Ranking Factors - NAAIP
Ranking FactorsSEMrush Study 2.0
Table of contents About SEMrush What’s new? Research methodology The results of our research at a glance Backlink profile factorsNEWTotal referring domains, total backlinks, total referring IPs,total follow-backlinks, total number of anchors, keywords in anchors Website security Content length On-page SEO elementsKeywords in title, meta description, body, keyword density Website visitsAll visits, direct visits User behavior signalsBounce rate, time on site, pages per session Why we had drops on the 1st positionNEW
3 / 55About SEMrushSEMrush is a SaaS product used by over 1,500,000 marketers worldwide.Over the past nine years, SEMrush has grown into an all-in-one marketing suite consisting of more than 30 toolsand reports that help companies market better online. On top of being one of the best keyword research toolsworldwide, SEMrush now helps users to fix technical website issues, improve the health of their backlink profile,and track local rankings on both mobile and desktop. Marketers can easily spot opportunities they are missingcompared to their top ten search competitors and get ideas for their SEO, PPC, content marketing and socialmedia campaigns. Our vision is to create the only tool a digital marketing team will ever need to improve theironline marketing results, ensure a smooth workflow between team members and save time on routine tasks.Because the web is evolving so quickly, and with constant updates from giants like Google and Facebook, marketers can easily get lost without the right data, unable to make the right decisions and adjust to the new reality.Having software that changes with the latest trends and updates and makes data quick and easy to obtain iscrucial. At SEMrush, agile methodology is applied at all levels within the company (both in development andmarketing), which means we react to market changes as quickly as possible to ensure every change is an opportunity for our clients.SEMrush in numbers1,500,000 users30tools140databases3.6billion keywords4trillion backlinks
4 / 55About this researchWe at SEMrush are working hard to create the best SEO tool in the world. Our maingoal is to help our customers organise their SEO priorities and learn how to dofirst things first. Having large volumes of data at our disposal, we decided to useit to help the marketing community answer one of the most important questionsof today’s digital world: what makes your website rank high? There are many valuable resources on the Internet that explain which ranking factors are the most important, including the official information from Google. But we couldn’t resist ournatural curiosity and decided to investigate how things really are.What community thinks“Advice and reports on SEO can bedubious at times, but I have to handit to SEMrush for putting together aninteresting and well-researched report.“Jason DeMers, Forbes“The results are not only interesting,they’ll make you re-think your SEOstrategies.“Edgylabs“The folks at SEMrush just did a BIGranking factors study (with someinteresting results).Brian Dean, Backlinko“
5 / 55What’s new?The core of SEMrush’s success is agile philosophy. We believe that providing results in small iterations is moreefficient than managing projects for years. Not only does it help us focus on the most urgent issues, it also allows us to gather more feedback and promptly act on it. We apply this approach to everything we do, includingour research work, so we listened to your feedback and decided rather than wait for another year to publish ournew findings, we would update the study right away!In our previous research, we investigated what factors have the biggest influence on the position of the domainregardless of what particular page appeared on the SERP for a certain keyword. What we saw on the graphsfor each factor were the drops on the first position in every keyword volume group. To explain these drops, weadded another dimension to our study: now we also check how the analyzed factors impact the rankings of aparticular URL.Last but not least, we updated the study with new data and provided more insights on the most controversial points.We investigated 5 moreranking factors from thewebsite’s backlink profile Total number of referring IPs Total number of backlinks Total number of follow-backlinks Total number of variousbacklink anchor texts Presence of keyword inthe backlink anchor text
6 / 55Research MethodologyWe started by taking a set of big data consisting of 600,000 keywords from our worldwide base (US, Spain,France, Italy, Germany and others) and the first 100 SERP positions for each of them. We also had a list of alleged ranking factors that might influence the page positions.To reveal the importance of these factors, we applied a machine learning algorithm called Random Forest. Asa result, we received a list of 17 factors that influence page position in order of significance, from most to leastinfluential.For every resultingpage we analyzed thefollowing factorsWe believe that businesses operate differently invarious competition niches, so we classified theresults according to four keyword volume classes On-page factors Low volume (1–100) Backlink profiles Mid volume (101–1,000) Traffic data High volume (1,001–10,000) Very high volume (10,001 )During our research, we tried classifying the resultsby keyword difficulty, but the results remained thesame, so we took keyword volume classification asa standard for the report.We also segmented the results within each volumeclass by keyword length. Whenever the difference between short-head and long-tail keyword results wassubstantial, we included this information in the reportand presented it in an additional graph. By long-tailkeywords we mean phrases of four and more words.
