MozCon 2019: Everything You Need to Know About Day Three

MozCon 2019: Everything You Need to Know About Day Three

If the last day of MozCon felt like it went too fast or if you forgot everything that happened today (we wouldn’t judge — there were so many insights), don’t fret. We captured all of day three’s takeaways so you could relive the magic of day three. 

Don’t forget to check out all the photos with Roger from the photobooth! They’re available here in the MozCon Facebook group. Plus: You asked and we delivered: the 2019 MozCon speaker walk-on playlist is now live and available here for your streaming pleasure. 

Cindy Krum— Fraggles, Mobile-First Indexing, & the SERP of the Future 

If you were hit with an instant wave of nostalgia after hearing Cindy’s walk out music, then you are in good company and you probably were not disappointed in the slightest by Cindy’s talk on Fraggles.

  • “Fraggles” are fragments + handles. A fragment is a piece of info on a page. A handle is something like a bookmark, jump link, or named anchor — they help people navigate through long pages to get what they’re looking for faster.
  • Ranking pages is an inefficient way to answer questions. One page can answer innumerable questions, so Google’s now can pull a single answer from multiple parts of your page, skipping sections they don’t think are as useful for a particular answer.
  • The implications for voice are huge! It means you don’t have to listen to your voice device spout off a page’s worth of text before your question is answered.
  • Google wants to index more than just websites. They want to organize the world’s information, not websites. Fraggles are a demonstration of that.

Luke Carthy — Killer Ecommerce CRO and UX Wins Using A SEO Crawler 

Luke Carthy did warn us in his talk description that we should all flex our notetaking muscles for all the takeaways we would furiously jot down — and he wasn’t wrong.

  • Traffic doesn’t always mean sales and sales don’t always mean traffic!
  • Custom extraction is a great tool for finding missed CRO opportunities. For example, Luke found huge opportunity on Best Buy’s website — thousands of people’s site searches were leading them to an unoptimized “no results found” page.
  • You can also use custom extraction to find what product recommendations you or your customers are using at scale! Did you know that 35% of what customers buy on Amazon and 75 percent of what people watch on Netflix are the results of these recommendations?
  • For example, are you showing near-exact products or are you showing complementary products? (hint: try the latter and you’ll likely increase your sales!)
  • Custom extraction from Screaming Frog allows you to scrape any data from the HTML of the web pages while crawling them.

Andy Crestodina — Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy 

Next up, Andy of Orbit Media took the stage with a comprehensive breakdown of the most effective tactics for turning content into a high-powered content strategy. He also brought the fire with this sound advice that we can apply in both our work life and personal life.

  • Blog visitors often don’t have commercial intent. One of the greatest ways to leverage blog posts for leads is by using the equity we generate from links to our helpful posts and passing that onto our product and service pages.
  • If you want links and shares, invest in original research! Not sure what to research? Look for unanswered questions or unproven statements in your industry and provide the data.
  • Original research may take longer than a standard post, but it’s much more effective! When you think about it this way, do you really have time to put out more, mediocre posts?
  • Give what you want to get. Want links? Link to people. Want comments? Comment on others people’s work.
  • To optimize content for social engagement, it should feature real people, their faces, and their quotes.
  • Collaborating with other content creators on your content not only gives it built-in amplification, but it also leads to great connections and is just generally more fun.

Rob Ousbey — Running Your Own SEO Tests: Why It Matters & How to Do It Right 

Google’s algorithms have changed a heck of a lot in recent years — what’s an SEO to do? Follow Rob’s advice — both fashion and SEO — who says that the answer lies in testing.

  • “This is the way we’ve always done it” isn’t sufficient justification for SEO tactics in today’s search landscape.
  • In the earlier days of the algorithm, it was much easier to demote spam than it was to promote what’s truly good.
  • Rob and his team had a theory that Google was beginning to rely more heavily on user experience and satisfaction than some of the more traditional ranking factors like links.
  • Through SEO A/B testing, they found that:
    • Google relies less heavily on link signals when it comes to the top half of the results on page 1.
    • Google relies more heavily on user experience for head terms (terms with high search volume), likely because they have more user data to draw from.
  • In the process of A/B testing, they also found that the same test often produces different results on different sites. The best way to succeed in today’s SEO landscape is to cultivate a culture of testing!

Greg Gifford — Dark Helmet’s Guide to Local Domination with Google Posts and Q&A 

If you’re a movie buff, you probably really appreciated Greg’s talk — he schooled us all in movie references and brought the fire with his insights on Google Posts and Q&A  

The man behind #shoesofmozcon taught us that Google is the new home page for local businesses, so we should be leveraging the tools Google has given us to make our Google My Business profiles great. For example…

Google Posts

  • Images should be 1200×900 on google posts
  • Images are cropped slightly higher than the center and it’s not consistent every time
  • The image size of the thumbnail is different on desktop than it is on mobile
  • Use Greg’s free tool at bit.ly/posts-image-guide to make sizing your Google Post images easier
  • You can also upload videos. The file size limit is 100mb and/or 30 seconds
  • Add a call-to-action button to make your Posts worth it! Just know that the button often means you get less real estate for text in your Posts
  • Don’t share social fluff. Attract with an offer that makes you stand out
  • Make sure you use UTM tracking so you can understand how your Posts are performing in Google Analytics. Otherwise, it’ll be attributed as direct traffic.

