TRUSTING GOOGLE’S ADVICE
TRUSTING GOOGLE’S ADVICE | Below are excerpts from a revealing article written by Nate Dame on Search Engine Land.
Nate states; Google often provides useful information to the SEO community, but columnist Nate Dame argues that ultimately, the company’s advice is in their best interest, not yours — so make sure you understand the nuances.
GOOGLE’S WORD IS NOT GOSPEL
In 2011, Google released an authorship feature in search. Moreover, important authors with multiple high-quality, published pieces would become their own positive ranking factor for content attributed to them. Furthermore, this was an exciting change for both SEOs and writers. Above all, Google expressed a long-term commitment to the feature on multiple occasions.
Next in mid-2014, authorship was discontinued. Google cited low adoption rates and low value to searchers as its reasons for discontinuing the feature. Moreover, it is a notable example of the problem with following Google’s advice to the letter, and it is only one of the dozens of discontinued Google services.
In mid-2020, Google announced that *AMP would no longer be a requirement to appear in the Top Stories section beginning sometime in 2021. AMP is Google’s Accelerated Mobile Pages (AMP) framework.
GOOGLE’S DATA IS INCOMPLETE
In otherwords, Google cannot analyze how users interact with your website on BING and mobile applications. Therefore, if you’re hiring an SEO company, be sure to ask what tools they use. Analytics and Search Console should be on the list, but they should pair them with third-party tools as well.
GOOGLE IS A FOR-PROFIT COMPANY, NOT A PUBLIC SERVICE
An FTC report, “Beyond the FTC Memorandum: Comparing Google’s Internal Discussions with Its Public Claims,” compared Google’s internal policies and practices to their public statements about those policies and practices and found several inconsistencies. Furthermore, the FTC found evidence to question whether Google’s search results:
1. Benefit users or Google.
2. De-prioritize bad sites or Google competitors.
3. Use unbiased algorithms or human decisions.
The best thing to look for when hiring an SEO is someone who understands modern SEO strategies and teaches you how to utilize the power of search engines to grow your own audience. This is advice Google will never provide.
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