Want to read a complete SEO guide that addresses both secret, reputable and well-known ranking factors? We have compiled a search engine optimisation (SEO) guide that lists 195 factors that in some way affect your position in search engines.
SEO Ranking guide in different chapters:
Chapter 1: Factors on the domain
Chapter 2: Factors on the web page
Chapter 3: Factors on the Site
Chapter 4: External Link Factors
Chapter 5: User Factors (Comes Soon)
Chapter 6: Other factors (coming soon)
Chapter 7: Social Media Factors (Coming Soon)
Chapter 8: Brand Factors (Coming Soon)
Chapter 9: SPAM Site Factors (Coming Soon)
Chapter 10: SPAM Offsite Factors (Coming Soon)
Chapter 1: Factors on the domain
Ranking Factor 1: Age
Want to get a better position on Google or Bing? Then you need to think about the age of your domain, ie when you first registered the domain. The domain needs to be older than your industry colleagues to get an advantage over your competitors. It’s a plus if you have an older domain. It matters less if it is relatively new or brand new. It is simply about being perceived as trustworthy.
“The difference between a domain that’s six months old versus one year is really not big at all” – Matt Cutts, Google
Tip! It takes time for Google to start to like a site and therefore we always recommend thinking about an extra time if you want to change business names and thus register a new domain.
Ranking Factor 2: Keyword in the root domain
A few years ago, it was a great success factor to work with the keyword in the domain. You got a big extra shot from Google which many took advantage of. What does it look like now? It does not have the same impact anymore, but it is still an important factor because the title of the keyword becomes visible in bold, which can be seen as a small advantage.
Ranking Factor 3: Keyword first words
Here too, it is an advantage if the keyword is included as the first word instead of the last one. Examples below.
Ranking Factor 4: Registration Length
Now you may think that the registration length is about the number of characters in the domain, but it does not. Instead, it’s about how long you’ve paid your domain in advance. It can be perceived as detail, but it actually plays a small role in SEO if you pay your domain in advance for a few years or if you pay monthly. This is what it says in one of Google’s patents – Information Retrieval Based on Historical Data:
“Valuable (legitimate) domains are often paid for several years in advance, while doorway (illegitimate) domains are rarely used for more than a year. Derfor, den dato da et domene utløper i fremtiden kan brukes som en faktor for å forutse legitimiteten av et domene “.
Ranking Factor 5: Keyword subdomain
Using subdomains is rarely good, but according to statistics from 2011, it appears that there may be a positive effect of using subdomains along with a keyword. Examples below.
Although it has been a known tactic over the years, we recommend not working with subdomains and keywords. Subdomains can get a negative effect if you’re wrong with it and it’s easier to keep track of their content with a common structure.
Ranking Factor 6: History
If a previous domain has had a bad history, it may be negative for the new owner. It is specific about how many times the domain has changed ownership. You can compare it a bit like with old cars. It feels more beautiful if you buy a used car of a person who has been a sole owner in comparison to buying a used car of a person who owned the car for 2 months and is the tenth owner.
If you are looking for a new domain – be sure to check the history behind the domain. Otherwise, the journey to the top search engine results may be delayed.
Ranking Factor 7: Exact Matched Domain
An exact matched domain is when the keyword is identical to the domain name. Another known name for exactly matched domains is “EMD” and stands for Exact Matched Domain. An example below for use if the keyword is “electrician Melbourne”.
Advantages: Google prioritizes a number of precisely matched domains Disadvantages: You only see a search term.
It is still possible to manage exactly matched domains, but it’s not as easy as before. Google has confirmed that they prioritise already ranking exact matched domains with thin or bad content.
Ranking Factor 8: Public VS Private
It’s possible to hide their domain from WhoIS by registering the domain as an individual. By law, you may not display private domain owners. A police investigation is required to see which has a registered domain as an individual. What does Matt Cutts and Google say?
“… When I checked the whois on them, they all had” whois privacy protection service “on them. That’s relatively unusual. … Having whois privacy turned on is not automatically bad, but once you get several of these factors all together, you’re often talking about a very different type of webmaster than the fellow who has just one single site or so. “
Ranking Factor 9: Punished owner
Earlier in our SEO guide, we told you that it’s possible to hide their domain from WhoIs by registering the domain as an individual. Attempting to conceal their identity is something that may indicate that you register multiple domains to build links to one’s own website. If Google discovers or even suspects that a person is committed to this, they may use fingernail other domains owned by that person.
The history of the owner is therefore essential to look up. Otherwise, it may take longer before your site sees the light on Google.
Ranking Factor 10: Top Domain
If you are active in a particular country, you can use the country’s top-level domain. Also known as “ccTLD” from English’s “country code Top-Level Domain”. For example:
Your domain name .com.au – if you are in Australia.
Your domain name .uk – if you are the in the UK.
Your domain name .de – if you are active in Germany.
Advantage : It helps you get a better ranking on the search engines in that specific country. Disadvantage : It makes it harder for your website to get a good ranking on search engines in other countries.
Chapter 2: Factors on the web page
Ranking Factor 11: Keywords in title tag
We have now provided the factors surrounding the domain behind us and now go to Chapter 2, which deals with factors on the web page.
