Search Engine Optimization (SEO) is an ever – evolving topic. Google, for example, periodically adjusts its algorithm to decide where and how to display a specific link, so that it is always the most relevant and trustworthy.
8 Most Important Ranking Factors That Google's Search Algorithm Takes Into Account
Take note of the main factors that Google uses to classify search results and that you must take into account if you want to appear among the first:
1. Content quality
The content that ranks best is content that goes both in-depth and broad-based on a topic. The content must provide real value to the user and should always incorporate compelling visual content to complement the written text. Remember that in this case, quality is always more important than quantity.
Focus on the value of what you write, not the number of words.
2. Extension of the content
There is no clear rule on the optimal length or the number of words that an article should have, since it varies depending on the topic. In any case, we can say that, in terms of comprehension, the longer it appears, the better positioned it appears.
3. Accurate information: Experience, authority and trustworthiness of the source
Although not a direct ranking factor, the source's experience, authority, and trust are very influential for for-profit websites, especially those that can influence people's well-being, such as health or finance websites.
Make sure your content has factually accurate information or is aligned with the scientific consensus, and cite other trusted sources. The reader should be able to easily identify who the author is.
Google's algorithm gives preference to content written by subject matter experts, who offer training on the subject, and whose reputation is recognized by others.
4. The RankBrain
Another essential factor is Google's so-called RankBrain , an algorithm that aims to provide the most relevant and useful results by trying to better understand the intent behind a user's search. RankBrain uses artificial intelligence to understand complex searches and their relationship to particular topics, taking into account user behavior with the exact set of search results.
Thus, Google ranks better those search results that are more successful among users.
5. Freshness
The Google search engine rewards the newest content. Prioritize the most current and check that it is updated. Web pages with very old content should start updating them. In addition, we have observed that the update algorithm seems to act much faster than other algorithms, since a few days after an update we can already see an improvement in search results.
6. Backlinks
Backlinks are still one of the best strategies to appear well positioned in Google. The more links on important domains your page has, the better positioned your keywords will appear.
Attention, however, with the links between e-commerce pages: it is very significant to point it out in accordance with Google's specifications, to prevent external links from pages labeled as spam from negatively impacting yours.
7. The power of the brand and domain
The more traffic you get from searches for a brand, Google will recognize your page. In addition, we know that the presence in social networks also correlates with the results shown. This is not to say that a strong online social presence alone can drive organic traffic, but websites that combine branding and social posting achieve higher visibility.
In the past, exact match domains were a surefire way to increase organic search visibility. While not as foolproof as before, domains still have some influence. Run a test, search for “cars”: normally it would return known car brands (Seat, Volkswagen, Audi, BMW, etc.), instead the first result is an exact domain match (coches.com). Domain age plays a role as well, new domains have a harder time ranking well, while domains with long histories seem to stay in the top positions longer.
8. Local SEO and local search results
In November 2021, Google updated the way it displays local results. The results are displayed ranked by relevance, prominence and distance, although Google has not provided any details on the importance of each of them after this new update.
In any case, the best thing for local ecommerce SEO is to make sure you have high-quality reviews. During this last year, it has published a series of recommendations for this type of pages, such as: giving the option to buy from different sellers from whom we will provide their contact information, including personal experiences with the product through videos or photos, showing comparisons, get prescriptions from real users and reward them.
Apart from these factors, we cannot forget the more technical factors that also influence the way that search engines position us in terms of searches. The most important technical factors to take into account are the user experience, the loading speed of the page, that it is fully responsive, that it does not have intrusive ads or pop-ups, that it is HTTPS, etc.
In short, SEO has a great impact on the return of your business. Google's search algorithm is based on ranking factors that encourage high-value content and a great user experience. Google also ranks based on how users interact with the content. Understanding these Google ranking factors can make or break your online marketing strategy. Do your research and dig into the basics, stay tuned for updates and success will be closer.
If you need more information on how to create web pages or prepare yours for the new Google updates, contact our PGR+ SEO experts, so they can help you get the most out of your online strategy.
