Every year... At the start of the new year, there are numerous tips and tricks for search engine optimization and content marketing. Of course, there's no need to reinvent the wheel. Many Google ranking factors are already known, while others will come into sharper focus in 2019.
Basically, it can be said that Google continues to successfully refine user satisfaction. Keywords and links alone are no longer enough. This is illustrated by buzzwords such as cornerstone content, link earning, and user signals.
Below, I'll reveal which criteria you should focus on, what to look out for in content SEO in 2019, and how you can improve your Google ranking in a few simple steps!
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1. The most important Google ranking factors in 2019
The fact is that user behavior has changed with the increase in new functions (voice search, local pack, etc.). Today's average internet user searches in a more differentiated way than before.
Instead of individual, generic search terms, entire phrases or sentences are used as keywords. The trend is clearly moving toward spoken language. Instead of "Barack Obama's date of birth," people are asking or typing "When was Barack Obama born?"
As Google continues to evolve toward user experience, search intent —the intention behind the search query—is crucial for website ranking.
One reason why the search giant no longer ranks websites "merely" by keywords, but includes many other criteria. An algorithm was developed specifically for UX metrics: RankBrain, an AI that is constantly learning.
1.1 How does Google RankBrain work?
Simply put: RankBrain evaluates your clicks and the amount of time you spend on pages and determines your Google ranking in search results.
An example: You and your family are planning a small buffet for Christmas. So you google the term "preparing a Christmas buffet":
- The first hit in the SERPs is a forum link titled "Christmas buffet, when and what to prepare."
- The second hit is a recipe collection: "Buffet – the best recipe ideas."
- The third result is exactly what you need and what you are looking for: "Christmas buffet: the ultimate checklist for preparation."
While you click on the first link and immediately leave the page, you notice the third link in the organic search results and calmly click through the content. During this time, Google secretly measures how quickly you left the first page and how long you stay on the third page.
The results are saved. The next time you perform a similar search, Google will immediately display websites similar to page 3 in our example at the top of the results.
1.2 What are the top SEO trends for 2019?
As other factors such as readability and usability continue to gain importance in terms of user satisfaction, on-page SEO is becoming increasingly significant. It is clear that elements such as short permalinks, fast loading times, unique content, title and meta descriptions, and alt tags are relevant for website visibility. What is new, however, is that Google is placing greater emphasis on the following points:
- Quality content (premium content)
- Authority, Expertise, and Trustworthiness (E-A-T)
- User experience
- User Signals & Social Sharing
See Google's Quality Rating Guidelines
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2. SEO checklist for 2019 – 5 ranking factors that are guaranteed to boost your website's ranking
So far, so good.
But which Google ranking factors can you use?
Which SEO trends can you use to improve your visibility on the internet?
And what should you pay attention to in all of this?
Below, I will give you an overview of the five most important Google ranking factors for 2019 and reveal how you can implement them easily but effectively.
2.1 SEO Quality Content
It's not really a secret. But it can't be repeated often enough, as some people don't want to understand: high-quality content will remain one of the top SEO ranking factors in the next year, the year after that, and for much longer.
And: This high-quality content must be search engine optimized —otherwise, no one will see it, or only the wrong people will see it! It is therefore more worthwhile than ever to invest in high-quality SEO texts with added value. Writing SEO texts for readers and Google is not a contradiction. Quite the contrary.
2.2 Content clustering & siloing
With the content clustering method, you can prove yourself as an expert in your field. This involves creating topic clusters that comprehensively cover a specific topic. Well-known synonyms for this method are siloing, in-depth content, holistic content, or cornerstone content.
2.2.1 How content clustering works
- You write a main article (=pillar content) that provides comprehensive information on the topic without going into too much detail. It's basically an overview article. Example: "Shoe care – everything you need to know."
- Based on the pillar content, you create so-called cluster pages. These are secondary articles that deal with niche questions and details. Long-tail keywords are particularly suitable for this: they have a lower search volume, but are more relevant. We recommend creating around 10-15 cluster pages.Examples: "Must-have products for shoe care," "Shoe care products put to the test – these are the best care products for shoes," or "How to properly care for leather shoes – here's how it works!"
- Once the content has been created, link all related articles in your main article using the siloing method. This will systematically strengthen the authority of your home page with the main article.
Voíla – now you have a topic silo with useful content and a sensible internal linking structure. Absolutely invaluable!
2.3 Positive user signals
Google's RankBrain strives to provide personalized content. Each user receives an individual search experience that is tailored precisely to their search and usage behavior. To do this, Google analyzes user signals such as: time spent on the website (dwell time), bounce rate, CTR (click-through rate), and return-to-SERP rate (also known as back-to-SERP rate).