7 / 55Why we didn’t use correlation analysisOur colleagues tend to calculate the correlation between a factor value (for instance, the number of referring domains) and a page’s position and then sortthe factors by correlation size. However, correlationanalysis is not a good match for this type of researchbecause:Initially we applied the correlation analysis, and the results were disappointing:the correlation between the alleged ranking factors and the page positions wasless than 0.3, with a high standard deviation value, which didn’t allow us to cometo a solid conclusion about which factors were important and which were not. Sowe put our thinking caps on and decided to use more complex methods for dataanalysis. It doesn’t work when one variable dependson several other variables (such as rankingfactors).The results we received don’t let us state explicitly that if you improve the factorX, you will rank higher for Y. However, we have come up with a list of observationsregarding the nature of these alleged ranking factors and their influence on theSERP that we wanted to share with the SEO community. Correlation analysis is sensitive to outliers,and the data for various keywords suggeststhere are a lot of them.After publishing the research for the first time, we were asked a lot of questionsabout the algorithm we had applied: How does it work? Why did you choose it?Why is it better than correlation analysis? We answered those questions and manymore in detail in a special post about the methodology of our study.
8 / 55The results of the research at a glanceDirect website visits4565of domainsranking for highvolume keywordsare HTTPSis the difference in the numberof referring domains betweenthe 2nd and 10th positionsin high-volume segment49183-3.5202.23%Time on sitePages per sessionis the differencein content lengthbetween Top-3and 20th positionBounce rateTotal referring domainsTotal backlinksTotal referring IPs%Total follow-backlinksContent lengthis the bounce ratefor the domainsranking within Top-3Website security (HTTPS)Total anchorsKeyword in anchor%Keyword in bodyKeyword densitymore referring domainslink to websites onthe second position thanto websites on the first —“branded keywords drop”Keyword in titleKeyword in metaVideo on pagenot importantvery important%%of domains ranking for highvolume keywords don’t havethe keyword in the bodytimes more backlinkslead to URLs on the firstposition than to the URLson the second — “highvolume spike”10,000pages are visited per onesession when user landson the website from search%backlinks containa keyword inthe anchor text
9 / 55Key takeaways After adding 5 new factors, we can still see that direct website traffic is the most influential ranking factor.That is, when many users go to a website directly it is a good sign to Google that the domain has high authority and value. User behavior signals such as time on site, pages per session and bounce rate also influence website rankings, since they indicate website quality and relevance for users. Backlink factors are extremely important for rankings. Except for the factors related to anchor texts, all thebacklink factors share 5th place in the importance chart — NEW! All backlink factors impact one another. So your positions are unlikely to change if you boost the values forone factor but ignore others — NEW! Branded keywords will always return more relevant but less popular websites on the first position — NEW! The majority of domains in the high-volume group have an HTTPS version. But in the low-volume keywordgroups the adoption rate is not so high, so implementing HTTPS would be a strong advantage against yourcompetition. The on-page SEO factors such as the presence of keywords in title, meta description and body of the textproved to be significantly less influential than other factors, however the adoption rate is impressive — keyword usage is one of the most popular SEO techniques.
Backlink profile factorsNEW
11 / 55NEWBacklink profile factorsIn the previous version of our study, we researched how the total number of referring domains influences the website rankings. This time, we took a closer look atother backlink profile factors to define how they influence the page rankings. Weinvestigated the following factors:Number of referringdomainsNumber offollow-backlinksNumber ofbacklinksNumber ofanchorsNumber ofreferring IPsKeyword presencein the anchorWhat we did To discover the influence of the backlinkportfolio parameters on the website’s position on the SERP, we analyzed 600,000search queries and calculated the value ofthese parameters for each top-100 page. To see if there was a significant differencebetween volume classes, we segmentedthe results by four search volume groups. We included the first 20 positions in thegraph since the trend line for the rest ofthe positions does not demonstrate anyvariation.
