mSiteLab site clinic (English)

[INAUDIBLE] ANDRE: And we are live And I’ll address the question just in a second Let’s keep going with the broadcast, and you can type, maybe, in the chat in the meantime Anyway, so here we are And this is the third live mSite Lab that we are conducting for you The first one in English Hopefully going to go great, and we’ll get lots of interest from you all We’ve had quite a few submissions in advance, and we have selected quite a few websites to take a look at We have some people in the audience with us already So that’s great This is Julia She’s an AdWords account manager JULIA: This is Andre He’s a webmaster relation strategist ANDRE: We’ll be looking at the websites that were submitted in advance, trying to provide some practical tips on how to make them a little bit more mobile-friendly, a little bit more secure, a little bit more relevant for your users Hopefully, those tips will be interesting for you The recording will remain on the Webmasters YouTube channel Those of you watching us live, I welcome to maybe ask additional, leave additional comments, and maybe ask questions on the G+ page for this event I presume that’s how you found us Those of you who have joined– we have three guests in the studio right now That’s awesome You can always ask follow-up questions in our chat as well You’re very welcome to do that And I think [INAUDIBLE] had a question AUDIENCE: Thank you I don’t have any questions now ANDRE: OK Great Awesome Great having you So right, let’s give it a shot As I said, we’ll start with the websites So the people who are in the studio with us– [INAUDIBLE], correct me if I’m wrong, but I think your website is the [INAUDIBLE], right? AUDIENCE: Yes ANDRE: Yes, great OK So I’ll put it on the screen, share it with everybody else to view so everybody knows what the hell we’re talking about and what’s going on And hopefully, we can go from there Right JULIA: So we’re looking at an online loans website ANDRE: I don’t think we had any questions in advance from [INAUDIBLE] or his colleagues about this website So I presume you’re not really looking to solve any particular issues But you did leave us a couple of queries that you would be interested in We’ll come back to that in a second But another thing I should have said in the beginning– we’re not going to look at all the issues for all the websites It’s going to get quite boring very quickly, right? So what we’re going to try to do is we’re going to focus on some issues for every website– and different issues, hopefully, for every website– allowing everybody who’s watching us, who’s joined us, to understand all the possible things that could be improved And maybe take a look at them for their website as well, right? So, you know, to be aware of everything that could go wrong, but also to get specific advice for their own website as well Here, in the sample of the websites that we looked at, it seemed, for us, particularly interesting to take a look at the page speed load times of the website Page speed is, on the one hand, one of the ranking factors for Google search So we do look a little bit at how fast pages are loading when we’re deciding which pages to show to our users in the search results But that shouldn’t be your primary concern Your primary concern should be that research, and not just our research, shows that users do tend to prefer fast-loading websites And a lot of the time, they abandon websites that don’t load, or load very slowly How can you check that? There’s plenty of different ways of checking the speed of your website as a whole, or of your pages in particular One of the tools that we’ve developed for you is PageSpeed Insights Hopefully, you’re seeing it on your screens right now It doesn’t analyze the whole website That’s important It analyzes whatever page you give to it In this case, we started with the home page By the way, before we dig in to the problems and the ways to address them, I want to say, we were really impressed overall with the quality of the websites submitted for the [INAUDIBLE] The majority of the websites, out of all the 300+ submissions that we had, were really high-quality, really interesting All of them had something unique to offer So that’s really great to see It’s really inspiring The issues that we find is, as I told my colleagues before this began– you can find issues with any website Any website everywhere always has some sort of an issue So us addressing particular problems doesn’t mean, oh my god, your website is horrible, and it’s not going to rank, or it’s not going to be high-quality The fact that we found an issue doesn’t mean that it’s in a poor state It just means that there are some things you could still improve In this case, let’s talk a little bit about your speed In particular, from this tool, you can check the speed for both desktop and mobile

But we’re going to focus primarily on the way this is seen by mobile users The tool allows you– the tool gives you specific recommendations It gives you a number here, which you shouldn’t probably pay that much attention to The more important thing are the three ranges– the red, the orange, and the green– green being great, orange being not so good, and red being, pay attention to this stuff And then what you also get is you not only get a breakdown of the issues you could fix, but you also get specific recommendations, and the gains you will have if you follow those recommendations For example, the first one we see here is enabling compression And then you have specific scripts As you can see, I have a couple of images I see some SVGs here I see some JavaScripts In fact, I see your home page here, just the basic HTML on the page And it tells you exactly how much volume you could save by compressing this And as you can tell, in this particular case, it’s over 2.7 megs On a standard 3G connection, this much data could take seconds to download– potentially dozens of seconds, but at the very least, upwards of five This could become a critical make or break point for your users who are just loading this for the first time who don’t have any of your content cached and have to load all the resources And there’s some fairly easy tricks in at least compressing the JavaScript And here, you see that the largest gains– the 1.3 megs and 1.1 megs, the really big gains– come from your JavaScript And you can look up a few easy tutorials or easy tools to minify the JavaScript online, and just use that You can hide these details and look at a couple of other things that are reasonably