Unpacking Gary Illyes’ AMA: Your Roadmap to SEO Success in 2023
Google’s Gary Illyes fielded several questions during an AMA at Pubcon Pro in Austin this afternoon from moderator Jennifer Slegg. Here are some of the highlights of the interview.
Google’s Gary Illyes took center stage during an AMA at Pubcon Pro to field questions on SEO, search rankings, and much more. While the SEO world was buzzing with tweets and takes on what Gary had to say, we decided to do something different. We’re diving deep to understand the significance of his answers. But we’re not stopping there. We’ll go beyond surface-level insights to offer you actionable strategies that you can implement right now to get ahead in SEO.
It’s not just about what Google’s saying; it’s about what you’re doing with that information. So let’s unpack Gary Illyes’ AMA and turn it into your roadmap for SEO success into 2024.
Does Google Use User Click Data in Ranking?
Illyes’ Take: Illyes confirmed that Google incorporates user click data in its RankBrain algorithm. This means that how often users click on your page from the search results might have an impact on your ranking.
Our Perspective: While it’s not the end-all-be-all, if Google is using click data, it certainly makes a compelling case for the importance of your meta titles and descriptions. A click-worthy title can pull a user in, and a captivating meta description can seal the deal.
Deep-Dive Quick Win: Crafting Irresistible Meta Tags
- Start with an Emotional Trigger: Humans are emotional creatures. Use power words in your title like “Ultimate,” “Fast,” or “Proven” to ignite curiosity and excitement.
- Solve a Problem: Identify a common problem your target audience faces and hint at the solution in your meta description.
- Include a CTA: “Learn More,” “Get Started,” or “Discover” are all compelling CTAs that can increase the click-through rate.
- Use Numbers: Titles with numbers (e.g., “5 Ways to Boost Your SEO”) are proven to get more clicks.
- Test and Tweak: Use A/B testing tools to try out different meta tags and measure which ones get more clicks.
Tools You’ll Need
- Google Search Console: To review your current click-through rates.
- A/B Testing Tools like Optimizely or Unbounce: For testing different meta tags.
Unlaunches Happen ‘A Lot’
Illyes’ Take: Google changes search ranking often.
Our Perspective: Stability is a myth; be prepared for frequent changes.
Deep-Dive Quick Win: Master the SEO Change Log
- Use a tool like Airtable or a simple Excel sheet.
- Log every on-page and off-page SEO change: meta tweaks, backlinks acquired, content updates.
- Conduct bi-weekly reviews to assess the impact of changes.
Factors vs. Signals vs. Systems
Illyes’ Take: Google uses multiple signals and systems for ranking.
Our Perspective: SEO isn’t a one-trick pony.
Deep-Dive Quick Win: Diversify Your SEO Metrics
- Create a balanced scorecard of SEO metrics.
- Allocate monthly time to improve each: backlinks, page speed, content quality.
- Use tools like Moz or Ahrefs to track diverse metrics.
Why Google Doesn’t Index Everything
Illyes’ Take: Internet’s too large for full indexing.
Our Perspective: Google’s selective, so make your content count.
Deep-Dive Quick Win: Prioritize Your Important Pages
- Identify 10 most important pages on your website.
- Use “Allow:” in your robots.txt file specifically for these pages.
- Double-check indexation using Google Search Console.
Labeling AI Content
Illyes’ Take: AI or human, Google doesn’t care.
Our Perspective: The playing field is even; exploit it.
Deep-Dive Quick Win: Use AI for Strategic Content Scaling
- Employ AI tools like ShortlyAI for first drafts.
- Use Grammarly to refine and humanize the content.
- Test audience reception with a few AI-generated pieces before full-scale implementation.
Importance of Links is ‘Overestimated’
Illyes’ Take: Links aren’t a top-three ranking factor.
Our Perspective: Content still reigns supreme.
Deep-Dive Quick Win: Elevate Your Content Game
- Use Buzzsumo to identify trending topics in your industry.
