Trending February 2024 # 5 Takeaways From Google’s Page Speed Insights # Suggested March 2024 # Top 6 Popular

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The evidence conclusively shows that a site with optimized website speed will equal more revenue

It is no secret that with the increased prevalence of mobile platforms and web apps specifically designed for usability on the fly, people increasingly expect a fast user experience.

The Undeniable Case for Optimal Website Speed

Plenty of big companies and extensive research projects confirm how much consumers value a fast site.

For instance, big names like Firefox, Netflix, and even the Obama Campaign found that optimizing web speed results in higher conversion rates and better sales.

A study by Brian Dean for Backlink recently found optimal website speed to be one of the most significant factors in determining a high Google ranking position.

Roxanna Elliot of Performance Metrics reports that 9.6% of visitors will bounce when a page takes only two seconds to load, while a whopping 32.3% of visitors will bounce after 7 seconds.

This reflects similar behavior to a recent Google report: that 53% of mobile site visitors will leave a site if it takes longer than three seconds to load.

The evidence conclusively shows that a site with optimized website speed will equal more revenue. And yet, despite the universal consensus, average site speed for mobile is laborious beyond belief.

The average page load time on mobile is 22 seconds.

That is a whopping 19 seconds slower than the recommended speed time – three seconds or less – and describes a digital ecosystem full of laboriously slow websites.

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This oversight ultimately falls on the shoulders of the CMO, who can no longer ignore the signs. With the maturation of mobile search and IoT connecting more and more devices, it is clear that consumers want a fast, frictionless browsing experience at all times – both today and in future.

What is the PageSpeed Insights Tool?

Google’s PageSpeed Insights tool is part of Google’s family of free PageSpeed tools designed to help optimize website performance.

The tool will generate a number of performance metrics, including a personalized Optimization Score and a list of prioritized suggestions to help improve a webpage’s running speed – for mobile and desktop – making it a very handy additional resource for studying and optimizing your digital presence.

The only problem is if you are not a professional developer, the rules can be difficult to interpret.

This article is designed to help you understand some crucial takeaways about page speed that will help you demystify the triggers of a slow loading site. Then, we will go on to outline some accessible strategies to tackle those flags so you can communicate more clearly with the design and dev teams – the folks that execute on strategy and manage the site on the day-to-day.

Here are some of the big takeaways to remember when using Google PageSpeed Insight tool.

Takeaway 1. Design your site to be responsive

Google wants all sites to be responsive design because they have shown to provide a better user experience. In fact, there are very few cases in which a responsive site design is not the right choice. However, it is harder to set up and manage than other design approaches, and thus, is anything but a ‘set-it-and-forget-it’ kind of project.

The Trigger = “Improve Server Response Time”

The first trigger Google warns you about is your site’ server response time. The server response time is basically the time that it takes Google to load the HTML code from your server.

This recommendation will trigger when the server response time is higher than 200 ms, which means it is a very common issue.

The Fix

When this trigger appears you need to first find out what exactly is causing the problem, then you can go on to tailor a targeted solution strategy.

    In order to further narrow in on the issue(s), you could try using an online tool like Pingdom, which might help you pinpoint what exactly is causing the site to load slowly.

    Once you have identified the issue(s) you can choose the appropriate steps to remedy the problem.

    Keep in mind that sometimes, tackling slow loading speeds requires a comprehensive approach.

    Some broad suggestions for improving content loading speed include:

    Upgrade to higher quality web hosting and hardware

    Improve the web server configuration

    Consolidate any external code

    The Trigger: “Leverage Browser Caching”

    Another trigger for slow load times is browser caching issues. Caching allows a browser to remember the things that have already loaded so the browser does not have to cycle through the server more than necessary.

    Improper caching cause slow loading speeds and potential delays, and will also use up more of the user’s data.

    PageSpeed Insights will trigger this warning either when there are no caching mechanisms in place at all, or if they are only set to apply for short time periods.

    The Fix:

    Each resource should specify an explicit caching policy. This means answering these questions:

    Can a resource be cached?

    If so, for how long?

    Who can use it?

    How will the policy be revalidated once it expires?

    Google recommends that the minimum cache time is set to one week, but it can be set to up to a year for static resources.

    The Trigger: “Avoid Landing Page Redirects”

    Landing page redirects are another common roadblock to running a response site. At best, redirects trigger and unnecessary HTTP request cycle. At worst, they trigger multiple roundabouts to perform DNS lookup, TCP handshake and TLS negotiation as well.