Google Q&A

  • Anyone can ask and answer questions — why not the business owner! Control the conversation and treat this feature like it’s your new FAQ page.
  • This feature works on an upvote system. The answer with the most upvotes will show first.
  • Don’t include a URL or phone number in these because it’ll get filtered out.
  • A lot of these questions are potential customers! Out of 640 car dealerships’ Q&As Greg evaluated, 40 percent were leads! Of that 40 percent, only 2 questions were answered by the dealership.

 Emily Triplett Lentz — How to Audit for Inclusive Content 

Emily of Help Scout walked dropped major knowledge on the importance of spotting and eliminating biases that frequently find their way into online copy. She also hung out backstage after her talk to cheer on her fellow speakers. #GOAT. #notallheroeswearcapes.

  • As content creators, we’d all do well to keep ableism in mind: discrimination in favor of able-bodied people. However, we’re often guilty of this without even knowing it.
  • One example of ableism that often makes its way into our copy is comparing dire or subideal situations with the physical state of another human (ex: “crippling”).
  • While we should work on making our casual conversation more inclusive too, this is particularly important for brands.
  • Create a list of ableist words, crawl your site for them, and then replace them. However, you’ll likely find that there is no one-size-fits-all replacement for these words. We often use words like “crazy” as filler words. By removing or replacing with a more appropriate word, we make our content better and more descriptive in the process.
  • At the end of the day, brands should remember that their desire for freedom of word choice isn’t more important than people’s right not to feel excluded and hurt. When there’s really no downside to more inclusive content, why wouldn’t we do it?

Visit http://content.helpscout.net/mozcon-2019 to learn how to audit your site for inclusive content!

Joelle Irvine — Image & Visual Search Optimization Opportunities 

Curious about image optimization and visual search? Joelle has the goods for you — and was blowing people’s minds with her tips for visual optimization and how to leverage Google Lens, Pinterest, and AR for visual search.

  • Visual search is not the same thing as searching for images. We’re talking about the process of using an image to search for other content.
  • Visual search like Google Lens makes it easier to search when you don’t know what you’re looking for.
  • Pinterest has made a lot of progress in this area. They have a hybrid search that allows you to find complimentary items to the one you searched. It’s like finding a rug that matches a chair you like rather than finding more of the same type of chair.
  • 62 percent of millennials surveyed said they would like to be able to search by visual, so while this is mostly being used by clothing retailers and home decor right now, visual search is only going to get better, so think about the ways you can leverage it for your brand!

Joy Hawkins — Factors that Affect the Local Algorithm that Don’t Impact Organic 

Proximity varies greatly when comparing local and organic results — just ask Joy of Sterling Sky, who gets real about fake listings while walking through the findings of a recent study.

Here are the seven areas in which the local algorithm diverges from the organic algorithm:

  • Proximity (AKA: how close is the biz to the searcher?)
    • Proximity is the #1 local ranking factor, but the #27 ranking factor on organic.
    • Studies show that having a business that’s close in proximity to the searcher is more beneficial for ranking in the local pack than in traditional organic results.
  • Rank tracking
    • Because there is so much variance by latitude/longitude, as well as hourly variances, Joy recommends not sending your local business clients ranking reports.
    • Use rank tracking internally, but send clients the leads/sales. This causes less confusion and gets them focused on the main goal.
    • Visit bit.ly/mozcon3 for insights on how to track leads from GMB
  • GMB landing pages (AKA: the website URL you link to from your GMB account)
    • Joy tested linking to the home page (which had more authority/prominence) vs. linking to the local landing page (which had more relevance) and found that traffic went way up when linking to the home page.
    • Before you go switching all your GMB links though, test this for yourself!
  • Reviews
    • Joy wanted to know how much reviews actually impacted ranking, and what it was exactly about reviews that would help or hurt.
    • She decided to see what would happen to rankings when reviews were removed. This happened to a business who was review gating (a violation of Google’s guidelines) but Joy found that reviews flagged for violations aren’t actually removed, they’re hidden, explaining why “removed” reviews don’t negatively impact local rankings.
  • Possum filter
    • Organic results can get filtered because of duplicate content, whereas local results can get filtered because they’re too close to another business in the same category. This is called the Possum filter.
  • Keywords in a business name
    • This is against Google’s guidelines but it works sadly
    • For example, Joy tested adding the word “salad bar” to a listing that didn’t even have a salad bar and their local rankings for that keyword shot up.
    • Although it works, don’t do it! Google can remove your listing for this type of violation, and they’ve been removing more listings for this reason lately.
  • Fake listings
    • New listings can rank even if they have no website, authority, citations, etc. simply because they keyword stuffed their business name. These types of rankings can happen overnight, whereas it can take a year or more to achieve certain organic rankings.
    • Spend time reporting spam listings in your clients’ niches because it can improve your clients’ local rankings.

Britney Muller — Featured Snippets: Essentials to Know & How to Target 

Closing out day three of MozCon was our very own Britney, Sr. SEO scientist extraordinaire, on everyone’s favorite SEO topic: Featured snippets!

We’re seeing more featured snippets than ever before, and they’re not likely going away. It’s time to start capitalizing on this SERP feature so we can start earning brand awareness and traffic for our clients!

Here’s how:

  • Know what keywords trigger featured snippets that you rank on page 1 for
  • Know the searcher’s intent
  • Provide succinct answers
  • Add summaries to popular posts
  • Identify commonly asked questions
  • Leverage Google’s NLP API
  • Monitor featured snippets
  • If all else fails, leverage ranking third party sites. Maybe your own site has low authority and isn’t ranking well, but try publishing on Linkedin or Medium instead to get the snippet!

