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Search Advocate for Google Confirms Bold Text Can Help Your SEO

John Mueller, a search advocate for Google, has confirmed that bolded texts can play a role in helping out your website’s SEO.

In a recent interview, Mueller confirmed that bolding important text in a paragraph can help your website’s SEO.

They said that the reason behind this is that it allows Google to understand the content better.

Mueller confirmed this during the Google Search Central SEO office-hours hangout on November 12 this year.

During the conference, Mueller said:

“This is something that comes up every now and then. I double-checked before the session, actually, and Matt Cutts did a video, I think, in like, 2012 or something around that about bolding and strong on pages.”

The crawlers of Google find texts on websites that are bolded with hopes of understanding what the topic of the page is about.

In the conference, Mueller also noted that Google can figure out on its own what the web page is about, however, having a bolded text can help them make the message much more clear.

They added:

“So usually we do try to understand what the content is about on a web page, and we look at different things to try to figure out what is actually being emphasized here, and that includes things like headings on a page. But it also includes things like what is actually bolded or emphasized within the text on the page. So to some extent that does have a little bit of extra value there, in that it’s a clear sign that actually you think this page or this paragraph is about this topic here and usually that aligns with what we think the page is about anyway, so it doesn’t change that much.”

Search Engine Optimization Concept

They then proceeded to clarify in the conference that the value of the text that is bolded is relative to the rest of the content that is present on the webpage that is being crawled.

This means that having bold text throughout an article can send stronger signals to Google.

Another thing that they said is that bolding all text on a web page would have a negative effect, saying that it would add no value at all.

Mueller went on:

“The other thing is that this is, to a large extent, relative within the webpage. So if you go off and say, well I will just make my whole page bold and then Google will think my page is the most important one, then by making everything bold essentially nothing is bold because it’s all the same. Whereas if you take a handful of sentences or words within your full page where you say this is really important for me and you bold those, then it’s a lot easier for us to say well here’s a lot of text, and this is potentially one of the most important points of this page, and we can give that a little bit more value. And essentially what that kind of goes into is everything around semantic HTML where you’re giving a little bit more meaning to a page by using the proper markup for the page. And from our point of view, that’s good. It helps us to understand the page a little bit better. So if you want to kind of like simplify it to a one-word answer, does bolding important points on a paragraph help the SEO, yes it does. It does help us to better understand that paragraph or that page.”

So, if you’re trying to improve your on-page SEO this year, do what Mueller says!

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