Google’s Search Relations team recently shed light on the reasons behind their often vague SEO advice, which is frequently accompanied by qualifiers such as “it depends.” This ambiguity stems from the diverse needs of different types of companies in the SEO landscape.
During a candid discussion on the Search Off the Record podcast, team members Martin Splitt and Gary Illyes highlighted the challenges they face in offering straightforward answers. They acknowledged that their advice can be misinterpreted when taken out of context, emphasizing the importance of considering the broader picture.
Splitt, serving as Google’s liaison between developers and SEO professionals, shared an example where a seemingly clear-cut statement about JavaScript performance was misconstrued due to overlooking contextual nuances. Despite providing additional context during his presentation, the isolated statement was often extracted and circulated independently, leading to potential misinterpretations.
One of the team’s practices is withholding presentation slides, recognizing that information without context can be misleading. Illyes emphasized the risk of generalized advice being applied universally, which may not suit the diverse needs of various websites, such as local businesses versus global enterprises with multilingual sites.
Addressing the frustration within the SEO community over the “it depends” responses, both Splitt and Illyes explained the rationale behind their nuanced answers. They pointed out that SEO requirements vary significantly based on factors like content regulation, target audience, and market scope.
While striving to provide comprehensive guidance by considering multiple variables, the team expressed concerns about selective quoting and cherry-picking of statements, which can distort the intended message. They emphasized the importance of understanding the underlying reasons behind Google’s advice rather than seeking oversimplified solutions.
By sharing their internal struggles openly, the Google team highlighted the complexities inherent in offering SEO recommendations that cater to a wide range of scenarios. This transparency underscores the need for practitioners to delve deeper into the contextual factors influencing Google’s suggestions, rather than expecting universal directives.
Ultimately, grasping the rationale behind Google’s guidance enables SEO professionals to navigate the evolving digital landscape more effectively, emphasizing the importance of a nuanced approach tailored to specific needs and circumstances.
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