Intro
Google’s Gary Illyes recently provided insights into why certain signals controlled by SEOs and site owners, such as authorship, are not considered trustworthy by Google. His comments shed light on what digital marketers should focus on for effective optimization.
Key Points:
1. Authorship Signals:
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Illyes clarified that Google has no plans to reintroduce authorship signals similar to those used between 2011 and 2013.
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Authorship signals, often emphasized by SEOs, are not seen as reliable indicators by Google due to their susceptibility to manipulation.
2. Untrustworthy SEO-Controlled Markup:
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Markup that SEOs and site owners can control, such as rel-canonical and meta descriptions, is not considered reliable because it can be easily manipulated for spam.
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These elements are treated as hints rather than directives by Google.
3. Algorithmically Determined Authorship:
- Illyes expressed skepticism about the value of algorithmically determined authorship signals, suggesting they might not significantly enhance the accuracy or trustworthiness of ranking signals.
Detailed Insights:
Authorship Signals Not Reviving:
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When asked if Google would bring back authorship signals, Illyes responded negatively, citing the potential for spam and manipulation.
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He emphasized that markup accessible to SEOs and site owners tends to become spammy and unreliable.
SEO-Controlled Data as Hints:
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Elements like rel-canonical and meta descriptions are treated as strong suggestions rather than strict rules.
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The reason is that such elements, while useful, can be misused by site owners attempting to manipulate rankings.
Algorithmic Authorship’s Limited Value:
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Even algorithmically determined authorship signals are seen as having limited value.
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This viewpoint challenges the belief among some SEOs that enhancing authorship data could significantly impact rankings.
Practical Implications for SEOs:
1. Focus Beyond Manipulative Markup:
- SEOs should recognize that Google is wary of signals that can be easily manipulated and should instead focus on creating genuinely valuable content.
2. Prioritize User-Centric Elements:
- Elements that are harder to manipulate and directly contribute to user experience, such as high-quality content and genuine user engagement, are more likely to be valued by Google’s algorithms.
3. Authorship Is Not a Direct Signal:
- Efforts to improve authorship data should not be overestimated in terms of their impact on rankings. Google does not place significant trust in these signals due to their potential for manipulation.
4. Strong Hints vs. Directives:
- While rel-canonical is a strong suggestion, it is still not an absolute directive. SEOs should ensure its correct use but understand that Google may still make its own determinations.
Conclusion
Gary Illyes’ comments highlight the need for SEOs to focus on authentic, high-quality content and user experience rather than attempting to manipulate authorship or other metadata signals. Understanding Google’s cautious approach to SEO-controlled markup can help digital marketers develop more effective and trustworthy optimization strategies.
