The theory of "fregglov" in SEO and how it relates to mobile-first indexing

Author: Cindy Krum (Cindy Krum), head MobileMoxie, USA.

The term "freggly" we have borrowed from the creator of the series "Mountain Fregglov" Jim Henson. However, in our theory «fraggles» - is a combination of two words: «fragment» and «handle». In this article we will talk about fregglah as a new element, which indexes Google.

Freggly and mobile- first indexing

Before we delve into the theory fregglov, let's focus on mobile-first indexing, and that it actually is. In our opinion, mobile-first indexing has more dimensions than the ones that called Google.

According to Google, this is only a change of crawler from desktop to mobile. While it is true there are other nuances, which the company did not mention, and we see a lot of evidence to support this theory. In our opinion, mobile-first indexing also affects changes in the indexing process, which also follows from its name.

A network of knowledge and nature

We believe that Google has reorganized its index of entities around the web of knowledge (Knowledge Graph).

In the image below - a very simplified diagram of a network of knowledge. In general, it is a collection of data about people, places, things, or ideas.

Nouns - this essence. Knowledge Network has in its structure nodes for all the important people, places, things and ideas. But Google also establishes the relationship between ideas and things. In this case, the Google useful is the fact that all of these things, concepts and relationships remain valid in all languages, and that is how the essence, because the essence appear before the keyword.

This concept may seem daunting for SEO-specialists, because we are used to dealing with keywords. But if you think of the essence as something that describes the key word, and does not depend on language, it's how Google perceives the essence. The Knowledge Network entities are not recorded as such, and their unique identifier is not a word. This number, and the numbers are not language dependent.

For example, the essence of the "mother" - a concept that exists in all languages, but it is described in different words. In this case, the mother is associated with the father, the daughter, grandparents - and these connections are the same in all languages.

So if Google can use what he calls "thematic layer" and nature as a way of filtering the information and understanding of the world, he can do it in those languages where it is strong, and be sure that this is true in 100% of cases.

Then Google can apply this understanding to the language in which he is faced with difficulties in indexing and understanding where search engine is not as strong or algorithm does not allow to understand all the features of the language.

All languages work differently. But if Google can use its API for translation and natural language processing to build knowledge networks in the regions where it is strong, with the help of machine learning search engine can also create a network of knowledge and better respond to the questions in those areas and languages where he is weak. When you understand this, it's easier to think of the mobile-first indexing as a large-scale work on the formation of knowledge networks.

We see that this happens, statistically. In the Google SERP there are more results from the Knowledge Network, and other things that are also associated with these results, such as blocks or similar queries, etc. All of them describe the different items or different nodes in the network of knowledge. Thus Knowledge Network shows how the topic is related to other topics.

Launch mobile-first indexing, probably because, and took 2.5 years, that Google had to re-index the entire Internet and arrange it around the Knowledge Network.

The AMA-session on the eve of launch of Knowledge Graph search employee John Mueller answered many questions about JavaScript and hreflang. Given this context, it becomes clear the most recent changes. Google wants to understand the essence and knows that it is really important, so hreflang is also important.

Let's now talk about fregglah.

Fraggles = fragment + handle

So freggly, as we noted earlier, this fragment (fragment) plus mark (handle). It is important to know that there are many things that can be fragmented. For example, native applications, databases, websites, podcasts, and videos.

Even if they do not have the URL, they can be useful content. That is why Google said that his goal - to organize the world's information, but not all websites. Probably, historically as if Google was locked within the scanning and indexing sites and is worried poskolu he wanted to be able to show and other things, but he could not because he needed URL.

But in the case of fragments, Google is potentially no longer needed URL.

For example, take the traditional page. Although historically the Google crawl and index pages is sometimes difficult for them to occupy high positions in the extradition if they cover several topics.

