Often people ask me what needs to be done to position themselves in Google . They mainly want to know what is the sum and what is not from the SEO point of view: use a domain name that contains the keyword (Exact Match Domain), host the web in the country where your target audience is, the amount of traffic you are getting Currently, what about the algorithm “I do not know how many” … etc.
There are many speculations in the SEO world about what is good and what is not. We always find an environment of mystery that surrounds each new update. But despite this, what not many people know is that the documentation and resources offered by the most powerful search engine, Google, is very broad and practical to get positioned on the Internet.
This article I wanted to write it after the last update of that famous algorithm that drives us crazy to all who work to achieve visibility on the Internet. Surely you have already read other articles with the main SEO factors . But today I want to talk about the most important SEO factors since the last change in the core of the Google algorithm. For this I have taken the factors that I already knew (especially the ones you can find in the previous link) and I have contrasted them with the SEO results of the pages that I have been managing during the last weeks, in order to know what is most influencing today. for today. And that’s what I want to share today, the result of the analysis of the most relevant factors to appear on Google .
SEO factors after the algorithm update
Last January 13 I observed in my SEO projects a position dance that I did not remember being invited to. I mean, I found increases in the positions in keywords that I was monitoring, for projects that I had not started to perform the OnPage optimization and subsequent SEO work. Frankly, they were websites that needed a profound change in terms of design, structure and content. That’s when I wrote this post about the Google algorithm update . I knew there was an update pending for Google Penguin, but the data told me there was something wrong. Inquiring into the network, I found “official” news from Google confirming the changes, after many speculations about this readjustment that you can read here (in English). But it remained pending to draw conclusions after these changes, and they are the following ones (they are not in order of importance):
1. History and age of the domain
In recent years, Google has gone to work in terms of rewarding what are serious projects with respect to what is pure spam. Therefore, factors such as the age of the domain and even a long expiration date of this sum to appear in first positions. While a history with spam links from the previous owner or even the fact of having had many different owners subtract.
2. Keyword in the domain name
If your domain contains the keyword you will always have more chances to position yourself. Either containing the keyword among others (eg recipes paco.com), or with what is called Exact Match Domain, Exact Domain Matching (eg recipescountry .com) .This is something, that although some updates are I wanted to downplay it, it’s inevitable (obviously search engines are programs that search, among other things, for word matches …).
3. Google My Business
How could it be otherwise, Google enhances its products. In this case, Google My Business is one of the factors that contribute most to a local positioning . Registering your business in what used to be Google Places, not only gives you a privileged place in the local business section, it also greatly benefits the natural positioning for the terms that appear in your company name.
4. User experience
As indicated to the subscribers of the blog in the last newsletter, the user experience is becoming a more important factor. But how can Google know the user experience? These are some keys:
- Metric Engagement . If a user immediately returns to the search engine after entering a website that appears in the results, it is that he does not like what he sees.
- Content quality (Google Panda) . In 2011, people started using people to evaluate the quality of content manually, to then use learning machines that acted using those patterns to evaluate the web.
- Experience for tracking robots . They must find on your site a structure that complies with the Web Usability principles that I already explained to you on another occasion. And of course it takes maximum care that there are no 404 errors in indexed pages.
If you want to know more about this topic, I recommend you to enter in this section of the Moz SEO guide for beginners (it is in English).
5. Web performance
Following the maxim of benefiting the user experience, another determining factor is the performance of your website:
It is important that the user has a response from the website as soon as possible. Whenever possible, without exceeding 3 seconds. Therefore, the hosting must have good equipment and that’s why Google also takes into account the hosting authority where it is located.
It is very important that the server of your website is physically located in the same country as your target audience. Moreover, you will receive more visits from the locality where you are located (for efficiency reasons). Beware, do not be fooled by hosting providers (in this respect I will not mention one with which I just had a bad experience, but has Europe in English in the name) with the topic of the Spanish IP. One thing is registered in Spain at the administrative level and quite another is that the team that serves the pages is in Spain.
Of course, the images are a determining factor in the server’s response. You must use compressed formats and reduce the size of the images to the maximum without losing quality. And since we are, do not forget to use the ALT and TITLE attributes to help the robots and even position yourself for images.
6. Hosting authority
One factor that you surely do not know is to host your website in a quality hosting provider. You must bear in mind that a low cost hosting provider can use inefficient equipment, have frequent drops and this is something that Google penalizes.
7 Quantity vs Quality of links
As you probably already know, the number of inbound links ceased to be a determining factor on its own. Be careful, I do not want to say that more links will not help you with a better web positioning. What I want to say is that they are worth more than 4 dofollow links of authentic reputation and authority, that 100 links in spam pages. The ideal in this regard is to get links through references of colleagues in the profession, platforms of your sector and general any site of authority.
8. Outbound links
If you want your website to maintain the maximum Link Juice, that is, not to share the authority that is getting between other websites, I recommend that you start using the “nofollow” attribute in your outgoing links. Your website must maintain a PageRankFlow (internal links on the total number of links a website has) above 50%, so as not to distribute all your authority. In this sense I recommend you use the rel = “nofollow” attribute as a general normal for your outbound links.
The internal intertwining of the web is also very important. It is about launching links to the sections that we are interested in enhancing, using the corresponding keywords in the anchor text. The more links we send to the important sections, the more relevance we are giving to the search robots. Prevents loops from being created (eg from a blog page I send to a section and from that section I send to the blog)
10. Click Through Rate
The famous CTR, the ratio of clicks for the impressions of your page in the search results, is also a factor to take into account because it helps Google to determine the authority of a web page through the interest of the user in it.
11. Use of Title and Description meta tags
It is essential to give clues to the robots of the content of our website and for that there are the Title and Description meta tags. Keep in mind that it will be the fragment of your page that will be shown in the search results and therefore you should try that what appears matches the corresponding keywords and contribute to increase the CTR . Remember to make the most of the 55 available characters for Title and the 155 available for Description.
Have you detected other factors that have become relevant after the last update? Go ahead and share it in the comments.