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Essential SEO Ranking Factors to Consider

 
 

Search engine optimisation is extremely dynamic and continues to evolve more rapidly with each passing day. Consequently, it's getting hard to keep up with changes in Google's search algorithm and ranking system.

In this post, we're going to share 14 Google ranking factors that'll help you dominate search rankings.

1. SSL Certificate

In 2014, Google announced that the use of HTTPS would be a positive ranking factor and that it would strengthen its impact on global queries over time. A year later, the Internet giant stated that HTTPS could serve as a "tie-breaker" if two search results are equal in other ranking factors.

Numerous studies have found a correlation between HTTPS and higher search rankings. Additionally, about 40% of Google's first page results are HTTPS. This shows that Google takes security seriously and may continue to increase HTTPS's influence as a ranking signal.

2. Content Length

Longer, more comprehensive content is preferred in the algorithm compared to shorter, superficial articles. A recent study on ranking factors revealed a correlation between content length and SERP position.

Aim for at least 1,000 words for every piece of content that you post. Also, make sure that the content is useful to the readers.

3. H Tags

Headline tags provide a sense of hierarchy within the content allowing your audience to better navigate the page. While it won't make or break your on-page SEO efforts, several correlation studies show that wrapping your blog post titles in H tags can make a dent.

Most content management systems automatically add headline tags to blog posts. If your CMS doesn't add tags automatically, you can write code manually to ensure your title gets the H tag love it deserves.

4. Anchor Text

Anchor texts are an important part of SEO link building and they strongly affect your search engine ranking. Google uses anchor texts to determine the relevance of a website for a search query.

Search engines also use anchor texts to penalise websites for over-optimisation and spam. Therefore, make sure to use an anchor text that is useful, descriptive and relevant.

5. Backlinks

Inbound links are an integral part of Google's algorithm. They represent a "vote of confidence" from one site to another and send trust signals to search engines. Getting authority sites in your niche to link to your content shows search engines that your content is worth ranking on a SERP.

6. Outbound Links

Linking to authoritative sites is considered in the search engine algorithm and has a positive impact on rankings. A study conducted by Reboot Online concluded that there is a positive correlation between a page's outbound links and its search rankings.

While outgoing links can affect your search rankings, it's best to use them in moderation as too many links can significantly reduce your page's PageRank, hurting its overall visibility.

7. Keyword in The Title Tag

Google Patents and Moz suggest that including a keyword in the title tag can affect your site's ranking. Since the title gives an accurate description of the page's content, including a keyword in it will help the search engine determine what to rank the page for.

Be sure to place the keyword at the start of the title tag as pages optimised this way tend to perform better than those with the keyword placed towards the end of the tag.

8. Keyword in Meta Description Tag and H1 Tag

The meta description tag and H1 tag are other relevance factors. Including the keyword in the meta description and H1 tag makes the page more relevant to a search engine and a searcher positively affecting the click-through-rate. Just avoid keyword stuffing as it could count against you.

9. LSI Keywords

Latent semantic indexing keywords are another great way to increase organic traffic and improve your ranking. They enable a search engine to interpret the content, allowing it to identify the most accurate results to match with individual queries.

Tools such as Google Trends can help generate LSI keywords for your SEO content.

10. Mobile-Friendliness

In 2015, Google rolled out Mobilegeddon, an update designed to prioritise pages that are optimised for mobile devices. Early this year, the Internet giant rolled out a mobile-first indexing which is a strategy that uses the mobile version of the content for indexing and ranking.

With Google prioritising mobile-friendly content and responsive websites, it's time to prioritise your website's mobile experience. Test your pages using Google's Mobile Friendly Test to make sure they are mobile friendly.

11. Image Optimisation

Optimising images is as important as optimising text. Engaging in-article images and diagrams don't just break up the content, they can reduce bounce rate and increase time on site – two important user interaction ranking signals. Image optimisation also gives search engines a hint of what the content is about, helping it rank in organic search.

12. Page Loading Speed

Page speed is a key ranking factor. Google itself has indicated that it considers search speed in its search algorithm. Additionally, about 40% of users abandon a website that takes more than three seconds to load with 75% of them never re-visiting the site.

Be sure to use a CDN to test your website's loading speed and implement the optimisation suggestions it provides.

13. Schema Mark-up

Using schema mark-up doesn't mean your site will rank better. However, it helps search engines understand your content better making the content more likely to be included in SERPs. You can use Google's Structured Data Testing Tool to test your structured data markup and rich snippet display.

14. Social Signals

While social signals may not play a direct role in ranking your site, they can help generate more eyeballs on your post. The more popular your content is, the wider the readership becomes, increasing online visibility and organic traffic to your website.

These are just some of the foundations of a successful SEO campaign. There are many more SEO ranking factors that search engines consider when ranking websites. It's therefore important that you put in place a solid overarching strategy that'll help you rank well in search engines.