Google's John Mueller recently clarified that two things often linked with website quality are not ranking factors. This raises questions about what truly matters for SEO.
Valid HTML and typos are low bars for ranking factors
Mueller's LinkedIn post addressed a common misconception. That valid HTML code (code that follows web standards) guarantees better ranking. Mueller pointed out that even basic spam websites can generate valid HTML. So valid HTML is a weak indicator of quality.
The other area is typos. Whilst having a site with good spelling and grammar is more professional, Google doesn't penalise a few typos.
Focus on genuine quality, not easy tricks
Mueller's message highlights the importance of focusing on genuine website quality. He uses the example of "authorship" (identifying a post's author). Some SEOs believed that an author profile could improve ranking. However, Google clarified it wasn't a ranking factor. Many people had wasted time creating fake author profiles.
Non-ranking factors still matter
Valid HTML and quality content do impact user experience and help to build trust. Websites should strive to provide a positive experience. Regardless of their ranking impact. Ultimately, Google seeks to identify trustworthy and helpful websites. This means trust-building practices are important.
The indirect effect of poor grammar
Visitors are sensitive to grammatical errors. Mistakes can erode your credibility. This can drive away potential customers. If a website has errors, visitors may leave quickly and not return.
Search engines also consider how long visitors stay on a website. Good content can lead to longer visit durations. This positively impacts your SEO.
Quality content is an investment. Learn effective editing techniques and use grammar and spell-check tools. These simple steps can prevent embarrassing mistakes. In turn, this improves your website's performance.
Understanding Google's Search Quality Rater Guidelines (SQRG)
As Google develops, boosting your SEO becomes more complex. This is where understanding Google’s guidelines come in. As a writer, it can seem overwhelming. However, once you get how your writing can affect your ranking, you can start optimising your content.
What are SQRG?
SQRG are Search Quality Rater Guidelines used by human raters to assess website quality. Whilst these guidelines don't directly determine rankings, they influence how Google's algorithms are built.
What do raters look for?
Raters consider two main aspects:
- Whether the users needs are met
- Page Quality (expertise, authority, trustworthiness - E-A-T).
How to implement in your content
- Get the user’s needs met. Does the page satisfy the user's search intent? Answering this is about knowing your audience and what they need from your site.
- Optimise page quality. Content quality and structure are both factors here.
What is E-A-T?
E-A-T stands for Expertise - Authority - Trustworthiness.
E-A-T is important to SEO. Google wants to see these qualities in content. Content that can directly impact users lives is held to a higher standard. Topics such as:
- Health
- Finance
- Legal Advice
- News
- Government information
- Retail
E-A-T and rankings
E-A-T doesn't directly affect rankings. However, content that demonstrates expertise, authority and trustworthiness is more likely to be considered high-quality by Google.
Google's algorithms prioritise high-quality, helpful content. The September Helpful Content Update emphasises this. Focus on creating content that is genuinely helpful to users and builds trust.
As Roger Montti wisely noted,
"If something is good for users and helps to build trust, then it's likely a good idea to keep doing it."
This advice is essential for publishers aiming to succeed in Google Search.
How readability builds your users’ trust
Readability plays a role in building trust in your brand. This is perhaps best exemplified by readability in the financial sector. According to an Edelman report:
People with high brand trust (75%) will only buy products from that brand, even when the product isn’t the cheapest. They would also immediately look into buying new products from that brand. People with high levels of trust in a brand (60%) feel more comfortable sharing personal information.
Part of readability is good spelling and grammar which is key in earning trust. Good readability is also about engagement and accessibility.
Google recognises the connection between readability and user behaviour. Content that is hard to understand can result in low engagement.
If you improve readability, you enhance user experience. This encourages visitors to stay on your site. This in turn gives you an opportunity to engage more deeply with them and build trust.
