Have you ever wondered what determines the ranking of a website on the search engine results pages (SERPs)? There is more than one contributing factor that regulates the position of any website result. For example, one of the best determining factors is the relevance. The more relevant the content on a particular site is to the requested search term (keyword), the higher the position of that website will be. Furthermore, factors like the quality of backlinks are also essential to improve ranks.
However, these factors don’t have the same determining weight on every search engine. Search engines have different algorithms. Those algorithms don’t give the same significance to these factors. That’s why you won’t see the same results for the same search terms in different search engines.
Rankings in SEO are the position of your website on SERPs. However, they are so much more than simple numerical positions. They influence and indicate the level of traffic the site in question will get. Moreover, they also suggest the potential conversion rate, as well as ROI. That’s why every digital marketing strategy places rankings high on their list of priorities.
SEO is an integral part of any digital marketing strategy from social media, video or a blog. It’s a particular speciality that focuses on on-page and off-page optimization. What’s more, SEO’s sole focus is to attract as many visitors and users with content that’s relevant to their searches and inquiries.
However, to do that, we must first find out which ranking factors are essential to the field or industry that our business is in. Sectors that have high levels of competition, like the health industry, the finance industry, and e-commerce, have to work hard on optimising their websites to become figures of authority and attract the right customers.
The Best Ranking SEO Factors Explained
Ranking SEO: Ranking Factors
Google is improving their search engine algorithm every day. The search terms are becoming more complex and more specific. Thus, the algorithm has to change to accommodate for that. The means of searching are evolving as well. Nowadays, people are using not only mobile but also voice search, and that also has to be factored into digital marketing strategies.
Businesses have to know which of these never-ending changes influences their rankings the most. That way, they can outrank the competition. However, the only way to do that is to recognise what the primary intent of their target audience is.
We can do that only if we recognise the opportunities for implementing the marketing strategy. Every user has an intent when they search. We can use data to provide insights that will help you understand that intent whether that is the keywords used or a local search and adjust content accordingly.
What are the ranking SEO factors?
With each algorithm update, the ranking factors are more personalised. Nowadays, every industry has their ranking factors. It even goes as far that each business has its unique ranking factors.
However, those factors are continually changing. Not only is the Google algorithm evolving, but other software is helping as well. One of those is the Machine Learning algorithm, designed to support the Google algorithm. It assesses not only websites but also the searches that users conduct.
SEO as a speciality field has to keep up with those constant changes. Each change has a specific impact on the overall success. Even a tiny change can influence rankings. Therefore, online marketers have to find out how any change to Google’s evaluation process impacts their business and if they should adjust their activities or not.
Content relevance and user intent as ranking SEO factors
SEO has one primary task — to determine the type of content that their target audience will respond to. That means that the content has to be relevant. It has to satisfy the user’s intent. However, the main problem is that this intent varies from search term to search term.
That is a challenge we can tackle. Because each search query has a particular intent behind it, it’s important to know what that intent is. That way, you can offer the optimal solutions for it and outrank the competition.
Now that content relevance is finally a substantial ranking SEO factor, and we can recommend viable optimization measures based on hard data and data-driven content.
Also, here’s a hot tip. Did you know that the websites that have the highest level of relevance are those between the third and sixth position on SERPs? Furthermore, pages that are on favour one in the organic results through three have a click-through rate of only 13%.
Let’s get Technical the Wow Factors for Ranking SEO
The importance of technical factors for ranking
Technical factors are a prerequisite for excellent ranking positions. For example, your page has to be easily accessible. Otherwise, you can forget the high rankings. What’s more, both your users and search engines have to have easy access to it. Still, that’s not the only factor. You also have to make the website easy to use and optimise it from a technical standpoint.
Namely, you have to make the technical factors work in your favour. For example, more than half of the top 10 websites in all SERPs use HTTP encryption. However, other factors like the page architecture, loading time, mobile-friendliness, and file size, as well as internal links are as essential as encryption.
Take advantage of the user signals.
Each search you make tells Google something about your behaviour and intent. Chrome, Android, and Google Analytics all compile a massive heap of information on user behaviour. That data is later used to measure which results will satisfy that particular user the most.
That means that Google can also measure the relevance of your content. Based on the information it compiles and the data it receives from the Machine Learning algorithm, Google can tell, in real time, if your content is relevant enough to any particular user.
Google gives you a free tool called the Google Search Console, and you can read tracking reports from real users on the web. The data is a great guide to learn what to adjust in your posts and sites content.
Backlinks and internal links as ranking SEO factors
Internal links are still an essential factor when it comes to ranking. An excellent structure of internal links can never be overrated. Thus, it will always positively influence the rankings. However, backlinks are no longer the primary determinant of rankings.
Even if your website has fewer authority backlinks than your competitor’s site, you could still rank higher when it comes to specific topics. You can thank mobile searches for that. The use of mobile devices for search inquiries is increasing, and while users often like and share URLs for example on Facebook, they rarely link them. Therefore, the importance of backlinks is declining.
To summerise Ranking SEO & Content Marketing
The best place to start ranking your SEO is correct keyword research, building your brand as a business, using a good title and meta description to relevant and well-written content. Using internal linking on your site and within your post is also good. Once the foundation work on your site gets done, it’s best to move onto building some great backlinks combined with social media signals.
For help with your SEO contact Red Kite SEO via email or phone for advice on better rankings and more customer enquiries.