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DESIGN. DEVELOP. DELIVER.

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DESIGN. DEVELOP. DELIVER.

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Searchmetrics released its annual study of Google’s top search ranking factors recently. This is used as a comparative benchmark for webmasters, online marketers and SEO’s to identify patterns and trends. The company’s historical database contains over 250 billion pieces of information such as keyword rankings, search terms, social links and backlinks with global, mobile and local data covering organic and paid search plus social media.

 

The full 63-page report can be downloaded here. We thought we’d take a look at the key takeouts from the report which measure the top 20 search results for 10,000 keywords:

 

Ranking factors are more personal

 

Much has changed over recent years with universal ranking factors certainly a thing of the past. These days each individual search query has its own ranking factors that are continually changing. Benchmarks like the Searchmetrics annual report, which provide key insights, can be used by search specialists to understand what impact Google’s evaluations will have on its clients’ rankings.

 

Content remains king as does user intent

 

We all know content is king with the main challenge for SEO’s ensuring each post is relevant to users. Word count continues to be important with the top ranking sites exceeding an average of 1000 words. Continuing to write content specific to your readers and on a regular basis remains of prime importance. Search queries can vary enormously however so the more specific the content is, the more likely it is to be found and shared.

 

User intent is an essential part of the mix for SEO’s. Regularly studying the SERPs for a brand’s basic keywords will help uncover what people are looking for. Likewise, customer data will keep SEO’s up to speed with industry developments while focusing on user intent, rather than just keyword research, will help enhance search queries.

 

Technical factors continue to be important  

 

In addition to having relevant content, web pages need to provide a smooth user experience and being fully optimised. Ensure your website is mobile first as these sites will always rank higher in Google search than those that are not. Tips on how to make your website mobile friendly can be found here. You should also review how quickly your site loads and how large the files are as well as performing your on-page technical basics. Nearly half the pages in the top 20 of the Searchmetrics report were encrypted using HTTPS.

 

User signals provide Google with feedback

 

Google has a wealth of data generated from its search results, browsers and analytics. As such it’s able to identify how satisfied a user is with their search results with an evaluation created in real time. Top ranking factors include click-through rates, time spent on a site and bounce rates. The average bounce rate for websites on the first page of Google is 46%, with the time on site for the top 10 sites being 3 minutes 10 seconds. Websites in positions 1 to 3 typically have an average CTR of 36%. When working on your keyword research and user intent, also consider local search as well as the topic.

 

Backlinks have less influence on rankings

 

Although a website with an established link structure should never be underestimated, links are less influential when it comes to search results. There has been a dramatic drop over the past 12 months with relevant content and user intent ranking above. It’s now possible for a site to have a higher Google ranking than a competitor even if it has fewer links. While this is topic dependent, typically it’s come about as mobile searches have rarely linked even if they’re shared or liked.

 

Backlinks do form part of Google’s algorithm but they’re certainly not the driving force they were previously. Penguin is now a factor in the algorithm too, which means less stability: websites can move up and down rankings quickly as a result of other’s efforts. While you should ensure you keep your backlink profile clean, it’s important to continue with your outreach activity too. Links pointing to your website with a high domain authority will ensure you are seen as an authority in your niche.

 

So to summarise, we can expect content and user intent to increase in importance with technical also a key driver in search results. Backlinks are on the decline and now just one of many contributing factors in a site’s visibility.

 

 

For further information, complete our contact form today or call our Digital Marketing Manager Paul Mackenzie Ross on 020 3146 4341



Accelerated Mobile Pages (or AMP) is an open source project from Google, designed to make web page content load much faster on mobile devices. In essence, it’s a slimmed-down version of HTML – a way of building web pages for static content that render quickly. Simplified coding is required, there are certain HTML tags you can’t use for example, and a streamlined version of CSS is essential. JavaScript is not permitted; instead, you’re required to use a JavaScript library. This manages resource loading to provide you with custom tags and quick rendering.

