Critical Google Ranking Factors to Drive More Traffic
Neglecting critical ranking factors can negatively impact brands’ rankings. Google sees these factors as fundamental to providing an excellent user experience. For Google, people’s trust in the search engine is essential. It competes with other search engines and tries hard to retain people’s trust and faith in the brand. So, it uses a few critical factors to determine whether to rank a site or not. Here are a few essential ranking aspects that brands should focus on for more traffic.
Domain and Topical Authority
There are too many websites on the internet, and it is hard to know which ones to trust. People need accurate and relevant information, but they are clueless and confused as there are thousands of websites. So, Google ranks sites on the SERPs according to websites’ authority and expertise over the public. Websites that have been in the industry for a long time and are perceived as brand leaders will rank higher. Investing in viable SEO strategies is crucial to achieving them, and that’s why many businesses partner with SEO experts in Adelaide and other prominent cities.
To identify sites with topical authority, Google uses the E-A-T formula. E-A-T stands for Expertise, Authority, and Trustworthiness. Sites active in the industry for a long time will find favour with Google. Similarly, people who trust the reviews and testimonials of certain websites will rank higher.
Google also sees domain authority as a critical ranking factor. There are three ways to determine domain authority.
- Domain Age: Older domains will score higher on domain authority, showing consistency and professionalism. New domains have to work hard and post consistently to rank higher.
- Domain Status: The domain should be free of any Google penalty. So, it is necessary to check the domain’s history with Google penalties before buying a new one.
- Domain Reputation: A site with a good domain reputation has links from high-authority sites. But it also includes people’s perception of the brand.
Google ranks content based on how fresh and recent it is. However, some websites do not have to qualify for the freshness factor for higher rankings. Websites that have to do with news and current affairs need fresh and updated content to rank higher. Likewise, recurring sports events and gadget review sites also need to have an element of freshness to score well. Google uses five parameters to test the freshness of a website.
- Updates to Content
- Frequency of Updates
- Frequency of Backlinks
- Engagement Rate
B2B brands need not worry about the age of their posts. All they should care about is that the content is evergreen and relevant at all times. In addition, they should update their content and links with the latest research and findings. For optimising content and updating posts, brands can work with an SEO expert in Adelaide.
Social media presence is necessary for companies to rank. People on social media influence public opinion by sharing what they think. Brands can engage with their target audience on social media, and this will boost their rankings. When people on social media like some posts, they would share them with their friends. It will generate more traffic to the brand’s website. It also helps people be aware of the brand and link to the content if they find it valuable. Creating attractive social buttons with the help of an SEO expert in Adelaide will encourage shares.
Made for Multiple Devices
People today use different devices to access the web. They no longer use desktops alone but use smartphones, tabs, and phones to access the web. So, it is crucial to optimise the website for multiple devices. People browsing the site on their phones should find it easy to read and comprehend the published content.
Google has mobile-friendliness as a ranking factor and promotes sites that prioritise mobile users. Mobile-friendliness also affects other factors, such as user experience, site speed, and user engagement. So, brands should have a responsive design and focus on mobile user experience to ensure that they make it into the first page of SERP.
The internet is made up of a network of different websites. In the absence of search engines, only site links would exist. So, links are an essential part of the web, and it is also a ranking factor. Links also enhance site navigation and improve the credibility of the site.
Inbound links help sites show Google that their content is valuable and trustworthy. If the links come from expert bloggers, it benefits the brand profoundly. The brand will receive a huge traffic inflow as many people following experts would follow their recommendations.
Companies should also add links from authoritative sources. It helps in increasing people’s trust in the content. It is conducive for startups and small businesses to establish their credibility in their niche.
Internal linking improves site organisation and helps crawlers scan the text easily. It helps guide users through various customer journeys leading to conversions.
It is crucial not to see ranking factors as a mechanical way that brings results all the time. But marketers should see them as guides that help them serve customers better. When the customer is put on top priority, there is no need to worry about rankings. Marketers can take a backseat and not worry about rankings if they focus on user experience.