There’s lots of debate over whether featured snippets send you more traffic or take it away due to zero-click results, but consider the benefits featured snippets can bring even without the click. Whether featured snippets bring you traffic, increased brand visibility in the SERPs, or both, they’re an opportunity worth chasing.

Aaaand, that’s a wrap!

Thanks for joining us at this year’s MozCon! And a HUGE thank you to everyone (Mozzers, partners, and crew) who helped make this year’s MozCon possible — we couldn’t have done it without all of you. 

What was your favorite moment of the entire conference? Tell us below in the comments! And don’t forget to grab the speaker slides here

Vertaald van MOZ

The Real Impact of Mobile-First Indexing & The Importance of Fraggles

The Real Impact of Mobile-First Indexing & The Importance of Fraggles

While SEOs have been doubling-down on content and quality signals for their websites, Google was building the foundation of a new reality for crawling — indexing and ranking. Though many believe deep in their hearts that “Content is King,” the reality is that Mobile-First Indexing enables a new kind of search result. This search result focuses on surfacing and re-publishing content in ways that feed Google’s cross-device monetization opportunities better than simple websites ever could.

For two years, Google honed and changed their messaging about Mobile-First Indexing, mostly de-emphasizing the risk that good, well-optimized, Responsive-Design sites would face. Instead, the search engine giant focused more on the use of the Smartphone bot for indexing, which led to an emphasis on the importance of matching SEO-relevant site assets between desktop and mobile versions (or renderings) of a page. Things got a bit tricky when Google had to explain that the Mobile-First Indexing process would not necessarily be bad for desktop-oriented content, but all of Google’s shifting and positioning eventually validated my long-stated belief: That Mobile-First Indexing is not really about mobile phones, per se, but mobile content.

I would like to propose an alternative to the predominant view, a speculative theory, about what has been going on with Google in the past two years, and it is the thesis of my 2019 MozCon talk — something we are calling Fraggles and Fraggle-based Indexing

 I’ll go through Fraggles and Fraggle-based indexing, and how this new method of indexing has made web content more ‘liftable’ for Google. I’ll also outline how Fraggles impact the Search Results Pages (SERPs), and why it fits with Google’s promotion of Progressive Web Apps. Next, I will provide information about how astute SEO’s can adapt their understanding of SEO and leverage Fraggles and Fraggle-Based Indexing to meet the needs of their clients and companies. Finally, I’ll go over the implications that this new method of indexing will have on Google’s monetization and technology strategy as a whole.

Ready? Let’s dive in.

Fraggles & Fraggle-based indexing

The SERP has changed in many ways. These changes can be thought of and discussed separately, but I believe that they are all part of a larger shift at Google. This shift includes “Entity-First Indexing” of crawled information around the existing structure of Google’s Knowledge Graph, and the concept of “Portable-prioritized Organization of Information,” which favors information that is easy to lift and re-present in Google’s properties — Google describes these two things together as “Mobile-First Indexing.”

As SEOs, we need to remember that the web is getting bigger and bigger, which means that it’s getting harder to crawl. Users now expect Google to index and surface content instantly. But while webmasters and SEOs were building out more and more content in flat, crawlable HTML pages, the best parts of the web were moving towards more dynamic websites and web-apps. These new assets were driven by databases of information on a server, populating their information into websites with JavaScript, XML or C++, rather than flat, easily crawlable HTML. 

For many years, this was a major problem for Google, and thus, it was a problem for SEOs and webmasters. Ultimately though, it was the more complex code that forced Google to shift to this more advanced, entity-based system of indexing — something we at MobileMoxie call Fraggles and Fraggle-Based Indexing, and the credit goes to JavaScript’s “Fragments.”

Fraggles represent individual parts (fragments) of a page for which Google overlayed a “handle” or “jump-link” (aka named-anchor, bookmark, etc.) so that a click on the result takes the users directly to the part of the page where the relevant fragment of text is located. These Fraggles are then organized around the relevant nodes on the Knowledge Graph, so that the mapping of the relationships between different topics can be vetted, built-out, and maintained over time, but also so that the structure can be used and reused, internationally — even if different content is ranking. 

More than one Fraggle can rank for a page, and the format can vary from a text-link with a “Jump to” label, an unlabeled text link, a site-link carousel, a site-link carousel with pictures, or occasionally horizontal or vertical expansion boxes for the different items on a page.

The most notable thing about Fraggles is the automatic scrolling behavior from the SERP. While Fraggles are often linked to content that has an HTML or JavaScript jump-links, sometimes, the jump-links appear to be added by Google without being present in the code at all. This behavior is also prominently featured in AMP Featured Snippets, for which Google has the same scrolling behavior, but also includes Google’s colored highlighting — which is superimposed on the page — to show the part of the page that was displayed in the Featured Snippet, which allows the searcher to see it in context. I write about this more in the article: What the Heck are Fraggles.

How Fraggles & Fraggle-based indexing works with JavaScript

Google’s desire to index Native Apps and Web Apps, including single-page apps, has necessitated Google’s switch to indexing based on Fragments and Fraggles, rather than pages. In JavaScript, as well as in Native Apps, a “Fragment” is a piece of content or information that is not necessarily a full page. 

The easiest way for an SEO to think about a Fragment is within the example of an AJAX expansion box: The piece of text or information that is fetched from the server to populate the AJAX expander when clicked could be described as a Fragment. Alternatively, if it is indexed for Mobile-First Indexing, it is a Fraggle. 