    The point is that excessive redirects will often cause delays and slower loading speeds, and this will negatively affect your user’s experience.

    Meanwhile, minimal use of redirects will improve your page’s performance.

    The Fix:

    The easiest way to fix this issue is to avoid redirects altogether.

    That said, there are instances where this is simply not possible. If this is the case, be sure to choose the right redirect to suit your needs.

    For example, 301 redirects are permanent and are best suited to instances when there is no need to delete old content. Meanwhile, 302 redirects are temporary and should be used in instances where content needs to be occasionally updated or modified.

    Takeaway 2. Take the time to properly optimize your images

    Images account for a large proportion of a page’s total size.

    By taking the time to properly optimize images, you reduce the client’s data load, while improving the content download speed.

    Optimization processes reduce image size without producing a notable reduction in quality.

    The Trigger: “Optimize Images”

    The PageSpeed Insights tool will trigger this warning when it detects an image that can be optimized. By way of an example, here are the image recommendations for the Climbing Trees site:

    The Fix:

    Image optimization requires you to take into account a myriad of factors and variables, and for non-programmers, the process can admittedly seem a bit intimidating.

    To ensure that you are using responsive images, you can implement Photoshop’s “save for web” function across your organization. This will save images in web formats with optimal compression.

    Web based image compressors, like SmushIt, just to name one popular tool, can help to further compress an image.

    If this doesn’t do the trick, Google provides more information on more comprehensive optimization techniques.

    Takeaway 3. Pay attention to the quality of the code.

    If code is well-written, a page is much more likely to load faster. Conversely, outdated, incorrect, or simply sloppy code can cause latency issues and gobble up unnecessary data.

    Some Speed Insight Rules are designed to identify issues in the code that are affecting site performance and loading speeds.

    Regardless, don’t worry if your code isn’t fully up to snuff. There is usually no need to start from square one. Rather, a few handy optimization tricks will usually be all you need to tackle the issues related to messy or excessive code.

    The Trigger: “Optimize CSS Delivery”

    This trigger will appear when Speed Insights detects external CSS scripts that delay page rendering.

    While CSS is necessary to create a visually appealing site, external style sheets require the browser to cycle back and forth to the server and slow down the site.

    The fix:

    There are two ways to reduce the amount of CSS code your site uses:

    Minimize the amount of CSS code your site needs to look attractive.

    Use inline formatting whenever possible.

    To further reduce the file size of CSS, minify and compress your code as suggested below.

    The Trigger: “Remove Render-Blocking JavaScript” The fix:

    Unfortunately, this is not always possible because sometimes certain scripts need to exist above-the-fold. If this is the case, you can always try to write any critical scripts into inline code and defer all the other non-critical scripts.

    Takeaway 4. When it comes to high-quality website design and function, less is more

    Another crucial element of an agile site is simple and clean design. The fact is that sometimes even if a site is properly coded, it might still be using unnecessary data and file space.

    After you have optimized the functioning of the site in general and cleaned up your code, Speed Insight Tools will help you flag ways to minimize the space that your files are using to help you improve the user experience.

    Trigger: “Minify Resources”

    The first caution of note here is to remove excessive code. It is not uncommon for a page to include multiple commands to perform the same task. When this is the case, redundant code will cause a page to load slowly.

    This trigger will flag when any of the resource code (HTML, CSS, or JavaScript files) could be reduced in size through the processes of minification.

    The Fix:

    For non-developers, this issue is most easily tackled with the help of a minification tool:

    HTML Minifier for HTML

    CSSNano for CSS

    UglifyJS for Javascript

    Trigger: “Enable Compression”

    Another common oversight in file sorting is compression – or lack of compression, to be specific. There is really no good reason not to compress your code. HTML and CSS files can be compressed to take up to 90% less file space and this translates to faster loading times.

    This trigger will flag when compressible files are uncompressed.

    The Fix: Use Gzip to compress you code into .zip files.

    This process of using Gzip can seem a bit intimidating for non-developers. If you are interested in learning more, detailed instructions on how to use Gzip can be found here.

    Takeaway 5. Prioritize your content

    Essentially, the more congested your above-the-fold content, the more round trips will be required between the server and the user in order to load the page. This will increase both your page loading speed and your latency.

    Latency increases will be especially noticeable for mobile phone users.

    For example, an ongoing study by the SEO Power Suite team has found a 0.97% correlation between a pages optimization score and how high it is ranked in mobile SERPs. This means that a fast site with low latency is much more likely to have a high SEO ranking on mobile devices.

