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Build a successful web presence with Google Search

Mariya Moeva
Product Manager at Google
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2018 Google I/O
May 10, 2018, Mountain View, USA
2018 Google I/O
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Build a successful web presence with Google Search
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About speakers

Mariya Moeva
Product Manager at Google
John Mueller
Software Engineer at Google

Mariya is a developer advocate at Google, focussing on integrating Search tools and APIs in new surfaces and platforms, and helping the next billion users in countries like Indonesia, Brazil, and India get found on Search. Previously she was on the Search Quality team.

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About the talk

Google Search can be a great source of traffic to any website. This talk will highlight ways to build out a site's presence in Search, be it for yourself or for others, through hosting platforms, content management systems, or plugins. Learn about the best practices, tools, structured data, and APIs to make it easier to work with new and updated pages over the whole content lifecycle.

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All right, let's get started. Hi everybody. I'm really glad to see all of you here. Are you skip lunch to come here about search? No pressure. So, my name is Maria and I'm a trans analyst coming all the way from Switzerland to talk to you about search. I'm also we're both ways to help the web ecosystem to be more successful in Google search. So we hope we can bring some of this across here as well. Right. So I want to start this off with an example of how the sexually works so you can get an idea of

what you as a developer. I can do to be more successful with search. So this is a Japanese website Rakuten recipes and they wanted to get more users. They also have a ton of delicious recipes on their site. So they were wondering what can we do to get more people to notice and searched and what they decided to do is they change their CMS in order to be able to mark up every recipe that is added to the site with structured data Marco. What does does is it lets the search engine know that they're different entities? So things like cooking time different

ingredients a picture and Lexus display the result in a much more attractive way in the search results and the site itself was in Japanese. So we decided to switch off the market for those of you who don't speak Japanese to something more legible stove instead of dumplings. You have here a party coffee cake, but it works the same way for dumplings. And this is how this ends up looking like in the search results. So you can see that in addition to the regular elements of the search page. So they have a title they have that you were out and then they have the description. They used to have a

really nice picture of dumplings and then they have the cooking time as well. So this works out for them pretty well, in fact kind of spectacularly so they got two point seven times more traffic from search. Yeah, we thought developers usually don't get as much as ice around search and they might not even know about all of the pitfalls and possibilities shouldn't we share some of the knowledge with them? So if you all as well, so we we hope we can show how search can make your project a little bit more successful. So

today we'll look into various types of public web presence has and give you a broad overview of specific details that you as a developer can watch out for an Implement details can help make your project making it easier for search engines to send users to your projects directly. So you might be thinking as a developer. I don't really care how or if my stuff appears in search but probably your customer is your user is the people that you're building these projects for they do care and since you control how your content appears

in search you can have a huge impact here think back about Rakuten recipes and what they did there globally send billions of visitors each month to websites for free. And it's not just about websites. We're going to be looking into various ways that search can work depending on what you're working on. The website is just the most common format. You could also be building the web app, which is kind of similar but slightly different as well or you could be contributing to a Content management system is so-called CMS which enables others to build websites of

their own or as a part of that. Maybe you're working on plugins or themes or extensions for these content Management Systems will take a brief look at these as well as detailed recommendations for each of them. And information before search brings billions of visitors to website every month. That's a lot of visitors. We serve trillions of searches each year and out of those. This is quite surprising for me. Every time I look at it about 15% of the queries everyday are completely new ones things. We've never seen before so maybe they're looking for one of your project and

regardless of what your building if search engines understand your content, you could get a lot more visitors and potential customers with search. So you as a developer you can control that through the way that you set up your website or content platform. So 200 East and he's better. Let's take a quick look at how search works. Pray, so in order to be successful as a developer and search you need to know at least the basics of how it works and I'm going to take you through the super super high level picture of how it works. If you're interested in the details

google.com / jobs, welcome to apply and then we can go into a lot more detail, but let's get started with the stupid high-level picture. So we generally talk about three things first crawling and Discovery then indexing and finally ranking in serving. So I'm going to show you very briefly. What each of these things is about. Of course in order for us to be able to show anything in the search results for us. We need to be aware that it exists. So we have a series of systems that are going around following links on the web and downloading web pages

