Google Explains The Process Of Indexing The Main Content via @sejournal, @martinibuster

Google’s Gary Illyes discussed the concept of “centerpiece content,” how they go about identifying it, and why soft 404s are the most critical error that gets in the way of indexing content. The context of the discussion was the recent Google Search Central Deep Dive event in Asia, as summarized by Kenichi Suzuki.

Main Body Content

According to Gary Illyes, Google goes to great lengths to identify the main content of a web page. The phrase “main content” will be familiar to those who have read Google’s Search Quality Rater Guidelines. The concept of “main content” is first introduced in Part 1 of the guidelines, in a section that teaches how to identify main content, which is followed by a description of main content quality.

The quality guidelines define main content (aka MC) as:

“Main Content is any part of the page that directly helps the page achieve its purpose. MC can be text, images, videos, page features (e.g., calculators, games), and it can be content created by website users, such as videos, reviews, articles, comments posted by users, etc. Tabs on some pages lead to even more information (e.g., customer reviews) and can sometimes be considered part of the MC.

The MC also includes the title at the top of the page (example). Descriptive MC titles allow users to make informed decisions about what pages to visit. Helpful titles summarize the MC on the page.”

Google’s Illyes referred to main content as the centerpiece content, saying that it is used for “ranking and retrieval.” The content in this section of a web page has greater weight than the content in the footer, header, and navigation areas (including sidebar navigation).

Suzuki summarized what Illyes said:

“Google’s systems heavily prioritize the “main content” (which he also calls the “centerpiece”) of a page for ranking and retrieval. Words and phrases located in this area carry significantly more weight than those in headers, footers, or navigation sidebars. To rank for important terms, you must ensure they are featured prominently within the main body of your page.”

Content Location Analysis To Identify Main Content

This part of Illyes’ presentation is important to get right. Gary Illyes said that Google analyzes the rendered web page to located the content so that it can assign the appropriate amount of weight to the words located in the main content.

This isn’t about the identifying the position of keywords in the page. It’s just about identifying the content within a web page.

Here’s what Suzuki transcribed:

“Google performs positional analysis on the rendered page to understand where content is located. It then uses this data to assign an importance score to the words (tokens) on the page. Moving a term from a low-importance area (like a sidebar) to the main content area will directly increase its weight and potential to rank.”

Insight: Semantic HTML is an excellent way to help Google identify the main content and the less important areas. Semantic HTML makes web pages less ambiguous because it uses HTML elements to identify the different areas of a web page, like the top header section, navigational areas, footers, and even to identify advertising and navigational elements that may be embedded within the main content area. This technical SEO process of making a web page less ambiguous is called disambiguation.

3. Tokenization Is Foundation Of Google’s Index

Because of the prevalence of AI technologies today, many SEOs are aware of the concept of tokenization. Google also uses tokenization to convert words and phrases into a machine-readable format for indexing. What gets stored in Google’s index isn’t the original HTML; it’s the tokenized representation of the content.

4. “Soft 404s Are A Critical Error

This part is important because it frames soft 404s as a critical error. Soft 404s are pages that should return a 404 response but instead return a 200 OK response. This can happen when an SEO or publisher redirects a missing web page to the home page in order to conserve their PageRank. Sometimes a missing web page will redirect to an error page that returns a 200 OK response, which is also incorrect.

Many SEOs mistakenly believe that the 404 response code is an error that needs fixing. A 404 is something that needs fixing only if the URL is broken and is supposed to point to a different URL that is live with actual content.

But in the case of a URL for a web page that is gone and is likely never returning because it has not been replaced by other content, a 404 response is the correct one. If the content has been replaced or superseded by another web page, then it’s proper in that case to redirect the old URL to the URL where the replacement content exists.

The point of all this is that, to Google, a soft 404 is a critical error. That means that SEOs who try to fix a non-error event like a 404 response by redirecting the URL to the home page are actually creating a critical error by doing so.

Suzuki noted what Illyes said:

“A page that returns a 200 OK status code but displays an error message or has very thin/empty main content is considered a “soft 404.” Google actively identifies and de-prioritizes these pages as they waste crawl budget and provide a poor user experience. Illyes shared that for years, Google’s own documentation page about soft 404s was flagged as a soft 404 by its own systems and couldn’t be indexed.”

