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SEO Ranking Factors & Tips to Improve Your Positions

SEO
 

Being online with a business website is not enough in times like today. Leveraging SEO ranking factors is pivotal to ensuring your website gets seen by an interested target audience and can generate ROI. These ranking factors are diverse and can sometimes become confusing to navigate across.

If you are looking to rank your website on search engines sustainably, this blog covers everything you need to know about ranking factors, their importance, and the steps you can take to improve your website's SEO rankings.

What is SEO Ranking?

Search engine optimization rankings refer to a website's position on SERPs whenever an organic search query is made. The higher your position on search engines, the more people will see your website and eventually pay a visit, increasing your organic traffic.

Here’s an example of the top ranking page for the keyword ‘best running shoes,’ and the website Runner’s World shows up at the number one position.

It indicates that Runner’s World has the No. 1 SEO rank for the keyword on this particular SERP. People are more likely to check this website and potentially make a purchase as well since the website showed up first when the relevant search for running shoes was done.

Why Are Search Rankings Important?

With the significant rise in mobile users worldwide, search engine optimization has become paramount to ensuring a business is not only present online but is visible as well. Higher search rankings are the primary goal of SEO, enabling businesses to get more organic traffic to their website and eventually increase their potential to make sales. Besides, being seen at the top of the search engine results page increases brand awareness and makes your brand seem more trustworthy.

By merely focusing on improving your SEO rankings, you can:

  1. Increase brand awareness by being seen at the top whenever a relevant search is made.
  2. Become more easily discoverable by including keywords (both long and short tail) in your content.
  3. Generate more revenue as visitors are more likely to make a purchase from a high-ranking website (since it is seen as a sign of trust).
  4. Lower your customer acquisition costs because implementing organic SEO efforts is absolutely free of charge.
  5. Create sustainable growth channels for your brand by adhering to guidelines and best practices encouraged by search engine algorithms.

How to See Your SEO Rankings

Before starting to work on ranking higher on search engines, it is important to understand where your website currently stands on SERPs. Doing so will help you know the extent of the work that needs to be done and give you better parameters to compare with competitors.

There are various ways to do this. Here are some worth considering:

  • Checking Google SERPs

This process involves putting the target keyword in the search bar and manually searching where your website appears on the results page. It will show your website's live ranking while allowing you to determine where your competitors are ranking for the same target keyword.

That said, manually checking for every keyword can be tiring and frustrating, in addition to being time-consuming.

Besides, beyond understanding where your page ranks on SERP, you will not be able to determine any other key data sets indicating the keywords that are ranking, and you will not be able to generate insightful reports.

  • Using SEO tools

SEO tools are time-saving and efficient, and they help dig deeper into how your efforts are working and the strategies that no longer serve any purpose. There are various tools that can be used to identify where the keywords are ranking on SERP. Tools like RankWatch can be incredibly useful in determining the performance of keywords and other parameters.

These tools also send alert emails if the ranking for target keywords has changed, build historical data sets, and track a mountain of keywords on a regular basis. Without the use of adequate tools, you will only be left guessing what needs to be done and if it is working or not.

How Search Engines Rank Pages

Understanding how search engines work when it comes to ranking websites will help you gain a notion of why your business needs to prioritize adhering to guidelines and satisfy as many ranking parameters as possible.

Here is a quick breakdown of how pages are ranked by search engines:

  • Crawling: During this step, the search engine’s web crawler will crawl (scan) through the website to determine what it is about going from one page to another. The crawl bot mimics the reading movement of a human.
  • Indexing: Once the crawl bot has gone through the pages on your website, it will store information about your page in its database. Every search engine will have its own storage system from which data will be retrieved when called.
  • Ranking: Whenever a query is made on search engines that are relevant to your website, the algorithm will recall your website’s data and show it at the top position.

How to Improve SEO Rankings?

Improving your website’s SEO rankings requires consistency and creating a strategy that works all year round. That said, it is important to understand that over time, based on user behavior’ search engines like Google update their algorithms. Due to this, it is important that you constantly update your existing strategy to remain relevant.

These are some tried and tested ways to improve your website’s SEO rankings:

1. Improve Your Website Loading Speed

A slow-loading website is annoying for customers and is often frowned upon by search engines. In fact, page loading speed is a highly recognized ranking factor heavily emphasized by search engines. It not only improves the website's user experience but also increases the ranking potential. The same is true for mobile websites as well. In fact, as the pages start taking longer to load, the bounce rates end up being higher.

