is this the future of ranking? – WAU
It’s time to talk about Google’s new ranking factor. In fact, it is not a factor officially communicated by Google. It was proposed by Rand Fishkin, founder of Moz and one of the biggest references in SEO worldwide. He proposes that all the optimizations made by Google point in one direction: the […]
It’s time to talk about Google’s new ranking factor.
In fact, it is not a factor officially communicated by Google. It was proposed by Rand Fishkin, founder of Moz and one of the biggest references in SEO worldwide.
He proposes that all the optimizations made by Google point in one direction: the achievement of the search objective.
You must be thinking: another ranking factor to worry about? And now?
Don’t worry, we’ll help you with that!
We already know that if Google has a concern, it should also become a concern for every marketing professional – or for anyone who wants to establish a good Content Marketing strategy.
In this post, you will understand what is the achievement of the search objective and what you need to do to adapt and win the best positions.
First, what is the achievement of the search objective?
When the user searches, what he is looking for is a answer and / or solution related to the keyword entered – that is, your demand.
The secret here is: the user is not simply looking for a term and will click on the proposed results for that term. He is actually looking for a solution to his problems.
And the results that solve the user’s problem – his search – in a way fast and efficient are the ones who should rank first.
That’s right, you read that right: rank first.
Google is getting more and more to understand better than it really is. task that accomplishes the objective of the search. This is done through increasingly broad and meticulous analyzes and algorithms.
And there seems to be a growing tendency for the algorithm to start from user behavior to establish ranking factors.
As Google is always after the better user experience, the results should satisfy you.
And how does it happen?
Well, there are three types of searches: navigational, transactional and informational.
Informational and transactional searches express a need. But behind this need, there is much more.
There is a user looking for information, who wants to achieve a goal, discover the causes or other information related to that search.
From the results generated at SERP, the result will choose one, click and evaluate whether or not it satisfies your demand.
If so, the user will have their demand resolved and discover new issues related to their initial problem.
If not, he will not find the desired answer, will leave the page and click on another SERP result or even do another search.
And this is how Google identifies whether a result is good or not, which, in the end, is what affects the ranking of a page.
In other words, Google will “reward” good content – those that helped the user to solve their doubts, presented new relevant demands and helped to solve them too – with a good positioning.
But in addition, this reward will be for those who do it all without asking for anything in return.
And that is what we are going to explain now:
What is new about this new ranking factor?
In short: the conflict between CRO X SEO.
You probably already know some ranking factors and how they affect SEO and page traffic.
But so far, everything seemed to be very well aligned with the conversion goals.
What do I mean by that?
Well, let’s suppose you type in a term on Google and find a landing page or content that, in order to be read, needs you to share it socially.
This is a way to get more leads or increase reach on social media.
Of course, using landing pages or wanting social shares is not wrong. In fact, these are two strategies widely used in marketing and are important for lead generation.
But using this as a single or permanent resource to improve your results can end up having a reverse effect.
Having the right links, high search volume keywords and the best anchor text to rank this type of content it’s not enough anymore.
Now, with this new ranking factor, the realization of the search objective must happen before the request for information.
That is, the answer for the user should be the priority, without asking for anything in return for that.
What about conversions?
They become the consequence of a relationship built in a way continuous and positive between the user and your blog.
So there is a choice to be made:
The first option is to give all the information, but ask for something in return for that.
The other is to give information, delight the user, invest in a lasting relationship so that he can find his answers and, at some point, give you the information. We will call this Lasting SEO.
So, what do you choose? Tip: I would bet on the second.
But how to achieve the objective of the search?
Okay, you’ve read everything so far and understood all of Google’s good intentions about the effectiveness of basing results on user experience.
But how do you make your content those that rank first?
How to achieve your user’s goal?
Well, let’s go. There are two main factors:
1. Have a deep understanding of what drives a user to search
The first factor is essential: what are users looking for?
When I say this, I am not simply saying what keyword is typed. That’s easy.
The difficult thing is to understand what they really want when they type in that keyword. What information do they want to find?
This understanding is essential to be able to satisfy the user and help him achieve his goal.
To do this, you can:
- conduct interviews and / or conduct research that shows trends;
- talk directly with people who have these problems to get clear and powerful answers;
- analyze your competitors to see what has been done and what can still be done;
- put yourself in the user’s shoes and understand their pain.
2. What makes some users dissatisfied?
Let’s do an exercise: search for something you want to know on Google.
Now, analyze the first results. Did they answer your questions? Did new doubts arise? Have they been answered?
If you answered “no” to any of these questions: what is missing from these results for them to answer your survey?
This is the type of analysis you should do to understand what makes users leave a page dissatisfied.
To do this, some strategies can be applied:
- use autocomplete and related searches: they are great resources for understanding what users are looking for that complements the main keyword. Thus, in your content, you can already resolve these doubts too;
- make an internal analysis: identify, within your blog or website, which points of interest of the user, that is, the links and anchor texts most clicked on a content;
- talk to leads who have left the funnel: try to understand holistically why they did not continue the journey, identify points for improvement and work on it;
- follow SERP results: identify who is going up and who is going down, and try to understand the reasons for this. You’ll be able to set up standards that show what’s positive and what’s negative for Google.
Bearing in mind that this Rand Fishkin theory is already being discussed internationally and, although unofficial, it is a very sensible observation about Google and ranking.
All updates from Google are focused on presenting the best result for the user. Nothing demonstrates the quality of a content better than knowing that it has resolved the search intent and generated user satisfaction.
What are you doing to achieve the goal of your persona search? Tell your experience in the comments!