Did you know that the title tag is the second most important content on your webpage? It’s therefore important that you include the keyword you want to get a good rank on in the title tag.
Example : You run a store that sells jackets. To improve your placement on the keyword “jeans jackets”, you decide to make a guide where you are looking for jeans jackets that fit in the fall. A fitting title tag could then be “10 nice jeans jackets to wear this fall!”.
Ranking Factor 12: Keywords as first words in title tag
As we mentioned above, it’s important to include the keyword you want to get a good ranking on in the title tag. However, where you place your keyword is also important. Investigations, the mention has shown that title tags starting with a keyword give better results than those with keywords at the end.
To return to our previous example of jeans jackets, an appropriate title tag could then be “Jeans Jackets for all occasions!”.
Ranking Factor 13: Keywords in the meta description
Placing your keywords in the meta description is something that does not directly affect your rankings in the search engines. However, the keyword is bolded in search engines, which makes your page seem relevant and may cause more people to visit your website instead of competitors.
Tip: The meta description should be between 150-160 characters.
Ranking Factor 14: Keyword in H1 tag
Just as it is important to place the keyword you want to get a good rank on in the title tag, it is also important to include the keyword in the H1 tag. This because the H1 tag acts as a second title tag. It helps to make your website appearmore relevant to Google and other search engines.
Ranking Factor 15: Keyword as a phrase
Including your keyword in many different phrases makes your website appear more relevant to the search engines. It is usually easier to read if the intended keyword is available in several forms. You also avoid the text being perceived as keyword stuffing.
Ranking Factor 16: Length of content
Producing unique content on your website is something that helps you rank higher in search engines. However, the length of your content is also important. Studies have shown that texts with 2,400-2,500 words are more likely to get better placements than words with fewer words.
The reason for this is that longer texts have a greater chance of covering topics in depth. This makes Google and other search engines see your site as very relevant compared to shorter articles, which gives you better placements. But make sure the text is sensible. You should not just enter words just to get a certain length of the text.
Ranking Factor 17: Density keywords
In the past, much talk was that a large part of your texts should contain your keyword. As a result, many included their keywords unnaturally. After that, the search engines have become better at detecting when keywords are abused and used in unnatural ways. In fact, this creates a negative user experience, which may, in turn, degrade your search engine ranking.
Tip:Focus instead on writing useful and information-rich texts that contain your keyword in a natural way.
Ranking Factor 18: latent semantic keywords
Latent semantic keywords, also known as “LSI” Keywords, help search engines to understand words with more than one sentence. This allows Google and other search engines to understand different terms and key phrases that have the same meaning. Something that helps you get better placements.
Ranking Factor 19: latent semantic keyword title
Similar to latent semantic keywords in your texts, they also help search engines understand different terms and keywords in your title tags. Something that can also help you get better placements.
Ranking Factor 20: Speed via HTML
The time it takes for your web page to load a page, also known as charging time, is used by both Google, Bing and other search engines to determine your location. The faster your pages load the better.
These are some common reasons why your pages load slowly:
Too much code
Many redirects to other pages (redirects)
You can do this to improve the charging time of your pages:
Compress your photos in Photoshop or other imaging programs to reduce file size without compromising quality. Optimise and reduce your code. You can do this by deleting comments, formatting, and unused code.
Redirect redirects to other pages.
Tip: Also check the exact format that the image has in the module on the web page. Tried to mirror this format when loading images.
Ranking Factor 21: Duplicate content
We have previously talked about the importance of creating unique content on your web page. In fact, identical content or any content may impair your search engine rankings.
Tip : Do not take shortcuts. Do not copy content from other web pages. Of course, it’s okay to be inspired from other pages, but make sure to write and publish unique content. To see if your text is duplicated, you can write a caption with a quote. Here’s how: “Hello, I want to check if this text is completely unique and then I paste it on google”.
Did you know that? When Google detects duplicate content, they think like this: why should we show this text. That’s already there.
Ranking Factor 22: Rel = canonical
In 2009, a new code called “Rel = Canonical” was added. This code specifies which URL is the original. The purpose of this is to solve duplicate content issues, as well as improve indexing. Problems that may otherwise impair your placements.
Examples when “Rel = Canonical” can be useful:
You run an e-commerce and have a product in several categories, which means that it has several different URLs. With the help of “Rel = Canonical” you can point to only one of these. The original.
You may see a very good article that you want to publish on your page (with permission from the writer). When you publish this article, use “Rel = Canonical” to point to the original, leaving duplicate content. While all the links that go to your post point to the original.
In short, you give your users access to a good article, while the original URL will get new links. A win-win situation for both parties.
Ranking Factor 23: Speed through Google Chrome
We have written about it earlier – about how important it is to convince your visitors in a short period of time. You have four seconds to explain what you want to convey to the reader. Factor 23 that deals with speed is an important part of succeeding in this. How else will you be able to show you on your best page (during these four seconds) if the webpage is standing and loading instead.