12 / 55Total number of referring domainssegmented by search volume25kVol 10,001 Vol 1,001–10,000Vol 101–1,00020kNumber of refdomainsCommentsVol 1–100 The higher the domain’s position on theSERP, the more referring domains it has.This tendency is consistent for all searchvolume groups.15k The more popular the keyword for whichthe domain ranks, the more referring domains it has.10k Every domain that ranks for a high-volume keyword has on average four timesmore referring domains than the domainfrom the low-volume group on the sameposition.5k The lower the keyword volume, the lessimpact a number of referring domains hason the position of the domain.01234567891011Position121314151617181920
13 / 55Total number of backlinkssegmented by search volume3,000kVol 10,001 Vol 1,001–10,000CommentsVol 101–1,000Number of backlinksVol 1–100 The more backlinks a domain has, thehigher is its position on the SERP. This tendency is consistent for all search volumegroups.2,000k The more popular the keyword for whichthe domain ranks, the more backlinks leadto this domain. Every domain that ranks for a high-volume keyword has on average three timesmore backlinks than the domains from thethree lower-volume groups on the sameposition.1,000k The lower the keyword volume, the lessinfluence the number of backlinks has onthe position of the domain.01234567891011Position121314151617181920
14 / 55Total number of referring IPssegmented by search volume25kVol 10,001 Vol 1,001–10,000Vol 101–1,00020kNumbers of ref IPsCommentsVol 1–100 The number of referring IPs addresses isnot equal, but is connected to the numberof referring domains, so it influences therankings of the particular domain in thesame manner.15k Top pages have more referring IPs, andthis statement is accurate for every searchvolume group.10k Starting from the fifth position, the trendcurves become flat in the lower keywordvolume groups, indicating that the factorloses its influence on the SERP positions.5k The lower the keyword volume group, theless impact the number of referring IPshas on the position of the domain.01234567891011Position121314151617181920
15 / 55Total number of follow-backlinkssegmented by search volume2,500kVol 10,001 Vol 1,001–10,000Vol 101–1,0002,000kNumber of follow-backlinksCommentsVol 1–100 The number of follow-backlinks is connected to the total number of backlinksthat the domain has, so it influences thedomain rankings in the same way.1,500k1,000k Starting from the fifth position, there isno significant difference in the number offollow-backlinks between the positions inthe lower keyword volume groups, indicating that the influence of the factor hasdropped.500k The lower the keyword volume group,the less important is the number of follow-backlinks for the domain rankings.01234567891011Position121314151617181920
16 / 55Total number of anchorssegmented by search volume30kVol 10,001 Vol 1,001–10,000CommentsVol 101–1,000Vol 1–100 There is a noticeable connection betweenthe position of the domain and the numberof various anchors in its backlink portfolio. However, it is not as direct as for all theother backlink factors.Unique anchors20k The domains ranking for high-volume keywords have significantly more backlink anchors than the domains from other 181920
17 / 55Total number of anchorssegmented by keyword length12,500Long-tailShort-headCommentsUnique anchors10,000 The trend lines for short-head and long-tailkeywords are similar: the higher the position of the domain, the more anchors it has.7,500 However, the domains ranking for shorthead keywords (less than 3 words in akeyword) have on average more uniqueanchors on every 617181920
18 / 55Keyword in anchorsegmented by search volume16%Vol 10,001 Vol 1,001–10,000Comments% of anchors containing a keywordVol 101–1,000Vol 1–10012% Across all search volume segments, targetkeywords rarely occur in anchors. Of all backlink factors, this factor has theleast influence on the domain 1920
19 / 55Keyword in anchorsegmented by keyword length5%Long-tailShort-headComments% of anchors containing a keyword4% For the domains ranking for long-tail keywords, there is more likely to be a keywordin the anchor.3% The domains that rank for short heads arehighly unlikely to have a keyword in 1920