Takeaways

  • Main Content
    Google gives priority to the main content portion of a given web page. Although Gary Illyes didn’t mention it, it may be helpful to use semantic HTML to clearly outline what parts of the page are the main content and which parts are not.
  • Google Tokenizes Content For Indexing
    Google’s use of tokenization enables semantic understanding of queries and content. The importance for SEO is that Google no longer relies heavily on exact-match keywords, which frees publishers and SEOs to focus on writing about topics (not keywords) from the point of view of how they are helpful to users.
  • Soft 404s Are A Critical Error
    Soft 404s are commonly thought of as something to avoid, but they’re not generally understood as a critical error that can negatively impact the crawl budget. This elevates the importance of avoiding soft 404s.

Featured Image by Shutterstock/Krakenimages.com

Google’s Mueller Advises Testing Ecommerce Sites For Agentic AI via @sejournal, @martinibuster

Google’s John Mueller re-posted the results of an experiment that tested if ecommerce sites were accessible by AI Agents, commenting that it may be useful to check if your ecommerce site works for AI agents that are shopping on behalf of actual customers.

AI Agent Experiment On Ecommerce Sites

Malte Polzin posted commentary on LinkedIn on an experiment he did to test if the top 50 Swiss ecommerce sites were open for business for users who are shopping online with ChatGPT agents.

They reported that most of the ecommerce stores were accessible to ChatGPT’s AI agent but he also found some stores were not for a few reasons.

Reasons Why ChatGPT’s AI Agent Couldn’t Shop

  • CAPTCHA prevented ChatGPT’s AI agent from shopping
  • Blocked by Cloudflare’s Turnstile tool that’s a CAPTCHA alternative.
  • Store blocked access with a maintenance page
  • Bot defense blocked access

Google’s John Mueller Offers Advice

Google’s John Mueller recommended checking if your ecommerce store is open for business to shoppers who use AI agents. It may become more commonplace that users employ agentic search for online shopping.

He wrote:

“Pro tip: check your ecommerce site to see if it works for shoppers using the common agents. (Or, if you’d prefer they go elsewhere because you have too much business, maybe don’t.)

Bot-detection sometimes triggers on users with agents, and it can be annoying for them to get through. (Insert philosophical discussion on whether agents are more like bots or more like users, and whether it makes more sense to differentiate by actions rather than user-agent.)”

Should SEOs Add Agentic AI Testing To Site Audits?

SEOs want to consider adding Agentic AI accessibility to their site audits for ecommerce sites. There may be other use cases where an AI agent may need access to filling out forms, for example on a local services website.

seo enhancements
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seo enhancements
Updated llms.txt: More control for future discovery 

Table of contents

AI tools are changing how people discover your website, and not always in the way you’d want. 

They might surface old blog posts, low-priority pages, or content that no longer reflects your brand. That can confuse users, damage trust, and dilute your expertise. 

That’s where llms.txt comes in. And now, you can personalize it. 

Choose what AI sees 

The llms.txt file points large language models to the content on your site that deserves attention. With the latest update, you’re in control: 

  • Manual mode: Pick the exact posts or pages you want to include. 
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Why this matters 

AI is already influencing how people experience your site and brands through summaries, answers, and search results. 

If it highlights the wrong content, it can: 

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  • Confuse your audience 
  • Undermine your credibility 

This update gives you more control over how your site is understood by large language models now and as AI-driven search continues to evolve. 

Built for the future of SEO 

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Learn how to set up llms.txt in Yoast SEO 

Chinese universities want students to use more AI, not less

Just two years ago, Lorraine He, now a 24-year-old law student,  was told to avoid using AI for her assignments. At the time, to get around a national block on ChatGPT, students had to buy a mirror-site version from a secondhand marketplace. Its use was common, but it was at best tolerated and more often frowned upon. Now, her professors no longer warn students against using AI. Instead, they’re encouraged to use it—as long as they follow best practices.

