Given that Google’s algorithms are constantly changing, it is important that brands adopt a fluid and strategic approach towards their marketing efforts. In order to boost and optimise your Google rankings, however, you must first understand the prominent metrics that the brand use to determine their constantly changing algorithms.

Boost Rankings

With this in mind, here are 5 crucial metrics and how they can be used to improved rankings. These include:

Your Primary keyword should be in the title tag

Apart from the main content on each individual page, the title tag is the most important component when determining your search engine ranking. While this can cause issues for your site if it is neglected, it also offers you an opportunity to capitalise if you think strategically. Including your primary keyword in the title tag sends a strong, on-page SEO signal, for example, while also contributing towards excellent visibility.

Content length is key

Increasingly, Google is keen to prioritise longer, more in-depth pieces of content which cover a wider breadth. This is reflected in research which suggests that longer pieces of content perform better in SERPs, while there is a strong correlation between content length and online visibility. You need to pay attention to this, and strive to create regular content in the region of between 2,000 and 2,500 words.

The use of a keyword in the Top Level Domain still boosts your ranking

There are some aspects of boosting your ranking that remain relatively niche, and for this you may require the expertise of a specialist agency such as Ingenuity Digital. Take the inclusion of a keyword in the your top level domain name, for example, as while this does not provide the boost that it used to it still serves as a relevancy signal for Google. This may be worth keeping in mind when conceiving your brand and online presence.

A Volatile Domain History may cause Google to reset a site’s ranking

If you are not familiar with the Whois resource, this platform lists the history of individual websites and pays specific attention to ownership. A volatile ownership history may cause Google to reset a specific website’s ranking, for example, while those that have been penalised as spammers (or sanctioned for publishing low quality content) will also negate existing links. You need to consider this when managing an existing or purchasing a new domain, so keep it in mind at all times!

Exact Match Domains (EMDs) are vulnerable to Google Updates

Historically, EMDs afforded brands an edge in terms of SEO. The term EMD refers to the creation of a domain name which exactly reflects a primary keyword, and it can still be viable if you are dealing with a high quality and well-designed website. If you own a fledging or lower-grade site, however, this may be vulnerable to an EMD algorithm update. If you are unsure, it best to avoid using an EMD wherever possible.