How does Google really want us to optimize the SEO visibility of our websites?

Why is Google reminding us of these basics right now?

This statement aligns with Google's ongoing discourse on useful content. The stated goal: to encourage site owners, especially local and e-commerce ones, to provide actionable information for users.

The timing is not coincidental. With the rise of AI-generated results and the increasing focus on real user experience, Google aims to reward sites that go beyond mere keyword stuffing. But concretely, this recommendation remains at a basic level—it's SEO 101 that has been taught for fifteen years.

What does Google mean by 'the right words' and 'relevant information'?

The wording is intentionally vague. By 'the right words', Google refers to the keywords that users actually type. No complex jargon if your audience speaks simply, no generalities if they are looking for specifics.

'Relevant information' primarily targets factual and actionable data: opening hours, contact details, product availability, price ranges. For a restaurant, it’s the menu and pricing. For a retailer, it’s real-time inventory. Google wants to be able to extract this structured data to feed its rich snippets and local search features.

How does this directive differ from previous ones?

It doesn’t really differ—it’s exactly the problem. Google has been repeating the same guidelines for years without providing any technical specifics or additional clarification. What are the ‘misleading SEO techniques’? No clear definitions, no quantified thresholds.

What has changed is the surrounding ecosystem. With the evolution of generative AI and the decline in organic click-through rates, sites now need to rely on even more pronounced quality signals. But this statement offers no concrete insights. It remains at the level of intent, not execution.

• Relevant keywords aligned with users' actual search intent, not based on generic volumes
• Actionable factual information: inventory, prices, hours, contact details—especially critical for local and e-commerce sites
• Short and meaningful titles: 50-60 characters, include the main keyword and added value
• Descriptive alt tags for all images, with real context (no keyword stuffing)
• Avoid misleading techniques: cloaking, abusive redirects, hidden content, keyword stuffing—even if Google never precisely defines the acceptable thresholds

Does this statement really bring anything new?

No. Let's be honest—this is pure recycling. These recommendations have been in the Search Console for a decade. No metrics, no thresholds, no concrete examples of what works versus what doesn't.

What’s lacking here is operational granularity. How does Google assess the 'relevance' of information? What weight do alt tags carry in image ranking versus understanding the context of the page? What are the differences in treatment between a site that displays its prices and one that doesn’t? [To be verified]—Google never provides this data.

What is the extent of ambiguity around 'misleading SEO techniques'?

This is where it gets tricky. Google talks about 'misleading techniques' without ever drawing a clear line. Is a targeted link exchange misleading or strategic? Is optimizing content to rank for a commercial keyword while providing value manipulation or good SEO?

In practice, we observe that Google tolerates gray practices as long as they do not negatively affect measurable user experience (Core Web Vitals, session duration, bounce rate). But this tolerance varies by sector—an YMYL site will be scrutinized differently than a lifestyle blog. The arbitrariness remains the norm, and this statement doesn’t change that.

What really works beyond these generalities?

Field observations show that the best-ranking sites combine these basics with trust signals: quality links, brand mentions, social engagement, content freshness, and depth of topic treatment.

Google does not explicitly state it, but the algorithms now favor sites that demonstrate thematic authority—not just a well-optimized standalone page. This requires cohesive internal linking, a solid semantic architecture, and a content strategy that covers the entire spectrum of a topic. The 'right words' alone are no longer sufficient if the site lacks editorial depth.

What should you prioritize checking on your site?

Your first reflex: audit the structured data. If you have a local or e-commerce site, ensure that critical information (prices, availability, hours, address) is marked up in Schema.org and clearly visible. Google favors sites that facilitate the automatic extraction of this data.

The second point: review your page titles. An effective title should be 50-60 characters long, integrate the main keyword and the value proposition. Avoid vague formulations like 'Home - Company X'. Prefer 'Emergency Plumber Paris 15 - 24/7 Service - Free Quote'.

What critical mistakes should be absolutely avoided?

Avoid falling into the trap of keyword stuffing in alt tags. An alt tag should describe the image for a visually impaired user—not serve as a keyword reservoir. 'Plumber Paris plumbing emergency repair' is ridiculous. 'Plumber responding to a water leak in Paris 15' is descriptive and natural.

Another frequent mistake: neglecting the basic information on the pretext that it seems obvious. Many e-commerce sites do not display clear prices or hide hours behind three clicks. Google interprets this as a friction signal—and it impacts ranking, especially on mobile.

How do you integrate these optimizations into a broader strategy?

These recommendations are prerequisites, not a complete strategy. Once the basics are laid down, focus on what truly differentiates you: depth of treatment, thematic authority, and content freshness.

Build an editorial calendar that addresses all the questions your audience has. Create pillar pages and interconnected satellite content. Work on your link building with relevant and credible partners. And above all, measure the real impact—not just the formal compliance with guidelines.

These optimizations may seem simple in theory, but their consistent implementation at the scale of a complex site requires sharp technical and editorial expertise. If you lack internal resources or want to maximize the impact of each adjustment, hiring a specialized SEO agency can be strategic. Personalized guidance helps identify priority levers, avoid costly errors, and accelerate measurable results.

• Audit all strategic pages to check the presence and accuracy of factual information (prices, hours, contact details, availability)
• Implement or correct Schema.org structured data (LocalBusiness, Product, FAQPage, BreadcrumbList)
• Rewrite titles that are too long, vague, or duplicated—aim for 50-60 characters with the main keyword and added value
• Review all image alt tags: natural and contextual descriptions, no keyword stuffing
• Remove or correct risky practices: abusive redirects, hidden content, satellite pages, cloaking
• Measure the impact with Search Console: evolution of impressions, CTR, average position on targeted queries