Google: Pages Are Getting Larger & It Still Matters via @sejournal, @MattGSouthern

In a recent discussion on Twitter, Google's Gary Illyes and Martin Splitt weighed in on the growing concern about the size of web pages and its impact on search engine optimization (SEO). The conversation centered around the increasing page weight, the 15MB crawl limit imposed by Google, and the role of structured data in contributing to bloated web pages. This topic has been a focal point for SEO professionals and web developers alike, as they strive to balance rich content with efficient page loading times.

Gary Illyes, a Google developer advocate, shared that page weights have been on the rise, with some pages now exceeding the 15MB crawl limit. This limit, which was introduced to prevent excessive resource consumption during crawling, has become a significant concern for webmasters. As page sizes grow, the time it takes for Google's bots to crawl and index these pages increases, potentially delaying the visibility of new content in search results.

Martin Splitt, a former Google engineer and now a partner at Stack Overflow, added that the 15MB crawl limit is not a hard cap but rather a guideline. He emphasized that Google's crawling infrastructure is designed to handle pages beyond this limit, but there may be trade-offs in terms of crawl frequency and resource allocation. Splitt also noted that the crawl limit is not the sole determinant of a page's performance in search results, as Google considers a wide range of factors, including content quality, user experience, and backlinks.

The discussion also touched upon the role of structured data in increasing page weights. Structured data, which uses microformats or JSON-LD to provide machine-readable information, has become increasingly popular in recent years. This is partly due to its ability to enhance search results with rich snippets, such as star ratings, prices, and event details. However, the inclusion of structured data can add significant overhead to web pages, contributing to their bloat.

Illyes and Splitt both agreed that while structured data can be beneficial, it should be used judiciously. They recommended that webmasters prioritize the inclusion of structured data for the most relevant and impactful pieces of information. This approach can help mitigate the negative effects of increased page weights while still leveraging the advantages of structured data.

In addition to structured data, other factors contributing to larger page weights include the use of heavy images, embedded multimedia content, and extensive JavaScript and CSS files. To address these issues, Illyes and Splitt advised webmasters to optimize their media files, compress code, and leverage browser caching. These techniques can help reduce page load times and improve the overall user experience, which is a critical factor in SEO.

Furthermore, the duo highlighted the importance of focusing on core content and delivering a positive user experience. They argued that while page weight is a concern, it should not be the sole determinant of SEO efforts. Instead, webmasters should strive to create high-quality, engaging content that resonates with users and encourages them to engage with the site.

In conclusion, the growing concern about page weights and the 15MB crawl limit is a valid issue for webmasters and SEO professionals. By carefully managing structured data, optimizing media and code, and prioritizing user experience, webmasters can mitigate the negative impacts of larger pages while still leveraging the benefits of rich content and structured data. As Google continues to evolve its algorithms, it is crucial for industry professionals to stay informed and adapt their strategies accordingly.