If you're a bike shop and you get a backlink from a website that caters to triathletes, that's a quality backlink. A link from a deep sea fishing website, not so much. 5. Use common sense in verticals too The concept that one size does not fit all is true even in verticals. There are many variable subgroups within the verticals where results may deviate from the norm. For example, while social media signals are not strongly correlated with search results in travel, an exception would be for a site that relies heavily on referrals. Wedding venues or destination planners can benefit much more from social signals than the typical travel site. 6. Consumers will expect good content Google's focus on load time and its AMP format has led to general advice on improving page rankings by creating faster web pages. Mobile adoption and responsiveness remain important, but speed alone must be considered in context. Local businesses should quickly show consumers that their content is high quality and worth the wait.
Yyou can do this, consumers will be more patient for the page to load. Some tips include those used by AMP: load above the fold first or prioritize text first and slower things like images or video second. 7. Separate general information from secure information for a better user experience While repeated reports of security vulnerabilities and Google's emphasis on security have many difficulties in Shadow Making converting all of their websites, HTTPS can affect the performance or loading time of web pages. A best practice may be to separate sensitive information from general information. Even finance websites don't have an above-average HTTPS adoption rate. And travel sites looking to boost airline ticket purchases, vacation bookings, and hotel rentals have significantly lower HTTPS encryption rates.
By linking to secure sites for transactions, general information does not need to be protected by encryption. Conclusion Google continues to improve what its search results algorithm is supposed to do: deliver results that really help the user find what they're looking for. Naturally, that means more personalized results that don't follow a one-size-fits-all formula. In order to appear in top search results, businesses need to evaluate widely accepted ranking factors in light of their audience. Instead of ticking the boxes of ranking factors, it is important to ask yourself if these elements really serve the usefulness of the website for consumers and users. Google's priority is to prioritize user experience, and websites that demonstrate this will be chosen for search results. The opinions expressed in this article are those of the guest author and not necessarily of Search Engine Land. Staff authors are listed here.