All About Fraggles (Fragment + Handle)


What do you mean by “fraggles” in SEO and what do they have to do with entities, mobile-first indexing such as The Knowledge Graph, and your daily job? In this sneak peek in her 2019 MozCon presentation, Cindy Krum explains all you need to know about fraggles in this episode of Whiteboard Friday.

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Video Transcription
Hi, Moz fans. I’m Cindy Krum, and I’m the Chief Executive Officer for MobileMoxie which is based within Denver, Colorado. We provide mobile SEO as well as ASO consulting. I’m currently in Seattle to speak at MozCon and also taking the Whiteboard Friday for you today and we’re discussing fraggles.

The fraggles have names I’m taking to Jim Henson, who created “Fraggle Rock.” However, it’s a mixture of words. It’s a mix made up of fragment and handle. I refer to fraggles in an innovative method or novel element or thing to which Google has begun indexing.

Fraggles and indexing on mobile devices
Let’s begin with the notion of mobile-first indexing because you need to be aware of that before you proceed to comprehend the complexities. Therefore, I think mobile-first indexing means something higher than Google claims. Google states that mobile-first indexing is just an alteration to the crawler.

There was an old desktop crawler that was mostly used for indexing and crawling as well as indexing, and they now have mobile crawlers that do the heavy lifting in searching and crawling. While I agree with that however, I think there’s a lot more happening in the background that they’re not discussing as we’ve seen quite numerous evidences of this. Therefore, I believe that mobile-first indexing is also focused on indexing, hence the name.

Knowledge Graphs and entities
I believe that Google has organized their indexes around entities or around particular entities that are part of the Knowledge Graph. So , this is my rough sketch of a reduced Knowledge Graph. However, the Knowledge Graph is all about the person, location, object or concept.

It is a way to organize the relationships between orns are an entity. Knowledge Graph has nodes for every principal people, places concept, thing or entities in the world. It also indexes or it categorizes the relationships between this idea or with this idea. What’s important Google is that Google is that the concepts are concepts, these relationships remain valid in all languages and that’s the way entities function, since entities are created prior to the keywords.

It can be a difficult notion for search engine optimization experts to grasp their heads around since we’re used to working with keywords. However, if you consider an entity as something that can be described using a keyword and may be agnostic to the language and that’s the way Google considers entities since entities in the Knowledge Graph are not written up in their own right or unique identifier isn’t a word, but a number and numbers are non-specific.

However, if we look at the concept of mother mother, we can see that mother is an entity that exists in all languages, however there are different terms that describe this. However, regardless of the language you’re in mother is connected to her father, has a relationship to daughter, and to the grandfather in the same way regardless of speaking different languages. Therefore, if Google is able to make use of what they refer to as”the “topic layer”and entities to filter into information and better understand the world around them, then they can apply this technique to languages in which they are strong and say “We know that this is true absolutely 100% all of the time.”

Then , they can apply their understanding to other languages that aren’t as good at indexing or comprehending, because they’re not as powerful or the algorithm doesn’t have the capacity to comprehend things such as the complexities of language, such as German where they create really long words or any other language that have a lot of short words which can be used to mean different things or alter words.

Languages work in different ways. However, if they are able to use their translation API as well as their natural language APIs to create an Knowledge Graph in places where they’re well-versed, they could make use of machine learning to construct it and perform a better job responding to questions regions or languages that they’re not able to. If you can understand this, it’s simple to think of the mobile first indexing process as an enormous Knowledge Graph build-out.

This has been observed in a statistical way. There are many more Knowledge Graph results and more things that appear to be connected with Knowledge Graph results, like people also ask, and also look for, and related searches. These are all descriptions of various elements or nodes of the Knowledge Graph. When you come across those items when you search for them I would like you to consider, “hey that’s my Knowledge Graph showing me how the topic is linked to other subjects.

When Google began to launch mobile-first indexing I believe that the reason why it took about two year since they had to reindex the whole web and arranging all of it in what they called the Knowledge Graph. If you consider the AMA which John Mueller did right about the time the Knowledge Graph was launching, John Mueller answered lots of questions related to JavaScript and the hreflang.

When you consider this into the context of it becomes more logical. The person wants to understand the entity or he is aware that understanding of the entity is crucial, therefore the hreflang is vital. This is enough. Let’s discuss fraggles.

Fraggles = fragments + handle
Fraggles, as I’ve said, are fragment with an handle. It’s crucial to understand that fraggles can be described as — let me discuss here –fraggles and fragments, there are a lot of items that contain fragments. You can think of native applications websites, databases podcasts, videos, and other websites. These can all be broken down.

Although they don’t have URLs but they may be valuable information, since Google states that its primary goal is to help organize the information of the world, not to manage the world’s websites. I believe that in the past, Google has kind of been trapped into this indexing and crawling of websites. It’s been a problem for it. It would like to display other content however it isn’t able to accomplish that since all required URLs.

However, with fragments, they don’t need to have an URL. Keep these points in mind -databases, apps and the liketake a examine this.


This is a standard page. If you consider pages, Google has been made, through the infrastructure they have built, show pages and rank them. Pages can be difficult to rank when there are too many subjects on them.

