What is Ranking in SEO?
SEO Ranking refers to the position of a webpage in the search engine results pages for a specific keyword.
A website or its page is likely to get more organic traffic if it has a high ranking. Search engines use complex algorithms to evaluate the ranking of websites.
SEO experts use various tactics to improve a site's ranking, such as:
conducting keyword research
creating high-quality content
building high-quality backlinks
optimizing website structure and meta tags
improving user experience
Ranking factors keep on changing as search engines constantly update their algorithms. You must stay in touch with the latest updates and adjust your strategies to improve your site's ranking.
Why a website’s rank is important?
A website's rank is important for several reasons:
Websites that rank higher are more likely to be seen for related keywords. It increases a website's visibility and attracts more traffic.
These websites are generally seen as more credible by users which can increase the likelihood of user engagement.
These sites attract more organic traffic from search engines than those with low rankings.
It also leads to increased brand recognition and conversions.
How do Google search rankings work?
Google uses complex algorithms that evaluate and rank web pages.
This process considers various factors like the relevance and quality of the content, loading speed, the number and quality of backlinks, and the overall user experience.
Google also takes into account the search intent of the user. It uses natural language processing to understand the meaning behind a query to provide the most relevant results.
When a user searches for a term, Google's algorithm analyzes pages that are relevant to this query and then ranks them based on their relevance and quality.
Top 10 ranking factors for Google
Google hasn't mentioned a specific list of all ranking factors, but SEOs believe that the following are the top factors based on their analysis.
Quality and relevance
The content relevance and quality of your web pages are the most important factors. Content on your website should be original, informative, and helpful to the readers.
Google aims to display useful information that is intended to help users, rather than prioritize content solely based on rankings.
Google Guidelines on Creating Content provides insights for creators. You can evaluate the quality of your content by reading this detailed guide.
Backlinks
The number and quality of backlinks pointing to your website are considered important ranking factors by Google.
Quality means they must be from high authority sites rather than spammy ones.
User experience
The factors that are believed to enhance the user experience are:
website speed
mobile-friendliness
ease of navigation
They all lead to a positive user experience and signals to Google that your website is user-friendly.
Page load speed
Google likes websites with fast-loading pages. So you must focus on developing a fast website to enhance the user experience and get the favour of Google.
On-page optimization
Factors such as meta tags, headings and keyword usage are still considered important ranking factors.
RankBrain
RankBrain is a machine learning system used by Google. It is used to understand the intent behind a search query.
It analyzes search history, location, and web page content to deliver relevant search results. Understanding search intent is crucial for generating organic traffic to your website.
User Engagement
User engagement signals like click-through rate and bounce rate are also believed to impact Google's rankings.
Security
Websites with HTTPS encryption are favoured by Google's algorithm and tend to rank higher.
Local relevance
For local searches, factors like location data and Google My Business listings are also very important.
Google further breaks it down into three ranking factors:
Relevance: The relevancy of the searcher's query to the information you have provided in your listing.
Distance: The distance between your business and the searcher's location.
Prominence: The offline popularity of your business which is usually determined by reviews, ratings, and mentions.
It is important to note that Google's algorithm uses a complex combination of factors to rank web pages. So you must continually adapt your strategies to keep up with these changes.
How to monitor search engine rankings?
There are several tools and methods available to do this:
Use a rank tracking tool: SEMrush, Ahrefs, and RankTracker are popular tools to track the ranking of your website or specific keywords.
Check search engine result pages manually: You can manually search for your targeted keywords to check your website's position. However, this method is time-consuming.
Monitor traffic and user engagement: An increase in traffic and user engagement can be a sign of improved rankings. Tools like Google Analytics will help you monitor these changes.
Keep an eye on competitors: Monitoring the rankings of your competitors can provide insights and allow you to adjust your own SEO strategies accordingly.
Ways to improve your site's ranking
Here are some practical ways to improve your site's ranking:
Conduct keyword research and filter those queries your audience is looking for. That will allow you to optimize your website content for targeted keywords.
Create high-quality content that provides value to your target audience. Make your content valuable by adding images, videos, charts, case studies and other helpful data.
Optimize website structure including the use of title tags and meta descriptions.
Build high-quality backlinks from authoritative sites.
Work on improving website speed and user experience.
Utilize social media and other platforms to promote your website.
If your business has a physical location, implement local SEO strategies.
The bottom line
Keep in mind that SEO isn't a one-time process. It is important to wisely monitor and adapt your strategies to rank higher.
Higher rankings lead to increased visibility and organic traffic to your website.