It is no coincidence that Google announced the launch of Deferred JavaScript Rendering at roughly the same time as the public roll-out of Mobile-First Indexing without drawing-out the connection, but here it is: When Google can index fragments of information from web pages, web apps and native apps, all organized around the Knowledge Graph, the data itself becomes “portable” or “mobile-first.”

We have also recently discovered that Google has begun to index URLs with a # jump-link, after years of not doing so, and is reporting on them separately from the primary URL in Search Console. As you can see below from our data, they aren’t getting a lot of clicks, but they are getting impressions. This is likely because of the low average position. 

Before Fraggles and Fraggle-Based Indexing, indexing # URLs would have just resulted in a massive duplicate content problem and extra work indexing for Google. Now that Fraggle-based Indexing is in-place, it makes sense to index and report on # URLs in Search Console — especially for breaking up long, drawn-out JavaScript experiences like PWA’s and Single-Page-Apps that don’t have separate URLs, databases, or in the long-run, possibly even for indexing native apps without Deep Links. 

Why index fragments & Fraggles?

If you’re used to thinking of rankings with the smallest increment being a URL, this idea can be hard to wrap your brain around. To help, consider this thought experiment: How useful would it be for Google to rank a page that gave detailed information about all different kinds of fruits and vegetables? It would be easy for a query like “fruits and vegetables,” that’s for sure. But if the query is changed to “lettuce” or “types of lettuce,” then the page would struggle to rank, even if it had the best, most authoritative information. 

This is because the “lettuce” keywords would be diluted by all the other fruit and vegetable content. It would be more useful for Google to rank the part of the page that is about lettuce for queries related to lettuce, and the part of the page about radishes well for queries about radishes. But since users don’t want to scroll through the entire page of fruits and vegetables to find the information about the particular vegetable they searched for, Google prioritizes pages with keyword focus and density, as they relate to the query. Google will rarely rank long pages that covered multiple topics, even if they were more authoritative.

With featured snippets, AMP featured snippets, and Fraggles, it’s clear that Google can already find the important parts of a page that answers a specific question — they’ve actually been able to do this for a while. So, if Google can organize and index content like that, what would the benefit be in maintaining an index that was based only on per-pages statistics and ranking? Why would Google want to rank entire pages when they could rank just the best parts of pages that are most related to the query?

To address these concerns, historically, SEO’s have worked to break individual topics out into separate pages, with one page focused on each topic or keyword cluster. So, with our vegetable example, this would ensure that the lettuce page could rank for lettuce queries and the radish page could rank for radish queries. With each website creating a new page for every possible topic that they would like to rank for, there’s lot of redundant and repetitive work for webmasters. It also likely adds a lot of low-quality, unnecessary pages to the index. Realistically, how many individual pages on lettuce does the internet really need, and how would Google determine which one is the best? The fact is, Google wanted to shift to an algorithm that focused less on links and more on topical authority to surface only the best content — and Google circumvents this with the scrolling feature in Fraggles.

Even though the effort to switch to Fraggle-based indexing, and organize the information around the Knowledge Graph, was massive, the long-term benefits of the switch far out-pace the costs to Google because they make Google’s system for flexible, monetizable and sustainable, especially as the amount of information and the number of connected devices expands exponentially. It also helps Google identify, serve and monetize new cross-device search opportunities, as they continue to expand. This includes search results on TV’s, connected screens, and spoken results from connected speakers. A few relevant costs and benefits are outlined below for you to contemplate, keeping Google’s long-term perspective in mind:

Why Fraggles and Fraggle-based indexing are important for PWAs

What also makes the shift to Fraggle-based Indexing relevant to SEOs is how it fits in with Google’s championing of Progressive Web Apps or AMP Progressive Web Apps, (aka PWAs and PWA-AMP websites/web apps). These types of sites have become the core focus of Google’s Chrome Developer summits and other smaller Google conferences.

From the perspective of traditional crawling and indexing, Google’s focus on PWAs is confusing. PWAs often feature heavy JavaScript and are still frequently built as Single-Page Apps (SPA’s), with only one or only a few URLs. Both of these ideas would make PWAs especially difficult and resource-intensive for Google to index in a traditional way — so, why would Google be so enthusiastic about PWAs? 

The answer is because PWA’s require ServiceWorkers, which uses Fraggles and Fraggle-based indexing to take the burden off crawling and indexing of complex web content.

In case you need a quick refresher: ServiceWorker is a JavaScript file — it instructs a device (mobile or computer) to create a local cache of content to be used just for the operation of the PWA. It is meant to make the loading of content much faster (because the content is stored locally) instead of just left on a server or CDN somewhere on the internet and it does so by saving copies of text and images associated with certain screens in the PWA. Once a user accesses content in a PWA, the content doesn’t need to be fetched again from the server. It’s a bit like browser caching, but faster — the ServiceWorker stores the information about when content expires, rather than storing it on the web. This is what makes PWAs seem to work offline, but it is also why content that has not been visited yet is not stored in the ServiceWorker.

ServiceWorkers and SEO

Most SEOs who understand PWAs understand that a ServiceWorker is for caching and load time, but they may not understand that it is likely also for indexing. If you think about it, ServiceWorkers mostly store the text and images of a site, which is exactly what the crawler wants. A crawler that uses Deferred JavaScript Rendering could go through a PWA and simulate clicking on all the links and store static content using the framework set forth in the ServiceWorker. And it could do this without always having to crawl all the JavaScript on the site, as long as it understood how the site was organized, and that organization stayed consistent. 

Google would also know exactly how often to re-crawl, and therefore could only crawl certain items when they were set to expire in the ServiceWorker cache. This saves Google a lot of time and effort, allowing them to get through or possibly skip complex code and JavaScript.