HTML files. You knows all the different resources that come into making a website like Javascript file CSS images. How do you and those sistance collectively are crawlers and we call them Google why so the goal for us is to find everything that is fresh new interesting relevant and important and to do that in an efficient way. And in order to know which you are else to crawl. And in which order we have another set of systems which are known as schedulers. So they queued at your house for the Crawlers to go and fetch and all of this gets them stored. So you might think that

this is a pretty simple process. But if you start thinking that we have to do this 20 billion times per day, then you kind of get an idea is it's a little bit trickier than it seems at first sight. In fact in 2016. We saw 130 trillion pages and every new link that we see usually there's two more links that we've never seen before so there's constantly new stuff and we have to decide what to call how to update and she do this in the most efficient manner. Once we find the content, we have a series of other tasks first. We have to make sure that

we are allowed to access that content and for that we will first go every time we access the site will go to file coat Roberts a text, which is a free simple file containing instructions to search engines and other crawlers and it tells you if this is okay to fetch in this is not okay, and we obey this very strictly. So that's the first thing that will try to find a new website. The other thing that will try to do is to get as much content as possible without troubling the normal work of the server. So that website can function and service clients as usual. And then finally he will try to

handle are as gracefully so as a developer you have two tasks here the first if you remember again that we do fetches 20 billion times a day and we see trillions of pages every year is that your content should be really easy to discover so ways to do that and John will go into a little bit more detail later is too for example submit to us a list of Heroes. They have like a sitemap or also check that all the resources that are necessary for your site to be rendered are accessible to our Crawlers. So once we Fest everything that we were able to fetch we go to the next stage

and that is annexing. So here we're going to parse the content and into this comes things. Like what language is this page? Are there any images is there a title is there a description and other different elements on the page? So to do that, we also try to render to page and as a developer, especially if you're building a lot of really cutting-edge fancy things. It has to keep in mind the currently the search systems are using Chrome 41 to render Pages not all of the different functionalities that you might be thinking about could be

supported by the search rendering systems and if you want to find out more but I would suggest that you have a look at the top. John did earlier today in the morning in case you didn't wake up at 8:30 to see it. It will be available in YouTube and you'll be able to see a lot more about what we support and search how to render things properly So, of course given the huge amount of pages on the web. We also don't want to index more than one of each unique thing. So we have a lot of systems in place to eliminate duplicates and to keep only one copy of each thing. And then finally we

don't want era pages and we also don't want any spam. So we will kick all of that out and everything else that we want to keep we put in the index and we persisted it's ready to serve two users when they search so for you as a developer here, I guess it's important to remember that key elements like titles and descriptions are available in each page that your users are creating and then also to check how it's rendered, but John will go into a lot more detail here later. And then finally once we have everything in the index when user start searching we're going to

pull a set of pages that we think are relevant results. We're going to add a bunch of information that we've already accumulated to them. Like how important they are and how they relate to the user's query and then we're going to show them and some specific order that we think is most relevant for this user. So this is mostly on our side and you don't need to worry about anything here is your content is already accessible and easy to render. But if you're really interested in tracking and search quality again google.com jobs. There's plenty of interesting problems to solve. So

now that you know how switch Works let's have a summary of the two things that you need to remember. There's first you have to help us find the content and second. You have to help us evaluate the content if you're able to do these two things, you're pretty much set as a developer. This is super super high level. So what we're going to do is show you how you can apply this for each specific thing that you need to build. So we're going to start with websites and John is going to share with you some very specific advice about what to do and what not to do when you're building a website

for someone. All right. Thanks Maria. That was a great introduction into search. So. Like you said, let's start with websites. You can build and maintain one for yourself too kind of showcase your own content or maybe you're doing that for other people to show to let them create websites on their own. You might be thinking that showing up in search isn't really your job as a developer. But like we mentioned before as a developer you play a really big role in kind of putting everything in place. So that search can pick up the content properly. So that's

really important for us. When it comes to websites, I think it's worth taking a really big step back and looking at the absolute Basics. So for us that's a Euro, that's essentially the address that's used to address a single piece of content on the web. Perhaps surprisingly URLs are the cause of and solution to a lot of web search problems traditionally your elves on the web started out quite simple their request that sent to the server and the server responds with unique HTML for your out of fragments with into your El Sol everything after the hash sign here essentially

