By gathering actionable data from 300,000 top performing websites across 2014, the latest Search Metrics study provides a comprehensive insight into the ranking factors that will position companies for success in the year ahead. Some aspects of the Search Metrics study might have surprised search specialists, and some of the data revealed showed the continuation of long-term trends. In this blog, we’ll focus on three tips for effective SEO Campaigns based on the latest data from the Search Metrics study.
1. Build and Maintain a Strong Site Architecture
The data from the Search Metrics study of 2014 highlights the important role that dynamic site architecture plays within the top ranked sites. An important element of ranking performance is site loading times. Companies must ensure their sites function seamlessly across mobile and desktop platforms. They must also create a balanced internal link structure and ensure their site is up-to-date. The maintenance of their site’s architecture will help boost rankings for focused SEO campaign managers in 2015.
2. Craft Holistic, Key Phase related Content
The Search Metrics data also highlighted the value of strong content for SEO campaigns. The average top-ranked content contained 975 words and included media such as video and images. This means that companies can achieve success in the year ahead by optimizing their copy for entire search phrases rather than simple keywords. In fact, relevant search phrases were one of the leading ranking factors outlined by the Search Metrics study.
3. Develop a User-Based Approach to Site Design
Within the top-ranked sites, users spent an average of 101 seconds on the site according to the Search Metrics data. This shows that the average user reviews the top sites carefully before deciding either to leave or click on a site element. The highest ranking URL studied had a click-through-rate of 32%, while the 10th highest ranked URL in the study had a click-through-rate of 3%. This shows the relevancy of user signals within search rankings and highlights the increasing importance that intuitive site performance is playing within ranking levels.
By closely analyzing the latest data and operating their campaigns based on the information revealed, proactive SEO campaign managers can respond to the changes taking place in the search marketplace. The foundation for success is clear for those who complete their market research.
