During a Q&A session, John was asked about bolding important parts of content in a paragraph and whether this can boost your SEO.
John answered that yes, this can boost your SEO. But, it’s a very small factor.
He said that if you bold everything, then it’s as if nothing is bolded, because you don’t have any differentiating factors within your text.
Google looks at different things like context to understand what the content is about on a webpage.
They also look at certain things in order to understand exactly what’s being emphasized here.
Usually, when something is bolded it also aligns with what Google believes the page is about.
It’s not going to help your SEO if you create an entirely bolded page.
Using bold or strong tags are also a smaller, less important ranking factor. So, it’s not going to help your site immediately if you bold something. But, it can help if you pay attention to things like context and whether or not it actually should be bolded there on the page.
This gives a bit more meaning to the content as a whole, which Google can use to extrapolate important information like the context of the page content.
This happens at approximately the 40:22 mark in the video.