The role of content in SEO

The role of content in SEO

Links will not be valuable without reference to the content. Content is more than just words. Content is basically anything used by users (such as video, image, and of course text). If search engines are responsive machines, content is what they provide to users in response.

When a user searches, there will be thousands of likely results, but how do search engines choose the most valuable of all these results? One of the most important factors for ranking a page of your site is how much the content of that page is in line with the needs of users. In other words, is this page related to the search term and is it what the user is looking for?

It is because search engines focus on user satisfaction that metrics such as content length, number of keyword repetitions, or headers (header tags) are not as commonly thought to affect rankings. All of these parameters can affect search results, but your focus should be on the user who is looking for content and reading it.

There are thousands of ranking factors today, but three of them are relatively more important than the rest, website backlinks, website content and ranking.

content in SEO

What is Rank Brain?

RankBrain is the machine learning part of Google’s main algorithm. Machine learning is computer software that upgrades its predictions over time based on its observations and training. Search engines are because of this learning system that they are improving every day.

For example, if Rank Brain notices that the fourth item of the search result for a particular phrase is a better result for users than the top items, it puts the fourth item at the top of the search results.

Impact of RankBrain

As for search engine rankings, like search engines, we do not know exactly how this system works and what factors affect it and by what weight.

What does this mean in SEO?

Google displays more relevant and valuable results to users through ranking, so we need to focus more on the core needs of users. Provide the best answers and information to search users. This is the only way to become successful in the world of rankings.

Google’s statement about this …

Although Google has not named these metrics as a direct ranking factor, it has stated that it uses data related to user behavior on the search results page for the results of some searches. According to Udi Manber, Google’s former director of search quality, site rankings are affected by clicks. If they find in observations that in search of a particular phrase, 90% of users click on the second item and only 10% on the first item, the result will be that the first and second items will be swapped.

Another Google engineer, Edmond Lau, confirmed this:

“It is quite clear that search engines will get feedback from data related to clicks in search results. The mechanism for using this data is specifically with Google, but it is clear that Google is somehow using this data in the ranking system. . “

Google is always trying to improve the quality of search results, and as a result, their use of such data seems inevitable. But Google does not use this parameter much as a ranking factor and only uses it to improve the final search results.

The role of content in SEO

Things that the tests have confirmed

Various tests have confirmed that Google uses how users behave in ranking search results items:

Mr. Rand Fishkin’s test in 2014 showed that just 200 user clicks on search results raised his site from seven to one. Interestingly, the increase in the ranking of this site was specific to the place where most of the clicking users were from. In this test, users were from the United States and it was observed that the site’s ranking in the search for American users has improved a lot, while the site’s ranking in other countries did not change significantly.

Larry Kim’s comparison of key pages on his site shows that Google’s machine learning algorithm has reduced the site’s ranking in keywords so that users do not spend much time on the landing page of that keyword.

Darren Shaw test has shown that user behavior has an impact on local results and map results.

Because user engagement metrics clearly affect how sites rank in search results change, it can be argued that SEO professionals need to optimize engagement metrics. In terms of ranking, participation criteria are like quality control tools. Factors such as content and backlinks determine site rankings, and then Google uses these engagement metrics to correct site rankings on the first page of search results.

The role of content in SEO