Example: In order to take a practical example, Google generates approximately SEK 5 billion. If Google would have 0.1 seconds slower charging time, it would mean 1.6 billion in reduced sales. So important is Google’s speed.
Did you know that? Because Google has created Chrome, they can also share the data and history of browsing that the user is doing. Therefore, it is extra important that the webpage load quickly on Chrome.
Tip: In order to be successful, you can upload CDN storage quickly. Then the images are stored on separate servers, which means that the (usually) heaviest part of the web page does not need to be loaded. This is often used when you have visitors from different countries because the storage is downloaded to the nearest location where the user is located. Therefore, it does not matter if you only have visitors from Australia.
Ranking Factor 24: Image Optimisation
According to statistics, the majority of web pages found on Google’s first ten positions have at least 2 images. In order to streamline image optimisation, you must also clarify and describe what the images are about. Many of you who read this have probably heard that you should enter an appropriate keyword in the entire text.
On the other hand, very many people miss out on looking up the file name in the picture. An example that we encountered in a B2B case within is the following file name: pink-shirt-on-holiday-34-danmark.v4.png
The company had nothing at all to do with a pink shirt and not Denmark either. They were on a kickoff and then someone on the company had uploaded this image in their CMS.
Did you know that? The entire text is the text that is read for people with visual impairment.
Tip: Review both all-text, image file, description text and caption that serve as a caption. Also, try to edit the image to the format the image module has on the web page. If the module has 200 × 200 px, the image should be this.
Ranking Factor 25: Extent content
When was the content published on the web page? You may have noticed that a date and year appear in search results sometimes. In 2010, Google launched a new feature in their index and the feature is called Caffeine. Here’s an excerpt from Google:
“Caffeine provides 50 percent fresher results for web searches than our last index, and it’s the largest collection of web content we’ve offered. Of it’s a news story, a blog or a forum post, you can now find links to relevant content much sooner after it has been published than was possible ever before. “- Carrie Grimes, Software Engineer
How is this SEO now affected? Often the question is usually answered well if you ask yourself (depends on who you ask). How do you interpret a date in the search results when I decide on which webpage I want to click on? I would say that it depends a bit on what you are looking for. If you are looking for something that should be updated – eg SEO, so it can be a big advantage that it says 2017 instead of 2004.
Tip:Make sure the updated and fresh content on the web page. Do not forget to review old web pages and update them.
Ranking Factor 26: Historical Updates
We have previously talked about the importance of updating its website and filling it with fresh and fresh content. However, it is also important to check and take into account how often the content has been updated historically.
Has your website been updated daily?
Every two years?
Every fifth year?
How often your content has been updated historically also plays a role when Google decides how new your content is. If your content has only been updated every five years, this may affect you negatively. However, if you have updated your webpage content on a monthly, weekly or daily basis, it may positively affect you.
Tip: Set up a plan and try updating your website as often as possible. For example, have you decided to update it weekly, stick to that plan and be consistent.
Ranking Factor 27: Content
Do not forget to write for the user/visitor instead of the search engines. For a year, everyone talked about content being king. We extend the term 2017 and quote:
Content is not king. Content is King Kong – Dietmar Dahmen
Ranking Factor 28: Placement Keyword
Once you decide to update your website with fresh and fresh content, it is also important to keep in mind where in the text you place your keyword. Statistics have shown that texts in which the keyword is mentioned within the first 100 words are perceived as more relevant to Google and other search engines. Something that can help you get better placements.
Example: You are running a bookstore. In order to improve your rankings on the word “deckbooks”, you decide to write a guide for tips on the top 10 deckbooks throughout the ages. To mention your keywords (deckbooks) in the first 100 words, you could start your text as follows: “In this guide, we will share our 10 best tips on dictionaries written throughout the times …”
Ranking Factor 29: Keyword H2 and H3 tag
Just as it is important to include your keywords within the first 100 words of your text, it is also important to mention your keywords in the H2 and H3 tags. Although it does not matter equally, it helps you to be relevant to the search engines.
Ranking Factor 30: Order for keywords
Just as it is important to include your keywords within the first 100 words of your text, it is also important to mention your keywords in the H2 and H3 tags. Although it does not matter equally, it helps you to be relevant to the search engines.
We have previously reviewed the importance of including your keywords in different places in your content and on your webpage. However, how to formulate your keyword phrases is also important in order to get a good ranking on the search engines. This because exact mismatches tend to get better placements than phrases that contain the keyword in another order. For example:
Example : You want to position your keyword / phrase; “Book the cottage Alps” and then it’s important that the keyword is at least once in the basic form. If all the terms of the keyword instead were “Cottage of the Alps,” it is somewhat worse.
Ranking Factor 31: Quality Outbound Links
If you are familiar with SEO before, you have probably heard that it is important to include high quality in-depth external links. However, the quality of your outbound links is also an important factor that Google and other search engines include before deciding your location.
Studies have, among other things, shown that outbound links to government websites help you get a better placement. This because it signals credibility in the search engines eyes.
Tip : Do you track your external links? When in some cases we have helped to clean up among “spammy” external links, organic traffic has increased significantly
Ranking Factor 32: Theme on Outbound Links
We have previously mentioned the importance of high quality outbound links. Another important factor that can help or steal your search engine rankings is the “theme” of outbound links.
