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更新日2026年4月30日 15:17

Google Search technical requirements, spam policies, structured data, canonical URLs, and violations to avoid. Use when reviewing technical SEO health or setting up new pages.

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SEO Technical Requirements and Policies

Use When

Setting up a new site or page technically
Reviewing technical SEO health
Checking for spam policy violations
Implementing structured data
Configuring canonical URLs and redirects
Reviewing robots.txt and noindex usage

Technical Requirements

The technical requirements cover the bare minimum Google needs to show a page in search results. Most sites pass these without realizing it.

Key requirements:

Google must be able to crawl the page.
The page must not block indexing (unless intentionally).
The page must return a 200 OK status (not 4xx or 5xx).
Content must be accessible without requiring login or special permissions (unless intended).

Sources: https://developers.google.com/search/docs/essentials/technical

Spam Policies

Behaviors and tactics that can lead to lower ranking or complete omission from Google Search:

Cloaking: Showing different content to users and search engines.
Doorway pages: Pages created to rank for specific search queries with little unique value.
Hacked content: Content placed on your site without permission due to security vulnerabilities.
Hidden text and links: Content visible to search engines but not to users.
Keyword stuffing: Filling pages with keywords in an unnatural way.
Link spam: Buying or selling links, excessive link exchanges, using automated programs to create links.
Malware and phishing: Hosting malicious software or deceptive pages.
Misleading functionality: Services or pages that trick users into thinking they can access something they cannot.
Scraped content: Copying content from other sites without adding original value.
Spammy automatically-generated content: Content generated programmatically without producing anything original or adding sufficient value.
Thin affiliate pages: Pages with copied product descriptions and reviews that add no additional value.
User-generated spam: Spammy content posted by users on forums, comments, etc.

Sources: https://developers.google.com/search/docs/essentials/spam-policies

Key Best Practices (Search Essentials)

Create helpful, reliable, people-first content.
Use words people would search for in prominent locations: title, main heading, alt text, link text.
Make links crawlable so Google can find other pages on your site.
Tell people about your site. Be active in communities.
Follow best practices for images, videos, structured data, and JavaScript.
Enhance how your site appears in search with structured data and other features.
Use appropriate methods to control how your content appears in search.

Sources: https://developers.google.com/search/docs/essentials

Structured Data

Valid structured data makes pages eligible for special features in search results: review stars, carousels, rich snippets, etc.
Use JSON-LD format in <script type="application/ld+json"> tags in the page <head>.
Common types: SoftwareApplication, FAQPage, Organization, Product, Article, BreadcrumbList.
Test structured data with the Rich Results Test tool.

Sources: https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data

Canonical URLs and Duplicate Content

Search engines choose one canonical URL per piece of content.
Having duplicate content is not a spam violation, but it wastes crawl resources.
Prefer 301 redirects from duplicate URLs to the canonical URL.
Use <link rel="canonical"> when redirects are not possible.
If you do nothing, Google will attempt to canonicalize automatically.

Sources: https://developers.google.com/search/docs/crawling-indexing/consolidate-duplicate-urls

robots.txt and noindex

robots.txt: Prevents crawling but may not prevent indexing if Google finds the page through external links.
noindex meta tag: Prevents indexing. Use this when you want a page excluded from search results.
Password protection: Also prevents indexing.

Sources: https://developers.google.com/search/docs/crawling-indexing/control-what-you-share

Sources

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SEO Technical Requirements and Policies

Use When

Setting up a new site or page technically

Reviewing technical SEO health

Checking for spam policy violations

Implementing structured data

Configuring canonical URLs and redirects

Reviewing robots.txt and noindex usage

Technical Requirements

The technical requirements cover the bare minimum Google needs to show a page in search results. Most sites pass these without realizing it.

Key requirements:

Google must be able to crawl the page.

The page must not block indexing (unless intentionally).

The page must return a 200 OK status (not 4xx or 5xx).

Content must be accessible without requiring login or special permissions (unless intended).

Spam Policies

Behaviors and tactics that can lead to lower ranking or complete omission from Google Search:

Cloaking: Showing different content to users and search engines.

Doorway pages: Pages created to rank for specific search queries with little unique value.

Hacked content: Content placed on your site without permission due to security vulnerabilities.

Hidden text and links: Content visible to search engines but not to users.

Keyword stuffing: Filling pages with keywords in an unnatural way.

Link spam: Buying or selling links, excessive link exchanges, using automated programs to create links.

Malware and phishing: Hosting malicious software or deceptive pages.

Misleading functionality: Services or pages that trick users into thinking they can access something they cannot.

Scraped content: Copying content from other sites without adding original value.

Spammy automatically-generated content: Content generated programmatically without producing anything original or adding sufficient value.

Thin affiliate pages: Pages with copied product descriptions and reviews that add no additional value.

User-generated spam: Spammy content posted by users on forums, comments, etc.

Key Best Practices (Search Essentials)

Create helpful, reliable, people-first content.

Use words people would search for in prominent locations: title, main heading, alt text, link text.

Make links crawlable so Google can find other pages on your site.

Tell people about your site. Be active in communities.

Follow best practices for images, videos, structured data, and JavaScript.

Enhance how your site appears in search with structured data and other features.

Use appropriate methods to control how your content appears in search.

Structured Data

Valid structured data makes pages eligible for special features in search results: review stars, carousels, rich snippets, etc.

Use JSON-LD format in <script type="application/ld+json"> tags in the page <head>.

Common types: SoftwareApplication, FAQPage, Organization, Product, Article, BreadcrumbList.

Test structured data with the Rich Results Test tool.

Canonical URLs and Duplicate Content

Search engines choose one canonical URL per piece of content.

Having duplicate content is not a spam violation, but it wastes crawl resources.

Prefer 301 redirects from duplicate URLs to the canonical URL.

Use <link rel="canonical"> when redirects are not possible.

If you do nothing, Google will attempt to canonicalize automatically.

robots.txt and noindex

robots.txt: Prevents crawling but may not prevent indexing if Google finds the page through external links.

noindex meta tag: Prevents indexing. Use this when you want a page excluded from search results.

Password protection: Also prevents indexing.

Sources

name	zolinga-seo-technical-requirements
description	Google Search technical requirements, spam policies, structured data, canonical URLs, and violations to avoid. Use when reviewing technical SEO health or setting up new pages.
argument-hint	[page or site]