just lead to a different part of the same page JavaScript change that a little bit and suddenly a single your else could do a little bit more and show different kinds of content and provide extra functionality some JavaScript sites use fragments since he's easy to start with JavaScript. However, Google generally doesn't support this and as far as I know no search Supports addressing unique content with individual fragments. So nowadays. We recommend using JavaScript history API to use normal traditional looking girl sew-in short with your owls stick to something

more traditional. Another really important thing that comes into play with your else. Is that often you have many different URLs that lead to the same content as a developer. That's usually no big deal and you can look at that and you think well index HTML that's obviously the homepage. I mean that's like every developer knows that but that's not let me different. Sometimes you also just track add tracking parameters to euros and all of these different URLs are sexually for search engines separate pages that we could look at it and say well

there might be something different here and you can imagine at 20 billion times a day that could lead to a lot of inefficient crawling. So we prefer to have a single your L per piece of content and their two ways that you can do that. The first is to consistently use the same your else across your whole website. So if you have internal navigation link to the same Pages, if you have a site that file like Maria mentioned use the same girls there if you use anything to guide people to your website, make sure you use the same your else there instead of having these different patterns

that only to the same thing and secondly one element that you can also use is the Rel canonical link element, which is something you can place in the head of a page that tells us well search engines or Google if you look at this page, this is actually the URL that I prefer you. Look at. This is the one that I want you to index and together. This makes it a little bit easier for search engines to pick the right around. So we have your else covered. What else is there? Let's take a look at a typical search results page. So we have on top the title in this case is the Google IO schedule

then we have the URL which is right below it in this case. It's a it's a breadcrumb URL will look at that briefly a bit later as well. And then you have the description. So these are three elements, search results page that are immediately visible to everyone who's searching for something and they come from your page is directly so it's something that as a developer. It's really easy to place when you look at an HTML page that are very visible in easy to find so we have the title on top. This is really easy to put in here. We have the canonical time link

element, which is also really easy to place here and we have the description meta description. So why are these elements in order that Maria talked about They do affect how we show a page in the search results. And with that they do affect how people actually come and visit your pages or not. So we seen a few of the basic elements here like the metadata the titles of your elbows and a description. What could you as a developer do to make that a little bit easier especially if you are using your website your project to put content online.

We recommend making it as easy as possible for them to do the right thing. So not just for you as a developer to put titles descriptions and all of that into your pages, but also for those who are creating pages on your platform to put that in there. So here you see a user interface from blogger with a really easy way to just add a description to individual pages. And we feel that easier it is for four people making your pages to actually put this continent are the more likely they'll actually do that. So when we looked at the search results, we saw this kind of bread

crumb there as well and a bread crumb is for us something that is something that you can provide on your pages to make it easier to understand where this page belongs with in your website. We call this a type of a rich results because it's not just a pure text textures all different kinds of Rich results that you can also use for example, you could add markup for articles. If you have articles on a page you could tell us about podcast which is really cool because there's a podcast player built into the search results. So if you have a podcast if you have a project that includes

audio content, then suddenly that content is immediately available in the search results without anyone needing to install an extra half, which is really cool. And then Finally recipes of course, which we saw with Rakuten in the beginning. So how do you get all of these rich results while Maria mentioned that briefly essentially? It's just a bunch of Json LD markup that you can add to the top of your pages that gives us a lot more information. So this is something that you can just add to the pages here. It's really easy to hide. We have a bunch of different types of

Market that you can add hear. There's a Code lab gear for Io is well on adding structured data markup. So if you're curious on how to do that, I definitely take a look at the code life. I have a link here and include information on finding the right types of markup to add how to add it and how to test it. So that's a great thing to check out. Another element when it comes to web pages, if you're working on just a general web page project is speed for us speed is a ranking Factor at Google. So it helps us to determine which Pages we should show in in the order in the search

results. But generally we've also found at speed that makes a big difference even outside of search engines and the various tools to test me. We we have a link here that gives you an overview of the different testing tools that we have one of the tools as pagespeed insights, which I showed here that gives you a great overview of what you could be testing what you could be looking at what you could be improving. And then one other really important to it when it comes to search is search console kind of what the name says So within search console you get a

