Google Explains Why ‘It Depends’ Is a Common Search Answer
▼ Summary
– Google’s Search Relations team explains their SEO advice often sounds vague due to the complexity of different contexts and use cases.
– The team avoids sharing presentation slides because they can be misleading without proper context, leading to misinterpretation.
– Google representatives acknowledge frustration with “it depends” answers but emphasize the need to account for diverse scenarios like niche markets versus global brands.
– Selective quoting of Google’s advice is a concern, as people often take statements out of context to support their own agendas.
– Understanding the reasoning behind Google’s recommendations is more valuable than seeking universal solutions, as their guidance must cover varied situations.
Google’s search team recently opened up about why their guidance often comes with caveats rather than clear-cut answers. During a candid podcast discussion, Martin Splitt and Gary Illyes from Google’s Search Relations team explained the challenges behind their frequently vague responses to SEO questions.
The conversation revealed how easily technical advice can be misinterpreted when stripped of context. Splitt, who specializes in bridging the gap between developers and SEO experts, shared a telling example. At a recent Tech SEO Summit, he presented a slide with a bold claim about JavaScript performance—but included a disclaimer noting the statement lacked full context without his verbal explanation. Despite this precaution, he watched as attendees later circulated the standalone slide without the necessary background.
“People tend to grab single statements while ignoring the surrounding explanations,” Splitt observed. He emphasized how JavaScript serves critical functions like offline support, yet these nuances vanish when quotes get isolated. This phenomenon partly explains why Google rarely shares presentation slides publicly—Illyes bluntly stated that “slides without context are useless.”
The team also addressed the frustration surrounding their frequent “it depends” responses. Splitt admitted it’s his personal annoyance too, but clarified that SEO strategies vary dramatically depending on factors like industry, audience, and scale. Guidance tailored for a local bakery won’t apply to a multinational corporation managing multilingual sites. While they strive to provide comprehensive answers, the reality is that search optimization rarely has universal solutions.
Another concern? Selective quoting. Splitt noted how statements get cherry-picked to support unrelated agendas, often distorting Google’s intended message. Though they accept that public comments will be repurposed, both expressed discomfort when their words fuel misinformation.
For SEO professionals, the takeaway is clear: instead of hunting for absolute rules, prioritize understanding the reasoning behind Google’s recommendations. The search landscape is too diverse for blanket advice—what works depends on your unique circumstances. By focusing on underlying principles rather than isolated soundbites, marketers can make more informed, adaptable decisions.
The full discussion offers valuable insights into Google’s communication challenges—listen below for the complete perspective.
Featured Image: Roman Samborskyi/Shutterstock
(Source: Search Engine Journal)
