Digital Marketing: Google’s Ranking Factors

As Google is, unarguably, one of the main search engine used by individuals, it is obvious that any website owner would want to rank highly when searched are made through this engine. Optimising content and creating digital marketing campaigns with the purpose to rank high in Google is a priority that business cannot afford to move away from.

The main problem with trying to improve search engine rankings is the fact that Google is constantly changing and, therefore, it is difficult to create an effective digital marketing campaign. What works well at the moment and brings in great SERP rankings may not be successful in 6 months.

What Is Important At The Moment?

Although Google’s algorhythms are constantly changing, we can identify trends which suggest what Google will use to rank websites in the future. At the moment, any digital marketing optimisation strategy needs to be focused on the following factors:

  • Facebook shares, comments and likes
  • backlinks
  • tweets
  • percentage of backlinks with a specific keyword
  • percentage of backlinks that have no follow attributes
  • domain name keyword inclusion
  • URL keywords
  • image count
  • keyword included in the description

All these ranking factors will cause an increase in SERP ratings, however, what you may not know and what many beginners in the digital marketing industry do not understand is the fact that there are also negative ranking factors. To put it simply, you gain a plus when the factors above are properly implemented and a minus when the following factors appear:

  • incorrect grammatical use of keyword in title
  • word count too low or too high
  • title character length too long
  • AdSense ads inclusion
  • improper use of keyword positioning in titles

You should consider that these minuses are not that important in the sense that their value is considerably lower than that of the positive Google ranking factors. That is why people still include Google AdSense ads in pages since the perceived score drop in rankings is relatively low.

Taking into account all factors that affect Google rankings, it is important to make sure that you are using positively scored Google ranking factors when marketing your business as well as trying to minimise the use of the negative ranking factors. With highly regarded companies offering seo marketing in London, Nottingham, Birmingham and across the midlands, it is worthwhile booking a consultation to discuss the benefits of a well implemented search engine optimisation strategy.

By Sarah-Jayne Culver; a Digital Marketing Consultant at http://www.fdcstudio.co.uk/ providing Digital Marketing Services throughout the UK

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