Google comes up with an inside look into how it uses SEO for its own websites and products.

It has 7,000 websites which are managed by their expert marketing teams and stupendous hundreds of products.

Google owning sites get the same treatment as any other site gets in search results.

Google teams are no different as they follow the same webmaster guidelines which other sites do to index in search results.

The company makes more than 200 changes to its websites every day, which would like to influence SEO.

“That’s why we’ve put in place a cohesive website SEO strategy that we can rely on no matter what fresh changes are introduced — and that anyone else with a website can learn from.”

It has come up with three key details about its own SEO strategy that may other websites as well.

#1 Concentrate on Small Changes

Google says small, but noticeable changes can bring big results.

“The Google My Business marketing site, for example, saw a near 2X increase in organic traffic, 1 partly because the team implemented a number of web fundamental best practices, such as showing search engines what URLs to index by implementing canonicals.”

The company has repeated organic gross for a number of its websites when implemented changes given in the graph below.

Google 2

#2 Embrace Change

User’s search intent keeps changing, which makes Google implement new search features at regular intervals.

Other site owners can imitate the similar approach to embrace the change.

Experimenting with numerous changes provided better SEO results for Google’s sites.

“For example, last year we focused on fixing Google Search Console errors, implementing structured data, and adding AMP to the Think with Google site. After we fixed one common AMP error on a number of URLs, those impressions increased by 200%.”

#3 Merge Multiple Properties When Possible

Google recommends different microsites with the same content over one great site, and it is one of the best ways to encourage growth over time.

“Creating one great site instead of multiple microsites is the best way to encourage organic growth over time.”

Google has done the same after realizing it developed a number of near-duplicate sites.

Google 3

Merging its websites and other properties brought positive results, the company explains.

“For example, after that site audit, we decided to overhaul our marketing websites for Google Retail. Cleaning up six old websites, consolidating content, and focusing our energy on one great website doubled the site’s call-to-action click-through rate and increased organic traffic by 64%.”


SEO is one of the promising ways to keep top rankings for websites in Google’s search engine.

It would be quite interesting to know how Google uses SEO for its own websites and other properties.

Here are 3 details which Google has provided for other site owners in order to improve the ranking of their sites.

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