Google has put together a channel called SEO Mythbusting. This helps webmasters find out What Google Wants.<\/div>\n

<\/div>\n

Martin Splitt (WebMaster Trends Analyst, Google) and his guest Suz Hinton (Cloud Developer Advocate, Microsoft) discuss the many intricacies of Googlebot such as: <\/span><\/p>\n

What is – and what is not – Googlebot (crawling, indexing, ranking) (<\/span>1:02<\/a>)
<\/span>Does Googlebot behave like a web browser? (<\/span>3:33<\/a>)
How often does Googlebot crawl, how much does it crawl, and how much can a server bear? (<\/span>4:03<\/a>)
Crawlers & JavaScript-based websites (<\/span>9:04<\/a>)
How do you tell that it’s Googlebot visiting your site? (<\/span>11:12<\/a>)
The difference between mobile-first indexing and mobile friendliness (<\/span>12:28<\/a>)
Quality indicators for ranking (<\/span>13:35<\/a>)<\/span><\/p>\n

Below this is subtitles for the video<\/p>\n

<\/p>\n

<\/iframe><\/p>\n <\/p>\n <\/p>\n <\/p>\nSUZ HINTON: A lot of confusion revolves around SEO<\/p>\nbecause no one understands how the Googlebot actually works.<\/p>\n[MUSIC PLAYING]<\/p>\n <\/p>\nMARTIN SPLITT: Hello and welcome to another episode<\/p>\nof “SEO Mythbusting.”<\/p>\nWith me today is Suz Hinton from Microsoft.<\/p>\nSuz, what do you do at work, and what is your experience<\/p>\nwith front end SEO?<\/p>\nSUZ HINTON: Yeah, so right now, I’m<\/p>\ndoing less front end these days.<\/p>\nI focus more on IoT.<\/p>\nMARTIN SPLITT: So in the time you were a front end<\/p>\ndeveloper–<\/p>\nSUZ HINTON: Yeah, I was a front end developer for, I think,<\/p>\n12 or 13 years.<\/p>\nAnd so I got to work on lots of different contexts of front end<\/p>\ndevelopment, different web sites, things like that.<\/p>\nMARTIN SPLITT: Cool.<\/p>\nSUZ HINTON: Today, I wanted to just<\/p>\naddress a bunch of stuff about Googlebot specifically,<\/p>\nand nerd out about Googlebot, because that<\/p>\nwas the side of things that I was the most confused about<\/p>\nat the time.<\/p>\nMARTIN SPLITT: So Googlebot is basically a program<\/p>\nthat we run that does three things.<\/p>\nThe first thing is it crawls, then it indexes,<\/p>\nand then last, but not least, there’s<\/p>\nanother thing that is not really Googlebot anymore.<\/p>\nThat is the ranking bit.<\/p>\nSo we have to basically grab the content from the internet,<\/p>\nand then we have to figure out what is this content about?<\/p>\nWhat is the stuff that we can put out to users<\/p>\nlooking for these things?<\/p>\nAnd then last, but not least, is which<\/p>\nof the many things that we picked for the index<\/p>\nis the best thing for this particular query<\/p>\nin this particular time?<\/p>\nSUZ HINTON: Got it, yeah.<\/p>\nMARTIN SPLITT: But the ranking bit, the last bit,<\/p>\nwhere we move things around– that is informed by Googlebot,<\/p>\nbut it’s not part of Googlebot.<\/p>\nSUZ HINTON: Is that because there’s<\/p>\nthis bit in the middle, the indexing?<\/p>\nThe Googlebot is responsible for the indexing<\/p>\nand making sure that content is useful for the ranking engine<\/p>\nto–<\/p>\nMARTIN SPLITT: Absolutely, absolutely.<\/p>\nYou can imagine, someone has to– in the library,<\/p>\nsomeone has to figure out what the books are about<\/p>\nand get the index of the bits in a catalog, the catalog<\/p>\nbeing our index, really.<\/p>\nAnd then someone else is using that index<\/p>\nto make informed decisions and going, here,<\/p>\nthis book is what you’re looking for.<\/p>\nSUZ HINTON: I’m really glad you used<\/p>\nthat analogy because I worked in a library for four years.<\/p>\nMARTIN SPLITT: So you know much better than I how that works.