20 / 55What it means to you as a marketerAs confirmed by Google, a strong backlink portfolio is crucial for website rankings.How SEMrush helpsAll the metrics of the backlink portfolio are interconnected and a blind manipulation of only one of them will notincrease your rankings, unless you also work on the other metrics. Focus on your natural backlink profile, andtry various link-building strategies.Backlink AnalyticsThe high search volume niche is extremely competitive and the first positions are occupied by the giants withthe richest backlink portfolios.The competition is lighter in the low-volume SERPs, so extra link-building efforts will make all the difference forthe page/domain rankings.“All the metrics of the backlink portfolio are interconnected and a blindmanipulation of only one of them will not increase your rankings.“compares your backlink profile to your rivals’ profilesand helps you build a competitive pool of referring domains.Find backlink ideasBacklink Audit toolallows to reveal and disavow toxic backlinks in yourbacklink profile, and monitor all your new and lost linksfrom unique domains.Manage backlink profileLink Building toolallows you to uncover and acquire the highestquality backlinks in your niche.Reveal outreach opportunities
Website security
22 / 55Website securityIn past years, Google promoted the idea of a more secure web. By applying newpolicies and imposing new rules, Google sent a clear message — make the Internet safer for users. By migrating to HTTPS, you are being proactive in protectingyour users’ security, which strengthens the authority of your website. While it is acostly undertaking, it can significantly impact your business.In our research, we tracked down how the HTTPS migration affects domain/pagerankings.What we did We analyzed 600,000 search queries andcalculated the percentage of domains thathave an HTTPS version for every top-100SERP position. We segmented the analyzed keywords according to four volumeintervals to see if trends for different keyword groups vary. We also segmented the results in thehigh-volume keyword group by keywordlength (from 1 up to and including 3 wordsin a keyword phrase short-head keyword;4 and more words in a keyword long-tailkeyword) to see the opportunities in bothsegments.
23 / 55Website Security (HTTPS)segmented by search volume70%Vol 10,001 Vol 1,001–10,000CommentsVol 101–1,000Vol 1–100% of HTTPS websites60% The higher the SERP position, the more domains with an HTTPS version reside on it. This trend is similar for all keyword volumeintervals.50% The higher the keyword volume, the moreHTTPS domains can be found on everySERP 1920
24 / 55Website Security (HTTPS)segmented by keyword length72%Long-tailShort-headComments% of HTTPS websites64% There are significantly fewer domains withan HTTPS version that rank for the longtail than for the short heads. This meansthat if you plan to rank for a long-tail keyword, creating an HTTPS version of yoursite would be a good opportunity for promotion in the search results.56% Starting from the tenth position, the trendcurves for both short heads and long tailsare more flat than for the first ten 81920
25 / 55What it means to you as a marketerThe HTTPS adoption rate is very high in the high-volume keyword group. That is, the more popular the keywords are, the more possible it is that the top positions will be occupied by HTTPS domains. So if you want tocompete for high-volume keywords, having an HTTPS version of your site is extremely important.In the low-volume keyword segment, the HTTPS adoption rate is not so high, so having a secure version willsignificantly distinguish you from the competition.“The HTTPS adoption rate in less competitive niches is up to 20%lower, which creates a great opportunity to outrun the competition.“How SEMrush helpsSite Audit Toolhelps you during an HTTPS migration. It monitors yourwebsite and discovers any issues in the implementation and maintenance of your secured pages.Fix migration mistakesSensorallows you to see how the HTTPS domainsare filling your category over time.Check your niche
Content length
27 / 55Content lengthAn article’s length, or the article’s word count, is one of the first things that informsa user’s opinion about a page. The exact numbers for ideal content length are debatable, as the main advantages of a text are its quality and relevance. However,long-form content creates the impression of in-depth analysis and therefore looksmore trustworthy.Our main intention was to see if there is a correlation between content length anda page’s position in the search results.What we did To track down the correlation betweenthose numbers, we calculated the median-value content length for the top 10 pages for 600,000 keywords from our worldwide base. The results were broken downinto four keyword volume intervals. We presented the data for the first 20 positionson a graph, as the trend remains the samefor all the following positions,with no extreme values. We also took keywords from the middlevolume interval (101 – 1,000) and segmented them by keyword length to see iftrends for the short-head and long-tail keywords are similar.
