This article was written with the help of our SEO How will we strengthen Google’s positioning by 2020? SearchMetrics study by the very serious company, analyzes the new SEO trends and is very rich in lessons. Many SEO agencies have recently been wondering what is the best SEO strategy to follow since the introduction of the RankBrain algorithm, based on artificial intelligence techniques, how to effectively organize the content and whether social networks are critical to improving its positioning.

How to improve the natural referencing of your website?

Also though it’s hard to come up with universal guidelines, because Google’s algorithms are constantly evolving in real-time, here are six study-based tips and conclusions that may help SEOs and marketers see a bit more. Its search for a better natural place is obvious.

1. Think about the relevance of the content

Now, Google’s results are increasingly influenced by context. The Mountain View firm also uses its own data (from Chrome, Analytics or even Android) to assess customer feedback and produce more meaningful results ever to them.

How can a specific content strategy be placed in this context? First of all, it has become essential to decide the type of content to be published according to the chosen goal, according to Searchmetrics. SearchMetric takes the example of just searching for a recipe on Google. In this case, is it not better to write a list with different key points and accompanied this list with a video, rather than publishing a long text?

Once the form of content has been identified, it is essential to deliver so-called “holistic” content to Internet users and search engines, that is to say, built in a “world” or “integral” approach. The aim here is to respond precisely to the question of the Internet user by taking into account his real intention: what is he looking for, why is he looking for it and what does he want to obtain from his request as information?

The answer to these questions must make it possible to better adapt to the Internet user’s request by taking into account all the issues that he may arise through his application.

To arrive at this full content, it is necessary to collect and structure individual search terms into more global semantic fields, in which terms relevant to the same or similar topics are grouped according to search intentions.

This global approach, semantically attractive and which is based on quality texts, should not only allow books to be read more and more shared on social networks, but it should also make it possible to position ourselves well in Google on lots of queries. Different at the same time. The long trains created, which contain more than three keywords, will deliver a lower search volume but will provide a more accurate response to Internet users’ queries and thus potentially encourage a more eligible audience to arrive.

Also, we observe that the contents are increasingly extended, 1633 words for desktops, and 1222 words for mobiles. It seems that the explanation comes from the production of this holistic, global approach mentioned above, the share of the best-positioned sites. We can also add that a well-developed, worked, and illustrated article generally obtains a higher number of shares and natural backlinks, which helps its positioning, hence a good SEO circle effect.

The keywords are, compared to last year, less present in the content, the title, the H1, the H2 of the pages located in the Top 20 of the ranking.

The semantic enrichment of your pages and articles by working on new keywords sought by your audience

Secure the website using HTTPS

For sites with an exchange of login and credit card details, switching to the secure HTTPS connection is mandatory. As of 2017, the Chrome 56 browser also marks HTTP login pages as “unsecured.” Currently, over half of the Top 10 sites use the HTTPS link.

Mobile-friendly sites are essential

Currently, according to the SearchMetrics study, 100% of the sites placed in the top 100 are mobile compatible (responsive, dedicated website, dynamic serving). The mobile has taken on such weight that Google is preparing to launch the “mobile-first index”: until now Googe took into account the “desktop” pages to index its pages, Google will take into account the content of the mobile pages, to establish his index finger.

Important social signals

The Searchmetrics study shows that social signals are mainly present for sites located in the first two places in the ranking. This importance quickly fades later. This is explained by the fact that the first place in the ranking is generally attributed to brands which are notorious for their social networks. 

Improve the user experience

If they are a little less numerous in the sites studied than two years ago, the Searchmetrics study continues to make internal links an essential element for proper positioning. Internal links allow Internet users and search engines to understand better and explore the structure of the site. It is, therefore, more than ever, useful to have a well-thought-out site architecture, to improve the user experience. Another tip, always to develop the user experience, to have pages that load quickly and read on all media. Top 10 pages load time between 7 and 8 seconds. Google recommends 3-4 seconds of load time.

The correlation remains important for backlinks

The study highlights the still obvious correlation between the presence of backlinks and a good ranking on Google. The US sites studied, which are the best positioned in Google, are, therefore, those with the most backlinks.

Despite this strong correlation, it seems that backlinks are losing their importance. The increase in mobile traffic could explain this reduction. Indeed, by their very nature, mobiles are not suitable for creating “classic” links, even though they are widely used to share an article on social networks.

Limited to the US version of sites and based on correlation, that is to say, the observation of a fact without analysis of the direct cause of this fact, this study should be taken with the necessary SEO critical thinking; take it for what it is, a Big Data study based on correlation statistics.

This article was written with the assistance of our experts at SEO. If you are looking for an SEO agency able to support you in your organic traffic acquisition strategy and increase your visibility on Google’s SERP, we invite you to contact our experts via Seo Services in Lahore Our experience, as well as our tools, will allow us to carry out a complete SEO audit of your site as well as possible and to offer you natural referencing support solutions in line with your objectives and your budget.