Digital Marketing

Key factors for your site to rank among the major search engines

To come up with their list of the best-fitting web pages, search engines use a combination of on-page and off-page factors to determine ranking for specific keywords. On page factors are those elements that can be evaluated directly from a web page document (such as the title tag, keyword frequency, and also details about the website the page is on). Off-page factors basically refer to link-based analysis, or rather, analysis of the web pages that link to that particular document.

Ranking factors on the page

How important is this document for the search query? This is determined through the following factors – please note that I am only entering the ones that are MOST important:

Title tag

The title tag reflects the content of the document. This is elementary and yet many people are wrong. How you refer to the document yourself makes a huge difference, and if you’re not putting your important keywords in the title tag, search engines will think that this is not a relevant page (for those keywords).

For example, if you have an exercise equipment website and one of the pages is a review of the ProForm treadmill, what do you think would be a better title tag?

* ProForm Treadmill Review >> URL.com

Gold…

* URL.com >> Treadmills >> ProForm Review

The former is much better optimized for the keyword on that page: “ProForm Treadmill Review.” The second will only confuse the search engine, and as a result of the unclear title tag, that page would have ranked much lower.

Put your keywords (focused and specific to that page) first.

Use of keywords in the text of the document

Keyword density has been abused since search engines became popular. Search engines no longer measure density – they analyze your content for various types of ways your keywords are present (keyword concurrency, related words, keywords in tags (headings, style, image), keywords as anchor text to other pages) and base. your decision on that.

Making proper use of keywords is difficult when you are also trying to write for your readers and therefore trying to maintain a natural flow in your writing. Most people tend to resort to search engine spam, forgetting about their readers and writing highly optimized pages that are tailor-made for search engines, but drive away readers.

The solution to this is to make sure that the topic of your page is extremely focused and specific; This will allow you to talk in depth about one thing at a time; The optimal use of keywords you want will come out of this type of focused copywriting.

Document accessibility

Accessibility here refers to two things:

1. How accessible is your website:

* easy to follow links (simple HTML links, not hidden behind JavaScript redirects or embedded in Flash)

* common navigation structure (menu)

* sitemaps (google and regular)

2. And how accessible are the pages:

* no extra long urls with various parameters (like [http://www.url.com/random.php?id=1&x=2&y=3..]. (and so on))

* Keep all javascript code in an external .js file.

* Minimize the amount of flash content and other non-indexable content on your pages.

Main subject of the site

The theme of your website is very important (usually determined from the front page, but also through an analysis of your web pages as a whole): for a search engine, the more focused the site is on a topic , the better it will be to provide information. On that topic, this knowledge, of course, is combined with the richness of links (what everyone else is saying about that site) to give definitive answers.

Keyword spam

In short, keyword spam is the easiest and stupidest way to get search engines to break your website. This includes keyword stuffing in meta tags, title tags, alternate image tags, and so on. White-on-white text is also another incarnation of keyword spam, and is quite easily spotted by search engines.

Avoid Keyword Spam – You can spend the time doing something much more important, like modifying your title tags.

Off-page ranking factors

Everything I’ve said about factors on the page is relevant, but the reality is that with overwhelming link richness, you can overcome all of those factors (in most cases, just get the title tag correct, use the word Hit the text once or twice and boom, your link profile can take care of the rest.)

Off-page factors are important because of a “real life” analogy, link-based analytics, that Google brought to the world of search engines and that the other SEs have subsequently adopted to some extent. Google’s analogy with the real world:

Links act as quality editorial recommendations / votes for web pages. Since each “editor” is different in terms of knowledge, experience, and main topic, these votes also have different values. Experience in an industry is measured by the number and quality of the votes that are obtained.

This is democracy in search – a good idea in theory, but in practice quite difficult to administer, especially due to the temptation to cheat the system and create inflated link wealth by searching for links via blog spam at one end and buying links. in the other one.

In this context, what are the key off-page factors that search engines deem most important?

Link anchor text

The anchor text of the links that point to a web page is just as important as the title tag of the page itself. This anchor text acts as a quick identification mechanism of what the linked page is about. If you can control your anchor text in any way, you can make sure you get optimized links.

One way to make sure you stay in control of your anchor text is to remember that when you are exchanging / buying links, it is more effective to give people the exact html code that they need to embed on your website. People are lazy and for someone not very proficient with html / site coding, this little step may be the reason why you get that link.

Make sure to vary your anchor text considerably – use related words and extended keyword phrases as much as possible.

Links to documents from the internal pages of your site

This refers to the links that the website gets from the internal pages of the host website. Essentially, although internal links are not as important as external links for ranking purposes, they can go a long way, especially if the anchor text is optimized and these links are within the content.

This is one way you can use to transfer your site’s rich links to your most important pages.

External links to the document

How many links does this page receive from other websites? While your internal pages may not get a lot of links from outside of your website, any page that does automatically has a great chance of ranking based on your key terms.

When exchanging links, getting a couple of links to your internal pages is always a good idea, especially if you are targeting a popular keyword. Also, once you start creating good, linkable content, people visiting your website will gradually start linking to your pages as well.

Find out more about each of the categories above and request it on its own website. With a better understanding of on-page optimization factors and off-page optimization factors, you are sure to increase your website’s search engine results placements.

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