- The Search Agents - http://www.thesearchagents.com -

SEOmoz’s 2011 Search Engine Ranking Factors

SEOmoz has published its 2011 Search Engine Ranking Factors survey [1], which collects the opinions of more than 130 SEOs from around the world on what factors matter most to organic search ranking. The survey presents their collective wisdom on the relative importance of content and linking best practices, page level factors, domain level factors as well as the future of organic search. SEOmoz supplements their  expert opinions with original data analysis on more than 10,000 results in Google. The result is an extensive set of charts and graphs that weigh the “influence value” of different ranking factors and assess the “degree of consensus” between the experts on the panel.

Here are a few of the factors that were considered most important to organic search ranking:

With all the talk about how publishers should structure, write, and promote their content, Grant Simmons, Group Account Director at The Search Agency reminds us that “It’s all about the user, stupid!.”  He goes on to explain that SEOmoz and survey participants highlight Google’s continued push towards more and better relevance, engagement, interaction and reduction of “spammy tactics” as key to improving organic search position:  “Sure, there’s a lot more around the periphery, but at its core the 2011 Search Engine Ranking Factors survey aligns with many of TSA’s best practices and underscores the ongoing need for user-focused, valuable and likable ‘promotional’ content over only-for-the-search-engines ‘authority’ content.”

Google never publishes the actual organic search algorithm.   The SEOmoz report is one of the most thorough attempts to “decipher” which factors are most important using both expert opinion and retrospective data analysis. SEOmoz provides a nice overview of their research methodology [2].

I also asked Rick Egan, Group Account Vice President, to provide his take on SEOmoz’s findings.  He pointed out that the growing influence of social signals in ranking factors is furthering the industry perception that brands receive favorable treatment. As he explains,  “There has been a lot of talk of a brand bias over the last couple of years and, while certainly brands continue to perform better, there is not a strong data correlation.  This is one area that the contributors felt had changed dramatically with several new factors in play that skew brand favoritism.  One of the factors mentioned was the increase of signals, such as social mentions, news mentions, wiki citations, place page, etc.  While brands have an advantage here, the data did not correlate with anticipated value of these newer signals.  The statistical relevance for higher rankings still appear to skew towards number of unique domains linking to a URL along overall strength of the primary domain.  The number of known contributing signals has increased, but they are still only contributing at a small scale compared to how links are weighted.”

Below are some highlights that Rick pointed to that people should be aware of…

Do SEOmoz’s findings align with your current SEO best practices? If you had taken part in the survey, what factors would you have rated most highly?



About Camille Canon

Outside of summer jobs and not-for-profit internships, The Search Agency is my first official place of employment. I recently graduated from Mount Holyoke College, where I studied Art History and German. I am an avid cook, baker, and destroyer of diets. My specialties are cream cheese brownies, biscotti cookies and lemon bars. I am also an Art enthusiast. Living in Berlin enables me to follow a young, emerging Art scene complete with “eccentric” performance pieces and temporarily converted butcher shop galleries. I also enjoy running, traveling, and handy work. Camille Canon + [8]