Google's advanced promoting course offers terrible SEO guidance


This is Google's true exhortation from the course:

Your website page is bound to be positioned higher in web crawler result pages on the off chance that you compose a higher volume of value content.

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Keep your watchword thickness under an industry standard of 2%.

This implies that 2% of the words on the site page or less ought to be target watchwords.

Be smart about watchword arrangement.

Your watchwords ought to be utilized just a single time in the accompanying puts on each page inside your site: page title, subheading, first passage, and body end.

"Truly… 'compose in excess of 300 words'? what's more 'catchphrase thickness'?" Fiorelli tweeted. "I mean… catchphrase stuffing is terrible, certain! in any case, tackling it by spreading SEO legends that SEOs attempt to kill?

"I realize that this course is very section level, however precisely hence legends like these ones ought not be instructed. Did the SEOs in Google audit the course?".

"This can be disregarded". Danny Sullivan, Google's Search Liaison, answered Fiorelli, basically repudiating the course.

"I'm not in the group that created that, nor are they some portion of the Search group," Sullivan answered. "As somebody from the Search group, we suggest no cutoff points or 'thickness' or any such thing. This can be disregarded; I'll pass it on."

He then, at that point, connected to Google's recommendation from search, Google's SEO Starter Guide. That archive makes no notice of watchword thickness or word count essentials.

Catchphrase thickness. ...Catchphrase thickness is a rate that lets you know how frequently a watchword or expression is utilized on a page. You partition the complete number of times a catchphrase or expression is utilized by the absolute number of words utilized. Then, at that point, increase by 100 and you have your rate. (Or on the other hand duplicate glue a URL or your text into a free internet based catchphrase thickness number cruncher.)

Here is the pleasant thing with catchphrase thickness. I've spoken with numerous SEOs in the past who swear they effectively sorted out the right catchphrase thickness previously and it assisted them with positioning pages. The specific catchphrase thickness fluctuated - I heard somewhere in the range of 2% to 10% was the perfect balance, contingent upon who you conversed with (and what year) and what industry they were involving it in.


So catchphrase thickness fantasy has a part of truth to it. Since it used to work.

However, let's get straight to the point: there is no catchphrase thickness "industry standard."

Google has made light of catchphrase thickness, as far back as 2006, when ex-Googler Matt Cutts shared counsel about composing helpful articles that perusers will adore. To a limited extent, he composed:

"… in the on-page space, I'd suggest pondering words and variations (the 'long-tail') and contemplating watchword thickness or rehashing phrases."

In a 2011 video, Cutts was inquired: "What is the best watchword thickness of a page?".

Key statements:

"So the first or twice you notice a word, then, at that point, that could assist with your positioning, totally. Yet, in light of the fact that you can say it seven or multiple times, that doesn't imply that it will essentially help your rankings."

"I would adore it in the event that individuals could quit fixating on watchword thickness. It will differ. It will differ by region, it will fluctuate in light of what different locales are positioning it. It's anything but a firm rule."

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However, Google search has progressed much starting around 2011. Today, it's normal to discover a few pages positioning for specific watchwords while never utilizing the catchphrase it's positioning for inside the page.

Watchwords totally matter. Yet, there is no enchanted proportion of watchwords to content that can ensure traffic and rankings.

Eric Enge, president at Pilot Holding, asked why Google even tended to watchword thickness. Enge said:

"Much better counsel is have genuine informed authorities make your substance. Assuming you do that the substance will be sensibly catchphrase wealthy in a manner that is normally a match to the subject of the substance."

Venture level SEO specialist Jessica Bowman said she was stunned to see Google characterize any catchphrase thickness, which Google and SEO pioneers have questioned for quite a long time. She likewise said:


"I in all actuality do direct authors on the quantity of catchphrase redundancies to use in satisfied (however stay away from any conversation/research on thickness). The justification behind indicating the quantity of reiterations for watchwords is that as far as I can tell journalists will not normally notice catchphrases enough to lay out significance for the watchword you need to rank for."

"While directing scholars, I incorporate seven watchword types to direct journalists, for example, Primary catchphrase, optional catchphrase, words that are important for a definitive conversation on the point, words to use in joins, and so forth. Each has various redundancies to incorporate. I find this guides the essayist into a course of working out vigorous substance with a legitimate conversation that will perform well in web crawlers."

Marie Haynes, proprietor of Marie Haynes Consulting, likewise said she was very amazed that Google's course given explicit counsel on watchword thickness. She contemplated whether, maybe, the individual answerable for composing this course satisfied wasn't completely knowledgeable about SEO.


"Similarly as with all SEO-related data you find on the web, this is a genuine illustration of why we ought to constantly have serious areas of strength for a to highlight while making SEO suggestions. Not all that is composed on the web is valid, regardless of whether it comes from Google itself!"

Word count and SEO. Where did that 300-word guidance come from? I profoundly suspect a Yoast page. Analyze this statement:

"We prompt composing in excess of 300 words for ordinary posts or pages, while item portrayals ought to be north of 200 words. Why would that be? A higher word count assists Google with bettering comprehend what's going on with your text. What's more Google, all things considered, will in general position longer articles higher."


To what Google says in its course:

Compose in excess of 300 words on your page.

Your page is bound to be positioned higher in web search tool result pages in the event that you compose a higher volume of value content.

See the similitude? It very well may be a happenstance. Or then again not.

Google's hunt delegates have said, over and over, that word count or content length is certainly not a positioning element. Google's John Mueller said in this:

2018 on Twitter: "Word count isn't characteristic of value. A few pages have a great deal of words that don't say anything. A few pages have not many words that are vital and applicable to questions. You know your substance best (ideally) and can conclude whether it needs the subtleties."

