Getting your website to appear high up in search engine results is crucial for online success. Search Engine Optimization (SEO) is the way to make that happen. It involves making your website better in many ways so that search engines like Google like it more.
In this guide, we’ll break down the important things that can help your website rank better in search results. We’ll divide them into three groups:
Domain Factors: These are things related to your website’s name and history.
Page-Level Factors: These focus on what’s inside each page of your website.
Site-Level Factors: These are about your website as a whole.
We’ll explain each factor with simple examples, so you can understand how it all works. Whether you’re new to this or already know a bit about SEO, this guide will make it easier for you to improve your website’s search engine ranking.
Domain Factors
Domain Age
Example – A website registered in 2000 might be seen as more trustworthy than one registered in 2022.
Keyword in Top Level Domain
Example – A domain like “bestcameras.com” implies relevance to camera-related content.
Domain Registration Length
Example – A domain registered for 10 years may appear more legitimate than one registered for only one year.
Keyword in Subdomain
Example – “blog.example.com” suggests that the blog is about topics related to “example.”
Domain History
Example – A domain with a history of spammy activities may struggle to rank even if it changes ownership.
Exact Match Domain (EMD)
Example – “buycheapshoes.com” may not rank well if it lacks quality content.
Public vs. Private WhoIs
Example – Some legitimate websites use private WhoIs to protect their privacy, while spammers often hide behind it.
Penalized WhoIs Owner
Example – If a known spammer acquires a new domain, Google might closely monitor it and its associated sites.
Country TLD Extension
Example – A “.uk” domain may rank well for UK-specific queries but may not perform as well globally.
Page-Level Factors
Keyword in Title Tag
Example – A title like “Best Digital Cameras 2023” indicates the page’s main topic.
Title Tag Starts with Keyword
Example – “Digital Cameras 2023: Best Picks and Reviews” emphasizes the keyword at the beginning.
Keyword in Description Tag
Example – A meta description mentioning “top digital cameras” can boost click-through rates.
Keyword Appears in H1 Tag
Example – An H1 tag saying “Top DSLR Cameras” reinforces the content’s subject.
Content Length
Example – A comprehensive article about digital cameras that’s 2,000 words long is seen as authoritative.
Table of Contents
Example – A table of contents makes it easier for users to navigate a long guide on camera types.
LSI Keywords in Content
Example – An article about “apple” (the fruit) also mentions “iPhone” (the device) as an LSI keyword.
Page Covers Topic In-Depth
Example – A page about “climate change” that explores its causes, effects, and solutions comprehensively.
Page Loading Speed via HTML
Example – A fast-loading page provides a better user experience, reducing bounce rates.
Use of AMP
Example – A news article with AMP formatting appears in Google’s mobile news carousel.
Entity Match
Example – A page about “Tesla” that aligns with user intent for both the electric car company and inventor Nikola Tesla.
Google Hummingbird
Example – Google understands that a search for “best phones” relates to smartphones, not landline phones.
Duplicate Content
Example – Two pages on the same site with identical product descriptions may face duplicate content issues.
Rel=Canonical
Example – Adding a canonical tag to a page prevents duplicate content issues when multiple URLs point to similar content.
Image Optimization
Example – An e-commerce site properly names product images and provides descriptive alt text.
Content Recency
Example – A news article about a recent event ranks higher initially but may lose prominence over time.
Magnitude of Content Updates
Example – Overhauling a product page with new information and images is more impactful than fixing typos.
Historical Page Updates
Example – A news site frequently updates its articles to reflect the latest information.
Keyword Prominence
Example – Including the main keyword in the first paragraph of a blog post.
Keyword in H2, H3 Tags
Example – Using subheadings that include keywords to organize content.
Outbound Link Quality
Example – A tech blog links to authoritative sources like “Wired” and “TechCrunch.”
Outbound Link Theme
Example – A page about gardening linking to gardening-related websites instead of unrelated topics.
Grammar and Spelling
Example – An article with proper grammar and spelling appears more credible to readers.
Syndicated Content
Example – A news aggregator site that copies content from other sources struggles to rank.
Mobile-Friendly Update
Example – A mobile-responsive site enjoys better rankings on mobile search.
Mobile Usability
Example – Easy navigation and readable text make a site user-friendly on mobile devices.
Hidden Content on Mobile
Example – Mobile users can click to reveal additional product details without negatively impacting SEO.