She is far from alone. Just like those in the West, Chinese universities are going through a quiet revolution. According to a recent survey by the Mycos Institute, a Chinese higher-education research group, the use of generative AI on campus has become nearly universal. The same survey reports that just 1% of university faculty and students in China reported never using AI tools in their studies or work. Nearly 60% said they used them frequently—either multiple times a day or several times a week.

However, there’s a crucial difference. While many educators in the West see AI as a threat they have to manage, more Chinese classrooms are treating it as a skill to be mastered. In fact, as the Chinese-developed model DeepSeek gains in popularity globally, people increasingly see it as a source of national pride. The conversation in Chinese universities has gradually shifted from worrying about the implications for academic integrity to encouraging literacy, productivity, and staying ahead. 

The cultural divide is even more apparent in public sentiment. A report on global AI attitudes from Stanford University’s Institute for Human-Centered Artificial Intelligence (HAI) found that China leads the world in enthusiasm. About 80% of Chinese respondents said they were “excited” about new AI services—compared with just 35% in the US and 38% in the UK.

“This attitude isn’t surprising,” says Fang Kecheng, a professor in communications at the Chinese University of Hong Kong. “There’s a long tradition in China of believing in technology as a driver of national progress, tracing back to the 1980s, when Deng Xiaoping was already saying that science and technology are primary productive forces.”

From taboo to toolkit

Liu Bingyu, one of He’s professors at the China University of Political Science and Law, says AI can act as “instructor, brainstorm partner, secretary, and devil’s advocate.” She added a full session on AI guidelines to her lecture series this year, after the university encouraged “responsible and confident” use of AI. 

Liu recommends that students use generative AI to write literature reviews, draft abstracts, generate charts, and organize thoughts. She’s created slides that lay out detailed examples of good and bad prompts, along with one core principle: AI can’t replace human judgment. “Only high-quality input and smart prompting can lead to good results,” she says.

“The ability to interact with machines is one of the most important skills in today’s world,” Liu told her class. “And instead of having students do it privately, we should talk about it out in the open.”

This reflects a growing trend across the country. MIT Technology Review reviewed the AI strategies of 46 top Chinese universities and found that almost all of them have added interdisciplinary AI general‑education classes, AI related degree programs and AI literacy modules in the past year. Tsinghua, for example, is establishing a new undergraduate general education college to train students in AI plus another traditional discipline, like biology, healthcare, science, or humanities.

Major institutions like Remin, Nanjing, and Fudan Universities have rolled out general-access AI courses and degree programs that are open to all students, not reserved for computer science majors like the traditional machine-learning classes. At Zhejiang University, an introductory AI class will become mandatory for undergraduates starting in 2024. 

Lin Shangxin, principal of Renmin University of China recently told local media that AI was an “unprecedented opportunity” for humanities and social sciences. “Intead of a challenge, I believe AI would empower humanities studies,” Lin said told The Paper.

The collective action echoes a central government push. In April 2025, the Ministry of Education released new national guidelines calling for sweeping “AI+ education” reforms, aimed at cultivating critical thinking, digital fluency, and real‐world skills at all education levels. Earlier this year, the Beijing municipal government mandated AI education across all schools in the city—from universities to K–12.

Fang believes that more formal AI literacy education will help bridge an emerging divide between students. “There’s a big gap in digital literacy,” he says. “Some students are fluent in AI tools. Others are lost.”

Building the AI university

In the absence of Western tools like ChatGPT and Claude, many Chinese universities have begun deploying local versions of DeepSeek on campus servers to support students. Many top universities have deployed their own locally hosted versions of Deepseek. These campus-specific AI systems–often referred to as the “full-blood version” of Deepseek—offer longer context windows, unlimited dialogue rounds and broader functionality than public-facing free versions. 

This mirrors a broader trend in the West, where companies like OpenAI and Anthropic are rolling out campus-wide education tiers—OpenAI recently offered free ChatGPT Plus to all U.S. and Canadian college students, while Anthropic launched Claude for Education with partners like Northeastern and LSE. But in China, the initiative is typically university-led rather than driven by the companies themselves.

The goal, according to Zhejiang University, is to offer students full access to AI tools so they can stay up to date with the fast-changing technology. Students can use their ID to access the models for free. 

