7 SEO Factors

With 1-2 updates per day, the Google algorithm has become an increasingly complex entity in recent years. The Gary Illyes and John Müller focus more and more on content – and in fact this is an important factor.

John Müller said in September 2016: “The number one, most important ranking factor Google uses to rank search results is ‘awesomeness.'”. The uniqueness of content, unmistakable and of very high value for the user: That’s what makes the number 1 ranking factor. We’ve learned a great deal from a USA SEO company on what works today and what Google really looks for – because “awesomeness” is not it, as great content can only drive the factors that actually matter. Obviously, Google can’t openly explain which elements really matter, so they talk about “great content” all the time instead.

1) Keyword-Rankings become more difficult

Google’s Rankbrain, an artificial intelligence, is increasingly influencing search results. While Rankbrain was one of the great achievements of the last years, only a few people were really aware of the influence of this “soft” factor. Google also speaks of a filter rather than a factor at Rankbrain. Ultimately, machine learning is the crux of the matter.

In influencing search results, this has two major effects on future keyword searches and rankings:

  1. Keyword rankings are no longer affected by dramatic shifts.
  2. Google’s algorithm has become more dynamic. Different algorithms are used for each unique search.

For the ranking of a website in Google this means:

  • In highly competitive niches, the quality of content and user interaction are given greater weight. Improvements in search results are more likely to be “slow” there.
  • For small volumes, the conventional ranking list signals are used as de facto standards until sufficient other data is available to identify the user intention of the search.

For the keyword search this means:

  • Semantic search comes to the forefront
  • Keyword topics are becoming increasingly important.
  • Content for websites must be aligned to the keyword topics

2) Content Marketing

The content of websites must be complete and of interest to the user. There has been a glut of content for years. Usually the contents are of little use. Very often they are also cobbled together via text brokers at the lowest prices. But the days of “a lot of content helps a lot for ranking” are finally over.
For a good ranking this means:

  • Content should cover all relevant areas of a topic.
  • Old topics should be viewed critically:
    – Are the old contents still visited? Then they should be prepared and updated.
    – Are the old contents no longer searched (or found)? Then it has to be clarified whether the old content can be deleted.

3) User Experience – Focus on the User

From the search result list, a web page is jumped to. If the user returns to the search results list in the shortest possible time, this feature is saved. The search engine also takes into account how long the time between clicking and coming back is. The longer a user remains on the target page, the better the signal to Google. If a user returns to the original search, but stays on the found page for a long time, this is a positive signal.

For a good ranking this means:

  • Content should be coherent and well presented
  • The user should feel comfortable on the site and find everything he is looking for.
  • Exciting topics lead to following pages, but not out of the website
  • Video is a good way to bind users to a site for a long time.

4) Interaction with the customer

It is precisely because of points 1 – 3 that more and more chatbots are currently being used on websites and social media sites. These chatbots ensure that users find information that they initially miss. Numerous industries are already successfully using these digital helpers. Especially when it comes to customer support, the bots are a good support to increase customer satisfaction.

5) Links

According to the SEO 2020 analysis by Who’s Talkin’, links remain one of the most important ranking factors. Google increasingly recognizes “bad” links. But if you want to control your link profile, you should do link risk management. Links are still one of the most important ranking factors. Without links there are practically no rankings. Google still owes the proof for rankings without links.

And bad links are still harmful. There are negative SEO campaigns – we experience this again and again when analyzing link profiles – and these can very quickly lead to a dramatic crash (either for the domain or only for certain keyword topics).

7) Mobile first

The Google index is slowly becoming a “Mobile First” index. If Google still talks about Mobile-First, the trend with AMP pages (i.e. pages suitable for mobile use) is unstoppable. The whole leads to an ever more important consideration of the mobile results, which flow also into the Home products. The disadvantage of Alexa, Siri and Google Home is the exclusivity of the search results. There are not at least 10 hits like in the search engines, but only one hit.

Google Plus is Closing Down

One could say that it was foreseeable, but nevertheless it is now very surprising: Google has announced the discontinuation of Google+ and thus draws a line under the very changeable history of the social network. Officially, the big data leak is used as a justification, but between the lines you can read that Google+ was indeed a ghost town from a global point of view.

For many years there have been rumours and speculations about a discontinuation of Google+, but despite a huge deconstruction in recent years, the network has always survived and seemed immortal and immune to all feared spring cleaning. But with it it is now past, because even if it continues still nearly one year, the network will die immediately. There also was an issue with a security leak.

For a long time now, Google+ hasn’t been able to do anything, which has always fuelled rumours about an upcoming suspension – but this never happened (until today). In the past weeks there were new hopes for the network, which should be provided with many new features. But that won’t happen anymore – at least not in the private version. It is quite possible that the reorientation that has been discovered will only apply to business users.

Only the private version of Google+ will be adjusted, while the Business version for G Suite users will remain unchanged for the time being. Of course, it is questionable whether this will be the case in the long term, but it will remain so for the time being. The version for private users, on the other hand, will remain in place until August 2019 and will then enter the eternal hunting grounds of the Google cemetery. It remains to be seen whether Google’s last attempt to set up a social network will be successful.

Google will announce details about the setting and a possible roadmap in the course of the coming weeks and months and of course we will inform you about it here in the blog as soon as possible.

Google+ was a ghost town

Google+ has been called a ghost town for many years, and it didn’t have the best image on the outside – one in which Google was not entirely innocent. Users have always held the opinion that it is NOT a ghost town – but now Google itself is confirming exactly that. Of course there are many big communities, but in the big global social network world it is just too little. Sadly, it was a great tool for SEO.

Google has pronounced the death sentence: The network is rarely used and 90% of all calls do not last longer than five seconds. I can’t say how to explain this either. Bots are probably excluded, but what do you do in the network for 5 seconds? Objectively seen such values are of course unacceptable and you don’t resent Google’s setting because of that – but personally it looks different of course. I myself am very disappointed and lose MY network.

The fact that Google only announces the setting on the side shows that one has actually only waited for such an opportunity. Nobody can say that the data leak with Google+ would be so hard to plug.

Even if there is still a lot of time until August 2019, users will of course jump off quickly now. Too bad about that. RIP Google+