SEO Ranking Results 2014: The ‘rise’ of content

SEO Ranking Results 2014: The ‘rise’ of content

Last Updated: December 1, 2020

What do the latest SEO findings mean for your business?

Searchmetrics have published their annual SEO (Search Engine Optimisation) ranking metrics and some of their findings make for interesting reading for those wishing to keep abreast of the latest trends in SEO ranking. The way traditional SEO ranking  was previously done has undergone somewhat of a change since the introduction of Google’s new search-engine algorithm ‘Hummingbird’ last year. The new SEO ranking method is more likely to award SEO rankings to relevant topics related to a search rather than a specific keyword.

Other upward trending developments in SEO rankings include – but are not exclusive to – content. Here are a few ranking signals which can help your businesses ranking:

Proof words:

As Hummingbird now awards less relevance to keywords only, use proof words, meaning – words related to the keyword or words that are relevant to your product/service. An example may include; bumper is a proof word of car (as opposed to refrigerator which is of more relevance to a word like kitchen).

Other media:

Use other forms of media within the text on your blog-posts or webpages. These may include YouTube clips, photographs, info graphics, Vines, GIFs and so on.

Easy-to-read content:

Content that is difficult to understand or that is written in too academic a style will hinder your SEO ranking. Webpages that have easy to read content do better. Readability of a webpage is maximised when an average 12-year-old and upwards can understand it. Pages with the easiest readability score highest on Flesch score (the formula used to assess ease or difficulty of readability). Ensure your webpages have a Flesch-score of over 60 out of 100.

Decreasing diversity:

Google’s search results are becoming decreasingly diverse or, to put another way, more accurate to the search-query entered by online users. Whereas Google once gave a myriad of results for a single keyword, it now offers more specific (less) results for a myriad of proof words. Ensure you take the appropriate steps to keep abreast of changes when tagging content on your webpage.

Content depth:

The more content on your site, the better. The most optimised and highest ranking SEO pages on Google typically have over 9,000 words on that site. The less content on your page, the lower down on the rankings you will place.


Finally, ensure your content is relevant to search keywords. Websites that have irrelevant keywords to their content gets punished on the double. Google award a negative ranking to sites that have a high bounce rate (when someone clicks into your site, see it is irrelevant and quickly leave it) and award sites that have a high click-through rate. These are known as user-signals. The highest ranking sites have the best user signals. This is the human factor as people know better than any machine what that suits their needs. Create content that will be of the best use to your customers.

As Matt Cutts of Google says:

“If you keep the mental model of what is Google trying to do – we’re trying to return great search results for users – then that helps you figure out how to align yourself with those goals, because if you’re aligned with those goals, then we’re going to want return the high-quality pages that you’re making.”

Therefore, create content that is relevant and engaging to the user (your customers!) and watch your SEO rankings climb.

If you wish to find out more on SEO rankings and how it can help your business do not hesitate to contact us.



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