#io19

Here are Webmaster Trends Analysts John Mueller and Martin Splitt providing the latest overview of Search Console, How Search Works before that, Google Images and Structured data and how it pertains to SEO:

Do note that it’s over 41 minutes long. Also, Martin shares news about the Googlebot is now evergreen!

Watch more #io19 here: Web at Google I/O 2019 Playlist → https://goo.gle/2vIoGnb Google I/O 2019 All Sessions Playlist → https://goo.gle/io19allsessions Learn more on the I/O Website → https://google.com/io

Transcript of the youtube video:

search is obviously really big thing at
00:06
Google we live and breathe everything
00:08
around websites and web search so that’s
00:10
really big topic for us search used to
00:13
look like this screenshot is a little
00:16
bit older it feels a bit foreign to me
00:18
now but search has been moving forward
00:21
quite a bit evolving together with the
00:23
rest of the ecosystem constantly
00:25
adapting to modern user and publisher
00:28
needs so things are really changing in
00:33
search and the functionality available
00:38
to developers and publishers to
00:40
highlight their pages what your pages
00:42
and the pages that you work on that has
00:45
evolved similarly while it’s still
00:47
possible to appear like this in search
00:49
you can also do so much more now really
00:56
cool stuff and with that our tools have
01:03
also made big jumps in the last year
01:06
again this is an older screenshot you
01:09
might remember this tool and look at the
01:12
progress that’s been made in search
01:13
console to make it easier for you to
01:15
create fantastic websites that work
01:18
really well in Google search so today we
01:24
try to take a step back and review the
01:26
State of the Union with an eye on
01:29
developers and publishers so for you and
01:31
the people that you make websites for
01:34
will start very briefly by looking at
01:37
how modern Google search works it’s
01:39
important to understand the basics so
01:42
that it’s clear where these aspects fit
01:44
in and then we’ll look at different
01:46
aspects that interact with search such
01:49
as images structure data and of course
01:51
search console so Martin why don’t you
01:56
take it away with an overview of how
01:58
search works awesome awesome thank you
02:00
very much John I think that’s a good
02:01
idea so before we go into all the new
02:03
cool stuff that we have in store for you
02:05
I think it’s a good idea to look at
02:07
search a little more in-depth if you
02:10
think about it it’s just this input box
02:12
and it looks pretty simple right
02:13
like type in your career and then you
02:14
get a bunch of results done however if
02:17
you look at it from a you know
02:19
developers perspective it’s a little
02:21
more complex than that there’s a lot of
02:23
things that have to work together to
02:24
actually make search work so I mean you
02:28
know generally speaking as a web
02:31
developer or publisher you can just
02:32
assume that things will work
02:33
automatically but you can help search
02:37
and not just Google search you can help
02:39
search engines understand your content
02:40
better and make things run a lot
02:42
smoother so basically what are the
02:46
things that you should look at and how
02:48
do they fit together when it comes to
02:50
search engines well let’s start with
02:53
something that you hopefully all have if
02:55
not and I’m not exactly sure what you’re
02:57
doing in the session but we have plenty
02:59
of cool stuff for you to look at anyways
03:00
if you have a website like this this is
03:03
interesting for you to be in search
03:05
right but wait a minute so when I say
03:08
websites the web has evolved a lot what
03:11
do I mean when I say website let’s have
03:13
a look at what websites are when it
03:15
comes to Google search so anything that
03:19
we consider a website and search has to
03:21
have a URL somewhere on the web that
03:24
this makes sense we’re a web search
03:26
engine you should have some content on
03:27
the web somewhere and this content
03:29
should not just be hidden away behind
03:31
the login or something search works for
03:33
everyone who might not even have a login
03:35
yet who might become a customer but
03:36
isn’t a customer yet of yours so you
03:39
want to make sure that it’s publicly
03:40
accessible right which means not
03:43
necessarily everything that is publicly
03:44
accessible has to be in search right you
03:46
can tell us to not do that
03:49
you can tell us to stay away there’s
03:51
methods like the robots.txt or the meta
03:53
tag for no indexing you have the
03:56
possibility to opt out of this obviously
03:57
we had nice citizens of the web we don’t
04:00
force you into this and also you want to
04:03
make sure that once people actually see
04:04
you in search and they come to your site
04:06
they can actually access their content
04:07
that spans things like be able to value
04:11
this in every modern browser but also
04:13
look at things like performance and
04:15
accessibility as well so what are
04:18
examples of web sites well you have the
04:20
classical typical HTML page these are
04:22
perfectly fine and a great way to have
04:24
content hosted on the web
04:25
but also things like progressive web
04:27
apps as far as we’re concerned the
04:29
progressive web app is still a website
04:31
so you will be fine
04:33
these things can be indexed just as well
04:35
generally speaking web applications that
04:37
are more dynamic and using JavaScript
04:39
are also websites from our perspective
04:42
right and that includes things like an
04:44
angular react view ember all these other
04:47
things polymer lit HTML whatever you use
04:50
to make websites these days is basically
04:53
