Most Effective SEO Factors in Your Ranking Performance (2017)
Most Effective SEO Factors in Your Ranking Performance (2017)
Do you want to make moves that will boost your SEO performance?
Are you still not in your planned position within the scope of your key words?
SEO is a field where more and more gossip has been made over the past year, and from time to time (with algorithm updates) where the work has been run off the rails. That's why we need more healthy information.
At the same time, it is a branch where success and failure are easy to detect (ranking results), but not easy to identify the causes that cause it.
It's not easy to detect because there are two hundred factors that effects directly, and the indirect effect is close to ten thousand.
It's not easy to detect because search engine algorithms are constantly being updated to idealise the user experience.
It's not easy to detect because hundreds of Google engineers are working day and night to increase their advertising revenue by putting up a wall against us.
So it is up to us to create hypotheses that will help us increase our success in the light of our own experience and the research done by industry leaders. Because we still believe in SEO.
That is the reason why we will refer to the most popular ranking factors in the search engine market for the rest of our article. In doing so, we will benefit from the Sequencing Factors 2.0 presentation by SEM Rush 2.0 at the recently SMX Expo.
You can read the source by clicking here from the original language. But you can continue to read our article to learn about the interpretation of B4Mind's digital marketing team on these factors.
Before passing through the factors, we must describe the methodology adopted by SEM Rush in preparing Sequencing Factors 2.0.
1. In this study, the top 100 over 600 keywords were examined,
2. Each page was analyzed one by one in terms of in-site factors, traffic data and referring domain,
3. Key words were grouped by search volume (low, medium, high, highest),
4. Again the key words were divided into two as short and long (long tail-short head),
5. Machine learning algorithm was applied to determine the importance of the factors.
WEB SITE SECURITY (HTTPS)
According to SEM Rush, 65% of the top three results in secure keywords with the highest search volume were secure connections (HTTPS). The number of sites with secure connections rise with the increase of the search volume.
There are fewer long-tail keywords when there are sites with more secure links in short keywords.
There are sites that have more secure links in short keywords, but less in long-tailed keywords.
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If you are targeting generic keywords, you must definitely have a secure connection. Having low search volume and/or long keyword words means having a secure connection that will bring you to the forefront of the competition in the short term.
We can say that switching to a secure connection increases conversion performance and creates a sense of trust. This will also increase your user engagement and automatically will reflect to your search results.
Before switching to the referring domain factor, we should focus on what is the referring domain and what is the difference with the backlink.
Referring domain is another unique website that links to our website. Backlink is a web page that links to our site. Because a website is made up of many pages, you can get thousands of backlinks from the same domain address. You can even get many backlinks from the same page. However, we cannot say that this will work for you. Because even if you have thousands of backlinks, the number of referring domain is only one.
Returning to the SEM Rush study, it turns out that the higher ranked websites are the ones that take backlink domains from a larger number of referring domains.
As the number of domains that give backlink increases (attention, not the number of backlinks), the success in words who has high search volume and short keywords increases.
It turns out that web sites that appear at the top in short keywords have about ten times more referring domains than those in long keyword phrases.
The most interesting anecdote is that there are no changements in the results when extracting very large domain addresses such as Facebook and Wikipedia.
In short, it is imperative to create a high quality backlink profile for success. Focusing only on the number of backlinks and getting thousands of backlinks from the same domain is toxic. Focusing on the number of backlinks will prevent the site from creating a high quality backlink profile.
The number of backlinks should be increased with the number of referring domains.
The top three sites in high search volume keywords have a median value of 10 thousand in terms of the number of referring domains! Yes, there are ten thousand different websites; it is almost impossible to get backlinks without talking about your site (backlink).
On the other hand, let's say in advance that this number and therefore the level of competition are much lower in long key words. For lower volume keywords, fewer referring domains will be sufficient for success.
When it comes to content, we have to talk about one more factor inasmuch as relevancy and quality. Content length.
According to the research, pages with longer content in all keyword segments appear to be in the higher order.
Pages with the highest search keywords in the top three pages have an average content length of 700-800 words.
As the search volume of key word increases, the content length also increases.
In long keywords, content length factor effect is less. It is also possible to succeed with short contents here.
Longer contents create a sense of deeper research and a more reliable source.
