There are two main factors that Google considers when ranking results for a given query -- relevance and authority. The relevance of an entry is how appropriately it meets the needs of the given search query, while the authority is how trustworthy or respectable the source is. Authority is determined, in large part, by the inbound link profile of the page (and its domain) in question. To ridiculously oversimplify things, the more, higher-authority links you have pointing to you, the higher you’re going to rank. We all know that getting backlinks (a.k.a. inbound links) from trusted websites is a great way to give your website’s search rankings a boost. However, there’s also a dark side to backlinks. If Google suspects that there are spammy, low-quality sites linking to your site, your rankings could suffer. This is known as “negative SEO”. (In some cases, spammers will purposely direct lots of low-quality links to your site in order to cause negative SEO.) The problem is, not all backlinks are the same. A large and authoritative site in your niche may be more powerful than many general blogs with little or spammy backlinks. It’s important not to waste your time creating content for sites that won’t help you rank, but how do you determine if a site is worth getting a link from? How do your competitors drive traffic to their website? What are they doing on social media? Do their posts actually get engagement or not? Creating and launching a fully-fledgedwebsite is not enough to get your brand noticed by itself. In order to improve your online visibility, you will need to carry out SEO (search engine optimization) practices.What Other Factors Influence SEO?
While building backlinks, developing your social media presence, and other off-site practices are great for boosting your site’s rankings, on-page optimization is still incredibly important. Timely topics are seasonal (like holiday recipes) or more focused on current events or news coverage. Timely topics have a much shorter lifespan, but can drive large bursts of traffic if done well. The thing is, in addition to Link Building and creating pathways to popular, informative parts of the Internet, you also need to build Back Links for Search Engine Optimization purposes. These are links going back to your website from outside websites; very similar to links going outward from your website, but not quite the same. Check archive.org (Wayback Machine) or Screenshots.com to make sure the website has a clean history, particularly its most recent history. This has happened to me a couple times, so I look out for it now. If at any point it looks like the domain was home to a PBN site (private blog network), avoid it at all costs. It may have a pure spam penalty! A title tag tells both users and search engines what the topic of a particular page is. The title tag should be placed within the head tag of the HTML document. Ideally, you should create a unique title for each page on your site.How Search Engines Evaluate Authority
Page copy should be informative and of interest to you readers. Don’t write it just for the robots, write for the humans that will be visiting. Yes you need to include keywords here but only if they make sense. Once again, do not keyword stuff your copy, you’ll only get yourself penalised. Domain authority is more insightful than PageRank because it’s measured on a scale of 0-100, but it’s not perfect. With Google factoring in the strength of your backlink profile heavily into their search results if you have a bigger backlink profile and more top quality backlinks you will rank higher. Keyword research can be done using free tools. If your content is hard to scan, meaning it contains long sentences and paragraphs, it's likely that your visitors won’t stick around. Chances are, they’ll go to your competitors to find content that’s easier to consume. Create serious value by developing really well targeted 'content hubs,' or pieces of content that are highly engaging and serve a serious need that customers like yours need help with.Intrigue your audience to stick around
Gaz Hall, a Freelance SEO Consultant from SEO Hull, commented: "You can initiate a productive relationship with market leaders by leaving intelligent, perceptive comments on their content, regularly. Then, you can feature them in one of your blogs or videos and send them an e-mail notifying them about it. In addition, you can also request them to share your content and include a link in their articles." Do your maths - its one of the primary resources for this sort of thing. Its as simple as KS2 Maths. Really! A general rule of thumb: If you have links in a menu at the top of the page, avoid duplicating those same links on the bottom of every page. Linking to the same page in the footer creates a hole for the link juice to seep out. Google is a search engine that follows links. For Google to know about your site, it has to find it by following a link from another site. Mobile search uses a different ranking algorithm that often changes search results on mobile phone due to location factor. Keep an eye on organic search and watch out for drops in search performance, attribute those drops to specific actions, and develop a game plan for recovery and beyond.Duplicate content, Duplicate content
It isn't just about the number of links that are going to a domain, but about the quality of those links. Unfortunately, this isn't something you can do quickly overnight. If the content isn’t right, it’ll be hard to promote it effectively. It’s like creating a product that no one wants to buy. How do you promote something useless? The best part about SEO is that when you start ranking higher on SERPs, you get more exposure, i.e. more clicks, more visits, more links and more mentions on social media. This is a chain of events which takes place one after another. After you publish a blog post, share it on your social networks and then engage when people engage with you. The reason relevant backlinks are so important is because Google will actually devalue the ranking power of the links you obtain from sources it feels are irrelevant.Why should backlinks play such a significant role in deciding the authority of any website?
A website’s quality, design, content, and usability are huge factors. The performance of a website from a technical and user-experience aspect is becoming a stronger component to achieving top results. Find relevant, high authority sites that partly or completely cover your niche. In Google search, the first 10 results probably belong to high authority sites. If youplan to do some basic SEO, it is must that you know how search engines work. The process of optimization is not a one-time process but requires maintenance, tuning, and continuous testing and monitoring. User experience is in turn a very crucial factor when it comes to ranking a website. Users hate to wait and if you make them do it, they will leave.
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