still a website at its core so how does
04:56
Google search get involved well we have
04:59
our little friends here Googlebot
05:01
Googlebot is basically busy continuously
05:03
browsing the Internet’s more or less
05:06
right it’s like crawling crawling
05:07
crawling all these pages that we have
05:09
and we want to index in there within the
05:11
web currently that is over a hundred
05:13
thirty trillion pages right so that’s a
05:16
lot of pages so it’s pretty busy but
05:19
what if I basically then create a new
05:21
homepage it’s a brand new site just put
05:25
it online but Googlebot is still really
05:28
busy crawling the web so it doesn’t
05:31
really know that your website has just
05:33
come online and is now theoretically
05:34
available to be indexed so how can I get
05:38
my website known to Googlebot well
05:40
there’s a few ways the most typical way
05:42
is something on the internet that we are
05:44
already looking at and crawling is
05:46
linking to you that tells Googlebot hey
05:50
there’s something new that you should
05:52
definitely take a look at and crawl that
05:54
you check this out of course there’s
05:56
other ways I’m gonna talk about them in
05:58
a bit but you can use this to tell us
06:01
was like someone can use this to tell us
06:02
about your web site but there’s also
06:04
things like you can submit it in search
06:05
console and you can use other things
06:08
other means that we’re gonna talk in a
06:09
second so now Googlebot has found this
06:12
link and now knows about this one page
06:14
of your website let’s say it’s the home
06:16
page someone linked your home page
06:17
somewhere and we come to your home page
06:19
what Googlebot now does is it looks to
06:22
all the links that we find in this page
06:23
that hopefully leads us to the rest of
06:26
your web sites it’s the internal links
06:27
that help us understand what else is
06:30
there on your website that we should
06:31
definitely take a look at and I mean
06:32
this website is wild cars planes and
06:36
even a boat I mean come on that’s a
06:38
pretty
06:38
website and I think this is really
06:40
important that we like try this and look
06:42
at how excited talk about is about that
06:44
boat I mean wow holy and this is
06:48
this is just the beginning of this
06:49
relationship right John we’re just
06:51
starting here so basically what you want
06:55
to do is you want to help us find all
06:56
the great content you put on the web
06:58
right so to sum this up basically
07:01
Googlebot needs to have a reference to
07:03
your website typically that’s a link
07:05
that someone else you know recommend so
07:07
like someone goes like this is great
07:08
content you should check it out but you
07:11
also want to make sure that you link us
07:13
to all the other pages you should have
07:15
some sort of internal linking structure
07:16
and some sort of page structure that
07:18
tells us what the rest of the website
07:20
looks like and that’s but not least if
07:22
you link use the link
07:25
this shouldn’t be rocket science but I
07:28
think it’s worthwhile calling this out
07:29
this is a link it has an A to F and that
07:31
is a URL in that ATF good link a plus
07:35
right so please give us proper unique
07:37
URLs for your site so that we can
07:39
actually discover and crawl them
07:40
properly as well also if you don’t want
07:43
us to do that if you would like some
07:46
things to not end up in search please
07:48
use the robots.txt to tell us so we will
07:51
respect that and help you not have
07:53
something in search that you don’t want
07:55
and search right also if you want us to
07:58
discover links are not the only way to
08:00
make sure that we see content on your
08:02
website another possibility is to upload
08:04
an XML file for instance through search
08:06
console or tell us there’s a site map
08:08
with all the URLs that you consider
08:10
worthwhile discovering for Googlebot
08:12
also if you have our assess feeds you
08:15
can give them to us using a thing called
08:17
web sub and then we basically will start
08:19
crawling your RSS feed entries as well
08:22
if you have structured data and we’re
08:24
gonna you’re gonna talk about structured
08:26
data later right yeah so we have
08:27
structured data for jobs and live
08:29
streams if you are doing live streams or
08:31
have job offers on your website you can
08:33
use an indexing API to tell us about
08:35
these as well last but not least if you
08:39
are really excited about something new
08:41
that you put in and don’t want to use
08:42
the other ways you can also literally go
08:45
into search console we’re going to look
08:46
into that tool a little later and add it
08:48
manually in search
08:50
all right now discovery is just the very
08:54
first step as I said it’s the beginning
08:56
of this beautiful relationship right but
08:58
it might take a while for us to actually
09:00
get around crawling 130 trillion pages
09:02
plus and I mean the web is keeps growing
09:04
that’s a lot of stuff for Googlebot to
09:06
look at so we can’t just immediately do
09:08
that so it’ll take some time for us to
09:10
come to your sites and web web pages to
09:13
basically crawl them in but don’t worry
09:15
about that if you’re worried about if we
09:17
have discovered it already your search
09:19
console to see that we have discovered
09:21
it when we have crawled it and when we
09:23
were like crawled it last time so you
09:25
can use search console to learn more
09:26
about that but we’ll talk about that in
09:28
a little more detail later okay now when
09:30
I say crawling I wonder if there’s like
09:33
web developers in here like okay but
09:34
what is crawling exactly and does that
09:37
work with my web application or PWA
09:40