Yanyan Li and Meifang Zhuo, two researchers at Warwick University who have studied students’ use of AI at universities in the UK, believe that AI literacy education has become crucial to students’ success. 

With their colleague Gunisha Aggarwal, they conducted focus groups including college students from different backgrounds and levels to find out how AI is used in academic studies. They found that students’ knowledge of how to use AI comes mainly from personal exploration. “While most students understand that AI output is not always trustworthy, we observed a lot of anxiety on how to use it right,” says Li.

“The goal shouldn’t be preventing students from using AI but guiding them to harness it for effective learning and higher-order thinking,” says Zhuo. 

That lesson has come slowly. A student at Central China Normal University in Wuhan told MIT Technology Review that just a year ago, most of his classmates paid for mirror websites of ChatGPT, using VPNs or semi-legal online marketplaces to access Western models. “Now, everyone just uses DeepSeek and Doubao,” he said. “It’s cheaper, it works in Chinese, and no one’s worried about getting flagged anymore.”

Still, even with increased institutional support, many students feel anxious about whether they’re using AI correctly—or ethically. The use of AI detection tools has created an informal gray economy, where students pay hundreds of yuan to freelancers promising to “AI-detection-proof” their writing, according to a Rest of World report. Three students told MIT Technology Review that this environment has created confusion, stress, and increased anxiety. Across the board, they said they appreciate it when their professor offers clear policies and practical advice, not just warnings.

He, the law student in Beijing, recently joined a career development group to learn more AI skills to prepare for the job market. To many like her, understanding how to use AI better is not just a studying hack but a necessary skill in China’s fragile job market. Eighty percent of job openings available to fresh graduates listed AI-related skills as a plus in 2025, according to a report by the Chinese media outlet YiCai. In a slowed-down economy and a competitive job market, many students see AI as a lifeline. 

 “We need to rethink what is considered ‘original work’ in the age of AI” says Zhuo, “and universities are a crucial site of that conversation”.

The Download: how China’s universities approach AI, and the pitfalls of welfare algorithms

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

Chinese universities want students to use more AI, not less

Just two years ago, students in China were told to avoid using AI for their assignments. At the time, to get around a national block on ChatGPT, students had to buy a mirror-site version from a secondhand marketplace. Its use was common, but it was at best tolerated and more often frowned upon. Now, professors no longer warn students against using AI. Instead, they’re encouraged to use it—as long as they follow best practices.

Just like those in the West, Chinese universities are going through a quiet revolution. The use of generative AI on campus has become nearly universal. However, there’s a crucial difference. While many educators in the West see AI as a threat they have to manage, more Chinese classrooms are treating it as a skill to be mastered. Read the full story.

—Caiwei Chen

If you’re interested in reading more about how AI is affecting education, check out:

+ Here’s how ed-tech companies are pitching AI to teachers.

+ AI giants like OpenAI and Anthropic say their technologies can help students learn—not just cheat. But real-world use suggests otherwise. Read the full story.

+ The narrative around cheating students doesn’t tell the whole story. Meet the teachers who think generative AI could actually make learning better. Read the full story.

+ This AI system makes human tutors better at teaching children math. Called Tutor CoPilot, it demonstrates how AI could enhance, rather than replace, educators’ work. Read the full story.

Why it’s so hard to make welfare AI fair

There are plenty of stories about AI that’s caused harm when deployed in sensitive situations, and in many of those cases, the systems were developed without much concern to what it meant to be fair or how to implement fairness.

But the city of Amsterdam did spend a lot of time and money to try to create ethical AI—in fact, it followed every recommendation in the responsible AI playbook. But when it deployed it in the real world, it still couldn’t remove biases. So why did Amsterdam fail? And more importantly: Can this ever be done right?

Join our editor Amanda Silverman, investigative reporter Eileen Guo and Gabriel Geiger, an investigative reporter from Lighthouse Reports, for a subscriber-only Roundtables conversation at 1pm ET on Wednesday July 30 to explore if algorithms can ever be fair. Register here!