To test how fast your webpages are loading, consider using Google PageSpeed Insights. Being a Google-supported tool, you can use it to ensure you are hitting the sweet spot and are able to rank higher on search engines.

If you are struggling with loading speed issues, these practices are worth trying:

  • Opt for an optimized hosting provider for your website. It will ensure your website is secure, loads quickly, and is always performing its best.
  • Instead of uploading images and videos in their original sizes, consider compressing and optimizing them. Aside from this, you can also consider changing file format to make them faster and easier to load.
  • Avoid unnecessary redirects as they stress the server, loading the website slowly.
  • Cache all your webpages to ensure they quickly load whenever the user visits the webpage after not having accessed it. Doing so also lowers the Time to First Byte (TTFB), resulting in the server requiring fewer resources to load the page.
  • Opt for asynchronous loading of the page to ensure multiple CSS and Javascript files load at once instead of the server loading files individually.
  • You can also consider removing spaces, characters, and comments from your CSS, JavaScript, and HTML codes to make it easier to combine them. It significantly reduces page load time without compromising the quality of elements on the website.
  • Invest in a content distribution system to host and deliver copies of static content from servers to the website.

2. Get Your Site Inside of Featured Snippets

Featured snippets are short snippets of information that show up at the top of the search results, in the zeroth position.

Let’s understand what it is.

Imagine searching for:

And the top result (before other websites) that shows up is:

 

The content (in the above image) is known as a rich snippet, and it offers valuable information at a glance, making it easier for individuals looking for quick results to find what they are looking for.

Rich snippets are picked at random from websites that are deemed valuable, high authority, and credible by search engines. It is also worth noting that even if your website is not ranking high, it can still get featured in the rich snippet.

These are some ways to get your website featured at the zeroth position:

  • Give direct answers to the questions your target audience may have. As this approach involves the use of short as well as long-tail keywords, the content is more likely to show up. The “People Also Ask” section on Google’s SERP is an excellent place to start understanding the unique and common questions your potential customers are asking.
  • When answering a question or responding to a common concern, make sure the solution is clear and concise, as it helps search engine bots clearly understand what the page talks about and the nature of the query it can resolve.
  • Headings make it easier for Google and other search engines to get a notion of the content better. Make sure you are targeting specific queries and outlining your content with the help of headings. Another significant benefit of doing so is that it increases the readability of the content, a separate ranking factor that search engines focus on.
  • Focus on producing content that is objective and fact-based. Most search engines see such pieces as unique and value-oriented, increasing the chances of getting featured on rich snippets. Showing authority in language is also perceived positively by search engine algorithms.
  • Choose an appropriate type of snippet for which you want to rank. Some common types of snippets include product markups, FAQs, recipes, events, movies, or reviews. These variations are popular and are frequently searched for, naturally increasing the chances of your information showing up.
  • Fine-tune an already high-ranking page by adding relevant and informative pieces of content.

Note: When your website starts showing up as rich snippets, monitor performance and continuously attempt to improve the quality of information and value your business provides.

3. Improve Dwell Time

Dwell time is the period of time a user spends on the webpage before returning to the SERP. The higher the dwell time, the more valuable your website is seen as. If the dwell time is low, search engines may not prioritize it, eventually resulting in your website not ranking high despite having the best content possible. The dwell time is indeed a ranking factor that search engines like Google take into account.

These are some best practices to ensure your website captures attention for extended periods:

  • Consider using the PPT formula, wherein the content is presented in formats covering preview, proof, and transition. Use a hook statement to start your content pieces, proving that your content offers value and help. Then, proceed to make the reader learn more about the topic by walking them through the content.
  • Adding visual elements to your content, especially videos, can significantly increase the dwell time. The video can explain something the content piece aims to discuss or be a stand-alone piece of information. Either way, it makes the reader want to pause, take a look, and stay on the page for long.
  • Understanding and publishing content based on the search intent is another effective and sustainable way to increase dwell time. Before deciding to work on a target keyword, conduct thorough research to determine the type of content others have produced for the same keyword(s) to get a clear idea of what you must cover to gain attention from your target audience.
  • Make sure that the content pieces have been formatted for readability by including bullet points, appropriate headings, and subheadings.
  • Test the website’s loading speed and user experience offered on different browsers for desktop and mobile compatibility.

