Positioning a site among the top on Google can be very relevant, especially if the keyword in question has a good search volume.
Companies invest heavily in SEO jobs to achieve good positions. However, they often commit basic failures that can negatively influence this result.
In this article we will mention some factors that can make a big difference in the organic positioning and the audience of your company’s website.
Shall we go to them?
1 – Performance (SEO)
One of the basic principles that the Google algorithm aims to protect is the good user experience (UX) so the best experience for whom does the search on the search engine.
And there is no worse experience than entering a site that takes time to load.
Even without considering the issues of positioning on Google, see what a slow website can do based on a survey published on the Neil Patel website:
- 47% of consumers expect an Internet page to be opened in 2 seconds or less.
- 40% of people leave a website that takes more than 3 seconds to open.
- A 1 second delay in page response can result in a 7% reduction in conversions / sales.
If performance has all this impact for users, it is clear that Google considers this as a big weight in their ranking.
Among the main factors that can hinder the loading time of your website, we highlight:
Hosting: One of the villains of your performance can be your hosting. Response and processing times have a direct impact on the loading time of your pages. So choose a reliable website hosting service;
SEE ALSO: How Website Hosting Systems Affect SEO Performance
Poorly optimized images: In order for websites to display larger images, professionals reduce the size of images directly in the HTML code. This practice can be harmful, as it increases the number of files and decreases the speed of the pages;
Cache: Nowadays, using cache on a website is essential. It allows the loading of the site to be faster, generating better performance and user experience;
HTML / CSS compression: There are several plugins that do this compression automatically, especially when it comes to WordPress. It reduces the size of files by removing unnecessary data, without affecting its operation;
Asynchronous Loading: It is the possibility to load script and CSS codes simultaneously. For it to occur, it is necessary to include a tag in the code snippets. Asynchronous loading improves performance, resiliency and avoids page rendering delays.
A widely used tool for evaluating website performance and pointing out errors is GTMetrix.
2 – Usability (SEO)
With each passing day, Google gives more weight to the famous “User Signals”.
Through these behaviors, the algorithm is able to understand whether the quality of a given site is satisfactory and meets the demands of users.
For this, several metrics are used, but the main ones are: Bounce Rate and CTR (Click Through Rate).
The Bounce Rate is measured by the percentage of users who visit a given page and, instead of continuing to browse your site, leave it.
This may mean that these users were not satisfied with the content they found and / or need more information to complete the search.
To improve these indexes, it is necessary to pay attention to the usability, content and internal link of your posts (when we talk about a blog or content portal).
The CTR is measured by the percentage of the volume of clicks as a function of the volume of searches for that term on Google.
If a given page is listed 100 times and there are 32 clicks on this result, the CTR is 32%.
This indicator shows Google that a given page is relevant or not for a given search.
3 – Quality Content (SEO)
The quality of content is one of the main factors for a good organic positioning on Google.
Currently, the algorithm is already able to know how complete and relevant content is in relation to a given subject.
There are two important concepts for good content: Proof terms and Relevant terms:
Proof terms: Are closely related to the content and must be cited in order to be more complete. Imagine that your post is about barbecue. Citing terms like meat, charcoal, skewer, sausage and chicken is essential for it to be relevant. If they are missing, Google may understand it as incomplete;
Relevant Terms: Or relevant terms, are directly related but not necessarily mandatory.
Following the example of the barbecue, are terms such as Sunday, holiday, weekend, pool, which may (or may not) be considered relevant to the content.
The greater the variety of relevant terms, the more likely the content is to be assessed as complete.
4 – Link Building (SEO)
When done correctly, link building can help a successful Google ranking. Here it is important to highlight the quantity and, mainly, the quality of references that a website receives through links.
To start getting your first links, you need to keep the following concepts in mind:
The source page must be relevant to the landing page. Google understands that pages with different subjects add less value to each other.
Much is discussed about this topic, but at the very least, obtaining many irrelevant links can raise suspicion of artificial work to obtain backlinks;
Authority of origin:
The greater the authority of the website that is linking to your company’s website, the greater the credibility that it transmits through the link.
So it is a good practice to get links from sites that have great authority on the internet;
There are tools on the internet that specialize in measuring the authority level of a website. You can consult one of them to have an accurate metric, such as Small Seo Tools, Alexa and Ahrefs.
Older domains tend to convey greater credibility than new domains.
According to Google, links tagged with the nofollow tag are not followed. This implies that these links do not generate weight for your website when they are created.
There are experts who disagree and understand that these links do contribute, but as a rule, they do not generate weight.
If worked with consistency, all these factors can positively influence the organic positioning of a website on Google. Good luck!