easy to use Let’s look at some of the stuff in the orange section For this particular website, it might not be such a big deal But we’re going to see a couple of others today And in general, a lot of websites, a lot of e-commerce websites use quite a few images on their web pages So another significant element that could bring a lot of economies in size is image optimization So again, here, you don’t just get a line saying, oh, go and optimize the images You get a breakdown of the specific images loading on this page that you could work on to make them slightly smaller, gaining back quite a bit of time in loading the page So here, these were really some of the key elements that we found for the website that we wanted to talk about On the plus side, some of the really good stuff, really sort of the recommendations that you managed to follow quite well I don’t know whether you were reading our recommendations, or whether you just did it the right way anyway But it’s great And I’d like to point this out for other people to think about as well Number one, you guys have implemented HTTPS So I know you are a financial service, so it seems like a no-brainer But you would be surprised how many financial services still don’t implement secure connections It’s definitely something that we recommend to everybody who exchanges crucial, private data with their users But also, in general, to everybody else It is also great to see– I’m going to show it to you directly– that you’ve avoided– so you’ve chosen a version of your website with www to appear as the primary one And when we enter your website without it, it redirects us to the proper www version So that’s an important piece to set up correctly And you’ve done it, and that’s great So we see directly in the browser window, both that the redirect happens well And also, in Chrome in particular, but also other browsers, you can really easily detect if your certificate for the HTTPS has been detected as valid and correct So you should click on that green section to the left of the address You’ll get some information about the certificate and the connection And this connection is private So those two things in particular, setting up the redirects between the different versions of your website and using a secure connection, are really great And that’s really great for your users, both in mobile and desktop devices, and your users from any kind of device So unless anyone has questions, I think we could move on, maybe, to the next website I’m seeing something in chat No, nothing at the moment All right Don’t hesitate, by the way, guys Guys who are with us, don’t hesitate to just turn on your mic and ask a question at any point

I think the other website that we had here, the next website that we had here, was a Bulgarian website about traveling, Astral Travels and seeing– JULIA: ASTRAL Holidays ANDRE: ASTRAL Holidays, right? JULIA: Beautiful website and beautiful pictures ANDRE: Well, the weather isn’t so bad in Dublin right now I don’t feel like going anywhere JULIA: Yeah, true ANDRE: So we’ll see Where is it? Let me show Yeah, there it was Let’s open it as well Let’s open it in mobile viewer OK, great I did have it open somewhere There it is I did have it Also, something I didn’t mention before And if you don’t understand what the hell am I doing, and what am I doing particularly in Chrome How am I getting this screen if you haven’t seen this before? These are so-called developer tools You have them in Chrome You have them in Firefox You have them in the majority of modern advanced browsers who support this They allow you to do a lot of very interesting things But in particular, in this instance, they allow you to emulate the experience of mobile users on your website So you can launch Developer Tools, and you can go into a mobile emulator In particular here, it’s really easy It’s just one click of a button And you go from a desktop experience to a mobile experience And without even having a mobile device with you– although I don’t know who doesn’t these days– you could much more easily look at your website the way a mobile user would So I’d highly recommend getting familiar with this Even if you’re not a developer, even if you’re just a website owner or the marketing specialist for the website, this gives you a great opportunity to see what changes in your mobile experience are happening and how they happen as well So the first thing that strikes me– and again, this emulator is not perfect So you might want to double check this particular issue on an actual smartphone But Julia, if you look at this, this is slightly weird, what see on the home page We don’t really see the content of the website JULIA: Just the menu ANDRE: So maybe you want to take a look at that from a usability point of view Again, it’s not a major thing that’s going to affect your ranking or anything But it’s definitely something I would try to figure out Why is it displayed like this? Why is all of your content pushed below the fold, below the first screen? So something to keep in mind And again, as I said, checking the way your website works on an actual smartphone, or even an emulator, is definitely something you need to do now and again just to make sure that you avoid silly, small things like this We have a couple of other things that we’ve noticed about this particular page So I’m going to reload it once again just to make sure that we’re not missing anything I’m thinking that on the second load, we actually got redirected to your m dot website And I remember now– and this was an interesting point– that for some reason, on the first load, that version didn’t load So again, make sure that the way you’ve set up your redirects And normally, there are a couple of options you could do here It’s totally fine to have a separate website for mobile, for example, on a subdomain like m dot That’s great Google sees that Google understands that Now, what you really need to be careful with is how you send people from one version to the other And there are different ways of doing this Basically, you want to be looking at the user agent coming in You want to see what sort of a user agent it is What you really need to make sure is that the list of user agents that you’re focusing on is comprehensive and covers all the devices You do need to pay attention to that So for example, you’re not forgetting to redirect iOS users, or Android users, something like this And really read up on this and cover your bases We have quite a bit of information about this on the developers website in developersgoogle.com So make sure that you’ve got this thing going correctly Because here now with the redirect, we actually see your website displayed quite differently You see all your text has become larger The buttons are larger Everything is much more clear to see It’s optimized for the mobile experience There’s not much here in addition that you would need to do And in fact, we haven’t actually shown the guys this tool yet, so maybe now is a good time If you come to this web page, and you put into our mobile friendly testing tool, which is at g.com/mobilefriendly, you would also see that it passes all our assessments and does it correctly An interesting thing here to do would be not just to put your m dot website, but also to put your main home page to make sure that the redirects are also followed correctly by our tools I’m not going to wait for this to finish the load We’re going to get a nice green result

