. Uh why can't we just use TCP for
that? Good question. Um I have no idea.
So I I think what they are trying to
solve is a different thing which is the
data rate throttling and the other thing
is
that now we need to open another can of
worms and that's HTTPS.
Oh right.
Haha. Um, so in HTTPS the way that it
works, so we already I think it's
worthwhile explaining why there's
layering. So if you think about it, if
you want to
talk from one computer to another or
from one phone to another or whatever,
you need some sort of transmission
medium. That's a physical medium. That
can be radio waves. That can be a cable.
Can be fiber. It can be whatever. Can be
light signals. It can be messenger
pigeons for all I care. So that's the
physical medium. The problem is if it's
messenger pigeons, I just need you to
receive a message. I'm not interested in
feeding the the pigeons. I'm not
interested in like raising them
and nursing them back to health if they
get sick and all that kind of stuff. So,
I want someone else to take care of
that. And that's why we have this
layering model, right? So, like someone
takes care of the physical things. Then
on top of that, we need to like figure
out how we group the bites so that they
go over this physical medium. Well, not
byes, the bits actually and and so on
and so forth. And that's why we have
this layer model so that you don't need
to worry about the layers that you're
not interested in. Yeah. So for a
website, I actually most of the time
don't even care about HTTPS too much
because I just have a document, a PDF or
an HTML file or image and I just want
that image to go from my server to your
client on your phone and that's it. And
and then I don't have to care. The lower
level is how does it get there and
that's HTTP normally
um for the web anyway it's HTTP and then
HTTP needs to somehow transmit these
messages and that's usually TCP as we
discussed but none of this does
encryption none of it like none of it
it's just like basically yelling
over from from one end of the building
to the other like hey I want this
something something jjpeg okay here's
something something.jpeg and everyone
could figure it out. That's why HTTPS
was invented and that is kind of HTTP
like HTTP doesn't change but the lower
level is now using what's called uh
transport layer security if I'm not
mistaken is that what yeah used to be
secure socket layer but that's uh that's
that's dead and and gone it's now TLS
for a long time and the problem I think
was that to do an HTTP request response
which all our websites are doing
whenever someone requests um you do like
a handshake. So it's kind of like hi I
would like to open a TCP connection to
you Gary and then you go hi Martin yes
please open a connection to me and then
I'm like I have opened a connection to
you and then that's the handshake that
we have to do and for TLS we have to do
one more handshake because then we need
to figure out like are you hi are you
really Gary and then you say like yes
here's my certificate and I'm like okay
cool I would like to use this encryption
mechanism and then you're like okay cool
here's my key and then I'm like hi cool
fantastic here's my key. So, we have to
do two handshakes and with UDP because
it's this kind of like ah whatever I
send you a thing you may receive it or
not I don't care um you don't have a
handshake there and for quick I believe
it enforces TLS so it's HTTPS does not
require TLS to be there then it's HTTP
there you go I think quick only uses TLS
right it has a quick connection is
always a TLS based connection. Yeah.
Right. So, we are saving a handshake as
well. So, we have less network traffic.
Okay. That's pretty cool. And because
it's
UDP, I don't know. Have you heard about
uh head-ofthe-line blocking before? Yes.
I think that's the problem they are
trying to solve with switching to UDP.
Uh yes, I think so. So in TCP um oh my
god these are like topics that I haven't
talked about in like 20 years. It's so
nice to bring them back. I love this
kind of stuff. network is my so my thing
like you you keep you sent packets right
uh from A to B and then for whatever
reason on the way it could be on the B
side it could be also in some cases on
the A side or close to the A side the
packets start queuing up for whatever
reason so basically the like let's say
the first packet is not letting through
the the follow follow-up packets so
basically you have like this weird
blocking essentially where the packets
can't reach because one packet was
somehow blocked. And when I say blocked,
it's just like gone missing or MIA or
something. That that first messenger
pigeon you sent
out met its untimely demise on the way,
but the second one is fine.
Um but then the second one has a problem
because it doesn't know where to land
because the first hasn't reached its
destination. Um and like in my brain
that's that's head offline blocking
which cannot happen with UDP. Like with
UDP basically you have a bunch of
pigeons on a line like tied to a line
and you pull them through to B from A.
And then if the first pigeon falls to
its demise from the line um midway, it
doesn't matter because the line is still
going to be pulled through uh to be. Um
so that's nice. I was listening to you
and being fascinated and I was thinking
like how does this relate to like site
owners and SEOs and whatever? And that's
a really good question. Um it it
actually does. It does because like
every now and then you would get these
weird messages in search console that
like there was something with the
network um like I don't know how it's
phrased but like
uh network blockage or connection issues
or something like that and that can
actually happen in these layers that we
are talking about like down in TCP IP
and actually pro well actually also in
UDP like why not a DNS problem DNS is
usually a UDP P thing. Oh yeah. Yeah. Um
and definitely in uh in in Quick as well
like these are the
things that are affect affected when
when we are reporting those things in
search console. Now if we step one up,
we have HTTP like in your layers that
you were describing in in your cake like
on the top we would have htt
https there
you have more
verbose reporting of the issues because
down in
TCP UDP there's not that much to know
about like what happened unless you like
break out your wire sharkark program and
you start inspecting the packets and
what not. Otherwise, you wouldn't know
what happened because there's no
reporting whatsoever about like what's
happening and why. It is expected that
from A something is going to reach B.
But if the something hasn't reached B,
then it's like, well, it was lost.
Goodbye.
Um, and the upper layers usually swallow
that. Like the HTTP response doesn't
come in, your browser shows you,
whoopsie, and server didn't respond. you
get the Chrome dyno or something. Uh
well, actually you don't because that's
no internet, but you would get like an
error message like connection error or
uh connection refused or something like
for example if the wrong parts of the
message got lost then the server might
refuse the connection, right? Yeah, like
if authentication layer uh is somehow
corrupted
um in an HTTPS connection, then the
server might outright just refuse the
connection without explaining itself.
But then you have
HTTP where you actually get stuff out of
it because the servers that run the HTTP
servers they or those HTTP servers can
actually route the issue or pinpoint the
issue like what happened. Yeah. But that
requires a lot of uh debugging in the
lower levels. That's true.
Oh, I'm actually thinking about the uh
error messages like HTTP 200. Okay,
that's the higher level ones. Yeah,
sorry. I I Okay, I didn't catch that.
Yes. No, those those are pretty
descriptive. That's true. Yeah, everyone
knows 404. That's exactly that. Yeah.
And that's coming from the HTTP server
that powers your site. Mhm. Like
basically the user typed in something.
well typed in as in like probably
clicked something and that something
doesn't exist on your site. So basically
you just or the server just returns a
404 and that's what it should do. Um I
would argue in most of the cases it's
just like yeah I have no idea about that
URL. Yeah, I think that's a reasonable
thing. And um and if it doesn't, then
that's not necessarily a problem unless
you want that file or that URL to
actually return something meaningful.
Yeah. Yeah. So that's And then you have
fair. And then you you you have other
reporting as well in HTTP like the you
have 100 which I have no idea what it
stands for. Um
what is it used for? Hold on. I I saw
that somewhere but I'm not sure. It's
continue, but I'm not sure.
I don't even know that. I I know that we
technically don't support it as in like
we just don't see it. Mhm. Like we just
like pass through uh without even
noticing that something was in the 100
range and just notice the next non00
uh status code.
Yeah. And I mean uh there are
complicated situations with like
websockets and stuff where websockets
are based on an HTTP connection but are
not HTTP
themselves really and you you get HTTP
responses in the 100 range as well. So
there's it's not always as simple is it?
I don't know. Sometimes it is. I don't
even know what a web soocket is. Oh so
Aha. Okay. uh you can actually have a
socket-l like connection. So like a a
real-time channel between client and
server where you can keep sending
messages. What later on um also is kind
of kind of possible with the HTTP2
push. There's lots of reasons not to use
that or server send. Um but it's one of
the ways to kind of have like a
real-time communication between server
and client.
So if you do like a chat for instance,
how would you do chat if you had HTTP?
Because HTTP traditionally is you send a
request to the server, client sends a
request to the server, browser sends a
request to web server and the web server
responds with something. But if I build
a chat program then how would that work?
Because you at some point someone sends
a message.
So then I would have Yes, exactly. Then
you start polling. So every 5 seconds,
every 10 seconds, every minute I send a
request to the server. The server says,
"No, no new message." And then after a
few minutes, I send a request to the
server and it comes back with, "Yeah,
here 10 new messages." That's one way to
do it. Then there's server send events,
which is I can't I can't remember how
that works actually to be
honest. And then one of the ways to do
this kind of thing is to establish a
websocket connection. So you get like a
direct because the TCP connection stays
open anyways. So you can kind of like
use that to send specific uh messages
and then in that case the browser just
gets an event like hey by the way here's
new data from the server whenever
there's a message. So that's and for
that you need to tell the browser and
the server like hi I want to use
websockets and that's when uh you get an
HTTP 101 switching protocols. It's
funky.
I never heard of this. I I should read
up on it. There's there's new stuff that
I I I was like, "Oh, whoa." Okay. Wow.
Um, there's also the opportunity to do
what's called uh early hints. Yeah.
Yeah. I I don't know what they are
specifically, but I know that they are
also a feature in HTTP that I haven't
been using much.
If if I remember correctly, early hints
was something that cloudflare came out
with few years ago and uh people were
very excited about it and then we were
talking to some folks about whether we
need to support it but because it's like
in the 1xx range and it doesn't actually
benefit crawling that much because we
are just going to pass through anyway.
Mhm. It's like, yeah, like I we we don't
know how to say that we don't support
it, but then it's not that we don't
support it. It's just like we just
completely ignore it and then we were
updating our documentation about it
somehow. Oh, nice.
What What other status codes? Like these
status codes are actually important, I
think, for site owners uh and SEOs
because they tell a story about like
what happened when a particular request
came in.
So we had 100 which to be honest I don't
know when when it would be used outside
of websockets uh or early hints. We have
the 200 which is just like yeah there
was content. Yeah and here's the content
even if broken or something. Wait, wait.
But in 200 you also have other stuff
like you have 204
uh which
like like because that so I remember 204
has to come back without body. Ah yeah
it says no content and that's for
caching right? Yeah. Ah okay. So if I'm
requesting something and then the server
goes like no no nothing has changed then
it doesn't need to. Okay. So it assumes
or it knows that the client has already
gotten the content of the page. So if I
visit a website, if I visit I don't know
the Wikipedia article on JAM, uh that
doesn't change as much I guess. Um
because there's not that much invention
in the jam space as far as I'm aware.
Um, if I open that in my web in my
browser and it saves it onto my computer
for like a day or something and I visit
it again, I don't need to actually
transfer all the information again
because I already have it on my computer
or still have it on my computer. So then
that's where 204 comes in, right? I
mean, you can also describe that with uh
something 30 something 304 I think. What
was it? Uh yeah, like 304 304 not
modified not modified. I'm not 100%
certain when you would use 204 and when
when you would use 304 because the 204
that I've seen that is an endpoint uh on
uh google.com I think is
google.com/generate_204. Um and it just
does that like it generates a 204 u like
nobody know nothing. Nobody knows.
Nobody knows. You get it? Yeah. Nobody.
Nice.
Um anyway, so it generates a 204 and uh
it was used or it is used for polling
whether you have internet like on um on
phones and whatnot, wi-i and stuff.
Yeah, on Wi-Fi and stuff as well. But
you can definitely use it for that. And
then you in 300 also just for the
record, we are just going to run out of
time. So, we will need to continue this
at one other point because we have so
many more stuff to talk about in HTTP
realm and we haven't even gotten to like
HTTP 1, 2, and three. Oh, yeah. We just
like managed to like mention them in
passing but otherwise
nothing. The you have the 3x ones. Yeah,
that's which are mostly
mostly redirections. Yes. which there
you also have something confusing
because you have 301, 302 and 300
itself. Um and then you have 307 308.
Mhm. Which are also redirections. It's
just like somehow it's different.
But I have no idea. They carry very
specific meaning and not necessarily
meaning that you always need I believe.
Yeah, I guess. But like for for us it's
like for Google search specifically it's
just like yeah it was a red reaction.
It's like whatever like we kind of care
about in canonicalization whether
something was do uh temporary or
permanent but like otherwise we just
it's just like it was a ready reaction
like whatever.
Then you
have ah 304 was the exception.
Four xx also has an exception. Does it?
I mean most of it is the client made a
mistake. Right. What's the exception
then? No. Come on. You can do this.
Martin. Oh, I'm a teapot,
right? Isn't that a force? Oh, it has
two ex has two exceptions then. Oh,
okay. The teapot one. That's uh I I
think that's super funny. Uh and just
illustrates how um uh the IETF works uh
because it was like an April Fool's
joke. I I don't remember from whom, but
and they just made it into the standard
because why not? Mhm. But what other
exception do you mean? 429.
I don't think that's too many requests.
I don't think No, I I disagree that
that's a difference or exception.
Yeah. Do you want me to explain? Okay.
Uh, so I think 400 means the client did
something that was not supposed to or
made some sort of mistake, right? 404,
the client asked for a thing that I
don't have. That's a mistake on the
client side. Uh, or 40, is it 401 or 403
where I'm not allowed. 401 is
unauthorized and the other one is
forbidden and they have a significant
anyway. So again, I asked for something
that I'm not supposed to to get to these
kind of things. 410 gone. Something was
there but no longer is. And 429 too many
requests just means I asked too often
for something. Like I still have
resources to serve you but I don't want
to. Yeah.
Or I don't have to I don't have
resources to actually serve you. So
instead of doing the work to serve you,
I'll just tell you no, back off. Well,
but for that you have all the all the
500s. M like if you are out of
resources. Oh, okay. That is very
philosophical. Okay. But maybe it's not
because I don't have the resources.
Maybe it's just I don't want you to ask
me this often. It's like are we there
yet? Are we there yet? Are we there yet?
Are we there yet? I can answer, but I
don't want to. Stop.
I don't think that's a But that's what
I'm saying. But I I think that's what
I'm saying is that like I like I could
serve you this this particular URL, but
you were asking so often that I really
just don't want to. Okay. Yeah. So I I
think that's not an exception because
it's it's just the client asked too
often. Then the teapot is the exception.
The teapot is definitely an exception.
Okay. Because no one made something
wrong there. Like it's 5xx
uh something on the server. Always a
server error. Yeah, it's always a server
error. Yeah. Um, and I don't think that
there's an exception there unless
there's some
isotheric 500 status code like in the
high ranges. Um, like application
specific like webdev for example, I
remember used. Oh, why did I mention
webdev? Now we have to explain it.
Actually, you can just use your favorite
search engine to look up what webdev is.
Um,
DAV web DAV. Anyway, um Martin, yes. Um
what our producer was yelling at us for
um running over um and uh Damn it. I am
going to schedule one more of these and
we finish talking about HTTP. Oh yes. Uh
in the meantime, can people listening to
this please let us know if this kind of
stuff is interesting or not? Because I
I'm not sure if this is just a weird
noise fest or if people actually enjoy
this. Yeah, please. That'd be
interesting. We will keep doing it
anyway because we actually like it. But
like you tell us, man, this was great.
Thank you so much. You're very welcome.
I love it. That's it for this episode.
Okay. If people want to find you to chat
more, where can they do that, Martin?
LinkedIn, Blue Sky,
Maseron. Yeah. Yeah. And I'm antisocial.
Don't find me. Um, well, thank you folks
for listening and goodbye.
Bye-bye. We've been having fun with
these podcast episodes. I hope you, the
listener, have found them both
entertaining and insightful, too. Feel
free to drop us a note on LinkedIn or
chat with us at one of the next events
that we go to if you have any thoughts.
And of course, don't forget to like and
subscribe. Thank you and goodbye.
[Music]

---

## 2025-05-01 - Launching Search Central Live Deep Dive

URL: https://www.youtube.com/watch?v=dNDEby-gWBE
Caption: en (automatic, json3)

Hello and welcome to another episode of
Search Off the Record, a podcast coming
to you from the Google Search Relations
team, where we talk about all things
search and maybe have some fun along the
way. My name is Martin Splitt. I am a
search relations engineer at the search
relations team at Google and with me is
uh Cherry. Hi Cherry.
Hello.
Would you like to introduce yourself a
little bit? Not really. Do I have to?
No.
Well, I have another guest here, Gary.
Hi Gary, would you like to introduce
Cherry?
Hello, my name is Gary Splitt. Um and
I would rather not introduce Cherry
because uh in my opinion everyone should
know who Cherry is already, because she
was already on the podcast.
Year one, I I think. Still we introduce
ourselves sometimes, no?
Okay. Uh Cherry is uh
Cherry. Okay, that's that's great.
That's great.
Fine, I'll do it. Ah. Fine. How do we do
this?
Well, how you say do? So, you are you
are saying words and eventually they
form sentences that people sometimes
understand.
Let let let let let me try that that. Um
so, I'm Cherry. I'm from the search
relations team. And you might have seen
me around on our videos.
Maybe blog and maybe in person at our
events.
I'm the only person in the team who's
based outside Zurich and no, I'm I'm not
sad. I'm not lonely.
I may not really get as much cheese as
my teammates do, but I do get
lots of sunshine in Singapore.
Which we don't get here in Zurich.
Well, it's also raining here now, so
it's yeah. This is going well.
But you're you're selling it so well,
it's amazing. I am immediately sold on
this.
So, I don't really know how this work.
It might be helpful if you tell me
fantastic.
to do here.
Tell us a little more about the Search
Central Live events in Asia, because I'm
not sure if everyone knows our Search
Central Live events yet. I think they
should, because how could you like do
you live under a rock or something if
you don't know our Search Central Live
events?
Uh and I know that you are doing a lot
of them in the APAC region.
Yes, so maybe
Wait, I should explain what Search
Central Live is, right? Just in case,
right? Yeah, just in case.
yeah. So, we started Search Central Live
actually long long time ago as Webmaster
Conference. Was it 2019 or something,
right? Like long ago.
no.
Before that. Like the the first name was
Google Dance. Yes. Oh, yeah yeah yeah.
And that was 2006 or something.
And then with Nathan we reanimated it in
2014 or 15 or something and then it was
transformed into Webmaster Conference.
And then now to Search Central Live.
It's a flagship event series that is
organized by our team.
Um we bring search talks to your
locations in your languages and also
give you place, you know, to
hang out with other people in the search
world and for us as well to see people
from time to time.
And that's nice.
Yeah.
I think I think We did virtual events as
well during the pandemic.
Uh
Mm.
So, our Search Central Live events have
so far been like half-day or full-day
events, right? But you have announced
something different now.
Yeah, so I think in APAC we have been
doing a lot of Search Central Live and
usually it's for us it's about like few
hours, so we start about 9 and then ends
about 5.
Um and
my mathematics skills really good. I
don't know how many hours that is.
But it's like a full-day thing and I
think in some locations it's like
half-day thing and because we have been
running a lot of these, right? In many
locations and many years now.
And I think we have always tried to also
improve the events and we spend a lot of
time looking at feedback as well from
these events and actually quite often we
see things like people want longer
duration event. Can we make it into a
few days event? Make it a week-long
event? Can we get more advanced content?
Can we have more practical workshop? And
all these things. So, I think since last
year Gary and I have been cooking up
this idea of having a more advanced
longer and also more extended version of
Search Central Live events and that's
how we came up with Search Central Live
Deep Dive. Ooh, nice.
And uh
remember why we chose that name
actually, the deep dive.
Oh, I know.
You do? I I have a theory.
thing. Okay.
I thought you've been like maybe
planting a seed in my head by talking
quite a bit about diving.
And also I think it doesn't help that I
see lots of like diving photos from
Martin as well.
So, I think I
I think it was all planned. I don't
know, but then I went like Search
Central Live Deep Dive and then I had
like the logo of Googlebot diving in my
head. And then yeah, there's no turning
back from that.
pretty amazing. I've I've seen the logo,
it's fantastic. I love it so much.
And is the only difference to the normal
Search Central Lives that you do a
multi-day event or is there other things
like
I mean, on Search Central Live typically
we have a Q&A session and then
some talks and maybe a bit of
networking.
Is there something new coming to the
deep dives?
Yeah, so like with longer time, of
course we can talk about more things,
deeper things. We can have more um
time for networking as well, more, you
know, interactive things as well or even
like practical things that usually we
might not have it. Things like maybe you
know, with hackathon or all these
things. We don't We probably won't have
hackathon, but at least a practical
workshops that people can like, you
know, do things while we are giving talk
and stuff like that. We barely had time
for those things if we are doing things,
you know, like half-day or full-day. So,
of course with longer time we can
explore all these things and
I hope it's going to be nicer and hope
going to give people more things. Yeah.
Yeah.
Um one of my pet peeves with uh Search
Central Live is that
we have these
well-rehearsed talks that speed through
one topic and then
you do that with that information
whatever you want. Um like basically we
don't have time. Like we have 25 minutes
maybe for a
um for a talk.
And
it's it's a very very very hard to
contextualize the information that you
just got.
Um and then
like afterwards people would ask um like
reference back to one particular topic
and then they would ask about it either
in the Q&A or in the hallways or
whatever.
But why not
do it on stage? Well, one reason is that
you don't have time. Mhm.
Um to to actually con- to contextualize
everything. Um and also how do you link
the topic that you
talked about to something tangible like
like for example, if you're talking
about crawling, then
how do you show people how that looks
like
in Search Console or in server logs or
whatever if you don't have
uh the time. If you only have 25 minutes
or even less.
So, like I I'm super happy that like we
will have actual
time to develop topics and to
contextualize topics. I think
like we see it in the community that
when we manage to somehow contextualize
something, then
that particular topic becomes more um
or people become more advanced in that
topic. Um like thinking about rendering
for example in JavaScript shenanigans,
we have at least two people
um who are
extremely
versed in rendering topics like
externally. Um you're smiling, so you
probably know who I'm talking about,
Martin. Mhm. Um
and I'm I'm pretty sure that if you
haven't started talking about rendering
in a more
well, in a deeper way and
contextualizing stuff like JavaScript
and crawling and fitting stuff together,
um it like the the community wouldn't
be
there or at least not at this level.
That's true. That that's a that's a good
point. And um
I I think you're raising another
interesting point, which is like the the
people ask them in the hallway
and the networking bits. Um
I I think people are are looking for
something different than the just like
the
the front-centric, because it's nice
that we can share our point of view on
the stage, but
the interesting thing, at least for me,
is really the hallway track where people
come back and actually give me their
ideas or concerns or problems that they
run into and and this feedback channel
is like really important and I have the
feeling that traditionally at
conferences, including the traditional
Search Central Live conferences, there
isn't enough room for this.
Yeah. Yeah. Also, like things like
lightning talk, I don't know, poster
sessions, all these things are things
that I think we really want to have. We
pilot some of the lightning sessions. I
think lightning community lightning talk
in some of our events. Yes.
But then, of course, like with limited
time, it's just like really hard to, you
know, let people showcase like all the
amazing work that they do, all the stuff
that they are using and things like
that. So,
yeah, I think with more time we
definitely can also have room for a lot
more of that.
Yeah.
Also, the lightning talk part, um we we
also found that it's super important
that
uh specific countries have local
communities. Mhm. Um and with lightning
talks, you kind of highlight people who
are
good in a particular topic and then
there's local
um
I hate that word, but influencer for
that particular topic.
Um that that others can go to, like
asking them about uh I don't know,
rendering, for example. Like it's it's
much
or it feels that
like if you have
a a local person, that's a more they are
more approachable than random Googlers
from all around the world. They would go
to those people easier. Yeah, okay.
That's uh
there there is
one thing that I
find important to mention because I feel
like people forget about it a lot or
easily is that conferences
you might see this one day or this half
day event, but there's like a lot of
work that goes into making these things
happen. Cherry nods vigorously. I I know
that you are you are doing a lot of work
for the larger event specifically.
Um so, an event like this is also a lot
more investment and a lot more time and
and effort spent, right?
So,
Yeah. I think there's
expecting like more wrinkles and like
sleepless nights and stuff.
Oh, no.
But it's all going to be worth it. Yeah,
true. It's worth it. It's worth it.
Like it's exciting.
But I think No, it's exciting.
Yeah, no, no. Yes, and
it's exciting and I think it's not going
to replace the traditional events that
we we have been doing, right? Because
the the beauty of these Search Central
Live events is that we can run a pretty
large number of them. I'm not sure how
many you are planning for the deep dives
per year. Is it like a one-time pilot
right now or do you already
see this happen in the future?
So, for now, it's a pilot, but
definitely we hope that I mean, if
people like it, then of course we're
going to run it again. But then, I don't
think like at least with the current
resources and stuff, I don't think we
can be running like deep dive like five
times a year or things like that. But
um
again, it's also about balancing what
people want. Like do they need like the
deep dive version or the non-deep dive
version? Like in what market? So, these
things are really like something that I
think we will take into account for the
future planning. But for now, this one
is a pilot and it's the only one this
year. Mhm, okay. I see.
Also, for for deep dive or for this
particular deep dive, we were trying to
uh
figure out
a location that people can travel to
easier.
Um because the target audience is not
one country. Like with with Search
Central Live, usually we
um especially in Asia, we we say that we
are expecting people from Japan
uh residing in Japan. Um and you need
um
I don't know, like you need to be able
to speak Thai or or or something like
that. Um with this one,
it is a very wide
range of audiences
that we expect uh to apply.
Um
which also means that like to me that
feels way more inclusive. Mhm. Um and
also more um
well, crazier.
I I I have Crazier is good.
Yeah, well,
here.
Um
but uh we were talking about this with
Cherry that uh like that the event has
to be in English because there there's
no way that you can um
like have local speakers in that case,
right? Because it's like audience from
from multiple countries. But then, do
you bring in translators
and then translate to a billion
languages like UN style?
Or or or how do we deal with that? And I
I I don't know
where we landed on, but uh
it like it it brings in new
complications that
like normal SCL doesn't bring.
Yeah.
Because I'm also slightly crazy, so then
we also started looking at like those
translation logistic of it,
cost and all this and
you know, how it gets really really
messy from there. And that's why I think
for this one it will be in English
first.
And we will see how it goes.
Budgeting is always fun. I remember for
even for the the virtual unconference
where we didn't have like location and
catering,
translation was important when we did
the
localized versions and it's it's a lot
of effort
in just one language. Um so,
ooh.
Yeah.
I I see that. I think that's
of the translation is also really
important, right? And it's like if you
were to promise uh translation, then it
really has to be of like certain
standard so that it is actually useful.
Yeah. And yeah, there's a lot more work
going into that as well to make sure
that it's actually something that people
will benefit from. Yeah. That's that's a
tricky one. I uh we
uh let's see how the pilot is going to
go. I'm I'm looking forward and um
when you say like a a broader audience
and a more mixed audience, what what do
you mean by that specifically? So,
different countries, I I get that, but
is there anything else that you expect
is going to be different in terms of
audience
from normal Search Central Live events?
Uh no, that's that's just what I meant.
Uh I'm okay.
I'm just not working in coms, you know,
so I don't Oh, yeah. No, wording wording
is hard. That's uh Wording is hard. Good
that we are off the record here, right?
Just amongst ourselves.
Um so, knowing that this is a huge
undertaking in the APAC region, is does
that mean that that's going to be the
event for the year in the APAC region or
is it that you're planning like other
events in the region this year as well?
So, because of like time limit and
resources and all that, so we toned down
the number of um the event in APAC this
year a little. So, usually we run like,
I don't know, up to like
six or seven events in the region per
year and stuff. But um for this year
then, because we're doing the deep dive
and as you can see, it's a new thing,
then of course, it takes a lot more
time. So, we only have that one deep
dive um
in the earlier part of the year and at
the end of the year, we're actually
looking at having
two more events.
Um one in Japanese, one in Chinese. But
then, that wouldn't be the deep dive
version. So, it would be Search Central
Live.
Yeah.
Oh my. Oh, that's that's exciting stuff
there. I really
really look forward to that kind of
um event. I was wondering if
we we should probably also look at if
the pilot works successfully, um
if we should like figure out how to get
that into other regions as well. But
let's let's see how the the pilot is
going. This is based on on feedback or
how did you
decide
um to do this in in APAC first?
Well, because I'm based here. So, it's
like, "Okay, let's do it here." And
also, we run a lot of events here. But
like, I think we we just decided APAC
because it's like a pilot and then, of
course, we will look at like other
region as well if this goes well. And I
think one of the thing that So, you talk
about like how things happen and stuff.
We actually for everything, because it's
a new thing, we try to
listen to like everything. Like for
example, from the number of the days,
we're asking people like, "Do you want
it to be a one-day thing or two-day
things, three-day things or more than
three days?"
More than three days sounds a little bit
crazy. That's bananas. Yeah, okay.
I know. But then, yeah. So, things like
that or even the location, right? We ask
people like, "Where would you prefer the
event to be?" Because then, you know,
it's easier for people to travel, easier
for them to
I don't know, like arrange
visa or things like that.
And then, to the content as well, I
think like maybe we should talk a little
bit about content. Like Cherry and I, we
look at like
I think for now in the sheet we list out
all the sessions that we can do and we
had like I don't know what feel like 50
of them already and of course we cannot
cover them all so we're just now like
listing everything and see like what
people would like like and see the
profile of people that are applying and
then again we will arrange that into the
agenda.
Can people already apply for the event
or is that something that is going to
happen in the near future?
So the application opens maybe I think
we're thinking mid to end April.
And then the event is supposed to be
second week or third week of July.
Yeah but then again because we want to
listen to all these feedback and stuff
that's why we first had like the
interest form asking people for all
these things and then we will finalize
the um
details of these locations time and
everything later.
But even like
creating that interest form
um like
we spent so many hours on that stupid
form
um because we had to decide
I think.
Well
things things are relative.
Because like you you have to decide
um
a random well not random like a pretty
fine list of things like for example do
you want one day you you want two day
you want three day you want uh more than
three day events
um
uh do we agree and then we start
chatting about it and then
eventually we reach consensus that okay
like we go with this list but for
example with the locations we were like
zigzagging um search engines looking up
like visa requirements for
for people and like local transportation
like where it's cheaper and where it's
more expensive hotels flights and and
all those things well mostly Cherry was
doing it I was mostly sleeping it it
takes a lot of time and then and then
once we have the feedback then we
actually have to validate it because for
example if
I don't know like 49 people say that we
should do it in I don't remember who's
on the
on the list but or what the locations
are on the list but for example let's
say that people choose Bali.
Um and uh
Bali's on the list right?
It is Denpasar.
Uh Denpasar well not well it's on Bali
Island but then we look at the venues
and the venues are
crazy expensive suddenly because there's
something happening there.
Then it's like
uh
like
we we have to balance budget with
location as well.
Um so
it's weirdly complicated and then
Wait we don't have unlimited budget?
No we don't. Unfortunately we don't no.
That would be nice wouldn't it?
Ah the things we could do with unlimited
budget so many events.
Waiting you would just go diving.
No.
I would go deep diving in search central
life.
Yeah.
More workshops more more sessions more
more things.
I think I think when what what wait
going back to the topics
I I kind of want to talk more about the
topics because Please do.
it's
something that is not
100% clear in my brain
is whether we are going to have
technical topics or we are going to
target more marketingy stuff
or combination of them
of those
or or
how are you imagining it? So are we
doing technical topics or or what are we
targeting?
I think it's also
uh combi so we because we listed down so
many things and we have like like I said
like 50
things as of now and it's still growing
I think what we are going to do is also
we're looking at um the profile of
people who are applying.
That's why we ask so many questions in
the registration form as well
and from there I think it would also be
clearer to us what is more relevant to
people.
Ah.
We do that for normal SCL as well right?
Yeah we do that all the time but um for
normal SCL there's some fixed things
that we always do like for example
because the event might be broader and
we expect like many different um people
and it's a one day thing so it's not a
lot of commitment as much as the deep
dive so then of course like the first
talk is always like something more basic
like bring people to the same level make
sure that people know what's going on
after this make sure that people know
like there are other people of different
profile in that room as well right? So I
think with deep dive it's going to be a
little bit different in a way that we
know that at least um people that are
coming are people who are committed to
that
two days or three days of search. So at
least there's some like clear profile
there like there's some kind of like you
know trends of things that we can expect
that people would want from the event so
might be easier I guess
in that sense.
are we also thinking workshops?
Yeah yeah.
now this sounds like a team meeting.
Yeah.
What kind of workshops would you do at
the the deep dive event? Well we
we could do search console I mean if we
can convince the search console people
to come over or Daniel.
Yeah Daniel is not search console
people.
Well he's sitting next to me in the
office so
Oh.
It's kind of a search console people.
Well
Are you disowning him? No no no no he's
he's part of our team he just has a
particularly
close relationship to search console.
So that's nice.
He knows most about search console I
think. I think apart from like tools
like I mean we're looking at search
console maybe Google Trends um outside
the tools maybe we're also looking at
things like I don't know Gary we talked
about robots.txt as well.
Oh yeah.
We talked about
um playing games as well interactive
stuff. What?
Yeah but that's like pricing
risk.
I wish uh
that would be fun.
Maybe we should do that.
No.
Don't give her ideas Martin.
I I have already done that.
No way stopping me now.
I mean
at least at SCL Asia we we tend to have
some games
or gamey thing.
Like for example the
uh at one point in I think in Singapore
you had the pedals where people could
vote on stuff.
Yeah. Are you considering that a game
okay.
A voting is a game.
have like musical chairs and stuff.
Ah musical chair yeah that was Musical
cherry.
Yeah musical cherry musical chair it was
fun
just a little bit hectic but very fun.
Yeah a little bit.
yeah.
Like people you know like stepping on
each other and things.
It was really fun.
Oh my goodness oh wow okay cool so there
will be workshops um
Lightning talks are also
yeah.
And if we have like a lot of submission
then we're also thinking like poster
sessions maybe.
But um you know like with these things
it's like we need to see first what's
coming in right? Because like we ask
people do you want um to talk like pitch
your idea
um for lightning talk for
I don't know case study sharing things
like that so we need to see what's
coming in how many of them and then only
then we know like what kind of um time
we should be allocated or what kind of
sessions should we be um having. Mhm
yeah that makes sense. All right cool
that's uh
looking forward to see how how the pilot
goes I'm pretty sure it's going to be an
amazing experience and I'm pretty sure
especially because you put in so much
effort up front with like figuring out
what people want
that I'm pretty sure the audience is
going to be very very happy. Can you
even call them an audience if they have
to actually actively do things it's more
like participants right?
But that's that's pretty cool new things
coming to search central life is always
exciting and I think we're seeing a few
cool things happening this year with
search central life so this is one more.
But one more Easter egg.
On your on your side you're also
bringing it to other
Yeah. like new new new locations right?
so last year we brought it yeah right?
Last year we brought it to Turkey people
were pretty happy that we did so it was
nice we also brought it to Romania and
Poland.
Um we will be bringing
Romania? Yes we were.
Without me?
You didn't want to come you had better
things to do apparently.
It was in April I don't know what you
did in April but you weren't
you were too important for us, I think.
Right.
But we are bringing it to
I I am.
I mean, I I assume he was in Bucharest
or something. So, I mean, you can not
from that area, but
Mhm.
Okay. Uh how do you feel about Budapest
because we are bringing it to Budapest
this year?
And you will make me speak Hungarian
because that will be like people will be
in tears.
Oh my god, that would Can we do that?
Making people cry? I don't think we
should.
No, I'm pretty sure they're going to
laugh.
Cry Cry is of like tears of joy.
Tears of joy.
Tears of laughter.
So,
uh back when I joined, uh we we
uh
I had a friend in in Dublin who dragged
me to a Hungarian conference and
um
I very stupidly offered that I would uh
do the presentation in in Hungarian.
And
I couldn't find the words.
Because like I didn't know that like
okay, are you translating crawler to
Hungarian or you are using
um
uh the English term. Are you
like
S E R P serp. Uh when I said the actual
word in Hungarian for like for uh search
result page, people were just like
blinking at me like uh
what that.
Um
so, yeah, it's
it's an interesting experience when you
when you try to to to speak technical
language when you never had to in
previously.
I I had that when I did a German talk
and um
I I think I made a specific effort not
to use any English terms even for things
like tabs like UI element of a tab and
it's like Reiter which is a real word.
It's just like Say it again. I I
couldn't catch it. Kart Reiter.
Okay, that sounds like
times.
Kart Reiter Kart Reiter Kart Reiter.
Faster. And
and Beetlejuice just appeared.
A Kart Reiter appears. Yes.
Um so, and and it it just caused like
people to laugh their their butts off in
the in the audience. That was quite
funny.
Uh yes, so we are bringing it to
Budapest. Uh we will be bringing it to
the Baltics probably. Um we will
definitely do one in in uh Zurich as
well and
uh in Poland in Warsaw again.
And we are bringing it to South
Yeah, we did one in last year. Yeah,
last last year. Yeah.
Again, you were too important and too
busy for us. I'm so sorry.
Yeah. Uh and we will be doing the first
one in Africa in South Africa more
specifically. So,
very excited to
Oh, I love it there.
to open the
one ever, right? In Africa.
Yeah. Really really exciting one. I'm
really really looking forward to it.
Yes. So, that's
Wait a minute.
Then we only have to do one in Australia
and one in Antarctica and then we cover
the whole world. Yes. Yeah.
I'm down for both locations.
Can I do Antarctica?
Nice.
Was that a pun?
That was a pun, but
is closer to me.
Yeah. Well, yeah, that's true. I think.
I think I think you're closer to
Antarctica. No, I think you're closer.
Okay, I'm hungry. Can we go now?
Hungary, I thought Romanian. Not hungry
hungry.
Ah, okay. Sorry.
Uh so, if people want to know more about
the events that we will be bringing to
the world this year, where should they
go and how do they apply?
They should go to their favorite search
engine and search for Search Central
Live. Or go to
developers.google.com/search
where we also list them, I think, right?
Yeah. Yes.
Cool.
Why do they have to apply anyway? Like
why why can't they just like score a
seat?
Apply? Yeah.
Oh.
Well, we have limited seats like um we
talk about, you know, unlimited budget
things that we don't have. And um you
know, so we have limited seats and all
that. And also, I think with limited
seats, it's not just about budget and
stuff, right? It's also making it more,
I think, I don't know like
cozy, making it easier for people to
interact as well when the event gets
really really big. Sometimes it gives
you different vibes and like different
things too. So, yeah, that's why they
would have to apply and then um
hopefully they will receive confirmation
email and then we will see them at the
event.
Nice. Fantastic. In that case, uh thanks
so much for coming on uh both to you,
Cherry and Gary, and talk to me a little
bit about our wonderful plans for Search
Central Live this year. And I think
that's it for this episode already. Oh.
That sounds really cool, Cherry and
Gary. Cherry and Gary. Cherry and Gary.
Cherry and Gary. Cherry and Gary.
Awesome. Anyway, thanks so much for
being here and I hope uh that people out
there found this useful and
informational and interesting and um
yeah. Thank you everyone out there for
listening and uh
bye-bye. Bye.
Bye.
We've been having fun with these podcast
episodes and we hope that you, the
listener, have found them both
entertaining and insightful, too.
Feel free to drop us a note on LinkedIn
or chat with us at one of the next
events that we go to if you have any
thoughts. And of course,
don't forget to like and subscribe.
Thank you and goodbye.

---

## 2025-04-24 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 04 月 24 日）

URL: https://www.youtube.com/watch?v=qVHC1ydCrQU
Caption: ja-8V-H19SidUo (manual, json3)

[アンナ] 皆さんこんにちは
本日もGoogle社員による
Google検索オフィスアワーの 時間となりました
本日お届けするのはいつも通り
私アンナとなります
よろしくお願いします
はい それではですね
早速Googleからの お願いに移っていきましょう
本オフィスアワーはですね
#Google検索オフィスアワーを 使用しております
そのため質問についてのご意見 ご感想ありましたら
ぜひ#Google検索 オフィスアワーをつけて
SNSに投稿してください
そして ご紹介した記事のリンクに関しては
本動画の概要欄に
後ほど 掲載する予定となっております
一番大事なところ
我々チームの励みとなりますので
ぜひこちらのオフィスアワー いいなと思っていただけましたら
チャンネル登録高評価の方
よろしくお願いします
それでは早速 本題に移っていきましょう
まずは
最新情報からですね
今回の最新情報なんですけども
最近の主なブログ記事が こちらの2件公開されております
まず一つ目が ロボットに関する復習として
将来性のあるRobots Exclusion Protocolについて
そして2点目が Serch Analytics APIが
時間単位のデータに 対応した件に関する
ブログ記事が公開されております
一つずつ簡単に見ていきましょう
まず一つ目ロボットに関する復習
シリーズに関してなんですけども
これは前回に 引き続いてロボットに関する
復習シリーズを紹介しております
今回はですね 自動クライアントと
ヒューマンウェブの関係が 常に進化を続ける中で
robot.txtだったりとか
URIレベルの制御なんかが
どのようなサポート的役割を 果たすことができるのかについて
ご紹介している 記事になっております
ぜひこの機会に復習していただいて
今後の取り組みの参考にして いただければ良いかなと思いました
そして2点目
こっちの方がもしかしたら 皆さん好きかもしれない
あのSearch Analytics APIが
時間単位のデータに 対応した件に関するブログですね
Search Analytics APIが
時間単位のデータにも 対応したことを紹介しています
タイトル通りです
開発者の皆さんからデータをもっと
手軽に利用したいという要望を
いくつもいただいておりました
その要望を受けてですね
APIに 時間単位のデータを追加して
プロダクトをインターフェースよりも 広範囲の情報を
提供することになりました
プロダクトインターフェース
例えばサーチコンソールとかです
レポートとかですけど 表示する時間の単位のデータは
直近の 24時間分だけなんですけども
あのAPIは最大10日分の 詳細なデータを返すことになっております
詳しくはぜひブログ記事を ご一読いただけたらいいかなと思いました
ご一読ください
それでは本題に移っていきましょう
こっちじゃない…こっち
ここからは通常の 検索Q&Aに移っていきますが
今回は11件の ご質問をいただいております
それでは一つ目の質問に 移っていきましょう
指名検索時のメタディスク…
一つ目のご質問 指名検索時のスニペットに
意図しない文言が表示される件に 関するご質問をいただいております
指名検索時の メタディスクリプションの表示が
意図しないものに 変わってしまいました
指定した descriptionではなくて
相手のページのタイトルが ランダムに表示されている状況ですと
指定したdescriptionを
正しく表示するために 対応できることはありますでしょうか
ご確認お願いします
これが原因でCTRも 若干落ちてしまっていますとのことです
ご質問ありがとうございます
こちらの件 具体的なサイトの 情報が添えられていたために
状況を確認することができました
グローバルチームにも確認しましたが
基本的ページに 良いテキストがない時ぐらいしか
メタディスクリプションは 使わないです
なんで人によっては
メタディスクリプションなども 気にしなくていいよって
言ってる人もいるくらいな 状況になってます
そしてですね
あの公式ドキュメントにも 記述がある通り
Googleは主にページ上の コンテンツを使用して
最適なスニペットを 自動的に決定します
またメタディスクリプション要素の 説明情報の方が
コンテンツの他の部分よりも ページを適切に表している場合は
その説明情報を 使用することもあります
こういったニュアンスなんですね
はい そのため…
スニペットに違和感を感じた際は
ぜひまずはページ内の
コンテンツを見直してみることを お勧めしております
ご質問ありがとうございました
では 続いてのご質問に移りましょう
サイトマップの読み込みエラーに 関するご質問をいただいております
数日前よりサイトマップの 読み込みエラーが発生しております
以前にも発生したことがあり
時間とともに解消したので
今回も同様の 事象かと考えておりますが
長らくエラーが継続しているため
検索パフォーマンスへの 影響を気にしております
何か対応できることがあれば
ご教授いただけないでしょうか とのことです
こちら ご質問ありがとうございます
こちらも具体的なサイトの 情報が添えられていたために
状況を確認することができました
質問された時よりも 少し時間が経過しているため
予想通りエラーもなく
正常に動いているような状況でした
ヘッジ統計などには 特に異常は見当たりませんでした
時々キャパシティの問題が発生して
サーチコンソールが 設置できませんでした
と報告することが あったんですけども
心配する必要はないかな と思いました
質問者さんのサイトは 大規模なサイトでもあったので
こういうことは時々 起こることとなっております
今後も特に 心配することはないかと思います
心配な気持ちに させてしまっていたらすいません
ご質問ありがとうございました
では 続いてのご質問に移りましょう
ちょっと長いんで消えますけども
サイト移転後 元サイトのインデックスが
戻る件に関する ご質問をいただいております
もともと海外向けの ECサイトを運営しておりました
昨年4月に南アフリカ向けの ECサイトを作ることになり
サブドメインでナイジェリア向け
南アフリカ向けのそれぞれの ECサイトを立ち上げました
その際 対応するページがある場合に
301リダイレクトを 設定しています
またサーチコンソールから ドメイン間の設定もしております
その後 両サイトともに順調に
インデックスされていたのですが
昨年の秋口頃から 元のインデックスが戻り始め
ナイジェリア向け
および南アフリカ向けの 両サイトともにインデックスが
消える現象が生じています
この原因と現象の 原因と対策について
教えてくださいとのことです
こちらご質問ありがとうございます
こちらに関しても具体的な サイト情報が添えられていたため
状況を確認することができました
質問内容に
具体的なサイトだったり
ドメインの情報が 多く記述されていたので
質問文自体は 少し要約する形で
紹介させていただいております
このようなサイト移転を行うと
indexが追いつくまでに 時間がかかる場合があるために
しばらくの間は 古いサイトが表示され続ける
可能性はあります
新しいサイトに関する 十分なシグナルが収集され次第
新しいサイトへ切り替わります
そうですね 例えばですね
いくつかのページ 見てみたんですけども
そのとある国用の方の サブドメイントップページは
現在インデックスに 登録されておりましたし
その配下の プロダクトページも同様に
インデックスに登録されていました
そのような状況でした
そのためにもうしばらく様子を
見ていただくのが 良いかと思いました
ご質問ありがとうございました
はい それでは 続いてのご質問に移りましょう
大丈夫そうかな？
では続いてのご質問
Googleしごと検索の 検索結果に関する
ご質問をいただいております
現在Googleしごと検索の 詳細画面では
複数メディアの 応募ボタンが表示されますが
それぞれのメディアで内容が異なる
求人情報となっているようです
以前は各メディア内容が 同じと思われる求人情報をまとめてから
各メディアへの応募ボタンがある
仕様だったと記憶しております
内容が異なる求人情報でも 複数メディアの応募ボタンが
出るように仕様が変わったのでしょうか とのことです
こちらご質問ありがとうございます
海外のチームメンバーにも 確認したのですが
やはりあのジョブズ しごと検索については
私たちのチームでは よくわかりませんでした
一般的に…
一般的に言っても私たち
つまりGoogleは 常にサービスの
改善に取り組んでいるので
ツール内で フィードバックを送信するなど
していただくのが 良いかなと思いました
ご納得いただける回答か
わかりませんが
ご質問ありがとうございました
それでは 続いての質問に移りましょう
AIによる概要の 計測ルールに関する
ご質問をいただいております
AIによる概要に
自サイトの ページのリンクがあります
PC版 デスクトップ版では
AIによる概要の もっと見るを押下
リンク部分のすべて押下で
リンクされたページの 表示件数が変わる認識ですと
この折り込まれた状態では
サーチコンソールでの 表示回数だったり
あとは掲載順位はどのように
カウントされるのでしょうか？ とのことです
こちらご質問ありがとうございます
質問者の方も認識されている通り
公式ドキュメントの表示回数 掲載順位
クリック数とは というところのAIによる概要という
セクションを 確認いただくのが早いかと思いました
つまりですね
このドキュメント内にも 記載がありますが
この場合 表示回数とは
標準の表示回数 ルールが適用されます
リンクが表示回数として カウントされるには
スクロールまたは開けば見える 状態になっている必要があります
そして掲載順位に関しては AIによる概要に付与される
掲載順位は 検索結果内で一つのみです
AIによる概要内の すべてのリンクに
同じ掲載順位が 割り当てられるということです
ということですね
ちょっと言葉だけで
伝わりにくいかも しれないんですけど
例えば 今回の場合に割り戻してみると
最初に表示される画面
検索結果最初に表示される画面 上の方だったら
表示されているリンクに
インプレッションがついて それらはすべて
掲載順位は 1位としてカウントされます
そこをパネルが大きかった場合に
下にshow moreを 押下することができると思うんですけども
そこで押したことで 表示されるリンクが増えた場合には
その表示されたリンクでも
インプレッションが付いて
同様に掲載順位は1位 という結果になります
と伝わっていたらよいのですが いかがでしょうか
ご質問ありがとうございました
はい それでは続いての ご質問に移りましょう
テキスト情報のみの レビュー構造化データ
に関する ご質問をいただいております
レビューコンテンツの構造化 データレビュータイプにおいて
レビューレーティング
プロパティが必須となっていますが
星1から5点などの 数字の評価を行わない
伴わないテキストのみのレビュー
コンテンツの場合は どのように構造化データを
記述したらよいですか？ とのことです
こちらご質問ありがとうございます
具体的なサイト情報が 添えられていなかったために
テキストのみのレビューについて っていう箇所に関しては
我々の想像でお答えしております
まずですね
このテキストのみの レビューというのが
パーセンテージを含む 評価を記述している場合ですね
この場合は パーセンテージを1から5に割り戻して
記述していただくことで 対応できるかと思います
で またですね
このテキストをのみの レビューというのが
コメントとかフィードバック
そういったもののみの レビューだった場合は
レビューコンテンツの構造化 データは使えなくなります
というのもレビューレーティング…
レーティング バリューというのは
必須の値となっていますので
提供できない場合は レビューは使用できません
そのためですね
ぜひこちらの構造化データを 使いたいということであれば
今後追加で実装いただくことを
検討いただくのが良いか と思いました
ご質問ありがとうございます
それでは 続いてのご質問に移りましょう
サイト移転…
サイト移転再び旧ドメインが インデックスされた
件に関する ご質問いただいております
2024年6月頃に サイトのドメインを変更し
リダイレクトを設定しましたが
サイト移転の数ヶ月後に
再び旧ドメインが インデックスされました
サーチコンソールの アドレス変更ツールを使ったところ
最初は順調に新ドメインが インデックスされ始めたのですが
5ヶ月後くらいから 再び旧ドメインが
インデックス されるようになりました
それから さらに4ヶ月ぐらい経っても
状況は変わらず 新ドメインは
ほとんどすべてのページが クロール済み
インデックスに登録 旧ドメインは
約半分がインデックスされており
1/4程度が ページにリダイレクトがあります
4分の1程度がクロール済み インデックス未登録
となっております
新ドメインで 新しい記事を作成しても
インデックス登録されないので
なるべく早く改善したいのですが
何か方法はありますでしょうか？ とのことです
こちらご質問ありがとうございます
具体的なサイト情報が 添えられていたために
状況を確認することができました
で…ここで…
ここでのアドバイスなんですけども
厳密に言えば時間を置く ということかなと思っております
確かに一部のURLは 新しいドメインに移行していますが
一部のURLは 古いドメインのままなんですね
で これはおそらくユーザーがまだ
古いドメインを 探しているためかなと
いう風に 我々のチームでは考えております
そのため 今回の移行に関して際して
新たな問題は 見つかりませんでしたが
あのクロールの偏り つまり
クロールが遅いことっていうのは
顕著に見られる現象かな と思いました
ご質問ありがとうございました
もうしばらく 様子を見てみてください
はい それではですね 続いてのご質問に移りましょう
店舗の評価に誤った情報が
表示される件に関する ご質問をいただいております
検索結果に店舗の評価が 表示されるようになっていますが
誤った表示が出てしまっています
つまり私たちは大規模 ECモールサービスに出店しておりますが
そのマーケットプレイス全体に 付けられたレビュー
店舗の評価が特定の店舗の 店名で登録されています
またそもそも発送なども個別に 行われる場合が多いため
マーケットプレイス全体の評価を
全店舗に表示することで
一つの店舗として扱われることは 望ましくないと考えます
対応方法はありますでしょうか？ とのことです
こちらに関しても ご質問ありがとうございます
具体的なサイト情報が 添えられていましたので
状況を確認することができました
こちらに関しても質問内容に 具体的なサイトや
サービスの情報が 多く記述されていましたので
質問文は少し要訳する形で 紹介させていただいております
まず店舗名の表記に 関してなんですけど
今 現在は 表示とか修正されたものが
表示されているようでしたので
問題は 解決しているかなと思いました
またマーケットプレイス全体の 評価というのが
各店舗の評価として 表示されている件なんですけども
あのこちらの店舗の 評価は検索ではなくて
マーチャントセンターの ショップの評価機能に
関連した 検索結果のように見受けられました
そのため
マーケットプレイス側で 設定している内容を
マーチャントセンターに…
マーチャントセンターの 仕様に基づいて
検索結果にも表示している ということになりますので
ぜひ一度 マーケットプレイス側ですね
ここでいう大規模 ECモールサービス様の方に
フィードバックをお送りいただくのが 良いかなと思いました
ご質問ありがとうございました
はい それでは 続いてのご質問に移りましょう
実名と ビジネスネームを切り分けたい
件に関する ご質問をいただいております
あるポータルサイトにて 実名を出したくないので
ビジネスネームで サービス提供をしています
一方で実名で Google検索すると
そちらのページが 上位表示されてしまうのです
何とかならないものかなと考えて
お問い合わせを させていただきました
なおビジネスネームと実名が
近いのかなと考えて
ビジネスネームの方を 大幅に変えてみましたが
依然として 実名による検査結果の
上位に表示される 状態が続いています と
これは時間とともに 解決されることなのか
または一度関連性が認められた ポータルサイトに関しては
その後 事後的に名前変更したとしても
引き続き 実名と関連性があるとして
実名による検索結果に 表示され続けるものなのでしょうか
とのことです
こちらも ご質問ありがとうございます
そうですね… いずれ変更が加えられれば
この問題は 解決されるかもしれませんが
基本的にはこちらの問題に 関して対応するものはありません
対応できることは ないかなと思います
というのもですね
やっぱりGoogleは 世界中の情報を整理して
世界中の人々が アクセスして使えるようにする
ということを 目標としておりますので
つまり 特定のプラットフォームによらず
情報が一度でも インターネット上で言及されてしまうと
その情報というのが 表示される可能性というのは
十分にありうるかなと思いました
はい そうですね…
もしその他不安な点など ありましたら
ぜひこちらの ポータルサイト様の方にも
お問い合わせいただくのが 良いかなと思いました
ご質問ありがとうございました
はい それではですね 続いてのご質問に移りましょう
サイトマップ内ページ すべてをインデックス
する件に関する ご質問をいただいております
サーチコンソールから 31万URLほど
xmlサイトマップ送信しているのですが。
検出されたページの合計数が 31万urlあるにもかかわらず
そこからページの インデックス登録を確認を見ますと
未登録と登録済みを足し上げても 12万urlにしかなりません
サイトマップ送信のステータスは
全て成功しました になっており
サイトマップファイル自体には 問題なさそうです と
残りの19万urlも
ページのインデックス登録内に 表示させたいのですが
その方法はありますでしょうか？ とのことです
こちらも ご質問ありがとうございます
このようなご質問というのも
よく受ける類のものには なるんですけども
基本的には コンテンツの品質などによっては
Googlebotが全ての コンテンツを
インデックスできるというような 保証は出来ません
ご理解いただけますと幸いです
ご質問ありがとうございました
では 続いてのご質問に移りましょう
こちらが 本日最後のご質問になってます
indexに登録されない理由
に関する ご質問をいただいております
求人サイトを運営しており
全ての求人ページに対して
unavailable afterタグを
htmlヘッド内に 記述しております
記述例としてはこのような形
そしてこのタグは 上記で指定した日付を過ぎると
インデックスから そのページを削除し
そのページのクロール頻度も下げる
役割のものと 認識しているのですが
このタグによって インデックスから除外されたURLは
サーチコンソールのページが
インデックスに 登録されなかった理由では
どの項目に分類されるのでしょうか
例えば クロール済み インデックス未登録に分類される場合は
それはタグによるものなのか
低品質と判断されたものなのか
判断がつかないと思ったための 確認ですとのことです
こちらも ご質問ありがとうございます
サーチコンソールでは クロールされたが
インデックスされていない理由
つまりクロール済 インデックス未登録の理由に関しては
区別しておりません
また内部的にも区別が 難しい内容となっております
なので質問者さんが取り組まれたいような 理由別の分析などは
現在出来かねます
ということで
ご理解いただけますと幸いです
ご質問ありがとうございました
はい それではですね 以上となります
皆さん 今回の Google検索オフィスアワーも
楽しんでいただけましたでしょうか？
少しでも何かお役に立てることが あったなら良かったなと思っております
そしてですね
次回のGoogle検索 オフィスアワーなんですけども
2025年5月29日を 予定しております
もし何かお困りのことがある方は
お困りのことがある方は 是非早めに
こちらのフォームより ご質問をお寄せください
それではまた次回オフィスアワーで
お会いすることを 楽しみにしております
また是非見てくださいね バイバイ

---

## 2025-04-17 - How are web standards made?

URL: https://www.youtube.com/watch?v=2vCZAzEP-TU
Caption: en (automatic, json3)

[Music]
Hello and welcome back. It's springtime
and we are back with a new episode for
Search of the Record, a podcast coming
to you from the Google Search team where
we talk about search and maybe have some
fun along the way as well. My name is
Martin and I am a what am I? Uh
developer. No, not a developer. Search
relations engineer I think is the
official
title. Someone excited about I don't
know. But I'm not alone in my confusion
I guess. Uh with me today is Gary. Hi
Gary. Maybe you're a unicorn. No, I'm
not sure. You that could be your title.
You're a house elf, right?
Yeah, I had many titles. I remember
titles
um maybe 10 years ago because I'm such a
cheerful person. Miley uh Miley O uh who
was uh working with us back
then. Uh she gave me a title chief of
sunshine and happiness. Oh. And I was
very h happy about that because u it's
super ironic.
No, that's very accurate, I guess. No,
it's very accurate. You're such a boy.
Martin, stop lying live. Oh, wait. This
is not live. Go on. It's off the record.
We can say whatever.
Oh, god. Anyway, um, so, uh, that was
my, uh, given title. And then the house
elf, I don't know where that came from.
I think it was someone asked me
uh what my title is like someone
external and then I was just like
fumbling like you did with like whatever
our title is and we don't know and then
I was just like you know what h how
house elf and then it just
stuck. I think I gave myself internally
we had this tool where you can look up
people working at Google. Uh, I think my
my title that I gave myself there is
open web cheerleader. So that that's a
fun one. H, by the way, open web. Oh,
yeah. Yeah. Remember Steve? I thought it
was cool. What? Remember Steve? Our
search engine?
The my my butler.
What? No, the search engine that we
built, you know, the toy search engine
that we that we built and uh haven't
been speaking about for a while now. Oh
my god, that was
like that was like 20 years ago. Yeah,
it feels like it. But it's, you know, uh
I was wondering like Steve had a cool
feature um that I think other other
people should use more. Can we make that
into like an internet standard? It's
already a meme, I believe, but we could
make it a standard. No. Should we do
that? Why?
You you've been at a standards meeting
recently. I know that you've done that
and I know that you have worked with
someone to make robots txt a
standard. Wouldn't it be cool if we made
more web standards like more Well, I'm
not even sure if it's a web standard. Is
it a web standard? Is robots txt web
standard? I don't know. I'm confused.
Um
so I I I think we have to go back to
what a standard is
first. Um and then we can qualify them
with internet standard or web standard
or whatever. Oh okay. Um
but I think it largely depends on under
what organization you are standardizing
something. Um, I work with the IETF, the
Internet Engineering Task Force. Within
that, a couple working groups, uh,
namely AI pref, uh, most recently the
the
TLS, like the what does that then stand
for? Uh, transport security working
group. Oh, okay.
Um and um
yeah, let's like if you want to go and
explore this then we should probably
look up what a standard is, right? Okay.
So I think a standard is kind of like a
an
agreement amongst a bunch
of players in a certain field. Let's say
like HTML is a standard because a bunch
of groups have agreed that HTML has
certain elements and is built in a
certain way and what are the things that
it has and hasn't and I think for HTML
it used to be the W3C the web uh
worldwide web consortium um but has
recently been well recently has a couple
of years back moved to a living standard
in under the
WATWG. Yeah. Um, so I think like a bunch
of people come together form like a
forum or a group where they agree on
certain things to be true or to to be
part of something I guess. I don't know.
So in in my head
in my head
um it's
uh typically a document um and drafted
by consensus. So basically someone
proposes something to a group and then
the group agrees
uh that it's a good idea and we should
continue with it. Um and that's the
approval state.
Um, and typically it has to be under
some sort of institution. Mhm. Or
consortium or something. Um, like
some governing entity. I I suppose
um so yeah basically what you said but
using fancier words. Um
and we h we have quite a
few such entities slash consortiums
um that govern standards that we are
using on the internet um namely like the
thing that I'm working with is the IETF
but there's also the W3C for example
um that creates standards um
and I
think that they typically agree upon
what they are governing. So for example,
the ITF is
governing well internet related stuff um
that is lower in the stack uh in the
internet stack. So for example
um uh transfer protocols like uh quick
or TCP IP or those kind of stuff HTTP
itself
um and
then I could be completely wrong but
because I haven't worked with them but
W3C is more related
to the markup perhaps. Yeah that is used
on the internet.
And then we have JavaScript that I don't
even know where it falls. Um but that
could be like a completely different
consortium because for example C has its
own thing like its own entity and own
governing body. So I would imagine that
JavaScript could have the same thing. It
has the TC39 the technical committee 39
but I'm not sure which organization that
is under because it's clearly part of a
bigger thing. But I I'll figure that one
out eventually. eventually, right? So,
what are we standardizing? Um, so I
thought like we had a pretty cool thing
where the the Steve could be told what
cool things you have on your website um
by basically having like a
cool.txt. So that's not really
markup. It's like robots txt but better.
What better? Nothing is better than
robots txt Martin. No. So it sounds like
a site map. Oh. Oh. So maybe we already
have that.
Yeah. Huh. Where does the sitemap
standard live? I mean we could try to
standardize sitemap. Isn't it
standardized? It doesn't. Um stepping
back like robot cxdt was a de facto
standard for what like 20 years or
something? Mhm. Or 25 years something
something like that. Um and then
eventually we we we standardized it
under the ITF. Why the IETF? Um because
that's what I was familiar with. Um like
no particular reason. Um
I'm a nerd and uh I read RFC's requests
for comments and uh basically internet
standards um to understand like how the
internet works and what are the new
things that uh happen on the internet
like new protocols that we can use for
stuff. Um so basically we just went with
the IETF.
Okay.
Um so similarly sitemap which was
created
um I mean the standard was created well
the facto standard was created um around
the year 2005 2006 or it was announced
in 2006 but was created in 2005
something like that. um
that is a de facto standard meaning that
there
um
no governing body that adopted it um and
pushed for it being an actual standard.
Okay. But it's the de facto standard
because everyone kind of agreed that we
are going to do it like that.
Yeah. Okay. Okay. So basically it's so
widely adopted in its original form
um
that basically it became a de facto
standard. I don't know what a better
word is for de facto but um it's it's
basically something that people just
adopted. Oh, like writing is not a
standard but what it's an informal
standard because once you have document
and like a larger organization adopts
it, it's a formal standard.
Yeah, perfect. Informal standard.
Then we don't use Latin anymore.
Informal. Fine. Um, if I had to guess
where we would go with uh or if we
wanted to standardize it, then I would
guess
whoever governs RSS and the Atom and
those things because technically it's
doing the same thing as those those
formats basically giving you a list of
URLs plus optionally some extra
metadata and probably that's why we are
also O using we Google search is also
using RSS and ATOM as uh uh discovery
sources. Confusingly enough they have
RSS advisory
board. The RSS advisory board owns RSS
and that's a separate standards body
apparently. Wow. Who owns XML? I think
XML is uh What did you search for? Atom
XML.
I searched for RSS and RSS is is owned
by the RSS advisory board. Huh. Ah, ATOM
as well. Atom I don't know. Let me see.
Actually atom is ITF. How about that?
Oh, and I found out who owns JavaScript
and I feel very very dumb. Okay. Anyway,
so we we should start um well we should
stop googling I guess um and uh good
good podcasting like what both of us
just I think these these guys this is
the real this is the real vibe of this
podcast really um figuring things out as
we go along JavaScript called ECMAScript
it's owned by the ECMA the European
computer manufacturers association which
is very confusing to me why does the
European computer manufacturers
association.
I didn't even know that we have computer
manufacturers in Europe, but anyway, uh
used to at least. So, okay. So, this is
kind of weird. So, basically, Atom is
owned by ITF. Well, developed by ITF. Um
and RSS
is
[Music]
not which
means we can actually choose whatever we
want like if we wanted to standardize
site
maps then technically we could go with
the ITF
um or try to go with the ITF um and uh
see if they would uh want to adopt it.
And that's because they already have
something that is similar to sitemaps. M
okay.
So it kind of fits in the in the big
picture. And is that how you would
choose a standards body? Because if you
want to make something a standard, you
pro you have apparently you have lots of
bodies uh to choose from. the RSS
advisory board, the IETF, the ILE E,
probably the ECMA apparently,
um, the W3C, the what
WG, what does it like? What does it
mean? Why should I go with one body over
the other?
So you
would probably go with one body or the
other
um because it fits their purpose better.
So for example with I I I guess sitemap
XML is not that great because there you
can choose like multiple stuff or multi
multiple bodies. Um but if you say
uh you wanted to create a new
uh or a replacement for TCP Mhm.
then there's only one place for it where
you would do that where you would
develop it and that's the
ITF. Um and that's
because as the way I understand it is
that the people who would
know
enough about previous standards related
standards are there. So basically you
have a community that is expert on the
topic and
then it's more likely that you are going
to end up with something that is
actually usable on the internet because
the discussions will lead to a better
standard. Ah okay. So whoever is best
positioned to help you make the right
decisions in the standard and get it
adopted as widely as possible that's
where you should take it. Okay. Got it.
Yeah, that's that that's the way I
understand it. Um, makes sense. Which
might be completely off, but um in in my
Yeah, in my brain it makes sense.
Um that that does make sense. Yeah. And
then once once you picked a standards
body, then what?
Yeah, that's a good question. In case of
ITF,
there's there's a
I I think there are two ways. Uh well
actually three ways I guess. So at ITF
you can publish something like an
informationformational RFC uh which
doesn't become like a standard. It's
basically an opinion piece if you like.
Um and pretty much anyone can publish
that I I think. Um
and there's minimal
scrutiny with approving them. Um and
then you have
uh if you want to actually go for a
standards track um document or end
result then you have two options. One
is um finding a working group within the
IETF that would adopt
um or babysit your draft uh that you are
writing. Meaning
that you find the group that has the
most expertise for the stuff that you
are
writing. So if you
are I don't
know when you were developing or when we
were developing quick uh uh QIC
um which
is like an a
a kind of a replacement for TCP IP not
not quite like but now with
HTTP3 it's actually getting used quite a
bit
Um, you would look for the working group
that developed TCP IP which is a very
low number standard probably not one but
somewhere there. Um, because it is the
very basic building block of the
internet. Um, and then you would go to
that working group and you would ask
them, hey, what do you think about this
new idea that I have? Uh, here's a draft
that I wrote up. Um
um would uh would you see this as a good
fit for your working
group? And then if they say yes, then
you knock yourself out and start
developing further with input from the
working group. um they will raise lots
of concerns. Um they will have very good
feedback about pretty much every letter
in the in your draft and then eventually
after probably years of um uh iteration
you end up with something that you can
get
um consensus on. meaning
that everyone agrees that this is a good
standard uh proposal and it should
become a standard. Okay. So if you can't
find a working group or you don't know
about working groups in general at IDF,
then they have a dispatch
list and you can email that dispatch
with your
idea including the a link to your draft
and then people will start arguing about
which working group should this belong
to? um or whether it should be
independent track.
That sounds interesting, but it sounds
pretty low
barrier. How many people are are doing
that? Just like emailing their ideas. Is
is that happening often?
Um I don't know. I don't I don't follow
the the dispatch list. Um I'm following
HTTPLS and AI prep. Um but um I would
imagine not so
many
and I think there's a good reason for
that and that is
that technically the internet is in
pretty good shape when it comes to the
technologies that that make the internet
happen. So it there's not that much need
for for new stuff and replacement stuff
and
and yeah it just doesn't happen. And
then when there is something new
then people would directly go to the
respective working groups instead of
dispatching
um their
draft because whether we like it or not
the the community that develops the
internet is pretty tight. So they they
kind of know where to go when um when
they have a new idea. It's not
like Gary woke up one day and hey, I
want a
new AI
nonsense.ext
and I will make it happen on my
own. They just know where to go. So you
go there, you you find a working group,
you build your request for comments
thing and then you get like lots of
feedback and at which point is it that
this becomes a
standard?
Oh
well, it probably takes years
to for something to become a standard.
And when I say probably,
it's I'm I'm underelling it. So
basically it just takes years to for
something to become a standard.
Um there's a good reason for that. Um
basically standards shouldn't be
issued
lightly because they are going to govern
something. There's lots of things to pay
attention to when you are developing
especially internet standards
because there are for example bad actors
on the internet who are going to try to
exploit the stuff that um you are
developing let's say
that I don't know robots txt
um there's a risk that someone could uh
create a buffer overflow in or parsers
for example and then exploit that to
their advantage somehow like it it
cannot happen because it happens in
isolation but uh or it or the parsing is
done in isolation but uh let's say that
if we hadn't put 500 kilobyte limit on
robots txt
file then people would be able to
cause a buffer overflow buffer overflow
like try 4 gig to uh like a 4 gig file,
4 GBTE file to see if that would cause
damage to the parser, namely a buffer
overflow or try with 64 gigs or
whatever. Um, and then once you have
that buff buffer overflow, then you have
access to memory blocks that
um you could exploit to your advantage.
Um and these are things that when we are
developing the standards we pay
attention to. So basically when I'm
reading a draft then I would look at
um how I would exploit
stuff that the standard is
describing and then make recommendations
to the draft or to the authors saying
that hey I think like this particular
bit could be exploited.
How
about you add a 500 kilobyte limit um to
the uh parsing limit? Because then
basically you are like the the plan of
the attackers or potential attackers is
foiled from the beginning. It's like
like with 500 kilobytes you're not going
to
exhaust memory. Mhm. Or if you do then
you have a different problem.
To me, often it feels like people are
nitpicking on stuff, but they are
nitpicking for a very good reason, and
that is that these standards have to
work everywhere for a long time um
without
fault or as little fault as possible.
Yeah, they are going to nitpick every
single little thing uh in the draft and
make recommendations about how to
improve it. And that can also
go like really weird because sometimes
it's nitpicking about the language
that's used in the draft. Oh, okay. So,
for
example,
you haven't explained clearly enough how
parsing should be done when there's an
empty line between two rules, for
example, in robots DXT. And then you
would go back and refine your draft um
and add more words to a sentence to
better explain
um uh that kind of stuff. I think in our
case we were very lucky because we had
our tech writer with us um and uh Lizzy
is really good at noticing
um deficiencies in in the language that
we are using. Um like when you or I
write something um on first read when we
spit out our uh our drafts on first read
it's like the England is very weird.
Mhm. Sometimes because England know our
first language. Yeah.
Yeah. And then uh Lizzie would come in
and she would clean it up and ask
questions about like this is what you
meant or this is what you meant because
depending on where you put I don't know
the comma might mean different things.
Mhm. Um so yeah that that's that's one
thing and the other thing is that
especially in ITF uh in ITF standards we
use um certain keywords that uh have
wait um and that would be stuff like uh
shall not shall or may or must u
must and in like if you're reading RFC's
those are capitalized and that's because
Those are special meaning keywords.
Well, not special meaning, but um they
have special weight in the
documentation. And when you're read
well, not documentation in the standard
and when you're reading it for as an
implement, then you have
to understand that if something says
must, then you actually have to do it.
So let's say
that in case of robots txt you have rows
and then the
rows contain a key value pair right and
then in the draft it would say that the
key must be separated from the value
using a
colon. And then when you are writing
your parser then you know that there's
no wiggle room
there. It must be uh it has to be a
column that that is the separator. Um
but then like for for example with a
parsing limit like we do want to allow
some wiggle room like for example if you
know that you are absolutely certain
that you cannot get a buffer overflow uh
from uh two large um robots txt or very
large robots txt files then you could
say that um we impose or uh or parsers
uh should parse the first 500,000
kilobytes of robots
txt and then you know that okay it's not
a hard
limit it's basically like a lower limit
of how much I have to parse and then if
I want to parse 700 gigs worth of robots
txt file I can do it like there's
no the standards limit set to that like
hard limits so yeah those those keywords
mean a
Okay. Um, I don't actually know where I
was going with this. It takes a long
time for a standard to get made because
they have to be longived and eventually
all these comments are addressed and
everyone in the working group is happy
with it. So, does it automatically
become a
standard? Okay. So, so you can push back
on comments like it's, hey, I took your
comment in consideration. Here are my
reasons for using the current language
or the current structure or whatever.
Um, and I think your comment um will not
should not be applied to my
draft. And then you can go back and
forth and convince the other person to
basically accept whatever you already
have. Um or you address the comment.
Yeah. And
then basically implement the the the
change that you were asked to implement.
And then once there are no more uh
comments from the working group, then
there's something called a lost call.
Mhm.
meaning that
uh and I I actually monitored that list
uh with more most
um rigorously I guess. Um
basically the working group believes
that or
the shepherd of the document believes
that uh all comments were addressed and
there's uh there haven't been new
comments for a while. So if you have
something to say, say it now or be
silent forever because we are going
ahead with standardizing this. Um
another interesting thing that there's a
bunch of different directorates in in
the ITF um that will need to re to
review
um uh a document or a draft during the
during the last call. Um so for
example the structure of the RFC
actually matters or the draft matters
because
um it may be used to or the the drafts
may be parsed by machines and then um it
needs to follow like some some very
specific structure or even just the
publishing engine that they are using
that will need to be able to parse it.
references for example it matters where
you put them um it matters
what kind of reference you are using
there's informative where you are just
like informing that hey this I don't
know like from robots txt we we
reference sitemap XML as an informative
reference um but then there's
also normative references so for example
when we are talking about HTTP headers
we call in uh uh a normative reference
to the HTTP standard uh like
9110 because we make claims about how
something should be parsed for example
in the HTTP header or how something
should be interpreted in the HTTP header
and then a normative reference basically
the the a link to the doc that defines
some behavior.
let's
say and then someone extremely familiar
with the topic that you're discussing in
your draft is going to be asked to
review your draft. Mhm. To see that no
one actually missed anything that can be
missed. So basically you get like a
final review and then once everyone is
happy with like every director at um uh
is happy with your draft and there's no
more last call comments then it can be
moved forward with standardization and
then there's at least two kinds of
standard standards um that I can think
of at ITF at least and one is proposed
standard uh which basically It is a
standard but it's not immutable.
Ah meaning that technically it could be
changed or that's how I interpret it.
And then there's actual standards like
internet standards like std1 standard
one um which defines uh
immutable
standard that the internet uses. Okay.
like you can add extensions to
TCP but technically it's immutable like
the the way it is right now that's how
it has to die. I think that's that's
reasonable then you can at least rely on
that and if you can still extend it
without changing the underlying
fundamental standard I think that's fair
right yeah there might be limitations
but hey but that's it okay so
then everyone agrees or you have uh
explained why something got excluded and
then it becomes uh a a standard by
basically being reviewed a final time by
the directorates and then there's a last
call period and then then we have a
standard ta. Okay, that's pretty cool.
You you said that takes years. Yeah. Is
that is that because the the consensus
takes so long or do you need to have
like a reference implementation or
something or how does that how how come
that it takes so long? I think both.
Um I think it's both.
So you have to show that the thing that
you are working on actually
works. Um and for that usually when we
are in a like in the TLS working group
you would have um adoption calls for for
new drafts if they don't have someone to
work with already. Like let's say that
uh Martin came up with this new
brilliant idea and uh needs
someone to implement it as a
test to show that it actually
works like have a proof of concept I
guess like you need to show that it
works. Um, and then the other thing is
that like there's especially
with certain drafts, there's lots of
back and forth on the mailing list
about particular sections of of
something or even like the the the the
general topic that you are discussing in
your draft. And
then argument is not not the right like
basically it's just like civil and
constructive discussion about the the
draft or sections of the draft or
multiple sections of the draft. Um, and
you know the internet like people have
opinions about stuff and then you have
to decide
uh whether you address the comments.
Um, and then you are able to move
forward with your
draft or take a step back and
maybe revise that
whole paragraph or the whole draft to
exclude the part that people are upset
about, okay, or nitpicking on. Um, so
basically there's tons of iteration
going on. Um
and
it makes the process very slow. Mhm. But
for a good reason like as we said that
like these standards actually are used
by sometimes the whole internet um like
in case of TCP for example like the
whole internet is using it. So it has to
be uh ironclad. Mhm. There's there's no
wigger out there. Yeah. I mean there's
the saying if you want to go fast go
alone if you want to go far go as a
group and I think this is one of the
examples where going slower improves the
quality and longevity of
uh the outcome and all of this is public
right it's not h happening behind closed
doors okay no uh everything is public um
and also our meetings are are public um
so technically anyone can join in and uh
listen to what we are talking about um
or
even just say words in the meeting um
like there's no formal
membership. You just you can just show
up and contribute to to standards.
That's really cool. I I don't know how
it works with other other standards
buddies, but at least with ITF, you can
just show up and say what you have to
say in in our meetings. Um, for formal
meetings there's uh usually an entrance
fee. Um, but
otherwise you can just show up. I mean
the fee is probably to cover the cost of
the location and all the logistics of
making it happen. Yeah, that's fair.
That's fair. I mean like the the last
ITF meeting I went to that was in
Bangkok, it was a week long including
the hackathon. Um and
they or we were using three
floors of the hotel. M
um like literally all the meeting rooms
that the hotel had available.
Um so like it it must
cost an enormous amount of money. Yeah.
Um, so they they have to cooperate
somehow because they are they they don't
have a profit. And as far as I know,
that's pretty much the case for most of
the standards bodies because I know that
for
W3C, it's very easy to set up an
account. It's free. Uh, you can start
your own working group and then do your
thing and then eventually you come out
with something that looks like a
proposal and then other people are being
invited to comment on it and then that
whole process happens. but it's all
public as well. I'm pretty sure the TC39
which governs JavaScript or ECMAS script
is doing more or less the same thing and
I'm pretty sure that what WG does so as
well and I think they are even on GitHub
if I'm not mistaken. So all pretty
transparent processes which is pretty
cool I think. Yeah. Yeah. No, that was
interesting. So that's how a standard is
made. That's how the sausage is made
from the inside. Um wow. So okay, if we
had a bunch of years and enough
motivation, we could make for instance
site maps a standard. That's
interesting. I mean, we could. There's
also like probably you have to sit down
and figure out whether it's worth it
because it's not
really like it's a simple XML file. So
it and and there's not that much that
can go wrong with it. So it's like I I
was thinking about um submitting a
proposal about for standardizing it but
then I was thinking like but why like
what what's the benefit because with
robots txt there was benefit um because
we knew that um different
parsers tend to parse robots txt files
differently and then if you have a
standard then at least you fix that uh
potentially with sitemap it's like eh
Yeah. Yeah. If it's not a standard, then
then what? Okay. So, you have to weigh
the benefits. Um, and as you said, like
one of the benefits is that you can kind
of make things more reliable across
different products from different
vendors, I guess. Okay. I mean, with
with those de facto orformational
standards. Yes. So, what are the
benefits? So, why would you do it? Why
what what did you get out of it with
Robot CXT? it's that we know for certain
that now we are in a better place when
it comes to parsing robots txt file than
we were 10 years ago. Um it also allowed
us to
um to open source our robust txt parser
and then people start building on it. um
which also helps with
um creating better robots txt files I I
would
imagine
and like
having robot like robots
txt at least to me but I I think also
for pretty much every search engine is a
super important thing and then if we can
agree on how robust txt files should be
parsed and there's
less strain on site owners. Oh, fair
like trying to figure out like how to
write the damned
files. Um, so it works for for everyone.
I see. Like every consumer of robots txt
files. Um, and to me that was like
that's nice for the community and nice
for the internet itself. Okay, that
makes sense. That was really cool. Thank
you so much for taking me on this
journey of how the web standards,
internet standards and all that are
made. I've I've never been part of of uh
that kind of work in the IATF. So that's
that's interesting. And I think and
whose fault is that? It's mine, I guess.
It's mine entirely. And I think that's
it for this episode as well. Um if
people want to find out more of this,
then um check out the IETF, check out
the W3C and all the other standards
bodies. They have pretty good websites
that explain how these processes work
and how you can contribute. Um maybe
check out the dispatch from the IATF.
There might be interesting things coming
that you are looking to to be part of. I
don't know. Um yeah. Anyway, thank you
all folks for listening and uh goodbye.
Bye-bye.
We've been having fun with these podcast
episodes and we hope that you, the
listener, have found them both
entertaining and insightful, too. Feel
free to drop us a note on LinkedIn or
chat with us at one of the next events
that we go to if you have any thoughts.
And of course, don't forget to like and
subscribe. Thank you and goodbye.
[Music]