Google and other search engines can use the theme of your outbound links as a relevance signal before deciding your location.
You are running a blog that deals with cars and links to another blog or website that deals with movies. This may mean that the search engines believe your blog is about the movie “Cars”.
Tip! When creating outbound links – make sure that the pages you link to have a similar theme as your web page.
Ranking Factor 33: Language and spelling
In search engine optimisation (and most of this in life) people have often shared opinions. This factor is no exception.
Many claim that correct language, spelling and grammar are important when writing new content to your blog or webpage. This because Google and other search engines use this to determine the quality of your website.
On the other hand, there are people who claim that correct language, spelling and grammar have minimal or even no impact when the search engines determine your location.
Tip! When you write new content to your web page, write with the correct language, spelling and grammar as you can. Then the search engines will “like” you more.
Ranking Factor 34: Syndicated content
Writing new and unique content to their website is something that many perceive as hard and time consuming. Whatever it may be. To avoid this, many believe that they can only copy another webpage content and then sift up among the top rankings in the search engines.
Unfortunately, it’s not that easy.
Content that already exists on an indexed webpage does not get as good placements in search engines. Therefore, it’s important to always write new and unique content to your webpage if you want to climb the search results. Of course, it’s good to be inspired by other people’s texts.
Ranking Factor 35: Complementary Content
We previously told us how important it is to write unique content to your webpage. Anything else that can improve your search engine placements is complementary content relevant to your website. This because Google and other search engines use this to determine the quality of your website.
Examples of complementary content:
Interest rate calculator for loans of various kinds
Ranking Factor 36: Number of outbound links
We have previously told you how important it is with high quality outbound links on your website. Anything else that’s important if you want to improve your search engine placements is the number of outbound links.
With the number of links we do not aim for the more the better. Rather the opposite. If your webpage contains too many outbound links, this may damage it and degrade your search engine ranking.
Did you know that? Most plugins and themes on WordPress use a hidden external link, which makes you lose power from your webpage. Be sure to eliminate these links.
Tip! Make sure your webpage contains fewer, but more high quality outbound links.
Ranking Factor 37: Video
We have previously pointed out how important it is with unique content on your webpage. Something else that’s also important to include in your content is videos. By including video clips from, for example, Youtube, as well as other multimedia such as images, you can improve your search engine rankings. This because Google and other search engines count this in when they determine the quality of your content.
Tip! Include relevant videos in, for example, blog posts and other content on your webpage. It not only makes the visit more enjoyable, but it also affects the time spent on the website, which in itself is a major factor.
Ranking Factor 38: The number of internal links
Google and other search engines use your internal links to determine how important your different pages are. The number of internal links pointing to a specific page indicates how important you think it is in relation to other pages on the site. The more links that point to a specific page, the more important it is interpreted as.
You consider that the “Services” page, describing the different services you provide, is the most important page of your site. Then link to this page more than to other pages of your site.
Tip! Remember to link to internal pages only in a relevant way. At present, Google and other search engines are more interested in pages that best meet user expectations, than those pages that only have the most links.
Ranking Factor 39: Quality of internal links
From which page your internal links come from, it also plays a role when Google and other search engines determine your placements. Internal links from the homepage or other authoritative pages usually weigh heavier than low value pages.
Ranking Factor 40: Broken links
If your webpage contains too many broken links, Google and other search engines may interpret this as if your site is misunderstood or abandoned.
According to documents published by Google a couple of years ago, broken links used to determine a website quality. Many broken ones are therefore a sign of poor quality, which may cause your placements to deteriorate.
Tip! However, be sure to review your internal and external links. If you find broken links, you should either delete or replace these. A tool for free identification of broken links is Search Console (Former Google Webmaster Tools).
Ranking Factor 41: Readability
In December 2010, Google introduced a new factor used to determine your placement in search engines. This factor was readiness. In short, how easy or difficult your content was to read.
The reason for introducing this factor was that readers could filter websites based on their readiness – basic, intermediate or advanced.
However, in 2015, Google stopped using this factor to determine your location. However, it is still important to write texts that the majority of visitors can read. Therefore avoid writing with an excessive vocabulary. Make it easy and pleasant for the user to read the text.
Ranking Factor 42: Affiliate Links
There are many shared opinions about how affiliate links affect your site and ranking in search engines.
Many believe that affiliate links can harm your site and degrade your search engine rankings. Others, on the other hand, believe that affiliate links do not affect your investments at all.
Personally, I believe that a large number of affiliate links can adversely affect your website and your placements. A small amount of affiliate links in relevant content such as blog posts, on the other hand, I do not think will give you worse rankings in the search engines.
Ranking Factor 43: Error in HTML / W3C validation
If your site contains lots of sloppy HTML code that also causes errors, this may negatively affect your search engine rankings. This because Google and other search engines can interpret this as a poor quality site.
As for W3C validation, there are many shared sentences. Many consider that W3C validations are an important ranking factor for the search engines, while others consider it completely unrelated.
