What does it take to bring your website among the first Google search results for your keywords? As we explained in our previous articles, search engine optimization (SEO) is an organic process that never stops. Changes happen all the time.- mostly because Google is constantly updating its ranking algorithm. Today we will look at the most important Google ranking factors in 2021.
What Exactly Are Google Ranking Factors?
Google has a set of rules for selecting websites to display in search results. These rules are enforced through an algorithm based on artificial intelligence (AI), called RankBrain. It uses machine learning to understand how users interact with search results and what they are looking for.
RankBrain is so advanced that it is capable of discerning between various search intents of the users:
- Informational – “what is chiropractic”
- Navigational – typing in your chiropractic practice name
- Transactional – “chiropractic treatment costs”
- Commercial – “book chiropractic appointment”.
Thus, Google is relying on various factors to match a search query with websites that meet the required criteria. This is why you will always find what you are looking for on Google. Now, let us show you how to bring potential patients to your website through a Google search. What Are the Most Important Google Ranking Factors in 2021?Here are the key elements of a website that Google is looking for whenever a user types in a search term:
1. Fresh, Original, and Relevant Content
We will repeat this as many times as it is necessary: never stop updating your website with new content. What does content mean? Anything:
- Blog posts
- Videos
- New pages (FAQ or Q&A page)
- Updates to the existing content (editing texts, adding updates).
This will remain one of the top Google ranking factors in 2021 and beyond. Consumers of all kinds (including your patients) rely on content to make informed choices whenever they purchase a product or service. They are looking for content they can trust, that offers helpful information without being too salesy, and that is easy to understand, even if they have no idea about the respective topic.
2. Strong Keyword Strategy
Keywords are at the core of SEO. They make the link between what your patients are looking for and what you can offer them. When you use Google to mediate this link, you need to ensure that your keywords are relevant, present in the right places throughout your website and that they are used in a natural flow throughout your content.
We already explained how to perform on-page optimization. We refer you again to the article, in order to review all the web page elements that should contain your keywords. At the same time, consider creating topics grouped around various keywords. This is what Google is looking for, not simply separate keywords. For instance, for “chiropractic treatment” you can create a cluster of blog posts showing how your treatments help patients solve various health problems.
3. Secure, Well Organized Website Structure
Google loves all things clear and straightforward. Thus, one, of the top Google ranking factors in 2021 refers to the way your website is built. Here are just a few best practices you should keep in mind:
- Clean code, without burdensome and useless elements
- Existence of the “robots.txt” file
- Create a sitemap that shows Google all the pages on your website
- Enabling SSL security to offer users a safe browsing experience.
Our team of experienced web developers can audit your website, indicate the problem areas, and fix them for you.
4. High-Quality Backlinks
Backlinks show Google that your website is a trusted source of information for other sites. If these sites have a good reputation, then your own page rank will also benefit by association. Thus, one of the Google ranking factors for 2021 is the number of high-quality backlinks. But how do you earn them? The answer can be found in the first item on this list – high-quality content. If your website is constantly updated with fresh and useful content, it will become a trusted source of information not just for your own patients, but also for other websites.
5. Mobile Friendly Website
Last but not least, one of the most important Google ranking factors in 2021 is mobile-friendliness. This year, the search engine aims to reach 100% mobile-first indexing. This means that from now on, Google will index the mobile version of websites. Thus, if your website is not optimized for mobile browsing, it risks not being indexed by Google at all. That is something that should worry you more than the SEO strategy. Do you need help with SEO? We are here to support you with advice, tips and tricks, and technical support!