---

## 2025-03-27 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 03 月 27 日）

URL: https://www.youtube.com/watch?v=NlFPoUv7Buc
Caption: ja-8V-H19SidUo (manual, json3)

[アンナ] 皆さんこんにちは 本日もGoogle社員による
Google検索オフィスアワーの 時間となりました
本日お届けするのは いつも通り私アンナとなります
よろしくお願いします
はい それではですねいつも通り
Googleからの お願いから始めましょう
本オフィスアワーはですね
#Google検索オフィスアワーを 使用しております
ぜひ質問についてのご意見 ご感想がございましたら
こちらの#Google 検索オフィスアワーをつけて
SNSに投稿してください
そしてですね ご紹介した記事のリンクなどは
本動画の概要欄に
後ほど掲載する予定でございます
そしてもう一点 我々チームの励みとなりますので
こちらのオフィスアワー いいなと思った方
もしよろしければチャンネル登録 高評価の方よろしくお願いします
それでは進めていきましょう
まずは最新情報から
久しぶりのブログ記事の ご紹介からいけるかな
最近の主な ブログ記事なんですけども
こちらの4件の記事が 公開されております
まず1つ目というか 一括りとなってしまうんですけども
ロボットに関する 復習シリーズが出ております
こちらはですねロボットテキストや ロボットメタダグですね
そしてそれらが提供する 管理機能について
質問を受けることがありますと
12月のクロール情報 シリーズに続いて
今回のシリーズでは ロボットについて
簡単なおさらいをまとめております
本オフィスアワーでも 何度も出てくる
ロボットの内容となっていますので
ぜひこの機会に復習していただいて
今後の皆様の 取り組みの参考を通していただけると
嬉しいなと思います
はいそしてですね
もう1件なんですけども
Get ready for Search Central Live Asia APAC
2025ということでですね
一昨年は 日本でも開催された
サーチセントラルライブ なんですけども
残念なことに
昨年はですね 日本での開催がかないませんでした
そこでですね 多くの悲しみの声っていうんですかね
日本でもやって欲しかった っていう声をですね
ソーシャルでも目にしたことを
多く目にしたことを覚えております
さて今回はそんな方々に朗報です
Search Central Live APACシリーズが
今年も開催される予定となりました
ブログ記事の最後のセクションに
少し記述があるんですけども
第4四半期の初めには
おそらく中国語と 日本語を話す視聴者さん
皆さん向けに サーチセントラルライブも
開催する予定となっています
つまりですね 以前の サーチセントラルライブのイベントと同様に
皆さんのニーズに合わせて ローカルの言語で
つまり日本語でも最も人気がある
そして影響力のある セッションを優先して
お届けしたいなと考えております
イベントの日付だったり 場所だったりっていうのは
また後ほどというか
今年の後半なんですけども
イベントの数週間前には 発表できるかなと思っております
はいこちらはですね ブログ記事の翻訳は
今日の収録 今日は何曜日？
火曜日か 25日火曜日なんですけども
その時点では翻訳 まだされていないんですけども
まあご一読して いただいてもいいかもしれません
新しい取り組みなんかも 考えています
はい ぜひ楽しみにしておいてください
それでは本題に移っていきましょう
スライドに戻して… はいそれではですね
ここからは通常の検索Q&Aに 移っていきましょう
今回は11件の ご質問をいただいております
またですね
こちらの 検索Q&Aセクションの次には
検索セントラルプロダクト エクスパートの皆さんから
プロダクトエクスパートプログラムを ご紹介するようなコンテンツを
準備しておりますので
お時間がありましたら
ぜひ最後まで そちらまでご覧ください
それではここから 視聴者の皆様から寄せられた
ご質問をご紹介していきます
1つ目のご質問です
新規ユーザーのアクセス減少に 関するご質問をいただいております
社内IPを除外して
毎週400前後の 新規ユーザーが計測されています
広告運用を停止しアクセスが 減ったことで発覚したのですが
もともと認知度も低いため
正しく計測されていないのでは と思いました
一度使用している端末の IPアドレスを調べたところ
Googleのプロキシのような
IPアドレスが表示されていました
この場合 レポートに影響を 及ぼすことはありますか？
また対策は 可能でしょうかとのことです
ご質問ありがとうございます
本件はアクセス解析に 関する内容のようですので
ぜひGoogleアナリティクスの フォーラムなどにも
聞いてみていただけたら 良いかなと思いました
その上でですね
もしGoogleのクローラーの 挙動も含めた質問ということであれば
ブロックリストからブロックを 削除して待つだけで
クローラーが戻ってくるかと思います
ただしですね
レポートについても書かれてたよね
この場合でもレポートは 引き続き影響を受けます
ご質問ありがとうございました
それでは 続いてのご質問に移りましょう
サイト内で生成されていない
スパムURLに関する ご質問をいただいております
Googlebotは私のウェブサイトで 生成されていない
スパムURLをクロールしますか？ とのことです
こちらご質問ありがとうございます
回答としては この場合もGooglebotは
URLをクロールします ということになります
その特徴としてですね
インターネットで見つけた URLはクロールしますが
GooglebotはURLを 偽造することはありません
そういった場合でも 例えばもし一部のURLを
クロールさせたくない クロールしたくない
そういった場合は robots.txtを使用してください
ご質問ありがとうございました
では続いてのご質問に移りましょう
これは私がちょっと邪魔…
各種ツールのデータの不一致に 関するご質問をいただいております
ディスカバーからの流入は
GA Google4にてダイレクトで
分類される という情報が多く見られます
しかしサーチコンソール上の クリック数を1万としたとき
GA4のセッションが organic 5000
direct 5000と 約半分ずつとなるような結果が見られました
ディスカバーからの流入は
全てが directになるのではなく
一部organicとして 計測されるのでしょうかとのことです
ご質問ありがとうございます
こういったことは よくある質問の一つなので
この機会にご紹介できて
嬉しく思っています
Search Consoleと
Google Analyticsは 異なるツールであり
指標も定義も異なります
なので ここのだけではなくて
やっぱり詳しい内容に関しては
こちらのドキュメントを ご確認いただいて
つまり Googleアナリティクスと
Search Consoleの データの不一致というところについて
詳しく書かれていますので
そちらをご確認いただくのが 一番系統だっていうか
体系だって こちらの内容を 理解していただけるかなと思いました
なのでぜひこちらの ドキュメントをご確認ください
それでは続いての質問に移りましょう
サイトがインデックスされない件に 関してご質問いただいております
SEO担当者として 弁護士ポータルサイトを
そして数万ページ規模のものを 運営しています
昨年の12月17日に サイトをリリースし
オウンドメディア記事 詳細ページなどは
短期間でインデックスされました
しかしリリース時のエンジニアのミスで 事務所一覧ページ全てに
ノーインデックスが設定された状態で 公開されてしまいました
そして昨年12月末 27日にこのミスを修正し
事務所一覧ページの大半で ノーインデックスを解除しました
しかしそれ以降事務所一覧 ページのクロールがほとんど行われず
インデックスが進みません
一方で記事ページや 事務所詳細ページは公開して
2～3日でインデックスされます
またサーチコンソールで URL検査から手動で
インデックスリクエストを行うと すぐにクロールインデックスされます
とのことです
ご質問ありがとうございました
具体的なサイトの情報を お送りいただいていたので
状況を確認することができました
私の環境の方で試してみたところ
該当のサイトは問題なく
インデックス登録され ページが検索結果に
表示されているように思いました
もしかしたら 皆さんが見ているURLと
私が試したURLで
若干 もしかしたら カテゴリが違うなどあるかもしれないので、
もしそういったことであれば
後ほどご指摘ください
大切なこととしては Googleが変更内容を取得して
認識するまでには 時間がかかることがあります
そしてサイトのセクションによって クロール速度が異なる場合があることも
考慮する必要が あるかなと思いました
こちら最後に 一般的な内容をまとめております
ご質問ありがとうございました
それでは続いての ご質問に移りましょう
サーチコンソールのURL検査から
ソースコードを取得したところ
ソースコードの一部が 特殊文字に変換されていました
このように 特殊文字が混じっていた場合
デメリットはありますか とのことです
ご質問ありがとうございます
このようなことエンコードが 入ってしまうようなケースというのは
実装方法によっては 起こり得るかと思います
一般的には今回のような エンコードは特に問題ありません
ご質問ありがとうございました
では続いてのご質問に移りましょう
PDFファイルを クロール対象外にしたい
件に関する ご質問をいただいております
自社サイト内にアップした PDFファイルを
クロール対象外にしたいです
3点注意事項があって PDFファイルなので
ノーインデックスタグは使えない
事情があり htaccessへ
Xrobotsタグを 記述する方法が取れない
そして PDFファイルを開く際に
パスワードをかけることはしたくない こちらの3点です
robots.txtに 記述する方法を
実際に試したところ
Googleから 以下のアラートが届きました
つまりrobots.txtにより ブロックされましたが
インデックスに登録しました
そしてこの質問としては このアラートの意味するところは
以下のどちらでしょうか ということで
Aインデックスには登録したけれど
robots.txtで ブロックされているから
今後検索結果には表示されません
もしくはB インデックスはされているので
いつ検索結果に表示されるかは 分かりませんとのことです
こちらご質問ありがとうございます
それで質問の答え
つまり アラートの意味するところとしては
Aインデックスには登録したけど
robots.txtで…
robots.txtで ブロックされているから
今後検索結果には表示されません と思います
PDFファイルの robots.txtに関する
ベストプラクティスなんですけども やっぱり一般的には
X robotタグに ローインデックスを含めることです
その方法が取れない場合に
robots.txtを 使用することとなっています
ご質問ありがとうございます
それでは続いての ご質問に移りましょう
これはワイプがいけるかな
ちょっと邪魔かな すみません
それでは続いてのご質問
検索結果のサイト名表示に関する ご質問をいただいております
ある商品カテゴリに特化した ECサイトを運営しています
事業上の戦略から サイト名を変更しました
検索結果のサイト名に
新しいサイト名が 表示されてほしいのですが
現状では 意図したようになっていません
何か対応方法はありますでしょうか？ とのことです
こちらご質問ありがとうございます
Google検索に対して サイト名を指定する方法に関しては
こちらに公式ドキュメント
Google検索に対してサイト名を 指定するというものがありますので
ぜひこちらをご一読ください
そしてですね
サイト名を更新する際には
やはり時間がかかりますので
ぜひしばらく様子を 見てみてください
ご質問ありがとうございました
それでは 続いてのご質問に移りましょう
サイト名が似た サイトの関連する質問に
表示される件に関する ご質問をいただいております
大手サイトと サービス名が似ていることにより
SERPs上の 関連する質問という項目で
不具合が起きています
具体的には 大手サイトサービス名
そして問い合わせというクエリで 検索を行うと
大手のサイトの 問い合わせ先ではなくて
弊社質問者さんの 会社のサービスの
問い合わせ先が 表示されてしまいますと
そのためその会社と 全く関係のない電話がかかってきます
フィードバックを行っていますが
一向に改善されません
何かこちら側で打てる手は ありますでしょうかとのことです
ご質問ありがとうございます
やはりフィードバックを送って いただいているにもかかわらず
一向に 改善されないということで
不安な気持ちにさせてしまっていたら 申し訳ございません
正直に言うと
こういったサービス名が よく似たサイトが複数個あった場合
こういったケースに コメントできることがあるとすると
やっぱりこの2つしかないかな っていうところを
チームとも ディスカッションを重ねました
やっぱり1つ目 他のビジネスに似た名前は
選ばないでください ということですね
こちらは やはり検索に閉じた話ではなくて
もっと一般的に 言えることかなと思いますが
ぜひビジネスを立ち上げる前に
競合他社さんなどの 調査を念入りに行ってください
そして他のビジネスに似た名前を
選ばないでください ということが1点目
そして2点目 最終的には
これらが似ている 異なるサービスであることが
我々としてもわかるかも…
Google検索としても わかるかもしれませんと
その場合には最終的には 問題は解決される可能性がありますが
やはりそうなるとも限りませんと
余裕があれば
そしてもしそういったことが 気にならなければ
そのまま待っていただくことも 可能かなと思います
納得のいく回答と なっていないかなと思いますが
ご理解いただけますと幸いです
ご質問ありがとうございました
では続いてのご質問に移りましょう
公開URLテストなど一部機能が
実行できない件に関する ご質問をいただいております
サーチコンソールの 公開URLテスト
およびインデックスのリクエストが
実行できない状態が続いております
実行回数の制限に達しているのか
あるいはサイト側に問題があるのか
原因を特定できていない状況です
対策の方向性について ご教示いただけますと幸いです
よろしくお願いしますとのことです
こちらご質問ありがとうございます
そうですね こちらサーチコンソールに関して
関連のチームにも 確認してみましたが
このような現象は 最近発生していない
そういった不具合は 最近発生していないということだったので
お手数なんですけど
今一度それらの機能を
試していただくことは お願いできますでしょうか
もし引き続き 問題が発生しているようですと
ご連絡いただけますと 大変助かります
ありがとうございます
では続いてのご質問に移りましょう
サイトが アダルト判定を受ける条件の
詳細に関する ご質問をいただいております
担当しているメンズエステサイトが アダルト判定を受けております
コラムページを別ドメインに 移管して解除されましたが
アダルト判定を 再度受けている状況です
Googleのページを確認しても
条件に該当する コンテンツの詳細は記載されておらず
おそらくここだろうという部分を
修正して 解除申請を行っている状況です
アダルト判定を受ける条件に関して
もう少し詳細を 公開していただくことは可能でしょうか
そのガイドラインに合わせて
サイトを修正する 予定ですとのことです
こちらご質問ありがとうございます
こういったフィードバックだったり
コメントっていうのは たまにいただくんですけども
既存のドキュメントに 記載されている以上の状況を
提供することはできません
サイト上の 他のコンテンツと組み合わせて
性的な意味を持つ 可能性がある用語がないかどうか
確認するようお願いします
今回のケースに関しては
セーフサーチに関係する 問題のように思いましたので
公式ドキュメントとしては こちら2点になります
ちょっとURLが見えないですね
まずは1点目 セーフサーチとウェブサイト
そして2点目 セーフサーチに 関する問題を解決するという
2つの公式ドキュメントが ございますので
ぜひこれら内容をご確認ください
ご質問ありがとうございます
それでは 続いてのご質問に移りましょう
httpプロトコル
これが最後の質問となっております
ご質問に移ります
httpプロトコルだと 閲覧できない
サイトに関するご質問を いただいております
httpsプロトコルでのみ 閲覧でき
httpプロトコルだと Failedエラーになり
閲覧できないサイトは
SEOの観点から 何か問題になることは
ありますでしょうかとのことです
こちらご質問ありがとうございます
回答としては 特に問題になることはありません
ただですね ユーザビリティの観点からは
こういった運用は良くない 習慣だとは思いますので
ぜひどういった方に届けたい コンテンツなのかを考えながら
方向性を決めていただくのが 良いかなと思いました
ご質問ありがとうございます
はい それではですね
ここからは…私が邪魔か すみません
はいそれでは ここからスペシャル企画です
今回はGoogle検索セントラルの ヘルプコミュニティの
プロダクト エクスパートプログラムに関して
検索セントラル プロダクトエクスパートの方々から
紹介していただこうと思います
それでは 鈴木さん高野さんどうぞ
[男性1] 皆さんこんにちは [男性2] こんにちは
[鈴木] グーグル検索 セントラルヘルプコミュニティ
プロダクトエキスパートの 鈴木健一です
[高野] 同じく プロダクトエキスパートの高野です
[鈴木] 今日は僕たち2人で
検索セントラルヘルプ コミュニティのプログラム紹介と
実は 新しいプロダクトエキスパートの
リクルートも兼ねて 紹介をしたいと思います
よろしくお願いします
[高野] よろしくお願いします
[鈴木] じゃあまずプロダクトエキスパートの
簡単な説明なんですけども
高野さん 概要をまず紹介してもらえますか
[高野] はい プロダクト エキスパートプログラムっていうのは
Googleが用意してる ヘルプコミュニティ
各製品ごとにあるんですけれども
そこで質問してくる 他のユーザーたちを
積極的にサポートする
我々のような経験豊富なユーザーを
認定していく っていう制度になってます
[鈴木] 自分で経験豊富というところが
さすが素晴らしいと 思いますけれども
要はいろんなユーザーさんが
自分のサイト運営に関して 困ったことっていうのを
公式のヘルプコミュニティに 投稿してくるので
それに対して 僕たちがアドバイスしてあげたり
問題解決をしていく
そういったヘルプし サポートしてくれる
ユーザーさんに 与えられるステータスが
プロダクト エキスパートということになります
さっき高野さんが 簡単に触れてくれたように
Googleの各プロダクトごとに
いろんな ヘルプコミュニティあります
Gmailあるし Chromeがあるし
Googleマップあるし Google検索のほうもあります
今日僕たちが対象にしているのは
Google検索セントラル ヘルプコミュニティ
要は SEO関連のコミュニティになります
だからサイト運営に関する 質問を投稿する人が中心ですね
プロダクトエキスパートになると いろんな特典というか
メリットがあるんですけれども
高野さん 簡単に紹介してください
[高野] はい まずエキスパートになると
世界各国で開催される
プロダクトエキスパートのための サミットに
無料で招待される 参加する権利を得ることもできます
それからGoogleの オリジナルのグッズだったり
Search Consoleの新機能を
データテストって言って
自分で登録しているアカウントの
サーチコンソールで 実際に試したりとか
こういうアップデートがあるよって
アナウンスをもらったり、
あとは回答に 役立つツールの提供とか、
我々のような 今一緒に動画撮影している
鈴木さんのような経験とか 知識が豊富な仲間がいたり
それからもちろんGoogle社員との コネクションが発生したり
っていう様々な特典があります
[鈴木] そうですね オリジナルアイテムで言うと
例えば 僕たちが今着てるパーカーとかは
Googleからもらったやつで
Googleのロゴ入ってるし
ちゃんとプロダクト エキスパートのロゴも入って
このパーカーを着て 電車に乗ってると
あ あの人エキスパートさん
っていうことは 言われないんですけれども
他にはこんなポーチ あ 写ってないな
ポーチくれたりとかあとですね
水筒とか Googleのロゴが入ったグッズを
山のようにうちにあって 使い切れなくなっちゃうよね
あとドロイド君も今
5 6個 7 8個あるかもしれない
非売品のやつがいろいろ貰えます
こういったアイテム貰うために
プロダクトエキスパート やってるわけじゃないですけれども
でもそういった いろんな特典あります
あとSearch Consoleのベータテストをやって
事前公開前の新機能のテストやって フィードバックしたりとか
そういったお手伝いもしてます
Google社員と直接対話する
やり取りできるケースも多いので
こういったのも特典かなと思います
一番上にある このPEサミットって
Product Expert Summit ってことなんですけども
年に1回 毎年行われるイベント
これが実は すごく楽しかったりします
ちょっと様子を写真で見せます
去年はどこでやったんだっけ 高野さん
[高野] 去年はインドですね
[鈴木] インドのグルグラム グルガオンとも言うところで
11月だけども 暑かったね
[高野] 暑かったですし 空気も
だいぶ…
[鈴木] もう空気真っ白
[高野] 真っ白でしたね
[鈴木] いろんな全体のセッションとか
サーチセントラル専用の Google社員の検索チームの人が
いろんな新機能だったりとか
これまでの フィードバックとかですね
いろいろ話をしてくれて
すごくこれ面白いよね
[高野] 確かに 他のプロダクトの話も聞けるのがいいですよね
勉強になります
[鈴木] クローズドなセミナーなので
外部公開には 全然できないんだけども
ここで 新しい機能の紹介があったりとか
また直接質問したりとか
すごく濃密なセッションが 受けられます
あとはセッションだけでなくって
いろんなパーティーがあったり ツアーとかイベントも
あったりして これも面白いよね
インドでは どんなことあったんだっけ？
[高野] インドは 真ん中に映ってるボリウッドって
ハリウッドをもじった インドの映画の聖地
あのイメージでものすごく豪華な
いろんな仕掛けがありましたよね
画像を生成してくれる プリクラみたいな機械とか
結構びっくりするぐらい お金かかってる印象でした
[鈴木] 実際にバンド呼んで
歌を披露したりとか ダンスやったりとか
みんなとりあえずパリピだから 大喜びするような
派手なパーティーで
あとは世界遺産巡る ツアーなんかもあったりしてね
[高野] ありましたね
去年は インドのグルグラムだったけど
他にはどこ行ったっけ 今まで
[高野] その前がイギリスのロンドン
その前がシンガポール
[鈴木] そうだね シンガポールだね
[高野] でしたね
[鈴木] その前がシドニーかなんかか
[高野] シドニーか シドニーはオンラインで参加してましたね
[鈴木] そっか シドニーは まだその時オンラインだったのか
あとはですね 最近はここ数年ないんだけども
Googleの本社がある
マウンテンビュー カルフォルニア市の マウンテンビューに行って
Google本社の中で やったことがあるので
今年はまだ 開催されていないんだけれども
もうすぐ発表なのかな
今年も楽しみですね
[高野] 楽しみです
[鈴木] ということで プロダクトエキスパートサミットは
プロダクト エキスパートだけが参加できる
クローズドなイベントで
これはすっごく楽しいです
あとはさっき紹介したけれども グッズですね
こういったものをもらいます
これ右上にあるのがアワードで
高野さん賞もらったんだよ 何の賞もらったんだっけ？
[高野] トラブルシューター アワードっていうのをもらいました
[鈴木] トラブルシューター アワードってどんな賞？
[高野] 複雑な問題をうまく解決しましたね って褒めてもらってる賞です
[鈴木] 結構入り組んだ込み入った問題を
たくさんたくさん回答してですね
ヘルプしたってことでもらえた賞で
僕も2つ持ってます
すごいすごいでしょ ドヤ顔いいんだけども
ということで頑張ると アイテムだけじゃなくて
ちゃんと賞もアワードももらえます
あとはですね僕たち プロダクトエキスパートが集まって
月1でディスカッションやってます
ディスカッションで言っても そんな堅苦しいもんじゃなくて
結構ざっくばらんに 情報交換したりとかですね
これから何しようかとか あるいは後で紹介するけども
コミュニティマネージャーに フィードバックしたりとか
こんな話をして これも結構楽しいよね
[高野] 楽しいですね なんか いい感じの息抜きになります
[鈴木] そうそう 本当は30分40分くらいで
終わりにする予定なんだけど
いつも1時間過ぎちゃうんだよね なんだかんだ言って
- [高野] 確かに - [鈴木] ということです
こんなディスカッションにも
プロダクトエキスパートになると 参加できます
じゃあさてさてプロダクト エキスパートなんか面白そうだな
って思った方も たくさんいると思うんですけども
じゃあプロダクトエキスパートに なるにはどうしたらいいのか
高野さん どうやったらPEになれますか？
[高野] はい PEになるためにはですね
まずオンラインで このプログラムに登録する
っていうものが必要なんですけども
その登録さえしてしまえば
あとは好きなコミュニティで
今回の場合は検索セントラルで 回答していただくだけです
基本的にはユーザーさんが 投稿した質問に対して
こうだと思いますよ
なぜならば こういうドキュメントがあって
ここにこう書いてあるからです
ということを紹介してあげたりとか
あとは学習コンテンツの 作成っていうのもあって
いろんな似たような質問が 繰り返し投稿されてる場合に
こういうコンテンツがあったら
ユーザーは質問するまでもなく
解決できるんじゃないかみたいな
そういったものを用意したりとか
あとは繰り返し投稿される
それこそこれバグかな みたいなものに対して
コミュニティマネージャーに こういう事象が起こってるんですけど
っていう報告をしたり
[鈴木] エスカレーションって 問題報告だよね
問題報告して 不具合なんじゃないですかとか
あるいはこういった問題が たくさん起きてますけど
そっちで問題あります？
調べてもらえますかとかっていった
Google社員に直接 フィードバックができるってことだよね
[高野] はい 非常に有益な機会ですね
あと今我々がやってるように
このプログラム自体の 宣伝をしたり
[鈴木] 宣伝言うな プロモーションって言いなさい
[高野] プロモーション 日本語訳しちゃいました
そうですね それからあと この後で紹介するんですけど
このエキスパートに いろいろランクがあって
まだ入りたての方から
鈴木さんみたいな ベテランの方までランクがあって
そのランクが上位の人が 新人というんですかね
新しく入ってきた方に こういう風にするといいよみたいな
指導をしたりとか
[鈴木] メンターシップ プログラムってやつだよね
[高野] そうですね メンターシッププログラム
[鈴木] 高野さん 最近何人か もう少しまだ下位のランクの人に
いろいろ指導とか 教えたりとかしてたよね
[高野] そうですね よくある質問の形と
それに関してはこういうふうに 回答するといいよみたいな
内容をアドバイスしました
[鈴木] なので初めての方が プロダクトエキスパートに入っても
プログラムに参加しても
先輩方が いろいろ指導してくれるので
安心して挑戦できますので
大丈夫です
[高野] はい ご安心ください
[鈴木] 意見交換はいいかな
こんな感じで 活動をいろいろしています
やっぱり中心になるのは
公式ヘルプコミュニティでの ユーザーの質問に対する
ヘルプ サポート 回答ですよね
いくつか例を見せますけれども
例えば検索結果の ページタイトルがおかしい
結構よくある質問だよね これね
[高野] ありますね はい
[鈴木] これは今 プロダクトエキスパートの
[聞き取り不可] さんが おすすめの回答ということで
ズバリ問題解決してあげた という例になりますし
これは403エラーが多くて
どうしたらいいの？ というものに対して
これもまた プロダクトエキスパートの
これは… トコマさんが回答して
おすすめの回答 というマークもなっています
要は解決できたということですね
これは手動ペナルティですね
どうしたらええんやねんって これも結構あるよね
あんまり質問してほしくない 質問なんだけれども
でもしょうがない KTOさんがヘルプしてあげて
お勧めの回答をもらってます
さっき高野さんが 説明した学習コンテンツですね
これ高野さん どんな学習コンテンツ作ったんだっけ
[高野] はい これはですね 以前
Google検索オフィスアワーで
鈴木さんと一緒に解説した 内容があるんですけども
そのサイト移転に失敗したとか
トラブルがあったっていう質問が 結構多くてですね
なのでリダイレクトを しっかりやりましょう
リダイレクトって こういうものですよ
っていうものを解説した 内容になってます
[鈴木] 結構頑張って作ったよね
[高野] 頑張りました
[鈴木] 他には Search Consoleの
削除ツールの 正しい使い方ってことで
あれも結構間違って 使っちゃう人いるのね
WWWをなしをありに
正規化しましたとか
あるいは再度移転しましたって なんか消しちゃうんだよね
[高野] そうですね
[鈴木] もろとも 全部消えちゃうのね
[高野] 非表示になったんですか
[鈴木] ヘルプ読むと 分かるんだけどもやっぱり
ヘルプ読まない方って普通なので
ヘルプフォーラムで 質問がよく上がるんですけども
そういうよくある質問に対して
これTOさんが 学習マテリアル作ってくれました
さっき高野さんが触れたように
プロダクトエキスパートには いくつかのステータスがあります
全部で今の現状では5段階あって
ブロンズ シルバー ゴールド プラチナ ダイヤモンドってなってます
貢献度っていうものがあってですね
どれくらい貢献したかに応じて
少しずつランクが上がっていきます
高野さんは今どこだっけ？
[高野] 今はプラチナですね
[鈴木] プラチナか もう少しでダイヤモンドになるんだっけ？
[高野] だいたいなと思ってます
[鈴木] 今修行中でね
[鈴木] 僕ダイヤモンドです
で 一応 基準というものがあってですね
いろんな活動ごとに例えば投稿して
お勧めの回答をもらうと
何ポイントとか あるいはこういった
コンテンツを 学習コンテンツ投稿しましたとか
いろんな項目に分かれていてですね
ポイントがついていきます
で ある程度目安があるけれども
これはあくまでも目安で
最終的には コミュニティマネージャーの判断と
既存のプロダクト エキスパートの推薦があったりして
決定していきます
これは今現在の基準で
今後予定が 変わることもあり得ますので
最新の情報は ヘルプの方をご覧ください
こんな感じかな
[高野] あれですね
ブロンズまでは基準を満たすと 自動付与なんですけれども
今鈴木さんが説明してくれてた 審査的なものが入るのが
シルバー以降ですね
主な特典が得られるのも シルバー以降になります
[鈴木] そうか 例えばプロダクト エキスパートサミットは
今プラチナ以降だっけ？
[高野] リアル参加はそうですね プラチナ以降です
[鈴木] オンライン参加は シルバーからできるんだけども
ゴールドは プラチナからの推薦があって
かつ空き枠があると いける感じだったっけ？
[高野] そうですね 今 はい
[鈴木] なんでプロダクト エキスパートサミットに参加したかったら
プラチナを目指さなきゃダメだよね
[高野] 安定していくならプラチナですね
[鈴木] でもまずは一歩からなので 安心してください
こんな感じかな
じゃあ今の プロダクトエキスパートの
声を聞いているので 紹介していきましょう
これはたんのかんさん 今プラチナです
プロダクトエキスパート歴が6年間
参加した理由 知識の補強
言い回しの表現を控えるのに 最適だったため目指したのは
当時はSEOに関する誤情報を
悪質な手法を使う業者や営業などが
まだまだ多くSEOという言葉
そのものが グレーな雰囲気が残っていた
一次情報や フォーラムの認知が広がれば
業界の事情や 持続性に貢献できると考えたため
なんかすごい高尚な動機だよね
さすがたんのかんさんだ
この後いくつか紹介していくので
このスライド動画の 概要欄に記載してもらうので
後でそれぞれの こういった参加理由とか
なってよかったってこと っていうのは
一人一人 後で皆さん スライド上で確認してください
高野さん自分で声で ちょっと紹介して 参加理由は？
[高野] 参加理由は 社会勉強って書いてますけど
そうですね 武者修行的な イメージで参加してみて
きっかけがもともと 興味はあったんですけど
Googleの主催してるイベント
Webmaster Conferenceだったかな
それから今Tシャツ着てる Google Dance
ってイベントかもしれないですけど
そこで他の既存の エキスパートの人たちに誘ってもらったので
じゃあやってみるかっていう 気持ちで参加しました
[鈴木] 良かったことは？ なってよかったこと
[高野] 良かったことはそうですね
インハウスで 事業会社で働いてるので
[高野] たまに来るんですよ SEO会社の営業とかが
これってどうなんですか？ みたいな
話を相談してもらえるようになった
[鈴木] これ結構いるんだよね
社内でSEO関連のやつ やってるんだけども
なかなか言うことを聞いてくれない
Googleの 公式の称号をもらうと
信頼感が出るので従ってくれる
そういった動機で 始める人も結構いるよね
[高野] そうですね かなり役に立ってます
[鈴木] すごい役に立ってるみたいです
でも ハクハクっていう感じだよね
中身は変わらなくても
[高野] そうですね
[鈴木] あとは海外のイベント P-SUMMITだよね
どう？ P-SUMMITに参加して
[高野] オンラインでも 結構楽しかったんですけど
やっぱ現地に行くと より楽しいですね
びっくりするぐらい 豪華なパーティーだったりするので
[鈴木] 何年か前 コロナ明けてすぐの時
シンガポールでやった時はさ
マリナベイサンズの 一番上のプールでやったんだよね
[高野] あーあれ貸切でしたね
[鈴木] あれはめっちゃ豪華だったよね
[高野] 確かに確かに
[鈴木] 個人にとって いけないような感じのね
すごく華やかな パーティーでしたけども
こんな特典もあります
あとはEishirou UchidaさんのP歴が5年かな
右下のなってよかったこと
時々可愛いものがもらえる
時々美味しいご飯が食べられる時
時々あちこちに 連れていってもらえる
正直だよな
[高野] 可愛いですね
[鈴木] お酒大好きだからね
お酒ずっと飲みまくってるよね パーティーでね
これTOさん TOさん 結構真面目な感じの
回答くらい 考えてやってくれてます
TOさんなんかは… なんていうのかな
回答しながら勉強していって
ついにはプラチナまで上り詰めた そんな感じだよね
[高野] ですね はい
[鈴木] だから最初から すごい詳しかったわけじゃなくても
勉強しながら
着実に ステップアップしていたっていう、
すごく勉強熱心なPEだよね
- [鈴木] TOさんは - [高野] そうですね
[鈴木] あとは tokoma noshiさん
これこんな名前してるけど
みんな知ってるよね 本人誰かがね
言わない方がいいのかな 一応言わないでおこう
業界で全然有名な方で 多分本人も名前出しても
全然問題ないと思うけども
みんながよく知ってる SEOのエキスパートさんです
すごく熱心に投稿してくれてます
さっきのtokomaさんと 同じ会社で
働いてるmurayamaさん
まだmurayamaさんは ゴールドだけれども
murayamaさんもう少しで プラチナにリーチくらいな感じだよね 確かね
[高野] そうですね もうちょいで
[鈴木] 2025年年内に なれるかなっていう感じかな
こんな感じで後で
それぞれの感想の声は スライドで確認してください
僕は純粋に参加したのは
もう10年以上 やってるんだけれども
昔はTCサミット トップコントリビューター
という名前だったので
TCサミットというのがあって
これめっちゃ行きてえ と思ってですね
本格的に活動を始めました
なので僕がやってる原動力は
実はPEサミットだったりします
でももちろん困ってる ユーザーさん助けることっていうのは
すごく嬉しいことなので
ずっと継続して 10年以上続けています
今のですね コミュニティマネージャー
CMって僕たち 略しておりますけれども
Naito Sakikoさんです
Naito Sakikoさんからも ちょっとメッセージ預かっています
経験豊富な 先輩プロダクトエキスパートと
交流できるプログラム 参加してみませんか
隙間時間に 人助けしながら学べて
記念品までもらえます
隙間時間なんだけども 高野さんって普段働いてるよね
[高野] 働いています
[鈴木] 僕も働いてるけれども
働いてるんだけど どういう時間使って
ヘルプコミュニティで 活動してるの？
[高野] オフィスに出社するときには
往復の電車
[鈴木] おお すげえ
[高野] あとお昼休みとか
リモートの時でもお昼休みと 仕事終わった後に
ちょっと覗きに行ったりとか
そんな時間で回答してます。
[鈴木] だからずっとぴったり 貼り付けてるわけじゃないってことだよね
[高野] そうですね はい
[鈴木] 空き時間見つけて
だから別に1週間何も投稿しない ってことも全然あり得るし
逆に今日はちょっと仕事…
仕事中にやっちゃダメっていう 会社もいるかもしれないし
仕事中に余裕が あるんだったらということで
結構1日ぴったりつく人もいるし
それぞれの自分の 自由な時間でやれてます
あくまでも強制ではなくて ボランティアのプログラムなので
自分の好きな時間に 自分の好きなペースでということなので
そういった感じで
自分のペース保って 活動が全然できます
誰も強制はしません
僕たち今日いろいろ2人で
プロダクトエキスパートプログラムの 紹介をしてきましたけれども
公式リソースを ここに紹介しているので
詳しい内容ですね
公式リソースで確認してください
ちょっとこれ 重要なことなんだけども
今日僕たちが この動画を撮影しているのは
2025年3月6日です
今日現在の情報になります
頻繁ではないけれども 時々内容が変わったりすることがあるので
最新の情報に関しては
こういった公式のリソースを 参照してください
こちらだけよろしくお願いします
あとはYouTubeで 動画が上がってるし
Xで公式アカウントなんかも
あったりするので 活動内容見れるので
こちらも良ければ 参考にしていただけると嬉しいです
じゃあこれで最後な
じゃあPEプログラム ぜひ参加してみよう
エキスパートサミットに来て
Googleのパーカー欲しい って思った人はですね
参加条件だけ ちょっと言っておきます
高野さん参加条件3つあります
お願いします
[高野] はい 検索が好き SEOが好き
そして人の役に立てると嬉しい
この3つになります
[鈴木] ちょっと不安に 思っている人がいると思うんだけども
SEOとかあるいは Google検索のすごい知識なきゃダメ？
[高野] そんなことはないです
まずは自分に分かることだけでも
ひょっとして こんなことに困ってます
うちのサイトでもこんなことありましたよ ぐらいからでも大丈夫です
まずは人の役に立つ
そういう気持ちがあれば 参加資格は十分あります
[鈴木] そうそうそう 人の回答に応えていくうち
あるいは僕たちも既存の
プロダクトエキスパートの 回答を見てですね
学んでいく
前 例えば高野さん
あるいは鈴木が このように回答していたら
そのまま真似しちゃえって 全然構わないんだよね
[高野] そうですね
[高野] 要は解決すればいいんだから 正直
ぶっちゃけて言うと
なので学びながら
プロダクトエキスパート学びながら
自分の知識とか経験を積んでいって
プロダクトエキスパートになれる そんな条件なので
好きがまず条件よね
好きっていうのと
あと人の役に立ったら嬉しい
これだけがあれば全然大丈夫です
必ずしもSEOだったりとか
Google検索に 精通している必要はないです
これ重要です
じゃあですねぜひ皆さん プロダクトエキスパートになって
僕たちと一緒に PEサミット行きましょう
ここに書いてあるURLから
まず登録をしてください
登録してブロンズから始まって
ブロンズ シルバー ゴールド プラチナ ダイヤモンド
を目指していきましょう
お待ちしてます
[高野] お待ちしています
[鈴木] 何か質問があればですね
検索セントラルヘルプコミュニティに 普通に投稿していただいて
結構です 別にサイトの 問題の質問じゃなくても
プロダクトエキスパート プログラムに関する質問
僕たちが回答しますので
公式のGoogle検索 セントラルヘルプコミュニティ
ここにURLあります
ここから質問を投稿してください
あとはスマホだったら
このQRコードからも 質問を投稿しますので
ぜひ皆さんの参加を お待ちしています
[高野] お待ちしています
[鈴木] 今日使ったスライドは 概要欄に貼っておいてもらいますので
そこからまた 復習していただけると嬉しいです
では皆さんお待ちしています
また会いましょう さよなら
[高野] さよなら
[アンナ] ありがとうございます それでは以上となります
皆さん今回の Google検索オフィスアワーは
楽しんでいただけましたでしょうか
プロダクトエキスパート プログラムに興味を持った方は
ぜひ取り組みやすいことから 始めてみてください
それではですね スライドに戻しまして
次回の Google検索オフィスアワーは
2025年4月24日を 予定しております
もし何かお困りのことがある方は ぜひ早めにフォームより
ご質問をお寄せください
それではまた次回オフィスアワーで
お会いするのを 楽しみにしております
またぜひ見てくださいね バイバイ

---

## 2025-02-27 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 02 月 27 日）

URL: https://www.youtube.com/watch?v=8_TkZe1KcbY
Caption: ja-8V-H19SidUo (manual, json3)

[Anna] 皆さんこんにちは 本日もGoogle社員による
Google検索オフィスアワーの 時間となりました
本日お届けするのは いつも通り
私アンナとなっております
どうぞよろしくお願いします
はいそれではですね
Googleからの お願いに移りましょう
はい 本オフィスアワーではですね
#Google検索オフィスアワーを 使用しております
そのためご質問についての ご意見 ご感想ございましたら
ぜひこちらの#Google検索 オフィスアワーをつけて
SNSに投稿してください
またですねご紹介した記事の リンクに関しては
本動画の概要欄に 後ほど掲載する予定です
我々チームの励みとなりますので
こちらのオフィスアワー いいなと思っていただけた方
高評価チャンネル登録の方
よろしくお願い致します
はいそれではですね
Googleからのお知らせに 移っていきましょう
今回の最新情報なんですけども
いつもより1週間ほど早く 収録しているというところもあって
SearchCentralのブログの方では 特段皆さんに
お教えできるようなことっていうのが 掲載がございませんでしたので
今回はそのままQ&Aパートに 移っていこうと思います
それでは ここからは 通常の検索Q&Aに移ってまいります
今回はですね10件のご質問を いただいておりますので
ここからご紹介していきます
1つ目のご質問
メタディスクリプションは一定で 1位であるべきかに関する
ご質問をいただいております
Google検索セントラルでは メインのホームページや
他の総合ページには サイトの説明を使用し
その他の部分では各ページの説明を 使用します とあります
meta name description タグは
ページごとに固有の情報にすべきですが
ホームページと 他の総合ページなど一定の条件では
同一のディスクリプションを使用しても
問題ないということでしょうか
また問題ない場合は 日時別の記事一覧ページも
サイトの 説明ディスクリプションを使用しても
良い他の総合ページでしょうか
それとも固有の問題ないを 設定すぺき事象でしょうかということです
こちらご質問ありがとうございます
全体的な話をしますが
まずメタディスクリプションは 一意である必要はありません
質問者さんのご認識の通り
弊社のサイトにあるドキュメント
検索結果のスニペットを管理するに
説明がある通りでございます
サイト上のページごとに 固有の説明を作成することが
推奨ではあるんですけども 全てのページに
個別の説明を 作成する余裕がない場合でも
ぜひコンテンツに優先順位をつけて
少なくともホームページや 人気のページのような
重要なURLに対しては
説明を作成するのが良いかと思い お勧めさせていただいております
質の高い説明を 記述するためのTipsなども
具体的なケースとともに ドキュメント内には記載がございますので
ぜひこちらのドキュメントをご一読ください
ちなみにですね サイトはメタディスクリプションを
空のままにすることもできます ということで
ご質問ありがとうございます
では続いてのご質問に移りましょう
URL検査ツール結果から 修正の必要性があるかどうかに
関するご質問をいただいております
SearchConsoleの URL検査ツールにて
HTMLは通常に取得されている一方で
スクリーンショットには ページの背景色のみが表示され
コンテンツが確認できません
当サイトではSPAでサイトを構築しており
この状況が継続的に発生しております
このような事象は問題である と認識しており
スクリーンショットでも コンテンツが確認できるよう
解決策を検討しておりますが
方向性は問題ないでしょうか とのことです
こちらご質問ありがとうございます
こちらに関しても 具体的なサイトの情報が添えられていたために
上記事象を 確認することができました
でですね ご認識の通り
今回のようなケースでは 修正いただく必要があります
例えばテストツールを使用すると、
500エラーが返され 設定に問題があるように感じました
ちなみにですね 海外からアクセスした場合に
こちらのこのサービスは お住まいの地域からは
ご利用になれません というようなメッセージとともに
そういったページに リダイレクトされました
こういうことは 誤ってGooglebotをブロックしてしまう
可能性もあるために 一般的にあまり良い習慣とは言えません
ぜひこのあたりの設定に 気にしている可能性もありますので
ぜひぜひ設定を見直してみていただくのが 良いかなと思いました
ご質問ありがとうございました。
では続いてのご質問に移りましょう
AJAX非同期処理の部分をクロールするか
どうかに関する ご質問をいただいております
AJAXで非同期処理で 呼び出している箇所のコンテンツを
Googleのクローラーが クロールしてくれているかどうか知りたいです
SearchConsoleのURL検査から
クロール済みのページを表示して HTMLを確認すると
非同期処理の 箇所の要素が抜けているので
クロールされていないのではと 考えていますとのことです
こちらもご質問ありがとうございます
こちらに関しても 具体的なサイト情報が添えられていて
事象を確認することができました
回答としてはGoogleでは レンダリングにも
AJAXを使用しております
もっと言うとですね
非常によく使用されています
ただし今回のケースではページの一部が
非常にゆっくりと読み込まれているために
システムは ページの読み込みが完了したと
判断していると考えられました
なのでぜひページの高速化を 検討してみてください
こういったケースでも ページの高速化重要になってきます
ご質問ありがとうございました
はいそれでは 続いてのご質問に移りましょう
サイトトップが インデックス登録されない件に関する
ご質問をいただいております
サイトトップが インデックス登録されません
ライブテストの結果は レンダリングされていますが
インデックス登録が不安定ですと
こちらはいずれも基本的には サーバーサイトレンダリング
SSRで サイトを構築していますとのことです
こちらご質問ありがとうございます
具体的なサイト情報が 添えられていたために
状況を確認することができました
今回はサイトを2つ ご提示いただいていたんですけども
1つ目は検索結果に表示されていて
インデックス登録されているように感じました
もう一つのサイトに関してなんですけども
こちらのメッセージでですね
お手数ですがしばらく経ってから もう一度お試しくださいと
ソフト用マリオが 生じているようでした
なので もしかしたら何か サービスが不安定な時期などが
あったのかもしれないな と思っております
なので ぜひこちらの社内の方で
エンジニアさんだったりとか サイトを構築するメンバーの方に
ご確認いただけると 良いのかなと思いました
ご質問ありがとうございます
では 続いてのご質問に移りましょう
身に覚えのないリダイレクトに 関するご質問をいただいております
SearchConsoleで WordPressの
Gページ内の投稿ページが いくつかページに
Redirectがありますということで
インデックスに登録されていません となっていますが
ページ登録済みのところで確認したら
そのページは インデックス登録されていました
またエクスペリエンスから HTTPSでも
HTTPSで 正常に配信されているようですと
現在特定検索ワードを 検索をGoogleでかけてみると
リダイレクトにより インデックスされていないページは
検索結果に 表示されてきていますとのことです
こちらご質問ありがとうございます
こちらに関しても 具体的なサイトの情報が添えられていたために
情報状況を確認することができました
質問者さんが 具体的に問題視しているページでは
URLの最後にスラッシュがある バージョンとないバージョンで
2つのバージョンがありました
かつ スラッシュがないバージョン
普通に終わっているバージョンから
あるバージョンへとリダイレクトが
かかっているような状況になっていました。
もしかしたら こういった設定というのは
お使いの プラットフォームだったりとか
テンプレートの使用かもしれません
一般的には 最後のスラッシュの有無によって
これらが それぞれ別のURLであるということを
しっかり認識しておくのが 必要かなと思っております
一見 人の目で見るとこれらは同じような
URLに見えるかなとも思うんですけども
技術的に言うと
これら2つスラッシュ ありなしのバージョンで
技術的には異なるものですので
別々にリストされていることは
ごくごく普通のことかなと思います
実際に このままにしておいていただいても
特段問題はございません
例えばURL検査ツールなどを使用すると
URLが見つかった場所を確認できますし
自分のサイトにある場合には
そちらのリンクを修正することも できるかなと思います
こういった作業というのは 特に問題になるものではないので
重要ということではありませんが
例えばレポート内が 少しすっきりして
気持ちいいものになる 見えるというところもありますので
ぜひ修正したいということであれば
そういった点を確認しながら修正して
いただくのが良いかなと思いました
ご質問ありがとうございます
それでは 続いてのご質問に移りましょう
検索をより親しみやすくする取り組みに 関するご質問を頂いております
Google検索の ゲームWii専用ソフト
安藤ケンサクの発売から 間もなく
15周年を迎えるかと思います
15周年の節目にリメイクや 続編の制作予定はありますか
また安藤ケンサクではなくとも 検索をより親しみやすくする
取り組みは今後何かございますか とのことです
はい こちらご質問ありがとうございます
こちらのゲーム 安藤ケンサクなんですけども
私ここで初めて知りました
そしてですね ちょっと事実確認をするために
検索チームで 長いチームメンバーなどもいましたので
エンジニアのチームだったりとか 確認してみたんですけども
彼らにとっても初めて知ったゲーム
っていう方も結構いらっしゃって
そういう意味で大変学びになりました ありがとうございます
やっぱりこういうコミュニティに いらっしゃる方は
もうご存知の ゲームだったんでしょうか
はいありがとうございます
本題に戻るんですけども
こちらのゲームのサービスの ページ確認してみましたが
やっぱりこちらのゲームは Googleが提供している
直接提供しているゲームではないので
私たちがコメントする 立場にはないっていうのが
一番事実に近いコメントに なるかなと思っております
とはいえ 私たちも日々どうやったら皆さんに
検索をより親しみやすく 感じていただけるかみたいなところは
チームでも考えておりまして
例えば従来の 文字ばかりのドキュメントに加えて
わかりやすい漫画コンテンツを 作成してはみてはどうか
みたいなところも日本発信で
進めていった みたいな経緯がございます
例えばね これとかですよね
こちらの Google検索の仕組みという
公式ドキュメントの中にですね
こういったわかりやすく
わかりやすいといいなと思って
作成 掲載している 漫画コンテンツがありますので
もし日頃ね 検索にあまり馴染みのない方
みたいなところ方がいらっしゃったら
なるほど検索の方々はこういうところを 気にしていらっしゃるのかとか
こういう仕事をしているんだ っていう背景なんかも
見ていただけるんじゃないかな と思って作成しております
もし何か流行りのフォーマット
他にこういったフォーマットが 流行っているよみたいなところがあれば
ハッシュタグにて いつでも気軽にご連絡いただければ
私たちも そちらコメント見ていますし
ぜひぜひ 皆さんのお役に立てるようなコンテンツ
今後も 発信していきたいなと思っていますので
ぜひぜひ 皆さんのフィードバックコメント
お待ちしております よろしくお願いします
では続いてのご質問に移りましょう
年齢確認ページの取扱いに 関するご質問をいただいております
リッチリザルトテストツールで
年齢認証ページのあるページを URLの入力をすると
アイテムが検出されませんでした の結果が表示されます と
これは恐らく構造化データのない 年齢認証のページが間に挟まり
そのページを チェックするためだと思われますが
この年齢認証のページに 構造化データを
追加するべきでしょうかとのことです
ご質問ありがとうございます
今回の質問内容に関しては 公式ドキュメントGooglebotが
年齢確認なしで クロールできるようにするといった
ドキュメント内に ガイダンスがございます
基本的にはGooglebotは
年齢確認をトリガーすることなく
コンテンツを クロールできるようにする必要があります
というようなことが書かれておりますので
ぜひこういったところを
こういった公式ドキュメントを見ていただけると 背景だったりとか
詳しい内容を 確認いただけるんじゃないかなと思います
ぜひご一読ください
ご質問ありがとうございました
それでは 続いてのご質問に移りましょう
重複事業の記事をサブドメインで 展開している件に関する
ご質問をいただいております
ECサイトを いくつかのサブドメインで運用しています
そのサブドメイン間で 事業が重複している場合があります
事業が重複しているため
記事コンテンツも 似通ったものになります
あるクエリで 一方のドメインの記事コンテンツは
検索1ページ目に ヒットするのですが
もう一方の記事は なかなか1ページ目にヒットしませんと
同じドメイン内で 上位を狙いたいキーワードに
対応した記事がそれぞれある場合
一方のサブドメインの 記事が上位を取れると
もう一方のサブドメインの 記事は検索ランキングで
上位を取りづらくなると いうようなことはありますでしょうかとのことです
ご質問ありがとうございます
こちらに関しても 具体的なサイトの情報が添えられていたために
状況を確認することができました
まずですね こちらのサイトなんですけど
本質的には 別々のサイトなので順位は異なりますと
一方で本質的に 同じコンテンツを同じ検査結果に
何度も表示するって いうのは意味がないんじゃないかなと
私たちは考えています
そのために ぜひ皆さんが やっていることの価値っていうのを
あっちゃこちゃやって
いろいろ箇所を 薄めていくのではなくて
やっぱりその価値をどこで提供するのか
どこで提供するのが良いのか っていったような点に
焦点を当ててみることを検討するのも 良いかなと思いました
もう一点気になった点としては
今回のケースに限りなんですけども
どちらも同じページに リダイレクトされているようなんですね
これが意図的にやっていらっしゃるのか
どうかは私には 判断できなかったんですけど
ぜひそういったところも 再度確認いただけると
もしかしたら納得いただけるような
現象になっているのかもしれない と思いました
ご質問ありがとうございます
それでは続いての ご質問に移りましょう
特定ディレクトリ配下を一気に
Disallowを解除する件に 関するご質問をいただいております
サービスのユーザー向けに プロフィールページがあり
現在disallowで クローラーをブロックしています
今後の施策に向けて 別ドメイン内にある
プロフィールを クロールさせたいために
disallowを 解除したいと考えております
ただし これらのページは 結構なページ数があるため
一気に解除したときに
そちらの相互間の リンクが大量に増え
これがスパムと 誤認される可能性を懸念しています
いかがでしょうか
また下記のように 少しずつ解除していく対応をして
リスクヘッジすることは できますかということで
disallowの profileジェネラルの中に
012345みたいなことを順繰りで
その後 例えばABCDみたいな感じで
順繰りに解除していくというような方法を 考えられているようです
ご質問ありがとうございます
今回のケースに関しては リンクの問題ではなくて
むしろクロールの 問題だと思います と
なので このような施策を段階的に実行しても
特段問題には ならないかなと思っております
ただし2回目 後半の具体的な施策
リスクヘッジの施策に 関してなんですけども
ロボットテキストは 大文字と小文字を区別するというところでは
ご注意しながら実装していただくのが 良いかなと思いました
ご質問ありがとうございました
それでは続いてのご質問に移りましょう
こちらが本日最後のご質問となっております
Google Search Consoleの データ変動に関する
ご質問をいただいております
依頼背景としましては
最近 Google Search Consoleにおいて
表示回数の データに大きな変動が見られ
特に1月 今年の1月16日頃から
急激な現象が確認されております
Googleトレンドで 見る検索キーワードは
昨対比を得たが Search Console側では
平均順位CTR どちらも昨対比越えも
表示回数が昨対割れ傾向にある と
この変動は Google検索結果の使用変更や
順位取得ツールへのアクセスが
困難になったことが影響しているのではないか と推測しています
知りたいこととしては 2025年1月16日前後に
Google Search Consoleの
検索定義に変更があったかどうか 教えていただけますかと
そしてもし変更があった場合に
その要因についての見解や
今後の動向に関する予測を
お聞きいただけると幸いです とのことです
こちらご質問ありがとうございます
あのサーチコンソールのデータについて
我々から 特に言及したいことがある場合には
グラフに注釈をつけて データ以上ページに
エントリーを 追加するようにしております
こちらもう少し一般的なことを言うと
いかなるサイトであっても 多少の変動であったり
それぞれの指標に関して 多少の変動であったり
場合によっては 大幅な変動が生じるということは
普通のことというか 起こりうることかなと思っております
その前提の上でですね いただいたサイト情報をもとに
状況を確認してみたんですけども
その16日のピンポイントではなくて
やっぱりもう少し広いレンジの
パフォーマンスなども確認してみたところ
やはり今回は後者かなと
つまりあの多少 もしくは大幅な変動のように
変動があったように感じました
ご質問ありがとうございました
それでは以上になりますと
皆さんいかがだったでしょうか
今回の Google検索オフィスアワーも
楽しんでいただけましたでしょうか
もしくは少しでもなにかお役に 立つようなことはありましたでしょうか
次回の Google検索オフィスアワーですが
2025年3月27日を 予定しております
もう年が明けたと思ったら
すぐに四半期が終わる頃の お話をするっていうね
ちょっとびっくりしてますが
もし何かお困りの方がことがある方 っていうのはいらっしゃいましたら
ぜひこちらの質問フォームから ご質問を早めにお寄せください
今日は以上になります
それではですね また次回皆さんと
オフィスアワーで お会いすることを楽しみにしております
またぜひ見てくださいね バイバイ

---

## 2025-02-12 - Enhance your Public Alerts to surface on Google Search

URL: https://www.youtube.com/watch?v=GfbRyqfPBn8
Caption: en (manual, json3)

-Do you want to maximize the reach of your emergency alerts?
Hi, my name is Stephanie,
and I'm part of the Search Partnerships team at Google.
-Hi, I'm Cherry, and I'm from Search Engineering.
This Lightning Talk is made for authorities who manage and disseminate emergency alerts.
What kind of emergency?
Think weather events such as floods and storms,
but also other hazard types, like power outages.
GOOGLE SEARCH CENTRAL LIGHTNING TALKS
IMPROVING YOUR GOOGLE PUBLIC ALERTS VISIBILITY
-In this video, we'll walk you through
how to provide emergency alerting for Google Search.
We'll focus on practical steps you can take to ensure your alerts are displayed
to the right users at the right time on Google Search
to maximize your reach and user impact during critical events.
GOOGLE PUBLIC ALERTS
-During disasters, Google disseminates emergency messages
and makes critical information accessible on the Google Public Alerts platform.
Your alerts may show up on Google products,
such as Google Search, Google Maps and sometimes also mobile notifications.
In this video, we'll focus on Google Search.
On Search, your alerts may show up in multiple formats
when users are searching for relevant queries.
COMMON ALERTING PROTOCOL (CAP)
-For your alerts to be disseminated on Google Public Alerts,
you need to create an XML-based Common Alerting Protocol feed,
or CAP for short.
You can think of CAP as a universal digital language for emergencies,
a standardized way to send out alerts about any type of emergency
in a consistent way
so that communication channels like phone,
TV, radio or even road signs can easily disseminate them.
Check out the link in the description for more details.
PUBLIC ALERTS ON GOOGLE SEARCH
For your alerts to be used by Search, the alerts have to be public.
Here's how.
One: format your data using CAP.
Two: publish your alert feed, basically a stream of all your alerts.
Then notify Google via the link below.
For more details on how to get started, refer to the link in the description.
WHY CAP QUALITY MATTERS FOR SEARCH VISIBILITY
-As a search engine,
Google surfaces your CAP alerts in response to relevant user queries.
The accuracy of this process depends heavily
on how well Google can understand and classify your alerts.
Therefore, it's really important
for you enhance your CAP messages with the best practices in this video
to ensure clarity and comprehensiveness.
That way, you can help us classify your alerts correctly
and ensure that your critical information surfaces for relevant searches,
reaching those who need it most.
ENHANCING CAP ALERTS
-For a more seamless integration,
we strongly recommend you use standardized OASIS codes.
You can check out the list of available OASIS event codes on the screen.
If your event type isn't listed,
you can make a recommendation
to the OASIS Emergency Management Technical Committee
to include them.
-It's important to use accepted values for severity, urgency and certainty.
You can find the accepted values for each of these elements on the screen.
If you use unknown values for these elements,
we won't be able to surface these alerts to users
because we won't be able to categorize your alerts accurately.
-For the description element,
write concise, easy-to-understand descriptions.
Include all relevant information about the situation
to keep the public informed.
Answer users' critical questions as much as possible:
What's happening?
Where? How bad is it? What to expect?
Use proper punctuation, capitalization and diacritics.
Provide accurate translations if you're displaying alerts in multiple languages.
Proofreading is key.
Carefully review the text to catch and fix errors.
Use formatted, human-readable times and dates instead of timestamps designed for machines,
like Unix timestamps in the description.
Avoid repeating the same information in multiple places in the same alert.
Avoid using technical jargon and complicated sentences.
High-quality text builds trust, enhances readability,
and ensures sensitive data is communicated effectively to the user.
-Provide precise alert areas
by using polygons instead of geocodes to define the affected area.
Avoid overly large polygons, for example.
Sending a single alert to warn all 50 states in the US isn't feasible
and also won't be accurate for the users.
Instead, split them into smaller and more targeted alerts relevant to each area.
Also, please ensure your polygons stay within your jurisdiction.
-You can publish an early warning now, for example,
for a flood that's expected to start tomorrow and continue for two days.
Include the expected onset time of the event and expiration time of the alert
using "onset" and "expires" elements.
If you need to remove an alert,
simply removing the alert from the feed won't remove it from Google
if the alert hasn't yet expired.
To remove an alert from Google,
set an appropriate expiry time
or send an alert update with a new expiration time.
-If you support more than one language or region,
use a single alert with multiple info blocks,
one for each supported language.
On the screen,
you'll see an example of an alert for German in Germany and English in the UK.
It's also important to use the correct language and region codes:
align your language and region code to the ISO format listed on the screen
and in the video description.
Note that reserved or special country codes, such as "EU" or "UK", won't work.
Also, using language code for region code won't work, either.
Check the link in the description for a comprehensive list.
-By implementing these recommendations,
you'll significantly improve the quality of your CAP messages
and their compatibility with Google Search.
This ensures that your vital information reaches the right people at the right time,
helping to keep communities safe and informed.
BONUS: MORE VISIBILITY ON GOOGLE SEARCH
The reach on Google Search goes beyond the alert-related features.
As you manage emergency alerts, public warnings and other related content,
you might be interested in having your website
show up on Google organic search results.
Visit the SEO Starter Guide
to further improve your appearance and potentially ranking on Google Search.
Link on the screen and in the description.
SEO STARTER GUIDE G.CO/SEOSTARTERGUIDE
-Remember, for detailed guidelines and examples,
please refer to the Google Public Alerts documentation.
-Thank you for your commitment to public safety,
and thanks for watching this video.
SUBSCRIBE FOR MORE. LINKS IN THE DESCRIPTION.

---

## 2025-02-06 - Monitoring organic Google Search traffic in Looker Studio

URL: https://www.youtube.com/watch?v=3ezmohvavzI
Caption: en-j3PyPqV-e1s (manual, json3)

DANIEL WAISBERG: Hi.
I'm Daniel Waisberg.
CHERRY PROMMAWIN: Hi.
I'm Cherry Prommawin.
DANIEL WAISBERG: And in this video, we'll talk about--
[DRUM ROLL]
CHERRY PROMMAWIN: Monitoring Google organic search traffic
using Search Console, Google Analytics, and Looker Studio.
And for that, we created a Looker Studio dashboard
template, which you can use to monitor
your own data by clicking in the link in the description.
DANIEL WAISBERG: Now our previous video,
we talked about the data available in Search Console
and Google analytics and what are the differences
and similarities between them.
If you haven't watched it, check it out.
[MUSIC PLAYING]
CHERRY PROMMAWIN: And now to the main star of this video--
Looker Studio.
Looker Studio is a tool that enables you to create, share,
and collaborate on interactive dashboards and reports.
You can connect it to various data sources
and then visualize that data with charts, graphs, maps,
and other visualizations.
You can also add interactive controls for viewers
to explore the data and even embed the dashboards
into your site, article, or message board.
We won't talk about the details of how to create reports or data
sources.
For that, you should check the Looker Studio Help Center.
We'll jump straight into a dashboard
we have created for you.
You will find a link to the template
in the video description.
Click it, and you will see the same dashboard
but with your own data.
DANIEL WAISBERG: And without further ado,
I present to you the organic Google search traffic dashboard.
CHERRY PROMMAWIN: Whoa, that's a cool dashboard.
DANIEL WAISBERG: I think so too.
But who are those people inside the dashboard, Cherry?
CHERRY PROMMAWIN: It's us, Daniel
DANIEL WAISBERG: Oh, wow.
CHERRY PROMMAWIN: So apart from beautiful people,
what else are we seeing in here?
DANIEL WAISBERG: First of all, this dashboard
includes two data sources.
We use orange for Google analytics
and blue for Search Console in all
charts to help you recognize each data source.
You can see a data control for both tools at the top.
The data control enables you to select the account that
is used by a report without having to edit the data source
connection.
If you have access to multiple accounts,
this will enable you to choose which
account you would like to view data for.
Also, for each data source, you can choose a specific country
or device to focus when analyzing your data.
We recommend that you pick the same for both data sources
to compare apples to apples.
An important note before we discuss the charts,
the Google Analytics data is filtered
to include only sessions from source equals Google,
and medium equals organic.
We're focusing only on Google organic search traffic.
In the highlighted area, you will see top level metrics.
These are numbers you can use to quickly assess
how your website is doing.
For each metric, you can see a comparison
to the previous period, showing green
when the metric is up and red when it's down.
The default time range of the report is last 28 days.
But Search Console data can be delayed by a couple of days.
You can always change the time range to suit your needs.
Let's go over the metrics one by one.
As we discussed in our previous video,
although the numbers will not match exactly,
what we care about is that the general trends
have the same pattern.
CHERRY PROMMAWIN: Remember, orange is for Google analytics.
Blue is for search console.
DANIEL WAISBERG: OK.
Session is a period of time during which a user interacts
with your website.
By default, a session ends after 30 minutes of user inactivity.
This shows the volume of traffic on your website
that is attributed to organic search.
Engagement rate is the percentage
of sessions that had an engagement, which
means one of three things--
a session that had a key event, previously
known as a conversion, a session that
lasted longer than 10 seconds, or a session that
had two or more page views.
The engagement rate shows the percentage
of people visiting your site that engage with your content.
Returning users is the percentage
of users who have initiated at least one previous session
and came back to your website.
This shows whether people come back to your website
through organic search.
Clicks is the total number of clicks
from a Google search result leading
the user to your website.
And click-through rate is the click count divided
by the impression count.
This shows how often users who see your website click
on a search result to visit it.
CHERRY PROMMAWIN: Now let's talk about these beautiful charts.
The top left chart shows the total organic sessions
and its engagement rate over the last 28 days.
This is a good way for you to monitor
if anything changed recently.
If you see a big change here, you
should go to Search Console to analyze further.
We have documentation explaining what to do
if you see a drop in traffic.
Check the links in the description.
The top right chart shows the percentage of organic search
traffic over time.
There is no good or bad percentage.
It depends on your audience.
If the trend changes significantly
and the chart on the left did not,
you should go to Google Analytics
and explore your traffic acquisition report further.
Maybe some other source of traffic
is decreasing or increasing significantly,
which could drive the organic search percentage up or down.
Moving onto the clicks and click-through rate over time
chart, it shows how those metrics are performing
over the last 28 days.
If you see a change in your usual pattern,
you should check further which specific queries and pages had
a drop or a spike.
You can use the top pages and queries tables
in this dashboard to do so.
Here, you can see the clicks and click-through rate,
along with the percentage of change between the current
and the previous time range.
You can use the pagination at the bottom of the tables
to see more samples.
And lastly, you will find two tables
showing the top countries ordered by organic traffic,
showing number of sessions, returning users
percentage, number of clicks, and click-through rate.
The tables also include the percentage of change
from the previous period for each of the metrics.
If you serve multiple countries or regions,
it might be worth looking deeper into those stats.
DANIEL WAISBERG: The data provided by Search Console
goes beyond what we discussed in this and our previous video.
After you analyze your organic traffic dashboard,
you can go deeper into the available data
in Search Console.
That should be your source of truth when it comes to search.
Check out the Search Console training YouTube series
to understand more about what data you have access to.
For example, only Search Console can
confirm that Google can find and crawl your website,
list all indexing problems Google found on your website,
submit a sitemap to Google and monitor its status,
and check which structured data Google found on your site
and whether or not your site appeared as a rich result
on search.
There is a lot more data and recommendations waiting for you,
so head to goo.gle/searchconsole and roll up your sleeves.
CHERRY PROMMAWIN: So how did it feel
to combine Google Analytics, Search Console, and Looker
studio in one video, Daniel?
DANIEL WAISBERG: Amazing.
Even though I haven't been in the Google Analytics team
for years, it still has a special place in my heart.
CHERRY PROMMAWIN: Aww.
To summarize, if you would like to have a bird's-eye view
of your Google organic traffic, look at the data from both
Google Analytics and Search Console.
It can give you a quick idea of how your Google search
traffic is performing and how it relates to other traffic
sources.
DANIEL WAISBERG: Check out the links in the description
to find the dashboard template we shared in this video.
You'll be able to see the data for your own accounts
and try out what we've shown here.
CHERRY PROMMAWIN: Also, don't forget
to subscribe to the Search Central YouTube channel
to be the first to watch our new videos.
DANIEL WAISBERG: Stay tuned.
[MUSIC PLAYING]

---

## 2025-01-30 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2025 年 01 月 30 日）

URL: https://www.youtube.com/watch?v=wOHMQkxE_Kc
Caption: ja-8V-H19SidUo (manual, json3)