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 The US has frozen tech export restrictions to China 
Donald Trump is attempting to thrash out a favorable deal with Beijing. (FT $)

2 Microsoft’s early cybersecurity alert system may have tipped off hackers
It’s investigating whether the program inadvertently leaked flaws in its SharePoint service. (Bloomberg $)
+ But how did the hackers know how to exploit them? (The Register)

3 This may be the last time humans beat AI at math
The world’s brightest teenagers are still outwitting AI models—but for how long? (WSJ $)
+ What’s next for AI and math. (MIT Technology Review)

4 Google is putting a vibe coding app through its paces
Opal is the company’s answer to the likes of Cursor and Lovable. (TechCrunch)
+ What is vibe coding, exactly? (MIT Technology Review)

5 What the future of satellite-on-satellite warfare may look like
America is preparing for combat in low-Earth orbit. (Economist $)

6 San Francisco is becoming a proper tech hub once again
The city is finally revitalizing post-pandemic. (WP $)

7 A women’s dating safety app database has been exposed
And the womens’ data shared to 4Chan. (404 Media)
+ More than 72,000 images were stolen in the breach. (Reuters)
+ Interest in the app has skyrocketed in the past week. (NYT $)

8 Optimists are using AI to manifest their dream lives
For when your Pinterest vision board is no longer cutting it. (NYT $)

9 A new kind of aerogel could help make saltwater drinkable
And, unlike previous aerogels, it works on a scale large enough to matter. (Ars Technica)

10 How AI is changing video games
Experts are bracing themselves for a complete industry takeover. (NYT $)
+ How generative AI could reinvent what it means to play. (MIT Technology Review)

Quote of the day

“Let’s face it, you can’t have the Chinese have an app on 100 million American phones, that is just not okay.”

—Howard Lutnick, the US secretary of commerce, explains why he thinks TikTok must be sold to an American owner, Reuters reports.

One more thing

Is the digital dollar dead?

In 2020, digital currencies were one of the hottest topics in town. China was well on its way to launching its own central bank digital currency, or CBDC, and many other countries launched CBDC research projects, including the US.

How things change. Years later, the digital dollar—even though it doesn’t exist—has become political red meat, as some politicians label it a dystopian tool for surveillance. And late last year, the Boston Fed quietly stopped working on its CBDC project. So is the dream of the digital dollar dead? Read the full story.

—Mike Orcutt

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet ’em at me.)

+ How Canada is working with First Nations to connect ecological hotspots.
+ Meet the dedicated followers of fashion running some of the most popular celebrity style Instagram accounts.
+ The most worthless kitchen tools and gadgets, according to pro chefs.
+ This clever interactive map pinpoints the locations of films, TV shows, books and games.

Google’s Index Now Powers ChatGPT

Unlike top search engines, ChatGPT does not maintain an index of global websites. It has relied instead on Bing’s index and search for training and sources. However, recent third-party tests suggest ChatGPT has switched to Google for that purpose.

An ex-Googler and web developer in India, Abhishek Iyer, summarized his test on X. He invented a meaningless word with a definition, placed them on a page that was neither linked internally nor externally, and submitted the page to Google through Search Console.

He then prompted ChatGPT to define the term. The response was “verbatim” from his web page. He searched for the same word on Bing, DuckDuckGo, and Yandex. None returned results.

Another test, by Aleyda Solís, a search engine consultant, produced similar results. But it also revealed that ChatGPT utilized Google’s search snippet to fetch information.

In a response to a Solís prompt, ChatGPT stated it used “a cached snippet via web search” to fetch the information, indicating that ChatGPT may have direct access to Google’s cache.

In short, ChatGPT appears to utilize Google’s index to find information and sources.

What does it mean for visibility in ChatGPT?

ChatGPT has apparently switched from using Bing’s search index to Google’s.

Google’s Index

Both tests reveal ChatGPT’s reliance on Google’s index, like Google’s own Gemini and AI Mode. Hence being indexed by Google is a key step for visibility in generative AI platforms.

Yet Google is now aggressively removing pages from its index. It’s essential to monitor the indexation status of your important pages. “Crawled but not indexed” statuses in Search Console are more frequent. There’s little chance unindexed pages will surface in genAI responses.