Ranking Factor 44: Authority hosting
How good authority your domain has can be a factor when Google and other search engines determine your ranking in search engine results. When you use a completely new domain name, your authority will be very low. So how do you improve it then?
As in most of search engine optimisation, there are many factors that determine how good and strong authority your domain has. The easiest way to improve your authority is through high quality external links.
Ranking Factor 45: Pagerank
Pagerank is a ranking factor invented by Larry Page on Google (hence the name) in 1998. In short, Pagerank is a voting system that is managed by links.
Larry Page = Page Rank
Historically, Pagerank has been a very important ranking factor for Google. Especially at first. Nowadays, many have shared opinions about how important Larry Page … or I mean Pagerank is. Most people argue that this factor currently has no major impact on how to finally rank in Google.
Ranking Factor 46: Length URL
Believe it or not but the length of your URL is a ranking factor that determines your location in the search engines.
Studies have shown that longer URLs can degrade both your placements and conversions compared to short URLs. In a survey conducted by the Search Engine Journal, it was discovered that short URLs received twice as many clicks as longer in search engine results.
In short, make sure your URL is as short and descriptive of the content as possible.
For example: You have just made a blog post where you wrote about “5 Hot Search Engine Optimisation (SEO) Trends!”.
Your URL may look like this: www.yourdomain.com / blog / 29/9/2017/5-hot-trends-in-socket engine optimisation-seo
To make your URL more appealing to both the search engines and its users, you could optimize it as follows: www.yourdomain.com / blog / hot-trends-seo
Ranking Factor 47: Structure URL
We’ve previously told you how long your URL can affect your search engine results. Another factor that can determine your placements is the structure of your URL. Pages that are closer to your homepage can get an easy lift.
Studies have shown that search engines prefer a structure that allows the user to understand where one is. It is therefore preferable to build up different URLs in different levels.
This is something that has never been confirmed by Google, but they hold a patent that allows people to manually affect a site ranking in search engine results.
One reason for this may be that they want to investigate and punish sites suspected of using unauthorized methods to improve their placements.
Tip! Be sure to take care of your search engine optimisation. Do not use methods such as PBN or other methods that may cause your site to be manually investigated and possibly punished.
Ranking Factor 49: Categories
How to build your categories is something that can help or steal your placements in Google and other search engines. Namely, your categories and their content are interpreted as a relevance signal.
The search engines like categories with good structure and relevant content, while they punish categories that contain content.
For example : You run an e-commerce that sells home furnishings. Instead of making a single category called “Home Decoration” and collecting all products in this category, you want to create different categories for different product types.
You create a category called “armchairs” and collect all armchairs in this category. Then you create another category called “desk lights” and collect all the desk lights in this category.
This allows you to create categories that contain only very relevant pages. Something that can improve your search engine rankings.
Ranking Factor 50: Tags
Tags are something unique to WordPress. WordPress is basically a blog tool. Tags make it short and possible to group / link relevant content with each other. This is something that can give you a boost in search engines.
Tip: If you use WordPress tags, be sure not to overuse them. This may worsen your placements.
Ranking Factor 51: Keywords in URL
Placing a keyword in your URL is something that can be interpreted as a relevance signal by Google and other search engines. In short, it is something that can improve your placements in search engine results.
Example : You have just written a blog post that is about “the best dog godis in the market”. The keyword you want to get a good rank on is dog god and you should, therefore, make sure it’s included in your URL.
Ranking Factor 52: URL consequence
We’ve mentioned a few different factors in your URL that affect your search engine placements. Another factor that may affect your placements is the URL followed.
As we mentioned earlier in our guide, it is important to structure your categories in a good way and make sure that they contain relevant content. Additionally, if you include these categories in your URL, it can also help you improve your placements in Google and other search engines. This because it can make it easier for them to interpret what your page is about.
Ranking Factor 53: References and sources
When you write new content to your page, it may be useful to refer to different sources. By doing so, Google and other search engines can interpret it as a sign of quality, which could ultimately improve your placements.
Remember when we previously talked about domains with good authority? Referring to different sources, it may be an advantage to refer to a reliable and popular website with relevant content. For example Wikipedia or other informative websites with good authority.
However, Google denies using references and sources as a ranking factor.
Ranking Factor 54: Point Lists and Number Lists
When you produce new content to your site, it is easy to end up with long text items that are not very user-friendly. Especially if you write longer texts.
In order to easily break up content and make it more user-friendly, you can advantageously use bulleted lists or number lists. Google is likely to agree on this and may prefer texts that contain bulleted lists or number lists.
Examples of how to use bulleted lists:
In this guide we will review the following topics:
• Topic 1
• Topic 2
• Topic 3
Examples of how to use numeric lists:
In this guide we will review the following topics:
1. Substance 1
2. Substance 2
3. Substance 3
Ranking Factor 55: Priority page map
In a page map, you can prioritize different pages according to its importance. About us page may not be as important as your product or service page. This can be prioritized in a page map, making it even easier for search engines to understand which pages to look extra.
Tip : Have both braces and straps – we recommend both HTML and XML pages.
Do you think terminology is hard and difficult? Visit our post on SEO.
