Leading the Google search engine rankings is a goal that every digital marketing professional wants to accomplish. With the latest release of studies, there are various factors that are listed down, that influence these rankings. These studies state the importance of content and how following ‘content marketing’ as a ritual has become very prominent. Technology related factors are always high on the list, but the back-links have taken a step back on the importance chart.
Though a complete read of such studies can give you a plethora of information, but here are some valuable insights from it, for your help.
There is a whole new algorithm, when it comes to content. Though keywords still play a major role, but the focus has shifted to ‘content relevance’. This simply means, that higher search rankings can be achieved easily with content that is most relevant to the phrases or searches being made. The number of words is still crucial, on average, more than 1000 words of content can still be found in the top ten searches. With multiple similar keywords within a detailed enough content, ranks comparably well. This clearly portrays that Google assesses content as per its relevance and not by the number of keywords infused.
User Behavior Signals
With elements like, Time On site, Click-Through Rate and the Bounce Rate are considered to be in the top of the ranking factors. These elements are a great resource of knowledge for Google as to learn, how satisfied a user is with the content they just landed on. The ‘Time On Site’ for most popular URLs is anywhere between 3 minutes to 1.5 minutes. ‘Bounce Rate’ of the first page of search results is less than half in percentage. The average CTR of top three pages is 36%.
The number of top ranked pages had a strategic placement of keywords in the headings <h1> and <h2>. <h2> in particular, has seen a noticeable rise in the top ranked pages. As the use of <h2> is not a popular practice among URLs, making the most of it can leverage a great competitive edge. This can attract maximum traffic and relevant search query.
Social Media Signals
Lately, social media signals and factors have become very crucial to examine the ranking position. There is valuable correlation. Facebook leads, with the highest weighted signals. Followed by Google+ that is crucial when it comes to the few top ranked positions, but falls down after that. The same trend is followed by two more platforms, Pinterest and Twitter.
As based on the study described above, undoubtedly, ‘content’ leads the marketing world and content marketing is ‘THE’ thing to learn and follow for the coming years. Effective Marketing techniques in 2017, will be something with an influence of the trends in 2016 and much more about the new ways to look out for, in 2017.
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