Google's Volatile Rankings, Local Openness Signal, and More
Table of Contents:
- Introduction
- Google Search Ranking Volatility
- Local Changes and Openness Ranking Signals
- Google Indexing Issues
- Google's Search Quality Evaluation
- Google Showing Images in Search Results
- Google's Approach to Spam Reports
- Using Site Structure for Optimal Crawling
- Handling Special Characters in URLs
- SEO's Constant Evolution
- Updates in Google Ads
- Consent Management Requirements for Google Search Ads
- Testing and Beta Features in Google Merchant Center
- Preview of Web Pages in Google Search Results
- Google Search Generator of Experience Experiment Ending
- Bing's Holiday Lockdown
- Christmas Decorations in Google Search Results
- Conclusion
📌Google Search Ranking Volatility
Google search ranking volatility has been a topic of concern for SEO professionals as we approach the holiday season. Fluctuations in the search results have been observed consistently, indicating significant changes in Google's algorithms. Despite the holiday season, SEOs remain vigilant and worried about the impact these ranking fluctuations may have on their websites.
The intensity of the fluctuations can be seen through various SEO tools that track and measure changes in search rankings. The chatter within the SEO community has also increased significantly, with hundreds of comments and discussions on the topic. This indicates that SEOs are acutely aware of the ongoing changes in Google's search results and their potential impact on website rankings.
📌Local Changes and Openness Ranking Signals
Recently, Google confirmed that the local changes observed in search rankings were a result of tweaks to the openness ranking signal. This means that if a location is open, it is more likely to rank in the local pack for relevant searches. This change aims to provide users with more accurate and up-to-date information when searching for local businesses.
However, it's important to note that the impact of this ranking signal depends on the type of query. For example, if someone searches for a law firm in the middle of the night, they are unlikely to expect the firm to be open at that time. On the other hand, if someone is searching for a pizza store, it's crucial to know whether it's open to satisfy their pizza cravings. Google takes into account the relevance of openness based on the nature of the search query.
While this ranking signal has proven to be valuable, Google's search liaison, Danny Sullivan, acknowledged the feedback regarding businesses changing their hours to always be open. Google is aware of potential issues surrounding this and may implement changes accordingly to ensure the signal is used effectively without manipulation.
📌Google Indexing Issues
On a separate note, Google experienced indexing issues that affected a small number of publisher websites. This incident occurred on Thursday and lasted for a significant part of the day. The exact cause of these indexing issues remains unknown as Google is still investigating the reports. Although some speculate that it was limited to international websites, specifically in countries like India, Spain, and France, no official confirmation has been provided by Google.
Publishers have since reported that the indexing issues have been resolved, indicating that Google took prompt action to rectify the situation. However, it is essential to remain vigilant as indexing issues can impact website visibility and organic traffic.
📌Google's Search Quality Evaluation
Over the past few months, there has been increasing criticism surrounding Google's search quality. Many SEOs and industry experts have pointed out instances of low-quality and problematic search results. In response to this feedback, Google's search liaison, Danny Sullivan, has been actively collecting and submitting these concerns to the Google search team.
The purpose of these submissions is to identify areas of improvement and assess the usefulness of current search result algorithms. Google is aware of the issues raised by the SEO community and is committed to addressing them in order to enhance the overall search experience. Moving forward, it is expected that Google will implement updates to improve search quality and mitigate the appearance of dangerous or irrelevant content.
📌Google Showing Images in Search Results
A publisher recently raised concerns about Google showing their original photos in the search results without proper attribution. This led to a discussion regarding the display of images and whether Google should license them or provide attribution to the original content creators.
Danny Sullivan acknowledged the publisher's concerns and explained that showing images with attribution is not a new feature. It has been in place for several years and aims to provide proper credit to the content creators. In a poll conducted within the SEO community, a significant majority of respondents expressed their preference for Google to show their images with attribution rather than licensing third-party images.
📌Google's Approach to Spam Reports
Gary from Google addressed a common question about why Google often does not take immediate action on spam reports submitted by users. He explained that these reports are primarily used to improve Google's search algorithms as a whole, rather than triggering individual actions for each reported case. Google collects feedback from spam reports to refine their algorithms and develop solutions to combat spam more effectively in the future.
It's important to note that resolving spam-related issues requires a comprehensive approach, which may involve writing new algorithms or updating existing ones. Therefore, immediate action may not be visible to users who submit spam reports. Google's focus is on the long-term improvement of its search algorithms to provide a better user experience.
📌Using Site Structure for Optimal Crawling
During a recent SEO Office Hours session, Gary from Google discussed the importance of site structure in optimizing crawling rates. He emphasized that using hierarchical site structures can help Google understand the organization of a website better. This, in turn, enables Google to crawl different sections of the website at varying rates based on their importance and frequency of updates.
For instance, if a website has a dedicated news section that is updated frequently, using a separate directory (e.g., /news) can signal to Google to crawl that section more frequently. On the other hand, for general content that doesn't require frequent crawling, it is recommended to avoid using dedicated directories. This approach helps website owners ensure that Google's crawling process aligns with their content strategy and the importance they assign to different sections.
📌Handling Special Characters in URLs
When it comes to using special characters in URLs, Google recommends adding encoding to web pages if the characters aren't displaying correctly. By adding encoding, website owners can trigger Google to properly render and display special characters, ensuring a better user experience. This is particularly relevant for languages that utilize characters outside the standard ASCII range.