28 / 55Content lengthsegmented by search volume1,000Vol 10,001 Vol 1,001–10,000CommentsVol 101–1,000Vol 1–100 What we saw first was that there is generally more content on the pages that rankhigher in all search volume intervals.Number of words750 Long content tends to rank higher for keywords with higher volume. For high-volume keywords the mediancurve is more abrupt than for low-volume keywords, indicating that the factorhas more influence in the high-volumesegment.500 The pages that rank for highly popularkeywords have on average 1.5 times morecontent than the pages in the 17181920
29 / 55Content lengthsegmented by keyword length1,000Long-tailShort-headComments In the middle-volume interval (101–1,000),the trends are similar for short-head keywords and long-tail keywords.Number of words750 There is more content on the pages withlong-tail keywords than on those withshort-head keywords. This proves a popular opinion: when users search for shortkeywords they expect to see a concisesummary of the topic and searching forlong-tail keywords they expect a comprehensive deep-dive 20
30 / 55What it means to you as a marketerAs mentioned in the beginning of this chapter, the quality and relevance of your content play a crucial role in thepage rankings. Solely creating content of a certain length is not a panacea, and if the content is irrelevant to theuser’s query it doesn’t matter how long it is — it will still be irrelevant. However, the results of our research indicate that pages that rank higher have longer content on average. So, content length is important for your page’ssuccess as long as it is valuable, well-written, and optimised, especially if you target high-volume keywords.We also discovered that long-tail search queries return pages with more content on average than short heads —almost 20% more. For instance, an average top-100 article on ‘graphic design’ will be shorter than an averagetop-100 article on ‘graphic design trends in 2017’. That is, if you are writing on a broader topic, your users donot expect a long read. If your article’s topic is narrowed down to a precise statement, then it should provide amore in-depth view.The research also shows that high-volume search queries return better SEO-optimised content, which we willshow later on.“The larger the search volume, the longer the content. Write longreadsif you want to rank for popular keywords.“How SEMrush helpsSEO Content Templateallows you to see the average content length of thetop 10 pages that rank for your target keywords. Thissaves a lot of time, as you do not need to google eachkeyword manually and perform a word-count for everyone of your competitors’ pages.Create killer contentOn Page SEO Checkershows how competitive your content is compared toyour rivals’ materials in terms of content length andother parameters.Boost content rankingsKeyword Magic Toolhelps you to find the best keywordsfor your new longread.Find the best keywords
On-page SEO elements
32 / 55On-page SEO elementsThese days, content specialists know better than to stuff their texts with keywords.And though keyword stuffing is not comme il faut anymore, it is a commonly accepted rule to include keywords in your articles’ main on-page elements such astheir title, meta description and body. So, we checked if the presence of keywordsin the on-page elements influences the page rankings.A video is considered to be a valuable contribution to almost any piece of contentthese days. Sometimes it is essential to include a video in an article or post, andin other cases it is not absolutely necessary, though websites often do it anywaybecause it will, allegedly, make the post rank higher. We checked if the presenceof a video on a page has any impact on its SERP position.What we did We analyzed 600,000 search queries andcalculated the percentage of pages thathad a keyword in different page elements.Apart from the exact match keywords, wealso applied keyword stemming to includeall keyword variations. We also checkedhow many of those pages had a video. We segmented the results into four keyword volume intervals to track the difference between group trends. We also decided to take the mid-volume interval andcompare the trends for short-head andlong-tail keywords.
