Google Search Settings Page Broken

Posted by on May 23, 2018 in SEO Articles | Comments Off on Google Search Settings Page Broken

If you go to your Google search settings and try to change some of those settings, such as the number of results per page, your geographic region and some other settings, it won’t work. Google is aware of the issue and is working on a fix…

Monitoring Featured Snippets – Whiteboard Friday

Posted by on May 23, 2018 in SEO Articles | Comments Off on Monitoring Featured Snippets – Whiteboard Friday

Posted by BritneyMuller

We’ve covered finding featured snippet opportunities. We’ve covered the process of targeting featured snippets you want to win. Now it’s time for the third and final piece of the puzzle: how to monitor and measure the effectiveness of all your efforts thus far. In this episode of Whiteboard Friday, Britney shares three pro tips on how to make sure your featured snippet strategy is working.

Monitoring featured snippets

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Video Transcription

Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are going over part three of our three-part series all about featured snippets. So part one was about how to discover those featured snippet opportunities, part two was about how to target those, and this final one is how to properly monitor and measure the effectiveness of your targeting.

So we’ll jump right in. So there are a couple different steps and things you can do to go through this.

I. Manually resubmit URL and check SERP in incognito

First is just to manually resubmit a URL after you have tweaked that page to target that featured snippet. Super easy to do. All you do is go to Google and you type in “add URL to Google.” You will see a box pop up where you can submit that URL. You can also go through Search Console and submit it manually there. But this just sort of helps Google to crawl it a little faster and hopefully get it reprioritized to, potentially, a featured snippet.

From there, you can start to check for the keyword in an incognito window. So, in Chrome, you go to File > New Incognito. It tends to be a little bit more unbiased than your regular browser page when you’re doing a search. So this way, you’d start to get an idea of whether or not you’re moving up in that search result. So this can be anywhere from, I kid you not, a couple of minutes to months.

So Google tends to test different featured snippets over a long period of time, but occasionally I’ve had experience and I know a lot of you watching have had different experiences where you submit that URL to Google and boom — you’re in that featured snippet. So it really just depends, but you can keep an eye on things this way.

II. Track rankings for target keyword and Search Console data!

But you also want to keep in mind that you want to start also tracking for rankings for your target keyword as well as Search Console data. So what does that click-through rate look like? How are the impressions? Is there an upward trend in you trying to target that snippet?

So, in my test set, I have seen an average of around 80% increase in those keywords, just in rankings alone. So that’s a good sign that we’re improving these pages and hopefully helping to get us more featured snippets.

III. Check for other featured snippets

Then this last kind of pro tip here is to check for other instances of featured snippets. This is a really fun thing to do. So if you do just a basic search for “what are title tags,” you’re going to see Moz in the featured snippet. Then if you do “what are title tags” and then you do a, you’re going to see another featured snippet that Google is pulling is from a different page, that is not on So really interesting to sort of evaluate the types of content that they are testing and pulling for featured snippets.

Another trick that you can do is to append this ampersand, &num=1, &num=2 and so forth. What this is doing is you put this at the end of your Google URL for a search. So, typically, you do a search for “what are title tags,” and you’re going to see that typical markup. You can do a close-up on this, and then you’re just going to append it to pull in only three results, only two results, only four results, or else you can go longer and you can see if Google is pulling different featured snippets from that different quota of results. It’s really, really interesting, and you start to see what they’re testing and all that great stuff. So definitely play around with these two hacks right here.

Then lastly, you really just want to set the frequency of your monitoring to meet your needs. So hopefully, you have all of this information in a spreadsheet somewhere. You might have the keywords that you’re targeting as well as are they successful yet, yes or no. What’s the position? Is that going up or down?

Then you can start to prioritize. If you’re doing hundreds, you’re trying to target hundreds of featured snippets, maybe you check the really, really important ones once a week. Some of the others maybe are monthly checks.

From there, you really just need to keep track of, “Okay, well, what did I do to make that change? What was the improvement to that page to get it in the featured snippet?” That’s where you also want to keep detailed notes on what’s working for you and in your space and what’s not.

So I hope this helps. I look forward to hearing all of your featured snippet targeting stories. I’ve gotten some really awesome emails and look forward to hearing more about your journey down below in the comments. Feel free to ask me any questions and I look forward to seeing you on our next edition of Whiteboard Friday. Thanks.

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Google Shows More Yellow Map Pins In Snippets

Posted by on May 23, 2018 in SEO Articles | Comments Off on Google Shows More Yellow Map Pins In Snippets

In early April we reported some folks seeing yellow map pins in the Google search results snippets. Now, many more are seeing it…

Advanced Technical SEO: How social image sharing works and how to optimize your og:image tags

Posted by on May 23, 2018 in SEO Articles | Comments Off on Advanced Technical SEO: How social image sharing works and how to optimize your og:image tags

Optimizing how your content looks when it’s shared on third-party platforms like Facebook, Twitter or WhatsApp can drive improved visibility, clickthrough, and conversions. But it’s not as simple as just picking a great image…

When you share a URL on Facebook, Twitter, or other platforms, they’ll typically show a preview of the page, with a title, description, and image. These elements are typically taken from Open Graph tags defined in the source code of the page you’re sharing.

How does this work?

The way in which this works is defined by the Open Graph Protocol. This is an open source standard (like WordPress, and even the Yoast SEO plugin), which allows webmasters to tell third-party systems (like Facebook, Twitter, Pinterest, or even WhatsApp, Skype or Hotmail) about their pages.

Star Wars

It defines a set of meta tags which allow you to provide information about the type of content on a page (e.g., “this is a page about a movie”), metadata about that thing (e.g., “it’s called Star Wars – The Last Jedi”), and how it should be presented when shared.

