Understanding the Factors Contributing to the Google Ranking of This Page
As SEOs, we are often puzzled by the unexpected rankings we see in the search engine results pages (SERPs). Why is a purely commercial keyword ranking on Reddit instead of ecommerce URLs? And how is The Verge, with its spammy and AI-generated article, ranking high for a keyword like “best printer 2024”? These are just a few examples that showcase the need for a deeper understanding of the factors contributing to Google rankings.
One of the main reasons behind these surprising rankings is our outdated ideas about how Google ranks pages. We still believe that keywords are a crucial factor for ranking, but do they really matter as much as we think? And if they don’t, what should we focus on instead?
When examining the content types of the top 10 results for the keyword “best printer 2024,” we notice that there are three user-generated content (UGC) URLs and no ecommerce stores. This goes against our traditional understanding of how commercial keywords should rank. So, what could be the reason behind this?
The first factor to consider is authority. Google favors established brands, as they have a better chance of ranking higher in search results. Websites that are well-known and have a strong brand presence are more likely to be clicked and trusted by users. Additionally, backlinks, social media presence, and the recognition of websites as entities in SERPs contribute to their authority. It’s important for websites to have secure platforms, clear editorial policies, and information about their team and content creators. Building a strong brand is no longer just an SEO strategy, but a crucial marketing channel.
User behavior is another important factor that influences rankings. Google uses “user interaction” data in their rankings, and they collect data about user behavior, good clicks, bad clicks, and last longest clicks. They also consider factors like click-through rates (CTR) and Chrome browser clickstream data. SEOs should analyze user behavior on a page using tools like Hotjar and Lucky Orange to understand how users interact with the page. These insights can help improve user experience and boost rankings.
Machine learning also plays a role in Google’s ranking algorithm. Machine learning algorithms identify patterns that may not make sense to us but make sense from a machine standpoint. For example, a page with blue buttons might be liked more by users. While there may not be practical tips for SEOs in this regard, it explains why certain things rank.
User intent is arguably the most important ranking signal that we can control. Search results now include Reddit threads and blogs for commercial keywords, indicating that user intent goes beyond purely transactional searches. Analyzing search intent and ensuring that your pages cover different intents is crucial. If there are blogs or user-generated content in the SERPs, consider including reviews on your pages or enabling comments to cater to user preferences.
Finally, bugs and tests play a role in rankings as well. Sometimes, what appears to be a high ranking is just a bug that Google will eventually fix. Rankings can also change due to ongoing tests and gathering of user data by Google.
In conclusion, SEO today is much more than just keywords and traditional tactics. We need to adapt to a new era of “new SEO” and be open to more creative approaches. Understanding factors like authority, user behavior, machine learning, user intent, and bugs/tests can help us navigate the complex world of Google rankings. It’s time to embrace change and stay updated with the evolving landscape of SEO.