ANNA: 皆さん こんにちは
本日も Google社員による
Google検索 オフィスアワーの
時間となりました
本日お届けするのは 私アンナとなります
どうぞよろしくお願いします
久しぶりの収録なので
うまくできるか ちょっと緊張しておりますが
いつも通り 進めていきましょう
まずはGoogleからの お願いです
本オフィスアワーでは
#グーグル検索オフィスアワーを
使用しております
そのため
質問についてのご意見
ご感想ございましたら ぜひ上記の
#グーグル検索オフィスアワーを つけて
SNSに投稿してください
またですね
本オフィスアワーで ご紹介した記事のリンクに関しては
本動画の概要欄に 後ほど掲載する予定となっております
そして我々チームの 励みとなりますので
もしこちらのコンテンツ 気に入っていただけましたら
チャンネル登録
高評価の方 どうぞよろしくお願いいたします
はい
今日はね
多分盛りだくさんに なるんじゃないかな
と思っておりますが
まずはGoogleからの お知らせですね
最新情報について 触れていきましょう
ちょっと時間が 空いたばかりに
年末年始の 主なブログ記事ですが
こちらの8件の記事が 公開されております
私が邪魔なんで
スライドだけに させてください
特に12月の まとめ記事などはですね
日本語版も 公開されているので
ぜひこの機会にご一読ください
上の方からいきましょうか まずはですね
サイトの評判の不正仕様に関する
ポリシーの更新に関する ブログ記事が出ております
まずは
サイトの評判の 不正使用に関する
スパムポリシーについての アップデートです
ポリシーの更新は 昨年11月に行われております
以前にも英語版公開時に お伝えしたかもしれませんが
その時
対応するドキュメントなどの
日本語対応の遅れなどもあり 一番はこっちかな
私の方からもあまり
うまく伝えられなかったかな と思って
今一度 ご紹介したいと思います
Googleではですね
昨年の2024年3月に
スパム対策と
快適な検索
エクスペリエンスを 提供するための
取り組みの一環として
新しいスパムポリシーを リリースしました
これにはですね 期限切れのドメインの不正使用
大量生成された コンテンツの不正使用
そしてサイトの評判の不正使用が 新しく追加されました
このうちサイトの 評判の不正使用について
Googleでは 新しいポリシーをリリースして以降
ファーストパーティーの 関与の度合いが様々に
異なる状況を審査してきました
数多くのケースを 評価して分かったこと
それが ファーストパーティーの関与が
どれだけあったとしても
サードパーティーの コンテンツであるという
該当コンテンツの本質であったり
そして
ホストサイトの ランキングシグナルを利用しようと
企てていることの不公正で
搾取的な本質は 変わらないということです
そして この状況に際して
11月のポリシー更新では
文言をより明確にしております
つまり
ファーストパーティーの関与や
コンテンツの監視の 有無に関わらず
あるサイトの ランキングシグナルを利用する目的で
そのサイトで
サードパーティーの コンテンツを使用することは
このポリシーに 違反する行為であることが
明記されました
詳細については ぜひブログ記事をご一読ください
そして
次の
12月のクロール情報に 関するシリーズが出ていますね
クロールについての技術的に詳しく
ご紹介シリーズを詳しくご紹介する
シリーズを 公開しておりますとでですね
どこまで言ったかな そうだね
今回はこちらの4件になってますね
つまりGooglebotが クロールする理由と
その方法 HTTPキャッシュ保存
ファセットナビゲーション CDNとクロールという
4件のまとめ記事になっております オフィスアワーなどでもですね
今回もそうなんですけど
よく聞かれる クロールに関する内容ですが
何かお役に立てることがあるかな と思っております
ぜひ 感想やコメントなどがあったら
担当チームの励みになりますので
#Google検索 オフィスアワーをつけて
お知らせいただけると嬉しいです
いつもはこのまま スッといっちゃうんですけど
ちょっと珍しく
時間をとってみようかなと思ってます
ぜひこのブログ
皆さんのお役に 立てるんじゃないかなと思っているので
一緒にブラウザを開いていただいて
Google検索
Google Search Central Blogとか
で調べたほうが すぐ出てくるかもしれない
ぜひこちらの ブログを探していただいて
12月の初めの方にね あるんですよね
もしかしたら これともうちょっとしたかな
皆さん見つけられますか
Google 12月のクロール情報
Googlebotが クロールする理由と
その方法っていう ブログ記事をね
私は見つけましたけど ぜひこちらの
ブログ見ていただいて
ちょっとこの後は そのまま進まないですけども
時間であったり
電子ケトルで お湯が沸く時間であったり活用して
ふとした時にね
見ていただければ なかなかわかりやすい記事だな
なんて感じで
4つとも見ていただけると 嬉しいなと思っています
試しでしたけど
時間の無駄じゃなかったことを 祈っています
では次のブログ紹介ですね
はい
昨年のまとめ記事として
12月を抜け出す 2024年のまとめをですね
そして
コンテンツの最近のパフォーマンスを
より早く モニターできるようにするため
Search Consoleの パフォーマンス
レポートに 24時間ビューが追加され
データの更新頻度が 改善されることのご案内を
ブログ記事の名前が
Search Consoleで
最近のパフォーマンスデータを 表示する方法を
改善として あわせて公開しておりますので
ぜひ興味がある方 見ていただけたらいいなと思います
そして最後に
収録時には
これまた
日本語版の記事は まだ公開されていないんですけども
Simplifying the visible URL element on mobile search result
ということでですね
Google検索が 利用可能な全ての言語と地域で
モバイル検索結果に パンク図を表示しない変更を
展開する旨ご紹介しております
もしかしたら
日本語対応になるまで… ブログ記事がですね
日本語対応になるまで
少し時間が かかるかもしれませんが
そういった記事も 見ていただけるといいかな
と思いました
それでは 本題に移っていきましょう
通常の検索Q&Aです
今回は
12月分および 1月分のご質問を合わせて
12件の質問をいただいております
ここで1点 補足しておこうかなっていうのが
今回 補足多くてごめんなさいね
はい あのですね
一回ですね オフィスアワーをスキップしたこと
こっちの方がいいのかな 一回ですね
オフィスアワーを スキップしたことでですね
何か質問しないと
みたいな
プレッシャーを 抱えていた方がいらっしゃいました
Xなどでも反応いただけて
すごい嬉しかったなと 思いました
私個人としては 必要なことを必要に応じて
続けられたらいいな と思っておりますので
無理に質問を準備して いただくこともありませんし
このスタイルを 貫き通さないといけない
みたいなことも思っておりません
時代が変われば
必要なことも 変わってくることもありますので
ぜひ皆さんが 困っていることがある場合に
こちらの機会を通して 私たち社員に教えて
いただけると すごく嬉しいなと思っております
やっぱりね
中にいると
なかなか見えないこと 見えにくいことなども
たくさんございますので
積極的に 声をかけてくださる皆さんには
いつも感謝しております
はいでは 前置きが長くなりましたが
一つ目の質問に 移っていきましょう
スライドにしないとね 一つ目のご質問
ページがインデックスされない件に 関する
ご質問をいただいております
ちょっと文字が 読みづらかったらすみません
robots.txtであろうと
見なされているはずのURLが
なぜかインデックスされない 現象が起こっており
URL検査でも
毎回必ずrobots.txtで ブロックされました
と判定されます
直近 robots.txtは更新しておらず
Search Consoleでも 最新版イコール
Allowされるはずの内容で 認識されてもおりました
恣意的になるとすれば
そのページで読み込む一部のパーツ
Ajaxパーツが
robots.txtで Disallowしていると
ディレクトリから呼び出されて
いる点が気にかかりますが
呼び出し元URL自体は Allowであり
関連があるかが わからない状態です
踏まえて 質問が3点ございまして 1点目
本件は弊社実装側の問題か
弊社側の認識不具合で言いますと
どちらになりますでしょうか
2点目 仮説として そのページ自体のクロールを
robots.txtで許可しても ページが読み込む
一部ファイルが robots.txtで弾かれる設定だと
ページ本体までも
robots.txtで 弾かれている
可能性を考えたのですが
これが正の場合
御社的には 想定通りの挙動となりますでしょうか
そして3点目 特定の文字列を含むURLは
アルゴリズム判断などで
ブロックされやすくなるなどの
仕組みは存在しますでしょうか？ とのことです
ご質問ありがとうございます
具体的なページの情報が 添えられていたために
状況を確認することができました
該当のURLでは
robots.txtによって ブロックされている
ログインページにリダイレクトしました
こちらが 関係しているかと思いますので
ぜひ一度
そのあたりも踏まえて 調査してみることをお勧めします
ご質問ありがとうございました
はい でですね
続いてのご質問ですね
Websubの扱いに関する ご質問いただいております
Googleでは
Websubを 現在でも使っていらっしゃいますでしょうか
大規模サイトにおき
特に商品詳細ページなどの 新規生成頻度が高いことから
より素早く検索エンジンが クロールから
インデックスしやすくなる 工夫を取りたく
サイトマップXMLと
併用するメリットが ありそうでしたら
導入を検討しております とのことです
ご質問ありがとうございます
回答としては まだ使用しております
もし今後こういったものを
使用やめる場合には
公式ページにて お知らせすると思いますので
ぜひ安心して使用してください
ご質問ありがとうございました
では続いてのご質問に移りましょう
季節性のある
イベントページの
扱いに関する ご質問をいただいております
現在
就活説明会と入力すると
弊社のページが 1ページ目に表示されておりますが
2025年度用のイベント一覧が
1ページ目に 優先されて出てくる状況です
現在 新規会員を 求めているのは26卒の子のため
そのページ別URLを上記表示
上位表示させていきたいのですが
こちらって
何か
対応策はございますでしょうか とのことです
こちら ご質問ありがとうございます
本件
毎年やってくる
季節性のある イベントページの扱いに関する
質問として理解しております
全く同じジャンルではないのですが
例えば公式ページに こんな記事がございます
ブラックフライデーと
サイバーマンデー用ページに関する
おすすめの方法ともしかしたら
こういったものが 参考になるかもしれません
こちらでは
年末のホリデーシーズンは
ブラックフライデーや サイバーマンデーなど
特別な販売イベントが続く
多くの販売者様にとって
役立つポイントを紹介しております
こちらは
ショッピングの テーマに即した内容になりますけども
年に1回来る 大きめなイベントということで
今回の件にも 関連するんじゃないかなと思います
基本的には
メインページに 同じURLを繰り返し使用することと
代替バージョンを
アーカイブセクションに 移動することです
参考になると思いますので ぜひご一読ください
では続いてのご質問に移りましょう
Page Annotations
機能に関するご質問です
先日発表された
Page Annotationsの
オプトアウトについて 質問させてください
オプトアウトの申請には
Search Console
プロパティの指定が 必要となっておりますが
サイトのディレクトリごとに
プロパティを登録していれば そのディレクトリごとに
オプトアウトする
しないよう 指定できるのでしょうか
それともドメイン単位での 対応になるのでしょうか
また 一度オプトアウト申請した後
再びPage Annotationsを 有効にしたい
と思ったときは
どのような手続きが必要になるでしょうか とのことです
こちらも ご質問ありがとうございます
サイトが検証されている限り
どのような方法でも 送信できます ただですね
これは新しい実験的な機能であり
再度参加する方法については
まだお知らせすることが かないません
ご質問ありがとうございました
それでは続いての ご質問に移りましょう
Googleクローラーの IPアドレス
に関する ご質問をいただいております
こちらも少し 文字が小さくなってしまい
読みにくかったら 申し訳ございません
それでは質問ですが Google Search Consoleの
公開URLをテストでは インデックスに登録できますと
表示されるURLが
実際にはソフト404である という現象はなぜ起こるのでしょうか
2週間ほど前から
自社サイトで ソフト404と判断されている
URL数が急増し それに伴って
インデックス登録済み URL数が減少し続けております
しかし
ソフト404だと判断されている
URLにアクセスしても
ページ内容は問題なく 閲覧できますし
Google Search Consoleの
ライブテストでも インデックスに登録できます
と表示されます
そのため
Google Search Consoleの誤検出かな
と思い 二度ほど 修正を検証してみたのですが
二度とも失敗しました おかしいと思い
VPNと
Chrome Developer Toolを利用して
クローラーの ユーザーエージェントに偽装して
海外のIPアドレスから
該当ページに アクセスしてみたところ
ソフト404状態であることが 確認できました
ご質問ありがとうございます
ご質問内容からは
仕様通りの 挙動をしているように感じました
具体的には こちらの公式ページが
参考になると思います
つまり
Googleクローラーと
フェッチャーの概要ということで
ユーザーエディットですね
ということで
そういった クロールの仕組みに関する概要が
そして
Googleの一般的な クローラーの一覧ということで
具体的にどういった クローラーがあるのかということを
こちら2つの公式ページで ご紹介しております
特にですね
中に書いてある部分
Googleからの トラフィックは
大部分が 米国のIPアドレスからですが
サイトが
米国からのリクエストを ブロックしていることを
検出した場合は
他の国の IPアドレスから
クロールを試みることがあります
などのあたり参考に なるんじゃないかなと思いますので
このあたり前後 読んでみてください
では こちらのページを ご確認ください
ということで ご質問ありがとうございました
それでは続いての ご質問に移りましょう
ウェブサイトのテーマに
基準を設けているかに関する
ご質問をいただいております
私のサイトは
主にソフトウェアA動画関連に
関するものを販売するもので
SEO対策として
その関連テーマの記事を 投稿しています
しかし昨年
ソフトウェアBゲーム関連を 新たにリリースしました
このBはAと あまり関連性がありません
それからBに関する記事を多く書き A関連の記事の
数を上回りました
その結果 A関連の 記事のアクセス数が急激に減少し
逆に
B関連の記事のアクセスが
増加していることに 気づきました
そこで疑問に思ったのが 以下の点です
1点目 Google検索は
ウェブサイトの テーマに基準を設けていますか
例えばサイトのテーマが ゲームであると判断されれば
動画関連の トラフィックを減少させる
仕組みがあるのでしょうか
2点目
ソフトウェアB専用の ウェブサイトを新しく作成した方が
良いのでしょうか
3点目 減少してしまった
A関連の記事への アクセスを取り戻すには
具体的にどのような対策を 講じれば良いのでしょうか
A関連の記事のトラフィックが 特に深刻な状況です
4点目 もちろんウェブサイトの トラフィックが減少する理由は
Googleの コアアルゴリズムの更新や
コンテンツの質に 起因することが多いと理解しています
では具体的に
どのような視点で原因を 分析すればよいのでしょうか
とのことです
ご質問ありがとうございます
普段あまり 聞かれることのない質問で
具体的なサイトの情報が 添えられていなかったため
調査が難しい内容と
なっておりました
そして複雑な内容と なっておりましたので
グローバルのチームとも 議論を重ねた結果
簡潔に結論のみ お伝えしたいと思います
それはですね
やはりしばらく時間を置いて 自然に正常化するかどうか
見てみるのも良いかな
というところを お伝えしたいポイントです
もしかしたら何か特殊な
実装されているのかも しれないんですけども
一般的には このようなテーマに関する仮説は
私たちのチームの意見としては
あまり正しくないように感じました
そしてですね
新しくウェブサイトを 作成するかどうかについての話
なんですけども
こちらは純粋に ビジネス上の決断になってきます
つまり検索からの トラフィックだけに限らない
より多様な多角的な要素からなる
経営上 マーケティング上
そういったものの 決断になってくると思います
もちろん
何か今までにないことが 起きていることを
突然に認識して不安になる気持ち
すごく そしてすぐにでも 対策したいという気持ち
すごくよくわかりますが
そういった状況だからこそ
現象が長引くものなのかどうか
そしてまた
それがビジネス上 どのくらい影響を受けるのかどうか
動画関連の記事の
需要が落ち着いただけなのか
ゲーム関連記事が 盛り上がっているということなのか
そして両者は 本当に因果関係があるのか
そういったテーマ
一度変わりゆく市場の ニーズとも照らし合わせながら
落ち着いて状況をね
整理する時間があっても 良いのかな
と個人的には感じました
ご質問ありがとうございます
では続いての ご質問に移りましょう
ダイナミックレンダリングは
クローキングに 当たるかに関する件
ご質問をいただいております
クライアント サイドレンダリングで
ページを返却しているのですが
検索エンジンクローラーが うまく
ページ内の情報を取得できないため
クローラーにのみ サーバーサイドレンダリングで
ページを返却したいと思います
この時
ユーザーとクローラーに対して 表示するページ内容に
差異がなければ クローキングには当たらない認識ですが
ガイドライン違反となる 可能性はあるのでしょうか
とのことです
こちらもご質問ありがとうございます
本件ですね ご質問の内容としてはダイナミック
レンダリングに関するものと 理解しました
Googlebotは通常
ダイナミックレンダリングを クローキングとは
見なしません
つまり
ダイナミックレンダリングで
ユーザーに対するものと 同様のコンテンツが生成される限り
Googlebotは ダイナミックレンダリングを
クローキングとは 見なしません
このダイナミック レンダリングに関する
詳しい内容に関して
こちらの公式ページ
回避策としての
ダイナミックレンダリングを 参考にしていただければ
よいかなと
おそらく
質問者さんが やりたいことなのかなと思いました
ただですね こちらのページにも注意書きがありますと
そしてその通り
ダイナミックレンダリングが 回避策であり
JavaScript 生成コンテンツに関して
検索エンジンで生じる
問題の 根本的な解決策ではありません
代わりに
サイバーサイドレンダリング
静的なレンダリング
ハイドレーションの いずれかで解決する
ことをお勧めします
という 注意書きを書いていることを
共有しておきたいと思います
はい ご質問ありがとうございました
ちょっとね
ちょっと水飲んでもいいですか？ ずっと喋り続けてたらね
やっぱ喉乾くのよ
大変失礼しました
続いてのご質問移りましょう
404エラーの 用語解説ページが
ソフト404になる件に関する
ご質問をいただいております
404エラーの 用語解説ページが
ソフト404となってしまいます
パーマリンクの変更
タイトルの変更をしても 解決しませんでした
そのページのコンテンツを 充実させるしか
解決手段はないのでしょうか？ とのことです
ご質問ありがとうございます
具体的なページの情報が 添えられていたために
状況を確認することができました
担当チームにも報告しましたが
同時に原因に関して確認したところ
おそらくコンテンツも
関係しているとのことです
つまり
該当のページには 非常に大きなフォントで404エラー
404 Not Foundと 書かれていました
おそらくこれが原因かと思います このような場合ですね
どのような対応をするのか
サービスごとに 事情があると思いますので
一概に言えることではありません
ひとまず原因と感謝を お伝えしたいと思います
ご報告ありがとうございました
それではですね 続いてのご質問に移りましょう
はい 間違えちゃった
はい スパムサイト…ごめん
こっちか OK スパムと
サイトの評判の
不正仕様に関する ご質問をいただいております
いつも有益な情報 ありがとうございます
スパムアップデートに ついての質問です
スパムアップデートは
サイトのドメイン評価を 利用したサードパーティーの
コンテンツ公開による
ランキング操作を 取り締まるものと
理解しています
ECサイトやメディアサイトを 運営しているのですが
スパムアップデートは
それらのサイトにも
アルゴリズムとしては 適用されるのでしょうか
なお
スパムアップデートによる
トラフィック影響は ありませんとのことです
ご質問ありがとうございます
2つのトピックが あるようなので
それぞれ回答させていただきます まずですね
スパムアップデートは
Googleの スパムポリシーに反する
サイトを対象とした アルゴリズムになっております
このスパムアップデートにより
サイトの検索結果での 掲載順位が下がったり
全く表示されなかったり することがありますが
スパムを行っていない サイトオーナーの皆さんは通常
心配する必要はありません
スパムアップデートに 関する情報は
こちらのページをご確認ください
次にですね
言及されている
サードパーティーの コンテンツについては
2024年に スパムポリシーに追加された
サイトの評判の 不正使用の件かと思いますが
そのサイトの評判の 不正使用については
スパムポリシーを ご確認いただければと思います
参考になりましたでしょうか
あとは始めのブログ紹介のところで ご紹介したような内容
回答になっていると いいかなと思います
ご質問ありがとうございました
続いてのご質問に移りましょう
息切れちゃってますね
続いてのご質問サイトを 移転する方法に関するご質問
をいただいております
中古ドメインを購入して 新サイトを公開したのですが
インデックス されているにもかかわらず
全く検索に表示されなかったため
ドメインを変更して
新サイトとして 内容をかえず再公開しました
しかしながら 旧ドメイン側のインデックスが消えず
新ドメイン側の URLがインデックスされません
Search Consoleでは
旧URL側を 正規URLとして認識していますと
表示されます
新ドメインをできる限り早く インデックスさせるには
何がベストウェイですか？ ということで
ご質問ありがとうございます
サイトを移転する方法に関して
一般的なベストプラクティスと
その具体的なステップに関して
こちらのドキュメントに 記載されております
ぜひ対応の際に 参考にしていただけると幸いです
その上でですね
何か技術的な問題がありましたら
具体的にお知らせください よろしくお願い致します
では続いての ご質問に移りましょう
サイト
メンテナンス時の注意点
503に関する ご質問をいただいております
短時間のサイト全体の メンテナンスの際
robots.txtをも含む サイト全体を503にするのは
大きな問題でしょうか
こちらのブログですかね
robots.txtが 503を返すと
12時間サイトのクロールを 止めるとの記述を見ました
例えば3時間だけでも サイト全体を止める際
サイト全体を 503とすることがあります
この時にrobots.txtも 503を返すと
12時間復旧しない可能性が あるということでしょうか
サイト全体を止める際に
一つのファイルだけ 生かすのは大変なこともあり
全体を503にしたいのですが
大きなリスクでしたら
今後は
robots.txtだけを 生かす方法を考えたい
と思っています
とのことです ご質問ありがとうございます
技術的なチームにも確認しましたが
サイト全体に503を
設定する方向で 問題ありませんとのことです
ご質問ありがとうございました
ではですね 続いてのご質問に移りましょう
こちらが 最後のご質問となっております
複数の 社団法人サイトを運用しております
社団法人ごとに
ライセンス契約に関する 告知サイトを設け
公開しているのですが
昨年に新しく公開したページが
過去公開済みの 別の社団法人ページと重複する
ページと認識され インデックス登録されません
どのような対応すれば
別の社団法人ページと 重複するページと認識されず
インデックス登録できるように なりますでしょうか？
とのことです こちらご質問ありがとうございます
具体的なサイトの情報が 添えられていたので
その上調査をする
ことができました
その結果
教えていただいたサイトは
どちらもインデックス登録がされ
検索結果ページに 表示されているようでした
検索結果に 反映するまでの時間は
状況によっても 変わってきますので
今回のようなタイムラグが 発生する可能性がございます
ご不便をおかけしますが
ご理解いただいた上で
少し様子を見ていただけると 良いかと思いました
ご質問ありがとうございます
ではですね
12問すべて質問に 回答しました 以上となります
皆さん
今年最初のGoogle検索 オフィスアワーは
楽しんで いただけましたでしょうか
次回のGoogle検索 オフィスアワーはですね
2025年2月27日を 予定しております
この前後に私事ですが
出張の予定があってね
いつもより早く
質問を締め切らせて いただこうかなと思っております
準備のために時間が必要なため
今回はご容赦ください
もし何かお困りなことがある方
そういった方は ぜひ早めにフォーム
こちらの質問フォーム リンクありますけど
こちらのフォームより ご質問をお寄せください
それでは
また次回
オフィスアワーで お会いすることを楽しみにしております
またぜひ見てくださいね バイバイ

---

## 2025-01-29 - Demystifying Google Analytics and Search Console data

URL: https://www.youtube.com/watch?v=ViwW9D-brTQ
Caption: en-j3PyPqV-e1s (manual, json3)

DANIEL WAISBERG: Hi, I'm Daniel Weisberg.
CHERRY PROMMAWIN: Hi, I'm Cherry Prommawin.
DANIEL WAISBERG: In this video, we'll talk about Search console.
CHERRY PROMMAWIN: And Google Analytics, Daniel.
DANIEL WAISBERG: Of course.
I'm particularly excited about making sense out
of the data coming from both tools.
I spent so many years as part of the Google Analytics team
that it's great to go back to it and geek out
about charts and dashboards.
You spent time with Analytics too, didn't you?
CHERRY PROMMAWIN: Yeah, quite a while ago.
But I'm super excited to be talking about it today
because we got a lot of questions
around Google Analytics from SEOs
and site owners who use Google Analytics along
with Search Console.
It's not always clear what all the data means
and how to use them together.
DANIEL WAISBERG: We have so much to share
that we had to split the content into two videos.
In this first one, we'll provide an overview of each tool,
and then we'll discuss the differences between Search
Console and Google Analytics.
CHERRY PROMMAWIN: In the next video,
to help you optimize your effort on search,
we have a cool dashboard waiting for you,
so make sure to check that out.
[MUSIC PLAYING]
Google Search Console is a tool that
can help you monitor, optimize, and troubleshoot
your site's presence in Google search results.
Among other features, it gives you
information about the traffic you're getting from search.
For example, how many times your website shows up
in search results, how many times
people then click to visit your site from search,
which search terms bring people to your website, and more.
In short, Search Console gives you
data on how your website does on Google search,
but it doesn't show you data about what
your users do once they arrive at your website.
For that, we have Google Analytics.
DANIEL WAISBERG: Google Analytics
is a tool that provides data about visitors' interactions
with your website.
It measures user behavior, such as which
pages they visit, how long they stay, and what actions they
take, helping you understand your audience better.
It also shows you data about where your audience is coming
from, which can help you measure the effectiveness
of your traffic channels, like email,
referrals from other websites or social platforms, paid search,
and organic search.
To summarize, Search Console is about what
happens before users visit your site when coming from Google
search, while Google Analytics is
about what happens after users land on your website,
no matter where they're coming from.
CHERRY PROMMAWIN: Before we dive into the differences,
let's talk about what data you can actually
compare between these tools.
The main intersection between Search Console and Google
Analytics is the performance data of Google organic search.
The primary reason you would want to compare this data
is to attribute conversions, such as e-commerce transactions
or online registrations, to Google search traffic.
Now, we are going to talk about how to view organic search
data in Google Analytics.
However, remember that source of truth
about Google organic search is always Search Console.
DANIEL WAISBERG: First of all, you
can connect Search Console to Google Analytics.
This functionality makes a few Search Console reports
available inside Google Analytics.
So if you're looking for a quick way
to access the queries and landing pages that drove Google
organic search traffic to your website,
that can be a good option for you.
Check the links in the description to learn more.
But even if you don't connect the tools,
you can still find a lot of relevant information
inside Google Analytics.
Start by navigating to the Traffic Acquisition
report in Google Analytics.
If you don't know how, check the links
in the description to learn more.
Here, you see a line chart showing sessions
by default channel group over time.
In the table, you can drill down to Session Source.
This shows you how many sessions originated
from the channel Organic Search and the source Google.
You can use this to understand more about your Google search
traffic.
For example, which actions people took on your website
and if eventually they made a purchase
or subscribed to your content.
Another way to analyze Google organic traffic
is to use the landing page report with a filter
to include only sessions from source Google and medium
Organic.
This will give you an idea of how useful the page is
to your organic traffic, and also
how well the page does in terms of driving engagement
and conversions on your website.
[MUSIC PLAYING]
CHERRY PROMMAWIN: There are lots of synergy between Search
Console and Analytics, but when you try to compare their data,
you will realize that they don't use the same metrics.
While Search Console reports on clicks, impressions,
and positions, Google Analytics reports
on sessions, events, and users.
I know this may be confusing.
Hold on.
Let me explain more.
An impression is when a link to your site
shows up on Google search, and position
is where the link appears in the search result page.
These two metrics are exclusive to Search Console because they
are specific to search.
On the other hand, users and events
refer to the user behavior on your website, not on search.
That's why they are exclusive to Google Analytics.
So the only metrics you might try to compare
are clicks and sessions.
On Search Console, click is counted
when a person clicks on a link in your Google search results
and leaves Google to go to your website.
A Google Analytics session is defined
as a group of user interactions with your website or app.
As you can see, click and sessions
are not exactly the same, which means
that when you compare the data, you will most likely see
a discrepancy.
Let's take a closer look at some of the main reasons
for these differences between the data available in each tool.
[MUSIC PLAYING]
DANIEL WAISBERG: Google Analytics
is a tool that enables you to collect behavioral data
by implementing a tag on your website or app,
so it depends on what and how you implement it.
To learn more about setting up Google
Analytics for your website, check
the links in the description.
On the other hand, Search Console
is a tool that gives you access to Google search
data, which is processed by Google for all properties
uniformly.
This means that the way you configure your settings
will have less impact on the data.
If you have tried to compare the tools in the past,
you might have noticed that the numbers don't always match.
If the difference is small, you can ignore the discrepancies.
Since the systems are different, that's expected.
If the difference is considerable,
you should look further into one of the following reasons.
Starting with Google Analytics.
If your site is asking users to accept tracking
and users opt out, that can skew Google Analytics data.
There are implementation and configuration issues
that can affect your data quality in Google Analytics.
For example, there could be pages on your website
where the Analytics tag is missing,
which could create discrepancies in the data.
You can choose your time zone in Google Analytics,
but you can't customize that in Search Console.
There are three attribution models
available to you in Google Analytics, while Search
Console counts every click on Google search.
As for Search Console, it reports only
on the Google search canonical URL.
Google Analytics reports on any URL
that includes a tracking code.
Search Console breaks down the traffic by web, image, video,
news, and discover.
These category breakdowns are different in Google Analytics.
Non-HTML pages are included by default in Search Console
if they are shown or clicked on search,
while Google Analytics may not be configured to measure them.
And Google Analytics excludes traffic
from known bots and spiders automatically,
while Search Console doesn't necessarily filter them out.
These are some of the reasons, and many of them cannot be
effectively debugged, but knowing of them will help you
make reasonable inferences based on your website's specifics.
Check the links in the description to learn more.
CHERRY PROMMAWIN: While there might
be differences between the data, both tools
are very valuable to provide a holistic view of your website
performance.
Each tool is powerful on its own and offers information
that the other one doesn't, so it's useful to use both of them.
DANIEL WAISBERG: If you choose to compare the data that each
offers, you can use the Google Analytics Traffic Acquisition
report to understand how Google search traffic performs,
and you can use the Landing Pages
report to evaluate which page is bringing you Google search
traffic.
CHERRY PROMMAWIN: Also, in the next video,
we can't wait to show you a dashboard
that we specially created for you
to view your own data from both Google Analytics and Search
Console in one place.
Don't forget to subscribe to our channel to be the first one
to watch the videos.
Stay tuned!
[MUSIC PLAYING]

---

## 2025-01-28 - Welcome to Google Search Central

URL: https://www.youtube.com/watch?v=lutawRrVTHw
Caption: en-j3PyPqV-e1s (manual, json3)

SPEAKER 1: Looking for straightforward solutions
to a Google Search question?
Or maybe you just want some inspiration
on improving your presence on Search.
Well, we've got you covered.
At Search Central, we're the one-stop shop
for all your search needs, brought to you by the folks
behind, well, Google Search.
You'll receive all the latest information as it happens from
simple step-by-step tutorials--
SPEAKER 2: Head to trends.google.com and enter
a search term.
SPEAKER 1: --flash updates--
SPEAKER 3: First up, we announced AI Overviews,
easy tips and tricks--
SPEAKER 4: In this video, we will address duplicate content.
SPEAKER 1: --clear technical advice--
SPEAKER 5: The organic Google Search traffic dashboards.
SPEAKER 6: Whoa.
SPEAKER 1: --to fun explainer videos.
SPEAKER 7: Google's main crawler is called Googlebot.
SPEAKER 8: Hello, and welcome to another episode of Search Off
the Record.
SPEAKER 1: All this and more to help
you get your site and its findability in tip-top shape
without all the fuss.
So if you're looking for trusted weekly content
without the long winded lingo, subscribe to the Search Central
YouTube channel today.
[MUSIC PLAYING]

---

## 2025-01-14 - The Current State of SEO, Revamped Search Console Emails, and more! (January ‘25)

URL: https://www.youtube.com/watch?v=tVSasQC6G_k
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
JOHN MUELLER: Hello, and welcome to the New Year's episode
of "Google Search News."
I hope life is treating you reasonably well,
wherever you are.
My name is John Mueller.
I'm your host today here from Google Switzerland.
Today, we have news about Search Console and Almanac, Google
Search, and crawling-- oh, and AI, of course.
Time is of essence.
So let's delve right in.
First up, in Search Console, we have an exciting update
in your performance report.
Search Console helps you to monitor your site in Google.
And the performance reports gives you information
about how well it's performing.
Fresh in Search Console is hourly data
for the past 24 hours.
So if your site suddenly becomes popular on Google,
you can monitor that live.
This is exciting to see and see again an hour later or an hour
after that.
We mentioned Search Console recommendations last time.
This feature is now available to all sites with recommendations
to show.
One new insight is a check for the homepage's indexing status,
which requires domain-level verification.
Another neat insight tells you when
your website has measurable site-wide crawling issues.
The trigger is currently set to 5%
so that it can flag temporary server issues.
We'll continue to tune these recommendations and insights.
Let us know in the report whether you found them useful.
And of course, send us any suggestions
you might have for future recommendations.
We also recently revamped the design of the emails
that we send through Search Console.
This makes them a bit more unified and modern.
We're currently going through all message templates
to update wording here and there.
For example, very few people have called themselves
"webmaster" in the recent years.
And we're cleaning up those leftover bits.
You'll see the new phrasing over time
as the updates are completed.
Stay tuned.
Moving over to Google Search, the search quality team
has recently launched two core updates.
We consider various parts of Google Search
to be included in the core.
And these core updates were for different components.
Additionally, we updated our site abuse policy
and added more specifics on that to the documentation.
Finally, we also launched a spam update.
Updates like these are announced on our Search Status dashboard.
If you want to know first, there are
feeds available that you can subscribe to
with any RSS reader.
Additionally in Search, we retire the sitelinks search box
and no longer use its structured data.
You don't have to remove any structured data from your pages
for this change.
An overview of the current state of SEO
was published in the Web Almanac.
The Web Almanac is regularly compiled
by a number of industry experts and Google employees.
It's powered by the HTTP Archive, a repository
of public websites.
The SEO chapter has a nice look at the state of SEO
at the moment based on this repository.
It starts off by looking at robots.txt file usage.
Did you know that almost 84% of websites have a robots.txt file?
This is your chance to pick up more data for the office trivia
contest.
So check it out.
And now over to crawling by our friend, Googlebot.
Together with other search engineers,
Gary and Martin from IT wrote comprehensive blog posts
about crawling.
The information here is less suited for trivia contests
and more for when you want to double-check some details
about edge cases in crawling.
From the engine room, you can read about how and why Googlebot
crawls, how HTTP caching plays a role, and fascinating thoughts
on faceted navigation.
We'll possibly add more to this series
once we crawl back to the office.
Check them out if you love technical SEO details.
Every time I do these episodes, I
look around for pieces to share from the SEO community.
Today, I have three that are relatively niche,
but great to expand your horizons.
First up, "A Look at Incorporating Machine Learning
for SEO Tasks," written by [INAUDIBLE]-- it's complex,
but written so that you can follow along,
even if you don't do much coding.
Then we have "Looker Studio Dashboards," compiled by Dario.
Looker Studio is great for visualizing Search Console,
analytics, and other data.
And these dashboards do look amazing.
You can do this, too, I'm sure.
And finally, we have Dan on "Getting Buy-in from High-level
Leads for SEO."
Bigger companies can be complex, I know.
So if you work with one, you might find these ideas useful.
But wait, that's not all.
Here are some other short updates.
First up is AI, of course.
I used AI to help write some of the script here.
And it says I should tell you that AI is awesome.
Well, anyway, we recently launched a lot of AI tools
at Google.
They're pretty neat.
My favorites are Gemini's Deep Research mode
and Mariner for Chrome, which can control your browser.
These are not available everywhere currently.
I check out the videos to see more.
Let's also talk about events briefly.
Since last time, you might have met us in Taiwan or Switzerland,
India or Ireland, perhaps even Spain or Austria.
We try to bring our insights to you wherever you are.
If these events didn't work for you,
you can catch us here on this YouTube channel.
Among other videos, we recently finished both a Google Trends
tutorial series and an SEO Made Easy series.
Check them out.
Well, there you have it.
This episode of "Google Search News" is now complete.
Thank you for tuning in.
I hope this video was useful.
And please add feedback and comments here.
We read them all.
If you subscribe to this channel,
we'll let you know when another episode is ready.
Bye.
[MUSIC PLAYING]

---

## 2025-01-08 - Website rendering strategies

URL: https://www.youtube.com/watch?v=XMYrqhdJFxU
Caption: en-j3PyPqV-e1s (manual, json3)

MARTIN SPLITT: Hello, and welcome to Search
Central Lightning Talks.
Today I'd like to talk to you about rendering
and what that means for your website.
[MUSIC PLAYING]
Whenever you open a website in a browser,
the browser will render the page.
And when you interact, like, scroll or click on the page,
or you resize the browser or turn your phone,
it will often have to render it again.
But what is this rendering?
Well, rendering means a lot of different things
in different contexts.
3D graphics, for example, are rendered,
but that's completely different from what we talk about today.
Even the browser rendering a website
is only somewhat related to what this video is about.
We want to focus today on rendering websites
from the website's owner's perspective.
Put simply, rendering in this context
is the process of pulling data into a template.
There are different strategies as to where and when this
happens, so let's take a look together.
Back in the old days, people usually edit HTML files directly
and upload them to a webspace or server where
they would be served to users.
When you look at websites, however, you often
notice similar pages with different content,
but the exact same structure, like product detail pages
or articles.
So we can improve the process by separating the page structure
in template files and store and edit the contents separately.
We then use a program to put the content
in the relevant templates.
As an example of this, you could use static site generators,
such as Jekyll, Hugo, Gatsby, and all the others.
When you create new content or modify existing content,
you run a program to create new HTML files based
on that content and templates.
Then you upload these files onto your server.
This has a bunch of advantages.
For one, it's a really simple way of making a website,
and you don't need to do much to set up a server for it.
It's also very robust and very secure,
as there isn't much interaction happening with the server
and you can lock it down quite tightly.
The downside is that you have to run the program somewhere,
like on your computer or on your phone,
and you need to do that every time something on your website
changes.
It also can't respond to interactions from your visitors.
So that limits what you can do on your website.
Despite being pretty simple, this is a rendering strategy.
This one is called pre-rendering.
You render it before you serve the website.
The next strategy is different in that regard.
It renders whenever someone visits a page,
as it does the rendering on your server, that is
called server-side rendering.
With server-side rendering, or SSR for short,
the program that puts the content into your templates
moves from your computer to the server that handles requests
from visitors.
That server runs the program, and the program
decides on things like URL, visitor, cookies,
and other things, what content to put into which template
and return it to the user's browser.
That has advantages as well.
It can respond to things like user's login status.
It can respond to user actions like logging in, or creating
an account, or signing up for a newsletter.
It can also potentially create new content
based on user interaction, like comments on an article
or reviews and ratings on a product.
It does come with downsides too, though.
The setup is a bit more complex and requires more work
to keep it secure, as users' input can now reach your server
and can potentially cause problems.
Another thing is that it's a bit more wasteful with resources,
as it re-executes the program and renders the page
every time a new visitor comes to your pages.
By server-side rendering supports interactions,
these interactions are a bit limited.
Posting a comment will flash an empty page for a tiny moment,
as it effectively reloads the page in the browser, which
doesn't feel very happy.
Depending on how often content changes,
you can use a cache to prevent the extra renderings
for each visitor, and you can use proxies and firewalls
to protect the server from intruders.
There also is a way to build websites
that are more like apps.
They are meant to be highly interactive and might offer
features like navigating geographical data or perform
complex tasks, such as 3D modeling or video editing.
This usually is done through a rendering
strategy known as Client-Side Rendering, or CSR for short.
In CSR, the server sends the template
and then uses a program, usually JavaScript,
that runs in the visitor's browser,
to ask your server for the data to display it later on.
It can do this multiple times in the background and in response
to user interactions, like clicks, and scrolls,
or whatever you want.
The interactions feel like they're in an app.
They happen smoothly in the background
without the page reloading visibly.
But as with everything in life, there's no free lunch either.
It comes with pros and cons too.
The advantages are the app-like customizable behavior
and the separation of where the data comes from
and where the templates are stored.
It can also be made available offline thanks
to progressive web app technologies.
The downsides are that the code runs
in an environment you do not control,
the user's device and browser.
If the code isn't working correctly,
the user might only see some content or none
of the content at all.
It's also very wasteful as the program runs
every time a visitor sees your content,
but you can't easily cache it in a central space,
like your server would do in the SSR scenario.
The main issue with CSR usually is
the risk that in case something goes wrong during transmission,
the user won't see any of your content.
That can also have SEO implications.
If Google Search and other search engines
can't see the content, well, they can't index it.
To fix that, you might add something
called hydration to your setup, if CSR is involved.
With that, you combine the aspect of SSR
as the primary initial content is
loaded into the template on your server,
and only follow up interactions involve CSR later.
While this sounds like the best of both worlds,
this also means more code and a more complex setup,
and that might result in a less robust experience and more
maintenance.
So which one should you pick?
Well, in the end, that depends on a bunch of factors,
such as what does your website do?
How often does the content change?
What kind of interactions do you want to support?
And what kind of resources do you
have to build, run, and maintain your setup?
To help you pick which one is right for you,
take a look at this overview of the pros
and cons of each approach, and work out what
fits your goals best.
That's it for today.
Leave us a comment below if you would
like to learn more about technical topics, and leave like
or subscribe to our channel if you
want more content around Google Search from us.
Thank you so much for watching, and bye bye.
[MUSIC PLAYING]

---

## 2024-12-30 - Wrapping up 2024 | Search Off the Record

URL: https://www.youtube.com/watch?v=IFo9pGVLJRc
Caption: en (automatic, json3)

[Music]
hello and welcome to search off the
record a podcast coming to you from the
Google search team where we talk all
about search and maybe have some fun
along the way who knows my name is John
I'm a search advocate here at Google in
Switzerland and I'm joined today by
everyone I mean everyone like who joins
this podcast regularly um meaning Lizzy
Gary and Martin woohoo say hi everyone
hello hi everyone what okay two of us
clearly cannot follow directions name
names well me for one and then the
person who stayed silent I guess silent
okay this is going well this is why we
have these episodes with all four of us
it it's a magical experience it's a
magical experience and today we're here
to look back at
2024 and think about all of the fun
stuff or interesting things that we ran
across one of the things I I noticed in
preparing this is we went to lots of
different places to do events or to talk
at events uh including countries we
haven't been before like turkey or I I
think Malaysia not not 100% sure but
it's like Martin you were recently in
Turkey yes how how did that go so I
learned that turkey changed its name to
Turkey it was really really nice to be
there because I think the idea with the
search Central life event series was
primarily aimed at underserved regions
and I think turkey is one of them where
we haven't been doing much beforehand
and we worked with the local news team
and it was really really nice to see a
diverse audience in terms of different
sizes of companies were there different
uh experience levels and what I noticed
is that a lot of people told me they are
not particularly happy with the search
results and initially at the
conversation as it began at the event
they primarily said like Google isn't
giving us good results and then I said
why is that and then eventually we
worked out as a group as a whole that
there are a lot of problems with the way
that content is created in Turkish
language websites and I think we can do
a better job at helping people identify
the the problems they are facing and and
um figuring it out so we can do a lot of
Education there that will help people
make better websites and thus will help
people have better websites available to
them and I think seeing that across the
industry in Turkey was was really really
nice and um what stood out to me was
that a lot of people that described
themselves as very experienced actually
had a bunch of of questions that were
kind of like there were certain common
themes one was um that they struggled
with people copying their work and often
times it turned out that these were
legal problems in the end that we can't
really do much about and and they need
to use the existing mechanisms in their
legal system to work against that and a
bunch of it was technical so there were
questions about robots txt about no
index tags these kind of things and it's
it's really really good to see that they
are eager and keen on improving their
websites and their content for their
users and I think we can do a lot to
help them on the way which I think is
great cool the thing you mentioned about
experience I I came to realize the past
few years that that's a very subjective
thing yeah like when you when you are
asking people like what's your
experience and they they are like Oh I'm
a guru and then uh or I'm a like on the
opposite end of the spectrum like I'm a
complete new be
and then you start talking to them and
the Newbie is like knows way more about
like HTTP for example than than I do and
crawling and indexing and whatever like
how it's perceived externally and then
you talk to the guru and the guru is
like the questions themselves don't make
sense like like you can't interpret the
question that they are asking so or or
is very very basic like that happened
and I mean we try to gauge experience by
asking them how many years have you been
doing this kind of job on how many years
have you been in this industry and how
many Impressions do you manage a month
roughly and uh these are proxy metrics
and as you say it's super subjective
yeah what would be your um like criteria
I guess for assessing that they're basic
or more of a beginner so if it's very
fundamental questions that are being
answered kind of in the quick start
guide and the like SEO beginners guide
that we have in the in the fundamental
documentation basically like how can I
choose which of the URLs pointing to a
specific piece of content is chosen and
these kind of things I would consider
that like the 101 kind of things and
then there's like super technical stuff
like hey we have this web worker in the
background that is
misbehaving what's going on then that's
that's something that not many people
experience luckily and that's something
that is very very specific and very
unlikely for for you to become a blocker
unless you have been doing a lot of of
the work beforehand and have have gone
into a bit of a deeper end of the pool
so to speak but I guess it it also
depends a lot on the types of
specialization that oh yeah sure it's
like so someone could be like super
focused on web workers trying to get
them indexed and at the same time like
how do I block a page from being indexed
yeah yeah yeah and that that's probably
why it is so subjective and uh it it's
super interesting super interesting to
see how they're like yeah we got
everything nailed down we are running a
tight ship here and then you see like
some of the stuff that is discussed at
large in all of the beginner
documentation is being missed and that
left me with a question is it that they
are not aware that this documentation
exists is it that they they had a hard
time Fielding the amount of information
we put out there is it that they they
don't know and then there's also the the
thing none of us is a native Turkish
speaker we do have professional
translations that we invest a lot of
effort and time in um but in the
end I I know from German that I am a
native speaker of our German
translations are damn good but I don't
know for all the other languages I'm
assuming they are damn good but I'm not
sure we are getting so much feedback on
them I don't and I'm I'm wondering why
is it that we we cover everything and
everyone knows everything and then they
just forget or I I don't know I I
honestly don't know I would be
interested in hearing back from the
community uh especially from from tury
uh what they think on that did you get a
sense uh just in like conversation with
them if they knew about the
documentation or if there was like sort
of a I don't know a feeling or a Vibe
about like that the translation is bad
or something like that that's that's
exactly what I don't know because we
were so busy during the event fielding
all the conversation like everyone
wanted to talk to us and that's great
that's fantastic that's why we're doing
it but it doesn't really give you the
space to reflect on things on the spot
so I reflected basically like on my
flight back home I was like hm I wonder
dang I should have asked these questions
but you know just just means we have to
go back and ask them again so I I guess
it's a good thing we have a YouTube
series called SEO Made Easy probably
yeah episode 16 and onwards are
publishing so uh enjoy
cool and and Gary you've been running
meetups when you travel kind of like
smaller meetings with with a smaller set
of people uh do you find that to to give
you different kind of information
compared to normal
conferences
uh I don't know I do those meetups
because I want to hear what's on
people's minds um like I don't really go
to normal conferences anymore for
various reasons and one of the most
valuable things that I got out of
conferences is that like when I was
doing q&as then I heard the questions
and then I could notice patterns in the
questions for example and then it's like
oh we might have a problem here or there
or whatever but if I don't do those then
I don't get the question so how do I fix
that well if I'm traveling anyway then I
might just invite people for a coffee
and then we talk about internet things
basically and then perhaps also search
things nowadays definitely also AI
things fortunately I'm very happy about
that I I think the questions reflect the
maturity of of the community in in any
particular country so for example in
Malaysia it would be different kinds of
questions than let's say Singapore even
though they are very close to each other
KL and uh and Singapore the level of the
questions are very different and
probably because the marketers and seos
here in Singapore have been doing that
kind of work for a very long time whilst
in KL maybe they just started their
journey in SEO or marketing or whatever
like the largest takeaway is that like
what's up with all the AI stuff like
everyone and my grandmother was asking
about uh AI everything and that
literally is everything like how can you
use AI in your day-to-day life like life
and also outside work life how can you
do whatever else with AI and then AI
overviews Gemini chat GPT all these
things they are all coming up and people
asking questions about them I really
wish we could put out more documentation
about how these AI interfaces work in
more simple
terms because especially the newer
things that come out like for example
example a certain company put out
something about reasoning and I wanted
to understand like how it works and
there was very little low-level
information about that like there was
some high level oh this is kind of like
magic and we like magic and whatever but
that's not very useful right yeah
they're they are really cool uh do you
think that that's something that like we
should be doing From aearch perspective
or is that like the AI team's job to
sort of educate about how how AI works
or how llms work if we're being specific
I I think I'm air quoting it's it's
probably the AI team we we have the AI
principles or our Google's AI principles
or something like that that site also
has um some white papers about how llms
work and the common problems with llms
and I've been using those white papers
in my presentations about AI I I feel
they are particularly ful in explaining
all these AI shenanigans that we have uh
or the internet has nowadays um in a
very clear way so do you think AI will
replace SEO is SEO on a dying path I
mean seio has been dying since 2001 so
I'm I'm I'm I'm not scared for it like
I'm not yeah
no I'm pretty sure that in 2025 the
first article that comes out is going to
be about how SEO is dying again but and
then Counterpoint how SEO is still
relevant in
2025 yeah considering it's been doing
that for the past 25 years or something
it's
like so you've been doing uh like a gen
talk at search Central live last year
and this year have you seen questions
change or how do you see 2023 compared
to 2024 in terms of of people's
perception or the type of question that
they're
asking um they are pretty much the same
um and that's because we try to vary the
audience we prefer not to reinvite
people who attended one of our
conferences in a certain location
because one thing is that our talks
don't change that much like for example
there's one way to tell how search works
right like if you have to John's making
faces he's going with the second way
using pasta as a vehicle for information
delivery explain yourself
Mo no okay but the questions are are are
generally about how how you can use Ai
and will you be penalized in some way if
uh you are using Ai and in more mature
uh markets it's uh more about like
understanding hallucinations like like
one particular thing that come up in one
of the meetups uh was how AI
hallucinations work and basically that's
the reverse question because usually
it's like how AI works and then explain
how how it fails like it's it's a very
good question it's a like a
thought-provoking question do you talk
about Raj at
all what Rich uh he means
rag generation I feel like not help me
understand retrieval augmented
generation that's rag rag rag rage is it
JF or G oh we are not going there never
mind JF is the peanut
butter yes but also no I think like like
the people are are trying to
ask that question but it it comes out
very awkward and then I I would not know
how to how to answer I I I think it's a
it's a relatively complex topic and for
the longest time we haven't had good
ways to explain it or show showcase what
it what it can do and how it can do it
probably nowadays it's it's much better
and you can just show that like here you
upload these five documents and then
based on those five documents you get
something out of the out of the bag ah
okay is so this question is about how
the thing knows its information and
where it goes and gets the information I
found it useful when when talking about
things like Ai and search results or
combined with search results where seos
I I feel initially when when they think
about this topic think oh this AI is
this big magic box and nobody knows what
is happening in there and when you talk
about kind of the retrieval augmented
part uh that's basically what what seos
work on like
making content that's crawlable and
fible for search and that kind of flows
into all of these AI overviews so I I
kind of found that angle as being
something to show especially to seos who
are kind of afraid of AI and all of the
these things that actually like these AI
powered search results are often like a
mix of the existing things that you're
already doing and it's not that uh it
suddenly replaces crawling an index
on that note I noticed we we updated our
crawling and indexing docks in some
places this year uh are is something
fundamentally changing there or are we
just documenting more edge cases what's
what's up with that whether it's
fundamentally changing well that's easy
no we've been publishing block post
since 2006 or 2005 I think 2005 we have
lots of good information in those block
posts
still that haven't been converted to
docs so that's one thing the other thing
is that even in our existing docs every
now and then we find holes in the
documentation um like for example we
never directly documented what kind of U
encodings we accept like that that
information floats on the internet but
it was never in an official Google
documentation so yeah we are trying to
like plug those holes also trying to
move towards like a more transparent
crawling in general like where where we
can document stuff that we do with the
things that we do with like the
different crawlers and Fetchers and
whatnots why not do it because
essentially it is public information
because we kind of have to craw it craw
with those things publicly so might as
well just document it I think that's the
thing that I was wondering for some of
the Chang that you had sent over to me
is this a new thing or not with the
encodings and I was curious how like why
now if this is something that we had
talked about 10 years ago why is it all
of a sudden like hello we found the hole
we would like to fill it with some
documentation I mean that particular
thing that was because of some internal
work that we've been doing um we were
evaluating other encodings that we might
want or we might have wanted to use in
in our HTTP clients and when I was
basically checking our documentation
about what we already have for example I
was I was looking up the particular
response header for for encodings the
accept encoding and then colum and then
the three encodings that we support I
couldn't find it and then I found it
buried in some block post from
1972
um and um I tested it again looked up in
our configuration like what we have and
then like why not document it like I I
can't possibly be the only person who's
looking for this well maybe I am but so
practically speaking like an external
person why would they want to look for
this piece of information I I guess they
don't need to change anything it's more
about like confirming that what you're
doing is working which probably most
people will notice already like it's not
it's working or it's not working for
search m uh but it's more like a
confirmation that oh I'm doing this and
Google says it's okay yeah I mean
technically an edch case would be that
they uh switch off uh all encodings and
then um they switch on this brand new um
stroll easy compression on their web
server and then everything is failing
basically we just get gibberish from the
server because we don't support that uh
encoding and then you could look up like
what en codings does Google bot support
or Google scroller support ah but then
we get those like crazy questions that
are like oh it's not listed does that
mean it's not supported or your docs are
just out of date and then we have to say
h we don't support straw lizy is that a
people problem or an us problem like
seriously
ah okay let's let's move to something
less
controversial JavaScript Javas
JavaScript excellent segue
so I I heard at some of the events that
I was that developers really love
JavaScript and everyone wants to convert
their site to JavaScript Frameworks is
this a thing or is it just the the
people who who want
confirmation I I think that is something
that is has been happening in the past
and will continue to happen and some of
it uh sparked
around 2012
2010ish where uh the iPhone was
introduced and apps came to the market
and people wanted to make their websites
compete with apps that was the goal and
then people were told oh the web can't
do what apps can do and so a lot of
functionality needed to be added to the
web to to go along with uh with what
apps can do like push notifications
working offline these kind of things um
and these things have historically been
done with JavaScript and will continue
to be done with JavaScript but I think
we have seen that calm down a little bit
as the web platform became more capable
and people have discovered oh this can
be an application platform and now we're
in this weird state where websites can
be just that websites basically pages
and information that is presented on
multiple pages and
linked but it can also be an application
like you can do podcast recording in the
browser like we do right now that is a
web application we don't have to install
anything it just works in our browser or
a cad application where you can design
parts for a new machine or you can edit
photos or cut videos these kind of
things can be done on the web as well
and then the interesting thing is that's
a spectrum and these are kind of like
the two ends of a spectrum you have
pages and then you have these
applications and then you have things in
between like you can do apartment
viewings in the browser is that a
website yes in the sense it is a website
because it presents information like the
square footage uh how which Which floor
is this on what's the address how many
rooms how many bedrooms blah blah blah
but it's also an application because you
can use a 3D view to walk through the
apartment for something
um what is this how do I represent this
and it's using a JavaScript uh
application base to kind of present this
information but maybe then it also uses
the same JavaScript that does the 3D
rendering to also present the rest of
the information on the page and I think
we are seeing more and more of this
where we are somewhere in between an
application and a
website and yeah I I think that might be
why more people are asking us about
JavaScript because they're in this weird
in between
place okay I guess when you get this
question John are are they having a
problem or are they wondering like
before they have the problem like hey I
want to implement this thing like will
it be okay for search or I implemented
this thing it's not working hello please
fix it uh
both um I I see kind of people who who
have problems and kind of pointing them
at our existing documentation especially
all of the content that Martin has
created over the years that's that's
been really helpful and sometimes I have
people who come to me and like my
developer said they only like JavaScript
it's like is it okay and then there it's
like you also have to point them at the
existing documentation say like hey for
the most part yes but you still have to
watch out it's not like a simple just
replace everything with JavaScript kind
of
thing and usually that's that's pretty
helpful but it it kind of feels like
like that thing that Martin mentioned
it's where there are lots of people that
like these JavaScript Frameworks and
they use them for things where
JavaScript really makes sense and then
they're like why don't I just use it for
everything yeah and sometimes that makes
sense sometimes it's like I have a
hammer I will use it for everything uh
which doesn't doesn't actually work well
if you want to make a toast for
example you can make a very thin
toast I think you're really hammering
this point home John yeah you nailed it
nailed
it so in last year's episode uh we
talked a little or you guys talked not
me I wasn't there um but you were
talking about using llms and playing
around with them how has your view on
them changed since last year so to
remind you uh Gary said that he was
using it to cause problems and John said
that he sometimes uses it to structure
documents and Martin I think asked the
question so I I think I I don't know
it's like maybe it's more of a kind of
an element of the time right now but one
of the things I I noticed is is some of
these llms are really good at writing
code uh so maybe we can get rid of all
of our developers no just kidding sorry
oh boy nope nope oh boy but I I for
example it's like I found found this
really cool llm that uh does code really
well and I had it write python code that
trained an llm model to solve the Fizz
Buzz problem I don't know have you heard
of this Gary you know fizzbuzz Martin
fizzbuzz I heard that before and I've
done my fair share of Fizz buzzes this
okay for those who do not know what a
fizzbuzz is it's it's basically a very
basic program that counts the through
the numbers and every number that's
divisible by three it says Fizz instead
of the number every number that's
divisible by five it says buzz
and th this is what it does so so I
asked an llm to write python code to
train a Transformer model to do
this why and it worked it worked it
worked it had it had a very very good
accuracy the the why question the llm
asked me repeatedly is like are you
ready to do something serious but I I
just found kind of the process of like
the llm spitting out the code and saying
here's a code and then you try to run it
and it's like oh no it throws this error
and you just give the llm the error and
it's like oh my bad it's like tries to
fix it you do that a few times and then
in the end it actually works so I had
this really long code that took I don't
know like a half an hour to run to train
a Transformer model to do FS buuz so
Martin um like if you sit down and you
have your favorite te next to you how
much time would it take to write a
python thingy that
does yeah does
fpas well if I if I like take care of my
tea first and like zip it and stare a
little bit into the distance because I
have a really nice panoramic you five
minutes okay yeah that's I I wanted to
say seven but sure oh okay if if it
makes you happier seven I I can I think
I can stretch the tea out a little bit
more I I thought it was fantastic and I
loved having a llm write code to make
another llm it's like this is great so
you're still using it for fun and uh
chaos well I I just noticed that like
when when I need to create some small
scripts it's it's sometimes helpful to
to get that I mean oftentimes it in in
practice it probably takes just as much
time to make this code like if if you
make it less complex uh then if you did
it yourself and sometimes it advin
things so it's like pros and cons but I
mean I I I think this year I went
through all the phases uh of of a like a
kind of relationship with AI situation
so at first I was skeptical then I got
mildly excited for it then I got really
excited as I tried like different things
um for instance I was skeptical at first
when I saw how clunky it it feels clunky
to me to have to chat with this thing I
don't want to chat with the thing I just
wanted to like click a button and then
be done with it um and and then I got
excited as I realized how much I can
actually do with AI enhancements to
photos and how how much quicker I can I
can do certain things and I tried like
uh I think on Tik Tok if I remember
correctly I tried the AI cutting thing
that kind of cuts a video for you it was
surprisingly reasonable it wasn't
exactly my editing choices but you know
if you if you have like 5 minutes and
you want to produce something for social
media real quick it's probably better
than just not doing it because you don't
have more than 5 minutes cool so I got
really excited and then at some point I
I used it a bunch to to draft um like
articles and blog posts and slide decks
and these kind of things but I realized
then and that's that's when it peaked
kind of for me in around the summer um
and I realized that actually in the end
I pretty much threw away everything that
it created for me and just redid it so
I'm like I mean gets me started but
maybe that's like a discipline issue and
I could just like do it without AI
really instead of just like sitting
there and being like I don't have the
perfect story line so I'm not going to
start the slide deck just start with
something and then enhance enhance
enhance because exact that I don't
really save time using AI there and
recently I got really excited because
someone was like there's this like AI
website builder and I sometimes get I'm
not really a good web designer but I can
tell if I like a website or not from its
design design um or from its design
perspective and I usually overcome this
whenever I make a website by just using
themes that's or like designs that
someone with an i4 design put together
and it takes me a bunch of time because
I have to browse these so an AI website
maker sounded interesting and I clicked
on it and it took ages to come out with
the first design and it was utter
crap and then I I wanted to iterate and
it took like honestly not even lying it
took like 60 seconds to generate a
second version and it was it was
different but it was even the same
amount of crap like it didn't get better
just switched the fonts and the colors
like lavender and dark slate blue for
purple and cream or something like that
and you're like this is this is still
making me sick so why did you take a
minute to do that like I could have done
that in 10 seconds in a in a web editor
of my choice so it didn't it didn't help
at all myty what have you have you heard
of uh Dream
Weaver yeah but Dream Weaver was
faster it was crap but it was faster
your experience reminded me of Dream
Weaver yeah yeah I me too and I'm like
but to be honest like Dream Weaver in
worse I didn't know that was possible
but yeah yeah and so and and I'm at this
point I'm like there are users or use
cases of AI where I get excited for it
uh but this is not it it's not as
universal as you would think I saw a
talk recently in London as SX
London uh where someone who does not
have python skills actually built uh an
AI thing with python using chat GPT and
that was really impressive and they
walked us through the process kind of in
real time and it yes it took half an
hour but that's still impressive iive
they had like a keyword categorization
thing uh built in like half an hour
without actually knowing coding great I
think that's great I finally had a
positive experience with uh
llm sounds terrible um but all these
like llm use cases they're all like
content generation or like help me do a
thing and what I really like about
notebook LM is that it's seems to be
more focused on help me understand the
thing um and more of a maybe because
we're in the end of the year like
reflection mode um but I can then ask it
more questions about the documentation
and see how it can like compare and
contrast um or find themes maybe for
from like all the podcast episodes that
record we recorded this year um or maybe
like uh inconsistencies if we were
saying something a certain way can you
find like all the times that we talked
about sitemaps and then compare yeah I'm
also using notebook them quite
expensively for like some personal
research that I'm
doing just hobby things um and it's it's
mindblowing
mind-blowing
um I'm I'm sure there are
other um similar apps or whatever it is
out there but like I heard about this
from uh AJ con who's a longtime
SEO and uh he brought it up and back
then it was not available in the uh
outside the US and I was relatively
upset about it because he was uh he he
was uh singing ODS about it and uh
finally when we got it then I tried it
with some uh Publications from journals
and and stuff like that like like elsewh
and whatever it's mindblowing like
finding connections like you upload like
five Publications uh like research
papers or something and then it finds
connections between the thing that you
are asking about in those five PDFs and
then you also have the citations and
whatever it's freaking awesome do you
use the audio overview feature why I was
just curious because this is an audio
format so it seems relevant no I like s
okay okay one one quick last thing what
is your favorite thing on the internet
that you discovered this year this year
this year I nothing can it be like what
this Cent this Century this decade this
decade no this Millennium that's oh wait
that's also the this decade oh no this
is this Century okay Martin your turn oh
boy I rediscovered like old German memes
and I'm just loving it and also I
rediscovered the old uh Vine uh oh yeah
videos oh they're so good that's not
this year well no but I rediscovered
them this year so this year on the
internet I discovered or I liked these
things I'm sorry okay then uh this year
I rediscovered the million dooll
homepage
oh I think my favorite moment was a uh
timu croissant video what that I will be
sending to you after this podcast
recording please do I'm not a
serious moment but uh discovering it was
this person uh who uploaded their first
Tik Tok video and it was them uh
wondering why they found ants crawling
out from under a croissant lamp that
they bought on
timu and it wasant a croissant croissant
cantas and I will have
AAS a quasa dipped in resin
um then Shi to your house you can see
where this is going and it was tested in
the video and confirmed to be
edible
what no
way okay mine on that note mine was I I
ran across an Australian cheese maker on
YouTube who does videos about making
cheese and he opens up he opens every
video
with good day kurd
nerds kurd nerds I like it oh that's
good cool all right amazing well that's
it for this episode and maybe you'll
hear more from us um if people want to
find you on the internet and ask you
more questions where can they reach you
LinkedIn yep we will put the million
doll
homepage did you buy them Million Dollar
Homepage no but I'm considering buying a
pixel all right
pixel oh my gosh pixel 9 XL nine nine
nine okay so we will see you next year
yes all right thanks y'all for listening
thank you for joining and
goodbye cheers
bye-bye we've been having fun with these
podcast episodes I hope you The Listener
have found them both entertaining and
insightful too feel free to drop us a
note on LinkedIn or chat with us at one
of the next events that we go to if you
have any thoughts and of course don't
forget to like And subscribe thank you
and goodbye
[Music]

---

## 2024-12-13 - 3 Tips for Crawling Errors

URL: https://www.youtube.com/watch?v=e0wnYVsIrF0
Caption: en-j3PyPqV-e1s (manual, json3)

MARTIN SPLITT: Pay attention to the responses your server gave
to Googlebot, especially a high number of 500 responses,
fetch errors, timeouts, DNS problems, and other things.
[MUSIC PLAYING]
You might have been wondering how Google Search interacts
with your website, a process generally
referred to as crawling.
Let's dive into troubleshooting pages
not getting into Google Search from this perspective.
If you watched our How Search Works video series
or read through our documentation on this topic,
you already know that the first stage of getting your pages
into Google Search is crawling.
But if pages aren't getting into search, how can
you troubleshoot it starting at the crawling stage?
Here's my first tip.
It's relatively well known, but still
often forgotten, just because you
can access a page in your browser
doesn't mean that Googlebot can access it.
This can have a bunch of reasons.
Robots.txt might prevent a crawler from accessing a URL,
or there might be a firewall or bot
protection blocking Googlebot.
There might also be networking or routing
issues between Google's data centers
and your web server, and many more.
So opening the URL in the browser isn't quite a good test.
Use the URL inspection tool in Google Search Console instead
or the rich results test to see if Googlebot can access a page.
It shows you the rendered HTML of that page.
When you search for bits of the content in the rendered HTML
and you can find it there, that's fine.
And it's not a crawling problem.
Otherwise, something didn't work out.
Tip number two is to use the Crawl Stats
report, more specifically the response section in that report,
to see how your server responds to crawl requests.
Pay attention to the responses your server gave to Googlebot,
especially a high number of 500 responses,
fetch errors, timeouts, DNS problems, and other things.
These errors will sometimes happen transiently,
so they go away without any need for intervention.
But if they are pretty frequent or they spike up,
you might want to investigate further.
If your site is particularly large, more than millions
of pages or so, errors in the 500 range
might also slow down crawling.
When you spot errors here, like the 500 error or fetch errors,
you can check some sample URLs and see if they still
produce these errors when you fetch them
through the URL inspection tool in a live test.
If Googlebot can now reach these URLs,
there is no need to do anything else.
But if the problem persists, you can use the URL inspection tool
to find out more and dig deeper.
The last step with regards to crawling issues
is an advanced one, and you might need someone
from your hosting company or development department
to help you with this.
But looking at your web server logs is not a basic thing to do,
but it is a powerful way to get a better understanding of what's
happening on your server.
There you can see patterns, the amount and timing
of your requests, and how your web server responded.
Be mindful, though, that not everyone who
claims to be Googlebot actually is Googlebot, so don't
worry about the odd requests.
They might be coming from some third party scrapers who
pretend to be Googlebot.
So to sum it up, check the URL inspection tool
and take a look at the crawl stats report
to find out what's going on with crawling on your website.
Also, don't forget that the logs of your web server
can be super useful to find out how your server
responded to requests, but be aware
that there's many Googlebots who aren't actual Googlebots.
Leave us a comment if you want more technical content on Google
Search Central and what topics we should cover in the future.
Thanks a lot for watching, and see you soon.
[MUSIC PLAYING]
Ho, ho, ho.
This is a core update.
No, no, we're not doing that.
No worries.
[MUSIC PLAYING]

---

## 2024-12-05 - Handling Dupes - Same Same or Different? | Search Off the Record

URL: https://www.youtube.com/watch?v=6bAlB0RHs9c
Caption: en (automatic, json3)

[Music]
hello and welcome to another episode of
search off the record a podcast coming
to you from the Google search team
discussing all things search and having
some fun along the way my name is Martin
and I'm joined today by John from the
search relations team of which I'm also
part of hi John hi Martin and we have a
special guest Alan Scott from the dubs
team hi Alan
dubs dubs dubs dubs dubs internally we
call it dupes but
okay oh I'm not a I'm not a native
English speaker for me it's dups okay so
you're like you're actually right we
spell it wrong we we put dups and so
everyone outside should think it's dups
but for some reason we always called it
dupes but but I think externally we call
it Canon a so which is even worse it's
it's yeah it's fantastic isn't it I've
been fighting that terminology for years
oh oh really let okay before we get into
that would you be so kind to introduce
yourself to our audience of course of
course so my name is Alan Scott I am an
I'm so software engineer at Google I've
been here over 12 years now I think and
uh I have spent almost all that time
working on the problem of duplicate
detection and elimination which uh wraps
into other friend problems s like signal
forwarding and these days even starts
pulling in other Wilder topics uh from
the fringes like error pages and
localization so uh yeah oh wow all right
so we've we've started this off with me
mispronouncing
dupes and you telling us that when
externally we talk about
canonicalization you really don't like
that why don't you like the term
canonicalization to be fair that's
something that I go up against usually
more internally cuz uh when people think
canonicalization they sort of Imagine
This one black box that does all the
magic things together and uh it's very
difficult to handle requests from people
that are like well why is
canonicalization wrong and and so um I I
tend to push people to think of it as
well canonicalization is one step it's I
have a bunch of URLs and I want to know
which of them is the canonical but there
are other steps that are as if not more
important here like the the first one
being clustering oh usually when people
come to us and complain about
canonicalization the immediate thing we
say is oh that's a clustering problem
because these two pages shouldn't be in
the same cluster let alone cases of
canonical selection like if you want to
bring a canonicalization problem to me
what that is is these two pages are in
the same cluster but they aren't
actually like we picked the wrong one
like the most dire case being a
hijacking uh we see those and we act
really fast cuz those are just disasters
so so clustering is basically taking the
pages that we think are the same and
then canonicalization is from those
pages which one is the best one is that
about right exactly yes okay yeah so for
example real canonical is a bit um bit
of a magic factor that crosses both
these lines real canonical will actually
it will first try to put two pages in
the same cluster it may or may not
succeed but if two pages are in the same
cluster and there is a real canonical
between them then it's also a canonical
selection signal oh so you say it's a
canonical selection signal does that
mean that there's other things that
could be a signal for canonicalization
uh I'm not sure what the exact number is
right now because it goes up and down
but I suspect it's somewhere in the
neighborhood of 40 whoa okay well now
our listeners will be making
spreadsheets with 40 signals
like like they used to do with those 200
ranking signals that we had but I I
think if I remember correctly hdp versus
https is one of them yes uh there's
actually multiple criteria that try to
deal with that dimension in specific cuz
we want to get that right but um it's
not as easy as it might seem the general
guiding principle we have is we want to
sort of what you see is what you get for
the end user where if we give them an
htps page page then it should actually
be secure whereas if we don't think it's
secure they should get an HTTP page um
that means that sometimes we follow the
Web Master signals and sometimes we
don't because web Masters might do
things like hey my htps page redirects
to my HTTP page and then to a different
https page that's not secure so that
will get you pushed to an HTTP canonical
if we can manage it interesting I I
guess the the issue of multi steps of
redirect that's that's challenging in
general
right yeah it's like finding which which
one is the right one to to show or which
one is maybe something tied to
personalization or the the location of
the user it's funny actually uh this all
kind of links together here uh because
we just came off HTP versus htps and now
we're talking redirects just recently uh
I I made an effort to sack one of
criteria and I'll give away the name it
was called redirect to shorter and it
had a really bad interaction with htb
htps because if you had conflicting
signals come from the Web Master this
one would push you to http oh so we
wanted to get rid of it for the longest
time oh that extra letter yeah literally
just that extra letter it's this is why
I like go ahead make your spreadsheets
some of these Criterion are not very
smart some of them are very tricky but
some of them are also very very basic
heris oh my okay wow but why do we even
need like 40 plus minus X signals I mean
website owners never make mistakes and
give you the correct canonical all the
time right so when it comes to trying to
figure out how to waight things one of
our biggest problems is we don't know
what to do when Web Master sends us
conflicting signals um the two most
common that come up there would be 301
versus real canonical um like those are
both very strong signals if your signals
conflict with each other what's going to
happen is the system will start falling
back on lesser signals so it'll start
listening to things like site Maps or
page rank or the now deceased redirected
to Shorter okay so if if you have
conflicting strong signals then
basically you're saying these don't
matter we just don't know how to train
the system in those cases because like
how does a human evaluate that at the
end of the day we can only train the
system as well as a human can evaluate
what the correct answer is we just don't
know once web Masters start giving us
confusing signals like that I I guess
you know you can't train a system to
just sit in a corner and cry because
that's what a human would do in that
case yeah we we train the system to be
ambivalent okay
that all right so we've heard about
redirects we've heard about clustering
and that actually the clustering bit
reminds me of something that keeps
coming up and I think this got a little
worse since Google search console
started primarily reporting only on
canonical URLs and that is when you have
a um a website that is in three regions
that have near duplicates so let's say
Germany and Switzerland both use German
MH and high German at that in in text uh
in written content and then you have
like a product page and it's pretty much
the exact same information except the
price and the currency add
and website owners make a huge effort of
like making that they tell us so this is
the version for the Swiss market this is
the version for the German market so
like they use atang and all these lovely
things that we have and yet one of these
gets chosen as the canonical and shown
in reports and then also this canonical
sometimes changes you know it makes
things uh interesting let's put it that
way how does that work but I I think it
also plays into the clustering bit right
if you tell us that it's kind of the
same but different language versions is
that is that part of a cluster
then this would be the localization
iceberg that we're now encountering you
you you can see the tiny sliver above
the waterline and then there's this
giant mass underneath if this topic
seems confusing externally it's also
confusing internally we we have been
trying to make localization work in a
reasonable way for a very long time um
because it's a very challenging subject
so you're asking about how clustering
works with localization well the answer
is it depends oh people love that
externally people love when you say it
depends yeah so so internally there's
essentially two categories of
localization types there are the the
localization types where it's just a
boilerplate translation which is
something you see very common especially
with big social media sites they they
don't translate the the content whereas
there are also translations that are
full translations where you will see the
actual content of the page fully change
yeah and I mean the boilerplate bit is
pretty pointless
right I mean yes largely speaking it
does not help a lot for people to see
hey this is the you know the Swedish
version of your favorite celebrities
social media feed that that is not
something that we're really concerned
with h doing out for people but uh the
the full translation pages should not
cluster because they have different
tokens they're going to retrieve for
different queries so we don't want them
in the same cluster we want to have all
those pages available for retrieval the
boilerplate translations we want to put
into the same cluster and uh and that
means that they'll consolidate signals
but it also means that we don't have to
crawl every single localization variant
because to be honest you know we're
wasting your bandwidth and and we're
wasting our space By by doing that so
that's why it depends uh there's there's
two different ways we want to handle
these things and you know what what
which one you're doing matters and and
then you get the really complicated ones
like what you said where they just
change the price and those ones become
more complicated because it's it's
basically the same content but for one
token but that one token really matters
um and in that one token case we still
want to have them in different clusters
that's a more challenging problem in
theory than you know not putting two
language variants in the same cluster
but uh you know
that's why localization is a hard space
in in the case of boilerplate
translations would we still try to swap
out the URLs when we show them in search
or oh absolutely uh so sitting on top of
all of this talk about clustering which
is the dupes system on its own there's
hre Lang which is a basically a separate
system where if you put in the
annotations we will try to substitute
them um John knows that uh there is a
project right now which may or may not
be live by the end of the year um that
is attempting to increase the reach of
that
specifically so we want to serve more
hling variants we want to utilize that
more but we need to put in place
mechanisms that will determine basically
how much we can trust it on a given site
so we're doing some crawl and
verification basically to determine
you know is this site serving its map
correctly uh and if so then we're going
to try to serve that more often without
necessarily having to verify it as much
as we currently do okay I I guess that
would also work for the Swiss and the
German versions hopefully yes I'm not
super familiar on the specifics between
you know German German and swiss German
but if there are minor differences then
I would expect this to be able to say oh
you're from Switzerland and there's an H
ref L entry for Swiss German so here you
go this is the right page for you cool
that's pretty nice yeah that that sounds
interesting and uh with X default do you
find that's something that sites
generally use correctly or it it always
feels tricky to explain that because by
the time you get to that it's like their
head already blows up from all of the at
laying so um Martin was asking me about
canonicalization signals earlier X
default is actually a signal and uh not
inconsequential one I don't know that it
is used very commonly it does seem to be
used reasonably well when it is used uh
I kind of wish people would use it a bit
more to to put this in perspective
you've kind of got two tools here one of
them is Rel canonical which says hey I'm
supposed to be clustered with this other
page and that other one is supposed to
be canonical X default is more of a hey
if you don't know what a local what
local to do or or I wind up in the same
cluster as this other page that's the
one you want for retrieval and that sort
of thing it is a sort of real canonical
in a way but not for clustering just for
canonical selection as long as the
signals align I guess if if you then use
other things like X default to one thing
but then real canonical to another thing
is probably confusing signals again no
yes but that's sort of expected in a way
right uh like we have to make
accommodations for that in this specific
case because you could imagine say I
have multiple different versions of this
Swiss page and I also have multiple
versions of this German page and I want
to real canonical those guys into their
own independent clusters but then I also
want them to be a member of this hling
map oh okay oh my God yeah no I this is
a complicated subject which is you know
why you know when I started it's like it
depends This is complicated there's an
ice B we're we're now starting to
descend now now you can start to feel
the the joy of of dealing with
localization mechanics oh boy do do you
think there will be a simpler variation
to do localization at some point I I
remember like it's at some point Gary
and I sat down we discussed options and
then my simpler solution was to use a
set of regular expressions and then I
realized this is not the wrong
direction a a set of regular expressions
and you call that a simpler mechanism
exactly uh yeah this topic has been one
that I've been hearing about since I
joined the company um and and good ideas
in the space have been hard to come by
which is why we're kind of running with
the best we've got right now so you know
you're you're you're rolling your eyes
and you're you're you're you're nodding
your heads and saying oh God this is a
mess and yes it kind of is but we don't
have better Solutions and in the
meantime things have just been a mess
anyway so so why not just run with
something that is at least slightly
better than the status quo is kind of
where I'm hoping to go I mean some of
the more advanced folks that are working
on these kind of international sites
they kind of understand what to watch
out for what to do and for those of you
out there who are wondering what are we
talking about and what is this
internationalization we did discuss this
Gary and I in episode 78 of this podcast
we're going to link that in the
description below as well so that you
can listen up on internationalization
and joy and fun but uh oh boy uh it's an
iceberg I I see that yeah I can see that
but that's not the only thing that you
do in clustering dealing with
localization I guess you have other
fantastic icebergs such as uh Arrow
Pages you
mentioned ah okay so so this is can can
I start by by by threatening people with
marauding black holes
[Laughter]
what error pages and clustering have an
unfortunate relationship where
undetected error Pages just get a check
sum like any other page would and then
cluster by check sum and so error Pages
tend to Cluster with each other that
makes sense at this point right
oh oh is that these cases where you have
like a website that has I don't know
like 20 products that are no longer
available and they have like repl it
with this item is no longer available
and it's kind of an arrow page but it
doesn't serve as an arrow page because
it serves as a HTP 200 but then the
content is all the same so the check
sums will be all the same and then weird
things happen right so that's a good
example yes that that is exactly what
I'm talking about now in that case the
Web Master might not be too concerned
because these products if they're if
they're permanently gone then they want
them gone so it's not a big deal now if
they're temporarily gone though this is
a problem because now they've all been
sucked into this cluster they're
probably not coming back out cuz crawl
really doesn't like dupes they're like
oh that page is a dupe forget it I never
need to crawl it again um so that's why
it's a black hole only the things that
are very towards the top of the cluster
are likely to get back out um and this
is where this really worries me is uh
sites with transient errors like what
you're describing there is sort of a
like an intentional transient error but
you know let's say that you've got 39's
reliability oh no well one out of every
thousand times you're going to service
your error and now you got a marauding
black hole of dead pages and it gets
worse because you're also serving a
bunch of JavaScript dependencies
JavaScript and if those fail to fetch
they might break your render in which
case we'll look at your page and we'll
think it's broken so the actual
reliability of your page after it's gone
through those steps is not necessarily
very high yeah um so we have to worry a
lot about getting these kinds of
marauding black hole clusters from uh
taking over a site because stuff just
gets dumped in them like there were
social media sites where I would look at
the you know the most prominent profiles
and they would just have reams of pages
underneath them some of them fairly
high-profile themselves that just did
not belong in that cluster oh boy okay
yeah I've I've seen something like that
when someone was AB testing a new
version of their website and then
certainly would break with error
messages because the API had changed and
like the the calls no longer worked or
something like that and then in like 10%
of the cases you would get like an error
message for pretty much all of their
content and uh yeah getting back out of
that was tricky I guess yeah I've I've
also seen something that I assume is
similar to this where uh if if a site
has some kind of a CDN in front of it
where the CDN does some kind of bot
detection or dos detection and then oh
yeah Ser something like oh it's like it
looks like you're a bot and Google bot
is yes I'm a bot but then all of those
pages I guess end up being clustered
together and probably across multiple
sites right yes basically Gary uh has
actually been doing some Outreach for us
on this subject you know we we we come
across instances like this and we do try
to get uh providers of these of services
to work with us well least work with
Gary I I don't know what he's what he
does with them he he's in charge of that
but uh not all of them are are as as
Cooperative so uh that's something to be
aware of and and I guess sites would
notice this in search console when when
it says like Google picked a different
canonical and then they look at it and
it's like this is a totally unrelated
page how does Google come up with this
idea yeah that's
this is the kind of thing that's leading
to that yes but what do I do so this
black hole sounds really scary
especially if you say like oh it's
really hard to get out of it again if it
happens for whatever reason or if I'm
launching a new website or a new revamp
of a website or new version of a website
how can I as the SEO on that website
make sure or what what do I need to look
out for to avoid this black hole uh the
easiest way is to serve correct HTTP
codes so you know send us a 404 or a 403
or a 503 and and if you do that you're
not going to Cluster we can only cluster
pages that serve a 200 oh only 200s go
into black
holes okay that's a good statement I I
like that that's a that's a pretty good
one only 200 ghost into the black
hole the the other option here is um if
you are doing JavaScript Foo in which
case you might not be able to send us an
HTP code might be a little too late for
that uh what you can do there is you can
attempt to serveice an actual error
message something that is very
discernably an error like you know you
could literally just say you know 503
this we encountered a server error or
403 you were not authorized to view this
or 404 we could not find the correct
file any of those things would work um y
you you know we even need to use HTTP
code obviously you could just say
something we do have well we have a
system that's supposed to detect error
pages and we we want to improve its
recall Beyond it currently does to try
to tackle some of these bad renders and
these uh you know bot serve Pages type
things but um in the meantime it's it's
generally safest to take things into
your own hands and try to make sure that
Google understands your intent as well
as possible and I I think externally we
call these soft 404 Pages yep okay and
internally we we sometimes call them
crypto 44 yeah that's that's the term
I'm more used to yes okay
uh quick question I usually recommend in
this case so we do have like client side
rener or single page applications uh
where we have this problem that you
can't change the HTP status code but you
could use JavaScript to redirect to a
page that is statically set to return a
404 or 500 or whatever it is would that
also avoid this clustering
issue uh I think so yes uh tler usually
straps those redirects together for us
at indexing time so we would effectively
see your page as the HTTP result at the
end of the chain mhm okay and the other
option we we sometimes tell people is to
use a no index on an page that basically
says
404 does that make sense I guess if it's
a page that is supposed to be
permanently gone then it would be
clustered with others
so yeah so from my perspective if you
serve us a no index that's very
different from serving in uh an HTTP
error code if you service an HTP error
code what actually happens is we'll say
oh this page suddenly went error but
maybe it isn't supposed to be so we give
you a bit of a grace period before we
remove you from the index if you serve
us a no index we're like oh they went no
index get this out get remove this they
can't we can't serve it so you're gone
okay okay there's a different urgency to
these two things that's interesting yeah
so I I would suggest not necessarily
serving no indexes on error Pages uh
unless you really want us to remove that
page if it's permanently an error then
go ahead no index at all you like um but
if it's temporarily an error no no no no
interesting okay so those are things
where where the content is clearly like
an error has
has malfunctioned in some way and then
we get an error but what about things
where we just make mistakes like what
happens if I accidentally cluster a
bunch of near duplicates into a
canonical situation and then realize oh
no I didn't want that can I undo like if
I fix my real canonical after things
have been clustered is that another
black hole kind of situation or are you
like oh okay yeah that one signal has
been fixed I kind of want to to punt you
over to the crawl team on this one okay
the the the problem with this is that
it's very much on crawl to decide when
to crawl things and I believe that web
Masters do have some recourse here they
they can request crawl to some extent
and don't know how effective that would
be in these cases because I'm not part
of the team that schedules crawl so I I
can't tell you how much they actually
listen to that feed I think they do
somewhat but it's not a dupes problem
well I mean all of these problems are
related like we actually do send ra
canonical for example is actually a bit
of a crawl signal like we'll try to get
uh crawled to pick up a rail canonical
Target if it hasn't been crawled before
so we do talk to them we do communicate
with them for some cases where we're
like hey this is a thing you should look
at um but we don't have any code that
says hey wake up and inspect these dupes
Pages because we don't know unless they
crawl them that their signals have
changed oh of course it's kind of like
if it's blocked by robots text like how
can we tell what you changed on your
page we don't know yeah interesting okay
so we we should have a podcast with
someone from the crawl team marin oh
okay noted noted yes all right uh if you
have any questions to the crawl team
please let us know in the comments we
are really looking forward to hear if
people would like us to talk a little
more about crawling with the crawl team
that that's an interesting one cool but
other things can go wrong as well I mean
we talked about X default and uh
localization being in iceberg I mean I
could imagine accidentally serving some
different language than you actually
specify in the hre Lang setup so if I
have like the German version that
accidentally for whatever reasons pulls
data from I don't know the Spanish
version um does that Tinker or collide
with with clustering as well or do you
just go like okay they signal this is
the language version X and we don't care
or how does that work is that a
different team as
well one of the parts of the
localization iceberg is that there are
multiple teams this this is a problem
that crosses the stack um oh boy what
you're describing there to be honest I'm
not sure I completely followed the
example but uh mislabeling your content
is not something that the dupe system
worries too much about in terms of
languages so from my
perspective we probably didn't even
notice that that happened um it would be
might be more interesting to ask that
question to like someone from
serving but I yeah I don't have a good
answer for that all right okay serving
also goes on the list we will find
someone yeah I'm just I'm giving you all
sorts of other people to interview at
this point well this is useful that's
that's fantastic I don't I'm this is
fine this is perfectly
fine luckily you already interviewed Zoe
for rendering so you don't need to worry
about that one that is true and I
actually work with Zoe quite a bit uh
because we have all sorts of interesting
edge cases and problems and I'm pretty
sure there's edge cases for you in
clustering as well what is like a really
interesting Edge case that you
encountered for clustering mhm well okay
so
given the the the likely audience here
the one that's probably most interesting
for them would be when I see people who
put junk into the real canonical field
so like sometimes it's a script gone
wrong and you can see that oh there was
supposed to be some sort of variable
evaluation that didn't happen so you see
like dollar sign variable name or
something and then so all the real
canonical on the site are suddenly
pointing to hostname SL variable or in
another case I've seen people just leave
the field empty and uh that has a
meaning oh wait wait wait wait wait wait
wait what does that mean uh so I think
the parser actually turns it into just a
for slash
oh like it's it's a relative it should
be a relative path but I think I think
it actually goes down to like the root
of the server so uh it's basically the
same as saying please wipe my S out okay
you have to be really care we we so I
should be clear here we have some
validation in place to try to break real
canonical when we think they're wrong
but this is another Iceberg like we have
a we have a very old feature that is
essentially being leaned on to do this
and the new feature that we would like
to use to do it has been in development
for years at this point so are we ever
going to have good rail canonical
validation I don't know but in the
meantime the one we've got is imperfect
and if you make mistakes we'll catch
some of them and we'll let some of them
through I I think the solution is to use
an
llm we just
B like given this HTML header what do
you
think
John I'm really curious what it would
say maybe it would start to cry Martin
yeah sit in the corner and cry that's uh
that's the APT response oh my God okay
that's that's bananas all right so
there's there's a lot going on in dupes
clustering I I think that's that's
really really interesting and I I think
the one takeaway that you can probably
take out of this as a website owner is
make sure that every signal points in
the right direction like if you want one
specific URL to be like showing up in
search results then make sure that we
can understand okay this is this
specific version this is the best
candidate for this cluster of URLs
pointing to the EXA same content or neic
content I I guess that's that's the
biggest takeaway is that or what would
you say people should take away from it
and also HTTP status codes I think yes
oh yeah yeah so just to follow up there
is actually a fairly authoritative
external list on what uh Web Master
signals we use in canonical selection I
I actually looked it over recently and
it's still basically up to date I think
the one thing that might be missing from
it is xlang default is now uh kind of
important but the rest of them like site
m 301 real canonical they're all there
cool that's that's in our documentation
uh so we should update that maybe it'll
be ready by the time this episode comes
out cool so if you see a documentation
update uh done recently then you know
yes that has
happened awesome that's really really
exciting okay that that was super
interesting Alan thank you so so much
that was really really good you're
welcome and thanks John for being here
with me um I think that's it for our
episode huh yeah thanks a lot I think
next time on search of the record we
will be reflecting about the oh God
about the year in search already the the
end of the year is coming closer huh oh
my gosh wow already okay okay before we
get stressed about the fact that the
year is ending I'd like to say again
thanks Alan for being here thanks John
for being here and uh thanks everyone
out there for listening in with that I'd
like to say
goodbye bye
bye we've been having fun with these
podcast episodes I hope you The Listener
have found them both entertaining and
insightful too feel free to drop us a
note on LinkedIn or chat with us at one
of our next events we go to if you have
any thoughts let us know and of course
do not forget to like And subscribe
thank you so much for listening and
goodbye
[Music]

