Contents
- What is ranking?
- How does ranking work?
- Ranking factors
- Differences between Google and Yandex algorithms
What is ranking?
Ranking is the process through which search engines sort websites and display them in search results. Search engine algorithms analyze which site is most relevant to the user's query and then determine its position relative to competitors. It is important to note that, in addition to the site's relevance, behavioral, commercial, and external parameters are also taken into account.
How does ranking work?
The ranking process for websites largely depends on their relevance. The better a website answers the user's query, the higher its position in search results. However, not only thematic matching is considered but also the usability of the site for the user.
Search bots first crawl all available websites, indexing them. They assess how well the pages match key queries and also take technical characteristics into account. When a user enters a query, the search engine instantly provides pages from its database, ordering them by descending relevance. A personalized output is generated for each user, taking into account their search history and geolocation.
Ranking factors
There are over 1200 factors that influence website ranking. Although search engines do not disclose the exact list of these factors, they provide recommendations on some of them. SEO specialists highlight several key categories of ranking factors:
Technical factors
- Page load speed: The site should load quickly — the ideal time is 1-3 seconds.
- Secure connection: Using the HTTPS protocol ensures the security of data transmission.
- Server response time: The time it takes for the server to start transmitting information should be minimal.
- Mobile optimization: Having a responsive design enhances the site's usability on different devices.
- Use of microdata: Microdata helps bots understand the content of the site.
Hosting and domain factors
- Domain age: Younger sites find it harder to achieve high rankings.
- Domain history: If the site previously had penalties, this will negatively affect its positions.
- Domain name: Having keywords in the domain name improves its evaluation.
- Domain zone: Sites with a domain zone corresponding to the user's geolocation rank higher.
Text factors
- Content uniqueness: Unique texts have priority, but content relevance is also important.
- Content duplication: Having identical content on different pages negatively impacts ranking.
- Semantic core: Search engines analyze keywords that correspond to user queries.
- Intent matching: How well the site aligns with the user's intent.
Link factors
- Number of outbound and inbound links: Links play an important role in assessing the site.
- Authority of referring domains: Links from highly rated resources are significant for ranking.
- Internal linking: The connection of site pages through internal links improves user retention.
Behavioral factors
- Click-through rate (CTR): The percentage of users who clicked on a link.
- Time spent on site: A longer time on the site indicates its usefulness.
- Bounce rate: The percentage of users who left the site after viewing one page.
Differences between Google and Yandex algorithms
The ranking algorithms of Google and Yandex have much in common, but there are also differences in the degree of influence of factors on ranking. Both search engines place equal importance on technical and behavioral factors. However, the algorithms of both search engines are dynamic and can change depending on the niche.
For example, Yandex emphasizes the quality of content and its relevance to user queries, while Google first conducts a general analysis of the site's condition before moving on to individual aspects. It is especially important to focus on the functionality and security of the site when promoting it in Google.
In conclusion, to successfully promote a website, it is necessary to consider all ranking factors in their entirety and constantly adapt the strategy to changes in search engine algorithms.