Only in Germany, 23.9 million of the over 14-year-old german-speaking population used search engines on the internet for their information search daily in 2017. Compared to 21.08 milion in 2016, this is a growth of 13.38 percent. According to other studies, over 85 percent of all internet sessions start with the type-in into search engines. Therefore, Search Engine Optimization (SEO) offers a huge potential for companies to deliver the right information to interested users when they ask for it actively. To succeed against their competitors, it is important for companies to appear as high as possible in the search engine results pages (SERPs). The question about the most important factors to consider in SEO for good ranking positions is always highly discussed in SEO communities because Google reveals as little as possible to avoid manipulation.
But one thing appears to be clear: because of highly developed machine-learning-algorithms which influence Googles’ valuation of a website for its ranking, classical ranking factors can no longer be used as standard for every search query anymore, but relevant content as well as user experience have become important.
Table of Contents
I. INTRODUCTION
II. THE END OF CLASSICAL RANKING FACTORS
III. USER EXPERIENCE (UX) AND USER SIGNALS
IV. ON-PAGE OPTIMIZATION
A. Content
1) Keywords and WDF*IDF
2) Title-Tags and Meta Descriptions
3) URLs
4) Headlines
B. Technical Aspects
1) Page speed
2) HTTPS-encodings
3) Site architecture
4) Internal links
5) Mobile friendliness
V. OFF-PAGE OPTIMIZATION
A. Inbound linkss
B. Social Signals
VI. CONCLUSION
A. Summarizing
B. Conclusion and prospects
Objectives and Topics
The primary objective of this paper is to identify and analyze the most critical ranking factors for Google in the current SEO landscape, which has been significantly altered by machine learning and artificial intelligence. The research explores how classical SEO techniques have evolved and emphasizes the increasing importance of user-centric elements for achieving high search engine visibility.
- Evolution of ranking factors in the age of machine learning
- Role of user experience (UX) and user signals in search rankings
- Best practices for On-Page Optimization, including content strategy and technical structure
- Importance of Off-Page Optimization techniques like link building and social signals
- Adaptation to mobile-first indexing and technical SEO requirements
Excerpt from the Book
1) Keywords and WDF*IDF
As a basis for improving the ranking position, relevant contents for search queries and the typed-in keywords must exist. The relevant keywords can usually be found by keyword research with tools like Google Keyword Planner (Ansari & Müller, 2017, pp. 177 – 179). After the determination of the keywords and the creation of content, so-called “WDF*IDF” analysis help to find out whether the relevant keywords are used in an appropriate way. WDF*IDF is a calculation which looks at the frequency of a keyword in the present document (Within-document Frequency, WDF) and the frequency of the keyword in the present document compared to other documents on the internet (Inverse-document Frequency, IDF) (Primeseo, 2017). To use the right frequencies for relevant keywords is important because, among other things, Google decides which results it is going to show for a search query by looking for sites with the right keyword frequency (Erlhofer, 2016, p. 514). According to the Searchmetrics study of 2016, the relevance of single keywords for ranking is further decreasing, but holistic content and especially the relevance of its various keywords are very important (Searchmetrics, 2016, pp. 16-21). Therefore, the creation of contents should not only be focused on their WDF*IDF score but also on their relevance for users and their search intention (Erlhofer, 2016, p. 515). To get to know the users’ possible search intention, keyword researches with tools like Google Keyword Planner or taking a deeper look at Google Trends can help (Ansari & Mueller, 2017, pp. 89–98).
Summary of Chapters
I. INTRODUCTION: Outlines the significance of SEO due to increasing internet usage and the shift toward machine learning-based algorithms like RankBrain.
II. THE END OF CLASSICAL RANKING FACTORS: Explains why traditional, generalized ranking factors are no longer sufficient and highlights the rise of user experience and relevant content.
III. USER EXPERIENCE (UX) AND USER SIGNALS: Discusses the impact of user behavior, such as click-through rates and bounce rates, on organic rankings.
IV. ON-PAGE OPTIMIZATION: Details the structural and technical requirements for websites, including content quality, keyword usage, speed, and mobile friendliness.
V. OFF-PAGE OPTIMIZATION: Analyzes the influence of external factors such as inbound links and social signals on website authority and ranking.
VI. CONCLUSION: Synthesizes the main findings and provides a forward-looking perspective on the future of SEO and potential new search behaviors.
Keywords
SEO, Google Ranking Factors, Machine Learning, RankBrain, On-Page Optimization, Off-Page Optimization, User Experience, UX, Content Marketing, WDF*IDF, Inbound Links, Social Signals, Mobile-first Indexing, Page Speed, Search Intent.
Frequently Asked Questions
What is the core subject of this paper?
The paper examines the most important factors for achieving high search engine rankings on Google in an era defined by advanced machine learning algorithms.
What are the central themes covered?
Key themes include the shift from classical ranking metrics to user-centric signals, the optimization of website content, and the importance of both technical and external SEO factors.
What is the primary research goal?
The goal is to determine which SEO factors are currently most relevant for businesses to ensure high visibility in search engine results pages (SERPs).
Which scientific methodology is employed?
The research is based on a synthesis of existing studies, most notably the Searchmetrics "Rebooting Ranking Factors" report, complemented by relevant industry literature.
What is addressed in the main body?
The main body breaks down SEO into On-Page optimization (content, keywords, technical setup) and Off-Page optimization (link building, social signals).
Which keywords define this work?
Core keywords include SEO, Google Ranking, Machine Learning, User Experience, Content Strategy, and Search Intent.
How does the "RankBrain" algorithm affect ranking?
RankBrain uses machine learning to better understand the search intention behind queries, making holistic, relevant content more important than purely quantitative keyword density.
Why is "Mobile-first Indexing" highlighted?
It is highlighted because Google now primarily uses the mobile version of a website for indexing and ranking, making mobile friendliness a critical success factor.
Are social signals a direct ranking factor?
While there is a high correlation, they are not proven to be a direct trigger for rankings; however, they exert an indirect influence by increasing content reach and the likelihood of natural link generation.
- Quote paper
- Stephanie Kremer (Author), 2018, The most important facts to consider in SEO, Munich, GRIN Verlag, https://www.grin.com/document/448433