---

## 2024-12-04 - How Robots.txt Works

URL: https://www.youtube.com/watch?v=IXNEVt9rZG8
Caption: en-j3PyPqV-e1s (manual, json3)

MARTIN SPLITT: Hello, and welcome to another Search
Central Lightning Talk.
This time, we will talk about robots.txt files--
when to use them, how to use them,
and how you can test it with Google Search Console.
[UPBEAT MUSIC]
When you have a website, you probably
want it indexed in Google Search so people
can find it in all your pages when
searching for something online.
But sometimes, there might be some things
you don't want to see in Google Search,
or you might not want Googlebot to spend time on them.
Then the robots meta tag or robots.txt file
might be what you're looking for.
Let's start with the robots meta tag.
It's an HTML meta element that you add to your site's head.
Its name is robots, and it can take a bunch of different things
as its content.
Let's keep this one simple for now.
We can just set it to noindex to keep this page out
of Google Search index.
We can also be more granular and keep specific bots
from indexing this page.
Say we are OK with Googlebot indexing the page for search,
but we don't want Googlebot for Google News to index the page.
Then we can specify this in the name.
Instead of robots, we will call it googlebot-news instead.
We can also specify multiple things in one tag, like here.
We don't want snippets for this page,
and we also do not want translations
in the search result. Alternatively,
we can also use an HTTP header instead of a meta tag.
In this case, the header would be called X-Robots,
and it can contain the exact same values as the robots meta
tag.
For more information on this, check out
the link to our robots metatag documentation below.
All right.
Now we've discussed how to keep a page out of the index.
But sometimes, you want to do something slightly different.
You want to tell Googlebot not to even retrieve
a specific page.
That can be done with what's called a robots.txt file.
It lives on the root path of your domain.
So let's say, example.com/robots.txt.
It can't be in another directory.
So example.com/products/robots.txt
wouldn't work, for instance.
However, if you use subdomains like shop.example.com then
shop.example.com/robots.txt it is fine, however.
These files are relatively simple.
They contain text in a specific format
that many bots on the internet, like Googlebot, understand.
And by the way, if you use a website builder or content
management system, there likely is a plugin setting or some way
to manage the robots.txt file content.
Here is an example.
This file disallows every URL that starts with /no-touchy
on this domain from being accessed by any bot that follows
the robots.txt standard.
This is called a rule.
Rules can allow or disallow URLs or patterns of URLs for bots.
Note that not all bots on the internet will follow this,
but Google bot and most other search engines will do so.
You can also specify a specific bot by its user agent name
and give it specific instructions.
Say for example, you would like to allow a bot called SteveBot
to access the directory we've excluded
from the other bots earlier.
You can also use the asterisk character
as a wildcard to make your rules a bit simpler.
In addition, you can use robots.txt to point
the bots to your sitemap if you use the sitemap directive.
If you want to learn more about robots.txt,
check out the links to our documentation and the robot
standard documentation as well.
I would like to point something out while we are here.
Sometimes, people use both robots.txt and robot meta tags
or headers to stop a page from showing up
in Google Search results, but then
wonder why that doesn't work well.
The problem here is that in order
to see the robots meta tag or header,
Googlebot would have to retrieve and access the page first.
But it cannot do that if you prevent Googlebot from doing it
in robots.txt.
The issue then is that Googlebot might find the link to that page
somewhere and then tries to crawl it,
but it finds out it is not allowed to crawl it,
and then it knows the page exists,
but it doesn't see what's on it.
And that includes the robots tag.
So it might actually put it in the index,
albeit the limited information there is for this page,
due to it being blocked in robots.txt.
So to stop it from getting into the index,
use the robots meta tag or the X-Robots header,
but do not disallow it in robots.txt.
If you want to see how your robots.txt influences Google
Search, you can check out the robots.txt report in Google
Search Console, or use the open source robots.txt
tester I've linked below in the description.
I do hope this video helped you get a better
idea of the different mechanisms that
influence how robots interact with a page
and when to use which one.
Please do leave us a comment below
if you would like to learn more about technical topics,
and leave a like or subscribe to our channel
if you want more content around Google Search from us.
Anyway, thank you so much for watching, and bye-bye.
[UPBEAT MUSIC]

---

## 2024-11-28 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2024 年 11 月 28 日）

URL: https://www.youtube.com/watch?v=K9nMgxqP1GE
Caption: ja-8V-H19SidUo (manual, json3)

[Speaker 1 ] 皆さんこんにちは
本日もGoogle社員による
Google検索オフィスアワーの 時間となりました
本日お届けするのは いつも通り私アンナとなっています
どうぞよろしくお願いします
ではですね
早速Googleからのお願いに 移っていきましょう
はい 本オフィスアワーではですね
ハッシュタグGoogle検索 オフィスアワーを使用しております
なので質問についてのご意見 ご感想ありましたら
ぜひ上記のハッシュタグ
Google検索 オフィスアワーをつけて
SNSに投稿してください
またですね 本オフィスアワーで ご紹介した記事のリンクに関しては
本動画の概要欄に後ほど 掲載する予定となっております
そして我々チームの 励みとなりますので
ぜひこちらのオフィスアワー
コンテンツが 気に入って頂けましたら
高評価 チャンネル登録の方も よろしくお願いします
はい それではですね
続いてGoogleからの お知らせに移っていこうと思います
はい 今月の主な ブログ記事ですが
こちらの英語記事1件の 記事が公開されております
Updating our site reputation abuse policy ということでですね
こちら火曜日に 収録しているんですけども
日本語記事 まだ上がって おりませんでしたので
簡単に日本語でお伝えできる所を お伝えしていこうかなと思います
でですね 私ちょっとメモが ここに置いてあるので
目線ちょっとこの後もずれる 可能性あるかと思うんですけど
そちらご容赦頂ければなと 思っております
はい そしてですね
こちらのブログに関して まずは サイトの評判の不正使用に対抗する
スパンポリシーに対しての アップデートとなっております
で 気にされている方も多いかなと 思うんですけども 今年の初め
Googleはサイトの評判の 不正使用に対抗する
スパンポリシーを 開始しておりますと
で これは どういったものかというと
ホストサイトの既存の ランキングシグナルを利用して
サードパーティーのコンテンツを
そこで公開するような 手法となっております
で やっぱりこの手法の 目的としては
コンテンツを別のサイトよりも
上位にランク付けすること でありますし
やっぱりユーザーの 検索エクスペリエンスを
低下させることに つながるんじゃないかな
といったような懸念
そういったものを我々としては
そういうものとして 理解しております
でですね こうしたタイプの スパム行為ですね
それをさらに 厳しく取り締まるために
ポリシーの文言を明確化しています
で 日本語としては このように記述されています
サイトの評判の不正仕様とは
ファーストパーティーの 監督や関与が
ほとんどまたは全くない状態で
サードパーティーのページを 公開することを指します
その目的は ファーストパーティーのサイトの
ランキングシグナルを使用して 検索ランキングを操作することです
このように 新しいポリシーの ドキュメント内に追記しております
はい
でですね
ここからは for your info というか ノートというか
追加でお使いできる ことなんですけども
ポリシー違反を評価する際
Googleは様々な考慮事項 そういったものをいろいろ考慮して
サードパーティーのコンテンツが
不正に使用されているか どうかを判断しております
でですね
スパム主導対策を 受けたサイトの所有者の方
何ができるか という所なんですけども
そういった方々には 登録済みの
サーチコンソールの アカウントを通じて
通知が届いていきますと
なんで そこから 再審査リクエストを送信できますと
こういった流れになっております
で ブログの記事の翻訳が まだなんですけども
ぜひご一読されるといいかな と思いますのでおすすめします
それでは 本題に移りましょう
はい
で スライドかな
で ここからは通常の 検索Q&Aに移っていきます
今回は7件のご質問を 頂いておりますので
1つずつご紹介していこうかな と思っております
では まず1点目のご質問
非リンクリストの配布と ページ評価に関する
ご質問を頂いております
Xなどバズ目的で非リンクリストの 配布を行っている方が
最近よく見られますと
で このようなリンクを 配布する行為について
Googleからのご意見を お聞かせください
また このようなリストから
リンクはページ評価に つながりますか?
とのことです
はいご質問ありがとうございます
こちらの質問に関して担当の チームにも確認してみましたが
得られた回答として リンクスパムに関するポリシーを
もう一度確認してみてはどうか
といったような提案を 受けております
で ここにはですね 書かれていることとして
やっぱりGoogleは Webページの関連性を
判断するための要素として リンクを使用しています
しているんですけども
Googleの検索の 検索結果ランキングを
操作することを 目的としたようなリンク
そういったものはリンクスパムと みなされる場合がありますと
でこれには自分の サイトへのリンクを
操作する行為だったりとか
自分のサイトからのリンクを 操作する行為も含めますと
で こういった内容が 書かれておりますので
ぜひ一度内容を 確認して頂けますと
今回の頂いた 質問のような所を考える
きっかけになるのかなと思いました
ご一読ください
でですね プロダクトチームから もう一点紹介というか
ご共有していきたい内容としては
長年にわたって 信頼できるリンクの検出が
大幅に改善されております
そのため 現時点ではリンクを購入することは
無駄になる可能性がある と思っております
という所は ぜひ追加でお伝えして おきたいなと思いました
ご質問ありがとうございます
ではですね 続いてのご質問に移りましょう
はい
サーチコンソールに関して
ページのインデックス登録に関する ご質問を頂いております
ノーインデックスを かけているページ
こちらはサイトの方針に照らして
インデックスを想定していない ページについて
ノーインデックスを かけていらっしゃるそうです
または 404をかけたページ こちらは非公開化済み
公開期限の過ぎた求人について 数十万件警告が来ていますと
ただ いずれもサイトそのものは 健全に対応していると思っていて
修正のしようがないのかなと 理解しております
どうすればこの警告は消える?
もしくはGoogleの 望む状態になるのですか?
とのことです
ご質問ありがとうございます
また レポートの表示方法について 分かりにくい部分があったら
申し訳ありません
今回のケースに関して サーチコンソールは
予期しない問題を見逃さないように
アラートを送信しているだけ のように見受けられました
そのため こちらで問題ないのであれば
つまり意図的にこのように 実装しているという場合には
こちらの警告は 無視して頂いて構いません
ご質問ありがとうございました
それでは 続いての ご質問に移りましょう
氏名検索ワードで検索結果に 表示されない件に関する
ご質問を頂いております
氏名検索ワードで 検索しても
サイトが引っかからないのは なぜですか?
8月のアップデート以降
氏名検索ワードの トラフィックが99%以上減少
という状態になっています とのことです
こちらもご質問 ありがとうございます
具体的なサイトやクエリ情報が 添えられていたので
デバッグすることができました
その上でお伝えできることとしては
セーフサーチを有効にした場合と 無効にした場合の
検索結果を見比べると 大きな 違いがあることがわかりました
このGoogleのセーフ サーチフィルターというものですが
内容としては
ユーザーがブラウザの 設定を変更して
露骨な表現を含む コンテンツが
検索結果に表示されないように するための機能となっております
今回のトラブルシュートを 行うためには
是非こちらのドキュメントを 載せておきましたけれども
セーフサーチとウェブサイトを 参照にしてください
サイトを確認して頂ければ
修正のヒントとなる所が
あるんじゃないかなと 思っております
ご質問ありがとうございました
それでは続いての ご質問に移りましょう
栄養素に付与する HFランク属性に関する
ご質問を頂いております
栄養素に付与するHFランク属性を Googleは参考にしますか?
Wikipediaなどが 使用している形式ですとのことです
こちらもご質問 ありがとうございます
担当のチーム 今回は ご存知の方も多いかと思うので
名前出しちゃいますけれども ゲイリーに聞いてきました
話してみたんですけれども
簡単にNo Noと いうだけでいいと思うよ
ということだったので 簡単にはなってしまいますが
Googleはそのような属性を
参考にはしていませんとのことです
ご質問ありがとうございました
ではですね 続いてのご質問に移りましょう
サイトのパフォーマンスが 落ちた件に関する
ご質問を頂いております
病院系のWebマーケティングを 担当しております
お送りしたクエリがいきなり 40位台まで下落しましたと
また 他のページでも今まで 上位表示されていましたが
一気に下落していますと
YMYL領域も 問題ないと考えており
なぜここまで下落したのか 分かりません
全体のインプレッション
クリックともに1ヶ月で 70%以上低下しています
可能な限り下落要因と改善策を ご享受頂けますと幸いです
とのことです
はい こちらもご質問 ありがとうございます
具体的なサイトやクエリの情報が 添えられておりましたので
我々のチームとしても デバッグすることができました
ただ今回のケースは美容医療の 施術名やお悩みなど
一般的なクエリで検索されていて
その際にパフォーマンスが 下落したとおっしゃっていました
逆に 現に彼らの クリニック名が検索すると
検索上位に表示されていました
そのため サイトの 技術的な問題というよりも
アルゴリズム的に競合の多い クエリで検索しているために
今回のような事象が 起こっているのではないか
と感じられました
このような場合 やっぱり単一の 解決方法があるわけではないので
ユーザーにとって良い コンテストになるように
継続的にサイトを改善していく 他ないかな と思っております
具体的な解決策を 提示できるわけではなくて
我々としても 心苦しいんですけども
是非サイトを見直して頂く きっかけとなると幸いです
ご質問ありがとうございました
では 続いての ご質問に移りましょう
ディスカバーのパフォーマンスが 落ちた件に関する
ご質問を頂いております
ディスカバーのクリック数が 毎日数千ありましたが
2023年12月末からゼロになり それが継続しています
ディスカバーのコンテンツ ポリシー違反はしておりませんし
多くの読者様に評価される ユーザー第一の
信頼できる有用な コンテンツを提供しております
何か問題がないか ご教示くださいとのことです
はい こちらも ご質問ありがとうございます
該当のサイトに関する 情報が添えられていましたので
我々も情報を 確認することができました
ただですね こちら最近よく聞かれる内容には
なってはいるんですけども
ディスカバーというのは プロダクトの特性上
ユーザーの興味関心に 基づいてコンテンツを表示して
その意味でパーソナライズ されているために
パフォーマンスを 計測するのは
非常に難しい類の プロダクトかなと思っております
トレンドによって検索結果なども 検索結果というか
ディスカバーの 表示されるコンテンツなども
変化し続けていくものなので こういったご質問には
お答えしたくてもなかなか明確な 回答ができないのが現状という所で
ご理解頂けますと幸いです
ご質問ありがとうございました
それではですね 本日最後のご質問になりますね
と言ってもGAで 検索できなくなったという所で
こちら検索に関するオフィス アワーになっておりますので
今回のようにGoogle アナリティクスに関するご質問は
こちらのリンク貼ってます
Googleアナリティクスの ヘルプコミュニティへ
お寄せ頂くのがよりコメントをして 頂けるんじゃないかな と思います
ぜひこういったコミュニティの場
活用して頂けたらなと思います
ご質問ありがとうございました
はい ではですね そうですね 以上となります
皆さん
今回もGoogle検索 オフィスアワーを
楽しんで 頂けましたでしょうか
ちょっとね 私1回ミスで1テイク撮った後に
もう1回撮り直しているので
ちょうど早口になって 聞き取りづらい点あって
今回申し訳ないなと思うわけですが
その分ね 言いたい主張メッセージなんかも
まとめることができて
要点としては まとまっているといいなと思って
ちょっと今回テイク2を 撮っております
はい 私の話でした
でですね 今回の話でしたね
はい で次回のGoogle検索 オフィスアワーなんですけども
こちら2024年12月19日を 予定しております
もうあっという間のね 年末といった所で
私も今日この後 忘年会に行こうかな
なんて思っているんですけども その話は置いといて
そうですね この後すぐ 19日でもうすぐになっちゃうので
やっぱり準備期間が 短いだったりとか
皆さんね 質問考える時間 限られていると思います
で シェアは数なんて 言われますけども
皆さん年末忙しい時期が 続くかなと思いますので
もしあまり質問が寄せられることが ないようであれば
スキップする 12月のこの回は スキップする可能性もあるかなとは
現時点では考えております
で ただその場合には 事前にXにて
Xなどをソーシャルでお知らせ したいなとは思っております
なんで こちらにぜひ 質問フォームありますので
何かお困りの点ありましたら
お役に立てると嬉しいので
こちら質問フォームから どしどしご質問をお寄せください
という所でですね はい 以上となります
また次回ですね 今年最後のオフィスアワーはですね
そちらでお会いできるといいなと 楽しみにしております
ということで またぜひ 見てくださいね
バイバーイ

---

## 2024-11-21 - A discussion of UX for SEO | Search Off the Record

URL: https://www.youtube.com/watch?v=Epqm754Q6C4
Caption: en (automatic, json3)

[Music]
hello hello and welcome to another
episode of search off the record a
podcast coming to you from the Google
search team my name is Lizzie and today
I'm joined by John hi John hi and we
have Rio today hi Rio hi hi lzy hi John
it's so good to see you I think the last
time we saw each other was at bright and
SEO maybe two years ago is that right I
think so yeah it's been two years yeah
it was in this in-person meeting that we
had this idea that maybe we should have
a podcast recording to talk about ux and
SEO sort of a spontaneous it's one of
those like magical hallway conversations
that they say that you have when you're
in person at events and it happened to
us um when we first met I
know um you told me that you are uh I
think it was was it your first uh SEO
conference as well or it was maybe the
first few it was mine as well it was my
very first time yes and uh you told me
that you coming from actually a ux
background and not necessarily SEO could
you tell us a little bit about how you
came into SEO World sure so yeah it was
2020 when I first joined this uh
industry uh as soon as I graduated from
the college and the first couple of
years I had been Consulting our clients
uh landing pages and websites uh using
our heat map solution so we we have
we're a digital marketing agency based
in Tokyo Japan but um at the same time
we develop our own SEO platform and also
heat map tool which is useful for uh
optimizing web pages and yeah so I have
been Consulting our clients uh web pages
using heat map tool and I think in total
I analyz and consulted around a couple
hundred pages and since about two years
ago I've been managing our own websites
in both SEO and C aspects and also doing
product management as well you mentioned
cro what is cro cro stands for
conversion rate optimization SEO is a
search engine optimization but C which
was more optimizing the conversion rate
of the web pages oh that that sounds a
lot like
usability yes ux and C they yeah get
along is cro that's um is this the main
metric for uh ux in terms of like is
this the thing that you're sort of
optimizing for when you're improving the
usability of your website yeah I think
that's one of the metrics that you use
because you know uh when you like own
your websites or when you manage your
websites most of the time the main goal
is to uh get higher conversion rates
from your websites right so in order to
get higher conversion rate of course you
need to Pro provide a good user
experience on your platform okay and
practically what would that mean like
people can find the button so if you if
you cannot find a button there's nothing
to convert you to do this action or if
the button is like at the bottom of the
page how can you possibly convert yeah
that's one of the things I think uh like
placing the buttons at the the right
places of the pages that's also a very
very important um tactics of C
and that's also a good aspect of ux as
well I think so when you when the user
come to your page they're looking for a
certain information and if they're
engaging well with your content if
they're satisfied with the information
that you're providing on your websites
most of the time or maybe sometimes uh
they're likely to convert like they're
likely to click the buttons that you're
promoting and well let's say you have
your own products promoting on your
website and say oh um free delivery or
something I cannot really come up with
but any kind of promotions right and
when users are really like engage highly
engaging with your contents you're
satisfied then they're uh likely to
click the buttons so that they're look
into like look further uh about your
products or anything that you're
promoting there does ux and SEO also
share a common goal or is SEO kind of
separated that I think pretty much ux
plays very very significant role in SEO
so this is what I always say but what do
you do SEO for like what's what's the
main thing that people are spending so
much time and money and effort uh on SEO
for like of course getting your uh page
ranking higher that's the main thing
that people pursue on SEO but the goal
behind this is to gain more users gain
more sessions on your web pages and to
ultimately convert them to your
customers or your users right so first
of all you do SEO to get more sessions
more users come into your pages but
after that what you have to do is to
modify your pages satisfy your users
with the the contents that they're
they're looking for so that they can you
know one day ultimately become your user
become your customer so when you're
thinking about like the user experience
or Journey end to end does the journey
start when they're on your website and
then making a purchase or would it start
from before for example like when
they're on the search results page I
would say ux which stands for user
experience is a pretty broad term right
any kind of experience that user
experience is defined as user experience
ux so what your users experience before
or after they come to your website is
also your website or even your business
ux ah so it's almost like how they're
experiencing your business as a whole
it's not necessarily because I think
like when I think about ux I'm thinking
about maybe UI or something that's like
more visual but if they're starting uh
on the search results page then that the
first thing that they're seeing is maybe
text if it's just a Blue Link U they're
seeing like the title of your page
description and that is maybe more like
writing side of things and not
necessarily the visual layout of your
web page yes but maybe that's writer hat
I'm wearing like Tech writer hat I'm
thinking about ux writing that's my own
bias I think well yeah any kind of text
images any kind of contents that your
users are looking at so any kind of the
content that you're promoting or it can
be on your website or it can be your
actual product any kind of feelings or
emotions that they get from using that
product or service can be set as a ux so
it's sort of like the whole end to end
yes exactly any interaction it's almost
like anytime that they're like touching
your site uh before they see it even is
maybe all connected it it is yes what
did you do with our documentation Lizzy
when in terms of uix or did you did you
do anything specific or well I mean I
think this is sort of like H how do we
uh scope ux like if we're saying that
everything is ux then maybe everything
that I do is it's very philosophical
conversation we're now having
um but I think uh if we're talking about
converting people um like our landing
page has that big blue button so we're
trying to get people to do a certain
action uh and like the primary action
that we want people to do is to read the
SEO starter guide on our landing page um
so we think that that's like the
majority of people should go over there
so that's what we put as our first sort
of above the- fold thing uh and then we
have secondary things that we think that
people might want to find um so we have
case studies help resources search
console and we sort of ordered them by
how uh important and common that action
would be uh so if everybody should be
going to this first thing like that's
the first uh uh thing that we want to
point people to um but what Rio was
saying earlier about uh converting
people I don't know how I would think
about this or apply this sort of
thinking to like a documentation page
that doesn't have a clear button that
you're like trying to get people to like
add to card like it they're not buying
anything on onz so what am I trying to
convert people to in for example like
the favicon documentation or structured
data where there's some action that I
want you to do but you're not I don't
know if you did it or not that's
something that maybe I want Rio's
opinion on is how would I go about
measuring that they completed the thing
like I'm I'm trying to get them to do it
but I I don't know if they did it
because there's no button to say like
yes like I added markup to my website
after reading your document ation it was
me converting to the next step if that
makes sense so I'm hoping like that
that's that's what you know the
documentation should get you to do but
there's not like a clear thing uh for
some of our stuff that we can see that
that's what led you to do that action if
that makes sense it's not as clear as
like a e-commerce site I I think you
also have a quiz on on the bottom of one
of the pages right or couple yes and our
that feels like a conversion thing or
test like did you read to the
bottom well we can look at like the uh
how far did you scroll so I think that
that that is tracked uh in Google
analytics so we can see that you got to
80% uh but that's another thing that I
don't know if that is what I should be
optimizing for because what if what you
wanted to find was in the middle of the
page and like you had success uh like
you found the thing that you wanted to
you sent the link to somebody else uh
because we have people who are reading
the documentation with different goals
in mind it might be that you wanted to
send it to a colleague and then you
completed your action that's like what
you came to the documentation for you
didn't necessarily need to sit and read
top to bottom in the crawl budget
documentation and complete the quiz and
you spent 15 minutes reading the thing
maybe I don't want you to spend 15
minutes reading the
thing maybe longer time reading the page
is not necessarily good for all of our
pages so that's one thing that I
struggle with with the the metrics side
of things because it's not like there is
okay two minutes reading for all pages
is yes that's the
Baseline for at least onesie uh our
developers.google.com search
documentation because there's many
different goals and lengths of
documentation I actually never deeply
thought about the conversion points of
those kind of documentations but the
main purpose of those documentations is
to get people learn about your uh the
contents that written on documentation
right and especially like Google's
documentations those kind of stuff helps
a lot of uh people um when they want to
start you know SEO when they want to
learn about SEO when they want to learn
deeply about SEO and even the experts
they still um you know look into those
kind of Google documentation so I think
the one thing
that you can set as a conversion point
is I don't know if you guys already have
it but the share button ah or the the
copy like link copy button that might be
a good point that that indicates that
users are actually engaging with the
contents right if they're if they're
satisfied or if they're like if they
think that stuff that written on the
documentation is helpful then they of
course they want to share it to somebody
or if they want to share it with SEO
newbies that you have in your your team
or company right so I think that can be
a good point as a conversion point for
documentation I think that's like a yeah
a good thing to look at I I'm curious
what you also think about the like the
helpfulness satisfaction rating so we
have like thumbs up thumbs down would
that also be something that to to look
at in my mind it's not like a conversion
stat but it would be helpful to measure
sort of like is the usability good or
bad yeah you can just
know if the users are satisfied or you
know engaging with the contents yeah I
guess also it kind of shows that people
read as much as they wanted and now they
have an opinion which which is kind of
the goal right even if they say I I
wasn't happy with this page then it's
like it gave them the information that
they needed to make that call yeah even
that is like sometimes difficult because
you need to sort of do analysis or like
I don't consider what this means in the
context of the page that you're on
because it could you could apply metrics
to mean different things based off of
other information um so for example the
removals
documentation has really negative
ratings and people the comments that we
get about it is that they're frustrated
with the actual process so to remove a
page or an image or like some personal
information they're frustrated with how
it works which is not necessarily the
documentation page and this is sort of
ort of a common problem with
documentation and like the way that the
product works like are they upset with
the report or the thing the function
itself or the way that we wrote about it
is like that was the best that the tech
writer could do in that
situation um based off of like this just
just how the thing works and we need to
fix like the root problem to make it
better
um but maybe that's like a an example of
just like how you can uh look at the
unhelpfulness rating and sort of figure
out you need to do like some sleuth work
uh to figure out like why are they so
unhappy and what thing do you need to
fix to make it go up and is it the way
that it's written is it the way that the
page is laid out um is it the process
itself like can they not find the thing
like the the button to then go remove uh
that URL maybe we need to make the
button bigger so that they can then go
to the next thing and then that can be
uh like a conversion rate thing that we
can look at I mean it also sounds like
our doc are a weird Edge case that a lot
of people don't have with regards to
content on the web I I imagine most
people who are commercially active want
people to buy stuff okay well I mean
that's a good like discussion Point what
are the other sites that Rio that you
looked at that were not
e-commerce when you were analyzing like
heat map stuff was it all sort of like
shopping minded or was there other type
of content like news or like article
these kinds of things most of them are
advertisement landing pages so it's
pretty much like a page that leads to
e-commerce site or service site yeah and
other Pages service sites and also like
articles SEO articles as well so not
always uh e-commerce s so e-commerce
site is really uh simple like the
conversion point is very very simple
either they purchased a a thing or not
right it's really simple but also like
Pages if you're navigating the users to
your actual service Pages product pages
then the number of the clicks of that
the button that navigates to the actual
Pages can also be a conversion point and
for SEO articles most of the time
they're also promoting something on
their uh Pages like they promote
something their own products or it can
be somebody else products on your web
pages right so if they hit the purchase
button or if they hit the like inquiry
buttons you know ask for demo or
something like that that can also be a
conversion Point like there are so many
different kinds of conversion point I
think for the search console help center
documentation it would be that open the
report uh so the pages that are about uh
like the URL inspection tool then the
conversion event is probably that main
like open that tool and then go use it
perhaps uh but maybe it would be like
secondary things to yeah that could be
yeah that could be one have you seen any
cases where uix has a conflict with
SEO where it's like you do things for
uxix but they're bad for SEO I think
there are couple things that people do
for SEO but it's not good for ux for
example maybe there are only like few
people nowadays I believe but still you
know I see sometimes like people stuff a
lot of keywords in their contents so
that they think those contents can get
ranked higher but that's terrible for ux
so I have this one experience with my
customer um they were stuffing a lot of
keywords because they were expecting
that could help the content rank higher
but that was actually causing a lot of
like clusters on the pages so it was
really really hard to read the
visualization of that contents was
really bad it was it was terrible and so
I I recommended them to remove all the
unnecessary keyword on that page which
doesn't make sense for the context and
that actually helped improving the
conversion rate and then did you see
also some positive impact in like the
SEO side of things like did their
ranking improveed so they're already
ranking pretty high so it doesn't like
added any positive side for SEO but that
didn't affect SEO so the customer the
clients were believing that stuffing
keyword is good for SEO so they were
like are you sure it's okay to remove
all those keywords because I don't want
to you know affect our content yeah yeah
yeah but that that didn't happen ah okay
so they had no uh negative impact from
what ranking side of things they got rid
of the keyword stuffing they thought if
we get rid of these words then we our
ranking will fall yeah and that didn't
happen to them no that's great cool so
good for both SEO and ux yeah cool okay
maybe we shouldn't take it to an extreme
and remove all words though just keep
the
button is there like a certain balance
for um I guess like maybe that's another
ux thing where you want something to be
more streamlined and not so cluttery
like if you have a really text Heavy
landing page where it's like paragraph
paragraph paragraph and it's hard to see
the button that is maybe not so good for
ux it depends on what kind of contents I
would say so if the the purpose of that
content is to provide a lot a lot of
information then maybe it's hard to
place a lot of uh bottons between the
the paragraph right but maybe you can
like add some like images videos or any
kind of visualization so that user can
interact with those content without
getting bored so placing a lot of
buttons is not the only answer for
improving the ux but adding the the
visual assets like images and stuff like
that that that can also help the user to
engage more with the content and they
can you know satisfy with the content
they can keep reading keep they will
keep scrolling down and then eventually
they'll find the bot and they convert
that's also a case Okay so it sounds
like adding gifs to a page is good for
uxix I actually don't know about that I
don't think there's any like bad
influence or you know anything from U ux
aspect so I don't know if this is like a
maybe need to look up like where did I
read this is it a personal uh opinion or
did I read this in like a best practice
somewhere but I read that gifs are not
something that we should be doing too
much within documentation because
they're distracting and you can't pause
them so from like an accessibility point
of view like they're like flashing and
like constant movement so if you're
trying to read Focus documentation it
might be like something that's
distracting that uh sort of like calm
reading vibe that you want to be having
and so like a pause playay video Loop
would be better but that's not
necessarily like ux or SEO maybe well
that actually makes sense but I me
personally never faced any trouble
putting GIF images between the the the
paragraphs in the article but you know
when the image quality is pretty bad
that that it that leads to bad ux so and
it's hard to maintain the good quality
on when you put gifs right like J
sometimes it can like really blurry and
the quality might be bad so in that case
that's terrible ux I would say but the
GIF itself I don't know I don't think
GIF itself has a bad effect on ux ux or
something would it have a positive
effect or could you measure whether or
not it has a positive or negative effect
on user experience by adding or like an
AB test for whether you have like a gif
or yeah yeah you well you definitely
should do ab test and any cases but
actually we once replaced an it's not a
video but it's an image to a gif and it
generated a higher conversion rate oh
okay okay so we have remove all the
keywords and add more
[Laughter]
gifs okay maybe I shouldn't look at it
this extreme uh but it really depends
though I feel like that's part of the
user experience is like looking at does
it make sense to add that drift for this
user in this context because maybe it is
weird to have a DF on your landing page
or maybe it's really helpful maybe
that's very important to show like how
to use a product for example and then
that helps them convert because they saw
oh that's what that product does I put
this thing here and that's how that
thing works that makes sense yeah I
don't know Rio have you seen that people
do things differently in Japan for uix
or is uix mostly global I don't know if
there is any particular thing that
people in Japan do for ux but there is
one unique thing about the user Behavior
or ux Trend in Japan I would say so it's
not like people intentionally do but
people actually prefer to have a visual
assets like videos or so many images on
their contents so I once did the the
research there was uh two articles one
without any visual contents and one with
few visual contents between like each
paragraph and the the content with few
images that has higher uh user
engagement rate and in Japan we see a
lot of content that has a lot of images
uh visual assets but when I do when I
search something in English when I read
like English documents I rarely see a
pages with a lot of like visual assets
so maybe that's one thing that is
different from how people react in Japan
and in other countries you see anything
different about like site navigation or
the way that people are like going from
page to page in Japan compared to maybe
English content I don't think there's
difference in that aspect only the the
visual contents more image heavy or like
more illustration yes exactly okay
interesting what kind of common mistakes
do you see people making with when it
comes to uix are there such things or do
people just do things differently well
stuffing keywords is definitely one of
them I've seen I've seen few people
still doing that so that's definitely
one of them oh and also I've seen a lot
of cases where they put Carousel and
that actually have a lower impact on ux
I would say so us have to like keep
clicking the the to to show the
different images right to display the
other images and in the study that I
read users actually don't really click
that much so if you have a lot of
information that you want to provide to
your users that doesn't really do good
so a better thing would be to do some
other like flow like lazy loading or
like something that your user doesn't
need to like click so many times or what
would you recommend uh for a website
that has this Carousel what would be
better for ux it's better to just put
the the image in the content ah okay so
just uh like six images like like this
yeah or if there's too much then I think
you should reduce it because that means
you you are providing too much
information that can cause the users to
you know get confused H or to go away if
like all they're seeing is like image
image image image image yeah interesting
I don't think that we have like any
Carousel I'm now like do we have any
carousels in onesie and now I need to
eradicate them we have carousel
structured that on right yes ah for
Carousel in search results so the
carousel feature within uh that is like
a ux pattern that we have for some of
the rich results interesting huh huh
what is your take on uh the zippies like
the expando kind of like collapsing
content real from like a ux perspective
is this nice is it not very nice I don't
think that's necessarily bad sometimes
you know when you you're using that for
a specific reason so let's say you have
FAQ Pages where there's so many like
questions and answers then you
definitely you cannot like show the
whole content without you know clipping
it so in that case it's better to do
that so that it's easier for them to
look for the the questions or
information that they're looking for but
if you're doing that too much sometimes
it's hard for the user to notice that
you know that's clickable so if you're
provid the very very important
information that you definitely want
your users to notice then it's better
not to do that it's not about like ux
aspect it's more like your information
delivery thing yeah I see people doing
that as like a way to sort of uh like
make the page look more scannable or
like it's more minimal like not
overwhelming with all of this content so
they sort of like zip up zip up zip up
and then you need to drill in to see
more yeah U but then what if you miss it
for example or you can't do like command
find let's see it's a really long page
and you can't find that piece of thing
that you're looking for because it's
hidden behind a zippy um but I guess
John would that be like no implication
from a SEO perspective or how do you see
that from like another angle I think
from from an SEO perspective that's
that's okay because the the primary
information that people will be
searching for is probably visible
immediately anyway so it's almost like
well if the answer is somewhere drilled
down it's like like you don't know the
answer when you're searching otherwise
you wouldn't be searching so uh it's
kind of like you find the question and
you can expand that that seems that
seems okay I guess it's also trying to
show you uh like visual hierarchy like
importance of that content so if it's
behind a zippy then you're kind of
signaling to the user as well that this
thing that's hidden is not as important
otherwise we would have shown it to you
like either bigger or like in a larger
font or something cool okay so kind of
wrapping up is is there one thing that
you think seos should do to get started
in uix or conversion rate optimization
it's like where would you tell them to
start this is one thing that I wanted to
talk about but uh heat map tool it's not
like I'm trying to promote our product
or anything but heat map tool actually
helps a lot every time we do ux
Improvement conversion rate Improvement
cro we always need heat map tool so heat
map tool is basically visualizing the
users's behavior on the pages so it
shows which part of the content users
are reading at and which bottons that
user clicking or if the users are
leaving the page at which part of the
content so it visualizes the the whole
user Behavior so you can actually learn
if the users are engaging with the
content or not or if they're satisfied
with information that you're providing
or not so let's say you are writing
something that you really want your
users to notice or you want users to
understand or to you know promote
something and what if the the the part
that you're trying to promote so hard is
not actually the users are not actually
reading that point then it you know
there's no way that you can convert them
or it's just waste of time and effort
doing that right so it's really really
important to know what your users are
engaging and interacting with on your
content and heat map tool visualizes
that ah okay so you can see like more
quickly where on the page like there's
some sort of like visual element to not
just seeing like I I mean I think I can
look up in Google analytics like where
people like they're going 80% to the
page but then I have to think in my head
where is 80% of my page and like where
are they and you're saying the heat map
thing would show me exactly uh where
that would be on the page and I don't
necessarily need to make up my mind
where is 80% it yeah it's really easy to
analyze it so like you said when you use
Google analytics you have to like do the
settings to know if the users are
reading 80% of the content or not you
don't need any those kind of you know
settings you can just like implement it
just by inserting the like to uh one
JavaScript tag and then you can get the
data of your users's behavior on your
web pages and then you can learn oh
they're reading this or they're not
reading this oh maybe we should fix this
maybe we should place this information
higher so that you know more users can
learn about that that sounds really cool
we should look into that try it out I
now want to analyze the SEO starter
guide put it into a heat map tool and
see where if they are reading 100% of my
gigantic document cool okay well this
has been really insightful Rio thank you
for joining us that's it for this
episode and again thank you for joining
us Rio if folks have any questions or
comments where can they find you I'm
always on X formerly Twitter I cannot
I'm used to saying Twitter so I'm just
going to say Twitter but yeah you can
find me you can just search Riri
ichikawa it's pretty hard to pronounce
but yeah Riri ichikawa and then yeah I'm
always on Twitter so you can you guys
can find me there cool okay we'll we'll
definitely add a link thank you folks
for listening and goodbye bye
bye we've been having fun with these
podcast episodes I hope you The Listener
have found them both entertaining and
insightful too feel free to drop us a
note on LinkedIn or chat with us at one
of the next events that we go to if you
have any thoughts and of course don't
forget to like And subscribe thank you
and goodbye
[Music]

---

## 2024-11-20 - Google Trends Tutorials is over - until next time

URL: https://www.youtube.com/watch?v=AAb3K3zAXNs
Caption: en-j3PyPqV-e1s (manual, json3)

SPEAKER 1: Welcome to another Google Trends Tutorial episode.
[MUSIC PLAYING]
[YAWNS]
20 cups of coffee.
SPEAKER 2: Coffee?
SPEAKER 1: Coffee.
SPEAKER 2: Coffee.
SPEAKER 1: Coffee.
Five kilos of cheese.
Another shot.
Another piece of cheese.
And three trends-obsessed experts.
We're checking the data.
The data proves we are right.
Google Trends is now complete.
[BLOWS RASPBERRY] Really?
We're going already?
But it's not all doom and gloom.
We'll be back with more trends.
I know.
Let us know in the comments what you'd like to see next.
It's super cool.
Until then, subscribe to the Google Search Central YouTube
channel for more search content.
SPEAKER 3: Stay trendy.
[MUSIC PLAYING]

---

## 2024-11-13 - Search Console Recommendations, Google Trends, and more! (November ‘24)

URL: https://www.youtube.com/watch?v=-4uDTWvN1v0
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
JOHN MUELLER: Hello, and welcome back to the "Google Search
News."
I hope life is treating you reasonably well,
wherever you are.
My name is John Mueller.
I'm your host today here from Google Switzerland.
Today, we have news about Search Console, Search results, Google
Trends, and, of course, a short mention of AI.
How could it already be so late in the year?
Time is fleeting.
What does that even mean?
Anyway, let's delve right in.
First up, some cool Search Console news, namely,
Recommendations.
This makes it easier to spot patterns and get insights
about your site.
They're especially helpful if you're not a regular user.
For example, it could tell you that all structured data
of one type is incorrectly implemented.
Recommendations have not yet been rolled out to all websites
and are only shown when relevant.
We're still working on these.
So, please, send us feedback if you see something surprising.
Also, let us know if there's something new for us
to add there as well.
It's still early days for these recommendations.
We plan to add more over time.
Also, in Search Console, we updated the performance report
to make it easier to keep filters and settings when
switching websites.
The performance report gives you information
on how and when your site is shown in Google Search results.
This particular change came out of feedback from you all.
So thank you for that.
We have a few more things planned
for the performance report.
So stay tuned.
And talking about Search results,
Google removed the cache page link and the cache operator.
This change doesn't affect your site's visibility in search.
So there's nothing for you to do.
We also added a link to the Internet Archive
with this update.
The Internet Archive is an American nonprofit
that, among other things, crawls and stores copies of web pages.
To see how Google sees your pages, use Search Console.
With the removal of cached cash pages,
the No Archive meta tag no longer has any functionality.
We removed it from our documentation.
It's fine to keep it on pages.
It doesn't do anything for Google Search.
But you might use it elsewhere.
Also, in the Search results, you may find pages
with an srsltid parameter.
This comes from merchant centers auto-tagging
for e-commerce sites.
It's used to give site owners conversion metrics.
This parameter is added after the search results are complete.
It doesn't come from or effect crawling or indexing.
So it's not possible to control it with canonicalization,
robots.txt, or meta tags.
If you want to toggle auto-tagging for your site,
I've included a link to the Help Center in the description.
Google Trends is up next.
Google Trends has updated some of its functionality,
in particular, the Trending Now experience.
This helps you to discover emerging trends and patterns
in real-time.
With this update, you have access
to fresher data from more countries and regions.
We've recently put out a video series
that covers some of the Google Trends functionality.
In particular, there's a video and documentation
for search marketing and SEOs.
It gives you some ideas on how you can use trends to better
understand your site's users and to find topics
that you could prepare for.
I do want to caution that it's easy to go overboard
with tools like these.
You don't have to create pages to cover
every possible related search term.
It's important that the content which you publish actually
adds value to the web overall and that it doesn't just
repeat what others have said.
Be selective.
Focus on your own expertise.
Focus on your users that are likely to be
relevant for your business.
And, now, over to some cool things from the SEO community.
First up is a fun tune, AI-generated, by Alizée Baudez.
I'll link to these in the description below.
I realize, using generative AI for something creative
is a bit controversial.
But I thought this was fun.
If you're an SEO or digital marketer
and making music with AI or not, please, drop your link
into the comments here.
I'd love to take a listen.
Next, I found Crystal Carter's presentation
on brand recognition for generative AI
really interesting.
We'll see how it all pans out.
But it's awesome to see folks brainstorm and talk
about the possibilities.
And getting back to more traditional SEO work, Raquel
González wrote a nice guide on international SEO mistakes
and fixes.
International SEO is hard.
And I was happy to see my personal pet peeve mentioned,
Geo IP redirects.
What's your personal pet peeve with international SEO?
Let me know in the comments.
And just a bit more.
Let's see.
We've updated our pages for video SEO, title links, Google
crawlers, and core updates.
Let us know, with the feedback links,
if we can make things even clearer.
Also in the documentation, we clarified
that indexing API is really only for the content types mentioned
and that URLs with a hash symbol can't
be used for canonicalization.
On YouTube, we launched a second season of "SEO Made Easy"
and a series of Google Trends tutorials.
Then, the team has put on a number of events in new places,
from Malaysia to Turkey.
It's been great meeting folks.
Where should we go next year?
And last but not least, we added support for the AVIF image
format in Google Images.
Well, there you have it.
This episode of "Google Search News" is now complete.
Thank you for tuning in.
I hope this video was useful.
And, please, add feedback and comments here.
We read them all.
If you subscribe to this channel,
we'll let you know when another episode is ready.
Bye!
[MUSIC PLAYING]

---

## 2024-11-12 - How to avoid duplicate content

URL: https://www.youtube.com/watch?v=VQ0CW1fS2Og
Caption: en-j3PyPqV-e1s (manual, json3)

MARTIN SPLITT: You can specify the canonical URL with this tag
to help Google Search decide which of the possibly many
URLs to index for this page.
Note that this tag is often used incorrectly by website owners,
so Google Search can't rely on it and treats it as a hint
but might choose a different URL anyway.
More on that later.
[MUSIC PLAYING]
In this video, we will address duplicate content.
I'll give you three tips to avoid or remove it.
Many of you have probably seen or heard
about duplicate content.
Some people think it influences the perceived quality of a site,
but it doesn't.
It does cause some challenges for website owners,
though, because it's harder to track performance of pages
with duplicates.
It might make similar content compete with each other.
And it can cause pages to take longer
to get crawled if this happens at a larger scale.
So it's not great and is something
you might want to clean up.
But it isn't something that you should lose sleep over.
In Google Search Console, you might
come across these reasons for why a page isn't indexed--
duplicate without user-selected canonical, alternate page
with proper canonical tag, or duplicate
Google chose different canonical than user.
Are these problems?
No, not really.
They are reasons why a page wasn't indexed.
But if it's a duplicate, it normally
means we found the same or very similar
content with a different URL and indexed that instead.
So the content is in Google Search,
just not under the URL mentioned in the report.
Sometimes this also happens in connection
with international sites where multiple language versions
are very similar to each other.
It's fine, then.
Now, let's see what we can do to avoid this.
Let's start with duplicate without user-selected canonical.
This basically means that Googlebot found the same content
with different URLs.
And this is the URL that Google didn't choose for indexing.
Google Search made a decision in this case
because there is no signal in the HTML.
That signal is called a canonical tag.
You can specify the canonical URL
with this tag to help Google Search decide
which of the possibly many URLs to index for this page.
Note that this tag is often used incorrectly by website owners,
so Google Search can't rely on it and treats it as a hint
but might choose a different URL anyway.
More on that later.
All right, to fix this and get another URL indexed,
you can specify the canonical URL
in the HTML tag or an HTTP header,
as we've seen in the previous slide.
Tip number two now addresses the duplicate Google
chose different canonical than user reason
for not indexing a page.
You might see this in the Google Search Console report as well.
It usually happens if there are links pointing to another URL
instead of what the canonical declares.
To fix it, look for internal links pointing at this URL
and change them to point to your desired canonical URL instead.
Should these links come from other websites,
you can try configuring your server
to redirect to the canonical URL instead.
If you choose to redirect, consider using a 301 redirect
to avoid performance impacts for users as their browsers will
remember this redirect and avoid unnecessary network round trips
in the future.
My last tip is more strategic if you
find that you have multiple, very similar pages, even
if Google doesn't consider them duplicates, try to combine them.
It makes information easier to find for your users,
will make reporting in Google Search Console
easier to work with, and will reduce clutter on your site.
So revisit your pages from time to time
to see if things can be simplified and combined.
All right, we went through three things
to do when you want to reduce duplicated content.
Basically, combine similar pages when possible,
set a canonical URL in your code or in the HTTP headers,
and consider redirecting from noncanonical URLs
to the canonical ones.
Please leave us a comment if you want more technical content
on Google Search Central and what topics
we should cover in the future.
Thanks a lot for watching, and see you soon.
[MUSIC PLAYING]

---

## 2024-11-07 - Google Trends for Researchers

URL: https://www.youtube.com/watch?v=L4GE278KIbk
Caption: en-US (manual, json3)

-Hi, I'm Daniel Waisberg, Search Advocate at Google.
-And I'm Omri Weisman, Google Trends Engineering Manager.
In this video, we'll discuss how you can use Google Trends data
to research economic and health indicators.
We'll discuss what's called "nowcasting" in economy,
and then we'll go through two examples
of how researchers have used search interest data
to better understand the world around us.
-If you haven't watched the previous episode in this series,
make sure to check them out
to learn more about how to use Google Trends.
GOOGLE TRENDS
Nowcasting is the practice of predicting the very recent past, the present,
and the very near future state of an economic indicator.
Hal Varian, Google's Chief Economist,
has been researching nowcasting with Google Trends data for many years
and has published several papers on the subject.
You can find links to learn more about it in the video description.
For the purposes of this video,
nowcasting includes the use of search interest data
blended with external data sources and advanced statistical methods
to estimate the current state of the economy in near real time.
This is in contrast to traditional economic forecasting,
which often relies on data with significant lags
and focuses on predicting future trends.
Example: The gross domestic product, or GDP, is often reported quarterly.
But what if you'd like to track it on a weekly basis?
Would that be possible?
That's what the team at OECD set up to do
with the OECD Weekly Tracker of economic activity.
-The OECD Tracker provided a weekly indicator of economic activity
between 2019 and 2023.
The researchers use machine learning and Google Trends data
to assess economic activity
when it changed rapidly due to the impact of a major shock.
The tracker applied a model to a panel of Google Trends data for 46 countries
and aggregated information about search behavior
related to consumption, labor markets, housing, trade,
industrial activity, and economic uncertainty.
The OECD Tracker project showed that it is possible
to use Google Trends to nowcast GDP on a weekly basis,
even though official government data is only available on a quarterly basis.
Isn't that amazing?
-Another interesting example is Searching for Health,
a collaboration between the Google News Lab,
Alberto Cairo, and Schema Design.
This visualization tracks the top searches for common health issues in the United States
and compares them with the actual location of the occurrences
for those same health conditions.
The visualization includes data from Google Trends
and from the community health status indicators
which provides key indicators for local communities in the United States.
This dataset includes more than 200 measures
for each of the 3,141 United States counties.
I'll go through the project's main idea,
but make sure to visit their website to learn more about it.
When you enter Searching for Health,
you can choose from one of eight available conditions
you're interested in researching.
I'll leave cancer for now.
Notice that, as you scroll down, you'll find summaries of what the data means.
They're super helpful.
The first chart shows search interest
for the condition you choose between 2004 and 2017.
It's followed by a map with a breakdown of search interest by US county.
Scrolling down, you'll find two maps.
One for Google search interest in cancer by county
and the other for mortality rate of cancer by county.
This is followed by an explanation on how searches on health issues
compared to actual occurrences of those same conditions.
Are regions with greater awareness also healthier?
And do healthier regions tend not to worry as much?
Read to learn.
Continuing with the analysis,
you'll find the scatter plot showing the relationship
between search interest and actual cases for all metropolitan areas in the US.
The strongest relationship exists for the regions closest to the dashed line.
So it might be interesting to analyze the outliers,
which are the points farthest from the dashed line.
You can hover over the data points to see who they are.
There is a lot more to learn from this project.
You should check it out when you have time.
Overall, Google Trends is a valuable tool for nowcasting
because it allows researchers to see very clearly and quickly
what people are searching for.
This information can be used to track changes in economic activity
and predict the very recent past, the present,
and the very near future state of an economic indicator.
-Google Trends can help understand how people around the world
look for answers to their questions,
which could be valuable to researchers in areas such as economic activity,
health interest, and behavioral sciences,
just to mention a few.
If you want to see more examples of how Google Trends
has been used by researchers,
go to scholar.google.com and type in Google Trends.
You'll find many interesting papers.
-If you're interested in more videos about Google Trends and Search,
subscribe to the Google Search Central YouTube channel,
and stay tuned.
GOOGLE TRENDS

---

## 2024-10-31 - Understanding how users experience your website | Search Off the Record

URL: https://www.youtube.com/watch?v=3qkcEMgalgg
Caption: en (automatic, json3)

[Music]
hello hello and welcome to another
episode of search off the record a
podcast coming to you from the Google
search team my name is Lizzie and today
we have a very special guest with us Eva
who is a ux researcher on the bill in
the blank team at Google can you tell me
uh what you're working on uh gladly so
hello hello uh I'm Eva um I'm
quantitative user experience researcher
um just freshly transferred to Google
shopping uh congratulations thank you
I'm super happy about that and uh before
shopping I worked on our internal uh
search and I also worked on Google
assistant at some point so that means
basically my whole Google career has
spent in some shape and some mode of
search and uh and with uxr you've been
this is your entire career or did you
make a career transfer that's my entire
career in Google but uh as you will
learn almost nobody who does uxr in
Google actually um studied to become a
uxr we all come from very diverse
backgrounds and especially if you do
something that I do which is like a
special flavor of uxr quantitative uxr
yes I heard you mention this so it's not
just uxr it's quantitative um yes and
this is something very unique to big
companies um the smaller the company the
the less specialized uh people are right
so if you're just starting a very small
company you could have the same person
doing both research and design or doing
product management and user research but
then the bigger the company grows the
more specialized roles become so like
the first typical split is like in
design and research then the next one
once you have a lot of researchers right
some of them specialize in uh methods
that Focus like to get some rich user
data right so you really want to talk to
a couple of users in depth and some
other uxr
specialize um uh in methods that get you
a lot of data but maybe not uh at the
same depth as um uh as qualitative uh
colleagues in fact everybody can do user
experience research right you don't have
to have this in your title to be allowed
or able to talk to your users right and
in fact every of course of course so can
you tell me what is uxr so it's
researching ux so it does that mean
you're doing something really academic
you're reading a lot you're you're
research reading research papers like
what what is what is the thing yes so I
can I hope hopefully I can explain so
first ux stands for user experience and
user experience is basically like a
fancy name for person's thoughts
feelings and action before they start
interacting with any system while they
interact and after it right so it
doesn't mean just user interface it
doesn't mean just usability it's just
like this General fluffy thing right
that goes around the uh the use and um
there is somehow academic branch of this
I would say right so you've for sure
heard of um human computer interaction
okay yes this like the the degree that
you would get or something exactly so
this is like academic discipline that uh
that studies interaction between well
humans and machines right okay uh but
then um ux research is kind of more like
applied version of that that happens in
Industry because usually like when you
do academic research you want to make
sure that what you learn is very
generalizable and that it applies to
many if not all humans and so on but in
industry very often you don't
necessarily care to learn things that
are applicable overall right you just
need to learn something about your
product and you need to learn it fast
right so um compared to Academia I would
say on average we apply a little bit
less rigor to our methods but that's
okay right because at the end of the day
like we want our insights to be very
practical and very applicable right you
want to fix your product or you want to
make it better which is much different
from some like academic kind of goal of
uh understanding humanity and how humans
behave in general and what's the goal
with this whole thing like it we're
studying how people are interacting but
then what do we do with it yeah so I
mean ideally we improve our products
right so we either build better products
to begin with OR we improve the products
we've already built or we learn
something for the next time we are
building a product um and of course
having a good product is also not a goal
in itself right so if you own a website
like let's say you own a web store your
goal is ultimately to sell products
right to sell something to to your users
but then um if your website is such that
people cannot find stuff in it that they
are frustrated with it that they are not
satisfied with their experience at all
they will not come back right because
almost like there are very few products
where users are really like locked into
they have to use this one they don't
have an alternative like you will suffer
through this stat experience because you
need to make the
or whatever exactly so like if you have
to use a particular software for for
work maybe manufacturer of that software
is not necessarily like super concerned
with you being super happy with this
product but in general like for most
companies like you know getting your
visitors fast to to their goal getting
them to come back getting them to
recommend your product further right
these are all somehow related to how
good their experience was with your
product so if I have like let's talk
practically how would I know that I need
to do uxr uh a study or to start looking
into this and let's say I I have a small
website it's not a big company I don't
have a team do I just is it sort of a
chicken and an egg thing like do I know
that it's there's a problem and I need
to bring in uxr or apply something from
there or can I bring them into then
uncover the problem so how do you know
that you need one well it's easy because
almost always you need one right
are you just biased though no there is
no such thing as a perfect product but
of course you it doesn't mean that like
uxr is the first thing that your small
company should do um if you are building
something that has like very well
established examples in the industry
right uh you know if you are building a
a a website or like online auction site
or so on it's it's already quite well
known right like what works and what
doesn't work you mean like what's
expected from a user who is making a bid
like let's say it's the auction side
example yes and like how to present your
products you know how to filter through
them and so on right so in that sense
you know your your your uxr and you
cannot hear my quotation marks here but
like your uxr might consist of you going
out looking at the examples of products
that you think or somebody else thinks
work well right and just kind of
learning from that and that's already
some form of uxr right you're you're
probably already doing it naturally um
as you're paying attention to how using
websites and we kind of know uh what
would be like what how to find the menu
there's probably General convention that
you should put a menu like this and if
you're doing something that's not
standard or unusual then that's probably
a sign or it's going to be more
difficult for people to find it if they
don't know where the thing is exactly uh
um with the like small difference you
know like if you're learning from other
people's experiences you as a developer
might focus on you know how does this
thing technically work but what uxr
would probably focus a little bit more
is like how users flow through products
you know like you know okay so okay I
now imagine myself as a user I want to
like buy a certain product like so which
actions might I take and then you could
take an inventory of you know how are
you guided as a user through different
products right so this is a little bit I
guess difference between uxr and other
research it's really like you always
trying to to like understand the
experience from user perspective not
like from technical perspective or even
from your own right because that's I
guess a big maxim of uxr is you are not
your users right and of course uh you
are maybe representing some of your
users but um the moment you start
building your your site or your product
you just understand it too well right
and then it's very hard to imagine
yourself as a as somebody who is very
different from you right you we become
like as we develop our products we
really become experts in our products
and then it's very hard to like take
this novice view of our products right
it's the curse of knowledge like once
you know where I I know exactly where
this thing is on my website so I can
navigate to it and then you forget or
it's hard to unknow that piece of
information so if you're doing like a
DIY approach for uxr how can you do you
like need to imagine that you're a
different user or do you need to go talk
to people do you show them your website
on the street like how can you go about
doing this yeah so like all of the above
so it very much depends on like how
important this is to you and how Keen
you are and how much time you have and
how many resources you have right but uh
if you if you let's let's for for a
moment assume you will do DIY right so
let's assume you are have very low
budget I'm not going no budget no agency
so I I just want to do I might be it's
me I'm working on yeah I have a
documentation site developer
documentation and I want to dabble in
uxr do I need to have a project in my
first or like a problem in in mind yeah
I guess you should have some sort of a
problem but for sure almost certainly
already have one so your problem might
be something like you might experience
high bounce rates or low conversions you
might receive some negative feedback
right and you might not know oh does
this feedback reflect all my users or
did one person like have very bad seral
this morning right you might uh not even
know who your users are or what they
need right you might have a great idea
for an app but but you're like okay but
who would really use this um it might be
that you observed some sort of drop in
usage right that you cannot explain from
external factors um or it might be that
you're just anyways deciding to redesign
your service so then why not like look a
little bit into like how to make it
easier for your users and um there are
many many resources I mean free online
resources right to help yourself but as
you said without knowing anything it's
very hard searching in the dark for like
uxr resources is maybe too broad of a
net um but I relate to what you were
saying like uh finding the problems do
make their way known to me so we do have
some things on our site uh where we can
see the helpfulness rating for example
like a lot of people are having a bad
time on this page or they don't like it
they hate it they're clicking that
downvote button but I don't necessarily
know why yeah so would that be where uxr
best practices would come into play to
sort of like investigate is it like
investigative journalism a little like
being a detective detective about like
why is this happening and then you sort
of like start to investigate the metrics
that or at least the data that you have
yeah potentially yeah exactly so you you
of course you would first start with the
data that you have because that's
cheaper than generating new data um but
um even if you um are able to determine
exactly where the thing happens right
you might still not EX exactly know why
and this is where it's actually helpful
to also be able to talk to few users so
in general there is um I mean there are
many ways you can split uxr methods but
kind of the the the most useful um way
if you are a small businesses to think
about okay there are some methods which
don't require like users and there are
some methods which do require users and
it's a little bit unintuitive that you
can do uxr without talking to users uh
but uh there are many methods like the
idea is you know uh you will ultimately
do user research with users but before
you are even ready to put stuff in front
of your users because that requires time
and money yeah it's like you need to
show them a demo or something like I
guess like talking to users are are we
actually talking about like verbally
speaking with them like bringing them in
for interview or like a survey something
that's a little bit more scalable so I
mean when I say talking to users it
might just be like any shape of users
giving you like their attit udes right
so could be through a server way could
be through an email form could be
through actual conversation could be
through them making like a cool video
for you while they are using your
product there are all these methods
right but before you get there there are
also certain methods uh where you kind
of emulate your users and how they move
through your product and these can
already help you to somehow like tackle
some very big and glaring problems in
your interface right because the thing
is you do you talk to users let's let's
say an interview right you talk to them
you talk to five of them you have to you
know there there there is a lot of admin
related to like talking actually to
users and then you fix it and then you
have to talk to them again right because
why I guess why to to make sure that you
fixed it right I mean a new problem of
course this is this is the ideal flow
right it's very rare but then like if
you it's very expensive to to talk to a
user for the purpose of them telling you
hey this button is different color than
that button right yeah like pointing out
the obvious I already know this thing
yeah so there are certain methods like I
will name my favorite ones cognitive
walkthr and heris evaluation which are
very structured method that would help
you as um as a um developer product
developer or designer or whatever is
your role to somehow identify these like
low hanging fruits without having to
involve users right so this is It's like
a low cost yeah exactly so it's not
necessarily enough right so of course
like if you can talk to users you should
but if it's better than nothing right
it's always better to to apply more
methods uh okay so can you tell me about
the first one you you you put in some
big words that I've never heard before
so so the first one cognitive walkth
through walk through so it has a very
fancy name it's not a very fancy method
it's it's um in fact um sometimes my
colleagues like to tease me because I
really like this me method and it's a
it's a very vintage one right because
uxr is such a fast moving field uh and
we are always getting more and more data
about users if you end up using a method
from the 90s it's already like but I
think it's a very cool one right so the
whole idea of this method is that you
somehow first you start by describing to
yourself exactly who your users are and
what do they know and what do they not
know right so for if you are if you have
a online store right you might start by
thinking okay so they are they are in
their 20s you know they speak English
and so on right you make a lot of
assumptions about your users they should
be realistic and then um you make a list
of like tasks that users are
accomplishing with your product right so
if it's a if it's an online store they
might be buying something they might be
returning something they might be
comparing prices and so on right and for
each of these tasks you you follow a
very structured like way how users move
through the screens from the beginning
to the end how they currently move
through or how they should so uh um H
the ideal flow right so like how the way
that person who designed the system
imagine they would move right and then
at every point you ask yourself okay so
this is like this is how I think they
should go will they do this or not right
and then you kind of try to justify why
they would go the right way or why they
wouldn't and you just repeat this a lot
it takes maybe one two days to evaluate
like a decent sized website but at the
end you somehow end up with a bunch of
like assumptions right like they would
do this because they are like this or
they wouldn't do this because product is
like that and then all you have to do is
take this list of assumptions and
address each one of them right and say
okay this one was reasonable I leave it
this one ahuh okay if I fix this bit
then they will not have this problem
anymore right so you have kind of
generated a list of problems in your uh
product
without I mean it's not without bias of
course because you're making it's
difficult if you designed it this way
then then you go through this walk like
this is how I designed it h it's working
yeah but that's that's not a very good
right like because I said so is not a
good argument or for like why why a
certain experience should be like that
and if you're really honest to yourself
and your product right you will see okay
hey actually like this font is quite
hard to
read you have to be like into like
discovering the problems when I'm doing
this exercise I'm going to be critical
about this thing even though it's my
that I made of course and I mean this is
this is the thing right so if you really
want to like if you genuinely want your
product to be better then you will also
be like honest in your whichever method
you're applying but if you are trying to
and this happens a lot right if you're
just trying to satisfy some check mark
right if you want to say oh we did user
uh research for this product but you
don't really care to improve user
experience right then of course well
then you're set up for failure from the
beginning yes exactly so so like uh all
the advice I'm giving today is really
only meant if you genuinely want your
users to have better time with your
product yes okay so the second one so
cognitive walkthrough uh I'm think I'm
using my brain that's the cognitive part
is like I'm imagining I'm putting on
different hats and I'm imagining how
this type of user it sounds like user
Journeys almost but like in a practical
way yes it is right it is really like
you are analyzing user Journeys without
like having to adopt a super fancy
framework right um and then the second
fror
theistic evaluation evaluation okay yeah
all these fancy words right so this one
is actually even simpler you mentioned
before remember you said oh there are
certain standards that probably I can
follow to make my website I don't have
to necessarily invent everything like
from scratch and that's that's actually
what it is right you take a list of
Standards you take all screens and this
list of Standards can be anything that's
relevant to your product right so if
you're analyzing a website let's say we
have have a like a a knitting and
crochet yarn website that's selling
supplies and stuff like that is there a
standard for like how knitting websites
should be laid out so there isn't a
standard how knitting websites should be
laid out but there is a standard how
retail websit should be laid out and and
even more generally there is somehow
standard how website should be laid out
uh right so um but then if your product
is something else let's say you're
building which by the way you can
totally analyze usability of buildings
right um then there will be a different
set of Standards right so your first
goal is to somehow identify which
principles you should apply and these
are actually like really really high
level ones right so they are they're
saying stuff like contrast should be
good right and what does it mean that
contrast is good you will still judge
with your human eyes It also says well
you should like anticipate that people
will make an error and prevent it right
or if they make an error you should
allow them to recover from this error
easily so these are it's very simple
like close the entire app or something
like that exactly and then all you do is
like you take this list of principles
you take every single screen of your
product and then you just check that all
these principles are satisfied for every
screen and that's all right so it's very
very simple where do you find this list
of standard like this magical so I I
don't know if I'm allowed to plug
something in here that I'm in no way
affiliated with but there are many uh so
there are many like ux communities
around the world but actually for me
like the most useful website and the
place where I learn the most about these
things is um his website uh from neelsen
Norman group so neelson and Norman are
basically two fathers of this field of
uxr right or ux in general so uh if you
just look up Neilson Norman group they
they have hundreds if not thousands of
pages of different resources where you
can learn about different methods you
can learn how to apply them when do they
apply right because I did say before
well the more methods you do the better
it's not strictly true right because at
some point you get overwhelmed with the
amount of data or like suggestions that
are out there I mean it sounds like it's
sort of a a benchmark for the the
industry that you're in you're kind of
looking for what is like sort of high
level agreed upon but even there you
mentioned that there might be several
sources or opinions on like how to do
this thing it's not like there only one
answer like where the menu can be the
menu button absolutely and again there
is no one way to check whether the menu
is in menu button is in the right place
right so it can depend on like what are
your uxr skills that you have or don't
have right what will resonate well with
your stakeholders right so like I can
run thousands of surveys but if my
director only wants to watch videos of
users to make their mind right make up
their mind then then my surveys are not
so much um useful right and this is what
I meant about this difference between
Academia and um and Industry right
because ultimately what you're doing as
a uxr also has to be very practical
right so but uh putting all this aside
right so like what this website also
offers is you know it will give you good
advice okay so you know if you only have
a like a low Fidelity prototype right
you can't really measure time it takes
users to do something right so if you
have a paper prototype right so if you
don't yet have a page or website then
you can't really uh like measure things
that have to do with also how page
functions right so you might have
latency you might like have to um like
include for scrolling and so on which
you don't really have on a paper
prototype but like things you can then
like check that the structure of menu
makes sense right you can do some sort
of information architecture you can um
you can make sure that all the titles of
the sub pages are understandable that
all the sub menus are where they should
be text doesn't take too long to read
you know with your human eyes and so on
right so depending like in what level of
development you are with your product
you might use different methods right or
imagine you only have 100 users you
cannot run a survey with 100 users right
because what do you mean right you can't
oh that's a good point well right but
but what I mean let's say you email all
your 100 users and let's say they really
love you so you get an awesome response
rate of 20% right so that means you got
20 users to tell you oh they are like
satisfied with your product between
three and five right I mean you don't
ask them to give you a number you ask it
with a better question but just for the
caricature okay so now you have you have
you know you have certain number but
like your confidence interval is just so
big that you would never really do
statistics or try to model this data
when it's such a small data set right so
it might okay so it's not a big enough
data set for it to be like meaningful or
like reliable I guess so and also it
might make more sense than to just email
your 100 users and be like hey can I
chat with you for 15 minutes right and
if 20 of them tell you yes you will talk
to them for what H somebody do the match
right so like you will talk to them for
five hours and you will get like much
deeper because even let's let's say they
let's say all your 20 users told you
they they love your product right you
scored the highest uh grades or the
lowest grade you still don't know why
right yes so that's why you need the the
qualitative ex research this is the the
talking to them and learn more about
like why was that difficult exactly
exactly and uh and I mean in general I
think you always like it's very good to
always triangulate or like use different
methods to get at the same question
right because every method has its own
kind of uncertainty right because like
if you talk to five users and in general
like five users is like a good amount we
can talk about this like why is this
good amount because it sounds very low
right but then like the problem there is
okay like you have to put a lot of
thought into who your five users will be
like and how representative they are and
so on and you can never like from these
five users you know like what are the
pain points but you don't know like how
common they are right because you didn't
check with all your users on the other
side you know if you run a survey you
can check the frequency of paint points
but you won't know like the juicy
details right they cannot show you on
their screen hey look here I get stuck
right or hey look this is now off my
screen because my I'm doing this on a
small screen and you designed it for a
big one right so it's really like every
method will uncover like a different
type of information for you to make your
decisions right is there a recommended
approach where you sort of do the the
qualitative five user thing to find out
what the problems are and then do the
bulk survey to like validate this thing
is this like a common approach so this
is a super common approach yeah uh so
this is something that I do a lot with
my colleagues right so they will uh they
will run qualitative research and they
will identify certain themes and so on
and then I will go quantitatively right
because when they give me a list of
these problems let's say then I can turn
them into survey questions right and
then I can really assess what's going on
there sometimes it can also go the other
way around right I could identify in my
survey that uh people have a certain
issue right let's say they feel that the
information is outdated on the website
right but it could still mean many
things so then I can give this to my
qualitative uh colleagues and I can tell
them hey users are reporting this can
you go and check like what exactly do
they mean right ah okay so you kind of
find the theme the high level theme that
like uh it was reported that uh things
are out of date or difficult to use can
you find out why yeah can you find out
like or how widespread this issue is
this kind of thing so so yeah I guess
the widespread issue is more more like
the Quant area and Y is more like a qu I
mean it doesn't mean you cannot also get
into y with with qual with quantitative
it just needs more like it takes much
longer right and it's much uh like you
get much more noise in your data because
um ah so you bring us to a good point
with the data how do you know that you
have enough data and that it's good to
use clean enough that you
have and how can you tell this if you
are not uh like a dat Nerge is this
something that the average website owner
could do yeah yeah it can right so I
mean I guess like um how to say you have
exactly enough data I mean if you're
doing something Fancy with your data um
you will usually know what you're doing
right if you're trying to Model A
Certain phenomenon or develop a certain
metric you will then also be able to
calculate um exactly how much data you
need right and like you can calculate
how certain you are in your data but
that's not something you will DIY right
that's really something that that has
like its own kind of like other bucket
but if you just have some data right and
you want to know okay what what's going
on with this data like is this is this
good I would
say any data any amount of data is
better than any smaller amount of data
right oh well you always want more let's
give a practical example so let's say
that I'm running a survey uh on our
developer documentation site I'm running
it for 24 hours yeah and I've had maybe
100
responses is it enough how many users do
you have to begin with um 10,000 okay so
that means your 100 users are about one
are they 1% oh my God I don't want to
embarrass myself number this is even
like this is a fake example I should
give you uh easier numbers to do some
kind of computation no no it is 1% right
so right now what you have done is you
have taken the data from your from 1% of
your user right um if if this these 100
responses would be like equally
distributed right so you are sure that
you got all user slices in them it's
probably enough um and depending what
question you're trying to answer right
if you're trying to understand okay why
are you on my documentation page you can
do this with 100 right but if you're
trying to like track certain metrics
over time right so if you're having them
give you their I don't know like um um
their satisfaction and if you want to
turn this into a dashboard and track it
over time it's probably not enough right
because your confidence interval will be
very big it depends on like how much
data you have uh and then if you see a
different number in a month measured
from 100 responses you still cannot
really judge if if the things have
changed because the confidence intervals
will like overlap right so there is like
too much kind of possibility for an
error so with 100 participants you can
really like learn things about like okay
so like are you having certain issues
right like um what's maybe like even
something a little bit about
demographics but the problem is as long
as they're not
representative uh it's more just going
to be very informative but not enough to
do some sort of like metric development
or something so this is where you come
to the statistical significance number
there's like some magic number that you
need to hit well there is there is
actually a magic number and I'm now
worried I will give you very bad advice
right but like normally when you're
doing like this sample size calculations
why why are you
worried because uh because I don't want
to give bad advice to uh to somebody and
then like have their business go up in
flam because I said the number on a
podcast however uh you know how we said
well there is five participants are
enough for qualitative research there is
actually a good reason for that right of
course five will not uncover all issues
but the added value uh of insights from
the sixth one is much lower than adding
your second or third right so it's kind
of like a curve so from one participant
you learn a lot from if you add a second
one you learn almost double but as you
keep adding participants like and doing
interviews you're just hearing same and
same stories okay so you reach sort of
like a plateau where you no enough and
you you don't need to keep doing this to
keep hearing the same sentiment again
and again yeah yeah exactly what I
wanted to say earlier is actually like
before you start doing any fancy like
sample size calculations or whatever I
would say like you can use your human
eyes on your data right so and this is
something I love recommending to people
just like use your human eyes and look
at the stuff and you will already learn
so much right so like if you just plot
your data right so let's say you ran a
satisfaction survey on your little
website for 24 hours and you got certain
scores right and you can calculate an
average and let's say average is
3.5 but this average doesn't still tell
you okay do I have like a lot of haters
and a lot of like people who are
completely obsessed with my product or
is everybody Mech about it right the
average doesn't tell you that so if you
plot your data you will start to
understand you will see well what's the
shape of my data is everybody agreeing
with with each other or do I have like
multiple groups that might have multiple
attitudes right interesting uh yeah on
or then like if you you know let's say
you record how long people take on a
certain like Sub sub page of your
website right so if you just try to
trace these timings right so if you open
this website and then you sit there and
you wait as much as users wait there and
then you proceed to the next action you
start understanding like oh wait why is
this user now sitting on this page for
five minutes when they only need to
enter one number in the field like
what's going on there and then you start
thinking and you realize ah I'm asking
them to put in their credit card number
and they have to go and get their wallet
right so I cannot you know I cannot
assume that they will proceed like in 5
seconds when they are actually getting
their wallet right so it really helps
you just the kind of of like look at it
think about it and and try to maybe like
Reen what they have done if you have
some sort of like information right or
if you see that they're bouncing between
the two
pages um then you should also go and
bounce between these two pages as many
times as they do because then maybe
you'll realize ah okay wait actually
these two terms are too similar and they
don't know which one is the correct one
right so they or they're like checking
your shipping uh list of countries that
shi to you and whether or not I want to
make this purchase because I found out
it cost the same amount to ship me this
item as it is I don't know something
like this yeah pretty much and and
another thing I wanted to call out right
so like as long as your data matches
your research question you don't need to
have like a ton of data right like if
you think about it so you mean enough
data to then fix something for users
like if you have five people telling you
it's a problem it's enough to then maybe
make fix definitely so if if if these
are your real users and five of them out
of five right in the interviews are
telling you this is an issue this is
something right but just because
something is an issue it doesn't mean it
will end up being prioritized right
because there is other factors it might
be just too hard for you to fix or
something and this is I guess somehow
like what uxr are trying to do when
conducting our research right we try to
make sure that whether are five or 100
or 384 data points wherever they are
coming for this should somehow like
represent the slices of your users right
and it should be like carefully
considered going to inv but like if you
heard five times something is an issue M
and you had no clue that this was an
issue for even one person before I mean
you learned something right yes I mean I
learned a lot on this episode and this
has been super useful for me and I'm
like feeling re invigorated to think
about my survey for my site because it's
something that I've been wanting to do
and I think it would be now a good time
of the year to start thinking about
asking people what they're having
troubles with before planning for for
next year but as we close out is there
like one takeaway that you wish that uh
people would come away from this episode
uh having either learned something or
like a hot take about uh uxr that you
want to clear up huh so I don't know if
this is a hot take but uh I wanted to
say like whatever type of research you
want to do somebody has done it before
right and there is probably a standard
for it or a framework for it right and
it's always better to apply something
that's been like used and reused and
validated then trying to like come up
with your own questions right because if
we are not super trained like the be
Arts we might not even know like how to
avoid bias in questions or like um ju
even understanding just because you know
your users are satisfied like what does
it mean like why do I care right so just
looking it up and understanding aha okay
satisfaction is like highly correlated
with like retention rate then you know
why you're doing that right so just like
go out look it up right look up uh is
there a resource that we can put in the
description again I'm mentioning this
Neilson Norman website and if people
wanted to find you on the internet where
could they find you so uh again we will
put a link I guess to my LinkedIn
because if you L you try to if you try
to spell my last name from me
pronouncing it good luck with that
sounds good so we'll put the link uh in
the description thank you so much for
joining me today uh and that's it for
this episode next up on search off the
Record we're going to continue talking
about ux uh this time about the
relationship between ux and SEO so stay
tuned for that one and bye
[Music]
bye we've been having fun with these
podcast episodes and I hope you The
Listener have found them both
entertaining and insightful too feel
free to drop us a note on LinkedIn or
chat with us at one of the next virtual
events we go to or inperson events
if you have any thoughts and of course
don't forget to like And subscribe so
you can stay tuned for the next episode
thank you and goodbye
[Music]

---

## 2024-10-31 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2024 年 10 月 31 日）

URL: https://www.youtube.com/watch?v=ChRlWCkVqlc
Caption: ja-8V-H19SidUo (manual, json3)

