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The Ultimate Google
Indexing Session
Bartosz Góralewicz
@bart_goralewicz www.onely.com
DACH
– The State of Indexing
Real indexing issues - examples
Shop-apotheke.ch
– 31% unindexed pages
Real indexing issues - examples
Billa.at– 95% indexed, but...
Kartenshop.billa.at
– 60% not indexed
v
Real indexing issues - examples
Home24.de
12% of product pages aren't
indexed
www.onely.com
Index coverage of top DACH domains
0% 50% 100%
ikea.com 0.98853
shop-apotheke.at 0.903356
medpex.at 0.803773
xxxlutz.de 0.865271
medikamente-per-klick.de 0.843102
zurrose-shop.ch 0.58929
bonprix.ch 0.570237
alternate.de 0.85022
shop-apotheke.com 0.873758
notino.at 0.921927
medpex.de 0.851589
medpex.de 0.851589
mediamarkt.ch 0.888155
bauundhobby.ch 0.846009
fust.ch 0.840243
peek-cloppenburg.at 0.704799
nike.com 0.945401
bauhaus.at 0.828357
microspot.ch 0.70636
ottoversand.at 0.763981
globus.ch 0.823372
universal.at 0.711728
migros.ch 0.866375
www.onely.com
Google Index Coverage
of top DACH domains (by revenue)​
How does DACH
compare to the world?
VS
https://www.worldwidewebsize.com/
www.onely.com
How does DACH compare to the world?
0% 50% 100%
DACH: 78%
World: 74%
Indexing landscape
Is there something bigger at
play?
206,956,723
Total numer of websites in 2010
www.onely.com
How the web
has grown
1,935,170,822
Total numer of websites in 2022
www.onely.com
www.onely.com
JavaScript is getting
heavier, too
Source:
https://httparchive.org/reports/s
tate-of-javascript
www.onely.com
161
requests
1.8 MB
transferred
5.9 MB
resources
Total
74/165
requests
1.5 / 1.8 MB
transferred
5.0 / 5.9 MB
resources
JS
Source:
https://www.mediamarkt.de/de/
product/_apple-airpods-3rd-
generation-in-ear-kopfhorer-
bluetooth-weiss-2771285.html
www.onely.com
1 episode
is around 20 min
20 minutes
is 88mb (roughly)
6 mb
per page of
MediaMarkt.de
88mb(episode)
divided by 6 mb = ~15
pages from
mediamarkt.de*
*Cache disabled
MediaMarkt’s page weight
measured in "Friends" episodes
www.onely.com
The web
is overwhelmed
Content flood New
technologies
1. 2.
This creates a bottleneck that cannot be
solved with current technology
www.onely.com
The challenge
– "What should we index?"
How do Bing and Google approach
solving this problem?
Bing VS Google
www.onely.com
Bing Google
www.onely.com
SEO
SEO
Indexing … Indexing …
Quiz Time!
Who is more likely
to index your content?
Bing Google
t
www.onely.com
stripe.com
walmart.com
trulia.com
etsy.com
bbc.com
uber.com
wayfair.com
theguardian.com
96,43%
97,05%
93,15%
80,12%
99,27%
98,85%
96,56%
98,59%
47,10%
65,14%
61,74%
54,78%
89,58%
92,78%
93,05%
98,27%
49,33
31,91
31,40
25,34
9,69
6,06
3,51
0,32
Domain
% of pages
indexed by Bing
% of pages
indexed by Google
Difference between pages
indexed by Bing and Google
(pp)
www.onely.com
Two search engines, two different strategies
attachment
image
author
post
category
product
0% 20% 40% 60% 80% 100%
Index coverage 0-100%
Sitemap
category
Google Bing
Source:
one.ly/google-vs-bing
www.onely.com
Google’s index might be shrinking*
* Needs further research
Source:
www.worldwidewebsize.com
www.onely.com
Bing vs Google
– summary
Bing is more willing to index pages than Google
1
Google crawls more than Bing and is pickier about
indexing
2
Both need to pick what to index as the Web grows too
heavy
3
Bing
– open and transparent –
“We struggle with indexing just like everyone else,
we need ~4 years to solve this problem”
www.onely.com
Google
"From a technical point of view, we can’t index
everything on the web, so we have to draw the line
somewhere. It’s completely normal for websites to
have parts of their content indexed and parts of
their content not indexed.„
John Muller,
SEO OfficeHours, January 28th, 2022
Bing vs Google
PR approach
When search engines are overwhelmed,
“Create great content” is not enough.
The door to the web is
getting smaller.
Where is
my data from?
How to check if you fit
through the door?
The metrics we are using are not
fit for purpose anymore.
www.onely.com
To win, you need to make Google’s job
easy.
You Google Google
You
www.onely.com
The SEO industry still works as
if indexing wasn’t our key
problem.
Backlinks Visibility
PageRank
Clusters
.GOV links
CTR
Correlation
studies
Indexing vs. indexation
Getting indexed
Do you remember those 3 domains
we started with?​
Shop-apotheke.ch
www.onely.com
URLs checked
~14k of indexable URLs
– not indexed
40%
Pages that aren't indexed have less content
than other pages on that domain
Examples:
• https://www.shop-apotheke.ch/de/anti-blasen/
• https://www.shop-
apotheke.ch/de/artikel/10813767/speick-
thermal-sensitiv-tagescreme.htm
Billa.at
www.onely.com
URLs checked
1500
are indexed, but...
95%
Kartenshop.billa.at
- 56% not indexed
Examples:
• https://kartenshop.billa.at/unterhaltung/spot
ify.html
• https://kartenshop.billa.at/unterhaltung/flixb
us.html
Why?
Responsetime almost2s slower than restof
domain
Home24.de
www.onely.com
URLs checked
9k
not indexed
12%
Pages that aren't indexed typically have less schema types (less
content sections) than other pages on that domain
Examples:
https://www.home24.de/produkt/eckhalter
ung-fuer-aussenleuchten-appleton-
polyethylen-grau
(8 schema types)
VS
https://www.home24.de/produkt/aktensch
rank-vandol-mini
(24 schema types)
Key sources of indexing
problems
www.onely.com
Quality Website’s
architecture
Technology
How do you know WHAT is stopping
your website from getting indexed?
Did you get through
the door?
Key indexing challenge
- how to diagnose the issue?
www.onely.com
• GSC data is not helpful
• Crawls don't show indexing
www.onely.com
How to check
your indexing in 3 minutes?
pages indexed 1000
(from GSC/Bing Webmaster Tools)
Indexable pages published 1500
(from e.g. Ryte crawl)
= 66%
÷
How to getthefullpicture
www.onely.com
Once you have the data
all we need is to look after a
pattern.
www.onely.com
Recap
TL;DR
PopularDACH domainsare often poorly indexed
Search engines won’t fix it anytime soon
Fixing indexing issues is easy, once you know your “stick”
Check your indexing %
Compare indexed vs. not indexed
Find your “stick”
Enjoy the traffic and $
Thanks
for watching!
www.onely.com
bartosz@onely.com
@bart_goralewicz
HOMEWORK
Bing vs. Google: Which Search
Engine Indexes More Content?
An SEO Guide to Google Search
Console’sIndex Coverage Report
Indexing SEO 101: How To Create an
Indexing Strategy for Your Website
The Ultimate Guide to Indexing
SEO
www.onely.com

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