They look like something this:

<meta property="og:title" content="Star Wars - The Last Jedi" />
<meta property="og:type" content="" />
<meta property="og:url" content="" />
<meta property="og:image" content="[email protected]_V1_SY1000_CR0,0,675,1000_AL_.jpg" />
<meta property="og:image:width" content="675" />
<meta property="og:image:height" content="1000" />

Most websites (and those running the Yoast SEO plugin) will automatically output elements like these for all pages, posts and archives.

The og:image tags are particularly important because Open Graph tags most commonly play a role in social sharing dialogues. This tag defines the picture which shows up when users share your content across social networks, apps, and other systems. Optimizing the composition, dimensions, and even the file size of the image you use can influence whether somebody clicks and the quality of their experience.

Using images which are too large, too small, or the wrong dimensions can result in errors, or in platforms omitting your images entirely. But optimizing your Open Graph markup isn’t as simple as just picking a good image. There are some complexities around how different platforms use these tags, treat your images, and support different rules.


  • It’s impossible to specify different images/formats/files for different networks, other than for Facebook and Twitter. The Facebook image is used, by default, for all other networks/systems). This is a limitation of how these platforms work. The same goes for titles and descriptions.
  • The Yoast SEO plugin will automatically try and specify the best image for each platform where you share your content, based on the constraints of these platforms.
  • The image size and cropping won’t always be perfect across different platforms, as the way in which they work is inconsistent.
  • Specifically, your images should look great on ‘broadcast’ platforms like Facebook and Twitter, but might sometimes crop awkwardly on platforms designed for 1:1 or small group conversations, like WhatsApp or Telegram.
  • For best results, you should manually specify og:image tags for each post, through the plugin. You should ensure that your primary og:image is between 1200x800px and 2000x1600px, and is less than 2mb in size.
  • We’ll be adding developer support for more advanced customization via theme functions and filters. 

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It’s not as simple as just picking a good image

Even though Open Graph tags use an open standard, each platform (Facebook, Twitter, WhatsApp, etc) treats Open Graph tags slightly differently. Some even have their own proprietary ‘versions’ of Open Graph tagging, too. Twitter’s ‘twitter card’ markup, for example, bears a strong resemblance to, and overlaps with, Open Graph tagging.

As an open project, the Open Graph is constantly changing and improving, too. Features and support come and go, the documentation isn’t always up to date, and individual platforms make (and change) their own decisions on how they interpret it, and which bits they’ll implement.

And as the web itself continues to evolve, there are more and more ‘platforms’ where people can share content, and where the Open Graph is used. From Slack, to WeChat, to tomorrow’s productivity and social media apps, they’ll all rely on the Open Graph, but use it in subtly different ways.

On modern mobile phone handsets, even your SMS messages will frequently source open graph titles and images from URLs they reference – with their own proprietary approaches to (and opinions on) formats and sizes.

So when we’re trying to define a ‘best practice’ approach to support as part of the Yoast SEO plugin, it’s not as simple as just picking the ‘best image’ – we need to make sure that we provide the right tags and image formats for each platform and network.

To make things more complex, these tags and approaches sometimes conflict with or override each other. Twitter’s twitter:image property, for example, overrides an og:image value for images shared via Twitter, when both sets of tags are on the same page.

Lastly, the open graph specification allows us to provide multiple og:image values. This, in theory, allows the platform to make the best decision about which size to use and allows people who are sharing some choice over which image they pick. How different platforms interpret these values, however, varies considerably.

This logic behind which platforms use which images, in which scenarios, gets complex pretty quickly! So more often than not, we’re stuck relying on the og:image value(s) as a general default for all platforms, and adding specific support where we can, whilst trying to minimize conflict. This doesn’t always produce perfect results, so we’re always on the lookout for better ways to ‘get it right’ without requiring end users to spend hours specifying multiple image formats for each post they write.

The challenge of og:image as a default

In a perfect world, there are two different approaches to how platforms handle Open Graph tagging. They look like this:

  1. All platforms only use og:image tags. When multiple images are set, they automatically select (and crop) the best version for their context.
  2. All platforms have specific Open Graph tags (or their own versions). They allow fine-grain control over every scenario, by enabling us to specify the exact image which should be used in each case.

Unfortunately, we’re stuck somewhere in-between. Some platforms allow a degree of control, but the og:image tag functions as a general fallback for all other scenarios.

FB plugin Yoast SEO

This is particularly problematic, as the og:image is also Facebook’s primary image. This is a huge challenge for the Yoast SEO plugin team, and for anybody else trying to define a ‘best practice’ approach to tagging. The image we specify as the main image for Facebook sharing (usually a large, high-res picture) also has to be suitable as a general default for all platforms which don’t have their own specific tags.

For many of these platforms, a large file size optimized for sharing in a Facebook newsfeed won’t be appropriate for their context. For example, Pinterest expects a relatively small, square cropped thumbnail image when sharing from a page – and whilst it has its own tagging mechanisms, the presence of an og:image tag on the page overrides those.

There’s more complexity, too. Different platforms have varying restrictions on image dimensions, ratios, and file size. A high-res og:image optimized for Facebook (with a large file size) will, more often than not, not display at all when someone shares it on Slack, for example.

Frequently, Yoast SEO has to share the same default og:image between multiple platforms – even though they have different expectations and apply different rules and treatments. Trying to work out what the ‘default’ image tag(s) should be, when it has to be the main image for Facebook and a universal default, is tricky. But it’s a problem we need to solve if we’re to provide a best practice ‘default’ setting for WordPress users.

