1. Content quality and relevance
- Keyword usage and density: Proper use of relevant keywords throughout content, maintaining a natural balance without overstuffing. Learn more!
- Content length and depth: Comprehensive coverage of topics, typically with longer content performing better for complex subjects.
- Freshness and regular updates: Keeping content current and periodically updating it to reflect the latest information.
- Originality and uniqueness: Creating original content that offers unique insights or perspectives not found elsewhere.
- Readability and formatting: Well-structured content with clear headings, short paragraphs, and easy-to-read language.
- Multimedia integration: Incorporating relevant images, videos, or infographics to enhance user engagement and understanding.
2. User experience (UX)
- Page load speed: Fast-loading pages improve user experience and are favored by search engines, so it's important to avoid problematic design choices like hero sliders that can significantly impact page speed. Pro tip: save your images using the WEBP format, not JPG. Learn more!
- Mobile-friendliness: Sites optimized for mobile devices rank better in mobile search results.
- Responsive design: Websites that adapt to different screen sizes provide a better user experience across devices.
- Intuitive navigation: Clear, logical site structure that allows users to find information easily.
- HTTPS security: Secure websites using HTTPS protocol are given preference in rankings.
- Core Web Vitals: Google's metrics for user experience, including Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS). Learn more!
3. Backlink profile
- Number of quality backlinks: Links from reputable, authoritative sites signal content value to search engines. Learn more!
- Diversity of linking domains: A variety of different sites linking to your content indicates widespread appeal.
- Relevance of linking sites: Links from sites in similar or related industries carry more weight.
- Anchor text distribution: A natural mix of branded, keyword-rich, and generic anchor texts in backlinks.
- Dofollow vs. nofollow ratio: A balance between followed and nofollowed links suggests a natural link profile.
- Natural link velocity: Steady, organic growth in backlinks over time, rather than sudden spikes. (This is an important one!)
4. Technical SEO elements
- XML sitemap: A file that lists all important pages, helping search engines crawl your site efficiently.
- Robots.txt optimization: Properly configured file to guide search engines on which parts of your site to crawl or ignore.
- Canonical tags: Tags that indicate the preferred version of a page when similar content exists on multiple URLs.
- Structured data markup: Code that helps search engines understand the content and context of web pages.
- Crawlability and indexability: Ensuring search engines can easily access and index all important pages on your site.
- URL structure and parameters: Clean, descriptive URLs that are easy for both users and search engines to understand.
5. On-page optimization
- Title tags and meta descriptions: Optimized, keyword-rich titles and compelling meta descriptions for better click-through rates.
- Header tags: Proper use of H1, H2, etc., to structure content and signal importance to search engines. (Pro tip: Use them in order.)
- Image alt text: Descriptive text for images, improving accessibility and providing context for search engines.
- Internal linking: Strategic links between related pages on your site to distribute page authority and guide users. Learn more!
- URL optimization: Creating SEO-friendly URLs that include relevant keywords and are easy to read.
- Schema markup: Structured data that provides additional context about your content to search engines.
6. Site structure and internal linking
- Logical site hierarchy: Organizing content in a way that makes sense to both users and search engines.
- Breadcrumb navigation: Showing users their location within your site's hierarchy and improving internal linking.
- Flat site architecture: Minimizing the number of clicks required to reach any page from the homepage.
- Internal link relevance: Ensuring internal links connect topically related pages to reinforce relevance.
- Link depth: Keeping important pages within a few clicks from the homepage for better crawling and user access.
- Proper use of categories and tags: Organizing content effectively to improve site structure and user navigation.
7. User engagement metrics
- Click-through rate (CTR): The percentage of users who click on your search result, indicating relevance and appeal.
- Time on site: The duration users spend on your site, suggesting content quality and engagement. This is sometimes referred to as 'dwell time'.
- Bounce rate: The percentage of single-page sessions, with a lower rate generally indicating better engagement.
- Pages per session: The number of pages viewed in a single session, suggesting content quality and site structure.
- Return visitor rate: The percentage of users who come back to your site, indicating value and loyalty.
- Social shares and comments: User interactions that signal content quality and engagement to search engines.
8. Domain authority and age
- Domain age: Older domains may be viewed as more trustworthy, though this factor's importance is debated.
- Domain registration length: Longer registration periods might signal long-term commitment and legitimacy.
- Brand mentions and citations: Online references to your brand, even without links, can boost authority.
- Author expertise (E-E-A-T): Demonstrating experience, expertise, authoritativeness, and trustworthiness in your content and authors. Learn more!
- Industry authority: Establishing your site as a go-to resource in your niche or industry.
- Topical relevance: Consistently producing content related to your core topics to build topical authority.
9. Local SEO factors
- Google My Business optimization: Fully completing and regularly updating your GMB profile for better local visibility.
- Local citations and NAP consistency: Ensuring your business name, address, and phone number (NAP) are consistent across the web.
- Reviews and ratings: Positive reviews and high ratings can improve local search visibility and click-through rates.
- Proximity to searcher: Physical distance between the searcher and your business location affects local rankings.
- Local content relevance: Creating content specific to your local area or addressing local issues and topics.
- Local backlinks: Obtaining links from other local businesses or organizations to boost local authority.
10. Social signals
- Social media presence and activity: Maintaining active, engaged social media profiles for your brand or website. Learn more!
- Social sharing of content: The number of times your content is shared on social platforms, indicating popularity.
- Social engagement: Likes, comments, and other interactions on social media that show audience interest.
- Influencer mentions: References or shares from industry influencers that can boost visibility and credibility.
- Brand hashtag usage: Creating and promoting branded hashtags to increase social visibility and engagement.
- Social profile optimization: Ensuring your social profiles are complete, consistent, and linked to your website.