<\/p>\nSUZ HINTON: And I was that person.<\/p>\nPeople would be like, I want Italian cookbooks,<\/p>\nand I’m like, well, it’s 641.5495.<\/p>\nAnd you would just give it to them.<\/p>\nMARTIN SPLITT: If I would come to you, as a librarian,<\/p>\nand ask a very specific question,<\/p>\nlike so what is the best book on making apple pies really quick,<\/p>\nwould you be able to figure out, from the index–<\/p>\nyou probably have lots of cookbooks.<\/p>\nSUZ HINTON: We did, yeah.<\/p>\nWe had a lot.<\/p>\nBut given that I also put lots of books back on the shelf,<\/p>\nI knew which ones were popular.<\/p>\nI’ve no idea if we can link this back to Googlebot.<\/p>\nMARTIN SPLITT: That does.<\/p>\nYeah, it’s pretty much– so you have the index that probably<\/p>\ndoesn’t really change that much, unless you add new books to it.<\/p>\nSUZ HINTON: New editions.<\/p>\nMARTIN SPLITT: Exactly, yeah.<\/p>\nSo you have this index, which Googlebot provides you with.<\/p>\nBut then we have the second–<\/p>\nthe librarian second part that basically is,<\/p>\nbased on how the interactions with the index work,<\/p>\nfigure out which books to recommend<\/p>\nto someone asking for it.<\/p>\nSo that’s pretty much the exact same thing.<\/p>\nSomeone figures out what goes into the catalog,<\/p>\nand then someone uses it.<\/p>\nSUZ HINTON: I love this.<\/p>\nThis makes total sense to me.<\/p>\nMARTIN SPLITT: But I guess that’s still not necessarily<\/p>\nall the answers you need.<\/p>\nSUZ HINTON: Yeah, I just want to know, what does it actually do?<\/p>\nHow often does it crawl sites?<\/p>\nWhat does it do when it gets there?<\/p>\nWhat does it– how is it generally behaving like?<\/p>\nDoes it behave like a web browser?<\/p>\nMARTIN SPLITT: That’s a really good question.<\/p>\nGenerally speaking, it behaves a little bit like a browser–<\/p>\nat least, part of it does.<\/p>\nSo the very first step, the crawling bit,<\/p>\nis pretty much a browser coming to your page,<\/p>\neither because we found a link somewhere,<\/p>\nor you submitted a site map, or there’s<\/p>\nsomething else that basically fit that into our systems.<\/p>\nYou can use Search Console to give us a hint and ask<\/p>\nfor re-indexing, and that triggers a crawl before–<\/p>\nSUZ HINTON: I’ve done that before.<\/p>\nMARTIN SPLITT: Oh, very good.<\/p>\nSUZ HINTON: We asked for it to be done.<\/p>\nMARTIN SPLITT: And that is perfectly fine,<\/p>\nbut the problem then, obviously, is how often do you<\/p>\ncrawl things, and how much do you have to crawl,<\/p>\nand how much can the server bear.<\/p>\nIf you’re on the backend side, you<\/p>\nknow that you have a bunch of load,<\/p>\nand that might not be always the same thing.<\/p>\nIf it’s like a Black Friday, then the load<\/p>\nis probably higher than on any other day.<\/p>\nSo what Googlebot does is it tries to figure out,<\/p>\nfrom what we have in the index already,<\/p>\nis that something that looks like we<\/p>\nneed to check it more often?<\/p>\nDoes that probably change?<\/p>\nIs it like a newspaper or something?<\/p>\nSUZ HINTON: Got it, yeah.<\/p>\nMARTIN SPLITT: Or is that something<\/p>\nlike a retail site that does have offerings that<\/p>\nchange every couple of weeks?<\/p>\nOr even do not change at all because this is actually<\/p>\nthe site of a museum that changes very rarely?<\/p>\nFor the exhibitions maybe, but a few bits and pieces<\/p>\ndon’t change that much.<\/p>\nSo we try to like segregate our index data into something<\/p>\nthat we call daily or fresh, and that gets<\/p>\ncalled relatively frequently.