lot of information about this old pipeline that Maria showed everything from Discovery to crawling to indexing and two serving. So how is show your pages in the search results you can find information about this in search console additionally will also alert you of critical issues as they arise so we strongly recommend that everyone takes this hour if you're making a public web presence anything that you want at index and search and looks like a lot of you too. So the first step when it comes to search console is to verify ownership. We don't show the data in search console to just everyone

you have to prove to us that this is actually your website. One thing that I find really important here is if you're making a project for others online make it as easy as possible for them to verify ownership. So make it Possible for them to add any of these verification tokens so that they don't always have to go back to the development teams. They hey, I need the special file that has its content and put that on the page. So we talked about websites quite a bit, but the weather is another really important topic which I imagine a lot of you have seen in different ways here.

Are you all ready for us is kind of like a normal website, but it provides a lot more interactive functionality interaction may be logged in view personalization. Maybe it has parts that don't actually need to be indexed as well. For example, a travel business might have information about time tables and general pricing but also have detailed information about your specific connection plan for individual connections are personalized pricing as well or in this case for search console. We have a lot of General informational Pages as well as a lot of content that's

kind of unique and where you have to be logged in to actually gain access to that. So forth between what you want to have index and want you don't really want to have index. And for web apps in general, I'd also take a look at the job has to fight session from earlier today. So one of the few things that we we found that are kind of unique when it comes to web apps that generally don't play such a big role on on websites in general is HTML Pages. The first one is how to actually find your

else on your side. So we talked about your Ellsbury Fleet Maria mentioned how important they are for discovering pages and within weather apps we've seen that people sometimes don't use traditional anchor tags to let us know about your El Sol in particular. We love finding things like this where we've having a tag. We have a link to a page we can call. It's really easy to find it's a lot trickier when you have something like a fan that essentially just cause a JavaScript function with an enclave Handler then search engines want to look at that. But like I don't know what what do we

need to do here doesn't show a dialogue doesn't show new page. This is go somewhere. We don't know so we can't crawl this kind of Link. So what you can do if you want to have it on click Handler and handle things and JavaScript is so you have your aunt click Handler and you have your batch of you to let us know about the other page that we can go off in Prague. another extreme when it comes to web apps is that we often run into situations where we see tons of different URLs, which makes it again quite inefficient to actually crawl through so they're

different things that you can do here to let us know about this. The first is obviously to avoid us actually going off and crawling all of these different URL. So if these don't provide unique functionality that you need that index separately, maybe you can use other ways of linking to them other than a element. Another thing that you can do is within search console tell us about individual parameters within the URL that you don't care about. So this is really need tool but it's also very strong functionality and that if you set this up incorrectly then of course, we won't go off and

crawl all of these are out and if this is something that you care about then suddenly we won't be able to index that so I watch out for this but this is a great way of handling this kind of duplication within a website. Again, like like we talked about before a lot of web apps to use JavaScript Frameworks. And for JavaScript Frameworks. You have to watch out for some of specific details as well. We can actually render the content that we control an index the content in an efficient way for that. I really refer back to the JavaScript IDE session that we had this morning. I

really quick way if you just want to have a short view of whether or not your job was good fight your web app works for search is to use a mobile friendly test, which is shown here which shows the mobile view as mobile Google. What show this is really important for us because we're switching to mobile first indexing where Google font is actually using a mobile device to crawl Pages rather than a desktop device. So it makes sense to check this out. And we also have a bunch of best practices and general guidelines that apply more to web apps that you can check out in the

other section as well. So what do you do? If you're not just building one application or one website but rather a whole lot for I don't know Maria. Can you tell us more? All right, so you could be building an individual site or a web app for someone or for yourself or you could be contributing to an entire content management system or another hosting platform and hear what I mean by this is any type of platform where other people can create their own online presents so it can come in different flavors. For example, it could be

something like WordPress where you could download it and post it on your own server or it could be a fully hosted system plus your own domain like Squarespace for example, or it could be something where you just get a URL on their own domain and also it's hosted by down like Tumblr. So they're all these different flavors and you could be working for a system like this which in its own turn has a bunch of Caesar's, so what you do affects all of these people and that is a lot of power and a lot of responsibility. So we're going to talk about what can you do to make all these people

