Many times I meet some clients who tell me to have a robust keyword strategy, but even though they are developing a lot of content around them, they can not improve their search engine rankings.
For example, one of the factors that I always look at, when I analyze the website of a new client and compare it with that of its competitors, is the amount of backlinks (inbound links) that they have. If I see that a competitor’s page has 0 backlinks, it will be much easier to pass it than one with 100 or 1,000 backlinks.
That is why I have developed in this article, the factors of SEO that you must master and that most influence the organic positioning , so that you look beyond just the volume of searches that a keyword has, and you can really determine if it is worth shame or not, invest efforts in developing content around them.
Let’s start by reviewing an extract of the factors with the highest correlations that the best websites have as determinants to appear in a better position in the search results.
What this means is that just because the best ranked sites had a lot of “I like” on Facebook and a high engagement does not mean that “likes” and Facebook engagement makes these sites appear in the top positions. Moreover, we have known that Google has declared for years that social signals do not necessarily affect the ranking.
So, I in this article, I will mention the most important factors that can help you rank your web pages better and that you should not lose sight of when doing a keyword analysis.
When a site links to another site, it is counted as a “vote” for the site to which it is linking. Even though this is not new, many websites that we analyze do not have a strategy to build backlinks.
Let’s see to solve this, taking into account two criteria:
First, we must bear in mind that incoming links are important, both at the page level (links to the exact page), and at the domain level (total number of links to all the pages in the domain).
Secondly, we must bear in mind that not all links are the same. The links can have a different value, based on which page they are and where they come from.
To analyze the input links, you need a tool that shows all the links that point to our website and tells us the quality of the link. To make a serious analysis, you will need a payment plan in one of the following two tools that I recommend: Ahrefs or Majestic . They are, by far, the 2 most complete backlink database tools.
What do you need to analyze?
URL rating: A score that represents the quality and quantity of links pointing to that specific URL, on a scale of 0-100.
Domain rating: A score that represents the quality and quantity of links that point to any place in the domain, also on a scale of 0-100.
Majestic is a little different. Use 2 metrics:
Trust flow: A score purely based on the quality of the links to the page you enter.
Citation flow: A score based on the number of links to the page you enter.
Therefore, the more number and quality of links that point to your website, Google will interpret you as the site of greater authority and will start to rank better.
Use these tools to make an analysis of your competition with respect to backlinks and you can define a strategy to overcome it.
When it comes to search results, relevance is the most important factor. When someone searches for “red chairs,” you may be disappointed unless you find an exact page that talks about red chairs.
A long time ago, relevance is determined primarily by having the exact keyword in the domain, title and body of the page.
However, Google is now very good at understanding synonyms, along with the intention of the user’s search, in other words, Google understands the context of the search.
So now, if someone searches for “red” chairs, Google knows that you are likely to want results where you can buy a chair, and not an article on how to make a chair. That is, it identifies the user’s intention.
In addition, Google will also include red or chair synonyms in the results. Therefore, you may see results for “banks.” Relevance is a factor that you will have to work manually. There is not yet a reliable tool that automates this task.
We can measure the density (how many times it is repeated) of the keywords on a page, but it is very difficult to understand the user’s intention and include the correct synonyms, without developing a content for each moment of purchase.
Google puts in bold the synonyms found in the URL and meta-description, for example Google interprets that “tactics to increase sales” means exactly the same to what you are looking for.
Therefore, if you are evaluating to position yourself at the top of these results by relevance, the question you must ask yourself is: “How well does this content satisfy a person searching for this keyword?”
If the answer is “not much”, it is likely that you can overcome it and remove it from the ranking, only producing much more valuable content.
On the other hand, if the first 3 search results give an exact answer to what users are looking for, do not even bother to overcome them, since it will be very difficult, although of course, it is something very rare that happens.
Generally this is closely related to relevance, but there are some differences that are important to take into account.
That yes, let me tell you that this is a manual process, because we must look at some different factors, to determine the amount of users who usually like the page they are reading.
Since we can not see things as a percentage of dropouts and the average time users spend on each page, we have to rely on public information.
First, we can start with the number of social actions you have. A page that everyone loves will have a good amount of social actions. If we see a page with few actions (in niches where people are not ashamed to share), we can assume that it is probably not completely satisfied with what they find.
In most of the sites, you can see the number of social actions that appear in a prominent place.
The second place you should go to is the comments section (if there is one).
If people are saying things like:
So, it means that they are really satisfied, if on the other hand, there are many complaints and suggestions, the most likely is that people are not satisfied and return to other search results.
Google has made it clear that you want to optimize your website for all visitors .
With the recent update for mobile devices and the preference given to fast-loading sites in search results, it is clear that Google wants pages that fit all mobile devices and load fast, very fast.
If in the top of the search results there are pages that are not mobile-friendly and that load slowly, it is an indicator that Google has to rank a page that does not really want, because unfortunately, there are no other pages of the same quality of contents. That could be an opportunity that you could take advantage of to take advantage.
You should check if the page you visit is friendly with your mobile.
Use Google’s own mobile-friendly test .
And to check the loading speed, I recommend you use Gtmetrix
In general, a page that loads fast is below 2 seconds and only makes a few requests for pages. If you see a page that takes more than 4 seconds to load and above it is not responsive, then you have a real chance to surpass it in the ranking.
Positioning your website among the best search results organically is not a science.
While you can get information that gives you some tools on how these factors are directly influencing your SEO strategy, you can find the answers and how to make the most of the opportunities that other businesses are leaving to chance.
Once you have identified how to solve each of these factors, the next step is to develop a consistent content strategy so you get better results.