These charts are based on the opinion of our contributors. We encourage experts to propose changes.
Negative SEO

Negative SEO is a black hat activity that aims at hurting the ranking of a competitor, by buying links or sending other low quality signals to Google's algoritm (comment spam).

Buying Links

Buying Links to gain pagerank/authority is against Google's Webmaster Guidelines. While still effective in the early years of Google's algoritme, it currently almost always triggers ranking penalties.

Mobile-First Indexing

Mobile-First indexing announced by Google end of '16 will replace the desktop with the mobile version of a website as the core index and ranking foundation.

Disavow Links

Disavowing links allows website owners to indicate to Google's ranking system that links coming from a (spam) site are not to be used as part of their site quality and ranking.


Microdata is a specification for semantic data. Semantic data is a recurring topic among engineers. It allows html to be machine parsable and readable, explaining contents and creating relations between data items.

Google uses semantic data for its visual Rich Snippets.


JSON-LD is the latest specification for semantic data. It allows for machine readable code blocks, that descripe relations and content within a html page.

Google uses semantic data for its visual Rich Snippets.

Incoming links

Incoming links are (still) at the core of Google's ranking algoritm.


AMP is a new initiative based around a new html specification, structured as open source, which allows search engines to serve sites almost instant. Using pre-rendering, caching, async loading, and other techniques sites are optimized for speed.

AMP sites have an visual indicator in the SERP making them a stand out target for users to choose as their destination.


Given the ranking factor of speed. Serving assets from a CDN near a consumer becomes standard.

Load speed

Starting in July 2018, Google will use mobile page speed as a ranking in their mobile search results.

Contributors: Yvo Schaap.

Last modified February 21, 2018. Edit this page.