Search Engine Optimization (SEO) is a crucial digital marketing strategy for businesses seeking visibility in the vast expanse of the internet. SEO involves optimizing a website in a way that helps it rank higher on search engine result pages (SERPs). The ranking factors that affect SEO evolve constantly, primarily due to frequent updates to search engine algorithms. As we navigate through 2023, we caught up with a leading Australian agency Safari Digital to discuss the 19 most crucial SEO ranking factors to consider.

1. Quality Content

Quality content remains at the heart of SEO. Google and other search engines aim to provide users with the most relevant and high-quality results for their queries. Therefore, creating content that is unique, informative, engaging, and provides value to your audience is essential. This content could be in various forms - blog posts, videos, podcasts, infographics, etc.

2. Keyword Optimization

Keywords continue to play a significant role in SEO. However, modern SEO strategies involve focusing on long-tail keywords and keyword intent rather than simple keyword density. Understanding the intent behind the keywords your audience uses allows you to create content that satisfies their needs.

3. Mobile-Friendliness

With the majority of internet users accessing the web via mobile devices, mobile optimization has become a critical ranking factor. Google's Mobile-First Indexing makes it essential to have a mobile-friendly site. This involves ensuring your site loads quickly on mobile devices, is easy to navigate, and the content is easily readable.

4. Page Speed

Page speed, or the time it takes for your page to load, significantly impacts user experience, affecting your SEO rankings. A faster loading page is likely to have lower bounce rates and increase the amount of time users spend on your site, influencing your SEO positively.

5. Security and HTTPS

Website security has been a Google ranking factor since 2014. Websites using secure, encrypted connections (HTTPS rather than HTTP) get a boost in rankings. This is because they provide a safer browsing experience, which is critical in an era where online security is of utmost importance.

6. User Experience (UX)

Google's Page Experience update has placed more emphasis on the user experience. This includes mobile-friendliness, safe-browsing, HTTPS, and absence of intrusive interstitials. But it also introduces a new set of metrics called Core Web Vitals, focused on loading performance, interactivity, and visual stability.

7. Backlinks

Backlinks, or inbound links from other websites, remain one of the most powerful ranking factors. They signal trust and authority to search engines. However, the focus is on the quality of these links, not just quantity. Links from reputable, high-authority websites carry more weight.

8. Internal Linking

Internal links, or links that connect different pages of your website, help search engines understand the structure and hierarchy of your website. A well-planned internal linking structure can help spread link equity across your site, improving the SEO of all pages, not just your homepage.

9. Social Signals

While Google has stated that social signals do not directly impact rankings, there is a correlation between social media activity and ranking positions. Regularly sharing content on social media platforms can increase your content's visibility and the likelihood of it being linked to, indirectly boosting your SEO efforts.

10. Structured Data

Structured data, or schema markup, helps search engines understand your content better. This can lead to rich results or enhanced SERP listings that can boost visibility and click-through rates.

11. E-A-T: Expertise, Authoritativeness, and Trustworthiness

E-A-T has become increasingly crucial in Google's algorithm. Websites that demonstrate expertise, authority, and trustworthiness in their content are likely to rank higher, especially for YMYL (Your Money, Your Life) topics.

12. Freshness of Content

Regularly updating your content signals to search engines that your site is current and relevant. This is particularly important for topics that evolve over time, like technology or news topics.

13. User Engagement

Google uses user engagement metrics like click-through rate (CTR), bounce rate, and dwell time as indirect ranking signals. Improving these metrics can enhance user experience and subsequently, your rankings.

14. Domain Age and Authority

Older domains with a consistent history and high-quality backlinks are seen as more trustworthy, impacting rankings positively. Building your site's domain authority over time through quality content and links can help improve rankings.

15. Image Optimization

Images can contribute to your site's overall optimization. Using relevant images with descriptive alt text and file names can help search engines understand your content better, boosting your SEO.

16. Video SEO

Videos are highly engaging and can significantly increase the time users spend on your site. Properly optimized videos (with clear titles, descriptions, and transcripts) can enhance your visibility in search engines.

17. Local SEO

For businesses serving a local market, local SEO is critical. This involves optimizing your Google My Business listing and gathering positive customer reviews.

18. Voice Search Optimization

As more people use digital assistants like Alexa or Siri, optimizing for voice search is becoming more important. This often involves focusing on conversational, long-tail keywords and answering questions people might ask.

19. Core Web Vitals

Introduced in 2020, Core Web Vitals are a set of metrics that Google uses to measure the speed, responsiveness, and visual stability of a webpage. These factors contribute to the overall user experience and have become a part of Google's ranking factors.

Conclusion

SEO in 2023 is a multifaceted discipline that requires a comprehensive approach. Understanding and optimizing for these 19 SEO ranking factors can help you improve your website's visibility, attract more organic traffic, and ultimately, achieve your business goals.