SEO Through the Eyes of Google

For various years, Searchmetrics has been compiling reviews about Google’s rating components to assist builders and SEOers become familiar with what the quest massive is searching for.

Their newest document specializes in consumer enjoy, content material, social alerts, one-way links and technical facets.

Here’s a snappy spherical as much as come up with an perception into what is going on.

User Experience

In this situation, consumer enjoy specializes in design, usability and on-page optimisation.

  • The use of pictures on web pages is expanding, however there are fewer movies as an immediate results of Google’s determination to simply play video thumbnails at the SERPs
  • The best 30 ratings comprise fewer websites that come with Google AdSense advertisements – appearing you should not distract your customers with advertisements that do not strengthen their consumer enjoy
  • Higher rating pages are those who comprise interactive parts which are simple to grasp and that provide skimmable and scannable chunked textual content
  • The best rating websites are responsive that do not use Flash
  • User alerts are enjoying a larger function, reminiscent of click-through behaviour on SERPs, information accrued by way of Google Analytics, personalized seek, Gmail historical past and browser information


The previous adage ‘content material is king’ nonetheless holds true, plus related content material has usurped key phrases as essentially the most important issue for ratings.

  • Sites now comprise extra content material, however quantity will have to be without delay associated with serving to your possibilities purchase, now not only for the sake of phrase rely
  • Content should be simple to learn
  • Pages with essentially the most related content material ranks easiest

Social Signals

There is an immediate correlation between social alerts and higher-ranking URLs.

  • Significant building up within the moderate collection of social alerts in step with URL and corresponding rating
  • Social alerts are fascinated with logo consciousness, area efficiency and direct visitors


It is thought that one-way links are dropping their energy to persuade ratings as different components start to play a better function.

  • Domain names are extra continuously discovered within the inbound link’s anchor textual content than a key phrase
  • More one-way links consult with deep-link URLs reasonably than the Home Page
  • There are extra no-follow hyperlinks than earlier than
  • Much of those adjustments might be an immediate reaction to Google’s try to prevent ‘unnatural’ hyperlink knowledge


These relate to on-page components that aren’t without delay related to a web page’s content material, however do give a contribution to the quest engine studying your website.

  • Keywords are diminishing in significance. Google understands semantics and needs you to expand content material that is fascinating to learn, now not filled with repetitive key phrases
  • The basics reminiscent of extremely optimised pages, meta descriptions and H tags are massively vital as they help in making your pages skimmable and scannable
  • Loading instances may have an affect
  • Domains with a top search engine optimization visibility have increased ratings with their URLs (they’ve constructed a excellent recognition within the seek engine)

The document is full of very good recommendation, particularly the phase concerning the diminishing function in of key phrases as a rating issue. Hopefully, that may imply we will kiss good-bye to these terrible websites that cram each and every inch in their design with key phrases.

You can get your fingers at the complete document here.