Ranking Factor 56: Quantity Outbound Links
We have previously told you how important it is that your site contains high quality outbound links. However, it is also important to consider how many outbound links it contains.
Many people perceive that they will improve their placements just by filling their content with high quality outbound links. Something that, in fact, can worsen your placements …
Focus instead on quality over quantity. That is, fewer solid higher quality and relevant links.
Tip! There is no magic formula (or !?) that tells you how many outbound links to use in your content. Usually 2-3 outbound links usually work, but it depends, of course, on how long or short your texts are.
Ranking Factor 57: Quantity of secondary keywords
By now, you should be well informed about how important it is to target the right keywords when optimizing your website. However, it is not enough to just target the correct keywords. You must also select the correct number.
Most people who try to optimize their site usually target a single keyword and hope that it will help them cover everything they make or sell. This is often a big mistake because it is usually a broad keyword with great competition. Something that makes it difficult to achieve the position you want.
At the same time, it’s not good to focus on too many keywords either. How many keywords to focus on are the shared sentences about. However, we recommend 3-5 pieces.
Tip! Find a keyword and then investigate related searches on Google. This can help you find very specific keyword phrases.
Ranking Factor 58: Age
How fitting new or old your website is can be a determining factor when the search engines determine your location. Usually, Google and other search engines prefer new and fresh content. Nevertheless, an older web page that updates regularly can get a better ranking than a new one.
Ranking Factor 59: User-friendly
Did you know that a user-friendly layout can help you rank higher in search engines?
Believe it or not, but a user-friendly layout can help your website get better placements. However, it’s not enough to make a user-friendly page for either users or search engines. Your layout must be user friendly for both.
Ranking Factor 60: Parked domain
In December 2011, Google went out and announced that they introduced a new algorithm that automatically detects parked domains. The reason that this algorithm was introduced was that parked domains contain very little unique content, and are usually filled with ads only. They then quit their statement by saying “In most cases, we prefer not to show them.”
This means that parked domains are less likely to be seen in search results.
Ranking Factor 61: Content gives insights
As mentioned earlier, Google’s guidelines show that they prefer sites with unique content that add value to users. In addition, their guidelines show that this is particularly important for affiliate sites.
Google believes that most affiliate sites contain a large proportion of links, as well as content copied from the original page. This may adversely affect your placements in search results, as Google and other search engines may consider that you do not provide users with any value.
Tip! Always write unique content that adds value to users. This is most likely to improve your placements because the content also provides insight into what your site is about for the search engines.
Chapter 3: Factors on the Site
Ranking Factor 62: Content provides insights
Now we turn magazines and look forward to the next chapter that deals with the site instead of the webpage. For us, a website is a site itself and the web page is a subpage of a website.
Before we move on, this factor is about the same topic as before – meaning “content gives insights”. Having unique and good content is good for a web page, but it is also an advantage for the entire website if the web pages contain unique and good content.
Good content means that the visitor stays longer and this is an important future ranking factor that we will address. Hold on.
Ranking Factor 63: Ability to contact
You probably agree with me when I say that a website with contact information feels more credible.
Therefore, it’s no wonder Google and other search engines use contact information as a ranking factor. In Google’s Guidelines, it appears that they prefer sites with “an appropriate amount of contact information.”
Tip! If your contact information on the site matches your WhoIs, this may likely give you an extra shot.
Ranking Factor 64: Credible domain
How credible your domain is, has a huge impact on what location you get in search results. In fact, domain trust, or Trustrank, is one of the most important ranking factors.
So how does Trustrank work? How good Trustrank you have (credibility) depends on how many links you have from other credible websites.
Tip! The best way to get links from highly credible websites is to write unique and informative content that people want to share.
Ranking Factor 65: Structure
How well you have structured and built up your website can make a big difference to your search engine results. A good structure will appeal to both users and search engines. If you think about it then it’s very logical.
An easy-to-navigate website is most likely to increase the chance of a positive user experience, making users stay longer. It also makes it easier for Google and other search engines to index the site.
Ranking Factor 66: Updates
How often you update your site can determine how well you rank in search results. More specifically how often you update it with new content.
Websites that are regularly updated with new and unique content have a better chance of getting better placements in search results.
Tip! A great way to regularly update your site is to introduce a blog that you fill in with unique content that gives value to your users.
Ranking Factor 67: Number of web pages
Do you remember when we talked about the importance of structuring your website correctly?
Once you know how to structure and build your site, it is also important to consider the number of web pages. Studies have shown that sites with a larger number of web pages have up to 7-12 times more leads, compared to those with only 1-5 pages.
Tip! Try to share your site in as many specific webpages as possible. For example, if you run a construction company that performs many types of jobs, add each service a separate page.
Ranking Factor 68: Easily accessible page map
By providing your website with an easily accessible sitemap that makes it easy for Google and other search engines to index your site, you can improve your rankings in search results.
Ranking Factor 69: Server uptime
A factor that most ignores when it comes to search engine optimisation is the importance of a credible web hosting company with good servers.
With good servers, we refer to non-crash servers or in some other way can cause problems that cause your page to be down. This can have major consequences for your search engine placements.
