[August 2022 Edition] Summary of SEO news and trends in July

The other day, the data about YMYL was updated and became a bit of a topic.

Let's take a look at the news around SEO, including that area.

Updated product rich result guidelines

GoogleGuidelines for product structure dataThe has been updated.

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With this update, products that are broadly regulated or prohibited, or that may harm others or yourself, will no longer appear in Rich Results.

Specifically, as described, weapons, firearms, drugs, tobacco and gambling-related products. (Although it is not specified, adult-related goods are probably NG)

If you are dealing with a product that fits the description above, remove the markup and take appropriate action.

According to Google, manual penalties will not be applied for violations, but rich results displayed in search results will be deleted.

Are links to HTTP pages a negative SEO factor?

took place in JulySEO Office Hours , I answered an interesting question: "Do links from HTTPS pages to HTTP pages get negative ratings?"

In the first place, Google answered in 2014 that 'HTTPS pages are a factor in ranking signals'. Therefore, basically linking from an HTTPS page to an HTTP page does not give a very good impression.

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According to John Mueller,

"From our point of view, that's perfectly fine."

As long as there is a specific site on HTTP and the content that the user expects is there, that's the destination.

There is nothing against it.

*Some translations and interpretations have been arranged to make it easier to understand.

I am answering.

However, I feel that linking to sites that do not use HTTPS is not recommended due to the high risk of external attacks and information leaks from a security perspective.

If it really is the only external link that is useful and helpful, then maybe it's a no-brainer.
(In the past, there were times when government offices did not use SSL, but there were situations such as ``There is no more credibility or authority, so there is no choice but to post it as a link source.'' 2022 Supported as of August)

However, if you can find similar content on other sites, it would be better to pick up a site that supports HTTPS.

Does Using a CMS Affect SEO Ranking Factors?

In Youtube's "#AskGooglebot" series, the question "Does CMS* affect rankings?" was posed.

Certainly, "Using WordPress is advantageous for SEO", and even within WordPress, "Using this theme is advantageous for SEO" are topics that are often discussed.

CMS is not a ranking factor

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Google cares about the results users see, not what happens on the backend of your website.

John Mueller said:

“As far as I know, our search system doesn't look for a specific content management system and handle it differently. For us, a CMS is just one way to create web pages. The system doesn't focus on how the page was created, instead they focus on the end result.Hand-crafted web pages are generated by WordPress, Wix, Squarespace, etc. It can be as good as it was.”

Mueller continues.

"As far as I know, all mainstream CMS systems can create pages that perform well in search. SEO is not magic most of the time. It's well documented and has lots of testing tools. , all providers can include SEO elements if desired.There are slight differences between systems, just like every web page is slightly different.For the average site owner, they are all Good for out-of-the-box searches or easily tweakable with some settings and plugins."

As long as you understand the basics of SEO, you'll be doing the same thing, just a different approach.

I can't say anything personally

John Mueller's opinion is correct and unquestionable. However, depending on CMS and WordPress, I feel that the operation feeling is quite different depending on the theme.

In the case of WordPress, depending on the theme or plugin, there are cases where it is easy to handle structured data and set meta tags, so I feel that it is easy to see differences depending on the environment.

I have touched the original CMS site in the past, but writing meta tag descriptions on static and individual pages, and being forced to use FTP software and SSH connections, even a small change in tag descriptions takes a lot of time and effort. It took.

Considering the feelings of the setting side, I think that those who can use WordPress can use more time for planning measures.

*CMS (content management system) refers to software such as WordPress and Shopify. You can intuitively create sites and web designs without building static HTML.

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Currently, 43.2% (nearly half) of the websites in the world are created by WordPress, and the share rate within CMS is a staggering 65.2%.

Quote source: W3Techs-Usage statistics of content management systems

Configurable automatic responses to frequently asked questions

Google has rolled out a new feature on your business profile that allows you to set up automated responses to frequently asked questions from your customers.

New features let you set up automated responses to questions like a chatbot.

Overseas SEO playerStefan SomboracThis feature was discovered by Mr.

How to set up an autoresponder

Follow the steps below to set up automated FAQs.

① Go to Google My Business page

② Click "Customer" ▷ "Message"

③ Click "Menu" ▷ "Message Settings" ▷ "Manage FAQ".

④ Click "+Add question"

You can set a maximum of 40 characters for the question and 500 characters for the answer.

About the difference between CWV and PageSpeed Insights

John Mueller answers about the consistent discrepancies between CWV (Core Web Vitals) and PageSpeed Insights scores.

The questions posed are below.

"When I check my PageSpeed Insight score on my website, I see a simple number. Why doesn't this match the Core Web Vitals report in Search Console? Which number is correct?"

Here's John Mueller's answer.

“First and foremost, I think it's important to have a clear answer when it comes to understanding where the right numbers are in terms of speed and how the website works for users.

By default, PageSpeed Insights will show you a single number, like a score from 0 to 100. This is based on some assumptions. It will be slow for the user.

And then calculate the score based on that.

Search Console has Core Web Vitals information based on three numbers: speed, responsiveness, and interactivity.