For a PWA to be indexed, Google requires webmasters to ‘register their app in Firebase,’ but they used to require webmasters to “register their ServiceWorker.” Firebase is the Google platform that allows webmasters to set up and manage indexing and deep linking for their native apps, chat-bots and, now, PWA’s

Direct communication with a PWA specialist at Google a few years ago revealed that Google didn’t crawl the ServiceWorker itself, but crawled the API to the ServiceWorker. It’s likely that when webmasters register their ServiceWorker with Google, Google is actually creating an API to the ServiceWorker, so that the content can be quickly and easily indexed and cached on Google’s servers. Since Google has already launched an Indexing API and appears to now favor API’s over traditional crawling, we believe Google will begin pushing the use of ServiceWorkers to improve page speed, since they can be used on non-PWA sites, but this will actually be to help ease the burden on Google to crawl and index the content manually.

Flat HTML may still be the fastest way to get web information crawled and indexed with Google. For now, JavaScript still has to be deferred for rendering, but it is important to recognize that this could change and crawling and indexing is not the only way to get your information to Google. Google’s Indexing API, which was launched for indexing time-sensitive information like job postings and live-streaming video, will likely be expanded to include different types of content. 

It’s important to remember that this is how AMP, Schema, and many other types of powerful SEO functionalities have started with a limited launch; beyond that, some great SEO’s have already tested submitting other types of content in the API and seen success. Submitting to APIs skips Google’s process of blindly crawling the web for new content and allows webmasters to feed the information to them directly.

It is possible that the new Indexing API follows a similar structure or process to PWA indexing. Submitted URLs can already get some kinds of content indexed or removed from Google’s index, usually in about an hour, and while it is only currently officially available for the two kinds of content, we expect it to be expanded broadly.

How will this impact SEO strategy?

Of course, every SEO wants to know how to leverage this speculative theory — how can we make the changes in Google to our benefit? 

The first thing to do is take a good, long, honest look at a mobile search result. Position #1 in the organic rankings is just not what it used to be. There’s a ton of engaging content that is often pushing it down, but not counting as an organic ranking position in Search Console. This means that you may be maintaining all your organic rankings while also losing a massive amount of traffic to SERP features like Knowledge Graph results, Featured Snippets, Google My Business, maps, apps, Found on the Web, and other similar items that rank outside of the normal organic results. 

These results, as well as Pay-per-Click results (PPC), are more impactful on mobile because they are stacked above organic rankings. Rather than being off to the side, as they might be in a desktop view of the search, they push organic rankings further down the results page. There has been some great reporting recently about the statistical and large-scale impact of changes to the SERP and how these changes have resulted in changes to user-behavior in search, especially from Dr. Pete Meyers, Rand Fishkin, and JumpTap.

Dr. Pete has focused on the increasing number of changes to the Google Algorithm recorded in his MozCast, which heated up at the end of 2016 when Google started working on Mobile-First Indexing, and again after it launched the Medic update in 2018. 

Rand, on the other hand, focused on how the new types of rankings are pushing traditional organic results down, resulting in less traffic to websites, especially on mobile. All this great data from these two really set the stage for a fundamental shift in SEO strategy as it relates to Mobile-First Indexing.

The research shows that Google re-organized its index to suit a different presentation of information — especially if they are able to index that information around an entity-concept in the Knowledge Graph. Fraggle-based Indexing makes all of the information that Google crawls even more portable because it is intelligently nested among related Knowledge Graph nodes, which can be surfaced in a variety of different ways. Since Fraggle-based Indexing focuses more on the meaningful organization of data than it does on pages and URLs, the results are a more “windowed” presentation of the information in the SERP. SEOs need to understand that search results are now based on entities and use-cases (think micro-moments), instead of pages and domains.

Google’s Knowledge Graph

To really grasp how this new method of indexing will impact your SEO strategy, you first have to understand how Google’s Knowledge Graph works. 

Since it is an actual “graph,” all Knowledge Graph entries (nodes) include both vertical and lateral relationships. For instance, an entry for “bread” can include lateral relationships to related topics like cheese, butter, and cake, but may also include vertical relationships like “standard ingredients in bread” or “types of bread.” 

Lateral relationships can be thought of as related nodes on the Knowledge Graph, and hint at “Related Topics” whereas vertical relationships point to a broadening or narrowing of the topic; which hints at the most likely filters within a topic. In the case of bread, a vertical relationship-up would be topics like “baking,” and down would include topics like “flour” and other ingredients used to make bread, or “sourdough” and other specific types of bread.

SEOs should note that Knowledge Graph entries can now include an increasingly wide variety of filters and tabs that narrow the topic information to benefit different types of searcher intent. This includes things like helping searchers find videos, books, images, quotes, locations, but in the case of filters, it can be topic-specific and unpredictable (informed by active machine learning). This is the crux of Google’s goal with Fraggle-based Indexing: To be able to organize the information of the web-based on Knowledge Graph entries or nodes, otherwise discussed in SEO circles as “entities.” 

Since the relationships of one entity to another remain the same, regardless of the language a person is speaking or searching in, the Knowledge Graph information is language-agnostic, and thus easily used for aggregation and machine learning in all languages at the same time. Using the Knowledge Graph as a cornerstone for indexing is, therefore, a much more useful and efficient means for Google to access and serve information in multiple languages for consumption and ranking around the world. In the long-term, it’s far superior to the previous method of indexing.

