By Dale Keipert
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To permanently rank well for organic search results requires that your strategy focuses on every aspect of your website and marketing campaigns. Technical SEO, UX, site content, and social posts all need to be considered in a holistic SEO approach.
Before we dive into how to use a holistic SEO strategy for your website, let’s back up just a little bit and review a couple of the more important ranking signals that Google uses to determine how to rank a page on your website for a certain key-phrase.
As we’ve discussed in many posts, in the past there are well over 200 ranking signals that Google uses when determining where to rank a website page. Some of these signals we know about and some we don’t. Here are some of the more important ranking signals that we do know Google focuses on for ranking your site’s pages.
Important SEO Signals
Content: This shouldn’t come as a surprise to anyone. Especially when you consider that Google has been using content as a ranking signal for a very long time and that everything on a web page is content.
Text, images, and videos are all content that Google and the other search engines look at to gain an understanding of what a page, on your site, is all about.
As I said, content has been a ranking signal for many years, however, we’re starting to see a shift with what Google is looking for, from your content.
It used to be common practice when trying to get a page to rank well for a certain keyphrase, to use that key-phrase a number of times in the page’s content. The number of times that old SEO’s would use the key-phrase was a percentage of all of the words on a page. However, just like everything that has to do with the Internet, change is rapid and constant and practices like this will no longer produce positive results.
The way that Google is evaluating content, now, is more holistically. The search algorithm is looking at the relevance of the entire page, as that page relates to the search query that the user typed in.
This changes, dramatically, how you should be looking at your content. Today, your content has to be highly relevant, and of high-quality. Your content has to be written in a manner that will give your user a great experience (UX).
Backlinks: The importance of backlinks is, at least, as important today as they ever have been.
But, wait! Before you rush out and put a link to your site on every directory you can find, it’s important to know that Google is looking for more than just the quantity of links coming to your site’s pages. The quality of the links also plays an important role in backlinking.
If the site, that is linking to your page, has a strong domain authority(DA) then that link will bring SEO value to your site. If not, then you’re actually running the risk of hurting your SEO rankings.
Source:: Business 2 Community