Before Google can even consider ranking your content, you need to know it exists. Google uses many ways to discover new content on the web, but the main way is to crawl your website information through Google crawler. In short, crawling is Google tracking links on pages they already know to links they haven’t seen before. To do this, they use a computer program called spider or reptile to perform the operation.
Suppose your home page has backlinks (also known as “external links“) from sites already in the Google index. The next time they grab the site, they will follow the link to discover your site’s home page and possibly add it to their index. From there, they will grab links on your home page to find other pages on your site. Even so, the following conditions will cause Google crawler to fail to grab your website:
Poor internal links: Google relies on internal links to grab all pages on your site. Pages without internal links are usually not crawled.
With nofollowed tag: internal links with nofollow tag will not be crawled by Google.
Noindex page: you can use the Noindex meta tag or HTTP header to exclude pages from the Google index. If other pages on your site have only internal links from non indexed pages, Google may not be able to find them.
Robots.txt has a page blocking command: robots.txt is a text file that tells Google where it can access the Internet. If a page is blocked here, it will not be crawled.
2. Friendly mobile terminal
According to statistics, 63% of Google search comes from mobile devices, and the number is growing every year. Given this statistic, it’s no surprise that in 2016, Google announced an increase in the ranking of mobile friendly sites in its mobile search results. Google also moved to mobile priority indexing in 2018, which means they are now using the mobile version of your page for indexing and ranking.
Nearly one in eight users will turn off content that doesn’t display well on their devices. In other words, when the desktop version of the mobile device loads, most people may click the back button. This is important because Google wants to satisfy its users. Pages that are not optimized for mobile devices can cause dissatisfaction. Even if you rank and win hits, most people won’t stay and consume your content. You can use Google’s test tool for mobile devices to check whether your web page is suitable for mobile devices. If not, hire developers to fix them now.
3. Page speed
Page speed is the speed of page loading. This is the ranking factor for desktop and mobile devices. Google is eager to make users have a satisfied browsing experience when browsing the page. If their users click on search results that take too long to load, they will be dissatisfied. To check the speed of a web page, use Google’s pagespeedinsights tool. Alternatively, use the ahrefs site audit to check for slow loading pages on your site.
4. Search intent
It’s easy to find keywords or keywords to rank. Just paste the topic into a keyword research tool, such as ahrefskeywords explorer, and then look for relevant keyword tips in the search volume. That is to say, what many people don’t consider is whether their pages are consistent with the search intention of the keywords they choose. Google is explaining the motivation behind the query and showing the results users want to see. You can view the top pages and ask yourself some questions to determine “3C of search intent”:
Contenttype: are most results blog posts, product pages, category pages, target pages, or other content?
Content format: how does Google arrange guides, list articles, tutorials, comparisons, opinions or totally different things? (Note: This is mainly applicable to information topics. )
Content angle: does the top ranking web page have a common theme or unique selling point? If so, it can give you an in-depth understanding of what may be important to searchers.
In addition, you can check the existence (or absence) of the SERP function to infer intent. For example, if there are featured snippets in the results, this might indicate that the searcher is looking for information. If you are doing keyword research, you can filter keywords with or without specific SERP functionality in the ahrefs keyword explorer.
5. External links
Google’s ranking algorithm is based on content called PageRank. In short, this translates the outer chain as a vote. Generally speaking, pages with more votes tend to rank higher. How do we know? Last year, we looked at nearly one billion web pages and found a clear correlation between citation domains (links from unique websites) and natural search traffic.
Outside the chain is very important if you want to rank anything of value. The problem is that links can be difficult to build, especially for certain types of content, such as product pages. There are a number of link building strategies, but if you’re new to the game, you can build links to your best information content (for example, blog posts or free tools).
You can also search for your target keywords on Google. Look for pages that are not as good as you. Paste the URL of the page into our free outer chain checker to see its top 100 links. Consider contacting these people, explaining why your content is better, and asking if they’ve changed the link for you. This strategy is often referred to as “skyscraper technology.”
Not all chains are the same. Some people have more weight than others. This fact is built into how PageRank works. Generally speaking, the chain from high weight pages is more valuable than the chain from low permission pages. Unfortunately, Google stopped public PageRank scores in 2016. This means that there is no longer any way to see how much “weights” there is in a web page. Fortunately, there are similar indicators around, one of which is ahrefsurlrorating (UR).
The URL rating runs at a scale of 0-100, taking into account the quantity and quality of the web page’s external links. When we study the relationship between ur and natural search traffic, we find an obvious positive correlation. For this reason, when building an external chain of content, you should give priority to building links from strong pages to weak pages.
If you are analyzing a competitive page for backlinking opportunities in ahrefssite explorer, the best way to do this is to look at the ur column in the external links report. Of course, the external chain is not the only way to enhance the “weight” of web pages. URL rating (UR) also considers internal links, which means that links to other pages on your site affect the weight of the page. If you want to increase the “weight” of a specific page and are trying to build an external chain of a specific page, consider adding some related internal links from other high-level pages.
To see the most authoritative pages, see the “best by links” report in the ahrefssite explorer. This strategy provides a good way to enhance the “weight” of pages with commercial value, such as product pages. It’s often difficult for you to build chains directly for these pages.
7. Content quality
Google wants to always rank the most reliable and useful results. To do so, they focus on signals related to content, such as expertise, authority, and credibility. In general, these are called eat. Other measures you can take to improve the perceived quality of content:
Stick to short sentences and paragraphs. This is online content, not an article.
Link to useful resources as appropriate. Don’t worry, “hoard PageRank.” Designed to make your content as valuable to visitors as possible.
Avoid large walls of text. Break image, quote, etc. Designed to make your content easy to navigate. In general, the easier your content is for most searchers, the better.
Freshness is another important factor in some searches. For example, if you use Google to search for “the best router,” you’ll find that almost all of the results are recent or republished content. This is because of the rapid development of technology. No one wants to know what the best router is in 2019.
Optimizing Google and similar search engines requires our expertise and long-term maintenance. If possible, we’d better have an excellent team to do it.