33 / 55Keyword in titlesegmented by search volume80%Vol 10,001 Vol 101–1,000Vol 1,001–10,000Vol 1–100Comments% of pages containing keywords70% The trend curves for keyword occurrencein the title are flat for each keyword volume group, that is, the number of pagesthat have a keyword in the title remains onthe same level within a volume interval.60% The higher a keyword’s volume, the higherthe percentage of pages that include thekeyword in their title.40% In the high-volume keyword group the majority of pages add a keyword to their title.20%0%1234567891011Position121314151617181920
34 / 55Keyword in metasegmented by search volume% of pages containing keywords60%Vol 10,001 Vol 101–1,000Vol 1,001–10,000Vol 1–100Comments45% The trend curves are flat across all volumegroups, which means that the occurrenceof the keyword in the meta descriptiondoes not influence the page rankings. The higher the keyword volume is, the morepages include keywords into their meta description.30% Less than 50% of the pages that rank fora high-volume keyword have a keyword intheir meta description.15% Of the pages that rank for a low-volumekeyword, only 15% have a keyword in theirmeta 920
35 / 55Keyword in bodysegmented by search volume% of pages containing keywords100%Vol 10,001 Vol 101–1,000Vol 1,001–10,000Vol 1–100Comments75% The trend curves for each keyword volumegroup are almost flat, showing no drasticdifference between position values. Over 75% of the pages that rank for a highvolume keyword have a keyword in thebody of their text.50% The higher a keyword’s volume is, the morepages include the keyword in their 920
36 / 55Keyword on pagesegmented by keyword length80%Long-tail% of pages containing keywordsShort-headComments70% The trend curves for the page rankingsare flat for both short-head and long-tailgroups; that is, there is no drastic difference between the positions. Pages that rank for long-tail keywords repeat those keywords less often than pages that rank for short-heads.60% The pages on the first positions (for bothlong-tails and short-heads) have noticeably more keywords than all other 0
37 / 55What it means to you as a marketerOver 75% of the top-20 pages have keywords in their body and over 60% have them in their title. While it seemsto be a common practice, the data proves that it doesn’t have a strong impact on rankings.One time-proven approach in SEO is using longer keywords for promotion, as they usually bring more relevanttraffic to a website. If this is your case and you plan to rank for long-tails, having an exact-match keyword inyour on-page SEO elements is not necessary. In fact, it is more important to diversify the semantic core of yourtext and make it relevant to the target keyword rather than copying it.The presence of a video didn’t show a significant influence on page rankings, so we came to the conclusionthat video itself is not a silver bullet. However, in certain niches clients expect video content, so it makes senseto provide it. Consider your audience’s demands, and if they include visual support, include a video.“The longer the content, the higher the ranks. Write long-reads if youwant to rank for popular keywords.“How SEMrush helpsOn Page SEO Checkerverifies if you have included target keywords in your onpage SEO elements and checks your content for signsof keyword stuffing, performing standard density andTF-IDF analysis.Check your contentContent Analyzerperforms comprehensive content audit of your site andallows you to see meta tags for all of your articles in oneplace, together with other content performance metricssuch as traffic, social engagement and backlinks.Audit your blog
Website visits
39 / 55Website visitsOne of the main indicators of a website’s popularity is its number of visits. Thereare a lot of ways for visitors to find your website: organic search, paid ads, socialnetworks, direct visits, referring domains, emails, etc.In our research, we checked how traffic influences page rankings and whether organic search traffic has the greatest influence.What we did We analyzed 600,000 search queries andcalculated the total number of visits permonth. Then, to determine whether a particular traffic channel has any impact onthe page rankings we consequently excluded organic and other traffic channels fromthe data set. In the end, we built a graphfor the total number of direct website visits for each of the top-100 positions andsaw that direct visits had the most influence on the SERP. We segmented the results by four keywordvolume groups to see if this influence differs from niche to niche.
40 / 55All website visitssegmented by search volume4,000kVol 10,001 Vol 1,001–10,000CommentsVol 101–1,000Vol 1–100Number of all visits3,000k The chart shows a direct connection between the number
On-page SEO elements Keywords in title, meta description, body, keyword density Website visits . That is, when many users go to a website directly it is a good sign to Google that the domain has high au-thority and value. User behavior signals such as time on site, pages per session and bounce rate also influence website rank-
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