I know what you’re thinking. How can this affect my search engine rankings?
If you think about it then it’s actually quite logical. Google and other search engines constantly index your site. If your site is down, they will not be able to do this, but try again later. After several failed attempts, they instead give up and remove you from their index.
Another thing that may happen is that users see your site in search results and choose to visit it. If it is down then they will leave directly, which (a) increases your bounce rate, as well as (b) makes them visit your competitor’s side instead.
Ranking Factor 70: Geography server
Where your server is located geographically can affect your placements in search results. However, there are many shared sentences about this factor.
Some claim that it is important that your server is located in the country your site is targeting. For example, if you have a site targeting Australian users, your server should also be located in Australia. The reason for this is that it helps your website to be more relevant to Google and other search engines.
On the other hand, there are those who do not believe that your server’s geographic location affects the placements in search results. Their argument is usually that the only thing that matters is the server’s speed and quality – not its location.
Ranking Factor 71: SSL Certificate
Is your site securely encrypted according to HTTPS (SSL certificate)?
This may affect your placements in search results. However, there are shared opinions about this.
Many claim that HTTPS gives you a positive boost in search engines. There are even those who have seen their top 10 placements doubled after moving to HTTPS. In August 2014, Google also went out and confirmed that HTTPS is now using a ranking factor. They start by saying “security is top priority for google”.
On the other hand, there are those who consider that HTTPS minimizes or does not affect your placements in search results. There are also other search engines, such as Bing, as publicly said that there are no plans to give HTTPS sites a positive boost in search results.
Personally, I think HTTPS will be more important in the future and it’s just as good to start using it already.
Ranking Factor 73: Duplicate meta descriptions
Avoid duplicating your meta descriptions. This can negatively impact your search engine rankings. Matt Cutt from Google has said, among other things, that it’s better to have a unique meta description, or none at all, instead of duplicates.
Ranking Factor 74: Menu breadcrumbs
A breadcrumb menu is a type of user-friendly navigation that helps users understand where on the site they are. This can be very useful to use on larger sites with many pages.
There are even those who claim that this type of navigation can improve your placements in search results as it makes it easier for Google and other search engines to index your site.
Ranking Factor75: Mobile customisation
By customizing your page for all types of devices like computers, tablets, and mobiles, you can improve your placements in search results.
Google’s official guidelines state, among other things, that they recommend creating websites with responsive design. They have also begun to punish websites in mobile searches that are not mobile.
Ranking Factor 76: Youtube / multimedia
A picture says more than 1000 words usually sounds like that, but what does a video say? With the help of a video on the site, you can provide your visitor with quick and moving explanations for your complex services. A video also makes visitors hopefully stay a little further on your site which, in turn, is a positive signal.
Tip : We offer short animated commercials to our customers at a great price. Find out if you are in need of a moving message!
Ranking Factor 77: User-friendliness
The ease with which your site is user-friendly can actually affect your placements in search results. A hard-to-use site may deteriorate your placements as it most likely increases your bounce rate, as well as decreases users’ time and number of pages.
Ranking Factor 78: Google Analytics and Google Search Console
Some claim that by installing Google Analytics and Google Search Console, it can make it easier for the search engines to index your site. Something that can give you a positive boost in search results.
There are even those who believe that these tools can directly affect your ranking in Google because they provide Google with more data. For example, it can provide more accurate bounce rate information.
Our thinking : We believe in digital marketing follow-up and it is so that we can make business decisions to our customers. Have you installed Google Analytics and Google Search Console?
Ranking Factor 79: Reviews
How others perceive your goods or services can affect your placements in Google and other search engines.
In December 2010, Google published a blog post titled “Being Bad to Your Customers is Bad for Business”. In this blog post, it was told that a new algorithm was introduced that punished websites with many negative reviews (online). Something that may also mean that they reward websites with good reviews.
Review sites such as Yelp probably play a major role in this algorithm.
Chapter 4: External Link Factors
Ranking Factor 80: Age
You’re welcome to join our SEO guide. Hope you enjoy the content and that it gives valuable insights.
We’ve previously talked about factors in the domain and website that affect your search engine rankings. Now, we thought we would continue with factors for external links.
What is an external link now?
It’s simply another website that creates a link pointing to your site. This is called an external link and it is an important factor that determines your position in the search engines.
If you get external links from older domains, these are usually more powerful compared to brand new domains
Tip : Check with your partners and customers if they intend to link to your site. Keep in mind, however, that if you link back, there will be a link exchange and it’s not as positive as many have taken advantage of this.
Ranking Factor 81: Number of links to the root domain
The number of external links from root domains is one of Google’s most important ranking factors. If you are not familiar with the term root-domain, here’s a brief explanation:
A root domain is a unique website. For example, if a single site links you 2 times, this is counted as 2 links from 1 root domain. The number of links from root domains weighs heavier than the number of links to a webpage or website.
Ranking Factor 82: Number of Links C-Class IP Number
External links that come from different C-Class IP numbers are experienced by search engines such that your website or webpage has a broader link profile than if all links would have the same IP number. A search engine such as Google views different IPs as different website owners.