<\/p>\nAnd then it becomes less and less frequent as we discover,<\/p>\nand if it’s something that is super spammy or super broken,<\/p>\nwe might not crawl it as often.<\/p>\nOr if you specifically tell us, do not index this,<\/p>\ndo not put this in the index, this<\/p>\nis something that I don’t want to show up<\/p>\nin the search results, and we don’t come back<\/p>\nevery day and check.<\/p>\nSo you might want to use the re-index feature<\/p>\nif that changes.<\/p>\nYou might have a page that you go, no, this shouldn’t be here,<\/p>\nand then once it has to be there,<\/p>\nyou want to make sure that we are coming back and indexing<\/p>\nagain.<\/p>\nSo that’s the browser bit.<\/p>\nThat’s the crawler part, but then a whole slew of stuff<\/p>\nhappens in between that happening,<\/p>\nus fetching the content from your server,<\/p>\nand the index having the data that is then<\/p>\nbeing served and ranked.<\/p>\nSo the first thing is we have to make sure<\/p>\nthat we discover if you have any other resources on your page.<\/p>\nThe crawling cycle is very important.<\/p>\nSo what we do is, the moment we have some HTML from you,<\/p>\nwe check if we have any links in there,<\/p>\nor images for that matter, or video–<\/p>\nsomething that we want to crawl as well,<\/p>\nand that feeds right back into the crawling mechanism.<\/p>\nNow, if you have a gigantic retail site,<\/p>\nlet’s say, just hypothetically speaking,<\/p>\nwe can’t just crawl all the pages at once,<\/p>\nboth for our resource constraints,<\/p>\nbut also we don’t want to overwhelm your service.<\/p>\nSo we basically try to figure out<\/p>\nhow much strain we can put on your service<\/p>\nand how much resources we’ve got available as well,<\/p>\nand that’s called the crawl budget, oftentimes.<\/p>\nBut it’s pretty tricky to determine, so one thing<\/p>\nthat we do is we crawl a little bit,<\/p>\nand then basically ramp it up.<\/p>\nAnd when we start seeing errors, we<\/p>\nramp it down a little bit more.<\/p>\nSo oops, sorry, for that, we are not– oh, ugh.<\/p>\nSo whenever your service serves us 500 errors,<\/p>\nthere are certain tools in Search Console that<\/p>\nallow you to say, hey, can you maybe chill out a little bit.<\/p>\nBut generally, we don’t try to get all of it at once<\/p>\nand then ramp down.<\/p>\nWe are trying to carefully ramp up, ramp down again, ramp up<\/p>\nagain, ramp down again, so it fluctuates a little bit.<\/p>\nSUZ HINTON: There’s a lot more detail in there<\/p>\nthan I was even expecting.<\/p>\nI didn’t even know that–<\/p>\nI guess I never considered that a Googlebot crawling<\/p>\nevent could put strain on somebody’s website.<\/p>\nThat sounds like it’s a lot more common than I even<\/p>\nthought it would be.<\/p>\nMARTIN SPLITT: It does happen, especially<\/p>\nif we discover, say, a page that has lots<\/p>\nof links to subpages pages.<\/p>\nThen all of these go into the crawling queue,<\/p>\nand then you might–<\/p>\nlet’s say you have 30 different categories of stuff,<\/p>\nand each of these have a few thousand products and then<\/p>\na few thousand pages of products.<\/p>\nSo we might go, oh, cool, crawl, crawl, crawl, crawl, crawl,<\/p>\ncrawl, crawl, and then we might crawl a few hundred<\/p>\nthousand pages.<\/p>\nAnd if we don’t spread that out a little bit–<\/p>\nso it’s a weird balance.<\/p>\nOn one hand, if you add a new product,<\/p>\nyou want that to be surfaced and searched as quickly<\/p>\nas possible.<\/p>\nOn the other hand, you don’t want<\/p>\nus to take all the bandwidth that your server offers.<\/p>\nI mean, cloud computing makes that a little less scary,<\/p>\nI guess, but I remember the days–<\/p>\nI’m not sure if you remember the days where<\/p>\nyou had to call someone, and they ask you<\/p>\nto send a form or fax a form.