SEO factoren in 2017, volgens Searchmetrics

De gek­ende SEO-tool Search­metrics spamde m’n mail­box met een whitepa­per van SEO fac­toren voor 2017. Alti­jd inter­es­sant om te lezen hoe zij de zoek­ma­chines zien veran­deren. Dus maakt ik alvast een samen­vat­ting van de ker­nele­menten, zow­el voor mezelf als collega’s in sec­tor van online mar­ket­ing.

1. Ranking factors

   Uni­ver­sal­ly applic­a­ble rank­ing fac­tors are a thing of the past. This is due to the devel­op­ment and appli­ca­tion of Machine Learn­ing algo­rithms.

2. User Intent

   The main task for SEOs and online mar­keters today is the cre­ation of rel­e­vant con­tent that is tar­get­ed towards the spe­cif­ic user inten­tion. The most rel­e­vant con­tent ulti­mate­ly depends on the users intent and what peo­ple are look­ing for.

3. Technical

   Tech­ni­cal fac­tors remain a pre­req­ui­site for good rank­ings. Fac­tors such as load­ing time, file size, HTTPS encryp­tion (for shops), inter­nal links, page archi­tec­ture and mobile-friend­li­ness are ele­men­tary pieces of this puz­zle. In gen­er­al: per­fect tech­ni­cal imple­men­ta­tion lays the foun­da­tion for break­ing into the top 20.

4. Signals

   User sig­nals give Google direct feed­back on how sat­is­fied peo­ple are with con­tent. Google has access to a gigan­tic quan­ti­ty of data, and can use its exten­sive range of prod­ucts for high­ly effec­tive mea­sure­ment and eval­u­a­tion of these sig­nals. For exam­ple: user behav­ior on the search results page (Click rate, bounce rate, any fur­ther clicks etc.), Google Chrome Brows­er, Google Ana­lyt­ics, Android, AdWords, AdSense, Prod­uct List­ing Ads, etc. This data pro­vides Google with high­ly effi­cient mea­sure­ments, enabling it to gauge how hap­py a user is with a result.

5. Links

   Back­links do remain a part of the algo­rithm, but they are now just one of many con­tribut­ing fac­tors and no longer the dri­ving force push­ing web­pages to the top of Google’s rank­ings.

6. Real-time

   The eval­u­a­tion of a website’s rel­e­vance is now based on the com­plex inter­play of hun­dreds of fac­tors, each of which is assigned its own flex­i­ble weight­ing. And this all hap­pens in real time.