Key Factors Search Engines Use to Rank Websites

Exposing your brand to modern consumers is a difficult task. The main thing you need to do to start attracting attention from people who use the Internet is to invest in a website. Improving the visibility your new website has will require you to focus on search engine optimization. You need to realize that popular search engines like Google process over 3 billion search queries a day

When a search engine user enters a query, the algorithms and bots used by Google to crawl websites will go to work. These tools are designed to quickly inspect and rank websites that are related to the search query a user has entered. A variety of factors are used by Google to rank the websites they crawl. Knowing more about these factors and how they relate to your website can help you improve your website’s rank. 

The higher your website ranks on popular search engines, the more organic traffic it will inevitably receive. This is why you need to educate yourself regarding the ranking factors used by search engines. Below are some of these factors and why they are so important in your overall goal of search engine dominance. 

Make Sure Your Website Features Real Business Information

The main goal most businesses have is to dominate their local market. If you want to improve how well your website ranks in localized searches, you need to realize the importance of featuring real information about your company. When popular search engines like Google find a website that is devoid of business information, they will rank it much lower than websites that feature this vital information. 

If you want to improve your ability to rank higher in localized searches, then you need to ensure you include information like:

  • Facebook and Google My Business listings
  • Your business name, phone number and address
  • Positive reviews from satisfied customers
  • Popular local search terms

If any of the information used to identify your business changes, updating it your website is important. Not only can outdated information confuse consumers trying to contact your business or visit your physical storefront, it can also lead to your website rank taking a nosedive. 

Website Accessibility and Security

When a Google bot lands on your website, it will start crawling all of the content it contains. If your website has been poorly constructed using code that is filled with errors, it will be difficult for these bots to do their job. Many business owners make the mistake of making the website building process a DIY undertaking. While this DIY approach to building a website might save you money, it can also cause problems in the future. 

Instead of making coding errors that will affect your website’s rank in a negative way, you need to leave this complex job to professionals. You also need to ensure that your website contains a robot.txt file. This file is designed to tell search engine bots where to look for certain information on your website. Your robot.txt file can also be used to exclude certain pages from the website crawling process. 

A well-defined and detailed sitemap is also imperative when trying to make it easy for Google to crawl and rank your website. Google also takes website security into account when assigning rank to a website. One of the best ways to show Google and consumers that your business website is secure is by investing in an SSL certificate. 

This digital certificate not only authenticates the identity of your domain, it also establishes an encrypted connection. With this encrypted connection, the data consumers enter on your website is protected from the prying eyes of potential hackers. 

Google Loves Websites with Optimized Content

Once a person enters a query into the Google search bar, the algorithm used by this search engine will extract the relevant keywords from the query in question. These keywords are then used to scour the Internet in search of websites that feature these keywords. If you want your website on the radar of Google, then you have to do some keyword research. 

This research allows you to figure out what industry-specific words/phrases people are searching for. With this list of keywords, you can begin to develop blog content for your website. Popular industry-related keywords should also be featured on the page content on your website as well. The more popular industry-specific keywords you can put on your website, the easier it will be to get attention from search engines like Google. 

Content Length is Important

As you start the process of optimizing your website for search engine success, you also need to consider the length of your blogs. Google loves blog content that provides value to its users. This popular search engine also considers how long a blog is when attempting to assign rank to a website. Studies show that content that is over 2,000 words ranks higher than shorter blog posts. 

Instead of inflating your blog posts to meet a particular word count, you need to focus more on the overall quality of this content. Most business owners don’t have the time, energy or knowledge needed to craft long-form blog content that reads and ranks well. 

This is why you need to realize how important it is to work with content marketing professionals when trying to get great blog content developed. With their assistance, you can populate your website with blog content that both consumers and search engines will love. 

High Ranking Websites Load Quickly

The main goal Google has is providing users with websites that feature information to answer their queries. One of the first things Google bots will take notice of when landing on a new website is how quickly it loads. Modern consumers demand that the websites they use load at lightning-fast speeds. Google bots also put a lot of weight into how fast a website loads when assigning rank. If your website is extremely slow to load, it can affect your ability to land on the first page of Google. 

There are many different things that can cause a website to load slowly like:

  • Coding errors
  • Too many HTTP requests
  • Issues with JavaScript
  • Improper caching techniques
  • Large image file sizes
  • The wrong web hosting option

Regardless of what is causing your website to load slowly, getting these issues addressed in a hurry is important. The longer you allow these loading issues to persist, the harder it will be to attract attention from consumers and search engines. Working with an experienced web developer is a great way to uncover the root cause of your website loading issues. With their assistance, you can speed up your website and improve your search engine rank in no time. 

Does Your Website Appeal to Mobile Users?

In the past decade or so, more and more people have started to access websites from their mobile devices. In fact, nearly half of all website traffic comes from people using smartphones and other devices. The overwhelming number of mobile users on the Internet has led to popular search engines like Google creating a mobile-first indexing algorithm. This index pulls results from websites that are optimized for mobile users first. This means that in order to stay on the first page of Google, you have to make sure your website appeals to mobile users. 

The last thing a mobile user wants to do is resize every image or page of text on your website to view it. In most cases, a mobile user will quickly leave a website that they see isn’t responsive. Ignoring the need for a switch to a mobile-first approach can result in your website looking outdated and unappealing. As you try to assess how responsive your website is, be sure to consider certain factors like:

  • Ensure all content is visible and not hidden by ads
  • Your website automatically resizes to fit the device being used by a consumer
  • Easy to use and accessible menus are important
  • Larger fonts are ideal for mobile users

If you see that your website could use a bit of work in the mobile-friendly department, then reaching out to a web developer with experience is crucial. These professionals can alter your website to ensure that mobile users can navigate your content and find the information they are looking for. If you want to take your company’s mobile-friendly image to the next level, having a mobile app developed is a wise move. 

Your Website Needs Inbound Links

Having a website that is both authoritative and packed with relevant content is a surefire way to improve your rank on search engine results pages. Showing Google your website is authoritative will require the use of inbound links from other popular websites. The more links you have pointed at your website from well-known and reputable websites, the easier it will be to improve your rank. 

Getting these highly-coveted links is only possible when implementing a guest posting strategy. Many authoritative websites allow industry experts to write content to put on their domain. In this content, you can feature links back to your website. 

Using the information here to optimize your website is a great way to drive more organic traffic to your domain.