The December roundup is a little later than usual, due to the December/January holiday. Here is what happened during the last month of 2017.
Back on 1 June 2017, the Chromium team stated that it would stop showing all ads in Chrome (including those delivered by Google), on websites that are are non-compliant with the Better Ads Standards. Google also published an extensive guide on better ad practices to coincide with the announcement.
The search engine has since confirmed that Chrome’s built-in ad-blocker will be activated on 15 February 2018.
Robots Directive Update
In a webmaster hangout, John Mueller of Google explained that a long-term
noindex, follow robots directive will eventually equate to a
noindex, nofollow directive.
noindex robots directive is placed on a web page, it will reduce crawl frequency by lowering its importance. If Googlebot does not crawl a webpage at all:
- PageRank will not pass to any linked webpages from the original webpage.
- The webpage will be removed from Google’s index.
Check Log Files For Mobile-First Index
John Mueller confirmed in a webmaster hangout that server logs will indicate whether a website has been included in Google’s mobile-first index. If 80% of requests originate from Google’s Smartphone user-agent, it is likely that the website is in the mobile-first index. Google’s Smartphone uses the Googlebot user agent token, the same as the desktop crawler. To identify Googlebot (smartphone), check the full user agent string:
Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/41.0.2272.96 Mobile Safari/537.36 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)
Getting Ready for mobile-first indexing
Typically, crawling, indexing, and ranking systems analyse the desktop version of a page, which has caused issues for users when the mobile version of a website is different to the desktop version. Mobile-first indexing will see the mobile version used for crawling, indexing, and ranking to improve the experience for mobile users.
There will be a significant increase in crawling by the user agent Smartphone Googlebot and snippets in search results and the content on Google cache pages will be from the mobile version of a page.
Google will be evaluating sites independently on their readiness for mobile-first indexing and transitioning them once they are prepared. This process has already started for a handful of sites and it is being closely monitored by the search team.
There is no timeline for when it will be completed but Google provided the following tips:
- Make sure the mobile version of the site also has the important, high-quality content.
- Structured data is important for indexing and search features that users love; it should therefore feature both on the mobile and desktop version of the site.
- Metadata should also be present on both versions of the site.
- No changes are necessary for interlinking with separate mobile URLs (m.-dot sites). For sites using separate mobile URLs, keep the existing link
rel="alternate"elements between these versions.
- Check hreflang links on separate mobile URLs. When using link
rel="hreflang"elements for internationalisation, link between mobile and desktop URLs separately.
- Ensure the servers hosting the site have enough capacity to handle potentially increased crawl rate.
16 Month Data Retention for Google Search Console Query (Beta)
The Search Query date range now extends past the 90 day retention and does so for up to 16 months. We noticed that the “Full Duration” currently limits to 12 months, but expect that it will be filled up to 16 months going forward.
The 90 day restriction still applies to Search Console API access.
Google Increases Length of SERP Snippets
Google has increased the length of snippets within search results. The snippet length has grown from 160 characters to 230 characters. Google has not appeared to publish the change on the webmaster blog, but instead the news comes through Search Engine Land.
Google spokesperson did however confirm:
“We recently made a change to provide more descriptive and useful snippets, to help people better understand how pages are relevant to their searches. This resulted in snippets becoming slightly longer, on average.”
The meta description may therefore pull additional information from the webpage’s content (and markup), if it is deemed relevant to the user’s query.
Depreciating Old AJAX Crawling in Q2 2018
#! in the URL or a “fragment meta tag“, and then crawls them with an
?_escaped_fragment_= in the URL. That escaped version needs to be fully rendered, and created by the website itself.
This change means that Googlebot will render the older AJAX scheme of shebang URL directly, making it unnecessary for the website owner to provide a rendered version of the page. We still recommend updating to use the current AJAX scheme where possible, as handling deprecated notices can still be problematic.
“We realize this isn’t trivial to do. If you can only provide your content through a “DOM-level equivalent” pre-rendered version served through dynamic serving to the appropriate clients, then that works for us too.”
The Google testing tools have been updated to accept
- The mobile friendly test: a quick way to fetch a page and render it with Googlebot (in the smartphone version), you can do this even if you don’t have the site verified.
- Fetch & Render in Search Console: check the desktop and smartphone versions (check that the full page loads, and watch for lazy-loading content).
Rich Results & Testing Tools
There are many ways to markup a website’s content to provide structured data to trigger rich snippets, rich cards, or enriched results in the SERPs. Having multiple names for the same objects however, has become tricky.
To consolidate all of the prior “rich” related terminologies, Google will now refer to rich snippets and other variants as “rich results”. The company is also introducing a new rich results testing tool, with the aim of simplifying the structured data testing. The new tool provides a more accurate reflection of the page’s appearance on Search and includes improved handling for structured data found on dynamically loaded content.
The new testing tool focuses on the structured data types that are eligible to be shown as rich results. It allows you to test all data sources on your pages, such as JSON-LD (Google’s recommendation), Microdata, and RDFa.
WordPress Brute Force Attack
A massive distributed brute force attack targeting WordPress sites occurred on 18 December at 03:00 UTC. The attack was broad and used a large number of attacking IPs, with each one generating a vast number of attacks. This was the most aggressive campaign seen to date and peaked at over 14 million attacks per hour.
Improving Search & Discovery on Google
In Google’s quest to keep users searching, three new core additions have been added to the search experience:
There are now more images and related searches inside select Featured Snippets to help users discover even more about a topic. This appears to cover quite a large portion of the search results on mobile devices.
Knowledge Panels have also been updated to show related content, so for example, while looking at the Knowledge Panel about skiing, related searches for similar sports and activities are found directly inside the result.
When a user is researching a certain topic, footballers for instance, suggestions for related topics in the same carousel (or “vein”, to use Google terminology), will be found at the top of the search results page, so you can continue to discover other athletes during your search session.
If a user was searching for football players for this summer’s World Cup, and searched for Neymar, followed by a search for Messi, they are likely to be shown other players featured in the competition who play for Barcelona.
John Mueller clarified that there is no difference between trailing slashes on the domain name (with no subdirectory). Find the tweet here.