For just over 1 month I’ve been doing articles commenting on what are the positioning factors in Google.
In this article I am going to limit myself to mention all the positioning factors in Google that we have up to the present day.
These articles are nothing more than assumptions, since only Google knows what their algorithm is, and it usually makes more than 500 algorithm updates every year, so this can change overnight.
A small summary of what you will find:
1. Positioning factors according to the incoming links: I comment on the positioning factors of the incoming links, that is, they come from other websites and point to yours, these are in my opinion the most important of all.
2. Positioning factors according to Web elements: I analyze how it affects the elements of your Web, that is, according to the update of the page, content of the robots.txt file, site map, etc …
3. Positioning factors according to internal links: It refers to internal links, that is, the links pointing from your website to internal pages of the website.
4. Positioning factors according to external links: External links are those that we link from our site to external domains.
5. Search engine positioning factors according to the content: I comment on the most important positioning factors of the content that we add to our website.
6. Positioning factors according to architecture: In this case we analyze the positioning factors that affect the architecture, that is, things like the code used to program our Web, the structure of the Web, the semantic structure of the articles.
1. Positioning factors according to the incoming links
The positioning factors regarding incoming links (links that come from outside to your Web) are the most important positioning factors, is what is commonly known as linkbuilding.
Google makes so many updates that affect the incoming links because as I said before is the most important positioning factors try not to abuse too much if you do not want to receive a good penalty.
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1.1 The relevance of the pages that you link
It is always important to get links from web pages that are relevant to Google, the pages that are most relevant to Google are usually those with the most domain authority, more content and a good frequency of update.
That is, pages that are well optimized for the search engine.
Avoid links to websites with penalties or optimizations, remember that part of these penalties are transferred to the domain they link.
1.2 Quality of the Webs that link you
With quality I mean that they have unique content, with good frequency of updating, websites that do not have any type of malware, but most important of all is that they have content related to the website they link to.
The more quality, the more value the link has.
1.3 Links from website networks
Before, the networks of blogs that had one or several articles were used a lot and then linked to the site to position and then linked to another blog of the network, forming a kind of wheel.
The truth is that today this technique is easily detectable by Google, therefore, I would not recommend using it currently, Google has made many updates to the algorithm to prevent networks of this type affect the positioning factors.
1.4 Variety of types of links
It is important to have a variety of links to look as natural as possible, for example, it is not normal that all the links you receive are doFollow.
The best thing is to vary from time to time the rel of the links, some doFollow others with no follow.
Remember that although they are not doFollow links serve the same for search engine positioning, perhaps they are worth less but they are still one of the factors of positioning.
1.5 Variety in the anchor text of the links
Before it was used a lot to position using the links with anchor texts with the Keyword to position, everything was very beautiful until the Pinguin appeared.
The Pinguin is an update of the Google algorithm that is dedicated to penalize websites that contain a large repetition of anchor texts or a large number of links from sites of poor quality.
Nowadays, the best thing to do is to risk as little as possible and use great variation in the anchor text of the links.
1.6 Links from several IPs
One of the factors of positioning is that they serve more links from different IPs, that is, from different hostings than from different domains.
1.7 Geographical diversity of the links
With geographical diversity of the links I refer to the location of the hostings of the domains that link you.
For example, if many domains with Spanish IPs link you to the search engine, you can believe that this article is worth more for searches in Spain, that is, we have another positioning factor in Google.
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1.8 Links from different domains
It is clear that the links of different domains are worth more than many links in the same domain, you could say that the more links you get in the same domain, each time you link to the same domain the other links lose value.
1.9 Themes of the domain that links you
Nowadays you should always look for links in the domains that are related to your topic, the reason is that they seem much more natural.
For example, it is not natural for a kitchen website to link to a hosting website.
We could say that another of the factors of positioning is the theme of the Web that links you.
1.10 Location of the link on the web
Another important point since Pinguin is the location of the link, the links at the bottom of the page and on the sides, barely serve I can even be counterproductive.
The best location for a link is within an article on the Web.
One of the most important positioning factors we could say is this.
1.11. Authority of the domains that link you
Anyone with some idea in SEO knows that the links from authority pages are the best. I do not have much more to say that you do not already know.
1.12. Reciprocal links
With Pinguin we have also received penalties for reciprocal links, those that put one in your Web and the other contact made yours.
The best thing is to stop doing it, because it seems that Google is able to recognize it, it is better to exchange links without reciprocal.
For example, if you have several blogs, you link one of yours from one of yours and the one that links you to a different one from the one that links to you.
1.13 Number of links in social networks
Social networks are the latest fad to position any Web, in my opinion, these are also taken as links only that have a lot of value.
2. Positioning factors according to Web elements
2.1 Contents of the robots.txt file
It is very important to block pages with little content in the robots.txt, with little content I mean all those that have less than 300 words.
In case of being valid articles it is important to increase the words in them to avoid being penalized by Panda.
