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Google+ Hangouts - Office Hours - 17 June 2014



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JOHN MUELLER: Welcome everyone to today's Google Webmaster Central Office Hours Hangouts. We have a bunch of questions that were submitted already. A bunch of people already here in the hangout ready to ask questions, I'm sure. My name is John Mueller. I'm a webmaster trends analyst at Google. That essentially means that I talk to webmasters, people like you, and I talk to our engineers and make sure that we're doing the right thing on both sides. Before we get started with the questions that were submitted, do any of you want to ask a first question? Don't be shy.

SPEAKER 1: I could ask. You probably won't know the answer. So [? Bankoff ?] said Thursday night that they're rolling out the payday loan update, but it seems like nobody really in that category noticed anything changing, whereas people said it seems like those impacted by Panda 4 saw a change in their rankings Thursday night into Friday morning. Do you have any insight into that at all that you could share?

JOHN MUELLER: I don't have any details that I can share on that. Sometimes when we start rolling out these algorithms, we do that incrementally. It's not that we go from zero to 100% from one day to the next, so maybe this is something that's just slightly ramping up. And you'll see more of the changes over time. Sometimes they also notice something last minute that prevents them from switching it on completely, and they roll it back for a couple of days to make sure that they can get things working the way they really should be working, and then they can reactivate it again. So that's also a possibility.

SPEAKER 1: Thank you. I also wanted to commend you guys on the new note from a reviewer feature that you added to Google's rejection notices on reconsideration requests. I've already seen a few. The question is, people are asking me, on average, what percentage of the rejection notices that you're going to send are going to have a note from reviewer. I assume you have no clue at this point. But I assume you're going to want to use it as often as possible.

JOHN MUELLER: Yeah. I mean we don't have any metrics on something that we haven't used before, so that's kind of tricky. I don't think we have any target that we're aiming for where we're saying we want to send this may percent of the reconsideration requests a personal notice. But we do try to use that where we can to make sure that people are going in the right direction, and that they're not just running around in circles trying to resolve an issue that they've come into.

SPEAKER 1: Cool. I appreciate it. The information that comes out of that should be useful, so I appreciate you guys adding that.

JOHN MUELLER: Thanks. I'll pass that on to the guys. All right. Let's take a look at some of the questions that we have here. If a site has 5,000 pages and has a Panda quality issue, would it be a terrible idea if you would no-index everything but 20 pages of quality as a starting point, and then start refreshing the old pages with good quality page-by-page? Would this immediately fix Panda? So I think, depending on your website, this could be a good idea. This could be a catastrophic idea. It kind of depends on the kind of content that you have there, the kind of website that you have, whether or not those 5,000 pages are really useful content that just aren't quite up to par, or if they're really bad pages. Obviously if they're really bad pages that you don't want to be associated with, then removing them and making sure that they're clean before you actually make them live again is a great idea. But if they're kind of reasonable pages, and they're just not perfect, then that's something where I'd probably try to keep those pages and work on improving them rather than deleting them completely. With regards to fixing issues from a quality algorithm like Panda, that's something where you probably wouldn't see an immediate effect. So it's not from one day to the next that this would happen. On the one hand, we have to recall those days to realize that they're actually removed. On the other hand, these algorithms have to reprocess the data over time to actually start using that for the next data push that we see.

SPEAKER 2: Hi, John. That was my question. I was just wondering that one of the biggest problems is people trying to understand where the Panda issue actually is. And so I did wonder whether, if you did remove pretty much everything-- is my microphone very low, by the way? Is my microphone low?

JOHN MUELLER: No. It's good now.

SPEAKER 2: OK. Yeah, I wondered whether or not if you did remove a majority of the pages, that it's one of the only signals you can really find where you can say to yourself, right, let's just concentrate on everything. And if you did just remove all the bad stuff. I wasn't necessarily thinking for myself, but there's so many people trying to find out how to discover that Panda issue. And so the question that's arised so many times is, if I just got rid of everything, and Google recrawled it, and I do a site colon check for my website, and it now says 20 pages, have I essentially got rid of my Panda issue? If there's 20 quality pages left now.

JOHN MUELLER: Not really like that, because we do have to refresh the whole algorithm and data first. And the thing to keep in mind is Panda is primarily a site-level algorithm, so it's not something where we'd say, you removed 4,000 pages, therefore it doesn't apply to these anymore. It's really still essentially active for the rest of the sites, so for those 20 pages that you might leave there. With regards to resolving this issue, it's more something where I'd recommend taking a step back and looking at the website overall, and also getting a lot of feedback from peers, from users who are using your site, to make sure that you're really doing the right thing there. Because just deleting those pages and trying to rewrite the text isn't necessarily going to change the whole issue, because there's more to a website than just the text on the page. So the whole layout kind of comes into play. The whole feeling that a normal user would get when they come to your pages kind of comes into play and is something that we try to at least approximate from our algorithms.

