"In 2025, he said it again, posting on Bluesky, "Consistency is the biggest technical SEO factor." This is pretty straightforward, but in short; when you build your site, make sure the links to the same pages are the same, canonicals match what you do on your navigation, the content across the board feels consistent, the structured data matches what is on the page and so on. Be consistent."
"For a decade now, Google's John Mueller has been saying consistency is the most important SEO advice you can give someone. Consistency is the biggest technical SEO factor.- John Mueller (@johnmu.com) November 12, 2025 at 10:18 AM Here are the previous times we covered this same message from John Mueller of Google: In short, when you build your site, make sure the signals you are sending to Google are consistent across the whole site. Forum discussion at Bluesky."
Consistency across technical and content signals is the primary SEO factor. Ensure links to the same pages remain identical, canonical tags match navigation, and URLs and internal linking are uniform. Keep content tone, structure, and metadata consistent across pages. Ensure structured data accurately reflects visible page content. Align signals sent to search engines so that indexing and ranking algorithms receive unambiguous signals. Consistent site architecture reduces crawling errors, duplicate content issues, and indexing confusion, improving search visibility and long-term SEO stability. Regular audits and automated checks help maintain consistency as sites grow.
Read at Search Engine Roundtable
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