Google’s John Mueller emphasizes that a site, no matter how technically optimized, requires exceptional content to achieve high rankings.
This issue was discussed during a recent Google Webmaster Central hangout when a site owner sought advice on improving their rankings.
The site owner noted that Google’s tools indicated no issues and asked what more could be done to enhance rankings.
Here’s the question posed:
“There are zero issues on our website according to Search Console. We’re providing fast performance in mobile and great UX. I’m not sure what to do to improve rankings.”
Mueller explained that focusing intensely on technical details can lead to overlooking the bigger picture.
A technically perfect website doesn’t guarantee high rankings.
Ultimately, content must be relevant to users.
While fixing technical issues is crucial, the site’s content also needs to be useful to visitors.
Mueller advises considering the problems and questions users might have.
Then, create content that addresses those issues and answers those questions.
He also suggests engaging with other site owners and SEOs through webmaster forums and being receptive to their feedback.
Lastly, Mueller points out that some niches have fiercer competition than others.
Even a well-optimized site with outstanding content may face challenges in outpacing competitors with longer-standing efforts.
This topic is discussed in detail starting at the 32:29 mark in the hangout.
“This can be a tricky situation where you’ve worked on your website for some time, focusing heavily on technical details and losing sight of the broader perspective.
I recommend taking your website and the queries you aim to rank for, then heading to a webmaster forum.
Various webmaster forums exist where webmasters and SEOs gather, and they can often review your site to quickly identify numerous issues worth addressing.
Although this isn’t always straightforward, having others evaluate your website and being open to their suggestions plays a vital role.
Another point to consider is that technical correctness doesn’t automatically mean relevance to users in search results, nor does it ensure high rankings.
If your website consists of poor-quality content, it will still struggle to rank highly.
It’s important to discern which technical issues are critical for your site while also focusing on user aspects—understanding user issues and how your site can address them or answer their questions.”
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