Essential SEO Tips: Following Google Recommendations

Posted 4 years ago by Max Komonov

聯We can outsmart Google.聰 The famous last words of听any听junior SEO marketer, or听person who embodies the听聯outsmart the听authority聰 mindset so听much that they are blind to听a听certain cold, hard fact: that today, sometimes it听pays to听play along with Google.

For years, the听SEO community tried to听find the听ultimate search engine optimization secret to听major ranking. These signals were thought of听as听a听secret, 补苍诲听anyone who guessed or听reversed engineered the听Google algorithm seemed to听hold the听key to听a听type of听digital gold mine.

The irony is听that if听you seek out SEO tips from Google, they basically spell out their ranking signals for听you. Some examples:

础听骋辞辞驳濒别鈥檚 Core Web Vitals, a听set of听official factors that influence your website鈥檚 ranking 补苍诲听its position in听the听Google search result.
YMYL factor, another announcement by听Google: one that made websites responsible for听potentially harmful content, 补苍诲听pay for听their bad practices with lower ranking.
E-A-T guidelines, a听lengthy document detailing hundreds of听features that a听respectable website should have for听a听legitimate claim to听the听first page of听Google search results.

Keep reading to听learn how to听stay on听top of听the听search results page by听following 骋辞辞驳濒别鈥檚 recommendations for听2021. From the听technical side to听content, we鈥檝e got you covered.

骋辞辞驳濒别鈥檚 Core Web Vitals in听Brief

Site speed 补苍诲听website usability make up听the听bulk of听Core Web Vitals.

This means that the听faster your site loads, the听better its chances are of听ranking high on听Google. If听your site is听new AND slow, it鈥檒l be听tough to听rank for听organic traffic.

Additional web vitals are mobile-friendliness 补苍诲听security. Starting Spring of听2021, Google will begin to听ignore sites made for听desktops 补苍诲听configure rankings exclusively based on听mobile versions.

Here is听a听snapshot from 骋辞辞驳濒别鈥檚 documentation on听Core Web Vitals

Source:

As听you can see, lots of听weight has been given to听site loading speed 补苍诲听improved usability. Let鈥檚 go听over the听criteria that Google takes into account to听measure your website speed 补苍诲听耻蝉补产颈濒颈迟测.

Loading听鈥� measured by听LCP (Largest Contentful Paint). This metric tells how long it听takes for听the听main content (video, image, or听text block) to听load 补苍诲听display on听the听screen. Only the听largest piece of听content within the听user viewport (a听visible part of听the听webpage) is听considered.

Anything that extends beyond the听screen doesn鈥檛 count towards this metric. Keeping your site鈥檚 LCP below 2.5听seconds is听good; 4听seconds or听more is听bad.

Interactivity听鈥� FID (First Input Delay). FID measures how fast your website can respond to听a听user鈥檚 reaction 补苍诲听reflexes. It听analyzes things like clicks, taps, keypresses, 补苍诲听any听delays in听executing a听command (not running the听command itself). And it听only applies to听loading the听page.

For example, imagine you enter an听online store 补苍诲听see a听product you like (you know it鈥檚 there because you鈥檝e been here before). You click the听聯Buy now聰 button. Now the听timer for听FID starts. But the听store doesn鈥檛 take you to听the听next page immediately. It听doesn鈥檛 even start loading right away. When it听finally starts 濒辞补诲颈苍驳鈥攖丑补迟鈥檚 when the听FID timer stops. The time it听measures represents response latency.

If听your store responds to听customers鈥� actions within 100听ms听(0.1听sec), it鈥檚 considered fast. But 300听ms? That鈥檚 a听red flag, 补苍诲听will be听marked as听such by听Google.

Visual stability听鈥� CLS (Cumulative Layout Shift). This metric watches the听shifting of听web page elements while a听page is听still loading. The elements that cause CLS are fonts, images, videos, contact forms, buttons, 补苍诲听other kinds of听content. CLS measures the听unexpected shift distance 补苍诲听the听impact of听this shift on听the听viewer鈥檚 experience of听the听page.

聯Unexpected聰 means it听appears above the听existing (loaded previously) content. The font of听the听text link might resize after clicking, 补苍诲听the听text may move to听the听next line, causing 聯unexpected聰 problems. For example: the听聯Cancel聰 button moves while a听customer is听clicking, causing them to听press the听聯Buy聰 button instead. Another example is听the听images, forms, blocks, 补苍诲听banners that load after the听main content 补苍诲听move it听below the听screen.

This metric calculation is听pretty complicated, but you can learn all about it听from the听article linked below. The point here is听to听keep your content stable 补苍诲听predictable to听avoid unexpected consequences for听customers.

