Скачать или смотреть How to navigate Google's ranking factors and algorithm updates

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Hi, this is Dr. Susan Riegg from OutsmartYourCompetition.com. In this video I’d like to talk about some of the issues related to Google’s ranking factors and all of the many algorithm updates that make it so incredibly hard for us to do search engine optimization on our websites.

As far as what the true ranking factors are, clearly these are top secret! I mean, nobody is saying precisely what the ranking factors are and what weight each of these ranking factors have. If you cruise around on the internet, you’re going to find places and websites that claim they know all of the ranking factors and there has been a lot of effort put into trying to figure out not only what the ranking factors are for Google – but how they are prioritized and how they are weighted.

If you wanted to find out directly from Google, the closest they are going to come to telling you what their ranking factors are is detailed in a handout in their Google webmaster guidelines. They are a little bit vague, but this is what Google wants, and this is what Google is measuring to decide what sites are ranking at the top of the search engines. Of course the coveted spots are at the top, in number one, two, three, and so on.

What Google really wants is for website owners make their pages primarily friendly for users, not for search engines. Google is looking at the navigation, the hierarchy of pages, and so on, and this all ties into user experience. How well can the user get around on the website?

The site should be rich with information and not just a place for Adsense ads or affiliate ads. Of course, the best ranking factors are tied into getting your keywords into the title tags and the alt tags for images and so on. The basis for all of this is really getting your keywords ironed out and doing your keyword research first.

To make it as simple as possible, the main SEO factors are shown in this diagram, which I really like. First of all, we have a number of on site factors, but the structure of the site, the URL, the code, and so on, is very important and that needs to be clean and without any errors.

The other parts of SEO include on site and off site factors. The on site factors include title tags, meta description, the relevance of the content, and the usefulness of the content. Then once that is all set up, then off-page factors are important, include all of the backlinking, the inbound links, press releases and so on.

Now, Google is currently putting much more weight on social factors because sharing has shown to really demonstrate that a site is authoritative, useful and relevant. If people are out sharing your site, clicking on it, clicking likes, sharing it, sending it to friends and so on, that’s a very good sign that the site is a high quality site. When the social signals are turned on, the site will be ranked higher in Google.

Again, there are many efforts to delineate what weight or percentage of the total algorithm each of these main factors have. You could absolutely drive yourself crazy trying to figure this out and looking at this! This is a graph from search metrics and this stat is actually from 2013, where they did extensive study to figure out the weight of each of these ranking factors. You can see up at the top here that the heavily ranked factors are the social signals, including Facebook, Google+, Pinterest, Twitter, and so on. That is weighing heavily, currently much more heavily than even onsite and backlinks.

This is a nice infographic (you can go onto Google images and search for infographics related to SEO and ranking factors). This is a very nice infographic by Search Metrics showing the details of the different factors related to SEO.

If you’re really interested in the history of all of these algorithm changes, you can get that information on the internet as well. The best site for that is SEO Moz, or now it’s called Moz.com. If you really want to, you can go back and look at all of the algorithm updates going back to 2000.

The major algorithm updates have really been hitting us since 2011. The Panda and Penguin updates are the most significant. This little infographic shows algorithm updates just for 2011. In this one, you probably can’t even see the detail, but you could enlarge this and this has extensive detail about all of the Google algorithm updates for 2012.

Again, trying to figure this out and iron out exactly what to do and how to construct your website so that Google looks upon it favorably can be a nightmare...

for the rest of the video transcript, click here:

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