SPEAKER 2: Yeah. I've seen a lot of people with websites over the last few years where what they've tried to do is create as many pages as they can to try and catch as many keywords as they can. And you see it all the time. And that's where so many people are questioning, is that where my weak content is, and should I literally just ditch all of those things. And when it comes down to it, there really is only a hundred pages left now of a couple of thousand. A lot of people have done that, and so the question applies to a large group of people.

JOHN MUELLER: Yeah, I mean there are sites that spent a lot of time to just cover all these keywords and essentially create low-quality pages that match these keywords, and that's definitely something that we would pick up as a low-quality website in a case like that. But there's often more to it than just that, so just removing those pages where you have low-quality text doesn't necessarily make your page a high-quality website. Because we still have all those other factors that we're picking up to try to understand how the quality of this website is. If you go through those 23 questions, there are a lot of things where we've tried to approximate, at least algorithmically. And that's more than just the text on those pages, but obviously, if you're creating thousands of pages just to match those keywords, and the text on there is bad, then that's also going to be bad.

SPEAKER 2: Yeah. OK. Thanks, John.

JOHN MUELLER: All right. How can Google know if a site is being attacked with negative SEO, or the webmaster of the site actually uses bad SEO practices? That's always a tricky question. It's something where we work really hard to make sure our algorithms recognize this difference, and that they can understand the difference between these kinds of things. And we definitely have the manual webspam team, who's very aware of this kind of situation, who can also make a kind of a manual judgment in a case like that. So if they recognize that there are patterns involved that look like a competitor's just went out and bought lots of links on Fiverr, or wherever, then those are things the manual webspam team has a lot of experience where they can pick up on. Whereas if it looks like this is something that the webmaster has been doing for a long time, then that's often a sign that when the webspam team takes a look at that, that they'll say, well, these issues have been around for quite some time, and either it's a competitor who's really trying to do something here for the long run, and willing to take into account that maybe this website will actually be promoted for a couple of years during this time. But that's usually not the kind of situation that we see. So we try to look at a number of different things to recognize when something's actually negative SEO versus when something is more likely something that the webmaster did themselves, and overall I think we're really good at that, and we pick up on a lot of signals that are kind of subtle. So that's something where I think we're doing a pretty good job with that. If you recognize situations where you think we're picking up something incorrectly, you're welcome to let us know about that so that we can take a better look. And if you're doing this for manual webspam reasons, if a webspam checker, essentially from our side, looked at your site and placed a manual action on your site, then you would say, oh, this is definitely from negative SEO, then giving us that information and reconsideration request is a great way to bring that feedback back as well.

SPEAKER 1: So John, I did a poll to my SEO base, and we had about 300 responses asking if they actually tried negative SEO and if it worked. And only 8 and 1/2% said it does not work. That they've tried it, and it doesn't work, whereas the other ones said they tried it, and it works. 50% said it works all the time whenever they tried it, and 30 or so percent said it works sometimes. Does that concern you in terms of the perception from the SEO community about negative SEO working so well and people saying they actually tried it? Does that concern you at all?

JOHN MUELLER: It's tricky to say, because we'd have to look at the individual cases. I mean, we see a lot of situations where people come to the forums, or they come to us, and say, hey, I'm being attacked by negative SEO. And we take a look at the details, and we realize, well, either the things that are happening have no effect at all on the website, or we can tell that the things that are happening now are the same things that happened over three or four years ago, and it's probably not a competitor that's doing that. The tricky part is, of course, you never see the direct connection between the negative SEO things and any change on a website. And often you'll see changes that are completely unrelated to each other.

SPEAKER 1: No, what I'm asking is, even if it's right or wrong, the percentages of people saying they think it's possible, or they have said it's possible, and they've tried it themselves is pretty alarming. That perception should concern you.

JOHN MUELLER: You have a scary audience. Very--

SPEAKER 1: I have a scary audience.

JOHN MUELLER: That are attacking their competitors. It's like to some extent, you want to have a fair business, right? If you're active online, so it'd be interesting to look into a lot of those details. The hard part, of course, is the things that we see, that we analyze, they tend to show that a lot of these negative SEO things don't have any effect at all. Or don't have a negative effect on that side, so it's hard to go from a general survey like that to saying there's something specific that's not working as it should. Because if--

SPEAKER 1: No. I'm not asking about-- I'm not saying that anything is not working. I'm saying, it could be. It could not. I agree 100%. When you look into these things, you see them, you see the detail. I agree with you on that. The question is the perception. I did another poll asking if the people in the SEO community believe negative SEO is easier, and like 75% said yeah, it's a lot easier. So the question is, the perception that SEOs or webmasters have around negative SEO is that it's getting easier, and there's concern for that, is that a concern for Google and them figuring out a way to maybe build tools or something that helps webmasters and SEOs maybe combat that and stuff like that? That's my concern. Not that it's actually possible, but do you guys realize it is a concern in the community, and are you addressing that in any way?