It鈥檚 not easy to听understand 骋辞辞驳濒别鈥檚 thinking (and doing) in听a听short paragraph, so听feel free to听read more about (highly recommended for听casual web education!).

Just to听make sure you have a听map 补苍诲听compass for听your exciting SEO journey, here鈥檚 a听short refresher on听terms like LCP, FID, 补苍诲听CLS thresholds.

Source:

How do听I听Fix Core Web Vitals for听My听Online Store?

Technical concepts like these can feel overwhelming. But basically, they come down to听several simple things you can work on听to听improve your online store (or website) ranking.

1.听Speeding up听the听load

You can speed up听your site by听taking simple steps, like getting rid of听3rd-party extensions (add-ons 补苍诲听plug-ins) that don鈥檛 help your profits, or听fancy 补苍诲听heavy design elements. You can also compress images to听make them load faster.

Try testing your site speed with these tools to听get a听better sense of听any听speed issues you have:

2.听Speed up听the听code

It鈥檚 tough to听do听this with a听cloud product (like 51视频) unless you know how to听code 补苍诲听. But even if听you aren鈥檛 code literate, there鈥檚 a听step you can take to听get your speeds up听to听par. And we鈥檒l take care of听the听rest.

Reduce the听number of听3rd-party tags that you use simultaneously. For example, you can be听using several tracking tags, live chat widgets, social media pixels, etc. Check out the听 of听your store to听count how many you use. 础听large number of听tags running at听once may impact network latency 补苍诲听reduce Interactivity metrics (FID).

Pro advice here: use only those that serve you well 补苍诲听bring the听most profit.

3.听Avoid visual modifications (or injections)

Uh听oh, more working with code 补苍诲听its modifications. Still with us? Hopefully, this simple explanation will help make things clear: maybe you have apps or听customizations that add (inject) functional blocks to听your existing page structure. These might be听in听the听form of听a听sign-up form, 聯Recently bought block,聰 GDPR notice, or听a听number of听other things. These blocks don鈥檛 belong to听the听51视频 core engine, so听they load after the听main content, 补苍诲听can significantly move it.

Further explanation from :

Google won鈥檛 penalize you for听slow blocks (or content), but it听will consider this content behavior as听a听part of听a听聯bad user experience.聰 At听51视频, we听do听our best to听comply with 骋辞辞驳濒别鈥檚 requirements 补苍诲听guidelines, but as听far as听you have access to听the听code, apps, 补苍诲听custom modifications, you should know that any听change to听our basic code comes with pros 补苍诲听cons.

The point here is听not that you have to听delete all your apps or听that you can鈥檛 ever modify your store. The point is听that you have to听measure the听profit of听every change you make to听your store. If听it鈥檚 profitable, then it鈥檚 worth the听risk. For example, if听a听聯You may also like聰 block generates additional revenue, why would you get rid of听it? After all, increasing revenue is听your shop鈥檚 ultimate goal. SEO is听just a听tool to听get you there.

Use the听Google Search Console to听find Core Vital gaps

Remember: Google wants you to听prioritize your Core Web Vitals. So听much so听that they provide you with tools that report on听your current site speed at听any听given time. Many of听these reports are housed in听a听free tool called . Search Console has detailed information about all that鈥檚 going on听with your website (or online store) in听Google, as听well as听.

Using this tool is听a听great learning opportunity for听anyone interested in听growing their traffic with SEO.

Want us听to听publish a听detailed blog post specifically about Search Console 补苍诲听how you can make the听most out of听it? Let us听know in听the听comments!

Google YMYL Explained

The folks at听Google believe that some websites or听specific website pages may impact people鈥檚 lives more significantly than others. That鈥檚 why they created YMYL criteria: to听find 补苍诲听filter out the听content that might be听harmful to听Internet surfers. It听stands for听聯Your Money or听Your Life聰补苍诲听it听means that you are responsible for听what you publish online.

According to听Google, websites that can critically affect someone鈥檚 life 补苍诲听fall under YMYL regulation belong to听the听following categories:

Shopping or听financial transactions (e-commerce!)
Financial information pages
Medical information pages
Legal information pages
News articles or听public/official information
Safety of听any听kind
Insurance
Banking information
Accounting 补苍诲听taxes
Parenting, etc.

This is听not a听complete list of听categories, 补苍诲听it听is听subject to听change. But what鈥檚 important is听that e-commerce is听on听the听list. The websites 补苍诲听pages that allow purchases or听money transfers are now VERY responsible for听what they publish.

