In any online business, search engine optimization is essential to online proof visibility as well as increasing credibility and conversion. For these and many more reasons, the ranking is a must have feature for any digital marketer wishing to explore the SEO. According to the annual Google ranking factors released by Searchmetrics, the factors which Google algorithm uses to rank sites include content relevance and authority, technical and web design factors of your site, user signals from Google’s content awareness and authoritative backlinks.
However, a close analysis of some of the websites running nowadays may show entirely different findings. For instance, for a particular set of key words, the quality and quantity of links may not mean the position Google ranks you. For example, websites with poor links may rank higher than ones with stronger backlinks.
Searchmetrics reports that over the time, backlinks have been declining as a ranking factor as Google algorithm nowadays prefers other factors. This change results from the rise of social media marketing. Social media has many sharing links which may make a better representation of quality traffic. Consequently, backlinks are not the primary factor as it used to be before. They are just a factor to break the tie while ranking sites.
Jack Miller, the Senior Customer Succcess Manager of Semalt, discusses the relevance of backlinking for a unique SEO campaign.
Content and User Intent
Google states that one of the most important things to consider when doing SEO is content relevance. This factor is the utility of the content you are putting on your site to the user not just drawing tonnes of traffic. The relevance of the content depends on keywords search. Google bots can also detect chances of someone taking advantage of this situation. Black hat SEO tricks like keyword stuffing no longer work and Google scraps such websites in a matter of days.
User intent depends on how the user interacts with the relevant content in the search results. Pure bait-and-switch tactics for gaining massive traffic have now seized to make any proper use of the Google algorithm, making the whole process now content based. Google advises internet marketers to strike a balance between content relevance and user satisfaction, not just keywords.
Your website architecture should not have errors and bugs. The site should be fast enough and responsive to work on different devices, operating systems across different browsers. Google algorithm rewards site with a responsive mobile friendly interface through ranking. Other technical factors like site speed, file size, internal linking, and HTTPS hosting come into effect when linking technicality with SEO and linking.
In digital marketing, SEO performance forms the backbone of online presence and digital branding. Backlinking is one of the SEO strategies that have been doing magic when ranking websites. However, with the recent changes to the way Google algorithm works, other factors such as HTTPS rules, Mobile friendly initiatives, content relevance and social media marketing come into play. High click rates, stuffing keywords, and techniques like bait-and-switch will not work anymore and may result in the SEO penalty. Consequently, backlinking is also not a factor to put much weight when you want to make a unique SEO campaign.