2019 on Reddit: "Word count is definitely not a positioning component."

2021 in a Google Search Central SEO Office Hours video: "According to our perspective the quantity of words on a page is definitely not a quality component, not a positioning element. So aimlessly adding increasingly more text to a page doesn't improve it."

Benu Aggarwal, president and pioneer behind Milestone, said Google discussing word include is not welcome in that frame of mind around making excellent substance. Aggarwal said:

"Great quality substance begins from grasping four things: who is my client, what are they intrigued by, what do they wish to achieve and what questions do they have. Realizing this is basic prior to making important and effective substance. I feel like Google has not refreshed its own rules to coordinate with developments in search."

Notwithstanding, the relationship between's assertion count and positioning has for quite some time been an interesting issue of SEO studies. The issue, as usual, is connection reads up are by and large for amusement purposes as it were.

I began in SEO in 2007. Around that time, 250 words was viewed as best practice for blog entries. Then it fundamentally began to expand at regular intervals. 250 became 500, then, at that point, 1,000, then, at that point, 1,500. Last I saw, HubSpot was guaranteeing 2,100-2,400 is the ideal length of blog entries.

We likewise had a few momentarily well known ideas, as 10x substance and high rise content (until individuals sorted out "results might fluctuate" and not every person needed to peruse a novella prior to figuring out how to tighten a light).

My recommendation on composing content is straightforward: compose what it's worth. It ought to be sufficiently long to be complete and better than whatever your opposition has distributed.

Word count is really one of those "it depends" circumstances - it relies upon the kind of satisfied, the arrangement, your objective, the crowd, the business, search expectation, and heaps of different factors. Additionally, blog entries are not item pages or different sorts of pages. As Enge told me:


"Just to call attention to one clear issue, on numerous online business pages you'd expect that there would be less than 300 words on the page, and logical hardly anything that shows up in some type of a section (i.e., generally projectile arrangements of highlights)."

Why this is terrible. Google said "all course teachers are Google workers who are educated authorities." But this exhortation obviously raises doubt about the legitimacy of this course and the worth of the confirmation.

This present circumstance made me consider a statement from the film "Beginning":

"A thought resembles an infection. Versatile. Profoundly infectious. And, surprisingly, the littlest seed of a thought can develop. It can develop to characterize or obliterate you."


seo tools


Supplant "thought" with "Web optimization fantasy" in that sentence, and the issue lies with that. Someone from (or for) Google composed this course. I suspect numerous Googlers watched and offered hint off on the substance of this course.

Presently, many are foreseeing that certain individuals will utilize this course to profess to be "Website design enhancement confirmed" by Google.

A lot of terrible SEO legends have gotten out and about throughout the long term. However, the beginning for the majority of those legends could continuously be followed to ends drawn by experts and forces to be reckoned with distributing articles or "examination studies," talking at meetings, or sharing reports via online entertainment.


Google has given a lot of undeniable level direction around SEO best practices, however nothing as unambiguous and inside and out off-base as this previously - let alone in advanced showcasing preparing that finishes with true Google affirmation.

Bowman said this is one more update that you should be cautious what sort of happy you read - in light of the fact that occasionally it's obsolete exhortation, regardless of whether it was as of late distributed. Bowman likewise said:

"It's smarter to get a comprehension of SEO by gaining from SEO industry thought pioneers who have been around for some time - where you can see in all cases what is by all accounts working and authentic strategies, with the goal that you can recognize what is awful or sketchy exhortation. From that point pick the 'individual' you need to prepare you and your group, since this Google confirmation shows that even known and regarded organizations have individuals offering out awful guidance."

Truth be told, the vast majority of Google's hunt agents have attempted to expose these awful SEO legends before. Over and again.

Why we give it a second thought. Google promoted this affirmation as an approach to upskill or reskill representatives. The issue: this course has terrible SEO guidance. Any individual who takes this course is learning terrible practices that someone, eventually, should assist them with forgetting.

Indeed, the course is "free" at the present time. Yet, individuals contribute their time (which is one thing they can never get back) in this affirmation, all to get familiar with some awful SEO rehearses that could not have possibly even assisted you with positioning 10 years prior.


While Sullivan got over it, saying it tends to be overlooked, individuals taking the course most likely won't peruse his tweet repudiating it. Or on the other hand different tweets and online entertainment refreshes calling it out for error. Or on the other hand the articles getting down on it, including this one. The issue lies with that. What's more, one can't be overlooked.

Jori Ford, head advertising official at FoodBoss, gave credit to Sullivan for his reaction, yet desires to see an additional insightful one that frames how Google is adjusting/amend as opposed to saying, don't heed the guidance. Portage said:

"We as a whole commit errors, yet even Google proposes utilizing SEOs, on the grounds that can we just be real for a minute, search is perpetually changing, to such an extent that not even inward groups are generally up to speed. This is a strong illustration of simply that."

In 2016, Google closed SEO confirmation would be a "ill-conceived notion." Well, they were correct. Here we are in 2022 and SEO is essential for Google's confirmation in advanced promoting. Also, it's surely demonstrating risky, only days in the wake of sending off it as a piece of its computerized showcasing certificate.


Google is a confided in power. It is the greatest web crawler on the planet. A great many people taking this course (once more, given by Google representatives who are educated authorities) will believe the data they are being instructed about SEO. Ideally, Google will refresh this course and have it audited by obvious SEO informed authorities.


On the off chance that Google continues to show SEO legends, these SEO fantasies will just keep on spreading like an infection. But this time, the fantasy is coming directly from Google itself.

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