    As mobile devices become increasingly popular, it is especially important to manage latency issues effectively.

    The Trigger: “Prioritize Visible Content”

    You want the actual content of your home page to load the fastest of all – and yet it is often the page loaded up with the most multi-media material. The “prioritize visible content” warning will appear when your above-the-fold content exceeds the initial compression window of 14.6 kb.

    The Fix:

    First, reduce your data size by following the above suggestions.

    Then, structure your HTML code to load the more important above-the-fold content first and cut down on unnecessary material.

    Optimal Website Speed Requires A Holistic Approach

    As any experienced marketer knows, website optimization requires a holistic approach to every piece of the puzzle that makes up the site. They should also know that web speed optimization is an ongoing project. Putting six months of focus on page speed is not enough to keep up with the rate of change in consumer behaviour and web development best-practices.

    This is where the PageSpeed Tool can help. Use the above rules as a guideline and starting point to familiarizing yourself with the tool and start setting clear goals as to how you plan to use it to inform your long-term content marketing strategy.

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    Takeaways From Jason Acidre’s “From Zero To Hero” #Seosummit

    One of the speakers at last month’s SEO Summit was Jason Acidre, the CEO and co-founder of Xight Interactive, an online marketing agency based in the Philippines. He is a respected authority in SEO—especially in link building—and is well-known for his blog, Kaiser the Sage.

    Being a big fan of Jason, it was a no-brainer that I was really excited to hear what he has to say. And guess what? He doesn’t disappoint.

    Becoming an Online Marketing Hero

    Jason shared a lot of things about SEO and how he does it, but what really stuck with me was his “SEO Best Practices”. Here are a few things I have learned from him:

    Invest in Yourself

    If you’re new to the industry, find a mentor who can help you find your footing in the online marketing world. Sign up for SEO lessons from a reputable site if you must.

    Marketing is a multi-faceted industry, so finding someone who can guide you along the way is extremely helpful.

    Read. Test. Write.

    Jason definitely practices what he preaches here. He experiments with techniques he learns from respected SEOs, and then he writes and shares his findings on his blog.

    Read a lot. Find and read all the information you can get about SEO. This will help you learn about new tactics and keep yourself attuned to the industry.

    Test what you’ve learned. Reading a post from a respected SEO professional is not enough. See if you can apply anything you’ve learned, and test whether it works for you or not.

    Write and share your findings. Did that tip you learned work for you? If not, were you able to find a workaround? Whatever results you get, especially if you tweaked it to make it work better, should be written down and shared with your audience.

    Challenge Yourself

    Aside from being multi-faceted, the SEO industry is also forever changing. It’s not just because Google keeps on rolling out algorithmic updates, but also because more and more people are using the power of the Internet to leverage themselves online.

    Hence, you should always challenge yourself to become better, not just against your competitors but also against yourself. Check what still works and what no longer does the job. Once you reach a goal, set a new one. Keep learning and testing new things and share that information with your followers.

    Be Afraid to Succeed

    Sounds wrong, doesn’t it? But the logic is pretty solid. Instead of being afraid to fail, you have to be afraid to succeed. If you’re afraid to fail, you won’t muster enough courage to take some risk—and online marketing can be a high-risk endeavor. Being ‘afraid’ of success instead will keep you focused and driven.

    What you should be afraid of is stagnation. As previously mentioned, you have to constantly learn and keep up with what’s happening in the SEO industry. Otherwise, you’ll become static, which can result to the devaluation of you, your brand, or whatever it is that you promote online.

    Study Your Stats

    This one is very important. Always check your stats. That way, you’ll know whether your strategies work for your campaigns. Otherwise, you’ll have an insight as what needs to be changed or dropped entirely from your tactics.

    In case you don’t know how to use your analytics, just go back to tip number one: invest in yourself. Take a class. Find a mentor who can help you.

    Sure, Jason’s words of wisdom are pretty basic, but sometimes it is easy to get overwhelmed in the SEO world. Everything starts with learning what SEO is all about, applying what you’ve learned, seeing whether it’s effective or not, and then learning again. This is something that everyone in the industry—newbie or not—should keep in mind.

    All photos taken by author exclusively for SEJ

    Google’s New Ad Insights Feature & 7 Tips For Competitive Ad Research

    For paid search, this has historically been especially time-consuming.

    It has been necessary to use third-party tools – like Semrush, SpyFu, or Google’s Ad Preview tool, which all tend to rely on sample data and often do not yield comprehensive examples.