There are lots of unknowns

Because each platform maintains its own rules and documentation on how they treat og:image tags, there are often gaps in our knowledge. Specific restrictions, edge cases, and in particular, information on which rules override other rules, are rarely well-documented. The documentation which does exist is often ambiguous at best. Google+ “snippet” documentation, for example, states that they won’t use images which are “not square enough”. It’s unclear what this means in specific, technical terms. HTML overview

In order to determine the best universal approach to image sharing markup, we had to do some digging and some experimentation.

We were particularly interested in understanding how different platforms react to the presence of multiple og:image tags. If we can specify more than one image, and different platforms handle that differently, perhaps there’s a way in which we can get them to pick the most suitable image for their needs.

What we found

The way in which different platforms handle og:image tags (and in particular, multiple og:image tags) is often inconsistent, and frequently complex. Thankfully, most small platforms and apps simply crop and use the og:image tag (or the first og:image tag, if there are multiple in the set), and apply some reasonable constraints around dimensions, ratio, and file size. Some of the larger and more popular platforms, however, exhibit some particularly challenging behaviors, which complicate matters.

Here are some examples of the undocumented behaviors we’ve discovered (note that we’ve not talked about platforms which simply pick the first og:image tag, and which don’t exhibit any other ‘odd’ behavior). If you find any other undocumented features or behaviors which we haven’t covered or supported (or if we’ve made any mistakes in our research), we’d love to hear from you!


When multiple og:image tags are specified, Facebook uses the first tag in the set. This is in line with their documentation, but contrary to popular opinion (which assumes that the largest valid image is chosen). It’s also interesting to note that it uses the first image even if it’s invalid/brokenSelection FB

Additional images are available for selection by the user at the point of sharing (on desktop only). Images are hard-cropped and sized to fit the sharing dialogue window, based on the size of the window.


Instagram behaves similarly to Facebook, except that it will only show an image preview for ‘small’ images (if the image file size is smaller than 300KB, and the dimensions are ~256×256 – though we’ve seen up to 400×400 work), and only supports JPG and PNG formats.


Twitter uses the last image in an og:image set, unless a twitter:image tag exists. Using the twitter:image tag allows us to control Twitter images independently of all other types, though unfortunately doesn’t allow us to specify multiple values (to accommodate for different tweet contexts/layouts).

National Geographic

To add some complexity, Twitter supports multiple card layouts, which can be defined in a twitter:card tag. The default value is ‘summary’ (1:1 ratio), but it’s also possible to specify ‘summary_large_image’ for a larger, full-width image (2:1) ratio.

Unhelpfully, Twitter’s documentation shows the same layout for both card versions (summary, summary with large image).

Interestingly, Twitter used to support a ‘gallery’ type of card which held multiple images – however, they deprecated this into the ‘summary with large image’ card some time ago.


WhatsApp also uses the last image in the og:image set, which it hard crops to a small square. Note that, this appears to accept enormous images, both in terms of file size and dimensions; this red square is cropped from a 10000×10000, 1.49mb image. Test page Jono


Takes the first og:image, but caches it seemingly permanently (both locally and in the cloud), making it impossible to change/update an image thumbnail for a URL (without, e.g., manipulating the og:url value to include cache-busting elements).


Takes values from Facebook’s cache (typically the first og:image in a set). Cached images can be updated by messaging (as a Telegram user) with up to 10 URLs. Note, caches only be updated if a page’s <html> tag contains a prefix=”og:” attribute.


Pinterest’s documentation mentions that they “support” up to six og:image tags. However, sharing the page only ever utilizes the first* image the in the set.

They also support marking up inline images through markup – however, when an og:image tag is present on the page (which will almost always be the case), it uses this instead.

Article Forbes

There’s also some ambiguity around the difference between how they handle Open Graph data with ‘article pins’ vs ‘rich pins’. The latter is an ‘upgraded’ version which displays more information on the card, but using these requires the site owner to validate their domain.

*There’s an edge-case where, if there are more than six images in the array, the sharing dialogue periodically seems to choose the seventh value (and there’s some other weirdness depending on the total numbers of images in the array).


Google’s Web Fundamentals documentation implies that Google+ may prefer (and will prioritize) schema markup over Open Graph markup. Theoretically, that might allow us to enable allow users to set a specific image for Google+. They also do some of the smartest intelligent cropping and ratio management (or, at least, the documentation on their approach is more complete and transparent than others).

As an interesting aside, Google+ ignores robots.txt directives, and so may unwittingly expose private/hidden assets.

What we’ve considered, and our decisions

That’s a lot of moving parts. We need to compare all of these rules and decide which og:image tags we output for any given post or page, on any given WordPress site running the Yoast SEO plugin. That means optimizing for the most common and general use-cases, without breaking too many edge-cases. It also means providing tools, hooks, and filters in WordPress to allow users with special requirements to alter the behavior to meet their particular needs.

That’s why we’re choosing to optimize the first image in the og:set for large, high-resolution sharing – the kind which Facebook supports and requires, but which cause issues with networks which expect a smaller image (like Instagram, or Telegram) sharing.

Whilst you could argue that Facebook might not necessarily wield the influence and domination that it used to, it’s undoubtedly still a significant platform in terms of audience size, and a place where page/post sharing is prolific – and where the quality/treatment of the image is critical to click through.

Given that both Facebook, and most platforms’ default is the first og:image tag in a set, we must ensure that this image is a large, high-quality image (with a suitable aspect ratio for Facebook). Unfortunately, this approach has some side-effects. There’ll be many cases where the image used is too large for Instagram (and other platforms which expect small thumbnails) to feature in shared post links.

