Google Webmaster Trends Analyst, John Mueller, discussed improvements to the search engine’s scoring system and the effect of page experience on rankings during an online session at SEODay 2022, an annual event hosting leading global search engine optimization (SEO) speakers.
Search Engine Journal reported various modifications, one of which is that Google now bases desktop search results on a site’s desktop experience and mobile search results on a site’s mobile experience.
Additionally, Mueller talked about the three key indicators the search engine considers when calculating experience scores: largest contentful paint (LCP), first input delay (FID) and cumulative layout shift (CLS).
“Interactivity to next page,” often known as INP, is a new page experience statistic that Google has also added.
Although Mueller made it clear that INP is currently not a direct ranking component, it could be a potential factor in the future.
He also spoke of the following factors:
- Search Console Insights – Users can create bespoke reports and obtain a fresh perspective on data by using Analytics and Search Console data using tools like BigQuery or Data Studio. Mueller noted that Google is also enhancing its Search Console APIs, enabling customers to integrate them with code on their websites, which could help keep track of popular searches and determine whether certain URLs are indexed.
- Videos and Images in Search – Due to the surge in popularity of videos and authentic imagery in online searches, Google now provides a WordPress plugin to help users generate web stories, a series of pages comprising videos.
- Authentic Product Reviews – The global market for eCommerce has been growing at an immense rate, so much so that it is anticipated to top $5.5 trillion globally this year. Therefore, to help better serve online buyers, Google incorporates what Mueller called “authentic reviews.” Algorithm updates will now also focus on ranking product reviews.
More SEO News You Can Use
Googlebot Only Crawls and Indexes First 15 MB of Web Content: Googlebot’s help page has been updated to reflect that it will only crawl the first 15 MB of a webpage; anything beyond this will not be taken into account when determining rankings. Important material must now be placed near the top of webpages for Googlebot to give it weight. This means that the code must be organized so that the first 15 MB of any text-based or HTML file contain any SEO-relevant data. Furthermore, whenever feasible, images and videos should be compressed rather than directly encoded into HTML. Since maintaining HTML pages at 100 KB or less is currently advised by SEO best practices, websites following these guidelines shouldn’t be impacted by this change.
Google Revises Product Structured Data Guidelines: Google Search Central revised its Products Structured Data documentation to, firstly, make it clearer which product-related pages are eligible for structured data and, secondly, how to use structured data for product variants like size, model and color. Structured data is used by search engines to better understand web pages. Additionally, it enables search engines to present the material offered in structured data in an appealing and useful way. Implementing the markup in accordance with Google’s guidelines is therefore essential, especially for product structured data. Why? If done effectively, it makes it simple and enjoyable for potential customers to explore, contrast and choose several product versions, which may increase traffic to web pages and, potentially, sales.
Surfer SEO Integrates With Semrush: In a Search Engine Journal exclusive, it was announced that Semrush and Surfer SEO have teamed together for a groundbreaking integration. Together, these industry leaders have created a new growth management tool known as Grow Flow. According to Surfer SEO, Grow Flow is an “AI growth management platform” that functions like an AI SEO assistant. Surfer SEO will be expanded using Semrush’s backlink data, offering weekly task suggestions to help make SEO learning more manageable and less overwhelming. For example, it might suggest adding keywords (GSC) that a website is ranking for or where to place internal links. Additionally, it can provide brand-new content ideas and categories that users can access via a content editor. This is the first time Semrush has integrated with an SEO company, besides the collaborations with Google Products such as Search Console or Analytics, but we wouldn’t be surprised if this is just the first of many more integrations in the future.
IndexNow Finally Available in Yoast SEO Premium: In a recent article by Search Engine Land, it was announced that one of the more well-known WordPress SEO plugins, Yoast SEO, has embraced IndexNow and is available in Yoast SEO version 19.2’s premium edition. IndexNow, the Microsoft-backed method of submitting material to search engines, is a straightforward ping protocol that allows website owners to quickly alert search engines to recent content modifications on their sites and lets search engines immediately update their search results to reflect the addition, updating or deletion of a URL and its content. When asked why it decided to make the change now, the business explained that the recent changes in protocol were significant and “…fits into our view of a sustainable crawling and indexing solution.”