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Google suggests that the appearance of a site may affect its ranking

Google suggests that the appearance of a site may affect its ranking

Google suggests that the presentation of a company’s site may affect the visibility of the search if it does not meet a certain quality expectation.

This was stated by Google’s John Mueller during the Search Central SEO Hangout, recorded on June 25, 2021.

In response to a question about how to address a gradual decline in traffic, Mueller advises looking at various side elements that may affect visitor perception.

A general reduction in traffic that is not related to any specific algorithm update may indicate that there is a problem with the quality of the site.

The design of a website can hold it back in search rankings, Mueller suggests, if it does not meet users’ quality expectations.


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Here’s more from Mueller about how visitors’ perceptions of a site play a role in search.

Google’s John Mueller on the Importance of Website Presentation

Mueller takes a question from a site owner whose traffic continues to decline over an extended period of time. The site owner asks what the problem might be.

In his response, Mueller says it is worth reviewing details that may seem unimportant to the site owner, but which mean a lot to visitors.

“Sometimes these small differences play a role in how people perceive your site. For example, if you have something that is about a financial topic and people come to you and say “well, your information is okay, but it is presented in a way that looks very amateurish”, then it may reflect how your site is perceived. And in the long run could also reflect something that is also visible in the search. ”


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To gain insight into how to improve a site’s presentation, Mueller recommends seeking independent opinions from impartial sources.

He also mentions a 2019 Google blog post related to core updates that shows a series of questions that site owners can ask themselves in terms of improving site quality.

When it comes to presenting the site, the blog post asks the following questions:

Is the content free of spelling or style issues? Was the content produced well, or does it look sloppy or quickly produced? Is it mass-produced by or outsourced to a large number of creators or spread across a large network of sites so that individual pages or sites do not receive as much attention or care? Does the content contain excessive amounts of ads that distract from or disrupt the main content? Does the content display well for mobile devices when displayed on them?

Website owners can also ask users these questions, but they must be prepared to take feedback objectively.

Asking users those hard questions and trying to take the answers they give you in an objective way often leads you to find things that you need to work on that may not be what you are working on at the moment.

So that’s a kind of approach that I would take there. Try to get actual feedback from people, and try to take action based on it.

For sometimes, if you’ve been working on a site for so long, it’s like it’s your baby and you know what parts are good, and you’re very protective when someone comes to you and says that it’s ugly, or the colors are bad, or something like that. But sometimes that’s what you need to hear. ”


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It is important to keep in mind that changes made to improve the quality of a site can take a long time to be reflected in the search results.

It’s a long term effort, and not something you want to see change month over month.

Hear the full discussion in the video below:

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