saying that everything is fine and everything is working Oh, actually, it loaded all right So great, we see the correct version here We’re saying, awesome, this page is mobile friendly And an interesting point here is that we see that a few resources have been blocked These are maybe the images that I’m seeing that have been blocked from crawling by robots– in this particular case, by Google’s robots It doesn’t really make much sense It makes sense for Google ad services, JavaScript to be blocked, and maybe for JavaScripts of other ads, ad networks, and analytic tools But you’re blocking your own resources on your own websites such as images, or the scripts, and the tables that you used to create the content on your site or display the content on your website doesn’t really make that much sense In this particular case, it doesn’t harm the evaluation But it might So I might want to take a look at your robots.txt and make sure that the stuff that you are disallowing from being crawled actually makes sense and is there for a good reason, and not just because it’s a legacy from some previous site manager who put it there for no particular good reason What I would definitely address here is that, again, this is not a financial services website like the other one, but this is a service provision website So here, you’re definitely engaging users and trying to get them to conduct a transaction, potentially a financial transaction or commercial transaction, pay you money, basically So it’s really a good idea to start thinking about implementing transport layer security, which will then allow your website to display on HTTPS protocol It can be free You can pay for a certificate But there are also free certificates Google does not care if your certificate is paid or free, as long as it’s valid And there’s plenty of online services that allow you both to get a certificate and to check the validity of your certificate So again, I’m making a big point of this, because it was a big thing on desktop It is becoming an even bigger thing on mobile More and more of our additional features, more and more of not only our, but also other internet companies and internet services features start depending on secure connections So rather now than later would be a good time to switch If you’re switching, think about doing it in stages Think about switching parts of your website first to see that everything works great Remember to tell Google about the switch in Search Console And there are simple ways of doing that And maybe also an important thing to keep in mind is don’t do this at the height For example, now would be a really bad time to do this, because you’re probably making a lot of sales during the summertime Do it during a quieter period when any changes in your impressions or your clicks would not be so harmful to your business This is one of the first websites, out of all the ones that we’ve seen, where we also get a multi-language user experience And interestingly enough, in the mobile version, it’s not available We cannot really switch into English from the home page So maybe that was a conscious choice by you, I guess Fair enough That’s also quite valid But if you go back to your desktop experience, let’s reload this for a second Hopefully, it loads Oh, you dropped us the cookies And now, we’re going to stay on this version So that’s an interesting choice that you do there with the cookie dropping based on the user agent It’s not maybe always the best choice But fair enough It’s not particularly helpful But anyway, so going back to your desktop experience, we see that here in the top right, very, very small writing It’s quite hard to see for those who want it But it is possible to see the English version of your website And I presume this is because you do get some traffic from outside of Bulgaria And actually, if you go to Search Console and check your Search Queries Analysis report, which is one of the first reports you see on the dashboard on the home page, you’ll be able to actually see how many impressions you get in particular countries and how many clicks you get from those countries That’s quite interesting And particularly for your website, I saw there’s quite a bit of stuff happening for you in the United States, in Germany, and in the United Kingdom So definitely, it makes sense to offer this experience in English, in particular since I’m seeing that you’re partnering with big international holiday companies One thing to keep in mind that helps Google tremendously to understand the multi-language structure of your website is to implement something that is called hreflang markup Let me show you for a second a bit of source code Don’t get very scared by this Not that scary Ignore everything else One thing I’m looking for here is one thing I’m not finding It’s the hreflang markup

