Do you want your website to rank higher on Google? Want to know the key factors they use to decide your position?

In the ever-evolving world of SEO (Search Engine Optimization), understanding how Google ranks websites is crucial for anyone with an online presence. Google’s search algorithm is a complex and closely guarded secret, but over the years, SEO experts have gained valuable insights into the key factors that influence a website’s ranking.

In 2017, several factors played a pivotal role in determining a website’s position in the search engine results pages (SERPs). In this blog post, we’ll delve into the most important factors that Google used to rank websites in 2017.

Dotcom Infoway share their ranking factors for 2017 in this infographic.

 

Quality Content is King

One thing that has remained constant in SEO over the years is the importance of high-quality content. In 2017, Google continued to prioritize content that was informative, valuable, and relevant to users. Websites that offered well-researched articles, in-depth guides, and engaging multimedia content were more likely to rank higher in search results.

To create quality content, website owners needed to understand their target audience and provide solutions to their problems. Google’s algorithms became increasingly sophisticated at assessing the relevance and usefulness of content. Keyword stuffing and low-quality, shallow content were heavily penalized. Instead, Google rewarded websites that focused on delivering a positive user experience through valuable content.

Mobile-Friendly Websites

As mobile device usage continued to surge in 2017, Google made mobile-friendliness a significant ranking factor. Websites that were not optimized for mobile devices found themselves at a disadvantage in the search rankings. Google’s mobile-first indexing meant that the search engine primarily used the mobile version of a website for ranking and indexing.

To ensure their websites ranked well, webmasters had to make sure their sites were responsive, meaning they adapted to various screen sizes. This involved optimizing site layouts, images, and ensuring fast loading times on mobile devices. Google’s emphasis on mobile-friendliness reflected the growing importance of catering to mobile users.

Page Speed Matters

In 2017, Google made it clear that page speed was a critical factor in website rankings. Slow-loading websites frustrated users and negatively impacted the overall user experience. Google wanted to deliver the best possible results to its users, and that meant favoring websites that loaded quickly.

To improve page speed, webmasters had to optimize images, leverage browser caching, and minimize the use of heavy scripts. Content delivery networks (CDNs) became more popular, helping to distribute website content to servers closer to users, reducing loading times. Websites that invested in speed optimization saw improvements in their search rankings and user engagement.

Secure Websites with HTTPS

Security became a growing concern on the internet, and Google responded by giving a boost to websites that implemented HTTPS (Hypertext Transfer Protocol Secure). Websites with SSL certificates, which encrypt data transmitted between the user’s browser and the website’s server, gained favor in Google’s rankings.

The “Not Secure” warning on non-HTTPS websites deterred users and damaged the trustworthiness of such sites. Google wanted to protect its users’ data and privacy, and HTTPS was an essential step in that direction. In 2017, migrating to HTTPS was not just about security; it was also a strategic move for better search engine rankings.

Keyword Optimization and Semantic Search

While keyword optimization remained relevant in 2017, Google’s search algorithms became more sophisticated in understanding context and intent. The rise of semantic search meant that Google could comprehend the meaning behind search queries and web content, going beyond simple keyword matching.

Webmasters needed to focus on creating content that answered users’ questions comprehensively. This required in-depth keyword research to identify long-tail keywords and phrases that reflected user intent. Content that addressed these queries naturally and informatively was more likely to rank well.

Backlinks and Link Quality

In 2017, backlinks continued to be a significant ranking factor for Google. However, the focus shifted from the quantity of backlinks to their quality. Google valued natural, authoritative backlinks from reputable websites more than ever before. Links from spammy or low-quality sites were actively discouraged.

Webmasters had to adopt a more strategic approach to link building, seeking opportunities for high-quality, relevant backlinks. Guest posting on authoritative websites, earning links through valuable content, and disavowing harmful links were essential practices for SEO success.

User Experience (UX) and Dwell Time

User experience became a more prominent factor in Google’s ranking algorithm in 2017. Dwell time, which refers to the amount of time a user spends on a website after clicking on a search result, was a key metric. Websites that provided engaging, user-friendly experiences and kept visitors on their pages longer were rewarded with higher rankings.

Improving UX involved optimizing website navigation, reducing bounce rates, and ensuring that content was easy to read and consume. Google wanted to deliver results that satisfied user intent and provided a positive online experience.

Social Signals

While the impact of social signals on SEO rankings remained a topic of debate, there was evidence that social media activity could influence a website’s visibility in search results. In 2017, Google considered the social signals generated by a website, including social shares, likes, and comments, as potential indicators of content quality and relevance.

Webmasters needed to maintain an active presence on social media platforms and encourage social engagement with their content. While not a direct ranking factor, social signals could indirectly affect a website’s visibility and traffic.

Local SEO and Google My Business

For businesses with a physical presence, local SEO became increasingly important in 2017. Google aimed to provide relevant local results to users, especially when they performed location-based searches. Optimizing for local SEO involved creating and optimizing Google My Business listings, acquiring online reviews, and ensuring consistent NAP (Name, Address, Phone number) information across the web.

Websites that effectively implemented local SEO strategies saw improved visibility in local search results and gained an edge over competitors.

Voice Search and Featured Snippets

The rise of voice search through devices like smartphones and smart speakers brought about changes in SEO strategies. Google aimed to provide concise, voice-friendly answers to voice search queries. Websites that optimized for featured snippets, which often served as voice search answers, had a competitive advantage.

Webmasters had to identify common voice search queries in their niche and create content that directly addressed those questions. This involved providing clear, concise answers in a format suitable for featured snippets.

Conclusion

In 2017, Google’s ranking algorithm was a complex blend of various factors aimed at delivering the best possible search results to users. Understanding and adapting to these factors was essential for webmasters and digital marketers looking to improve their website’s visibility and traffic.

While SEO has evolved since then, many of these fundamental principles still hold true today. Quality content, mobile-friendliness, page speed, security, and user experience continue to be critical elements in website rankings. SEO professionals must stay up-to-date with the latest algorithm changes and industry trends to maintain and improve their website’s search engine rankings in the ever-competitive online landscape.