Google’s Ranking Factors – every marketing people should know


We all know Google has its own factors to rank the website. Google algorithm checks website based on some factors to the rank website. You would be wondering what those factors are?

Let’s discuss it on basic Google ranking factors:

Country TLD extension: Having a Country Code Top Level Domain (.cn, .pt, .ca) helps the site rank for that particular country, as yes it limits to rank globally. But if your business provides services/products limited to particular country, state or city only, it would be recommendable to have Country Code TLD.

Server Location: Server location may influence where your site ranks in different geographical regions. Especially important for geo-specific searches.

Keyword in Title Tag: The title tag are an important piece of content, so having the keyword in title tags sends a strong on-page SEO signal.

Title Tag Starts with Keyword: According to Moz data, title tags that start with a keyword tend to perform better than title tags with the keyword towards the end of the tag.

Keyword in Description Tag: Having keywords in description tag is one more relevancy signal. Not that important now as google is picking up description dynamically from the page content to provide more relevant results, but still makes a difference.

Keyword Appears in H1 Tag: having keywords in H1 tag gives relevancy signal to Google.

Keyword Density: Although not as important as it once was, keyword density is still something Google uses to determine the topic of a web page. But going overboard can hurt you.

Keyword Prominence: Try to have content of the page in a way that keyword appears in the first 100-words of a page’s this gives significant relevancy signal.

Keyword in H2, H3 Tags: Not only on the H1 tag, keyword appear as a subheading in H2 or H3 format may be another weak relevancy signal. As it indicates that the topic is related to the keyword that we are focusing.

Keyword Word Order: having an exact match of a searcher’s keyword in a page’s content will generally rank better than the same keyword phrase in a different order. For example: consider a search for: “hotel in California”. A page optimised for the phrase “hotel in California” will rank better than a page optimised for “California hotels”.

Latent Semantic Indexing Keywords in Content (LSI): LSI keywords help search engines extract meaning from words with more than one meaning (Apple the computer company vs. the fruit). The presence/absence of LSI probably also acts as a content quality signal.

Page Loading Speed via HTML: Both Google and Bing use page loading speed as a ranking factor. Search engine spiders are smart enough to estimate your site speed fairly accurately based on a page’s code and filesize. Page speed is an important factor for Google and Bing as they are concerned with user-experience.

Duplicate Content: Try to avoid identical content on the same site (even slightly modified), as it gives bit negative influence in ranking.

 Rel=Canonical: This tag will help to prevent Google from considering the duplicate content on the page.

Image Optimisation: Images that we used on website on-pages send search engines important relevancy signals through their file name, alt text, title, description and caption.

Recency of Content Updates: Google Caffeine update favours recently updated content, especially for time-sensitive searches. Highlighting this factor’s importance, Google shows the date of a page’s last update for certain pages

Grammar and Spelling: Proper grammar and spelling is a quality signal and it is related to user experience.

Outbound Link Quality: Many SEOs think that linking out to authority sites helps send trust signals to Google.

Number of Internal Links Pointing to Page: Having strong internal backlink structure helps to rank up the page, as it indicates its importance relative to other pages on the site.

Broken Links: Always to take care of broken links, having too many broken links on a page may be a sign of a neglected or abandoned site.

HTML errors/W3C validation: try to avoid HTML errors or sloppy coding as it is a sign of a poor quality site. Try to make sure your site is coded as per W3C standards.

URL Path: A page closer to the homepage may get a slight authority boost.

Site Architecture: A well put-together site architecture (especially a silo structure) helps Google thematically organise your content.

Breadcrumb Navigation: Having breadcrumb on the websites gives a signal of user-friendly site-architecture that helps users (and search engines) know where they are on a site.

Mobile Optimized: This is a very important factor for ranking your site. Having mobile optimised site shows better user experience on mobile. The mobile optimised site is strongly recommended by google itself.

Alt Tag (for Image Links): Images should be optimised with proper alt text, as it helps search engines to know what the image is about.

Bounce Rate: Not everyone in SEO agrees on bounce rate matters, but it may be a way of Google to use their users as quality testers (pages where people quickly bounce is probably not very good).

Local Searches: Google often places Google+ Local results above the “normal” organic SERPs.


About Author

Abbas Kapasi Founder of INAAX Digital Marketing Company. He is Google certified professional. He has helped 100+ brands & companies in increasing their revenue through Digital Marketing.

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