Even though it’s hard to come up with universal rules, as Google’s algorithms adapt more and more in real-time, here are six tips and conclusions based on the study that could help SEOs and marketers see a little more. clear in their quest for better natural positioning
Think about the relevance of the content
Now, Google’s results are increasingly influenced by context. The Mountain View firm even uses its own data (from Chrome, Analytics or even Android) to measure user satisfaction and provide them with increasingly relevant results.
How to establish a relevant content strategy in this context? First of all, according to Searchmetrics it has become essential to determine the type of content to publish according to the chosen target. SearchMetric takes the example of a simple recipe search on Google. In this example, isn’t it better, rather than publishing a long text, to write a list with different key points and accompanied this list by a video?
Once the type of content has been found, it is necessary to offer the Internet user and the search engines so-called “holistic” content, that is to say designed in a “global” or “integral” approach. The goal here is to respond precisely to the Internet user’s question by taking into account his real intention: what is he looking for, why is he looking for it and what does he want to obtain as information from his request?
The answer to these questions must make it possible to better adapt to the Internet user’s request by taking into account all the issues that he may arise through his request.
To arrive at this full content, it is necessary to collect and structure individual search terms in more global semantic fields, in which terms relevant to the same or similar topics are grouped according to search intentions.
This global approach, semantically attractive and which is based on quality texts, should not only allow texts to be read more and more shared on social networks but it should also make it possible to position themselves well in Google on lots of queries. different at the same time. The long trains created, which contain more than three keywords, will offer a lower search volume but will allow a more precise response to Internet users’ requests and thus potentially allow the arrival of a more qualified audience.
To find out about these queries, you can use keyword tools like “Answer the public “, which extracts Google suggestions by associating them with questions or prepositions most often typed on Google.
Secure the website using HTTPS
For sites with password and credit card data exchange, switching to the secure HTTPS connection is mandatory. From 2017, the Chrome 56 browser also marks the HTTP connection pages as “unsecured”. Today, more than half of the Top 10 pages currently use the HTTPS connection.
Mobile-friendly sites are essential
Currently, according to the SearchMetrics study, 100% of the sites placed in the top 100 are mobile compatible (responsive, dedicated site, dynamic serving). The mobile has taken on such weight that Google is preparing to launch the “mobile first index”: so far Googe took into account “desktop” pages to index its pages, Google will take into account the content of mobile pages, to establish his index finger.
To allow a good user experience on mobile, you have to find a good balance between rich content (with images, videos, etc.) and page loading speed. We recommend that you use the GTmetrix site which centralizes the Google Pagespeed and Yahoo YSlow scores and which gives suggestions for improving the two sites with the possibility of generating a video to visualize the display of the site second after second.
Important social signals
The Searchmetrics study shows that social signals are particularly present for sites located in the first 2 places in the ranking. This importance then fades quickly (especially for Twitter and Google Plus). This is explained by the fact that the first place in the ranking is generally attributed to brands that benefit from their notoriety on social networks. The correlation between social signals and ranking is strong. As you know, correlation does not necessarily mean causation, so the only certainty we have is that compared to last year the number of shares and likes of the highest ranked sites has increased. It is clear that brands are working and improving their image even more on social networks.
Improve the user experience
If they are a little less numerous in the sites studied than two years ago, the Searchmetrics study continues to make internal links an essential element for good positioning. Internal links allow Internet users and search engines to better understand and explore the structure of the site. It is therefore more than ever useful to have a well-thought-out site architecture, to improve the user experience. Another tip, always to develop the user experience, to have pages that load quickly and read on all media. Top 10 pages load time between 7 and 8 seconds. Google recommends 3-4 seconds of load time.
The correlation remains important for backlinks
The study highlights the still obvious correlation between the presence of backlinks and a good ranking in Google. The best-positioned US sites studied in Google are therefore those with the most backlinks.
With this in mind, opting for a netlinking strategy, with contextualized links included in high quality content, can go in the direction of changes in Google’s algorithms.