In this fast-paced, digital era, more and more people rely on the internet to look for products and services as well as to transactions. It is more convenient for them and it can save customers the time, money and effort. With the rapid growth of the internet and mobile users, businesses are now putting their companies online and making it available for all the potential customers.
Now, every business yearns to thrive and create a platform for success online, leading to the implementation of various marketing tactics like PPC, SEM and SEO. In order to appear under the paid results section, some businesses invest in SEM (Search Engine Marketing). On the other hand, with a good SEO strategy, you can also appear under the same search results section.
Among the search engines, Google is the most trusted by users and as the years go by, it continues to provide users with the best search results for every query. Now, you might be asking, how does Google do it? Well, this search engine designs and develops algorithms that rank sites for a specific search query based on a number of criteria.
As of today, Google has 200 ranking factors that influence the visibility of a website. Thus, in order for businesses to increase their traffic and online visibility, they need to observe these ranking factors. However, not all businesses can implement all 200 factors – it takes time, and just seeing the number alone, it can already make you insane. Fortunately, there are four important ranking factors that you can start with for your SEO service in Sydney.
Why Is It Important To Rank?
Before we go down to the most important ranking factors you could use for your SEO campaign, let’s discuss ranking is important to your business.
Search engines, especially Google, are the most efficient and powerful tool that helps customers find information online. According to studies, 93 percent of all buying decisions start with an online search and users prefer those sites who appear on the first page of the search results page. Given this, websites with high rankings or shows under the first page of the search results receive 42.25% of all click-through traffic. This traffic is a crucial element of the conversion rate which is highly significant in increasing revenue.
The competition is getting tougher by the minute and businesses are looking for ways to effectively optimise their websites to gain higher rankings from Google. In some cases, there are some who opt for drastic, desperate measures to increase their rank, but, with Google’s algorithm, they end up unsuccessful.
Although SEO takes time and you need to consider various factors, when done right, you can bask in glory when it pays off in the end. Put simply, the higher the rankings you receive, the greater the possibility of getting increased traffic, web visibility and revenue.
4 Most Important SEO Ranking Factors
Google is secretive when it comes to the key factors that drive its unpaid search rankings. If they disclose this in the public, scammers and black hat SEOers will take advantage of it and cheat the algorithm. Certainly, Google doesn’t want that. Back in 2015, Google said that RankBrain was the third most important ranking factor. However, they were so reserved in giving out information about the other factors specifically the first two factors.
In an interview with a Search Quality Senior Strategist at Google, the first two most important factors were revealed to be backlinks and content. As years go by and with the inflation of mobile usage, as well as the birth of Google’s mobile-first indexing, the other significant factor was mobile user experience. So, here are the ranking factors that matter the most that you can boost your SEO in Sydney.
In SEO, “Content is King” – and that’s a known fact. Even before, content has already been considered as an important ranking factor and it hasn’t changed – it only transformed. It shifted past the word-focused content and moved to the relevant content written in natural language.
Google has raised its standards on how content should be done and it is more focused on the quality, not quantity. Remember, you need to provide your visitors with a high-value content that provides all the necessary information about the topic they are searching for.
There are many forms of content like blog posts, videos, images, infographics, etc. Now, in creating content, you need to make it comprehensive and relevant to your audience. Plus, it is imperative that you identify “who” you’re writing or making it for.
With Google’s algorithm, semantic search is a priority, which means an in-depth examination of one topic in a language anyone could understand is considered relevant. Invest time in creating long-form content because it ranks higher and researches the topic thoroughly.
Backlinks have been used by Google to determine a website’s trustworthiness – this hasn’t changed over the years. The difference, though, is that back in the days when Google gave backlinks power, it was used differently and abused in black hat SEO. Back then, quality is not yet prioritised wherein it was just considered as a mere connection or relationship a site to another. On a positive note, Google developed strategies, specifically, algorithms to weed out the bad links from the good ones.
Yes, the number of links matter but, Google only counts those links from diverse and authoritative domains. As this search engine drifts towards delivering more value to their customers, hence, if you need Google to increase your ranking, you may want to use links on your content that are contextually relevant to your core topic or a related topic.
By doing this, you are hitting three birds with one stone: the number of backlinks, link authority, and link diversity. Google’s mechanism on creating high-quality backlinks is pretty simple: the more links you have coming to your website, the more external online sources that link to your content, and the higher authority those links are – the more relevant you are in their eyes.
As we’ve mentioned previously, RankBrain is the third most important factor according to Google. What is RankBrain, though?
RankBrain is a machine-learning artificial intelligence system which is a component of Google’s core algorithm that helps determine the relevant results to search engine queries. Put simply, it goes beyond simple keyword-matching – it customises search results based on a particular user query turning your search term into concepts and tries to find pages that are relevant to your search.
Being the third most important ranking factor, you need to optimise your site for RankBrain. In order to do this, you need to focus on refining your content and set a clear purpose before you start. By doing so, it’ll be easier for the search engine to determine the reason why the content was created.
In addition, you must cover the topic in full, thoroughly research about it and provide external sources to support the information while taking into consideration the quality and authority of links to use. Don’t focus on the refined sets of specific keywords too much, instead, cover various keywords that deliver the content meaning in a universal language that target audiences can understand.
Did you know that there are 4.68 billion mobile users in the world? Indeed, we are now living in the digital age. Undoubtedly, as the number of mobile users spike, so does the number of searches done using mobile devices. According to statistics, 60% of searches are done using mobile devices and to keep up with this trend, Google implemented the mobile-first indexing. This means that the mobile version of websites are now primarily being crawled and indexed by Google rather than the desktop version.
Given this, mobile optimisation is one of the most important ranking factors today. Studies revealed that 85 percent of all websites are now meeting Google’s criteria for being mobile-friendly and you should be part of that, too. Being mobile-friendly is not enough, though – your site’ content needs to be responsive on all mobile platforms.
Think about mobile-first, and before you launch your site, make sure that it is already finished, both the desktop and mobile versions. This way, your rankings will not be affected and you can guarantee that your users’ mobile experience is met.
When designing a responsive site, consider the page loading speed, content hierarchy, easy navigation, and its readability. To easily add and verify the mobile version of your website, you can use Google Search Console.
The Key Takeaway
SEO is a challenging task and it is time-consuming as well. Nevertheless, it could provide you with long-term desirable results and help you build your venue of success online when done right. As years go by, it continues to evolve and search engines, Google in particular, transforms as well to ensure that customer experience is provided.
Given Google’s algorithm and updates today, you should aim for rich content, quality links, and perfect mobile experience to gain higher rankings. As you focus on these four major ranking factors, you can leave the complexities and technicalities to the best SEO company in Sydney. Take the time to invest in comprehensive, relevant content and high-quality backlinks – it’s all worth it!