4. Use Sitelinks

Sitelinks are links to other pages or sections on a website that show up under the search results to help a user navigate their way through important pieces of information within a few clicks.

Here’s an example:

They are often paired with paid ad campaigns to entice users to click the link and explore the website. But their use goes beyond these campaigns; they can also leverage SEO advantages.

Some of these benefits include:

  • Better click-through rates
  • Enhanced user experience
  • Increases chances of conversion
  • Improved visibility

5. Create Linkable Assets

Search engines are constantly on the lookout for information or data that adds value and helps answer complex or unique search queries. By creating linkable assets, your website adds more value to the niche along with the industry and also creates opportunities for getting backlinks from highly reputed websites. Google and other search engines see these backlinks as votes of confidence, eventually resulting in your website ranking higher on SERP.

To create linkable assets, you can consider:

  • Creating blog posts that talk about the topic in great detail.
  • Focus on designing highly detailed, engaging, and clear-to-understand infographics.

Source

  • Publish case studies highlighting your expertise and problem-solving abilities. They are seen as highly regarded sources of information.
  • Start your podcast and share industry insights with your target audience. It shows confidence while allowing your customers to connect with the brand.

6. Target Keywords With High Commercial Intent

High commercial keywords are the phrases that are used by your target audience when they are close to making a purchase decision. By creating content that centers around these keywords, your brand can significantly speed up the purchase process.

Here are some search results for the keyword ‘buy coffee mugs’ and different product websites using the same keyword and matching the commercial intent show up, making it easier for the user to determine available options and go on to make a direct purchase.

To identify these keywords, it is highly recommended that keyword research tools be used, specifically for finding dedicated commercial intent keywords. Once you have determined the list of keywords that align with your products or services, you can use them on your landing pages, product pages, blog posts, and website (including the title tags, meta descriptions, text headings, body text, URLs, alt text, and images).

7. Grab More SERP Real Estate

Search engine results page real estate refers to the extent of your website’s visibility on these engines and its ability to attract organic traffic by virtue of using high-value keywords. It can be a challenging (but possible) strategy to get hold of.

The first step in this case should be focusing on ranking for standard searches first for multiple spots for the same relevant search. Optimizing for the same keyword, using semantic keywords, and optimizing the page for technical SEO will be incredibly helpful in achieving this.

Beyond this, these are the steps to follow:

  • Include more visual content on your website, including videos, images, and infographics. Make sure to add descriptive titles, file names, and keywords to the alt text.
  • Engage in publishing regular press releases, participating in or conducting interviews, and making contributions to a reporter’s article.
  • Consider identifying the most frequently asked questions and answering them with utmost detail and clarity.
  • Leverage social media marketing to your advantage by publishing or promoting your content on these platforms.

8. Rank for “Topic + Statistics” Keywords

Statistics help individuals make informed decisions in every aspect of their lives, and by publishing content that empathizes with the effects of the topic in numbers, your target audience is more likely to be convinced. Including such content ensures your customers can differentiate facts from tales. It makes your brand seem more reliable, honest and research-oriented.

9. Optimize Old Content For User Intent

Search algorithms are constantly evolving, and with each update, it becomes important for businesses to upgrade their content. Optimizing old content is the best way to avoid losing out on existing ranking while increasing the chances of achieving higher positions on SERP. Besides, optimizing your old content also keeps them relevant and time-effective.

These are some of the most effective ways to optimize old content:

  • Always conduct thorough research before deciding to make any changes to your old content.
  • Once you have recognized potential opportunities, conduct keyword research to find a relevant and fresh set of keywords that are worth targeting.
  • Aim to optimize your content every 3 to 6 months. If the page is already ranking, avoid making unnecessary changes.

10. Try Content Partnerships

Partnerships are the most effective way to reach newer audiences without spending too much on advertising campaigns. These partnerships are often established within cross-industry channels to ensure there is no direct competition. Through a strategic content partnership, it becomes easier to distribute high-value and unique content pieces to reach a common goal.

To ensure the partnership turns out beneficial for you, ensure that you are researching the market dynamics and the type of organizations you want to partner with. In most partnerships, brands can work together to host content on their respective websites, conduct a podcast, or even create social media posts about their expertise in detail.