[ナレーター] 皆さんこんにちは 本日もGoogle社員による
Google検索オフィスアワーの 時間となりました
本日お届けするのは いつも通り
私アンナとなっております
本日もどうぞよろしくお願いします
では早速Googleからの お願いに移っていきましょう
スライドを変える
はい 本オフィスアワーでは
#Google検索オフィスアワー を使用しております
なので質問についての ご意見ご感想あれば
ぜひ上記の #Google検索オフィスアワー
をつけてSNSに 投稿してください
またご紹介した記事の リンクは本動画の概要欄に
後ほど掲載する予定と なっております
そして我々チームの 励みになりますので
ぜひこちらの番組 気に入って頂けましたら
チャンネル登録 好評価の方よろしくお願いします
はい では早速 Googleからのお知らせに
移っていこうと思います
いったんスライドにしようか
はい では最新情報ということで
今月の主なブログはこちらの 英語記事2点公開されております
まず1点目が
Bringing Store ratings on Search to more
Countries ということで
まずはショッピングの ストアレビューに関しての
アップデートとなっております
ただこちらオーストラリア カナダ インド 英国の
英語のショッピング検索に ストア評価を導入する予定です
というものなので日本語は まだサポートされていないので
今回はお知らせ程度に 留めておこうかなと思っております
乞うご期待というところですかね
はい 2点目が Farewell
Sitelinks Search Box ということで
Google検索の サイトリンク検索ボックスを
最初に発表してから
10年以上が経ちましたでしょうか
その間 やっぱり 時間の経過とともに
使用率が低下していることが 分かりました
このサイトリンク検索ボックス ってここのスクリーンショットにある
こっちか みたいなものなんですけども
見たことある方 いらっしゃるかな
使用率が低下していることが 分かりました と
そのために検索結果を 簡素化するために
2024年11月21日より この要素を削除する予定です
この変更は全ての言語と国で
全ての検索結果に グローバルに適用されます
これはランキングや 他のサイトリンクの要素には影響せず
検索ステータスダッシュボードにも 表示されません
詳しくは公式ブログを ご確認ください
はい それでは本題に 移っていきましょう
スライドでいいかな
はい それではここからは 通常の検索Q＆Aに移っていきたいと思います
今回は8件の ご質問を頂いております
ではまず1件目のご質問
新規ドメインで サイトリニューアル
に関する ご質問頂いております
1年ほど前 2023年8月に
2つのサイトを1つのサイトに 統合する形で
新規ドメインでサイトを リニューアルしました
リニューアル時には旧2サイトから 新しいサイトへのリダイレクトをかけています
この新しいサイトのサイト名が 検索結果で表示されずドメインのままです
という状況です
サイト名は事業の名前で サイトリニューアル以前より
利用しており
一般に認知されていると 思っています
また一般的な名称でもありませんし
サイト全体のタイトルに 共通で入れていますので
ホームページ全体で一貫した サイト名を使用しているはずです
サイト名が表示されないので
半年ほど前 4月ごろでしょうか
構造化データもトップページへ 設置しましたが
やはり反映されません
反映されないので一か月ほど前
こちら質問のタイミングで 8月末ということですが
そのころに構造化データの AlternateNameに
いくつか追加しました
相変わらず反映されないのですが
他にできることありますでしょうか とのことです
ご質問ありがとうございます
サイト名を表示したいところ ドメイン名が表示される
とのことでお困りのこと 大変分かります と
ただドメイン名をサイト名として 使用するのは
通常のバックアップであり
仕様通りに動いているため 私たちのチームでは
バグとは見なされません
またサイト内でバックアップで 代替と指定されているために
出来ることは既にされている 印象があります
現在特定のサイト名を 強制的に表示させる
といったような方法は ありません
もしかしたら時間が経てば 解決するかもしれませんが
現状お約束はできない 内容になっています
はい 併せてプロダクトチームの方に
エスカレートしております 報告しております
ご質問ありがとうございました
それでは続いてのご質問に 移りましょう
非表示HTML要素も クロールされるのか
についてのご質問頂いております
特に特定のサイトに関する 質問ではないのですが
Googleのクローラーは サイトを探索する際に
display noneの 項目でもリンクを探索して
ページを収集すると聞きます
近年detailsタグや popoverタグといった
クリック発生まで要素内を 非表示にするHTML要素
が追加されました
これらの内側にある リンク要素に関しても
クローラーはDOMとして 存在していれば
内部リンクや外部リンクとして
辿るのでしょうか とのことです
はい ご質問ありがとうございます
特定のサイトに関する 質問ではないので
私たちも変な誤解を生まないように
一般的な質問として 回答させてください
クローラーで取得できるのは
通常HTML要素です
場合によっては リンクのみの場合もありますし
またはリッチリザルト テストツールなんかを使って頂くと
テスト済みページの表示機能の HTMLタブ内のような
コンテンツのような内容を 読み込む場合もあります
つまりこれらのリンクは クローラーに表示されていて
インターネット上で より多くのコンテンツを
発見するのに役立っています
という回答になりますが
意図にあってましたでしょうか？
ご質問ありがとうございました
では続いてのご質問に 移りましょう
検索結果にファビコンを表示する に関するご質問頂いております
検索結果に 出てくるファビコンですが
今までドメインごとに つけられるもので
ページごとにつけられるものではない と思っていたのですが
同一ドメインなのに ファビコンが付いていなかったり
違うサイトのものを見つけました
これはどうやっているのか 教えてほしいです とのことです
ご質問ありがとうございます
こちらに関しては こちらの公式ドキュメント
検索結果に表示される ファビコンを定義する
に記述がございますが
Google検索では
サイトごとに1つの ファビコンのみがサポートされ
サイトはサイト名で定義されます
そこにはドメインレベルのものと サブドメインレベルのもの
ホームページ含んでおります と
今回…
URL 具体的なサイトを 送って頂いたんですけども
該当のサイトには レールアイコンが
実装されていないようですので
公式ドキュメントを参考に ぜひ実装してみて頂くと
良いかなと思いました
ただこちら実践して頂く 実装して頂く時に
注意点が1つありまして
その注意点としては
ファビコンは個別に更新されるため
サイトの全てのページに
ファビコンが更新されるまでには
時間がかかることがありますので
少し実装してから様子を見つつ
具体的などのくらいというのは 申し上げられないんですけど
少し様子を見て頂くのが 良いかなと思いました
ご質問ありがとうございました
それでは続いてのご質問に 移りましょう
サイト移転に伴うリダイレクト設定に 関するご質問頂いております
異なるドメインに ページを移動して
301リダイレクトをかけています
この時 リダイレクト元のページに
X-Robots-Tagで noindex
nofollowを 指定すると
GoogleはPageRankを 引き継がなくなるのでしょうか
それともX-Robots-Tagを 無視して
通常の301リダイレクトとして 扱うのでしょうか？
リダイレクト前は元のページが インデックス登録されており
リダイレクト後に X-Robots-Tagを追加しています
X-Robots-Tagが 無視される場合
ページランクは引き継がずに
一般ユーザーを遷移させる ときのベストプラクティスを
ご教授いただければ幸いです とのことです
ご質問ありがとうございます
まず1つはサイトが X-Robots-Tagタグを
指定したい場合
中間ページだけではなくて
最終ページにも 指定する必要があります
こちらがまず1点目
で…後半なんですけど PageRankに関して
チーム内でも議論進めては みたんですけども
ちょっと質問者さんの意図が 上手くくみ取ることができず
PageRankで 何を必要としているのか
ちょっと 明記されていなかったために
適切に回答することが 難しいなと判断しました
はい なんでもし追加で お困りのことがあれば
ぜひ具体的にどういった目的で そして何がやりたくて
現状では出来ていないのか
もう少し状況を教えて頂くと コメントできることが
あるかもしれません
ご質問ありがとうございました
はい では続いての ご質問に移りましょう
はい 構造化データ内の 日付指定に関するご質問頂いております
構造化データの newsArticlesで
公開日と更新日を指定できます
画面上は更新日しか 表記していない場合
構造化データに公開日は 含めない方が良いでしょうか？
画面上に見えないものを 構造化データに入れてはいけない
というのを聞いた記憶があり 質問させて頂きました
とのことです ご質問ありがとうございます
そうですね どちらの日付も マークアップに含めて頂くことで
私たちがコンテンツを 理解する助けになりますので
どちらも含めて頂くのが 良いかと思いました
ご質問ありがとうございました
はい では続いてのご質問に 移りましょう
Discoverコンテンツの パフォーマンス計測に関する
ご質問頂いております
iPhoneを使って Googleアプリで
Google Discoverの コンテンツを毎日見ています
運営しているサイトのコンテンツが 私のiPhoneの
Discoverに 表示されたのですが
サーチコンソールの Discoverレポートには
表示回数 クリック数ともに 0と表示され
それが1つではなく 複数ありました
Discoverには確かに 表示され
クリックされた場合でも サーチコンソールのレポートに
集計されないことは ありますでしょうか？
絶対に表示されてクリックしたのに レポートに表示されておらず
困惑しております とのことです
ご質問ありがとうございました
まずこういった質問 たまに受けることありますが
まずDiscoverは ユーザーの興味 関心に基づいて
コンテンツを表示して パーソナライズされているために
パフォーマンスを計測するのは
非常に難しい類の プロダクトととはなっています
ご質問にお答えすると ヘルプページですね
こちらのサーチコンソールの データについて
というヘルプページにも 記述がありますが
例えば検索 パフォーマンスレポートでは
ユーザーのプライバシー保護のため 一部のデータを表示しないことがあります
例えば実行回数が 非常に少ないクエリであったり
個人情報または機密情報を 含むクエリなんかは
トラッキングされないことが あります など
想定されるデータと異なる場合が しばしばあることをご理解ください
またちょっと今回は 分かりやすい言葉を使いますけど
検索のような大規模システムでは
技術的に単一のインプレッションを 遡ることは不可能です
今回のようなことがあったとしても その後正確にどこに何が表示されたか
というのを判断する方法は 基本的にはありません
という…
前提 ご理解して頂くと
レポートを見る時の手法の 1つになるかなと思います
はい 再度お伝えすると
こちらの公式ドキュメント サーチコンソールのデータについて
データのかえりがある場合には
こういうことがありますよ なんて例がいくつか並んでおりますので
そのあたり参考にして頂くと 良いのかなと思いました
ご質問ありがとうございました
では続いてのご質問に 移りましょう
はい MFI対応に関する ご質問頂いております
Googleは 2024年7月5日をもって
デスクトップ用 Googlebotによる
クロールを 完全に終了したと思います
一方で サーチコンソールを確認すると
Googlebotタイプ別に PCがいまだに数％残っていたり
URL監査をすると
直近の日付で ユーザーエージェントが
デスクトップ用Googlebotが 表示されることがあります
実は今もデスクトップ用の Googlebotは
クロール し続けているのでしょうか？
デスクトップ向けページにしか 存在しないコンテンツがあり
なるべく早くスマホ向けページにも 掲載しなければと考えているのですが
今後もしばらくデスクトップ用の Googlebotが
クロールし続けるのであれば
そこまで優先度をあげなくても 良いのではないかと考え
質問させて頂きました とのことです
ご質問ありがとうございます
私たちも出来るだけ 分かりやすいアナウンスを
心がけていますが
混乱を招くような表現だったとしたら 申し訳ありませんでした
そうですね ご質問に お答えすると
お答えすると…デスクトップの Googlebotは
まだ生きてます
生きてるんです
MFIの発表でコンテンツを インデックスする時に
デスクトップUA ユーザーエージェントから
モバイルユーザーエージェントを 主に使用するように変更した
というように お伝えしているつもりです
一般的にMFIの ベストプラクティスに従って
出来るだけ早く準備することを お勧めしております
また混乱があるかもしれませんが
デスクトップページが モバイルデバイスで表示できる場合は
私たちにとっても 問題はありません
モバイルバージョンのコンテンツが デスクトップバージョンよりも
少ない場合にのみ
デスクトップコンテンツを 削除しています
はい ご理解頂けていると いいなと思いました
ご質問ありがとうございました
はい では続いてのご質問に 移りましょう
あ ちょっとタイトルが すみません
直しますね
URL検査ツールで AMPの表記が消える
件に関するご質問頂いております
恐らくこれが今回最後の ご質問かなと思っております
質問内容として ヘルプコミュニティで
下記のような投稿をしたところ オフィスアワーでの質問を
勧められたので 質問させて頂きます
内容としては ここに引っ張ってきたんですよね
そのタイトルとしても サーチコンソールの拡張機能と
エクスペリエンス部分で AMPの表記が消える
というような質問を 頂いております
経緯と質問内容が簡単に こちらまとめて頂いているので
まずこちらから紹介させてください
経緯としては こっちがいいかな
経緯としては記事掲載後に サーチコンソールで
URL検査を実施しました
AMPに問題ないことを 確認しました
その次GA4の リアルタイムPVを見ていると
AMPでPVを稼いでいた記事が 突然なくなり
ほぼゼロになったと
通常記事のPVが 一気に増え始めた と
そして再度サーチコンソールで URL検査を行うと
拡張機能とエクスペリエンスから AMPの表記が消えている
ということです
最後AMPのURLを 直接入力すると
AMPページの遷移は問題なく 行えます と
通常であれば こちら下の方に
スクリーンショット 添えられていたんですけど
あの2枚目のように AMPページは有効です
との表示がされますが たまに1枚目のように
そもそもAMPページの表示自体が 消えている事象が発生しております
原因ともし対策方法があれば
ご教示頂けますと幸いです とのことです
元のページに戻ると
質問内容としては その現象を受けて
事象の原因はインデックスから 除外されたことと推測されますが
対策に関しては可能性が多すぎて 外部からだと特定が難しい
とのことでした
問題がサイト側にあるのか Google検索側にあるのかを
切り分けるのに ご確認いただけますでしょうか
とのことです
ご質問ありがとうございます
はい 今回の現象を 担当チームにも報告しました
そうですね…
ちょっと今現在 お伝えできることっていうのは
あまりないんですけども
そういうところで…
報告しました
これまた別視点のコメントには なるんですけども
具体的に共有頂いた サイト情報からは
モバイルバージョンがすでに かなり使いやすいような
レスポンシブ構造に なっているようなので
もしかしたらAMPバージョンを 省略して
簡略化ですかね
簡素化する時期なのかもしれないな とチームではディスカッションしておりました
一般的に管理するべき バージョンが少なければ
少ないほど検索関連の 質問の診断
問題の診断が容易になりますし
またメンテナンス自体も その作業が少なくなって参ります
もちろん何か意図的に AMPバージョンを
維持している場合 その場合には
この限りには及びませんが
ぜひ一度チーム内で そういった自分たちのフェーズが
タイミングなどのご検討を 頂くのが良いのかなと思いました
ご質問ありがとうございました
はい それでは
今日は8問ほど 質問を紹介しましたが
以上となります
皆さん今回も Google検索オフィスアワー
楽しんで頂けましたでしょうか？
恐らくちょっとこれが 放送される頃は
ハロウィンの時なのかな
皆さん 何かハロウィンするのかな って楽しみにして頂いていた方が
もしいたとしたら すみません何もしてなくて
ってところなんですけども
ということで次回の Google検索オフィスアワーは
2024年11月28日を 予定しております
今年も残すところ
多くてあと2回ですかね
11月 12月に それぞれ
オフィスアワーを配信できたらな と思っています
毎年スペシャル企画なんか あるんですけど
ちょっと今年スペシャル企画が できるかどうか
今年はちょっと時間が 取れなくてできないかもしれないな
なんて思いながら
過ごしております
皆さんどうですかね？
何かリクエストとか ありますかね？
もし何かあれば 年末こういうことしてほしいとか
こういうゲスト呼んでほしい こういうの見てみたいなとか
リクエストありましたら
ぜひこちらの #Google検索オフィスアワーの
ハッシュタグをつけて
ソーシャルに投稿してみてください
ちょっとやりますなんていう 確約は出来かねるんですけども
やっぱ毎回楽しみに 見て頂いている方
時間も労力も 使ってくださってると思うんです
なのでそういった方々に 少しでも恩返しが出来ればいいな
と思いますし
もし足りないところで こういうところやってほしいなみたいな
ご意見があれば積極的に
取り組んでいきたいなとは思って いるんですよ 心の中ではね
ちょっと スケジュール感だったりとか
あとお休みの関係だったりとか
我々の会社 結構12月になっちゃうと
すぐ休みに入っちゃう方 多いので
そういった意味で調整が難しい場合も 多いかなとは思うんですけど
ぜひぜひそれでもリクエスト もし何かあれば
お聞きしたいなと思っております
伝えたいことは 伝えられたかな
なので皆さんのご意見 お待ちしております
それではまた次回のオフィスアワーで お会いするのを楽しみにしております
ではまたぜひ見てくださいね
バイバイ

---

## 2024-10-23 - Google Trends for Journalists

URL: https://www.youtube.com/watch?v=QpEpR8qRWjA
Caption: en-US (manual, json3)

Welcome to another Google Trends tutorials episode.
I'm Daniel Waisberg, Search Advocate at Google.
And I'm Hadas Jacobi, Google Trends Engineer.
In this video, we'll talk about how to use Google Trends
to help journalists create stories based on search interest.
We'll discuss how to come up with data-driven newsworthy stories
and how to plan your content strategy
to satisfy your audience's needs for content ahead of time.
And lastly, we'll show some examples of stories powered by Google Trends data
that we hope will inspire you to create interesting stories.
If you haven't watched the previous episodes in this series,
make sure to check them out to learn more about how to use Google Trends.
We have a lot of videos for you to binge on.
Google Trends is a powerful tool for journalism.
The scale of the available data can provide insights into billions of Google
and YouTube searches every day,
with global reach and regional granularity.
The freshness of the results makes it possible
to find the most relevant trend within just a few minutes.
And the honesty of how people search for answers creates a true representation
of what they really care about.
The combination of these elements makes Google Trends
a gold mine for journalists
looking for inspiration to create and enhance their stories.
Let's say you cover weather events for a news broadcaster,
and you're working on an article exploring recent natural disasters.
The focus of the piece is to provide an overview on what people
in different countries find interesting in regards to this topic.
So you pick four countries that are relevant for your audience.
For this example, we'll take France, Germany, United Kingdom, and United States.
To start your analysis, search for these terms on Google Trends
for the available time frame, starting in 2004.
As you see in this graph, the topic Storms does not seem to generate much interest.
Let's see what happens if we replace it with Tropical Cyclone,
which is a type of storm that includes the common term Hurricane.
Side note, notice that I'm using topics, not search terms.
A topic is a group of search terms, which we also call an entity.
It includes the exact term searched as well as misspellings, variants,
acronyms, and it covers all languages, which is useful when looking at global data.
For example, if we look at Flood as a topic and then as a search term,
you'll notice how the topic has a higher search interest.
That's because it covers many search terms related to the topic.
Back to the comparison,
and just for reference, the highest spike in search interest
over the selected period
relates to the earthquakes in Turkey in February 2023.
A close second was Hurricane Irma,
a hurricane that caused widespread destruction
across its path in September 2017.
At this point, you might want to download the data into a CSV
and combine it with other datasets.
For example, you can match each spike in the line chart
to the relevant natural disaster
and create an annotated chart with their details.
In addition to the comparison of search interest over time,
you can also find a comparison breakdown by region
of the search interest for the disasters.
This map shows you which topic has the highest search interest
for each of the countries.
Notice that you can check the box below the map
if you want to include low search volume regions too.
This map can be an impactful visual alongside an article.
If you're publishing the article online,
you may embed the map into the page to offer an interactive version
with live updates directly on your site.
And finally, after the comparison by region,
you'll find for each individual topic, a map showing its interest by region,
and a table with related queries,
where you can check both the rising and the top queries
in relation to each topic.
Hadass has done a comparison between the way people search
for natural disasters.
We can now build on that to check if there are any differences
between search interest in each of your focus countries.
The first step is to create an advanced future
to show the trends over time
for each of the topics in each of the countries.
I'll start with floods.
Type in Flood in the Google Trends search box and choose the topic flood disaster type.
Choose United States and pick the date range starting in 2004.
In the second search box, type in Flood and choose the same topic.
Now hover over that search box and click the three dots menu.
Select Change Futures and then change the country
to the United Kingdom.
Repeat the same process for Germany and France.
This chart shows the search interest in Flood since 2004,
where each line represents a different country.
We can see in the bar chart that the UK has the highest search interest
among the countries.
You'll notice that most spikes originate from the UK searches around their winter.
This knowledge can help you plan your content ahead.
Scrolling down, for each of the countries, you'll see a map with search interest
broken down by sub-region,
where darker shaded areas have a higher level of search interest.
You'll also find the table with queries related to that specific topic.
You can choose either the most popular ones,
or the ones with the biggest increase in search frequency
to understand people's behavior around this topic.
You can repeat this process for tropical cyclones,
where you'll see that the United States
has significantly more search interest than the other countries.
The spike you see in the chart for September 2017
coincides with Hurricane Irma.
Search interests originated mostly from U.S. searches.
Finally, if you repeat this process for earthquakes,
you'll see a significant spike in February 2023,
as a result of the earthquakes in Turkey.
Most of the search interest for that event originated in Germany.
As you can see, you can extract a lot of interesting data from these comparisons.
There are so many compelling stories
that can be distilled from an analysis like this.
Now you have some idea about how to gather and analyze data for a story you're covering.
However, as a weather reporter, you will always encounter breaking stories.
A well-defined content strategy should combine planning ahead
of special moments throughout the year
while also allowing some bandwidth to monitor and report about breaking news.
Let's start with special moments.
These are recurring events that people search for every year.
You should have a calendar marking the date you already know,
like the change in seasons throughout the year.
For example, do you know what people search for in relation to spring?
Is it different from what people search for in relation to the summer?
Maybe they're interested in seasonal weather-related topics.
That's something you should explore.
So maybe leave some time aside to have content ready before
people start getting interested in the changing of the seasons.
We discussed how to create a content calendar in the Trends for SEO episode.
Watch it to learn more.
But while you can go a long way by planning ahead,
you can't plan for breaking news.
You just need to be on top of things.
A good way to start is to take a quick look at what's trending when you start your day.
Navigate to Trending now.
In this page, you'll see which terms are trending in the past seven days,
24 hours, or even in the last hour.
This is a great way for you to find breaking news
and gather ideas for news articles.
For example, during a recent eclipse,
there was a lot of search interest for the term, My eyes hurt.
This shows how Google Trends can bring color to what's going on in the world
by surfacing people's immediate responses to news events.
This is something you could have seen while preparing for your day,
and maybe you could have written a short piece about it as it happened.
Once you find a search term that looks like an interesting rising trend,
you can investigate it further.
Add the turn to the Explore page and choose the past 24 hours
to monitor how the search interest is trending.
Here are a few questions you can answer using the data.
Is there a specific region where this term is becoming popular?
Does it correlate with an important piece of ongoing news?
Was there another peak in the history of this term,
or is this a completely new trend?
When you look at related queries, what are searchers asking in relation to it?
What sort of coverage is this topic getting?
Is there a gap in the coverage my publication might want to fill?
Put on your detective hat, and off you go into the world of data.
Before we leave you to play around with the tool,
I would like to highlight a few real-life examples
of data visualizations created with Google Trends data.
Those data stories might inspire you even more.
We have also added links to the video description
if you want to learn more about them.
First example is searching for health,
a tool that compares search interests for common health issues in the United States
to the actual location of occurrences for those same health conditions.
The visualization shows how search data reflects life for millions of Americans.
Second, a sports example.
How the world is searching for the World Cup, which leverage Google Search interest
to identify trends throughout the 2022 World Cup.
It shows the most search teams over the course of the tournament,
players ranked by search interest, and the most searched national team
in each country.
Last, the alternative Olympics Medal Table.
This is a visualization showing what would happen
if the Olympic medals were re-ranked based on other factors
like population size, wealth, or search interest.
Hadas, I'm so glad we checked Google Trends
and brought our ponchos to avoid getting drenched in the rain.
Yeah, having a figure on the pulse of breaking news
can be very important to help people understand what's happening around them.
And what's better?
Google Trends can help not us,
but journalists preparing data-driven news stories
and news companies creating their content strategy.
Don't forget to subscribe to the Google Search Central YouTube channel
to be the first to watch our upcoming videos.
And stay tuned.

---

## 2024-10-17 - Designing Google Doodles and delightful experiences | Search Off the Record

URL: https://www.youtube.com/watch?v=pqQATWY1p_8
Caption: en (automatic, json3)

[Music]
hello and welcome to another episode of
search off the record a podcast coming
to you from the Google search team today
we're talking about a part of the search
results page we've never talked about
before the Google doodle my name is John
and I'm joined today by Lizzy from the
search relations team today we have
Jessica joining us who is the lead for
Google Doodles and Delight on search hi
Jessica hi Lizzy hi so nice to meet you
guys hi it's so good to have you here
thank you so Doodles and Delight can you
tell us a little bit about what does it
mean to be the lead of Google Doodles
are you hand drawing them are you
uploading them to the search results
page what is involved there okay yeah
sure so I lead up several teams that are
devoted to Bringing Jo
um to our users and our audience and so
there are Doodles which hopefully you're
familiar with but they are the uh
changes to the logo that we've done
since the beginning of Google and that
sometimes have um interactive games or
experiences behind them and sometimes
just bring you to a related search page
and then there are Easter eggs which are
more hidden and are on specific search
pages so if you do the search like do a
barrel roll your whole page will spin or
skew or things like that um or you'll
see even sort of larger interactive um
experiences come out um depending on
what you search and then we also work on
sort of in product Delight so some
animations or some celebrations of
things um that are are sort of much more
um integrated uh moments does this also
include some of the smaller things like
the search Loop type stuff where it's
like did you mean this and it navigates
back
it doesn't necessarily need to be like a
big flashy animated thing it could be
like something small totally right like
if you search recursion it says did you
mean recursion that one
yeah so good yes do you ever have Easter
eggs inside the Doodles themselves like
an Inception kind of
thing yes yes we do actually I think the
most obvious thing is that we have a
universe of beloved characters
that we bring back um through several
things so one of the most popular ones
is weather frog um so if you
use Google weather on certain platforms
you'll see this little frog on the
bottom and he's like wearing sunglasses
and sunning if it's hot out and sunny or
he's got an umbrella if it's you know
raining in your area um so that was
created by a dooder on our team several
several years ago and and he has
appeared in some of the doodle games you
know uh competing for in different
sports or getting a boba or whatever and
then likewise in one of the Halloween
games that we did there was um a cat M
Momo that was inspired by one of the
doodler actual cats and he has appeared
in various games as well and obviously
in various Halloweens afterwards Black
Cat and so yeah you'll see that that a
few of these characters coming back uh
in different contexts they're all
friends is this something that's planned
or is it like happen
organically it it happened organically
it's just our team being
funny you can see the reaction on the
internet people love it we get fan art
you know for these characters we joke
that we want to create a line of
plushies um I don't think that's a
business Google we'll get into but um
you know it's uh it it was done
initially just for our own entertainment
but it's yeah it's been a fun sort of
inside joke with our deepest fans does
the frog have a name like for example we
we have a a spider on our search
developer
documentation and I forgot to name oh my
gosh oh well I no I it's because the the
spiders uh has an unofficial name and
then official name so oh I always think
of The Unofficial name but uh this is a
sidekick of googlebot so googlebot is
the crawler that is crawling the web to
go and find uh Pages for the index uh
and googlebot has a a pet spider named
Crawley because crawls the web and his
unofficial name like lore about Crawley
is that his unofficial name is Dex short
for
index so weather frog is known as
weather frog or froggy this is terribly
creative I mean Crawley it's a yeah yeah
um and Momo obviously has a name so and
Momo is like an alias for the real cat
or it is the real cat's name is Momo in
real life this is a we're doing like
trivia did you know you needed to
memorize the when you came to this
show no Momo is a real cat the real
cat's name is Momo and belongs to a
doodler it is actually if you if you
really want to dig deep I think it's
listed in our
2016 uh blog post about the doodle that
okay I I have like required reading for
after this uh recording to read up of
momo and design some kind of fan art for
Momo yes please do you can see the real
life Momo there's a photo of the real
life Momo there I feel like there's like
a crossover collaboration where Crawley
meets Momo in real life or in on theb
yeah yeah send it send it
over I'll pass it along to the artist so
uh when you're developing uh a Google
doodle or a game or something like this
are there any like criteria or like
technical things you need to keep in
mind in terms of like where it goes on
the search results page or is it like
free range you have the entire like
surface on top of the page to play with
with Doodles I mean there are a few
things obvious ly we do care about file
size these Doodles show up on every
search that every person does in that
particular country um on any given day
and so we don't want to slow down the
actual search engine so we do care
deeply about file size of those images
and of these games as you on initial
enter right if we make a giant game and
you have't decided to engage you know I
think Champion Island are Olympics game
for Tokyo uh I think the total play time
for that was like hours and hour so
obviously that's not a file siiz concern
there but you've chosen to engage with
us in that sense and then I mean there
are definitely technical limitations
that are just like it's easier to kind
of work within the certain spaces that
we already have established but pretty
much you know if we can make it work we
can do it and you'll see that with the
Easter eggs as well you know some stuff
shows up in in very well-known spaces
like the things that you did you mean
those ones you know we can deploy that
very very quickly because we know the
the the tech behind that and how easy it
is to change that and then as you go
further a field obviously it takes a lot
more uh engineering and a lot more
testing to make sure we're not breaking
the cor search experience and so you
just use that judiciously um there's
patterns that we can rely on but there's
also we have free reign um depending on
yeah what we want to do and how much
band what we have and how quickly we
want to launch so do you know what is
the shortest time that you've been able
to like come up with the idea and then
deploy some kind of like fun experience
for Doodles we've definitely done things
on same day wow um yeah
it like that's crazy it's a Sprint of a
day it'll have been things like the I
think it was like the first picture of a
black hole that was released by NASA or
something and uh yeah we the news
artists got on it we coordinated with
you know local doodle managers across
the world about whether or not they were
interested in launching you get the
translations for the text all of that
sort of stuff set up the search results
um not the search results but choose the
query so that can be same day and
likewise the Easter eggs can be same day
as well um in a matter of hours um
something like the did you mean um is
very very quick to determine or deploy
it's a just a matter of getting the idea
getting sign off from our various
stakeholders that you know this is a
good to go and then we just yeah go with
it so it can be a matter of hours we
don't do that that frequently because
that would be crazy um you know we have
Doodles and uh Easter eggs that are much
more frequently months or if not a year
in planning so for example like Olympics
this year like you know that the
Olympics are happening so you are
prepping long time in advance this type
of thing yeah yeah so for the Olympics
especially I think for Olympics and
Halloween where we have shown up
multiple times it's definitely on the
radar of our team I mean everybody knows
that there will be Olympics and
Halloweens going forward so you know
whenever we the inspiration strikes us
to start planning out that experience
then we will we will start that very
frequently it's in the year prior
um we have for Doodles we have an annual
planning process so that um we can sort
of map out our allocations the moments
that we're going to show up and do it
holistically all at once and and so yeah
that's usually where it's like oh the
Olympics are coming next year what do we
want to do like how big do we want to go
this year on Olympics or Halloween or
whatever you know do you want to just
make it a simple thing because we have
some other project we're really excited
about or do you want to go big on it do
you do like a creative design Sprint or
anything like that during the planning
time or is it more like hey these are
sort of the holidays and then we bake in
the creative time later that's closer do
you mean by like the execution like you
have to have the idea I guess if you
know like okay we want to do something
for Halloween it's happening we know
like it's October 31st that's it yeah
it's not a question about that but maybe
the the development about that that
could happen yes at various points of
the year you don't necessarily need to
have the idea like when you're doing the
annual planning no you don't you don't
um it kind of goes both ways uh
sometimes we'll just earmark this is a
big EV we need to do something and then
we'll do the Sprint at any given point
you know we'll we'll form a creative
team a cross functional creative team
that has you know engineering and art
and all of that together um and they
will you know it'll be a small pot of
people like three people or whatever and
they'll just come up with ideas and then
um bring it back and it just happens
like magically they have the idea yeah I
mean we always have ideas we have more
ideas than can ever execute other times
we will have um like blue sky pitches
okay where people on the team you know
come and gather on a given day and just
pitch anything and then we take the best
of those and then calendarize them as
we're doing annual planning to be like
oh you had this great idea on this
instrument that we wanted to feature
like that's an interactive this is how
much it'll take okay so you know we'll
set aside this chunk of bandwidth for
for that and you mentioned that uh some
of the Doodles have a search result kind
of associated with them so I think if
you click on them it does a search
automatically are those metrics that you
would look at or is it basically like we
we come up with the idea the idea is we
think is good people seem to like it and
that's that's all that matters or it's
much more the ladder I'll be honest um
we are not really looking at the search
results or that volume that that
generates um because it is just a giant
button on a very very prominent surface
and um and people have come to expect
that this is you know something
interesting so no we don't really um our
our sort of guiding principle is is this
a gift to users and you know if it is
then let's do it um but we will look at
things I mean it's not that we don't
have any metrics and we don't look at
how things perform certainly you know we
will look at uh the amount of time spent
with an interactive game um and just to
see like okay well we expected this
would take 45 seconds or we expected
this would take three minutes like how
much time are people spending with that
like you know are people making it
through the entire music video are they
clicking off um and it's just good
learning for us as we're developing
things to make you know to make sure
that we're still creating really
resonant experiences and then you know
we don't have like pure metrics on them
but we do a thing on lunch day um that
we like to call Joy scrolling which
should be the opposite of Doom scrolling
which is just to see how things resonate
with the public um and you can see when
things take off because people will be
sharing them on social media and you
know creating fan art
or um you know just saying that like
this person is you know the their most
favorite or this topic is their most
favorite ever and you know is there
anything that uh took you back back in
terms of like you didn't expect so many
people to be clicking this thing or
interacting with this game for so long
this type of thing yeah I mean
regularly every time like why are you
still here no it's great I mean that's
the best right when you see a piece of
fan art that somebody's taken the time
to like go and create a thing derived by
the thing that you made is amazing or
you know these websites that are devoted
to these characters somebody made a
website about Momo I mean there are so
many things there's videos there's like
30 minute long videos out there talking
about our world of characters there's
amazing things out there wi page about
stats there's definitely lots and lots
of sites out there that are cataloging
the Easter eggs um because they are
purposely hard to find right and we
don't publish a site that's just like
here's all the Easter eggs that would
take all the fun out of it you're
supposed to be hunting for these things
um so there is definitely Reddit threads
and and and people's personal web pages
and Wiki pages on the work um and so
that's cool and then you'll see things
like on the Delight side so for the
Olympics that just happened we had a a
little Delight moment after somebody or
some team won a gold medal and there
would be this mechanism that would show
up saying you know blah blah blah gold
medal and whatever and then a little
button that shows up and then you could
as a user click sort of throw these
bouquets of flowers um this little
animated bouquet of flowers and then it
would you know count how many and people
would just Spam the button and and it
would show up and like I I think the
screenshot that somebody sent was like a
thousand or 10,000
book thrown by somebody um and that's
just that's really impressive and there
will be other Easter eggs that we've had
where you know the screen will fill up
with certain objects and and you'll see
how quickly or how many people will like
set share screenshots of them with like
the fully filled up you know mobile
surface or
whatever it's just it's great it's
really you know heartening for us to
kind of see how um deeply people engage
with some of those things so if I wanted
to make my own game or delightful
experience where should I start is this
something that's even attainable for
someone who is not a doodler on a doodle
team so I guess for your own website or
for your own website or for our website
uh for my website let's see no okay uh
for for ony let's say for our technical
audience so for
developers.google.com search um if I
wanted to bring Crawley in in closer
into the world or to create some kind of
Easter egg would I go through like some
kind of creative development process to
have the idea first would I
how could I go about thinking about this
I think for your own website you just
have to yeah you have the idea it
doesn't have to be you know you as site
owner I think it comes from all over the
place um we have ideas come from our
Engineers we have ideas come from
artists we have ideas come from our
leads we have ideas come from the public
and I think it is just a matter of
setting asside the time to do it and it
is yeah it's great just to sort of have
these moments of interaction these this
this connection with uh the people that
you are engaging with instead of I think
frequently websites are sort of one
directional like I put out the
information people come and read it and
that's it yeah yeah yeah there's a
little bit more to have that sort of
interactivity or to have that like you
know we're not just here transactionally
here's the functional part right like we
joke that we're putting the fun in the
functional for Google so to kind of have
that like moment of if you know you know
like I'm we're on the same page here
like I find this funny you might find
this funny in the same way that you
would share some with your friends in
real life um that's just kind of the
attitude and just taking the time to do
that sort of stuff I I would say it's
probably not hard if you've got a good
idea to convince your artists or
Engineers or whatever to take a moment
and execute on things because everybody
loves receiving joy and everybody loves
creating Joy
if it's really resonant I think um like
the most recent one that we did well
actually I don't know if I want to like
leak the the Easter egg nobody noticed
it you know what I'm talking
about so you do have a history of doing
this we do but they're they're small
things um I think just so that we can
execute I guess we are not building like
full fullon games um but for for this
one yet yet it could
be after this conversation yes after
this conversation I am like shouting
down notes wait should I say it or no
sure okay so a while back or recently I
don't know in the distant past uh we did
a blog post uh announcing avif as a
format and then we included uh the image
in the Avi format and then as the alt
text we hinted at that but I don't think
anyone noticed that that's what that was
doing maybe maybe that was it was like
too too nerdy of like like Google
searches is now supporting aith and then
the all text was Google bot and Crawley
checking to see if like they are
supported supported and they're in ath
the format is like extremely
nerdy I I think that's almost too hard
for people to recognize as an Easter egg
okay is that a criteria for Easter eggs
is that it like there needs to be a
minimum bar of like at least one person
can notice if one person notices is that
enough or is it too difficult is that
something Jessica that you consider
like what if nobody finds it because it
was too too hidden you know we've never
had the instance that nobody found the
stuff we actually kind of guess how long
it's going to take with some of the
Easter eggs and it's impressive how
quickly people find things it's like oh
that might take a day for somebody to
notice it's like
nope launched it and an hour later
somebody has posted about it so it may
take a while for some of these Easter
eggs just spread and sometimes we will
make things and they will not have their
moment until months later so I think we
did like a fresh prince of belir tribute
or something or a friends tribute um as
Easter eggs and I think it was you know
it like did okay like At first right you
saw a little bit of chatter like oh did
you see this thing but then it'll be
some moment like six months later where
whoever it is has a larger Network or
whatever or like the celebrity
that is in there finds out and you know
shares it and then it'll really take off
but it sounds like a big part is like
understanding the audience um I guess
for for Google search like you're having
like a wide variety of people that
you're thinking about compared to maybe
are like more technical audience for my
site it's like I'm like coming up with
ideas for fellow nerds like hello fellow
kids is that like part of the process to
like deciding that it's like a
delightful thing like you need to think
about your user and what yeah they would
find as like something that's like oh
that made me smile or that made me um I
don't know like made my day kind of a
thing yeah totally and we are in a lucky
position working for such a large
company that has you know googlers all
around the world um I will it readily
admit I don't even understand some of
our
Easter because we rely on local
knowledge so much so with doodle
um certainly we have uh country
representatives in the countries that we
show up in and they are the ones um
primarily that are pitching the ideas of
who really resonates With Their audience
um and then likewise with Easter eggs I
mean it comes from all over the place
throughout Google of like hey this is
really funny like you know um uh in our
country like I guess in Australia
there's I'm giving away Easter eggs but
I guess this is an interested audience
um there's this uh fictional Legend leg
in Australia about a creature called the
drop bear oh are you aware of this I
think so tell me more though so anyway
the Australia team pitched this
obviously this is not coming from the US
team and is I think it's the story that
they tell tourists to like scare them
and it's you know just funny but anyway
I you're going to get emails about like
no that's not what it's really about
this is an indication of how like this
is very local to this this market and
this is you know hopefully it worked for
them but yeah if you go and Google drop
bearss there's a little hanging warning
sign oh you should do it oh do it I want
to check this out do
it right
now it's kind of nice that you you have
these people that can help be like the
think room for this thing um so that you
can have this like flexibility and
create these more local experiences John
are you checking right now no no I'm
trying to be
serious we get all so obviously
suggestions from the public as well and
so it's just anything in the whole
universe is fair game I would think even
within like googler ideas like you must
have a lot and need to sort of f or
decide like which ones to work on yeah
do you have criteria or is it sort of
like a the think room kind of creative
brainstorm vibe to sort of pick which
one resonates with people how does that
work yeah we definitely have principles
that we abide by um with doodles
we are um strictly
non-commercial uh you know Google is
well known for its ad space and boy
would that be the best ad space ever to
be on on the homepage but so we are
strictly commercial we want to make sure
that people understand this is a gift to
users this is not a giant ad space and
you know we avoid controversial things
and we really want to focus on things
that um are gift and uh Inspire and
connect all of us we celebrate the best
of humanity and so it's really like
meeting that bar as opposed to like oh
here are the things that don't work
because there's so many things in life
that are just joyful and inspiring that
it's kind of like you never run out of
ideas and then the difference is so
Doodles are a push I can use that right
Doodles are a push like this is a
technical audience um a push like a
technical term or like yeah Doodles are
a push to the audience right a push uh
mechanism whereas Delight is a pool
mechanism in that so dud will show up on
every search on the homepage uh wherever
you are regardless of your intent
whereas um with Easter eggs it is a pool
you're not going to see them unless you
go to that
specific uh search you put the thing in
there and so in that sense we feel like
we have more Liberty to do more
opinionated things or more commercially
involved things because you know we are
people that consume media and you know
television shows or books or music or
whatever and these are commercial
entities and they're you know sources of
great passion and love and joy um but
obviously have a profit motive for
somebody um but we can engage with sort
of more commercial entities on those
sorts of things because we know you went
there specifically and you have some
interest or fandom there um so it feels
much more allowable and so kind of just
thinking about where how some encounters
something where their head is at kind of
determines how how you might want to
show up it's interesting because it
sounds like there there's a limit of
like you want to Delight them but not
surprise them too much or like put
something in a place where they didn't
expect it and it would be a negative
experience you're really thoughtful
about like the level of delight is not
like too much yeah yeah I mean I will
counter and say we do love surprising
people um and say that that's you know
actually probably one of our court
tenants um is that like you know the
Doodles um both for bandwidth
perspective but also like are a surprise
when we change the logo frequently right
obviously not a surprise on Halloween
but a surprise in how it will show up um
and you kind of want to just um give
that gift that nobody was expecting and
likewise with Easter eggs right like you
know both from a bandwidth perspective
but also um just yeah you want to
surprise somebody that they when they're
on an information seeking Journey with
something else a little cherry on top I
will say that we do love surprising
people um but to your point meeting
people where they're at is
important right we have fireworks that
show up at the end of a lot of
Championship uh games for sports so like
the Super Bowl or you know when you a
team wins the World Series the uh colors
of the team that won has fireworks and
things like that that show up would we
deploy that on every single game for
every team of a season no because that's
a little excessive right like you you
kind of need to see and meet people
where they're at as you would a human
right well there's probably a level of
like you want it to still be special or
like delightful if you have fireworks
every time it becomes like oh I expect
it now it's like it's going to be there
because it was there last time so then
it's not really a surprise anymore yeah
yeah and you know if you think about the
example the real life example of sort of
Championship Sports you wouldn't do that
in real life like winning the Super Bowl
is a big deal you have a parade you
throw confetti you have fireworks but
like winning you know game eight of your
season like it's like hey did you see
that game that's cool right but like
it's not a fireworks moment fireworks at
every
game cool um so so maybe to to close out
if anyone is interested in learning more
about design or user experience or kind
of going down this path where can they
start what what would you recommend good
question I think that we are not alone
in creating these delightful moments for
users and that it's not even you know
exclusive to digital Realms you know
when you go to a your local cafe and you
order your coffee and they all of a
sudden give you a free pastry or
something like that's also a great
example of how this happens in real life
to you you could obviously Google uh
Easter eggs that other companies have
done and thinking through examples that
you've encountered in your regular
everyday life um through all the things
that you interact with so sort of get a
mental catalog of how people show up or
entities show up but then to your point
Lizzie thinking about your audience and
what is that thing that you share in
common what is that passion what is the
nerdery that you share in common and how
can you celebrate that and it's just a
lot of times it's sort of like an inside
joke
um about something you know what is that
annoying thing or delightful thing or
whatever exciting moment um in your
shared experience um and what can you do
to to show up and then obviously sing
with your teams about what is actually
possible within your technical
limitations and bandwidth limitations um
and just kind of um it's a multi-step
process oh I like what you said like
just like bringing awareness like paying
attention to when things happen in
everyday life is like the first step to
even just paying attention to what
Delights you and what could Delight
other people but anyway this podcast
episode has been really interesting
delightful no uh too
much thank you so much for joining us
you're welcome um that's it for this
episode uh and thank you folks for
listening as well uh next up on search
off the Record we'll be continuing our
chat about ux but we're going to be
talking to a ux researcher about sort of
the behind the scenes of uxr so stay
tuned for that and goodbye bye
[Music]
bye we've been having fun with these
podcast episodes and I hope you The
Listener have found them both
entertaining and insightful too feel
free to drop us a note on LinkedIn or
chat with us at one of the next virtual
events we go to or in-person events if
you have any thoughts and of course
don't forget to like And subscribe so
you can stay tuned for the next episode
thank you and goodbye
[Music]

---

## 2024-10-15 - 3 Tips for International Websites

URL: https://www.youtube.com/watch?v=n-6NmhCbEaI
Caption: en-j3PyPqV-e1s (manual, json3)

MARLIN SPLITT: First things first,
make sure the attributes are valid.
Use valid language country code variations,
and then make sure that all variations link to each other.
Last but not least, make sure to also include
a self-referential link.
For example, this German page references itself along
with the English and Japanese versions.
[MUSIC PLAYING]
If your website is relevant to people in different countries,
you want to make sure Google Search knows
about the different versions of your site.
So let's look at three things you
should keep in mind for that.
All right, tip number one is to think about the right way
to set up your site for internationalization.
The most common and recommended way is to deal with
international sites is to either use local top-level domains like
[? .de ?] or [? .it ?] or so on.
Or use subdomains or subdirectories.
Each of these come with their own pros and cons, so
make sure to pick carefully and pick whatever works
best for your specific case.
Tip number two, use hreflang.
Hreflang helps Google and other search engines
to link the different versions of a page
for different countries and make sure we show
the right one to searchers.
Hreflang can be implemented via HTML tags, HTTP headers,
or in an XML sitemap.
There are a few things about hreflang
that you need to pay attention to-- most importantly,
these three things.
First things first, make sure the attributes are valid.
Use valid language country code variations,
and then make sure that all variations link to each other.
Last but not least, make sure to also include
a self-referential link.
For example, this German page references itself along
with the English and Japanese versions.
Last but not least, let users know about these versions
and link to them.
Do not automatically assume or forcefully redirect your users
to a specific version.
By linking to different language or country versions,
you give users a choice and help Googlebot
and others discover these versions as well.
And, psst, here's a free bonus tip, but don't tell the others.
My secret bonus tip--
don't overdo it with internationalization.
Pick the locales and countries that really matter to you
and you're willing to support properly.
Instead of lackluster translated pages,
make sure you have content that is
useful to the different audiences in the countries
you care about.
And make sure they have a great experience on each
of your language variations.
If you want to learn more about this,
check out our documentation on this topic as well.
Please leave us a comment if you want more technical content
on Google Search Central and what topics
we should cover in the future.
Thanks for watching this video and see you soon.
Do it.
Just do it.
[MUSIC PLAYING]

---

## 2024-10-10 - Google Trends for Marketing & Sales

URL: https://www.youtube.com/watch?v=HzHd2vusBRg
Caption: en-US (manual, json3)

Hi, I'm Daniel Waisberg, search advocate at Google.
And I'm Omri Weisman, Google Trends engineering manager.
In this video, we'll help you use search data
to create successful marketing and sales strategies
and to improve your business, whether online offline or both.
We'll share techniques such as benchmarking against competitors,
analyzing brand awareness and forecasting your inventory demand.
If you haven't watched the other videos in this series,
make sure to check them out
to learn more about how to use Google Trends.
Google Trends can help you market and sell your products.
To explain and illustrate the different techniques,
we have created a fictitious store.
I'm so excited about this!
Cheese Nuts!
A gourmet store for people that are nuts about cheese.
For the purpose of this exercise,
the store will operate in the United States.
We'll discuss four ways to improve your business using Google Trends,
understanding overall vertical trends, benchmarking against competitors,
analyzing brand awareness and sentiment,
and researching keywords for ad campaigns.
Let's dive into the world of cheese.
The first thing you want to do
is check what types of cheese people are searching for,
to make sure you're offering them on your store.
You can do this by visiting trends.google.com
and trying a few cheese types.
Let's start with brie, cheddar, provolone,
parmesan and mozzarella.
Notice how I selected the topics, not just the search terms,
topics aggregate across languages and include misspellings,
variations and acronyms related to it.
If we take a look at the chart,
you can see at a glance
that maybe we shouldn't focus too much on provolone
as there seems to be little interest in it.
So let's remove it from this comparison.
Let's take a look at the remaining cheese types.
You can see that parmesan has the highest interest
and it's growing over time.
Brie is highly seasonal.
People in the US seem to enjoy brie for the Thanksgiving
and winter holiday meals.
Mozzarella is pretty constant
and cheddar experiences a slight increase between October and February.
This kind of analysis can help you plan
what products to make available on your website,
depending on the time of the year and can come in handy
when managing your stock if you have a physical store.
You should use this information to forecast your inventory demand,
making sure that you always have the products
your customers are most likely to purchase.
This data can also help you plan your content.
For example, you could prepare a few blog posts
discussing brie related recipes or ideas before the holidays.
This might help you direct more traffic to your store from Google Search.
We discussed this in depth on the Google Trends for SEOs video.
Check it out if you haven't already.
The web is a massive place
and there are many businesses competing for search presence.
This competition will influence how much traffic you get from Google.
With Google Trends,
you can start benchmarking against your competitors
from the very beginning of your journey.
A common step before opening up a new store
is doing market research to understand how much demand
and how much supply currently exists in your market.
So let's assume you have a list of potential competitors.
Suppose your stronger competitor is Cheese King.
Add the name to Google Trends.
And if there is an option for a topic, choose it.
If not, just enter the search term.
Looking at the results,
you can see how well your competitor is doing in comparison to you over time.
Unfortunately, for now, they're doing much better.
When you scroll down,
you can compare how strong you are for each of the subregions,
metro areas and cities available.
And this could help you gather data when deciding where to open a new store.
You can also see what people are searching for
in connection with your competitor.
Maybe they're doing really well with a certain topic or search term
that you have not even considered.
This can give you ideas on how to expand your content.
As your business grows,
customers might discuss your brand on the web.
Well, I hope it will always be positive, sometimes this might not be the case.
To monitor what people are saying about you,
you should check your brand name using Google Trends.
And it might be a good idea to track this both on Google Search
and YouTube.
Enter your business name on Google Trends and change the time range
to the past 30 or 90 days.
Then scroll down the page to see the related search terms card.
Go through both the rising and the top terms on the list
and make sure to paginate using the arrows below the table.
This will give you a good idea of the terms people are using
in connection with your brand.
To check the same information for YouTube,
use the filter at the top of the page.
This will provide you with details on youtube search trends
related to your brand.
In a previous episode, we discussed keyword research for SEO.
This is the practice of identifying words and phrases your audience uses
to search for information you offer on your website.
Check out the links in the description to learn more about it.
In addition to finding keywords for your SEO efforts,
you can also use trends in a similar way to find ideas to expand ad campaigns.
I work on search, but experts here say that the first step you should take
is to analyze your ad campaign performance,
trying to find which keywords are the most profitable.
Following your analysis, choose the keywords
with the highest return on investment, the famous ROI,
and check them on Google Trends.
For example, suppose you're focusing on the keyword cheese platter.
Add this term to trends
and choose a topic to get more variations of this term.
You'll notice that this was quite popular around 2021
and that it also has a strong seasonality usually peaking between October and January.
If you scroll down,
you'll find the related topics and the related queries cards.
Here, you can check the top topics to find ideas
on what has already gathered a lot of interest
and also the rising topics to get a sense
on what is getting more attention lately.
Don't forget to look further through the pagination available.
Notice how charcuterie appears on both lists.
Add this term to your analysis.
You'll see that it has significantly more interest than cheese platters.
Maybe you should consider analyzing this term further
and potentially diversifying.
I'm getting really excited about the cheese store.
It's such a good idea.
Me too, Daniel.
But if you eat all the cheese now we won't have anything to sell.
Oh, I'm sorry, I'm nuts about cheese.
We hope you got some good ideas about how to use Trends
to market and sell your products online.
To summarize, there are four techniques you can start with:
Understand overall vertical trends to plan what products to make available
on your website, depending on the time of the year.
Benchmark against competitors
to get ideas on how to expand your content.
Analyze brand awareness and sentiment, to monitor what people are saying about you.
And research keywords to enhance your ad campaigns.
Don't forget to subscribe to the Google Search Central YouTube channel
to be the first to watch our upcoming videos.
Stay tuned.

---

## 2024-10-03 - Google Search Reliability | Search Off the Record

URL: https://www.youtube.com/watch?v=6CY3oViEVqI
Caption: en (automatic, json3)

[Music]
hello and welcome to another episode of
search off the record a podcast coming
to you from the Google search team
discussing all things search and having
some fun along the way my name is
sometimes Gary and I'm from the search
team I'm joined today by two guests uh
Ben Walton and David Ule from the Google
search
let's see if I can pronounce it site
reliability engineering team hi
both hi G would you like to introduce
yourselves a little bit perhaps going
with Ben first because that's
alphabetical yeah sure uh so my name is
Ben I'm the lead for the search platform
s teams and if you don't know who we are
that's a good thing because that means
we've kept search up and running for you
we're responsible for all the core
components in the stock hi and I'm David
Yu I'm also in the search platforms team
um and I've been in SRE for about nine
years now mean yeah all the time in
search wow long timers so we sometimes
work together when uh things go south
with search and then I sometimes pop up
in your inboxes or in your chats and
basically annoying you with questions
about is sege healthy or things like
that in general I have an idea about
what Sr is doing what search Sr is doing
let me tell you what I think you are
doing and then you tell me whether I'm
wrong or not does that sound good to you
yeah yeah cool so basically what I think
is that you are both the gandal of
search and you are using white magic to
basically keep search up and running by
employing your minions and Magic is that
accurate at all uh I think that's a bit
of a stretch
oh whenever anyone says magic to me it
probably frightens site reliability
Engineers because we lean on
understanding how things work and when
when there's a bit of the system that's
magic you can't handle anything that
that's bad because it's like okay can
you define it for me like what is your
magic yeah um I I'll have a go and then
I'll leave it to Ben to follow up the
main focus is we're software Engineers
just like the folk developing features
in search but our Focus day-to-day is
just working out how we can make web
search that bit more reliable that bit
safer and so there's a lot of work on
thinking about how to stop things going
wrong right ideally the job is you don't
have any issues at all it's all work
smoothly because of the work you do but
of course you the visible bit internally
is often when there are issues we're
we're the first people usually on the
line to try and work out what's going
wrong and and having a very clear set of
playbooks and tools that we can do use
to mitigate the problem right yeah and
so for me a sort of a core aspect of how
we perform our role well is we we have
to understand at a low level how things
work how they fit together so that we
can see how when we make changes they
won't work anymore and sort of drisk
that uh early so we do try to be very
proactive and forward-looking engaging
as many of the large changes as we can
but obviously we can't be everywhere
we're a very small group of people
relative to the number of people
shipping code at Google yeah so things
do sometimes break and and then we're
there to Unbreak them but basically what
you are trying to do is to keep Google
search and I guess all its features up
247 right sort of there's a saying in in
Sr that aiming for 100% reliability is
you're never going to do it you're
always going to have issues oh so one of
the things we look at is how reliable do
we need the service to be oh wow and
that varies from product to product so
for search obviously it's a very
high-profile service and so we keep
ourselves to a very high standard right
but that means we need to do more work
sometimes it can slow down development
because we have to be cautious rolling
things out so we have to choose exactly
what level of reliability we are aiming
for so so for example for Gmail or
Google Maps they might have a different
uh what we call SLO uh service level
objective than let's say Google Search
right yeah exactly and and you can think
about this you know from a business
perspective an additional nine can cost
an awful lot of money right uh you know
in software engineering and human time
system time resources to make that go so
we need to make smart trade-offs based
on what our users need and yeah and
what's best for Google that is
absolutely frightening to me how do you
get into this line of work like what
motivates you to become an sorry I I
didn't ever imagine myself here I've
just always been a tinkerer you know
Computer Science Background I love
programming but I love understanding how
things work and how to improve them and
make changes uh safely and thinking
about scale and and I I love debugging
other people's engineering and for me
there were two things that got me into
Sr I think one of them is I'm a bit of a
graph nerd so looking at monitoring
graphs and seeing you know things is
going in the right direction is
something I spend too much time doing
but the other thing was when I joined
Google I didn't join in site reliability
group I was an engineer in a different
area and the very first bit of code that
non-trivial bit of code that I submitted
to web search almost caus an out caused
an outage oh high five and so I had a
Frontline view of oh my oh my whatever
um i' broken the Google sort of thing
and I had a Frontline seat to seeing how
coolly and calmly the people people s of
handled it and how you know they had
tools to yeah to make sure it wasn't bad
and you know from then I was sort of
watching on and thinking yeah that's
that's a cool team to work for and yeah
I was I was really happy when I managed
to to move into working it yeah I I can
weirdly relate to that uh back in 2012
is I was working as a s for uh our
indexing systems and uh what we call
exteral caffine and uh I submitted a
change that uh broke news indexing and
it was a Friday change just like it's
written in the big book and I got a call
I was in Austria uh for a private trip
like a weekend trip and I got a call
from back then one of the VPS that uh
that was not very nice and they had to
roll back my change and how to say that
it was incredibly stressful which is my
next point that it like for for you
folks it must be incredibly stressful to
keep all the systems up so we can answer
billions of queries each day or do you
get used to it or is that not even even
the case or I'll share a few thoughts
and then maybe David can correct me or
or augment we'll see which which way he
goes but part of me thinks if you're not
a little bit terrified of being on call
for for Google search that you know
you're probably not you're too numb at
that point you need to be under your
toes and stay sharp because it's
changing all the time uh and you can't
rest on your laurels uh but but there is
is a you know a level of acceptance that
you get to with that uh where you know
you understand it can be stressful but
you know that you have a team around you
right you know that you can always you
know you're the captain of the ship when
there's something going wrong you you
can be the most Junior person on the
team and you can get directors to to go
get resources for you and and help fix
problems and right it's very very
powerful that way so you do come to it
accept that but I think if you're you're
not feeling that a little bit uh still
over time then then you know
that's a worrying signal for me yeah I
agree with Ben I mean but there is the
point that he mentioned being on call so
the majority of your time you're working
on normal project stuff so it's you know
what what are you going to achieve this
week not what might happen in the next
minute yeah so when when you're on call
and it's yeah maybe one6 of your time or
something like that um then there is a
little bit of stress there um but
outside of that there isn't and the
thing that makes it so much easier for
me is knowing you know if there is a big
issue people always appear people always
help out volunteer to help and so yeah I
mean it is it does feel like a team
sport yeah when the big issues arise
yeah I see that on the search SRI chat
that um um as soon as some some bigger
thing is happening then two three people
immediately show up and they are there
just to back the person who's the UN C
person takes away some of the stress as
well because you can rely on someone
else as's knowledge about systems and
how to debug stuff it's it's actually
one of one of the the needest aspects I
think of of working at the scale is that
nothing uh no human can fit all the
required knowledge in their head so you
do have to depend on your team very
heavily and and it has developed a great
culture of everyone is willing to help
all the time yeah which is pretty NE but
what happens if you let's say press the
wrong button and you I don't know erase
a data center for example like what
happens with your managers for example
like will you get fired or you get I
don't know a pay cut or or or something
you might actually get a pay bonus and
actually get paid more um we we've had
examples of this that in general the way
we try and think about it anyway is if
it's possible to you know type the wrong
command and bring down a major service
then then there's something wrong with
the system and the processes we have in
place so if you managed to do it you
found a problem in our system which we
can then fix and and genuinely we've had
a few cases where somebody has done
something which has been the trigger for
you know sometimes a major incident and
because they handled it well they got
everyone you know sort of complimenting
them for how they handled what happened
next it is it can be a stressful time
and yeah knowing that somebody May makes
a genuine mistake if they make a mistake
and it causes a problem then that's
something we can fix yeah that's pretty
awesome but I I'm trying to imagine what
you are doing every day because for for
me again like you're not going to change
my mind you are just basically gondal
who who knows everything and can fix
everything how does your day look like
from an actual workday perspective like
are you sitting in front of the computer
and waiting for an incident to happen or
you're doing I don't know writing
scripts or I I'll answer in two two ways
when I'm not on call so not the person
who's going to get the the first alert
when something happens I'm just doing
Project work so it's you know working on
that design dock making code changes and
and rolling them out so it's it's very
much very similar different type of work
but different same Cadence as for a
normal software developer when I'm on
call I
try and do the same thing with an
acceptance that I might get interrupted
and my day is gone because you know
something major has happened but yeah
you're never just fiddling your your
your fingers and waiting for a big
explosion when when we have new people
join the team I kind of try to set their
expectations you know you've got your
project time and you should isolate that
when you're not on call when you're not
handling interrupts and and the stuff
you know on on the front end of the the
pager you know focus on your project
work and get that done when you're on
call you know if the pag is quiet there
are other interrupts there are small you
know personal things that you could
drive and and Advance um but you know
really try to separate those two buckets
of time so that you're not disappointed
if the pag goes off uh that it's
interrupted your project work uh you
know that is your time go go find that
weird graph and and get nerd sniped into
digging into the next big problem
that'll save us millions of of failed
queries for users or something like that
uh and you do see that happen uh people
will use that time and they they'll turn
up the next interesting thing and now
we've got an awesome project for people
to work on for for some period of time
yeah it's you know it's not always that
that way we do plan projects they don't
just spawn themselves from graphs all
the time but you know H having that
mindset that you've got interrupt time
and you've got project time is is a
useful separation but is the
firefighting part still the core of the
work or it's more towards Dev work I I
think we skew more towards Project work
than than interrupt and firefighting you
know there there are periods in time uh
where you you feel like you're doing
more firefighting than you would like uh
but I I you know maybe 30% of our time
is is that David yeah that that feels
right about right I mean there is the
point that when you are getting those
interrupts and you're you're potentially
getting alerted it's it is harder to
switch back to project work so even when
you're on C you don't if if I look back
at a day as well there was only about an
hour when I was actually responding to
an incident but the rest of the day went
because you had to context switch a few
times yeah but it definitely skews much
more towards Project work okay we we
mentioned on call a few times already
can we Define what what does it mean to
be on call because probably most people
are not on call in general yeah so we
have one person who is the Prime uh
responder for one part of the Sur system
so they're the people who if our
monitoring notice is a problem they will
get an alert you know making their phone
beep and and the expectation is for us
that you will respond to that within a
couple of minutes right so so you have
to be you know ready and at your desk
that sort of thing but with the
understanding that this is stressful so
you do this for maybe three four days
and then you hand over to somebody else
and and they're they're the on caller
and then of course we do that with two
sites so we can do the 24-hour shift so
for us there's a site in Dublin and a
site in California you mentioned you
that uh phone beeping that's what we
would have called a few years ago pager
we we've got multiple uh so we're we're
SES and we always have more one one more
way than we actually need to to page
ourselves most people have uh we've got
an app for that we've got you know
paging and and you'll get a tele like a
text message and you'll get a telephone
call a telephone call what yeah wow is
it is it annoying um or it's supposed to
be annoying right well it's supposed to
get your attention I I you know for the
most part the the app is what gets my
attention quickly enough and I I don't
ever see the text or get the phone call
because I've already acknowledged the
page but all right and the Annoying bit
actually was thing that I learned I used
to have the same ringtone for when my my
phone goes off as when I get an alert
and so I suddenly found I was getting
stressed when my wife called me or
something like that so so change it so
you got a different tone for an alert
than your wife you you were basically
conditioned p in
response and then when you are let's say
that the p goes off and you are in
firefighting mode that's basically
running scripts and watching dashboards
with beautiful graphs and writing shell
commands I I don't I I can't actually
imagine like what you are doing I I
think that like the first thing you want
to do is kind of get a gut check on what
is the actual impact of this um is is it
big is it small do I need more help
immediately um and and so you know the
first few minutes on initial triage to
figure out is this a real thing or is
this a you know Al alarm um that that
kind of thing that's my first sort of
minute or two David I don't know what
you approach it as yeah so there's
trying to work out what's happening and
why you've been alerted is is the first
thing I think and and really
understanding that and then yeah and
then you do move on hopefully fairly
quickly to how can I mitigate it how can
I stop the bleeding is the is the phrase
we often use um that maybe a few years
ago was you know shell script space but
nowadays we we've tried to get it to a
few fairly standard mitigations which
most the time will work so you know we
we have tooling so it's a lot easier to
do we know notic this change has just
gone out can we roll that back so we're
in the state that we were 10 minutes ago
and there's a button for that and and
make it a little bit easier to use so
you don't have to write a a shell script
while you're all stressed and maybe get
that wrong yeah that makes sense no PE
people do do still do that but I think
it's it's typically after we've got the
mitigation in place when we're trying to
expedite changes or uh you know
scripting and querying is is still used
but definitely not on the front line and
it certainly has increased over the
years I'm trying to imagine in my head
an incident like something goes wrong I
imagine that there are
several uh levels to an incident because
like from my experience working with you
folks uh like some incidents go under
the radar even internally but like it
wouldn't show up in my inbox but then
some incidents they are extremely
visible in
externally like for example like
something happens with news indexing um
or fresh indexing am I right that there
are multiple levels also internally to
these incidents or you are just like
really good at hiding them well well so
ideally even the biggest ones are still
hard for most people to spot um but but
yeah we do try to classify based on user
impact or or Revenue impact or you know
different severity uh Dimensions uh so
again that can impact how you might
respond to something if something is
negligible impact you know you can take
your time debug it a little bit more
deeply if it's a huge impact you know
you've got to you know mitigation
mitigation mitigation you've got to
figure out how to stop that bleeding and
perhaps a very ignorant or even stupid
question but how do we know that there's
an incident like is it like on social
media we get lots of reports and then
one of the sres uh spots that or do we
have tools that go off or how how does
that look like so in general we aim to
make sure that we're the first people
who notice it with all due respect Gary
when you pop up and say people are
complaining that that there's a problem
with search we think oh no we've got it
wrong if if if you if you pop up you
know 30 minutes into our debugging and
we are yes we know we're working on it
then then that that's kind of s success
for right for the monitoring side anyway
um so yeah so we really focus on and and
we look at stats for you know how many
of the instance small to large did we
notice for first or how many did a user
report to and and if if a user reported
it then we often have okay so there's a
gap in our monitoring how can we fix
that so the next time something similar
happens we notice it and we don't need
to wait on users can it be as easy as uh
now I'm trying to think back of preg
Google period of the common Gary um and
I was managing servers uh for a hosting
company and one thing that I was looking
at obsessively is the error rate the
HTTP error rate in the front ends or the
servers that are serving front ends can
it be that simple also on on Google's
scale or it's way more nuanced uh so yes
yes and I would say oh so we we
definitely still care about HTTP error
rates and things like that but one of
the really cool things in search in in
my time here has been sort of the
evolution of thinking where yes we still
have that that foundational level of
care for for what you're getting as a
response but we're actually thinking a
lot more nuanced than fine grain are you
getting the right product experience
right now oh yeah and that really
requires sort of understanding not just
are we shipping something to you and
giving you a 200 uh response but is what
we ship to you correct and working
correctly oh wow and and that you know
we've really pushed the envelope on that
over the last I'm G to say five years to
me that's just mind-blowing um what what
do you think about going through an
actual incident that happened and uh see
how how it appeared on on your end would
that work for you sounds like fun sure
do you have an incident by any chance on
your mind because if I pick then that
would be painful one of my favorites I
think I think an Sr is allowed to have a
favorite incident one of my favorites
was uh during the uh football soccer
World Cup in 2022 so year and a half ago
we had issues where when there was were
were some of the matches on we we got
learn
and it was kind of one of these failures
which was a success failure to a certain
extent or we suddenly got way more
traffic than we were expecting yeah my
mental model before this was if there's
a match on you watch the TV watch the
match turns out people also search
especially when there's a goal they
search who scored what's the information
about the scorer and so we were seeing
these massive spikes of traffic whenever
anyone scored that's the one that sticks
out for me
it it it certainly uh sticks in a lot of
people's memories that was uh I think
maybe one of our best uses of of our
imag training our Incident Management at
Google H you know we put all those best
practices into play when that happened
and a lot of people contributed to
making that go okay that sounds cool um
then let's talk about that because it's
the World Cup uh I imagine that we do
some extra provisioning for those times
like when when we know that there's
something big happening then we add more
resources I imagine or more machines or
something like that yeah so I mean it
goes back to what we were talking about
at the beginning that if we got this
right then we'd have done all the work
six months in advance and predicted this
is how much traffic we're going to get
this is how how expensive to serve this
traffic is and make sure that we had
planned it well in advance and so we had
the capacity to serve it when you say
expensive are
you thinking of dollar expensive or
resource like machine resource expensive
I I generally think of well CPU
expensive so how how how expensive it is
for a machine to handle is because right
not all not all requests the same a
simple query which we've had exactly the
same one of maybe we'll be able to serve
it out of a cash and it'll be super
cheap from a Computing perspective but
yeah if we get it wrong then it gets
more and more expensive that was one of
the issues we faced in in this incident
was surprisingly CPU intensive to
serve most of these queries oh but I
imagine that you also do load testing
before releasing these spe special
features for stuff like the World Cup
that might also reveal stuff that
otherwise might go unnoticed I imagine
yeah there there's there was an awful
lot of planning that that went into this
and a lot of you know both projection on
on sort of the expected usage load
testing and cost profiling uh but it
turns out that cost Prof profiling
before the real event is not as easy as
we would like it to be yeah do we also
increase Staffing like do we get more
sres for that time in a in a room and
they we lock them in the room and now
you just watch these graphs until the
World Cup is
over uh no so so for Staffing it
was we've done the pre-work it should
just work so we will have one person who
will get paged if there's a problem and
you know we all we all rally around and
when it became clear that there was a
larger problem so yeah so in general we
try to say as long as we've done the
pre-work then you know we don't need to
have people just staring at grass all
the time and then how did we notice that
there's something going wrong this was a
great case of our our automated alerting
Cod it and and gave us early warning and
and and in particular the thing that it
warned us about was errors but it wasn't
errors for that were particularly
obvious to users so we we had so much
traffic that we were basically at our
limits for what we could serve but that
meant that we we have processes in place
where we will drop the lower priority
traffic so for example you know somebody
internal in Google is running some sort
of load test which loads our systems
that's the first thing that will just
get dropped on the floor if we have an
issue and then there's you know there's
some other lower Priority Services where
if it if it's a little bit flaky if it
fails
a couple of percent of the time then no
one will really notice and those those
were the next ones that go but then it's
at that level that we got alerted that
thing things are getting bad and could
get worse if if we don't deal with it
meaning that the Integrity of search is
at risk for example like would you say
that like for example a a feature like
the World Cup OB the onebox could that
affect search as a whole uh sure yeah I
mean I mean so if it had got much much
worse then we would have been serving
you know people would have searched the
score and they just got a an error
saying yeah sorry our Engineers are on
it um it didn't get to that level but
yeah I mean that's that's that's the
thing that you worry about when you get
these these alerts that sounds insanely
like literally I got stressed just
listening to you uh so what did we do to
to fix the issue because it is a very
meta issue in in my head because it's
like queries are becoming increasingly
expensive and in my brain that just
means that we throw more machines or
more CPU or more RAM in the pot and then
let it be expensive but apparently
that's not the case well that's part
partly the case you know where we're
able to up upscale things we would but
we would also look to reduce the costs
we would look to change how we're
managing the traffic uh many you know it
is a significant challenge there as you
say
so it was no one single solution in that
case yeah and and the thing that made it
sort of a lot of work was we do try and
have systems which will you know throw
more machines at the problem when we
start to notice we're full but this was
such an extreme Spike that you hit a
limit at some point yeah and one of the
things that we noticed is we saw this
about halfway through the tournament and
so we saw that we were hitting these
massive spikes of traffic and struggling
to serve them we were pretty confident
when the World Cup final comes around
that's going to be a bigger match
there's going to be bigger spikes and so
we had a a deadline of I think it was
about two weeks before we knew the
biggest game was was happening and so we
we had some time but not a lot of time
to sort of put in place a few you know
longer term mitigations to to make sure
that we could we could Ser things
smoothly and then if you think about
search search is not monolithic service
like basically it's not like just one
service running but probably hundreds if
not thousands of services running
together and then those Services being
orchestrated to serve users queries when
you say that you add resources you have
to find the actual service that is
starving right I'm trying to imagine how
would I go about like trying to find
which Services starving like where to
add resources and in in my head that
just seems impossible because we have so
many smaller Services running I imagine
you have graphs for that and yeah so so
in this case it was it was fairly
straightforward the alerting gave us
very direct signal as to where to look
for issues and and things like that
there there have over time been more
esoteric issues but they tend not to be
at the scale that is as significant as
what we were seeing there during the
World Cup okay let's see how else would
I fix issues Google has lots of data
centers I know from the SRE chat that
sometimes data centers are taken offline
for service or whatever maybe I could
add back one of those data centers to
help alleviate stress from other data
centers is that a possibility yeah
there's there were definitely sort of
things that we did around moving
resources around and making sure we were
using all the resources that we had
available and yeah I mean it was
actually kind of nice to see as as as
Ben said it was fairly obvious which
system which part of the system was
under the most stress so throw resources
at that and some of the systems were
actually totally fine and so we could
you know steal resources from one to
give the other oh yeah yeah strangely
enough the the the subcomponent which
just does Sports was huming along pretty
much fine because you know it it knew it
needed to to serve basic information
about this is the score and it had
caching set up so it could serve a huge
amount of traffic for that so it wasn't
that one it was one of the the the other
large compon ons and it's often that way
it's the one you focus on you get right
beforehand and it's it's the one next to
it that causes problems I think all this
chat that we had just reinforces me that
I don't really want to have want to be
and sorry it it's it's a fantastically
interesting role though like I'm going
to put a little pitch in here I I I
agree with that every day is different
you're solving puzzles well
unfortunately my day-to-day work is also
very um diverse um we we we
mentioned uh a few mitigation how is
that different from a fix from internal
perspective so the way I see it is a
mitigation is you know something very
shortterm to make sure that we are in a
vaguely healthy state but it's not a
long-term fix so you can do things like
as I mentioned you can roll back to the
state of the system say half an hour ago
but you can't just leave it there um you
you have to work understand what the
actual problem was and do the underlying
fixed before things start rolling
forward again right you do the
mitigations and then one of the big
things from an incident that we do and
and we did with this one was you then
write a postmortem afterwards of this is
what happened in detail these are all
the things that went really well these
are all the things that went really
badly and these are all the things that
we can fix so next time there's a big
sports event it happens without any SRE
knowing or caring concretely uh recently
someone in my team got paged uh they saw
that this was an issue affecting a
single data center the response was take
that data center offline it stopped
serving users stopped noticing any
potential impact uh so that's the
mitigation the the fixes is when we
identified the root cause of of why that
data center wasn't working and and
restored that uh to fully functioning
order and could put it back in service
right because users are routed to a
different data center if that route is
broken to whichever data center was
taken offline right yeah back to the
World Cup thingy um was this actually
noticed externally like did we get
complaints from actual users or we
didn't get any obvious complaints
because I mean we caught it there were
some errors but you would have to be
watching the HTTP requests going back
and forth to actually notice them um and
then yeah I mean the work we did meant
that during the World Cup final it was
actually nice and quiet and things
smoothly so it's kind of one of one of
the reasons I like is because it it yeah
had a happy ending I
guess SAR tweeted I think we set traffic
records during that event oh yeah um I I
actually have the Tweet a screenshot of
the Tweet here and uh Sundar said uh
search recorded its highest ever traffic
in 25 years during the final of the FIFA
World Cup some background questions um
let's say that I'm fresh out of school
and I decided that I want to become
specifically secher sorry how do I go
about it do you have any tips or tricks
to become Searcher sorry do you want to
take a stab at that David yeah so the
first thing to say is focus on the
engineering side because it is an
engineering role in terms of what you
need to know there's not that much
difference between developer and Sr but
then the thing I would focus on top of
that is you know are you the sort of
person who likes troubleshooting
something's broken and understanding why
it's broken and how to fix it and the
advantage is computers always break so
there's plenty of there's always plenty
of uh use cases that you can find to
what what what's going on here and
really drilling down and if you actually
enjoy that type of work then yeah Sr
might be a good role for you so so try a
few of those to get a feel that that
would be my my view Ben yeah so like
plus one uh engineering mindset uh
debugging tinkering playing with things
and systems is always is going to to get
you on the right path there I think um I
I would note you know we have a very
diverse group of people that work in in
SRE uh backgrounds uh where they're from
um my my mentor when I started was a
political science major um and and sort
of learned to be an engineer because he
liked to Tinker and play and and things
like that so you don't need a
traditional right Computer Science
Background either um it's it's you know
yes capabilities and and and knowledge
uh but uh mindset will get you a long
way too how de of a knowledge do you
have to have like do do you have to be
able to notice that some random bit was
flipped by cosmic ray or that's that's
that's way too low level for for your
holes we do debug right down into you
know hardware issues and CPUs wow um at
at times not not everyone is able to to
go that deep but you know kernel issues
uh network issues wow hardware issues we
we do debug down to that level okay and
now I'm even more scared of you yeah but
but the but the flip side is you know
one of the things that I think SRE has
is we we often have a more breadth to
what we look at so as a search SRE you
you end up looking at quite a few bits
of the web search stack if you're a
developer then you get a little bit more
depth and you get to be the expert on on
one part of system so so there is the
bread type of thing which means you have
to accept that you're not going to be
the expert all the time and you will
hand off to the to the colonel expert
who understands this and so you don't
need to be an expert in all these things
to be an SRE actually probably the soft
skills around you know communication and
collaboration are way more important for
an SRE than yeah right what are your
Linux skills uh um yeah final abilities
so yeah plus one awesome thank you very
much for joining me here today uh for
this chat it was frightening and um also
very eye openening well yeah and thank
you from me as well it's it's it's nice
to to get some publicity in a good way
yeah like likewise really enjoyed this
Gary thank
you we've been having fun with these
podcast episodes I hope you The Listener
have found them both entertaining and
insightful too feel free to drop us a
note on Twitter at Google search C or
chat with us at one of the next events
we go to if you have any thoughts and of
course don't forget to like And
subscribe thank you and goodbye
[Music]

---

## 2024-09-26 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2024 年 09 月 26 日）

URL: https://www.youtube.com/watch?v=-BOaa-RGZX0
Caption: ja-8V-H19SidUo (manual, json3)