JOHN MUELLER: Yeah. I mean, it's been a topic since I've been doing stuff online. And from that point of view, it's not something new. It's not something that we're not aware of, something that we're not taking into the account for the algorithms on the manual side. I think tools like the Disavow tool make this a lot easier for the webmasters involved in that. If you notice that there's something crazy happening with links to your site, for example, then you can Disavow those and move on. It's not that you're completely helpless against this kind of activity. And I think the stronger, more problematic kind of negative SEO where people will actually go to a website, and hack it, and take over the whole server, all of that, that's probably more something that you'd want to handle on a legal basis, not directly like in [INAUDIBLE] situations.

SPEAKER 1: OK. Thank you.

SPEAKER 2: John, I do wonder whether or not some things are underestimated as well. One of the things that I noticed years and years ago working for a web agency and various others was I was working in the travel industry and the car industry. And both industries took it upon themselves as part of their plans to actually use negative SEO as a tactic. And this was years ago. This is happening today in a big way. A lot of the big industries are using this tactic.

JOHN MUELLER: I don't know. I don't think it has that much of an effect as people actually think. And I think if you're a webmaster working on a website, and you have the choice between investing time and money on improving your website for the long run, or temporarily harming a competitor's site, then a lot of times it just makes a lot more business sense to work on your website instead. Because that's going to have a long-term positive effect. So it's--

SPEAKER 2: This isn't a small scale. We're talking huge companies who-- I'm talking very, very, very large enterprises. They've got hundreds of webmasters working on their sites. Some of them with teams of 100 people in India, and very well-known brands that we know today. I'm not mentioning any names, but I know for a fact that this is what happens. You're saying that they need to spend more time on their own site. Having three people in a team of 100 working on something like this is not a big deal for them. The money being spent going to Fiverr and buying $5 things, it's not a lot of money being spent, either. Now whether or not it works or not is a different matter, but it's being done. It's 100% a fact that it is being done. So it seems to be a cheaper way to gain rankings on your competitors.

JOHN MUELLER: I don't agree with that. I think I can see that it's definitely being done, but whether or not it has a positive effect on your website's ranking, I totally think that we're catching a lot of those things. I definitely take your concern, and we'll talk about that with the team as well. But I think, overall, we're really good at catching these kind of things appropriately, so it's-- I think there are a lot of things that are being done from SEO point of view that probably don't make that much sense. And I imagine this is probably one of them, especially if you're a bigger company investing lots of money in this, that's probably a lot of money that you've just wasted. But people sometimes waste money for weird things.

SPEAKER 2: In the car industry specifically, what people used to do was as soon as a website became available, and somebody started to rank for it, they would immediately start negative SEOing it. So if you ever looked at the history of the website, right from day one, it looked bad. And so I don't know whether all of these factors all get taken into consideration. But I mean there's been cases over the years where I've known people in the industry, they've opened up a site. Before they've even gone live, the site has been absolutely hammered by bad links. So when you look at history, and you say, what have they done? There's certain people that I know for a fact have not done any of these things, and all of a sudden links are appearing left, right, and center. And we're going back three or four years now, but that--

JOHN MUELLER: I think a lot of that is just totally being overestimated, and we're picking up on pretty much all of these things. I mean, there are definitely things we could be doing better on. But I think for the most part, the issues that we see in that regard are handled appropriately. But let's take a look at some other questions.

SPEAKER 2: Sure. Lots of other things happen.

JOHN MUELLER: One of my sites had an algorithm penalty that I decided to move it to a new domain through a three-alarm redirect. All my ranking came back, but after a few weeks it seems that the old domain penalty has been redirected to a new domain. Now what should I do to recover it? Essentially what you need to do to recover these kinds of issues is clean up the issues. Just moving everything to a new domain just essentially forwards them to the new domain. So that's not really a resolution of the issues that you were having. So really taking a step back, looking at the issues that you might be seeing there, actually cleaning that up is probably what I'd recommend doing there. John, we don't appear to be getting real-time stats for content experiments anymore. Based on what we see with internal tools, has this changed recently? I'm not really sure what you mean with content experiments. Tom, are you here? Is this Tom? This is the wrong Tom. Maybe not the right Tom.

TOM: Hi, John.

JOHN MUELLER: Yeah.

TOM: Yeah. I'm referring to A/B tests through Google Analytics.

JOHN MUELLER: OK. Yeah. That probably would be in Analytics, though, then. That wouldn't be in Webmaster Tools, right?

TOM: No, not Webmaster Tools.

JOHN MUELLER: OK. So I can't really help with Analytics questions. You'd probably need to check in the Analytics forum or with someone from the Analytics team on that. So I don't really have any insight on that. Sorry.

TOM: OK. Thanks.

