SEO whitepaper offers rank surprises

Share this content:

As with royalty, rank is an essential measure of success when it comes to search engine optimization (SEO). A new whitepaper released today by marketing analytics firm Convario used statistical analysis to help marketers figure out what they need to do to make sure their SEO ranking is high and show how search engine crawlers vary in their emphasis on different factors.

As search engines are always tinkering with their algorithms, marketers need to keep up with changes and continually invest in their Web site, said Craig McDonald, SVP and CMO of Convario.

“We wanted to establish how much emphasis is put by search engines on your link strategy versus your use of content, where you place content, and your technical structure,” he said, explaining that the whitepaper is an update of an analysis done last year to figure out whether SEO audits that Convario does for clients were addressing the right issues.

One of the big surprises, he said, is that page size is no longer the issue it was a couple of years ago. “It used to be that the bigger the page, the worse it was for ranking,” he explained. “There was a sweet spot that you had to find. Now, engines must have significantly increased the bandwidth of their crawlers because we saw the bigger the page the better it is.”

The length of a URL no longer requires a “magic number” of characters when it comes to Google, he added. “We're finding that Yahoo is still sensitive to long URL's, but Google is completely insensitive.”

The number one page feature that determines rank continues to be the number of external inbound links, according to the whitepaper. “It's about how many links does this page have and are they also authoritative?” McDonald asked. “If you're trying to get a good ranking, the goal is to build out links.”

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above