A few weeks ago we held another Webmaster Conference Lightning Talk, this time about Rich Results and Search Console. During the talk we hosted a live chat and a lot of viewers asked questions - we tried to answer all we could, but our typing skills didn’t match the challenge… so we thought we’d follow up on the questions posed in this blog post.
If you missed the video, you can watch it below: it discusses how to get started with rich results and use Search Console to optimize your search appearance in Google Search.
Will a site rank higher against competitors if it implements structured data?
Structured data by itself is not a generic ranking factor. However, it can help Google to understand what the page is about, which can make it easier for us to show it where relevant and make it eligible for additional search experiences.
Which structured data would you recommend to use in Ecommerce category pages?
You don't need to mark up the products on a category page, a Product should only be marked up when they are the primary element on a page.
How much content should be included in my structured data? Can there be too much?
There is no limit to how much structured data you can implement on your pages, but make sure you’re sticking to the general guidelines. For example the markup should always be visible to users and representative of the main content of the page.
What exactly are FAQ clicks and impressions based on?
A Frequently Asked Question (FAQ) page contains a list of questions and answers pertaining to a particular topic. Properly marked up FAQ pages may be eligible to have a rich result on Search and an Action on the Google Assistant, which can help site owners reach the right users. These rich results include snippets with frequently asked questions, allowing users to expand and collapse answers to them. Every time such a result appears in Search results for an user it will be counted as an impression on Search Console, and if the user clicks to visit the website it will be counted as a click. Clicks to expand and collapse the search result will not be counted as clicks on Search Console as they do not lead the user to the website. You can check impressions and clicks on your FAQ rich results using the ‘Search appearance’ tab in the Search Performance report.
Will Google show rich results for reviews made by the review host site?
Reviews must not be written or provided by the business or content provider. According to our review snippets guidelines: “Ratings must be sourced directly from users” - publishing reviews written by the business itself are against the guidelines and might trigger a Manual Action.
There are schema types that are not used by Google, why should we use them?
Google supports a number of schema types, but other search engines can use different types to surface rich results, so you might want to implement it for them.
Why do rich results that previously appeared in Search sometimes disappear?
The Google algorithm tailors search results to create what it thinks is the best search experience for each user, depending on many variables, including search history, location, and device type. In some cases, it may determine that one feature is more appropriate than another, or even that a plain blue link is best. Check the Rich Results Status report, If you don’t see a drop in the number of valid items, or a spike in errors, your implementation should be fine.
How can I verify my dynamically generated structured data?
The safest way to check your structured data implementation is to inspect the URL on Search Console. This will provide information about Google's indexed version of a specific page. You can also use the Rich Results Test public tool to get a verdict. If you don’t see the structured data through those tools, your markup is not valid.
How can I add structured data in WordPress?
There are a number of WordPress plugins available that could help with adding structured data. Also check your theme settings, it might also support some types of markup.
With the deprecation of the Structured Data Testing Tool, will the Rich Results Test support structured data that is not supported by Google Search?
The Rich Results Test supports all structured data that triggers a rich result on Google Search, and as Google creates new experiences for more structured data types we’ll add support for them in this test. While we prepare to deprecate the Structured Data Testing Tool, we’ll be investigating how a generic tool can be supported outside of Google.
If you missed our previous lightning talks, check the WMConf Lightning Talk playlist. Also make sure to subscribe to our YouTube channel for more videos to come! We definitely recommend joining the premieres on YouTube to participate in the live chat and Q&A session for each episode!
Posted by Daniel Waisberg, Search Advocate
Over the past year, we have been working to upgrade the infrastructure of the Search Console API, and we are happy to let you know that we’re almost there. You might have already noticed some minor changes, but in general, our goal was to make the migration as invisible as possible. This change will help Google to improve the performance of the API as demand grows.
