Straight Talk on SEO: The 15 Factors That Really Affect Your Site’s Search Engine Rankings

If you own or manage a website, then you have undoubtedly been contacted with offers promising to “increase your website’s search engine rankings though search engine optimization.” I receive messages like this daily with promises that range from the surprising to the absurd. If you take these solicitations at their word, they make search engine optimization, or SEO, seem like a magic cure for your website marketing needs – but what are you really getting if you decide to hire a company to provide SEO services for your website? While there are many reputable firms that provide search engine marketing and optimization services, there are just as many scam artists who are looking to capitalize on business owners’ ignorance of what really goes into achieving improved search engine rankings. The truth is that the algorithms that determine search engine rankings are complex – and they are always changing. There is no “silver bullet” for improving rankings, no one thing you can do that will, by itself, get you the results you desire. Unfortunately, many companies present SEO this way – as a quick fix that offers guaranteed results. Like most things in business and in life, it sounds too good to be true because it is. In this article, we will explore 15 factors that affect how search engines rank your website so that the next time a company contacts you with an offer to “optimize your website for the search engines”, you can ask exactly which of these things they will be addressing as part of their plans and make better decisions for your website’s digital marketing initiatives.

1. Content

We will start with the most important factor when it comes to search engine rankings – content. This is what it is really all about. Search engines want to deliver the best results for searchers, results that will link to quality content that is relevant to that searcher’s query. More so than anything on this list, quality content is the key to improved search engine rankings. If you have quality content, your site has the best chance to be found by searchers and rank effectively in search engines. Most SEO companies that are looking to make a quick buck on your website will not address your content strategy, yet any true initiative to address rankings and overall success will begin by looking at your content to make sure that it is unique to your site, relevant to what your audience is looking for, and that you have a plan to produce this quality content on a regular basis.

2. Site structure

The way your website is built plays a role in how search engines will rank that site. Code that is clean and well-structured allows the search engines to crawl the site effectively and find what they are looking for. On the flip side, older sites whose code is convoluted and outdated will make it more difficult for search engines to crawl that site. Any time you make it more difficult for the search engines, you negatively impact your rankings.

3. On-Site optimization

This is what most SEO companies are referring to when they say that they will provide “optimization services” for that site. There are, indeed, a number of best practices that can be applied to the way specific web pages are built, but on their own, these on- site optimization techniques will only have a minimal effect – and if your website was built by a reputable agency that understands search engine best practices, then many of these on-site optimizations should already be in place. These techniques are important and should be part of a bigger overall plan if you hope to get the most out of the website, but you need more than on- site optimization for your site to truly be successful.

4. Inbound links

An incredibly important factor in rankings is links to your website from other sites. These links count as a “vote of confidence” for your site and search engines see those votes of confidence as proof that your site is quality – but not all links are created equal! A link to your site from a popular site that has a similar subject matter is a great link to have. The popularity and standing of that site, coupled with the fact that it shares subject matter to your own, make these links very valuable in the eyes of search engines. On the flip side, spammy links from bogus websites or “link farms” will not help you. In fact, those bogus links may harm your rankings! If a company contacts you promising 10,000 inbound links, run away quickly! What they are doing is “link building” using these link farm websites. While you may get short term results from these initiatives, you risk being penalized in the long term once the search engines discover where those links came from. What you want are quality links from reputable sites that like your content (yes, again it comes down to quality content).

5. Download speed

How quickly your website loads is another factor search engines have begun considering in their rankings algorithms. A fast-loading site is not only good for the user experience, but it really can improve rankings as well.

6. Longevity

This is a factor that is tough to control. The length of time your domain has been registered does play a role in rankings. A website that has been around for a while has been able to build up inbound links (see above), it has grown over time, and the search engines know that it is not a flash-in-the-pan site. Search engines like longevity, so if you registered your domain name years ago and have had a quality site up since that time, this will help you in your rankings now.

7. Frequency of updates

Search engines like sites that are attended to regularly. When those search engines index your site and see that it is constantly changing and being added to, they take that into account in a positive way for their ranking considerations.

8.  Mobile device support

More and more these days, mobile devices are playing a role in our websites’ success and search engine rankings are just another way these devices are making themselves known. Google’s best practices recommend using responsive web design to deliver websites to a variety of devices. Building a website that delivers an experience suited to the wide variety of devices available today ensures that when searchers find your site, whether they are on a desktop computer or a mobile phone, they get a quality experience. Search engines want sites that deliver these experiences and mobile or multi-device support is becoming an important factor in rankings.

