SEO has become extremely complicated and technical over the years. I’ve heard that organic search went from roughly 200 rankings factors to over 500, possibly more. But that’s speculation – only a few ranking signals were ever officially confirmed by Google. Some were “discovered” in studies, but most of them are either based on assumption or anecdotes. That creates too much room for uncertainty, speculation and straightforward wrong information.
We need more clarity about what we do know and what we don’t know in SEO to improve our credibility, have better conversations and achieve better results. Google’s use of Machine Learning is already making it harder to understand ranking signals and algorithm updates. It will not get easier and speculation only adds to the noise.