Rich Detailed Content, Images, & Keyword Variation Still Primary Google Search Factors

Google’s Search ranking factors have been modified in recent years to include more factors (and potential penalties for spam-driven website) but a recent blog post from the Search team explains that images, frequent content updates, and keyword variations are the still at the top for the most important ranking factors.

Experienced search engine optimization experts already understand these factors as fundamental needs for effective SEO, since keywords and detailed websites are the most likely to influence organic search results. The recent explanation from the search team aims to re-iterate the importance of basic SEO functions. More specifically, Google reminds users that frequent SEO audits and updates are the most impactful for search engine ranking.

Since 2012, Google continues to improve the visual results on organic search engine results pages (SERPs) by adding visual video elements, photos, and featured snippets for results. A user on Google may now search a term and see a greater detail of visual and website link content than in previous years.

How Google Ranks Websites in the SERPS

Nick Fox, Vice President of Product & Design for Google Search and Google Assistant, explains that Google specifically ranks websites and content based on the a website’s ability to fulfill basic and open-ended keyword searches. A website that has ample video content of a specific subject, various blog posts and landing pages, as well as multiple variations of related keywords are more likely to get ranked.

“In cases where there’s a single answer, like “When was the first Academy Awards?,” directly providing that answer is the most helpful result, so it will appear at the top of the page. But sometimes queries can have many interpretations,” Fox said.

“Take a query like “pizza”–you might be looking for restaurants nearby, delivery options, pizza recipes, and more. Our systems aim to compose a page that is likely to have what you’re looking for, ranking results for the most likely intents at the top of the page. Ranking a pizza recipe first would certainly be relevant, but our systems have learned that people searching for “pizza” are more likely to be looking for restaurants, so we’re likely to show a map with local restaurants first. Contrast that to a query like “pancake” where we find that people are more likely looking for recipes, so recipes often rank higher, and a map with restaurants serving pancakes may appear lower on the page.

Google Search has changed significantly in recent years with new announcements related to BERT, updates in image search and video ranking, and a focus on mobile-usability and mobile indexing. 

Contact Boston Web Marketing

If you’re looking to update your Google search results, and need assistance from an expert, contact the Boston Web Marketing team today to quickly grow your results ASAP! 

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