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SEO: Ranking Factors

Updated: 2021-11-06

SEO is the abbreviation of Search Engine Optimization, and is a technology to improve the natural ranking of search engines. By improving the website structure, enhancing the credibility of the website and increasing the user experience in the three optimization areas, your website will get a higher score than the opponent in the search engine algorithm. The higher the score, the higher the ranking.

Before performing SEO technical optimization for your website, you must first complete the two most basic steps:

Search Engine Registration

The first step is to register one by one on which search engine platform you want to rank your website on. Mainstream search engine platforms are divided into two systems:

Google System

Google, Yahoo, Bing, and Yandex belong to the same system. The website ranking scoring system is based on Google, which is also the focus of our teaching article. In addition to registering on the search platform, don’t forget to register on the platform’s peripheral products, such as Google My Business and Google Merchant Center.

Mainland China System

Baidu, Shenma, WeChat and other mainland Chinese search engines belong to another scoring method, which is not the subject of discussion in this article. There will be a chance to discuss it in another article in the future.

Information Link

The goal of SEO is to gain the most exposure and get more new users to browse your website.

Keyword Analysis

The second step, keyword analysis, in order to gain the maximum exposure of the website, you must choose the keywords with the highest search volume in your industry, and then classify them appropriately. Put it on different pages of the website. To have a high ranking score for a website, it is necessary to focus on one subject on each page, and it is best to submit no more than 3-4 core keywords on each page. Due to the limited number of pages on the website, the core keywords that can be placed have to be carefully selected. However, when choosing keywords, one often encounters a problem: keywords that the designer considers important may not necessarily meet the user’s search habits or even There is often no search volume. For example, when we initially estimated that users would search for "site optimization" when searching for SEO, we found that there were only an average of 20 searches per month. In other words, the keyword "website optimization" ranked first. Page, each month will only bring 20 exposures to the website, wasting valuable keyword positions on the page.

To check the search volume of keywords, there are paid or free tools on the Internet. You can also browse our SEO free keyword analysis tool.

Information Link

Before discussing the scoring principles of search engines, let us briefly explain the basic history of Google. The reason why Google gained the dominant position in the search engine field in the Internet 2.0 era is based on the revolutionary technology of Page Rank. Page Rank is based on the quality of each website content and link on the Internet. The higher the score, the higher the ranking of the website. Echizen. There are currently four Page Rank algorithms officially announced by Google, namely the panda algorithm, the penguin algorithm, the hummingbird algorithm, and the brain algorithm. Responsible for evaluating website links. The ranking of websites that everyone sees on the Google search engine is the result of the interweaving of the above four algorithms (and other unannounced algorithms). Just like mobile apps, every algorithm will be constantly updated, and search engine platforms will also develop new scoring standards from time to time, so page rankings are floating, SEO is not a static technology, but to pay close attention to search engines The direction of the update.

The ranking is floating. No one except Google can know the exact algorithm of Page Rank.

Although we cannot know exactly how to rank, we can see some clues with the website tools launched by Google. For example, Core Web Vitals, officially launched in August 2021, reveals the key points of website ratings It has moved from the original desktop computer to a mobile device. Next, we divide the ranking factors into three parts and briefly explain one by one: on-site optimization, off-site optimization, and user experience. To facilitate understanding, we assume that the proportion of these three ranking factors is an average of 3:3:3.

On-Site SEO (On-Site SEO)

On-site optimization, as the name suggests, is to improve on the site. It is the most controllable three ranking factors. In other words, as long as the site structure and content meet certain requirements, it will definitely be To get the score, this is one of the three ranking factors that must be overcome. I believe most people have some knowledge of SEO before reading this article, but if your knowledge is only in the Meta Tag or keyword placement technology of Title, Description, H1, H2, etc., you Will no longer be able to rank well. The above Meta Tag technology, in fact, there are already many SEO Apps that can handle it automatically, that is to say, this has become a basic technology, and most websites already have it. When every website uses the same technology, which one should search engines rank first?