successful in search by making some changes to the platform itself. And this is a really important topic for us right now because more than 50% and growing of the web is currency bills on Darius tms's so more than half of the content on the web is affected by the systems. And if you're working one of them are planning to do so in the future, it's really great. If you're able to make those people successful and search as well because that's why they came on the web. They wanted to connect to other as maybe find some customers and so forth. So we've been

thinking a lot about this and we've built to help you integrate search functionality directly into the interface of those systems and I want to show you some apis and how they've been integrated already maybe to give you some inspiration and some ideas about what you can do. So before the first thing that we need in order to show any type of search information or search functionality is 2/2 proof that you were indeed the owner of the site and he mentioned how this works for individual size. So you can have an HTML file you can use a DNS entry and so forth. But for

those users especially for the last Saturday CMS users wouldn't it be great if you could actually simplify it to one click and it is possible with the verification API and three legged off. So we built this API so that you can use it and if the user authorizes you you could verify their site which is hosted on your platform on their behalf. They just need to click one button and they immediately have access to all the search information. So they experience for them is really smooth and you can do this for a thousand years or for 2 million years or whatever it is and then immediately they get

access to all kind of interesting stuff which brings me to the next API which is the search console API and that provides access to aggregated Stats first sight. So you can see things like clicks Impressions crawlers. You can submit a scythe my through there and you can slice and dice has in many different ways. So for example, you can look for country for time. Or for the vice and you can build very interesting interfaces with that and here on the slide is an example of a request where you just pulled into talked and queries for clicks for a specific. Of time and then is a result

you would get a table with a query clicks Impressions position and so forth, but it's not really exciting. So let me show you some ways in which existing tms's have actually integrated this we've been working with Wix and they created this achievement sidebar for their users. So they're using me to search analytics data to give this little badges every time something happens that they think that user will be happy to hear about so their users are super excited about this game of fighter. And they're constantly looking there in order to see.

Okay. What did I get now? What did I get now? So here is quicksand Impressions built-in achievement sidebar like this. We also been working with Chris face and actually just this Monday they announce the new reports that they integrated into the interface if there is CMS. So what you see here is the one click verification when the user click connect to Google in the back end their site gets verified and then this report gets populated with information from search console. So here's the user can see clicks Impressions and the time series over the last month Squarespace has a bunch of

other analytics reports inside their CMS. So people can compare and build a full picture of how they're doing a search and at this point, they don't even know that search console exist, but they have everything that they need to know how they're doing and to accomplish the correct text right there and their Squarespace 1/4, so we're pretty This kind of functionality and we want to build up on it and we would be looking forward to work with other cms's if you're representing one and you're interested in this. Another thing that we really wanted to help users with is get their contents as fast

as possible on the search results. And so we've been looking into ways to use the indexing API that we have in order to get content submit it super quickly and then also be able to share the indexing decisions. So what did our research systems think about the cereal and what do they want to do with it? And we worked on this for a few months and at this point is in a place where this can happen within seconds. So again, we built a pretty cool integration where when are user submits a page and it's matches a certain quality criteria. Basically, they can click a button within the Wicks

interface and then the page gets submitted through the indexing EPI. And then after that they immediately get a response if their page got on the search results or not. So for the Wix users, this is a pretty cool experience because they can see their page in the search results immediately after they've created is there's no way there's no wandering and my own search for not within seconds there in Google. So we're interested in working with other cms's and if you represent some kind of content management system or a platform which lets users create their own presents online

and especially if your users are less soggy and they don't really know what to do with search. We are really interested in talking to you to see if it might be a good fit to participate in the CMS partnership program. So there's a link on the slides which will take you to a form and there you can tell us a little bit more about who you represent and how you would like to work with us. So looking forward to hearing from some of your hopefully Now you could be contributing not just to the core product of the CMS but to a bunch of other things which people install in order to enhance the

functionality of their site and one of those things are plants here is defined as any kind of add on the people without to their sites for free sample things like a shopping cart or maybe a way to add reviews or a comment plug-in things like that. So why would can enhance the functionality of the site it can also significantly alter the functionality of the site in terms of performance and in other factors, so I wanted to give you a few tips on what to do if your building plugins First of all, make sure that it doesn't slow down the performance of the site. So in order to do this have a

