{"id":4166,"date":"2019-10-14T00:41:33","date_gmt":"2019-10-14T07:41:33","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/?p=4166"},"modified":"2019-10-14T00:41:51","modified_gmt":"2019-10-14T07:41:51","slug":"marketers-say-most-of-googles-public-statements-are-false-or-misleading","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/marketers-say-most-of-googles-public-statements-are-false-or-misleading\/","title":{"rendered":"Marketers Say Most of Google&#8217;s Public Statements Are False or Misleading"},"content":{"rendered":"\n<p>In July and August of 2019, 1,589 web marketers completed an online questionnaire as part of SparkToro&#8217;s <a href=\"https:\/\/sparktoro.com\/blog\/resources\/google-ranking-factors-2019\/\">Google Ranking Factors Survey<\/a>. The survey aggregated marketers&#8217; perceptions of the ranking elements used by Google&#8217;s search engine. But&#8230; it also asked a set of questions around the level of trust in Google&#8217;s public statements. Those results are shared for the first time here.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><a href=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/aggregated-google-trust-ratings.gif\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/aggregated-google-trust-ratings-1024x647.gif\" alt=\"\" class=\"wp-image-4199\" width=\"768\" height=\"485\" srcset=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/aggregated-google-trust-ratings-1024x647.gif 1024w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/aggregated-google-trust-ratings-300x189.gif 300w, https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/aggregated-google-trust-ratings-768x485.gif 768w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/a><figcaption>Aggregated distribution of ratings across all 20 statements covered in the survey<\/figcaption><\/figure><\/div>\n\n\n\n<p>The survey asked: &#8220;<strong>How truthful do you rate the following Google statements by the following scale?<\/strong>&#8220;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>0 &#8211; Provably False: you&#8217;ve seen evidence that this isn&#8217;t accurate<\/li><li>2  &#8211; Technically Correct, but Misleading (TCBM): there&#8217;s a truthful way to interpret the statement, but it&#8217;s not the whole truth and may mislead people<\/li><li>4 &#8211; 100% Transparent: the whole, helpful truth<\/li><\/ul>\n\n\n\n<p>Each of the 20 public statements presented in this fashion used a format that linked to the web page verifying the source of the remarks, the context, and full quotes (where available), e.g.<\/p>\n\n\n\n<p><em> Regarding web page text in non-visible tabs, accordions, etc: &#8220;we index the content, its weight is fully considered for ranking&#8221; (<a href=\"https:\/\/www.seroundtable.com\/google-index-rank-content-in-accordions-tabs-fully-26379.html\">source<\/a>)<\/em><\/p>\n\n\n\n<p>Response averages on this 0-4 scale ranged from 1.1 &#8211; 3.2. Broadly speaking, a large majority of professional marketers disbelieve most of Google&#8217;s public statements. The overall average across 20 public statements by Google&#8217;s representatives was 1.97. This suggests either considerable skepticism on the part of marketers or consistently misleading statements by Google&#8217;s reps (or both).<\/p>\n\n\n\n<p>Below are the statements rated in the survey, response distributions, and averages listed in order from the most-believed statements to the least.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-no-minimum-length.gif\" alt=\"\" class=\"wp-image-4181\" width=\"597\" height=\"495\"\/><figcaption> &#8220;<a href=\"https:\/\/www.seroundtable.com\/google-short-long-content-18533.html\">There&#8217;s no minimum length, and there&#8217;s no minimum number of articles a day that you have to post, nor even a minimum number of pages on a website. In most cases, quality is better than quantity.<\/a>&#8221; 3.2 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-https-ranking-factor.gif\" alt=\"\" class=\"wp-image-4176\" width=\"600\" height=\"408\"\/><figcaption>&#8220;<a href=\"https:\/\/webmasters.googleblog.com\/2014\/08\/https-as-ranking-signal.html\">We do use HTTPS as a light-weight ranking factor.<\/a>&#8221; 2.9 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-structured-data.gif\" alt=\"\" class=\"wp-image-4185\" width=\"597\" height=\"518\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-structured-data-ranking-factor-25510.html\">There&#8217;s no generic ranking boost for structured data usage. However, structured can make it easier to understand what the page is about, which can make it easier to show where it&#8217;s relevant (improves targeting, maybe ranking for the right terms).