Google unveils new tools for websites to boost search visibility & prioritise authentic content

In a move to prioritise authentic content over SEO-optimised material, Google has rolled out tools to empower website owners, especially those managing social media sites and discussion forums.

This shift follows Google's earlier introduction of the ‘Perspectives’ search filter, designed to highlight user-generated content from platforms like Reddit and Quora. This feature, initially on mobile, recently expanded to desktop users, accompanied by additional search changes.

Today we are announcing support for discussion forum and profile page structured data on Google Search, including new reports in Search Console. Learn more: https://t.co/dgNITIpnRx pic.twitter.com/eG8CTrMJMs

— Google Search Central (@googlesearchc) November 27, 2023

Enhancing search results for first-person perspectives

Google is now providing websites hosting first-person perspectives with tools to communicate how their data is structured, ensuring accurate and comprehensive representation in Google Search results. The new ProfilePage markup enables sites to display creators' profiles directly in search results, showcasing details such as their name, handle, profile photo, follower count, and content popularity.

This markup supports both the Perspectives feature and the Discussions and Forums feature, enhancing the visibility of first-person content.

Structured data markup for improved indexing

To better recognise conversations from various online forums and discussion sites, Google introduces the DiscussionForumPosting markup. This markup not only helps categorise and rank content but also enables smaller sites to be more efficiently indexed by Google's updated algorithm. Q&A sites and general discussion forums can leverage this markup to enhance their presence in search results.

Search console updates for site owners

To assist site owners in implementing these changes, Google is updating its Search Console with new reporting features. Site owners can now easily view errors, warnings, and valid items related to their marked-up pages. Additionally, these features will be accessible in the Rich Results Test, allowing site owners to test and validate markup changes.

Amid concerns about the increasing presence of SEO-optimised, machine-written content, Google's ongoing efforts aim to address these issues and ensure that authentic perspectives are prioritised in search results.

As Google continues to experiment with next-generation search features, including its generative AI answer engine and page annotation, the tech giant remains committed to refining its search algorithms and providing users with more meaningful and relevant content.