In a recent discussion, Google’s Gary Illyes clarified why the tech giant doesn’t incorporate external signals, like social media shares, into its ranking algorithms. He emphasized that Google prefers to rely on signals it can directly control to maintain the integrity and reliability of its search results.
Google’s Stance on External Signals
During a Q&A session, Illyes addressed a query about the role of social media interactions in SEO rankings. He explained that using external signals is problematic because they are susceptible to manipulation. For instance, if someone inflates social media metrics, Google has no way of verifying the authenticity of these actions. Illyes stated:
“We need to be able to control our own signals. And if we are looking at external signals… that’s not in our control.”Search Engine Journal
This approach ensures that Google’s ranking system remains robust and less prone to manipulation.Wikipedia
The Challenge with Easily Manipulable Signals
Illyes further elaborated that signals under the control of SEOs, such as structured data or authorship markup, are less reliable. He noted that these elements can be exploited, leading to potential misuse. Therefore, Google exercises caution when considering such signals for ranking purposes.
A Shift Towards User-Centric Metrics
The overarching message from Illyes is clear: Google aims to prioritize signals that reflect genuine user experience and content quality. By focusing on controllable and authentic signals, Google strives to deliver search results that are both relevant and trustworthy.
For SEO professionals and website owners, this underscores the importance of focusing on creating high-quality, user-centric content and experiences. Relying on easily manipulated external signals may not only be ineffective but could also divert attention from more impactful SEO strategies.
Note: This article is a reimagined summary of insights shared by Gary Illyes in a recent discussion on Google’s approach to ranking signals.