<\/a>&#8221; 2.7 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-ads-close-variants.gif\" alt=\"\" class=\"wp-image-4170\" width=\"596\" height=\"486\"\/><figcaption>&#8220;<a href=\"https:\/\/support.google.com\/google-ads\/answer\/9426627?hl=en\">To help you reach more consumers without the need for exhaustive keyword lists, we started allowing exact match keywords to match to close variants<\/a>.&#8221; 2.5 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-marking-all-links-nofollow.gif\" alt=\"\" class=\"wp-image-4178\" width=\"597\" height=\"489\"\/><figcaption>  &#8220;<a href=\"https:\/\/www.searchenginejournal.com\/googles-john-mueller-no-benefit-to-marking-all-outbound-links-as-nofollow\/319069\/#close\">If you have normal linking on your page then you would probably rank a little bit better over time&#8230; it\u2019s definitely not the case that you have any kind of ranking advantage by marking all outgoing links as nofollow.<\/a>&#8221; 2.5 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-noindexing-low-quality.gif\" alt=\"\" class=\"wp-image-4180\" width=\"597\" height=\"461\"\/><figcaption>&#8220;<a href=\"http:\/\/www.evolvingseo.com\/2019\/07\/25\/gary-illyes-dinner-notes\/\">If you add a lot of new low-quality urls compared to the quality of other urls on your site&#8230; start noindexing and removing those urls.<\/a>&#8221; 2.3 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-accordion-tabs.gif\" alt=\"\" class=\"wp-image-4169\" width=\"599\" height=\"461\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-index-rank-content-in-accordions-tabs-fully-26379.html\">we index the content, its weight is fully considered for ranking<\/a>&#8221; 2.2 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-disallowed-urls.gif\" alt=\"\" class=\"wp-image-4173\" width=\"590\" height=\"413\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-disallowed-crawl-budget-27768.html\">Disallowed URLs do not affect the crawl budget.<\/a>&#8221; 2.2 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-purchase-new-domain.gif\" alt=\"\" class=\"wp-image-4183\" width=\"596\" height=\"459\"\/><figcaption> &#8220;<a href=\"http:\/\/www.evolvingseo.com\/2019\/07\/25\/gary-illyes-dinner-notes\/\">If you purchase an older domain and the new content you add is different from what was on the old domain, you are essentially starting from scratch.<\/a>&#8221; 2.0 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-amp-ranking-factor.gif\" alt=\"\" class=\"wp-image-4172\" width=\"594\" height=\"416\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-amp-canonical-ranking-23308.html\">AMP isn&#8217;t a ranking factor.<\/a>&#8221; 1.9 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-lsi-keywords.gif\" alt=\"\" class=\"wp-image-4177\" width=\"591\" height=\"425\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-lsi-keywords-27970.html\">There&#8217;s no such thing as LSI keywords &#8212; anyone who&#8217;s telling you otherwise is mistaken<\/a>&#8221; 1.8 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-youre-making-links.gif\" alt=\"\" class=\"wp-image-4189\" width=\"597\" height=\"435\"\/><figcaption> &#8220;<a href=\"https:\/\/www.seroundtable.com\/quality-links-against-googles-webmaster-guidelines-26456.html\">If *you&#8217;re* making quality links to your site, then that would be considered against our webmaster guidelines.<\/a>&#8221; 1.7Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-disavow.gif\" alt=\"\" class=\"wp-image-4174\" width=\"602\" height=\"432\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-disavow-manual-action-24751.html\">If you do not have a manual action then you do not need to submit a disavow!<\/a>&#8221; 1.7 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-favors-fresh-content.gif\" alt=\"\" class=\"wp-image-4175\" width=\"597\" height=\"405\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-does-not-favor-fresh-content-26243.html\">Does Google favor fresh content?&#8221; &#8220;No.<\/a>&#8221; 1.5 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-301-302.gif\" alt=\"\" class=\"wp-image-4168\" width=\"600\" height=\"441\"\/><figcaption>&#8220;<a href=\"http:\/\/www.thesempost.com\/google-all-redirects-pass-pagerank\/\">301, 302, 307, don&#8217;t worry about it. Use whatever makes sense for you. They all pass PageRank.<\/a>&#8221; 1.5 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-safe-negative-seo.gif\" alt=\"\" class=\"wp-image-4184\" width=\"606\" height=\"464\"\/><figcaption> In reference to being &#8220;<a href=\"https:\/\/www.seroundtable.com\/google-ignore-negative-seo-26831.html\">safe from negative SEO like CTR Attack &amp; bounce Attack,&#8221;<br>&#8220;You can just ignore it.