If you are experiencing indexing glitches:

  • Know when to ignore them. All sites have unindexed pages. There’s often no problem to solve. It could be near-duplicate pages, old or outdated pages, or pages generated by internal search or filtering. Unless it’s an important product or landing page, “crawled but not indexed” is likely temporary.
  • Improve internal linking. A site’s navigation structure is the first step to better indexation. AI-powered tools can help, but overall, tactics such as “Related products,” “Related categories or subcategories,” and product-bundling pages elevate deeper pages.
  • Produce unique content. Repeated content can prevent a page from being indexed. It often occurs on sites with extensive products and manufacturer-provided descriptions. Third-party tools can create unique descriptions. Merchants can also follow Amazon’s example and include unique summaries and takeaways on product pages for additional informative content.

Beyond Indexing

Indexation by Google is fundamental, but a strategy for visibility in AI answers is much more. I’ve seen no evidence that organic rankings impact answers in ChatGPT or Gemini. Higher organic rankings do not improve visibility.

GenAI algorithms rely on different signals than search engines, preferring pages that answer questions clearly and succinctly.

Thus ensure your pages:

  • Provide straightforward answers to frequent questions,
  • Have content easily crawled and accessed with JavaScript disabled — AI crawlers cannot render JavaScript.
Which Marketing Jobs Are Most Affected by AI? via @sejournal, @MattGSouthern

New research from Microsoft reveals that marketing and sales professionals are among the most affected by generative AI, based on an analysis of 200,000 real workplace conversations with Bing Copilot.

The research examined nine months of anonymized data from January to September 2024, offering a large-scale look at how professionals use AI in their daily tasks.

AI’s Role In Marketing & Sales Work

Microsoft calculated an “AI applicability score” to measure how often AI is used to complete or assist with job-related tasks and how effectively it performs those tasks.

Sales representatives received one of the highest scores (0.46), followed closely by customer service representatives (0.44), writers and authors (0.45), and other marketing roles like:

  • Technical Writers (0.38)
  • Public Relations Specialists (0.36)
  • Advertising Sales Agents (0.36)
  • Market Research Analysts (0.35)

Overall, “Sales and Related” occupations ranked highest in AI impact across all major job categories, followed by computing and administrative roles.

As Microsoft researchers note:

“The current capabilities of generative AI align most strongly with knowledge work and communication occupations.”

Tasks Where AI Performs Well

The study found AI is particularly effective at:

  • Gathering information
  • Writing and editing content
  • Communicating information to others
  • Supporting ongoing learning in a specific field

These tasks often show high success and satisfaction rates among users.

However, the study also uncovered that in 40% of conversations, the AI performed tasks different from what the user initially requested. For example, when someone asks for help with research, the AI might instead explain research methods rather than deliver information.

This reflects AI’s role as more of a helper than a replacement. As the researchers put it:

“The AI often acts in a service role to the human as a coach, advisor, or teacher.”

Areas Where Human Strength Excels

Some marketing tasks still show resistance to AI. These include:

  • Visual design and creative work
  • Strategic data analysis
  • Roles that require physical presence or in-person interaction, such as event marketing or client-based sales

These activities consistently scored lower for AI satisfaction and task completion.

Education, Wages & Job Security

The study found a weak correlation between AI impact and wages. The correlation coefficient was 0.07, indicating that AI is reshaping tasks across income levels, not just automating low-paying jobs.

For roles requiring a Bachelor’s degree, the average AI applicability score was slightly higher (0.27), compared to 0.19 for jobs with lower education requirements. This suggests knowledge work may see more AI involvement, but not necessarily replacement.

The researchers caution against assuming automation leads to job loss:

“This would be a mistake, as our data do not include the downstream business impacts of new technology, which are very hard to predict and often counterintuitive.”

What You Can Do

The data supports a clear takeaway: AI is here to stay, but it’s not taking over every aspect of marketing work.

Digital anthropologist Giles Crouch, quoted in coverage of the study, said:

“The conversation has gone from this fear of massive job loss to: How can we get real benefit from these tools? How will it make our work better?”

