Large Informational Blocks of Text Below Regular Content Can Confuse Google About Page Purpose
If you have an ecommerce category page with some transactional content at the top but have large blocks of informational content at the bottom just to target certain keywords, this can confuse Google about the page’s purpose and whether it should be shown for users looking to buy products or just research them.
Google Struggles to Understand Context if All Body Text is in Heading Tags
It is not best practice to include body text within heading tags. Google would see that all the text in the heading tags is of equal importance and would have trouble understanding the content on the page.
Place Videos High up on Page For Better Chance of Being Displayed in SERPs
John recommends placing videos fairly high up on a page to help Google understand it is a video landing page.
Published & Last Updated Dates for Articles Are Useful for Google’s Algorithms
John recommends including both the first published date and last updated date on articles and marking them up as this information is useful for Google’s algorithms. Make sure the dates in the structured data are consistent with the dates that are shown in the page content.
Google Uses Headings to Better Understand Context of Page
Google is flexible in its understanding of the headings on a page and uses them to better understand the context of the content on the page.
Page Layout is Only an SEO Issue for Mobile-Friendly Testing
Page layout is only really an issue for SEO when it comes to mobile-friendly testing and the mobile interstitial update.
Longer Content has More Chance of Appearing for Voice Search
Longer content could be more useful for voice search as it provides more options that could be relevant to a user. John recommends running user studies to see how people might find your business through voice search.
Header, Footer & Sidebar Links Seen in the Same Way by Google
Header, footer and sidebar links are basically seen in the same way. Google differentiates between primary content and the boilerplate (everything around it).
Content Position in HTML Affects Context
You should make sure you keep related content together in the HTML, otherwise Google might not understand the context in which they are related.