It is also advisable to block the duplicate content of our site, for example, in WordPress it is recommended to block the authors, the paging files and other files, you can search for more information in Google.
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2.2 Frequency of update of the page
This is a very commented topic, it is said that if a Web is updated daily has more visits than one that does not, this myth I have denied myself, if you look at the first months published daily regardless of the content.
Another month I stopped doing this and dedicated myself to search for good keywords and I got many more visits than publishing daily without focusing on any Keyword.
Now, I have only shown that in search engine positioning, a high frequency of updating is not necessary.
In other topics such as sports, it is clear that they need a major update and not only for Google, but rather to improve user interaction.
2.3 Date of last update
This is a point that has become very important in that it depends on themes, not to be confused with the antiquity of the domain, that is another completely different topic.
I refer to the age of each page of our website, for example, if we want to position a website with the keywords “Risk premium” it is clear that we will not be able to position it, with a page that is updated daily, we would have to do it with every change of it.
2.4 Site map in XML
It is very important to have a functional site map, thanks to it Google knows when we update our website, if you have many pending items, it will be more important to track these than the ones you already have indexed.
It also helps find pages that you would hardly find on our website because they are not very linked.
2.5 Legal notices
The truth is that regardless of whether it is a factor or not, all pages should have this section, mostly because if you can not get a good fine, even if they had to chase all those who do not have …
2.6 Types of Web
Nowadays, Google is able to recognize what type of CMS we have installed on our server, it is not going to position a forum as a blog.
For example, a forum usually resolves the doubts of users with little text, while a blog usually has about 300 words to avoid penalties with the beautiful Panda bear.
In my opinion they tend to position blogs much better than forums, and other scripts.
3. Positioning factors according to internal links
I have to remind you that the internal links of a website are almost as important as the external links.
A correct structure of the domain helps users and search engines to find a certain page, against more links more value or failing authority will have in your domain.
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3.1 Anchor text of internal links
It is advisable to follow something similar to an external linkbuilding strategy, but on our website.
That is to say, it uses from time to time in pages with related content links with the anchor text to position. Although remember always without abuse, try to vary the anchor text from time to time.
One of the important positioning factors in Google is this.
3.2 Use of breadcumbs
The breadcumbs are very interesting, they help the user to know where they are and also allow them to go back in their own category.
The breadcumbs are also shown in the results of Google, therefore, something that interests the search engine that is used.
3.3 Use nofollow links
It is not recommended to link internal pages with the nofollow attribute, the nofollow is used so that the search engine does not follow the external links, but it does not usually pay much attention to the attribute nowadays.
Therefore, if you do not want an internal page to be indexed you must use the robots.txt file.
3.4 Density of internal links
It is advisable to have several links in each article, with them you help to transfer the authority throughout the domain, in addition you will manage to reduce the bounce rate.
A low bounce rate allows users to see more content from your website, that is, load more pages of advertising and Google also takes into account this value to position.
4. Positioning factors according to external links
The outgoing links are those pages outside our domain that we link, remember that regardless of the factors always link to quality pages.
4.1 Number of outbound links per domain
There is not really a number of outbound links recommended for each domain, the case is to try to link when necessary and not link several times the same page in the domain.
4.2 Number of outbound links per page
At this point we must be more careful than the previous point, a page that contains many links without improving the user experience or that have no relation to the text can be considered a link farm.
Having a link farm can be very penalized by Google, therefore, I do not recommend inserting more than 15 external links per page.
However, if you need to introduce more and bring relevance to the article you can insert them without any problem the case is to avoid spamming.
4.3 Quality of the destination of the links
At the beginning of the text I told you that always links to quality Web pages, after Pinguin Google is very clear that if a page is dedicated to link spam, pornographic sites, Warez or casino has poor quality.
Now, if the Webmaster links authority pages with time it will be considered an authority by Google.
4.4 Links to bad domains
Never links to bad domains for what was commented in the previous point, if for some reason you have the need to link to a site of dubious quality, use the rel = nofollow attribute.
4.5 Links to 404 pages
In these times Google takes into account the broken links, it is highly recommended to review the broken links from time to time, both internal and external.
The problem is that with internal links we notify Google itself, however, the external does not say anything about them. Luckily there is a free application that helps us, the application is called Xenu .
5. Search engine positioning factors according to the content
Before starting, you have to define correctly what is contained.
By content I mean any content that contributes quality to our visits, that is, both text and images, videos, PDF etc …
Remember that the most important thing to position correctly is a good article that offers users what they are looking for, let’s see what quality content is.
It’s time to start, as always I will be assessing the most important search engine positioning factors according to the content.
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5.1 Language used to write the contents
The writing of the content must be appropriate for the users to whom they are intended, a writer does not have to try to show how much he knows by writing articles with words that users who are looking for an answer to a question do not understand.
Basically the users ask Google questions and Google looks for the best page that can solve that doubt. If you use strange terms you only create more doubts to the user.
