We have incorporated 23 general ranking factors that any agency (which offers SEO services) must take into account when optimizing the site! The complexity of the search algorithm is confirmed by Google engineers who claim that there are +200 general ranking [2#] factors, divided into over 10,000 sub-factors.
Below we will present a top 3 of the effects that can be generated by a strategic optimization of your site.
Increase the organic traffic and
keyword positions in Google
Improving keyword positions in Google by optimizing (also based on their search volume) will also lead to an increase in organic traffic. The increased level of traffic represents the modification of the variable in the “Ecommerce” equation:
[Traffic] • [Conversion Rate] = Number of Customers
TOP positioning in Google represents unlimited display in front of your audience / customers. Unlike paid campaigns (Google Adwords), where keyword display is limited by budget, geolocation, device, time, organic visibility (obtained by optimization) is unlimited, being in SERP results at any time, in any location (country / diaspora) and on any type of device.
The lead generation / acquisition cycle is unique depending on the audience and represents the biggest challenge for marketers. Organic traffic is a resource increasingly used by PPC specialists, within the Display / interaction customization campaigns, regarding customer assistance to the final step: the acquisition / achievement of the objective.
Organic traffic is a viable resource that can improve the entire Google Adwords campaign through both optimized organic keywords and performance marketing (KPI) improvement.
1. Increase non-brand organic traffic
To measure the performance of these values we use tools for segmentation and extrapolation of the metric data from the Google Analytics and Google Search Console account.
2. Increase organic site visibility by representative keywords (Buy-Words / Discover Words)
The search behavior of users is dynamic, and the confirmation comes directly from Google. 15% of daily searches [3#] of users in the search engine are unique, which is why keyword analysis is very important. The structuring of the keywords that we will optimize can be segmented as follows:
- Buy Words (ex: “washing machine price” )
- Discover Words (ex: “washing machine”)
To measure the organic visibility we set an initial KPI (TO) calculated mathematically according to the search volume and the position in Google of the selected keywords.
3. Optimization / Modification of the site’s architecture
Identifying keywords that need SEO optimization and user search behavior can lead to changes in site structure. Within the structure changes we take into account the analysis on the competition, but also the improvement of the browsing experience of the users on the site.
4. The structure of internal linking
In the context of an increasingly educated audience on e-commerce, improving the internal linking structure is a priority for any site. Improving UX (user experience) [4#] through technical implementations represents quality signals for Googlebot. Depending on the platform chosen (PrestaShop, Opencart, Magento, CS-cart, Shopify or WordPress / Woocommerce) we apply customized and adaptable techniques.
5. Relevance of SEO elements (title, h1, tags, etc.)
The main SEO elements in 2019 (<title> and <h1>) generate rapid ranking changes when updated. These SEO attributes (On-Page SEO optimization techniques) are sensitive insofar as they must be representative of the content of the respective page.
7. Signals of duplicated content
Creating unique, rich and relevant content is a challenge for every webmaster. Copied pictures, groups of words copied and modified with synonyms are low quality signals for Googlebot, these being integrated into the general calculation. Depending on the type of site (online store / presentation site) we come up with graphical solutions (eg structuring infographic type information on the site) and strategies for adding content from users.
8. Structure of SEO friendly URLs
These are the basic rules of creating a site and are a “must-have”, regardless of the platform. URL optimization is done based on the content of the page, the representative keywords, taking into account the rules of the specialist (density, over-optimization, etc.).
9. SSL Certificate (Secure with Https)
Securing all pages through an SSL certificate represents the improvement of keyword rankings. This ranking factor [4#] is part of the core of the algorithm and is confirmed by Google officials through a press release on the official blog.
10. The structure of breadcrumbs
The navigation chain with orientation to the visitors of the site, which can influence the process of indexing and accessibility of the URLs. Depending on the architecture of the site pages (categories, subcategories, filters, sub-pages) we come up with the technical solution for implementation. This is implemented according to the Google documentation [8#].
11. Indexing and crawling status
It represents SEO status indicators of the site regarding the indexing of the pages, being transposed also in the Google Search Console interface.
The indexing state is transposed by the server’s response time, page enlargement (in Kb), html code structuring, dynamic indexable URL structure s.a.m.d.
12. The placement of keywords on the page and their density
The placement of keywords on the page should be implemented intelligently and natively so as not to cross the barrier between the “Keyword stuffing” [9#] process and their density (weight). The most common Google updates are SEO On-Page, such processes being among the most common on most sites.
13. Website optimization for mobile variants
The current indexing of the content of a site is done regarding the data displayed on the desktop version. Google engineers estimate that in the near future [10#] content indexing will be done exclusively from the Mobile version.