Note that if you’re not querying the API yourself you don't need to take action. If you are querying the API for your own data or if you maintain a tool which uses that data (e.g. a WordPress plugin), read on. Below is a summary of the changes:
Please note that other than these changes, the API is backward compatible and there are currently no changes in scope or functionality.
In the Google Cloud Console dashboards, you will notice a traffic drop for the legacy API and an increase in calls to the new one. This is the same API, just under the new name.
You can monitor your API usage on the new Google Search Console API page.
As mentioned in the introduction, these instructions are important only if you query the data yourself or provide a tool that does that for your users.
To check if you have an API restriction active on your API key, follow these steps in the credentials page and make sure the Search Console API is not restricted. If you have added an API restriction for your API keys you will need to take action by August 31.
In order to allow your API calls to be migrated automatically to the new API infrastructure, you need to make sure the Google Search Console API is not restricted.
If you’re querying the Search Console API using an external API library, or querying the Webmasters API discovery document directly you will need to take action as we’ll drop the support in the Webmasters discovery document. Our current plan is to support it until December 31, 2020 - but we’ll provide more details and guidance in the coming months.
If you have any questions, feel free to ask in the Webmasters community or the Google Webmasters Twitter handle.
Posted by Nati Yosephian, Search Console Software Engineer
As the Search Relations team at Google, we're here to help webmasters be successful with their websites in Google Search. We write on this blog, create and maintain the Google Search documentation, produce videos on our YouTube channel - and now we're making a Search Off The Record podcast, too!
In the podcast, John, Gary and Martin from our team are talking about a variety of topics and give a glimpse behind the scenes of Google Search.
In this podcast, we discuss things that are on our minds, like:
updates in Google Search
background on recent announcements
news from the SEO and web developer communities
stories from the past
things we're working on
food and drinks
random things from the top of our heads
puns, jokes and more
Check out the first few episodes and subscribe to the podcast on a podcast platform of your choice (such as Google Podcasts, Apple Podcasts, Spotify, Overcast, Castbox, and many more) to be the first to know when new episodes come out! New episodes come out every few weeks.
Mobile-first indexing has been an ongoing effort of Google for several years. We've enabled mobile-first indexing for most currently crawled sites, and enabled it by default for all the new sites. Our initial plan was to enable mobile-first indexing for all sites in Search in September 2020. We realize that in these uncertain times, it's not always easy to focus on work as otherwise, so we've decided to extend the timeframe to the end of March 2021. At that time, we're planning on switching our indexing over to mobile-first indexing.
For the sites that are not yet ready for mobile-first indexing, we’ve already mentioned some issues blocking your sites in previous blog posts. Now that we’ve done more testing and evaluation, we have seen a few more issues that are worth mentioning to better prepare your sites.
In mobile-first indexing, we will only get the information of your site from the mobile version, so make sure Googlebot can see the full content and all resources there. Here are some things to pay attention to:
You should use the same robots meta tags on the mobile version as those on the desktop version. If you use a different one on the mobile version (such as noindex or nofollow), Google may fail to index or follow links on your page when your site is enabled for mobile-first indexing.
noindex
nofollow
Lazy-loading is more common on mobile than on desktop, especially for loading images and videos. We recommend following lazy-loading best practices. In particular, avoid lazy-loading your primary content based on user interactions (like swiping, clicking, or typing), because Googlebot won't trigger these user interactions.
For example, if your page has 10 primary images on the desktop version, and the mobile version only has 2 of them, with the other 8 images loaded from the server only when the user clicks the “+” button:
+
(Caption: desktop version with 10 thumbnails / mobile version with 2 thumbnails)
In this case, Googlebot won’t click the button to load the 8 images, so Google won't see those images. The result is that they won't be indexed or shown in Google Images. Follow Google's lazy-loading best practices, and lazy load content automatically based on its visibility in the viewport.
Some resources have different URLs on the mobile version from those on the desktop version, sometimes they are served on different hosts. If you want Google to crawl your URLs, make sure you're not disallowing crawling of them with your robots.txt file.
