Google’s Top Five Ranking Factors for 2021

Google’s search algorithm might be proprietary, but that doesn’t mean you can’t crack the code to dominate search in 2021. With the right information and the right SEO agency, you can get the job done.

Trial and error will only get you so far. At Umbrella Local, we’ll help you drill down to identify the best ways to improve your rank with pay per result SEO. With that in mind, here are Google’s top five ranking factors for 2021.

#1: Consistent Updates with Engaging Content

The top ranking factor for 2021 is content related and that should come as no surprise. Google’s priority is providing searchers with relevant and useful content. In other words, it’s time to look beyond keywords and focus on the user experience.

One area of content creation that’s particularly important is how you structure your content. You should be using H1, H2, and H3 tags. These tags help Google to classify your content and deliver it to the people who are most likely to benefit from it.

There’s no fixed rule about content length although you should be sure to cover topics thoroughly. You should also update your content regularly. Google prioritizes fresh content over content that’s been around a while. 

#2: Backlinks

Google has indicated that it may eventually phase out backlinks as a ranking factor, but they’re still essential in 2021. A quality backlink should come from an authoritative site and act as a vote of confidence in your website and content.

It can be challenging for small businesses to acquire quality backlinks but working with a reputable SEO agency can help. There is no benefit to using “black hat” SEO tactics to build links. A few quality links are going to be more valuable to you than a host of spam links.

One technique to try to acquire more backlinks is to use a tool such as SEO Spyglass which allows you to piggyback on your competitors’ backlinks to build backlinks of your own. Simply plug in two or three of your competitors’ URLs and Spyglass will tell you which sites are linking to them and not to you. You can then approach the linking sites to try to get them to link to your content, a strategy that will likely work since they are already linking to other sites in your industry or sector.

#3: Keyword Optimization

Keyword optimization still matters to Google but not in the way it used to. The game in 2021 is less about keyword saturation and more about semantic saturation. In layman’s terms, that means using your most important keywords and related language throughout your content.

Remember that Google’s priority is providing quality content. You should always prioritize readability over keyword use. Natural-sounding language that includes keywords and related terms is going to get you the best results on Google.

In addition to using keywords in your content, you’ll also need to incorporate them into your tags and metadata. It’s especially crucial to use your main keyword in your title tag and meta description. Keep in mind that while a “pure” use of the keyword might be preferable, it’s better to include connective words if they improve readability.

#4: Search Intent

What do people want when they look for your website? If you can’t answer that question, then the chances are good that you aren’t optimized for search intent. Understanding search intent can help you to create the type of content that will rise to the top of Google’s SERP for your keywords.

For example, if someone searches for lasagna, they probably want a recipe. If you type that search term into Google, or if you ask Siri, “How do I make lasagna?” you’re going to get a choice of sites with lasagna recipes. Searching your most important keywords and reviewing the top results can help you understand what people want from your content.

Voice search optimization services can help you optimize for search intent. You should be prioritizing voice search because as of 2020, 40 million Americans own at least one smart speaker. That number is likely to grow, and we expect that voice search will continue to dominate.

Research will help you understand the types and formats of content your target audience wants. Then, you can craft optimized content that will help improve your search ranking and attract more visitors to your website.

#5: Core Web Vitals

Our final ranking factor is one that Google has recently added to its list of ranking factors. The search engine plans to use Chrome User Experience report data to rank websites. The goal is to prioritize the user experience.

The initial elements identified as Core Web Vitals include the following:

• Largest Contentful Paint, which measures the time it takes for a web page’s main content to load, ideally less than 2.5 seconds.
• First Input Delay, which measures the time for a page to become interactive, ideally less than 100 milliseconds.
• Cumulative Layout Shift, which measures the amount of unexpected layout shift of your visual content, ideally less than 0.1.

In addition to these three factors, Google has added a related Page Experience Signal, which will take into account the following things:

• HTTPS security
• Mobile readiness
• Safe browsing
• Intrusive interstitial guidelines

Intrusive interstitials are things like banner ads and pop-ups that interfere with the user experience on a website. Their inclusion in the search algorithm is in line with Google’s ongoing determination to prioritize the user experience. Google has released a detailed developer’s guide for the Page Experience Signal. You can find it here.

It’s important to remember that there are other factors that play a role in your search ranking, including internal links, Schema markup, and your use of tags. However, many of the factors that were previously seen as minor have been incorporated into Core Web Vitals.

The key to getting the SEO results you want in 2021 is to partner with an SEO agency with the experience and expertise to deliver the pay per result SEO you need. Click here to learn how Umbrella Local can help!