As Google’s March core update continues, there is uncertainty about the impact of ads on search rankings.
Google search chief Danny Sullivan took to Twitter to address these concerns, stating that sites with ads can still rank well in Google search results.
Google clarifies the impact of ads on search rankings
Website owner Tony Hill brought the issue to light, inferring from Sullivan’s earlier advice that Google disapproves of ads.
“I can barely read the main content of the pages because I keep getting interrupted by stuff being shoved in the middle…it’s just an unsatisfying experience”
👆A complaint from @searchliaison about a place where he was.
We can all read between the lines on this…
— Tony Hill (@tonythill) March 21, 2024
Hill points to the prevalence of ads on Google’s search results pages, especially on mobile devices, and expressed concern that Google’s algorithms may unfairly target smaller sites that rely on ad revenue.
Sullivan cleared it up “There are many sites that rank perfectly in Google Search that have ads, both large and small sites.”
He emphasized that Google’s systems aim to reward sites that provide a good page experience, a long-standing goal that is not new.
There are many sites that rank perfectly in Google Search that have ads, both large and small sites. Anyone can search and see for themselves.
Our systems try to reward sites that provide a good page experience. This is not a new thing. You can read about…
— Google SearchLiaison (@searchliaison) March 22, 2024
Ads are not direct ranking factors
In reference to Google documentation On page experience, Sullivan noted that Core Web Vitals are direct ranking factors, while other aspects mentioned, such as excessive ads relative to core content, are not.
The documentation says:
“Beyond Core Web Vitals, other aspects of the page experience don’t directly help your website rank higher in search results. However, they can make your website more satisfying to to use, which is generally aligned with what our ranking systems aim to reward.”
Anecdotal evidence supports Sullivan’s claim, with many sites climbing the rankings after the core upgrade despite having ads on their pages.
Here are 9 more niche sites winning during Google’s basic and spam updates:
1. Gadget Mates pic.twitter.com/9SPZrSYyyg
— Ian (@keywordian) March 18, 2024
This suggests that ads alone do not necessarily hinder a site’s ability to rank well in Google search results.
Analyzing Sullivan’s statement
In light of Sullivan’s statements and the broader conversation about ads and search rankings, several additional points are worth mentioning.
First, while ads may not be a direct ranking factor, their implementation can indirectly affect SEO.
Excessive or intrusive ads that significantly disrupt the user experience can negatively impact search rankings. Therefore, you should carefully consider the placement, quantity, and quality of your ads.
Google’s growing reliance on ads on search results pages has drawn criticism, with some arguing it creates a double standard.
The debate sparked by Hill’s comments also raises questions about the fairness of Google’s approach to smaller websites that rely heavily on advertising revenue. While Sullivan claims that sites of all sizes can rank well with ads, some website owners may feel that the playing field is not level.
While ads are a legitimate means of monetization, they shouldn’t detract from the core value of a website.
To sum up
The debate surrounding ads and search rankings highlights the delicate balance between user experience and website financial sustainability.
As Sullivan points out, ads make much of the web accessible and free to users. However, the on-page experience remains crucial to how Google’s algorithms evaluate and rank websites.
As website owners navigate the March core and spam updates, Sullivan’s clarification confirms that ads do not inherently conflict with achieving strong search rankings.
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