Anyone who blogs knows how fun it feels when someone takes the time to comment on a post. What few bloggers realize is that Google counts comments as part of the content on the page in question. In this article, we’ll break down how Google handles blog comments and how you should work with your blog to benefit from the comment section.
How does Google handle blog comments?
It may come as news to many that Google actually takes blog post comments into account. Google views comments as part of the content, even though it can distinguish between what is written in the post itself and what is in the comments, since these are handled a little differently.
For bloggers, it may feel strange that their posts could be judged by Google based on what others comment. However, it makes sense that Google, with its strong focus on user experience, wants to ensure it directs traffic to pages where it perceives users appreciate the content.
The truth is that many platforms like YouTube, Facebook, and Instagram also use comments, likes, and other signals to determine if content is good or not. To be clear, though, this is far from the only factor that affects whether a post will rank.
In Google’s SEO Office Hours (from February 5th), Google’s John Mueller was asked whether rankings on blog posts could be affected if comments were deleted. The answer was that in some cases, removing comments can indeed impact rankings and traffic.
The explanation was that sometimes an indexed comment generates traffic and adds value to the page. If these comments are deleted, the keyword that was ranking disappears too. It can therefore be hard to know in advance which comments are valuable, unless they are meaningless spam.
Another interesting point mentioned was that even the number of comments seems to matter. Without overanalyzing Mueller, his exact words were:
So that’s something where, depending on the type of comments that you have there, the amount of comments that you have, it can be the case that they provide significant value to your pages, and they can be a source of additional information about your pages, but it’s not always the case.
That the number of comments matters is probably no coincidence either. It’s quite possible that Google, like other platforms, uses the comment section as part of how it determines whether content is positively received by readers. If most comments are negative, claiming the text is wrong or offensive, it’s not unlikely that Google factors this in when evaluating the page. Thus, interactions can be seen as signals to Google about whether the content engages readers. The more engagement, the better—at least most of the time.
How to create the right conditions for a good comment section
Since Google treats the comment section as part of your content, it’s important to create good conditions for comments. Here are some tips for making your comment section as beneficial as possible:
- Make it easy for users to comment
Remove barriers that make it difficult or annoying to comment on your posts. Make it as simple as possible to leave a comment, without requiring contact details or captcha. It’s a good idea to moderate comments before publishing to filter out spam and attacks. Still, you should accept as many genuine comments as possible, since a lot of comments are positive signals.
- Always reply to comments
Replying to comments may seem obvious, but not everyone does it. The comment section should be a dialogue between you and your readers. If it’s clear you respond to readers’ comments, it will encourage others to comment too.
- Write content that invites comments
The most commented posts are often those that spark debate. Keep this in mind and write content that invites discussion or feedback. You can encourage readers to leave a comment or even better, ask them a direct question. Just be careful with sensitive topics so the discussion doesn’t spiral out of control.
- Show “recent comments” in your sidebar
For smaller blogs with only a few comments, it can help to display “Recent Comments” in the sidebar. This directs users to posts that already have interaction, and many readers are curious about what others think.
- Actively comment on other blogs
If you’re a new blogger, it’s a good idea to start by commenting on other blogs and forums. It’s common for bloggers in the same niche to engage with each other’s posts. This doesn’t necessarily lead to more comments on your blog, but it helps build connections with other bloggers.
Final reflections
In this article, we’ve explained how you should think about the comment section on your blog. A good comment section should create a sense of community and allow commenters to participate in the conversation. This can even lead to more shares and backlinks.
That comments can influence rankings may sound intimidating, but it should instead motivate bloggers to produce content that readers respond positively to.
Anders Bohman
Senior SEO Specialist
Anders works as an SEO analyst at our Örnsköldsvik office.