In his February 2009 webinar on user-submitted questions, Google software engineer Matt Cutts discusses whether or not Google has changed the relevancy it awards to social media sites.
Has Google changed the relevancy it awards to social media? –
In a talk that centered largely on background information about how and why Google does things, Matt makes the observation that Google is constantly tweaking its algorithms and makes somewhere on the order of 300 to 400 changes annually. No doubt some of those changes have affected how Google scores social media sites, he admits, but declares that this is an incidental outcome of the constant process of refinement rather than any dedicated effort to treat these sites any differently from any other.
He emphasizes that Google is concerned with gross value for the end user, rather than getting wrapped up in categorizing websites in terms of cultural or philosophical relevancy. Put another way, the idea is to give high rankings to those sites which will answer the question posed to the search engine, whatever the question may be, rather than getting into the issue of whether it is a worthy question or not.
To summarize his position, Matt states categorically that Google does not adjust the relevancy of social media sites in any way as a result of their being social media sites. No dedicated project for such categorization is underway or contemplated at the time the interview was given.
How to use this guidance
This refreshed guide, Has Google Changed The Relevancy It Awards To Social Media?, is best used as a practical decision aid rather than a promise of a particular result. Check each recommendation against the visitor’s task, your current offer and the information on the relevant page.
- Define the question a visitor is trying to answer.
- Check the page on a phone as well as a desktop screen.
- Make one specific improvement and record what changed.
- Review customer feedback, search queries and page data before choosing the next change.
Clear language, accurate details and accessible structure make a page easier to use. Avoid claims about rankings, traffic or commercial outcomes that cannot be substantiated.
Frequently asked questions
What should I check first?
Start with the visitor question and the next useful action the page should support.
Should I make every change at once?
No. Focus on one well-defined change so you can review it sensibly.
Do I need to repeat a keyword often?
No. Natural, accurate wording is more useful than repeated phrases.
How can I test clarity?
Check whether essential information is easy to find on common devices.
Will a refresh guarantee better rankings?
No. Search visibility is not guaranteed; usefulness and accuracy are the aims.
What evidence should I review?
Use relevant page data, search queries and customer feedback with current service information.
Why is accessibility relevant?
Clear headings, descriptive links and suitable image text help more people use a page.
When should I review this again?
Review the article when reliable information, audience needs or the service changes.
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