Ranking in Google: SGE Insights from Gary Illyes at SEOday 2024
Google‘s Gary Illyes recently shared valuable insights into ranking factors and the Search Generative Experience (SGE) at SEOday in Denmark. As an expert on Google‘s search algorithms, Illyes provided a glimpse into how Google determines rankings and what types of content are selected for the SGE results.
In this article, we‘ll dive deep into the key takeaways from Illyes‘ talk and what they mean for SEO professionals and website owners aiming to optimize their search performance. From the impact of clicks on rankings to the role of site authority, we‘ll cover the most important points and provide actionable tips you can apply to your own SEO strategy.
Clicks in SERPs Do Impact Rankings, But Not How You Think
One of the most interesting revelations from Illyes was that, contrary to popular belief, Google does not use traditional click-through rate (CTR) data from Analytics to influence rankings. However, he did confirm that Google pays attention to "clicks" in the search results.
So what does this mean exactly? Rather than simply looking at the raw CTR, Google analyzes more nuanced click data to gain insights into user behavior and satisfaction. This could include factors like:
- Relevance of the clicked link to the search query
- User actions after clicking (e.g. time on page, bounce rate)
- Pogo-sticking behavior (quickly returning to SERP and clicking a different result)
By examining these click signals, Google can determine whether a result is truly meeting the needs of searchers. Pages that attract clicks but fail to satisfy users may be demoted, while those that engage and retain visitors are likely to be rewarded.
The takeaway for SEOs is that it‘s not just about driving a high volume of clicks, but ensuring those clicks lead to positive user experiences. Focus on creating compelling titles and meta descriptions to earn the click, then deliver on that promise with high-quality, relevant content that keeps users engaged.
Semantic Keywords Are Still Key for SEO Success
With the rise of AI-generated content, some have questioned whether traditional keyword optimization is still important. However, Illyes emphasized that using semantic keywords remains a vital aspect of SEO.
As he explained, "Computers don‘t understand content. They are mapping it to something. There is no real understanding like you and me understand it." In other words, while Google‘s algorithms are highly advanced, they still rely on keywords and semantics to interpret and evaluate content from a computer‘s perspective.
To rank well, it‘s essential to incorporate relevant keywords and related terms naturally throughout your content. This helps Google understand the topic and context of your pages.
However, Illyes also warned against relying solely on algorithms, stating "Search engines might like, but users will find that it is wrong. Two paragraphs in you think what the hell am I reading."
The best approach is to create content that is both keyword-optimized and human-friendly. Use semantic keywords as a foundation, but prioritize crafting engaging, valuable content that genuinely helps your target audience. By striking this balance, you can appeal to both search engines and users alike.
Site Authority Remains a Powerful Ranking Factor
Illyes used Forbes.com as an example to illustrate the power of site authority in Google‘s rankings. Even if Forbes published an article on a topic outside their typical scope, like "SEOday", Illyes suggested it would likely still rank well simply due to the site‘s overall authority.
In the SEO community, it‘s understood that both general site authority and topical authority play a role in rankings. However, Illyes‘ comments imply that Google may be placing more weight on overall site authority than some realize.
Building site authority takes time and effort, but it‘s a worthwhile pursuit for any website aiming for long-term SEO success. Some key tactics to boost your authority include:
- Earning high-quality, relevant backlinks from reputable sources
- Establishing a strong brand presence and reputation in your industry
- Consistently publishing authoritative, well-researched content
- Nurturing an engaged audience that trusts and shares your content
By focusing on these authority-building strategies, you can improve your chances of ranking for a wide range of keywords, even in competitive niches.
How SGE Results are Generated (and What it Means for SEO)
Perhaps the most significant revelation from Illyes was how Google generates the SGE results. Contrary to assumptions, the SGE answers are not simply pulled from the current top 10 search results.
Instead, Google‘s AI generates an answer based on its existing training data, independently of any search query. It then searches its index for content that closely matches that generated answer and displays the most relevant pages as the SGE links.
As Illyes explained, "It‘s [the SGE answer] not coming from that site. We will link to what is similar."
This insight has major implications for SEOs. Rather than solely targeting specific keywords, it may become increasingly important to optimize content for similarity to potential SGE answers. By aligning your content with the types of answers Google‘s AI is likely to generate, you can increase your chances of being featured in the SGE results.
Some potential strategies to optimize for SGE inclusion could be:
- Structuring content in a question-and-answer format
- Providing clear, concise explanations of complex topics
- Including facts, statistics, and examples that could be used in generated answers
- Monitoring SGE results for your target keywords and adjusting content accordingly
As Google continues to evolve the SGE feature, staying attuned to how it works and adapting your SEO approach will be crucial for maintaining visibility in the search results.
Google Won‘t Provide Data Insights for SGE
For those hoping Google would offer data and insights to help optimize for SGE, Illyes had disappointing news. When asked whether Google would provide SEOs with data on SGE performance, his response was simply, "SGE is just a visual element in the SERP."
Illyes compared SGE to other SERP features like featured snippets and "People Also Ask" boxes, for which Google does not provide specific data. As such, SEOs will need to rely on their own tracking and analysis to gauge the impact of SGE on their traffic and visibility.
The Importance of Human Oversight in AI Content Creation
While not directly related to rankings, Illyes also shared his thoughts on AI-generated content, which has become a hot topic in the SEO world. He expressed reservations about publishing AI content without human supervision, stating that current language models can produce statistically likely but sometimes nonsensical results.
Although AI tools have made significant strides in generating high-quality, human-like text, Illyes believes human oversight is still necessary to ensure the content is accurate, relevant, and truly valuable to readers.
For SEOs and content creators, this means that while AI can be a useful tool for ideation and efficiency, it should not be relied upon entirely. Implementing a human-in-the-loop approach, where AI-generated drafts are carefully reviewed, fact-checked, and edited by human experts, can help ensure your content meets the highest standards of quality and relevance.
Not only will this improve your content‘s performance in search, but it will also lead to better engagement and conversions from your target audience. After all, as Illyes noted, attracting traffic that you can actually convert should be the ultimate goal of your content strategy.
Key Takeaways for SEOs from Gary Illyes‘ SGE Insights
To sum up, here are the most important points for SEOs to keep in mind based on Gary Illyes‘ revelations about Google‘s ranking factors and the Search Generative Experience:
Click behavior impacts rankings, but Google looks at nuanced data beyond simple CTR. Focus on providing relevant, engaging content that satisfies user intent.
Semantic keywords still matter for helping Google understand and rank your content. Incorporate them naturally while prioritizing human readability.
Site authority can outweigh topical authority in some cases. Invest in building your site‘s overall authority through quality backlinks, content, and engagement.
SGE results are generated independently from the top 10 rankings. Align your content with the types of answers Google‘s AI is likely to produce to increase your chances of being featured.
Google won‘t provide specific SGE data insights, so use your own tracking and analysis to evaluate performance.
When using AI for content creation, implement human oversight to ensure accuracy, relevance, and quality.
By adapting your SEO strategies with these insights in mind, you can stay ahead of the curve and optimize your website for success in Google‘s constantly evolving search landscape.
