What Are Search Ranking Factors
We are currently living in the fourth industrial revolution. Technology continues to evolve at a rapid pace, and consumers have access to more and more information at their fingertips than ever before. Nowadays, if we need to find any information, we open Google, Safari, or any other search engine and search the internet. The web pages that show up first are determined by their search ranking factors. These important ranking factors influence the number of consumers that will enter a website. By climbing search engine rankings, companies can generate more leads and increase brand awareness.
What Are Search Ranking Factors
Search Engine Optimization (SEO)
Search ranking factors are variables that determine what shows up first on a search engine. This is based on a consumer’s search query and how relevant the information on the web page is. Search ranking factors are looked at closely especially by digital marketers, as they are key factors in order to draw in new and existing individuals in their target market.
One of the most important search ranking factors for a marketer is the keywords used on their web pages, blogs, or other general content. This is referred to as Search Engine Optimization (SEO). SEO is a valuable tool as it allows for organic marketing. Unlike paying for advertisements, organic marketing involves no costs to get your business to the top of the results page.
For example, if a company is selling smartphones, they might include keywords such as “Apple iPhones”, “Samsung Smartphones”, or “Android Phones”. Doing so will help the website appear to more consumers who are typing in specific target keywords when browsing the internet.
Page Speed
The speed with which we can access information is a highly important google ranking factor. In fact, web pages that are slow to load often have high bounce rates, and drive consumers to exit their webpage. The faster you can get a consumer into your website and give them what they are looking for, the more likely they are to stay and learn more. Website speed is generally affected by the content on the web page. This includes content such as high-resolution images and videos, and any music playing in the background.
Device Convenience
Many web developers design websites to best suit desktops and laptops. However, not everyone is always using their computers to access information. In fact, an increasing number of consumers rely on their mobile devices (cell phones/tablets) to access information. Therefore, companies wanting to reach more consumers must ensure that their website is compatible with mobile devices as well as desktops. This can be difficult due to the different sizing and layouts of the screens. The more compatible the website is for all types of devices, the higher the site will rank. Ranking higher helps search engines to direct more traffic to the site.
Site Content
Another important factor is quality content. Consumers don’t want to crawl through pages of content to find what they are looking for. If the content is long-winded and boring, the consumer will leave the website. Therefore, it is important to be broad with the content, but also keep it interesting and easy to read. Using relevant images within the text can also help visual stimulation. This increases the likelihood of a consumer staying on the page and to perhaps exploring more of the website.
Search Science
There are many other search ranking factors to consider when striving to connect with new markets and consumers. For example, you can sub-categorize SEO keywords into specific demographics such as gender, age groups, and geographic locations. SEO has become a fascinating science across all media platforms. See for yourself. Next time you search for information on Google or any other search engine, have a look at the pages that come up first. Ask yourself, why did these pages show up first? Keep all of the factors above in mind.
Additional Reading: How search algorithms work (Google)
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