SEO Factors Work In Combination
No single SEO factor will guarantee search
engine rankings. Having a great HTML title won’t help if a page has low quality
content. Having many links won’t help if they are all low in quality. Having
several positive factors can increase the odds of success while the presence of
negative factors can worsen those odds.
On-The-Page Success
Factors
On-The-Page search ranking factors are those that are almost entirely
within the publisher’s own control. What type of content do you publish? Are you
providing important HTML clues that help search engines (and users) determine
relevancy? How does your site architecture help or hinder search
engines?
Off-The-Page Success Factors
Off-The-Page ranking factors are
those that publishers do not directly control. Search engines use these because
they learned early on that relying on publisher-controlled signals alone didn’t
always yield the best results. For instance, some publishers may try to make
themselves seem more relevant than they are in reality.
With billions of
web pages to sort through, looking only at ‘On-The-Page’ clues isn’t enough.
More signals are needed to return the best pages for any particular
search.SEO Violations & Ranking Penalties
Make no mistake; search
engines want people to perform SEO because it can help improve their search
results. Search engines provide help in the form of guidelines, blog posts and
videos to encourage specific SEO techniques.
However, there are some
techniques that search engines deem “spam” or “black hat”, which could result in
your pages receiving a ranking penalty or, worse, being banned from the search
engines entirely.
Violations are generally tactics meant to deceive or
manipulate a search engine’s understanding of a site’s true relevancy and
authority.
Weighting Of Search Ranking Factors
All the factors we show
are weighted on a scale of one to three, as shown in the top right corner of
each factor, as well as reflected in the hue of that factor. A weighting of
three is most important and is something you should pay special attention to
because it has a bigger impact than other factors.
That doesn’t mean that
factors weighted two or one aren’t important. They are. It’s just that they are
of less importance, relatively speaking, in terms of the other factors on the
chart. Violations are also weighted,
but in negative numbers, with negative
three being the worst and potentially most harmful to your SEO success.
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