In a Google Webmaster Hangout Google's John Mueller was asked why content published on an established site tended to rank higher. The publisher asked why articles on this site consistently received "top Google rankings."
There is no simple way to answer this question. Google's John Mueller offered a nuanced explanation of why Google trusted some sites enough to consistently rank them at the top.
The question was asked if the success was due to a lack of competition or "is it somehow even though each individual site is a sub site of the main site, any blogging gets you ranked because” of the website itself.
John Mueller responded that it's not directly related to the domain.
"It's more a matter of your putting out new content… that's relevant for people who are searching at the moment and that we're ranking them based more on that.
That’s something that we often see from various sites like, should I be blogging, should I write… ten articles articles a day or five articles a day?
…from our point of view it’s not a matter of going out and blogging and creating so many articles a day… but more a matter of… you have some really fresh content here, some of this content is really relevant for some searchers at the moment so we’ll show that.
it's not that blogging itself is something that makes the site rank higher or makes the content rank higher. It’s just you happen to have some new content here that happens to be relevant so we'll show that."
“…so it’s completely independent of the domain that I'm blogging on? There's a lot going on on that website other that has no effect if I… start my own dot com it was blogging it would have the same effect?”
“Pretty much… there are always some kind of supplemental effects with regard to us able to find the content quickly, us being able to understand that this website is generally creating high quality content. So there is some amount of… additional information that we collect for the website on a whole.”
“The system decreases ranking scores of candidate search results identifying sites classified as low quality sites.”
“So it’s not that you could just create random URLs on the web and put your blog post up there and we would find them magically and rank them number one.
It kind of does require some amount of structure within that so that we can understand that over time actually this is pretty good content and we should check it regularly to make sure that we don’t miss any of the updates. “
“Okay, so there is something to the domain itself and that it’s got your attention.”
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