John Mueller from Google advises against fixating on metrics from SEO tools. Instead, he suggests focusing on delivering valuable content that genuinely appeals to users.
In a recent discussion on Reddit’s r/SEO, Google’s Search Advocate, John Mueller, responded to a user’s concerns about sudden shifts in SEO tool metrics and their perceived effect on search rankings.
The conversation was initiated by a website owner who shared these observations:
- A 50% drop in the site’s Domain Authority (DA) score.
- A 75% rise in spam backlinks throughout the year.
- An increase in spam comments, averaging 30 per day on a site with about 150 daily visitors.
- Inconsistent backlink data across various SEO tools.
The site owner, who insists they’ve never engaged in link purchasing, expressed worries about the impact of these spammy links on their site’s performance.
Mueller’s View on Third-Party Metrics
Mueller responded by highlighting the limitations of third-party SEO tools and their data. He emphasised that…
He warned against rushing to execute adjustments based on these measurements, describing many such tactics as “smoke & mirrors.”
Mueller highlighted a key insight: the metrics provided by SEO tools are not directly tied to how search engines assess websites. He explained that actions like using disavow files don’t influence SEO tool metrics since these tools don’t have access to Google’s internal data.
This serves as a reminder to be aware of the origins and constraints of SEO tool data, as their metrics don’t accurately mirror search engine rankings.
What should your focus be? Prioritising value over metrics
Mueller recommended an all-encompassing SEO approach that emphasises delivering unique value rather than concentrating on metrics like Domain Authority or spam scores. His advice was as follows:
However, Mueller recognised that developing distinctive content isn’t easy, saying:
Mueller’s perspective encourages us to prioritise what truly matters: user-focused strategies. This aligns content with Google’s core objectives and fosters sustainable success.
Key lessons from Mueller’s comments include:
- While third-party SEO tools provide useful insights, they shouldn’t dominate your optimisation efforts.
- Fluctuations in these metrics don’t reflect how search engines actually view your site.
- Focus on creating new, valuable content rather than chasing tool-generated statistics.
- Understand the limitations and origins of SEO tool data.