What are Google signals?

Google signals are indicators used by the Google search engine to measure user behavior, content quality, and trustworthiness of websites. These signals have evolved over the years and now represent a complex system. Each signal is evaluated differently by Google's algorithm and has a varying impact on search ranking.

Google Algorithm Updates and Signal Development

Throughout Google's history, numerous algorithm updates have changed the value and influence of signals. Below are some key updates and their impact on SEO strategies:

• Panda (2011): This update focused on assessing content quality and site trust. Sites with low-quality content were demoted in ranking, while high-quality, original content was rewarded.
• Penguin (2012): The Penguin update targeted backlink quality. Sites with poor or spammy backlinks were penalized, while sites with high-quality links saw improved rankings.
• Hummingbird (2013): This update focused on semantic search and intent-based results. It takes into account content context to better understand user intentions.
• RankBrain (2015): Google’s artificial intelligence technology is used to improve search results based on user intent. RankBrain evaluates signals to assess how well a page matches the user’s query.
• BERT (2019): This update is based on natural language processing (NLP) models and helps Google better understand user intent. BERT enables Google to comprehend complex queries more effectively.

User Behavior Signals

User behavior signals include several factors that Google uses to determine how users interact with your site. These signals help Google assess user interest and site quality.

• Click-Through Rate (CTR): The ratio of clicks on your site in search results. A high CTR indicates that your content is appealing and provides the information users need.
• Tip: Optimize your titles and meta descriptions to attract user attention.
• Pogo-Sticking: If a user returns to the search results after visiting your site and clicks on another result, this behavior is called pogo-sticking. This can indicate that your site does not meet user intent, which may be negatively evaluated by Google.
• Tip: Ensure your content aligns with user intent and keeps them engaged.
• Dwell Time: The amount of time a user spends on your site. A high dwell time indicates valuable content and is an important signal for Google.
• Tip: Optimize your site structure so that users can easily find the information they need, and add interactive elements.

Technical SEO Signals

Technical SEO is essential for Google to assess the quality of your site. Technical signals show how well-optimized and user-friendly your site is from a technical standpoint.

• Site Loading Speed: Slow-loading sites negatively affect user experience and can result in lower rankings. Google considers mobile load speed optimization to be a crucial factor.
• Tip: Measure your site's speed using tools like Google PageSpeed Insights or Lighthouse, and apply the necessary optimizations.
• Mobile Adaptation: Google takes mobile traffic into account and views mobile optimization as a key ranking factor. This requires a responsive design or a dedicated mobile version of your site for optimal display across devices.
• Tip: Check how optimized your site is for mobile devices and fix any issues.
• HTTPS Security Protocol: Sites secured with HTTPS ensure user data safety. Google has included HTTPS as a ranking factor, as it is an essential element of user trust.
• Tip: Secure your site with an HTTPS certificate to create a positive impression with Google.

Content Quality Signals

Content quality has always been and remains a priority for Google. High-quality content is valued by both users and Google, contributing to improved search rankings.

• E-A-T (Expertise, Authoritativeness, Trustworthiness): Google’s algorithm assesses the level of expertise of the content on the site, the authority of its authors, and the reliability of the information. This signal is especially important for YMYL (Your Money, Your Life) websites.
• Tip: Ensure your content authors have the necessary qualifications and experience, and include their biographies.
• Depth and Substance of Content: Unlike shallow content, in-depth and substantial content offers users additional value. Google tends to reward such content.
• Tip: Enrich your content with research, statistics, and examples.
• Content Relevance: For some topics, content relevance may be a more valuable factor. Google positively evaluates the regular updating of content in certain areas.
• Tip: Regularly update your blog posts and add new information to keep your content relevant.
• Content Length and Quality: Long and detailed articles are valued more than short and superficial content. Google rewards content that provides users with comprehensive information.
• Tip: Prepare thorough articles on your topics and cover all aspects.

Backlink Signals

Backlinks are one of the most powerful signals in SEO. However, not all links are equally beneficial. Below are some of the key backlink signals that Google considers:

• Backlink Quality: Backlinks from authoritative and highly rated sites are positively evaluated by Google. Links from low-quality or spammy sites, on the other hand, can negatively affect rankings.
• Tip: Develop a backlink strategy focusing on high-authority domains.
• Anchor Text Relevance: The anchor text should be relevant to the page’s content. Relevance is a crucial factor when evaluating backlink quality.
• Tip: Carefully select anchor texts to ensure they align with the content.
• Natural Backlink Profile: Your backlink profile should appear natural. A large number of identical anchor texts or a rapid accumulation of links may raise suspicion from Google.
• Tip: Ensure backlinks come from various sources and create a balanced profile.
• Dofollow vs. Nofollow Links: Dofollow links pass value to your site, while nofollow links can also have some influence on SEO.
• Tip: Use both dofollow and nofollow links to create a balanced profile.

Social Signals

The impact of social signals on Google rankings is a controversial topic, but links and user interactions gained through social media can drive additional traffic to your site, which may indirectly improve rankings.

• Social Media Engagement: The number of times your content is shared on social networks and how it’s received by users can indicate its value.
• Tip: Actively share your content on social media and encourage engagement.
• Traffic from Social Media: Traffic from social networks can contribute to improving the overall performance of your site. Although this is not directly a ranking factor, it can help enhance the site’s overall quality.
• Tip: Use social media campaigns and ads to drive additional traffic to your site.
• Brand Signals: Positive reviews and discussions of your brand on social networks help Google assess the value of your brand.
• Tip: Promote your brand on social networks and strengthen its image.

User Experience (UX) Signals

User experience plays a crucial role in your site's ranking on Google. These signals determine how users interact with your site and how user-friendly it is.

• Core Web Vitals: Recently introduced metrics by Google assess page loading speed, interactivity, and visual stability. Core Web Vitals are key indicators that directly influence user experience.
• Tip: Optimize your site based on Core Web Vitals and regularly test in this area.
• Site Structure: Navigation on your site should be simple and user-friendly. A clear and intuitive site structure ensures quick access to the information users need, improving their experience.
• Tip: Optimize site navigation using a sitemap and proper URL structure.
• Interactive Elements: Interactive elements on your site, such as feedback forms and chats, improve user experience and help retain users on the site.
• Tip: Use interactive elements to encourage active user engagement.
• Navigation and UI/UX Design: Your site’s interface should be user-friendly, allowing easy navigation.
• Tip: Create a simple, intuitive site design that meets user needs.

Recommendations for Successful Google Ranking

Considering Google signals, here are some key recommendations for successful search engine optimization:

• Follow E-A-T Standards in Your Content: Create content that adheres to the principles of expertise, authority, and trustworthiness. This will increase the value of your content for both users and Google.
• Optimize Your Site Technically: Improve your site’s load speed, ensure mobile adaptation, and use the HTTPS security protocol. Strengthening technical optimization will positively affect Google signals.
• Improve User Behavior on Your Site: Simplify site navigation, create engaging content, and ensure users spend more time on your site and return.
• Develop a Backlink Strategy: Work with high-quality and relevant websites. Build a natural and balanced backlink profile.
• Don’t Ignore Core Web Vitals: Optimize your site for Core Web Vitals, focusing on loading speed, interactivity, and visual stability.
• Actively Use Social Media: Share content on social networks and encourage user engagement, which may indirectly improve your site’s ranking.

Conclusion

Google signals represent a wide range of factors that determine rankings in the search engine. The signals and recommendations discussed in this article will help your site rank higher on Google. As an SEO specialist, it is important to understand and apply these signals correctly to gain an edge over competitors.