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SEO Ranking - google ads agency near me

Updated: May 9, 2023

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Rankings in SEO refer to a website’s position on the search engine results page.

Various ranking factors influence whether a website appears higher on the SERP based on the content relevance to the search term or the quality of backlinks pointing to the page.

SEO, sem, agency

Different search engines – different rankings(SEO, sem, agency)

A website or URL’s ranking for keywords or combinations varies from search engine to search engine. A domain may rank for a specific keyword in the top 3 on Bing but not even be on the first page of the Google search results for the same keyword. Of course, the same is true of all search engines – Bing, Google, Yahoo, and every other search engine use its method for calculating rankings and ranking websites differently.

Rankings can also vary when using different language or country versions of the same search engine, such as Google. A search analysis Software like the Searchmetrics Suite is a good way of gaining insight into and tracking ranking differences across search engines. google ads agency near me

Good rankings are a good source of traffic.

The point of good rankings in the search results is to gain as much traffic as possible from the organic search channel. The higher a page ranks in the results for a search query, the higher the chance that the searcher will click on this result. This explains the direct connection between high rankings and increased traffic.

This relationship between rankings and clicks (and traffic) is most robust among the top 3 search results. However, the layout of the search results pages is constantly changing, including Google’s Knowledge Graph data and the integration of Universal Search elements (SERP Features) like videos, maps, and Google Shopping ads. These developments can mean that the top 3 organic rankings are no longer the three best positions on the SERP. It has been demonstrated in the heatmap and eye-tracking tests.

What can influence rankings?

Search engine optimization is a method for sustainably influencing search engine rankings. Google and other search engines calculate their search results for keywords using highly complex algorithms. The individual ranking factors and their weighting within the ranking calculation are well-guarded intellectual property that belongs to the search engines and is not publicly disclosed. SEO, sem, agency

The following factors are assumed to be closely connected to rankings:

  • number of backlinks

  • sitemap and internal linking

  • Usage of keywords in text elements - meta titles, meta descriptions, text, etc.

  • term optimization of content, based on comparison with other documents on the same topic (proof and relevant terms, topic/content clusters, WDF*IDF)

  • URL structure

  • trust assigned to the page

  • page load time (site speed)

  • time on site and bounce rate (here: how long a visitor spends on the page before they return to the SERP)

  • CTR in the SERPs, i.e. how often searchers click on the result

  • and presumably many other factors like page traffic, authorship, how up-to-date a page is

  • etc.

Rankings as part of an SEO Audit and Performance Monitoring

Ultimately, rankings prove that search engine optimization has – or has not – been successful. For this reason, rankings for keywords defined as relevant should be regularly monitored as part of the SEO auditing process. Using a fixed keyword set comprising relevant terms is also an effective method of monitoring rankings.

This is an essential task because ranking losses enable conclusions regarding a page’s quality. At the same time, ranking gains also prove well-performed, successful optimization. If a website suffers a drop in rankings for particular keywords, it signals SEOs and web admins that they should react.

Reacting to issues that arise is, on its own, insufficient. A website to be sustainably successful requires constant work and attention. Even if essential rankings seem stable today, this can quickly change in the short term, mainly when dealing with highly competitive keywords.

Learn more about rankings and the factors that influence them in our whitepapers.

seo, sem, agency

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