JOHN MUELLER: How long before the next Panda refresh? We tend not to pre-announce these things. I think Panda is an algorithm that runs more regularly now, so that's something where I imagine we'll probably see updates every couple of weeks, every couple of months, that kind of timeframe. I've had a Panda penalization for thin content in the rental car industry. It seems to have affected several websites in this industry in Spain. I've just fixed with great content, but how much time can it take to get out of this penalty? So generally Panda is a quality algorithm, so if you have a lot of thin content on your pages, that's something cleaning up would be a good idea to actually do there. How long it takes is hard to say, because on the one hand, we have to recrawl and re-index all of these pages, which can take differently. So some pages we recrawl every couple of days. Other pages we recrawl every couple of weeks or even every couple of months, so sometimes that takes a while for us to actually update it from a technical point of view. But then we have to kind of recompile all the signals that we used to run the Panda algorithm for, and then we have to do an update of the Panda algorithm data to actually show that in the search results. So if you've just now cleaned up this issue, and you've significantly cleaned out all of this thin content, then I imagine you're looking at something like maybe a couple of months for this data to be updated again. So it's not something you'd see from one day to the next. It really takes awhile to actually be reprocessed, recalculated, and updated in the visible search results.

SPEAKER 1: John, for sites with penalties, algorithmic penalties, does Google crawl the sites slower or less often because they have a penalty? Like with specifically Panda, like low-quality content? Would they crawl less often?

JOHN MUELLER: Usually not. So usually we treat crawling as a kind of technical thing where we'd say we need to update this data regularly. And it doesn't really matter how we see the quality of the website. On the other hand, if the website is such bad quality that it doesn't make sense for us to even crawl at all, then that's one step that you could be seeing there. But if it's just seeing lower quality content, we crawl it, essentially just the same as we would normal content.

SPEAKER 2: John, would using robots.txt to block a specific large set of pages be a problem, or would it speed it up?

JOHN MUELLER: Would it speed it up? Sometimes it could. So for the most part, we were able to crawl websites as quickly as we want to crawl them. So we're not limited by the website, by the bandwidth through the website, or anything like that. Sometimes we are limited by the bandwidth to the website, so in cases like that, if you robot a part of your website out, so that we don't have to consider crawling it, then that can help us to focus on the other URLs. But for the most part, we don't need to worry about that. We can pick up as much as we need anyway. So it's really something where if you're stuck in a situation where you think that Google can't crawl as much as it would like to from your website, it probably makes more sense to just make sure that your website is faster, so that it can be crawled faster.

SPEAKER 3: Took it upon themselves as part of their plans.

JOHN MUELLER: Whoops.

SPEAKER 2: Yeah. So that being the case, if you were to use robots.txt, how long would it take before Google removed that section maybe, rather than using the URL removal tool, if you were to use robots? Because sometimes there's wild cards. And you need to use wild cards, and you can't do that with the URL removal tool, which is something else I think I mentioned in another question. Is there room for that to come along? If we've got the power to do it in robots.txt, why not give us the same power to do it in Webmaster Tools?

JOHN MUELLER: So with the robots.txt file, we actually have to try to recrawl those URLs before we put them into the roboted state. So if you switch on a robots.txt that disallows everything today, then we're not going to remove all the content from your website today. We're going to wait until we try to recrawl those pages and see, oh, now this page is blocked, so we'll take out the content and just keep that page index with the URL alone, maybe with anchors to that page, those kind of things. So that's not something that would happen from one day to the next. That would take the normal crawl cycle to be updated there. And since it takes a normal crawl cycle, if you just want to remove it from the search results, putting a no-index on there, serving a 404, both of those would be just as quick. The URL removal tool itself essentially just hides those pages from the search results, so it's not that it removes them from the index. It just prevents them from being shown in the search results. So it's subtly different in that regard. With regards to wild cards for the URL removal tool, it's something where we notice that people tend to mess up a lot with wild cards. I know if we give them wild cards in the removal tools, then it's very easy to take out a big part of the site accidentally, not actually realize that they're doing this. So we try to focus primarily on clear folders, domains, your main website essentially, and make it so that whatever's removed is really obvious to the user what's actually hidden in the search results during that time.

SPEAKER 2: If we have the power to do it via robots.txt though, it's kind of the same thing. Could you not put another level of security in that says, are you really sure you know what you're doing?

JOHN MUELLER: Well, if you ask the webmaster if they know what they're doing, they always know what they're doing. I mean, you guys know what you're doing, and you probably make mistakes from time to time as well. Same thing applies to me. So that's something where--

SPEAKER 2: [INAUDIBLE] a suggestion. How about if you actually had a-- like you have the testing tool for the robots.txt in Webmaster Tools, how about it actually gives you a list of all of the pages that would be removed if you use this tool? So it'd say, you've got 4,000 pages indexed. Here's a list of them. If you use these wild cards, this is what will be removed, and then people would actually be able to identify what it is. They'd go through the list and go, oh, no, I'm not happy with that, and they won't do it. It's kind of a simple tool. It might be very powerful.

