Search ranking factors can be considered proxies for aspects of the user experience. Our Periodic Table of SEO Factors organizes the factors into six main categories and weights each based on its overall importance to SEO. For example, content quality and keyword research are key factors of content optimization, and crawlability and mobile-friendliness are important sites architecture factors.
Today, SEO has two important facets: A specific branch of inbound marketing: One that is designed to bring in traffic, attract attention, and spread your reach, even in the absence of search engines. But those efforts are made with the search engines in mind and carried out in such a way that they will maximize your potential to bring in long-term organic search traffic. Technical SEO: Assuring all links are up to date, performing keyword research, setting up redirects when pages are moved, fixing errors, using proper markup, and so on.
SEOs are able to access much more information than we ever could before directly from Google using Google Search Console (like mobile-friendliness of content, and validation of structured data), and tools like the automated assistant in the mobile Google Analytics app, which provides machine learning insights to Google analytics data.
As a companion to the table, Search Engine Land’s Guide To SEO explains the search ranking factors in more depth. It also features tips and advice from SEO experts on implementing them to achieve greater visibility and higher rankings in organic search results.
How do we know? Last year, we studied almost one billion web pages and found a clear correlation between referring domains (links from unique websites) and organic search traffic.
SEO, therefore, involves making sure a website is accessible, technically sound, uses words that people type into the search engines, and provides the excellent user experience, with useful and high quality, expert content that helps answers the user’s query.