When you type a search into Google, how often do you go past the first page to find the result that you want to use?
The answer is highly likely to be never.
Statistics show that over 90% of users never click past the first page of Google. This is mainly due to a lack of trust in the sites beyond page 1, but it is also because users cannot be bothered to keep looking. They want the perfect answer to their query as quickly and as easily as possible.
So far, so simple. However, have you ever thought about how pages get on that highly coveted first page?
The answer lies in Google’s ranking factors.
Within the below guide, you will discover the most important Google ranking factors. Plus, how you can use them to boost your online visibility and help you reach that number one spot on SERPs.
How many Google ranking factors are there?
If you are expecting the answer to be under 10, then we are sorry to disappoint you, but there are as many as 200 different Google ranking factors. Don’t worry, you don’t have to understand them all to rise in the ranks of Google, as some are much more important than others when it comes to improving your online presence.
Let’s take a closer look at the most important Google ranking factors that you need to know about.
1. Content
As you have probably heard many times before, content is king, and this is particularly true when it comes to impressing Google.
If you are not yet sold on the idea of publishing regular content, think of it this way. When someone types a search query into Google, they are most likely looking for advice.
For example, “What are Google’s ranking factors”?
However, if you haven’t created content to answer this question, you won’t feature in SERPs. It is that simple.
As well as posting regular blogs, you also need to make sure that you have plenty of content on your products and services pages and that this content is optimized.
2. On-page optimization
As briefly touched on above, once you have created the content, you then need to make sure that it is optimized so that Google can find it. A crucial part of SEO, keywords, helps Google understand your pages to provide the best search results for their users.
There are three key steps to optimizing your content with keywords:
Step 1: Use your chosen keywords in your title tag.
Step 2: Include your keywords in your meta description
Step 3: Add your keywords to the content on your web pages
Find out how to carry out keyword research here.
3. Content length
Although you may think that short and sweet is better due to today’s average user’s diminishing attention span, the opposite is, in fact, true. Over 1800 words, content ranks higher than content with fewer words, mainly because it offers more value to its readers. Which, as you know, is one of Google’s main goals as a search engine.
That being said, don’t fall into the trap of thinking that any long content will triumph over its shorter counterparts. For content to be successful, however many words it contains, it needs to match the searcher’s intent.
Furthermore, it is worth noting that not all types of content suit long word counts. For example, a recipe designed to be followed step by step would benefit from being short and snappy rather than more long-winded and in-depth.
When it comes to deciding on content length, think about your audience and what would bring them the most value. Also, look to your competition to check their content length.
4. Search intent
Search intent is crucial if you want to be looked on favorably by Google as this refers to the reasons behind any particular search. Every keyword is different on Google, and you need to make sure that you understand the why behind a particular search query.
As well as ensuring that you offer the right type of content to match search intent such as a video or infographic, you also need to determine where users are in their buying journey. For example, are they looking for advice or information? Or are they ready to make a purchase?
5. Freshness
Think about when you search for information online. Do you want to read a post from 5 years ago, or would you prefer content that is up to date and relevant?
Most likely, it’s the latter. Therefore, when creating content for your site, you need to make sure that it is fresh.
That being said, certain articles stand the test of time and Google will still rank these well if they fulfill a searcher’s needs.
6. Internal links
You need to be linking your internal pages if you want Google to be able to crawl your site and rank you accordingly. You also need to include links from other reputable websites to your own, as the more links you have from popular websites, the more visibility you will have online.
7. Anchor text
An anchor text is the visible text of a link. Good anchor text should tell the reader exactly what to expect when they click on a link. The type of anchor text that you choose will directly impact how Google ranks your pages as it demonstrates to them what your content is about.
You can learn more about anchor texts here.
8. User experience
One of the most important Google ranking factors of 2020, you need to consider both the usability and user experience of your website if you want to rise in the ranks of Google.
One of the most off-putting aspects of a website for most users is one that has slow loading times. Therefore, you need to optimize your website for speed to keep your bounce rate low.
Another crucial factor in user experience is navigation. Your site needs to be easy to navigate around, or again, users will simply go elsewhere.
9. Bounce rate
Keeping your bounce rate low is vital if you want to rank highly on Google. This is because if customers are being driven to your site but quickly leave, this shows Google that you are not providing them with what they need or that you are directing them to your site under false pretenses.
10. Mobile-friendliness
If your website is not optimized for mobile, you will not get on the first page of Google. That is a fact. With more and more users accessing the web via their smartphones rather than via a desktop computer, you need to make sure that you are considering mobile SEO ranking factors too.
11. Security
Trusted websites are more likely to rank higher than those which could potentially put a user at risk. Instill confidence in your site by using secure browsing to protect your users’ sensitive data and personal information.
Conclusion
Impressing Google and adhering to their ranking factors can seem like a never-ending uphill battle. However, if you want to improve your user experience and enjoy more quality traffic to your site, this is the way to go about it.
Alternatively, if you don’t have the time to focus on Google ranking factors yourself, why not enlist an SEO consultant’s services to do all the hard work for you?
