How to get better ranking and be visible to the potential customer is the main aim when a business decides to invest in digital marketing. So there are some prerequisites that are needed to rank. Here is the list of factors that are responsible for getting Google’s juice.
- Quality Content
‘‘Content is King’’ has been an age old saying in the field of Digital Marketing.It is not an exaggeration. Good content ensures better ranking because it holds the visitors and thereby decreasing bounce rate.
Google is evolving. It is becoming more intelligent and robust with time. Google algorithms gauge the quality of the content by something that is called Readability Score.
To understand what is readability score you have to understand the difference between a college dissertation report and an article meant for general public. There are factors like Flesch-Kincaid score that determines the readability of a text.
Let us assume there is a content that has a rating of 7.4, it means it can be understood by people who had their education until 7th grade. Similarly, a score of 13.5 means it will be difficult for a school graduate to understand the contents of the text but can be understood by a college graduate.
It is pointless to say which text is better to read and easier to understand. Keeping the sentences small, using simplified words are some of the factors that determine the readability score.
Useless stuffing of keywords, that makes the article look irrelevant is a big no-no as it lowers the readability score and hence the ranking.
- Loading Speed
Loading speed of a page plays a crucial role in ranking. Very high-quality images, codes that are not optimized are some of the factors that affect the loading speed of a page. A detailed chapter is dedicated to the factors responsible for loading speed. It includes the technical reasons that affect loading speed.
There are tools like Google Page Insight that calculates the page speed and suggests changes in CSS, JavaScript codes and optimize the high-quality images. A basic understanding of scripting and technical details should be understood by digital marketers for more efficient optimization of websites.
- Use of different elements (HTML, Framesets andAnimated Images)
HTML stands for Hyper Text Markup Language that is used for building static pages. To make websites interactive JavaScript is used. JavaScript can either be directly embedded in the HTML file or it can be written externally and called inside the HTML tag.
The latter is suggested as Google spiders are unable to read JavaScript. So it is advisable to call JavaScript externally.
Use of frames and animated images is discouraged in a web page as the contents are not crawled and does not contribute to ranking.
4. Keyword Optimization
Keywords are very important for SEO. It is always suggested to insert the keywords in the blogs, meta-title, meta-description and meta-keyword tag of a page. When a user searches for a term that is similar to the keyword, your page will pop up in the search. Therefore optimized meta title and description is a must for ranking. The links to the blogs can also be used to insert keywords.
Keywords should be included in H1 tags and image description as it attracts better ranking.
SEO Engineer 