We’re not completely happy with this as a solution, but it’s the best compromise we can come up with. As an aside, we also believe that, in its current state, Open Graph markup is a bit broken. We think that it feels intuitively right that the first and default og:image in a set should be a high quality, high-resolution image – and that it’s the responsibility of the platform to crop this down appropriately, or to use secondary/smaller og:images, or to provide their own markup/solutions.

Ideally, Open Graph tags would inherit some of the kinds of thinking behind CSS media queries, where you can specify the different screen widths at which different sets of logic apply. We’ll be seeking to lobby and work with the various platforms to improve their support and collaboration in the coming months and years.

User context is an important factor

We also think that this compromise makes more sense than optimizing for smaller images, because the context in which smaller thumbnails are used is different.

Example share link

We believe that individuals sharing URLs in one-to-one chat, or in small groups (e.g., in WhatsApp), are less likely to be negatively affected by a missing (or awkwardly sized/cropped) image. They’re usually chatting, engaged, and know the sender.

In the context of a newsfeed, like on Facebook or Twitter, the quality of the image is much more important – you’re scrolling through lots of noise, you’re less engaged, and a better image is an increased chance of a click/share/likeStructured data FB

In the case of Pinterest, and other systems where your interest is the image itself, we believe that most interaction occurs directly on the image, rather than from the page it’s on or a browser bookmarklet. Given this, we’re less concerned about Pinterest using the first og:image tag (which is a large image, optimized for Facebook) as a small, square thumbnail.

There’s an upper size limit, too

The biggest image you can have (both in terms of file size and dimensions) varies by platform, too. Some platforms support huge images (Facebook allows images to be up to 8mb) – but they chop these down into smaller thumbnails depending on the context. Some have relatively small max sizes, like LinkedIn and Telegram’s 2mb limit.

This makes it even more challenging to determine what the ‘best’ image should be, and which images should feature in the og:image set. We want to show a large, high-resolution image, but not too large.

It’s particularly tricky to pick the best size with WordPress, where we’re not always sure what image sizes we’ll be working with. That’s because, when a user uploads an image to WordPress, their site creates multiple versions of that image with different sizes and cropping. Typically, these are the original ‘full’ size, and ‘large’ (1024x1024px), ‘medium_large’ (768px, cropped), ‘medium’ (300x300px) and ‘thumbnail’ (150x150px) versions. But these default sizes are often altered by WordPress theme or plugin code, and by server configuration – and frequently, some might be too large for general use.

Because we need to make sure that the first og:image is suitable as a general default for as many platforms as possible, the Yoast SEO plugin evaluates post content, spots all of the images, and tries to pick the best size for each post. To get this right, we’ve evaluated the maximum file sizes and dimensions of a number of platforms, and we’ve set some automatic restrictions in the plugin.


  • When the ‘full’ size image is over 2mb file size, and/or over 2000 pixels on either axis, we’ll try and fall back to a smaller standard WordPress image size (or to scan the post content for an alternative).
  • If we can’t find a suitable smaller image, we’ll omit the og:image tag, in the hopes that the platform will select an appropriate alternative. Note that this may result in the image not appearing in some sharing contexts.
  • If the ratio exceeds 3:1 we’ll present a warnin (this is the maximum ratio for many networks).

In conclusion…

We don’t want our users to have to micromanage the details of how all of this works. Of course, when you’re producing great content for your audience, you should consider how that content appears on third party and social platforms. But it should be as simple a matter of picking an appropriate image, and letting the system do the rest – from sizing and file management, to ensuring that the best version shows up when it’s shared in other locations. Because every platform follows its own rules, however, we’ve had to make some decisions which won’t please every user and won’t solve for every scenario.

For most normal use-cases, we’d suggest that you manually set og:image values on your posts via the Yoast SEO plugin, and ensure that their dimensions are between 1200x800px and 2000x1600px (and that they’re less than 2mb in size).

If you disagree with the decisions we’ve made, or want to help us improve our solution; we’d love for you to get in touch. WordPress and Yoast SEO are both open source products – you can help by explaining your use-cases, reporting your bugs, and thinking about how a better solution might work.

We’d love to hear your thoughts; the Open Graph is a mess at the moment, and it’s up to all of us to fix it.

Some additional technical details

We’ve taken some liberty in the og:image markup, and we’re aware that we’re adding quite a lot of weight and markup with this approach. Specifically, we’ll output HTML which looks something like this:

<meta property="og:image" content="" />
<meta property="og:image:secure_url" content="" />
<meta property="og:image:height" content="2000" />
<meta property="og:image:width" content="2000" />
<meta property="og:image:alt" content="A description of the image" />
<meta property="og:image:type" content="image/jpg" />
<meta property="og:image" content="" />
<meta property="og:image:secure_url" content="" />
<meta property="og:image:height" content="800" />
<meta property="og:image:width" content="800" />
<meta property="og:image:alt" content="A description of the image" />
<meta property="og:image:type" content="image/jpg" />
<meta property="og:image" content="" />
<meta property="og:image:secure_url" content="" />
<meta property="og:image:height" content="600" />
<meta property="og:image:width" content="400" />
<meta property="og:image:alt" content="A description of the image" />
<meta property="og:image:type" content="image/jpg" />
<meta property="og:image" content="" />
<meta property="og:image:secure_url" content="" />
<meta property="og:image:height" content="256" />
<meta property="og:image:width" content="256" />
<meta property="og:image:alt" content="A description of the image" />
<meta property="og:image:type" content="image/jpg" />

Note the progression ‘down’ from ‘large, high-quality image’, through different media sizes (depending on the site/theme setup), ending at a universal ‘small’ size.

We’ll also output a twitter:image tag, alongside the other twitter:card requirements (unless you’ve chosen to disable it in the Yoast SEO plugin config).