Gary from Google advised website owners to troubleshoot and modify the coding if special characters fail to display correctly. This can involve using specific character encoding methods, such as UTF-8, to ensure accurate rendering across different devices and browsers.
📌SEO's Constant Evolution
John Mueller from Google highlighted that SEO is an ever-evolving field due to changes in technology, user behavior, and search engine algorithms. The internet and search engines are dynamic, leading to continuous shifts in how users search for information. As a result, SEO strategies and techniques must also adapt to these changes over time.
The evolution of SEO encompasses not only technical aspects such as structured data but also considerations around quality. It is crucial for SEO professionals to stay updated with industry trends, algorithm updates, and user preferences to ensure their strategies remain effective and in line with search engine guidelines.
📌Updates in Google Ads
Google Ads has been testing new features and changes, including showing headlines in the ad description. This experimental change was observed by advertisers who noticed that their ads displayed both the headline and the ad description in search results. While this change may provide more visibility for ads, it also raises questions about the optimal structure and format of ad content.
In addition, Google has been testing new advertiser ad labels, specifically the "Advertiser Verified" label. This label aims to inform users that the advertiser's identity has been verified by Google. The changes in ad labels are intended to enhance transparency and credibility in online advertising.
📌Consent Management Requirements for Google Search Ads
Starting from February 1st, 2024, Google Search Ads will enforce consent management requirements for publishers. This means that publishers will need to comply with specific consent policies if they want to use Google Search Ads on their websites. Google has been notifying AdSense publishers and other partners about these requirements to ensure compliance with privacy regulations and enhance user transparency and control.
📌Testing and Beta Features in Google Merchant Center
Google Merchant Center has been testing a beta feature called "Browsing Experience." This feature provides insights into how well images on a website are optimized compared to industry standards. It offers a 30-day comparison for image quality and quantity, giving merchants valuable information to further optimize their product images.
By monitoring image optimization, merchants can ensure that their products stand out and attract potential customers in the competitive online marketplace. This feature aims to enhance the browsing experience for shoppers and enable merchants to make data-driven decisions to improve their product presentation.
📌Preview of Web Pages in Google Search Results
Google Search is testing a new feature that allows users to preview web pages by hovering their mouse over the search result. This feature provides a quick glimpse of the web page's content without actually clicking on the result. While this functionality has been present in Bing for some time, Google is now experimenting with its own version. The goal is to enhance the user experience by providing more information before committing to a click.
📌Google Search Generator of Experience Experiment Ending
The Google Search Generator of Experience experiment, which allows users to simulate different search results, has reached its end date. This experiment was part of Google's efforts to gather user feedback and evaluate the impact of potential changes to search results. Although the experiment has concluded, Google's commitment to improving the search experience remains ongoing.
📌Bing's Holiday Lockdown
Bing has announced a holiday lockdown, during which they will slow down production releases and certain activities. This temporary slowdown allows Bing's staff to take time off for the holidays while ensuring smooth operations during this period. It is common practice for search engines to adjust their workflow and release schedules around major holidays when staff availability may be limited.
📌Christmas Decorations in Google Search Results
In the spirit of the holiday season, Google has introduced Christmas decorations in search results. These festive elements add a touch of holiday cheer to the search experience, creating a joyful atmosphere for users. As the holiday approaches, Google continues to enhance its services and wishes everyone a Merry Christmas and a Happy New Year.
Highlights:
- Google's search ranking volatility continues to be a concern for SEOs during the holiday season.
- Changes in local ranking signals emphasize the importance of openness and relevance in local search results.
- Google addressed indexing issues that affected some publisher websites and quickly resolved them.
- Google is actively collecting feedback to improve search quality and combat low-quality search results.
- Publishers' concerns regarding image attribution in search results were acknowledged by Google.
- Google uses spam reports to enhance algorithms rather than taking immediate individual action.
- Structuring a website hierarchically can optimize crawling rates and prioritize important sections.
- Proper handling of special characters in URLs ensures accurate rendering and user experience.
- SEO is an ever-evolving field that requires constant adaptation to changing technology and user behavior.
- Google Ads is testing new features, including displaying headlines in ad descriptions and adopting new advertiser ad labels.
- Publishers need to comply with consent management requirements to use Google Search Ads.
- Google Merchant Center offers beta features to improve the browsing experience for shoppers.
- Google is testing a feature to preview web pages within search results, providing users with more information.
- The Google Search Generator of Experience experiment has concluded, but Google remains committed to search improvement.
- Bing adjusts its operations during the holiday season to accommodate staff availability.
- Google adds Christmas decorations to search results, spreading holiday cheer to users.
FAQ:
Q: How long do the Google indexing issues last?
A: The indexing issues reported affected a small number of publisher websites for a significant part of a day. Google quickly resolved the issues, and indexing has resumed as usual.
Q: Is Google planning to change its openness ranking signal?
A: While the openness ranking signal is currently being used to improve local search results, Google acknowledges that changes may occur based on user feedback. It is important to stay updated with Google's announcements regarding this ranking signal.
Q: Can website owners prevent their images from being shown in search results?
A: Yes, website owners have the option to add certain code or configuration to their web pages to prevent Google from indexing and displaying specific images.
Q: How often should website owners update their site structure?
A: Website owners should review their site structure regularly, especially if there are significant changes to the website's content or organization. It's important to ensure that the site structure aligns with the website's objectives and provides a clear hierarchy for search engines to understand.
Q: What should publishers do to comply with Google's consent management requirements for search ads?
A: Publishers should familiarize themselves with the specific consent management policies provided by Google and implement the necessary changes on their websites before the enforcement date.
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