Every year, SearchMetrics releases an SEO Ranking Factors Study. The key take away this year is that content may now be truly king.
Content
- There is a measurable correlation between the quality of content and rankings. This is demonstrated by, among others, the analysis of two new features based primarily on word co-occurrence analysis: Proof and Relevant Terms.
- The length of content continues to increase.
- A good internal linking structure is an important factor, and probably the most underrated SEO measure.
Onpage Technical SEO
- Onpage, the keyword remains an important part of the overall concept for SEO, often represented by a balanced presence in Title, Description, Body copy, H1, H2, etc. Needless to say, that keyword stuffing should still be avoided. However, there is a definite trend towards developing keywords to topics to generate holistic content.
- Site load speed is a very important performance factor.
- Good site architecture is the beginning and end of effective SEO.
Backlinks
- The quantity and especially the quality of backlinks remains important.
- The number of keyword backlinks continues to decrease, even if the correlation increases.
User Signals
- Both the click-through rate and the time-on-site are considerably higher in better ranking sites – this may appear obvious, but average values determined over many URLs can be used as a benchmark for your own optimization.
- The bounce rate is lower for top-ranking URLs.
by Joe Seidler
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