Learning how your audience finds you on the web is the key to your online marketing strategy’s success.
Did you know?
According to a study by Conductor on 30 sites from different industries, organic traffic accounts for 64% of the total traffic. The share of other sources is – Direct (12%), Paid Search (6%), Referral (15%), and Social (2%).
The study proves that organic search is your best bet to drive more traffic to your site and why is it important to rank higher in search engines?
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For a web page or website to rank higher in the search engines, multiple factors come into play. Google considers more than 200 factors to determine the ranking of a site in the search engine. These are mainly divided into following categories:
- On-page factors
- Off-page factors
- Domain factors
- Site factors
While nowhere on the web you’ll find the complete list of all the factors, In this post, I`ll be covering most of the On-page SEO ranking factors in detail and how they affect SEO ranking.
Let’s get started.
ON PAGE SEARCH ENGINE RANKING FACTORS
Keyword In URL
In one of the hangouts happened in January 2016, one of the questions was, ”Keyword in the URL, is that a ranking factor?”
To this, here is what John Mueller from Google replied:
I believe that is a very small ranking factor. So it is not something I’d really try to force. And it is not something I’d say it is even worth your effort to restructure your site just so you can get keywords in your URL.
In one of the other experiments conducted by Gaston Riera where he tested the keyword position in URL – in exact match URL, in a subdomain, in a subdirectory, and in the slug. His findings are:
- Having a keyword in exact match domain helps very little.
- Having a keyword in a subdomain (ex: keyword.domain.com) doesn’t help in ranking at all.
- Having a keyword in a subdirectory (ex:www.domain.com/keyword/page-name) help only when you are trying to rank a particular page.
- Having it in slug (ex: www.domain.com/keyword) is the best case where it makes most impact
Learn more about the experiment in detail here.
Keyword In Title Tag
A Title tag is the first thing that a user sees in the search results. Thus, it plays a crucial role in whether the user will click a search result or not.
Not just this, Search engines also consider it as a concise brief of content on a web page. A Keyword in the Title tag sends strong signals to search engines about the relevancy of a result to search term.
Going by this, it should be one of the strongest ranking factors. Shouldn’t it?
But, wait. There is more to it.
Barry Schwartz authored an article “Google: Title Tags Are Not A Critical Ranking Signal” and quoted Google’s John Mueller, “Title tag is not as critical for ranking as the content on the page.”
To find out the significance of title tags as a ranking factor, SEOChat conducted a detailed study. The results showed a weaker relationship between ‘keywords in title tag’ w.r.t. Search engines result positions.
Keyword In Meta Description Tag.
Meta description, as we all know, is the 160 characters content piece that summarizes a web page.
Let’s have a quick look at how top SEO sites or blogs use meta description:
As you can see, SEO Book does not use meta description for their home page. Google automatically picks it from the page content.
Search Engine Journal
Search Engine Journal, however, uses a meta description for important pages (ex: home page) but doesn’t use it for blogs.
Search Engine Land
Unlike the above two, Search Engine Land uses meta description for all the page (home page, blogs, and others).
So, in the end, it all depends on you as it is pretty clear that meta description does not have a direct impact on SEO ranking.
If you like know more visit this link: http://www.serped.com/on-page-search-engine-ranking-factors/2254