Gary Illyes of Google Discusses Authorship and SEO-Controlled Markup
Gary Illyes of Google recently discussed authorship and the reasons why Google tends to mistrust signals that are within the control of SEOs and website owners. We may better grasp what to focus when optimizing websites with the use of this understanding.
Insights from interviews
During a live interview at a search conference in May 2024, Illyes spoke on why Google is wary of signals such as authorship, which may be gamed by SEO and website owners. Despite receiving little media attention, the interview contains a wealth of insightful details concerning Google’s ranking factors for digital marketers.
Authorship as a Criteria for Ranking
A query about the possible resurgence of authorship signals—a notion that Google originally supported—was posed. Assuming that signals like Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T) are directly employed by Google’s algorithms for ranking, some SEOs have taken Google’s rules on search quality too literally. This gave rise to the idea that authorship was an important consideration.
Google used to provide a way to communicate authorship details, however it was finally removed.
SEO-Managed Information: A Wellspring of Spam
In response to a query about authorship, Illyes said that information under SEO control—such as markup—often becomes spammy and untrustworthy. This suspicion applies to any content that is regulated by SEO.
The interviewer asked this question:
“Is Google going to bring back authorship in any way?”
Illyes answered:
I’m not aware of any such initiatives. To be honest, I’m not enthused about something similar to what we had between 2011 and 2013 since markup that is available to site owners and SEO usually turns into spam.
He went on to explain that author-controlled markup and SEO are often untrustworthy signals:
These signs are not good. For this reason, the meta description is taken into consideration but is not rigorously adhered to, and the rel-canonical is a suggestion rather than a command. It would be a mistake to apply anything similar to authorship.
Authorship Determined Algorithmically
Illyes went on to discuss authorship signals that are generated algorithmically, arguing that even these are not very valuable. SEOs who have worked hard to improve their authorship data may find this unsatisfactory.
The notion that “authorship signals” are essential to ranking is mostly an SEO construct rather than a Google mandate. For years, Google executives have repeatedly minimized the importance of author biographies.
Regarding algorithmically determined authorship, Illyes stated:
It might be more accurate if it’s determined algorithmically, but other than that, I don’t see much value in it.
Canonical Labels: Their Significance
The interviewer said that canonical tags are often used incorrectly:
It’s good to know that canonicals are just suggestions, as I’ve witnessed a lot of poorly executed ones.
In response, Illyes said that while canonicals are good recommendations, they are not yet rules. Like a noindex meta tag, a directive has to be complied with by Google.
He clarified:
It’s a suggestion, but it’s a strong one nonetheless.
This suggests a trust scale for various publisher inputs. Google’s increased confidence in rel-canonicals is probably due to the publisher’s desire to ensure accuracy, as opposed to authorship data, which is subject to manipulation and sometimes exaggeration.
In Summary
The points made by Illyes make it clear what should be prioritized when optimizing web pages. Authorship is not a major consideration for Google; this is a myth propagated by SEO rather than a Google policy. Furthermore, it’s critical to recognize that metadata within the control of SEOs or site owners is not to be overstated.
Author Bio
Professional SEO writer Emily Davis provides the best SEO services in Pinellas Park FL. Emily is an expert at producing material that is both educational and search engine optimized because of her experience in both journalism and digital marketing. She has a track record of assisting companies in raising their search engine ranks and bringing in new clients. Link building, article production, and keyword research are among Emily’s areas of competence. She is dedicated to providing excellent SEO tactics that provide quantifiable outcomes. Emily enjoys reading, gardening, and discovering Pinellas Park’s many cultural offerings in her spare time.