Search Engine Ranking Factors

It’s easy to say that content is king and that the “best” websites (as in the top ranked websites) are the ones that feature high quality writing. While this isn’t a deception, it’s actually a somewhat peripheral view of what is involved in search engine ranking factors.

First, understand that there is no universal standard. Each search site has its own unique algorithm method for determining the order of search results. In total, sites like Google, Yahoo and Bing take into account many factors (in Google’s case up to 200) before ranking the sites in what they consider to be “relevant order.”

Yes, you will find some subtle and yet significant differences between Google and Yahoo, in terms of what sites are featured. SEOMoz mentions several factors that may be related to higher or lower rankings based on an analysis of top search marketers. The most common factors repeated included:

• The keyword being the first word on the page title
• A consistent but not overstuffed keyword density
• An exact match domain name
• The keyword in a sub or root domain name
• Reputation of the host domain
• Link popularity
• Anchor text
• Traffic and Click Through Rate data

Of course, there were many other factors cited, but the top scoring factors all had to do with keywords used effectively, not only in the content, but also in the website optimization.

A lot of media attention has been given to Google, in the wake of the “Panda” update to their algorithm. CNET reported that shortly after the Panda change went into effect, news websites surged in traffic, as did social media sites, whereas heavy advertising sites and so-called “content farms” took a dive.

SEOMoz’s latest reports suggest that a careful balance between better quality content and keyword repetition seems to be working with Panda. It is apparent that the web is trying to raise the bar as far as content is concerned, but that we are all still holding on to the fundamentals of web searching—and that is in searchable, keyword-friendly text.

Remember, as you continue to perform keyword research for your company, don’t settle for one search site, because the algorithms are different and nothing at this point can be taken for granted. Learn the factors of each search engine, from company statements as well as from user experience. This is the best way to approach the issue.