Did you know? If your site is hosted on one of the larger companies like Binero or Loopia, do you usually share IP numbers with hundreds of others?
Ranking Factor 83: Number of linking pages
Here we mean the number of total links to a domain from another unique domain. If a link is in the footer, then you simply get more links from that specific domain because the footer is included on all web pages.
Ranking Factor 84: All-tag for image links
The entire text of an image is the equivalent of an anchor text in an HTML link. All-text is important from an SEO perspective because it describes the image that the search engines can snap up.
Have you optimised your all-tags?
Ranking Factor 85: Links .edu or .gov domains
Google has confirmed that they do not see extra important domains (TLDs = TopLevelDomains) as a factor, but many consider they have a significant impact.
Ranking Factor 86: Authority linked page
The authority of the web page that has a link to your website is very important from an SEO perspective. It is different to get a link from a page just started than from a page that has been around for several years. However, authority is not based solely on age, but there are several factors that determine authority.
Ranking Factor 87: Authority Linked Domain
The authority is not only taken from a linked page’s authority as the preceding factor, but the authority is also added to the domain that links. A specific page on a domain can e.g. low authority but the domain itself has high authority.
Ranking Factor 88: Links competitors
External links that competitors get in the same search results on a particular search term are usually preferred from other links. There is evidence that these links are good and that is partly why they look at the term.
If you want to attract external links, it may be good to start here.
Ranking Factor 89: Social divisions external sides
Depending on how much social divisions a particular web page has to link to, your site may have a significant factor. It’s simply better that a popular page that happens a lot around links into you than a static web page.
Do you have a live or static website? Sometimes you can float away too much and forget about the recipient.
Tips : Do not always think of an SEO perspective. Write for the user who reads it will usually be the best.
Ranking Factor 90: Links with bad reputation
Are all external links good? Unfortunately. Most in the industry agree that a link profile should hold quality rather than quantity. There are several SEO tools that can demonstrate if a link is of poorer quality. If you are interested in what you can read our SEO Tools post in SEO Expert Knowledge Bank. Link here. https://seoexpertmelbourne.com.au/blog/
Link Profile? When we talk about link profile, we mean the total number of links pointing to your domain.
Ranking Factor 91: Guest blog
If you guest blogs and write an entry, you often have a link at the bottom of the signature to their website. You simply write an entry in exchange for an external link. Buying links is against Google’s guidelines but actually you buy that link too? Where does Google go to the border?
One thing that is “safe” is that a link in the text is better than in a signature.
Ranking Factor 92: Links to the homepage
Getting a link to the homepage can be better than getting a link to a specific web page / bottom page. When you get a link to the homepage, all pages get a certain amount of power. But if you get a link to a specific web page / underside, only the page gets power.
Imagine that your website looks like a tree and that the home page is the tree of the tree. All branches are pages of your website. External links create some power for your website, which in turn differs from the homepage and to all the subpages. Therefore, internal linkages are also very important.
Ranking Factor 93: No follow links
A no follow link means putting a code snap inside the html link and telling search engines that this link is not good for me. A no follow attribute looks like this:
“Home page” rel = “nofollow”> link to the website.
What does Google say? In a statement, Google describes the case that they do not usually follow no follow links. The statement creates a certain supporting tone in that they actually look at this. What do you think?
Ranking Factor 94: Sponsored links and words around a link
External links under a title like; Partners, our partners can have a less good effect. Google wants a web page or website to get natural links through good content, being just a partner or being a partner does not make it natural.
Ranking Factor 95: Contextual Links
Similar to the previous factor where sponsored links may have a less good effect, contextual links have a good effect. With contextual links with us with a link in a text content. For example, in an article or by a news item.
Ranking Factor 96: Unreasonable, many 301 redirects
As the title, factor 96 means that unreasonably many redirects may have a worse or no effect.
Did you know? Recently, Google went out to redirect get 100% of the power, which is positive if, for example, changes brand and hence a domain name. In the past, one only had to recoup some power in a redirect.
Ranking Factor 97: Ankartext external link
The anchor text is the descriptive text that is marked as a link. May be click “here”. Visit their “website” etc. The anchor text has long been a well-known optimisation method and worked with exact matched anchor texts on the keyword that would be viewed. For example. Read more about “SEO” if you want to be seen on the word SEO. The method has been abused a lot over the years so you have to be careful when optimizing anchor texts. This can also be done in a similar way for an internal link.
Ranking Factor 98: Anchor internal link
As we turned into the previous factor, the anchor text in an internal link can be at least as important as an anchor text for an external link. The word simply describes where to end next to it.
Ranking Factor 99: Title links
Another factor is the title in the external link. If you hover over a link, it pops up a box with a text. This is the title of the external link. It’s a small factor, but many think it could be a signal that can be positive.
Ranking Factor 100: What kind of country and country from which the pointing domain comes from
If you have a .com domain then it’s better if the link profile has the majority .com addresses addressed to the site. The same applies to a .com.au domain. Then it’s simply more logical to get external links from an Australian domain.
Continuation and updates are ongoing … Last updated 2019-04-11.
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