But first, let's go over the basics of ranking factors to get our foundational knowledge established. Search engine optimization SEO is the process of optimizing your website to rank as high as possible in organic search engine results. This is different from pay-per-click advertising or PPC , which is a strategy that focuses on paid traffic generation. Note the differences between the organic and paid search results in the image below:.
Both paid and organic rankings on Google are determined by algorithms that take into account various characteristics and metrics considered by Google to be important —and these are your ranking factors. We will never know all of Google's ranking factors, but we do know many of them based on what Google has revealed to us and what we find through experimentation and empirical practice.
We also know that while ranking factors and algorithms may shift , the characteristics Google is trying to parse out through them are quality, trustworthiness, and performance. Marketers usually talk in terms of on- and off-page ranking factors, but there are really three groups:. Now that we have the foundational knowledge set in place, let's get into the top 10 Google ranking factors, broken down by these groups, starting with technical.
For this to happen, there are a few core technical elements that need to be working properly. For many marketers, technical SEO can feel daunting. Knowledge of website structure and content management systems is required to execute many of these ranking optimizations.
For this reason, fixing technical SEO errors is commonly a joint effort between marketing and development teams. Here are the technical strategies for improving your rank:. Nobody likes a website that takes forever to load, and if you could ask search engines what they think, they would agree. Users expect a pain-free browsing experience, which is why page speed is an important ranking factor. Always keep this in mind when auditing your site for SEO improvements. There are many tools available on the market that allow you to test your website speed.
These tools are free, simple, and provide valuable insights about site speed that allow for easy optimizations. Image source: GTmetrix. Google uses mobile-first indexing when crawling websites. This means that the search engine predominantly uses the mobile version of a website when it's evaluating a page.
Most content management systems have built-in features that allow you to do this before you hit the publish button. Being the number one result on the first page of a Google search result is the holy grail of SEO.
Because organic search is still one of the most valuable sources of traffic, yielding the Worse than just not working, By Pablo Villalpando on March 14, Ranking Strategies. Here are a few necessary steps for keyword relevancy: Identify topics to focus content on Generating topics that potential leads might search for online is crucial in creating traffic to your website.
Research related themes for more opportunities Using keyword research tools , locate similar terms searched for your initial keywords. Track head terms and long-tail keywords Head terms, or shorter, more generic keywords and long-tail keywords, more specific, phrase-based keywords are both effective in your keyword relevancy.
Some of these on-page optimization factors include: -Fresh, high quality content. How Does Google Rank Websites? How long will it take to see ranking success? What makes a good keyword?
Will I rank higher if I add more content to my page? How do I get backlinks? View all our articles. Backlinks remain an important Google ranking factor, but over the years Google has learned to differentiate the bad links from the good. There are a number of tactics to gain high-quality links for your website, which include; link building, outreach, guest blogging and digital PR.
As your website grows over time, the structure of the site has to be able to cope. Ideally, pages should not be buried too deep within the site, which means planning a horizontal site. This allows search engines to regularly crawl, cache and index pages. Many other technical factors to consider include; canonicalisation, website cannibalisation, redirections, page speed and HTML markup.
When asking the question, how does Google rank websites? To do this, our systems are designed to identify signals that can help determine which pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic.
We look for sites that many users seem to value for similar queries. For example, if other prominent websites link to the page what is known as PageRank , that has proven to be a good sign that the information is well trusted. Aggregated feedback from our Search quality evaluation process is used to further refine how our systems discern the quality of information. Learn More. When ranking results, Google Search also evaluates whether webpages are easy to use.
When we identify persistent user pain points, we develop algorithms to promote more usable pages over less usable ones, all other things being equal. These algorithms analyze signals that indicate whether all our users are able to view the result, like whether the site appears correctly in different browsers ; whether it is designed for all device types and sizes, including desktops, tablets, and smartphones ; and whether the page loading times work well for users with slow Internet connections.
Since website owners can improve the usability of their site, we work hard to inform site owners in advance of significant, actionable changes to our Search algorithms. To aid website owners, we provided detailed guidance and tools like PageSpeed Insights and Webpagetest. You can find more information on the tools and tips Google provides to site owners here.
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