Original title: 11 factors affecting Google SEO ranking of independent stations in 2022

Getting a good ranking in search engines has always been an important job for enterprises in Internet promotion. The website ranking will naturally lead to relatively good traffic, which is conducive to business transactions and SEO practitioners to build personal brands.

In other words, the core issue of Google SEO for websites is how to make websites rank higher. What are the factors that affect website ranking?

Google SEO

Relevance between search terms and content

It is easy to understand that the search results of users must meet their search needs. Many years ago, when Google's algorithm was not yet mature, corporate websites maliciously stacked keywords, or even meaningless keywords to get higher rankings.

When users get SERPs after searching, they can only view the relevant titles and descriptions, not the internal content of the website, and can only see them after they open it.

However, if an enterprise cheats to get users' clicks, it will not only lose users' trust, but also be punished by Google once it is found.

Therefore, as Google's algorithm continues to mature, search content relevance has gradually become an indispensable factor in website ranking. Website practitioners must determine the core keywords suitable for their websites and write relevant copywriting content.

Content update frequency

The update frequency of the website cannot be too high or too low. High update frequency will make Google think that you are eager for success and piling up content, which will have a bad effect.

Google likes high quality content rather than high quantity of content. We need to update the website content regularly and ensure a certain quality. Only in this way can we continuously improve the weight of the website.

Regular website updates are a very important factor in website ranking, because regular updates also notify search engines. This is an active website, which will regularly provide users with high-quality content, so that spider programs can be attracted to crawl and include websites, thus improving the ranking.

Content length and depth

Many SEO practitioners do not know that blog content should write a few words to get a better ranking, nor do they understand whether the length of blog content is a reason for websites to get a ranking.

There is a very simple way to let you know how many words you should write if you want to rank this article on the Google homepage: enter your target keywords into the Google search column, open the first three results of the returned SERPs, and calculate the average of the number of text.

At the same time, content depth is also highly valued by Google. Google wants to list the most useful results on the home page, so the search engine will know whether your discussion on this topic is in-depth or superficial.

Page dwell time/bounce rate

The bounce rate means that users come to your page through search results and leave without clicking any other page. The percentage of such user behavior in all visits is the bounce rate.

In Google's view, websites with high bounce rate and short page dwell time cannot meet users' needs, that is, the relevance of website content and keywords is not enough, which is not helpful to users. This is an important factor to measure the quality of website content, and also an important factor affecting website ranking.

Page click rate

Generally speaking, the click through rate is the percentage of the amount of content being clicked and the amount of content being displayed. That is, if the user clicks 10 times on the content and displays 1000 times, the click through rate is 1%.

The reason why Google regards page click rate as one of the factors of website ranking is that click rate represents the degree of users' liking. The higher the click rate, the more users will like the content, and the more users like the content, the more search engines will like it.

Web page opening speed

Since 2010, Google has taken page opening speed as an important factor in website ranking. In order to optimize the user experience, Google does not want the content on the home page to open slowly.

Generally speaking, the opening speed of a page should not be slower than 3s. According to statistics, every second of delayed web page opening may bring the following consequences:

11% fewer page views
User satisfaction decreased by 16%
Conversion rate decreased by 7%

We can use Google SEO tools (such as GTmetrix) to check the opening speed of your website and make relevant optimization according to suggestions.

How can you speed up your website and make it survive in Google's competition?

Here, we take the website built by WordPress as a sample to explain. WP plug-in There is a plug-in called EWWW Image Optimizer, which is installed and activated.

Open the plug-in background, click settings, click Easy Mode, and select Lazy Load.

Website weight/authority

When people need to look for something reliable, Google needs to ensure that it can provide the best results that can be returned to users under the search command, or return the pages written by reliable experts or authorities in the field.

This is a very important point. Google needs to ensure the user experience from another perspective. Google wants the pages from authoritative sources to rank high.

Research shows that "topic authority" is a key factor in website ranking: Google's search quality scoring guide mentions the concept of E-A-T.

E: Expertise
A: Authoritativeness
T: Trustworthiness

E-A-T is not a direct ranking factor, but Google has designed its algorithm to improve the ranking of websites that can show professionalism, authority and credibility.

Website security (HTTPS)

HTTPS：Hyper Text Transfer Protocol over SecureSocket Layer.

HTTPS adds SSL on the basis of HTTP, that is, it adds another layer of module to handle encrypted information. The information transmission of the server and client will be encrypted through TLS, so the transmitted data is encrypted data.

Most websites now have SSL, which means they are secure. Google attaches great importance to website security. If a website has a complete hidden danger and unhealthy content, it will not only affect the user experience, but also affect the ranking.

In other words, as one of the factors of website ranking, although website security has little impact, it is indispensable and necessary.

External chain construction (inbound connection)

Once, inbound connections were an important factor in Google's ranking algorithm. When a website links a page to a website, it is like "voting" for the website.

The website with high DA value links to the website with low DA value is passing weight to the website, but in recent years, the position of backlinks in website ranking has declined a lot. Whether it is a nofollow or a dofollow link, its influence on website ranking is not as great as before.

And as mentioned in other video tutorials or blogs, excellent external links are very difficult to obtain. Since it is difficult to obtain and the results are very small, we did not focus too much on the construction of the external chain.

Image optimization

Image optimization can be divided into several aspects, one of which is image compression, which can be converted into webp format, or loaded by lazy load, which is conducive to improving website speed;

In addition, there is evidence that good image placement can improve the conversion rate of websites. Add alt and title tags to the image, and put the image in the right place, which can not only make users understand the image more deeply, but also tell the meaning of the image to search engines.

This is also a website ranking factor that cannot be ignored.

Mobile device suitability

According to the official data of Google in 2019, 65% of searches come from mobile devices. Just looking at the data, we can see that mobile search accounts for a large proportion. So if your website is not suitable for mobile devices, your website ranking may be affected.

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