In a recent Google SEO Office Hours session, Martin Splitt of Google addressed the importance of understanding the rationale behind SEO strategies rather than simply following advice. He emphasized that different websites have different requirements, depending on their audiences, content, and goals.
He noted the pertinence of quality and unique content and advocated against black hat SEO techniques. Splitt also talked about the variability of the effectiveness of recommendations from SEO audit tools, suggesting that often they contradict Google’s guidelines, causing confusion among those who seek to enhance their websites.
Splitt highlighted that many suggestions from these tools are outdated and fail to reflect current SEO trends. He noted the need for personal understanding and verification of SEO suggestions, as the ultimate objective should be to meet Google’s standards rather than to satisfy SEO audit tools.
Responding to a questions from an attendee, Splitt said many SEO audit tools focus on outdated or irrelevant measures according to Google’s standards. He underscored the need to stick with strategies recognized by Google, while also exploring non-mainstream yet beneficial SEO practices.
On the topic of ‘text to code ratio’, Splitt clearly stated that this factor does not influence a site’s ranking in Google search results, and advised web developers and SEO professionals to focus instead on the relevance of content, user experience, and overall site quality.
Understanding and applying effective SEO practices
He also emphasized that ‘minification’ of CSS and JavaScript, while improving site speed and user experience, doesn’t directly boost a website’s search ranking. Instead, Splitt encourages pursuing a holistic approach to SEO focusing on both technical adjustments and quality content.
Insights by Splitt highlight the ongoing debates in the SEO community. Some view SEO as strict guidelines for website optimization, while others see it as subjective. While Google’s guidelines are important, he emphasized the crucial role of individual expertise and adaptability to current trends. The objective is to strike a balance between adhering to norms and pursuing creative strategies that involve personal insights and adaptability.
Concluding, Splitt shed light on how the SEO field continues to be diverse with many opinions echoing in the realm of digital content. The challenge lies in determining which practices yield the most effective results – a task that requires technical proficiency, creativity, and constant learning.