right well crawling very fundamentally
09:43
is an HTTP request that your browser
09:45
does it it’s a get request to the URL
09:47
that you provided us over that we
09:48
discover it and that is great for
09:51
websites that are just HTML but modern
09:53
web sites are actually not just plain
09:54
HTML they look more like this where you
09:57
basically have a very bare-bones HTML
09:59
structure that loads JavaScript and then
10:01
JavaScript generates the content on the
10:03
fly so how do we actually get that into
10:06
our index how do we understand what the
10:08
content of this website actually is well
10:10
for that we have to render now rendering
10:13
is a whole different can of worms and
10:15
it’s a beautiful topic with lots of
10:16
interesting details we have a session on
10:19
that at 1:30 together with someone from
10:21
the rendering team with Zoe my lovely
10:22
coworker from the rendering team stage 3
10:25
if you want to join us for that or check
10:27
out the livestream later or the
10:29
recording if you’re watching this on
10:30
YouTube definitely worth learning more
10:33
about rendering and there’s one thing
10:36
that is quite cool that I would like to
10:38
like take away already but we basically
10:40
go in much more detail later and that is
10:42
that we are now actually using a modern
10:44
chrome in Google bot so Google bot
10:50
[Applause]
10:51
[Music]
10:54
it has been the number one thing that
10:56
you guys are you all asked us right you
10:59
asked us hey when do we get the latest
11:01
chrome what chrome version is this why
11:03
can we not have the latest chrome when
11:05
is it coming will it be updated all
11:07
these questions we listened we took them
11:10
very seriously but we also make sure
11:11
that we have a good strategy in place
11:13
and there we have a sustainable strategy
11:15
in place as well and you don’t have to
11:17
worry about things anymore
11:18
so that’s why we decided to not only
11:20
update to the latest chrome but keep it
11:22
evergreen so that’s the big news here
11:24
really this is not just a one-time
11:26
update and then you have to wait again
11:27
we’ll keep continuously updating
11:29
Googlebot with this new chrome releases
11:32
coming out also there’s a blog post if
11:34
you want to learn more about what that
11:36
means to you as a web developer or
11:37
publisher highly recommend checking that
11:40
one out too right I heard a lot of
11:43
people we announced this in the Deaf
11:45
keynote really briefly and the few
11:46
people asked us questions already not a
11:48
few a bunch of people asked us really
11:50
good questions I love these questions
11:51
keep them coming but the number one
11:54
concern that is underlying all these
11:55
questions is do I have to worry about
11:58
this what does that mean for me and my
12:00
side dua is this a problem and I can
12:01
tell you no don’t worry about it it’s
12:04
cool we will not just start using the
12:08
modern Chrome we have been doing that
12:09
beforehand we have very carefully tested
12:12
on an increasing number of sites and
12:14
today I’m happy to announce that if you
12:17
have a URL on the web that is being
12:18
crawled and rendered it is rendered with
12:21
the modern Google Chrome so no worries
12:23
about that we tested this out very
12:25
carefully also we keep monitoring
12:28
rendering carefully right if something
12:30
goes wrong we’ll probably be very
12:31
quickly to like notice that and fix that
12:33
as well so don’t worry we have you
12:35
covered and also if you want to learn
12:38
more about the user-agent a few people
12:40
have seen you’re still seeing like the
12:41
old user a turd that’s because we don’t
12:43
want to break sites that don’t know
12:45
about this yet so we’ll give you a heads
12:47
up in Google Webmaster blog so stay
12:49
tuned on our blog whenever we are about
12:51
to change the user agent so please
12:53
prepare your own sites do not hard-code
12:56
the user agent exactly use something
12:58
like pattern matching to be a little
13:00
more flexible but basically we will
13:02
update the user agent but we haven’t
13:03
done that now because
13:04
want to make sure that we’re not
13:05
breaking your content all right cool if
13:09
you want to learn more about that as I
13:11
said please join us 1:30 p.m. tonight
13:14
it’s going to be fun
13:15
all right so that was very brief
13:19
and the session is going to cover more
13:20
details if you are using JavaScript
13:23
frameworks not everything will just
13:25
magically work now a lot of things have
13:28
been fixed we have over 10,000 new
13:30
features but if you want to learn more
13:32
about how to work with your specific
13:33
framework and improve SEO on your
13:35
specific sites definitely check out our
13:38
YouTube video series is called
13:39
JavaScript SEO you can find it on
13:40
youtube.com slash Google web develop a
13:43
webmaster sorry me nearly had a slip
13:46
there right but that’s not the only
13:49
thing that we’re doing we also thought
13:52
hmmm the web usage patterns have changed
13:56
who here has a smartphone who here does
14:00
not like to raise their hands when
14:01
questions are asked how are you so like
14:05
pretty much many people have smart
14:07
phones and use smart phones to browse
14:08
the web so we thought it’s time for
14:10
Googlebot to step up its game right so
14:12
we want to represent the way that users
14:15
actually browse the web so and to do
14:17
that we started a multi-year effort
14:18
called mobile first indexing we
14:20
announced last year at i/o and we are
14:22
happy and proud to update you that we
14:24
are now over 50% of the sites that we
14:27
are indexing our index mobile first
14:29
so Googlebot has stepped up its game and
