Ranking factors are sets of criteria that search engine algorithms employ to decide how a website should place in the SERP results. While there are many factors, some of the most commonly evaluated elements include website content, page structure (known as technical SEO), backlinks, search engine traffic, and user experience.
Website content is a major ranking factor. Search engine algorithms place considerable importance on relevant, original and useful content. When creating content, it is essential to target the appropriate keywords in order to increase visibility and rankings. If the keywords are too generic or too long-tail, the content will likely remain buried within the SERP. It is also important for webmasters to regularly update content to stay relevant. Search engines reward websites that update their content often with higher rankings.
Technical SEO involves optimizing the structure and coding of a website for better visibility to search engine crawlers. This includes maintaining a fast website speed, making sure the URLs are SEO friendly, using appropriate titles, headings and metatags, and ensuring that all broken links are fixed. Failing to focus on technical SEO can lead to weakened rankings or even complete removal from the SERP.
Having backlinks from high-quality websites helps demonstrate the credibility of a website, and search engines like Google, Bing and Yahoo all count it as a positive ranking indicator. Backlinking should be done gradually and thoughtfully, however, as too many can backfire and cause the website to be penalised.
Search engine traffic is another vital ranking factor. If numerous people enter the same search query and visit your website, this will indicate to the search engine that your website is worth displaying to more users. Improving organic traffic through SEO techniques like content creation, link building and keyword research is an essential way to boost SERP rankings.
Finally, improving the user experience of visitors is another key ranking factor of SEO. This includes making sure pages are fast and responsive when clicking through the website, and ensure the website is suitable for viewing on all devices. Additionally, making sure visitors understand the content quickly, avoid grammar and spelling mistakes, provide engaging visuals, create clear calls-to-action, and offer intuitive navigation around the site, are all important.
Ranking factors constantly evolve, and website owners must optimize and update their websites accordingly in order to be noticed. Websites must be focused on SEO and technical requirements, while also providing high-quality content and a great user experience. With some basic SEO techniques and consistent upkeep, a website can stay competitive in the ever-changing SERP landscape.