In simple terms, Pagerank is Google's search algorithm and the core technology for search results. Essentially, it is the technology that determines which websites should be listed on the first page, which should be listed on the second, third and so on.
To have a chance of ranking near the top of the first page in search results, you need to have some understanding of PageRank. You don't need to understand calculations, probability distribution or damping factor, but you do need to understand some simple ranking factors.
Here are the three most important factors in determining your Google search ranking:
1. high quality content
It all starts with the content! You need to create and publish quality content, and not just any content, but content that your target audience finds valuable. Most customers are not looking for general knowledge. They are looking for something specific, so your website content needs to fulfill a specific customer need. How does Google know if your content is high quality? Having a low bounce rate (% of visitors who viewed only one of your pages) and an above average session or page duration are just a few indicators.
2. backlinks
One of the most important elements in the PageRanks algorithm is how many high-quality websites link to your content. For example, if the New York Times has a link pointing to your website, the value/importance of your website automatically increases in the eyes of Google, as the New York Times is a respected and trusted source. That said, getting your content or business featured in the New York Times is not a realistic goal for most, but getting featured in your local newspaper is achievable. This principle doesn't just apply to publications. For example, try to leverage your business connections, local groups or an organization you have a relationship with to get as many quality backlinks pointing to your websites as possible.
3. user experience (desktop and mobile)
The user experience needs to be flawless on desktop and mobile. Today, more than 60% of Google searches are performed on mobile devices, and that number will only continue to grow. If your website doesn't look good on a mobile device, you will undoubtedly be flagged by Google. Learn more about Google's latest algorithm change.
In addition to a mobile-friendly website, you need to make sure that there are no problems or errors on your website. Google's crawlers and algorithms will find them and, more importantly, penalize you.
Here are some common website issues:
- Confusing website - confusing architecture and navigation
- Slow loading speed
- Broken links
- Confusing URLs (e.g. www.websitename.com/node13/productid=43)
- Double content
- Poorly implemented code (HTML, CSS, JavaScript, etc.)
For non-technical users, some of these issues and errors may be difficult to identify. Hiring an expert to perform a full website audit every few years is recommended.
In summary, there are over 200 factors that PageRank uses to rank your website. However, the three factors outlined are by far the most important. To improve your Google search rankings focus on writing high quality content, being proactive and seeking out backlink opportunities and ensuring your website provides a great user experience for all visitors (mobile and desktop).