Google’s Tips for Search Engine Optimization and the Future


Written by Hailun (Marco) Feng

Although it’s only the first half of this year, Google has given the professional search community more advice than they can chew. It is undoubtedly overwhelming to go through them all to find what will really work for your business. And with the slow rollout of this year’s Core Algorithm Update, it’s imperative to understand what Google recommends and has in its pocket to be better prepared for the future.

Is it possible to optimize for Google Discover?

Like Google News, Discover is a beast in its own right and one that most search marketers have little advice for. Fortunately, some search experts, after extensive testing, share that descriptive and engaging titles, better readability, and freshness seem to have the biggest impacts. Posting time and topics matter too. It can be useful to pull data from Discover over the last 12 months and associate it with publication dates and topics to identify patterns. For example, the best posting time for MarcoFeng.coma resource on travel, food and crafts, is Wednesday, Tuesday and Saturday.

How much plagiarism is allowed?

Although a small percentage of internal duplication is allowed, Google recommends not having plagiarized content. Copying and pasting content or ideas from other websites without proper rewriting and citations will subject you to a penalty from Google. For example, on, you will find similar copies for a place recommended in several articles, but it will not be a problem until it is done intensively.

Split YMYL content into a separate domain

In April 2021, Google’s John Mueller advised dividing YMYL content into a separate site from non-YMYL content. However, with such a mix of opposites, he says it will be difficult for Google’s algorithm to figure out how to treat this website. So there are no clear guidelines from Google on this. The best advice, for now, is to avoid YMYL content if you’re not a health site or finding angles to stay on brand. Early 2020, This site removed all of its insurance and health-related content, resulting in a slight increase in organic traffic.

New Google Travel Search Features

This year, Google announced many new search features for flights, hotels, and destinations of interest that aim to help you get inspired and book easily when you need it. For example, Google allows users to set price tracking for flights of any date range within three to six months. Just switch to “all dates” and wait for the email to arrive with cheaper flights. Additionally, Google Maps has added a new layer that you can switch to to see areas with the most dining, shopping, or sightseeing options. Unfortunately, these changes will disrupt the SERPs, taking clicks from travel publishers. Therefore, it is recommended to avoid navigational queries and focus on informational queries to have a better chance of ranking well.

Apple has announced its own search engine!

You’ve probably heard that the tech giant is currently developing its search engine. Does this mean that in addition to Google, search marketers should also optimize for Apple? Probably yes. This feature, called Spotlight, is built into the operating system, allowing users to swipe down from the middle of the screen to bring up the search bar and search directly from the home page. It’s ad-free and private and provides personalized results for local and cloud-based files.

These are some of the highlights and for a full list of search forum recaps see this page on the search engine roundtable.

Hailun (Marco) Feng
[email protected]


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