9. Social media

We’ve already discussed the value of inbound links, so it is not surprising that links from social media and conversations being had on social media have also begun to impact search engine rankings. A strong presence on social media sites with links back to your website can drive traffic to your business and boost search engine rankings.

10. Advertising

Paid search engine advertising is one way you can get exposure to searchers quickly, while your site’s organic rankings improve over time. While Google has stated that they do not reward sites that advertise with their search engine by increasing their subsequent organic rankings, the reality is that paid ads can get you more exposure, which can lead to additional inbound links or social media mentions, which can then improve overall rankings. So whether or not you believe that Google does not reward companies that spend ad dollars with them, the process of taking out these ads can absolutely bring you traffic now and improve your organic placement over time.

11. Geographic location

Search engines have realized that many searches are local. If you are in Boston and you search for a plumber, you do not want listings for plumbers in Texas. Different searchers in different parts of the world will get different results for the queries they make, so the geographic location of your company will play into your rankings.

12. Browsing history

Similar to the fact that location will influence your site’s rankings, so will previous visits to your site. If a searcher has been to your site before, Google will often give that site preferential treatment for future searches, thinking that they may wish to visit the site again. The reality is that your overall browsing history plays a big part in the results you receive. Eli Pariser talked about these “filter bubbles” in a TED talk he gave in 2011.

13. Language

If your site caters to visitors who speak different languages, having pages presented in those languages can absolutely help if searches are being conducted in that language.

14. Uptime

Search engines cannot index and rank your site if it is down. Server uptime will play a role in overall rankings. If your server environment is unreliable and often down for maintenance, not only will you risk turning customers away if the site is offline for a time, but you also will eventually impact your rankings if search engine bots visit your site and find it unavailable.

15. Content

We end the article where we began, with content. While every item in this list will influence your search engine rankings, the reality is that it starts and ends with content. If you really want to increase search engine rankings, look to the factors and tips covered in this article, but be sure that above all else, your content is the best that it can be.

What about meta tags and keywords?

As mentioned earlier, search engine algorithms are always changing. Factors like Meta tags and “keyword density” no longer play a role in how search engines rank websites, yet there are still professed SEO specialists out there hawking these outdated methods. If the company you are speaking with about SEO services is pitching “keyword density” but is not addressing your content plans, or any of the other factors covered in this article, that is a sure sign that you should look for a different provider.

In summary

Quite a few factors contribute to search engine rankings, and while the ones presented in this article are all important, there are doubtlessly other things that we are not even yet aware of that search engines weigh when they rank websites for their search engine results. To truly improve your site’s rankings, you need to do more than add some keywords or tweak your pages’ code - you need to have a long term strategy that will address the items on this list today, while also being prepared for changes tomorrow.

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The Five Types of Brand Evangelists

There’s no more valuable asset to the growth of your business than your brand evangelists.In today's culture of the Web, there’s no more powerful form of marketing than word of mouth. As a result, there’s no more valuable asset to the growth of your business than loyal customers who talk about you, sing your praises and disseminate your content through their networks. If you want to set the word of mouth around your brand on fire, you must identify the core motivations within your fans that spur them to action and give them ways to carry your torch that cater to their passions and personalities. Below we’ve profiled the five types of brand evangelists, what drives them and how to put them to work for you:

The Opinionater

The Opinionater wants to be heard. They have opinions about everything, and they want to share them with whomever will listen. They are the bloggers, the commenters, the reviewers, the frequent tweeters and Facebook status updaters.

How to put The Opinionater to work for you:

The most basic level of engaging The Opinionater is providing outlets for them to express their ideas and insights. Let them review your products or services on your website. Share interesting, original content regularly on your blog, Facebook and Twitter, and allow them to comment and debate. However, if you really want to make the most of The Opinionater’s potential as an evangelist, you have to go further. Social media has stripped away the barriers between customers and customers, so put this to your advantage by soliciting The Opinionater’s input on what they like, what they don’t like and what they want to see more of. Starbucks does this in a very sophisticated way on their “My Starbucks Idea” website, where fans can submit suggestions and requests for everything from drinks and merchandise to community involvement. However, you can achieve the same outcome in a less structured fashion simply by asking your followers on Facebook and Twitter for their opinions. To keep the The Opinionater loyal to your cause, it’s important to reassure them that these ideas are being heard. Respond to their comments, recognize their great ideas publicly and let them see their suggestions in action. They’ll feel invested in helping you because they’ll feel like they are a part of your success. If they feel like no one’s listening, you’ll not only risk alienating them, but you might find that suddenly you've got a very vocal critic on your hands.

