Completely travel unrelated
but I had to put it somewhere. Some people have asked what have I actually done before my travel, what are the projects I am still sometimes working on about, then what is SEO etc. etc. Of course SEO was not the only thing I worked on over the last year, but it was quite a bit too.
SEO is “Search Engine Optimization” for starters. And that is to optimize an existing Website the way that it should be best found when people are looking on search engines (i.e. mainly Google) for things you consider your website offers/sells/gives information about.
How do you do this?
So there are onsite factors – things directly on your website like the URLs, the page titles, meta-tags, page content, internal links (links from one page to another one of yours), hey, just Google “onsite SEO factors”, you will get a lot of answers. Generally onsite factors are easier to influence, since it’s your website…
Then there are offsite factors – things like links from other website pointing to your site, the age of these links, the general value/trust/age/reputation the website has which is pointing to you, etc. etc. Again, just google “offsite SEO factors” and you get a lot of more answers.
But how are those factors weighted in the Google algorithm – or: which factors are most important to determine the position of your website in a specific Google search result? Find below what I would consider a pretty good summary and comparison of factors regarded by top SEOs as being most important for influencing your ranking in Google – from 2005, 2007 and 2009. I highlighted onsite factors in BOLD. The rest is obviously offsite factors, i.e. inbound links with different aspects being looked at: number of links, diversity, topics, link anchor text, “trust” of linking domain (age, own link history etc.).
Enjoy!
Background:
SEOmoz ranking factors is done by interviewing reknown top SEOs from different agencies and companies (from US…) and building a list of factors out of that with 2 variables: 1.) Importance score of factor, 2.) Consensus score – how much or little did SEOs agree on a factor
Summary: lot has moved from importance of onsite factors to importance of offsite factors – apparently - though see the “grain of salt”, “top queries vs. long tail” and “takeaways” comment below too.
Top 10 Ranking Factors in 2005 (http://www.seomoz.org/article/search-ranking-factors-2005)
- Title Tag – 4.57
- Anchor Text of Links – 4.46
- Keyword Use in Document Text – 4.38
- Accessibility of Document – 4.3
- Links to Document from Site-Internal Pages – 4.15
- Primary Subject Matter of Site – 4.00
- External Links to Linking Pages – 3.92
- Link Popularity of Site in Topical Community – 3.77
- Global Link Popularity of Site – 3.69
- Keyword Spamming – 3.69
Top 10 Ranking Factors in 2007 (http://www.seomoz.org/blog/ranking-factors-version-2-released)
- Keyword Use in Title Tag (4.9)
- Global Link Popularity of Site (4.5)
- Anchor Text of Inbound Link (4.4)
- Link Popularity within the Site’s Internal Link Structure (4.1)
- Age of Site (4)
- Topical Relevance of Inbound Links to Site (3.9)
- Link Popularity of Site in Topical Community (3.9)
- Keyword Use in Body Text (3.9)
- Global Link Popularity of Linking Site (3.7)
- Topical Relationship of Linking Page (3.6)
Top 5 Ranking Factors 2009 (http://www.seomoz.org/article/search-ranking-factors)
- Keyword Focused Anchor Text from External Links
- External Link Popularity (quantity/quality of external links)
- Diversity of Link Sources (links from many unique root domains)
- Keyword Use Anywhere in the Title Tag
- Trustworthiness of the Domain Based on Link Distance from Trusted Domains (e.g. TrustRank, Domain mozTrust, etc.)
The grains of salt:
- this list and SEO opinions in general tend to overemphazise a bit everything which is new. SEO is also a bit of marketing… First it was ALL onsite, then it was ALL overall relevance with emphasis on quantity, then for a very short while it was ALL social media optimization…, now it is ALL “trust” score
- different markets still behave differently – that just depends on how mature a market is in terms of optimization of webpages. See it like this: in a market where there’s tons of crap pages, one which is very basically optimized onsite will still go up easily. Also if there’s a lot of bad pages in a market, or even just a different way to create pages and content in general, Google cannot use the same factors to rank websites for queries. If the market is mature and all companies do their best to have a good quality site, accessible and relevant content, use all ways to optimize onsite, then obviously there have to be additional factors to distinguish the better from the not so good results for any query
- after all this list reflects not so much what are the most important factors for ranking in Google, but what are the most important factors to touch when you want to make a site go up within a measurable amount of time: looking at the factors from 2005 to 2009 the summary would be: before it was easier/faster, now it’s a bit more mid/long term
- AND:
- could you ignore external links before? Better not, how would you now have old and trusted links
- should you ignore onsite optimization now? Well, it still counts: Still Google has to match queries with content… And still it’s something which is directly in your hand.
- could you ignore external links before? Better not, how would you now have old and trusted links
Top queries vs. long tail (…chunky middle, chewy bits…):
- there’s also a difference how you can optimize for top queries vs. for long tail queries: for top queries there’s simply more competition, also there’s more history on search behaviour… For long tail queries, the more KWs are used in a query, the less documents will be relevant for a query, less external links for a specific topic, etc. etc.
- same is valid for markets (see above)
Take-aways:
- onsite optimization is not “done”, it should just be done on your site by now - all the other guys in your market already did it too
- try to get those links from those trusted sites… That’s a marketing and a business development task: engage your audience, engage with other important players
- So it’s just a sign that internet is maturing as a channel: before you could get traffic almost entirely with Tech resources, now you actually have to have a business behind too













































































































































































