We’ll likely continue to iterate and improve on the approach, but here’s our rationale behind some of our assumptions:

  • The og:image:type may not be strictly necessary in all cases, but there are many websites and server configurations where the images don’t have clean and recognizable ‘.jpg’ (or similar) file extensions. By making sure that we signpost the type of file, rather than making networks work it out, we reduce the risk of errors.
  • Facebook’s documentation around how it uses secure_url tags is unclear, especially for sites which are fully HTTPS. However, in the case of video tags, it mentions explicitly that both tags are required, even if both feature the same HTTPS URL. As such, we’ll retain the secure_url tags even when your site and image are served over HTTPS.
  • It’s generally considered best practice to label images with descriptive alt attributes, in order to support users who rely on screen readers and assistive technologies. We believe that Open Graph image tags shouldn’t be any different. This tag is only output when your images are labeled, so we’d encourage you to write some descriptive text during your image upload workflow.
  • Our 2mb file size limit aligns, incidentally, to the default upload size set in most WordPress implementations which run on ‘off the shelf’ hosting.
  • Our 2000×2000 pixel size flag should be a suitable maximum for almost all websites and screen sizes. Most browsers on desktop monitors have a width of fewer than 2,000 pixels (4k monitors and upwards often use image scaling to prevent everything from looking tiny). It’s also rare for any sharing ‘thumbnail’ activity (e.g., a Facebook message preview box) to take up the full width of the screen.
  • As Google+ isn’t widely used, we’ve chosen not to add additional complexity to the Yoast SEO plugin by offering the ability to specify dedicated, schema-based image markup for Google+ images. In most cases, we believe that the default og:image should be a suitable option for Google+ sharing – though we’re keen to hear from you if you find that this is not the case.
  • Unlike most other networks, WhatsApp supports SVG file formats. That means that, in theory, you could achieve optimal sharing for both WhatsApp and Facebook by setting your first og:image to be an SVG, and setting your second og:image as your full-res, large image. However. many other networks only read the first image, and won’t use the SVG file. SVG formats also come with a myriad of security risks, and so we’re not comfortable recommending their general use in this context.

Some undocumented Facebook ‘features’

If you’re feeling particularly geeky, you might also enjoy the following discoveries!

  • In addition to specifying the URL of an image, you can specify its height and width. This has some benefits, including encouraging Facebook to pre-cache the image on the first time it’s shared. However, when you specify multiple og:image tags, invalid/malformed height/width in any of those tags may cause problems with all of your images. E.g., an invalid og:image:height or og:image:width value on an image which isn’t chosen, prevents pre-rendering.
  • Specifying an image triggers the pre-caching process, regardless of whether it’s correct or not.
  • Facebook has different ‘share layout’ sizes, depending on the image size. Small images don’t scale up to a large preview very well, so they provide a condensed layout. However, the share layout size sometimes defaults to accommodating the smallest image from a set (e.g., if you have 10 huge og:image tags, and 1 small one, you sometimes get the small share layout).
  • Facebook also sometimes falls back to the ‘small’ layout if you have too many broken images in your set (as Facebook’s broken image file is only 540×300).
    Test page Jono
  • Setting incorrect image sizes lets you upscale small images in the Facebook debugger, but it doesn’t look like this is respected in the share dialogue. You cannot ‘downscale’ images so far as I can tell. There’s a “upscale=1” parameter in the version of the image which Facebook creates, which I suspect controls this.
  • Image test page JonoLarge images break! The maximum square image size appears to be in the region of 9200×9200. However, some images with unequal dimensions larger than this, but a lower total area (e.g., 10000×3000) work, as long as a 3:1 ratio or higher.
    This suggests that the boundaries might be based, in part, on a maximum square area of ~95,000,000 pixels.
  • As a minor additional note, when sharing a too-large image directly (i.e., linking directly to the file itself), Facebook just shows a blank image – there’s no fallback file/function used in their ‘safe image’ cleaner in this context.
  • Facebook supports a really interesting feature which lets you build relationships between pages featuring partial/linked Open Graph information. This, theoretically, allows you to ‘inherit’ and/or place centralized og markup elsewhere, reducing page weight. This might be useful for mobile/responsive subdomains, and some internationalization/versioning scenarios, perhaps, if other platforms supported it.
  • Additionally, where cloaking is often a risky tactic in SEO (and frowned upon by Google), Facebook actively suggest (see “You can target one of these user agents to serve the crawler a nonpublic version of your page”) cloaking mechanisms as a method of managing scenarios with paywalls, struggling servers, and other scenarios.
  • Despite claiming otherwise on their documentation, like Google+, Facebook’s crawler appears to ignore or disregard robots.txt directives – it’ll happily fetch Open Graph values from pages which are blocked by robots.txt files.

Some potential “hacks”?

Being stuck having to ‘share’ the first og:image tag between multiple networks is, as we’re discovering, limiting, and not ideal. Sticking to the Open Graph standards, as they’re written, lumps us with all sorts of unfortunate compromises and dead-ends.

So what if we think outside the rules a bit?

If we’re creative, there may be some clever tricks or undocumented approaches which we can use to bypass, confuse, or force certain behaviors from some of the trickier platforms.

Here are a few approaches we’ve considered, but ultimately discarded.

Can we use platform detection to create a dynamic solution?

Imagine for a moment, that every time a page is shared, the platform visits that page, reads the og:image tag(s), and grabs the image.

Theoretically, the Yoast SEO plugin could detect which platform is requesting the page or image, and execute some clever code to serve it the perfect image for its requirements.

That’d enable us to ensure that, regardless of what’s being shared, and where, we could intelligently make sure that the first og:image is the best option for the scenario.

