Why Google Needs to Maintain Control Over Its Ranking Signals
Gary Illyes, a well-known analyst at Google, recently shed light on why the company insists on controlling its own ranking signals instead of relying on external factors like social media shares or views. Illyes pointed out that controlling signals internally ensures reliability and prevents manipulation, an issue often encountered with external data sources beyond Google’s direct influence.
The Challenge of External Signals in SEO
During an interview moderated by Japanese search marketing expert Kenichi Suzuki, Illyes responded unequivocally when asked whether social media engagement metrics affect Google’s search rankings. He stated that social shares and views are not and likely will never be ranking factors. This stance is grounded in concerns over signal manipulation — inflated likes or shares on social platforms can’t be reliably verified by Google, making them unsuitable for ranking decisions.
Trustworthiness Over Easily Gamable Signals
Illyes emphasized that any signal easily gamed by marketers or bots is inherently untrustworthy. He cited examples such as structured data usage, which Google accepts but only for enabling rich results rather than as a ranking factor. Abuse of structured data by adding invisible keywords can lead to penalties, underscoring Google’s focus on trustworthy signals.
Past Lessons from SEO Practices
The debate around unreliable signals is not new. Illyes referenced the near demise of the LLMs.txt protocol, which faced criticism akin to the keywords meta tag—a signal previously exploited extensively by SEOs but ultimately sidelined. Similarly, author bylines in content were once believed to impart authority but were often faked and are generally dismissed now as ranking signals.
Moving Beyond Myths to Meaningful SEO Activities
Illyes concluded with advice for the SEO community to abandon unproven ranking factors like brand mentions and instead focus on creating valuable, user-centered website experiences that genuinely improve organic performance. This pragmatic approach aligns with Google’s continuous efforts to improve search quality and user satisfaction.