SEO Factors 2017 – Research Released
Google uses over 200 factors to rank sites. They are not equally important, so the thing is to know which ones are the most significant. In this article you will learn 12 most powerful factors 2017.
Why is it so important to follow research about SEO factors?
Ranking factors are signals to Search Engines about your website. SEO has to ensure that your content contains right signals. Studies show that the first position on Google search results has a 34.36% clickthrough rate (Advanced Web Ranking, 2015). Moreover, this study also indicate the high percentage of clinks for 5 first results only! It is 67,60% of all clicks. That is why knowing right ranking factors is important to your business.
The research were conducted by SEMrush and released in June 2017. They listed SEO factors which can help your website rank higher. SEMrush pointed out 12 of them and grouped them into 6 fields which in this research came out to be the most important.
Now, let’s look more closely to the research..
About the SEMrush Research:
- The sources of the research include about 6000 keywords from the worldwide range and the pages’ positions in search engines;
- The method of the research is based on the correlation between a factor value and a page’s position;
- The factors being considered are: on-page factors, backlinks profiles and traffic data.
About the Authors:
SEMrush is a research service for online marketing founded in 2008 with 350 employees in 4 countries. It provides SaaS product which helps users with their marketing strategies by improving ranking in search engines.
They say that the goal of their study is “to help SEOs prioritize tasks and do their jobs more effectively”.
The research emerged 12 SEO Factors which are listed on the graph below:
The factors which are the most important are: website visits, time on site, pages per session and bounce rate; referring domains, content length and website security. The next ones appear to be less significant: keyword in body, keyword density, keyword in title, keyword in meta, video on a page.
Let’s analise the most significant factors:
As you know, website which has more visits in the month have better website’s popularity indication. The unique visits respond to the number of time website has been visited regardless how many visitors make this number up. The research says that the unique visits are related to the page’s rank.
The research consult three kind of visits: unique visits, all visits and all visits excluding search traffic. The results show that high-volume keyword group ranks better and Google prioritizes that domains as with more authority, even excluding organic research.
It means that organic research should be consider as well as building brand awareness.
Time on site, pages per session and bounce rate
The next three factors have been grouped as “User behaviour signals”. It presents what users do while visiting your website. It can be either time they spend on your website in general, different pages, visits by session or bounce rate. The last one is the percentage of visitors who leave the website after viewing one page only. User behaviour signals provide information about that how engagement your content is or whether website’s navigation is convenient.
As the most important was shown factor Time on site. Pages which rank high when visitors spend more time on this website. This metric also correlates with high-volume keyword interval.
Pages per session factor shows that high number of plural website’s visits contributes to the top position on SERP. First four top pages usually have the same number of pages visited per session.
Relatively also lower bounce rate is presented on the top pages on SERP.
The user behaviour signals can be consider as a trust for pages that rank higher and that is why users spend more time exploring this particular pages.
Domains your backlinks referring domains come from. However, it responds to the number of domains, not the number of backlinks. That so, it is a matter what domains contains your backlinks, because due to the Google’s advanced tools, only trustfull domains will be counted.
The research proved what is already known – pages which rank in search engines high, have also high number of referring domains. Moreover, pages with high-volume keyword group appear unbeatable, with the number of 10, 000 referring domains. If your pages belong to low-volume keyword group, you should also put effort to link-building strategy.
There is no one rule telling you how many words the content of your website should contain. However, longer text brings some advantages to your marketing strategy.
There are three things you have to consider about long content writing:
First of all, long content makes an impression of its reliability and that it is trustworthy. It seems like it contains a lot of information and the research about the topic was solid.
Secondly, it is matter what kind of content you provide. The research indicates that long-tail queries are related to long content. Why is that? If someone is looking for a particular topic, narrowed to some issue, it should be extensively and in-depth described. On average, content of this kind of topics is 20% longer than in case of short-tail queries.
Thirdly, another study conducted by Moz, shows that long content generates more backlinks in average. Due to that, as you have learnt before in this article, more backlinks contribute to better ranking with SERP.
However, any of long content will keep the user interested in your text if it is not good written. In case of content writing in general, the crucial issue is to write a relevant qne high quality content. No matter how long it is, you have to not keep professional writing standards.
Also, do not forget to separate your content to shorter sections to make it clear and easy to read.
To improve your website security you should consider HTTP version of your site. Why is it important? Improving your web security in general protect your user, but it has been also promoted by Google what goes along with new rules and policies. Changing your website to HTTP version might be interpreted as protecting your user what gives you better authority of your web.
The research shows that there are two different patterns for high- and low-value keyword groups. Domains of the group of high-volume keyword which rank high in search engine use HTTP. The ones from low-volume keyword group do not always are users of HTTP what can be a signal for you to take an advantage and use HTTP to chase your competitors off.
The significant use of HTTP in SEO strategies should be considered in a high-volume keyword groups as one of the most important methods. However, you must to be aware of the costs of this move.
There is one more factor pointed by authors this research – On-page elements.
- On-page elements
This additional factors appear to be less influential than the other ones listed in this research. However, as a marketer you should also take it under consideration in you SEO practice. These factors are: keyword in body, keyword density, keyword in title, keyword in meta, video on a page. They have been described as on-page elements.
Let’s define them in brief:
Keyword in body – it is simply a keyword insert in a main text.
Keyword density – it is a percentage of times your keyword appears in your page divided to number of words on the page in total.
- It shows this formula: (Number of keywords/ Total number of words) * 100
Keyword in title – is a keyword in a title of your post.
Keyword in meta – is a keyword written in HTML which is displayed in search engines as a link to your website.
The research shows that any of these locations on your page will help improve your ranking, but most of the high-ranked websites use these techniques.
Relatively, low-volume keyword groups need that even less, and non-significant percentage of the website from this group which rank high use on-page elements.
The research also indicates small role of video content in the matter of SEO ranking. Having a video will not improve your rank position, unless your profile require this kind of content and your audience would be interested in it.
What the research means to you?
Summarising, there are factors which you should definitely use in your SEO strategy. The research indicates some significant factors which, following the numbers, improve rank position in search engines. Depending on whether your website belong to high- or low-keyword group you should take advantage of listed factors and apply them into your website.
In brief, you should focus on:
- Triggering traffic on your website what will improve rank position (through social media, paid ads, etc)
- Engaging your visitors by publishing high quality and relevant content;
- Easing navigation on your website;
- Improving your backlink strategy considering trustful domains only;
- If your website belongs to high-volume keyword group you should invest in its security using HTTP version.
Are the results reliable?
As a marketer you need to keep your eyes on this kind of research to be aware of trends in SEO area. The digital market is dynamic and that is why every new-released research shouldn’t miss your attention. There are many digital marketing agencies conducting this kind of research and your job as a marketer is to keep your eyes on it and find your silver bullet.