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What makes the heavyweights in search engine rankings different from everyone else? This is a question every good SEO asks themselves constantly, trying to stay ahead of the sites that seem to dominate Google for every relevant keyword (like Wikipedia or WebMD).
Not surprisingly, these sites have more than one thing in common. And it’s not just their age or authority – factors other sites can’t compete with. There are many qualities that set the best websites apart from their competitors that you can copy and improve today.
Let’s look at five of the most important and surprising factors and explain what you can learn from them and how you can use them to improve your own website.
1. Backlinks have the upper hand
Let’s start with the least surprising deal. Websites that rank well in Google have a significant number of backlinks. As we all know, high quality backlinks almost always means high rankings.
A study by Backlinko shows that the first result on Google has on average 3.8 times more backlinks than the rest of the results on the first page.
Even the big boys know a thing or two about acquiring backlinks. You will get more and more backlinks over time, thanks to your position in Google.
Ahrefs’ study shows that the top three results generate more new referring domains than the rest of the pages in Google. Pages in the first and second position receive many more new referring domains. The best ranked sites get backlinks faster, ranging from 5% to 14.5% per month.
It’s not just a large number of backlinks that’s important. They must also be of high quality. What does a good quality backlink look like? It comes from an authoritative domain, is hosted in its content and is thematically relevant to your site.
Let’s say you have a blog about cars. A link from another highly rated autoblog weighs more heavily and is of higher quality than a link from a major health site, because it is much more relevant to your niche.
Internal links should not be ignored either. Major websites (and especially news outlets) almost always go out of their way to ensure that each new article is linked to several previous articles.
A good system of internal links makes it much easier for Google to find and index the information on your site. The simpler your site is, the more likely Google is to find and rank your content. While they don’t have the same power as backlinks, internal links can still lead to better rankings.
Still, you need to build backlinks in a scalable way if you want your site to compete with the biggest brands in your industry.
2. Provide high quality content
Most of the best ranked sites are known for the quality of their content. Granted, some of the big sites don’t always publish quality content, but all the top-ranked sites at least occasionally produce great content.
Remember, quality content doesn’t necessarily mean longer or more detailed than others. It may contain unique search results that other companies cannot copy. Or it could lead to a resolution of the story. Or it could be better designed. Or it could go viral. There are many ways to create quality content.
This makes a difference for search engine optimization (SEO), as high-quality content helps improve various ranking factors. It is a magnet for backlinks, it reduces the bounce rate and it should lead to a higher click through rate (CTR).
However, for the best sites, the objective quality of the content is not enough. They also take steps to optimize it for better performance in Google. This means that keywords should be included in the header tags, in all content, in the page title and in the URL.
Creating quality content is not easy, especially when there is no objective way to determine the quality of your content. This is the job of your users. However, there are steps you can take to increase the chances that users will enjoy your content.
First, make sure it’s written by an expert. This is a pretty easy task for some high profile sites like the media. Journalists are experts on certain subjects by default. However, nothing stops you from writing about your expertise or hiring expert writers.
You can even use the strategy of some medical websites where the content is written by a professional writer and then reviewed by a medical expert. This has the dual benefit of content written by an excellent author while being medically accurate.
3. Focus on the user experience
Websites that rank well in Google focus on user experience and do everything they can to keep customers coming back. This means great design, great content as mentioned above, intuitive layout and an overall great visual experience. Yes, some of the top-ranked sites may place ads on their pages, but they don’t ruin your browsing experience with them or use intrusive pop-ups.
After all, a good user experience is one of the reasons why these sites rank well in Google. Google has announced that from 2021, user experience measurements will be used to rank websites. How your site loads, how it looks, and how users interact with it affects rankings, as do other factors such as HTTPS, secure browsing, mobile-friendliness, and interstitials.
The reason why Google pays so much attention to your website’s user experience is that it’s in line with its goal of giving customers the best browsing experience possible. According to the search giant, more than half (52%) of users are less likely to engage with a brand after a bad mobile experience. So why should it rank you if you have a high bounce rate?
Improving your website’s user experience and bringing it in line with the experience offered by the top ranked sites will not only improve your rankings, but also make good business sense. Ezoic’s ad network has increased revenue per 1,000 visitors by 186% by improving the publisher’s user interface.
