Factors For High SEO Rankings
Before we go deep into today’s topic, let’s first understand what Search Engine Optimization (SEO) is. SEO is the process of maximizing a particular website’s technical and non-technical aspects so that it appears high on the list of results returned by a search engine.
Suppose site A, B, C, D and E are law websites. If a user searches for “law practices”, if site C appears as the first result item, we can say, site C is more optimized than the other websites. We can also conclude that site C has the highest rank based on the Search Engine’s algorithms.
With that preamble, what are the top 6 factors that Google’s algorithms use to rank websites? (Google’s search is now a brand that has made us even forget that other Search Engines, such as Yahoo, Bing, etc. do exist.) I will discuss these factors as technical and non-technical
This section discusses for who create and add content to your website. It gives them the tips on how to create and add content in way that promotes the website’s SEO.
- Content This is a significant factor when it comes to SEO. There about three (3) important items to consider when it comes to the content on your website:
- Length – how long is your content on a single page? Although in its search quality tips Google does not specify how long the contents of your page should be, it is worth noting that length forms a good part of the SEO. Key thing to note here, is that your page content should not be too long
- Relevance to the user. RankBrain(part of Google’s algorithms) is involved in almost, if not all, Google’s search query. Key to RankBrain’s functions is measuring user satisfaction, using artificial intelligence. In our upcoming article we shall see how to optimize your pages as far as user satisfaction is concerned; but as a hint, when you search for a term or phrase, see which other terms Google suggest for you. If you added some of the proposed terms in your content, the next time Google indexes your page, your rank would be higher
- Content Layout When you are adding content to your page, do you ever pay attention to tags you user – I mean the HTML tags. Yes, you heard me correct, these affect your page ranking. Using level 1 heading after level 2 tags has a negative impact on your SEO (I think this should have been under technical but it more relevant to discuss it from here)
- Backlinks. This has to do with websites linking back to your website pages or the websites to which your website pages link. The websites that link to your website have their ranks already. So if a “heavy weight” website links to your website, your SEO rank is likely to go up. For example if there was an article on Facebook.com that does not only mention your website, but also links to it, your website rank is likely to go up. The other thing about Backlinks is the Anchor text in your website. Yes, the words which your users click on to go to another website matters. The search engine bots scan those words and analyses them for relevance to your website and the website to which your website page is trying to link to. I can conclusively say, that the more your website pages link to other websites, and the more other websites link to your website pages, the better. However, be guided by quality not quantity of links.
- Mobile device friendliness Towards the end of 2016, Google announced mobile-first indexing.. Some time back, website designers considered desktop versions first, then mobile or no mobile version at all. Today, with mobile usage has overtaking desktop, it is imperative that website developers change the order – mobile first, desktop last.
- Click-through rate A search engine results page (SERP) click-through rate (CTR) is the ratio of the number of times a search listing was clicked to the number of times it was displayed to searchers. A study by SearchMetrics found that CTR has the highest correlation with rankings out of the factors I have listed above
In conclusion, I would like to say that SEO is an ever evolving aspect, however, if you give priority to the major ranking factors you are in good business. It is important to stay up to date with what is happening in the world of SEO. For example, Google updates its ranking algorithms almost every three days. I have left out many other factors, such as the time of your domain registration, which add to the SEO of your website
Next time we shall be looking at the tools to use to optimize our sites to beat the above-mentioned factors