[女] 皆さんこんにちは
本日もGoogle社員による
Google検索オフィスアワーの 時間となりました
本日お届けするのは 私アンナとなります
今回も どうぞよろしくお願いいたします
はい それでは Googleからの
お願いから始めて参りましょう
まず本オフィスアワーでは #Google検索オフィスアワー
を使用しております
そのためご質問についての ご意見ご感想ある方
いらっしゃいましたら ぜひ上記のハッシュタグ
Google検索オフィスアワーを つけてSNSに投稿してください
そしてご紹介した記事のリンク等は
本動画の概要欄に後ほど 掲載する予定でございます
また我々チームの励みと なりますので
もしこちらの動画 気に入って頂けましたら
チャンネル登録 高評価の方 どうぞよろしくお願いします
ではGoogleからの お知らせ
最新情報のお知らせに 移っていきましょう
そうですね 最近の主な ブログ記事ということで
こちらの2点の記事が 公開されております
まず1点目ですね
Google検索での AVIFのサポートに関する記事が
日本語版でもサーチセントラルの 方に上がっております
内容としては昨今 AVIFは
ウェブで最もよく使用される 画像形式の1つとなっておりますと
この度そちらの形式が Google検索で
サポート対象のファイル形式と なりましたと
でGoogle画像検索に加えて
Google検索の画像を 使用する場所で
AVIFをお使い頂けますと
そちらのファイルをGoogleが インデックスに登録できるようにするための
特に何か必要なことがあるか っていうことはございませんので
そのまま使用しておいて頂ければ 良いのかなと思います
これが1点目の最新ブログ記事で
2点目こちらまだ日本語の 記事は上がってないみたいなんですけども
そうですね Google Trendsに 関する新しいYouTubeシリーズですね
チュートリアルの開始を お知らせしております
こちらダニエルがやっているものと なっているんですけども
このシリーズの目的としては
やっぱりGoogle Trendsを 最大限に活用して頂くことかな
と思っています
これらの動画のチュートリアルは Google Trendsの
データを活用した コンテンツ戦略だったり
マーケティングキャンペーン その他のユースケースを
策定するのに 役に立つと思いますので
詳しくは こちらのブログだったりとか
直接動画のチュートリアル 見て頂くのが良いのかなと思います
ありがとうございます
さてそれでは早速本題に 移っていきましょう
これはいらない こっちか
そうですね
ここからは通常の検索Q＆Aに 移っていきたいと思います
今回は6件のご質問を 頂いておりますので
1つずつ見ていこうと 思っております
ではまず1点目のご質問に 移りましょう
はい ユーザーに… あ…隠しテキストと
みなされる可能性と その影響に関するご質問頂いております
ユーザーに新機能を知らせるため
UI上に吹き出し通知を 表示するようにしたのですが
隠しテキストと みなされないか心配です
吹き出しはLocal Storageを 使って
初回ユーザーを判定して
5秒間だけ表示されます
その後display noneで 非表示にしていますと
この実装は隠しテキストと みなされる可能性がありますか？
またGooglebotは Local Storageを
使用していることを 認識できますか？
とのことです
はい こちらご質問ありがとうございます
たまに こういった隠しテキストがあったり
隠しコンテンツの影響に関して 質問されることがあります
なんですけどもやっぱり 一般的な回答としては
まず隠しテキストを実装した 背景にある意図について
振り返るようお勧めしております
つまり検索エンジンでの ランキングをあげるために
実装しているのでなければ
そのためだけにやっているだけで なければ
特に問題はないかな と思っております
実際にインターネット上には 隠しテキストが
たくさんありますし 実際に人々にとって
役立っている場合っていうのも よくあるかなと思っております
そのためやっぱり今回の場合は
隠しテキストとみなされる可能性が あるかどうかっていうことよりも
そのように判定された場合にも 問題があるかどうかに着目した方が
良いのかなと思いましたし
チームでも そのような議論となりました
今回Local Storageに ついて触れられておりますけども
こちらはもう一度 URL検査ツールなどで
テストすることを お勧めしております
今回の場合ステート つまりその状態を
保持することに関するご質問と 思いました
この点に関して言うと
私たちはクロール時に その状態 ステートを保持していません
全てのクロールはユーザーが初めて サイトに来たかのようにして
扱われております
別の言い方をすると Local Storage自体は
サポートしているんだけども そのセッション間での
サポートっていうのは ステート保持していないために
されておりません っていうところなので
こちらのあたり 注意しながら
今回の実装にあっているか あっていないかみたいなところを
再度確認して頂くのが 良いかなと思いました
ご質問ありがとうございます
それでは続いてのご質問に 移りましょう
キーワードに合わない商品が 検索結果に表示される件
についてのご質問頂いております
例えばTシャツという検索ワードに 対するURLが
キャップという検索ワードで ヒットするようになりました
サーチコンソールで見ると 該当URLは
キャップのキーワードのページに 正規化したという文章がありました
キーワードと商品が マッチしていないURLが
検索結果に表示されるように なったので大変困っております
パラメータで分けているのが 良くないのでしょうか
ちなみにcanonical設定は 行っておりますとのことです
こちらご質問ありがとうございます
こちらの件なんですけども 仕様上では必ずしも問題がある
とは言えないかなと思っております
というのも…
こちらの公式ドキュメントにも ある通り
rel canonicalリンク アノテーションっていうのは
指定されたURLが 正規ページになるべきことを
強く示すシグナルではありますが
絶対的な命令ということでは ありません
ただこのような事例があった ということは
意図しない検索結果が
特定のキーワードに結びついていた というところは
プロダクトチームにも 共有致しました
ご報告ありがとうございました
それでは続いてのご質問に 移りましょう
Bloggerのページが インデックスされない件に
関するご質問 頂いております
ブログサービスBloggerを 利用させて頂いております
サーチコンソールにてPC版URLに 対するクロール申請をすると
リダイレクトエラーとなり
スマートフォン版のURLに 対して申請をした場合は
クロールもされません
情報を収集したところ 世の中的には
Google側のバグによって Bloggerのブログ記事は
インデックスされないという 受け止めが一般的なようですが
そういった認識で よろしいでしょうか？
もちろんできることなら インデックスさせたく
なにか当方でもできることが あればとも思うのですが
いかがでしょうか とのことです
こちらご質問ありがとうございます
具体的なサイト情報が 添えられていたため
状況を 確認することができました
その上で質問者さんのサイトを 確認してみたんですけども
そちらサイトにはインデックス登録 されているページも
多く存在致しました
で今回お寄せ頂いたような
ブログのインデックス作成に関する 問題について
私たちチームとしての認識としては
Bloggerにはインデックス 作成の必要がないような
低品質のコンテンツが たくさんあるということに
起因していると思っています
そのためインデックス作成に 関する一般的なコメントになりますが
その世の中的な受け止め方 というよりかは
やっぱりサイト自体ページ自体 コンテンツの品質をあげて頂く
必要があるかなと思っております
はい そうですね…
やっぱり…
もう1つ言えるとしたら 私たちは全てのインデックス登録
全てのページをインデックス登録 する訳ではありませんので
何か改善する場合には
サイト全体で取り組む必要が あるかなと思っておりますし
やっぱり各事象に 関連する問題っていうのですかね
Bloggerでサイト運営 されている方の多くが
このような事象に悩まされている というところから
こういった受け止め方が
流れているのかな と思いますけれども
そういった事象に 関連する問題は
技術的なものではないのに
何か分かりにくい技術的な 問題があると決めつけて
決めつけないで頂けると 良いかなと思いました
そうですね
ただ今回のような事象も
プロダクトチームには 共有しておりますので
ご共有ありがとうございました
では続いてのご質問に 移りましょう
検索結果上のデザイン変更の 最新情報に関するご質問頂いております
8月に入り検索結果の画面において
検索結果上で 新たに検索をし
結果表示されるときに
フェードで画面が切り替わって
検索が表示されるように なったかと思います
このような検索結果上の デザインの変更などが確認できる
もしくは最新の情報を 追うことは可能でしょうか？
検索エンジンの不具合などは
ステータスダッシュボードを 見れば良いかと思いますが
そのように確認できるサイトは ございますか？ とのことです
ご質問ありがとうございます
検索結果のUIデザイン面での 変更についてなんですけども
そういったことを通知することは
我々チームとしては 恐らくあまり意味がなくて
検討しておりません というのもですね
例えばUIなんかでは ABテストが多数実施されているため
UIの変更について 分かりやすく言及することはできない
例えば1つ こういう更新をしました
アップデートをしました と言っても
そちらを発表した時期と同時に ABテストで全く違うような表示
っていうのが 他のユーザーさんに
表示された場合に
ちょっとそこで混乱が起きたりとか
そういったところは 結構あることかなと思いますので
そういった意味で あまり意味がないというか
検討していないというような
状況になっております
ご理解頂けますでしょうか
フィードバック ありがとうございました
では続いてのご質問に 移りましょう
多言語サイトで インデックスから外れた件に関する
ご質問頂いております
多言語サイトを運営しており 多くのページが重複とみなされ
インデックスから外れました
日本語 英語 繁体字 簡体字のコンテンツがあります
8月末からインデックスに 問題が発生して困っております
複数の言語の翻訳を有する コンテンツで
ある特定の言語だけが インデックスに残り
それ以外の言語が インデックスから外される事象が発生しております
それぞれのページには canonicalが正しく入っています
またhreflang指定は 全て全ページに入っています
これが繁体字かな
繁体字と英語のページが 日本語のページと重複とみなされ
インデックスが消失しました
一方でこれは… 簡体字かな
簡体字は以上なし という現象に見舞われております
今なお現象が拡大しつつあります
Google公式ドキュメントを 参考に
何かしら不備がないか 調査しましたが
有効な対応策が 見つかりません
お知恵をお借りできれば 幸いでございます
とのことです ご質問ありがとうございます
多くのページでインデックスから はずれたとのことを
不安に思う気持ち分かります
本件では具体的なサイト情報が 添えられてあったため
状況を確認することができました
その結果 共有頂いた 具体的なページは
いずれもインデックス登録 されていることが分かりました
もしかしたらご質問者さん 質問したタイミングと
我々がデバックしたタイミングで
問題の解決の タイミングラグなんかも
あったのかもしれません
そのように場合によっては 時間を要することがございます
もしその他まだ問題が 残っているなどありましたら
また改めてお寄せください
ありがとうございました
それでは続いての ご質問に移りましょう
こちらのご質問 本日最後のご質問となっております
Googleしごと検索での 重複コンテンツに関する
ご質問頂いております
Googleしごと検索 とくにUS版では
1つの求人情報に複数の遷移先 求人サイトが表示され
ユーザーが遷移先を 自由に選べる状況のようです
これは同一の求人を各サイトが
別々にインデックス しているためかと思いますが
弊社の求人サイトでは こういったケースでは
コンテンツの重複あるいは コピーページとみなされ
サイトの評価を下げられるのではないか との危惧から
求人詳細情報ページを インデックスする際は
極力他サイトでの 求人詳細ページと
重複しないようなページを選んで インデックスしておりました
一般論として コンテンツの重複や
コピーコンテンツは良くないもの と思いますが
上記のような 複数求人サイト間における
求人詳細ページの重複も
サイト評価を下げる要因に なり得るものでしょうか？
下げる要因にならない場合
弊社のサイトの場合
求人詳細ページは 数100万ページありますと
その中には内容の薄いページも 多々あります
重複がサイト評価低下の 要因にならないとしても
そういった内容の薄いページを 大量にインデックスさせようとすることは
別のリスク 例えば低品質ページばかりのサイトと
見られるリスクだったりとか
クロールバジェットを 浪費してしまうリスクなどがある
という認識で良いでしょうか とのことです
ご質問ありがとうございます
まず今回のケースのような コンテンツの重複に関して
サイトの評価を下げる要因に なり得るものかという質問ですが
こういった場合 この場合同様の求人情報を
掲載しても問題ない と思っています
というのも求人情報には 求人内容に関する同じ情報が
含まれている必要があるからです
そのうえで内容の薄いページを 大量にインデックスさせようとすることは
別のリスクがあるか という質問に関しては
その可能性はあると 考えております
もうすでに質問者さんの方で めどは立っているようですが
例えば重複コンテンツに関する 一般的なガイドラインであったりとか
あとは大規模サイトの クロールバジェットの
公式ドキュメントたちを
確認して頂くのが良いかな と思いました
また今回の回答は
求人に限ったものではなくて
エントリー数が多いあらゆる種類の サイトに一般的に当てはまる
注意事項となるかな と考えております
ご質問ありがとうございました
はい それでは 以上となります
皆さん今回も Google検索オフィスアワーを
楽しんで頂けましたでしょうか？
次回 Google検索オフィスアワーは
2024年10月31日かな
を予定しております
そうですね
急に冷え込んできて 気づけばもう秋
そして今年も残すところ
四半期のみとなって しまいました
あっという間ですね
寒暖差に体調を崩される方も 出てくるころかなとは思いますので
ぜひそのあたり 気を付けてお過ごしください
そして引き続き質問フォームは こちらから受け付けておりますので
こっちか この辺？ おりますので
ご質問がある方はぜひこちらから お寄せください
それではまた次回 オフィスアワーで
お会いするのを 楽しみにしております
それではまたぜひ見てくださいね バイバイ

---

## 2024-09-25 - Google Trends for SEO

URL: https://www.youtube.com/watch?v=63WH3rLuq2k
Caption: en-US (manual, json3)

-Hi, I'm Daniel Waisberg, Search Advocate at Google.
-And I'm Hadas Jacobi, Google Trends Engineer,
and welcome to another Google Trends Tutorials episode.
-In this video, we'll talk about how to use Google Trends
to help your site be successful in Google Search.
We'll discuss SEO tips that can help you
produce high-quality content inspired by search interest.
-For example, we'll go over techniques like keyword research, content optimization,
and content planning.
If you missed previous episodes and need a refresher of Google Trends,
make sure you watch them.
Google Trends
-Search engine optimization, or SEO,
focuses on two main areas:
helping search engines understand your content
and also helping users find your site by improving your presence in search results.
I would hate to be the first one to tell you,
but there are no special secrets that will rank your site first on Google.
[gasps]
However, there are several best practices
that can make it easier for search engines, not just Google,
to crawl, index, and understand your content.
We've listed the most important SEO techniques you should follow
in the SEO Starter Guide, linked in the description,
so make sure to check it out.
SEO techniques involve a lot of areas,
including technical or policy requirements
and content optimization.
In this video, we won't discuss technical or policy requirements.
For those, you might be better off using Search Console.
You can check out my Search Console training series,
linked in the description, to learn more about it.
-We can summarize how Google Trends can help SEOs into four main areas:
staying up-to-date with the rising topics and terms;
performing keyword research; creating a content calendar;
and to know the fourth, watch the video until the end.
Let's go into each of them in detail.
STAYING UP-TO-DATE WITH RISING TRENDS
One of the important aspects of SEO is to be continuously on top of rising trends,
knowing when a new topic or search term is becoming popular in your industry.
For example, if you do SEO for a fashion company,
you might want to know when new brands start to rise.
If you cover sports for a news company,
you might want to know when important athletes are in the media.
If you sell computers,
you might want to know which models are getting more popular.
If you know a search term is rising or likely to rise in the future,
you can get ready with high-quality content for Search users.
But you need to be alert and ready to grab the opportunity as it comes.
Just like that!
Google Trends offers you multiple ways to monitor trends.
You have the Trending Now page,
especially for you to monitor what's been trending recently.
There's another video in this series about the Trending Now section,
so if you haven't watched it yet, you definitely should.
In that page, you'll find different ways to export the data.
You can export the table you see to Google Sheets, to a CSV file,
or just copy it to your clipboard.
The last option is an RSS feed. You can subscribe to it using a feed reader.
Lastly, you can always navigate to the Explore page
and check what are the rising or top terms and topics
for different locations, date ranges, categories, and Google properties.
To do that, click Explore at the top navigation,
which takes you to the page without triggering a search term.
This means you'll see the trends based on the filters you chose.
PERFORMING SEO KEYWORD RESEARCH
-Google Trends can also be extremely valuable
when performing keyword research.
This is the practice of identifying the words and phrases your audience uses
to search for information you offer.
You can use Google Trends to identify terms and topics
that are relevant to your target audience,
and identify which of them has a high or fast-growing search volume.
Let's say you have a cheese website.
You'd like to know what people are searching related to it.
The first thing you can do is search for the topic "cheese"
and check the trends for the past five years.
It seems pretty stable.
If you scroll down, you'll find two cards:
One for related topics and one for related queries.
Choose "Top" in the dropdown to get ideas on which topics and queries
already generate a lot of interest,
and choose "Rising" to get a sense on what has been getting more attention lately.
Don't forget to look further through the pagination, if available.
You'll notice that there may be queries in other languages.
You can use that to decide whether you want to translate your content
or keep it only in your main language.
We discussed how to analyze different languages
in our video on advanced tips,
so check it out if you're interested in learning more about it.
You can also compare different types of cheeses
to identify content gaps on your site.
Example: Let's compare Gruyere, Brie,
Parmesan, ricotta, and cottage.
If you see this data
and you realize you don't have a ricotta section on your site,
you might be missing out on traffic.
When you scroll down this page,
you'll find data for each of the selected cheese types.
You'll see which country searches for which cheese,
and also related queries for each of them.
Lastly, you can use the Related Search Terms card
to find close variants to your main keywords.
You can do that by looking at the search terms you're focusing on
and checking related terms that could also be relevant to your audience.
CREATING A CONTENT CALENDAR
-Hopefully, we've given you some ideas on where to start before creating content.
Let's look now at how to prioritize them.
You can't write about everything at once.
To structure these ideas,
pick the trending topics/queries you find interesting,
and create a content calendar.
To help you prioritize the topics you'll focus on,
try to find seasonal trends in the data.
For example, if you look at search interest for the past five years
for Gruyere and Brie cheese,
you'll notice they have a very clear pattern:
They both peak around the end-of-year holidays.
With that information, you can plan ahead and have high-quality content
available on your site a little before that time
so when people search for those terms, your content will be ready for them.
One thing to keep in mind is the location of your audience.
When setting priorities,
you should make sure you optimize for the right people.
For example, if your audience is in the United States,
maybe you should create content about both Gruyere and Brie for Thanksgiving,
and also towards the end of the year.
But, if your audience is in the UK,
you might want to focus only on Brie
and mostly publish with the end-of-year holidays in mind,
and maybe throw in some Stilton while you're at it.
VIDEO SEO
-Since you watched so patiently until the end,
here's a bonus tip:
Google Trends can be a great source when planning your video strategy on YouTube.
Everything mentioned in this episode is also relevant for YouTube searches.
Let's say you're trying to get more visibility on YouTube,
and you're working on improving your channel SEO.
There are a lot of things you should do when it comes to your video content,
but you can start by focusing on your video titles and descriptions.
Suppose you're considering two different areas to create videos for:
cheese recipes and cheese sandwiches.
Search for both terms on Google Trends, and you'll find something similar to this,
depending on the time frame you look at.
Here, we're looking at web search results,
and you can see that searchers
are more interested in recipes than in sandwiches.
However, when you change from web search to YouTube search,
you can see that the trends are the opposite.
People are more interested in cheese sandwiches on YouTube.
Try applying this kind of analysis, and others we discussed previously,
when defining your YouTube video strategy.
It's important to understand your audience before you start investing in video creation.
Google Trends can help you avoid smelly content strategies.
It will show you what's hot and what's getting moldy
so your ideas stay fresh.
-I hope the suggestions in this video help you succeed on Search
and create more relevant content.
Google Trends can be very helpful for SEOs to stay up-to-date
with rising topics and terms,
to perform keyword research, to create a content calendar,
and to plan video strategy on YouTube.
-Don't forget to subscribe to the Google Search Central YouTube channel
to be the first to watch our upcoming videos.
Stay tuned!
GOOGLE TRENDS

---

## 2024-09-19 - How do I know if my SEO is doing a good job? | Search Off the Record

URL: https://www.youtube.com/watch?v=l3NeAwzogZo
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
LIZZI SASSMAN: Hello, hello, and welcome to another episode
of "Search Off the Record," a podcast coming to you from
the Google search team discussing all things search
and maybe having some fun along the way.
My name's Lizzi, and today I'm joined by John
from the search relations team, of which I'm also part of.
Hi, John.
Say hi.
JOHN MUELLER: Hi.
LIZZI SASSMAN: Oh, good--
following instructions today.
JOHN MUELLER: Yes.
[LAUGHTER]
LIZZI SASSMAN: And also with us today is Erica.
Erica, you're here today because of a LinkedIn post
that John posted that was sort of controversial, in my opinion.
John, can you tell us a little bit about why
you posted this thing?
What was the context of this spicy SEO post?
JOHN MUELLER: I don't think it was that spicy.
So in the SEO office hours, someone
submitted a question basically asking,
how can I tell if my SEO is doing
what they claim to be doing?
And I gave a short answer in the office hours.
We just-- usually just have, I don't
know, like a couple of seconds to answer a question,
essentially.
And I thought it was really good question, actually.
So I wanted to ask on LinkedIn to see
what other people have to say.
And we got a bunch of responses because I
think, partially, people felt almost like personally
addressed.
It's like, how can I tell if you're doing a good job?
And Erica put together a bunch of really good points.
So I thought it would be a good idea
to just have her join the podcast here,
and we can go through this a little bit more elaborate way.
LIZZI SASSMAN: So, Erica, this is the first time we're meeting,
and actually, we connected on LinkedIn.
And now we're on a podcast together.
Can you tell us about what you said on LinkedIn that sort of--
ERIKA VARANGOULI: I can try.
LIZZI SASSMAN: Do you remember?
It's been 800 years since the post.
ERIKA VARANGOULI: I can try, though.
Hi, thanks for having me.
Pleasure to be here.
So yeah, John asked this, which I didn't feel was controversial.
But I sort of felt like I could see myself
in it because I've been both agency and client side.
And these are constant topics that come up.
So for me, the different bullet points essentially
show that there are so many nuances
that it's logical for people to be asking those questions.
It's also logical not to have definitive answers.
Like, it's-- unfortunately or fortunately,
it's not like the apple falls from the tree every time.
So it was kind of like a few questions that people could ask.
I did have my friend Paolo in mind
who has like a small pizzeria in Italy somewhere.
And he's thinking like, how can I
get more people to learn that I'm here
and I'm making awesome pizza?
So it was like more about the nuances on what to ask
or what to look into to understand what's going on.
JOHN MUELLER: Maybe we can take a short step back first,
and you can give us some background about yourself
so that listeners know a little bit more
about you, what you've been doing, that kind of stuff.
ERIKA VARANGOULI: So yeah, I'm Erika Varangouli.
I'm the head of branded content at Riverside.
I've been there for the last three, four months.
And prior to that I've been working in SEO--
wow-- Almost like closer to 15 years now.
So I worked at Semrush for four years heading the SEO and brand.
And before that, like for seven, eight years or more,
the majority of my time was agency side.
So that's why I said like I've been
on the-- on both sides of this.
So worked agency side with small businesses, large enterprises,
and these, these questions and these themes
kept coming up even 15 years ago.
So I think it was a good post.
It was really good to see people's answers as well to it
and how they approach it.
JOHN MUELLER: Cool.
LIZZI SASSMAN: The post seemed to focus--
or at least the person who was originally asking the question
seemed to be asking about SEO agencies specifically.
It sounded like this person hired a--
they came into a team maybe, and they already
had a pre-existing relationship with an SEO agency.
And they wanted to know, like, how
do we see if it's going well, like checking in?
But would the advice that you have
apply across the board to any situation, like someone
who hasn't hired one yet or if you're doing SEO as like a DIY
small business owner.
How do you see that?
ERIKA VARANGOULI: Yeah, to be honest,
I didn't have that context or didn't look into it that much.
It's like I saw John's post, and it
does apply whether you're starting now
or you have like an agency or a freelancer
doing your SEO or multiple ones.
And it's sort of like that relation
is crucial to your business, right?
So whether-- even if you have one
or you're thinking of stopping and moving on to a new one,
it's kind of like the questions and the things
to be looking into regardless of the stage
you're at, essentially.
LIZZI SASSMAN: So if you were to start from scratch,
you don't have--
you've never worked with an SEO, what
would be sort of the first step to deciding
if you want to hire one, if this makes sense for your business?
ERIKA VARANGOULI: So that is a good question for me
because until you said it, Lizzi, I was like,
I've never thought whether anyone would need an SEO.
I was like, I'm an SEO, so everyone needs an SEO.
LIZZI SASSMAN: Of course you need me.
I'm critical.
[LAUGHTER]
ERIKA VARANGOULI: But like, statistically speaking,
if you're marketing your business online,
you're probably wanting to be found where people search.
And people search-- tend to search a lot on Google, right?
So that's the first connection with SEO is like, OK,
do I have my website on?
I want to market my business online.
Maybe I've already set up a social account,
or I have my website.
And I've set up search console.
So it's kind of like an initial look
into do I get people seeing my website?
Am I getting found?
Do I see anything from my pages getting
indexed to actually getting traffic
and then leads conversions from it?
And I think once you do that, like it's very hard to tell
people, OK, just go to a third party tool and see how much
your competitors are getting, because probably nine out of 10
times they cannot do that.
But it starts with your own business plan and like how--
why did you create a website in the first place?
What was your idea of how much revenue, how many people you
could get through the door by doing that?
And then if you're not getting there or it's a slow progress
or you're having technical issues, like, you're talking
with developers, and you have no clue what they're doing
or whether they're doing it right,
I would say it's pretty much a good time, if not a bit late,
to involve an SEO to help you with this.
So I would say 99% of the time you do need an SEO,
but that's a biased approach.
You kind of need to assess your business
and whether online could be a big opportunity.
Can I bring my friend Paolo back into it?
Like, Paolo has a pizzeria.
He has a reputation where he has--
people just know where he is, and they go and buy pizza.
But it's also a place that gets a lot of tourists, right?
So Paolo, for example, knows that if people find him
on Google or Google Maps, you can get more traffic, right?
He was asking me like, how do I get seen on Google Maps?
How do people know I'm here and find me?
So the moment you start wondering,
could I be getting more people, it is a good time
to involve or consider SEO as an option.
LIZZI SASSMAN: How would he go about assessing whether or not
there is room for improvement?
ERIKA VARANGOULI: I think that's tough.
Like, I think if you don't have the knowledge,
you cannot really do that.
LIZZI SASSMAN: What would be a good place
to start getting some knowledge for someone who's a beginner?
ERIKA VARANGOULI: Like, for example with local
it might be a bit easier because anyone
can go on Google or Google Maps and sort of Google a competitor
or their own brand and sort of see what comes up.
Or if I'm selling anything else, and I Google it, and see
who comes up, right there and then, I
get an idea of competitors without using any tools
or any expert knowledge, right?
We can say, OK, there are tons of Chrome extensions.
There are tons of these things where
you can start getting data, but without a context,
I feel sometimes this is more dangerous for people
and how they interpret them.
But in terms of understanding the opportunity,
you can see like what kind of results come back
and how people are interested.
Also, nowadays, most people, either for their business
or their own, they're on social media.
So many times, like small business owners or solopreneurs,
depending on what they do, they might even
be on a specialized platform like selling
what they make, like Crush It.
What was it the other day?
Crush It mobile phone cases on Etsy.
So it's kind of like they can--
they do have some understanding of what the competition is
online and the interest.
Like, what is the engagement on social posts?
How much do they sell or the other brand sell on platforms
like that?
So that's a good start, and they can see how far
they are from it, right?
You can instantly assess how far you
are from that ideal or better-performing image
that you see.
JOHN MUELLER: So would you say that there
is at least a minimum amount of knowledge
that someone should have and kind of take the time
to learn the basics first?
Or could they say it's like, oh, I just want more traffic,
I will hire an SEO.
I have no idea what is involved.
[LAUGHTER]
ERIKA VARANGOULI: I've worked with both kind of approaches,
right?
Someone saying, I just know I want more from online,
and I know I can do better.
I just made this website expecting to get much more.
And with some others saying, you know,
I know the potential is that big.
Come in and sort of help me get there.
I would argue this is not even SEO studying, right?
It's more like a business product market fit.
Like you create something based on what?
Maybe that's what you like to do,
but then usually you don't care if it sells.
It's like, that's my hobby.
I like to do this.
I don't care if anyone listens to my podcast.
[LAUGHTER]
But, I mean, like this is an activity that is-- quite often,
I meet people who say, I love to do it,
I have fun with my friends, and then
if we end up increasing our listenership, that's great.
But usually it's a business.
You're selling something, I assume,
and I expect you will have done some kind of market research.
Anyway, so you have some idea.
And then with SEO, there are--
I always recommend reading stuff before you do anything
with anyone.
Like, it was part of--
I don't remember if it was part of my answer to your post, John.
But I always say SEO largely has to do
with how well you do on Google.
Google has done a good job of giving more transparency
on what is like a standard you have
to hit to do the right things or how to do them--
what is important, what is not that important.
So-- and it's written in a way that doesn't have me,
Erika, in mind, necessarily.
It has small business owners, people who don't know SEO.
So you can start there.
You should start there if you are serious about hiring someone
to help you perform better.
LIZZI SASSMAN: I think it's important to sort of understand
the jargon or the lingo that they're going to be using.
So anytime you're entering a new space,
like even if there is documentation that's
written for beginners, the person you're hiring
is probably going to be using these terms and things.
And it would be good to sort of be familiar with them.
But I do try to get around that in the beginner-friendly
documentation.
So we explain things in a way that
should be approachable for someone
who's not in the industry.
But we still have to mention it sometimes
because if you're in the industry,
like we're writing for you as well.
So we need to sort of introduce people to that concept.
But I think that that is part of the beginning to understanding
like, what are they doing?
Are they using words and concepts
that are actually nothing?
Or like, what are they talking about when they say that they
can improve something?
What does it mean, and is it actually aligned
with the business goal?
JOHN MUELLER: So let's say you decide to hire someone
because you think there's potential,
and they've been working with you for a bit.
What are some of the things that you
would expect an SEO to kind of start off
with when it comes to starting to work with a company?
ERIKA VARANGOULI: So I think at the beginning,
that flows through the whole relation, right?
Working with an SEO in-house or external--
we're talking external-- is a relation.
An SEO is part of your marketing function,
part of a business function, right?
So one of the first things in that relation,
that relation timeline, is how do you onboard them
and how they onboard you, right?
SEO is not math in the sense you don't just
always do the same things.
You have to have a good understanding of the business,
the industry, the competitors.
Then into the business, like what
are the limitations that business has in terms
of resources, in terms of time?
What are their plans for the future?
Where do they want to get?
Not in terms of like want a rank,
but in terms of like I want to be getting to that revenue.
I want to have that much--
that bigger team.
So onboarding is important.
If someone just wants to sign a contract with you and you think,
OK, yeah, that sounds good, and they don't even
ask you questions about your business,
your website, your team.
They don't get in touch.
Like, SEO has dependencies as well, right?
It could be dev.
It could be content.
It could be anything, like email.
A lot of different functions collaborate with SEO.
So the first sign, and I would look into it,
is how do they onboard you?
How do they build that plan?
And then do they build a plan to show to you,
or do they come to you with like what
feels like a blanket approach?
Like, they go to everyone with this, right?
We give you X many links every month for that amount of money.
We give you that many blog posts for that amount of money.
That kind of feels like the same approach
to everyone and everything, and it's probably not
going to be right for you.
So starting from that tailored communication, that flexibility,
that interest into really understanding your business
and your space, your industry, your competitors
is a first sign that it's really, really important.
Equally, that goes to the people who want to hire an SEO.
It's like if you're not going to be
transparent or willing to share information,
your limitations, your resources, it can cause issues.
Like, an agency or a freelancer may
have the best ideas, the best approaches, and the best way
to get there, but they will need you to be with them.
So you have to realize that from the start
in order to make things work.
LIZZI SASSMAN: Because they might put in the proposal, hey,
we need these technical things improved,
and therefore, you need dev resources.
And if you don't actually have that for another six months,
then how are you going to see results?
ERIKA VARANGOULI: Yeah, or work with them to figure out
like how important is it?
What else can be done, or how can we both
solve this problem together?
Is there a way without having in-house dev resources
or someone?
How can we make it happen?
Because it's so important that it happens.
LIZZI SASSMAN: I think we ran across that
working with an SEO agency.
They had put in our list of recommendations--
they started out with an audit and then had a list
of recommendations for what we could do for our site,
developers.google.com/search.
And one of the things was improve our core web vitals.
And for that--
[LAUGHTER]
Like, I had to open a ticket to the dev team that runs
our content management system.
And they were like, this is like a P72 priority,
like bottom of the pile.
And then I went back to the agency
to ask them can you give me--
I mean, it's a little bit awkward,
but can you give me any supporting evidence
that can help me with the case with the developers to say,
like, this is why it's important?
Like, maybe that will strengthen the request.
And they gave me a little bit, but again.
At the end of the day, for the development team,
they have their own priorities about what
they need to be working on for-- to maintain our content
management system.
And this is just one piece there.
So it's sort of like all of them working together.
That can be tricky.
ERIKA VARANGOULI: And that communication,
like you're touching on something that is--
has so many different layers, but it's kind of like, OK,
your SEO not just works with you but also
with the dev, the other people, they need to.
Then we're actually moving a bit into another point, which
is the prioritization, right?
Why are they prioritizing something?
And that's why I mentioned the business function, right?
They need to help you understand how important it
is for your business.
Now, one of the difficulties there
is like, OK, what is the business value
of improving core web vitals?
I would argue anyone that answers that with a dollar
figure is probably lying.
But giving you an idea of like, OK, SEO
doesn't work in isolation, and it's not just
the sum of the parts, right?
It's a compound effect.
So helping you understand, if you're limited,
if you're strapped for resources,
those things are crucial.
Those things that are not so crucial can happen later.
These are nice to have and then communicating that to the devs.
Developers also often don't know SEO.
They don't make decisions based on SEO, right?
So educating them, there's an educational piece
in that relation that is huge.
So that can help because the dev teams usually
have more work than resources, and they plan according
to what they-- what is critical-- critical fixes or new
features.
But then, if they help you as the owner or the owner
of the business or of the relation understand,
this is crucial because then it unblocks X and Y
or it compounds with the 10 other stuff
we're going to be doing, then you
can do a better job of explaining and getting
things going.
JOHN MUELLER: Do you think the SEOs should offer references
with regards to kind of like why they're prioritizing things?
Or is it enough for them to be like, well, I've
been doing this for 700 years?
You can just trust it.
[LAUGHTER]
ERIKA VARANGOULI: Well, I--
both can be true.
They're not mutually exclusive.
But like in the case of I've been doing it for 7,000 years,
I would ask for examples of so you did this 10,000 times.
How did you get it done faster or cheaper
or in that amount of time with that amount of resource?
And what was the outcome?
What was the result in the end, not just of this?
But did you see maybe some things may have a direct impact?
But I can tell you how I do it.
Like, I find references.
So first, it's like it helps especially--
I don't want to go specifically into dev teams
all the time because that's just an example.
But especially with dev teams, it
helps-- like documentation, how it impacts things,
how to do it properly, how it connects
to something else on the side.
It helps them kind of get a bigger picture
of why that decision versus another decision they would
have made on the code is better and can help other functions.
And then for me, it's also about communicating
those critical issues.
There are many times I've gone to dev teams and said,
oh, my God.
This is crucial.
We need to fix it now.
And then we sat down, and they told me their crucial fix.
And I was like, OK, yeah, maybe you're right.
I can wait a bit.
[LAUGHTER]
LIZZI SASSMAN: So let's say you've
been working with this SEO agency
now for maybe two quarters, and you
want to check in to see if things have been SEO-ing.
What are some practical things that you should look for?
Could you walk us through maybe a short checklist
of what should I be paying attention
to and then maybe red flags?
ERIKA VARANGOULI: OK, sure.
So two quarters is a long time.
Sometimes--
LIZZI SASSMAN: I know.
Maybe I haven't been--
ERIKA VARANGOULI: But other times--
LIZZI SASSMAN: Maybe I just joined the team.
I joined the team mid-year and somebody
else who hired this agency.
And now I'm like, hello?
ERIKA VARANGOULI: Yeah, maybe not though as well.
Sometimes I hear, we've been working
with an agency for six months.
We haven't seen anything.
They're not doing anything.
And that's not true--
simply not true.
So I think going back to the communication, that--
in the process of that relation being ongoing,
you should be seeing some kind of reporting, right?
Let alone the fact that I think a normal kind of relation
involves the agency or the freelancer reaching out to you.
You're reaching out to them if you see something wrong.
So it doesn't have to be so scripted
as like we meet at the beginning of each month
just to go over reporting.
But as a minimum, you should be able to have
in front of you pretty much a plan of what they were
going to do in the first or every month
and then a reporting at the end telling you what they did,
what they didn't manage to, and why
and also kind of like a tracking and monitoring of some metrics
they will be doing.
So it is a whole other discussion, and it's a huge one,
like which metrics actually matter to be tracking.
I don't know if we have enough time to go in,
but it's like, OK, if you have agreed
that we are going to monitor, I don't know,
organic traffic or rankings or those keywords
and you have both agreed on them and you agree they're important,
then you should be getting a report that tells you
the movement, at least the trend, in how
you're doing for those ones.
And then just to throw a spanner in the works,
it may not be moving in the direction you thought, right?
It doesn't mean they're not doing a great job.
But it is the kind of initial minimum transparency
you need in order to have the conversations with them.
Why is this not happening, or why are we moving
in the opposite direction?
I'm hoping it doesn't happen to anyone, but let's say it does.
So again, with SEO I've seen, it's
very easy to jump to conclusions or someone
to promise the earth, the moon, and the sun
and then thinking my agency does not deliver all of that.
They must be crap at it.
Let's do something else.
But actually look into what they're doing, why, and how.
And listen to what is the blocking?
What is the blocker there?
And that can give you some good direction around
are they doing a good job?
Will the results start coming if you continue in that way?
And challenge them.
Like, it allows you to challenge them as well
LIZZI SASSMAN: It sounds like red flag number
one is that there should be some communication.
It shouldn't be radio silence.
If you're not hearing from them at all for two quarters
and there's been no--
ERIKA VARANGOULI: Oh, no
LIZZI SASSMAN: --email, that'd be like, what's happening?
[LAUGHTER]
ERIKA VARANGOULI: No, two quarters.
LIZZI SASSMAN: That's crazy.
OK, one quarter, I don't know.
ERIKA VARANGOULI: One quarter?
LIZZI SASSMAN: Or one month.
ERIKA VARANGOULI: I think a week is too much.
LIZZI SASSMAN: A week?
ERIKA VARANGOULI: So I have to talk with my SEO and my clients
all the time.
But-- like not talk, like that is another kind of--
can be dangerous.
Maybe they're very good at relation handling,
and they're not actually doing work.
So there's always that.
But at the end of the day, you kind of have some data from them
and if you have the communication, the transparency.
Do they tell you when they failed at doing something,
when something is--
are they proactive?
I've, worked agency for years, and clients and the promises
done, made at the beginning, were
nowhere near what we were going to deliver.
How proactive are you in terms of communicating that, right?
Are you telling them, look, your resources
are much more limited than we thought.
You've not given us this.
We, on our side, have this problem.
So we're going to adjust and go there and then assess
whether you're happy with that or not, of course.
But how proactive is that on their end?
LIZZI SASSMAN: And taking a look at the full picture
is probably another aspect of maybe they gave you
a list of recommendations, and nobody has implemented them yet.
So, of course, there would be no effect.
ERIKA VARANGOULI: Yeah, and also like,
I have a thing for SEO agencies or freelancers
who just give people lists of stuff to do
and just drop it there.
This is everything.
So that is lacking context.
That is lacking prioritization, probably understanding
of the business, right?
So it's like you said, Lizzi, earlier about the terms
and using terms and terminology.
Usually an SEO who cares, who wants to achieve things with you
will explain what things are, how to do them.
They will handhold if they have to, and in many cases,
you have to.
And they will help you get there.
Just giving you an amazing looking document,
call it audit or plan, and then just let
you do stuff is not how I've seen SEO to work well.
JOHN MUELLER: So basically, when they do an audit
and if they use an SEO tool to generate
a big report, that's one part.
But the more important part is almost
that the SEO helps to prioritize that with you.
ERIKA VARANGOULI: Exactly.
JOHN MUELLER: Works through that and says
there are 500 things here, and here
are the five things you should be focusing on first because
of your unique situation.
ERIKA VARANGOULI: Yeah, exactly.
And then provide additional documentation.
Those actions, no matter what they are,
they might require technical specs and briefs.
They might require content briefs.
And how are they working with you to do this?
At the end of the day, that is what
helps you get from having something to actually doing
what you need to be doing.
So yeah, it's super important.
LIZZI SASSMAN: Are there any things
that you would consider to be green flags or signals
that things are going well?
We focused on sort of the things that they're not doing, but--
[LAUGHTER]
ERIKA VARANGOULI: Or that they are.
LIZZI SASSMAN: Yeah, that they're doing work,
and it's a positive thing.
ERIKA VARANGOULI: So yeah, it sounds counterintuitive,
but I do really like and I tend to trust
when an SEO comes and says, you don't need that in SEO
right now.
Your priorities should be elsewhere.
So good SEOs tend to look at other channels, other business
functions.
They know they have to be cross-functional.
So many times, depending on the stage your business is at
or the resources available, you have
to tell someone you're not going to see
that many results from this.
But instead, you could look into X and Y
and then look into SEO a bit later
or when you're at that point.
When someone in SEO tells you to look elsewhere,
it might be a green flag as much as it sounds wrong.
Also, when they don't give you the promises you want to hear.
So again, like if I want to be--
like how many times I've heard someone say,
I want to rank number one for all these terms.
Maybe they already have the terms and the keywords, right?
Someone has said like, you shouldn't be thinking
in these terms, and you should be looking at this and that way
and not promising you to get you to place number one or top five
or top 10, it's probably someone worth
talking a bit more to as well.
LIZZI SASSMAN: So if they're giving you like a realistic
point of view or what-- sort of helping you re-evaluate--
ERIKA VARANGOULI: Or not false promises.
Like at the end of the day--

---

## 2024-09-18 - How to make your website faster: 3 quick tips

URL: https://www.youtube.com/watch?v=Ts7rPPIFhVg
Caption: en-j3PyPqV-e1s (manual, json3)

MARTIN SPLITT: You can avoid those
by checking your internal links to make
sure they point to the new URL instead of the old one.
This way, users won't have to go through extra network round
trips and thus delays to get to your content.
[MUSIC PLAYING]
Website performance-- while being an important topic,
especially for your user experience,
it's a tricky one to wrap your head around, so let's dive in.
This one is quite a technical episode,
so if you are not working on the technical aspects of your site,
feel free to share this with your developers, as well.
First things first, Google Search
always seeks to show the most relevant content,
even if the page experience is not the best.
So page loading performance and also core web vitals
aren't as important as some people might think they are.
They are not irrelevant, though, but do not over
focus on these things.
We still think it helps to know a few quick tips to make
your sites faster for your users.
And one of the most common sources
of frustration and slow loading websites are JavaScript files.
This is something that developers
will have to look at as it requires knowledge
of how the code is structured and how the technologies
involved work together.
But JavaScript resources often are quite large,
and as they need to be parsed and executed,
they take browsers a while to process, too.
Try to reduce the usage of JavaScript,
considering techniques such as code splitting to only load
necessary parts of the code for each page and content hashing
to maximize caching of the files.
While this tip will require help from your developers
and is often not easy to do, it helps your users
by making your website significantly faster usually.
On to tip number two, avoid unnecessary redirects.
Now, some redirects are required, for example,
if you change domains or your site structure
has changed after a big migration.
This tip is primarily aimed at the accidental redirects,
though.
You can avoid those by checking your internal links
to make sure they point to the new URL instead of the old one.
This way, users won't have to go through extra network round
trips and thus delays to get to your content.
Last but not least, tip number three
is to optimize your images.
Optimizing images is a complex task,
but here are a few links to help you get started.
It ranges from something as simple as choosing
the right image file format and compression settings to more
complex changes like serving the right size for your user's
device and responsive images.
If you have images that are not on top of your pages
and immediately visible, also consider
using the loading equals lazy HTML attribute on these images
to get a performance boost when users open these pages.
If you want to learn more about making images on your pages
faster, check out our episode on that topic here.
So there you have it, three tips to make your site faster
for your users.
And again, while this won't directly
affect your site's performance in Google Search,
it surely will make your users happier.
Leave us a comment if you want more technical content on Google
Search Central and what other topics we should cover.
Thanks for watching this video, and see you soon.
[MUSIC PLAYING]

---

## 2024-09-11 - Trending Now: Stay on Top of Google Search Trends

URL: https://www.youtube.com/watch?v=O-9G9k6ogdw
Caption: en-US (manual, json3)

Welcome to another episode of Google Trends tutorials.
I'm Daniel Waisberg, search advocate at Google.
I'm Hadas Jacobi, software engineer on the Google Trends team.
In this video, we'll talk about ways for you
to stay on top of what's happening in Google Search.
We'll take a different approach to analyzing search trends.
Instead of finding data for terms and topics you're interested in,
we'll start with the rising trend in terms and from there,
we'll narrow down to related terms that might be interesting to you.
Everything you need to never miss a trend again.
In previous episodes,
we discussed ways to analyze historical data using the explore page.
That's where you can compare search terms,
check their trends in different locations and also review related queries and topics.
In this episode,
instead of looking at search terms you're interested in,
we'll take a reverse approach.
As Daniel mentioned,
we'll look at the latest trends to understand what's new and how it relates to your goals.
This can be helpful to come up with content ideas for your site
or to inform your company's marketing strategy.
When you visit trends.google.com, you'll find a section named Trending Now.
There's a lot of information on this page.
So let's take a closer look at it.
Each row in the table represents a search term
that is trending.
Here, you'll find search volume showing an approximate number
of actual Google searches.
This is different from the search interest metric
we've explained in previous episodes.
Just under the search volume
you'll see how much the volume has grown
compared to the predicted search volume.
Next, you'll find the time when this trend started.
This can be really helpful.
If you're monitoring current events like elections, Olympic Games
or any major happening.
In the status marker,
you'll see active for search terms
that are still being searched more than usual,
like breaking news, or ended for search queries
that are now back to their typical search volume,
such as the end of an awards show.
Lastly, you'll see a line chart also called the spark line
showing the past 24 hours for a trend.
If the chart is green,
it means that the term is still trending.
And if it's gray, it means the trend has ended.
If you click a search term,
you'll get more details about the trend such as a breakdown
and news stories related to that trend.
That's a pretty useful table.
I love the spark lines almost as much as scatterplots.
Filtering can really help you find the data you need.
You probably noticed all the filters at the top of the table.
Let's go through them one by one.
The filters in the Trending Now section
are similar to the ones on the explore page which we discussed in previous episodes.
You can start with the country whose top trends you'd like to check out.
You can choose a time frame based on when a search term
started trending.
Each time frame can serve a different purpose.
For example, if you're writing an article
about the trending topics during the first week of the Olympic Games,
you would look at the past seven days instead of the past hour.
You can choose to look at all trends or just at the active ones.
Looking at the trends that have already ended
might not be important in some cases,
but it could bring additional context about what's changing over time.
You can also sort the table in various ways.
If you're looking for the highest number of absolute searches,
you would sort it by volume.
If you're looking for the freshest trends,
you would sort by recency.
Or you can sort by relevance, which is a combination of both.
And lastly, you'll notice an export button.
This can be handy if you'd like to analyze
and visualize the data available using different tools.
You should give it a try.
Those lazy glasses are so cool, Daniel.
I know. Everyone is searching for them on Google trends now.
Interesting. Can you show me the filters you used?
I'll share a link with you.
I hope you enjoyed this episode.
Trending Now is an important part of our tool and can be very insightful
when looking for ideas to create new content and understand your audience.
In the next episodes, we'll talk about specific use cases
like Google Trends for SEOs for journalists and more.
Stay tuned.

---

## 2024-09-05 - Let's talk shopping markup | Search Off the Record

URL: https://www.youtube.com/watch?v=uYGPMvCqUPU
Caption: en (automatic, json3)

[Music]
hello and welcome to another episode of
search off the record a podcast coming
to you from the Google search team
discussing all things search and maybe
having some fun along the way my name is
John I'm joined today by Lizzy from the
search relations team of which I'm also
part of and today we have a special
guest joining us Arena thanks for
joining us hi uh I'm glad to be here uh
thanks for inviting me so Arena can you
give us a little bit of background about
yourself I joined Google 18 years ago
and a half after I finished my PhD at E
I worked on various projects at the
beginning I also worked in Mountainville
for a year after which I came back so
after 4 years I joined the
infrastructure team here in Turk where I
met John search infrastructure or like
building infrastructure like what kind
building the search infrastructure uh we
were SE on the same floor we had many
coffee and lunch breaks together and
after six years in search I moved to
shopping and I've been uh working on
shopping for the last eight years what
brought you from infrastructure to
shopping I wanted to learn a different
search infrastructure so to say and
shopping was um good opportunity I had
um you know a big team here in suich so
cool yeah it's it's been such a long
time I I didn't realize it went back
that far but we just won't think about
that so she is more senior than you oh
my gosh is true in that case I think so
in terms of in terms of being at at
Google okay yes yeah yeah we won't say
the other number I don't I don't want to
know it's rude to ask well I remember I
met John first and then after a while
Gary joined MH uh and then they went
downhill from there yeah
yes that's why he's not here on this
episode no if you're listening come join
us for a coffee no I I it's it's been
fantastic and I think the work that that
I recall you were working on with
regards to search infrastructure that
was something that was used very
regularly like trying to understand what
was happening in search to understand
things like which URL is canonical and
exactly all of those details that was
that was really interesting back then I
worked on the debugging infrastructure
for the search pipelines uh initially
was the web search and then uh the the
private data search so Gmail uh photos
and so on which was U a different kind
of uh challenge set yeah I definitely
enjoy it and the shopping search area
it's also very different challenges
although some some things are the same
some challenges you still have you have
spam web you have spam in shopping spam
in your inbox spam in your inbox exactly
uh quality data quality issues they in
both places yeah same challenges to some
extent cool well we're here to talk
about shopping today so are we going
shopping we're going shopping I for I
guess we could but maybe after the
recording shopping spree okay shopping
spree afterwards do you get shopping
related questions often yes yeah okay I
think particularly after launches I see
them crop up because people are reading
everything very closely so after the the
variance launch or the shipping and
returns and search console launch uh
then we get more questions uh right
after that but I don't know if you see
things differently drawn like in office
hours are people always asking sort of
e-commerce and shopping are they the
same thing e-commerce and shopping I
think I don't know I think there are
synonyms but like we usually shopping
involved around like buying something
making a purchase yeah yeah we just
still shopping cool so where where can I
show up if I set up my my shop shopping
things like I I have set up a new site
where I want to sell I don't know gelato
gelato online delivery of gelato I I
think gelato would be a
bad product to sell online unless it's
freeze dried gelato what if it's like oh
okay astronaut food this as food yeah
for camping for hiking so you can take
it with you and then rehydrate your
gelato or gelato base so for people who
are going to be making it at home maybe
you're shipping some kind
of I I was thinking more like bicycle
parts okay fine fine okay Bic okay so
Bic bicycle parts I I'm trying to sell
some bicycle
parts uh you want to show up on the
where where can I show up well I think
to to answer that question I first have
to quickly explain where the results for
a shopping query will show up and the
shopping results can be provided by the
web search infrastructure or the
shopping search infrastructure so if you
have a popular website you'll probably
show up in on on on Google search on on
the do com and uh if you addit
schema.org markup to your web page then
you could show up as a product snippet
so the rich snippet part will use most
probably
the price information that you are
providing because R imp pits will show
oh for that kind of a bike we found this
results and the the price range is
between X and Y and your product will
show up there or it can also be part of
the Blue Links that are annotated with
product information so you might also
show up there so Blue Link that will
refer to your website okay so Blue Link
would be a normal search result yes
yes now the shopping infrastructure has
a interface which is the merchant center
uh UI that will U allow you as a
merchant to sign up there open an
account and um you can specify a feed
for Google so you can specify your
inventory there you can upload your feed
when you need to there is another
feature uh that we have is to say well
this is my website please auto feed the
the whole information you will find and
we rely on a so-called crawl feature we
uh go and craw your web page and extract
all the products we find um including
the ones that you are that are not in
your feed so so this is like the easiest
method without having to annotate
anything no schema do no feed just well
in order for this to work you have to
have a schema.org uh markup on the
Google search results page
okay okay for shopping price
availability are very important signals
because we also want to have the the
newest data the latest price you have
there are um actually two ways to get
your data into shopping infrastructure
one is by having Merchants uh pushing
their data using merchant center and the
other way is for us to pull the data
from the web in um the first case but
using merchant center the merchants can
specify their feed and they have better
control of how often their data will be
refreshed they can uh do the refreshing
themselves by either uploading manually
or using the fits API for their
inventory there is another setting in U
merchant center that will allow the
merchants specify on a feed basis how
often they want Google to refresh that
feed and that can be daily weekly or
monthly this is again done on a per Feit
basis the other option we have in
merchant center is to allow the
merchants to do the automatic item
uploads and this is a feature that
Merchants can use to do product level
updates and they can specify key
attributes of their products that they
want to be refreshed they cannot specify
how often they want them to be refreshed
but given our craw budget we will um
update the information more often than
on a daily basis okay yeah so that's the
help you get from from the merchant
center uh sign up the the nice thing
that comes with this is you will be able
to check the performance of your
products uh see how many clicks and
Impressions you get uh you also get
optimization suggestions for your
products and markup so there are a
couple of things that come with it now
in this way you you can be sure that
your products will be on Google okay um
yeah so the data that you fed into the
shopping infrastructure will also show
on the search on the main.com page as
product results if a user enters a
shopping quer you will see a carousel so
your product will also be part of that
Carousel and is a shopping query defined
by like I want to buy this thing it's
some kind of intent that I'm trying to
make a purchase yeah we we detect if
it's a product or what if I'm doing
research of trying to compare different
bike models and I want to read reviews
or something like this is that still
considered a shopping shopping intense
it's another example of shopping queries
yeah hard Goods this These are nice
because if you look for laptops or or so
um uh you can um you can also trigger
the shopping results for it just when
you're in the research stage this is
still considered part of like a shopping
Journey you're probably intending to
make a purchase at one point yeah yeah
so these are the these results are
returned by the shopping infrastructure
okay yeah then you also see so so some
of this data will it's also surfaced by
the popular products this that will show
on the mobile app so Google mobile where
you see okay this is the product and
these are the merchants that are selling
it we call them Merchant listings and
you might be among the top ones that are
selling the product oh okay so if John
has is carrying a particular bike model
but so it's my shop that I have called
Lizzy bikes.com
we can be showing up in the same results
that you could buy from John's store or
from lizz's store exactly exactly yeah
interesting so so basically the basis
should be schema.org markup on your
pages and you can expand that with
Merchant Center or yeah ex could you go
directly to merchant center feeds and
say I have an really old website that I
can't add structured data to so you can
go to the merchant center feed uh if you
don't have have the schema.org markup on
your page will probably stick to the
inventory that you specify in your feed
specification okay so then I probably
need to keep updating my feed every time
I add a new product page it's not going
to necessarily automatically get added
if you have schema.org we can uh mark up
we can crawl it and you can get that for
free and this is regardless if you have
a ads campaign or not so it's for for
both shopping ads and um of fre listings
we call them yeah Okay cool so is is
there any preference with regards to
schema.org or the the feed or is it more
whatever is easier preference from like
Google or from from Google a site owner
perspective well it's like how can I get
the most out of my site we recommend
doing both uh okay because as I said in
signing up on the merchant center UI you
make sure some of your inventory the one
that you specify will be in the shopping
results and you can make sure you'll be
on do com on on the shopping tab on
image Tab and then if you specify how
often you want us to refresh your data
then you can be sure that that
information will be refreshed otherwise
we yeah you you don't know when we will
have the resources to recr you and
update that information okay that sounds
cool that sounds sounds a bit like
search console but for shopping sites is
that a
simplification but now merchant center
is in search console oh it's like
they're they're connected now okay so I
see a future merger coming like I I
don't I have NOA I'm just making things
up I'm just making things up um like
please please don't expect that Google
is like pre-announcing anything I I have
no idea but it it sounds like as an
e-commerce site you should be on the one
hand doing the structur data on your
site be cor correctly verified in search
console and also merchant center to make
sure that you have yeah all of the data
all of the settings um yes there is one
more thing to mention to this point so
schema.org is the open source markup
that we are using which is actually the
the search the API into search right the
way to specify the content of your page
and so on and this is open source and
it's driven by Google but uh it's used
by some some other big companies right
for specifying the feed in merchant
center we are using a different data
format and this is called feeds pack or
the feeds product data
specification the official
terminology ver we just say feeds feeds
and it's was designed to be used by
Google in such a way that we can return
the best search results for the shopping
queries it started initially as a flat
hierarchy just key value pairs the
schema.org um format on the other hand
it's it's used by by a couple of other
big players as well so why don't these
two things match that that I feel like
is something maybe it's is it a
historical reason that we I don't know
some a team was working to develop one
aspect and so one thing has more uh
attributes that you can specify than the
other one and there's not one toone
parody at the moment yeah the attributes
overlap to a big extent but there are
still gaps that exist and we will want
to to address those gaps there are a
couple of checks that shopping does on
these product
specifications that are easier with the
fitpack format we do some cardinality
checks for instance we do length uh
checks and so on the fitpack data format
is pretty flat whereas the schema.org
it's hierarchical in schema.org you can
specify a relationship between different
pages for instance ah okay so for
example if I have shirts that are coming
in different sizes and colors and Varian
yeah you can point and to to the main
product group in schema.org and this
it's it's a bit more difficult to do
that in
in feed in feeds spe okay so if you want
one that is more flexible and you can
specify relationships across SCH
schema.org is the way to go just from
technically how it works yeah okay so
one one question that I've gotten a few
times is someone saying the the price
that they have for a product hasn't
updated in search based on what they
have on their page it sounds like that
might be an opportunity for someone to
use merchant center the yeah to update
that exactly and then they can specify
how often that information has to be
refreshed okay I would think like a
downside to providing multiple ways is
that there could be a conflict though
and how maybe more debugging problems
are trying to track down what is the
thing that is causing the price to show
up want this is this was the main
motivation for us to extend search
console with the new margin listing
report uh so what what we actually do in
this new report we do the shopping
checks on the schema.org
markup and show the users if you have to
fix this and this uh problems in order
for your website to show in the shopping
results these are the additional checks
that we do in shopping and we surface on
on search console is there a way for us
to notify people if there's a mismatch
in the price to point them in the right
direction they like hey this is the area
where maybe you are having a problem in
terms of the price because I I feel like
this is one aspect where you might need
to check uh for the price it maybe
you're providing a different one one is
stale for example and the feed that you
uploaded and it's not matching what's on
your website now is that something that
Google could notify you like hey this is
actually where the problem is or like
maybe you should look at this you have a
mismatch it it sounds like a feature
request yeah well for Lizzy's I mean
maybe Lizzy's bikes should just submit
something that is consistent
but what if I don't know it's hard for
me to find out which thing is the thing
that's still hanging out that's
stale this is a good question for the
shopping data quality team so if users
want to get a deep dive into that area I
think you can invite the from that team
yeah okay cool because yeah that's a
valid question I did specify the markup
on my page is good passes the the
shopping checks it looks okay in the
search console but doesn't show up on
the main I still the price is wrong
because the search the price is wrong we
don't show it okay yeah so that that
might be yeah a data quality issue it
might be a policy issue because as in
search we also have checks for policy
are you selling counter fate or are you
selling over the counter medicine or or
we also do those checks so if you do
that we don't show you in the shopping
search result
it might be also a A quot or or a
problem because we would like to crawl
everything but we cannot right like in
search Oho like a delay so maybe the
price is updated but you just haven't
come to crawl might yeah like a crawl
budget issue like if you have a very
large site okay yeah exactly so we we
have the same issues cool and the the
shopping policies that you mentioned I I
assume those are documented public yes
yes yeah okay and I think that they vary
by country because different regions
have different
policies specific things yes y okay
fascinating okay I hope bicycle parts
are available
globally it depends on how you set up
your site I guess or are you are going
to ship your tires to other countries or
not speaking of that there is a upcoming
regulation I think it's called the right
to be repaired or something like that
okay and then every part will get the
gtin and you can sell them and and
replace them yeah we start usually in
the US and then roll out region by
region so you might be in a region where
we haven't rolled out the new feature
yet Europe takes a bit longer because of
the regulations that is a common
question that I get is why can't I
trigger this thing like you made an
announcement on the blog where is it
exactly and sometimes we are not
publishing uh the list of countries yet
yeah but I I guess I mean I I've seen
that across all kinds of features I I
think the the issue with handling
different countries or regions
differently that's yeah kind of normal
and almost to be expected cool can you
share some details about some of the
ongoing projects that you've been
working on um sure so we have been
working on adding and crawling Merchant
level information and add from
schema.org markup and we are surfacing
this information on the merchant
knowledge panel which is displayed on
the Google uh main result page the goal
of the knowledge panel is to help
businesses build trust with users so the
customers can see information about the
merchant directly on the Google web page
uh like phone number contact uh
information physical address online
presence uh and of course the name of
the business the logo and the reviews
for that Merchant we are extending the
organization type of the schema theor
markup to include more information like
shipping and returns and loyalty is the
next information the next program that
we want to add this is not only for
merchants but all organizations of
course we are also going to extend the
merchant listing uh report in search
consult to include all the shopping
validations we run on these new uh data
fields so that the merchants can Surface
this information on the merch knowledge
panel that sounds fascinating sounds
like lots of things are are still in
progress yeah and you would think like
selling things online is is a solved
problem but lots of details involved wow
exactly the other area where we put a
lot of effort into is to close the gap
between a schema.org and feits pack we
want to have full I mean oneone uh
parative uh between the attributes and
uh we are working on on closing that
that Gap yeah and if people want to
watch what's happening there would they
subscribe to schema.org blog post there
or is that something that we would post
on the search center
website I think posting on on search
Central website it's it's definitely
going to help the schema.org effort has
a active Community a pretty active
community on GitHub uh and this is the
place where we also get the the feedback
from so we we um do our update usually
there and some other forums yes so cool
and the process for that is that
something because it's open source that
you sort of give people a preview before
happens if they want to see this thing
like before it is actually uh live
rolled
out I can I can give you uh another a
recent example there uh we recently
launch variance M and we uh needed to
First add uh support for variance in
schema.org and for that we uh had a lot
of discussions with the community uh got
their feedback uh so once we agreed on a
solution for schema.org we worked with
infrastructure team to implement the
changes on that side that meant
generating separate products or offers
from this markup so individual offers
and then search had to do the changes in
Rich Snippets to get these individual
products into this Rich snippit summary
then the other step where I was uh
involved a lot was to extend the search
console Report with the additional
checks for variant so we can show the
developers how to fix their markup to be
variant compliant uh and then you know
the last part uh communicating the
changes documenting the markup we have
to tell people about it it's Now
supported how to do it exactly yes yeah
then once all this steps are done we
watch for issues bugs people will
implement it the um they will try it and
then see can I trigger the rich results
they will notify us if something isn't
happening the way that we said it was
going to happen which is very useful for
us I think yeah so this project took
probably a year a bit longer yeah wow
okay was this the most complex launch
that you've worked on from shopping from
like a I guess an ecosystem perspective
yeah the probably the number of teams
involved was the largest cool wow okay
lots of complex stuff cool there is one
more thing probably one short more thing
okay well you know to motivate the the
e-commerce Community to implement the
markup right we also want to show them
the performance of their products on on
Google right so we also worked on
reporting the impression and clicks they
get on their products on do on image
search and so on so that that also
required the changes in our
reporting the the overlay where you can
see the Impressions overlaid within the
merchant listing report to see like when
you've resolved the errors for your
markup that ideally then you see your
impressions increasing because now
they're eligible fantastic wow that's
lot of details for this episode thanks a
lot for joining us Arena if folks want
to reach out to you directly where would
be a place I am available on LinkedIn to
as simple as that and we'll put the link
um in our description for this episode
so people can click it and we don't have
to verbally spell it out cool verb
linking verbally link well voice search
it's like maybe voice links are the next
thing I don't know we'll find out next
episode or I don't
John I can't props okay anyway thank you
all for listening thank you for for
joining us here thank you for inviting
me it's been fantastic thank you and
goodbye bye
bye we've been having fun with these
podcast episodes and I hope you The
Listener have been finding them both
entertaining and insightful as well uh
feel free to drop me a note on Twitter
or chat with us at one of the next
events that we go to if you have any
thoughts and of course don't forget to
like like And subscribe thank you and
goodbye
[Music]

---

## 2024-08-29 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2024 年 08 月 29 日）

URL: https://www.youtube.com/watch?v=XIPPVRJ--mY
Caption: ja-8V-H19SidUo (manual, json3)

[女] 皆さんこんにちは 本日もGoogle社員による
Google検索オフィス アワーの時間となりました
本日お届けするのは 私アンナとなります
いつも通りよろしくお願いします
はい ではまず
Googleからの お願いに移りましょう
本オフィスアワーでは
#Google検索オフィスアワー を使用しております
なのでご質問についてのご意見 ご感想ありましたら
ぜひこちらのハッシュタグ Google検索オフィスアワーを
つけてSNSに投稿してください
また紹介した記事のリンクは 本動画の概要欄に後ほど掲載します
そして我々チームの 励みになりますので
ぜひこちらのオフィスアワー 気に入って頂けましたら
チャンネル登録 高評価の方よろしくお願いします
はい それでは
いつも通り進めていきましょう
ではまず最新情報として
Googleからのお知らせを 何点かお伝えしたいと思っております
はい 今月の 主なブログ記事ですが
こちらの4件の記事が 公開されております
これはいる？ いらない 大丈夫か
なので1つずつ順を追って 紹介していこうかなと思っています
まず1点目 Google Search Consoleに
最適化案を導入いたしました
こちらはサーチセントラルの ブログになります
ウェブサイトに最適化の 機会を提供し
Google検索での プレゼンスを向上させるための
アクションを提案する新機能
Search Consoleの 最適化案を発表しました
こちらの最適化案なんですけども
こちらはインデックス登録だったり
クロール配信など Googleの検索のシステムは
様々なデータに基づいておりますと
データは このデータ自体は
Search Consoleで 既に利用可能だったんですけど
直接的な最適化案を 提供することで
さらにアクセスしやすく なったんじゃないかなと
我々は考えております
個人的な意見としては
あの感想なんですけど 日本のSEOコミュニティのような
アドバンスドなケースで どこまで有用
使って頂けるかっていうのは 分からないんですけども
もしかしたら見逃している ポイントなんかもあるかもしれないので
ぜひExperimentalで 使用可能になった方
こちらぜひ試してみて 頂けたらなと思いました
はい そして2番目の ブログですね
これが多分みんな一番 気にしているものかなと思います
What to know about our August
2024年のコアアップデート 8月のものですね
こちらのブログが
こちらもサーチセンターなのかな
のブログから出ております
日本語化されたものを皆様に お届けできたらなと思ったんですけども
この収録している日に
まだ日本語版の記事が 公開されておりませんで
ちょっと5番の
ブログ記事のタイトルを 紹介させて頂いています
内容なんですけども タイトルの通り
Google検索の 2024年8月の
コアアップデートのアナウンスに なっております
このアップデートは ユーザーが本当に
役立つと感じるコンテンツを 増やして
一方検索での パフォーマンス向上のためだけに
作られたようなコンテンツ
こういったものを減らすことで
検索結果の品質を向上させる 取り組みを
継続することを目的としております
この最新のアップデートでは
これまでと同様では あるんですけども
ユーザーの検索に関連する場合に
役立つ独自のコンテンツを 作成している
小規模サイトだったりとか
独立系のサイト そういったものを
様々な高品質のサイトと
ユーザーを繋げることを 目指していっております
これは今後のアップデートでも
引き続き 取り組む分野になっております
詳しくはぜひブログを ご一読頂けたらなと思いました
はい 3点目のブログ
AIによる概要 ウェブに繋がる 新しい方法というブログ
確かこちらはキーワードの方の ブログで紹介されていたんですね
ちょっとたまに皆さん サーチセントラルだけを見て
他のGoogleの持ってる ブログから紹介されてて
見逃してたよっていう方も いらっしゃるかなと思うので
ちょっといい機会なんで ご紹介させて頂こうかなと思ってます
こちらの内容なんですけども
情報を素早く検索して ウェブ上のあらゆる情報を
探索できるように
Google検索の AIによる概要
もしかしたら皆さん AI Overviewsなんて風に今
呼ばれてるかもしれないんですけども
こちらの機能を5月にアメリカで 米国で公開しております
米国での導入以来
AIによる概要の機能を 活用頂いている方々っていうのは
検索を頻繁に利用していて
検査結果に対しても 満足して頂いているってことが
分かっております
そのサーチラボでの
サーチラボっていう機能の中で
オットイン方式で 以前はやっていたんですけども
サーチラボでのテストと フィードバックに基づいて
AIによる概要の利便性を 日本含む6か国へと拡大し
各国の言語への対応も開始しております
既にご利用頂いている方も 多いかなとは思うんですけども
より詳しいインサイトなどは こちらのブログ記事にございますので
ぜひご確認ください
4点目のブログかな
3 Trending Now updates to help you keep up
with the latest trends ということで
こちらもキーワードのブログの方で 公開されていたもの
拝見してきました
Google Trendsを ご活用の方は
急上昇中の機能を ご存じでしょうか？
こちらはそれアップデート しましたよってことなんですけど
アップグレードされたツールでは
最先端のトレンド予測エンジンが 搭載されていて
それによって以前の10倍の トレンドを検出したりだったりとか
あとは平均して10分ごとに データを更新したりしております
より高性能 高機能に なったんじゃないかなと感じております
まだの方もぜひ色々と 試して分析してみて頂けたら
いいんじゃないかなと思いました
今月のブログ こちらの4件になっております
もし何か見逃しているものがあったら こっそり教えてください
それではいつも通り本題に 移っていきましょう
ごめん 邪魔ですね こっちか
ではここからは通常の 検索Q＆Aに移っていきましょう
今回は6件のご質問 頂いております
では最初のご質問に移りましょう
robots.txtの クロール失敗率が
閾値を超える件に関する ご質問頂いております
Search Console クロール統計のrobots.txtの
取得状況にて失敗した クロール率が閾値を超えており
今後もしばらく続く可能性があるが 問題ないでしょうか
robots.txtの クロール失敗率が
閾値を超えて続けています
ただし全てのアクセスが 失敗しているわけではなく
24時間以内に 再取得できているのであれば
検索順位への影響はない と認識して良いでしょうか
Search Consoleヘルプの 解説記事
robots.txtの 可用性の詳細には
失敗率の閾値超えが長期間 及ぶことについての
言及は見当たらなかったために 気になっておりますとのことです
ご質問ありがとうございます
具体的なドメインやサイト名が 添えられていたために
状況を確認することができました
そのうえでrobots.txtに 多少のエラーがあっても
問題はないように思いました
避けるべきなのは 継続的に長期間
例えば数日間程度の期間に エラーが発生し続けているような場合です
その間にrobots.txtを 一回でも取得できるのであれば
タイマーがリセットされるように なっております
ご質問の内容からは
24時間以内に再取得できている ということなので
問題はないかなとは思いますが
ぜひこの辺り 全ての状況を 我々把握できているわけではないので
この辺りの状況などと併せて
ご自身の環境を確認して頂ければ 良いかなと思いました
ご質問ありがとうございます
では続いてのご質問に移りましょう
noindexを設定していないが 検出される
件に関するご質問頂いております
noindexを設定していないが
noindexタグによって 除外されました
として検出されるURLが 増えており
該当URL検査をすると
X-Robots-Tag-http ヘッダーで
noindexが検出されました と表示されます
検出されたURLの リダイレクトをもとに
X-Robots-Tag noindexを
設定しているページは存在しますが
それがリダイレクト先まで 作用しますか？
通常はリダイレクトもとの noindex設定が
リダイレクト先に作用することは ないと思いますが
もしリダイレクト元の設定が X-Robots-Tag noindexだった場合だけ
リダイレクト先にまで 作用している可能性はないでしょうか？
とのことです ご質問ありがとうございます
具体的なドメインやサイト名が 添えられていたため
状況を確認することができました
それ以上確認したところ 該当のURLでは確かに
noindex X-Robots-Tag httpヘッダーを設定していたようです
ただ我々が数日前に デバッグして確認しました
最新のヘッジにも このヘッダーはありませんでした
なのでタイムラグが 生じていたようですが
その他問題がありそうかどうか っていうのは
担当チーム内でも確認している とのことです
もうしばらく様子を見て
再度Search Consoleを 確認してみて頂ければ幸いです
ご報告ありがとうございました
では続いてのご質問に移りましょう
sitemap.xmlの lastmodの
更新頻度に関する ご質問を頂いております
弊社は 旅行比較サイトを運営しており
検索結果一覧ページが 主流になっているサイトです
このような一覧ページは
料金情報は 日々更新される情報になりますが
表示金額は更新の度に 金額が変わるとは限らず
情報更新のタイミングに 必ずコンテンツ内容が
変更になるわけではない と言う状況です
Google検索セントラルには
lastmodの値は ページに対する最後の重要な更新の
日時を反映する必要があります と記載されておりますが
前述のような一覧ページの 料金情報の変動は
重要な更新に 含まれるものでしょうか？
また料金情報の更新に応じて
sitemap.xmlの lastmodを更新する場合
ページの更新は されているものの
ユーザーから見た料金情報に
変動がないといったケースが 起こりえます とのことです
ご質問ありがとうございました
こちらも具体的なドメインや サイト名が添えられていたため
情報を確認することができました
担当チームに確認したところ
ページに加えた変更が ユーザーにとって重要だと
思われる場合は更新してください とのことでした
理論的には価格の更新は 重要だと考えております
トラベルサイトだけでなく もしかしたらショッピングサイトにも
必要かもしれません
ぜひ同じようなカテゴリのサイトを 運用中の皆様は
ご検討いただけたらいいのかな と思いました
ご質問ありがとうございました
はい それでは続いての ご質問に移りましょう
トップページが インデックス登録されない
件に関するご質問頂いております
トップページがクロール済み インデックス未登録の状態にあり
インデックス申請を 繰り返しているが
2年以上 インデックスされない状態です と
サブディレクトリにトップページを 展開していることが問題なのでしょうか
他に要因となりそうな点が 見当たらないのですが
この場合ルート直下に トップページを設置した方が良いのでしょうか
とのことです ご質問ありがとうございます
こちらも具体的なドメインや サイト名が添えられていたため
状況を確認することができました
そのうえで現在では 該当のトップページは
インデックス 登録されているようでした
改めて お伝えすることではあるんですが
システムがページをインデックスするのに 時間がかかる場合があります
そんな場合でも インデックスをリクエストすることは
適切な作業ではあるんですが
それでもインデックスが 保証される訳ではありません
なので例えば インデックスされるのを待つ間
サイトの他の部分を改善する といった作業を
行うことを通常では お勧めしております
ご質問ありがとうございました
それでは続いてのご質問に 移りましょう
トラフィックを獲得するために ということでですね
某ブランドがなぜこれほど 多くのトラフィックを
獲得できているのか 知りたいです
とあるキーワードで検索したところ
上位5件の検索結果のうち
3件が同じブランドのものでした
さらに類似のキーワードで 検索した際も
検索結果に3つの同ブランド ページが表示されました
これは非常に驚くべきことです
同ブランドのウェブサイトや 記事を読んだのですが
AIで作成したものではありません
明らかに広告記事ですが 比較やポイントなどを
多用する利点があります
その記事の内容以外に 優れている点を知りたいし
そこから学びたいと思っております
例えば同ブランドはSEOのために 複数サイトを立ち上げ
その全てが 良いトラフィックを得ています
これは有効な戦略でしょうか？
またこれはGoogleが これらのウェブサイトが
ほぼ同一であることを 識別できていないことを
意味するのでしょうか？ とのことです
ご質問ありがとうございました 本件も具体的なURLや
クエリの情報が添えられていたので 状況を確認することができました
とはいえ実際にこちらのサイトに どれくらいのトラフィックがあるのかは
分かりませんが 検索結果上のコンテンツの
多様性に関する フィードバックのようにも感じました
もしそのような意図で ご質問されている場合は
該当のサイトがGoogleの 検索結果を操作しようとしている
という風に思われる場合は
スパム報告のフォームから ご報告ください
ここからは個人の感想にも なるんですけども
類似サイトを複数立ち上げる場合に
ユーザー視点では多く混乱して しまうんじゃないかなと思っております
それぞれの背景だったりとか 戦略があって
複数サイトを立ち上げることは あるかもしれませんが
基本的にはユーザーのことを 考えて彼らが混乱することなく
役立つ情報を 得られることを
重視して頂くのが 良いかと思っております
こういった全てのサイトに関して 同一のコンテンツだと
我々が識別しているわけでは ないんですけども
添えられていた具体例に関して
どちらも検索結果に表示されており 正規化されているわけではない
つまり同一のコンテンツとは 識別されていないことが分かります
そうですね 例えば多地域だったりとか
多言語のサイト運営に関して
こういった課題に直面する ケースもあるかなとは思っています
そういった際はGoogle 検索結果を最適化する
ドキュメントなどもありますので
ぜひそういったところ 参考にしながら
実装を進めて頂くのが 良いかなと思いました
ちょっと…
この質問文とは別に 具体的なクエリだったりとか
サイト名 サイトURLなど 添えられていたので
他の方ではこういうことかな っていうのは想像できながらも
分かりにくいポイントもあるかな とは思っていて
そちら申し訳ないな と思っているんですけども
こういったご質問ございました
ご質問ありがとうございました
では続いてのご質問に 移りましょう
こちらが本日最後の 質問になっていますね
検索パフォーマンスの 数字が不自然
である件に関する ご質問頂いております
Search Consoleの 検索パフォーマンスにて
検索での見え方を ジョブのリスティングに設定した際の
平均掲載順位が不自然です
具体的には7月の22日から 24日以降
平均掲載順位が 不自然に高いです
自社媒体全てで 同様の傾向が見られますが
サーチコンソール上での 集計方法が変わったのでしょうか？
とのことです こちらご質問ありがとうございます
担当チームに 確認しておりましたところ
集計方法に変更があったことは 確認できませんでした
なので念のため 詳細を記載したスレッドを
例えばサーチセントラルの フォーラムなどに作成して
皆さんが状況を確認できるように して頂いても良いのかもしれません
例えば 予想できることの1つとしては
可能性の1つとしてなんですけども
やっぱり検索結果のUI内のものは
時間と共に変化するものに なっています
なので検索順位に関しても
いくつか変更されることが 予想されます
なので例えばそういうことが ないかってことを
ぜひ検索結果でも目視でも 確認頂けたらいいかなと思います
掲載順位の高い枠も 1つのコンテンツとして
表示されてないかなど そういった点も
併せてみて頂ければ
仮説として色々考えて いけるんじゃないかなと思いました
ご質問ありがとうございました
はい ということで
以上となっております
皆さん 今回も Google検索オフィスアワーは
楽しんで頂けたでしょうか？
はい 次回のGoogle 検索オフィスアワーは
2024年9月26日を 予定しております
もう外はまだ暑い暑い という感じなんですけども
もう9月になってるんだな とちょっとびっくりしていますが
そんな感じで朝晩 過ごしやすい気温になってきておりますが
変な気候も続いているかな って個人的には思っております
ぜひ皆さんも気を付けて お過ごしください
そして引き続き質問フォームは こちらから受け付けておりますので
質問がある方は お寄せください
前回あたりから このショートURLの方も
短縮URLの方も ちょっと分かりやすい形に
変更しておりますので
辿り着きやすいんじゃないかな と勝手に思っています
はい どうですかね はい
ということで それではまた
次回のオフィスアワーで お会いするのを楽しみにしております
それではまたぜひ見てくださいね バイバイ

---

## 2024-08-28 - Google Trends Advanced Tips

URL: https://www.youtube.com/watch?v=Kkd2PkbCdSc
Caption: en-US (manual, json3)