<\/p>\nAnd then two weeks later, you get the confirmation letter<\/p>\nthat your server has been started.<\/p>\nSUZ HINTON: Yes, I remember the days<\/p>\nwhen we would have to call, and then we would basically<\/p>\npay $200 to have a human go down the aisles<\/p>\nand push the physical reset button on the server, so yeah.<\/p>\nMARTIN SPLITT: Those times were a lot trickier, yeah.<\/p>\nAnd then imagine you basically renting five servers somewhere<\/p>\nin a data center, and that taking a week,<\/p>\nand then we come and scoop up all your bandwidth.<\/p>\nAnd you’re like, great, we’re offline today<\/p>\nbecause Google has its crawl day.<\/p>\nThat’s not what we want to have.<\/p>\nSUZ HINTON: Yeah, these days, it’s<\/p>\nmore like a happy news kind of moment, when you get hit.<\/p>\nMARTIN SPLITT: Exactly.<\/p>\nSUZ HINTON: So I feel like you’re<\/p>\nmuch more considerate than–<\/p>\nMARTIN SPLITT: Yeah, we try to not overwhelm anyone,<\/p>\nand we respect the robots.txt.<\/p>\nSo that works within the crawl step as well.<\/p>\nAnd once we have the content, we can’t<\/p>\nput strain on your infrastructure<\/p>\nanymore, so that’s fantastic.<\/p>\nBut modern web apps being mostly JavaScript driven,<\/p>\nwe then put that in a queue, and then<\/p>\nonce we have the resources to render it,<\/p>\nwe actually use another headless browser kind of thing.<\/p>\nWe call that the Web Rendering Service.<\/p>\nThen there’s other crawlers as well<\/p>\nthat might not have the capacity or the need to run JavaScript.<\/p>\nThis is like social media bots, for instance.<\/p>\nThey come and look for metadata.<\/p>\nIf that meta tag is coming in with JavaScript,<\/p>\nyou usually have a bad time, and they’re just like, sorry.<\/p>\nSUZ HINTON: Yeah, so that’s always been a big mess,<\/p>\nand I remember when single page applications, or SPAs,<\/p>\nreally came into vogue.<\/p>\nA lot of people were really concerned.<\/p>\nThere’s a lot of FUD around.<\/p>\nWell, if crawlers in general don’t execute JavaScript,<\/p>\nthen they’re going to see a blank page,<\/p>\nand how do you get around that?<\/p>\nSo contextually, within Googlebot,<\/p>\nit sounds like Googlebot executes JavaScript–<\/p>\nMARTIN SPLITT: They do.<\/p>\nSUZ HINTON: Even if it does do it at a later point.<\/p>\nMARTIN SPLITT: Yes, correct.<\/p>\nSUZ HINTON: So that’s good?<\/p>\nMARTIN SPLITT: That’s good.<\/p>\nSUZ HINTON: But is there anything<\/p>\nthat people need to be aware of beyond just,<\/p>\noh, well, it’ll just run it, and then<\/p>\nit’ll see exactly the same thing as a human with a phone<\/p>\nor a desktop would see?<\/p>\nMARTIN SPLITT: There’s a bunch of things<\/p>\nthat you need to be aware of.<\/p>\nSo the most important thing is, again, as you said,<\/p>\nit’s deferred.<\/p>\nIt happens at a later point.<\/p>\nSo if you want us to crawl your stuff as quickly as possible,<\/p>\nthat also means we have to wait to find these links<\/p>\nthat JavaScript injects.<\/p>\nBasically, we crawl, we have to wait until JavaScript<\/p>\nis executed, then we get the rendered HTML,<\/p>\nand then we find the links.<\/p>\nSo the nice little short loop that<\/p>\nfinds these links relatively quickly right after crawling<\/p>\nwill not work.<\/p>\nSo we will only see the links after we render it,<\/p>\nand this rendering can take a while because the web is<\/p>\nsurprisingly big.<\/p>\nSUZ HINTON: Yeah, just a little bit.<\/p>\nMARTIN SPLITT: There’s 130 trillion docs in 2016, so–<\/p>\nSUZ HINTON: So there’s way more now.<\/p>\nMARTIN SPLITT: There’s way more now.