test site and stole the plug-in and then use our speed tools to make sure that the site with a plug-in is doing just as well as the site without the plug in this is why patients. Org which is one of the performance tools that we have and the neat part about it is that it will give you a super detailed break down a float bloated and when so you can see how your plug-in is affecting. The performance is a site so test that out. Then if you're building a common plug in and if you been on the internet in general, he will know that there are a lot of comments out there which are

maybe a little bit less valuable than other, and especially in some cases there altogether spammy or there bots which are going around in Fosston Auto generated stuff in order to create links that they're hoping search engines will follow to some family websites. This is not pleasant for any user and you can actually help them out a little bit. If you're building a plug-in like this by adding a specific type of person to those Lanes by default. So that search engines know not to trust them. This is an attribute that we call nofollow and basically what it does is it will just tell the search

engine don't follow this link don't trust it. So if you're building a comments plugin definitely consider adding this to the links in the comments Finally and kind of most unfortunately, we've noticed that one of the maze exercise for Attack on websites and attack. Some websites are increasing is hacked through plug. It's so a lot of hackers and malicious other malicious people will get access to a side through an old flagon and if you're building plugins, there's a few things you can do to make sure that your users are not affected by this. First of all, make sure that every time you

had an update everybody will have this plug-in automatically receive it then make sure to follow coding best practices so that there's no back door. So the hackers can exploit and finally if you get tired of this weekend and decide not to support any more make sure it is clear to people that this is not supported so they don't go ahead and install something that is actually making their site more vulnerable. Are another thing that is very closely related to see a message in a lot of people install them in the in order to improve the appearance of their site and make it look

cooler or give it a specific like feel so they can change how to cite looks and how you just receive it but they can also really affect performance and they can also affect mobile friendliness. So again here tester theme make sure that it's responsive you can do this with the mobile friendly test the jungle showing earlier and for 4 for me specifically if we recommend again having a test site and then with the theme in with another team having a look at how it performs lighthouses one of us B2, which is really useful in this case because it's in the browser. You don't

need to have had the sight process by search in order to test it. So here's a blogger site that we used for the purposes of this example. We install the team and then we use Lighthouse to do the performance testing. So you see how long it takes. Until what they call the first meaningful paint, which is when all the elements of fear to the user. So the overall score for the steam was not super great and also the specific user metrics. We're not great either but then we went ahead and we switch to another team so you can see here. It's much faster to load and the user can interact with as

much faster is well and truly the score is also great. So if you're feeling seems definitely make sure that its performance and also that is responsive by using the free tools that we provide. So there's a lot of stuff that we covered today and hopefully for any of these things that we told you that you might be building you now have enough tools and equipment to go ahead and make him prove mints and make your users happy and more successful and search we know that there is many many different details and links that we provided. So if you have to remember just for things,

Pay attention to what John is going to tell you right now. Alright, thanks. Wow. That was a lot. Okay look looking back at these things there a few common elements that that we covered that came out again. And again, so first is remember the basics URLs titles and descriptions. They do matter they do play a big role when it comes to search they play a big role in how people come to your side through search. Secondly remember to take advantage of structured data, like the rock return example in the beginning. Obviously, they saw a big change in the traffic

from search even without drinking changes just by making the search results look a lot more visually appealing and then take advantage of all of the tools and apis that we have available so used search console understand how search console work use the apis from search console to make it better for your users people who are using your product to really crave fantastic web presence has and then finally, Especially if you're making something for other people to create web presence is in make it as easy as possible for them to do the right thing as well. So make it easy for them to put the

rice fields in to add that about titles and descriptions on pages make it easy for them to really create high performance web pages. So these are only some general tips. I think 2 to get started with their obviously a lot of different aspects that come into play with search but we think we have a search console help center with a lot of more information about search and general and specifically about search console. If you have anymore questions today will be in the web and

payments sandbox area later today. So feel free to come by there as well. And finally there of course other ways to reach out to us online as well as so you can find us on Twitter. We do live office hours hang out so I can join us with the YouTube live hangout where available in the webmaster help Forum if you have any questions, so don't don't let questions kind of stick around make sure you get answers to them from from us if you need them. We hope you found this introduction into Search interesting. Thank you all for coming. We wish you and your project more success

online through Google search. Thank you.

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September 28, 2018
Moscow
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app store, apps, development, google play, mobile, soft

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