But this excerpt from Google’s post on page experience is something you should also meditate deeply upon. Content is important, and your site itself must have a long track record of quality and making searchers happy. Page experience is another ranking signal, according to a November 2020 post on the Google Search Central blog. Finally, penalties tend to only apply to sites who have tried to manipulate search rankings using deceptive tactics. If your content goes against the grain of the rest of the site’s content, Google’s algorithm may not rank it, because it doesn’t historically fit that category. What topic does your website revolve around? Does your site give satisfying content and a positive page experience for users? Worth noting that the “filter” doesn’t necessarily mean your content is “bad” or low-quality. Google absolutely categorizes websites when it has enough information. Focus on long-term initiatives, not only short-term quick wins. Google wants to reward the websites that do the difficult things, not the easy things. The risk is small that the big-brand, historically-quality website will deliver a search result that does not satisfy users.īuilding a good history for your website is a long project. Big brand websites with a long history of quality content, good page experience, and all the signals that this is a large organization, Google is going to trust that 100 times out of 100 before it ranks a brand new website above it. Page experience is a predictor of overall site quality, more on that in a minute.ĭespite what you’ve heard, the playing field is not meant to be even. They want to rank websites that they already trust, that have a proven track record of quality. This is exactly the “big brand” effect that Google has aimed towards since at least 2008. When a site has a track record of satisfying users with their content (however you believe Google measures that), content that they publish tends to rank higher than their competitors automatically. What Victor is speaking about here is Google trusting a site to publish good content. This creates a lot of nuance about the context of a website. When real signals are missing, Google uses the history of that website to fill in as proxy data. Even normal, non-penalized websites have a data history that Google takes into account. If you buy a penalized domain, it is essentially useless, no matter how good the new content published on that domain. Victor says here Google cannot always rank webpages without evaluating the overall history and context of the website. The now-deleted John Mueller tweet from the Search Engine Journal article. Victor is making the point, the reputation of the website affects the ranking of a page, even though Google representative John Mueller said that “Google ranks webpages, not websites.” I needed to give you the overall context of this tweet, and how it fits into the concept of how Google ranks search results. The page has no controversial content, but the overall website is known for adult content. The link in question was an analysis on how Coronavirus affected traffic of the site mentioned. Victor’s thread is referencing a John Mueller statement and Search Engine Journal article centered around “Google ranks webpages, not websites” and his thread shows there is more nuance to ranking.ĭomain authority, as measured by SEO tools, is a simplistic way to measure the utility of a website. What Did Victor Pan Say About Websites vs Webpages? To sum up, Google uses predictive models to tell whether a particular new web page should rank high based on factors like the history of the site, and the overall perception of the site, not just domain authority or the backlink profile. The website as a whole has an influence on individual pages, and their ability to rank. Google makes a note of that topical knowledge, and measures the history of whether a website has a history of content that satisfies users. Creating content around a specific topic tells Google that a website belongs in a specific category. Site content, page experience, and the history of user signals work together to create a cohesive story about a website. Google seems to favor sites that put in the effort over a long period of time, with proven signals that users are happy with the site content.Ĭore Web Vitals are also a predictor of whether a site will be high-quality, in the absence of user signals related to a website’s content, according to Pan. Conversely, websites with a long history of satisfying users, and producing good high-quality content are more likely to have future content ranking well. In his thread, Victor Pan noted that websites with a history of selling links or with old manual penalties would be less trustworthy to the Google ranking algorithm, no matter how good their content might be. Nuance in Google Predicting Page Quality of New Content
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