On the other hand, if we look at this link at the top that says Bulgarski, which leads users to your Bulgarian home page, we can inspect that element We can actually see the code for the element There it is, quite simple So the title is Bulgarski It’s a nofollow link There’s no particular reason to keep it nofollow, by the way And there’s a relative URL So it says that the Bulgarian version lives here So you omit the name of the web page That’s fine That’s great to do And then you give us the address It’s l/bg.html So what you want to do is in the code for your website, you want to add to that tag to this link You want to tag this link with hreflang with an attribute, in this case, Bulgarian And do the same, but reverse on your Bulgarian page saying, hey, this is the link to my English version with the attribute English This is already understandable to Google But the hreflang markup really helps us to understand the multilingual structure of your website And we’re going to see a couple of other websites– in particular, the ones in the Czech Republic and Slovakia, which have Czech and Slovak versions But also other ones in the region, which cater to a multilingual audience It is a really neat, small thing for you to do to help Google understand all you guys are trying to achieve Let’s take a look if you have any questions for us about that OK, well, not at the moment So maybe we can move on to the next one And it would be great if you– we have a third person with us JULIA: Yeah, we have a third person with us And it’s the coding website, basically, learntocode.sk ANDRE: First of all, thank you JULIA: It’s a great one ANDRE: It’s a great website And also, the thing about this is that we really don’t have enough content in languages other than English dedicated to creating web experiences, be it Slovak, Czech, Russian, Hindi, Indonesian, whatever you like So first of all, thank you for doing this for your Slovak and Czech users This is tremendous This is awesome So keep it up Let’s take a look at what we are actually seeing here Let’s load OK, so the first two easy questions is that same points, the three features to look at, the same points as for the previous website Think about implementing HTTPS Think about, because you’ve got both the Slovak and the Czech version, and from what I’ve seen, they pretty much mirror each other, think about using hreflang as well And you guys should know how to do that Also, I’m pointing at the screen I realize you don’t actually see me right no, do you? But anyway, I’m pointing at you The one additional thing that I’d like you guys to consider is that I’ve mentioned Search Console already before, maybe a couple of times today It’s a great set of tools, reports, and feedback options for website owners, web designers, SEO agencies, and so on to track the performance of the website in Google Search It also allows you to adjust certain things and to tell Google a couple things about your website Recently, we’ve introduced a great new feature that allows you to track the performance in search of sets of web resources So for example, in your case, you not only have a Slovak and a Czech version But I’ve also noticed that you have– well, actually in fact, let’s just stop there for a second You have the Slovak and the Czech versions of your website living on parallel domains So you have the Slovak website on .sk And you have the Czech website on .cz And they are very similar Also, side note, we are doing a reasonable job understanding between Czech and Slovak But given that those languages can sometimes be very similar– and you know it yourself There’s a lot of words that are almost the same or the same Please help us a little bit with hreflang there But for you on the Search Console side, you can join both of them as a set and then track their performance– so impressions, clicks, CTR, positions, impressions in different countries on different devices and so on together So you can still do separately And you can still look at their individual performance But I think particularly in your case, it would be really, really interesting to see and compare Like, how many Czech users are coming to the Slovak website? How many Slovak users are coming to the Czech website? Are they aware? What queries are they using? Are we, on the other hand, understanding correctly the queries for your website in Czech and Slovak? Are we sending users to the correct version

of your website? So you can see a lot of that from the joint report for both of your websites And if you see problems in that area, and if stuff doesn’t look right to you, and if you notice irregularities in that, I do encourage you to visit one of our webmaster forums Probably the English one would be great for you But you can try our Polish forum if you speak that language But maybe just take a look at the ones we have available on google.com/webmasters But on the other hand, if you don’t see any irregularities, you just keep using that information I would find it really, really interesting for you And others watching us today who have either different versions of their website, like www and non-www, or a separate mobile domain, or any other combination of websites that you’d like to track, do avail yourself of this new ability to track sets of websites together Yeah, hi, I think we have a question AUDIENCE: No, no This was a mistake ANDRE: OK, no worries But if you do have a question of any kind– any of you guys with us now, feel free to jump in at any point We have about a good half hour more left if nobody else joins So I think we’re just going to go through the list of websites we had talked about JULIA: We actually have two people here to come join us in the Hangout ANDRE: If they are watching us JULIA: Yeah, of course, they are watching us We can start with the travel agencies that we have We had one from Romania ANDRE: Let’s do that Let me turn on the screen sharing again Let’s turn on the screen share again Is that the Mareea? JULIA: It’s the Mareea one They are offering Paris package tours and charter flights as well to all the sunny destinations ANDRE: No, but it’s sunny in Dublin We don’t want to go anywhere So a couple of points quickly already that have been mentioned before Take a look at using TLS You are a commercial website You are conducting transactions You need to have your users on a secure connection You do have some issues with the speed with which your home page and other pages on your website load So throw it into PageSpeed Insights and get those recommendations And maybe even verify your site You already have your website verified in Search Console So jump in there and get a report on some of the issues with the blocked resources or the mobile friendliness of your pages if the speed figures in any of that One thing that we haven’t covered that much before and is interesting is you obviously have a lot of images on your website, great pictures from holiday destinations Some are original, some are taken from somewhere else In any case, this is awesome content This is, in fact, in your vertical, I believe, content that makes or breaks sometimes a website, because people make these decisions, sometimes like me, in a robotic fashion just going through the cities in alphabetical order But a lot of people really want to feel the place that they are going