As a result, the more you have long content without sacrificing quality and relevance, the more you will be successful. Optimized articles for precious, well-received and high search volume keywords will capture success.
In addition, when preparing long content for short keywords, you need to prepare longer contents for long keywords. According to the research, long keyword content has an average 20% longer content than the short one.
Keyword Finding in Title
In high search volume keywords, 70% of the top-ranked pages contain keyword(s) in the title. As the volume drops, this rate also drops.
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Keyword Finding in Meta Description
In high-search-volume keywords, 45% of the top-ranked pages contain keyword(s) in the Meta description. As the volume drops, this rate also drops.
Keyword Finding in Content
In keywords with high search volume, 80% of the top-ranked pages contain keyword(s) in the content. As the volume drops, this rate also drops.
75% of the top 20 pages have keywords in excess content. But the data shows that the presence (or lack of) the key in the context does not affect the end result.
For long keywords, it is not necessary to use these keywords in the site content. Semantically, it is more important to be qualified and relevant.
Finding Video Content on the Page
Although there is such a belief for a long time, according to the research result, the presence of video content on a page does not enough to put him in front of his opponents. Video alone does not bring a competitive advantage.
The number of visitors is the main data we use to measure the popularity of a website. There are many different channels through which a website gains traffic in terms of acquisition. These are: direct traffic, organic search, paid search, social media circles, referring domain traffic, e-mail...
Number of Unique Users
Research shows that as you move closer to the first row, the number of monthly unique users increases. While the outcome visitor number of the keywords with high volume has a large number, those with low keywords have low visitor numbers. The number of unique users in high search volume keywords dramatically affects ranking. But this factor is not so dominant in low search volume keywords.
Similar to the single user number metric, it is a more effective factor for high search volume keywords. As the total number of visits increases, the chances of being in the top rankings are increasing.
All Visits except Search Traffic
Organic search seems to have no effect on the ranking performance. When we remove search traffic, we are also seeing a result similar to the total visit.
As a result, if you want to improve your search performance and therefore your traffic, you should focus not only on search traffic but also on other acquisition channels like direct and social media traffic.
As you increase traffic from external channels, your organic search traffic will also increase.
In particular, creating brand awareness and achieving direct and social media traffic in the first place will be a great benefit to you.
Creating brand awareness is as essential as SEO.
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The lower the bounce rate, the higher the rankings. It turns out that the first three sites have an average bounce rate of 48-52%. Regardless of the volume and length of your keyword, your performance will increase as you approach it.
Time On Site
As users spend more time on the site, your keyword ranking performance will increase. The average time spent in the first three sites is around 200-240 seconds. As search volume rises, this performance is expected to be even better.
Page Per Session
As the number of pages visited per session increases, so does keyword-ranking performance. The average performance of the first three sites is estimated to be between 2.8 and 3.3 pages. Similarly, as search volume rises, this performance is expected to be even better.
Google wants top-ranking web sites to have a low bounce rate, have more time spent on the site, and a high number of pages visited per session.
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Let's sort out the action plan by briefly recreating the 6 ranking factors that stand out:
1. We must use a secure connection (HTTPS),
2. We should focus on the number of referring domains, not the number of backlinks,
3. We have to prepare longer contents,
4. We should know that the fact that the page is semantically related to the target keyword is more important than the use of keywords in the title, the meta description and the content,
5. We must increase the number of unique users and total visits by creating brand awareness,
6. We must increase web site traffic directly,
7. We must increase the time spent on the site,
8. We need to improve the performance of the visited pages per session,
9. We should lower the bounce rate,
10. We should increase the number of referring domains.
SEO FACTS ACCORDING TO IMPORTANCE
Factors that influence the ranking performance listed from the less important to the very important.
1 Number of direct web site visits, (Very important)
2 Time spent on site, (Very important)
3 Number of pages visited per session, (Very important)
4 Bounce rate, (Very important)
5 Number of referring domains, (Important)
6 Content lengths, (Important)
7 Website security (HTTPS), (Important)
8 Keyword used in context, (Less important)
9 Keyword densities, (Less important)
10 Keyword used in title, (Less important)
11 Keyword used in Meta description, (Less important)
12 Video use on the page. (Very little important)