<\/p>\nThere’s way more than that.<\/p>\nSUZ HINTON: So robots.txt is very<\/p>\neffective at being able to tell bots how to do a certain thing.<\/p>\nBut in this scenario, how do you tell<\/p>\nthat it’s Googlebot visiting your site as opposed<\/p>\nto other things?<\/p>\nMARTIN SPLITT: So as we are basically<\/p>\nusing a browser in two steps– one is the crawling,<\/p>\nand one is the actual rendering–<\/p>\nboth of these moments, we do give you the user agent header.<\/p>\nBut basically, there’s the string–<\/p>\nliterally the string Googlebot in it.<\/p>\nSUZ HINTON: That’s so straightforward.<\/p>\nMARTIN SPLITT: Yes, and you can actually<\/p>\nuse that to help with your SPA performance as well.<\/p>\nSo as you can detect on the server side,<\/p>\noh, this is Googlebot user agent requesting,<\/p>\nyou might consider sending us a prerendered static HTML<\/p>\nversion, and you can do the same thing for the others.<\/p>\nAll the other search engines and social media bots<\/p>\nhave a specific string saying that they are a robot.<\/p>\nSo you can then basically go, oh, in that case,<\/p>\nI’m not giving you the real deal, the single page app.<\/p>\nI’m giving you this HTML that we prerendered for you.<\/p>\nIt’s called dynamic rendering.<\/p>\nWe have docs on that as well.<\/p>\nSUZ HINTON: The one thing that still doesn’t quite<\/p>\nmake sense to me is does the Googlebot<\/p>\nhave different contexts?<\/p>\nDoes it sometimes pretend that it’s–<\/p>\nI think of it as this little mythical creature<\/p>\nthat’s pretending to do certain things.<\/p>\nSo does it pretend to be on a mobile, and then desktop?<\/p>\nAre the different, I guess, user agents,<\/p>\neven though it still says Googlebot?<\/p>\nAnd can you differentiate between them?<\/p>\nMARTIN SPLITT: You’re asking great questions, because yes,<\/p>\nwe have different user agents.<\/p>\nSo I’m not sure if you heard about mobile first indexing<\/p>\nbeing rolled out and happening.<\/p>\nSUZ HINTON: I’ve heard that it’s going to affect<\/p>\nhow you’re ranked potentially.<\/p>\nMARTIN SPLITT: That as well.<\/p>\nSUZ HINTON: I don’t know if that’s a rumor or not, yeah.<\/p>\nMARTIN SPLITT: Ah, that’s two different things<\/p>\nthat get conflated so often.<\/p>\nSo mobile first indexing is about us discovering<\/p>\nyour content using a mobile user agent and a mobile viewport.<\/p>\nSo we are using mobile user agents,<\/p>\nand the user agent strings says so.<\/p>\nIt says something about Android in the name,<\/p>\nand then you’re like, aha, so this is the mobile Googlebot.<\/p>\nWe have documentation on that.<\/p>\nThere’s literally a Help Center article<\/p>\nthat lists all these things.<\/p>\nSo we try to index mobile content<\/p>\nto make sure that we have something<\/p>\nnice to server for people who are on mobile,<\/p>\nbut we’re not pretending random user agents or anything.<\/p>\nWe stick to the user agent strings<\/p>\nthat we have documented as well, and that’s<\/p>\nmobile first indexing, where we try<\/p>\nto get your mobile content into the index rather<\/p>\nthan the desktop content.<\/p>\nThen there’s mobile readiness, or mobile friendliness.<\/p>\nIf your page is mobile friendly, it<\/p>\nmakes sure that everything is within viewport,<\/p>\nand you have large enough tap targets and all<\/p>\nthese lovely things, and that just is a quality indicator.<\/p>\nWe call these signals.<\/p>\nWe have over 200 of them.<\/p>\nSUZ HINTON: That’s a lot.<\/p>\nMARTIN SPLITT: Right?<\/p>\nSo Googlebot collects all these signals<\/p>\nand then stuff them, as metadata, into the index.