Serve the Same Content to Crawlers and Users Including Structured Data
While it isn’t an issue to only serve structured data to crawlers and social media sites, it doesn’t have much impact on page speed and it could provide some value for users. For these reasons, John recommends serving the same content across the board to users because there isn’t much to be gained from omitting things like structured data.
Google Weblight Improves Browsing Experience Over Slow Connections
Weblight is a Google initiative to improve web browsing for users with a slow internet speed. It rewrites the URL of a site and transcodes the content to make it faster and more easily digestible on mobile devices. Sites can opt out of this service by setting the HTTP header "Cache-Control: no-transform".
Poor UX May Have Negative Indirect Impact on Rankings
Sites with a poor user experience are unlikely to directly impact rankings but may indirectly negatively impact rankings in the long term as visitors are unlikely to link to and share the site.
Engagement Metrics Are Used To Evaluate Algorithms
Engagement metrics, like bounce rate, aren’t used as a ranking signal on a page level. However, Google will use engagement metrics to analyse which algorithms are working well and which aren’t across billions of queries.
Google Uses Behavioural Metrics to Evaluate Algorithms Not to Influence SERPs
Google uses user behaviour when evaluating algorithms using millions of URLs and looking at how algorithms are competing with each other and which ones are working best. However, on a small scale Google doesn’t use behavioural metrics like bounce rate or short clicks to influence SERPs.
Fine to Use Different Navigational Elements Dependent on Viewport
From Google’s perspective it is fine to use different navigational elements on a website dependent on the viewport.
Use URLs That Make Sense From User Perspective
Choose URLs based on what works best for your users. Sometimes people include English words in the URL because they, wrongly, think that search engines will understand it better. However, this may be confusing for users to see English words in the URL but not in the content, so it might be better to use the local language and characters.
Infinite Scroll Sites Should Have Distinct URLs and Pagination
Sites using infinite scroll should make sure URLs are changed so that they remain valid URLs and can be accessed and crawled directly. John also recommends having pagination links so even if a search engine doesn’t support infinite scroll they can still crawl through those pages.
Disputed Ads in Ad Experience Report Can be Flagged in Help Forum
If you think an ad has been wrongly flagged in the ad experience report, you can post about this in the dedicated help forum.