Google’s Mueller Tweets About Content and Ranking

Google Webmaster Trends Analyst John Mueller engaged in a vigorous Twitter dialogue on what it means to create ultimate net content material. He answered whether or not Google ranked lengthy kind content material increased, commented on phrase depend and provided his opinion on what publishers ought to concentrate on.

The dialogue lined the connection of phrase depend to the idea of being complete in addition to whether or not phrase depend is a part of a rating issue (it’s not).

Matching Competitor Word Count

The dialogue began out with a query associated to competitor analysis. The individual asking the query apparently reviewed the highest ranked pages within the search engine outcomes pages (SERPs) and found the phrase depend of the highest ranked websites.

The individual requested:

“What if I’m covering more information in less words than competitors. What google think about word count?”


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Competitor analysis is usually considered by way of reviewing what prime ranked pages are doing and copying what they’re doing by way of key phrases used, phrase counts, and so on.

The drawback with that method is that simply because the highest ranked websites have a minimal of 1200 phrases of their content material doesn’t imply that phrase depend correlates to the perfect phrase depend for rating.

It’s simply what’s there, both as a result of that’s what they really feel is finest or they’re copying one another.

But then there’s all the time that one outlier with an epic eight,000 phrase net web page that’s masterfully rating for all types of key phrases, that blows away any notion that 1200 phrases is good.

Can take your breath away when somebody can pull that off!

John Mueller tweeted this response:

“Why would a search engine use word count as a metric?”

The individual tweeted his rationalization:

“Probably more word count refers to more comprehensive information and detailed answer to search query”


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Comprehensive Content Syndrome

Google is just a little bit guilty for the concept all net pages must be complete.

Google’s website positioning Starter Guide says:

“Content should be factually accurate, clearly written, and comprehensive.”

This is echoed in Google’s Quality Raters Guidelines that states:

“High quality information pages should be factually accurate, clearly written, and comprehensive.”

The raters pointers additionally state:

“A satisfying or complete quantity of very prime quality MC…

…very prime quality MC is unique, correct, complete…

…all forms of very prime quality informational content material share widespread attributes of accuracy, comprehensiveness, and clear communication…”

The phrase “comprehensive” is used 30 occasions within the high quality raters doc. So it’s truthful to say that Google is at the very least just a little bit guilty for writer anxieties about “comprehensive” content material.

The concern for complete content material is virtually a syndrome as a result of it results in content material that’s far longer than it must be. Anyone who has ever researched a recipe can attest to that.

Yet, Can You Blame Publishers?

The definition of complete is: “complete; including all or nearly all elements or aspects of something.”

The drawback with the thought of “comprehensive” content material is that it’s straightforward to equate “comprehensiveness” with together with “nearly all… aspects of something” when writing a couple of matter, which might result in a excessive phrase depend.

I do know as a result of I’ve audited content material that stopped rating that’s excessively wordy. Saying an excessive amount of isn’t unusual for websites which have misplaced rankings prior to now yr.

So Let’s Back Up

The writer/website positioning provided this purpose for needing to boost the phrase depend:

“Probably more word count refers to more comprehensive information and detailed answer to search query”

John Muller tweeted his response:

“Why would the number of words be related to whether or not the content is comprehensive?”

BERT Algo Rewards Comprehensive Content?

There are many corners within the Internet.

And apparently in a kind of corners there’s a perception that Google is rewarding lengthy kind content material, content material that’s wordy.


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This individual tweeted that the BERT algo rewards prolonged articles:

And John Mueller swiftly mentioned, no, not true.

Further down within the dialogue somebody added this necessary perception:

Mueller later affirmed that phrase depend isn’t a rating issue however extra importantly, he mentioned it’s positive to make use of phrase depend as a suggestion on your writing tasks:


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That’s a good suggestion. I generally see articles which might be so brief they could as effectively be tweets. And that’s the type of content material that could possibly be perceived as skinny.

So giving your self a objective of an arbitrary minimal phrase depend can power a author to think about necessary factors that will in any other case have been neglected.

So it’s not about reaching a selected phrase depend however educating your self, generally forcing your self, as a author, to be complete in a helpful method.

By Jove I Think You’ve Got It!

One of the dialogue individuals reiterated the teachings discovered and Mueller responded affirmatively:


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In Conclusion…

The high quality raters pointers and Google’s website positioning starter information encourage publishers to jot down complete articles. But John Mueller mentioned that not all articles should be complete.

And he’s proper.

But perhaps they need to add that to the website positioning Starter information?

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