There are a few ways marketing professionals can adapt, such as:

  • Sharpening skills in areas where AI falls short, such as visual creativity and strategic interpretation
  • Using AI as a productivity booster for content creation and information gathering
  • Positioning themselves as AI collaborators rather than competitors

Looking Ahead

AI is reshaping marketing by changing how work gets done, not by eliminating roles.

As with past technological changes, those who adapt and integrate these tools into their workflow may find themselves better positioned for long-term success.

The full report includes a detailed breakdown of occupations and task types across the U.S. workforce.


Featured Image: Roman Samborskyi/Shutterstock

Google Warns: CSS Background Images Aren’t Indexed via @sejournal, @MattGSouthern

In a recent Search Off the Record podcast, Google’s Search Relations team cautioned developers against using CSS for all website images.

While CSS background images can enhance visual design, they’re invisible to Google Image Search. This could lead to missed opportunities in image indexing and search visibility.

Here’s what Google’s Search Advocates advise.

The CSS Image Problem

During the episode, John Mueller shared a recurring issue:

“I had someone ping me I think last week or a week before on social media: “It looks like my developer has decided to use CSS for all of the images because they believe it’s better.” Does this work?”

According to the Google team, this approach stems from a misunderstanding of how search engines interpret images.

When visuals are added via CSS background properties instead of standard HTML image tags, they may not appear in the page’s DOM, and therefore can’t be indexed.

As Martin Splitt explained:

“If you have a content image, if the image is part of the content… you want an img, an image tag or a picture tag that actually has the actual image as part of the DOM because you want us to see like ah so this page has this image that is not just decoration. It is part of the content and then image search can pick it up.”

Content vs. Decoration

The difference between a content image and a decorative image is whether it adds meaning or is purely cosmetic.

Decorative images, such as patterned backgrounds, atmospheric effects, or animations, can be safely implemented using CSS.

When the image conveys meaning or is referenced in the content, CSS is a poor fit.

Splitt offered the following example:

“If I have a blog post about this specific landscape and I want to like tell people like look at this amazing panoramic view of the landscape here and then it’s a background image… the problem is the content specifically references this image, but it doesn’t have the image as part of the content.”

In such cases, placing the image in HTML using the img or picture tag ensures it’s understood as part of the page’s content and eligible for indexing in Google Image Search.

What Makes CSS Images Invisible?

Splitt explained why this happens:

“For a user looking at the browser, what are you talking about, Martin? The image is right there. But if you look at the DOM, it absolutely isn’t there. It is just a CSS thing that has been loaded to style the page.”

Because Google parses the DOM to determine content structure, images styled purely through CSS are often overlooked, especially if they aren’t included as actual HTML elements.

This distinction reflects a broader web development principle.

Splitt adds:

“There is ideally a separation between the way the site looks and what the content is.”

What About Stock Photos?

The team addressed the use of stock photos, which are sometimes added for visual appeal rather than original content.

Splitt says:

“The meaning is still like this image is not mine. It’s a stock image that we bought or licensed but it is still part of the content,” the team noted.

While these images may not rank highly due to duplication, implementing them in HTML still helps ensure proper indexing and improves accessibility.

Why This Matters

The team highlighted several examples where improper implementation could reduce visibility:

  • Real estate listings: Home photos used as background images won’t show up in relevant image search queries.
  • News articles: Charts or infographics added via CSS can’t be indexed, weakening discoverability.
  • E-commerce sites: Product images embedded in background styles may not appear in shopping-related searches.

What To Do Next

Google’s comments indicate that you should follow these best practices:

  • Use HTML (img or picture) tags for any image that conveys content or is referenced on the page.
  • Reserve CSS backgrounds for decorative visuals that don’t carry meaning.
  • If users might expect to find an image via search, it should be in the HTML.
  • Proper implementation helps not only with SEO, but also with accessibility tools and screen readers.

Looking Ahead

Publishers should be mindful of how images are implemented.

While CSS is a powerful tool for design, using it to deliver content-related images may conflict with best practices for indexing, accessibility, and long-term SEO strategy.

Listen to the full podcast episode below:


Featured Image: Roman Samborskyi/Shutterstock