to first And for example, me seeing this picture of the beautiful beach and the sunset already makes me want to go there a little bit So it’s great to have this content on your website It’s even better if you make this content available and understandable for Google crawlables, the ones that come to your website and try to understand what is it that you have One of the great things to do here is to take a look at three things First of all, make sure that the names of the images that you use have some sort of a meaning We’ll be fine crawling them even if it’s just called 123XYZ But it will be much easier, for example, for this image, we will have whatever it is It’s blah, blah, blah And see exactly what it is Or some sort of a last-minute offer I don’t know, last minute offer beach destination, something like this Just something describing it, more or less, in a way that will allow us to understand it and then show in image search results Another thing you could do is definitely use alt descriptions for your images So if we do the same simple thing, if we inspect this picture, we’ll see exactly what it is called And in fact, here it’s last minute littoral Romania That’s great And it does have an alt description, which is charter avion Grezia, for some reason Interesting I don’t know if it is particularly relevant to Greece I didn’t dig in much deeper into this particular one You might want to do that And the rest of you watching us as well, take a look at what you are using as image names Take a look at what they are using as alt descriptions Do they make sense? Are they really describing what’s going on with the image? Would they allow Google to drive the correct impressions in traffic to this particular image? And finally, not least of all, especially those of you

already have Search Console verified– those of you who don’t, please verify it You can use it to submit your site map, your XML sitemap Let me show you what it looks like I hope you already have it and it’s in the regular place Normally, it looks like this That’s the standard place to find the sitemap if you have it right at all So it is there It does exist And it is likely that Google knows about this file But just to make doubly sure that Google does know about this file This is a list of all the URLs on your website and gets updated by your CMS automatically So it lets us know about any changes in your content, about any new content It is great to upload this to Search Console And in Search Console, you can do this with a couple clicks of the button Just let us know where it lives We’ll make sure that we know about it Come back to it regularly and make sure that we know about all your new and fresh content For sites like yours in particular, where new stuff and last-minute offers are coming through all the time, and new URLs get created, definitely that would something I would recommend highly Moving onto ECOLINES JULIA: Yeah, it’s another travel website Basically they are– ANDRE: I think they are trying to tell us something, right? JULIA: Yeah, it’s three travel websites now So it’s a hotel tourism [INAUDIBLE] Bulgarian group ANDRE: Right So we have a couple of interesting things here to take a look at First of all, good job with the HTTPS connection Good choice Well done Second of all, you’ve chosen a net domain for your website, which is great Absolutely no problems with that Having a top-level TLD is absolutely not an issue Be aware that what you can do is you help Google understand the structure of your website– so the different language options that you have on your website I think you have English and you can somehow switch on the website, maybe not so easily But that’s actually not so bad, because you detected that I’m coming from Dublin It makes a lot of sense to show me English content The point is you can verify not just the home page of your website In any case, you can verify any subsection and any subfolder of your website in Search Console And if you have your site set up like you do with a name and a .tld, you can also target subsections of your website for particular regions So you can tell Google, this subsection of my website is intended for English users This subsection is intended for German users, Bulgarian users, whatever We can live without it We’ll try our best to understand what you guys are doing anyway But it does give us a hint And it does help a little bit What else to say? We had this question quite a bit So you guys are not very active in submitting your questions about your websites in advance I hope as you get more used to this format, we’ll start getting more questions from future submissions But you guys didn’t mention to us– and many of you did– some of the queries that you would like to rank And the trend that I’ve noticed when looking at these queries that you suggested was a lot of them were quite long-ish– three, four words, maybe longer, maybe not so obvious, even if they are short And that got me thinking, OK, so what are you trying to do here? It seems like you’re saying, oh, my god, this is really lucrative This is what I would normally get through my AdWords keywords planner This is normally the kind of stuff that I would buy AdWords for maybe And this is what I would like to rank for It’s one approach It is definitely a way in which you could think about organic search One thing I would try doing, and maybe see if that helps you as well, is try thinking about the other side of the coin In the case of this website– and I hope you’re watching us– you have– and other websites today also do have as well– quite a few what we call navigational queries So people are aware of your brand name and are searching for you already in Google with your name They associate the name of your service with the service itself For example, your users know, or maybe friends of your users know that ECOLINES is a place you would go if you want to get discount tickets, international tickets, comfortable tickets, and so on And that is something really, really precious That is something a lot of businesses offline and online really struggle to do, to get this brand recognition, to get this user awareness So don’t knock it and capitalize on it So what I would do, in fact, is go back to Search Console Look into that Search Queries Analysis report And try to understand which pages rank for those brand queries under what circumstances– mobile, desktop Maybe build some graphs Take a look at the data Maybe really dig deep into that And what sort of experience are you offering those users?