4. Make sure your page speed is competitive
You never had to wait for the New York Times to take over, did you? After all, the best ranked sites know how important it is to deliver content as quickly as possible. Page load speed has been a ranking factor for desktop searches since 2010, and in 2018 Google announced that it was also a ranking factor for mobile search.
Say it with me: A slow website is synonymous with a poor ranking.
You need to optimize your page speed if you want to catch up with the top ranked pages. However, it’s not so much about being ahead of the competition and making your website 0.1 seconds faster. This is to ensure that the site is fast enough and does not negatively impact the user experience.
According to a study by Google, more than half (53%) of visitors leave a mobile site if it doesn’t load within three seconds.
If your website is slow, you’re not just being punished by poor load times. Moreover, you will be punished by a high bounce rate, as users get tired of waiting and choose another website.
The easiest way to check page speed is with the Google PageSpeed Insights tool. It tells you the speed of your website, gives it a score of 100 and suggests improvements.
If you want a very fast loading page, read my tips for perfect results in Google PageSpeed Insights.
5. Take the user’s intentions into account
Have you noticed that some of the best ranked pages have multiple pieces of content that cover the same topic from a slightly different angle? That’s because they understand the power of user intent and the value Google places on it.
Google wants to provide the best and most relevant content for every search. An important part of this process is to understand what the user is trying to achieve as a result of their search. Are they trying to learn something? Are you doing research on the subject? Making a purchase? Google gives different results for each intent.
For example, Google displays e-commerce sites when it assumes the user wants to make a purchase, and blog posts when they ask for information.
Knowing what kind of content Google thinks users want to see is key to a well-ranked website, because you’re much more likely to rank if you create content that matches user intent for each target keyword. That’s why so many top sites have similar content focused on the same topics: to capture the intent of each user.
It’s not just a matter of information or trade. There are dozens of types of information content that users want to access. In some cases it is a list of articles. For other requests, a video may be more appropriate.
If you take the time to understand user intent for each keyword or topic you target, you can get serious results. SaaS marketing company CoSchedule saw a 594% increase in search traffic when it tailored content to user intent.
Highly rated pages: Frequently asked questions
What do the highest ranked sites have in common?
They all have a large number of high-quality backlinks, great content, a great user experience, a fast-loading website, and content that matches the user’s intent.
Why do the best sites have so many backlinks?
This is partly due to the quality of the content, but also because it ranks well in Google. This makes it an easy target for people who want to link to an authoritative source.
How can better content improve my ranking?
Better content can improve your ranking in more ways than one. Quality content attracts more backlinks, but Google also encourages in-depth content, which leads to users spending a lot of time on the site.
Why is user experience important?
Google strives to provide the best possible experience for our users. This includes sending them to sites that are easy to navigate. Therefore, user experience factors are now ranking factors.
How can I determine the intentions of a user?
Type in the search term you want to rank for in Google and look at the pages that appear in the results. If all the content has the same format, then that’s the type of content you need to create.
Conclusion: What you can learn from the best-ranked websites
You can’t turn your website into a top site overnight. However, you can learn a lot from them and apply the tactics they use to improve your website’s ranking in Google. As you have already realized, they have a lot in common.
Provide a scalable system to generate backlinks, create quality content, focus on user experience, make sure your site loads fast and consider user intent when creating content.
Follow these five points and you can ensure that your website will rank well in the future.
What will you work on first?
SEO – Unlocks a large amount of SEO traffic. To see real results.
Content marketing – our team creates epic content that gets shared, attracting links and traffic.
Paid media – effective paid strategies with a clear return on investment.
Frequently Asked Questions
Can you get Nikon SnapBridge on Mac?
Yes, you can get Nikon SnapBridge on Mac.
Can I use SnapBridge on my computer?
Yes, SnapBridge is compatible with both iOS and Android devices. Can I use SnapBridge on my PlayStation 4? No, you cannot use SnapBridge on your PlayStation 4.
How do I download pictures from my Nikon to my Mac?
You can download your pictures from your Nikon to your Mac by plugging your camera into your Mac using the USB cable that came with your camera. Once the camera is plugged in, open the Nikon Transfer software (it should have been installed when you plugged in the camera) and select your camera from the list of cameras on your Mac. From there, you can select the pictures you want to download.
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