14:31
finally bought a smartphone that’s right
14:33
and it’s using a smartphone user agent
14:35
to crawl your web sites so as not only
14:39
we’re parsing sorry in the indexing and
14:42
rendering most sites with a smartphone
14:44
user agent we’re actually also using
14:46
sorry seeing more than 50% search
14:49
results now being actual mobile sites
14:52
and I think that represents the users on
14:54
the web much much better than it had
14:55
been before but none of this would have
14:58
been possible without your support every
15:00
single one of you were making websites
15:02
that work great on mobile has helped us
15:04
so much and we have very grateful for
15:06
that thank you so much for your support
15:07
and I hope that you get your continued
15:09
support on this so this is for you all
15:11
thank you very much for helping us with
15:13
this one
15:15
yeah so there’s one thing that I would
15:20
like to note and that’s that
15:21
mobile-first indexing does not
15:23
necessarily mean that we are only
15:25
indexing mobile sites we are trying
15:27
there was pretty much every page even
15:28
old desktop pages so is there something
15:32
that you should be doing to make sure
15:33
that you’re doing fine and mobile first
15:35
indexing well I mean the thing is if
15:38
you’re making a website these days you
15:40
want to make sure that the websites that
15:41
you’re serving – mobile and desktop are
15:43
more or less on par right the content
15:46
should be more or less the same that the
15:48
text the images the videos but that’s
15:50
not all it also matters to include
15:52
things like alternative site links
15:55
Canonical’s meta tags for search engines
16:00
should be also there structured data
16:02
very important should also be in your
16:04
mobile sites John is going to talk about
16:05
cool stuff happening in structured data
16:07
as well so make sure that this works and
16:10
what we noticed is that basically the
16:13
thing is if you use multiple different
16:16
URLs that’s a little tricky sometimes to
16:19
do so we highly recommend that you
16:21
actually try to make a responsive
16:23
website that responds to the different
16:24
sizes of screens and not use like a dub
16:27
dub dub URL and mm dot u RL because then
16:31
the question is what should go into the
16:32
index what should we serve so you can
16:34
make your life easier by having just one
16:36
one version also we are probably going
16:39
to make sure that we alert you if
16:41
they’re set changes to mobile first
16:42
indexing and we have a lot of stuff that
16:45
is still to be done on our site but
16:47
we’ll keep you updated as the updates
16:48
come so definitely keep an eye on our
16:51
block and our Twitter feeds and yeah I
16:54
mean the question is can we maybe
16:56
eventually switch to mobile first
16:58
indexing for everyone the 100% is what
17:01
we are striving for so definitely keep
17:03
an eye on what we are saying on Twitter
17:05
and our blog right with that said once
17:11
your page is actually in the in the
17:13
index it might show up in search results
17:15
so is there something that you can do to
17:18
you know make it stand out a little more
17:20
and I think the most straightforward
17:21
thing for the simple search results that
17:23
we are having here in this example is
17:25
you want to make sure that the title is
17:26
actually
17:27
useful for the user and makes clear what
17:29
the page is about but that’s not the
17:31
only thing titles are something that you
17:35
give us but we might not exactly show
17:37
them the same way or we might change
17:38
them slightly for the different queries
17:40
that people are asking so don’t worry if
17:42
your title doesn’t show up exactly like
17:44
you specified it in search results
17:46
that’s a good thing we are trying to
17:47
help the user understand better what
17:50
your pages are about so do not worry
17:52
just give us a good title to start from
17:54
and you’ll be fine the same goes for the
17:56
meta description if you give us a meta
17:58
tag for the description you’ll show the
18:00
little snippet and we’ll try to match
18:02
like what is the best snippet that from
18:04
what you’ve given us and what is on the
18:06
page what’s the best thing that we can
18:07
show for this query for this user in the
18:09
search results right we also try to
18:12
understand the website when we’re
18:13
indexing not just from these two things
18:16
we’re looking at every text that is on
18:17
the website headlines image descriptions
18:20
alt text that kind of stuff is also very
18:22
important for us in indexing and helps
18:24
us better understand the page and better
18:26
show it and then basically we want to
18:28
show your pages in the best possible
18:30
light speaking of which that’s possible
18:33
light I think images are a great way to
18:35
even boost that further right this text
18:38
stuff is nice but images are something
18:41
that helps people understand the
18:43
information you’re presenting more more
18:44
bad like better and more visual and I
18:47
think they’re a great opportunity for
18:48
your site so John would you like to talk
18:51
a little more about images okay fine all
18:56
right so thanks for the intro on how
19:01
Google search works Martin I think
19:03
that’ll be really useful but let’s talk
19:05
about images a little bit more so for
19:08
example what if I’m looking for a
19:11
Halloween costume or what if my website
19:13
is selling Halloween costumes how do I
19:15
get those into Google and make them
19:17
findable so we believe that traffic from
19:21
Google images is very valuable and
19:23
applicable to all kinds of different
19:25
sites because of how we’ve seen users
19:28
adapt to images people come to Google
19:30