So they’re coming to you looking for your brand name Are you offering them the correct, shortest path from point of entry to conversion on your website? In this particular case, I think you already are doing a great job You have the Buy Ticket button straight up and center, the first thing I see when this loads, boom, the first thing I see on the web page, even before everything else loads Then you have your Special Offers right up there So those are really good practices that I would really encourage other websites of this kind to adopt Think about, how do you convert people who don’t just randomly come to your website and whom you still need to convince to work with you? But how do you convert people who already know your brand and want to see your website for a particular service? How do you get them from entering to converting as easily and as quickly as possible? You do have a couple of technical issues that are probably worth taking a look at Oh, and well done, actually I’ve seen that you had some hreflang issues But you actually fixed them recently So well done there And if other guys have questions how to fix this, maybe ask those guys Just kidding But what you still seem to have here is that if we try to load the www version– at least the last time I checked– of your website– yeah, and it still seems to be the case You see how we stayed there? I changed the address to the www.ecolines.net, and nothing changed So maybe take a look at that Remember at the beginning of our meeting or of our session, I mentioned how one of the guys actually set it up correctly? The correct thing here would be to redirect the users either to one version or the other Pick one, set up a 301 redirect, let Google know about it through Search Console, and just stick to it to avoid any additional confusion And another point– and maybe here we can take a look at that and that could interesting for some people as well– another small, technical element Hopefully, your technical specialist is going to be looking at this as well If not, show them the video Send them the link If you look at the robots.txt file for your website, you’ll see that actually, there is a lot of stuff in here, right? So you have a lot of language directories We have Bulgarian, and Belarusian, and Estonian, and Latvian, and so on, and so on And within each of them, a whole bunch of technical subfolders are excluded You have modules, and you have the includes That looks like maybe a WordPress-based website They have a lot of those familiar themes, scripts A lot of stuff is disallowed So with a lot of stuff on your website, our robots, actually, and robots of other search engines cannot reach This up to a point might not be a problem But at some point, it might cause us issues in understanding what you’re trying to do So if there are resources on your website, or if the way your page displays depends on scripts or tables available inside one of those directories, we might not be able to understand them And if we’re not able to understand it, if we’re not able to render the content of your web page, we won’t be able to rank you for that content, not because it’s some sort of a penalty of any kind, but just because we don’t see it So double check again Why exactly are you disallowing all that stuff? And if there are no compelling reasons, I would revisit it and maybe stop doing it JULIA: Let’s move to the next website ANDRE: Right, [INAUDIBLE] JULIA: Yeah It’s basically an online music instrument store, selling anything from guitars and drums to lighting and digital equipment ANDRE: HTTPS for you guys as well We’ve mentioned before having an image of sitemap You’re on an ecommerce shop with a lot really rich image content Please let us know about it in the best way possible In your case, like in the case before, we saw a web page where image names made some sense And yours is one of the cases where a lot of the images are just letters and numbers Revisit that, especially because you guys specialize And it looks like from the stuff you’re selling, some of it is really specialist stuff, really interesting brand names to have No idea what they are, but specialists probably do Introduce those names People looking for particular brands and particular models will be finding your stuff and images and saying, that’s exactly what I was looking for That’s exactly the cool guitar that I saw at my friend’s place And I want one So don’t knock that And probably for you, an interesting recommendation that could also be applied to other websites– and we’ve seen that with the coding website, the whole Czech-Slovak idea One thing I haven’t mentioned is that not only you can use sets in Search Console to view your websites together What you also can do is when you’re implementing hreflang– so far, we’ve only been talking about hreflang within a website So if different sections of your website

have different languages, then you can link between them and let Google know about this What I haven’t mentioned is that you can use this across domains So it doesn’t matter that, for example, like your Slovak version– if I’m not mistaken, it’s just this– lives on .sk And your Czech version is on .cz That’s fine That’s great As long as you link between them, which I think you do, you can annotate that link the same way with hreflang And that will be a great help for us to understand the relationships and the connections between this website, in particular, in the context of the language of the users coming to it Moving on, since we have about 15 minutes left JULIA: So the next one is from Hungary It is Terra Cotta And they’re doing flooring from inside– ANDRE: I don’t want to be doing flooring I want to go on a holiday JULIA: You have to do flooring ANDRE: But that’s a good idea, actually Take a holiday, right? You go somewhere And at the same time, you get somebody else to update your whole flooring JULIA: It’s a home makeover, yeah ANDRE: So you guys, you should partner up with some of those holiday websites and do some sort of a to deal on this JULIA: So inter flooring, backing, outer flooring, anything ANDRE: The same, and I’ll keep mentioning this until you get tired of it Commercial websites guys, switch to HTTPS It’s important for everybody, even if you’re just a traveling blog But if you’re buying and selling stuff, definitely use secure connections You’ve mentioned one of the queries And let’s take a look at this We haven’t done this before So let’s take a look at this now Let’s take a look at what your website in search results So if you haven’t done this before, there’s a very simple search operator you can use called Site, so you do Site colon, or the two dots Just do your website’s name And you get a picture, a sample of what your website looks like in search results A couple of disclaimers here You have a number at the top that some people mistakenly focus on It says about 