Examples of Fraggle-based indexing in the SERPs 

Knowledge Graph

Google has dramatically increased the number of Knowledge Graph entries and the categories and relationships within them. The build-out is especially prominent for topics for which Google has a high amount of structured data and information already. This includes topics like:

  • TV and Movies — from Google Play
  • Food and Recipe — from Recipe Schema, recipe AMP pages, and external food and nutrition databases 
  • Science and medicine — from trusted sources (like WebMD) 
  • Businesses — from Google My Business. 

Google is adding more and more nodes and relationships to their graph and existing entries are also being built-out with more tabs and carousels to break a single topic into smaller, more granular topics or type of information.

As you can see below, the build-out of the Knowledge Graph has also added to the number of filters and drill-down options within many queries, even outside of the Knowledge Graph. This increase can be seen throughout all of the Google properties, including Google My Business and Shopping, both of which we believe are now sections of the Knowledge Graph:

Google Search for ‘Blazers’ with Visual Filters at the Top for Shopping Oriented Queries Google My Business (Business Knowledge Graph) with Filters for Information about Googleplex

Other similar examples include the additional filters and “Related Topics” results in Google Images, which we also believe to represent nodes on the Knowledge Graph:

0

 Advanced issues found

Google Images Increase in Filters & Inclusion of Related Topics Means that These Are Also Nodes on the Knowledge Graph

The Knowedge Graph is also being presented in a variety of different ways. Sometimes there’s a sticky navigation that persists at the top of the SERP, as seen in many media-oriented queries, and sometimes it’s broken up to show different information throughout the SERP, as you may have noticed in many of the local business-oriented search results, both shown below.

Media Knowledge Graph with Sticky Top Nav (Query for ‘Ferris Bueller’s Day Off’) Local Business Knowledge Graph (GMB) With Information Split-up Throughout the SERP

Since the launch of Fraggle-based indexing is essentially a major Knowledge Graph build-out, Knowledge Graph results have also begun including more engaging content which makes it even less likely that users will click through to a website. Assets like playable video and audio, live sports scores, and location-specific information such as transportation information and TV time-tables can all be accessed directly in the search results. There’s more to the story, though. 

Increasingly, Google is also building out their own proprietary content by re-mixing existing information that they have indexed to create unique, engaging content like animated ‘AMP Stories’ which webmasters are also encouraged to build-out on their own. They have also started building a zoo of AR animals that can show as part of a Knowledge Graph result, all while encouraging developers to use their AR kit to build their own AR assets that will, no doubt, eventually be selectively incorporated into the Knowledge Graph too.

Google AR Animals in Knowledge Graph Google AMP Stories Now Called ‘Life in Images’

SEO Strategy for Knowledge Graphs

Companies who want to leverage the Knowledge Graph should take every opportunity to create your own assets, like AR models and AMP Stories, so that Google will have no reason to do it. Beyond that, companies should submit accurate information directly to Google whenever they can. The easiest way to do this is through Google My Business (GMB). Whatever types of information are requested in GMB should be added or uploaded. If Google Posts are available in your business category, you should be doing Posts regularly, and making sure that they link back to your site with a call to action. If you have videos or photos that are relevant for your company, upload them to GMB. Start to think of GMB as a social network or newsletter — any assets that are shared on Facebook or Twitter can also be shared on Google Posts, or at least uploaded to the GMB account.

You should also investigate the current Knowledge Graph entries that are related to your industry, and work to become associated with recognized companies or entities in that industry. This could be from links or citations on the entity websites, but it can also include being linked by third-party lists that give industry-specific advice and recommendations, such as being listed among the top competitors in your industry (“Best Plumbers in Denver,” “Best Shoe Deals on the Web,” or “Top 15 Best Reality TV Shows”). Links from these posts also help but are not required — especially if you can get your company name on enough lists with the other top players. Verify that any links or citations from authoritative third-party sites like Wikipedia, Better Business Bureau, industry directories, and lists are all pointing to live, active, relevant pages on the site, and not going through a 301 redirect.

While this is just speculation and not a proven SEO strategy, you might also want to make sure that your domain is correctly classified in Google’s records by checking the industries that it is associated with. You can do so in Google’s MarketFinder tool. Make updates or recommend new categories as necessary. Then, look into the filters and relationships that are given as part of Knowledge Graph entries and make sure you are using the topic and filter words as keywords on your site.

Featured snippets 

Featured Snippets or “Answers” first surfaced in 2014 and have also expanded quite a bit, as shown in the graph below. It is useful to think of Featured Snippets as rogue facts, ideas or concepts that don’t have a full Knowledge Graph result, though they might actually be associated with certain existing nodes on the Knowledge Graph (or they could be in the vetting process for eventual Knowledge Graph build-out). 

Featured Snippets seem to surface when the information comes from a source that Google does not have an incredibly high level of trust for, like it does for Wikipedia, and often they come from third party sites that may or may not have a monetary interest in the topic — something that makes Google want to vet the information more thoroughly and may prevent Google from using it, if a less bias option is available.

Like the Knowledge Graph, Featured Snippets results have grown very rapidly in the past year or so, and have also begun to include carousels — something that Rob Bucci writes about extensively here. We believe that these carousels represent potentially related topics that Google knows about from the Knowledge Graph. Featured Snippets now look even more like mini-Knowledge Graph entries: Carousels appear to include both lateral and vertically related topics, and their appearance and maintenance seem to be driven by click volume and subsequent searches. However, this may also be influenced by aggregated engagement data for People Also Ask and Related Search data.

