[September 2022 edition] Summary of SEO news and trends in August

In the United States, the "Google helpful content update" is being acclaimed, and there is a little noise.
The deployment in Japan is still undecided, but the point is to look for trends in content while watching future developments.

John Mueller: "If you have time to read SEO blogs, improve your content to help users."

The headline is a little misleading, so I'll paste the original text.

I was able to check my email after the holidays and after work, and I have one thing to say to sites looking for SEO tips...

Perhaps you should stop reading SEO blogs and do something useful for your site and its users instead?

Is it the nuance that John Mueller said, "Even if you learn techniques only to increase the ranking factor, it will not be truly useful for users. It is better to focus on creating killer content that will benefit users."

Certainly, if the awareness of search results is too strong, awareness will be biased towards competing sites and top sites.

What John says is absolutely true. We often find that the content of the first page of the site is almost the same because we refer too much to the competition and top site content.

On the other hand, if you only focus on original content that you think is useful, and you can't expect search exposure, you're out of luck.

It is necessary to create content with an awareness of just the right balance.

Perhaps after the current update in the US, we will see completely different sites from 1st to 10th place? ?

John concludes with this:

Dump the crap. Dump the filler. Get points. Do not rehash. Build something useful that you will be proud of. Please use affiliate links where appropriate. However, you don't have to become an affiliate.

The best thing is to be able to confidently disseminate information for users that I feel from my own experience.

Google supports new structured data 'pros and cons'

Google has launched support for structured data that describes the pros and cons of a product, called "pros and cons".


When I searched for "iPhone 13" in Chrome, I was able to confirm that it was actually displayed in the search results.

As I explained earlier, it is designed to display the good points and bad points of the product.
In the above image, only good points such as the strength of the battery and good design can be seen ... lol

How to markup structured data "pros and cons"

Even if you don't write structured data, it seems that there are cases where it comes out on its own at Google's discretion.

However, it is better to understand the markup method when considering exposure and implement it.

positive notesGood point on the property.negative Notes Specify bad points in properties.

<script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Product", "name": "最新型スマホ", "review": { "@type": "Review", "name": "新型スマホのレビュー", "author": { "@type": "Person", "name": "ガジェットマスター中村" }, "positiveNotes": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "バッテリーの持ちが半端じゃない" }, { "@type": "ListItem", "position": 2, "name": "デザインがイカしている" } ] }, "negativeNotes": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "水に弱く防水面に難あり" }, { "@type": "ListItem", "position": 2, "name": "ストレージ容量が少ないので注意" } ] } } } </script>
Code language: HTML, XML (xml)

Guidelines in EnglishThe description method is described in , so please see here for details.

If you are involved in review articles, let's implement it.

Updated MUM algorithm

Google has updated the MUM algorithm.

According to Google's Pandu Nayak,

“Our system matches snippet callouts (words called out in large font above the featured snippet) against other high-quality sources on the web to ensure that even if the sources use different words, , you can see if there is a general consensus on that callout, or a concept that describes the same thing, and it turns out that this consensus-based technique has greatly improved the quality and usefulness of callouts for featured snippets. understood."


It seems that the featured snippet recognizes the reason why it is said so and is consistent.

Roughly speaking, it can be considered that one of the judgment axes is “Are everyone saying the same thing to some extent?” in the background of the featured snippet.

For example, in response to the question, "How many hours are there in a day?", the concept of "24 hours" remains the same, although there are original elements and unique ways of saying it.

In the same way, it seems that phrases and information that tend to gather the same opinion, such as “how often to wash your bedding” or “how often to replace your smartphone battery,” are more likely to be displayed in featured snippets.

It will also warn users when there is no reliable information for a query.

According to Nayak,

Interest in a breaking news topic may travel faster than it does, or there may not be enough reliable information online about a particular subject. Information literacy professionals often refer to this situation as a data void. To address these, in a situation where the topic is rapidly evolvingcontent advisoryand check back later as more sources become available.

We are currently extending Content Advisory to Search where our system does not place a high degree of confidence in the overall quality of our search results. This does not mean that useful information is not available or that certain results are of poor quality. These notifications provide context about the entire result set on the page, and you can always see the results of your queries, even when advisories exist.

