Page level – search engine ranking factors – part 2

That article is part 2 of “Domain factors influencing rankings in search engines “. Part 1 described the domain level search engine factors. The article in part 2 will describe the page level search engine factors.

1. Data about the pages level in social sites.

socialMediaIcons

This factor is related to data from the social media (Facebook, Twitter etc.) about the ranked page:
– The authority of Twitter users with link toward a page.
– Quantity of shared pages in Twitter.
– Quantity of Facebook shares.
– Authority of the Facebook users sharing a link within Facebook.
– Comments about the page in the social media.
– Authority of Google Buzz users sharing links toward a page.
– Quotes with links toward the page.

Some of the elements above may not influence the Google rankings so much but it is very possible that by having many shares in the social media or mentions of your website in Wikipedia that your website becomes higher ranked in search engines.

2. Links toward a page inside a website and relevance of these links.

link Icon

This factor includes the number and quality of the links pointing toward the page. It includes:
– Quantity of unique domains having a link toward your website with anchor text with the exact keywords.
– Quantity of unique domains having a link toward your website with with anchor text partly containing your website’s keywords.
– Quantity of unique domains containing a link towards a page.
– Total quantity of links pointing toward the website (each domain may have many links toward your website). These links can have anchor text all with your website keywords or partly containing the keywords.
– Page authority measured with algorithms like PageRank, StaticRank, mozRank.
– Similarity of the content between your website and the website linking to it.
– Difference in terms of TrustRank and mozRank between the page linking to your site and the highly trusted government and university websites.
– Quantity of unique c-blocks of IP addresses linking toward your website.
– Diversity of links (from blogs, forums, directories).
– Links from established trusted websites.

The tendency is that external links have high importance for search engine rankings and the social media factors increase their role. Interesting discovery according to SeoMoz from 2011 is that external links with anchor text containing non exact keywords is better than the case with anchor text with the exact keywords. This is better for your SEO website optimization!

Our advice is to have around 50% links with exact and 50% with partially anchor text to avoid penalty by Google.

Thematic relation to linking websites has less influence but it is important to have inbound and outbound links from and to thematically related websites.Important: after the Pinguin and Panda updates is important to have back links from websites with relevant topic.

It is better to have a link from the highest ranked page of a website than have links in all its pages in the footer of the website.

3. Using keywords in pages.

keywords

Here are included keywords/phrases in certain parts of the HTML code of the page (in the “title tag”, H1 and H2 titles, “alt” attributes of images etc.). The elements of this factor are:
– The keyword is first inside the Title tag of the page.
– Number of keyword repetitions inside a page.
– Keywords in alt tags of images.
– The percentage of the keyword inside the Title tag and inside all the pages of the domain.
– The percentage of the keyword inside the Body tag of the page.
– Presence of the keyword in the first 100 words of the page content.
– Presence of the keyword in the webpage URL.
– The keyword is first in the H1 title.

4. Traffic level toward a page.

traffic

At this time Google considers not only the traffic toward the domain but also the traffic toward a particular page. The pages with more traffic are considered more important and rank higher. These elements describe the user data for page ranking based on the assumption that Google and Bing with their toolbars, browsers and mobile devices have access to large web traffic for analyses. This factor includes:
– CTR from Google for the page for keyword.
– Bounce rate of the page, measured with the return of users to the search engine.
– Average CTR from Google for a page for all keywords.
– Quantity of keywords for which the page is being rated.
– Volume of user data collected from the browser or toolbar.

The wider opinion is that Google follows CTR and bounce rate of the pages because this is a clear indicator if the users are satisfied with the page content and it is logical that this affects the page rating.

5. On page factors non keyword related.

seo Image

This factor includes:
– Unique page content.
– Connections of the page with other pages (if the page is isolated from the rest of the website pages) – includes inside pages pointing toward this page and not only links from the menu.
– Newly added content.
– Page age – how long ago has the page been indexed by Google for the first time.
– Page content length.
– Page loading speed.
– Images included in the page.
– Links pointing toward 404 error pages (pages not found).
– Usage of snippets.

Observations:
Long URLs have negative effect.
Rich snippets help for CTR increase of the page.
Fast page loading for users and the Google robots positive. Slower page loading can lead to lower rankings.
Unique content is most important. There are many websites with not well structured HTMLs ranked high by Google because of that reason.
AdSense do not give any advantage they can even be disadvantage in rankings.

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