In a LinkedIn post, John Mueller clarified that two common site attributes—valid HTML and the presence of typos—while often associated with site quality, are not used as ranking factors by Google. This statement implies that other characteristics, which might similarly be viewed as signs of quality, may also not directly impact rankings.
Site Characteristics And Ranking Factors
John Mueller recently shared an interesting perspective on LinkedIn, shedding light on how specific attributes of site quality don’t necessarily translate into ranking factors. His post encourages a more thoughtful approach to distinguishing between what should be considered a quality signal versus a mere site characteristic.
Mueller highlighted two specific characteristics often associated with site quality: valid HTML and the presence of typos (typically spelling errors). His post was inspired by a study analyzing the homepages of 200 of the most popular websites, which revealed that only 0.5% of them had valid HTML—meaning just one homepage out of the 200 was coded correctly.
Mueller pointed out that valid HTML would likely set a shallow bar as a ranking factor because even low-quality or spam sites can quickly generate pages with valid HTML templates. He applied the same reasoning to typos, suggesting that these characteristics alone aren’t robust enough to be reliable ranking signals.
Valid HTML
Valid HTML refers to code that adheres to the established rules for proper HTML usage. The W3C, the globalorganization responsible for defining and maintaining web standards, sets these standards. The W3C creates guidelines for technologies like HTML, CSS, and Web Accessibility to ensure consistency and compatibility across the internet. Following these standards helps ensure that web pages are correctly structured and function as intended across different browsers and devices.
Is Valid HTML A Ranking Factor?
A frequently asked question in SEO is whether valid HTML influences Google’s rankings or plays a significant role in search performance. This question makes sense, as valid HTML might be seen as a mark of site quality.
In a recent post, John Mueller addressed this question directly, stating:
“Every now and then, we get questions about whether ‘valid HTML’ is a ranking factor or a requirement for Google Search. Jens has regularly analyzed the validity of the top websites’ homepages, and the results are sobering.”
The phrase “the results are sobering” refers to the surprising revelation that most top websites use invalid HTML, which may prompt a reevaluation of this characteristic’s importance.
Since most content management systems (CMS) don’t generate valid HTML by default, Mueller expressed surprise that even one site out of 200 analyzed adhered to HTML standards. He then emphasized that valid HTML is too basic to be considered a ranking factor:
“…this is, in my opinion, a pretty low bar. It’s like saying professional writers produce content free of typos – that seems reasonable, right? Google also doesn’t use typos as a ranking factor, but imagine you ship multiple typos on your homepage. Eww.”
Mueller further pointed out that while validating HTML is easy and can be monitored for critical pages, such as homepages, it remains a trivial characteristic and not one that Google uses to determine rankings.
There Is Still Value To Be Had From Non-Ranking Factors
Just because something is easy to fake doesn’t mean site owners should stop doing it. If a practice benefits users and helps build trust, it’s still valuable, even if it’s not a ranking factor. The fact that Google’s algorithms don’t use something doesn’t diminish its importance. Long-term success comes from activities that foster trust in your business or content, regardless of whether they directly influence rankings.
Google looks for signals that shows a website is high-quality, practical, and helpful based on how users and other websites respond to it. So, any efforts that build trust and create a positive user experience will eventually contribute to the site’s overall success, even if they’re not officially recognized as ranking factors.
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