JOHN MUELLER: I mean, that's a possibility. But I guess, primarily, the removal tool was really meant for situations where you have an urgent need to remove something really quickly. And usually those aren't the situations where you say, I need to take out this subtle section of my website, but rather where you say, I need to take out everything under this subdirectory, or everything on my whole host, because of something really critical and urgent that happened, I need to have hidden in the search results. So that's usually something where the robots.txt is kind of different, because it's really more focusing on the crawling side rather than on an actual urgent removal. With the robots.txt, the other advantage there is that if we see a lot of links to those pages, we can still show it in the search results. And sometimes these pages rank first in the search results, even though they're blocked by the robots.txt file, just because we think they're really important, because we think that they're really useful for the user. We see a lot of links to those pages. Sometimes we see that with our own pages as well, where maybe we'll have a login page that's blocked by the robots.txt file, but they're looking for this specific tool. And searching for it shows that tool in the search results. It also shows the description as blocked by the robots.txt. But it's still available for the user. Whereas if you used the removal tool, then it will be gone completely. There's no way that it would be visible at all for the user.

SPEAKER 2: So the robots.txt won't treat it like a no-follow as well?

JOHN MUELLER: Yes, it'll be like a no-follow, because we can't actually see the content there. We can't see the [INAUDIBLE] on the page.

SPEAKER 2: I didn't mean that. I meant no-index. Sorry.

JOHN MUELLER: It wouldn't treat it as a no-index, because we essentially just can't crawl it. We don't know what's there. It might be something really important. It might be something less important. So we have to focus on other aspects that we can pick up on to show it or not show it in the search results.

SPEAKER 2: Gotcha. Thanks, John.

JOHN MUELLER: All right. Hi, John. We recently lost review rich snippets in the search results for our IT domain. Markup is OK in the structure data testing tool, and identical to other domains where the snippets show. What can we do? I took a quick look at your site, Tom, and the main issues that we're seeing there is that our algorithms-- kind of feel that the quality of the site overall isn't as great as it could be. So that's something where maybe the different CCTLD versions of your site are kind of subtly different, or maybe there are other aspects involved there that you might want to take a look at. But for rich snippets, we do take a look at the technical side of things. That's basically the foundation that we have to have for it first. And then, if there are issues from a quality side of from a policy side, those can play a role as well. So that's something that's happening with your site there. So taking a step back and looking at your site overall to see what you can do to improve that would be a good idea. Mom and pop e-commerce sites hit by Panda 4.0. Are features like responsive design, product reviews, product swatches going to help? SEO professionals are telling me to add text. So having text is always a good idea. I didn't actually look at your website, so it's hard for me to make any general recommendations. But generally when it comes to Panda, which is a quality algorithm, we try to understand the quality of the website and how it works together with users, how the content is there, what we can pick up on as general quality signals. So what I'd recommend doing there is taking a look at the blog posts from Amit Singhal, maybe two or three years back now, with 23 questions you can ask yourself regarding high-quality websites, and going through that with a group of people who aren't associated with your website. And usually when you do that, they come up with a lot of good ideas on things where they think maybe your website isn't as good as it could be, or maybe there are specific areas where you could improve on. So that's essentially what I'd recommend doing there. Really taking a step back, looking at the quality of your site overall, and making sure that you're doing all of the right things. With regards to text, like I mentioned before, just having text on a page doesn't necessarily make it high quality. So really making sure that everything around your site is the best it can be is something I recommend doing there. Googlebot executes JavaScript, but not the Google Analytics JavaScript, right? Because that would inflate traffic numbers. Yes, I believe that's the case that we don't execute the Analytics JavaScript. We also try not to execute things that we can recognize as being tracking scripts from other sites. So if we can recognize that, we'll try to block that. If it's blocked by the robots.txt file, of course, we can't pick it up and process it either. So that's something where we're working to try to make sure that we're doing the right thing with JavaScript there. We have an issue with bad links on one of our websites, but we don't have a manual action, so we can't make a reconsideration request. Is there any way to get in touch with Google and let them remove our link profile manually? You can post in the help forum, which is something where we generally go through and try to look at. The thing with algorithmic changes on our side is that we don't have a way to take out these algorithmic actions. It's essentially something where if there's a manual action, you can resolve that with the webspam team. You can take action to clean that up with algorithmic changes. You have to let the algorithm run through that. So if there's anything specific that you think we're picking up on incorrectly algorithmically, letting us know through the help forums, or contacting us directly is probably a good idea. But we can't push a button and free your site from any kind of algorithmic change that's happening on our side.

SPEAKER 4: Where do we find that help forum?

JOHN MUELLER: The help forum, I can send you a link. Let me just bring it up.

SPEAKER 4: OK Thank you.