5,000 results in some sort of seconds Don’t pay attention to that number It really means very little in this context If you want to see more or less the number of the web pages indexed from your website, go to Search Console Indexing Status You’ll get the real number there So this one, don’t really mind it Another point, the way the search results look– I hope most of you know, but let’s just run through this very quickly The blue thing at the top is the title Then the smaller green thing below that is the actual URL And the dark grey thing even below that is the description How are titles and descriptions formed? Titles and descriptions are formed based on the number of signals We look at some of the stuff that exists on your page itself You have the title tag in your head section You have a description right there as well We also look at things like headings on your page, just the text on your page We look at the links coming to your page We look at a whole bunch of other stuff We look at the query itself And because we look at the query itself, not always looking at the site column query allows you to see what the user might see for a particular query, because it will depend quite a bit So you might want to actually check in your search console which queries your website ranks for, and then use those queries, and then see what description and titles you have But this is just to give you an idea of how to check and what to look out for in any case Looking at the descriptions for your website, you can see here, for example, that a lot of them are the same You can see that for a lot of the pages, it’s just the same list of words, which I presume is coming from your menu that we pick up from the top of your page, and that’s all Now, I don’t know what is going to look like– and we’re going to check in a second– for a real user query But you might imagine that this is not the most compelling experience on the search results Unless the user already knows your brand and wants to visit your particular website, they might go, look, I don’t really know what I’m getting from this page I’m not really sure There is a list of what’s here, but what is the proposition? What is the value proposition here? So you might want to think about your descriptions a little bit in the same way that you think about the descriptions in your ads They are attracting the user to click on your link as opposed to the links of everybody else So pay them some love Give them some attention One of the queries that you guys seemed to be interested in was this I presume it’s some sort of a brand that people would know What is it? Did I type it wrong? No, I didn’t type it wrong I don’t seem to be finding anything in the site search We’ll just do it this way You can also do this You can just do your site name, any particular word that interests you And you will probably find stuff both from your website and related to this word I’m not seeing exactly what I wanted to see But basically, I think when looking through your website in preparation for this,

I found about four different pages related to this word Again, there might be reasons for this I confess I don’t speak Hungarian, number one So I have to rely on Google Translate a lot And that might not always be the best option But take another look and see, does this really make sense? Do you really want to be having several pages dedicated to a particular product, as opposed to consolidating the user experience to just a few? There might be great business reasons for having one million different landing pages for the same product If that’s what you’re doing consciously, great On the other hand, if that’s not a decision that you made on purpose, and it’s just something that randomly happened, that might be a thing you want to revisit just to consolidate stuff a little bit not to spread yourself too thin in particular on queries, on products that you’re really interested in JULIA: Yeah So basically, we have another website It’s atwe.sk It’s from Slovakia again And it’s a marketing agency Well, not a marketing agency It’s a marketing and web development agency as well You have it just up there AWTE ANDRE: AWTE? JULIA: Yeah ANDRE: Let me open it JULIA: But [INAUDIBLE] working on web development, online marketing results, including Google AdWords, and some social media as well They have a very impressive portfolio of their current clients That’s the one ANDRE: That’s the one, right? All right You guys build web pages So let’s talk about yours The first great thing, obviously, is that you have HTTPS implemented And it’s really awesome We’ll take a look at this example now You will see, if you open this website, that whatever it is, the little icon to the left of the web page doesn’t turn green That means there’s something going on with that certificate, that it’s there, somethings is weird So I hope you’re seeing what I’m seeing right now When you click on that, it says that your connection to the site is private But someone on the network might be able to change the look of the page So you want to– again, I’m not going to recommend any particular service Just Google HTTPS certificate validation services online Throw your certificate in there And take a good look at what’s going on and why it’s not considered to be a proper certificate What’s wrong with this one? It’s awesome that you thought about implementing this And that’s already 90% of the job done Just make sure you got the 10% of it done as well and that your certificate is working as intended There is an interesting thing going as well I’m not going to jump into the entire technical details of it But again, you can verify this by various means You can see some of that in the Search Console You can see some of that using developer tools When the web page loads in developer tools, you can click on Network right here And just reload the page And you’ll see everything that loads as the page does And then at the bottom, you have a console with a bunch of error reports Let me make it slightly bigger so you see this Probably on your screen, it still looks a bit small You can easily check this on your own computer You see there’s a big red cross warning about mixed content The page itself was loaded over HTTPS But it requested an insecure style sheet And here, for example, you are referring to some Google APIs Fonts I’m not entirely sure I would hope that these are available over an HTTPS connection So maybe just take a look into updating that And then I also see that you are requesting some resources from your own website in the WP Content Upload section That’s an image, which is the logger You probably just haven’t updated that But before making the switch from HTTP to HTTPS, you probably just kept that link to your logger or maybe something else or whatever– there’s an action up there as well– and it just stayed like that The general recommendation for all websites, in particular for websites on a secure connection, is your so-called relative URLs, so protocol ending in website relative URLs So that’s the safest way to ensure that all your links always go to the default version of your website, which is secure And avoiding mistakes like this will also actually make sure that we treat your website as properly secure,