We are facing increasing differences in organic results between Desktop / Mobile, controlling the process by daily tracking over +20,000 keywords (daily keyword tracking for desktop and mobile positioning).
14. Content dimension on the page
The experience of SEO projects (over 5 years) has shown us that the size of the content on the page is a ranking factor regarding the optimization. The outline and placement of the content on the page come as recommendations from the SEO specialist, and its analysis is based on the type of site, page, structure, etc. Enriching the content on the page, especially when it comes to an online store, is a challenge for our team.
15. Internal content update frequency
The frequency of refresh of the content represents signals of quality and interest on the audience of the site. The existence of a blog, a section of “How to …”, “Dictionary” or any content structure addressed to the audience is a tool by which we can attract these quality signals.
We identify unexplored opportunities on topics, create content and then optimize it!
16. Page indexing history
The age of a landing page (landing page), its average position, the number of views (impressions), but also other indicators represent the indexing history. The SEO [11#] specialist studies the history of the website (at a general level), as well as each page optimized separately.
17. Profile and history of backlinks
The backlink profile is one of the main data that an SEO consultant looks at. Increasing the number of backlinks at a progressive rate, diversity of link types, variety of anchors, non-link mentions (Co-citation) represent costly activities in an optimization process.
Over-optimization of this native process can generate an organic penalty, which can be solved by a process of disavow [12#] of SPAM links.
18. Frequency appearance of external links
The quality of a link cannot be counted, but the authority of the site from which you receive the backlink reference matters even more in 2019. The SEO campaigns are based on a publishing calendar, in which we focus on native actions, diversity of backlinks and a controlled frequency rate.
19. Domain authority (backlinks)
To identify and measure the authority of the domain d.p.d.v. Off-Page SEO and link quality use tools such as ahrefs.com.
The mathematical value of Ahrefs Rank represents a KPI regarding the domain authority and the quality of the links and is dynamically calculated, taking into account the evolution of the competitors.
D) Social signals and brand awareness
20. Users social signals
Promotion through social networks (Facebook & Linkedin) are branding signals for the search engine algorithm and are interpreted as ranking factors.
Paid campaigns like Linkedin / Facebook Ads, as well as creating viral content, are signals that need to be implemented, in accordance with other SEO actions.
21. SERP Clickthrough Rate (CTR)
CTR (Click-through rate) represents the click-through rate, the metric value calculated between the number of clicks and the number of hits / impressions.
Increased organic CTR calculated by keyword / landing page are brand awareness signals confirmed by users.
Looking at the prospect and taking into account the aggressiveness of Google Adwords ads, the optimization of the keywords must also take into account the organic CTR, the final objective being to increase the organic traffic.
22. Bounce rate / Average time on site / Pages per session
Bounce rates, average time spent on the site, average number of pages visited per session represent KPIs on user experience on the site.
The main KPI regarding UX on the site is the conversion rate / achievement of the objectives, and all metric data must be monitored and kept under control through specific content / actions improvements.
23. Direct / brand traffic volume
Increasing website traffic, in correlation with efficient product marketing, can also change the branding indicators. Pay-per-click campaigns, newsletters, offline strategies, but also other factors, can generate branding effects, such as increasing Google search or increasing direct traffic to your site.
24. Volume and relevance of referral traffic
Emphasis should be placed on quality, not quantity, when it comes to referral traffic (recommendation). The experience of the users from those specific traffic sources represents quality signals on the content. “Misleading” users through misleading campaigns or unrepresentative banners can adversely affect the SEO campaign, the message communicated and the audience being important.
For example, affiliation is a source of referral traffic and is an online marketing channel that positively influences the SEO campaign, if the metric data are in the media / site parameters.
25. History of users interaction with the site
The interaction of the users with the product sold is an important step in analyzing the quality of the On-site content. User segmentation between New Users / Returning Users influences the conversion rate. Thus, we can identify possible content problems and propose solutions. In general, users who have multiple interactions with the site have a better browsing experience and thus metric data is positive.
SEO resources for site optimization
- [1#] http://searchengineland.com/guide/seo
- [2#] http://backlinko.com/google-ranking-factors
- [3#] https://blog.google/products/search/our-latest-quality-improvements-search/
- [4#] https://en.wikipedia.org/wiki/User_experience_design
- [5#] http://searchengineland.com/library/google/google-mobile-friendly-update
- [6#] https://testmysite.thinkwithgoogle.com/
- [7#] https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
- [8#] https://developers.google.com/search/docs/data-types/breadcrumbs
- [9#] https://support.google.com/webmasters/answer/66358?hl=en
- [10#] http://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074
- [11#] https://www.google.com/webmasters/tools/home?hl=en
- [12#] https://support.google.com/webmasters/answer/2648487?hl=en