For example, what I’ve shown you on this page is a page that is about vegetables. It could be the most comprehensive page on vegetables, and may provide the most accurate information about celery, lettuce, and radishes. But since it’s got the above topics, and maybe even additional topics the topics blend together and this page might not rank as well since it’s not focusing on only one thing at a given time.

Google will rank the most valuable things. However, historically, they’ve forced us to place the top things on one site at a time , and then break them down. The result has been the “content is king, I need more content, build more pages” attitude in SEO. Everyone can be building ever more pages for each search term they want to rank for or for every keyword category they want to rank for however only one will be ranked the top spot.

Google continues to search through all those pages it instructed us to make in the first place, which makes this character I’m thinking, Marjory the Trash Heap which, if you’re familiar with from the Fraggles, Marjory the Trash Heap was the all-knowing oracle. When we’re all making sort of low-to moderate-quality content in order to have an entirely separate page for each area, then it creates a problem for Google and, of course, creates a lot of problems for us.

Why are we taking on all this effort? The reason is that Google cannot index pages that are too long, and if the page is too long or has too numerous topics, Google gets confused. We’ve enabled Google to perform this. Let’s say, however, that you agree with me on this since this is just a hypothesis that I am unable to prove. However, if Google wasn’t required to search for a complete page, or was not bound by the idea that it could only index a portion of a webpage, it would be much easier for Google to comprehend the connections of various topics on one page, and also to arrange the pieces of the page into various parts in the Knowledge Graph.

This page on vegetables can be indexed and categorized in the node for vegetables of the Knowledge Graph. However, this doesn’t mean the lettuce portion of the site can’t be separately indexed in the lettuce section in the Knowledge Graph and so on in the order celery to celery and on and off radish. This is new, and difficult to consider when you’ve been working on SEO for quite a while.

Let’s consider the reasons the reason Google should do this. Google has been working towards the various kinds of experiences for search which include voice search We can use an Google Home Hub kind of environment with a display, or mobile search. If you look at the things Google is conducting, we’ve noticed an increase in the number of people who asking questions, and an increase in highlighted snippets.

They’ve actually been making fragments for quite a while or indexing fragments to display them as prominent fragments. The difference between this and fragments is that, when you click on fragments, when it appears within a results page Google scrolls down to that part of the page in a sequence. This is the handle part.

These are handles you might have encountered before. They’re sort of like old-fashioned web-building. They’re referred to as bookmarks anchor links, anchor links, jump links, or something similar to this. It’s the moment when it is automatically scrolling to the right side that is on the site. What we’ve observed using fraggles is Google is lifting pieces of text. Once you click them the text is going directly to that particular portion of text on the page.

This is already being observed in some of the results. What’s fascinating is that Google overlays the link. It’s not necessary to create the jump link there. Google discovers it and places it in for you. Therefore, Google already has this capability particularly through AMP featured short snippets. If you’re using an AMP featured snippet, or it’s a featured snippet which is taken out of the AMP page, once you click on it Google will actually be scrolling through and highlighting the featured text so that you can see it’s context in the web page.

It’s also occurring in other complex situations, particularly with forums and chat rooms where people can choose the most appropriate solution. The main difference between a “fraggle” or something like the jump hyperlink is the fact that Google overlays the scrolling part. The distinction between a fraggle and a site link is that website links are linked to other pages. With fragments link to different parts of the same page.

We want to stay clear of creating poor-quality or low-quality pages that could end up on Marjory The Trash Heap. It is important to think in terms of whether Google locate and recognize the correct section of the page on particular subject matter and are the topics closely related to each other enough to be recognized when indexing them to the Knowledge Graph.

Knowledge Graph spread across different areas
Therefore, I believe that we’re witnessing the development of the Knowledge Graph in a lot of different areas. I’m of the opinion that featured snippets are basically concepts or facts that seek an outlet or validation in the Knowledge Graph. The questions that people ask appear to be related nodes. People also search forthe similar things. Similar searches, similar things. Highlighted snippets, but they’re in two occasions, featuring short snippets. The site and another method that Google is placing expanders according to the topic, and then providing the highlighted snippets that you can click to.

This is why we’re seeing all these issues, as well as some SEOs angry because Google has lifted many pages of content and placing it in search results and you’re not getting clicks. We are aware that 61% mobile search results do not get clicks now, and this is because users are finding the information they need directly in search results.

This isn’t easy for SEOs, but it’s great for Google since it indicates that Google has precisely what users want. Therefore, they’ll likely continue to provide this. I’m convinced SEOs will alter their mind and are likely to want to be present in the content that is windowed as well as in the lifted content since when Google begins doing this sort of thing for native applications, databases, as well as other sites, content podcasts, etc. that, they’ll be new competitions that you didn’t have to contend with prior to it being just websites that were ranking, but these will be more engaging types and types of material that Google will show or lifting in SERPs even if they don’t require URLs, since Google is able to just open the content and show it.

It’s better to be shown a lift than not show even once. That’s all for me and the featured excerpts. I’d be happy to answer your questions via the comments and thank you for reading. I hope that you will like the idea of the fraggles.


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