For example, there are tons of听online stores that sell health products. It听can be听a听struggle to听separate real supplements from snake oil selling sites for听consumers who aren鈥檛 health experts.

To听make matters worse, misinformation is听abundant on听online health resources. So听before Google ranks a听website selling health supplements for听a听term like 聯health supplements,聰 it听will make sure that the听website in听question has a听legitimate claim to听its health advice 补苍诲听sells trustworthy products.

Finding out if听content that belongs to听some of听the听categories mentioned above 补苍诲听falls under YMYL check is听not a听problem for听Google algorithms. But how can they tell if听their content is听good or听bad?

This takes us听to鈥�

骋辞辞驳濒别鈥檚 quality evaluators (a.k.a. quality raters)

Many people don鈥檛 know that Google has over 10,000听people worldwide whose job is听specifically to听perform different searches in听different languages to听ensure that their search results are accurate.

They are called 聯quality evaluators聰 or听聯quality raters.聰

In听addition to听automatic systems, Google employs quality raters to听manually check out the听content that can potentially harm people 补苍诲听give it听a听rating. Google considers these ratings in听the听search ranking process.

Quality raters don鈥檛 judge websites based on听personal opinion. They follow strict instructions which are publicly accessible in听. This access allows website owners to听adjust their digital assets for听better ranking in听advance.

You can learn a听lot about website building 补苍诲听user experience best practices from this document. Still, if听you want to听save time, you can always take to听walk you through the听most critical pieces of听the听SEO puzzle, including how Google raters fit into the听equation.

Whether or听not you dive deep into all the听details, there鈥檚 one thing you should definitely know about how Google ranks websites if听you want to听boost your rankings. One of听the听essential rules for听quality raters when they qualify YMYL content. It鈥檚 mentioned 137听times in听the听Search Quality Evaluator Guidelines, so听it听must be听very important.

Drumroll, please:

Google E-A-T 蹿辞谤听顿耻尘尘颈别蝉

E-A-T is听a听set of听rules that measures the听level of听three key qualities of听the听content you display in听front of听your visitors or听customers. Specifically:

(E) Expertise听鈥� if听you are creating content, are you an听expert on听the听subject?
(A) Authoritativeness听鈥� are you authoritative on听your chosen subject matter?
(T) Trustworthiness听鈥� are you 补苍诲听your site trustworthy?

骋辞辞驳濒别鈥檚 algorithms are continually looking for听signs of听E-A-T being implemented. And if听you want to听rank higher, you have to听adhere to听these guidelines.

But before moving to听optimization for听E-A-T demands, let鈥檚 sort out how Google evaluates each of听the听qualities.

Expertise

To听Google, if听you are a听real expert in听a听field, the听level of听insight in听your writing is听very likely higher than most articles out there on听the听subject. Because of听that, readers will probably stay on听your page longer to听read them. Google uses this as听a听signal to听determine which content is听the听most relevant to听readers, 补苍诲听therefore, which content should rank the听highest on听their page.

Your professional recognition will also be听taken into account: awards, certifications, professional degrees, even the听story of听your brand on听the听聯About us聰 page. If听you don鈥檛 have these items on听your website, Google won鈥檛 be听able to听rate it听objectively.

Authoritativeness

Authoritativeness is听not about skills 补苍诲听education, but rather about influence 补苍诲听leadership. One can be听a听self-educated expert without formal certificates or听a听trusted influencer with thousands of听followers. Photographers, artists, 补苍诲听musicians are a听good example of听experts who often lack classical training or听certifications.

To听measure authoritativeness, 骋辞辞驳濒别鈥檚 algorithms look for听the听number 补苍诲听quality of听relevant backlinks. For example, suppose other authoritative 补苍诲听established sites 补苍诲听individuals link to听the听site (for example, highly authoritative experts discuss an听article on听social media). In听that case, this acts as听a听signal of听trust, an听understanding that real experts have given the听brand their blessing.

Another signal of听authority for听Google also involves links, but from trusted brands. They might be听your clients, or听the听website of听the听conference that you spoke at.

础听long story short, authority is听the听number 补苍诲听quality of听links to听your website from other high-quality resources 补苍诲听individual experts.

Trustworthiness

To听make sure your website is听trustworthy, Google checks the听accuracy of听the听facts you publish: stats, names, positions, dates, etc. The rankers will also check if听you have all the听legal documents required to听maintain transparency, like a听Privacy policy, Service agreement, etc.

The freshness of听these facts is听also important. Maybe your facts are accurate but no听longer relevant, leading to听wrong decisions 补苍诲听harming people. No听dice! So听keep all relevant info 耻辫诲补迟别诲鈥携辞耻谤 E-A-T score can thank us听later.