as properly serving over HTTPS There is another issue that we haven’t discussed for other websites before And it’s probably something in particular for mobile users, but also for all users, including desktop users, a very important thing to take a look at Let’s enter some gibberish, a nonexistent address into the address bar, and see what happens And we see that we start to load some stuff And then we ended up on your home page That’s weird That’s not what we’re trying to do We’re trying to go to some unexisting page Imagine somebody was linking to a particular product on your website that you no longer offer, or a service, or maybe somebody just made a small mistake in the way they’re linking to your website And the user clicks on that and lands on your home page Or they land on this home page from our Google Search results that were supposed to lead to a particular deep URL It will be a really confusing experience It is also a reasonably confusing experience for our robots, who get all these different URLs that all end up having, in the end, the same content, because you’re showing us the content on your home page It can cause all sorts of different issues We’re not going to go into all the particular details of this But the recommendation here would be to set up proper 404 pages Make sure that your server returns a 404 error, and at the same time that the 404 error returned to the users is handy, maintains your website’s design, contains links to your home page so the users are aware that this particular ink was incorrect And in fact, if it’s another website linking to you, they can correct the link to the right one But users, they can still continue navigating on your website So that would be the big recommendation here to take a look at how your 404 pages are set up Let’s do maybe one more website before we shut it down JULIA: So let’s choose the one– ANDRE: Let’s do the recipe one JULIA: The recipe one? Where is it from? ANDRE: The .eu site I’m not sure where it’s from But it’s very tasty It’s here JULIA: Oh, yeah ANDRE: OK Good JULIA: Yeah, it’s a recipe website Basically, [INAUDIBLE] I don’t think they have any commercial content As such, there is no transaction page This is just recipe website where you can find a lot of [INAUDIBLE] From what I can see on the main page, a lot of yummy recipes that you can also save and use later on, I guess ANDRE: Now, the reasons I’m wanting to take a look at this website are two One, I’m getting hungry The other is that– JULIA: Czech ANDRE: The other is that we can– also, I want to say, it might look we have a bit of a bias for Czech and Slovak-based websites It was all selected randomly But it looks like our Czech and Slovak guests were a lot more active than everybody else and submitted a lot of websites So it’s probability Next time, guys, give us more websites from your places But here, hopefully, for all of you, this is language agnostic And you are just getting useful advice that you can implement in any case And what I wanted to talk about here, because this was the only recipe website in the whole selection, it gives us a great opportunity to focus on a couple of things that we haven’t had a chance to talk about before There’s a thing called structured markup And I’m not going to go into all the details about it But you might have seen this before Here, for example, we have Japanese noodles So let’s take a quick look at Google Search results for Japanese noodles And I’m doing this in English so it’s easy and fast And you get to take a look at what comes up You see all these potential things that could happen We have up top a special card with a lot of really in-depth information and an image And down below, we have recipes with user ratings and cooking times And sometimes here, you can also get ingredients And you can get all sorts of interesting additional information that Google can surface straight in the search results using structured markup on your website So what I would recommend you to do is Google rich snippets and structured data and see how it can be implemented on your website, in particular for recipes And the things that you would definitely be able to surface by your images, especially from what I’ve seen on the website, a lot of the stuff you’ve done looks like yourselves, which is great This is organic, unique content that nobody else has and really draws people into wanting to interact with your content So you will be able to surface that directly in the search results In particular for mobile users, obviously, you don’t have as much space on the screen And seeing something yummy and tasty when

you’re looking for a recipe standing in your kitchen where you’re not going to drag your 42-inch monitor into your kitchen unless I don’t know what you’re doing But you would normally be there on your smaller screen, a smartphone maybe Definitely want to be really up there close to your users there And the other thing– you’ve heard us mention this quite a lot today, the Search Console bit This is one of the few websites that wasn’t verified in Search Console, alongside maybe a couple of others So I’m very happy to see that the majority of you are aware of this combination of tools that we offer you Those of you who are not, verification takes a couple minutes It’s really easy If you have some sort of question about it, you can always come to our forums and ask us But hopefully, you’ll fly through this So do avail yourself of it And if you implement rich snippets on your website, not only will they show up in a great way to our users in search results and to your potential visit as well, you’d also be able to track both any errors that might emerge, but also the usefulness of these results through Search Console I think this is largely all that we have time for today and all that we wanted to talk about So unless the guys who are here with us– JULIA: Any questions? ANDRE: We might start saying goodbye JULIA: Yep Thank you so much for submitting your websites Thank you so much for being with us today Hopefully, it was useful for you Hopefully, you will learned something And you will most importantly, use it in the future ANDRE: We’ll be sending followups JULIA: We will ANDRE: And hopefully, you’ll be providing us some feedback We do look forward to it So today, we’re here with you from the Google office in Dublin It was Julia– JULIA: And Andre ANDRE: And we wish you a great rest of the day And see you next time with the next mSiteLab JULIA: Goodbye ANDRE: Bye, bye