- Welcome to another Google Trends tutorial episode!
I'm Daniel Waisberg, Search Advocate at Google.
I'm really happy to introduce you
to the Google Trends Engineering Manager, Omri Weisman.
- Hi, Daniel, thanks for the opportunity!
It's great to leave my desk for a moment
and join you in the Google Trends tutorial series.
I'm excited to share some of the ideas that we have
about how to best use our product.
-In this video, we'll talk about advanced features,
such as special characters, and detailed comparison filters
that may help you find the exact data you're looking for.
GOOGLE TRENDS
-In the previous episode,
Hadas and Daniel walked you through the main features and capabilities of Google Trends.
So, if you missed it,
you might want to check it out before you watch this video.
We also learned that it's usually best to search for topics rather than terms.
Topics are language agnostic and include misspellings,
but if there's no topic that matches your search,
you can use punctuation to find exactly what you need.
This is why I'll start with punctuation.
ADVANCED SEARCH WITH PUNCTUATION
If you search for the term "boat trip" with no punctuation,
your results will contain both words in any order;
no misspellings, variations, or plural versions will be included.
We can alter this in three main ways:
using quotation marks, the plus operator or the minus operator.
Searching for "boat trip" in quotation marks shows you the data for this exact term,
possibly with words before or after.
If you search for "boat" minus "trip,"
results will include the word "boat" but exclude the word "trip."
If you search for "boat" plus "trip,"
results can include the words "boat" or "trip."
Note that the last option will always have a higher search interest than the previous two,
because it's the broadest one.
When it comes to languages, Hadas mentioned in the previous episode
that searching for a topic will cover all languages,
which can be useful to understand the bigger trend.
However, if you're interested in a specific language,
you might want to look only for that language.
For example, if you enter the Japanese character for "cat,"
pronounced "neko" in Japanese,
you might miss the overall trends,
since many people in the US, for example, search for "cat" in English.
To get the full picture,
compare searches for the Japanese character for "cat"
and English searches for "cat" using the plus operator.
ADVANCED COMPARISON MODE
-Getting the data you need is essential,
but to understand what it means, you need a comparison point.
For example, is the growth localized or global?
Is the growth seasonal,
and if so, how does this season compare to the previous one?
To create a meaningful comparison,
you can use the filter capability inside the search term.
Let's take a look at some examples to understand it better.
Let's say you own a travel agency in the UK
and you're interested in search interest for the term "boat trip."
How are people interested in it over time?
First, enter the term in the Trends' Explore section
and change the time frame to five years.
This will create an interesting chart showing that this term is highly seasonal.
People search for "boat trips" significantly more in the UK summer than in the winter.
To learn more about data seasonality, check the links in the description.
While it's interesting to know the time of year when the term has a higher interest,
you'll need more information if you want to make decisions based on the data.
You can use a special filter to analyze trends year over year.
This will help you neutralize the seasonality effect,
making sure you're comparing like for like.
Start by changing the date to "Past 12 months,"
add an identical term to the "Compare" box and hover over the box.
Click the three dots menu and select "Change filters."
Here, you see two options: location and time range.
Click the time range and select "Custom time range"
to choose the previous time period.
If you're looking for full years,
you can use the built-in capability to choose the past five years.
That would make your search quicker.
After these steps, you'll end up with two lines in your chart:
one for the past 12 months and a second for the previous 12 months.
You can repeat this further up to five times.
With this view of the data, you can see very clearly that,
even after you neutralize the seasonality effect,
the trend is upwards.
That being so, search interest has been growing year over year for "boat trips."
Now, let's assume you're based in the United Kingdom
and you're interested in expanding your business to the United States.
Let's look at the past five years of data for "boat trips."
Now we add an identical search term, and instead of comparing date ranges,
we compare the United States to the United Kingdom.
The data shows that the search interest for "boat trips" in the UK
has been consistently higher than that of the US over the past five years.
Maybe you change your strategy
and look at other countries to expand your business.
You can compare up to five markets in the same way.
MONITORING, EXPORTING, AND SHARING DATA
-There are a few ways for you to share, export and monitor trends
for the search terms you're interested in.
One of the cool things about sharing and exporting capabilities
is that they'll keep your data filters.
If you're doing an advanced comparison
and feel like you need help from a colleague or some specialized tool,
you can export the data and continue your analysis somewhere else.
The easiest way to share Trends
is by copying the page URL after you finish your analysis.
When you add terms and customize filters, this URL updates.
This means that, if you create a complex comparison
using any of the tips we've shared in this video,
they'll be reflected in the URL,
so anyone you share it with will see exactly what you're seeing.
Another way to share a chart is to embed it on your website.
You can generate an embeddable card to add to your website
from almost any card on the page.
These cards will show up-to-date data
and may also reproduce some in-product interactions.
You can also export the data from each of the cards to a spreadsheet.
Click the "Export" button and a CSV file will download,
which you can then use to do further analysis or visualization.
Wow, I feel like taking a boat trip now.
Those numbers are so convincing!
-I know, Google Trends can take you places!
-We hope that you learned a few tricks to make the most out of Google Trends data,
and that now you understand how search interest works over time.
-In the next episode,
we'll talk about ways for you to check what's trending right now.
Don't forget to subscribe to the Google Search Central YouTube channel
to be the first to watch it.
-Stay trendy!
GOOGLE TRENDS

---

## 2024-08-22 - Working with the Search Console API | Search Off the Record

URL: https://www.youtube.com/watch?v=ZFEYYmJjJ94
Caption: en (automatic, json3)

[Music]
hello and welcome to another episode of
search off the record a podcast coming
to you from the Google search team
discussing all things search and having
some fun along the way my name is Martin
and I'm joined today by John from the
search relations team of which I'm also
part of hi John hi Martin also with us
in the studio is Miis Mii hi hey hey
John hey Martin thanks for having me
would you be so kind to introduce
yourself to our listeners sure so I'm an
SEO Enthusiast and entrepreneur based in
Romania and I started tinkering with
SEO um almost 20 years ago about 2006
something like that oh wow uh yeah I was
uh in back in my University days uh as a
student and
uh I really like figuring out how things
work and SEO was this interesting
mysterious thing that uh a lot of people
are trying to figure out so I did what
most other people were doing back then
is try to create a few websites and try
to get them to rank basically um so that
slowly morphed into a kind of a
freelancing job where I started to do
SEO for other people's websites and and
um after finishing my master's degree in
Bucharest I decided to open my own
agency and that I think that was around
2011 2012 wow so you've been around for
a while huh yeah I basically just tried
to transform my hobby into a legitimate
business and yeah ever since then my
passion for SEO constantly grew uh so I
created a few SEO tools along the way
and also tried to get myself to involved
as much as possible into the SEO
Community First by joining a lot of
John's SEO office hours
and and then becoming a uh product
expert although I think it was a top
contributor back then uh on the Google
uh official search Central forums cool
and that's that's why you're here in the
office today because uh we're doing a
product expert Summit in Zurich at the
moment and we thought it would be a
great idea to maybe invite someone from
the product expert group to join us for
the podcast yes so I don't know if
everyone out there listening to the
podcast knows the help Community or the
forums as we call them um would you like
to introduce them a little bit like how
how does the community work how does the
Forum work from your perspective like
who goes there what goes on
there how can I as a non SEO navigate
these places how does that work sure so
I can tell you why I join the forums in
the first place uh first of all just as
with uh John's SEO office hours uh I
think the forums are a good way to kind
of bridge the gap between the official
documentation which is kind of catered
toward you know broad uh it has kind of
a broad appeal um whereas the office
hours and the forums kind of cater more
towards specific use cases and issues
that people might have um it's also the
case that I I know that um googlers
can't really come up with their own
personal opinions so uh I think it's a
good um chance for us PES uh which are
non-googlers
to use our own experience and come up
with suggestions that are our own and be
able to help people along the way that's
pretty cool um it's also a learning
opportunity for me because I get to see
some issues that I might have not
experienced myself before and uh it's
just a joy to help out other people yeah
I really like the forums as well exactly
for the reason that you said um the
documentation has to be like Brad
because we don't know what the context
is what people are coming to the
documentation for is they like are they
trying to learn about the topic are they
trying to fix a specific problem what
kind of environment are they in and in
the Forum you can have these kind of
discussions like hi my WordPress site
has this symptom what could it be and
it's very very hard to make
documentation specifically for these
kind of problems especially if it's like
a thing like WordPress where you can
have like so many different plugins and
different WordPress versions and like
different configurations and stuff and
uh I I really enjoy the forum for
exactly these kind of things and I find
it super interesting to browse it as you
say like it's a learning opportunity and
I I think the the other part that I I
find really useful about the help forums
is that a lot of people when they come
there they don't know the terminology
where if they knew which words to search
for they could probably find some help
article about it or some blog post
somewhere uh but oftentimes they they
just don't know like what what is it
actually called like I have this weird
issue that I can try to describe but I
don't know like what what the official
names are and the in in the Forum people
can join in and be like Oh you mean
canonicalization and then they're like
what what kind of weird word is this uh
but at least that gives them a little
bit more of a hook to find out more
about what what they could be doing
differently yeah and there's uh there's
um a big spectrum of people who join in
some of them have little to no
experience some of them are more
familiar with the terms and are just
they have this specific issue that they
might have not been able to find um a
resolution for in the documentation and
it's usually it's usually the the type
of threads that uh people create are
either around more technical stuff um
and or search console related uh issues
and that's usually more related to
crawling
indexing um and there's the other types
of threads which are more related to
ranking like I did everything right and
my site hasn't rank or my traffic went
down and please help me with this uh the
first one the more technical um uh
related issues are easier to solve or
easier for us PES to provide an answer
to because we can always point to the
documentation and figure out in your
specific use case you should do this and
that whereas with the ranking um issues
that's a bit harder because uh it also
tends to generate some heated discussion
from now and then and most of the
time and um what we usually do in those
kind of scenarios is try to go with the
user and try to help them diagnose and
at least eliminate some of the usual
suspects like try to figure out is there
any technical thing that might prevent
you from ranking well um afterwards we
maybe try to look at whatever search
algorithm updates have been
uh launched recently and try to
correlate any traffic changes with those
and afterwards we kind of get to the
part that's more subjective where it's
like content quality and other aspects
such as that where it's more of
everybody's or each B's personal
experience that comes in and tries to
come up with a um with some
recommendations on what the user should
improve I I think ranking questions are
are fundamentally impossible for us as
Google to help with um not not so much
because like we we can't diagnose them
but because there just so many different
ways to kind of look at those problems
and that feels like an optimal situation
where Community input is really valuable
because you could go this way and maybe
create more content on this topic you
could go the other way and like maybe
delete a lot of your junk you could
improve your design you could simplify
the design it's like there there lots of
different op
that can lead to improvements with
ranking and uh sometimes I I feel site
owners just need to see that there are
different ways to do it and no one way
is the right way and that's something
where I I find the experience from the
PE Community is is really helpful um
where it's like if people don't agree
that's I think also a really strong sign
that there just different ways to do it
and that's fine and I think one thing
one one cool thing that we can also do
as pees if is that um if we can figure
things out we can always escalate it
further to the to to our private PE
Community where other PES can pitch in
with their ideas and Community managers
can also choose to escalate it to the
Google product teams so um whenever we
think that okay a user has an issue that
we think shouldn't happen or shouldn't
be there we can try to advocate for them
towards Google in order to either get
the issue fix or at least figure out why
is it happening in the first place so
we're always trying to Advocate on
behalf of the user I'm mentioning this
because some of the users think that we
are just an extension of the Google team
where in fact uh we're trying to help
users based on our own experience and if
we can figure things out we're always
trying to help them by escalating it to
Google and trying to get a response and
maybe along the way solve a bug or
improve some aspect that uh googlers
might have might have not noticed
initially the other thing that you
mentioned is that a lot of it is so you
had like Technical and we had ranking
but a lot of this is also Google search
console and that I find interesting
because I had lots of conversations with
the search console team and I was
visiting them in in the office
um their job is surprisingly hard
because they have to cater to like
professionals who are like managing
hundreds of websites and with like
millions of pages and then there's like
Martin who runs a
bakery and and wants to know how his
website's doing in Search and and
canonicalization what the hell is that
what what does it mean to be discovered
but not crawled and uh and they have to
somehow figure out a way to bring that
into an interface that somewhat to some
degree works for everyone um what what
are like the bigger challenges with with
search console then in the
forums um so some of the bigger
challenges are for people to understand
for example one of the most common
questions I come up against is um how
can I solve these specific notifications
when sometimes there's nothing you need
to do about
oh so for example oh the these pages are
listed as having a canonical tag and not
being indexed and in some cases that's
fine or maybe they're um not indexed du
to them having a no index tag that
WordPress put there because it kind of
makes sense for those pages not to be
indexed but they're shown in search
console and some people uh think that oh
if it's not indexed then it's an issue
that that I need to resolve in order for
my website to perform better true true
yeah and the same with like 404 it's
like oh this it found these 5,000 four
or four pages and like well you've
removed 5,000 products from your shop so
yeah so so would you say the errors in
search console are not
helpful well I think some people don't
really differentiate errors from just
simple
notifications uh and messages that kind
of tell you this is the stat of your
website it's not the case that you
should always do something about it so
it's this is more of a notification
these Pages aren't indexed just so you
know you might have not you might have
de-indexed them intentionally and that's
fine uh there are some cases where some
pages might not be indexed and you might
want to do something about that and
that's where I think a lot of um users
come to the Forum and try to make sure
they understand everything correctly and
try to make sure they're not missing
something and get a bit more information
that they might find in the
documentation okay so kind of they they
would go to The Forum and say like
here's this report in search console
that says I have so many issues what
what do I need to do now that's right
and then you might look at that and say
well it looks like maybe you updated
your website and you removed a lot of
pages so it's expected that all of these
errors are there and it's not that you
have to fix them all but I guess
sometime well I I hope sometimes you
also look at the report and say oh
actually you do have to fix these issues
yep yeah especially when you have things
like craw not index or discover not
indexed a lot of users are worried okay
I did everything right why are these
Pages not getting indexed and us aspes
we can take a look at the website and
figure out uh whether there's anything
that they could actually do it's usually
around those two issues it's not
necessarily something technical that
they need to solve like add this tag or
remove or add this whatever thing uh but
it's um um yeah it's kind of case
specific and we try to figure out
whether there's something they could do
to improve um and get those pages
indexed and sometimes some pages at the
end of the day Google doesn't index all
of the pages so some pages will always
be there and sometimes we just tell
users that as well cool um you you also
built a kind of an add-on to search
console
right um Can can you tell us a little
bit more about the the add-on that you
created sure so um I'm lucky enough to
have a partner in my agency that kind of
focuses on the more creative and
marketing things uh and marketing
aspects of SEO Alexandra and that kind
of allows me more to focus on more
technical stuff and analytics uh and I
think analytics is very important for
both web Masters and seos to try to uh
look at the data and extract insights
and come up with a strategy on how to
improve their website and get more
performance in terms of uh traffic and
Impressions about eight years ago I
found out about
the well search console API I think it
was web Master tools API back then and
um um I'm basically in my SEO work I try
to leverage my technical background
since I finished a Technical University
I have some basic programming skills and
with a lot of tutorials I try to kind of
cut down on the more more repetitive
aspects of SEO kind of the more boring
part and that would leave me more time
to focus on insights coming up with
strategies and so on and as I mentioned
about 8 to 10 years ago there was the
case that within Web Master tools you
had a 90day window uh you now have 16
months but back then you had a 90-day
window where the data was available so
we had to uh remember every month to
download the data and save it uh to be
able to reference it uh later if we
needed to and that was quite manual and
uh we use a lot of Google Sheets and
Google Sheets have has this programming
language that's similar to JavaScript
that allows you to add some
functionality and combined with the API
from Web Master tools uh I built a quick
script to be able to extract data from
from uh Web Master tools and uh extract
it directly into Google Sheets so we can
save it for later use uh afterwards I um
simply buil a UI around it so to make it
easier for both me and my team to to uh
extract the data uh into Google Sheets
and it was just kind of the natural Next
Step was to basically just make it
public and one other thing I noticed
when using the API and that was very
interesting to me is that there seems to
be a lot more data in the API that you
might be able to find in the UI
especially for larger projects and the
data is also structured a lot better to
be able to offer you or make it easier
for you to extract insights for example
you can uh extract all of the queries
and the pages associated with them at
the same time whereas in the UI you kind
of have to click on each query to see
whatever Pages umed clicks or
Impressions uh so you can do that at
scale and sometimes you can download
even extract from the API hundreds of
thousands of rows which makes it very
useful for especially if you have a
larger website that receives a lot of
traffic for a a bunch of different terms
cool nice afterwards um one other
automation I thought about was to make
it even easier to extract those kind of
monthly um uh data from from Web Master
tools and afterwards search console uh
so without even logging into Google
Sheets so the next step was to build an
automation so you can set it up so every
month the add-on extracts that data on
your behalf and puts it into the Google
sheet of your choice and you don't even
have to worry about or remember that oh
I need to log into Google Sheets and
extract the data and that's
nice and after the URL inspections API
was launched I also integrated that in
the into the tool just because that's
kind of a different aspect of scale with
the with the API you can do like
thousands of URL inspections in a few
minutes whereas with the UI you kind of
have to do one by one okay wow it's it
seems like almost like all apis in
search console make it to uh I I I
really love the the kind of monthly
automation I I always thought that was
something that maybe in search console
we we could add something along those
lines as well uh we have I think the
monthly emails that come from search
console insights uh which are little bit
like lightweight over youw but it feels
like I don't know a monthly dump into a
spreadsheet that's that's like a pretty
cool idea like I don't know like why
don't we have
that talk with someone p i I just love
the the search console insid variation
because it's such an an easy to use
broken down look at your website so if
it's like Martin Bakery uh I'm loving it
because I I feel like now we're covering
all through so to speak tiers like the
people who are like I just have a
Business website I just want to know how
it's doing that's like the search
console insights and then like the
average kind of person the average user
or the ad hoc kind of debugging thing
where you just go into search console
and use the UI or the power user like
you clearly are Mii uh who can just like
do pretty much all the things they need
and get all the data they need to then
do their own breakdowns and Analysis in
sheets which I think is pretty cool
right that's one of the main reason I
made the tool public simply because I
figured if I have this issue there's
probably a lot of people in this
community that have this issue as well
as web Masters so yeah I I make I made
it public in order to try to give back
to the SEO
Community um and help other people solve
the same issues that I had cool um have
you tried the big query integration I
have not simply because we're so used
within our team to work with Google
Sheets and I find Google Sheets very
useful to be able to diagnose data and
performance issues and extract insights
without being too much of a technical
user and that's kind of why the add-on
is as simple as possible it's just a way
to here are the parameters give me the
data and it gives you the raw data and
it has privacy in mind as well in the
idea that all of the data is sent
directly to Google Sheets we don't use
any servers everything is is directly
from the Epi into your
spreadsheet um in order to get all of
the raow data that the API has so cool
yeah I I use spreadsheets for everything
it's I I think at home when I say
anything it's like I put it in a
spreadsheet uh if if I need to create
like a giant database for something I
will just put it into a spreadsheet I
know like Martin is probably
this meme of people using spreadsheets
for databases but it's it's especially
Google Sheets is is that thing where
it's almost like a server backend that
you don't really have to like mess with
sure it's it's kind of slow if you kind
of need to do a lot of things but it's
easy to put in it's easy to try things
out copy paste do like simple uh graphs
and things so I I am a big fan of
spreadsheets what do you see in the
future it's like everyone is adding AI
are you adding AI to Google Sheets
that's one feature I I had in mind
although um so I've I still am pretty
involved into the SEO work that our
agency does so I'm I'm getting a lot of
insights based on our own work and
there's some power users that also email
me with feature requests and some of
them are doable in the sense that it is
something that I could Implement in the
future some of them kind of depend on
the apis that Google has available for
example A lot of people are requesting
indexing information which is not yet
available uh in the API but other things
uh right now the tool is just made to
extract the raw data but perhaps you
could or I could Implement something
that would provide some basic insights
similar to the soci console emails that
um every Web Master gets so I think
that's one thing that uh would be not
very hard to implement and would be very
useful to a lot of people afterwards yes
I think with the Advent of llms um a lot
of people would would maybe find it more
useful to use natural language to ask
give me insights about this data what
queries um are performing well what
queries aren't which Pages have issues
and so on and that's actually possible
right now just not with this tool I
actually created a separate tool called
search ches for GPT which is again just
a simple integration of uh chat GPT with
the um uh search console apis to be able
to ask it and retrieve data into into
chat GPT although I don't see that
working for very big projects um maybe
you just want to get like top 10 queries
or top 10 pages and things like that but
probably for big projects you still will
rely on Google Sheets spreadsheets
woohoo spread sheets spread databases I
flinched a little bit as a developer
there yeah oh god um that's that's
really really cool stuff and uh I wonder
is there like a place online where
people can find you and your
tools well I'm I try to be active from
now and then on both Twitter and
Linkedin and uh yeah either my agency
website which is verify. agency or um
the tool website which is search
analytics
for.com and um I guess you can also find
me from now and then in the Google
search Central forums acting as a p
trying to help people up with their
issues o very nice so I know some people
at search console
um if there's anything in the API that
you would like what would that be well
the main thing would be indexing data I
would love to have and a lot of people
would love to have um everything
regarding
indexing uh in the API so basically all
of the indexing reports that you
currently have in search console well
have them directly in the API so you can
extract them in in Google Sheets and
maybe be able to correlate them with the
performance data in order to find out if
you're having issues and try to extract
insights from there and there's also the
issue that within the UI you also have I
think a thousand Pages a thousand rows
available for each indexing report where
whereas in in the API I assume that we
will be able to have a lot more data so
that's again a very useful thing to have
um especially if you have a bigger
website yeah
so I I can't promise anything of course
and like I just hear this now so if
you're listening to this podcast don't
assume that next week search console is
going to launch an indexing report API
but who knows I I think with regards to
the amount of data that might be tricky
because some websites are really large
and like it it will always need to be a
sample of of the actual or of the full
data because I I don't know if if you
have a giant e-commerce site and you
have 50 million 404 Pages like I I don't
see Google being able to give you a list
of 50 million 404 Pages or even as a
site owner it's like what what would you
do with 50 million 404 Pages usually
it's some systemic issue and you fix it
and then it fixes 10 million four or
four pages you don't you don't need to
manually go through and check for like I
don't know millions of pages but okay
indexing API or indexing report API I
guess that's that sounds pretty cool we
we should talk with the search console
people yes definitely would be great
definitely even if it's a lower amount
of data just being able to put it into a
Google Sheets and not having to export
them if if you're doing all of your data
analysis in Google Sheets already having
that uh feature and being able to
extract it easily into Google Sheets
along with all of your performance data
and maybe URL inspections and what have
you would be probably very useful for
people in terms of the data amount I
don't know I I thought the same about
the performance API the search analytics
API and if you have like a million pages
that have receive traffic the API will
actually give you all of the million
pages so it seems that there's a lot
more data that the API is able to
provide versus uh versus the UI which is
always kind of a a sample of the data
yeah yeah cool all right okay we we
should we'll take that back chat with
some people yes yeah we'll take that to
the team awesome well uh thank you so
much for joining us Mii it has been a
huge honor thank you so much for having
me and yeah it's been an honor to be a
guest of the search off the Record
podcast and also thanks John for being
here with me today well thank you Martin
for having me it was a pleasure that I
was allowed to join oh of course you no
of course obviously anyway thanks to all
of you as well for joining us uh and
listening in um into this wonderful
episode and next time on search of the
record we'll be talking about shopping
so thanks again for listening folks and
goodbye goodbye
bye-bye we've been having fun with these
podcast episodes and we hope that you
The Listener have found them both
entertaining and and insightful too feel
free to drop us a note on Twitter @
Google search C or chat with us at one
of the next upcoming events that we go
to if you have any thoughts and of
course don't forget to like And
subscribe thank you so much and goodbye
[Music]

---

## 2024-08-21 - English Google SEO office-hours from August 2024

URL: https://www.youtube.com/watch?v=Fj42gKDQxYI
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
SPEAKER 1: Hello, and welcome to another episode of Google's SEO
Office Hours.
In these videos, we aim to answer your questions
about SEO and Google Search.
These questions were submitted using the form link
below over the past month.
To answer them, we have folks from Google's Search Quality
Team.
Joining me today is Martin.
So let's get started.
Frederick asks, my website has English and Swahili pages.
The English pages are almost always indexed,
but not the Swahili ones.
Is there any bias from the Swahili language?
For the most part, we treat content similarly,
regardless of the language used on the page.
However, they are separate pages.
So you need to make sure that they're linked
from the rest of your website.
A good way to help localize pages in terms of indexing
is to cross link the various language versions.
That way, if the English version is well-known,
we'll see the links to the other language versions
and potentially use them, too.
This would be in addition to using hreflang.
Our international sites guidance has a lot of information which
you might find useful, too.
SPEAKER 2: Anon is asking, can a lot
of internal links with nofollow tags
or many pages with noindex tags signal to Google
that the site has many low-quality pages?
No.
It doesn't signal low-quality content to us.
It just tells us that you have links that you're not
willing to be associated with, or you
have pages that you don't want to end up in the index.
That can have many different reasons for the links.
For instance, because they are user-generated content,
in which case you could tell us that they are real
UGC instead of nofollow.
Or you don't know what these sites that you're linking to
will be doing in a couple of years
or so, so you mark them as nofollow.
That's not a problem.
If you have pages that you don't want in the index,
that can have lots of reasons too,
and there's nothing wrong with marking them noindex if you
don't want them in the index.
SPEAKER 1: Maria asks, my website has a lot of 404s.
Would I lose my site's rankings if I don't redirect them?
First off, the 404s would not affect the rest
of your site's rankings.
Redirects can play a role in dealing with old pages,
but not always.
For example, if you have a genuine replacement product,
such as a new cup that functionally replaces
a cup which is no longer produced,
then redirecting is fine.
On the other hand, if you just have similar pages,
then don't redirect.
If the user clicked on your site in search of a knife,
they would be frustrated to see only spoons.
It's a terrible user experience and doesn't help in search.
Instead, return an HTTP 404 result code.
Make a great 404 page, maybe even
make a 404 page that explains why
spoons are superior to knives, if you can make that argument.
Just don't blindly redirect to a similar page, a category page,
or your home page.
If you're unsure, then don't redirect.
Accept that 404s are fine.
They're a normal part of a healthy website.
SPEAKER 2: Seongsu is asking when a crawler pulls
an image from a CDN, or Content Distribution Network,
does the response speed determine whether the image
appears in search results?
No.
The image will appear or not appear for a variety
of reasons in search results.
One out of many is that we might already have this image
index from another domain.
But users definitely will thank you if your images load quickly.
Also, some CDNs have additional features you might want to use,
like dynamically resizing or optimizing compression
based on what the user's browser supports.
So CDNs can have a few benefits besides speed as well.
SPEAKER 1: I'm the site owner, and I can't log in
to Search Console because my hosting and my site database
is deleted.
I want to remove all the URLs so that after my domain expires,
a new owner can't misuse it.
This is an interesting question that I don't
think we've run across yet.
The data in Search Console is not tied to users.
So anyone who verifies a site later on will see that data.
There's no way to reset the data shown there.
So you'd have to prevent the domain name from expiring.
The advantage of this process is that you
can reverify your site in Search Console without any data loss.
To remove all content from Search
for a site that's already removed from the server,
you can use the domain verification for Search Console
and submit a temporary site removal request.
This doesn't remove the site from the index,
but it will prevent it from being
shown for a period of time.
If you're selling the domain name,
it would be nice to tell the new owner of this removal request.
so that they can cancel it if needed.
SPEAKER 2: I have a website with different subdomains
for various markets with pages that contain the same content.
How can I make sure that these rank specifically
for the market mentioned in the subdomain, asks Anon.
Well, if it's the same content, it's the same content.
So if there's variations due to the country,
you can tell Google Search that by using hreflang, for example,
in Germany, Austria, and Switzerland,
where content might be pretty much the same,
but currencies and prices might differ,
you can use hreflang to suggest to show a certain variation
in a certain country.
But just because you have regional subdomains
or subfolders doesn't make the content unique
and show up for specific regions.
SPEAKER 1: Craig asks, my rich results show the wrong currency.
Can you help me resolve this issue?
Often, this is a side effect of Google's systems
seeing the page as being mostly duplicate.
For example, if you have almost exactly the same content
on pages for Germany and Switzerland,
our systems might see the page as being duplicates
even if there is a different price shown.
One approach is to make sure that the pages are not
that similar.
Another approach can be to try to use the Merchant Center feeds
for pricing information instead of using
structured data on the page.
I'm curious to see what you work out.
If you get a chance, feel free to drop me a note on LinkedIn.
SPEAKER 2: Anon is asking, our website is experiencing
significant disruptions due to targeted
scraping by automated software leading to performance issues,
increased server load, and despite IP blocking
and other preventive measures, the problem persists.
What can we do?
This sounds a lot like a distributed denial
of service issue if the crawling is so aggressive that it
causes performance degradation.
But you can try to identify the owner of the network
where the traffic is coming from, like their hosters,
for instance, and send an abuse notification.
You can use WHOIS information for that usually.
If that doesn't work, then maybe a traceroute helps.
Alternatively, you might want to use a CDN.
CDNs often have features to detect this kind of bot traffic
and block it.
By definition, they usually take traffic away from your server.
And also, they distribute it nicely.
So it's a win-win really.
Most CDNs do recognize legitimate search engine bots
and won't block them.
But if that's a major concern for you,
I would consider asking their customer support
before you choose a specific CDN to go with.
SPEAKER 1: On Search Console, I have a shopping tab,
but my website is not an online shop.
How can I fix that?
Thanks for asking.
There's nothing you need to do in a case like this.
Our systems have recognized some product-related information
on some of your pages, which is why we suggest this to you
in Search Console.
It doesn't mean that our systems assume
your website is an online shop.
And even if that were the case, there's no downside to that.
This is just a way of showing you some options that
might be useful for you.
SPEAKER 2: Anon is asking, if I create a YouTube video
and then take that exact text or content and place it
on a web page, could Google flag that web page
or site for duplicate content?
Well, no.
One is a video, and the other one is text content,
and that would be unique content then.
It's also not a bad idea to do that because some users,
like me, for instance, might prefer a text version
and others might not even be able to use
a video version of the content in the first place
due to bandwidth concerns or visual constraints.
SPEAKER 1: Chaz asks, how can we ensure
proper prices are displayed in the organic text
results for products on a retail website?
I'd recommend using the Merchant Center feeds if you can.
There are ways to submit pricing information
in Merchant Center that don't require a lot of work.
So I'd check that out.
If you can't find ways to resolve this,
then please drop us a note in the Help forums
with the details needed to reproduce the issue that you're
seeing.
SPEAKER 2: Can we use aggregated reviews from a specific service
and feed it to Google via structured data for products
on our shop?
Would this negatively affect SEO, asks Sumit Punia.
Yeah, don't do that.
If you check our documentation on the technical guidelines
for reviews, you will see we specifically have
a guideline against that thing.
So it means your pages won't anymore
be eligible for review, which results if you do that.
SPEAKER 1: Does Google crawl subfolders in a URL path
which don't have pages.
Would it be a problem?
Great question.
I've seen variations of this over time.
It's very common to have URLs with paths that don't actually
exist.
The easy answer is that Google systems generally don't just
try variations of URLs out.
They rely on links to discover new URLs.
This means that unless you're linking to those subdirectories,
most likely Google wouldn't learn about them and try them.
That said, even if Google were to try them,
and they return a 404, that's totally fine.
Having pages on your site return 404 when they're not used
is expected and not a sign of a problem.
SPEAKER 2: Narayan Patel asks, why does Google
crawl our hacked pages after a year, where those pages are 404,
and delete it?
Well, Narayan it takes a while until Googlebot will give up.
Sometimes people remove pages by mistake.
Sometimes hacked pages come back with legitimate content
after a while.
So Googlebot does not want to miss out on that.
And who knows?
Maybe there are even links somewhere on the internet
pointing at these pages, too.
So it will get kind of rediscovered and retried
for a while.
The good news is that that doesn't hurt your site
in Google Search.
And eventually, Googlebot will move on.
SPEAKER 1: Victoria asks, Hello, I'm based in France,
and I want to target the US market with my online shop.
Should I change anything in my Search Console settings?
The geotargeting setting no longer exists in Search Console,
so there's nothing that you can or need to change there.
The main thing that comes to mind is that you might want
to consider a generic top-level domain like .com
if you're currently using a country-specific,
top-level domain like .fr.
We have more information about how
to work with international websites in our documentation.
For online stores, I'd also recommend
checking out the Merchant Center documentation
SPEAKER 2: Aiken is asking, I ran several free website audits.
Some of them suggested me things that
were never mentioned in the Search Central documentation.
Do these things matter for SEO?
Well, it can-- a lot of these audits don't specifically
focus on SEO.
And those that don't still mention
a bunch of outdated or downright irrelevant things,
unfortunately.
I'll give you some examples.
The text-to-code ratio, for instance, is not a thing.
Google Search doesn't care about it.
CSS, JavaScript not minified that you got apparently
as well is suboptimal for your users
because you're shipping more data over the wire,
but it doesn't have direct implications on your SEO.
It is a good practice, though.
SPEAKER 1: I'm having issues with indexing since updating
our WordPress plugins.
Well, I can't speak for WordPress plugins,
but it's important to keep in mind that a content management
system, like WordPress, and plugins or themes that you
install can significantly change how your website is presented
to users and search engines.
Settings there can block or break search completely.
If you're uncertain and seeing issues after making changes
there, I'd recommend getting help
from someone who has worked with the specific systems
that you're working on who can help
to diagnose issues and guide you to appropriate settings.
SPEAKER 2: Anon is asking, do UTMs
in a link with medium referral remove
the SEO value of a backlink?
No It doesn't, but you should still
canonicalize the target page of that link to the URL
without the UTM parameter.
It makes reporting and tracking a lot easier for you.
SPEAKER 1: How can software as a service companies
ensure their login page appears in their sitelinks?
Well, you don't have direct control
over what's shown in sitelinks.
These are essentially normal web results.
However, there are a few things that you can do specifically
with login pages.
First off, if you have content behind a login page,
redirect logged out users to the login page
and let search engines see that.
Secondly, make sure your login page is indexable.
Don't use no index, and don't block crawling with robots.txt.
If you do those things, then your login page
will be seen as a normal page on your website
and can be indexed accordingly.
SPEAKER 2: Josh K. is asking, what
is the SEO impact of leaving user comments unanswered
on the blog posts?
None.
There is no SEO impact.
It's text on your pages.
The comments are text on your pages.
But Google Search doesn't check if that piece of text
means that you haven't answered a comment
or have answered a comment.
Text is either there, then it matters,
or it isn't, then it doesn't.
SPEAKER 1: Risov asks, my robots.txt file
is showing as a soft 404 in Google Search Console
while it's visible to users.
Why does that happen?
This one's easy.
That's fine.
You don't need to do anything.
The robots.txt file generally doesn't need to be indexed.
It's fine to have it be seen as a soft 404.
SPEAKER 2: Eric Richards is asking,
it looks like I'm missing an X-Robots-Tag.
How do I resolve this issue?
Eric, it's not an issue.
It's not an issue.
It is a mechanism to do specific things.
So the X-Robots HTTP header or the robots meta tag
are only relevant if you want Google Search or other search
engines to treat a page differently
from any page on the web, really.
For example, if you want a page excluded from the index,
you can use either the X-Robots HTTP header or the robots meta
tag to tell search engines that you don't want that
indexed using a no-index value.
If you don't have an X-Robots-Tag or a Robots meta
tag, the page will just be treated like any other page.
And most importantly, can and possibly will be indexed.
SPEAKER 1: Anita asks, how can I fix the page
with a redirect issue?
I have an international website targeting
USA, China, Japan, and Korea.
They all use Geo IP redirects.
I added hreflang, but when I checked the China website
in Search Console, I get the error
that the page is not indexed.
It's a page with a redirect.
How do I fix this?
Can all sites be indexed in Google?
Geo IP redirects are when a website automatically
redirects users in specific regions to their local pages.
This can cause significant issues with search engines,
as their crawlers would also be redirected.
This prevents them from seeing the other local versions
of your pages.
Anecdotally, these redirects are also
annoying to me and probably many other users.
Instead of redirects, we recommend
showing banners to users on other country versions
and allowing them to click to their local versions as needed.
We have more on this in our documentation.
SPEAKER 2: MSB is asking, if the law for calculating
the circumference of a circle is 2 times pi times r,
then the condition for the existence of a real circle
is the number pi.
And this number is not real because it is infinite.
And therefore, there is no real circle in nature.
And every circle in nature ends at a certain precision.
And real circles exist in our minds and hearts only.
I, uh-- um--
my, uh-- what?
I mean-- uh--
hmm.
I guess-- I guess that's a good point,
but, ah, please don't make me question my model of reality.
SPEAKER 1: Leonard asks, I changed my website a year ago,
and I did a lot of work on SEO.
Should this be affecting my website's traffic by now?
It's tricky to say much here.
I don't know what specifically you did to work on SEO.
And I don't know if that would have resulted
in significant changes.
There are many best practices which
have minimal effect on the day-to-day performance
of a website.
For example, having a clean page structure
helps search engines to better understand
the content on a page, but it might not necessarily
result in immediate search ranking or traffic changes.
The most effective elements of SEO will vary across websites.
It takes a lot of experience to go
from a long checklist of possible items
to a short, prioritized list of critical items.
Your experience here will grow over time as you practice.
I recommend getting input from others
and practicing by helping with challenges that others
pose in the Help forums.
Good luck.
SPEAKER 2: Fabio Subzwari is asking us,
do I have to be concerned about bad actors trying
to make our site appear untrustworthy by sending spam
or fake traffic to my site since site trustworthiness is binary?
Well, it's not really binary.
And just by sending traffic from questionable sources to a site,
that site won't be tainted.
If a site as spam content or has malware on it,
these kind of things, that's a problem, yes.
But nobody gets to choose or control
where traffic or links are coming from.
So that's not something that Google Search
will look at to judge a website's trustworthiness.
SPEAKER 1: Will asks, we have a website with satisfying ranks,
and now our product added new features.
We need to modify the page meta title and description.
Does that affect the current rankings?
Yes, or better, maybe.
Changing things, like titles or headings on a page,
can result in changes in search.
Similarly, changing the meta description on a page
can result in changes with how the snippet of the page
is shown in search.
This is expected and usually something
that SEOs or site owners focus on in an attempt
to improve things in search.
How do I increase my Google Search Console property limit?
We run a digital agency and want to avoid
making multiple accounts.
It's great to hear that your agency is growing.
But unfortunately, it's not possible to increase
these limits in Search Console.
Sorry.
And that was it for this episode.
I hope you found the questions and answers useful.
If there's anything you submitted
which didn't get covered here, I'd
recommend posting in the Search Central Help Community.
There are lots of passionate experts active there
who can often help you to narrow things down.
And, of course, if there's more on your mind,
please submit those questions with the form link below.
Your questions here are useful to us and to those who
catch up on these recordings.
So please keep them coming.
If you have general feedback about these episodes,
let us know in the comments or ping us on social media.
In the meantime, may your site's traffic go up,
and your crawl errors go down.
Thank you, and see you soon.
Bye.
[MUSIC PLAYING]

---

## 2024-08-20 - Help! Google Search isn't indexing my pages

URL: https://www.youtube.com/watch?v=Q5kYrmzNhcU
Caption: en-j3PyPqV-e1s (manual, json3)

SPEAKER: Eventually, Googlebot might get around to crawling it.
That's the moment when it fetches the page
from your server and processes it further to potentially index
it.
Once it gets to crawling, the URL would move
on to the "Crawled-- currently not indexed,"
or the page gets indexed.
[MUSIC PLAYING]
Today we will dive into Google Search Console's "Discovered--
currently not indexed" status in the Page Indexing report.
When using Google Search Console--
and you should use it-- you probably went
into the Page Indexing report and perhaps saw
these kinds of reasons for pages not being indexed.
One of the most frequent questions we are getting about
this is the "Discovered-- currently not indexed" status.
Let's see what it means and what you could do about it.
First and foremost, Google will almost never index all
content from a site.
This isn't an error and not even necessarily
a problem that needs looking into.
It's a node on the status of these pages mentioned there.
To understand what this means, we
need to look at how a page proceeds
through the systems and processes that
make up Google Search.
At the very beginning, Googlebot finds a URL somewhere.
That can be a sitemap or a link, for example.
Googlebot has now discovered that this URL exists.
Googlebot basically puts it into a to-do list
of URLs to visit and possibly index later on.
In an ideal world, Googlebot would immediately
get to work on this URL.
But as you probably know from your own to-do list,
that isn't always possible.
And that's the first reason why you might see
this in Google Search Console.
Googlebot simply didn't get around to crawl the URL yet,
as it was busy with other URLs.
So sometimes it's just a matter of a bit more patience
on your end to get this resolved.
Eventually, Googlebot might get around to crawling it.
That's the moment when it fetches the page
from your server and processes it further to potentially index
it.
Once it gets to crawling, the URL would move
on to the "Crawled-- currently not indexed"
or the page gets indexed.
But what if it doesn't get crawled and stays
in "Discovered-- but not indexed."
Well, that usually either has to do with your server
or with your website's quality.
Hmm.
Let's look at potential technical reasons first.
Say you have a web shop and just added a thousand new products.
Googlebot discovers all these products at the same time
and would like to crawl them.
In previous crawls, however, it has
noticed that your server gets really slow
or even overwhelmed when it tries
to crawl more than 10 products at the same time.
It wants to avoid overwhelming your server,
so if it decides to crawl, it might
do so over a longer period of time-- say, 10 products at
a time over a few hours rather than all the thousand
products within the same hour.
That means that not all 1,000 products get crawled at the same
time.
Googlebot will take longer to get around these products then.
It makes sense to look at the Crawl Stats report and the Reply
section in there to see if your server responds
slowly or with HTTP 500 errors when Googlebot tries to crawl.
Note that this usually only matters for sites
with very large amounts of pages--
say, millions or more--
but server issues can happen to smaller sites too.
It makes sense to check with your hosting company what
to do to fix these performance issues if they arise.
The other far more common reason for pages staying
in "Discovered-- currently not indexed" is quality, though.
When Google Search notices a pattern of low-quality or thin
content on pages, they might be removed from the index and might
stay in "Discovered."
Googlebot knows about these pages
but is choosing not to proceed with them.
If Google Search detects a pattern in URLs with low-quality
content on your site, it might skip these URLs altogether,
leaving them in "Discovered" as well.
If you care about these pages, you
might want to rework the content to be of higher quality
and make sure your internal linking relates
this content to other parts of your existing content.
See our episode on internal linking
for more information on this.
So, in summary, most sites will have
some pages that won't get indexed,
and that's usually fine.
If you think a page should be indexed,
then you should consider checking the quality
of the content on these pages that stay in "Discovered--
currently not indexed."
Make sure as well that your server
isn't giving Googlebot signals that it is
overwhelmed when it's crawling.
Please leave us a comment if you want more technical content
on Google Search Central and what other topics
we should cover.
Thanks for watching, and see you soon.
And I now proclaim myself Google Search.
I'm not Googlebot.
Googlebot is gone.
I'm the new Googlebot.
Googlebot is on vacation.
I'm the substitute Googlebot.
Ask me anything.
[LAUGHS]
[MUSIC PLAYING]

---

## 2024-08-14 - Google Trends walkthrough

URL: https://www.youtube.com/watch?v=GXpGoUw4YUw
Caption: en-US (manual, json3)

- Welcome to another Google Trends tutorial episode.
I'm Daniel Waisberg, Search Advocate at Google,
and in this video, I'm joined by Hadas Jacobi, Google Trends Engineer.
- Hi, Daniel.
I'm very glad to join you and share more about how to use Google Trends.
One thing that's always top of mind for us
is building a product that is user-friendly and insightful.
-In this episode, we'll use an example to show you how to compare trends
for a group of search terms or topics,
and then we'll explain each of the filters and cards available in the product.
GOOGLE TRENDS
-Google Trends is a powerful tool that provides valuable insights
into what people are searching on Google and YouTube.
Whether you're a marketer, journalist or researcher,
understanding Google Trends can help you uncover emerging trends
and make informed decisions.
On our last episode, we had an introduction to Google Trends data.
Check it out to understand more about that.
Let's start by exploring the home page of Google Trends.
Here, you can see a search bar,
where you can enter search terms or topics to explore.
Let's say you own a coffee shop
and you'd like to learn about preferences in your region,
or maybe you like coffee a lot, like me,
and want to know what people around you think about it.
Type "cappuccino" into the search bar and choose the "coffee drink" topic.
This will lead you to the Explore page.
Just to make things more interesting,
let's add two more topics: "latte" and "espresso."
You can explore up to five topics or terms at a time.
It's best if you compare like for like:
Compare topics with other topics and search terms with other search terms.
This is the best practice because each topic includes lots of terms,
so it might be misleading to compare a topic to a single term.
In this example, you can see a line chart with three lines,
one for each topic, showing the search interest over time.
There are four filters to help refine your search
and pinpoint trends specific to your area of interest.
You can choose a location.
For example, if you're writing an article
about the change in coffee consumption patterns in Brazil,
you can choose "Brazil" here,
or you can choose "Worldwide" to see global trends.
You can choose a time period.
If you're interested in longer trends, you can select the past five years
or all the data available,
or pick your own date range, if you prefer.
You can choose a category.
Google Trends allows you to explore trends within specific areas,
such as Food & Drink or online communities.
Lastly, you can choose a Google property to look at trends
for Google Search, Images, News, Shopping or YouTube Search.
Another cool thing to test is to leave the search term field blank
and play with the filters.
This reverse approach gives you the most common search topics and queries
for a specific location, time frame, category or property.
We'll talk about different use cases
where you might use this view of the data throughout the series.
-After you choose your filters, the charts, maps and tables will all update,
and you'll be ready to start exploring.
But, wait, where were we?
-Coffee!
-Yes, Hadas is on the hunt for coffee drinks.
-Back to the coffee search interest in Brazil.
You can see a bar chart next to the main line chart.
Each bar represents a search term or topic you're exploring.
They show the average search interest for each of them.
That's a high-level view to help you understand
how the terms compare to each other in general.
In this example, "cappuccino" is the topic with the highest search interest.
The peaks and valleys on the graph
represent fluctuations in search interest over time.
By analyzing these patterns,
you can identify seasonal trends, news events,
and other factors influencing how people are searching for coffee over time.
For example, here you can see that "cappuccino" has a higher search interest
between May and September, around wintertime in Brazil.
If the chart has many drops to zero,
it's often an indication that the term you're searching
doesn't have a large enough sample,
which means that the non-zero points are likely to be statistical noise.
For example, if you look at the same chart for a different time range,
you'll notice a lot of points where the line goes down to zero.
This means that we don't have enough data for this search term for this period.
You should ignore this data.
In this case, try looking at a broader audience;
for example, choosing "Worldwide" instead of only "Brazil,"
or you could choose a broader search term.
Maybe the search term you're analyzing
just doesn't have enough searches.
Below the main chart, you'll find a few cards.
First, you'll see a region breakdown comparison.
If your location is set to "Worldwide," you'll see search interest by country.
If you've selected the country, you'll see interest by subregion.
Darker shaded areas have a higher level of search interest.
You can view the data group by country, region, city,
and in some countries, you can also view search interest by metro area.
To select your desired breakdown, use the menu at the top right of the map.
When you hover over a country or use the list view,
you'll see the search interest for that particular country,
just as you do with other Google Trends data.
This number will always be between zero and 100:
100 being assigned to the term
with the highest search interest on a specific date.
The search interest for all the other search terms
will be adjusted proportionally to the highest point,
creating what we call a normalized index.
-Lastly, you'll see tables for related topics and related queries
connected to the term or topic you entered.
To scroll through the results, click the arrows below the table.
By default, the tables display rising data for both topics and queries.
These topics or queries have seen the largest increase in search frequency
since the previous time period.
For example, if you're looking at the past 12 months of search interest,
Trends will calculate the largest increase between the past and the previous 12 months,
always using an equal time range.
You can see the percent increase in search interest
next to each topic or search term.
Breakout searches have increased by over 5,000% in the given time frame.
Usually, these are new, or had very low search volume previously.
Click the top right of the card where it says "Rising" and switch to "Top."
These are the queries or topics with the highest search volume.
They aren't necessarily rising,
but they have the highest search interest among the related topics and queries.
You can click the menu on the right of each term to explore it in more detail.
-Before we go, one last important point:
Since you're not looking at absolute numbers,
when sharing your data analysis,
you should avoid statements such as "We've seen 100% growth in Google searches."
Make it clear that this is an approximation,
for example, by saying "There was a growth in search interest of approximately 100%."
Also, remember you can only compare search terms
when you search for them side by side.
If you search for two terms separately,
each will have a different normalization index,
so they can't be compared.
The numbers you see represent search interest
relative to the highest point on the chart for the given region and time.
-In summary, Google Trends helps you gain insights into search trends
and understand audience interests.
By exploring the data and applying it to your work,
you can make more informed decisions.
-The best way to learn how to use Trends is to play around with the tool,
so head over to trends.google.com and try out some searches.
It's fun!
-Thank you for watching. We hope you found it helpful.
To get more tips on using Google Trends,
subscribe to the Google Search Central YouTube channel.
-And stay tuned!
-This is a cappuccino, this is a latte, and this is an espresso!
-I don't understand.
Google Trends says that "espresso" has way more search interest,
but cappuccinos are so much better!
-I didn't know there was so much interest in coffee on the web.
GOOGLE TRENDS

---

## 2024-08-08 - Crawling smarter, not harder | Search Off the Record

URL: https://www.youtube.com/watch?v=UTAo-mfM75o
Caption: en (automatic, json3)

[Music]
hello and welcome to another episode of
search off the record a podcast coming
to you from the Google search team my
name is John and today we have Lizzy and
Gary say
hi don't tell us what to
do yeah
hi thank you thank you so nice to have
you here last time we talked with Dave
smart and apparently we also talked
about
crawling but I was not
here for the listeners John is trying to
figure out Lizzy's notes because Lizzy
started reading this or wanted to read
this and then John was like no I do it
he would not let me do the intro so now
we are left with this intro which is
very confusing okay go forward Lizzy
okay so this is supposed to be a part
two for people who were not following
along I guess uh we had episode one with
Dave smart uh to talk about what is
crawling and we sort of did like a
background uh I don't know set the Stage
episode and since then Gary has posted
too many times about crawling on
LinkedIn so we thought maybe we could
talk about that what what do you mean a
why was I not told that da was part one
two what does it mean I'm posting two
much or too many things about crawling
what is too two two to T wo your English
construction is
weird I heard that you posted about
crawling but I actually didn't yes I
heard you told me that you posted about
crawling uh on LinkedIn and you got some
surprising responses from people
uh surprising in more senses than one
are you sure I'm pretty sure it was you
[Laughter]
oh I also
heard that this year you were going to
work on crawling oh is that was it is
that a true statement yeah at the
beginning of the year you thought maybe
you would do something with crawling
well yeah um and I mean we already done
some things I think but in general yes I
think should do more on crawling in the
sense that we should make it
more well we should craw somehow less
which would mean that we crawl more I
think you did post about that on
LinkedIn and then Barry post cross
posted that Google wants to crawl less
and then the internet broke because they
were like what Barry from this is like
Barry from search Eng table right yes
very
shorts oh cool I mean it's it's
something I I hear from a lot where they
think well Google usually crawls more
when he thinks my site is
good Google the googlebot they slash
them googlebot accepts all pronouns okay
then then that was fine I'm sorry are
you a spokesperson for Google
B yes okay so so people
thought that googlebot usually crawls
more when Google bot thinks that
something is good so the assumption is
that you can turn it around as well and
be like well I will push googlebot to
crawl more and then googlebot will think
my site is actually
good which no I mean is that like a
chicken and an egg thing though what
like does your site have to be good
first for Google to then crawl it more
or just Google crawling more then means
your site is good I don't know Gary what
what do you think why me if if I can
make googlebot crawl my site more
because of my fancy robots. Tex
file does that mean that my site will be
better in SE I mean why would it I mean
it sounds like people are using this as
like a proxy like if Google is
interested in my site more often and
that means that stuff is good but it
could also mean that there's an infinite
space on the side so it's like it like
it's it's not oh that's a cool hack I'll
put a calendar script on my side no sit
down please has this always been a thing
that people think that more crawling is
equals good I think so I mean in one of
the presentations that we uh keep doing
search Central live events that is
actually about myth busting and it has
at least one or two questions about
crawling and then it's like oh Google is
crawling my a lot so my site must be
very good and like n not really like it
can mean many things but generally if a
site is of or the content of a site is
of high quality and it's helpful and
people like it in general then Google
bot well Google tends to crawl more from
from that site but it can also mean that
I don't know the site was hacked and
then there's a bunch of new URLs that
Google bot gets excited about and then
it goes out and scrolling right like
crazy or we discover John's calendar
script and um then we try to craw every
single URL for every day until
20177 so it's it it can mean other
things as well than just quality but
then on the on the flip side if we are
not crawling much or we are gradually
slowing down with with crawling that
might be uh a sign
of uh low quality content or that
we
rethought the quality of the site
because it's but what if it's not
changing what if
it's what like the content so we go and
crawl it and they haven't made a change
why would we need to go crawl that often
again if they're not making a lot of
changes I mean we have to go back and
see if it if it changed right but if we
notice that it's not changing do we then
back but would that result in like
overtime less probably but I don't know
John has a s that he hasn't abdate
updated in
like
72
years um I'm looking at the logs here um
and um he could say it still gets
crawled yeah I think it's challenging
with with those kind of sites because
maybe it didn't get updated in the last
couple of months but maybe it gets
updated in five minutes okay so Google
still wants to check just in case that's
that's my understanding at least yeah I
I think with with regards to the amount
of crawling
and uh the external perception there's
also the aspect of like a lot of sites
have a lot of different pages and then
it's not so much that Google crawls one
page very often it's sometimes just like
well if you have all of these pages and
Google has never crawled them then
Google wouldn't be able to know what to
do with it so some of that perception of
like well if only Google could crawl
more then it would see that I actually
have some good content I I can kind of
understand that is it more about like
crawling more often like my my
assumption is that a lot of people just
look at the crawl stats report in search
console or server logs and just look at
the number of requests over time and
then you don't necessarily see it's like
oh it's looking at my homepage every day
but more like it's looking at 500 pages
every day but which ones are they hoping
to see like that just increasing over
time like what's the ideal state from
from from a site owner's perspective I
think so because that also seems like
maybe bad um you know that form that we
link to in on Onie on developers at
Google comes as search um where you can
report issues with the with Google bot y
um and those reports end up
uh in our inboxes and there we see
sometimes that people are like uh
increase our craw over
time um and it doesn't work like we are
not going to increase anyone's crawling
if they right in through that form like
if there's some crawling emergency then
we would decrease their um uh or the
crawl volume for that side but it's kind
of obvious that they want increased
crawling over time some some people
people want ah okay so you're saying
that like the form is there and you're
supposed to use it only to report like
too much uh like your servers are being
overloaded this people are filling it
out anyway and they're like give me more
yeah but it's a form like we we are
quite explicit about what you should use
that form for but then it's a form so
it's like people are going to people
anyway so um we get other requests as
well which we cannot satisfy but we
still get them how would that work or
have we ever considered a method like
that where people can't ask
automatically yeah we we had the setting
in search console but that was about
limiting right so reducing Li of crawl
but it's always about limiting like
because the the upper part that has to
be determined about what we what the
server tells us about how uh much it can
handle what if it says I can handle
everything
well it would not be able to like the we
would at one point we would crush the
server and we wouldn't be able to
connect to it so that would be a very
clear signal that we have to slow down
okay so is it more of a site
owners not uh understanding that Dynamic
when like what it means to request more
that that effect will then be that their
servers
crash I think the confusing part is that
there are two parts to this one is what
the server can handle and then there's
the quality aspect to it the content of
on the
site uh has to be uh of high quality and
useful for for users or helpful for
users um and then search would or the
search demand for crawling would
increase um and then we would crawl more
potentially um and then the technical
part comes into play like how much can
we actually crawl without harming the
server okay but it's not infinite like
there has to be a limit because the
server doesn't have infinite resources
right uh but this year you thought we
can optimize there that there's like
something that we can do I mean we were
thinking about this for a long time like
there was always coll optimizations
going around um and if you look at the
early posts on um blog posts on on
onesie on on the blog M um then even the
early days 2006 2007 they were
already um like Vanessa Fox former uh
product manager for the old Web Master
tools and the team were already thinking
about how to optimize crawling
more is it usually the same uh sort of
approach like we want to be more
efficient about what we're doing or is
it like a timing thing is there
something new that we could be doing
that we haven't thought of before it's a
combination I
guess like site Maps I don't know John
was involved with sit Maps early on um
but s Maps was one of those
optimizations um and on our side I don't
know like 304 and if modified since okay
um that that was something that had to
be implemented on our side support for
it I
mean
cool um and with if modified sense is
that something that you see people are
doing correctly or is is that something
others should be doing
differently wait if modified SC that's
a request header so it it's us doing it
correctly or well it it could be it
could be that the site says it's like oh
yes everything changed today oh I see
it's like we asked has it has it changed
since yesterday and decid yes yes it's
like you must take a look I see uh
because it could be something that's
automatically in place like yes I update
a link but then my CMS says okay today
is the new date that I published content
and so therefore it gets interpreted
that I made a change therefore come look
at it so I think so the response to an
if modified SS would be a 304 right I
think a 304 is not
modified I don't know off hand I would
have to ask my friend Gemini 304 not
modified HTTP server Response Code okay
so 304 would be it's like no Google it's
like nothing has changed here and a 200
I I think would be the response then if
it's like okay here is actually the new
version right um I I think there's also
like cing directives that you can
respond with um there is I I don't
remember the name of the Apache module
Apache server module but there are other
caching directives as well that you can
respond with I think on our side it's
implemented externally doesn't seem to
be used enough I think so basically
people are just responding with uh like
even if we send out the uh if modified
since uh request header uh servers are
responding with just 200 basically just
ignoring it and I don't think that's
necessarily a good thing but then at
least at Google there are a few products
that probably prefer that
MH probably I how so like for example
news I I would imagine that they don't
want especially for live news like live
blog stuff like really time sensitive
things that are happening like as
cricket matches happening or something
yeah we we don't want to cash
those I guess I I don't know but this is
exactly what I I I want to uh to analyze
that like how how much 304 is used by
external sites how many if modified s
headers are we sending out with with our
fetches um and then try to encourage
people to use it more because it can
save quite a bit of bandwidth and by
definition also resources for the
servers like on our side we don't
particularly care about the resources
for croing how does it save resources is
it because we can just do a little quick
check and then we don't have to fully
look at everything ex yeah exactly so uh
304 response that or I I if I remember
correctly the the RFC the standard the
standard says that you don't put don't
put the HTTP response body in it like
there should not be a response body it's
just a headers so basically you send
back what like a, bytes instead of like
a thousand 100,00 bites or whatever it
is it's a lot smaller back and therefore
not taking up as much space from our
side yeah and I guess the server doesn't
need to compile the full page yeah like
the server can just do the lookup in a
database and like oh nothing new like
move along without having to actually
compile the whole thing so it makes it
more efficient I I imagine for both
sides because like if like if you're are
thinking about our CMS that we are using
for onesie there are lots of moving Part
Parts on on onesie like for for example
if you go to the I don't know the the
blog homepage then you have the to on
the left or whatever we call it but the
book on the on the left you have the
title you have the metadata that we have
in the HTML uh we have the metadata from
def site the CMS that uh that we use and
then you have the content and then for
all of those you have to make these
weird calls to pull in and to compiled
the and then all those calls um they
cost resources uh but then if you can
just make the that one call that John
said that just check whether anything
changed just one call just one call and
it doesn't matter if it's uh like that's
part step number two uh to figure out
whether or not something actually did
change like we're just checking anyway
doesn't matter uh if the change is big
or not I assume like in the next step it
would be to see like okay what well what
changed well that's I I think on on the
server side the server basically just
says like something changed here's
everything it's not like here's a part
of the page that has changed is that
something like a theoretical uh space
that we could look at like if if we
could say like hey actually it was just
this one paragraph that's where I made
the change you don't need to look at
everything just this one thing was the
change would that be helpful if that
were able to be like compartmentalized
somehow I like from my point of view
probably but implementing it sounds like
a night
I don't know maybe Gary wants to do it
anyway what I mean is this something
that you would be thinking about or is
this like nope crazy no it it's not I
mean it's crazy but it's the the kind of
crazy that we actually like what good
okay um so it's a it's a challenging
task um that can save lots of resources
for the internet not on our side because
again like I wouldn't say that we have
infinite resources but especially with
crawling it's like it's a tiny tiny tiny
fraction of our resource uses you I ran
out of
air crawling is a tiny fraction of our
resource usage and but from like an
external perspective where they have to
render the pages yeah um and make all
those calls to make one
page just sending back the part that
actually
changed that like sounds like a cool
thing yeah and especially with
um uh even in older HTTP versions like
um I think starting from
one1 um there was a chunked um transfer
so basically you could just say that
from this uh segment to this segment
this is the part and then you could just
give that to the to the client from the
from the server but it was more
complicated and I think it was slightly
broken uh like every now and then the
chunks would get get messed up but then
um someone pointed out on LinkedIn that
the ITF is working uh or someone on the
uh on the ITF track internet engineering
task force um which is a standards body
where like the robots exclusion protocol
also lives someone submitted a proposal
for a new kind of Chunk um transfer MH
um and I'm watching that closely to see
where it's going how are they currently
thinking about it is it like a i
navigation up here and then the middle
of the page is here or is it something
more like this stuff changes really
that's why that's my naive thinking I I
think it's more complex than that and I
would need to check the the current
draft to to tell you like how how it
actually works um but uh my naive
thinking that was that like here's the
header here's the
sidebar I'm fairly certain it's not that
simple I I imagine that's tricky because
you almost have to render the page to
understand a Dom if you're saying like
oh the header changed yeah whereas from
from a technical point of view if you
can say oh bytes 500 to 700 are now this
thing then that's easier but it's but
people don't reliably put it in that
same
spot we it's free like it's more
interesting because
and more reliable most likely because
it's not up to the person it's down to
the server and of course you you can
hack around with a server and make it
like like both John and I did stupid
things with our servers to to to fool
people interesting apparently John
didn't okay never I take it back never
um like you can do you can make the
server do stupid things but you need
quite a bit of knowledge about like like
in my case I was on Apple G about
um server modules like EP modules and
especially C to be able to
modify uh modules enough to make them do
something stupid I I think it's also
challenging because it mixes the content
with the infrastructure yeah it's almost
like different levels of interaction but
I I think it would be cool if if people
could say it's like oh actually only
this news item changed yeah or like on a
product page like my pricing this little
area is like the thing that is changing
all the time but the description of this
pair of shoes is the same exactly yeah I
I don't know from personal point of view
I I think that would be cool you know
and the the chunked encoding or the
chunk transfer I I think is is pretty
common like it's also done for videos I
think for large files where you have to
for large for large files for sure yeah
also I I think posts like a post methods
yeah I don't know that that sounds
pretty
cool um what what other kinds of
optimizations do you do you see
happening with regards to crawling
maybe better URL parameter
handling what oh okay like hashtags oh
hashtags hashtags hashtags are
complicated and we have a very comp
complicated relationship with them I
think do you mean hashtags or like what
is it anchors like the the pound oh
sorry the pound symbol the hash symbol
yeah I just assumed that you meant that
sorry I I did mean that so the problem
with them is that they only live on the
client
side okay and why is it a problem Oh
this is because you hate JavaScript
right what I mean yeah but what they're
they're used for JavaScript so for the
the the whole client side server side
like why is it a problem that it's on
the client side it's harder for us to
get there uh pretty much okay it's
further away from us
well Tech technically Google bot cannot
get get
there without rendering without
rendering I see okay and the the URL
parameters that you mentioned that would
be something like the URL parameter
handling tool that we used to have more
in a protocol format where you say this
parameter is optional
or oh that's a good idea can you give me
like a real example of sure like what
what do we mean by
youl ham hams like the HL equals and
whatever parameters that we have on on
Zend on support.google.com okay but like
what would make it hard I guess the fact
that we're using those because
technically you can add the in well
almost infinite well de facto infinite
number of parameters to any URL and the
server will just ignore those that don't
alter the response basically it will
just discard them but that also means
that for every single URL that there's
on that's on the internet you have an
infinite number of
versions because all this stuff can
because you can just add your parameters
to it okay and the
is instructed to ignore them like it
would not alter the content that it
returns but it also means that when you
are crawling and crawling in the proper
sense in like following links and I'm
air quoting here then
everything um yep I'm why are you
laughing like we are not following links
properly it's just like we are
collecting links and then we are going
back well you imply that there's an
improper use of crawling or an improper
way to crawl well yeah it's my pet be
it's like on on Onie we keep saying
Google but is following link it's like
no it's not following link it's
collecting links and then it goes back
to those LS it's not like properly
following links like the the picture
that we are painting is that Google but
is like hopping from it's because it's
going into the anthropomorphic territory
where Google bot thinks Google bot sees
Google bot understands understands
follows walking around on all eight
legs wait six legs how many like okay
don't judge what do you
mean there's got to be a correct answer
for this uh for spiders no spiders they
have an even amount of legs uh URL
parameters why is this a problem in
terms of crawling efficiently so it
sounds like it's because we don't we're
maybe wasting time looking at parameter
versions of the links when it could be
the same thing but sometimes it is
different sometimes it is different and
that's the problem yeah we don't know
based off of the URL like we basically
have to crawl first to know that
something is different and we have to
have a large sample of URLs to make the
decision that oh this these parameters
are uh are useless okay and there's no
way for external like uh site owners to
tell us how they're grouped now do do do
you know how we like to remove features
from search console yes I remember that
we took it away because it was not used
I think I mean it it was not used yes
and now it seems like we there's a need
to to be able to control this but they
weren't using the tool so maybe there
needs to be some other kind of solution
that would be right but like if someone
is complaining that we are over crawling
them because they have one of these
weird URL spaces with yeah an infinite
number of uh Euro parameters then we
could just tell them that okay use this
method to
to
block that that URL
space what kind of method like even
robot cxd could be used like it doesn't
have to be that is after this symbol
like don't look at it or this
combination or something like that
interesting because with Dro cxt you can
it's surprisingly flexible like what
what you can do with it and that's
something that we could do now or would
it require we just have to figure out
what to say oh interesting and I don't
have brains to think about it okay oh so
the solution to crawling is more
documentation oh job
security
darn so wait wait
wait we haven't asked John enough
questions about what his ideas are yeah
John what what are your ideas you keep
asking Gary but have you had any
hairbrain ideas hairbrain
ideas it's top of mind for me top of
mind so
sorry what's top of mine for you
um I I think I think it's is challenging
because I like I like sit maps for
example and apparently people also like
sit maps and they submit them in lots of
really weird and broken ways so that
makes me a little bit jaded almost in
the sense that it's like we will come up
with a new method to make crawling more
optimal for you and then everyone's like
huh well I will just use it
incorrectly yeah so that's that's kind
of the challenge and on on the other
hand I
also would like to make it so that
Google or other search engines don't
have to guess like how to crawl
optimally and uh it should be more clear
and easy for other search engines to
follow like why do we need to go
reinvent the wheel
maybe maybe I don't know but I I think
also just the the awareness of
everything around crawling I think that
makes a big difference uh I noticed that
uh for example when when I launched my
my first crawler back in the year
1822 it ran on this obscure operating
system called
windows and uh when when I initially
launched that I noticed that it's like
almost every site that you put in there
to try to crawl it's like it it goes
crazy like finds all of this crazy stuff
and it essentially shows how how
complicated the web is like all of these
weird links and they go in all different
places and some of them are broken some
of them are infinitely long yeah and I I
think just generally the awareness of
how crawling Works has gotten a lot
better over that time uh people use
common content management system like
WordPress now which make crawling a lot
easier and maybe some of that awareness
just has to go a little bit further to
make it so that more people understand
um potential pitfalls and then think
about like oh this parameter that I want
to add for tracking maybe I shouldn't or
maybe I should do it in a different way
so that it doesn't affect crawling like
what could be the consequence of my
actions of implementing this thing could
cause domino effect somewhere else yeah
I I think for smaller sites like you can
do a lot of things wrong and oh you have
a thousand URLs instead of 10 it's like
that doesn't change anything uh but if
you're giant e-commerce site and
suddenly you have a 100 billion URLs
instead of 1 million then that's kind of
a big
difference uh so some some amount of
awareness from both sides I I think is
important also the thing about
okay but I have enough resources so just
go ahead and crawl them anyway yes CU I
feel but then but then it's like we
could spend that time on URLs that will
actually help your
site because sure I I I don't like when
people think about craw budget but we
are still spending time on
crawling and you could apply it in a
productive way like why yeah is it's not
just exponential we just everything fire
hes and you will catch also the garbage
stuff that doesn't matter it's not
helping anyone
yeah so if you had to say one thing that
you wish people wouldn't do or would
your your pet peeve what would it be
John you canet peeve my my pet peeve
is at the moment and I I guess like at
at the moment means I I recently
received some Mees from folks about this
is people who don't look at the the
server stats in search console server
stats at the crawl stats craws the crawl
stats in search console because there's
a lot of information in there if you
just look at it for example response
time is in their average response time
and like are they just coming to your
inbox and saying John what is my average
response time like hello you can just go
look it up or what kind of question
answer is like 792 millisecs no no well
the the problem is the problem for me is
when it's not milliseconds anymore like
oh why are you not crawling my side
enough and I look at the stats and it's
like oh it takes on average like three
seconds to get a page from your server
it's like that's actually a very long
time we we don't really tell people like
what they should be aiming for there see
it's either is it an on and off thing
like it's either working or it's not and
if it takes 2 seconds versus 10 seconds
that's still not necessar we're not
showing it as broken well I mean like
several seconds is actually fairly long
like if if you want us to crawl a
million URLs from your website and
instead of 100 milliseconds it takes
like 10 times as much or 20 times as
much that's that's a big difference and
that's something where if you looked at
those stats then you could go to whoever
whoever's running your server and be
like look at these numbers these numbers
are objectively bad yeah you can improve
them and then they have something that
they can work on which is very different
from a lot of other SEO things where
it's like oh my relevance is not great
and then someone else on the server side
is like well okay I can't change that
this is more like a clear like an it's a
black and white sort of yeah number that
you can take back and say like things
are bad please fix it exactly and you
can multiply number of pages on your
site by the response time you're like
it's like this is a lot of time that is
being wasted
MH okay so open the Coss stats so look
at search console
yeah and Gary what do you think Gary you
you you mentioned uh your pet peeve was
people
anthropomorphizing that's your pet peeve
that I do maybe yes uh but for the the
rest of the
people or in general like a a pet peeve
that you have about crawling that you
wish that people either knew or like a
misconception that you see like what the
heck if people would just do this or
stop doing this
hm I don't know if I have a pet peeve
really like there
are or a hill you will die
on
so I kind
of
want hosting companies
to
um help more their customers when things
go wrong because
I wouldn't say very often but every now
and then we see sites complaining to us
that Google but is not crawling them and
then we look at what's happening and
it's like uh uh their their DNS server
is blocking us or their server is
blocking us or their network is blocking
us and then we are like like we have no
idea where it's blocking but it's
blocking and it's on your side and they
are like no because the hosting company
was like it must be you like but it
cannot be you like we see that we cannot
connect to your
server like why would we not want to
connect to your server or your DNS um or
whatever and it's like no but the
hosting company was like it's on your
side and I understand that because of
how hosting companies are set up
nowadays that they are behind the CDN
that also eats up some of the uh trades
information um or they are on um uh
elastic clusters that grow and shrink
and um some of the again some of the
traces are lost but still
if we could just spend more time on like
telling
people we as like those who worked on
networking or whatever uh or server
management um how connections are made
and then help
people
understand and also debug their problems
that would be
fantastic um because like if you know
how a connection is made between two
between a client and a server then like
saying that it's on your side the
problem when a client cannot uh or it's
on the client side the problem when a
client cannot connect to a server that's
like a
stretch so so you're saying more search
console what's a search console more
more features in search console that I
was hearing like in like videos when
when you're doing something wrong or so
that tell the site over the Hoster we
should send more
messages but we should send all the
messages on a single day on a single day
yeah pile them up and then on I don't
know first off uh first day of the month
just just send out all the messages that
we I I have a better idea we post the
messages on social
media and then anyone can fix any s's
problem I know and then we tag
we tag people people yeah hey this is
your site this is your site and we tag
all the hosting companies oh to like
hello we can add them directly like the
companies no that's too much I mean
sometimes the crawling problem is also
on our side sure so like we we kind of
have to accept that they will do the
same thing maybe it's the last resort we
were not able to contact you via this
message so yes we are now broadcasting
we oh we did that before we've done that
before we've also sent faxes before
really faxes
yes is this like a setting this would be
great actually a great setting in in
search console sear console so instead
of like email notific like what method
would you like to be notified a fax
option a fax fact number yes it's
handwritten from John handwritten from
John wait we want people to be able to
read that you have bad handwriting I I
don't think I've ever seen your
handwriting I can't confir
actually I've never seen you write maybe
it's only speech to text all right I
think we are way over time potentially
my timekeeper didn't gesture anything so
I'm not sure we gestured a little bit a
little bit and I missed it because I
can't see that's fine okay it was fun it
was a good good discussion oh it was
yeah oh it well it was supposed to be
painful this was supposed to be well it
was painful good
to
me okay well that's it for this episode
next time on search off the Record we'll
be talking with Mii another product
expert uh about working with the search
console API thank you folks for
listening and goodbye goodbye
bye-bye we've been having fun with this
podcast and I hope you The Listener have
found it both entertaining and
insightful too feel free to drop us a
note on Twitter at Google search C or
chat with us at one of the next events
we go to if you have any thoughts and of
course don't forget to like And
subscribe thank you and goodbye
[Music]

---

## 2024-07-31 - Intro to Google Trends data

URL: https://www.youtube.com/watch?v=G76OomPTrE0
Caption: en-US (manual, json3)

- Welcome to the Google Trends tutorial series!
I'm Daniel Waisberg, Search Advocate at Google,
and in this video, I'll take you on a journey into the world of search data
to help you understand exactly what you see
when you visit Google Trends and search for a term.
When you understand what the data means,
you'll be able to find more and better ways to use it in your day-to-day work.
I'll explain some fundamental concepts, like sampling and normalization,
to shed light on the way we process our data.
Then I'll run through the product
to give a bird's eye view of where and how the data is shown in Google Trends--
and I may need to stop for a cappuccino on the way!
What is Google Trends about?
Google Trends is a tool that provides a random sample
of aggregated, anonymized and categorized Google searches.
What does this all mean?
To answer this question, and before diving into the tool,
let me step back to explain how our data is created.
I'll be a bit theoretical at first, so please hold tight for two minutes,
and then I promise I'll get more practical.
First, there are billions of Google and YouTube searches a day.
If we look at every single one of them,
it can take a long time for us to show you the data.
For that reason, we look at a statistically significant random sample of the data,
or simply put,
we look at a portion of Google searches that is representative of the total.
This allows us to process and make data available within minutes
and still guarantee that the data represents the overall trends.
Second, we clean and aggregate the data to make sure we remove the noise,
while ensuring the privacy of Google users.
This means we exclude terms that are searched by very few people,
like my full name,
or repeated searches from the same person over a short period of time,
like me searching for how to boil eggs before breakfast.
Third, we normalize the data in order to make it easier to compare.
For every search term or combination of terms,
we look at the time frame, location, and other parameters
and estimate the number of occurrences for the term.
Then we divide that by the total number of searches
for the same parameters without the term.
We repeat this for every point in the chart.
Lastly, we normalize the data such that the highest point is made equal to 100
and all other points are adjusted relative to it.
That was the theory part.
Thanks for sticking with me.
I told you it would be just two minutes!
Now, you're probably eager to start playing with the tool.
I'll talk a lot about it in the following episodes,
but here's a sneak peek.
GOOGLE TRENDS INTRODUCTION
Head to trends.google.com and enter a search term, for example, "coffee."
On the Explore page, you'll see how this term has trended in the past day.
You can customize the date range in the dropdown menu
and adjust the dates to your data needs.
You can go back as early as 2004.
You can also choose which property or product you'd like to analyze:
Web Search, which stands for the main Google Search,
Google Images, News, Shopping or YouTube search.
If you want to know what terms are on the rise,
you can head to the "Trending now" page.
We'll go through all the tool capabilities in the upcoming episodes.
Now, back to the Explore page.
You'll notice that, sometimes, in addition to a search term,
you get an option to choose a topic.
For example, when you type "cappuccino,"
you can choose either the search term exactly matching "cappuccino"
or the "cappuccino coffee drink" topic,
which is the group of search terms that relate to that entity.
These will include the exact term as well as misspellings,
so if you're like me
and can't remember if "cappuccino" has two P's, two C's or both,
the topic would cover all options.
The topic also includes acronyms, and it covers all languages,
which can be very useful, especially when looking at global data.
Using topics, you also avoid including terms that are unrelated to your interests.
For example, if you're looking at the trends for the company Alphabet,
you might want to choose the Alphabet Inc company topic.
If you just type "alphabet,"
the trends will also include a lot of other meanings,
as you can see in this example.
That was an overall view of the Google Trends tool.
Remember, the data provided by Trends isn't absolute search volume,
which means you can't know exactly how many people search for a specific term.
The data is simplified into a metric called search interest,
within a range of 0 to 100.
This makes it easier for comparison, while respecting the privacy of Google users.
This means that you can't use the data
to see how many people are searching for a particular term,
but you can use it to see how the popularity of that term
has changed over time.
You can also compare the search interest of different terms across countries,
Google properties and categories.
I hope this video helped you understand our data better,
and that now you can explain it to other people
in meetings and social gatherings.
Trust me, it's a great topic for a party!
For the next episodes,
I'll share this beautiful set with two Google Trends engineers,
who will help explain all the cool stuff you can do with this powerful tool.
To make sure you don't miss any of our videos,
subscribe to the Google Search Central YouTube channel,
and stay tuned!
GOOGLE TRENDS

---

## 2024-07-25 - Internationalization & hreflang | Search Off the Record

URL: https://www.youtube.com/watch?v=WcNTOKdh8Ss
Caption: en (automatic, json3)