Of course, these numbers are slightly different. That's because it's three numbers instead of one. ”

I explained how CWV and PageSpeed Insights calculated the numbers and why they differed.

“But there are also big differences in how these numbers are determined.

So there is a difference between so-called field data and lab data.

Field data is what users actually see when they visit your website. This is what Search Console uses.

That's what we also use for searching.

Lab data is like a theoretical view of a website. For example, the average user probably uses a device like this and uses a connection like this, if there are certain assumptions that our system thinks.

Then, based on these assumptions, we extrapolate numbers for the average user.

And obviously we can imagine that these estimates 100% will never be correct. ”

In other words, the actual site visitor data is CWV (from Search Console).

At PageSpeed Insights, we recognize that we are creating a simulation of what a user would experience.

With CWV, you can use data from real users as a reference, and with PageSpeed Insights, you can use it as a tool to know the cause of page slowdowns.

John Mueller continues.

“Similarly, the data that users see also changes over time. Some users have very fast connections or very fast devices, and when they are on or go to the website, everything looks very fast. will be faster.

On the other hand, other people may not have fast devices or connection methods.

So this variation can always be a different number.

We recommend using field data, the data you see in Search Console, as a way to understand the current state of your website.

Then use lab data, individual tests that you can run directly yourself to optimize and improve your website.

Once you're happy with the lab data you've captured with the new version of the website, you can collect field data over time. It does this automatically and double-checks that the user actually perceives it as faster or faster. Also responsive.

Again, there is no absolute right number for any of these metrics.

There is no such thing as an absolute right answer that you say. This is actually how it should be.

Rather, there are different assumptions and different data collection methods, each subtly different. ”

CWV and PageSpeed Insights serve different purposes

We've talked a lot, but both tools serve different purposes. So the difference in numbers is not a big deal.

  • The purpose of Search Console is to give you a detailed snapshot of your actual site performance.
  • The purpose of PageSpeed ​​Insights is purely diagnostic, to identify slowdown issues and learn suggestions for improvement

Let's understand it like this.

Updated search quality rating guidelines

Google's search quality rating guidelines were updated on July 28th, 2022.

The contents were the definition of "YMYL" and the update of the content regarding the importance of "EAT".

Definition of YMYL

In previous versions, the following topics were treated as YMYL.

  • news and current affairs
  • citizen, government, law
  • finance
  • shopping
  • health and safety
  • group of people
  • others

The latest update has removed this category.

Under the new definition, topics that are "high risk of harm (harm)" can affect "people's health, economic stability, safety or social welfare and well-being".

And Google says who might be affected by YMYL content

  • people viewing content
  • Other people affected by the viewer
  • group or society

etc. is included.

And Google asks us to think of YMYL in terms of four types of harm that YMYL content can cause to an individual or society.

  • health or safety
  • financial security
  • society
  • others

Another new addition is Google's search for innocuous topics such as "science behind the rainbow"."Fictitious harmful pages" are technically not considered YMYLclaims. According to the updated definition, content must have the potential to harm or affect people's well-being. 

In other updates Google claims that many or most topics are not YMYL because they can do no harm.

Google is also the first to state that YMYL evaluation is done on a spectrum (images that are not black and white, but transitional, such as gradients).

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A new table has also been added. This table gives specific examples of the types of topics that Google considers YMYL or not, along with clear examples.

▼I will post a summary in Japanese. (I'm not fluent in English, so some sentences may be difficult to read.)

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Ultimately, it's clear, it's vague... There is a strong element of subjectivity.

Definition of EAT

Among the new additions, we reiterated that the level of EAT a page needs depends on the purpose and topic of the page.

Even if the site as a whole has a good rating and reputation, for a particular page, if it is likely to harm people, we will rate that page as low quality.

Less than,Quote

Lack of expertise, authority, or credibility (EAT)

Low quality pages often lack the appropriate level of EAT for the purpose of the page. Here are some examples.

● MC authors do not have sufficient expertise in MC topics. A tax return instructional video created by someone who has no clear expertise in tax preparation.

● The website is not an authoritative source of information on the topic of the page. Tax information for culinary sites.

● MC is unreliable. Shopping checkout page with insecure connection.

● The informational MC on YMYL topics is somewhat inaccurate or misleading.

The level of EAT you need depends on the purpose and topic of your page. Some types of pages may not require formal expertise. For YMYL topic pages, this is important.

Consider the purpose and topic of the page. What is the risk of harm? Do you need a high EAT to prevent harm? If so, even a slight inaccuracy can make an informational page on a YMYL topic unreliable.

Important: If your page doesn't have the right EAT for your purpose, you should use a low rating. No other considerations
Things like positive reputation and website type can overcome the lack of EAT for a topic or page purpose.

summary

With the definition of YMYL, I think there are many elements that should be reconsidered.

I need to dig a little deeper and sort out the information, but I hurriedly picked up the information I could find.

I hope this article will be of some help to you.
If you have any questions after reading the article, feel free to Twitter (@kaznak_com) Etc., please ask.

see you.

Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"
Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"