The Altered Landscape of Search Engine Ranking
All online marketers today need to understand that we’ve come a long way from the time when keyword-stuffing your content, coupled with a concise and relevant meta description, used to rank pages higher on Google and other search engines.
The landscape has changed, and radically at that! It has been a few years already when Google saw it fit to employ big changes in how their ranking algorithms work and soon enough, other search engines followed suit. Since then, every search engine of any relevance (be it Google, Bing or Yahoo) has continued using more sophisticated algorithms (Hummingbird, Panda, Rankbrain, to name a few) with a view to provide optimum value to visitors of a page or website.
Today, four elements, namely Unique Value, User Experience (UX), Crawler/Bot Accessibility, and finally, Keyword Targeting (it hasn’t gone out of the window, if you were thinking that!—although it’s a fact that rules regarding keyword targeting have changed vastly as well), are regarded the most crucial for proper on-page optimization. At the same time, the importance of off-site optimization (that involve activities such as link building, social media marketing, social bookmarking, using directory listing and so on) has also become more important than ever.
For the time being though, let’s look at elements involving on-site optimization (some of which also overlap with off-site optimization tactics).
Unique Value, Crawler Accessibility, UX
Unique Value is in many ways related to improved user experience, something the search engines of today are overwhelmingly concerned with when they rank a page. Unique Value primarily refers to the usefulness of a page to its visitor. What are the takeaways for a visitor from a certain website or webpage? Did he get what he was looking for? These are the essential parameters of unique value.
Simple as it may sound, it is anything but easy to create ‘value’. It takes time and patience— and effort. What we at Opt Digital do is to try to place ourselves at the position of the visitor and try to anticipate his expectations. And then craft the content and the design of the website in a way that we hope will be able to fulfill those expectations.
Apart from the creativity and brain-racking involved, conducting market research, tracking recent studies and statistics, etc. are also essential for creating unique value for a site.
When it comes to Crawler Accessibility, Opt Digital SEO professionals follow some of the best practices that have known to yield positive results for others. These practices include maintaining proper URL lengths; creating single and unique URLs whenever possible; inclusion of URLs on all appropriate RSS feeds and XML Sitemap files; determining whether to go for a dynamic or static URL; avoid using multiple redirects; and so on.
And then UX is possibly the factor in determining whether or not you’ll receive a high ranking on search engines, Google & others. Again, a host of different elements are involved when it comes to User Experience of a website. These include fundamentals such as easy and intuitive navigation; relevant and authority content presented in a visually appealing manner; fast load speed on a variety of devices/platforms; secure website, but also many other factors as well. Opt Digital will try to satisfy as many of these criteria as possible when handling the SEO of a website. Also understand that a high UX level does not only help pages receive higher rankings but also improves—through social shares, authority backlinks, etc.—its off-site optimization as well.
So, How Is Your Website Is Doing At Current?
Please fill out the Request Form on this site to find out how the online face of your business is performing at present. On receiving your Request, we’ll perform a video audit to see how your website and the different pages in them are ranking at search engines in relation to a number of different keywords/queries relevant to your business.