Google Warns: Don't Rely Too Much on SEO Tool Metrics

In a recent chat on Reddit’s r/SEO forum, Google’s Search Advocate, John Mueller, warned about depending too much on third-party SEO tools.

This came after a website owner shared some worries about changes in SEO tool numbers and how it seemed to affect their search rankings.

What Happened? The website owner reported several issues:

A 50% drop in their Domain Authority (DA) score.

A big increase in spam backlinks—75% of their site’s links came this year alone.

An average of 30 spam comments daily, on a site that only gets about 150 visits per day.

Differences in backlink numbers between different SEO tools.

The owner, who said they never bought backlinks, was worried about how these spammy links might hurt their website’s performance.

What Did John Mueller Say? Mueller responded by pointing out that third-party SEO tools have limits. He reminded everyone that these tools don’t measure the same way search engines like Google do.

He said: “Many SEO tools create their own numbers, which are tempting to focus on. But really, there’s no shortcut.”

He also mentioned that some tactics suggested by these tools are like “smoke & mirrors”—they don’t really help.

Mueller stressed that the numbers these tools give don’t match up with how Google ranks websites. He pointed out that actions like using disavow files (to ignore spammy links) won’t change the numbers in these tools because they don’t have access to Google’s data.

What Should You Focus On? Mueller advised people to focus on offering real value to users, not just boosting numbers like DA or spam scores. He suggested:

“If you want to succeed in the long run, work on giving people something unique and valuable, along with using basic SEO best practices.”

But he also acknowledged that creating unique content isn’t easy, adding:

“Unique doesn’t mean just mixing up words. It means giving something that no one else can offer, or at least something that’s hard for others to copy.

It’s not quick or easy. If it were, everyone would be doing it already and probably doing it better.”

Mueller's main message is clear: focus on what helps users, not just what boosts your SEO tool numbers. This approach will not only align with Google’s goals but also bring long-lasting results.

Key Takeaways:

Third-party SEO metrics can be helpful, but they shouldn’t be your main focus.

Big changes in these metrics don’t always mean search engines see your site differently.

Instead of chasing numbers, focus on creating content that is truly unique and valuable.

Understand that SEO tool data has limits and is not a direct measure of how search engines rank your site.

By following these tips, you can create a stronger website that’s built for long-term success!