Above is how Google’s overall algorithm breaks down in a study by Moz.
We break down the factors that Google gives the most weight to
Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists. This article originally appeared at Moz and is republished with permission.
Every two years, the SEO site Moz runs a Ranking Factors study to determine which attributes of pages and sites have the strongest association with ranking highly in Google. The study consists of two parts: a survey of professional SEOs and a large correlation study.
According to our survey respondents, here is how Google’s overall algorithm breaks down — see the chart above. We see:
Links are still believed to be the most important part of the algorithm (approximately 40%).
Keyword usage on the page is still fundamental, and other than links is thought to be the most important type of factor.
SEOs do not think social factors are important in the 2013 algorithm (only 7%), in contrast to the high correlation I’ll outline below.
Page Authority, social signals correlate strongly with higher rankings
We’ll dive into the data in a minute, but here are five key conclusions:
If you’re one of the 15 million businesses that use Facebook, you’re in luck. There are plenty of tools and apps out there designed to make running, updating, and promoting your Facebook page easier and more effective.
You can’t control your brand perception. You can’t force your will or your perception of yourself onto Google no matter how big your advertising budget — sorry. And, now, you can’t do it through writing big checks to black hat link farms, either.
So, if you want to make sure you can shape perception of your business in search as much as possible, you’ll need to write about yourself and your company as thoroughly as humanly possible — and, part of that is doing the equivalent of a 360-degree feedback of your own brand, your own corporation. For those of you who don’t know, a 360 review represents feedback that comes from members of an employee’s immediate work circle. And, like the 360, you should ask people outside of just yourself and your board how they perceive you. Continue reading →
Ad campaigns now often feature ‘second screen’ integration
Target audience: Marketing professionals, SEO specialists, social media managers, businesses, brands, Facebook administrators.
Guest post by Joseph Stark
Social media didn’t just explode onto the scene over the past six years or so. In fact, it has been steadily gaining steam and heating up for the past two decades. Social networking options like SixDegrees.com and AOL Instant Messenger have been around since personal Internet access became a widespread concept in the early to mid-1990s. It’s a new development, however, that marketing campaigns are focusing their efforts on social media and capitalizing on it in a big way.
Watching television isn’t simply a matter of watching television anymore, and advertisers are taking note. People used to interact with TV through water cooler conversations about football games and plot twists, but the market has become increasingly segmented, and advertisers are now aiming to engage consumers through their viewing patterns — and social media habits. Continue reading →
It’s time to invest in an accessible, mobile-friendly website
Target audience: Mobile marketers, social media marketers, website developers, PR professionals, SEO specialists, businesses, entrepreneurs.
Guest post by Christian Arno
Smartphones are changing the way many of us live and interact with people and businesses. It won’t come as a surprise that 80 percent of Americans don’t leave home without their phone, and that number is rising. If you’re on a train or in a coffee shop almost anywhere in the world, you’re likely to see people staring at small screens and tapping messages. On the Tokyo subway, it’s common to find the only people not using their phones are sleeping.
In light of this, mobile search marketing has become an important way to reap the rewards from this phenomenon and direct traffic toward your content. Here are five reasons why mobile search marketing should be a priority for your business or your client’s business. Continue reading →
Target audience: Social marketers, PR professionals, SEO specialists, businesses, social media managers, online reputation management experts.
When you think about it, Realtors were the world’s first social media marketers — well before the Internet existed. Social networks predated the Internet and real estate agents have always been exemplary manifestations of shameless self-promoters while still being able to build reputation, trust, and confidence over time. I really think that we social media marketers should be more like Realtors — in fact, most of the top online influencers very much do follow in the footsteps of the humble neighborhood real estate agent.
I never understood the mad narcissism that real estate agents shamelessly flaunted everywhere in the form of portraiture on emblazoned cards, placards, for sale signs, circulars, mailers, and online. But I get it now — and I want to let out my inner real estate agent. And I really believe you should, too. Here’s why: Continue reading →