Google Lists These as Poor Signals
Understanding Google’s Stance on Authorship Signals: What You Need to Know
In a recent interview at a search conference, Google’s Gary Illyes shed light on why Google remains sceptical of signals that site owners and SEOs can directly control. This insight is crucial for digital marketers aiming to refine their SEO strategies and improve website optimization.
The Decline of Authorship Signals
Historically, Google allowed site owners to use authorship mark-up to provide information about who authored a page. However, this approach was eventually discarded. Some SEOs interpreted Google’s encouragement to review the Search Quality Raters Guidelines as a signal to focus heavily on authorship as a ranking factor. This misunderstanding led to the belief that authorship signals were pivotal for SEO success.
Illyes addressed this misconception directly. When asked about the potential reintroduction of authorship signals, he made it clear that Google had no plans to revisit this approach. He pointed out that past experiences had shown that SEO-controlled data, such as authorship mark-up, often became spam and unreliable. This is why, according to Illyes, elements like rel-canonical and Meta descriptions are treated as hints rather than directives.
The Issue with SEO-Controlled Mark-up
Gary Illyes stressed that SEO-controlled mark-up, including authorship data, is generally not a trusted signal for Google. This scepticism stems from the tendency of such data to be manipulated. SEOs sometimes use these elements to craft misleading profiles or enhance content artificially, which undermines their reliability.
Illyes explained that Google’s approach to mark-up like rel-canonical—while a strong suggestion—is still not a strict rule. This reflects a broader principle: while Google values certain hints, it does not rely on them as definitive signals for ranking. Instead, Google places more trust in data that is less susceptible to manipulation and that aligns with its broader quality guidelines.
Algorithmically Determined Authorship
Interestingly, Illyes also discussed algorithmically determined authorship signals. Despite the potential for higher accuracy, he remains unconvinced of their value. This reinforces the idea that Google does not prioritize authorship as a critical ranking factor. SEOs who have invested significant time in optimizing authorship data may need to reassess their strategies in light of this feedback.
Practical Takeaways for Digital Marketers
For digital marketers, the key takeaway is to focus on more reliable and impactful SEO strategies. Rather than fixating on authorship or other SEO-controlled data, concentrate on creating high-quality content, improving user experience, and adhering to Google’s quality guidelines. Authenticity and substance in content creation will yield better results than attempts to game the system with unreliable signals.
Gary Illyes’ insights offer valuable guidance for refining your SEO efforts. By understanding what Google values and avoiding overemphasis on controllable signals, you can better align your strategies with what truly drives search engine success.
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