Each search engine has different ranking signals in their secret sauce algorithm, and there are different variations of rank. In them with the ever-changing digital marketing landscape, ranking factors continue to shift.
As we discussed last month, search engines design algorithms to provide users with a list of results that they’ve determined are the most relevant. While there are probably thousands, certain “ranking signals” contribute more significantly toward ranking. These are our Top Ten:
- Domain level and link authority features: Domain level is based on the age, popularity and size
of the site. Link authority references links to your site from high quality, authoritative outside
- Page level keyword and content relevance: Your page must be relevant to the query or you
won’t rank well.
- Dwell time: Generally, if a user doesn’t stay on your page or quickly uses the back button, you
haven’t demonstrated your product/knowledge/service.
- Responsive web design or a mobile-optimized site option: Your site must render on a mobile
device, and render well.
- Site speed and page load speed: Your site must load FAST. Google offers free mobile site
speed testing and will estimate the amount of lost traffic based on how quickly (or slowly) your
- Verified real-world business info: The combined driving power of voice search, Google Maps
and the Knowledge Graph (a topic for a later email) is immense. Be sure your location data is
clean and correct across the web.
- Uniqueness of content on each page and across the whole site: Provide the best possible
answer on the web, whatever the question being asked. Fresh, relevant content without
duplication across the site, speeds up everything.
- Site supports HTTPS/SSL: As cyber security threats become more prevalent, we are all being
encouraged to upgrade to HTTPS, the secure version of HTTP, which we discussed in our first post.
- Quantity of searches for a keyword, brand name, URL or domain: This is the popularity
contest portion: think Amazon and Apple, Microsoft. They win.
- Relative Click-Thru Rate (CTR) from search results to the page for the keyword: Good meta
titles and meta descriptions with relevant landing pages for the query will move your listing ever-higher.
How Can We Help You?
We’ll talk about these topics in more detail in subsequent emails/posts. If you feel as though your search ranking needs improvement, please talk to us about specific ways that we can help. Our team at Belgrave Associates is experienced in building high-ranking websites and can help freshen your content to drive your bottom line.