Google’s Search Liaison responded to a series of posts on Twitter, leading him to beg SEOs to stop trying to “show Google” things, explaining that the process of doing things to your site to rank better in Google is the opposite of the advice Google is giving. Instead, show things to your users/visitors that those people will like.
The whole series of posts and responses are kind of sad. I mean, Google has been saying this for a while, build what your users want and not build stuff that you think Google wants. That is what these helpful content updates/core updates are about – it looks for things SEOs do to try to rank better, without regard to users.
For example, an SEO shows some data how affiliate sites were hit hard with the core update so far, but e-commerce sites are doing okay. So as a joke, why not put an “add to cart” button on your affiliate site to trick Google. Danny Sullivan from Google responded on X saying, “I wouldn’t recommend people start adding carts because it “shows Google” any more than I would recommend anyone do anything they think “shows Google” something.”
He later begged, saying, “I’m begging. Please, I’m begging you or anyone to stop focusing on specific content things. It’s not whether a TOC or saying someone is an “expert” is somehow a specific signal. It’s that these things might indicate a pattern of doing too much “show Google” things that’s taking away of just being a good site for people — which is what Google wants to reward”
Danny Sullivan went on to say, “You want to do things that make sense for your visitors, because what “shows Google” you have a great site is to be … a great site for your visitors not to add things you assume are just for Google.” “Doing things you think are just for Google is falling behind what our ranking systems are trying to reward rather than being in front of them,” he added.
Then he goes on to list out some SEOs do because they think that is what Google wants you to do. He writes; “Stop trying to “show Google” things. I have been through so many sites at this point (and I appreciate the feedback), and the patterns are often like this:”
- Something saying an “expert” reviewed the content because someone mistakenly believes that ranks them better
- Weird table-of-content things shoved at the top because who knows, along the way, somehow that became a thing I’m guessing people assume ranks you better
- The page has been updated within a few days, or even is fresh on the exact day, even though the content isn’t particularly needing anything fresh and probably someone did some really light rewrite and fresh date because they think that “shows Google” you have fresh content and will rank better.
