On PageRanking Factors

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“The secret of all victory lies in the organization of the non-obvious.

1.Page LevelSearch EngineRanking Factors

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ON-PAGEFACTORS

The most important on-page ranking factors that Irish businesses should consider when putting together new content.

Keyword in Title Tag

▸ Title Tag - Key Search Engine Factor▸ Indicates Topic & Theme▸ Often Considered Second Most

Important Signal

Using the keyword in the title tag is essential to establish relevancy and theme with the search engines.

Title Tag Starts with Keyword

▸ Works Across Google Properties▸ Can Look Spammy▸ Minor Advantage Vs Keyword At End

Whilst this is an old trick it still gives a slight boost as opposed to using the keyword at the end of the title tag.

Keyword in Description Tag

▸ Shows Relevancy▸ Easy To Over Optimise▸ Not As Important As In Past

Whilst not as important as it once was, this can still give you a slight boost. Be careful not to over optimise your page by repeating the keyword. Use synonyms instead.

Keyword Appears in H1 Tag

▸ Sometimes Seen As Second Title Tag▸ Shows More Relevancy To Topic▸ Avoid Over Optimising

Again, be careful not to overuse your keyword. Use synonyms or LSI keywords instead.

Content Length

▸ Longer Content Ranks Better▸ No Max - Minimum 250 words▸ Try To Cover Topic

There are numerous studies that show that longer content ranks better than shorter articles. But remember that causation and correlation are not the same thing. Write detailed content.

Keyword Density

▸ Not As Important As In Past▸ Careful To Avoid Over Optimisation▸ Depend On Keyword Length - Rule Of

Thumb 2 -4 %

Keyword density is often misunderstood and nowadays SEOs main problem is making sure content is not over optimised and keeping the density low.

Latent Semantic Indexing- LSI

▸ Not Using LSI Keywords Impedes Ranking

▸ Helps Distinguish By Topic▸ Should Be Used Throughout Content -

Title Tags - Description - H Tags

Latent Semantic Indexing Keywords accompany a topic or theme and are essential to show expertise on a topic.

Page Loading Speed

▸ An Increasingly Important Factor▸ Google Provides A Testing Tool▸ Rule Of Thumb - Under 2 Seconds

Both Bing and Google check pageload speeds during crawl and reducing load time via cache can provide a quick SERP boost.

Duplicate Content

▸ Major Issue For Older Sites▸ Duplicate Content Can Be On Site Or Off

Site▸ May Cause Indexing Problems

Duplicate content continues to be a bone of contention. Avoiding this will give great improvments.

Image Optimization

▸ Size Effects Page Loading Times▸ Relevancy Signaled Via Filename, Alt

Text, Caption & Description▸ Easily Fixed Issues

Optimizing your images is an essential step prior to publishing a piece of content. Images should be named with relevant LSI keywords and alt-tags

Content Updates

▸ Caffeine Update Favors Recently Updated Content

▸ Effected By Size Of Changes▸ Effected By Number Of Changes

For some topics related to ‘news’, Google gives a boost to recently updated articles.

Keyword in H2, H3 Tags

▸ Weak Signal Of Relevancy▸ Should Be Used With LSI▸ Careful Not To Over Optimise

This is a low level of relevancy to the search engines but shows that your chosen topic is covered in detail.

Keyword Word Order

▸ Correct Word Order - More Relevant To Query

▸ Balanced With Backlink Anchor Text

The search engines prefer to see the same word order as seen in the user’s search query.

Outbound Link Quality

▸ Not Proven But Accepted Dogma▸ Signal Of Relevancy & Theme▸ Low Quality Outbound Links Thought To

Negatively Effect Ranking

Whilst this has not been commented on directly by Google, it is thought to improve relevancy and topical theming. Don’t link to low quality sites.

Grammar and Spelling

▸ Quality Signal Of Content▸ Not Proven▸ Important From A UX Point Of View

Poor grammar and spelling are a good indicator of a low quality article and are thought to influence where your content ranks.

Number of Outbound Links

▸ Large Numbers Of Do-Follow Outbound Links May ‘Leak’ Juice

▸ Not Proven But Accepted Dogma

A high number of out bound links can lead to a poorer performing page as it is thought to allow link juice to leak.

Keyword in URL

▸ Important Relevancy Signal▸ Important But Overlooked▸ Geo-Location Keywords Can Be Used

A small but important ranking factor is having the keyword in the URL string. It can easily be used to improve the local relevancy of small businesses.

References and Sources

▸ Not Proven Factor▸ May Be Important In Some Industries▸ May Be A Quality & Relevancy Signal

Google is on record as saying this is not a factor but many beg to differ. Citing the sources you used in an article is thought to show the depth and validity of your content.

Reading Level

▸ Level Of Difficulty To Read▸ Google Used To Give Stats▸ Open To Debate As A Ranking Factor

Google and Bing do check how difficult it is to read your content. How they use this information is up for debate though.

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