images for all kinds of visual intent
19:32
you might be coming for an outfit for a
19:35
birthday party
19:36
designing your living room planning a
19:38
wedding finding a Halloween costume
19:40
or maybe you’re looking for vegetarian
19:42
recipe for friends coming over or maybe
19:45
you’re just using gifs to respond to a
19:47
text that you received so we realize
19:51
that with all of these things that users
19:53
come to Google Images for from planning
19:56
an event to learning about fashion
19:58
they’re not just looking for the image
20:00
they’re looking at the image as a
20:02
gateway to the content underlying it the
20:05
image is sometimes just an ideal snippet
20:07
to show in search so we’ve done a number
20:10
of things to improve Google images for
20:12
users and for developers like you all
20:14
and as a result publishers are
20:17
benefitting more and more from engage
20:18
users so let’s take a quick look at what
20:22
Google images has been working on so
20:25
here’s an overview very briefly of how
20:27
we’ve evolved Google images consider I
20:30
want to build a tire swing with my knees
20:33
previously when I search for kids tire
20:36
swing I would just see all kinds of
20:38
images of well tire swings I guess but
20:42
it was hard to tell what I would get
20:44
from there so now when I look at the
20:48
results in Google Images I get a lot
20:50
more context so it really helps me
20:54
understand a lot more what the pages are
20:56
going to be about whether that’s a guide
20:58
about how to build a tire swing or if
21:01
it’s a tire swing I can buy online and
21:03
this additional context means that I can
21:05
intentionally navigate to the content
21:08
into the site that’s most relevant to my
21:10
interests and similarly there’s a lot of
21:13
metadata that’s shown here in the search
21:15
results that really makes it easier for
21:17
me to understand what I’m going to get
21:19
so now I have a bunch of tire swing
21:23
pages bookmarked to check out with my
21:25
knees so I’ll get started on that
21:28
so tire swings look really cool and I’m
21:31
going to take a ton of photos as I move
21:33
along and put these photos on my blog
21:35
but how do I get these into Google
21:39
images then what what recommendations do
21:42
I have to follow well for Google it’s
21:44
pretty straightforward
21:46
I mean it doesn’t get simpler than this
21:48
first you really need to make great
21:51
websites and
21:52
have fantastic images these are things
21:54
that we really watch out for kind of
21:56
obvious I guess and then on those pages
22:00
we have to see those images prominently
22:03
for visitors and for search engines it
22:06
really has to be clear to us what what
22:08
this page is about and that the image
22:10
plays an important role here so you
22:12
should give us more context about those
22:14
images by placing text around the images
22:17
and by using appropriate alt text where
22:20
it makes sense to understand more about
22:22
the image and how it might be
22:24
interesting in search and similarly if
22:27
something is important don’t embed it in
22:31
the image but rather keep it in text
22:32
form so that we can really find the text
22:35
and understand what what this image is
22:37
about rather than trying to decode the
22:40
image and structure data we’ve heard
22:44
about structured data quite a bit so far
22:46
structured data gives us a lot more
22:48
context about the images so that is
22:52
really something that I’d recommend
22:53
using whenever you can with structured
22:56
data types like product and recipe in
22:58
particular for images you can give us
23:01
information about pricing availability
23:04
ratings cooking time ingredients and a
23:07
bunch more we’ll have additional details
23:09
on that later on in this session and
23:13
finally this is kind of easy as well use
23:17
descriptive file names and a clean URL
23:19
structure whenever you can so it’s not
23:22
that we won’t be able to recognize an
23:24
image if it just has a number as a file
23:26
name but it does help us a little bit so
23:31
similar to how Martin showed with links
23:34
where we really need to get HTML with
23:37
images hTML is also important and it
23:40
really makes sense to do something
23:42
that’s semantically correct so that it’s
23:45
clear to everyone who’s looking at the
23:47
HTML page what this is so in particular
23:50
we don’t pick up images that are only
23:53
embedded using CSS Styles that’s really
23:56
hard for us to tell that it’s supposed
23:57
to be an image because it’s completely
23:59
different locations whereas if it’s an
24:01
image tag we can pick that up we see an
24:03
alt text for that
24:05
we process that right away so the basics
24:09
will help you get started and enable
24:11
your site to be shown in Google Images
24:13
but you can go further I’m sure you want
24:15
to do that so responsive images for
24:18
example are a great way to provide
24:20
different resolution images by device
24:23
type these can be implemented in a
24:25
search friendly way using the picture
24:27
element and the source set attribute and
24:30
another thing a lot of modern sites you
24:33
are is lazy loading so with that you can
24:36
speed up the loading of your pages
24:38
we recommend using JavaScript that
24:40
leverages intersection observer and
24:43
using a polyfill where you need to do
24:45
that and that new lazy loading that you
24:48
might have heard of in the developer
24:50
keynote that’s coming to Chrome that
24:52
just works by default so if you’re going
24:55
to go that direction
24:55
that’ll work perfectly and finally we’ve
25:00
talked about this a little bit Martin
25:02
mentioned this I think twice robots.txt
25:05
so Googlebot is a polite crawler if your
