google ranking factors which ones are most importa with timestamps YoutubeScribe.com

[0:00] Google uses hundreds of ranking signals and
tweaks their algorithm around 500-600 times
[0:05] per year.
[0:07] And many of these ranking factors
can't even be looked at independently.
[0:11] It's not to say that they're unimportant, but
an average person doing SEO for their site
[0:15] doesn't need to worry about 200+
ranking factors.
[0:19] So today, I'm going to walk you through
the most important Google ranking factors
[0:23] so you stay focused on the things
that matter most.
[0:26] Stay tuned.
[0:26] [music]
[0:31] The first and arguably most important
ranking factor are quality backlinks.
[0:36] Backlinks form the basis of PageRank, which
is the foundation of Google's ranking algorithm.
[0:41] They mention it on their "how search works"
page, they've tweeted about it, and independent
[0:45] studies confirm the relationship between
backlinks and organic traffic.
[0:50] But not all links are created equal.
[0:52] There are a lot of factors that contribute
to a backlinks ability to push a page higher
[0:57] in the SERPs.
[0:58] And the two most important are
relevance and authority.
[1:01] We have a full tutorial that goes deep into
the attributes of high-quality backlinks,
[1:06] so I'll link that up in the description.
[1:08] The next ranking signal is freshness.
[1:11] Freshness is a query-dependent ranking factor,
meaning it's more important for some queries
[1:16] than others.
[1:17] For example, a query like "tesla
news" has super-fresh results.
[1:22] And that's because people want
information on current news.
[1:25] Not something that happened four years ago.
[1:27] But freshness isn't limited to just news topics.
[1:31] If we look at the SERP for the query "best
headphones," you'll see that all of the top
[1:35] ranking pages have the current
year in the title.
[1:38] And that's because people don't want to know
about the best headphones from 2014.
[1:43] Technology is advancing and there are always
new models and manufacturers coming out.
[1:48] But for a query like, "how to tie a tie",
freshness isn't as important since nothing
[1:53] has really changed.
[1:55] So for queries that require freshness,
keep your content up to date.
[1:58] We have a step-by-step tutorial on how to
identify these queries and republish content
[2:03] to get more search traffic, so I'll link
that up for you in the description.
[2:07] The next ranking factor is search intent.
[2:09] While backlinks are arguably the most
important ranking factor, search intent
[2:13] is likely the most overlooked.
[2:16] Search intent represents the reason
behind a searcher's query.
[2:19] So when someone searches for "how to make
chicken soup," they want to find a recipe.
[2:24] When they search for "best headphones,"
they want to see a listicle with a variety
[2:28] of different headphones.
[2:30] And the way we determine search intent
is by looking at the top-ranking pages and
[2:34] identifying the 3 C's of search intent.
[2:37] The first C is content type.
[2:39] So are the top pages mostly blog posts,
product, category, or landing pages?
[2:45] For "best headphones," they're clearly blog posts.
[2:48] The second C is content format.
[2:50] So are most of the top pages how-tos,
tutorials, listicles, or opinion editorials?
[2:55] Again for "best headphones," they're listicles,
which is kind of obvious since the word "best"
[3:00] implies that comparisons need to be made.
[3:03] Finally is content angle.
[3:05] And this is the most dominant USP
that the top-ranking pages are using.
[3:09] For the query "best headphones," it looks
like they're going with the "freshness" USP
[3:13] by including the current year in the titles.
[3:16] Of the 3 C's, content type and content format
are absolutely critical to match, otherwise,
[3:22] you'll be hard-pressed to rank high
for any meaningful query.
[3:26] Next up is topical authority of the website.
[3:29] Google wants to rank pages from authoritative
sources and this goes way beyond backlinks.
[3:34] For example, if we look at the SERP for
"how to unclog a toilet," you'll see that this
[3:39] DR 42 site is outranking much more
powerful websites with significantly
[3:44] more referring domains.
[3:46] Well, this page comes from a website that's just
about plumbing so it's likely more authoritative
[3:51] on that topic.
[3:53] Now, if we're being honest, this is
just an educated guess.
[3:56] But there are more clues to help
us solidify our argument.
[3:59] #1. Google's search quality rater guidelines mention
something called E-A-T, which stands for expertise,
[4:06] authoritativeness and trustworthiness.
[4:09] I don't know about you, but in our opinion, we
believe that it's near impossible for a person
[4:14] or website to demonstrate all three
qualities on every topic.
[4:19] Alright, so the second point of support for topical
authority is in Google's SEO starter guide.
[4:24] They say "cultivate a reputation for expertise
and trustworthiness in a specific area."
[4:31] #3. Pages on websites that are focused on
one particular topic will have more internal
[4:36] links from pages about similar things.
[4:39] And not only do internal links help increase
"authority," but they also help Google understand
[4:44] what the pages are about.
[4:46] Finally, there's evidence to suggest that
the perceived authoritativeness of a site
[4:50] is query-dependant in this Google patent.
[4:53] Alright, the next ranking factor
is content depth.