The figure below - page of vegetables. This page may be the best page about vegetables and contain the best information about the lettuce, celery and radishes. However, since many of these topics, they are "diluted" with each other, and this page can encounter problems in the rankings, because they do not focus on one topic.

Google wants to rank best content. In this historically search engine as if pushing the site owners to ensure that they put such content on the individual pages and smashed it. And this is what led to the creation of a certain mentality in SEO: «Content - King, I need more content, create more pages." The problem is that anyone can create more and more pages for each keyword on which he wants to be ranked, but the first position may take only one page.

Google still has to scan all of the pages, he tells us, to create, and this leads to the formation of a certain "character" of the type Marjorie Bunch of garbage in "Woe Fregglov" - this itself omniscient oracle. But when we are low and medium quality create content - just to have a separate page for each topic, it complicates the life of Google, and we too.

So why do we do all this work? Answer: because Google can only index the page and if the page is too long, or cover too many topics, the search engine may get confused.

Let's imagine (because it is only a theory, and we can not prove it at the moment), that Google does not want to index the full page and it can only index part of it. This would facilitate his understanding of the relationships between the different themes on the page, and also allowed to include parts of the page in different parts of the Knowledge Network.

For example, a page of vegetables, which we discussed above, could be attributed in proindesirovana and vegetables node. In this part of the salad could be indexed separately and assigned to the node associated with a salad. The same goes for celery and radishes. And this new approach, which is quite difficult to understand and accept, after many years of work in the traditional SEO.

A new approach to indexing

We see that Google introduces new features, as well as increasing the share of ready answers and units with similar queries in the search results.

Search engine indexes the pieces and displays them in the selected descriptions (featured snippets) for quite some time. The difference between these fragments and fregglami is that by clicking on freggl, which ranks in the search results, Google scrolls the page up to this point automatically. This is what we refer to a part called «handle».

You have probably already heard of the marker fragments before. We call them bookmarks, anchor links, etc. This is when the system will automatically scroll to the right side of the page. Something similar occurs in the case of fregglov.

We are already seeing, as is the case with certain search results. What is interesting, Google will automatically "impose" link. This means that website owners do not need anything special to configure. So, Google is already doing so in the case of selected snippets for AMP-pages. When the user clicks on such results, Google scrolls and selects the desired track, so it can be read taking into account the context of the rest of the content on the page.

It also occurs on other platforms such as forums, where the best answer is chosen. The difference between such fregglami and bindings (jump link) is that Google adds scrolling. The difference between fregglom and reference site - that are links to other pages, and freggly - on different parts of the same long page.

Therefore it is necessary to stop creating pages of low and medium quality, which then go to the overall "compost heap". We need to start to think about whether Google can find and identify the portion of the page that is dedicated to a certain topic, and whether the topics covered on the page quite interrelated, so that Google can understand them in indexing as part of the formation of knowledge networks.

The network covers the different areas of knowledge

Now we are seeing the development of knowledge networks in many different things. Dedicated descriptions of various units, such as "related searches" and "Along with ... often looking for" - this seems to be the individual nodes in the network of knowledge, which are interconnected.

Many SEO-experts get frustrated watching the increase in the share of these items in the search results. We also know that to date, 61% of mobile queries is no longer an end to the site, because users get what they want, right in the SERP.

It is difficult for SEO, but very good for Google, because search engine provides exactly what the user needs. Therefore, the Google, will probably continue to move in this direction.

We believe that the SEO-experts need to change their thinking and to think about how to get into the blocks - in the content that Google picks up and highlights. When Google starts to do it for native applications, databases, podcasts, and so on, then you will have new competitors that did not exist when only ranked sites. And to this content Google will not need references as he could find the desired track and display it in search results.

Therefore it is better that the content was raised, what did not show up. And that is something definitely worth working today.

Cindy Krum for the first time elaborated on his theory of "fregglov" on MozCon 2019. Conference article is a condensed version of the report prepared by the author himself.

Source: Moz.com
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