Sending out emails to potential partners is the best way to reach out and secure a spot in their strategy. Make sure you have a robust plan at hand, enabling your business to create meaningful content pieces and reach a wider network of potential customers through the partnership.

11. Repurpose Content Into Different Formats

In the digital landscape, things are often moving at a swift pace, making it challenging for businesses to keep up with the changes while also consistently producing content pieces. In these moments, repurposing content can be beneficial and time-saving. This method is beneficial if you have a massive library of assets that can be molded into different formats.

These are some practical ways to repurpose existing content into different formats:

  • Turn them into a YouTube video (highly recommended for guides and how-to types of blogs).
  • Identify a high-performing content piece and turn it into a SlideShare presentation.
  • Create an ebook out of the original content by adding a little more content and visual elements and restructuring it.
  • Consider consolidating the information in the content piece and turning it into an infographic.
  • Turn the content piece into a newsletter and send it out to all your subscribers with a promo or discount code that can be availed for a service or product purchase.

12. Use Broken Link Building

Broken link building involves finding websites in your industry or niche that have broken pages on their websites and reaching out to them with the offer to replace content with fresh and new ones. This way, the publishing website gets rid of the broken link while you get a backlink.

Keep these things in mind when reaching out:

  • Always use an appropriate tool to find pages that may have broken links.
  • Find others who could potentially be linking to the broken link and offer them replacement content in exchange for a backlink.
  • Ensure the replacement content is close to the topic that was previously covered in the broken link.
  • Avoid reaching out to websites that have low domain authority, as offering replacement content or getting backlinks may not be valuable for the growth of your website.

13. Find Backlink Opportunities With “Backlink Gap”

The Backlink gap refers to the set of backlinks that your competitors are using, but you haven’t acquired yet. This gives you the opportunity to find websites you can reach out to to acquire backlinks. SEO tools like RankWatch or SEMrush can be helpful in conducting this research. At the same time, it is essential not to get overwhelmed and change the outline of your strategy completely; instead, determine ways you can gradually incorporate the gap opportunities.

14. Target Brand New Keywords

Creating content with the aim to target an old set of keywords will only get you so far. Due to this, it is crucial that you frequently conduct keyword research and update your target keyword list. By doing so on a regular basis, you can ensure the higher ranking potential of your website. Besides, it also allows businesses to target their audience on a deeper level.

These are some ways to find and use these new keywords:

  • Conduct thorough competitor research to understand where you are missing the mark.
  • Use a seed keyword to find potentially related and relevant keywords and blog ideas.
  • Determine the search intent you are planning to target with the new keyword set.

15. Use Concept Visuals

Visual concepts involve generating image-based content pieces. Some common forms include images, charts, infographics, online videos, screenshots, and even memes. They are made to be engaging, informative, and creative so that grabbing the attention of your target audience becomes easy. Including them also can be helpful in increasing the dwell time of your website. Make sure the visual elements are clear, readable, and easy to share.

16. Leverage Industry Glossaries for Keyword Ideas

Glossaries are home to information related to the industry, and they are constantly updated to ensure that anyone seeking information can find what they are looking for. This is why they are an excellent place to discover the next set of keywords you can consider targeting.

Make sure you regularly check preferred websites to understand upcoming keyword trends that you can leverage.

17. Get Backlinks From Content Curators

Curated links in SEO are crucial and can be easily acquired. They are also known as niche edits, link insertions, and contextual backlinks that are introduced naturally into preexisting, high-authority, and relevant content pieces. This is done to leverage the authority of established content to enhance one’s website credibility.

These are some key things to keep in mind when looking for curated backlinks:

  • Aim for websites that have a solid reputation, high domain authority, and a credible backlink profile.
  • Make sure the link insertion is as natural as possible. Strictly avoid keyword stuffing.
  • Use contextual and descriptive link texts to make your anchor text seem enticing to click on.
  • Avoid web pages that have too many external links, as they can dampen the effect of your curated link.

Conclusion

Optimizing your website, curating high-quality content, and keeping technical SEO intact as per the ranking factors are some of the easiest and most effective ways to rank higher on search engines. That said, it is essential to recognize that search engines are constantly evolving, and staying up to date with the latest changes will allow you to act promptly and not bear the brunt of changes in rankings.

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