Accurate SEO Ranking: How to Determine Your Site's Position
The Evolving Landscape of Search Engine Optimization
Search engine optimization (SEO) is currently a subject of considerable debate. A diverse range of experts hold differing viewpoints regarding effective SEO methodologies.
While some maintain that a robust keyword strategy is paramount, others strongly criticize this approach.
Three Fundamental SEO Truths
Having worked within this industry for a significant period, three core principles of SEO have become apparent, as of the present day.
Firstly, keyword phrases retain their importance and will continue to do so, albeit with limitations. Search engines invariably require the capacity to discern pertinent data from the online environment.
The textual content of a website forms the basis for evaluation, regardless of the specific method employed.
The Importance of Social Networking and Backlinks
However, the remaining two truths are equally crucial. Social media engagement significantly contributes to a website’s relevance.
Failing to leverage social networking platforms can lead to stagnation of a site’s online presence.
Furthermore, backlinks continue to be a vital ranking factor.
- Effective SEO requires a balanced approach.
- Focusing solely on keywords is insufficient.
- Ignoring social media and backlinks is detrimental.
These three elements – keywords, social signals, and backlinks – work in synergy to enhance a website’s visibility in search results.
Assessing Your Actual SEO Performance
Considering the aforementioned points, let's explore how to accurately evaluate your website's SEO standing. I deliberately avoided terms like "PR ranking" or "PageRank," as these are largely outdated metrics. A contemporary assessment of "ranking" necessitates considering the multitude of factors search engines now utilize. This article will guide you in determining your site’s genuine SEO worth.
Prioritize Strong Keyword Positioning
You should have already compiled a list of approximately 5 to 10 essential keywords relevant to your site’s content, targeting optimal performance in search results like Google.
Conduct searches on Google, Bing, and Yahoo using these keyword phrases. Analyze the search engine results pages (SERPs) to identify your position. However, be mindful of potentially inaccurate rankings while logged into personalized accounts, as illustrated below.
While logged into Google, I observed a ranking of #2 for the query "secret societies." This proved to be a misleading result. Upon logging out, my actual position for that term was closer to #10. Conversely, a search for "top secret cults" while logged out of Google accurately reflected a #2 ranking.
Evaluate each of your target keywords and assign a score using the following formula I’ve developed, where 'x' represents your position in the search results.
(100/x) * .60 = Google score
(100/x) * .20 = Bing Score
(100/x) * .20 = Yahoo score
For example, if you rank 10th in Google, 5th in Yahoo, and 4th in Bing, your combined "keyword" score would be 6 + 4 + 5 = 15.
A score exceeding 10 is considered good, 30 is very good, 50 is excellent, and above 70 signifies top-tier performance.
Analyze Your Backlink Profile
Numerous tools are available to assess the number of backlinks pointing to your website. I’ve previously discussed Traffic Travis, and Linda once reviewed several sites offering backlink count data. Domain-Pop is one I frequently use –
– while Backlink Watch, shown below, is another favorite for a quick overview of recent backlink acquisitions.
However, the most reliable tool for obtaining an accurate picture of your incoming links is undoubtedly Google Webmaster Tools.
Examine the "Total Links" section and also review "How your data is linked." These links reveal what aspects of your site others find valuable enough to reference.
Evaluate Social Network Influence
Social networks increasingly play a significant role in search engine evaluations. While Twitter and Facebook were initially key platforms, Google Plus has become increasingly critical. Therefore, to gauge your site’s value to search engines, you must assess its presence on social networks. Mahendra authored a helpful article listing tools for this purpose. I personally recommend Klout.
Klout’s strength lies in its comprehensive approach, incorporating data from Twitter, Facebook, Google +, and other networks as desired.
Utilize your Klout score as a benchmark for improving your overall social networking presence. A higher score generally correlates with improved search engine rankings.
If you actively use Facebook, maintaining a Facebook Page for your site and leveraging Facebook Insights is essential.
This tool provides valuable insights into the impact of your posts on engagement, shares, and links – analyze it, learn from it, and refine your strategy.
Identify and Rectify Broken Links
Again, Google Webmaster Tools is the premier resource for analyzing your site’s links. Navigate to "Diagnostics" and "Crawl errors" to access a report of Google crawler errors, most of which will be broken links (404 not found errors). Strive to eliminate all errors from this list.
The number of broken links is another key factor in your overall "SEO Ranking." Each broken link negatively impacts your search engine value. Regularly auditing and fixing broken links is a crucial component of any effective SEO strategy, and can lead to significant improvements in your search engine positions.
Numerous factors contribute to your site’s value and relevance to search engines – too many to cover exhaustively in a single article. However, the four areas discussed here will have the most substantial impact on your SEO performance. Improving even one of these factors can yield noticeable results (at least upon the next crawl of your site).
Experiment with these techniques and share your experiences. Do you have additional tips for readers? Contribute your thoughts and insights in the comments section below.
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