The Informer

The Informer likes to be first in the know so they can be the one to spread the news. You know them as the email forwarders and the Facebook friends who are always sharing links to articles and videos. It’s important to The Informer to get credit for being ahead of the pack. In being the first to disseminate information within their network, they’re able to take ownership of the ideas being presented as if they were their own.

How to put The Informer to work for you:

Give them access to exclusive information that makes them feel like an insider. The Informer loves to join mailing lists, so be sure to offer an email opt-in on your website and send out regular newsletters with timely news, tips and offers. Let The Informer have the inside scoop on trends and sales, and you’ll set their forwarding fingers in motion.

The Fame Seeker

The Fame Seeker is driven by the allure of attention. They crave the spotlight and want to be celebrities within their own circles. They want to achieve their 15 minutes of notoriety in as many places around the Web as possible. They want to be the first to comment, or at least the one with the wittiest contribution that gets the greatest response. They want to see their name and their photo anywhere and everywhere they can get it, and they have profiles on multiple social media platforms.

How to put The Fame Seeker to work for you:

Recognition is the name of the game. Give them ways to participate in your community that are all about them, and then reward them for their participation. Call them out from the crowd, and you'll have a fan for life. NASCAR driver Ryan Newman’s Fan Club site is built around keeping The Fame Seeker engaged and active. Every member has the ability to share what’s most important to them – their photos, their videos and their opinions. Popular content is rewarded with points from other members, and the top points earners are elevated to a place of special prominence within the site on the fan club leaderboard.

The Trendsetter

The Trendsetter is constantly on high alert for what’s new and what’s coming next. They have a reputation within their circles as the one that’s always sporting the latest and greatest iteration of their obsession, whether it’s coffee, shoes, jeans, gadgets or cars. As a result, when they buy what you sell, it puts you immediately at the forefront of the tribe they belong to.

How to put The Trendsetter to work for you:

The task of putting The Trendsetter to work starts at the very core of your brand. You must position yourself as a company that’s always ahead of the curve. You must offer something genuinely special and unique to entice The Trendsetter to become your standard-bearer. Apple is the epitome of a brand that is in touch with The Trendsetter. Every new product they bring to the market is not only technologically innovative but impeccably designed. The iPad is a status symbol just as much as it’s a useful productivity tool. But you don’t have to compete on the same level as Apple to win over The Trendsetter. What you must do is earn a place in, listen to and respond to your tribe. When you can give them something that no one else in your niche can, it puts you on The Trendsetter’s radar. For example, let’s say you own a restaurant. What’s hot in the culinary world right now? The slow food movement. Create a special section of your menu dedicated to dishes made from seasonal ingredients sourced from local growers, and yours will be the restaurant that Trendsetter foodies all over town are suddenly talking about.

The Crusader

The Crusader is the torchbearer for the causes they believe in, and their loyalty runs deep because their passion is for the mission. They’re not interested in being seen wearing or carrying the trendiest label. They’re consumers with a social conscience that identify themselves with brand whose values and corporate culture inspire them.

How to put The Crusader to work for you:

Make them one of you. Give them a badge to wear that proclaims their belief in your cause. Arm them with information, tools and resources to be your advocate and help spread the word about what you stand for. TOMS is a brand of shoes with a simple mission: for every pair of shoes their customers buy, they donate a new pair of shoes to a child in need. On April 5, TOMS is sponsoring an awareness campaign called “One Day Without Shoes,” and they’ve enlisted their Facebook fans in the cause by creating an app that lets them share what they’ll be doing “without shoes” on April 5 and encouraging them to go “virtually barefoot” by using the campaign’s logo as their profile picture.

It’s time to hand over the megaphones.

Thanks to the evolution of social media and the culture of the Web, word of mouth is no longer an invisible phenomenon but a very public and powerful reality of today’s marketing. No matter the size of your company or the nature of what you sell, you have a powerful sales and marketing force in your customers, fans and followers. These loyalists are at your fingertips, ready and waiting to spring into action. All you have to do is provide the right tools and the right platforms, and you’ll reap the rewards of the trust they build on your behalf.

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