    Well, with Google’s latest features, those days are over.

    It’s time to get excited about doing competitive ad text research directly within Google Ads.

    Where To Find The New Google Ads Research Feature

    Just follow these three steps:

    Hover over the hamburger icon next to a paid search ad.

    Especially when in a hurry or needing to override the algorithmic ad display customization for your profile, ad format filtering is an excellent way to get just the results you need.

    7 Steps To Analyze Paid Search Ad Copy

    Whether you’re looking at text-only or non-text copy, follow these steps to create a systematic analysis approach.

    This will help you organize insights, detect trends more easily, and create a structure that lends itself to iterative analysis over time.

    1. Call To Action

    Arguably the most important part of the ad, the call to action (CTA) is what will drive the user to convert.

    Take note of any incentives or offers, urgency messaging (e.g., today, now, limited time), the location, and possible repetition of the CTA within the ad.

    Sophisticated ad copy should mention the CTA more than once. The first mention may include urgency messaging, with other mentions elaborating to include incentives.

    If the product or service is not sold online, as a best practice, the CTA  should include the means to buy it, which typically involves calling or visiting a physical store.

    2. Product Or Service Name

    This is especially key when the product or service is new, technical in nature, has a colloquial equivalent that is sufficiently different from the official brand name, or if the business encompasses multiple aspects.

    For example, a printer manufacturer may find it valuable to analyze shortened product names that do not include the full technical specifications.

    Similarly, many travel service businesses have lengthy names to reflect all their services, but it is not always necessary to include them in full (e.g., Melia Caribe Beach All-Inclusive Resort Punta Cana).

    3. Product Or Service Features

    Take note of what those are and what qualifying descriptions or visualizations are used.

    4. Benefits

    While features help describe the use case for a product or service, it is the benefits that will convince a user to engage.

    Take note of what solution-oriented language or imagery is leveraged, if any sources are cited to back up claims, and if the described benefits are short- and/or long-term.

    Sometimes, multiple levels of benefits may need mentioning, when the consumer is not the ultimate (or only) beneficiary.

    For situations akin to gifting, purchasing insurance, education, or caregiver services, marketers often forget that one should address the needs of both the purchaser (e.g., the person buying a gift, who may be cost-conscious) and the recipient (e.g., who might be more concerned with a flexible return policy).

    5. Branding

    Brand inclusion is another key element to test.

    Consider everything from spelling to the presence of trademark symbols, placement in headlines and/or body of the text, logo size, when your brand is mentioned within the ad, and where opportunities exist to include your brand name.

    However, be sure not to rely on just the URL.

    Alas, that URL is too often lost in the clutter of the other ad elements.

    6. Tone

    This last element is perhaps the hardest to pin down.

    A more informative, casual tone would suggest targeting a user earlier in their online research journey.

    By contrast, an ad that has more direct language is likely aimed at a user in a transactional frame of mind.

    7. Length

    Ads that convey the most compelling story or engage users in the most proactive ways often have the highest likelihood of success.

    On the flip side, just because an ad has the option to include a lot of text or include a video of a certain length, it is not always the best-performing approach. Oftentimes, less is more.

    Conclusion

    The tendency is often to mirror what others are doing. However, that can lead to all players having similar messaging. This only makes it harder for users to differentiate the available options.

    While it is worth borrowing ideas from your competitors, resist the urge to copy a perceived market leader. Rather, gather insights from multiple players and then systematically test specific elements.

    Standing apart from others will often yield the best results.

    Systematically tracking the tested elements will position you well to develop a test results calendar.

    Unfortunately, in the long run, there is rarely a single best-performing ad. With the ever-shifting competitive landscape, one has to constantly iterate.

    If you detect a trend reversal, you will be already armed with past research on what has worked well before in these circumstances,  ready to anticipate your competitor’s moves, and prepared to respond.

    More resources: 

    Featured Image: eamesBot/Shutterstock

    How Agile Marketers Can Take A Page From Devops Teams

    Marketers need to become even more agile to reach their audience with the right message, at the right time and through the right channel

    The world of DevOps is evolving, with more and more enterprises integrating this approach into their overall operations. This does wonders for the technical operations of your business. But it is also useful for marketers as well.

    The point of DevOps is to increase efficiency, productivity and agility. It streamlines the build, development and launch process, infusing key data and insights into each step.

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    Marketers can learn a thing or two from this shifting mindset. Marketers need to become even more agile to reach their audience with the right message, at the right time and through the right channel.

