What does Google value the most when determining Search Engine Rankings?

This is a question that comes up time and time again. There is no clear cut answer to this as Google is forever changing its algorithms to provide the most relevant information to its users, however the search marketing boffins at SEOmoz puts together a report of their aggregated opinions every two years. They have just released their latest findings, having interviewed dozens of the world’s best and brightest SEO experts. These findings are aimed towards SEO consultants and can get a little ‘tech heavy’, so I thought I would take the time to translate it for people who have a business to run.

Here is the breakdown of what matters most:

 

 1.     Page level Link Metrics – This refers to building your page authority (how important your site is in Google’s eyes) by obtaining links to a specific internal page on your site.

Tip – Obtain links from quality websites to the specific page on your site that targets the keywords you wish to compete for.
 

2.     Domain Level Link Metrics – This refers to building your site authority by obtaining quality links to your home page. 

Tip – Obtain links from quality websites to your home page.

3.     Page Level Keyword Usage – This refers to the use of the keyword phrase on the page. It also includes use in the title tag, H1 Tags and alt attributes (image tags). The order of significance for this was as follows:

• Keyword is first word of title tag
• Keyword rich content
• Keyword in alt attribute
• Keyword is first word of H1 tag

Tip – Make sure you optimise your images. This is one of the most commonly overlooked factors.
 

4.     Domain Level Keyword Usage –This refers to how keywords are used in the domain name. The best results are achieved by having an exact match .com domain, followed by any other exact match domain (e.g. .net etc) and then by having the keyword somewhere in the domain name

Tip – When purchasing a new domain, keep this in mind and make sure your primary target keyword appears in it.
 

5.     Page Level Social Metrics – This has been the big mover in recent times and highlights the increased importance of social media in SEO. At the top of the list is getting people to share your site on facebook and then getting people to like your facebook page followed by getting twitter links to your url.

Tip – Get your social media working for you. Set up your business pages on the major mediums to increase your web presence. It’s free so you have nothing to lose.
 

6.     Domain Level Brand Metrics – This refers to how well known your company or brand name is. The biggest influence on this is the search volume for your brand, however it is also important to note that registering your business with Google Places and having a facebook, twitter and linkedin page are all important.

Tip – Set yourself up a Google Places account. Again it’s free and Google Places lists always rank highly. 
 

7.     Page Level Keyword Agnostic Features – This relates to non keyword factors such as length of a page, load speed etc. Google is looking for substantial content and quick load time.

Tip – Make sure your site is hosted with a reputable web hosting company. The cheapest isn’t always the best.
 

8.     Page Level Traffic Query Data – This is looking at the statistics for your site’s performance. Sites with higher search engine click through rates (CTR) perform better and likewise sites with a high bounce rate (where visitors click straight off your site) are negatively affected. The best way to assess this is through your website statistics (analytics). If either of these are an issue, it is time to look at your content to make it more relevant to the visitor.

Tip – When writing your content, have your target audience in mind and think about what would most interest them. This will ensure it is relevant to them and improve your click through rate and bounce rate.
 

9.     Domain Level Agnostic Features- This refers to the quality of the site as a whole and takes into account uniqueness and freshness of content across the entire site and the length of time since the domain was first registered.

Tip – If you haven’t already, start a news/blog section, this will make sure you are constantly adding fresh unique content to your site.

 

If you'd like to have a complimentary chat about what changes you could make to your website, give me a call on 1300 998 558 or send an email to pete@ideasintoaction.com.au

Pete Sutton
Marketing Consultant