Don’t worry about the 200 + SEO ranking factors that Google kindly roll out every year. Instead, focus on the ranking factors that really matter. View the top digital agency thought leadership content on which ranking factors have made a difference.
A recent study from SEMRush concluded that direct website visits are the most influential ranking factor. In their opinion, visitors that are going directly to your site are telling Google that your domain has high value.
To back this up, we’ve seen first-hand with older blog posts climbing to the top of Google after they get a spike in traffic. This could be referral traffic from Twitter, Facebook or Reddit for example.
Whilst direct traffic alone will not get you straight to the top of Google, and there will certainly be other factors involved, it appears that if we can drive traffic from other sources and combine this with higher direct visits, it gives us a boost in Google rankings.
As the demand grows for faster and more seamless digital experiences, Google is cracking down hard on sites that fail to live up to a certain level of performance.
As has been shown over the past few years with increasing focus on HTTPS, safety is a big part of this shift. Secure websites will soon become standard, and many browsers such as Chrome and Firefox already show non-secure warnings if sites fail to comply.
However, the biggest change will be from a visual and UI perspective. Today, users expect nothing less than visually stunning experiences that allow them to complete their task quickly and effortlessly — on any device and at any speed. In 2018, user experience and safety are essential SEO tactics.
Employ these three areas together — context-rich copy, a solid promotion strategy, and a safe and visually appealing user experience — and your business is sure to continue rising through the rankings throughout 2018.
Getting clients to visit your site is just the start. Once they are there we need them to convert to deliver maximum ROI. Tweaking your pages so that they are relevant and have clear calls to action will help you to do this. Making your pages relevant will encourage users to spend more time on the page. This increased engagement and reduced bounce rate will reflect positively on your search rankings, but also improve your conversion rate. In turn, this can boost your bottom line, providing the ROI you need from your website.