So avoid using words or weird vocabulary, for ordinary users who are basically the ones who ask the questions.
5.2 Unique content
Since the search algorithm called Panda was released, copied or duplicated content is penalized both in the same domain and in different domains.
Although this algorithm fails many times, an example can be Taringa that copies many articles and still and it is positioned above the original article.
You probably will not have a domain as powerful as Taringa, so curry your content , create good articles and also try not to repeat content on several pages of your website or blog.
5.3 Text regarding source code
This point has been commented a lot in the Anglo-Saxon forums, it is said that the percentage of text in front of the source code is a positioning factor.
In my opinion, nonsense. A Web has to be optimized for its fast loading, that is, it does not have to have unnecessary code.
Regarding this point the only thing I can comment is that against less code you have faster load a Web and then yes you attack a positioning factor, loading time.
5.4 Updated or old content
It is obvious that there are pages that can not always be the same, for example, one that talks about football, you can not pretend to appear first with “CF news” if you do not update the cover with new news.
In contrast, in niches such as computer tutorials because they do not need much updating.
5.5 Repeat the keyword, use of synonyms, changes of order
It is clear that you can not only write to the user, you must also write for the search engines, do not forget that after all it is a machine.
You have to repeat the keyword to position, use synonyms and change the order, but do not forget that the most important thing is the users.
You do not have to abuse these techniques, there are no percents or nonsense if you really wonder if you are abusing a lot in an article is that you are not doing things right.
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5.6 Content related to the market niche
This in my opinion is one of the most important factors to position a Web, in most of my strategies I try to create several articles related to the article to position.
Once made the ground link between them with the anchor text that I want to position and the truth is that it works very well but very well this strategy.
5.7 Marks the keywords with bold, underlined, italics
Whenever you try to position an article it is advisable to mark some keyword in bold to increase its value, it can also be underlined or use italics.
Although of course you do not have to optimize, put in bold more parts of the text that are important for users.
5.8 Images with titles and alt text
The classic of the classics, from the first days of SEO the titles of the images and the alt text were used to position.
Nowadays they still work very well, the most recommendable thing is to take the image and rename it with a name that has keywords, use a title with keywords and the alt text with keywords.
As always there is no need to abuse this technique.
5.9 Malicious content
Malicious content is something we must always monitor, in case our website is affected by malicious code, it will be completely de-indexed from Google and will even show a message indicating that the page is not safe when entering browsers such as Chrome.
I have never really had problems with malicious code in my facilities (I touch wood), the malicious code can appear with themes and Plugins of dubious origin or by some hack.
It is always important to have daily backups for what may happen.
5.10 Incorrect spelling, paragraphs, punctuation marks
Spelling errors directly do not impact on Google, however, users can take a very bad image.
I confess that I am not a lynx with spelling mistakes if you look at the article you will surely find some … But I always try to use correctors and others.
In short, we are human and we make mistakes.
6. Positioning factors according to architecture
6.1 Structure of the urls
One of the determining factors in architecture is having a correct structure of the urls. Well-structured content helps both the user and the search engine to find what they are looking for.
Personally, I recommend that the structure be like the following example: dominio.com/palabras-claves-del-articulo/.
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6.2 Structure of the source code
It is very important to have a properly structured source code so that you load the text of the articles first and then other elements of the Web.
It is also important to use as little source code as possible to improve the website’s load. Avoid comments, spaces and others in the source code can greatly improve the load of it.
6.3 Semantic structure of articles
It is much more important to structure the content correctly, use H1 for the title of the article and then for the subtitles H2, H3, H4, etc …
Remember there can only be one H1, more than two you can lose positions in the search engines or worse, you can receive a penalty for over optimization.
Do not forget to compress both files with the online compressors that you can find simply with a Google search.
6.5 Accessibility of the web structure
At this point I suppose you should already know that you should not use java or any item that can not be read by Google.
You always have to create designs that can be read correctly by Google without worsening the performance of the page, a very useful new technology to achieve this is HTML5.
It is also very important to have a mobile version of your website, do not forget that every day there are more users who visit us from mobile devices, so Google values positively use various mobile themes.
Now the mobile theme should not generate duplicate content, the ideal is that the same Web page is displayed differently depending on the device from which it is read. This can be easily achieved with responsive themes.
6.6 Have validated HTML and CSS code
I really do not believe that Google takes into account the validation of W3C , since some new codes do not recognize them correctly, however, a code with fewer errors ensures that all users see the content practically the same regardless of the browser.
There are more than 30 internet browsers, although you should focus on Chrome, Firefox, Internet Explorer, Safari and Opera. Do not forget the mobile versions of them. In my opinion it is one of the positioning factors in Google.
At the moment it is all the information I have, on the analysis of positioning factors, in my opinion at the moment it is quite complete, however, missing a few factors of Web positioning in Google that I will be adding over time .
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