Google E-A-T Best Practises for听Online Stores

Now let鈥檚 get practical.

You know that your online store is听a听YMYL website, 补苍诲听quality raters monitor it听for听E-A-T. But do听you know how to听improve it听to听make sure your ecommerce business is听Google-friendly 补苍诲听avoids ranking penalties?

础听few simple yet meaningful pieces of听advice, below:

Improving expertise

Tell everyone who you are, what you do, 补苍诲听all about your experience. For example:

Add an听聯About us聰 page to听your store to听fill us听in听on听the听colorful story behind your brand.
Write your mission statement to听reveal dreams, goals 补苍诲听the听places you see your store going.
Feature yourself as听a听founder 补苍诲听add bios for听your team. Use real names, roles, 补苍诲听professional titles (or degrees). Provide links to听social media profiles to听assure these are real people.
If听you have a听blog, invite professionals to听contribute, 补苍诲听make sure your writers are well-versed in听their subject matter.
Publish unique content that keeps readers engaged throughout the听entire article.
Give actionable advice to听make your knowledge usable.
Add certificates to听your product image galleries (if applicable).
Provide detailed product descriptions to听help customers make an听informed decision.

Gaining authoritativeness

Make experts 补苍诲听influencers talk about your brand 补苍诲听products. Some ideas:

Start sharing your information for听free.
Post news on听your niche social media groups. Become a听newsmaker!
Collaborate with professional influencers. Ask them to听review your products.
Put social proof on听your homepage: testimonials, quotes with images, logos of听your partners, even the听links to听the听articles that tell about your products or听brand will do.
Find a听local conference in听your niche that you can speak at听as听a听brand founder. Real businesses have the听practical experience to听share 补苍诲听should be听on听the听lookout for听opportunities to听take the听microphone.
Write 补苍诲听publish a听short eBook about your business experience. Only experts write books, right?
Use , a听service to听exchange experiences for听links.

Building trustworthiness

Keep your content accurate, accessible, 补苍诲听up听to听date. You might try to:

Double-check all numeric data: dates, measurements, statistics. Find someone to听keep an听extra eye on听this because two pairs of听eyes is听always better than one.
Provide links or听references to听the听sources you take information from.
Write case studies or听reviews on听real customers that outline your products or听services have made their life better.
Use reviews 补苍诲听ratings for听your products.
Write a听Privacy policy 补苍诲听add it听to听your footer navigation.
Update, update, update. Make sure every piece of听your site is听up听to听date.
And S if听you haven鈥檛 done that yet (or else!).

What About The Old-School SEO Methods?

If听you鈥檝e been around the听SEO block for听a听while, you鈥檝e probably heard about faithful strategies like article spinning, building a听private blog network, keyword stuffing, buying backlinks, blog commenting, 补苍诲听other 聯outdated聰 SEO strategies.

Well, they don鈥檛 really work anymore. Actually, these methods have been outdated for听a听long time. But even if听they weren鈥檛, why would you do听them when Google is听literally giving you the听tools to听implement the听ideal SEO strategy?

Some of听the听old, proven methods do听work to听some extent 补苍诲听can be听helpful if听you are starting out or听want to听diversify your SEO game. You can read up听on听those in听the听article on听础听Highly Effective SEO Strategy To听Increase Traffic.

Conclusion

If听you want to听see the听Polar Star, you have to听open your eyes. If听you鈥檙e going to听rank higher in听Google, you have to听listen to听what they tell you to听do.

So, to听recap: SEO is听not so听complicated. All you have to听do听is:

Speed up听your online store (code 补苍诲听content).
Get rid of听everything that slows you down (unprofitable extensions 补苍诲听overcomplicated design).
Make your store as听user-friendly for听shopping as听possible.
Be听transparent with your customers 补苍诲听website browsers.
Collaborate with experts 补苍诲听influencers.
Discuss topics in听your niche with your customers 补苍诲听in听public.
Share insights 补苍诲听news.
Help people to听solve their problems with your products, and/or give expert advice in听your field.
Take responsibility for听your influence on听someone鈥檚 life, 补苍诲听only produce accurate 补苍诲听high-quality content.
Keep your data fresh 补苍诲听your site updated.

Okay okay, this is听all definitely easier said than done. But take heart, fearless ecommerce merchants! Rome wasn鈥檛 built in听a听day. Take your time with making these changes. And if听you need any听advice or听help, write your questions below in听the听comments section, 补苍诲听we鈥檒l be听sure to听lend support where we听can.

听

About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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