Google’s search engine algorithm looks at over a hundred different factors when ranking websites for search results. While some are more self-explanatory than others, the overall influence of each factor on rankings varies widely. Some factors, such as content relevancy, are broader and carry more weight than, say, a title tag that’s a little too long.
As a company, Google is notorious for their secrecy regarding their search algorithm and certain ranking factors it considers. They do, however, provide tips for increasing rankability in their Google Webmaster Guidelines and other online resources. The following criteria constitute a broader view of what Google themselves have stated to be important search ranking factors:
Relevancy
Above all, Google’s top priority is to provide relevant, meaningful answers to search query requests inputted by its users; this is the entire idea behind the search engine. Since Google’s inception over 20 years ago, they’ve constantly adapted, revised and improved their search algorithm to ensure the most relevant information possible is being matched with search queries.
The relevancy of a given web resource is dependent on the keywords utilized within that resource. These keywords are matched with user search queries to maximize relevancy. A core component and starting point for all SEO is keyword research; identifying the correct keywords to target based on volume, competitiveness, searcher intent, and more.
Content Quality
When it comes to website content, “quality” in the eyes of Google constitutes quite a bit. Aside from being relevant to a user’s search query, a website’s expertise, authority and trustworthiness in its content are monumental to achieving higher rankings in search engines. Google sometimes refers to these three crucial elements as E-A-T.
Expertise refers to the educational and informative value of the content. Google prefers websites whose content displays a clear grasp of the material, as if it were written by an expert in whichever field or subject is being presented. Industries that demand a high level of factual accuracy–such as medical and financial institutions–also demand a higher level of expertise, and benefit most when their content is authored by certified professionals in that field.
Authority is how Google measures the reputation of a website. If a website’s content is top-notch, it’s far more likely to attract visitors who will vouch for its quality. This is often done by linking to a content piece, thus giving the website a referring link or “backlink” that has enormous power to influence search engine rankings.
Unless you’ve established yourself outside the realm of SEO as an authoritative and highly influential business, building authority as an SEO factor takes considerable time and effort. Obtaining backlinks from other highly authoritative websites is key, and it’s far easier said than done.
Trustworthiness is a measure of how accurate and transparent the information on a website is. Trust can be improved by providing clear sources and author credentials across all content, and like authority, it’s a relative concept that goes well beyond the scope of SEO.
Although expertise, authority, and trust are undoubtedly important, it doesn’t always require a doctorate degree in the subject to come off as an expert source. As long as a website’s content is truthful, informative, and well-researched, it stands a better chance at ranking higher in the SERPS.
User Experience
User experience refers to a website’s overall ease of use and functionality. This is where some of the more technical, advanced aspects of SEO come into play. A good user experience is dependent on, but not limited to, the following:
- Site speed
- Mobile usability / responsive design
- Cross-browser consistency and compatibility
- Smooth, sensical site navigation
- High-quality web design
User experience is directly related to many major ranking factors, such as relevancy; a result that is highly relevant to a user’s query will naturally provide a good experience to that user.
While this handful of ranking factors represents some of the more important things to consider, it is by no means a comprehensive list. Google is constantly reevaluating and adding to their list of ranking factors, keeping SEO’s on their toes and adding to the challenge of reaching first-page rankings.
At rmarketing™, we match our clients with digital marketing professionals in their specific industry, further ensuring their success in SEO and giving them the best shot at improving rankings. To learn more about SEO services through rmarketing™, contact us today.