However, the platforms don’t visit every time – they visit once, and save a copy of the tags (and the images) they found for a little while. That length of time, and the scenarios which cause them to revisit and/or update their cached version vary wildly by platform.

Still, theoretically, the Yoast SEO plugin could try and serve the right tags to the platform when they do visit, at the moment when they create their cache. But this approach relies heavily on the platforms identifying themselves when they visit (and on us recognizing their identities), on the website in question having a certain type of server configuration, and on our software doing some tricksy logic around deciding which tag(s) to show.

It might also open things up to forms of abuse by users and platforms who falsify their identities, and it won’t work for any website running any form of advanced caching (where the static pages are served to most visitors).

It all gets pretty complicated, and it’s not a robust enough approach to rely on.

Hidden image techniques

Some platforms, like Pinterest, do more than just grab the og:image tag(s) – they scan the page and look for other images too. That means that we can place sharing-optimized images outside of the Open Graph tags, as part of the page content, and hope that users select these when sharing.

In most scenarios, those images don’t necessarily need to be visible, in order to be discovered. We can place hidden images in the source code of a page.

Unfortunately, this technique doesn’t help in most cases, other than increasing the chance of an image showing up in a selection process. e.g., where Facebook allows you to select a thumbnail from an og:image set, or where Pinterest allows you to choose an image to share from a page when using their browser bookmarklet).

In most scenarios, in-page images are ignored when og:image tags are specified. Hiding images can also cause unexpected side-effects, such as accessibility issues, or slower page loads – especially when sharing the kinds of large images which platforms like Pinterest or Facebook look for in cases like this.

Publish-and-switch techniques

For some platforms, like Facebook, we can ‘push’ a specific image to them, by setting the first og:image and sending a request to their cache-busting URL.

We could adapt the Yoast SEO plugin to set a specific image as the first in the set, then ping the relevant platform’s cache-busting system to update the image. Then we could change the og:image ordering and repeat the process, setting the best image for each platform which allows for remote cache updating

Unfortunately, this only allows us to set the initial image. When their caches expire, we’re back to square one – they’ll use the logic we’ve outlined to pick their preferred images.

To repeat the cache-setting process, we’d need to constantly juggle the order of the tags, in line with the specific cache-expiry times of each platform. This adds a wealth of complexity, and simply isn’t feasible in most site setups (especially those running their own caching solutions), and only a few platforms support this kind of cache-busting.

More importantly, we want to avoid tactical hacks

As we’ve explored, we’re not keen on going to these kinds of lengths to try and fix a problem which could be fixed so much more effectively, and comprehensively, by the platforms themselves, and improvements to the Open Graph protocol.

We’re not adverse to implementing clever, technical solutions to help get the image selection process right, but we’d rather work with the platforms to address the problems at the source, rather than tackling the symptoms across the 8 million+ websites running the Yoast SEO plugin.

We’d love to hear your thoughts on how you think WordPress, Yoast SEO, the Open Graph Protocol and big platforms like Facebook and Twitter might be able to work together better!

Read on: ‘Social media optimization with Yoast SEO’ »

The post Advanced Technical SEO: How social image sharing works and how to optimize your og:image tags appeared first on Yoast.

Google "Similar To" Carousel For Local Search Results

Posted by on May 23, 2018 in SEO Articles | Comments Off on Google "Similar To" Carousel For Local Search Results

Sergey Alakov spotted another Google local feature that might be undergoing testing now, he posted it on Twitter. It is similar to the local hotel refinements carousel we covered the other day…

Daily Search Forum Recap: May 22, 2018

Posted by on May 23, 2018 in SEO Articles | Comments Off on Daily Search Forum Recap: May 22, 2018

Here is a recap of what happened in the search forums today…

Improve Your SEO Performance Using PPC

Posted by on May 23, 2018 in SEO Articles | Comments Off on Improve Your SEO Performance Using PPC

Improve Your SEO Performance Using PPC

In this blog post, I share how to use three easily obtainable PPC reports to help improve your organic search performance. I have included some videos to make understanding the process easier and some tips you do not want to miss. Keep reading to learn how to obtain the information you need.

Insights into a newsroom: learnings for content marketing

Posted by on May 22, 2018 in SEO Articles | Comments Off on Insights into a newsroom: learnings for content marketing

Journalists are renowned for sniffing out a good story; they instinctively know how to get to the crux of a matter, asking the right sort of questions to get to the truth, and can decipher complicated subject matters succinctly for everyone to understand.

Pick up any newspaper or magazine and you’ll find it packed with a wide variety of content with something for everyone; from hard-hitting news investigations to human-interest features, opinion-based columns and picture stories.

Print media may be on the decline, but there is a lot that content marketers can learn from this profession. While content that targets a Google algorithm is a good strategy to have, you should also create content that builds and engages with people.

Back to the start

My career in journalism began in 1989, when I joined the Bucks Herald as an editorial assistant. One of the first lessons I was taught was how to write attention-grabbing content to grab attention from the very beginning.

I had been shadowing a senior reporter and went with her to the local police station to find out what crimes had been committed overnight. We then had to come back to the newsroom to write a series of short, snappy articles – news in brief (NIBs) – to publicize the incidents.

I started my first story: “A house in Wendover was broken into on Wednesday night and £300 worth of jewelry was stolen.” But this was quickly edited to read: “Heartless thieves stole £300 worth of jewelry from a house in Wendover on Wednesday night.”

The senior reporter explained that although my attempt was factually correct, starting with ‘A house’ was not anywhere near as powerful as starting with ‘Heartless thieves’.

This was an invaluable lesson and one that holds true for content marketers: it is vital to hook a reader in from the beginning using emotive language that makes them want to read on.