25:09
images are blocked by robots.txt then we
25:11
can’t crawl and index those images so if
25:14
you want them indexed then make sure
25:16
they’re accessible so that sounds pretty
25:20
good but we also have one new thing when
25:23
it comes to Google images so let’s take
25:25
a look so we’re really excited to
25:30
announce a new program that’ll be
25:31
available soon specifically for websites
25:34
with fantastic large and high resolution
25:37
images users really love seeing larger
25:40
images since they can provide a lot more
25:42
context about a page and accordingly
25:44
showing bigger images and search can
25:47
give your pages a little bit more
25:49
attention so if you have large images on
25:52
your website and you want to make those
25:53
accessible to users directly through
25:55
Google products you’ll be able to opt in
25:58
to displaying these soon so we’ll have
26:00
details about that and the current plan
26:03
looks something a little bit like this
26:05
so we’ll have a combination of a setting
26:09
in search console or you can tell us
26:11
this site is interested in taking part
26:14
in this this process and additionally
26:17
per image
26:18
using structured data markup like this
26:20
you can tell us which images you’d like
26:23
to have index so here’s a rough idea
26:26
what that will look like we’ll have full
26:28
details on this later on including a
26:31
license URL that you can use some sample
26:33
code more information on the search
26:35
console functionality so I keep an eye
26:38
on the webmaster central blog to find
26:40
out more wow that’s a lot so a lot of
26:46
another cool source of traffic is Google
26:49
discover so the Google discover feed is
26:52
a feature in Google search that helps
26:54
users stay up-to-date on all of their
26:56
favorite topics without actually needing
26:59
any queries so it’s kind of like search
27:01
without having to search users get to
27:04
their discover experience in the Google
27:06
app on the Google com mobile home page
27:08
or by swiping right on the home screen
27:10
on a pixel phone it’s grown
27:13
significantly since launching in 2017
27:16
and now helps over 800 million monthly
27:20
active users get inspired and explore
27:22
new information perhaps from your
27:24
website as well so discover surfaces the
27:27
best of the web regardless of
27:29
publication date from recipes all the
27:32
way over to human interest stories to
27:34
fashion videos and more we have a guide
27:36
for optimizing for discover that’s
27:39
linked here and of course images play a
27:41
big role there too so as you can imagine
27:45
having large images in Google discover
27:47
can make your pages particularly
27:50
compelling to users should you opt into
27:52
displaying large images in Google
27:54
products will also be able to show these
27:56
directly in the discover feed like that
27:59
too so if you’re curious sign up or
28:01
watch out for the webmaster central blog
28:03
and learn more about the information
28:06
there so another thing that’s coming to
28:10
Google images fairly soon is the swipe
28:13
up to navigate interaction so when your
28:16
website uses amped mobile pages a user
28:19
and a user clicks on an image preview
28:21
then Google images will automatically
28:24
prefetch and render a preview on the
28:26
bottom that lets the user swipe up to
28:28
instantly interact with your content
28:30
no more page loading delay
28:32
instant gratification thanks to the
28:34
pre-rendering support in amp so net-net
28:37
your existing amp pages give you better
28:40
visibility they work in a new place and
28:42
they get you engaged audiences
28:44
interested in your content so we looked
28:49
at flap images but how could it be
28:52
taking to the next dimension
28:54
imagine you’re studying human anatomy
28:57
and wanting to learn about muscle
28:59
selection what if you could view a 3d
29:01
model in this case from a partner
29:03
visible body directly in the search
29:05
results or how about a model that you
29:07
can pull out and see directly on your
29:09
desk so it’s one thing to learn about
29:12
flexion or extension but it’s another
29:13
thing to see it right in action in front
29:15
of you so for example if you work with a
29:18
furniture store website you could enable
29:20
users to see your products in 3d
29:23
directly in the search results and to
29:25
pull them out and view them in augmented
29:27
reality directly from search how cool is
29:30
that so today we’re working with a small
29:33
set of partners to start bringing this
29:35
content from websites into search we
29:38
hope to be able to index more models
29:40
from other sites in the future there are
29:42
various tools that you can already use
29:45
to bring your 3d content to the web for
29:47
example the open source model viewer
29:49
component makes it really easy to add 3d
29:52
content without needing to have any
29:55
specialized knowledge so this is the
29:57
same viewer that powers essentially the
30:00
features in search as well so shifting
30:04
gears a little bit what other elements
30:07
are critical for search on a website
30:11
well structured data is one we’ve talked
30:14
about a bit of a few times so let’s take
30:16
a quick look at some of that so once
30:20
upon a time search was really bland and
30:22
blue links to great websites but just a
30:26
small text snippet with information
30:28
about why they’re good results for the
30:30
user this is what search looked like in
30:32
1998 it’s been a while so how can you
30:37
make your search results stand out a
30:39
little bit more than just this
30:41
so income structured data in the old
30:44
days on websites its
30:46
mostly about text on a page so here
30:48
basically HTML there’s some list items