The build-out of Featured Snippets has been so aggressive that sometimes the answers that Google lifts are obviously wrong, as you can see in the example image below. It is also important to understand that Featured Snippet results can change from location to location and are not language-agnostic, and thus, are not translated to match the Search Language or the Phone Language settings. Google also does not hold themselves to any standard of consistency, so one Featured Snippet for one query might present an answer one way, and a similar query for the same fact could present a Featured Snippet with slightly different information. For instance, a query for “how long to boil an egg” could result in an answer that says “5 minutes” and a different query for “how to make a hard-boiled egg” could result in an answer that says “boil for 1 minute, and leave the egg in the water until it is back to room temperature.”

Featured Snippet with Carousel Featured Snippet that is Wrong

The data below was collected by Moz and represents an average of roughly 10,000 that skews slightly towards ‘head’ terms.

This Data Was Collected by Moz & represents an average of roughly 10,000 that skews slightly towards ‘head’ terms

SEO strategy for featured snippets

All of the standard recommendations for driving Featured Snippets apply here. This includes making sure that you keep the information that you are trying to get ranked in a Featured Snippet clear, direct, and within the recommended character count. It also includes using simple tables, ordered lists, and bullets to make the data easier to consume, as well as modeling your content after existing Featured Snippet results in your industry.

This is still speculative, but it seems likely that the inclusion of Speakable Schema markup for things like “How To,” “FAQ,” and “Q&A” may also drive Featured Snippets. These kinds of results are specially designated as content that works well in a voice-search. Since Google has been adamant that there is not more than one index, and Google is heavily focused on improving voice-results from Google Assistant devices, anything that could be a good result in the Google Assistant, and ranks well, might also have a stronger chance at ranking in a Featured Snippet.

People Also Ask & Related Searches

Finally, the increased occurrence of “Related Searches” as well as the inclusion of People Also Ask (PAA) questions, just below most Knowledge Graph and Featured Snippet results, is undeniable. The Earl Tea screenshot shows that PAA’s along with Interesting Finds are both part of the Knowledge Graph too.

The graph below shows the steady increase in PAA’s. PAA results appear to be an expansion of Featured Snippets because once expanded, the answer to the question is displayed, with the citation below it. Similarly, some Related Search results also now include a result that looks like a Featured Snippet, instead of simply linking over to a different search result. You can now find ‘Related Searches’ throughout the SERP, often as part of a Knowledge Graph results, but sometimes also in a carousel in the middle of the SERP, and always at the bottom of the SERP — sometimes with images and expansion buttons to surface Featured Snippets within the Related Search results directly in the existing SERP.

Boxes with Related Searches are now also included with Image Search results. It’s interesting to note that Related Search results in Google Images started surfacing at the same time that Google began translating image Title Tags and Alt Tags. It coincides well with the concept that Entity-First Indexing, that Entities and Knowledge Graph are language-agnostic, and that Related Searches are somehow related to the Knowledge Graph.

This data was collected by Moz and represents an average of roughly 10,000 that skews slightly towards ‘head’ terms.

People Also Ask Related Searches

SEO STRATEGY for PAA and related searches

Since PAAs and some Related Searches now appear to simply include Featured Snippets, driving Featured Snippet results for your site is also a strong strategy here. It often appears that PAA results include at least two versions of the same question, re-stated with a different language, before including questions that are more related to lateral and vertical nodes on the Knowledge Graph. If you include information on your site that Google thinks is related to the topic, based on Related Searches and PAA questions, it could help make your site appear relevant and authoritative.

Finally, it is crucial to remember that you don’t have a website to rank in Google now and SEO’s should consider non-website rankings as part of their job too. 

If a business doesn’t have a website, or if you just want to cover all the bases, you can let Google host your content directly — in as many places as possible. We have seen that Google-hosted content generally seems to get preferential treatment in Google search results and Google Discover, especially when compared to the decreasing traffic from traditional organic results. Google is now heavily focused on surfacing multimedia content, so anything that you might have previously created a new page on your website for should now be considered for a video.

Google My Business (GMB) is great for companies that don’t have websites, or that want to host their websites directly with Google. YouTube is great for videos, TV, video-podcasts, clips, animations, and tutorials. If you have an app, a book, an audio-book, a podcast, a movie, TV show, class or music, or PWA, you can submit that directly to GooglePlay (much of the video content in GooglePlay is now cross-populated in YouTube and YouTube TV, but this is not necessarily true of the other assets). This strategy could also include books in Google Books, flights in Google Flights, Hotels in Google Hotel listings, and attractions in Google Explore. It also includes having valid AMP code, since Google hosts AMP content, and includes Google News if your site is an approved provider of news.

Changes to SEO tracking for Fraggle-based indexing

The biggest problem for SEOs is the missing organic traffic, but it is also the fact that current methods of tracking organic results generally don’t show whether things like Knowledge Graph, Featured Snippets, PAA, Found on the Web, or other types of results are appearing at the top of the query or somewhere above your organic result. Position one in organic results is not what it used to be, nor is anything below it, so you can’t expect those rankings to drive the same traffic. If Google is going to be lifting and representing everyone’s content, the traffic will never arrive at the site and SEOs won’t know if their efforts are still returning the same monetary value. This problem is especially poignant for publishers, who have only been able to sell advertising on their websites based on the expected traffic that the website could drive.

The other thing to remember is that results differ — especially on mobile, which varies from device to device (generally based on screen size) but also can vary based on the phone IOS. They can also change significantly based on the location or the language settings of the phone, and they definitely do not always match with desktop results for the same query. Most SEO’s don’t know much about the reality of their mobile search results because most SEO reporting tools still focus heavily on desktop results, even though Google has switched to Mobile-First. 