[4:56] Depth is about hitting the talking points of
a topic that searchers want and expect to see.
[5:01] For example, if we look at the SERP for "best
watch brands," you'll see that search intent
[5:06] tells us that we need to create a listicle
blog post specifically about luxury watches.
[5:12] But this doesn't tell us what's important
from a content perspective other than
[5:16] the fact that we should be talking
about Breitling instead of Timex.
[5:20] In order to figure that out you need to actually
visit the top-ranking pages and look for similarities
[5:25] between the content.
[5:27] And if you look at the top-ranking pages,
you'll find that they all mention something
[5:31] about price.
[5:32] They all mention popular brands like Rolex.
[5:35] And they all talk about technical specifications.
[5:38] So if you want to rank for this query, you
should probably talk about these things too.
[5:43] It's not about limiting your creativity or
copying others, but since Google is ranking
[5:47] similar pages at the top, it's telling
us what they want to see.
[5:51] And since Google's job is to deliver the most
relevant results for any given query, it's probably
[5:57] what the searcher wants to see too.
[6:00] Another way you can find talking points is to
look at the People Also Ask box in the SERP,
[6:04] as well as the related searches at the bottom.
[6:07] Now, one other thing I highly recommend doing
is to do a content gap analysis at the page level.
[6:13] This is a bit different because it'll show
you common keyword rankings between
[6:17] the top-ranking pages.
[6:18] Just go to Ahrefs' Content Gap tool and add the
top 3 relevant ranking results in the top section.
[6:25] Leave the bottom section blank
and then run the search.
[6:28] So as you can see, people want to know about
the "most expensive watch brands," they want
[6:33] "high end watches" and so on.
[6:36] Try and extract subtopics from here and get
a better understanding of the language people
[6:40] use when they're searching for
content on this topic.
[6:43] Next up is PageSpeed.
[6:45] PageSpeed has been a known
ranking factor since 2010.
[6:48] And while a lot of people obsess over improving
their site speed by fractions of a second, from
[6:54] an SEO perspective, it doesn't really
matter much for most sites.
[6:58] In fact, Google said: "The speed update will
only affect pages that deliver the slowest
[7:03] experience to users and will only affect
a small percentage of queries."
[7:08] Bottomline: improve your page
speed so it's not super-slow.
[7:12] You don't want people to bounce
because your page wouldn't load.
[7:15] What's more important about page speed
is that if visitors won't wait for your page
[7:19] to load, they won't see your content, contact
you, or purchase anything from your site.
[7:24] We have a full tutorial on how to optimize
a WordPress website's speed, so I highly
[7:29] recommend checking that out.
[7:30] And even if you don't have a WordPress
site, I cover a lot of the main principles
[7:34] that contribute to load time.
[7:36] Alright, next up is to ensure your
site uses the HTTPS protocol.
[7:40] In 2014, Google announced HTTPS as a very
lightweight signal affecting fewer than 1% of
[7:48] global queries.
[7:49] And while using HTTPS probably won't
make a huge impact on your site's rankings,
[7:54] it's a quick win that you can do
in under 5 minutes.
[7:57] So if you're still using the unsecure HTTP
protocol, then it's probably worth changing.
[8:03] Finally is user experience.
[8:05] Google wants to rank content that
offers visitors a positive experience.
[8:09] Because if people are finding good results
from their search engine, then they'll keep
[8:13] using it.
[8:14] So the absolute basics would be to try and
keep visitors on your site for as long as
[8:19] possible without any kind of trickery.
[8:21] So create easy-to-read content, a well-organized
site, responsive design, and go easy on the ads
[8:28] and pop-ups.
[8:29] Basically, you want to have a site that's
designed around the users' needs first.
[8:33] Now, in terms of the way they measure
user satisfaction is debatable.
[8:38] There is no definitive proof that Google
uses things like dwell time or CTR in
[8:42] their ranking algorithm.
[8:44] But if we look at this patent from Google,
they describe how clickthrough rate and
[8:48] other behavioral signals could be used
to influence search engine rankings.
[8:52] And while Google remains adamant that
these factors are too noisy and unreliable,
[8:57] SEOs have tried experiments and found
CTR to be effective in higher rankings.
[9:03] So the key takeaway:
[9:04] instead of obsessing over metrics like CTR
and dwell time, focus on creating excellent
[9:09] content and an overall positive
experience for visitors.
[9:13] Now, was any of this advice new or exciting?
[9:16] Nope, but that's kind of the point.
[9:19] Ranking in Google is rarely about the latest
tips, algorithm updates, or buzzwords.
[9:24] It's about putting in the work to create content
that searchers are looking for, providing a great
[9:29] user experience and proving to Google
that it's the best result for a query.
[9:34] Now, a topic like Google ranking factors
can be pretty controversial.
[9:38] So are there any other ranking signals that I
missed that you think are critical to focus on?
[9:43] Let me know in the comments and if you
enjoyed this video, make sure to like, share,
[9:46] and subscribe for more actionable
SEO and marketing tutorials.
[9:50] I'll see you in the next one.

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