For example, blocking the URLs of .css files will prevent Googlebot from rendering your pages correctly, which can harm the ranking of your pages in Search. Similarly, blocking the URLs of images will make these images disappear from Google Images.
.css
If your mobile version has less content than your desktop version, you should consider updating your mobile version so that its primary content (the content you want to rank with, or the reason for users to come to your site) is equivalent. Only the content shown on the mobile version will be used for indexing and ranking in Search. If it’s your intention that the mobile version has less content than the desktop version, your site may lose some traffic when Google enables mobile-first indexing for your site, since Google won't be able to get the full information anymore.
Use the same clear and meaningful headings on your mobile version as on the desktop version. Missing meaningful headings may negatively affect your page's visibility in Search, because we might not be able to fully understand the page.
For example, if your desktop version has the following tag for the heading of the page:
<h1>Photos of cute puppies on a blanket</h1>
Your mobile version should also use the same heading tag with the same words for it, rather than using headings like:
<h1>Photos</h1> (not clear and meaningful)
<h1>Photos</h1>
<div>Photos of cute puppies on a blanket</div> (not using a heading tag)
<div>Photos of cute puppies on a blanket</div>
Make sure the images and videos on your mobile version follow image best practices and video best practices. In particular, we recommend that you perform the following checks:
Don’t use images that are too small or have a low resolution on the mobile version. Small or low-quality images might not be selected for inclusion in Google Images, or shown as favorably when indexed.
For example, if your page has 10 primary images on the desktop version, and they are normal, good quality images. On the mobile version, a bad practice is to use very small thumbnails for these images to make them all fit in the smaller screen:
(Caption: desktop version with normal thumbnails / mobile version tiny thumbnails)
In this case, these thumbnails may be considered “low quality” by Google because they are too small and in a low resolution.
As previously mentioned, remember that using less-meaningful alt attributes might negatively affect how your images are shown in Google Images.
For example, a good practice is like the following:
<img src="dogs.jpg" alt="A photo of cute puppies on a blanket"> (meaningful alt text)
<img src="dogs.jpg" alt="A photo of cute puppies on a blanket">
While bad practices are like the following:
<img src="dogs.jpg" alt> (empty alt text)
<img src="dogs.jpg" alt>
<img src="dogs.jpg" alt="Photo"> (alt text not meaningful)
<img src="dogs.jpg" alt="Photo">
If your site uses different image URLs for the desktop and mobile version, you may see a temporary traffic loss from Google Images while your site transitions to mobile-first indexing. This is because the image URLs on the mobile version are new to the Google indexing system, and it takes some time for the new image URLs to be understood appropriately. To minimize a temporary traffic loss from search, review whether you can retain the image URLs used by desktop.
If your desktop version uses schema.org's VideoObject structured data to describe videos, make sure the mobile version also includes the VideoObject, with equivalent information provided. Otherwise our video indexing systems may have trouble getting enough information about your videos, resulting in them not being shown as visibly in Search.
VideoObject structured data
VideoObject
Make sure to position videos and images in an easy to find location on the mobile version of your pages. Videos or images not placed well could affect user experience on mobile devices, making it possible that Google would not show these as visibly in search.
For example, assume you have a video embedded in your content in an easy to find location on desktop:
On mobile, you place an ad near the top of the page which takes up a large part of the page. This can result your video being moved off the page, requiring users to scroll down a lot to find the video:
(Caption: video on mobile is much less visible to users)
In this case, the page might not be deemed a useful video landing page by our algorithms, resulting in the video not being shown in Search.
You can find more information and more best practices in our developer guide for mobile-first indexing.
Mobile-first indexing has come a long way. It's great to see how the web has evolved from desktop to mobile, and how webmasters have helped to allow crawling and indexing to match how users interact with the web! We appreciate all your work over the years, which has helped to make this transition fairly smooth. We’ll continue to monitor and evaluate these changes carefully. If you have any questions, please drop by our Webmaster forums or our public events.
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