Google - 12-03-13

After the many Penguin and Panda updates, there’s been a lot of rumours around SEO and what exactly are the factors that search engine giant Google takes into account when ranking web pages. So, if you’re curious to know what web pages that are well-positioned by Google have in common, you should check out these recent studies that analyse the top organic ranking factors:

What I found to be surprising is just how much social media sites are taking the cake in these studies. While all three studies are worth checking out and analysing, I strongly recommend going through Searchmetrics’ 2013 Correlated Ranking Report as it outlines the top SEO ranking factors for Google’s organic search results.

Six key findings from Searchmetrics

1. Keyword domains and keyword links have lost relevance

Keyword domains and “keyword in the URL” have both been devalued by Google. While a couple of years ago, having your main keyword included in your web address might have impacted rankings, helping sites rank higher for specific searches, the ‘exact match domain’ (EMD) update by Google changed the rules. Searchmetrics’ report shows just that – that having a keyword in your domain name has a very low positive correlation, having dropped from a correlation of +0.04 in 2012 to an even lower 0.01 in 2013.

2. Brands are the exception to many rules

Searchmetrics’ study reveals that brands automatically rank higher in Google searches compared to non-brands. In addition, some factors that correlate with high ranking pages do not apply to pages from brands the same as they do for non-brands.

“Brands rank high even if they fail to fulfil some of the most basic principles of SEO,” explained Marcus Tober, Searchmetrics’ founder and CTO. “For example, pages from brands are positioned in or near the top of search results even if they have less text on the page and they don’t have keywords in the title.”

3. Social signals continue to correlate very well with better rankings

This is something I believe we were all expecting to see in Searchmetrics’ report, which is the impact of social signals in rankings. The study shows that web pages with high rankings show significantly more social signals, which leads to the conclusion that social signals do, in fact, influence rankings. By social signals I mean – Facebook likes and shares, Google+ ones, (re)tweets on Twitter and pins on Pinterest. In addition, Searchmetrics’ study found that Google plus ones influence rankings more any activity on other social media platforms so it may be time to learn how to create shareable content for Google+.

Don’t forget to check out our complete Social Media Guide to find out how to use and make the most of the top social media platforms on the web.

4. Good content is always important: it comes to quality!

No matter what Google’s future updates will be, content is and will always be King. Searchmetrics’ study shows that pages with more text and more images can lead to higher rankings as they are seen as an indicator of quality. Of course, ‘quality content’ refers to providing useful and interesting information to users, which they’ll want to share on their social media accounts.

5. The number of backlinks remains immensely important

While having as many links as you can get is not as important as it used to be, getting quality links from highly visible, high ranking pages is critical and can make the difference between a well-ranked page and a poorly placed one.

Any site’s backlink strategy should focus on having a “natural link profile” with backlinks from different and diverse sources. To achieve a “natural link profile” you need to get a natural-looking spread of links with different keywords in the anchor text and not one that looks fake as if it was artificially created by SEO “experts” with absolutely no strategy in mind. In addition, make sure you have a decent amount of ‘no-follow’ links as well as links that include neutral stopwords in the anchor text such as “and”, “to”, “in”.

6. On-page technology remains one of the basics

Although on-page elements are not among the factors that can help your web page rank higher (like having better backlinks or more Likes on Facebook), not having these elements – such as keywords in H1, H2 as well as a description on-page – can get your page demoted on Google. So, while on-page factors don’t improve rankings, they do ensure rankings don’t go south.

These are all great factors to consider if you’re trying to improve your site’s rankings or if you’re just getting started with a new website and want to ensure you’re focusing on the right things.

What do you think about Searchmetrics’ Google ranking factors?


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Top 6 Google Organic Ranking Factors 2013, 8.2 out of 10 based on 6 ratings

Comment

3 Responses

  • Amy Smith

    Great post- thanks for sharing! I love how you brought up how important good content is. It’s so frustrating seeing poorly written/clearly spun/duplicate content online. Original and well written content is honestly so invaluable in the SEO world!

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    July 29, 2013 at 6:19 pm
  • Ammon Johns

    A large number of SEOs disagree over how much of a factor social media plays, and even more disagree over how or why any effect exists.

    A large number of social networking and social media sites have severe restrictions on what Google can spider and index. Unless Google is given special access, or applies special rules exclusive to such sites, the actual links, mentions, etc simply cannot be counted by a search spider.

    Don’t believe everything you read.

    However, what Google is counting is actual interactions with the sites, and also the occassions where people search for a domain-name exactly. These are much of the reason why Brands are doing so well, often in spite of the metrics people have published.

    For many years, Google gained user-data on what sites and pages people visited, how often, and for how long, through their toolbar. The toolbar *has* to report each URL visited in order to gain data such as PageRank score, etc, to display in that toolbar.

    However, Google came up with a MUCH better tool to gain actual usage data – the Google Chrome Browser. People visiting and using your site are often reporting their usage directly to Google. Real data, not links, faked likes, fake press releases.

    Much of the reason social media can be counting in search rankings is actually due to the real users of social media, interacting with your links, likes, and site.

    However, one part of this article is absolutely and fundamentally wrong. You wrote “on-page elements are not among the factors that can help your web page rank higher” which is entirely false.

    On-page SEO is still the foundation of everything. It is step one. A site without valid on-page markup, good use of keywords in headings, etc, and more than that, correct use of the HTTP protocol with regards to 404 errors, 301 redirects, etc is missing a lot of the ranking factors, and is entirely reliant on off-page SEO to attempt to balance the lack.

    On-page factors are an absolute ranking factor.

    More than that, incorrect 404 errors (it is a very common mistake in some content management systems to have a 302 redirect to a 404 error *page* with no 404 HTTP header sent) can completely ruin *any* other SEO efforts. Google apply a safety limit on indexing any site that can’t give a 404 error, reducing the indexing speed, and forcing large sites to remain only partially indexed.

    A 302 for incorrect URLs opens the door to negative SEO by allowing competitors to spam hundreds of broken links that will each tell Google the URL is valid, and serve exactly the same duplicate content.

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    July 30, 2013 at 9:01 am
  • Rich Palmer

    I didn’t know keyword domains and keyword links have lost relevance, I always try and get them in where I can.

    It seems since the Penguin update quality content is king this should make the web a better place.

    Thanks for the article

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    July 30, 2013 at 11:18 am