Increasingly, websites that appear at the top of Google search results are those that tend to have a high number of social signals, such as likes, shares, tweets and plus-ones, according to a recent report by Searchmetrics.
The study, which was based on an analysis of 300,000 URLs appearing in the top search result position in the US, found a particularly strong correlation between signals from Google's own network, Google+, and good rankings.
Below, conclusions from the report, including insights into the correlation between search rank and page coding, keywords, and content factors.
The study found that fulfilling certain on-page coding criteria, such as having fast site speed, no longer has a positive effect on a website's ranking.On the other hand, if a website does not meet these criteria, its ranking will fall.
Put another way, SEO basics—such as fast site speed, using H1 and H2 tags, and having a description—are now prerequisites rather than search rank boosters.
The importance of having keywords in the domain name or the URL has lost significance—mainly because of two algorithm changes by Google in 2012.
However, the importance of keywords on the page itself, as well as the relevance of the keyword position in the title (the closer to the front, the better), have increased considerably.
Good Content Is Still King
Content factors correlate almost entirely positively with good rankings and were found to be even more important in 2013 compared with 2012.
For example, good ranking URLs generally have more text and a higher number of additional media integrations (images files, etc.) compared with 2012.
A good internal link structure also appears to be an important quality attribute.
Google does not seem to apply the same criteria for the websites of brands as for other domains.
For example, the search engine considers it natural for brands to have comparatively more backlinks with the name of the brand in the link text alone.
For more findings from the study, check out the following infographic:
About the research: The report was based on Searchmetric data for 10,000 top Google search keywords. To derive their list of Ranking Factors, the researchers looked for correlations between website characteristics and top search rankings. The data was collected in March 2013 and June 2013.
Continue reading "Search Ranking Factors 2013: What Does Google Look For? [Infographic]" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Search Engine Marketing:
An 11-Step Plan for Improving Your SEO Strategy [Infographic]
This infographic from Semrush presents an 11-step plan to better compete for top rankings in search engines. read this »
Five Ways to Get Keyword Ideas for Your Website: A Beginner's Guide
Keyword research can be complicated, but the best keywords and phrases to target can often be found by just sniffing around Google and competitor websites. Here's a basic rundown of where to start. read this »
A Marketer's Guide to SEO in 2022: Franco Valentino on Marketing Smarts [Podcast]
Most SEO conversations are about on-page SEO, which is important. But there is so much more that marketers should be paying attention to. This episode takes a deep dive into everything from outbound SEO to accessibility. read this »
How Many Words Do People Use When Searching Online?
Online searches tend to be very short: Most consist of just one or two words, according to recent research from Semrush. read this »
Three SEO Trends Marketers Need to Know in 2022
What has Google added or changed recently? What is it likely to do in 2022? Here are three trends that should rocket to the top of your priority list. read this »
10 Important Google Search Algorithm Updates From 2021 [Infographic]
This piece covers the ten most influential updates that Google made to its search algorithm in 2021 in chronological order. read this »