30:51
that are marked up but we don’t really
30:53
understand what this page is about with
30:56
structured data you can provide the same
30:58
information in a machine-readable way
31:00
directly on your pages there multiple
31:02
supported formats that we provide we
31:06
recommend using schema.org vocabulary
31:07
with json-ld structured data markup so
31:13
to get started I recommend going to the
31:15
search developer’s documentation and
31:18
review the search types that you find
31:19
relevant there and implement them maybe
31:22
on a test page
31:22
I’d recommend starting with just one
31:25
type so that you can get a feeling for
31:27
the steps that are involved it’s easiest
31:30
to take just a sample page from your
31:32
website copy it into a temporary
31:34
location and work on that use the
31:37
appropriate testing tool to make sure
31:39
that it’s working there are different
31:40
tools for different types so watch out
31:43
for that and when your sample page works
31:45
then you can add structured data to your
31:47
real site so when will it be shown
31:51
remember how Martin mentioned that
31:54
crawling and indexing takes time well it
31:57
also takes time for structured data to
31:59
be visible in the rich results so keep
32:02
in mind structured data can make your
32:04
pages eligible to be shown in the rich
32:06
results but it doesn’t guarantee it
32:08
so if over time you see it doesn’t work
32:11
we recommend checking three things first
32:13
the markup needs to be technically
32:15
correct second it needs to be
32:18
implemented in a way that’s compliant
32:19
with our guidelines and finally the
32:22
overall website quality is also critical
32:25
for developers as well because if Google
32:28
systems aren’t sure about the quality of
32:30
the website then your work the
32:32
structured data might not result in rich
32:35
results being shown so how do you work
32:38
on quality I recommend trying to get
32:41
really honest and hard feedback about
32:44
the website this is a screenshot from an
32:47
older blog post with ideas to look at a
32:51
good source of feedback is from your
32:53
users may be doing a user study getting
32:56
feedback from other users
32:57
and when in doubt I’d also recommend
33:00
checking in with other people who’ve had
33:03
similar problems in other words check in
33:06
with your peers so I think he’s sitting
33:08
back there
33:10
hi peers and actually what I meant is
33:16
checking in with your colleagues and
33:18
webmaster visas so for example there are
33:22
lots of awesome folks in the webmaster
33:24
help forums who’s probably seen a lot of
33:26
similar cases and can help point out
33:29
issues to work on so what are some newer
33:32
types that you might not have heard
33:34
about it we’ll run through this fairly
33:36
quickly
33:37
one of the recent types is the how to
33:40
markup this is for step by step
33:42
tutorials on real-world tasks so this is
33:46
a great way to help users find out what
33:48
they should be doing to kind of do the
33:51
steps that you’re looking for so you can
33:53
specify the steps with videos images and
33:56
with text how to markup is pretty easy
33:59
to do structured data is specified in
34:02
our developer documentation so it’s
34:04
mostly just a matter of filling that out
34:07
another cool form is for question answer
34:10
pages so QA pages or web pages that
34:12
contain one question which users are
34:14
commonly seeking an answer for often
34:16
about a product or service that you have
34:19
for example you might use this for
34:21
individual customer support requests
34:24
that your business gets and similar to
34:28
QA pages they’re frequently asked
34:30
questions pages that have multiple
34:32
questions on them so that’s a great way
34:35
to help answer questions about your
34:37
products and services and there’s
34:41
structured data for more than just
34:43
really fancy features dates matter as
34:45
well so we have a bunch of guidance on
34:48
dates and how you implement them in
34:50
search in the link here and the short
34:53
version is kind of that it’s important
34:56
that you be consistent with age so that
34:58
we really can confirm that the date at
35:00
the time and a time zone are actually
35:03
matching across your pages so you can do
35:06
that with structured data of course
35:09
specify the date in a machine-readable
35:11
way include the correct time zone and
35:14
make sure that it really matches what is
35:16
shown on the page and there are lots
35:20
more types of structured data enriched
35:22
results that you might want to implement
35:24
these are just some of the newer ones as
35:27
site owners often ask us like how do you
35:30
manage this how do you keep track like
35:33
Martin do you have any ideas on what I
35:35
do or should be doing thank you so much
35:37
for Dunn’s fantastic introduction into
35:40
all the new structured data stuff and if
35:41
you want to basically manage that and
35:43
maintain that I highly recommend
35:45
checking out search console right search
35:47
console is pretty much your window into
35:49
the world of search when it comes to
35:51
your sites and how that works is you
35:54
have to tell us or prove to us that you
35:56
actually are the legitimate owner of the
35:59
domain you can do that with various ways
36:00
you can use token in your HTML you can
36:03
use something something else they have a
36:05
few methods available you can also use a
36:07
domain name which is kind of nice and
36:09
that’s the very first step the next step
36:11
is that you basically do what this set
36:13
up store instructions tell you and if
36:15
you are if you’re building websites for
36:17
other people so if you’re like an agency
36:19