JOHN MUELLER: It's essentially just the normal Google webmaster help forum. We'll say chat. So that's a possibility. You can also post on Google+. Maybe add us on Google+, and we can take a look there as well. OK. We are having some issues facing to get Google to index our site. Here's a screenshot. As you can see, three sitemaps are starting to kick in for indexing, but one sitemap is not starting to index. I'd have to take a look at the specifics there to see what specifically is happening there. In general, with sitemaps, it's important that use of URLs that are 100% the same as the ones that you actually have on your website, that you use on your website that you want to have indexed. So for example, if you submit a sitemap with all URLs with a trailing slash, and within your website you went to the URLs without the trailing slash, then we see the mismatch there, and we wouldn't think that these URLs are actually indexed. The content itself might be indexed, but since you're using different URLs, we're not going to count that as being indexed in the Sitemaps feature in Webmaster Tools. We've taken down many pages over the years giving 410 or 404 responses, but external sites still have links. How can we permanently remove these URLs from the index, so that we get beyond the list of 1,000 in the crawl errors download file? So you can't remove them completely from us trying to crawl them. Usually if we've seen a page before, and that turns into 404 or 410, we'll still periodically try to recrawl those pages, and we'll periodically bring those back up in the Crawl Error section of Webmaster Tools. The good part here is that we try to prioritizes the list in the Crawl Error section in Webmaster Tools so that those URLs that are actually relevant to you usually should be on top of the list there. And if you only see URLs in the Crawl Error section that are completely random, that are completely out of date, that you haven't used for quite some time, then that essentially means that we haven't found anything critical when we crawl your website. And it's normal for us to see crawl errors when crawling the website. That's essentially a sign that you're doing it technically right. So I wouldn't try to suppress those in any way, but rather just look at that list. If you see nothing really critical on top, then you probably won't find anything really critical in the rest of the list or below the first 1,000 that we show there. We use Trustpilot. Oh, wait. Wrong link. How can Google detect a negative SEO attack? I think we looked at this one. We use Trustpilot to gather reviews. I was wondering how we get our five star rating for our services in the search results. Any help on this would be greatly appreciated. So when it comes to the reviews in rich snippets, it's important for us that you use reviews that you've collected directly on your site itself. So if you're collecting these reviews on some third party sites, then we probably wouldn't be showing that for your site. We'd be showing that on their site when they review your products. So from that point of view, depending on what you're trying to achieve, it might make sense to collect these reviews directly on your website itself, instead of using a third-party site. Or if you're using these third-party reviews to show up in the search results as well, then maybe that's fine to just keep them there. Our client server doesn't support htaccess Java server. How can we solve new directions that Google likes? Is there an alternative for 404 errors to redirect without 301 or htaccess that Google likes? It's tricky. So I think most Java servers should support some kind of redirection. And that's essentially what we're looking for when you're moving from one URL to another. We really want to see a strong sign that when that URL is accessed, it always sends us directly to the new URL, so that we can follow that and actually focus on the new URL. And if you can't do any kind of redirect there, then that's really hard for us, because we see both of these URLs. Maybe we see the same contact on both of these URLs, and it's hard for us to make a decision which one we should actually index. Some things that you could do is look at perhaps using the rel canonical to let us know about your choice of preferred URLs. If you're moving the content completely from one URL to another one, and you don't have it on the old URL, then of course, you don't have the rel canonical there. So I'd really try to work with your web developer to make sure that you can actually set up some kind of redirect from the old URLs to the new ones. Even with Java servers, that's something that should be possible. A lot of websites have Java servers, Java backends, and they do redirects as well, so that should be possible somehow.

JOSHUA BERG: John?

JOHN MUELLER: Yes.

JOSHUA BERG: Hi. I've got a question related to moving sites as well. And this company I was asked about, there's two companies merging together. They've got two older fairly seasoned sites. So they are building a new site that they want to merge everything over to. So I was wondering if you had any suggestions about best practices? Because their idea was to maybe do it slowly over a period of time, so that they didn't lose the customers or something like that. But then they said they also wanted to keep all their SEO benefits and stuff. So I was like, well, that may not really work so well. Because if you do it page by page, then it's not really best for the user, because the sites are not going to work well. So do you think moving one site to the other, or just both of them to the new location all at the same time? Any suggestions on best practice for how something like that might be done? I also know that frequently on site moves, that a company a site rebuild, there is usually a deprecation in rankings. I think a lot of that has to do with Google just trying to understand the new structure as well.

JOHN MUELLER: No. So normal site moves from one domain to another are getting a lot easier for us, because we can recognize that kind of situation a lot easier, and if you give us information through Webmaster Tools saying, I've moved from this domain to that domain, then that makes it a lot easier for us. Especially if there's this real one-to-one market there, we can start to crawl maybe a little bit faster, to pick up these changes, and send all the signals over as quickly as possible. That's essentially the easier variation. And like you mentioned, even there sometimes sites see significant changes in rankings, at least for awhile. So if you're going to a more complex situation where you have two websites that are essentially being merged into a third, then that's something where I imagine we'll definitely see fluctuations for quite some time. Because we have to process them individually on a per-URL basis, go through, find those redirects, send those signals individually over to the new domain, find a way to merge those signals from those two domains. And that's not going to be something that's going to be trivial on our side, and probably not something where our algorithms would recognize that as any kind of a normal site move, so we'd have to really handle that on a per-URL basis. With regards to doing it all at once or kind of staging it, I think doing it all at once makes it a little bit easier for us, because we recognize a strong change within these websites. And we can start working on processing those signals as quickly as possible. Whereas if you're doing this in a staged way, then we'll see some URLs redirecting, some URLs not redirecting. We won't really know which signals we can keep on the old domain, which ones we should send over to the new domain. That makes it a lot harder for us. So doing it, if possible, all at the same time makes a lot of sense. But even there, if you're merging two sites, it's probably going to be a rocky transition from those two sites ranking separately to one site just right.