    DevOps requires agile software development, a methodology that is intricately linked with consumer feedback, quality and speed.

    The marketing team has a closer relationship with IT professionals, designers and developers than ever before. DevOps has essentially bridged that gap, connecting teams through philosophy, process and technology.

    Therefore, as the world continues to evolve and productivity continues to rise, agile marketers can put these DevOps theories to use when building their own campaigns.

    What agile marketers can do to increase efficiency using DevOps methods Automate where possible

    DevOps is all about speed and continuous delivery. The number one reason brands choose to automate their marketing is to reduce the time spent on trivial marketing tasks.

    The DevOps approach is very succinct, straightforward and efficient. Therefore, agile marketers can learn from this methodology. Increasing the use of marketing automation ensures that campaigns run smoothly and effectively by relying on continuous feedback and immediately adapting to learnings.

    There are a number of ways for marketers to automate campaigns:

    Chatbots: Chatbots like Instabot allow marketers to create automated website chat funnels to engage visitors and guide them towards conversion. These bots can answer questions, provide links to content and schedule demos. Marketing teams can always jump into the conversation to help with more complex questions. A study conducted by Juniper Research show that Chatbots are expected to reduce business costs by more than $8 billion per year by 2023.

    Email Automation: Email marketing still ranks as the most effective acquisition and retention channel, but only 42% of marketers leverage marketing automation as part of those strategies. Just as DevOps teams look for ways to automate the delivery of software into production, marketing teams can use email automation to deliver personalized messages based on customer behaviors.

    Automation in marketing is growing increasingly popular. It reduces the risk of human error and takes a more data-driven approach to marketing that is trackable and repeatable.

    Focus more on goals

    As any good agile marketer knows, you need to have goals in order to succeed. In fact, marketers who set goals are 466% more likely to report success than those who don’t.

    That being said, DevOps shows marketers that these goals can easily be achieved by setting up a very clear path to success.

    Marketers have goals, of course. But they aren’t as clear as they would like. Different KPI’s can be grouped into an individual campaign initiative. This makes it more difficult to define success because one goal can be achieved while another KPI falls short. Was the campaign a success then?

    DevOps attach singular goals to each push. This way there’s a binary pass or fail result. Marketers should do the same. If a marketing team is going to launch a content marketing campaign, for example. The campaign could try to drive referral traffic, social engagement and brand awareness, but that would make it more difficult to measure if it was successful or not.

    Instead, there should be a singular goal that clearly defines success or failure. This could be the conversion rate of traffic from the campaign.

    With this knowledge, marketers can create campaigns that actually achieve clearly defined goals.

    Cross-collaborate with marketing, analytics and development

    DevOps simplifies the process of cross-channel communication. By definition, it brings teams together across an organization.

    Cross-collaboration is essential for a marketing campaign to succeed. Marketers need a deep understanding of what a product or service can and can’t do, as well as when new features and functionality will be delivered for customers to use.

    Marketers, for instance, can’t say a product does one thing if it doesn’t. If they’re relying on old information, then that might very well be the case.

    Luckily, marketers can learn through DevOps that this communication and collaboration is essential for a proper launch. DevOps teams use tools like JFrog and Docker Registry to automate the development pipeline from creation to the deployment of code.

    Similarly, marketing teams can leverage marketing automation tools like Campaign Monitor and Shopify to automate email communications based on customer behaviors.

    Everyone has a say in the quality, testing and deployment of products and services, meaning everyone is extremely knowledgeable at every step of the process.

    This is thanks to the process of continuous feedback that DevOps provides. Marketers can utilize feedback from the IT team, as well as from consumers, to learn how to best describe a product, market it to audiences and drive them to action.

    Establish consistency through messaging across campaigns

    DevOps opens up communication pathways because it increases efficiency, productivity and agility, forcing all teams to work together.

    With this in mind, marketers and developers alike can prioritize key points of interest throughout their messaging because they will be aligned with the organization at large.

    Studies show that poor communication costs businesses more than $37 billion.

    Messaging is important in marketing. Consumers want to interact with a consistent brand across all channels, mediums and platforms. In fact, 87% of consumers think brands need to do a better job providing users with a consistent experience. If your brand is offering up inconsistent messaging, your consumers will look elsewhere.

    Luckily, DevOps teaches marketers how to prioritize key points and keep those points consistent.

    This falls in line with the overall goals of the company that become more succinct thanks to the DevOps team. It also makes it easier for marketers to convey this information to designers, copywriters and others.

