Page rank on Google, where do you start? Avinash Kaushik, a Google employee, admitted at the 2017 Marketing Festival in Prague that Google's ranking factors could be as many as 1,000. Most of them we will probably never know, but with the most relevant specialists in SEO have been doing well for a long time. So what does a website's position in Google depend on? I already answer.
Design your website well
First and foremost, you need to manage your website well by optimising its performance. One of the most important factors that determine a page's position in Google is its loading speed. Any kind of video, images, graphics, fonts, JS scripts or code HTML - This all adds up to the "page weight". The greater the weight, the more time the browser has to spend downloading all the elements. Long loading times not only discourage the user. It is also lethal for Google's robot, which verifies the speed of a page based on the site's code and file size.
You can check the speed of your website in the free tool PageSpeed Insight.
What about linking? Proper linking cannot be overlooked, which largely determines how your site will rank in Google. Outbound links should only direct from your site to pages with high domain authority. Ideally, these should be thematically related. Incoming links also need to be treated with care - the robot is very quick to pick up domains that drive artificial link generation from low-quality pages. Traffic collection must look as natural as possible.
When designing your site, you also need to pay attention to the navigation layout of the page - a clear structure promotes indexing.
The position of a page in Google also depends on many less obvious factors such as age of the domain. The higher, the better.
Positioning your website in Google? The right content is essential
The usability of the content on the site is another important ranking factor. This includes:
Useful content = high ranking in search results. The important thing here is CTRThe higher the CTR, the better for your website. The higher the CTR in organic results, the better for your website. However, high traffic from organic results has a pitfall - the Bounce Rate, or rejection rate. The robot is cunning enough to judge the situation where a user has entered your site and then returned from it back to the organic results on Google very simply:
Your page did not fulfil the criterion for the phrase in question (which the user typed in). Conclusion: the site does not have valuable content because it did not meet the user's needs.
To recap: if a user accesses your site (which was ranked 4th in the search results), then leaves it and, like the next person, moves on to a page ranked lower (say, 5th position), this is a sign to the robot that your site is of less value. The next time it is indexed, it may therefore distribute the organic results differently, resulting in a drop in your page in the organic results.
The content itself is also governed by its own rules. Saturating it with key phrases is essential (well-chosen phrases, of course). However, the algorithm looks much more favourably on articles/descriptions/etc. that have images or multimedia. On top of this, update your content regularly - avoid any downtime in publishing new material (e.g. in the case of a blog), and if you are temporarily unable to provide fresh content then update existing articles. Bearing in mind, of course, that it is better not to publish anything if you have to upload a poor entry. Such may fall victim to the filter, which is becoming more and more effective in sifting out worthless content (forget about publishing so-called pretzels - content saturated with tons of phrases without any content value).
The position of a page in Google is the appropriately chosen H2, H3 etc. headings. If they contain key phrases that later appear in the text, the more value is given to the whole by the Google robot.
Avoid simple mistakes as much as possible
It is important not only to add new, valuable content, but also not to make mistakes. These sometimes cause the position in Google to fall by the wayside. An example is the situation at the end of 2016, when Drutex lost around 50-60% of visibility in Google. Why? A refresh of the image and the implementation of a new customer service were involved. However, no one wrote down the addresses URL descending page to keep the visibility of the domain stable using a 301 redirect.
However, I often see simpler mistakes on pages, such as internal duplication. I can assure you that the same description on a page of dozens of products in an online shop is not a good idea and will not positively affect the page's position in Google.
Finally, here's something else that many people forget: adapting the site for display on mobile devices. But that's another pair of calicoes.
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