- Focus on long-form content, ideally over 2000 words.
- Utilize multimedia: embed videos, infographics, and interactive elements to boost engagement.
Comments Could Signal An Active Community
Illyes’ Take: Comments can be good for trust and community building.
Our Perspective: An active community adds credibility and value.
Deep-Dive Quick Win: Activate Your Comment Section
- Implement comment moderation to filter out spam.
- Pin top comments to encourage thoughtful discussions.
- Use a plugin like Disqus for easier management and analytics.
Google Will Keep Launching Updates in December
Illyes’ Take: Google updates are not taking holidays.
Our Perspective: Be prepared all year round.
Deep-Dive Quick Win: Set Up a Holiday SEO Strategy
- Conduct a pre-holiday SEO audit in early November.
- Automate regular rank tracking through the holiday season.
- Schedule time in January to assess the impacts.
Core Web Vitals = Low Priority
Illyes’ Take: Not a high-impact focus area.
Our Perspective: There are better things to focus on.
Deep-Dive Quick Win: Maximize Other On-Page Factors
- Optimize your images using tools like TinyPNG.
- Use CDN for faster page load times.
- Prioritize mobile responsiveness.
No Voice Data in GSC
Illyes’ Take: Voice search data won’t be in Google Search Console.
Our Perspective: Don’t rely on GSC for voice search insights.
Deep-Dive Quick Win: Use Alternative Metrics for Voice Search
- Analyze ‘question-based queries’ in Google Analytics.
- Leverage tools like Jetson.ai for voice search optimization.
- Conduct user surveys to understand voice search behavior.
Expired Domain Signals Are Not Inherited
Illyes’ Take: New owners start from scratch.
Our Perspective: Don’t bank on past glories.
Deep-Dive Quick Win: Validate Before You Buy
- Use Wayback Machine to inspect the domain’s history.
- Check Google Search Console for any penalties.
- Assess domain authority through Moz or Ahrefs.
Use H Tags for Accessibility
Illyes’ Take: H tags are more about accessibility than SEO.
Our Perspective: Don’t overlook the human element.
Deep-Dive Quick Win: Make Your Site Accessible
- Use tools like WAVE for accessibility audits.
- Implement ARIA landmarks for enhanced navigation.
- Regularly test with screen readers.
Importance of Content
Illyes’ Take: Content is the number one ranking signal.
Our Perspective: Content is still king.
Deep-Dive Quick Win: Produce Quality Over Quantity
- Use Google’s NLP API to gauge content quality.
- Prioritize cornerstone content for your site.
- Use Google Trends for real-time content ideas.
Why Niche Sites Were Impacted by Helpful Content Update
Illyes’ Take: Google isn’t necessarily targeting all niche sites, mostly those that are heavily money-driven.
Our Perspective: Not all niches are created equal in Google’s eyes.
Deep-Dive Quick Win: Tailor Your Content to Add Value
- Conduct a content audit. Weed out thin or affiliate-heavy content.
- Focus on adding useful, educational articles.
- Use tools like SEMrush to find low-competition, high-value keywords in your niche.
You Can See Gains Between Core Updates
Illyes’ Take: Core updates are important, but you can make progress between them.
Our Perspective: SEO is a marathon, not a sprint. Small, consistent gains matter.
Deep-Dive Quick Win: Ongoing SEO Maintenance
- Don’t just audit your site after a core update; make it a monthly ritual.
- Use Google Analytics and Google Search Console to monitor performance.
- Make adjustments based on real-time data, not just around updates.
Final Thoughts
Illyes’ AMA revealed some game-changing SEO insights. By acting on these quick wins, you’re not just waiting for the next core update; you’re proactively elevating your site’s value and usability. Google isn’t a riddle; it’s an ever-changing ecosystem. Adapt, evolve, and you’ll do more than survive—you’ll thrive.
September 2023 Helpful Content Update