Weekly SEO news: 13 July 2021
Welcome to the latest issue of our newsletter. Here are the latest website promotion and Internet marketing tips for you.

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Andre Voget, Johannes Selbach, Axandra CEO

1. Official: how Google ranks search results and prevents spam

In a podcast that is also available on YouTube, Google's John Mueller, Gary Illyes, Martin Splitt and Duy Nguyen spoke about how Google ranks search results and prevent spam.

Official: How Google ranks web pages

How does Google rank web pages?

Google starts with a shortlist that contains around thousand results. For that list, Google uses pages that have relevant and topical content for the query. Google then applies many ranking signals to the shorter list. Each document in the list gets scores and numbers. The search results page is the result of that calculation.

Gary Illyes also said that the HTTPS ranking signal would never rearrange the search results. It is only makes a difference if two pages have the same score in the other factors.

How does Google prevent spam?

Google uses machine learning models to deal with obvious spam. That allows the Google search quality team to focus on more important work such as hacked spam, scams and other things the machine learning model cannot detect.

As Google's machine learning models have a lot of years of data, Google is very confident that it works well.

How can you optimize your web pages for Google?

If you want to get ranked on Google, your web pages must contain the elements that Google wants. The Top 10 Optimizer in SEOprofiler helps you to ensure that your web pages contain all necessary elements.

The website audit tool in SEOprofiler helps you to ensure that your web pages do not contain errors that have a negative impact on your rankings.

Improve your rankings now

It's possible to improve your rankings on Google if you do the right things. Optimize your website now with the SEO tools in SEOprofiler and get more website visitors:

Optimize your website now

2. Internet marketing news of the week

John MuellerGoogle: you don't have to win all ranking signals

"You would still get the HTTPS ranking boost even if you have poor core web vitals or other page experience update signals [...] Each signal within the page experience update is kind of its own and you can benefit on each one individually - you don't have to win on all of them."

Google changed how it handles soft 404s detection - mobile vs desktop

"Google has changed how it handles soft 404 detection saying it looks at desktop vs mobile differently but in Search Console only reports what it shows in mobile and not on desktop. So if Google sees your mobile site showing a soft 404 for a specific page, it will label it as such but the desktop site might still show up in the search results for that page."

Editor's note: Check the HTTP status codes of your web pages (404 and more) with the website audit tool in SEOprofiler.

John Mueller
Google your website should have a clear structure

"I think something got lost. It's fine to link to the homepage from all other pages (that's almost expected). I would just make sure not to link to all pages from all pages (unless it's a really small website). Make a clear site structure and show it with internal links."

Editor's note: You can check the link structure of your website with the website audit tool.

Google herds FLoC back to the lab for undisclosed post-third-party-cookie ad tech modifications

"Privacy advocates would prefer if the online ad giant provided more insight into the test results, since Google's ongoing ad infrastructure rewrite affects every internet business and internet user, not to mention the digital ad industry generating $350bn annually."

+++ SEARCH +++ ENGINE +++ NEWS +++ TICKER +++

  • Google test: removing full URLs and breadcrumbs.
  • Google: Demand for privacy is not going to go away.
  • Today's my last day at Google. My "shields down" moment was the firing of @timnitGebru, then @mmitchell_ai, and all the constant gaslighting since then.
  • Google angers employees with 'hypocritical' remote work policies.
  • Google: Highlight your customer support methods in Google Search.
  • Bing Ads: Let your brand shine with Multimedia Ads.
  • Post book reviews on Google.

3. Previous articles