Why Google’s SEO Advice Always Says “It Depends”

Why Google’s Answer to Most SEO Questions Is “It Depends”

If you’ve spent any time watching Google Search Relations videos or reading their responses on Twitter, you’ve likely encountered their most infamous phrase: “it depends.” This seemingly evasive answer has become something of an inside joke in SEO circles. But behind this frustratingly vague response lies a deeper truth about search engine optimization that many professionals either misunderstand or choose to ignore.

The reality is that SEO success really does depend on a complex web of factors that vary dramatically across industries, websites, and specific queries. This isn’t Google being deliberately opaque—it’s the unavoidable consequence of running the world’s most sophisticated search engine that must evaluate billions of pages across countless topics.

Today, we’re diving into why “it depends” is actually the most honest answer Google could give, and what that means for your SEO strategy.

The difference between a novice SEO and an expert isn’t knowing the “right” answers—it’s understanding which questions don’t have universal answers at all.

When clients ask me whether a specific tactic will help their rankings, I often find myself channeling my inner Google representative: “Well, it depends.” This isn’t a copout—it’s precisely because I understand that ranking success hinges on numerous variables that interact in complex ways.

The Myth of Universal Ranking Factors

First, let’s dispel a common misconception. When SEO professionals discuss Google’s “200+ ranking factors,” they’re referencing an offhand comment made by former Googler Matt Cutts years ago. This figure has taken on a life of its own, despite Google never confirming the exact number or providing a comprehensive list.

The truth is that even confirmed ranking factors—like page speed and HTTPS—don’t carry the same weight across all situations. Their impact varies based on:

• Query type and intent (informational vs. transactional)
• Industry competition (legal vs. local bakeries)
• Device type (mobile vs. desktop)
• User location (urban vs. rural, international vs. local)
• Search history and personalization

This variability explains why studies attempting to identify universal ranking factors often contradict each other. They’re typically analyzing different slices of the search ecosystem and mistaking correlation for causation.

Why Context Is Everything in SEO

Google’s primary goal is to deliver the most relevant results for each specific query. This means the algorithm must adapt its evaluation criteria based on what users are actually searching for.

Different Queries, Different Priorities

Consider these diverse search queries:

• “emergency plumber near me”
• “history of quantum physics”
• “best running shoes for flat feet”
• “how to fix router connection issues”

Each of these searches requires Google to prioritize different signals:

• For the plumber query, proximity and business hours might be critical
• For quantum physics, depth of content and E-A-T signals would take precedence
• For running shoes, user reviews and product comparisons might matter most
• For router issues, recency and step-by-step solutions become important

There simply isn’t a one-size-fits-all approach that works across these diverse scenarios. The weight of various factors shifts dramatically depending on what would best serve the user.

Industry-Specific Expectations

Google also adjusts its evaluation based on industry norms and user expectations. What constitutes a “good” result for healthcare information differs substantially from what makes a “good” recipe site.

For example, after the 2018 “Medic Update,” health-related websites faced increased scrutiny regarding expertise and authoritativeness. Meanwhile, e-commerce sites were judged more heavily on product information comprehensiveness and user experience factors.

The Time Factor: Search Is Dynamic

Another crucial reason for Google’s “it depends” stance is that search is constantly evolving. What works today might not work tomorrow for several reasons:

Algorithm Updates Are Continuous

Google makes thousands of search algorithm updates annually. Most are minor, but some fundamentally change how certain signals are interpreted. A tactic that boosted rankings last month might become ineffective—or even harmful—after an update.

This constant evolution means SEO strategies must remain flexible. Rigid adherence to “proven ranking factors” is a recipe for eventual failure as the algorithm continues to evolve.

Competitive Landscapes Shift

Even if Google’s algorithm remained static (it doesn’t), your competitors aren’t standing still. As more websites adopt SEO best practices, the bar for what it takes to rank continually rises.

A few years ago, basic keyword optimization might have been enough to rank in a low-competition niche. Today, that same niche might be populated by sophisticated competitors with comprehensive content strategies and robust backlink profiles.

User Behavior Changes

Perhaps most importantly, how users interact with search results evolves. The rising prominence of mobile search, voice queries, and featured snippets has dramatically altered user expectations and behavior patterns.

Google tracks these changes and adjusts its algorithms accordingly, meaning the factors that influenced rankings in the desktop-dominant era may carry different weight in today’s mobile-first world.

The Site-Specific Nature of SEO Success

Perhaps the most compelling explanation for “it depends” is that each website exists in its own unique SEO ecosystem. The same tactic applied to two different websites can yield wildly different results based on:

Technical Foundation

Your site’s technical infrastructure creates the foundation for all other SEO efforts. Issues with crawlability, indexation, or site structure can undermine otherwise solid optimization work.

What’s more, technical issues impact sites differently. A minor JavaScript rendering issue might barely affect a small blog but could devastate an e-commerce site where product discovery is critical.