<\/a>&#8221; 1.5 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-subdomains-subdirectories.gif\" alt=\"\" class=\"wp-image-4186\" width=\"599\" height=\"435\"\/><figcaption> &#8220;<a href=\"https:\/\/www.searchenginejournal.com\/google-treats-subdomains-subdirectories-john-mueller-says\/254687\/\">We treat subdomains and subdirectories the same. Do whatever&#8217;s best for your site.<\/a>&#8221; 1.5 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-pogo-sticking-ctr-dwell-time.gif\" alt=\"\" class=\"wp-image-4182\" width=\"596\" height=\"465\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-ctr-dwell-time-signals-myths-27083.html\">dwell time, CTR, whatever&#8230; those are generally made up crap.<\/a>&#8221; 1.4 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-wix-websites.gif\" alt=\"\" class=\"wp-image-4188\" width=\"602\" height=\"413\"\/><figcaption>&#8220;<a href=\"https:\/\/www.seroundtable.com\/google-wix-web-sites-work-fine-for-search-23222.html\">WIX websites work fine in search.<\/a>&#8221; 1.3 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/10\/google-trust-website-authority-score.gif\" alt=\"\" class=\"wp-image-4187\" width=\"594\" height=\"405\"\/><figcaption> &#8220;<a href=\"https:\/\/www.seroundtable.com\/google-no-website-authority-score-22874.html\">We don&#8217;t have anything like a website authority score.<\/a>&#8221; 1.1 Avg<\/figcaption><\/figure><\/div>\n\n\n\n<p>My analysis of these responses led to several thoughts:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Marketers (at least those who took this survey) are generally savvy, thoughtful, and experienced. Their skepticism in Google&#8217;s statements leaned largely how I&#8217;d expect, giving greater weight to statements with more nuance and flexibility vs. those that made universal, blanket-declarative pronouncements.<\/li><li>If I were a Google representative tasked with making public statements about how the search engine operates, I would use these responses to reflect on my and my colleagues&#8217; goals. If trust and the perception of transparency are important, there&#8217;s considerable room for improvement.<\/li><li> For those who are just beginning their journey in search marketing, this survey is a good reminder that many of the more successful professionals in the field have healthy skepticism toward Google&#8217;s public statements. Repeating and amplifying those statements without critical assessment may be misleading others, and could harm your or your clients&#8217; prospects for optimal performance.<\/li><\/ul>\n\n\n\n<p>I&#8217;m looking forward to running this survey again in 2020, and seeing how perception might shift. My hope is that Google&#8217;s representatives improve their transparency, empathy, and knowledge, and that in years to come, there&#8217;s more trust able to be placed in the statements the company makes.<\/p>\n\n\n\n<p>Google controls <a href=\"https:\/\/twitter.com\/randfish\/status\/1182408220322623489\">2\/3rds of all web traffic<\/a>. They have <a href=\"https:\/\/images.sparktoro.com\/blog\/wp-content\/uploads\/2019\/08\/search-engine-market-share-q2-2019.png\">more than 90% market share<\/a> in search in <a href=\"https:\/\/gs.statcounter.com\/search-engine-market-share\">95%+ of the world&#8217;s countries<\/a>. And they&#8217;re arguably the most dominant source of information on the planet. That comes (as it should) with high expectations and intense scrutiny. I&#8217;d love to see Google step up to the challenge.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In July and August of 2019, 1,589 web marketers completed an online questionnaire as part of SparkToro&#8217;s Google Ranking Factors Survey. The survey aggregated marketers&#8217; perceptions of the ranking elements used by Google&#8217;s search engine. But&#8230; it also asked a set of questions around the level of trust in Google&#8217;s public statements. Those results are<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,6],"tags":[],"class_list":["post-4166","post","type-post","status-publish","format-standard","hentry","category-data","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketers Say Most of Google&#039;s Public Statements Are False or Misleading - SparkToro<\/title>\n<meta name=\"description\" content=\"In July and August of 2019, 1,589 web marketers completed an online questionnaire as part of SparkToro&#039;s Google Ranking Factors Survey. The survey\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sparktoro.com\/blog\/marketers-say-most-of-googles-public-statements-are-false-or-misleading\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketers Say Most of Google&#039;s Public Statements Are False or Misleading - SparkToro\" \/>\n<meta property=\"og:description\" content=\"In July and August of 2019, 1,589 web marketers completed an online questionnaire as part of SparkToro&#039;s Google Ranking Factors Survey. 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