Considering that not a month (or almost) goes by without Google putting a hand to Search Google News & co. , we can only devote some small insights to what are the latest summer implementations of the search engine tool, in the hope of being able to produce a useful summary for the benefit of insiders, and those who are approaching this world for the first time. time.
- Google Search News: Page Experience
- Web Stories
- Structured data
- Mobile-First Indexing
Google Search News: Page Experience
One of the most interesting innovations in the updates made with a view to Google News Search in recent weeks is certainly represented by Page Experience, one of the next ranking factors of the search algorithm and, therefore, a totem with which all operators will have to do the accounts, sooner or later.
Although many of the aspects of the Page Experience ecosystem are currently being defined, one thing seems certain: the fundamental pivot consisting of the most important influencing parameters remains alive:
- the use of the HTTPS protocol ;
- the intrusive interstitials ;
- Core Web Vitals, the useful metrics to measure the interactivity speed and visual stability of the pages.
In short, it is a series of factors that are certainly not completely new in the eyes of most experts (who had long ago already sensed that the air was blowing in the sector), but which are today the subject of an increasingly precise formalization by Google.
Attention, however: contrary to what was rumored not too many weeks ago, the application of these new parameters as ranking factors will not be in the very short term. Therefore, the time horizon is previously foreseen seems to be slipping into January of the new year.
To confirm this, read the latest statements by John Mueller, the mentor on this topic for Big G, according to which the search engine has not yet decided when to implement these elements, and that users will be informed at least six months before they are used. actually on the Search.
Given that we are already in August and there are still no clear signals on the implementation of the Page Experience paradigm, it follows that it is likely that the first effective window of use of the new metrics will be around spring 2021.
An interesting novelty that emerged from Mueller’s latest statements is then linked to Web Stories, defined as an “ innovative approach to web content ”.
Also in this case we can only try to anticipate what will be, considering that we have not yet had the opportunity to directly understand how they will qualify in the eyes of users, if not the fact that technically they are elements built-in AMP and, therefore, normal HTML pages perfectly integrated with current programming approaches.
For the rest, the only thing that emerges is a series of fairly generic statements by Mueller, who focused on the fact that the Stories will be a new format to be able to “create high-quality information content” on its website, and that users can easily view them on both Search, Google Images and Discover.
Anticipating what, probably, would have been the reflections of advertisers and all those who revolve directly or not around online advertising, Mueller then specified that it is monetizable content.
Finally, Mueller pointed out that a WordPress plugin is currently in the advanced preparation phase that will make it even easier to create Stories like KissAnime in the CMS. The plugin is in the beta test phase, it is a bit “raw” (by definition of Mueller himself), but it is still the first step to be able to discover the Stories and understand how they can be profitably exploited for their own purposes.
Some summer news also seems to concern structured data.
In particular, Google is working to perfect its two tools that can be used for the testing of structured data, with particular reference to the Structured Data Testing Tool, a tool that allows you to easily view all the data in this category.
The second tool is the Rich Results Test, and from what has emerged from the latest updates it is a specific tool to be able to diagnose which are the problems that can be highlighted in the search results.
Mueller explained that Google’s intention is to clarify this issue promptly and that considering that there are several useful ways to implement structured data without it being shown in Search, the company has chosen to focus its efforts on the Rich Results Test, considering that users are used to using test tools to improve the performance of the site in Search.
Mueller then concluded this part of its updates by highlighting that markup special announcements, licensable images, and AMP articles are now appearing in the Rich Results Test. In Search Console are added the recipe markup and guided recipe.
Another announcement that has been in the air for a few weeks is the shift of the date on which the switch to Mobile-First Indexing will take place.
The switch towards this new approach seems to have slipped to the end of March 2021, with a delay justified by the need to give websites more time to be able to check and optimize their pages for this indexing.
In short, a few more months to be able to read, study and correctly apply the guidelines that Google has released on this issue.
And, for the most optimistic, the impression that the end of March 2021 could be the right time for a maxi update from Google, which could also introduce the direct application of Page Experience at the same juncture.
So far, some Google search news has officially been issued to its users. It is evident that the elements that are boiling in the cauldron of the Mountain View company are quite numerous, and that they can only be gutted in their entirety this fall.
We just have to continue to monitor its evolution: we will return to these topics in the coming weeks with new articles that you can find on these same pages!
In the meantime, if you liked these ideas, I suggest you also read our focus on the “feared” pages of Error 404 and on Google Ctr. Enjoy the reading!