The purpose of Accelerated Mobile Pages is to reduce the technology that would normally be used to create web pages, resulting in instant readability. AMP also makes web pages available from its own servers. The best option is to have two versions of your content pages – the original website version and the Google AMP version. No-one wants that mobile search experience where a website is frustratingly slow or doesn’t load at all. AMP provides mobile users with an enriched experience. It’s also a great way to ensure visitors remain on your site for longer, therefore increasing your lead potential.

(See more on the official AMP Project pages)

How can Accelerated Mobile Pages affect your SEO?

We all know speed is of the essence when it comes to SEO. But does AMP have an impact on your SEO? Well yes, it does. It can improve your exposure and visibility, which can result in SEO perks, and you’re likely to see a spike in advertising click through rates. Here are a few of the ways AMP can have a positive effect on your SEO:

  • With Google’s top news carousel powered by AMP content, and listed at the top of the SERPs, benefits can include increased visibility, a higher click through rate and greater authority. All of which are essential to building trust and generating leads. You may also see a higher ad click-through rate as mobile visitors are more likely to click on your Accelerated Mobile Pages.
  • Over time websites that don’t implement AMP could rank lower in mobile search rankings than those that do. While it might not impact your mobile ranking directly, Google places a great deal of emphasis on mobile optimisation and the majority of visitors now access websites via a mobile device. Users are more likely to click on a page that has an AMP label too which can result in a higher click-through rate.
  • Advertising on AMP can greatly improve your performance. This is because they have more exposure on the carousel and therefore receive much higher views. Ads will also appear quicker due to the speed the content loads. Ads on AMP typically tend to look better and are more difficult to block as well.

For more information on Google’s Accelerated Mobile Pages, contact Surrey web agency Clever Marketing on 020 3146 4341 or if you need to check how mobile-friendly your website is, request our free website audit now!



Initially introduced back in 2012, the purpose of Google’s Penguin algorithm is to identify unnatural backlinks in Google search results. As of September 2016, Penguin 4.0 was released and now running in real-time – this will be Google’s last update. But what does it mean and how could it affect you? We take a look at the questions everyone is asking.

 

What is Google Penguin?

Google Penguin is a web spam algorithm designed to capture websites that have created unnatural backlinks to gain an advantage in search results. While other factors are taken into consideration to ensure websites meet webmaster guidelines, the primary focus is backlinks. Penguin finds unnatural links that webmasters use to manipulate search results.

 

What makes links important

If you have a well respected site with a good domain authority linking to your website, it’s like a recommendation. Equally if you have a large number of smaller sites linking back to your website, this too can be effective. Anchor text can also play a part as it’s clickable text with a hyperlink suggesting the website in question should be trusted.

 

What’s different about Penguin 4.0

With Penguin data now in real-time, it’s possible to continually re-crawl and re-index web pages. Refreshing data in this way means bad links devalue individual rankings (rather than receiving old fashioned penalties) which can be recovered from in real time. In previous versions, Penguin updates would penalise an entire domain. Penguin 4.0 is more granular with ‘penalties’ issued for specific pages. It works by devaluing spammy links and adjusting a site’s Google ranking based on spam signals. Penguin is now part of the core Google algorithm which consists of 200 other signals that can affect rankings.

 

How to avoid being penalised

As has always been the case, webmasters should focus on creating compelling content that is updated regularly. The focus should be on the end user, making sites unique, valuable and engaging. Avoid duplication or thin content, rich anchor text and use relevant links. Any links pointing to a webpage need to have value to the end user, providing relevant information related to the product or service. Penguin penalties will mostly relate to links and anchor text whether its external links from your website or incoming links.

 

What to do if rankings have been effected

With Penguin now in real-time, penalties can be cleared much quicker than they were previously so don’t panic. In fact penguin recoveries are already being reported. The process for cleansing your site will likely include checking backlinks and undertaking a new link building campaign, supported by social media, to re-establish authority in search results.

 

Worried that you may have been effected by the penguin update? Get in touch and see how our SEO services could help!

 


























Print’s Not Dead!

26th September 2014