<\/p>\nAnd then when we rank, we’re like, so this user’s on mobile,<\/p>\nso maybe this thing that has a really good mobile friendliness<\/p>\nsignal attached to it might be a better one than the thing<\/p>\nwhere they have to pinch zoom all the way out<\/p>\nto be able to read anything, and then can’t actually<\/p>\ndeal with the different links because they’re<\/p>\ntoo close to each other.<\/p>\nSo that’s one of the many–<\/p>\nit’s not the signal.<\/p>\nIt’s one of the many signals.<\/p>\nIt’s one of the over 200 signals to deal with.<\/p>\nSUZ HINTON: I had no idea there were 200.<\/p>\nThat’s making me–<\/p>\nI know that you’re not allowed to share what they all<\/p>\nare because there has to be a certain mystique around it,<\/p>\nbecause of, I guess, a lot of SEO abuse in the past.<\/p>\nMARTIN SPLITT: Yeah, yeah, unfortunately, that<\/p>\nis a game that is still being played,<\/p>\nand people are doing weird stuff to try to game us.<\/p>\nAnd the interesting thing with this is, with the 200 signals,<\/p>\nit’s really hard to say which one<\/p>\ngets you moving in the ranks.<\/p>\nSUZ HINTON: The weights of each signal because–<\/p>\nMARTIN SPLITT: And they keep moving, and they keep changing.<\/p>\nI love when people are like, no, let’s do this, and then, look,<\/p>\nmy rank changes.<\/p>\nYeah, for this one query, but you<\/p>\nlost on all the other queries because you did really<\/p>\nweird and funky stuff for that.<\/p>\nSo just build good content for the users,<\/p>\nand then you’ll be fine.<\/p>\nSUZ HINTON: I feel like that–<\/p>\nit feels like less effort as well,<\/p>\nthan constantly trying to–<\/p>\nMARTIN SPLITT: Yeah, but it’s not an easy answer.<\/p>\nYou pay me to make you more successful on search engines,<\/p>\nand I come to you and say, so who are your users,<\/p>\nand what do they need, and how could you<\/p>\nexpress that so that they know that it’s what they need?<\/p>\nThat’s a hard one because that means I basically<\/p>\nbring the ball back to you, and now, you<\/p>\nhave to think about stuff and figure it out, strategically.<\/p>\nWhereas if I’m like, I’m just going to get<\/p>\nyou links or do some funky tricks here,<\/p>\nand then you’ll be ranking number one.<\/p>\nThat’s an easier answer.<\/p>\nIt’s the wrong answer, but it’s the easier answer.<\/p>\nSo people are like, links are the most important metric ever,<\/p>\nand I’m like, no.<\/p>\nWe have over 200, and it’s important,<\/p>\nbut it’s not that important.<\/p>\nAnd chill out, everybody.<\/p>\nBut this still happens.<\/p>\nSUZ HINTON: I’m so glad it’s better now.<\/p>\nI feel, actually, more at peace in general with SEO, as well,<\/p>\nafter speaking to you today.<\/p>\nMARTIN SPLITT: Ah, so good.<\/p>\nSuz, thank you so much for being with me<\/p>\nhere, and has been a great pleasure.<\/p>\nSUZ HINTON: Yeah, thanks for answering<\/p>\nall of my weird and wonderful questions about the Googlebot.<\/p>\nMARTIN SPLITT: Perfect questions.<\/p>\nPerfect opportunity.<\/p>\nDid we bust some myths?<\/p>\nSUZ HINTON: I feel like we did.<\/p>\nMARTIN SPLITT: Fantastic.<\/p>\nI think that’s worth a high five.<\/p>\nSUZ HINTON: Awesome.<\/p>\nThanks.<\/p>\nMARTIN SPLITT: Thanks.<\/p>\nJoin us again for the next episode of “SEO Mythbusting,”<\/p>\nwhere Jamie Alberico and I will discuss<\/p>\nif JavaScript and SEO can be friends and how to get there.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":"Google’s main crawler is called Googlebot .Googlebot retrieves the content of webpages (the words, code and resources that make up the webpage).It then sends the information to 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