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Evolution of positioning factors in 2015

an analysis of searchmetrics’ study by Kristof Maret from Referencement-PME , SEO agency in Montreal

According to the latest survey of Searchmetrics, the various Google algorithms are more sophisticated than ever. In its fourth annual survey of ranking factors by the algorithm of the world’s leading search engine, was examined the results of the top 30 reference requests per 10 000 keywords involving 300,000 sites. According to Marcus Tober, founder of Searchmetrics, the results only confirm the trends announced since the beginning of the year. “We must try to understand the intentions of users and create an original, relevant and unique content; it is more important than ever …… It is also clear that the importance of backlinks continue to weaken. (Mr. Tober)” In the future, the proportion of request for search from “mobile devices” will continue to grow, and it will be interesting to see the effects this will have on rankings.


Some of the factors are perceived very positively by studying the views of positioning: this includes ·         Ergonomics “mobile” sites;·         social signals such as tweets, G + and the “I like” from Facebook (although Google denies it)·         The backlinks, whose power will decrease, for sure. About netlinking I mention immediately that the study finds the effectiveness of the variety of anchors and the importance of the ratio of nofollow BL.


The study focuses on three main parameters: 

Very important technical factors for the Google positioning.


Compared to last year, the specific domain name lookups volume increased. Marks are often better ranked on this research because of their inherent visibility, but more curiously, we notice that brand name queries, with or without additional keywords, indirectly influence the results of unbranded research.


Other positive factors for the visibility of a website;


The study highlights the factors with which “I have played” forever.·         the frequency of H2 tags, (in addition to H1 and meta description);·         short rewritten URL (they would be worth thousands of keywords!);·         and of course the display speed of the site clearly communicated by Google. Finally, it is determined that the HTTPS encryption (for the first time considered in this study) has a positive impact on the place of the sites in the SERP, but only for sites that process sensitive data (transactions, payment, passwords, etc)…


The “Domaine Names keywords” are no longer the number one advantage for positioning as they used to be in the past. If in 2014, only 9% of the top 30 URL included a keyword in their domain name, this figure fell to 6 % this year.Finally, and it is no surprise, the proportion of Flash sites is significantly lower in the first three pages of the SERP both on desktops and on mobile.

Factors related to user experience

The architecture and site structure are essential, both for crawlability bots for Google as well as for user experience.


The ergonomic and internal links of a site are important in the rankings because they are linked to: ·         the bounce rate,·         the time spent on the web portal. We now understand that onpage quality work can change everything. Last year, there were 131 internal links in the top 10 rankings, this year, the figure rises to 150. The same is true for the optimization of factors such as responsive design, font size, and the interactive elements (buttons, links, forms). Bulleted lists also appear to be grading factors; they are found in half of the top 2 sites and another 40 % in the top 30.



Yet although we know that the number of images helps for performance ranking, the number of sites displaying videos fell in 2014. Searchmetrics also determined that a large number of advertisements harmed the ranking.


Factors related to the content.


The content of the pages classified top 30 deepened. The average number of words used in the top 10 pages is 1285 (25 % more than last year). This content is also less complex and more holistic. More and more sites base their texts on lexical field using specific and relevant terms. The strict concept of keywords has evolved tremendously, just as with the technical side of websites. Searchmetrics found that the percentage of pages trying to rank with a strict keyword by inserting it in a lumbering way fell, particularly in the top 5. However, the internal links anchor keeps its importance within your Web portal. you can read the original article in French : http://referencement-pme.ca/evolution-facteurs-ranking/  The complete study can be downloaded here (http://www.searchmetrics.com/knowledge-base/ranking-factors-infographic-2015/) ; great infographics reveals its important parts.