There are many different facets and sub-skills you need to learn in order to rank a web page high on Google. It can be very overwhelming to the average person who decides to learn search engine optimisation skills.
The number of factors continues to increase as Google become more sophisticated to find more reasons for why thy shouldn’t rank a webpage high in their search engine.
Not only do you have to look at improving signals on your webpage, over your entire website but also the signals that come into your webpages from external factors.
Off-page SEO factors we like to term as the fuel that really moves a webpage higher up in search. The on-page SEO elements are more like the engine which needs to be designed and fine-tuned for maximum efficiency. With on-page SEO we want to make sure that there is nothing that could be potentially causing the brake to be engaged. When this happens, a web page will not respond well in Google’s search engine results pages. It will appear to be stick on page two and will not move no matter what is done. Only once the issue that is causing the brake to be stuck on is resolved.
In most cases, a website or business owner is going to have complete control over the web pages contained within the website. This isn’t always the case with your off-page SEO. Off-page SEO is mostly about backlinks which we have discussed in a previous post. Backlinks are mentions of your website coming from other webpages on the Internet. There are many different types of links and they differ in terms of power, trust and relevancy. Link placement within a page is also important. A link placed contextually within the content is a lot more powerful than a link on a website’s footer or sidebar.
Google typically award the most powerful SEO elements based on ease of implementation. For example, it’s easy to make changes to a specific webpage. You have only 10 spots or listings for a given keyword on the 1st page of Google. If everyone sets up their on-page the same, how will Google determine the order? Google want to ensure as much as possible that their algorithms cannot be manipulated. Therefore they will award the strongest weight to those signals that would be difficult for the average website owner to produce.
Things like authoritative authorship, mentions of the author on other relevant websites, having a link back from a highly relevant website that has a large audience related to the website. These things are more difficult to achieve. On-page element however is easily changed.
Another important factor to note is that sometimes you may get backlinks pointing to your website that was created with the intention of causing trouble. There are people out there on the Internet that have nothing better to do that software to build mass low-quality backlinks to webpages on your website. This will drastically lower your overall site quality and cause it to never rank high in Google. They will not permit websites that have adult centred backlinks pointing to them.