This data is intended to provide insights into how relevant your page is to the user's search query.
Incidentally, social signals (likes, shared content, comments, etc.) are a special form of user signals and are included in the ranking calculation.
Most likely equally important: linkless backlinks (brand mentions) – mentions of websites or brands in a text are rated similarly to normal backlinks, as they ensure a positive reputation.
2.3.1 How can user signals be improved?
By tweaking a few aspects of your website and optimizing them to make them more user-friendly. Four points are particularly important here:
2.3.1.1 Content optimization
It is not only the right keyword fields that are crucial, but also the high quality of the content. You should also consider different content formats. For example, videos increase the length of time visitors spend on websites many times over.
2.3.1.2 Technical optimization
The loading time of your website should be less than 2 seconds to be considered optimal. This applies to both desktop (PageSpeed) and mobile (MobileSpeed). Anything longer than that will cause impatient visitors to leave immediately. Content should also not be overlaid by menus or other gimmicks.
Also worth considering: SSL encryption (switch to HTTPS) – ideally with a visible SSL certificate on the website. This boosts trustworthiness.
2.3.1.3 Meta data optimization
Unfortunately, this is still often neglected: Title tags (page titles) and meta descriptions (page descriptions) are your calling card on the internet. They are the first thing that readers and customers come into contact with. In addition, a meaningful description ensures that the right visitors find their way to your website.
2.3.1.4 Mobile website optimization
Google has long confirmed that mobile-first indexing is a ranking factor. This means that the mobile version of your website is indexed. It is also used for ranking, while the desktop version plays a secondary role. This has been the case for some time now.
In plain language: Google ensures that your website can be used quickly and easily, especially on mobile devices (smartphones, tablets). To do this, the algorithm distinguishes between desktop and mobile user signals. If these indicate a negative UX and usability, the ranking of the entire website will be lower. The mobile website version is therefore your primary version for Google ranking.
Modern CMS therefore have a responsive design, so that the content is automatically tailored to the end device when it is displayed.
2.4 Featured-Snippets
Alongside quality content, this is the buzzword for content SEO in 2019. It may sound somewhat paradoxical, but position 0 in the search results is the most coveted spot. Anyone who ranks well and answers a search query directly and accurately can actually end up in the Knowledge Box. No less promising is a position in the PAA Box (People Also Ask Box), which highlights your website in a prominent place.
2.4.1 How can rich snippets be optimized?
It's worth treating W questions as long tails and incorporating them into the body text. With structured text, this is no problem and usually happens intuitively. Use trigger words to make it easier for the search engine to recognize the answers. This has another advantage: you'll rank not only in desktop SERPs, but also for voice search queries.
Regional companies and service providers should focus on the Local Snack Pack. It plays a significant role in mobile searches and is a local competitive advantage that unfortunately often remains untapped.
Unfortunately, this also applies to the marking of website elements with structured data (for example, using the Google Data Highlighter). They help Google to correctly understand the content and context of your website. They are also used to display rich snippets.
2.5 High-quality backlinks (link earning)
Backlinks have not become obsolete, of course, nor have they lost any of their value. The focus has simply shifted. They are still one of the ranking factors —even in 2019. The most important aspect of backlinks is quality, according to the motto: quality over quantity. That is why the buzzword "link earning" has become more widespread than "link building" in the SEO scene.
Links from pages with high authority are particularly valuable. For example, from Wikipedia or relevant educational institutions (also known as edu links).
2.5.1 How do I obtain high-quality backlinks?
There are various ways to obtain external links that are truly relevant to your site.
For example:
- Search for link lists and have your article linked. SEO tip: Enter "topic + link list" or "topic + this week" in the search field.
- Submit your website to relevant industry and web directories.
- Write a guest article for a high-ranking blog in your field of expertise.
- Conduct interviews with experts from educational institutions
- Comment on other expert blogs in your field with meaningful statements (nofollow links are also good!).
SEO tip: Speaking of links, outgoing links —i.e., links from your site to another website—are also part of a natural link profile. Linking to other specialists or influencers shows how well you know the subject.
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Conclusion: cheers to the user experience
Remember: user experience and user satisfaction are at the top of the checklist for content SEO in 2019. So it's high time to fully exploit the potential of your website and benefit from a better Google ranking.
With the top SEO trends for 2019 presented here, you'll be well prepared for the new year!
Keyword SEO: In our content marketing white paper, you will learn how to create SEO-friendly content that not only impresses Google but, above all, potential new customers. And here you can download it for free:
