Intro
Google’s John Mueller recently addressed a question about why content from anonymous Reddit users can outrank expert advice from credible websites. His response sheds light on the complexities of Google's ranking system and why Reddit content can sometimes prevail in search results.
Key Insights:
1. The Question:
- An SEO professional on LinkedIn asked why anonymous Reddit content can outrank articles from credible websites like PCMag. The concern was that anonymous user-generated content (UGC) should not rank higher than expert content, especially given the potential for misinformation.
2. John Mueller's Response:
- Mueller emphasized that Google’s goal is to provide search results that are relevant and useful to users, and this involves multiple dimensions beyond just the credibility of the author.
Detailed Explanation:
Relevance and Usefulness vs. Credibility:
- Mueller explained that credibility is just one aspect of what makes a website valuable. Google's algorithms are designed to consider many factors to determine what is most relevant and useful for users.
Hands-On Experience:
- UGC on platforms like Reddit can provide valuable firsthand experience, especially for product reviews. A Redditor sharing their personal experience with a product might be seen as highly relevant and useful, even if the content is anonymous.
Multidimensional Approach to SEO:
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Google’s ranking system considers a variety of factors, not just the expertise or credibility of the author. This multidimensional approach includes:
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User intent and needs.
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Relevance of the content.
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Practical usefulness based on hands-on experience.
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Broader context and user engagement.
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Authorship and SEO:
- SEOs have long debated the importance of authorship signals. While authorship can contribute to perceived credibility, it is not a primary ranking factor. Google's algorithms focus more on the content's relevance and usefulness rather than just the author’s credentials.
Practical Implications for SEOs:
1. Focus Beyond Authorship:
- While having a credible author can add value, it should not be the sole focus. Content must be relevant, engaging, and useful to the target audience.
2. Embrace Multidimensional SEO:
- Consider multiple factors when optimizing for search, including user experience, content quality, and practical value. Avoid narrowing the focus to just a few dimensions like authorship or keyword density.
3. Understand User Intent:
- Tailor content to meet the specific needs and intents of users. Hands-on reviews and personal experiences can be highly valuable and should be included alongside expert analysis.
4. Adapt to Google's Core Topicality Systems:
- Recognize that Google’s ranking involves understanding the broader context of queries and content. This includes cultural and language nuances, trends, and user behavior patterns.
Conclusion
John Mueller’s response highlights the complexity of Google’s ranking algorithms and the importance of considering multiple dimensions when optimizing for search. While credibility and authorship are important, they are part of a larger ecosystem of factors that determine relevance and usefulness. SEOs should focus on creating content that meets user needs comprehensively, incorporating both expert insights and practical, firsthand experiences.
For further discussion, you can read the original conversation on LinkedIn: Can I conclude that a blog without any ‘about’ page or ‘author profile’ can also perform as well?