As well, SEO tools generally only report on rankings from one location — the location of their servers — rather than being able to test from different locations. 

The only thing that good SEO’s can do to address this problem is to use tools like the MobileMoxie SERP Test to check what rankings look like on top keywords from all the locations where their users may be searching. While the free tool only provides results with one location at a time, subscribers can test search results in multiple locations, based on a service-area radius or based on an uploaded CSV of addresses. The tool has integrations with Google Sheets, and a connector with Data Studio, to help with SEO reporting, but APIs are also available, for deeper integrations in content editing tools, dashboards and for use within other SEO tools.

Conclusion

At MozCon 2017, I expressed my belief that the impact of Mobile-First Indexing requires a re-interpretation of the words “Mobile,” “First,” and “Indexing.” Re-defined in the context of Mobile-First Indexing, the words should be understood to mean “portable,” “preferred,” and “organization of information.” The potential of a shift to Fraggle-based indexing and the recent changes to the SERPs, especially in the past year, certainly seems to prove the accuracy of this theory. And though they have been in the works for more than two years, the changes to the SERP now seem to be rolling-out faster and are making the SERP unrecognizable from what it was only three or four years ago.

In this post, we described Fraggles and Fraggle-based indexing for SEO as a theory that speculates the true nature of the change to Mobile-First Indexing, how the index itself — and the units of indexing — may have changed to accommodate faster and more nuanced organization of information based on the Knowledge Graph, rather than simply links and URLs. We covered how Fraggles and Fraggle-based Indexing works, how it is related to JavaScript and PWA’s and what strategies SEOs can take to leverage it for additional exposure in the search results as well as how they can update their success tracking to account for all the variabilities that impact mobile search results.

SEOs need to consider the opportunities and change the way we view our overall indexing strategy, and our jobs as a whole. If Google is organizing the index around the Knowledge Graph, that makes it much easier for Google to constantly mention near-by nodes of the Knowledge Graph in “Related Searches” carousels, links from the Knowledge Graph, and topics in PAAs. It might also make it easier to believe that featured snippets are simply pieces of information being vetted (via Google’s click-crowdsourcing) for inclusion or reference in the Knowledge Graph.

Fraggles and Fraggled indexing re-frames the switch to Mobile-First Indexing, which means that SEOs and SEO tool companies need to start thinking mobile-first — i.e. the portability of their information. While it is likely that pages and domains still carry strong ranking signals, the changes in the SERP all seem to focus less on entire pages, and more on pieces of pages, similar to the ones surfaced in Featured Snippets, PAAs, and some Related Searches. If Google focuses more on windowing content and being an “answer engine” instead of a “search engine,” then this fits well with their stated identity, and their desire to build a more efficient, sustainable, international engine.

SEOs also need to find ways to serve their users better, by focusing more on the reality of the mobile SERP, and how much it can vary for real users. While Google may not call the smallest rankable units Fraggles, it is what we call them, and we think they are critical to the future of SEO.

Vertaald van MOZ

Why Google dropped Bing Discover pages from its index

Why Google dropped Bing Discover pages from its index

Earlier this month, Google dropped a subset of Bing’s website from its index. The Bing Discover pages were completely dropped out of Google’s search results and resulted in Bing losing millions of pageviews from Google search.

Bing.com/discover not in Google’s index. Here is a screenshot of Google showing no results from Bing Discover for a site:bing.com/discover command.

How much traffic was lost? SEM Rush reports show a significant amount, just look at this chart showing the visibility drop:

Here is one of the tweets about this huge traffic loss:

Massive traffic. Roey Skif wrote an article back in April of this year about how Bing was able to use Google search to drive insane traffic to its pages. He showed how “Bing piggybacks on the low competition of Google’s image search and how to get huge amounts of organic traffic.” Then a few months later, Google seemed to have enough.

Google’s guidelines. Google’s webmaster guidelines say, “Use the robots.txt file on your web server to manage your crawling budget by preventing crawling of infinite spaces such as search result pages.” Google specifically has said for a long time they do not want search results in its search results. And Bing Discover was just that.

Google and Bing comments. Google would not send us a comment on the issue but Microsoft told us “this was a change that Google made so we cannot answer on their behalf.” Microsoft did not make any changes to Bing Discover that would lead to this change. I do believe they made changes after Google removed those pages from its index, but prior, no – no change.

Why we should care. If you go against Google’s guidelines, no matter how big or small you are, Google may eventually take action against the site. You can lose millions of visitors as a result. Read and understand Google’s webmaster guidelines, stay within those guidelines and do not risk your site from being penalized or removed from Google search.


About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

Dit artikel is vertaald van Search Engine Land

Banner Smoop website
smoop logo wit

Over Smoop

Smoop helpt sinds 2011 kleine en middelgrote bedrijven met de online vindbaarheid. Smoop denkt mee op strategisch niveau om maximale resultaten uit het marketingbudget te halen.

Wil je een (snellere) omzetgroei met jouw bedrijf? Neem dan direct contact op.

Contact

Kantoor & Bezoek:

Smoop
Laan van Nieuw Oost-Indië 125
2593 BM
Den Haag

Postadres:

Prins Willem-Alexanderweg 139
2595 BT
Den Haag

Copyright 2011 - 2021 ©  SMOOP

Chat openen
Stel hier vrijblijvend je vraag
Hallo,
Hoe kunnen we je helpen?