12/3/2024
March 8, 2024
This article explores a study by Semrush on Google's ranking factors, highlighting the paramount importance of content quality and relevance, the impact of URL traffic, and the significance of a strategic backlink network for higher SERP rankings.
In the ever-evolving landscape of search engine optimization (SEO), the focus has shifted back to the quality and relevance of content as primary factors in Google's ranking algorithm. Semrush, a global leader in digital marketing, conducted a comprehensive study analyzing over 300,000 Google search results to identify key ranking factors. The study revealed that, contrary to the previous emphasis on SEO optimizations, Google now prioritizes content that is relevant and of high quality.
The research by Semrush focused on 16,298 keywords, filtering out navigational, branded, adult, or misspelled queries. For each keyword, the top 20 search results were examined, culminating in an analysis of 300,000 organic positions. Among the various factors analyzed, text relevance and the organic traffic of the URL and domain were identified as having the most significant impact on search engine results page (SERP) rankings.
The study highlighted that text relevance and content quality are crucial, with correlation rates of 0.47 and 0.17, respectively. These rates indicate the strength of the relationship between a factor and its SERP ranking. High-ranking pages are characterized by content that is both relevant to user queries and meets Google's quality guidelines.
To create effective content, writers should focus on addressing real user problems, maintaining clarity and comprehensibility, and establishing trust and authority on the topic. This approach naturally incorporates relevant keywords and enhances user experience, which in turn can lead to higher rankings.
Beyond internal content quality, building a strong external presence through a strategic backlink network is essential. Backlinks serve as endorsements, signaling to search engines the trustworthiness and value of the content. The transparency of authorship and referencing reliable sources are also crucial for online credibility.
The study also points out factors that negatively impact rankings, such as the number of tables, content age, title length, bounce rate, and server response time. These elements relate to the user experience, emphasizing the need for clear, concise text and fast-loading pages.
