This year, I’ve been reflecting on ranking factors and sought insights from several leading SEO experts to validate my thinking. The feedback confirmed my beliefs about ranking factors—Google’s algorithm has evolved significantly. Although ranking factors remain important, content factors seem to be playing a larger role.
### SEO Ranking Factors Evolve
Search engines are evolving faster than the SEO industry, which is constantly trying to keep up. A notable example is from 2005 when statistical analysis began playing a role in ranking quality websites and demoting spam sites.
#### Statistical Analysis – 2005
Statistical analysis marked a major advancement in search engine algorithms, altering the SEO landscape. Link ranking factors began focusing on statistically relevant quantities of anchor text. Although link quantity remained crucial, the evolution continued.
#### Penguin Algorithm – 2012
The Penguin algorithm, which focused on link ranking, took the SEO community by surprise, with many speculating its purpose. It took years for a plausible explanation supported by citations to surface. It was a turning point in how SEO professionals viewed link-related ranking factors. SEO shifted away from obtaining excessive links and anchor text as a strategy.
### Ranking Factors for AI
We are now in an era where AI handles 30% of search queries. AI discussions, including Neural Matching, have been published, showcasing specific research papers. Google has been integrating AI in searches since early 2018, but an official announcement came months later.
#### How Does AI Ranking Affect Ranking Factors?
Analyzing these AI algorithms reveals they often play a role after the traditional ranking algorithms have completed their work. Therefore, traditional ranking factors, such as links and headings, remain instrumental in eliminating spam and irrelevant results. Initially, search engines use a Ranking Engine to rank websites for a search query. Subsequently, results are refined using Neural Matching algorithms, which consider factors beyond traditional ranking ones. Links, in this stage, don’t play a role.
This process is, of course, a simplification. There are other algorithms involved that introduce synonyms and stemming to expand the pages and prevent restrictions to keywords-rich results.
It’s crucial to note that AI algorithms typically activate after initial ranking. This stage assigns less significance to traditional ranking elements like headings, title tags, alt attributes, and links.
### AI Search Aspires to Answer Like a Human
When seeking an answer to a question, people don’t scrutinize title tags or headings—they look for solutions. Google’s AI operates similarly.
In essence, AI fulfills two main roles:
1. Precisely understanding what a user intends with their search query.
2. Identifying a web page that precisely addresses the real question hidden within a search query.
Just as humans do, AI doesn’t count keyword appearances nor does it focus on synonyms. It aims to answer questions and solve problems.
So, rather than exclusively prioritizing traditional ranking factors, it makes sense to also consider the solutions content provides, even in eCommerce.
In eCommerce, where purchasing intent is key, does it make sense to include informational content on product pages? Always verify what Google ranks for confirmation.
### Content Factors for Ranking
This discussion leads to content factors. I am not suggesting a move away from ranking factors; rather, it’s useful to integrate a deeper analysis of content factors for SEO.
#### Content Factors
– Images as content.
– Topic as content.
– Search query meanings as focal points for content.
##### Images as Content
Strategically chosen images can impact a page’s ranking and feature in snippets while also ranking in image searches.
##### Topic as Content
Clearly defining your topic serves as content itself, providing direction for your web page. A lack of topic focus often results in ranking difficulties. Through site audits, I frequently encounter this in today’s search algorithms. Ranking issues aren’t always about “page quality” or “spamminess.” Often, particularly for informational sites, difficulties arise due to the page’s topic.
##### Search Query Meanings
We’ve moved past the Keyword Era. Keyword research is now just the starting point. Understanding user intents marks the next evolution in SEO, aligned with how search engines rank sites.
### Ranking Factors Supporting Content Factors
Ranking elements support Content Type Factors. For example, astute publishers choose images directly relevant to their content, which is a content factor consideration.
Examples of ranking related elements include:
1. Ensure content around images is relevant.
2. Captions should inform about the image’s context.
3. Image URLs should ideally describe the image.
The first two are not direct ranking factors but contribute. While a descriptive URL could be a ranking factor, I consider these three elements as content factors, collectively aiding in defining what an image conveys and influencing the page’s meaning.
The traditional SEO approach involved:
Keyword Research → Add Keywords to Ranking Elements (anchor, headings, titles) → Rankings
### Examining Alt Attributes
The alt attribute is essential for accessibility and should describe what the image is. Google recommends accurately describing the image rather than stuffing it with keywords.
For instance, in an older article about WordPress 5.0’s release, we used an image symbolizing WordPress in a limbo state, clearly described in the alt attribute.
This descriptive approach aids in ranking within image searches, emphasizing the harmony between content and ranking factors.
### Content and Ranking Factors
Performing SEO for a search engine utilizing AI for a significant portion of queries demands strategic planning. The simplistic view that ranking elements solely exist for adding keywords is outdated, especially as AI doesn’t prioritize keywords.
Thus, a nuanced understanding of ranking elements, beyond mere keyword inclusion, is crucial, as evidenced in search results (SERPs).