    Marketing and DevOps — a common ground

    DevOps improves overall business function. By utilizing core strategies and theories, marketers can create a more streamlined process that ensures higher results – this means increased traffic, awareness and sales for a brand.

    Technology For Small Business: Trends And Insights From Laurie Mccabe

    Driving an overall digital transformation for a small business is challenging — from both cost and skill perspectives. At the forefront of the small business technology trends discussion is Laurie McCabe, co-founder and partner at SMB Group, Inc. In Episode 6 of our “Business Disrupted” podcast, Samsung Business Insights sat down with her to discuss small business IT needs and how they can thrive in a digital world.

    Q: Recently, SMB Group conducted research on small business technology trends. What are some of the most interesting insights you learned?

    McCabe: One, the use of cloud services or applications is very high. Over 90 percent of small-to-medium businesses are using at least one cloud app — most are using multiple. That’s the new normal. However, a lot of these solutions aren’t integrated right now. So, the big trend now is application integration and trying to figure out how to get these applications to talk to each other, exchange data, and integrate different processes so things are more streamlined, and there’s a better view of what’s going on in the business.

    I think the other key area that a lot of SMBs are trying to focus on is improving the customer experience. Customers are becoming more demanding and their expectations of businesses are really rising. If you don’t, as a business, meet their expectations, you’re going to lose customers.

    We see SMBs looking at how they use technology to improve customer experience, improve service, grow revenue and attract and nurture customers. They’re evaluating what’s out there and looking for solutions that are going to make it easier to do that.

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    Q: What are some of the other ways you’re seeing small businesses use disruptive technology to gain an edge over competitors or large enterprises?

    They can look for a solution that will fill that need immediately. They don’t get wrapped up in the technology first — they’re more pragmatic and practical about solving their problem.

    Q: Let’s talk about workforce recruitment and the gig economy. What trends are you seeing there?

    McCabe: In a survey we did last year we saw that the gig economy is playing a key role for SMBs. We saw that not only are gig workers or contract workers already accounting for a good 15 to 20 percent of the work getting done, but in terms of future hiring, there are strong plans to hire contract workers to do certain jobs in the organization.

    SMBs will need to figure out how to work with these types of workers more effectively because they’re usually offsite more. I think that cloud-based solutions that make it easier for everybody to work together are really key. I also think for most businesses, you’ve got to look beyond email and phone to using newer solutions like web conferencing, video conferencing and stream-based messaging apps. These applications help everybody collaborate and work together in real time.

    Looking for more great insights about technology trends for SMBs and the enterprise? Listen to Samsung’s new podcast, Business Disrupted, Episode 6: IT Innovation Best Practices Across the SMB and Enterprise, to hear more great insights from Laurie McCabe as well as from Rhonda Vetere, president of data analytics at nThrive.

    Google’s Url Parameter Tool Does Not Remove Urls From Search Results

    Google’s John Mueller cleared up a misconception about the URL parameter tool in Search Console, saying it doesn’t actually remove URLs.

    This topic came up in a recent Google Webmaster Central hangout on YouTube when a question was asked about whether the URL parameter tool still works.

    Google has not yet ported the URL parameter tool from the classic version of Search Console to the new version.

    Despite not being available in the new Search Console, the URL parameter tool is still effective. You just have to revert back and forth from the old Search Console in order to use it.

    However, a follow-up question would indicate the webmaster had the wrong expectations when it comes to what the tool is meant to do.

    URL Parameter Tool Does Not Remove URLs

    In their question to Mueller, the site owner mentioned they added a parameter to be dropped but the change was not immediately visible in search results.

    That’s not what the tool is intended to do, Mueller says, it’s designed to refine the crawling of URLs.

    You can use the tool to add a parameter you no longer want to be crawled, and over time those URLs would eventually drop out of search results because Google stopped crawling them.

    It’s not a case where you add a parameter to the tool and all of a sudden a bunch of URLs with that parameter are removed from Google’s index.

    So the URL parameter tool still works, as long as it’s being used as intended.

    Hear the full question and answer below, starting at the 46:44 mark.

    “The URL parameter handling tool would not remove URLs from the search results. It’s really only to refine the crawling of URLs.

    So it’s not something where we would say you add this parameter to that tool and then suddenly all those pages disappear from search results.

    It’s more that, over time, we would crawl those URLs less and over time they would drop out from the search results but it wouldn’t be any immediate change there.”

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