Keep it succinct

When writing a news article, it’s paramount to summarize the story in the first few paragraphs, giving the reader all the facts quickly. The who, what, where, when and how must be covered in the first two to three paragraphs, while subsequent paragraphs will add more color and detail to the story.

Just look at The Sun newspaper, for example; love it or hate it, they give readers all the information they need/want in around 5 minutes.


The content we consume daily – particularly on social media – is the same; it’s attention-grabbing, quick and easy to understand.

We often enjoy this content on-the-go because we don’t always have time to read swathes of copy, or are more frequently consuming content on mobile devices.

However, sometimes short and sweet just isn’t enough. Once you have a person hooked, you may find they want/need more, which is when in-depth content can be invaluable.

Getting into the detail

In newspapers, feature articles are included in every edition. These tend to spread over two pages, with the words broken up by pictures, fact boxes and graphs.

One of the best ways to keep a reader engaged with a longer piece of content is using quotes. Depending on the subject matter, you can include quotes from thought leaders in a given field or bring a story to life with the power of the human interest angle.

Of course, it depends on the subject matter, but ultimately people love reading about people and will engage with long-form content that educates, informs or entertains. This is important to remember when creating long-form content for marketing; while you may be writing to capture a particular keyword of with SEO in mind, you can still be creative.

Every piece of content should keep ‘the audience’ in mind. Ask yourself:

  • Who are you writing for?
  • What kind of questions do they want answers to?
  • How do you keep them engaged/reading for longer?
  • What will make your content stand out from the crowd/capture those answer boxes/make people remember you/go back to your site?

Google rewards sites with a low bounce rate and it’s clear why: if people are visiting your site for longer, you have given them content that is not only relevant to their search, but also resonates with them in some way. There is nothing worse than clicking on a meta title and description that you think answers your question, only to find the content beneath it is irrelevant.

A picture is worth a thousand words

In 2001, I became editor of the Boston Standard in Lincolnshire. Boston is a busy market town with a small port, and agriculture is one of the main industries. Consequently, it attracts a high volume of workers from outside the UK and as a result, tensions between communities ran high.

In 2004, when England were defeated by France in the European football championship, this tension spilled onto the streets with more than 100 people rioting. We covered this story in detail, interviewing the police, shopkeepers and witnesses, but we wiped out the front page using just one image to capture the carnage and destruction – better than words ever could.

This ethos can also be applied to content marketing efforts; sometimes an image, video or graphic can be a powerful tool to bring a written story to life.

Nowhere is this more evident than on social media, and particularly Facebook, Instagram, Pinterest, YouTube and Snapchat, which rely on images and video to spread a message, including light-hearted memes and funny videos.

What makes a good story?

Understanding what makes a good story is an essential part of being a journalist.

When working as a features editor, the news editor and I would meet every morning with the editor and deputy editor to discuss a list of potential stories we thought were worth pursuing and agree where they would go in the paper.

The basic rule of thumb we followed for coverage and placement was based on how interesting the story was deemed to be, and how many people it affected.

Of course, this can be subjective, so when trying to decide whether a content marketing campaign has the potential to go viral, ask yourself the following questions:

  • What is the hook?
  • Do you have unique data?
  • Is the idea open to ambiguity?
  • Is it credible?
  • Does it provoke an emotional response?
  • Does it tell a story?
  • Why this idea now?
  • Who – and how many people – does it affect?

Appealing to your audience

The types of content we included in every newspaper was varied and would, we hoped, appeal to a variety of people – a process that content marketers could also to adopt. However, in order to do this properly, it is paramount to understand who you are targeting, the sort of content they enjoy and where you can find them online.

It is easy for a newspaper as the journalists know they have to produce content that appeals to everyone in the community they serve, but in content marketing it can be slightly more restrictive.

The brand you’re working for should have plenty of audience data, but there are also a wide variety of tools available online to help you flesh out your personas and give them a personality to target your content with.

Where to find story inspiration

Despite all these tips and tricks, they can only really be put to good use when you have something to write about. An easy way to continually have content to share is to localize a national story, for example.

Content marketers often do the same by blogging or Tweeting about a national story or seasonal event. Often referred to as ‘newsjacking’, this is a powerful tool to promote a brand across the web.

One of the best examples I have seen is by the toilet tissue brand, Charmin, using the Oscars to promote the brand:

But you must act fast for the greatest impact – sending the tweet after the main event would have had little impact for Charmin.

The final word

As you can see, there are plenty of valuable lessons the digital world can learn from print. It really is simple: people want content that resonates with them. Content that educates or entertains them; something they can share with others to make them look good or make them laugh.

Print media may be declining, but the journalistic principles many of us hold dear still ring true. Storytelling is as relevant today as it has ever been; the platforms may have changed, but the delivery remains the same.


Backlink Blindspots: The State of Robots.txt

Posted by on May 22, 2018 in SEO Articles | Comments Off on Backlink Blindspots: The State of Robots.txt

Posted by rjonesx.

Here at Moz we have committed to making Link Explorer as similar to Google as possible, specifically in the way we crawl the web. I have discussed in previous articles some metrics we use to ascertain that performance, but today I wanted to spend a little bit of time talking about the impact of robots.txt and crawling the web.

Most of you are familiar with robots.txt as the method by which webmasters can direct Google and other bots to visit only certain pages on the site. Webmasters can be selective, allowing certain bots to visit some pages while denying other bots access to the same. This presents a problem for companies like Moz, Majestic, and Ahrefs: we try to crawl the web like Google, but certain websites deny access to our bots while allowing that access to Googlebot. So, why exactly does this matter?