JOSHUA BERG: Do you think maybe doing one at a time-- one and then another a few weeks later might be any improvement?

JOHN MUELLER: I don't know. It's always going to be a tricky situation, so doing it from one domain to a new domain is probably easier for us to process. But even there, it's not going to be a matter of a couple of days or a couple of weeks. It's going to take a bit of time to really update all of those signals. So if you'd want to move like from one domain to [INAUDIBLE] a year later, and if prod send the rest over, that's going to be quite some time. I don't know if you have that time. Personally I just bite the bullet and really do it at a time where traditionally maybe the websites don't have that much traffic. If you can choose maybe a season where there's traditionally a downturn on the website, not many people searching for it, not much traffic happening on the website, that's always a good time to do that. Sometimes you can't choose when this happens, so I just find a way to make sure that technically everything's handled correctly, and then just bite the bullet and actually do that. Usually the hard work is really in making sure that technically everything is working correctly. Making sure you have all the redirects there, making sure that the new site structure, which is a combination of these both websites actually works well. That's already a lot of work, and that's probably going to take a little bit of back and forth until you have it all finalized. All right. There was another question in between. Who was that?

SPEAKER 5: Yeah, I had a question about iframe embeds. So just like SlideShare and YouTube, we offer embedding of some of our content. And I was wondering how Google treats that. So if some other page embeds my content, is that treated as a link? Can that be expected in Penguin?

JOHN MUELLER: So depending on how the embed is, we might see a link there. A lot of sites, when they offer an embed, they include a link there to the resource directly. So that's something, depending on what you provide as an embed, could play a role there. Depending on how we can crawl that embedded content, it kind of depends on whether or not we could theoretically include it in that website or not. A lot of times the embedded content is blocked by robots.txt, so we wouldn't be able to pick that up and include it in that website. But depending on the type of embed you have there, that's something we either pick up the link or not, if you have a link there or not. If it's just an iframe, then we wouldn't treat that as a link.

SPEAKER 5: But if it's like a YouTube embed where it's an iframe that has a special URL for that content, and if you go to that page, the URL that is iframed, you will see that the rel canonical points to the actual page.

JOHN MUELLER: I don't think we'd treat that as a link. So if it's just an iframe, especially because you can't add like a rel nofollow there, that's not something where we'd say this is the same or equivalent to the normal HTML link that we could find otherwise. But like I mentioned, a lot of sites, when they offer their embed code, they also have a link to the content directly in the embed code, so that's usually the place where we would pick up those links.

SPEAKER 5: OK. So that's good. So then I cannot be impacted by Penguin then, on the bright side.

JOHN MUELLER: Well, at least from those iframes. Yeah. I think if you have great content that people want to embed, then that's always a good sign. Right?

SPEAKER 5: Right.

SPEAKER 1: John?

JOHN MUELLER: Yeah.

SPEAKER 1: I have another question, if I can. I don't know if it's a good time [INAUDIBLE] another timer. Should I ask? All right. So Miley referenced at SMX Advanced last week that you shouldn't really use a script tag or stuff like that, because that kind of is a flag, in terms of hiding content. Miley doesn't really even know script tag, or maybe using certain things that would hide content. And it's pretty much, she said, either were automatic, like red flag or something like that. I tried to get more information out of her about that, but I don't think she's really-- I don't know how involved she is in the webmaster team versus other teams. So since you're very involved in that area, could you talk a little bit about that? What's like an automatic red flag in terms of hiding content, maybe? Like things webmasters should maybe stay away from using no script, no tags, or whatever you want to call them.

JOHN MUELLER: Yeah. It's something where traditionally we've seen a lot of spammers misuse those tags and use them to hide content, use them to [INAUDIBLE] cloak to Googlebot. So traditionally we've been very reluctant to treat that content as something that's really relevant for the page. Because if it's not directly visible in the browser, then it's probably not that important for us, so we might not actually use it that way. So from that point of view, I'd try to avoid putting anything there that you find is important for your website. And there are sometimes technical reasons to use these tags, but if you are putting anything there that you think is important for your site, then that's probably not the best place for that. I'd probably just put that into the content normally, so that users and Googlebots see it normally. A lot of these things have evolved over time, in that they're normal HTML technique that makes sense to use sometimes. But spammers pick them up and try to use them in weird ways. So our algorithms tend to be a little bit more reluctant in trusting them completely. And if we can't trust them completely, and if they're good alternatives for you to use, then I'd recommend staying away from them if you don't actually need them from a technical point of view.

SPEAKER 1: So when she said automatic red flag, what does that-- that means you're not using any content in there, or that means it gets put into a bucket where manual Google spam action superheroes go and check it out?