... apparently ...

In today's unfavorable situation, various conspiracy theories and baseless information tend to flow easily.

We ourselves must choose the right information.

helpful content update begins

From around August 26, 2022, Google in the English-speaking world has been rolling out a “helpful content update”. The official Japanese translation says it's a "convenient content update".

As the intention of this update, there is a background that "I want it to be for humans without creating content for search engines". It's the same as what John Mueller said at the beginning.

Quoted from the official below

This update introduces a new site-wide signal that is considered among many other signals for ranking web pages. Our system automatically identifies content that may be of little value, low value add, or not particularly helpful to the user conducting the search.

Content on sites that are judged to have relatively high levels of unhelpful content, not just unhelpful content, but generally unhelpful content will perform well in search, assuming there is other content suitable for display elsewhere on the web. It is less likely to work. For this reason, removing unhelpful content may help other content rank.

How long will it take for your site to perform better if you remove useless content? Sites identified by this update may detect signals that have been applied over several months. This updated classifier runs continuously and can monitor newly launched and existing sites. Once we determine that no useful content is being returned over time, classification is no longer applied.

This classification process is fully automated using machine learning models. this ismanual actionBut it's not a spam action either. Instead, this is just a new signal, to rank content It's one of many signals Google evaluates.


If you read it carefully, you will feel that it is not a new story so far.

This is because we want to create content that is conscious of the user's intentions, rather than content that is conscious of search engines.

However, it is impossible to avoid the question, "What is useful content for people who see it from Google?" Once the update rolls out, you'll want to investigate trends in your top sites and affected pages.

Goodbye travel bloggers who write about countries they've never been to~

I borrowed something interesting in the official reply.

As the headline says.

With this update, I am sarcastically saying, "I think content creators who tend to do that will suffer a lot."

In addition, there was a lively philosophical discussion, such as "Sure... what is the psychology of useful content in the first place?"

Easy display speed acceleration function provided by X server appeared?

On August 29, 2022, X Server added "XPageSpeed", a function that speeds up the display speed by turning on and off the server side.


  • Image optimization
  • image lazy loading
  • CSS optimization
  • CSS lazy loading
  • JavaScript optimization
  • JavaScript lazy loading

6 functions can be handled with one button.

Since it is implemented on the server side, there may be cases where there are troubles or defects on the server side, or it is temporarily disabled when the load is too high.

▼ Details are also explained in the following article.

favicons? domain = cocorograph What is XPageSpeed? Explain the display speed improvement function provided by X server! | Kokorograph Co., Ltd.
XPageSpeed is a display speed improvement function that Xserver started providing on August 29, 2022.

It seems that there are cases where it is starting to be "deprecated" depending on the theme and environment you are using, so please check carefully before using it.

Soft 404s consume crawl budget

Google's Gary Illyes talked about the title on the "Search Off The Record" podcast.

They don't waste crawl budget on 404 and 410 status codes, but they waste crawl budget on soft 404s.

▼I also want to check "What is a soft 404?"

favicons? domain = cocorograph The URL sent seems to be a soft 404 error Cause of the error and how to improve it | Cocorograph Inc.
Soft 404 is a URL that not only displays a page that tells the user that the page does not exist, but also returns a 200 level (successful) code. In some cases, pages with little or no content (pages with sparse content ...

``The 404 page is not necessarily bad or low quality.Please do not redirect blindly, and be careful with the timing and redirect destination.''

It would be nice if you could create a situation where software 404 does not occur in the first place by setting the server side, but you can create an original 404 page in advance and put some flow lines from there, so that the user does not feel inconvenient. It's good to have some ingenuity.

Small accumulation and repetition are surprisingly important

If you stick to the work of the display speed system, you will be absorbed in it.

It's not a very good job for cost performance, but every day I feel that these small accumulations are plainly important.

I hope this article will be of some help to you.
If you have any questions after reading the article, feel free to Twitter (@kaznak_com) Etc., please ask.

see you.

Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"
Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"