Lesser-Known But Important SERP Ranking Signals You Should Know
by Al Gomez
As a marketer, you probably are already aware of the most prominent ranking signals you should consider when optimizing your website for SERP rankings.
You also know that along with these factors; Google is likewise considering hundreds of factors before showing websites on the top page. And you also know that Google doesn’t directly tell us what precisely those ranking signals are.
It is up to us to determine other ranking signals that Google considers that may make or break our website.
So to help you, here are other important factors you may not be aware of that can boost SERP ranking.
Freshness Of Contents
This is a ranking factor way back since the Caffeine update . Since then, Google has prioritized new content over older ones.
As you know, Google continuously index contents in a global level, this allows us to view fresh content on search engine results page.
This means that if you regularly edit your page and add newer contents, your chances of getting your page reindex and landing to top search results is higher.
Another way to capitalize ranking signal is to update old but valuable contents so Google web spiders can crawl it again.
When I say update, it is not enough that you just edit the date or a line or two of your content. You need to edit your content in a way that you give it a fresh perspective.
As we all know, Google loves fresh and quality content, and that’s how you do it.
Mobile Optimized Site
This is a ranking signal the industry has been buzzing about for months now. Now that we are leading to the Google’s mobile-first index algorithm update, it is about time that you make some changes in your website.
This is the right time to think “mobile”. There are so many ways you can do to update your website and make it mobile friendly like redesigning your website and adjusting your content for screen space.
It could be a total headache when you deal with, but you don’t have other options but to oblige yourself since the path of SEO seems to be going that way.
At the end of the day, responsive and mobile-friendly websites are the ones that Google will prioritize.
In 2009, Matt Cutts explained how geographic signals affect the ranking. Aside from the server location, or IP locations, Google may use other geographic signals for SERP rankings.
These signals are important especially if you are doing local SEO. Geo signals can come in many forms. They could be the information you placed in your website such as your address, the traffic information, backlinks, language or the location of your target audience are considered geographic signals.
So if you want to increase your ranking in a particular location, you may want to go over these geographic signals.
Speed And Usability
Speed and usability are more than just a ranking factor. It is also a critical factor that could affect user engagement to a website.
This is why if you want to boost your rankings and at the same time nurture user experience, you need to go over your website architecture and optimize your page speed and usability.
With the advent of artificial intelligence, Google can now go through your website to evaluate whether you have a fast loading time and great user experience.
Just recently, Google also introduced a couple of tools that can determine how well you rank compared to your competitors in terms of mobile speed. The other one measures the impact of your website mobile speed on your site in monetary value.
Outbound links also play a role in your ranking in SERP. These, in some way, allow Google to measure the credibility and authority of the page.
It simply means that when you are linking to highly authoritative websites, Google may consider it as a plus point on your credibility but if you are linking to poor, spammy pages, this may affect your ranking.
Diversity Of Links
The variety of the links you build is also an important factor in SERP ranking. If you are used to building the same type of links for your website, this may indicate that your site is spam thus, may result in a low ranking.
You need to diversify your link building strategies to avoid Google penalty. Aside from regularly creating quality content, you can also get links from reviews, local citations sites, social media channels and a lot more.
Duplicate contents and keywords usage are probably the most common factors that could affect rankings.
Who wouldn’t be aware of that when they are all over the web? But as I said, your Google ranking is a product of the many ranking signals interacting and working together in lots of complicated ways.
While we have no concrete way of understanding how Google rank our website, we know one thing is sure, that all these are done for better search experience.
And while there are hundreds of ways to boost search rankings, the best we can do to stay on top is to be updated to all the changes and updates in algorithms and follow the rules and good practices which Google has implemented.
March 12, 2018