In fact, when most websites have the same technology, search engines will propose new website scoring standards. Meta Tag technology is already the scoring standard in the early days of Google. New standards introduced in recent years include EAT, Light House, Core Web Vistal, Speed Insight, AMP, PWA, etc. Google has been very considerate in recent years. Every time a new standard is launched, there will be a related scoring tool board. Our strategy is very simple. Whenever a search engine launches a new standard, we can basically ensure that the website can score 80-90 points. All take 1/3 of the ranking score. right! This is an endless process of scoring, but it is the only one among the three ranking factors that can be done completely for free.

Off-Site SEO (Off-Site SEO)

Off-site optimization is simply to improve the "credibility" (also called authority) of the website. Since 2016, Google has cancelled the PageRank score of publicly displayed websites. Since then, we can only use third-party software to estimate the website’s credibility score. Currently, more professional scoring software includes Ahrefs, Semrush, Moz, etc., because calculating the credibility of a website requires crawling and comparing all the websites on the Internet every day, and the operating cost is high. Therefore, the website with a more accurate calculation of credibility is not free, but it must be done well. SEO, this is already a basic investment. Take Ahrefs as an example, DR (Domain Rating) is what we call website credibility, 100 points out of 100 points, about 20 points for general enterprises, 40-50 points are usually leading companies in each city, 70 points or more are mostly multinationals Companies, more than 90 are top international companies such as Google, Apple, Facebook, etc.

How can the credibility of the website be increased? The answer is to mention and link to your website on a highly credible website. Therefore, there are many companies that buy backlinks. However, the Penguin algorithm mentioned above has been developed so far. It has been able to successfully identify the purchased links. Although there may not necessarily be a penalty, basically the purchased links are all No points are counted. In addition, as long as you just search on the Internet, you will find a lot of external links teaching, but it often takes a long time to link to some low-quality websites, which will hardly help improve the credibility of the website. The reason is simple. There is no free lunch. High-quality links are available at a price and market. The most effective way to increase the credibility of a website is to pay for media reports. The more famous the media, the faster the credibility of the website will increase. So, you will find that the websites with high Ahrefs DR scores are all big companies, big companies and big brands. To be honest, even if you don’t do anything, as long as you continue to get media reports, the natural ranking of the website can be very good. good.

User Experience (User Experience)

User experience is "when there are users browsing your website, will they have a good experience", then the question comes first, when the website is not yet ranked , When there is no user browsing, how do search engines judge whether the user has a good experience? To solve this problem, Google divides the user experience score into two parts, half is estimated, and the other is calculated after users browse the website.

Half of the estimate, the scoring standard and site optimization are actually the same, but the focus is on the speed of the website. Google simply assumes that as long as the website is fast enough, the user experience will be good, so as long as the website can meet the Speed Insight standards, half of the estimated user experience score will be handed.

Before explaining the scoring method for the other half, let's clarify a concept. The search engine is just a computer program. It will not be moved to tears by reading a wonderful article (at least Not so far). The computer judges whether the user has a good experience, in fact, it simply records and counts the user's browsing time, the number of browsing times, the number of mouse swipes, the number of back visits... and so on. Therefore, this part of the user experience should belong to the category of marketing and web design. For example, whether the photos are attractive enough, whether the information is easy to search, and even whether the product price is competitive, etc., will all have an impact on the user's browsing behavior.


The technology to improve the natural ranking of a website is called SEO. The basic steps of SEO are search engine registration and keyword analysis, and then you can proceed to deal with the three major ranking factors: on-site optimization, off-site Optimization and user experience. We can assume that the proportion of each factor is 3:3:3, and the total score of the three factors is 100. The higher the score, the higher the ranking of the website. The three ranking factors are like an athlete who has both technology (off-site optimization) and physical fitness (off-site optimization), and whether he can become the star of tomorrow depends on the audience (user experience). Natural rankings are floating, and there is no one-time SEO solution. If it remains the same, the ranking of the website will be overshadowed by the opponent; on the contrary, as long as you can grasp the right direction and put it into practice, you will see your website ranking slowly surpass yours. Competitors, this is also the most interesting and successful aspect of SEO.

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