Google’s Urges SEOs to Stick to the Basics

Google’s Gary Illyes Urges SEOs to Stick to the Basics
More than once during his recent AMA on Reddit, Google’s Gary Illyes advised SEOs to stick to the basics. In particular, that means making sites more crawlable.

Google’s Urges SEOs to Stick to the Basics

A question was asked about his thoughts on the future of SEO and what will continue to play a role in ranking websites.Illyes responded by emphatically stating that he wants to see SEOs go back to the basics.
To that end, he also recommends focusing less on updates and metrics developed by rank tracking software.

Here is Illyes’ full statement:

“i really wish SEOs went back to the basics (i.e. MAKE THAT DAMN SITE CRAWLABLE) instead of focusing on silly updates and made up terms by the rank trackers, and that they talked more with the developers of the website once done with the first part of this sentence.”

Illyes reiterated that statement further down the thread when asked about his favorite SEO conspiracy theory. Generally, he dislikes all conspiracy theories, because they’re evidence that SEOs are not focusing on what really matters.

In his words:

“I don’t have a favorite, they generally want me to crawl up in a corner and cry, because we don’t do a good enough job getting people to focus on the important things… like CREATING A DAMN CRAWLABLE SITE.”

Illyes took a subtle shot at rank tracking tools at another point during the AMA.

A user asked Illyes a question and kept repeating the term “link velocity,” which Illyes was clearly not thrilled about. Illyes responded: “I would love if you didn’t focus that much on links and made up terms like link velocity.”

For more insight from Google’s Gary Illyes, read the full AMA here.

Google Ranking Changes

Google: No Fixed Time Frame for Ranking Changes
After Site Improvements
Google’s John Mueller recently stated there’s no fixed time frame for search ranking changes after improvements have been made to a site.

Google: No Fixed Time Frame for Ranking Changes

When it comes to improving page speed in particular, Mueller says that’s a small ranking factor.

Google cares more about serving the most relevant content rather than serving the fastest pages.

This information was provided during a Google Webmaster Central hangout on February 5.

A site owner submitted the following question:
“We’re working on improving site speed. Do you know how long it might take for Google to notice these improvements?”
In response, Mueller explained there’s no fixed time frame when it comes to crawling pages and updating the ranking signals associated with those pages.
Sometimes it could take months and other times it could be a matter of days.

After making significant improvements to a site, webmasters will most likely see a gradual rise in rankings over a period of time.

Mueller adds that page speed is a small ranking factor. So if that’s the only improvement it’s difficult to determine how much of an impact it will make.

Site owners will see greater changes in search rankings when improvements are made to the overall quality of a website.

Improving Google Your Ads Optimisation Score

Improving Google Ads Optimisation Score
Google has released a set of best practices to help Google Ads users improve their optimization score. Optimisation score is a metric that was introduced back in August which evaluates how well a Google Ads campaign is optimised.
The score ranges from 0% to 100%, with 100% meaning that with 100% meaning that your account is set up to perform at its full potential. Search Engine Journal ran a great posting on the Google update, here is a summary of it.

Improving Your Google Ads Optimisation Score

Your optimisation score can be found in the ‘Recommendations’ section in Google Ads.

How to Improve Your Google Ads Optimisation Score
Google offers the following three best practices for maximizing your optimisation score.

Efficient Account Management
Users can manage their Google Ads account more efficiently by prioritizing which actions have the highest potential improve optimisation score. Optimisation score uses historical performance, auction simulations, and machine learning to make recommendations.

Apply Recommendations that Support Business Goals
Google recommends checking recommendations regularly. Google Ads frequently provides new recommendations based on real-time data.
Stay on top of the latest recommendations by checking at least once a week.
Focus on recommendations based on score uplift and dismiss recommendations not aligned with your goals.
Analyze recommendations on your own terms

Google points out that users can filter recommendations by these 4 sections:

Ads & extensions
Bids & budgets
Keywords & targeting

Recommendations can also be downloaded for offline analysis.

Optimisation score currently evaluates how well Search campaigns are set up. Soon it will also include display, video, shopping, and app campaigns.