In its fourth annual Google ranking factors study, the enterprise platform looked at the top 30 search results for 10,000 keywords and 300,000 websites on Google. “Understanding user intention and creating unique, relevant content is more vital than ever before.” It is also visible that back-links are continuing to decrease in relevance. Looking ahead, as the proportion of search queries from mobile devices continues to grow, it will be interesting to see what effect this has on the rankings.
Three main factors of ranking on Google are:-
Technical factors are still most important when it comes to ranking in Google. Compared with last year, the search volume of domain names has increased strongly. While brands often rank higher because of their inherent visibility, brand searches, with or without extra keywords, also influence non-branded searches. Other positive ranking factors include a domain’s SEO visibility; the frequency of H2 tags, in addition to H1 and meta description; a strong-but-short URL, which is worth thousands of keywords; and site speed.
On the other hand, Keyword domains are no longer the strong ranking factor they once were. In 2014, 9 percent of the URLs in the top 30 included a keyword in their domain, a number that decreased to 6 percent this year. The proportion of pages using Flash is also significantly lower in the first two SERPs on both desktop and mobile.
The internal link structure is important for both the crawlability of the Google bot and the user experience – CTR, bounce rate and time spent on site are three factors in ranking, after all. Last year, there were 131 internal links within the top 10 rankings; this year, there are 150. The same is true for optimization, which also includes factors such as responsive design, font size, and interactive elements. Bulleted lists also seem to be ranking factors, as they appear in half of the second-ranked sites and 40 percent in the top 30.
However, while the number of images helps rankings, the number of ranking sites with integrated videos has fallen from 2014. As of last summer, Google only plays video thumbnails in the SERPs; the dominance of YouTube also makes it difficult to rank. Large number of ads hurts ranking.
Content plays the most important role to rank a website it is also referred as King among factors involved to rank websites. The major advantage that content has:
- It increases the keywords density of the website.
- Almost any keyword can be targeted in the content.
- Content is always theme based as it is written around the keywords.
- Links come from within the content so these are content based links which have a better impact than traditional links.
- Content always stays on the website you don’t have to worry about the content being removed.
- Content / Articles can be distributed across Article banks and resources and you can generate back links from those websites as well.