Google Lightning Talks: The State of SEO

Google Lightning Talks: The State of SEO

A video clip in Google’s Lightning Talks series, titled the point out of world wide web search motor optimization, offers information on how sites are pursuing standard Search engine optimisation tactics.

Aleyda Solis, Web optimization consultant and founder of Orainti, joins Lightning Talks as a visitor presenter as she goes over the major learnings from the Web optimization chapter of the 2020 Website Almanac.

The Web Almanac is a detailed report on the point out of the world wide web, which is backed by information and reliable industry experts.

Solis authored the Seo chapter of the 2020 Website Almanac, along with Michael King and Jamie Indigo.

Listed here are important results from the Seo chapter, which aims to discover principal features and configurations that perform a job in a website’s organic research engine optimization.

It is important to be aware facts is mainly collected by examining the home pages of sites, and all stats refer to cell internet pages.

Highlights From the Website positioning Chapter of the Web 2020 Almanac

Crawlability and Indexability

In 2020:

  • 75% of sites had a valid robots.txt versus 72% in 2019.
  • A rel=“canonical” tag was located on 53% in 2020, versus 48% in 2019.
  • Of the canonical tags uncovered, 45% ended up self referential and 8.5% pointed to a diverse URL.

Material Tendencies

In 2020:

  • The median page experienced 348 text, compared 306 text in 2019.
  • 99% of pages experienced a title tag, vs . 97% in 2019.
    The median title tag duration is 6 phrases/38 people, which is up from 20 people in 2019.
  • 68% of pages experienced a meta description, up from 64% of webpages in 2019.
  • The median length of a meta description was 19 phrases and 138 figures, which is underneath 160 characters as proposed by Website positioning greatest techniques.
  • The median web page experienced 67 full back links, of which 54 ended up interior links. Down 10% from 2019.
  • The median page had 6 exterior hyperlinks, as opposed to 8 in 2019.
  • 30% of web pages had a rel=“nofollow attribute.
  • A lot less than .3% of internet pages utilized the new rel=“ugc” or rel=“sponsored” tags.


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The boost in median phrase rely is not always an sign that far more information is much better. What’s most critical, Solis says, is to satisfy user research requirements with thorough and practical info.

A reduction in the amount of internal links on internet pages could counsel sites are not maximizing their capability to make improvements to crawling performance and backlink fairness flow in the way they did the yr ahead of.

The lessen in the amount of money of exterior inbound links on pages indicates web sites are much more watchful when linking out to other web pages, which could be possibly to prevent passing website link equity or to stay clear of sending consumers to other web sites.


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Structured Information

In 2020,

  • JSON-LD was the most well-liked structured info format, showing on 30% of pages.
  • 39% of webpages place structured knowledge in raw HTML.
  • 40% of pages place structured data in the renderDOM, which relies on search engines’ JavaScript rendering abilities.
  • AggregateRating structured details (critique stars) was applied on 24% of web pages, in spite of guidelines stating it really should not be applied on property web pages.
  • Utilization of VideoObject structured facts grew 28%.
  • Usage of FAQ site markup grew 3,000%.
  • Utilization of HowTo markup grew 623%.
  • Use of QApage markup grew 192%.

Data Connected to Google’s Site Working experience Update

In 2020:

  • 20% of pages fulfilled Google’s Core Website Vitals thresholds.
  • 73% of webpages have adopted HTTPS, up 10% from 2019.
  • 43% of internet pages have a viewport meta tag with the ideal configuration.
  • 11% of web pages do not use the viewport meta tag at all, suggesting they could not be mobile-helpful but.
  • 83% of web pages use responsive features.

Information in the 2020 version of the Net Almanac is dependent on the analysis of 7.5 million websites. It also consists of data from Lighthouse and Chrome UX experiences.


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For far more, see the entire video clip underneath:

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