Next stop: 2015

December 2014

Google Confidential and Proprietary

John MuellerWebmaster Trends Analyst

Google Zuerich

Connecting webmasters with engineers

Regular webmaster central office hours viahttps://google.com/+googlewebmasters

Google Confidential and Proprietary

Mobile web & apps

Webmaster Tools

Structured data / rich snippets

Security

Crawling, indexing, serving

Themes 2014

Google Confidential and ProprietarySource: think.withgoogle.com/mobileplanet

Would rather give up TV than smartphone.

Would rather give up desktop/ tablet PC than smartphone

Google Confidential and ProprietarySource: think.withgoogle.com/mobileplanet

Smartphone penetration % of population

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67% uses their mobile phone every single day

Source: think.withgoogle.com/mobileplanet

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Source: Google User Behavior Study 2010, Google Internal Data 2010Source: Gomez, “Why the Mobile Web is Disappointing End-users.” March 2011Source: PRWeb, “51% of Consumers are more likely to shop at retailers who have websites designed for devices like the iPhone.” November 16 2010. Research by Brand Anywhere and Luth Research, “Supply and Demand of the Mobile Web” November 2010

61% of users are unlikely to return to a mobile site they had trouble with.

40% said they’d visit a competitor’s mobile site instead.

Mobile Users Hold a Grudge

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People Willing to Go Without Sex, Shoes and Caffeine Rather Than Give Up Their Cellphones, Ina Fried, 2011

55% would give up caffeine to keep their phone

Mobile users can be addicted to your site

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My phone is my castle

Mobile web & apps

Google Confidential and Proprietary

What happened in mobile?

● Highlight mobile-friendly pages

● App-Indexing shows apps in search

● Mobile testing & reports in Webmaster Tools

● Googlebot smartphone user-agent

● Flag & demote critical mobile errors in search

● Improved mobile search query data in Webmaster Tools

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Read & use primary content without left/right swiping

robots.txt

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For more than just webmasters

Webmaster Tools

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Tools for your search activities

● Rendering pages with "Fetch as Google"

● Interactive robots.txt tester

● Search query data significantly improved

● Site move tool & detailed help

● Improved URL removal tools

● APIs for verification & more

● Index stats for site variations (http/htttps/www/non-www)

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Fetch and render + robots.txt for embedded content

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Rich snippets & more

Structured data

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Updates in structured data

● Local company information: phone numbers, addresses, opening hours

● Structured data dashboard with errors & counts

● Events rich snippets & Knowledge Graph

● Improved sitelinks search box

● more to come!

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Getting hacked is no fun

Security

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On-site and off-site security builds trust

● HTTPS as a ranking factor

● More help for hacked sites :-(

● Safe browsing download protection

● Chrome considering signaling HTTP pages as insecure

Providing a safe web experience is not optional.

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Googlebot is on the run

Crawling, indexing, serving

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What's been happening in search?

● Googlebot renders pages! Updated webmaster guidelines

● Crawl error reporting for redirecting URLs

● Learn: faceted navigation, infinite scroll, sitemaps & feeds

● Hreflang: diagnosis tools & guidelines for homepages

● Removal of Authorship

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Understand robots.txt & crawling

Critical for web, mobile, and apps!

JS

User-agent: *Disallow: /template/

/template/

CSS robots.txt

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That's all?

… even more!

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We're not stopping yet :-)

● Google+ page for webmastershttp://google.com/+GoogleWebmasters

● Webmaster Academy! http://g.co/webmasteracademy

● Bring your local business online / videos

● Over 100 Office hours hangouts across 7 languages

google.it/+JohnMueller

Grazie!

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Internet

Crawler

Scheduler

Parser IndexingURLs Index Serving

Query

Results

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Criteria for PageSpeed Mobile Usability

★ Working viewport○ must be configured (meta-tag)○ not fixed-width○ content size matches○ readable font size

★ Tap targets (links, buttons) clickable

★ Primary content not in Flash

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In Chrome: (ctrl+shift+i or cmd+opt+i > )

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PageSpeed Insights

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Responsive web design

Separate mobile siteDynamic Serving

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URLs & content changes

Responsive web design

Dynamic serving

Separate mobile site

Does my URL stay the same?

Does my HTML stay the same?

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Watch out for mobile-specific errors

www.example.com/news404 Not Foundm.example.com/news

Mobile-specific 404s

www.example.com/

www.example.com/shop

www.example.com/aboutus

m.example.com/

Faulty redirects

Google Confidential and Proprietary

Avoid interstitials!

https://youtube.com

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… don't forget speed! (webpagetest.org)

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What is structured data?

<p>Hotel Lorem ipsum review. Reviewed by John. Fusce tempor dictum eros et rhoncus. Pellentesque vel urna sit amet eros pharetra euismod. Maecenas quis massa ac tellus rhoncus venenatis quis a lacus.<br />

<br />

Rating 4.5 from 5 stars.</p>

<div itemscope itemtype="http://data-vocabulary.org/Review">

<span itemprop="itemreviewed">Hotel Lorem Ipsum</span>

Reviewed by <span itemprop="reviewer">John</span> on

<time itemprop="dtreviewed"

datetime="2013-01-06">Jan 6, 2013</time>.

<span itemprop="description">Fusce tempor dictum eros et

rhoncus. Pellentesque vel urna sit amet eros pharetra

euismod. Maecenas quis massa ac tellus rhoncus venenatis

quis a lacus.</span>

Rating: <span itemprop="rating">4.5</span>

</div>

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Structured data in rich snippets

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Structured data in web-search

★ Structured data doesn't change crawling, indexing, or ranking!

★ Some structured data isn't shown in search at all.(We still use it to understand your pages better.)

★ Rich snippets aren't guaranteed.

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Implementing Structured Data

★ Data Highlighter (to start)

★ Markup Helper & testing tool

★ Various vocabulary / markup

○ schema.org - recommended○ microformats○ microdata○ RDFa○ (JSON LD)

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Data Highlighter in Webmaster Tools

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Checking your markup

Check our Help Center, use the testing tool,and use valid HTML :-).

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Rich Snippet policies

★ Usually visible markup

★ Should not be misleading

★ Rich snippet represents the page's topic

★ Follows appropriate usage guidelines

Check the Help Center for details.

Google Confidential and Proprietary

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec nisi quam, condimentum eget tempus vel, adipiscing id urna. Fusce consequat dapibus elit, viverra volutpat nulla auctor eu. Duis dignissim orci vitae justo commodo fringilla.

Please review this page:

Please review the product on this page:

No! Yes!

Watch out for reviews

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Other common difficulties

★ Watch out for date & number formats: use the local formats or be extra-clear (eg. write out month).

★ Testimonials are not reviews.

★ Don't blindly add review-widgets!