for instance you can use an API to do
36:21
that so you don’t have to basically do
36:23
that manually for every site that you’re
36:24
managing it takes a lot of a little
36:27
while to verify your site and aggregate
36:29
all the data but after a couple of days
36:31
once we have the data available we
36:33
basically show you all the details by
36:35
the way if you’re using the domain name
36:37
that’s quite cool because it includes
36:39
all the subdomains and all the different
36:41
sites under under this domain name as
36:43
well so that’s that’s something you want
36:44
to check out it’s relatively new domain
36:46
properties so if it’s been a while since
36:49
you used search console or you never use
36:51
it but you use webmaster tools you might
36:53
want to have a look again because the UI
36:55
has changed a lot and we are still
36:58
expanding it to match the functionality
37:00
that the old tools had so like we’re not
37:01
done there yet but pretty much
37:03
everything vital has been moved so you
37:05
can definitely use the things the new
37:07
reports that we have in the new tool but
37:09
feel free to switch to you also whenever
37:11
needed that’s absolutely fine but we
37:14
don’t just want to make a new shiny
37:16
interface we actually thought about it
37:18
from the ground up how can we have you
37:21
the tasks that you have to do quicker
37:24
and easier right so what can we do to
37:27
help you be more successful in search as
37:30
a site owner and we think that one of
37:32
the great new reports that we’ve have
37:33
here is the index coverage report that
37:35
helps you identify which pages are in
37:37
the index which are not and why they’re
37:40
not and if there’s like problems that
37:41
you should definitely look into all this
37:44
is visibly straight in this report right
37:46
and we can also help you identify and
37:49
recognize issues that we just like
37:51
detect it as they come up so for
37:54
instance what if you deploy something
37:56
and the set of pages just suddenly
37:57
returned server errors or 404s we can
38:00
tell you about that that’s really really
38:01
useful also once we have notified you of
38:04
the issue you can basically drill down
38:06
into samples of this issue occurring on
38:09
your side double check that the issue
38:10
actually still exists and then work to
38:12
resolve it it’s pretty easy to check
38:15
that you fix the problem there’s a
38:16
button that you can say verify fix and
38:18
once you know that you have fixed the
38:20
problem you can ask us to reprocess that
38:23
URL and that URLs that are affected by
38:25
this issue and we bring you back into
38:27
the search results really quickly so
38:28
this is pretty unique it’s a unique
38:30
feature and it has helped users to
38:32
significantly be faster improving your
38:34
your websites also we have this lovely
38:37
performance reported and I have to
38:38
understand how you’re performing in
38:40
search results and it gives you 16 month
38:42
of data so that’s pretty cool you can
38:44
like see that evolve over time we also
38:46
show you the discover feed performance
38:47
it’s a separate feature and really
38:49
useful as well and on top of that we
38:52
also bring this information into search
38:55
results if you search for your own
38:56
content and you’re logged in you’ll see
38:58
it right in searches also don’t have to
39:00
actively go to search console anymore so
39:01
that’s pretty cool and pages structured
39:04
data all that as has aggregated reports
39:07
as well so if you want to dig into these
39:08
details definitely do that also we have
39:11
a new speed report sign up for the test
39:14
we tweeted it from the Google webmasters
39:16
account definitely sign up give us
39:17
feedback before we roll it out and if
39:20
you want to participate that is
39:21
fantastic and I think like to sum it up
39:23
search console wants to be the dashboard
39:26
for the features of the future we want
39:28
to give you control over your sites and
39:30
search and that’s what we want to use
39:31
search console for a fun example duplex
39:34
on the web you heard about
39:35
you can use robots.txt to like let us
39:37
not do that and but I think it’s pretty
39:39
cool to be able to perform transactions
39:41
on the web automatically you don’t have
39:43
to do anything like that we do the
39:45
machine learning for you that basically
39:46
enables all these features right and if
39:49
you want to prepare verify your site in
39:51
search console new features are coming
39:53
to search console to help you will give
39:55
you more updates on the google
39:56
webmasters blog so definitely subscribe
39:57
and check that one out and I think too
40:02
just like quickly sum it up I believe
40:04
Googlebot is now mostly smartphone and
40:06
we are continuing that journey so that’s
40:08
pretty cool JavaScript’s welcome as well
40:10
we have users
40:11
yeah users love really high quality
40:13
large images and choking seeing your
40:16
site in Google products like search and
40:17
discover so we’ll have more on that soon
40:20
and and there are many ways that your
40:24
content can be highlighted in search so
40:26
it’s worth checking out the search
40:27
gallery and our documentation to find
40:29
out what works for you and last but not
40:32
least use the search console to get the
40:34
most out of search and I think with that
40:36
we just want to let you know the web
40:39
keeps evolving it’s a powerful platform
40:41
and Google search is here to help your
40:43
users and others unlock this potential
40:45
by a Google search thank you very much
40:48
for coming have a fantastic day enjoy
40:51
[Applause]
40:54
[Music]
41:10
you
41:10
[Music]

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