JOHN MUELLER: We try to avoid doing something where some system automatically flags content, and someone has to manually review that, because there's just so much content on the internet that that would never scale from our point of view. But like I mentioned, if the algorithms are reluctant to use this content, if the engineers that are creating these algorithms see that they've been misused for spamming reasons for quite some time, and a lot of the spam is still online, then the algorithms are going to be really picky about using that content for anything useful. So that's essentially where we'd say, you can use this for technical reasons if you absolutely need to use it, but if there's something on your site that you want to have indexed, and crawled, and visible in search results normally, then just use the normal ways to actually show that.

SPEAKER 1: So specifically, we should try to avoid the noscript tag. What else would you recommend us trying to avoid?

JOHN MUELLER: I wouldn't say try to avoid using it, but try to avoid using it for any content that you find is important for your website.

SPEAKER 1: OK. So that includes the noscript tag. Anything else?

JOHN MUELLER: I'm sure there are things that I can't think of at a moment.

SPEAKER 1: OK.

JOHN MUELLER: But a lot of these things are kind of obvious in that if you're a webmaster, and you're working on your website, and you have something important that you want to have crawled and indexed and shown in the search results, then you're going to try to put it on your pages so that users see it as well. So from that point of view, something like the noscript tag probably isn't the best place to put your important content.

SPEAKER 1: OK. Thank you.

SPEAKER 2: John, I've got a quick question about quality spam we've seen, or spam that we've seen over since Panda-- the last Panda. I'm going to post a link and not talk about the brand itself, but it's an example of what we're seeing. There seems to be a more sites using statistics that are statistically made up, and ranking well because of them. The link I posted in the chat there is an example of a company where we spoke to over 20 people in our industry, and asked them whether or not any of the data is correct about them, and it's not. And this company has now done very well out since Panda 4.0, and was doing so before. But the reality is that these statistic sites, the ones that were gathering data based on where's your domain hosted and all these kind of things, they're getting smarter. And they're working out how to put better data in there at better quality. But at the end of the day, the data itself is garbage. And so what they're doing is, they're trying to rank well for lots of keywords, in the hope that you will then login and correct the information about your own company, in order for them to have correct statistics. Kind of almost like a bullying sort of behavior. What's your stance on businesses like that? And are you guys aware that companies are now kind of just making stuff up?

JOHN MUELLER: Well, companies have been making stuff up since forever, so we have to assume that this is happening. A lot of the GUI sites have been generating these kind of things for awhile now. From our point of view, a lot of this is automatically-generated content. We try to treat it as such sometimes. We do a better job at catching it. Sometimes we don't do that well at catching it. So feedback like this is definitely useful for us to take a look at to see what these sites are doing. But sometimes they're also doing something that's kind of useful. But it really depends a bit on what exactly is happening behind the scenes, how much of this is just auto-generated or just randomized or even random content. And based on that we have to take a look at that, either manually or find ways to algorithmically catch these kind of issues. But it's definitely good feedback to have, good example URL to look at with the team as well. All right. We have one minute left. Who wants the last question?

SPEAKER 5: John, if I may squeeze in a last question. It's about comment spam that I've seen on my website for the last several months now. And it's a different kind of comment spam, in the sense that it doesn't have any links. But the comment itself is very generic. It's like I'm so glad I found your blog, and I'll come back again, and when I Google some of those phrases, I find the exact same comment left on 100 other websites. So the question is, how much importance does Google's algorithm attach to comments on a web page? Because on the one hand, it's good to have good comments. On the other hand, it's common some people don't have good grammar. So how do you tackle that?

JOHN MUELLER: So from our point of view, if it's hosted on your website, it's your content. So we don't differentiate that much with regards to who it looks like might have written this content. If it's hosted on your pages, if it's low-quality content, that's something we associate with your website. So in an extreme case where you have a short blog post that's just two or three sentences, and then you have five pages of really low-quality comments, then when we look at that page overall, we see all of this low-quality content, and we're saying, well, overall this page doesn't really look that great. We might recognize that it looks like other people are leaving comments there, but essentially it's on your website. You've agreed to publish this content. You're promoting this essentially on your website, so that's something where if you see this low-quality content being added to your site, I'd try to take action to clean that up, even if there are no links attached to it.

SPEAKER 2: Sorry, I lost all power there for some reason. I just have one other little point to add to the question that I was asking was that, in the last Hangout, we talked about another poor quality site. And almost the instant that we talked about it, it received a boost. And I was wondering, do people with high profiles, high Google+ profiles like yourself and others, if they view a site, does that actually give it more of a boost for some reason?

JOHN MUELLER: No. No.

SPEAKER 2: OK.

JOHN MUELLER: That would be a little too easy to game.

SPEAKER 2: Yeah. OK. It just seems strange then that the site that we were talking about that was specifically poor is ranking even better.

JOHN MUELLER: That would be unrelated to that. Yeah. All right. So with that, we're out of time. Thank you all for joining. Thanks for all your questions, and I hope to see you guys again in one of the future Hangouts.

SPEAKER 2: Thanks, John. Enjoy the World Cup.

JOSHUA BERG: Thanks so much.

JOHN MUELLER: Bye.

JOSHUA BERG: See you next week.
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