Why does it matter?

Graph showing how crawlers hop from one link to another

As we crawl the web, if a bot encounters a robots.txt file, they’re blocked from crawling specific content. We can see the links that point to the site, but we’re blind regarding the content of the site itself. We can’t see the outbound links from that site. This leads to an immediate deficiency in the link graph, at least in terms of being similar to Google (if Googlebot is not similarly blocked).

But that isn’t the only issue. There is a cascading failure caused by bots being blocked by robots.txt in the form of crawl prioritization. As a bot crawls the web, it discovers links and has to prioritize which links to crawl next. Let’s say Google finds 100 links and prioritizes the top 50 to crawl. However, a different bot finds those same 100 links, but is blocked by robots.txt from crawling 10 of the top 50 pages. Instead, they’re forced to crawl around those, making them choose a different 50 pages to crawl. This different set of crawled pages will return, of course, a different set of links. In this next round of crawling, Google will not only have a different set they’re allowed to crawl, the set itself will differ because they crawled different pages in the first place.

Long story short, much like the proverbial butterfly that flaps its wings eventually leading to a hurricane, small changes in robots.txt which prevent some bots and allow others ultimately leads to very different results compared to what Google actually sees.

So, how are we doing?

You know I wasn’t going to leave you hanging. Let’s do some research. Let’s analyze the top 1,000,000 websites on the Internet according to Quantcast and determine which bots are blocked, how frequently, and what impact that might have.


The methodology is fairly straightforward.

  1. Download the Quantcast Top Million
  2. Download the robots.txt if available from all top million sites
  3. Parse the robots.txt to determine whether the home page and other pages are available
  4. Collect link data related to blocked sites
  5. Collect total pages on-site related to blocked sites.
  6. Report the differences among crawlers.

Total sites blocked

The first and easiest metric to report is the number of sites which block individual crawlers (Moz, Majestic, Ahrefs) while allowing Google. Most site that block one of the major SEO crawlers block them all. They simply formulate robots.txt to allow major search engines while blocking other bot traffic. Lower is better.

Bar graph showing number of sites blocking each SEO tool in robots.txt

Of the sites analyzed, 27,123 blocked MJ12Bot (Majestic), 32,982 blocked Ahrefs, and 25,427 blocked Moz. This means that among the major industry crawlers, Moz is the least likely to be turned away from a site that allows Googlebot. But what does this really mean?

Total RLDs blocked

As discussed previously, one big issue with disparate robots.txt entries is that it stops the flow of PageRank. If Google can see a site, they can pass link equity from referring domains through the site’s outbound domains on to other sites. If a site is blocked by robots.txt, it’s as though the outbound lanes of traffic on all the roads going into the site are blocked. By counting all the inbound lanes of traffic, we can get an idea of the total impact on the link graph. Lower is better.

According to our research, Majestic ran into dead ends on 17,787,118 referring domains, Ahrefs on 20,072,690 and Moz on 16,598,365. Once again, Moz’s robots.txt profile was most similar to that of Google’s. But referring domains isn’t the only issue with which we should be concerned.

Total pages blocked

Most pages on the web only have internal links. Google isn’t interested in creating a link graph — they’re interested in creating a search engine. Thus, a bot designed to act like Google needs to be just as concerned about pages that only receive internal links as they are those that receive external links. Another metric we can measure is the total number of pages that are blocked by using Google’s site: query to estimate the number of pages Google has access to that a different crawler does not. So, how do the competing industry crawlers perform? Lower is better.

Once again, Moz shines on this metric. It’s not just that Moz is blocked by fewer sites— Moz is blocked by less important and smaller sites. Majestic misses the opportunity to crawl 675,381,982 pages, Ahrefs misses 732,871,714 and Moz misses 658,015,885. There’s almost an 80 million-page difference between Ahrefs and Moz just in the top million sites on the web.

Unique sites blocked

Most of the robots.txt disallows facing Moz, Majestic, and Ahrefs are simply blanket blocks of all bots that don’t represent major search engines. However, we can isolate the times when specific bots are named deliberately for exclusion while competitors remain. For example, how many times is Moz blocked while Ahrefs and Majestic are allowed? Which bot is singled out the most? Lower is better.

Ahrefs is singled out by 1201 sites, Majestic by 7152 and Moz by 904. It is understandable that Majestic has been singled out, given that they have been operating a very large link index for many years, a decade or more. It took Moz 10 years to accumulate 904 individual robots.txt blocks, and took Ahrefs 7 years to accumulate 1204. But let me give some examples of why this is important.

If you care about links from,, or, you can’t rely solely on Majestic.

If you care about links from,, or, you can’t rely solely on Moz.

If you care about links from,, or, you can’t rely solely on Ahrefs.

And regardless of what you do or which provider you use, you can’t links from,, or


While Moz’s crawler DotBot clearly enjoys the closest robots.txt profile to Google among the three major link indexes, there’s still a lot of work to be done. We work very hard on crawler politeness to ensure that we’re not a burden to webmasters, which allows us to crawl the web in a manner more like Google. We will continue to work more to improve our performance across the web and bring to you the best backlink index possible.

Thanks to Dejan SEO for the beautiful link graph used in the header image and Mapt for the initial image used in the diagrams.

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HTTPS & SSL Does Not Mean You Have a Secure Website

Posted by on May 22, 2018 in SEO Articles | Comments Off on HTTPS & SSL Does Not Mean You Have a Secure Website

HTTPS & SSL Does Not Mean You Have a Secure Website

Having an SSL certificate does not mean you have a secure website, and with the new European GDPR regulations fast approaching a lot of businesses may get caught out because of this misconception. Find out what you need to know and do to secure your website.


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