Google Reveals Why Ranking Signals Must Stay Controlled
▼ Summary
– Google does not use social media shares or views as ranking factors because it cannot control these external signals, making them unreliable.
– Gary Illyes explained that Google avoids easily manipulated signals, citing a 2014 incident as a key reason for this policy.
– Structured data is used by Google for rich results but not as a ranking factor, and misuse can lead to penalties.
– The LLMs.txt protocol was deemed unreliable by Google, similar to the deprecated keywords meta tag, due to potential misuse by SEOs.
– Author bylines were wrongly assumed to be a ranking signal, but their susceptibility to manipulation made them ineffective for SEO.
Understanding why Google avoids certain ranking signals is crucial for SEO professionals aiming to optimize websites effectively. During a recent interview, Google’s Gary Illyes clarified why the search engine doesn’t rely on social media shares or views as ranking factors. His explanation centered on control, specifically, Google’s need to maintain authority over the signals it uses to rank content.
Illyes emphasized that external signals, like those from social platforms, are unreliable because they can be manipulated. For instance, if a social network inflates engagement metrics artificially, Google has no way to verify their legitimacy. This lack of control makes such signals unsuitable for determining search rankings. The same principle applies to other easily gamed elements, like structured data or author bylines, which SEOs sometimes misuse to manipulate perceived authority.
The discussion highlighted a broader pattern in Google’s approach: signals must be verifiable and resistant to manipulation. Structured data, for example, isn’t a ranking factor but helps qualify pages for rich results. Misusing it, such as hiding irrelevant content, violates guidelines and risks penalties. Similarly, proposals like LLMs.txt, which aimed to declare a site’s AI-generated content, were dismissed because they could be exploited, much like the obsolete keywords meta tag.
Illyes’ key takeaway was clear: Google prioritizes signals it can monitor and validate. This insight should prompt SEOs to focus on strategies that genuinely improve user experience, such as high-quality content and ethical promotion, rather than chasing unverified shortcuts. The interview reinforced that sustainable SEO success comes from aligning with Google’s emphasis on trust and transparency.
For those interested in the full discussion, the exchange occurs around the ten-minute mark in the recorded interview. The principles shared serve as a reminder that in SEO, control and reliability matter far more than speculative tactics.
(Source: Search Engine Journal)