[Music]
hello and welcome to another episode of
surge of the record a podcast coming to
you from the Google search team
discussing all things search and having
some fun along the way my name is Martin
and I'm joined today by Lizzy and Gary
from the search relations team of which
I'm also part of hi Lizzy hi Gary
how dare you okay how can you just leave
him hanging like this you're supposed to
say hi back yes hi
back I mean he's following instructions
so that's we having a literal day yeah
we are having a literal day uh speaking
of literals uh the at Lang
implementation ah why would you know I
have questions I have so many questions
and my computer and why now like what
what did I do something or you did
indeed do something um you you changed
the documentation recently no I keep
doing that yes for for a l i mean oh
maybe and you threw me under the bus I
am on the hook for a at flang or like
multinational s Q&A situation soonish
okay I don't know where where did you
see the boss because it was like me
sending an email does anyone want to go
and then you were like yeah I will jump
on that bus I think he just launched
himself in front of the bus like the bus
was coming okay but I do I do have a
question um just one no I have actually
a bunch of questions so the thing the
thing that I know about it is I have in
the past implemented at Lang on a small
side and I know how that works and I
know what our guidelines are for these
but everyone keeps telling me it's very
complicated and it's so easy to make a
mistake and it's so complex and I'm not
seeing this complexity okay so I'm
wondering where does that come from is
it because it was a small site probably
I don't know I think it comes when your
site is big or you are uh managing
multiple properties and the multiple
properties each have their own URL
structures because like ideal not
ideally well yeah like in in an in a
utopistic view you could have like
example.com SL um CH no uh DCH slash and
your pages and then for English you
would just have nus and it would work it
would be so simple but then let's say
that in another jurisdiction you need to
have like a separate domain like you
need to have like example. es for
example I don't know what you are
selling but maybe you need a different
domain name and then maybe on the
different domain name you can't follow
that uh pattern anymore so you
absolutely need to be able to annotate
separately everything like every
language country variation and as soon
as you have to vary things things that's
where you start introducing errors true
because then you can't just apply it by
a pattern yeah yeah okay fair and then
and then if you have let's say multiple
like many domain names for many regions
and each has to follow a different
publishing sematic or whatever that's
where your errors can come into play
what do you mean by publishing
sematic like I don't know like URL
structure or something like that I don't
know so it's harder to sync them up
because maybe you're localizing the URL
or something and then you don't know
that these things match and you make
typos and then like for example with us
on on onesie what is it google.com/
search there we don't localize the URLs
yeah well no we don't localize the URS
we have a parameter that changes the the
language of the page the AGL parameter
but the words in the in the URLs they
are not changing they're not changing
but we have inherent did some
non-english URLs when we migrated the
blog and we had hell of a time with that
yes ah so that's where also uh
complexity can be introduced by just
inheriting like a grown structure and
then it's some some of it is like this
and some of it is like that and yeah so
that's what I was wondering when you uh
said that you implemented HL uh for the
small site was it like were you in
charge of the whole plan or were you
dealing with already localized content
then have to implement something Green
Field project that I think made things a
lot easier we started from scratch and
we knew that we would have multiple
language versions from the get-go okay
so you can set up the plan and make sure
that it makes sense from your business
strategy for example and I I wasn't
involved in all the discussions but like
we had language subfolders or sub
directories so it was like slash slash
and then whatever and then SL de SL
whatever I don't know why we chose that
I know that there's pros and cons to
that versus subdomains or just
completely different top level domains I
have no idea why we chose that I it
doesn't really matter does it I mean
from from a search perspective it
doesn't matter uh no really like not
even like the dot sayha doesn't matter
no sub subdomain doesn't matter like if
you havec c.de doit
do but that's a CCT ID yeah yeah but
that that matters that that that would
matter yeah ah I I think and we switch
like more into the internationalization
topic and we are not on Agia flank
anymore I I think eventually like in
years time that will also fade away like
that benefit oh um because it's not as
reliable anymore as it was back in 2000
that's true reliable on what sense that
it could accurately tell you that this
domain is uh related to the country
Switzerland oh like imagine like just
think about the the all the funny domain
names that uh that you can buy nowadays
like the do aai like U I think that's
Antigua Antigua or something yeah or the
CCT ID for Antigua like it doesn't say
anything uh anymore about the country
like it doesn't mean that it's like the
content is for the country I see because
people are running out of spaces at the
dot level so they're going I don't think
they are running out of spaces they like
it just can be used to be more creative
with the language I was about to say I
had I used to have the domain uh 50
lines of c.de because it's like a coding
blog so it was like code it reads out as
code 50 lines of code it it had nothing
to do with Germany yeah I didn't live in
Germany it was not in German did that
cause any problems I don't think so I
got good traffic on it well I don't
think that it causes problems
necessarily because one of the main
algorith that do the whole localization
thing uh that is called something um
ldcp language demotion country promotion
so basically if you have like a dode
then for uh users in Germany you would
get like a slide boost with yourte
domain name but nowadays like with Co um
whatever dco dode which doesn't relate
to Germany anymore doesn't really make
sense for us to like automatically apply
that that little boost because it's it's
ambiguous that uh what the what the
target is okay because it's a the topic
of the site in combination with the
language that Martin is writing in the
language is absolutely not a hell uh for
what what country you are targeting
would have been my next question like
the blog clearly was English and it was
a de domain so I didn't get the the
Boost H okay interesting
so like I think from a marketing
perspective there's still some value in
buying the cctlds and if I if I were to
run some spam Network sorry like a new
business um then I would try to buy the
the country tlds when I can when like
it's monetarily feasible but I would not
worry too much about it okay and with
things that are
not uh cctlds let's say like I have
something.com
/de and most of the content in there is
German and then there's a few pages in
English is that something that search
would not like or is that like whatever
not like be confused by so what what
would the effect be of that if I for
some reason have English content in
slte no I'm still stuck on you anamorph
ising Google but uh Google is cute would
it cause problems I don't think so I
can't come up with a scenario where it
would cause problems um because the like
we can go down to page level when we are
trying to promote something for a user
in a specific country um it doesn't have
to be the site okay like it can be the
site but it doesn't necessarily have to
be okay like we could know that or we
could have learned over the years that
uh Martin cod. day that is a global site
mhm but then we see that some specific
page or section of the site is
specifically targeting people living in
Switzerland no in oh now I want to like
move away from Global so back to Germany
okay um in U Berlin or frankurt okay um
and then we could say that those pages
should get a boost in uh in German
aha even though they're only targeting
one specific region of Germany we we
look at it from a country's perspective
yeah okay and when you say uh you're
targeting is it the content on the page
or another part that is showing let's go
with content on the page content on the
page okay okay I have another uh
question this actually does come back to
atra flang again um so say I have an
atra annotation on the English version
of a page and it says this is the German
version of this page but then for some
reason I made a mistake and the actual
content on the page isn't German is that
going to cause problems or
not not from a flank perspective as far
as I remember on so I worked on the
parsing implementation plus the
promotion implementation of a l and back
then it didn't cause problems okay um
but that was like
2016 or something okay that's a few
years back uh like since then we changed
so many things um that I like I would
have to check whether it causes problems
my I I think it wouldn't okay because
like the like when I when I said when I
spelled out ldcp then I said the
language demotion country promotion so
for example if someone is searching in
German and your page is in English then
you would like get uh
like a negative like the demotion in the
search it's less relevant to the query
to the person unless you are searching
for something like how do you spell
banana right okay fair enough um because
then it doesn't really matter like what
kind of
um well no it does like it still matters
but yeah because you're searching for
something in English so we would think
okay you want some page that explains
how to spell banana in English not
German but then we also know that the
German is fine like previous queries for
example oh h i mean for personalization
we we do use these these kind oh so if
Martin happens to write an English how
do I spell banana but they know that
also likes German content no yesterday
when we were looking for something on on
on onesie and we kept getting the German
version like when I went home then I
looked into it and it was
personalization basically because right
before that I was searching in German oh
okay interesting so that that can also
happen but like if you break away from
personalization then generally we we
will try to push down languages that are
not in the current alel language alel
language being the the interface
language that you are searching in oh I
see like the like google.com itself in
using the German UI phrases and going
back to more of developer like questions
there's the Lang attribute sure on HTML
tags sure do we care about that okay I
had a feeling that might be unreal
relable for most of the pages it is and
that's because like if you think back
like earlier days I remember that I
think jumla just came with the Lang
attributes set to English and there was
no way to override it even if you Chang
the the template to German or whatever
so it was just like basically yelling
that hey I'm English I'm English I'm
English I mean and then you looked at
the page and it was 100% German so it
was like okay so it became not not a
reliable thing to look at so therefore
it doesn't matter if you get it wrong or
right we're not looking at it right
correct and I don't think that we would
want to change that either um because if
John were here then he would probably
argue against this that I'm going to say
but like ultimately I would want less
and less
annotations site annotations and more
automatically learn things okay because
because it it is very likely more
reliable I'm on the fence about that
because if it goes wrong then I don't
have the means to self-correct that I
think we should have
overrides okay but we should be able to
for example learn Agra L automatically
huh entirely like even when I worked on
a flank like we already had something
that was automatically learning mhm that
two set two pages are the same or
different versions of the same content M
like we we could already do that like
and this was what like almost 10 years
ago wow I'm old now with the
advancements that we have with AI and
all that weirdo stuff wow you're so
excited about it I'm loving it I think
we are overusing that term but that's
podcast for another day what you need is
a regx yes um is regx the new AI regx
the new AI uh anyway but if like almost
10 years ago we could already do that um
really quite reliably H then why would
we not be able to do it now okay is it
for the fail safe thing like we don't
have another option for you to do that
override like for people to say that
this is what I want you know how
sometimes we lose interest in things oh
we're just
bored well it's like it's not that
broken so they just let it continue and
also me being cynical so sure okay but I
mean if we say that the language
attribute is not reliable do we still
think that atra Lang attributes are than
reliable so if I'm marking up something
as this is the German version then it
turns out to be the English version we
are kind of having the same problem no
um I think not um and that's because the
Lang attributes typically come baked in
in whatever publishing software you are
using a lang is not so with a l you have
to put in some extra effort to deploy it
it probably costs a lot so you actually
pay attention like if you are deploying
for someone like like a bigger company
like let's say big e-commerce site
nile.com and then you have to add it to
every page in the either in the sitemap
or in the in the HTML or HTTP headers
that's probably a very big investment
monetarily um and then you want to
ensure that whatever you're doing is
actually correct okay like there's an
incentive for you to to ensure that it's
correct with given things like the Lang
attribute that comes with your
CMS um or um actually the the IDE might
actually just give the HTML template if
which already has like uh Lang
equals so why isn't H Lang baked in just
like Lang would be for from a CMS
perspective why are they not do Lang is
part of the HTML standard and I think to
be a valid quote unquote HTML document
you have to have a language attribute
set ah okay and H Lang is so out of the
box you have to have that so therefore
it already has it but for
hling you don't need it necessarily
it's a thing that you can have but you
don't have to have it to be fair Lang
you don't have to have it either the
browser will just work as fine but um
people are still using like validators
that are like this doesn't have it's not
Lang attribute this is not fine and then
they're like okay fine I'll just set it
to English also I I think the number of
sites that actually need a l is is
really tiny yes compared to the web
compared to the web yeah yeah yeah I
looked this up before this episode that
the web albanac that 9% of sites have a
truffling uh in 2022 of sites or PES
homepages the crawl in 2022 only crawled
homepages but when I read that number I
also didn't know like what does this
mean is it a lot is it not very many
that's a sounds like a lot to me that's
way more than I expected like way more
like one 2% what just said five if if it
were like pages on the internet then it
would be fine I think but if it's just
homepages then it feels weird and 5% out
of the nine I don't know if I'm saying
that right but uh English was the the
bulk of what they said as the a trifling
for the home page interesting I wonder
if that's like a misunderstanding and
people were like oh yeah we have to have
like a version of Atri Lang that says
this is the English version even though
if we don't have any other language
versions but then again to be fair I
think there is a lot okay I do believe
there is quite a large portion of
websites that do have multiple language
versions okay 9% no I think 9% is
actually reasonable really I think
so if you think about it a lot of
companies are doing a multil language
service and even like smaller
restaurants are now offering their menus
in in German and English but you are in
Switzerland yeah okay fair enough that's
true but like even Germany and but in
the US you have Spanish sure oh and then
there's like legal requirements like
Canada all of the official websites at
least but that they are not homepages
they're not necessarily all H H
interesting anyway yeah anyway I mean I
believe the tat but I just I'm just
weirded out yeah it's it's a surprising
number I think so as well
uh you said something about H FL coming
from HTTP headers HTML tags or the XML
sit map right
yes is it a leading question no no no
what I'm wondering
is so the HTML tags and the HTP headers
are relatively close to each other in in
terms of where they are being ingested
but the XML sit map
is slightly does does it make a
difference where I Implement H Lang do I
have to implement all of them or can I
just get away with just doing one of
them and if I do one which one so the
ingestion that's
um yes it's coming from different parts
of the pipeline like site map
annotations come from the feeds
ingestion point oh yeah true that's
feeds and
the headers and probably no the headers
for sure come from Google bot no sure I
mean everything comes from Google but
like HTM in the calling part of sure um
but like internally the the
representation of whatever we CW that
will have the headers and then it will
have the body like the H HTML or the
HTTP um body message as well um and then
from there we are doing processing with
it um technically it doesn't matter
where you provide it but I think that uh
it can be
faster if it's in the HTP headers or in
the HTML because feeds like we process
it eventually like at one point M um but
it's not tied to a specific page okay
like if you publish something like you
want to get that uh weird um non GMO
centered uh candle uh online as fast as
possible and sell it on multiple markets
um then you probably want that
annotation to be seen as fast as
possible by googlebot because there is a
like a dependency craw triggering when
we discover age ring like we want to
verify that mhm that that's truly a
language variation yeah okay um so you
want to to probably have it in the HTML
but of course that's not always feasible
because you might have like nile.com
that has like billions and billions of
pages and then you want to put it
somewhere that doesn't cause problems
for your serving infrastructure because
HTML blocks can be really big if you if
you support like um I don't know like
once he supports what 11 languages or
something uh 18 sure 18 but that's not
that big of a block I mean like well
bwise yes if you add it up for the whole
site or like per I mean if you add it up
of course less than a kilobyte no yes a
kilobyte is not much but if you are
serving but if you are serving a billion
times okay um but we cash no well no we
don't no no no but but think about the
sight's perspective you have to serve
that like a billion times to users oh
yes yes yes yes from a sides perspective
I was like like from perspective it's
like a bilon Pages it's like whatever
yeah are there any other reasons to have
it on the page like not just for for
Google bot finding uh I mean for search
engines I don't think anything else uses
it okay okay what about for
Discovery
no um I don't think it's good for
Discovery other than discovering the
dependency
dependency yeah so verifying that the
two EUR are in the same cluster I see
yeah
um something that that surprised me in
our docs I think is uh that you have
like the page has to self reference it
in the set of Atri flang blocks I don't
remember why we have it there like
yesterday I was editing that page or and
I saw that sentence and I was like I
wonder why we have this here it's not
actually required I know that we have it
there for a reason I I just don't
remember re DN like what is real because
it seems like counterintuitive like why
would you need to say that this is the
page that I am on like isn't it obvious
that you're onage I think it was somehow
related to R canonical oh like we were
recommending that you put a self-
referencing canonical on the page with
the aank block MH and I think we moved
away from that like basically it's like
if you put ra canonical on the page then
don't do it for a ofland do it because I
don't know it will save save puppies or
whatever but it's not related anymore to
to Agra FL and then we saw some
issues and I might be making this up
like a this is from memory we saw some
issues and then we said that just put a
self- referencing age of L on the page
is this like a fail safe kind of thing
where it's like if you say this then
okay we have another mechanism to check
that that's what you indeed meant yeah I
I think so more signals basically yeah
okay but I'm I'm not 100% sure about
like why we say it but I I know that
there was like back then good reason it
sounds like it would kind of still work
if you don't do it for some cases at
least but all right okay I'm pretty sure
it would work huh that's interesting try
it we should try it I haven't tried it
yet I I will try it test him but you
said canonical and that brings me to a
different thing um you have two language
versions okay and we we both know that
Swiss German and German German are at
least in written form pretty similar
unless you write like dialect which you
shouldn't yeah um but there are
differences for instance if I have a
product page for a German shop you will
see a different uh vat and you will see
a different currency and probably also a
different price and then swi like the
the variations are pretty much the exact
same page except for vat and price and
currency sure shipping oh maybe shipping
yeah Poli but maybe maybe shipping only
shows up later on maybe it's not on the
product detail page maybe it's in your
cart or who knows where um why is
shipping in your cart like if you go in
the card and then it actually says how
much shipping you have to I don't know
my point is these pages are very Sim
similar to each other so I think uh D
duplication might kick in but then you
at FL like oh there is different
versions yeah that works right yeah
because I've heard like and I I think I
know why people are complaining about
that not working because I think that
has something to do with the reporting
in Google search console oh yeah yeah
yeah definitely okay okay so that's
that's that one do we want to explain
yes I don't know what you mean oh okay
uh like what is the problem in search so
what what people have told me like here
I go to example
dode and uh this page is not
canonicalized and it's not Google says
it's not or search console says it's not
indexed ah but why is it I have the a
length set up and everything and I'm
like well
it is indexed as part of the H well oh
oh interesting it's not indexed but the
there's refence alternate yeah okay it
becomes thank you ah that aha that's ah
yeah now I have the right wording no you
you know when you know a concept but
it's is really hard to put into words
and I always said like well it's kind of
index but not really so it's an
alternate um so in the reporting it
looks like it fell out of the index at
some point ah okay and from a user
perspect or site owner perspec
persp are both unique they should both
be index but I think like in search in
Germany would still get the German
version even though the Swiss version
would be canonical for instance I I
think it's also important to mention
that search console only only reports
canonical on canonical so basically the
vast majority of the Agia flang
clusters U when we are talking about
similar languages they are not canonical
so basically you are blind um to what's
happening on the non-canonical pages of
a cluster but that was a tough product
decision because we don't store
information about the alternate names we
just put them in the dup cluster and
just say that these are localized
alternate names that we can show in
search results when the user query plus
settings deserve not deserve what's the
word imply it for example we could swap
out the URL for nile.com to
n.ch if the language on it was similar
and the user was from Switzerland for
example I see and is this from like a
efficiency perspective like resourcing
wise storage in search console yes like
search console has some really big sites
in it and when you have to store
information from for those sites as well
then uh like I don't know like nile.com
and the um what thumb notes
um then uh each of these having like
hundreds of millions of pages um then it
becomes a a real struggle figuring out
how
to store data efficiently and then you
will H you will have to make
shortcuts so are you saying that this is
it looks like a problem in search
console but it's not actually a problem
in practice but we also have
announcement about this and I know that
people were unhappy we try to explain it
M um didn't necessarily change how
people perceive it right um we consider
it a feature I know that some people
consider it a B I mean I I see their
perspective because canonical sometimes
change so like you see p it looks in
Google search console it looks like
Pages drop out of the index and
eventually come back in and drop out
again and you're like this should be a
more or less straight line but it's like
a squiggly graph right now what is
happening and then it it turns out
nothing is happening it's just that the
the altern uh alternates switch and the
canonical switch and it it is and
nothing from the site owner perspective
changed they still saying that one is
the the main one and yeah cons is saying
that they're switching nothing has
changed but the report looks like
something has and that's a the other
thing is how do I test my atra flank
setup
actually so many people have written
articles about this I'm just asking
questions here yeah because you can
trust random articles on the internet so
all the time so Google doesn't provide
an Agra L
validator um we never actually have we
had some reporting about it that was
underused and then we removed it okay oh
unfortunate for those who needed
it now we are relying more like like if
someone in public asks me this question
that you ask then I would send them to
um external tools that I know that work
well MH um I remember that um ala
solis's um tool works really well um if
you don't know ala Sol is then why are
you listening to this
podcast um the other one that I think we
mention in our help center documentation
is Bill
Hunt's um Agra L
Builder maybe there's one called Merkel
is this also Bill hunt or somebody else
that's someone else okay the uh testing
tool that we mentioned is Merkel okay so
there is also Merkel um I don't know
anything about that
somehow interesting I mean like we put
it there for a reason yeah the U is it
works um but in like from from Google
there's nothing to validate okay but
there are tools that I can use to test
that just happen to be third party tools
okay cool cool oh and uh Bill Hunt is
from black aouth um it's a I think it's
an SEO agency um and we put those tools
there because we tested them extensively
and I and we know that it works okay
that's good another thing that I wonder
if it works if I
have so there is this fallback mechanism
the X default right so you can specify X
default so if I have a German and an
English version and my English version
is my main content version can I just
specify X default is the English version
and then I have a German version or
should I have a German an English and an
X default even though the X default and
the English both point to the same
thing what okay do you have to have X
default what is it what is its purpose
so with X default you annotate a
fullback page like I don't have a
language for this particular user so
show the user this page oh so if you
have like a country selector or
something you can send them over there
or like some some catch all page that's
like sure but you could also uh just set
one page that you think you can show to
users to help them navigate the site it
doesn't necessarily have to be the
country selector and it might be
different than what is the canonical so
you might want to set both as very likey
you want to say both well want want to
set both um because the the canonical is
probably the page that they land that
that they arrive on mhm okay and then
the X default is doesn't have to be that
no oh I didn't know
that
interesting I I thought the X default is
kind of like wait quote unquote the
language version that you just happen to
want everyone who is not having a
dedicated language but it could be a
completely separate page it doesn't
necessarily need to be the alternate
version of that same page you're on it
could be it could be some other page it
could be a page literally saying like
sorry we don't support you your loc or
something but it actually can be another
language page yes like on that I don't
know like you want you want to confuse
them and then you serve the page in in
busque for example and then there will
be only four people who will understand
what kind of site are you managing I
don't want to say this is this is
getting spicier than I anticipated but
let's again say I have a website that
has two language versions the English
version and the German version of the
content but I consider the English
version to be the like catch all
fallback Locale for anyone can I then
just specify the X default as the
language like the English version as the
X default and the German version or do I
have to specify the German version
explicitly the English version as the
English version and then the English
version again as the X default I think
it's a ladder uh so basically you
specify you set up a correct hfl cluster
where you specify the different language
versions and then you add another uh
linkage of link with the next default
set
to okay the English but I can't just
leave out the English one because it's
already there the well you you cannot
uhhuh unless you are I think unless you
are on
the on that particular page already
so this is goes back to the to a
question that you had previously like do
you have to have a self- reference mhm
and I think okay now I'm also going back
to that question I think it's easier to
set up that a clusters if you have a
self reference as well um because then
you can just take that cluster and just
copy paste over everywhere because it's
going to be same to be the same true
that is true right set up from like a an
implementers perspective like how I'm
going to manage it and if you want to
leave out the the current page I think
it works I'm pretty sure it works you
will be testing that
later Martin will be testing the limits
here but and then you can put in an X
default that is pointing to wherever you
want okay but I I think we describe it
as something that helps
users or decide what to do with your
site if you don't support their language
or something okay so from a usability
perspective it's
helpful yeah except that nice so I'm
like I don't know you wrote a blog post
about like underused reasons like
reasons why you should do X default
I think we had a reason for that b was
but I don't remember what it
was okay I know because it can help with
the Canon Equalization
ahu like if we how so pages that are in
an Agra flan cluster can become e uh
canonical much not much uh easier mhm I
think that was the the the message of
the block post and that's on top on ra
canonical and we actually mentioned this
in the canonization documentation on
Onie on developers. google.com/ search
there's got to be an easier
acronym thanc search I don't know like
if we if it's if we have to say it full
length every time we cite it is it
really a useful acronym I don't know I I
can say it quite fast
developers.google.com search
developers.google.com search what will
you summ if you say that three times in
front of but not in front of a mirror
maybe it's the end of the podcast I
think it's is the end of podcast I thank
you so much for answering all my
questions regarding um multinational or
multilanguage sites and atra Lang and um
I learned something today w i that was
not that was that was not my intention
sorry I only learned how quickly you can
say developers.google.com search
developers.google.com and how many times
without a verbal typ yeah verbal
stumbling all right all right okay I I
think that's it for this episode
developers.google.com search oh
developers.google.com search it's fine
we know that you can say it so next time
search of the record will be talking
about what's wrong with crawling
nowadays I hear so I'm looking forward
to that and uh thanks to everyone
listening out there and uh thanks to
both of you being here with me and
talking about at fling and stuff and uh
goodbye juo May the snails be with
you we've been having fun with these
podcast episodes and we hope that you
The Listener have found them both
entertaining and insightful too feel
free to drop us a note on Twitter @
Google search C or chat with us at one
of the next upcoming events that we go
to if you have any thoughts and of
course don't forget to like And
subscribe thank you so much and goodbye
[Music]

---

## 2024-07-25 - Japanese Google Search Office Hours（ #Google検索オフィスアワー 2024 年 07 月 25 日）

URL: https://www.youtube.com/watch?v=aUui_J8vKJU
Caption: ja-orig (automatic, json3)

皆さん、こんにちは。本日もGoogle
社員によるGoogle検索オフィス
アワーの時間となりました。本日お届け
するのはいつも通りあんとなります。
どうぞよろしくお願いします。それでは、
あ、いつも通りGoogleからのお願い
に移っていきましょう。えっと、こっちか
。はい。え、本スアワーではハッシュタグ
Google検索アワーを使用しており
ます。なので、え、質問についてのご意見
、ご感想ある方は、あ、是非上気の
ハッシュタグGoogle検索アワーを
つけてSNSに投稿してください。え、
またですね、え、本でご紹介した記事の
リンクは、ま、この本動画の概要欄に
後ほど掲載いたします。え、そしてですね
、我々チームの励みとなりますので、え、
是非この動画気に入っていただけましたら
、あ、チャンネル登録、高評価の方
よろしくお願いします。はい。え、それで
はですね、え、Googleからのお
知らせに移って、え、いきましょう。
飛ばした?飛ばしてない。はい。えっと、
で、え、今月の主なブログ記事ですが、え
、こちらの2件、え、の記事が公開されて
おります。はい。で、え、1点目、え、
サーチコンソールで、え、送料と返品に
関して直接設定するという記事が日本語で
も公開されております。え、ま、こちらは
ですね、ま、Googleでは昨年から
商品レベルで、え、送量と返品の
マークアップを使用できるようになって
おりますが、あ、またそして最近ではです
ね、ま、自社の一般的な返品に関する
指定できる、ま、マークアップが新たに
サポートされたりしました。ま、前回の
オフィスアワーでね、ご紹介させて
いただきましたが、ま、これによって、ま
、販売する商品ごとにポリシーを指定する
必要がなくなりました。あ、そしてですね
、ま、この度、ま、送料だったり、え、
返品に関する情報をサーチコンソールから
直接より簡単に追加できるようになりまし
た。え、詳しい方法に関しては、ま、
ヘルプページのヘルプセンターの記事を
ご覧ください。え、そしてね、ま、注意点
としては、ま、サーチコンソールでの送料
と返品に関する設定は、ま、ウェブサイト
上の設定、ま、つまりあの商品レベルの、
ま、販売者リスティングのマークアップ
含んだりしますが、ま、そういった、あ、
ウェブサイト上での設定よりも優先され
ます。はい。え、で、こういったことが、
あの、こちらの公式ブログに、え、記載さ
れておりますので、是非関係のあるサイト
オーナーの方々、あ、管理者の方々、え、
こちらのブログご確認いただけたらいいか
なと思います。ありがとうございます。え
、そしてもう1点ですね。え、こちらサチ
セントラルではないんですけども、ま、
GoogleJapanogの方から行っ
て本当はね、前回あのお知らせできたら
良かったのかなと思っていたんですけども
、あの、ちょっと今回になってしまいまし
た。はい。で、え、ブログのタイトルとし
てはGoogle検索の便利な新機能のご
紹介、え、より正確な天気予報と、ま、
ハッシュタグで検索可能には、え、すでに
ご一読いております。でしょうか。え、
今回ですね、ま、こちら日本初の木の
ハッシュタグ検索について、え、ご紹介し
ております。日本初なんですよ。そうなん
です。珍しいですよね。はい。で、え、何
ができるのかってことなんですけども、ま
、本能によってハッシュタグ付きのキー
ワードを検索すると、ま、結果ページには
、あの、ソーシャルメディアを始めとする
、ま、インターネット上の媒体からの、ま
、タイムリーな話題だったりとか、ま、
日致な情報を表示しております。でね、ま
、先ほども述べましたが、こちらの機能
現在日本でのみお伝えお使いいただける
ような機能になっております。ま、詳しく
はね、え、こちらのあの公式ブログ見て
いただければなと思うんですけども、あの
是非、ま、サイトとしてというよりかは、
ま、ユーザーとして、え、検索の体験
新しくなるかなと思いますので、ま、是非
一度ね、こちらのハッシュタグ検索もあの
、日常で使っていただければなと思いまし
た。はい、よろしくお願いします。では、
あ、いつも通り反題に移ってまいり
ましょう。え、ここからは、あ、はい。私
が邪魔でした。はい。え、ここからはです
ね、え、通常の検索Q&Aに移っていき
ます。ま、今回はね、え、6件のご質問を
いいております。では、あ、1点目のご
質問に移っていきましょう。エリアタグ内
のURLの扱い方に関するご質問いただい
ております。え、画像にマップタグを使用
し、エリアタグで領域を設定し、HLF
属定でリンクを貼る場合、エリアタグの
リンクはクローラーにクロールされますか
?あ、とのご質問いただいております。え
、はい。まずご質問ありがとうございます
。でですね、ま、Googleには現在
エリアタグ内のURLの扱い方に関する
明確なドキュメントはありません。え、
こちらすいません。え、何か追加で、え、
できるかどうか、あの、担当チームにも
確認しておりますので、え、今しばらくお
待ちいただければなと思います。でですね
、え、それまでの間なんですけども、
イメージマップ内の特別なリンクに加えて
、え、通常のAタグリンクを使用すること
をお勧め、え、したいなと思います。え、
こちら通常のAタグリンクを使用すること
で、ま、どの検索エンジンそしてツールで
もそちらのコンテンツを認識できるように
なりますので、ま、是非ご検討いただけれ
ばなと思います。ご質問ありがとうござい
ました。では、え、続いてのご質問に移り
ましょう。え、MFIにおけるカノニカル
設定に関するご質問いただいております。
え、弊車サイトはPCとスマートフォンで
別々のURLを使用し、下のように設定し
ております。え、まずPCページでは自身
のPCページをカノニカル指定、そして
対応するスマートフォンページを
オルタネートで記述。そして、え、
スマートフォンページに関しては、あ、
対応するPページをカノニカル指定をして
おりますと。で、またPCあじゃない。え
、またスマートフォンデバイスでPC
ページにアクセスした場合はスマート
フォンページに転送しておりますと、こう
いった設定です。で、え、ま、上気のよう
なスマートフォンデバイスに対して
スマートフォンページが転送する仕組みを
取っている場合、デスクトップ、
Googlebotッによるアクセスが
なくなるなら、Googleが弊社のPC
ページを見ることはなくなるかと思います
。え、そうした場合でもスマートフォン
ページに記載するカノニカル指定先は
引き続きPCページのURLのままで良い
でしょうか?え、あるいはカノニカルの
指定先は、あ、スマートフォンページの
URLに変更、つまり、えっと、PC
ページに記載のカノニカルもスマート
フォンページのURLに変更した方が良い
でしょうかとのことです。え、ご質問
ありがとうございます。え、結論としては
ですね、え、このままにしておいて
いただけたらなと思います。え、むしろ
ですね、え、カノニカルのリンクを
モバイルに変更すると問題が発生します。
なんでね、えっと、ま、ご認識いただいて
いるかと思うんですけども、こちらの公式
ドキュメントモバイルサイトと
モバモバイルファースト
インデックスに関するおすめの方法に従っ
て、え、設定していただければなと思い
ます。はい。え、で、また、あ、もしね、
あの、凝ったことをしたい場合なんかは
レスポンシブデザインのサイト構成にする
など検討してもいいのかなと思いました。
はい、ご質問ありがとうございます。
では、あ、続いてのご質問に移りましょう
。サイトがハッキングされた際の対応に
関するご質問をいただいております。え、
不正に管理画面にログインされた、ま、
つまりはハッキングされたあのサイトに
対してその後の対応についていついくつか
質問させてください。こちらあの3件質問
来ているんですけど、ま、ちょっとあの
スペースの都合上1件と2件に分けさせて
いただいております。え、それぞれ、え、
見ていきましょう。まず1点目のご質問。
ハッキングされたことを自分たちで気が
付いた場合、対応中であること。概要が
完了して、え、安全な環境になったなどを
サーチコンソールからボット側へ、え、ま
、Google側ですかね、え、え、お
知らせする方法などはどうしたら良かった
でしょうかとのことです。え、あ、まず
ですね、あの、ご質問ありがとうござい
ます。え、具体的なサイト情報があった
ため、ま、状況を確認することができまし
た。でですね、この1つ目のご質問に対し
てなんですけども、あの、このような場合
サーチコンソールからGoogle側へ
情報を知らせるための具体的な方法は現在
ありません。え、ただしですね、あの
サイトがGoogleによる手導
アクション
主動アクションですね、え、の対象になっ
ている場合はサーチコンソールからあ、
最新審査のリクエストを、え、喪失でき
ます。え、ので、えっと、詳しくは、あの
、こちらの公式ドュメントを参考にして
いただけたらなと思います。そしてですね
、2点目、3点目のご質問ですね。一気
[鼻息]にご紹介させてください。2点目
、え、無限に湧いてくる正しくないURL
インデックス削除申請は簡単にできる方法
などはありますでしょうか?1つ1つ登録
するのが大変です。そして3点目、え、
サーチコンソールから長期対応を行ってい
ますが、その他にできる対応方法などは
ありますでしょうか?とのことです。え、
こちらもご質問ありがとうございます。で
、え、2番目のご質問に関しての回答に
なりますが、え、ま、多分あのおっしゃっ
てるっていうの内容っていうのは、ま、墓
によって作成された新しいURLの迅速な
、あ、削除を検討したいって、え、いう
ことかなと思いまして。で、そういった
場合公式ページございます。こちらの
サイトの問題の修正と管理。こちらの
ドキュメントが参考になるかなと思いまし
た。つまりですね、あの、ハッキングされ
たページが、ま、別のページである場合は
、あの、URL削除
ツールを使用して、ま、非常に目立つ、え
、ハッキングされたページを一時的に
非常時、非表示にすることなんかもできる
んですね。で、え、またあのスニペッドに
ハッキングが見られる場合などは
スニペッド更新ツールを使用して、ま、
スニペッドを非表示にすることなんかも
できます。はい。その他ね、大まかな流れ
に関してはこちらの公式、ドキュメント、
え、サイトの問題の修正と管理をご一力
いただけるとより詳しい内容書いてあるか
なと思います。でですね、え、3点目のご
質問なんですけども、あのサイトが
ハッキングされた可能性がある場合に、ま
、公式ページハッキングされたようです。
え、こちらのサイトですね、え、参考に
なるかなと思います。合わせて、え、ご
確認ください。はい。こちらね、あの
ページの置き場所がwe.Debeていう
ね、あの、通常皆さんがご覧いただいて
いるサーチセントラルのあのサイトとは
少し異なるあ、サイトになっているので、
見落としてる方何かもいらっしゃるかなと
思うんですけども、改めてご紹介させて
いただきました。是非ね、こちらの内容
確認いただいて、え、それでもまだもし気
になる点などあれば、あ、追加でご質問
いただければ良いかなと思いました。
ありがとうございます。
はい。え、それでは続いてのご質問に移り
ましょう。新しく追加された画像
メタデータに関するご質問いただいており
ます。Google画像検索の画像
メタデータの、え、IPTCphotメタ
データでサポートされるデジタルソースに
composittwithtrain
lawicmediaが追加されましたと
。え、これはどういった画像に用いる
メタデータなのでしょうか?IPTC
NewsCODsの説明を読んでも分かり
ませんでした。AIによって補正された
画像に使うものでしょうか?例えばかけて
いる部分を保管したり、え、オリジナルの
画像がなかった部分を追加したりした画像
ですか?そういった画像が検索結果に出て
きた時にラベルがつくのでしょうかとの
ことです。え、こちら貴重な
フィードバックありがとうございます。え
、担当チームにも確認しましたが、ま、
結論としては、あの、本件については、あ
、IPTCにコメントを求めるのが適切
です。え、つまりですね、私たちはあの
設定できるフラグをサポートするだけで
あって、ま、どのフラグをどのケースで
使用するかを、え、選択する方法について
は私たちがサポートできる範囲ではあり
ません。え、そうですね。え、これは
やっぱりあの複雑で新しい分野にもなって
きますので、ま、今回ここで私たちが無
責任に介入すべきではないとチームとして
も思っております。え、明確な回答ができ
ず申し訳ないんですけども、え、ご理解
いただけますと幸いです。ありがとう
ございました。
では、え、続いてのご質問に移りましょう
。ページ非表示のコンテンツの評価に
関するご質問いただいております。え、
月決め駐車場を掲載しているサイトを運営
しています。特定のエリアで駐車場検索し
た場合、駐車場情報を情報になっちゃった
。情報がGoogleMapと連携し、え
、同的生成コンテンツになっております。
え、ページのソースを確認すると駐車場
情報のソースコードは記載されてません。
しかし、サーチコンソールURL検査の
HTMLでは各駐車場情報のコードが確認
できます。またスクリーンショットが
うまくレンダリングされていないのか表示
されません。え、この場合クローラは
うまくクロールできないでしょうか?え、
水用上の評価にもどのような、どのように
影響はあるのでしょうかとのことです。え
、こちらご質問ありがとうございます。ね
、えっと、具体的に駐車場情報の行動が何
をさしているのかはちょっと分からなかっ
たんですけども、え、サーチコンソールの
URL検査のHTMLでは各駐車場情報の
行動が、え、確認されているのであれば、
ま、問題ないかなと思います。え、基本的
に私たちは見たものをランク付けしており
ます。で、え、評価について、え、はでき
ないのですが、実装に関しては、あ、
マップ側にいくつかのサポートチャンネル
があるようですので、え、こちらの
ページですね、え、MAPSAPIの
サポートを見て、えっと、適切なあの
チャンネルに問い合わせていただくのが
良いのかなと思いました。え、ご質問
ありがとうございました。
それでは、あ、続いてのご質問に移り
ましょう。指名検索のCTRの増減の要因
を知りたいに関するご質問いただいており
ます。え、モバイルの指名検索のクエで4
月前半から5月中旬まで、え、指名検索の
CTRが50%以上だったのですが、以降
20%台に急に落ち込んでしまいました。
それに伴ってクリック数も減少しています
と。で、CR上昇期間と現在を比較しても
、え、例えば、あ、指名検索などで、え、
なので順位は1位ですし、タイトル、
ディスクリプションスニペッドの変更は
ございません。え、表示回数も大きな変化
はないですし、リスティング広告の
パフォーマンスも大きな変化はないです。
え、他者のリスティング広告の出行具合も
おそらく変化ないですし、モバイル伸び
現象が発生していますという状況で、ま、
要因が特定で傷困っているのですが、ま、
どのような可能性がございますでしょうか
?調査の切り口の頻度になりそうなことで
もいいのでご教授いただけますと幸いです
。そんなことです。え、はい。こちらご
質問ありがとうございます。え、具体的な
サイト情報であったり、サーチコンソール
の、え、レポートのスクリーンショット
などが添えられており、状況を確認する
ことができました。はい。とはい、とは
いえですね、え、こちらは、あ、検索結果
を確認しなければならない類いのことかな
と思っております。え、つまりですね、ま
、検索機能の中にはですね、え、ま、非常
に目立つものがあったりとか、え、
クリックされる可能性が高くなるものが
あったりします。え、クリックされにくく
なる機能も反対にあったりするかなと考え
ています。え、例えばですね、え、
ナレーチパネルの株にあのリンク付きの
画像が表示されている場合、こういった
場合は、あ、インプレッションは多くても
クリックは少なくなることがあります。で
、え、URL単位で確認している場合は
同じサイトの複数のURLが同じ検索結果
ページに表示されることがあることも念頭
に置く必要があるかなと思います。え、
その場合ですね、え、そのうちの1つが
クリックされる可能性は高くなりますが、
ま、他のURLはインプレッションとして
、え、カウントされます。つまりですね、
そういった可能性を考えながら検索結果
自体を確認していただけると良いかと思い
ました。え、参考になっていますと幸い
です。ご質問ありがとうございました。
はい。あ、そうですね。今回のご質問は
以上ということで、え、皆さん今回も
Google検索アワーを楽しんで
いただけたでしょうか?あ、次回の
Google検索アワーは2024年、え
、8月29日を予定しております。はい。
ま、梅も開けてですね、え、猛も続いて
おりますが、皆さん大丈夫でしょうか?
熱中症などお気をつけてお過ごしください
。でですね、え、引き続き質問のフォーム
はこちらからあの受け付けてえおりますの
で、ま、ご質問がある方はお寄せください
。一旦ですね、Googleの短縮URL
サービス終了に向けてですね、短縮URL
を若干変更しております。ま、つまりです
ね、え、最後のEを追加しております。
つまりgooo.glから今までそちら
だったんですけど、え、今回から
gooo.g
になっております。え、こちらですね、え
、以前から活用いただいている方は、え、
ご注意ください。はい。え、それでは、あ
、また次回オフィスアワーでお会いするの
を楽しみにしております。え、それでは
また是非見てくださいね。バイバイ。

---

## 2024-07-23 - How to use internal linking for SEO

URL: https://www.youtube.com/watch?v=vc3uGc6TSH0
Caption: en-j3PyPqV-e1s (manual, json3)

MARTIN SPLITT: Here on the left, you see what that looks like.
Each link has meaningful words as anchor text.
And you can easily spot what the link will take you to.
On the right, you see a page that
doesn't use meaningful anchor text,
and that isn't a good user experience, especially when
you try to quickly scan the page and find the right link to use.
[MUSIC PLAYING]
Today, I would like to talk to you about links.
[MUSIC PLAYING]
I know.
This topic is one of the most popular and evergreen topics
in SEO.
I would like to focus on internal links today.
A lot of this episode also applies to external links,
though.
Let's look at this website.
You landed here looking for tips on food
for your newly arrived kitten.
You saw the guide for taking care of kittens
and read through it.
But do you know where to go next when
you're looking for information on food for kittens?
Let's try this version of the page instead.
Anywhere that you'd want to check out here?
You'll probably notice the links in the navigation and the links
in the article, and maybe you saw links elsewhere on the page.
And that's what internal links are for and why they matter.
They help your users identify the next steps to take,
and they connect individual pages on your site
to each other.
Now, should you link to everything
everywhere like this page does?
No, of course not.
Overdoing it doesn't make it better,
and I would like to ask you to apply
some critical judgment here.
So what are the next logical steps?
How does my content relate to other content
I've got, the link to these things, where it makes sense
without overdoing it?
All right.
So we've talked about how users use
links to navigate your website, but how does
this relate to Google Search?
Well, Googlebot uses links, as well.
Googlebot uses internal links primarily for two things--
discovering pages on your site and understanding the relation
of pages on your site.
Googlebot always tries to discover as many of your pages
as possible, so whenever it finds a URL in your pages,
Googlebot might try crawling it, as well.
But there are a few things you can
do to make it clear to your users and Googlebot
that something is a link.
HTML has an element dedicated for links, the A element.
For an A element to be a proper link,
it should have a URL in its href attribute.
This can either be a relative or absolute URL.
Either way is fine.
Some developers, however, try to do clever things
with other elements, like spans, divs, or button elements.
But fundamentally, if it is behaving like a link,
it should better be a link.
So here is a summary of what is a good practice for links
in your HTML and what is not.
Besides these technicalities, users and bots alike
prefer meaningful anchor text.
Here on the left, you see what that looks like.
Each link has meaningful words as anchor text,
and you can easily spot what the link will take you to.
On the right, you see a page that doesn't
use meaningful anchor text.
And that isn't a good user experience, especially when
you try to quickly scan the page and find the right link to use.
All right.
Let's summarize what we've talked about today.
So links are important for users and bots
to find related content on a page.
Use the appropriate HTML to make links,
and give them meaningful anchor text
to help users quickly find the right link for where
they want to go.
Also, links help users and bots to understand your content
structure, so use them reasonably-- not too little,
not too many.
Leave us a comment if you want more technical content on Google
Search Central and what topics we should cover in the future.
Thanks for watching this video, and see you soon.
All right.
Enough SEO.
Time to go swimming.
[MUSIC PLAYING]
Woo.

---

## 2024-07-18 - English Google SEO office-hours from July 2024

URL: https://www.youtube.com/watch?v=VuzvVnKSwV4
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
SPEAKER: Karina asks, we're migrating to a new CMS.
We will have some pages in the old CMS
for months, some in the new CMS without an hreflang connection.
Can Google handle this?
What about ranking as an international brand?
Well, Karina, it's somewhat common
to have an incremental migration and not have everything lined up
from the start.
When it comes to missing markup, like structured data
or hreflang, if it's not on the page yet,
it won't be taken into account.
Once you fully upgrade the site and the markup returns,
then it can be taken into account again.
For hreflang, there are always multiple pages involved.
If some of them don't have the markup yet,
then that connection just won't be taken into account.
A transition like this is not great.
Your site will be affected appropriately
when the site is incomplete, but it
won't cause longer term issues.
GARY: Hi, this is Gary from the Search team.
N is asking, what non-search features does
GoogleOther crawling support?
This is a very topical question, and I think
it's a very good question.
But besides what we have in the public,
I don't have more to share.
Basically, GoogleOther is the generic crawler
that may be used by various product teams
for fetching publicly accessible content from sites.
For example, it may be used for one of crawls
for internal research and development.
As you may know, historically, Googlebot was used for this.
But that kind of makes things murky and less transparent.
So we launched GoogleOther so you
have better controls over what your site is crawled for.
That said, GoogleOther is not tied to a single product.
So opting out of GoogleOther crawling
might affect a wide range of things across the Google
universe.
Alas, not Search--
Search is only Googlebot.
SPEAKER: I used to have my site's product appear
in rich results on Google's home page.
But after a sitemap issue, they disappeared.
Despite following Google's schema guidelines,
they haven't reappeared.
Can Google provide more detailed guidance
on getting products to show in home page rich results?
Unfortunately, it's hard to say much more
without seeing specifics.
My recommendation for a situation where you're not
sure which part of a site is causing
a technical issue like this would
be to get help from experienced folks.
They'll often know common issues and be
able to check them efficiently.
It could be someone from your hosting platform, maybe
a trusted consultant or someone from the Help forums.
Good luck.
GARY: [INAUDIBLE] Kim is asking, when a Korean person searches
Google in Korean, does a .com.kr domain or .com domain will do
better?
Well, this is a very good question again.
It's also not very easy to answer.
Generally speaking, the local domain names, in your case .kr,
tend to do better because Google Search promotes content local
to the user.
That's not to say that a simple .com can't do well.
It can.
But generally, .kr has a little more benefit,
albeit not too much.
If the language of a site matches the user's
query language, that probably has more impact
than the domain name itself.
SPEAKER: Michael asks, what's the impact of a huge expansion
of our product portfolio on SEO performance-- for example,
going from 10,000 products to 100,000?
I don't think you have to look for exotic explanations,
Michael.
If you grow a website significantly-- in this case,
by a factor of 10-- then your website
will, overall, be very different.
By definition, the old website would only
be 10% of the new website.
This means it's only logical to expect
search engines to reevaluate how they show your website.
It's basically a new website after all.
It's good to be strategic about changes like this.
I would not look at it as being primarily an SEO problem.
GARY: Will is asking, hi, I have launched a new site recently,
and Google still references some links from the previous site.
I'd like to remove them from search results.
How can I do this?
Well, this is normal.
Think about it this way.
People may call a product or entity
by its old name for a long time after the name was changed.
I still call Search Console Webmaster Tools
because I just can't let go.
Google Search is a reflection of what people seem to want,
so sometimes it can't let go of old names as easily.
SPEAKER: How to remove all the indexing errors
under page indexing report?
Gary on my team--
hi-- has put together a few LinkedIn posts on this topic.
I'll link to them for you.
The shorter answer is, you don't have to fix
all issues that are reported.
Many issues will be expected-- for example, if you
remove a part of a website.
Other issues might be normal--
for example, that search engines just don't index everything
on a website.
If you're curious about specific kinds of reported issues,
I'd recommend posting in the Help forum
to get insights from other site owners.
GARY: Sanjay is asking, is it possible to get an API link
to status.search.go ogle.com/summary?
Well, this is your lucky day.
You can grab the RSS feed and the history JSON linked
from every page of the status dashboard
to grab the data that we have.
And from there on, you can build whatever you like.
SPEAKER: Rifat asks how to increase the number of product
snippets in Search Console.
It's not clear to me exactly what you mean.
Perhaps it would be useful to chat with folks in the Help
forum about it.
If you're asking about product rich results,
these are tied to pages that are indexed for your site.
And that's not something which you can just change by force.
It requires that the page be indexed,
that the page has valid structured data on it,
and that our systems have determined that it's worth
showing the structured data.
Our product structured data documentation has more.
However, there's also the possibility
to submit your feed to the Merchant Center
to show products there.
This is somewhat separate and has different requirements,
which I'll link to.
Often, a CMS or a platform will take
care of these things for you, which
makes it a little bit easier.
GARY: [INAUDIBLE] is asking, I manage
a lot of sites on GSC, Google Search Console.
Can I have unlimited index requests?
Well, no.
SPEAKER: My brand is being confused
with a common English word in Google Search results
affecting my website's visibility.
Can you guide me on this SEO issue?
These kinds of suggestions will resolve themselves over time
as our systems recognize that users are looking for your site,
not accidentally misspelling a common word.
Depending on the specifics, that can take many months, though.
There's no shortcut for this.
GARY: Someone's asking, is there an HTML markup or tag
to tell Google to ignore not value text parts?
The short answer is that there's no tag or annotation
you could use for this.
One hacky way to achieve what you want
is to inject into the page the weird tags that you don't
want indexed with JavaScript and disallow
crawling that JavaScript.
If we can't fetch it, we can't see it.
SPEAKER: Andy asks, I'd like to know if the recipe schema
for structured data can be used for non-edible recipes--
for example, a deodorant or washing machine powder?
No, our structured data guidelines
are very clear in this regard.
I don't recommend misusing the markup for other purposes.
GARY: Someone's asking, can the Google team help
transfer SEO rankings from one previous domain
to the new domain?
Well, no, but you can.
See our migration guidelines for the not-so-secret method
how to do this.
SPEAKER: If I have an agency that
is managing our organic SEO on a monthly basis,
how can I tell if anyone has been actively optimizing?
I have a suspicion that the agency has not been
optimizing our site for years.
This is a great question.
When we worked with an SEO agency
for some of the Search Central content,
we had regular meetings to discuss the work
that they did, to look at the reports about the site's
progress, and to discuss any upcoming work.
This did require a bit more time,
both from them and from us.
But I found it very insightful.
I think it helps to lightly understand the kind of work
that an agency would do so that you
can confirm that they're doing what you'd expect them to do.
And even then, there's a component of trust involved.
We have a page about hiring an SEO, which has some insights.
And there's our SEO Starter Guide,
which can explain a bit more.
And also, perhaps the folks from the SEO industry
who are listening to this can comment
on how they'd help a client to understand how
they're spending their time.
GARY: Someone's asking how to perform noindex tag to Google
Search engine.
I imagine this is about how to apply a noindex tag.
Well, the noindex rule is applied
to individual pages or other resources on your site.
If you want to add a noindex rule to your HTML pages,
you would add a robot's meta tag with a noindex value
in the page's HTML head element.
We have really extensive documentation about this.
Check it out.
SPEAKER: Andre asks, can we use product variant structured data
for a website that has a product configurator for 3 million
variants but no price output?
Well, yes, you can use structured data markup even
in cases where you don't have all the required fields.
But also, our systems would likely
ignore such markup since we'd consider it incomplete.
In your case, I don't think the product variant markup would
be suitable for over three million variants,
so I'd try to find other ways to focus the markup on variations
that you'd commonly offer.
GARY: Chaz is asking, will Google spiders
crawl links in an RSS feed that is embedded on a webpage?
Well, yes, Google may use RSS feeds
that are referenced on your site to discover your new URLs
or other URLs on other sites, kind of like sitemaps.
See our sitemaps documentation.
We mention RSS there.
SPEAKER: Hi.
I just wanted to ask and fix an issue in where
I updated my logo for the SEO for my website on Thursday,
and yet there hasn't been any change when I checked on Google.
Is there any way to fix this?
New logos are cool.
And in this case, I assume you mean the favicon.
Since favicons tend not to change that quickly,
our systems generally don't refresh them that often.
I'd make sure you've updated all the relevant files.
Sometimes there are multiple favicons
marked up in separate files.
And then just give it more time.
Check out our favicon documentation for more.
GARY: Matt is asking, I recently read on the SEO Starter Guide
that having headings in semantic order
is fantastic for screen readers, but from Google's
Search perspective, it doesn't matter if you're using them out
of order.
Is this still correct?
Because an SEO tool told me otherwise.
Well, we update our documentation
quite frequently to ensure that it's always up to date.
In fact, the SEO Starter Guide was refreshed just a couple
of months back, if I remember correctly,
to ensure it's still relevant.
So what you read in the guide is as accurate as it can get.
Also, just because a non-Google tool tells you
something is good or bad, that doesn't
make it relevant for Google.
It may still be a good idea.
It may be a very good idea, just not necessarily
relevant to Google.
SPEAKER: Does the Google account use
to verify a domain on Google Search
Console have to match the owner of a new Google site?
Search Console verification is so
that you have access to the data and the settings that
are relevant for your website.
For Google, it doesn't matter who
has verified ownership of the website.
That said, from an organizational point of view,
it seems like a bad practice to rely
on employees' personal accounts to manage the company web
presence.
But again, for Search Console and Google Search,
that doesn't matter.
That's up to you.
Clement asks, does blocking crawl or indexing on a URL
cancel the linking power from internal or external links?
Hi, Clement.
I'd look at it more like a user would.
If a page is not available to them,
then they wouldn't be able to do anything with it.
And so any links on that page would be somewhat irrelevant.
If you want a page to be easily discovered,
then make sure it's linked to from pages
that are indexable and relevant within your website.
It's also fine to block indexing of pages
that you don't want discovered.
That's ultimately your decision.
But if there's an important part of your website only linked to
from pages that are blocked, then that
will make search much harder.
Hi, Gary.
I have a number of sitemap files on my website.
How can I organize them?
I'm not a cat.
Sorry.
I'm also not Gary.
Sorry.
When it comes to sitemap files, you
can organize them however you want.
The limits are documented.
I think it's 50,000 pages per sitemap file.
If you're generating sitemap files automatically,
I'd just fill them up.
[MUSIC PLAYING]

---

## 2024-07-17 - Welcome to the Google Trends Tutorials

URL: https://www.youtube.com/watch?v=03tySMdo-E8
Caption: en-US (manual, json3)

Have you ever wondered what the world is searching for,
what people are curious about,
how trends emerge and change over time?
In a world flooded with information,
understanding what people truly care about can be a challenge.
Google Trends is the perfect tool to help you understand the world better
Where to start?
Tune into the new Google Trends tutorial series
for a deep dive into the trendiest trends on the web.
Learn how to explore the universe of online searches,
revealing fascinating insights into current events,
cultural trends and consumer behavior.
Google Trends tutorials are not about dry data.
I'm Daniel Waisberg, and in this series,
together with Omri Weisman and Hadas Jacobi,
I'll show how you can transform your business,
improve your content,
and shape your online strategy with Google Trends.
Subscribe to the Google Search Central YouTube channel
to get notified about new videos,
and let's unlock the secrets of Google Trends together.
Stay tuned!

---

## 2024-07-11 - Rendering JavaScript for Google Search | Search Off the Record

URL: https://www.youtube.com/watch?v=XBT_DUzUbOI
Caption: en (automatic, json3)

[Music]
hello and welcome to another episode of
search of the record a podcast coming to
you from the Google search team
discussing all things search and having
some fun along the way my name is Martin
and I'm joined today by John from the
search relations team of which I'm also
part of hi John hi Martin and we are
joined today by Zoe Clifford from the
rendering team hi Zoe howdy Hey Zoe
would you like to introduce yourself
yeah I'm Zoe Clifford you may remember
me from getting up on stage with Martin
at google.io around 2019 or so I yeah
work for Google bike to work work on
rendering I like dogs and cats fun times
that's it for me which one is better
dogs or cats well you're you're going to
make me choose between dogs and cats on
a podcast John okay fine is it depends
the answer uh so I have a favorite but
I'll never admit which
one it would make the other two sad
that's totally just like
Google okay so you're in the rendering
team and I'm not sure everyone
understands what rendering is about but
we have the web you make a website you
use HTML and CSS right am I missing
something you are missing something
Martin it's a scary word that's starts
with j gifs gifs yes yes there can also
be gifs on web pages as well as
JavaScript JavaScript no it's not GIF
it's okay it's JavaScript all right okay
it's technically guavas cript
gu no no it's JavaScript is guavas
script actually useful do we need that
for something yeah there there's many
web pages out there that I'm quite fond
of where if you try and load them
without JavaScript you'll just get short
string of text that says please enable
JavaScript to access this web page fair
so I know that there's a lot of websites
especially when they use the wonderful
term client side rendering that actually
fetch their content using JavaScript and
uh I guess we want to see the content to
actually be able to index it no uh yeah
it is generally useful to have the
contents in the Dom to be able to index
it o now we're using another fancy word
the Dom the document object model so
what's that what even is it all all I
can tell you Martin is it's kind of like
HTML but unwrapped into a tree form
which reflects the browser's view of the
page at rent time yeah it's like the
browser's mental model of a website yeah
but I I've never actually read the Dom
spec so there could be something else
about it that I've never heard of I'm
not sure about that either now you make
me question my my worldview that's
that's that's something that's
interesting okay so we using the Dom
which is like the representation of all
the content inside the browser and that
can be changed and controlled by
JavaScript is that roughly accurate yeah
yeah that's right right and for that to
be able to see things that have been
manipulated added or removed by
JavaScript we have to render right right
right you can also have a Dom without
any JavaScript at all fair that's true
even static websites have a Dom yeah but
then what is this rendering what happens
inside Google search when we render a
page okay so render is uh a very
overloaded term but in this context it
means headless browsing headless being a
particularly gory industry term for a
browser which is controlled by a
computer and the reason we run a browser
in the indexing pipeline is so we can
index the view of the web page as a user
would see it after it has loaded and
JavaScript has executed okay interesting
so I guess that involving a browser and
having to kind of like run Pages through
a browser is is pretty challenging no oh
yeah it's very expensive it's so
expensive the exact amount of
expensiveness is highly confidential ah
oh but then if it's Soo expensive how do
we decide which page should get rendered
and which one doesn't oh we just render
all of them as long as they're HTML and
not other content types like PDFs what
but that that's expensive yeah yeah it
is expensive but then if it's so
expensive then then why can is it is it
okay but we are rendering all the pages
that are HTML Pages all of them get
rendered right right right and it is
expensive but that expense is required
to get at the contents for the most part
Pages which do not require JavaScript to
index are cheap to render anyway so we
don't think about it we just render all
of them Ah that's really interesting
fantastic and uh and I guess we have
introduced I remember in 2019 when we
were on this stage at iio we've
introduced like the Evergreen Google
bots so we are getting browser updates
pretty regularly no that's correct uh we
follow stable Chrome or stable chromium
technically but that wasn't always the
case why has that not been the case
before 2019 that's a good
question because before this effort to
follow staple Chrome there was a lot of
uh manual integration work to like take
this normal browser core like blink and
turn it into um a headless browser
capable of running in the Google
indexing pipeline uh and we kind of
slacked a bit on browser updates and
eventually the API we were using the
blink platform API uh was deprecated and
removed so we had to switch to something
else and it's like I'm tired of all
these manual updates we're just
switching to chromium so basically
before that we we had to install all the
updates manually and now googlebot gets
the updates fresh more or less yeah yeah
uh we we were very careful to make sure
we had this continuous integration I'm
going to put that on my resume by the
way continuous integration of uh
Upstream chromium really really fancy
that's really really nice in this bis
you got to use words like continuous
integration on your resume you can't
just say I'm really good at installing
updates you got to say cicd I still have
to do these things manually I should get
a John update that installs Chrome
updates automatically you manually
update your Chrome I thought that kind
of does like happen in the background
automatically no well is like constantly
just well I mean constantly like every
now and then this thing that it's like
oh you have to update your browser and
it's like oh gosh I have to spend 15
seconds restarting my browser so
annoying but you get all the cool new
browser features and you can build more
interesting and amazing websites with it
and as far as I understand that mostly
then works with Google search uh mostly
mostly so all all the systems that we've
taken care to extract will for for sure
keep working if there's like some new
attribute or something we might not like
look at it automatically but it won't
like break anything for sure oh cuz we
have tests to make sure that stuff
doesn't break oh it was a terrible time
Mar before we had all those tests things
would just break and no one could stop
them I mean I remember being a web
developer back before 2019 when uh there
was the big shift to es6 I think that
was in 2015 and we got so many new
features in JavaScript and we could use
none of them because Google search
wouldn't support them yeah at the time
we were running an older version of
blink with an older version of V8 so we
had a lot of trouble with es6 and it it
was a big problem which was one of the
motivations for switching to continuous
integration When you mention all these
lowlevel browser Parts like blink which
is the rendering engine in Chrome and
then V8 was this Javas execution engine
or rendering engine then uh there must
have been scary things that you ran into
uhuh yeah have I told you the ghost
story of iterator
iterator there was one day when we were
updating our blink
version and as part of this we had T
know do some QA another thing to put on
my resume to make sure that the new
version actually worked for all the
websites out there so you looked at all
the pages on the web uh not all the
pages we'd like divy up a bunch of pages
with the most diffs and everyone would
like get 10,000 pages each to kind of
glance over it was a lot of fun you know
I just spent hours and hours and hours
just looking at web page diffs it was
great but one of these diffs was like
actually a really subtle difference
there was just something on some Wiki
article
uh not Wikipedia one of the other wikis
about um some TV series and part of the
page just looks suddenly wrong to me so
I open up console.log and I see a
curious error message iterator Act is
not defined that is probably not defined
that that sounds like es
6.5 yeah so I thought maybe this is some
kind of weird JavaScript keyword with a
bizarre name so I used a search engine
to search for it and there were zero
results what and I tried again with all
the other search engines I could think
of and there were still zero results so
then you made a page and now you rank I
searched in the page and the page didn't
reference it anywhere and I searched in
the browser source code and it it wasn't
referenced anywhere there either whoa it
was a ghost in the machine a Ghost in
the Shell where did it come from in the
end it came from V8 V8 okay yeah uh so
the code has changed since then but at
the time V8 came with some bundled
JavaScript files which has part of
compiling the browser these JavaScript
files would get pre-processed and shoved
in into C arrays C arrays being kind of
the C++ equivalent of data URLs but as
part of this pre-processing there was a
macro substitution step where it would
substitute one string for another string
and this macro
substitution uh tried to substitute two
strings at once only there was some
overlap so if they were substituted in
the wrong order this was indeterministic
order because of python dictionary uh
ordering then it would produce this bad
output of iterator from iterator and
object oh I couldn't tell you the exact
details now but it was something like
that if you search for my name in the
creme commit log and it it's quite hard
to find now but it's somewhere in there
oh wow so your browser was hallucinating
before hallucinating was cool yeah yeah
uh so so that was some gnarly stuff
there and that that was my first
contribution to the chromium code base
cool so one of the questions I I
sometimes hear from people is whether it
makes sense to implement uh structur
data using JavaScript and the worry is
sometimes is like it's too fragile or
like Google hates JavaScript it's like
of course they don't tell Martin that
but they tell me that sometimes what do
you think is implementing structured
data with JavaScript is is that a
problem does it work well how do you see
that we're very good at executing
JavaScript and I think javascript's
great uh we mentioned a lot of problems
with like es6 but now that we're
following like normal cromium release
schedule uh we basically get new
JavaScript keywords for free and for the
most part don't throw weird exceptions
that won't Al so be thrown in the web
that said it is possible for stuff to go
wrong in particularly complicated
scenarios uh for example if a web page
is loading hundreds and hundreds of
resources and it is possible that we
won't always be able to fetch all the
resources due to like crawl rate or HTTP
errors or stuff like that so
javascript's great but I'd also take
some care to make sure that the web page
isn't too fragile if errors do happen
Okay so how do you mean fragile if
errors happen uh like if you have a web
page which accesses uh an API endpoint
and that API endpoint could return of
429 under certain circumstances then
this is one example of where things
could go wrong if the return call there
is critical and the page fails to have
good contents without a successful resp
from it okay and then what what happens
do it does a page just stop loading or
does everything get deleted it depends
on the web page uh I've seen like
partial page contents blank pages Pages
which redirect to google.com um error
messages if there's going to be like an
error and you can't load the content I
think it's best to have a clear error
message but ideally it's best to have
the contents of course okay and to so so
I guess on the one hand the error
Handler is is something that should be
kind of reasonable and not crash the
rest of the pages loading but yeah yeah
uh like if there's an uncut exception
because a video fails to load I've seen
a case where a video fails to load so
the page redirects to google.com
actually wow um that's a popular
redirect destination uh and this was a
case where the page had good contents
but then this tiny little thing went
wrong so it's like I'm going to throw
this all the away so if there is an
error I just try and handle it as
gracefully as possible and this is hard
stuff don't get me wrong web development
is hard stuff I'm not a web developer it
like terrifies me I guess testing it is
hard if it's sometimes breaks but if it
always breaks what would you recommend
like how how could someone test it to
see if it's like generally possible that
it could work there's this uh web master
tool search console URL inspection tool
that's great stuff if that works then
generally it's possible that Google bot
could also render it yes generally and
rendering in Google is as close to a
normal browser as possible Right but
it's not quite the same is it yeah do do
you want to hear another ghost story
Martin oh please please do tell
it's not quite the same and one of the
ways it's different is we try and do
things as efficiently as possible so
efficiently that there's this certain
JavaScript event that we were not firing
called request idle call back because
our Brower was never idle oh this is all
well and good but there was a certain
popular video website which I won't name
to protect the
guilty which um deferred loading any of
the page contents until after request
idle call back was fired this is
actually a very reasonable thing to do
you might want to you know get the video
playing first and then load all the
comments and stuff for example but since
our browser was never actually idle this
event was never fired so we couldn't
load most of the page contents which was
a problem for this website oh so now we
fake being idle every once in a while
just so paig has got better that that's
one of the weird things that can happen
when you have a browser that's mostly
but not entirely like a normal browser
so it has to be like Oh I'm I'm so bored
and actually it's busy all the time what
kind of things have have you noticed
that people otherwise get wrong when it
comes to rendering another common class
of issues is called user agent
Shenanigans Shenanigans being a
technical industry term that's what we
call in the bit what are US Asian
Shenanigans Enlighten us so imagine you
write a website and you're like I really
really want Google in particular to be
able to Index this web page so you're
like okay I'll put in if statement if
user agent header equals googlebot
output go down this code path and output
this HTML which I think will be really
good for googlebot for some reason and
this is all well and good it's tested it
works but then here pass by the website
changes may maybe it gets updated to a
different framework or whatnot and
there's just this code still lurking
deep within it somewhere and it starts
outputting HTML which is like uh broken
or useless or missing contents or stuff
like that and this is what I would call
user agent Shenanigans we used to call
that Dynamic rendering and we actually
discouraging it now if that makes you a
little happy
ah so there is an industry term for it
besides Shenanigans I think I ran across
a case of this recently now now that you
mention it like this uh so in in one of
the help Forum threads
someone uh was was mentioning that their
their homepage title was wrong and I
looked into it and it seemed that we
were being redirected to a page that
does a 404
uh but if you look at it in a browser it
redirects to a page that's normal and uh
in in the end I I noticed you could
reproduce it by telling Chrome to use
Google bot's user agent oh yeah I love
that feature probably that that is
happening in the background where
someone is like oh I will be smart and
do something special for
googlebot and then the next person who
works on the website is like I don't
know I don't see anything wrong it works
works for me yeah I I love the dev tools
user agent override feature it's great
for debugging stuff like this sometimes
I'll even be trying to debug a web page
and I change my user agent to Google bot
and then it's like your access to this
web page has been denied because you're
doing you're using a suspicious user
agent and I'm like no I wanted to debug
this Shenanigan's gone wrong that's
where they're being good and checking
that the Google bot user agent comes
from in a official IP address as
recommended in the documentation but it
it still makes it harder for me to debug
so I cry a single tiar okay that's uh
understandable understandable I would
say how do you feel about JavaScript
redirect so redirect is is kind of a
topic in the SEO world where everyone
has very strong
opinions and JavaScript redirects kind
of feels like that things like it's like
even normal serers side redirects are
this weird SEO myth topic and JavaScript
redirect are like oh my gosh what do we
even do with them what do we even do
with them well we follow them so so they
work just like normal redirects or for
the most part JavaScript redirects of
course have to happen at render time
instead of crawl time but that's the
pretty much the only thing special about
them I don't think we like treat them
differently in any way there have been
cases where a web page gets into a
JavaScript redirect
Loop uh which is not very fun but okay
yeah well I guess that happens with
normal server side redirects from time
to time as well where they're like oh
you don't have a cookie it's like here's
a cookie and then it checks again it's
like oh you didn't take my cookie take
another one and just keeps going forever
our cookies do work pretty good though
we have good cookies we have fairly Good
Cookies yeah and in rendering do we also
accept cookies or how how does that work
do we accept cookies cookies are enabled
if there's a cookie dialogue that says
do you want to accept or deny these
cookies we won't click either button
we're Rogue like that we just don't make
a
decision but uh on the browser level
cookies are enabled so if a web page you
know sets a cookie without going through
a dialogue then we'll see it okay but we
don't keep that for the next time right
uh no no rendering is stateless
every time it happens it's a completely
fresh browser session basically very
very nice so if we're in the territory
of like we're not clicking on cookie
banners and and it's stateless I think
when we fetch things we're using Google
bot for that right so we do follow
robots txt yeah yeah of course we follow
robots txt that's the whole point of
robots.txt but browser stoned uh yes but
we're we're a search engine Martin okay
fair enough yeah
yeah that makes sense that makes sense
okay fine fine but that means that if
your API is roboted or disallowed for
Google bot then rendering can't fetch
API content right uh that's correct so
we'll get the crawl which is like the
HTML and that could be roboted but if
it's not roboted and it's HTML it's sent
to rendering and then rendering loads
this in a browser which of course can
make HTTP fetches to bunch of other
stuff and any of those other resources
could also be roboted if a resource is
roboted we just can't fetch it we
continue on with rendering the rest uh
so if there's a API call you
said and we can't fetch the API call
then maybe that's okay if it wasn't
doing anything important but if it was
like fetching the page contents then we
have a problem and I guess that's that's
hard for us on on Google side to
recognize because we don't know what the
page is supposed to look like yeah I
mean it is very reasonable for someone
to just be like I don't want Google
saying my content I'm just going to
block this API call fair enough I'm
totally okay with that but if it looks
like a broken page it's uh can't be
indexed the best way cool well this was
super fun thanks for joining us Zoe oh
yeah it's always a lovely time to hang
out with my good pals John and Martin a
thank you Zoe it's always good to talk
to you and and rendering is such a
fascinating topic and the wrs the r web
rendering service such an amazing piece
of software yeah the the last time I had
a talk with Martin we were up on stage
at Google IO and that is a blank spot in
my memory I remember nothing of it I
just remember getting up on stage and
walking off of stage and that's it
having a great time hopefully this was a
great time as well and maybe you'll
remember this one as well oh I hope so
we'll send you a recording to remember
John this has been search off the Record
there's no record oh off the record of
course yeah thank you so much Zoe for
being here thank you John for joining me
as well and um everyone out there thank
you so much for being with us uh and I
hope that this episode was interesting
and fun and useful may your page indexes
be contentful goodbye everybody goodbye
bye we've been having fun with these
podcast episodes and we hope that you
The Listener have found them both
entertaining and insightful too feel
free to drop us a note on Twitter at@
Google search C or chat with us at one
of the next upcoming events that we go
to and of course don't forget to like
And subscribe
[Music]

---

## 2024-07-10 - AI Overviews, e-commerce site updates, and more! (July ‘24)

URL: https://www.youtube.com/watch?v=afSvXHz0Jhg
Caption: en-j3PyPqV-e1s (manual, json3)

[MUSIC PLAYING]
JOHN MUELLER: Hello, everyone.
And welcome back to the "Google Search News."
I hope life is treating you reasonably well wherever
you are.
My name is John Mueller.
I'm your host today.
I'm a search advocate here at Google in Switzerland.
My team and I work together with Google Search teams
to bring you the news.
Today we have news about Search Console, structured
data, documentation, Search in general,
and who would have guessed, AI.
Time has flown, and I'm glad to be able to catch up with you.
So here we are.
Let's dive right in.
First up, we announced AI Overviews in Search
at Google I/O earlier this year.
You might have tried the experimental Search Labs
feature called Search Generative Experience, or SGE in short.
This feature has turned into AI Overviews
and is now available in some countries.
AI Overviews bring the world of generative AI into Google Search
when appropriate.
These are still quite new, and we've
been monitoring feedback and external reports
and improving when and how we show AI Overviews in Search.
Your feedback as a site owner is helpful to us
and welcome in the feedback links
on Search as well as in our Search Central Help Community
forums.
No action is needed for publishers
to be eligible for AI Overviews.
And, like other Search features, site owners
can use traditional snippet controls on a page
or on a section level if they wish
to limit the information that's shown in Search.
I'll link to our developer documentation in the description
if you're curious to delve in.
Up next, the artists known as Search Console
and structured data have dropped some hot new tracks.
In Search Console for e-commerce sites,
Google recently added merchant listings
that appear in Google Images into the Search performance
reports.
This makes it easy to check the visibility of your products
in Search.
And with structured data, Google just
added support for organization-level return policy
information.
Shoppers appreciate knowing these policies.
It helps them to pick where to buy products.
This markup makes it easy to specify the policies
organization-wide.
And while we're here, we also just recently launched
special markup for product variants.
Blue T-shirt or red, they're all variants.
The markup makes it easier to connect these variants.
And now, over to documentation.
First up, the updated SEO Starter Guide
launched earlier this year.
And it's now even shorter.
RECORDED VOICE: Whoo!
JOHN MUELLER: Four out of five dentists surveyed--
I mean, site owners, site owners--
found it more helpful.
The team working on the SEO Starter Guide
chatted with me about the process
in one of our recent podcast episodes,
if you're keen to listen in.
Then we announced the last stage of mobile indexing.
With mobile indexing, Google crawls and indexes
with a smartphone crawler.
We've now removed the last exceptions,
and we're crawling all sites like this for Search.
That said, many people also use laptops and desktops,
so don't neglect those, either.
Finally, we restructured the product structure data
documentation.
E-commerce is a big topic, so we split the information
into separate pages to make it more digestible.
I added the links to all of these in the description.
By the way, my team reads all the feedback
on our documentation, so let us know if something is unclear.
And also, tell us if something's good.
[PHONE RINGS]
Next up are some insightful pieces from outside of Google.
I love seeing the articles you all have been writing,
especially those which are easily accessible to a broader
audience.
Here are three that I really enjoyed.
First up, a guide to using sitemaps
to optimize an e-commerce site with over a million pages
written by Stevy.
Next up, Veniz created a guide to SEO for government websites.
It's a bit niche; I know, not everyone runs a government
agency website.
However, all of you probably know some government agencies
that could make a better website,
and you could send them this link.
And finally, Holly wrote a nice summary of a recent interview
with Elizabeth Tucker, a product manager on Google Search.
There are many more great articles,
so it's hard to pick just three.
Keep them coming.
You all are doing awesome things,
and I appreciate you sharing your work publicly.
[RECORDED APPLAUSE PLAYING]
Moving back to Search, here are a few short updates.
First, we recently launched the web filter
for simplified results.
Search results provide a lot of valuable information
in many formats, but sometimes you just want something simple.
The web filter does that for you, so try it out.
Next, we launched core and spam updates to Search ranking.
These are bigger updates to the core of Google Search.
We have some guidance on these updates,
and we let you know about them in our Search Status Dashboard
when they're launched.
With these updates, we collected feedback from site owners,
you all perhaps, which we've been reviewing with the search
quality and ranking teams.
Thank you to everyone who submitted feedback there.
It's been really helpful in evaluations and discussions.
And now over to some shorter updates.
Events, we love meeting folks from the world
of site owners and Search.
So we regularly run events, especially in places
that traditionally don't see a lot of SEO conferences
and especially for local folks there.
This year we've been to Brazil, Argentina, Romania, and Poland.
Additionally, we were at other conferences in the UK, Spain,
Slovenia, even Bulgaria.
Coming up, we have events planned
in Thailand and Indonesia.
On YouTube, we recently launched a cool new series
about how search works with Gary.
It's fun and informative.
Check it out.
Almost last, but not least, Google Search Central
is now on LinkedIn.
If you're active there, connect with us and stay up-to-date.
And, for those of you looking for cool trivia,
did you know that the e-book format EPUB is now
a supported format in Google Search?
Googlebot just discovered Kafka's "Metamorphosis"
on Project Gutenberg.
What will happen next?
[MUSIC PLAYING]
Well, there you have it.
This episode of "Google Search News" is now complete.
Thank you for tuning in.
I hope this video was useful.
And please add feedback and comments here.
We read them all.
If you subscribe to this channel,
we'll let when another episode is ready.
Bye.

---

## 2024-07-02 - 4 tips for faster images on your website

URL: https://www.youtube.com/watch?v=_6Tz_-3_4ok
Caption: en-j3PyPqV-e1s (manual, json3)

MARTIN SPLITT: If you think about it,
photos and videos from your last vacation
look great on your phone, but might not look as great
on your bigger screens.
We can actually use that to our advantage.
Users are on small screen devices,
and our images might just look fine
if we use a smaller size and more compression.
And then we can give larger, higher-quality images
to those users who are visiting on bigger screens.
[MUSIC PLAYING]
Look at this website.
Isn't it beautiful?
These photos are so pretty, but it's such a slow website.
Hmm, I wonder if we can do something about it.
Let's look at four things we can do to make this website faster.
Images on the web can add a lot of value to a website.
They set the tone.
They give a visual first impression to your visitors.
And as the saying goes, a picture
is worth a thousand words.
But this comes at a cost.
Images often are a significant portion of a website's download
size and often cause websites to be slower than they should be.
If used incorrectly, they can not only
cost time and money during download,
but they can also cause layout shifts
as they pop into a website and move stuff
around, annoying your users.
So let's look at our first tip, using the right format.
Think about the image format you're
using, depending on the kinds of images you have.
There are a bunch of different formats, some of them classics,
like JPEG, PNG, or GIF, and some of them
are more recent, like WebP or AVIF.
It's not super straightforward which format
to choose for an image, unfortunately.
But there's a nice way to play around with images to get
a feeling for it, squoosh.app.
You can upload an image, play with the settings,
and get a side-by-side comparison
between different formats and settings.
Which brings me to my second tip,
checking your compression settings
for photos on your website.
At a first glance, this is relatively easy.
I mean, compress images as much as possible without losing more
quality than you're OK with.
By the way, once you find the settings you're happy with,
you can automate most of the image conversion
and compression, but make sure to double check the results.
Some images might look worse than you'd like,
and you might want to hand tune settings for those images.
Next up is responsive sizing.
If you think about it, photos and videos
from your last vacation look great on your phone
but might not look as great on your bigger screens.
We can use that to our advantage, actually.
If users are on small-screen devices,
our images might look fine with a smaller
size and more compression.
And we can give the larger, higher-quality images
to users who are visiting on bigger screens.
To do that, we can use the picture element or the source
set attribute on image elements.
This way, the browser will choose the best image
for the device, and Google Search
will use the fallback image.
You can also add structured data to tell Google Search
about the other versions.
If you want to learn more on that,
see the article below for more information.
Last but not least, use lazy-loading where appropriate.
For images that are very unlikely to be immediately
visible upon loading the page, kind of below-the-fold images,
these can be delayed and loaded once they become
more likely to be visible.
This reduces data transfers for images
that might not show up because the user isn't scrolling
down far enough to see them.
But don't use this technique for all of the images,
as it has downsides for images that are immediately visible.
Conveniently, you can use the loading
HTML attribute to do this.
It works in all modern browsers and old browsers just
ignore them.
So there we go.
Four tips to get images to work better for your users.
Please leave us a comment if you want more technical content
on Google Search Central and what other topics
you would like to be covered.
Thanks for watching, and see you soon.
[MUSIC PLAYING]