Content Context

Content quality isn’t evaluated in isolation—it’s judged in relation to your existing content and your site’s perceived authority in its niche.

A new article on a well-established authority site might rank quickly, while the identical content on a newer domain could take months to gain traction. This isn’t because the content itself changed, but because the surrounding context altered Google’s evaluation.

Existing Optimization Status

The impact of any SEO change depends heavily on your starting point. If your site already has strong technical SEO and content, the marginal gain from further optimization in those areas may be minimal. Conversely, sites with major foundational issues might see dramatic improvements from basic fixes.

This explains why some sites report incredible results from simple meta title rewrites while others see negligible impact from the same change. It’s not that meta titles matter for one site and not another—it’s that the relative improvement varies based on the site’s other characteristics.

The Problem with Ranking Factor Studies

With all this contextual variability, it’s worth examining why ranking factor studies often lead us astray. These studies typically analyze thousands of search results to identify patterns correlated with higher rankings.

While this approach can provide useful insights, it suffers from several limitations:

Correlation ≠ Causation

Just because high-ranking pages share certain characteristics doesn’t mean those characteristics caused the high rankings. For example, studies often find longer content ranks better, but is that because length itself is valued, or because comprehensive content naturally tends to be longer?

Limited Query Sets

Most studies focus on specific types of queries (often high-volume commercial terms) rather than representing the full diversity of search. This creates a skewed picture that may not apply to your particular niche or content type.

Averages Hide Variation

When studies report that “the average word count of top-ranking pages is 1,890 words,” they obscure the fact that plenty of 500-word pages rank at position one while many 3,000-word pages languish on page five. These averages mask the contextual nature of what actually works in specific scenarios.

This doesn’t mean ranking studies are worthless—they can identify potentially valuable patterns. But they should be treated as starting points for testing rather than definitive guides to what Google values.

Embracing “It Depends” as SEO Strategy

Rather than viewing “it depends” as a frustrating non-answer, smart SEOs recognize it as the foundation of effective strategy. Here’s how to leverage this understanding:

Focus on Your Own Data

Instead of chasing industry studies, prioritize collecting and analyzing your own performance data. Your website’s analytics, Search Console data, and ranking tracking provide the most relevant insights into what works specifically for your site.

This first-party data reveals patterns unique to your niche, audience, and technical environment—insights no general study could provide.

Test Systematically

Adopt a scientific approach to SEO by developing testable hypotheses and controlled experiments. For example:

• Test content freshness by updating half your older articles while leaving similar ones untouched
• Experiment with page depth by restructuring navigation to certain sections
• Compare different content formats (lists vs. guides) for similar topics
• Evaluate the impact of adding expert credentials to certain content pieces

By measuring the specific impact these changes have on your site, you’ll develop insights far more valuable than generic “best practices.”

Focus on User Satisfaction Signals

While we can’t know exactly how Google evaluates content quality, we do know they aim to satisfy user intent. Rather than obsessing over technical SEO minutiae, focus on creating content that genuinely helps users accomplish their goals.

Monitor engagement metrics like bounce rate, time on page, and user journeys to understand how well your content meets visitor needs. These signals not only correlate with ranking success but also drive the conversions and business outcomes that ultimately matter.

Understand the “Why” Behind Best Practices

When Google or SEO experts recommend certain practices, look beyond the what to understand the why. For instance, the recommendation to use descriptive title tags isn’t arbitrary—it helps users quickly determine if your page answers their query.

By understanding the principles behind best practices, you can adapt them appropriately to your specific context rather than applying them blindly.

Why “It Depends” Is Actually Great News

The contextual nature of SEO might seem frustrating at first, but it actually creates tremendous opportunity. If there were universal, unchanging ranking factors, SEO would be a simple checklist that anyone could complete. The biggest budgets would always win, and smaller sites would have little chance to compete.

Instead, the variability of what works creates space for specialized expertise, creative approaches, and genuine value creation to overcome resource disadvantages. Sites that deeply understand their specific users and create exceptionally helpful content can outperform larger competitors who rely on generic SEO tactics.

This explains why we occasionally see newer, smaller sites outranking established players for competitive terms—they’ve identified the specific combination of factors that matter most in their particular context.

Moving Beyond One-Size-Fits-All SEO

The next time you encounter Google’s “it depends” response, recognize it as an invitation to deeper understanding rather than a frustrating non-answer. The contextual nature of search makes universal pronouncements impossible, but it also creates the space for tailored strategies that can deliver exceptional results.

The most successful SEO professionals aren’t those who memorize lists of ranking factors or blindly follow best practices—they’re the ones who understand how to adapt their approach based on specific context, goals, and constraints.

By embracing the complexity behind “it depends,” you’ll move beyond surface-level SEO tactics toward the strategic thinking that drives lasting organic search success.

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