It’s well understood that a site can benefit from organic ranking positions:
- Perception is of an established, reputable business.
- Significantly higher convertibility and brand strength.
- Difficult to attain and thus drives a tactical and long term advantage once secured.
- Not appearing in the natural listings benefits your competitors, who will receive the organic traffic.
Now, Google incorporates over 200 individual variables in its calculation of a site’s ranking position for each and every search. But, in essence, it boils down to one principle…
In order to rank #1 for a specific search phrase, Google needs to be convinced of one thing – that your website represents the most credible answer to the question begged by that phrase.
Google makes this decision based on numerous factors but, in essence, it needs to see evidence of knowledge, of engagement and of validation from others and, broadly speaking, a site can provide this evidence in several ways.
- Through the technical and usability quality of your site.
- Through the credibility of the content that is authored on the site.
- Through the quality of a site’s external link profile, compared to its competitors.
Through a relative assessment of how the site engages with the wider community – both as a product of its content and link profile but also through its social media engagement.