In order for your site to get to the top of Google, it must meet many requirements and criteria. The search engine uses a number of algorithms and filters for a comprehensive assessment of the site. Our partners, the Links.Sape team , will tell you about these algorithms and how to avoid sanctions from the search engine, which entail pessimization.
YMYL and EEAT
Implementation date: hard to say. In 2011, a manual for assessors (specialists in manual site evaluation) was leak. It already describ the basic principles of YMYL and EAT. Eleven years later, the EAT trinity was supplement by another E.
What is it and how does it work?
YMYL is a category of sites. It stands for “Your Money or Your Life”. This category includes sites whose content concerns money and/or health: about work, ucation, investments, pensions, micines, illnesses, legal issues and many others.
EEAT — content evaluation criteria for YMYL sites. However, according to most SEO specialists, Google actually evaluates all content regardless of its subject matter according to EEAT criteria. EEAT stands for Experience, Expertise, Authoritativeness, Trustworthiness: experience, expertise, authority, and trustworthiness.
Some of the indicators includ in these criteria are automatically assess by Google, and some by assessors.
How to avoid pessimization lowering of a site in search results
— Write texts that answer the page visitor’s question. Without this, all other points mean little.
— Sign content.
— Create a separate page for the expert, which will provide the most complete answer to the question of why he can be consider an expert.
— Get as many backlinks as possible from trust sites in your subject area. They are the ones that have the greatest impact on criterion A – authority.
— Supplement content with descriptions of real experiences relat to the topic of the material, and, if possible, post user reviews.
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— In information articles, indicate sources, as they do in scientific papers or in Wikipia.
— Check that the website contains and is easily accessible basic information about the company: a section with the same name, contacts, certificates, delivery and return policy, etc.
Mobile-first indexing Implementation date (official): July 2018
What is it and how does it work?
The ranking logic by which Google evaluates the mobile version of a site as the main one. If earlier the majority of traffic was desktop, now the vast majority of users access the Internet from smartphones. Therefore, the search engine has rebuilt itself in accordance with today’s realities – it is important for it that any site is convenient specifically for users of mobile devices.
How to avoid pessimism
— Make an adaptive layout or a mobile version of a desktop clone. Official PS recommendations state that the mobile version of the site should have exactly the same materials as the full version: texts, images, videos.
— Don’t forget about the presence of meta tags on both versions of the site.
— Check the adaptability of pages for mobile devices through the eyes of Google. This can be done in this service :
If everything is fine, you will see a screenshot like this:
The page is convenient for viewing on mobile devices – this means the page is optimiz for mobile devices.
And if you see a picture like this, prepare a budget for web development:
The page is not convenient to view on mobile devices – you ne to prepare a budget for development.
Moreover, if everything is ok with the mobile version, this does not mean that the site will reach the top.
Core Web Vitals
Implementation date (official): May 2021
What is it and how does it work?
A set of “vital” metrics by which Google evaluates the loading spe of a site. Three key ones are describ below:
Largest Contentful Paint (LCP) — shows the time it takes to draw the largest element on a page. For example, a background image or how do I create a compelling subject line? a poster in a video tag. The “ok” indicator is < 2.5 sec.
First Input Delay (FID) — shows the time from the moment the user first interacts with the page until the moment the browser starts processing events. The “ok” indicator is < 100 ms.
Cumulative Layout Shift (CLS) is a visual stability coefficient. In essence, this coefficient reflects the time during which the content position changes on the page without user action, for example, due to ad display. The “ok” indicator < 0.1.
How to avoid pessimism
— Use tools to analyze metrics. For phone number mx example, you can use the free js library Web Vitals or the Chrome extension Web Vitals . You can do it very simply and use the good old GPSI . It will not show Core Web Vitals metrics, but it will be able to highlight most of the problems with loading spe. Like this, for example:
GPSI will help you conduct analysis for further optimization.
An then — optimize everything that can be optimiz. Or at least what GPSI show, as in the screenshot above. Compress images, delete unus code, optimize what is us, etc.
RankBrain
Implementation date (official): October 2015
What is it and how does it work?
An AI-bas system that “understands” user queries. In particular, synonymous and antonymous phrases, filters out irrelevant results and uses data about the user’s region.
For example, it is with the help of this system that you can find a site that does not contain any keywords at all. The other side of this system: for the request “mathematics textbooks for adults” in the top 10 there are no pages with textbooks for schoolchildren.
How to avoid pessimism
RankBrain does not pessimize. Quite the contrary — thanks to it, really high-quality articles that are not optimiz for SEO at all can get into the search results. Use professional vocabulary, and your chances of getting to the top will increase.