Helpful “Supplementary Content
Example – A cooking site includes conversion tools for different measurement units.
Content Hidden Behind Tabs
Example – Tabs are used to organize a product’s specifications, making the page more user-friendly.
Number of Outbound Links
Example – An article with too many external links may appear spammy.
Multimedia
Example – A travel blog includes images, videos, and interactive maps to enhance user experience.
Number of Internal Links
Example – A comprehensive resource page links to various related articles on the same site.
Quality of Internal Links
Example – A page receives internal links from the site’s homepage and authoritative pages.
Broken Links:
Example – A website with many broken links reflects poorly on its maintenance.
Reading Level:
Example – An educational site maintains a higher reading level to cater to its audience.
Affiliate Links
Example – A product review site uses affiliate links moderately and provides valuable reviews.
HTML Errors/W3C Validation
Example – A well-coded website improves user experience and SEO.
Domain Authority
Example – A backlink from a high-authority site boosts a page’s ranking.
Page’s PageRank
Example – A page with many quality backlinks often ranks higher.
URL Length
Example – Short and concise URLs are easier to remember and share.
URL Path
Example – A page closer to the homepage may inherit some authority.
Human Editors
Example – Google utilizes human editors to improve search results.
Page Category
Example – A recipe page categorized under “desserts” ranks well for dessert-related searches.
Keyword in URL
Example – A URL containing the keyword “best-cameras” reinforces the page’s topic.
URL String
Example – A URL that includes “/technology/cameras” indicates the content’s theme.
References and Sources
Example – A scientific research page cites peer-reviewed studies to support its claims.
Bullets and Numbered Lists
Example – A tutorial page uses bullet points to list step-by-step instructions.
Priority of Page in Sitemap
 Example – A high-priority page in the sitemap indicates its importance to search engines.
Too Many Outbound Links
Example – A page with an excessive number of external links may distract users from the main content.
UX Signals from Other Keywords
Example – A page that ranks well for multiple related keywords demonstrates its quality.
Page Age
Example – An older page regularly updated with fresh content may outperform newer, stagnant pages.
User-Friendly Layout
Example – The main content of a page is immediately visible without scrolling.
Parked Domains
Example – Google reduces visibility for domains with no content (parked domains).
Useful Content
Example – A financial blog provides useful tools like mortgage calculators and investment calculators.
Site-Level Factors
Content Provides Value and Unique Insights:
Example – An industry blog publishes unique research reports that offer valuable insights.
Contact Us Page
Example – An e-commerce website prominently displays contact information, including a phone number and email.
Domain Trust/TrustRank
Example – A government website is trusted due to its authoritative domain.
Site Architecture
Example – A well-structured e-commerce site categorizes products by type, making navigation intuitive.
Site Updates
Example – A news website consistently adds new articles to keep content fresh.
Presence of Sitemap
Example – A large e-commerce site uses an XML sitemap to help search engines index its extensive product pages.
Site Uptime
Example – A reliable hosting provider ensures minimal downtime for a business website.
Server Location
Example – A local business benefits from hosting its website on a server located in its target region.
SSL Certificate
Example – An e-commerce site uses HTTPS to secure customer transactions.
E-A-T (Expertise, Authoritativeness, Trustworthiness)
Example – A medical website demonstrates high E-A-T by featuring articles authored by medical experts.
Duplicate Meta Information On-Site
Example – Multiple product pages on an e-commerce site should have unique meta titles and descriptions.
Breadcrumb Navigation
Example – A news website uses breadcrumb navigation to help users navigate through sections like “Politics” or “Sports.”
Mobile Optimized
Example – A restaurant’s website is optimized for mobile devices, allowing customers to easily view menus and make reservations.
YouTube
Example – A brand uses YouTube to upload product demonstrations, resulting in increased traffic.
Site Usability
Example – An online store enhances usability by providing clear product categories and a simple checkout process.
Google Analytics and Search Console
Example – A marketing agency uses Google Analytics and Search Console to analyze website traffic and diagnose SEO issues.
User Reviews/Site Reputation
Example – A local business’s positive Yelp reviews contribute to its online reputation and search rankings.
Core Web Vitals
Example: An e-commerce site prioritizes improving its Core Web Vitals scores to enhance user experience and search rankings.
These examples demonstrate how various SEO factors can influence a website’s search engine rankings. Keep in mind that the actual impact of each factor may vary depending on the specific circumstances of a website and the competitive landscape in its industry.