There are over 200 factors that play a role in ranking sites on search engine results pages. Through SEO rank tracking, you can monitor how your website is performing. Like any other business person, you would want your site to get the top sports on SERPS. To do so, you need to invest in search engine optimization.

It is worth noting that although there are over 200 factors that could affect your SEO rank, they have varying magnitudes. Therefore, you can start by focusing on factors that matter the most, as outlined here. However, before delving deeper into search engine rank tracking dynamics, it is essential to familiarize yourself with how the rankings work.

Understanding How SEO Ranking Works

When people want to search for something online, they will type words related to what they are looking for, otherwise referred to as keywords. However, besides well-curated keywords, you also need to post the right quality information on your business website for higher ranking.

In 2018, Google made a huge change in SEO ranking when they rolled out an update, shifting from just high-quality content to high “EAT.” The update stands for expertise, authority, and trustworthiness and aimed to ensure that users get the right information from the search results. Google acknowledged that the results could directly impact people’s lives in so many ways; therefore, it would only be fair if they received not only high-quality information but also accurate information. 

Therefore, besides checking the quality of information, Google goes the extra mile to review the creator’s reputation. While the idea is quite complex, you can increase your EAT ranking by managing your online reputation well. For instance, refrain from sharing biased content, display any credentials and awards that your business has won, and much more.

SEO Rank Tracking

Undoubtedly, you would like your business website to rank high on search engine results pages. Keep in mind that the business world is competitive, and you need to put your best foot forward to emerge at the top. The stiff competition notwithstanding, you can still improve your SEO ranking. However, you need to start somewhere.

Using search engine rank tracking tools, you can know where you stand. For a small business, you can use your browser for SEO rank tracking. However, you might consider using rank tracker tools, such as SEMrush, especially if you have many pages. The rank monitor can show you the top organic keywords you are ranking for once you type your domain. There are so many rank tracking tools you can choose from. Here is an example of SEMrush’s keyword tool:

(Image Credit: SEMrush)

Benefits of Rank Tracking for SEO

Rank tracking for SEO is crucial when it comes to optimizing your site for organic search. Most importantly, an SEO rank monitor can tell you what techniques are working and which ones are not. You have probably read so much information on how you can optimize your site. But the truth is, not all techniques will work. But you can only find out through experimentation. That is where a rank tracker comes in. For instance, if you implement a new technique and notice a tremendous increase in traffic, it could be a sign that the technique is working. The opposite is also true. Besides, you can also use a rank tracker to keep an eye on your competitors. That way, you can adjust accordingly to keep up with them.

Top Factors that Go into SEO Rank Monitoring

SEO rankings are incredibly volatile as they can fluctuate in a matter of days. They can either take a nose dive or a massive surge. Your SEO rank monitor can show you real-time changes. If you notice a nose dive, you need to conduct a thorough audit and determine what the problem could be.

Your rank monitor can show you how your website is performing. However, are you conversant with the factors that go into the search engine ranking? Like mentioned earlier, the list of factors is incredibly long. Here is a list of some of the top factors that influence the results displayed on your rank monitor.

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1. Site Security

It doesn’t come as a surprise that your site security directly impacts your SEO ranking. The security boils down to HTTPS encryption. An HTTPS encryption with an SSL certificate guarantees users that their information will be protected. Inevitably, search engines will drive users to sites they consider trustworthy. Therefore, if your URL does not have HTTPS encryption, you might have a lower ranking. Consider adding an SSL.

2. Crawlability

A search engine will only rank your site if it can find it. Take Google as a case in point. To be indexed, Google must access the page and scan its contents. To allow search engines to access your business website with ease, you need to ensure that you submit a sitemap to the search engines. Besides, use a robots.txt file that guides the search engine on which pages to look for and which ones to ignore.

3. Page Speed

Search engines strive to offer their users the best online experience. For that reason, page speed has been one of the most crucial factors when it comes to SEO ranking. Since slow loading sites are a major turnoff to users, search engines will rank these pages’ low. Page speed not only affects desktop sites but mobile sites as well.

Therefore, if your search engine rank tracking results are not as impressive, you might consider checking the loading speed. There are many tools to check the site speed, including Google’s PageSpeed Insights tool and Alexa’s Speed Analysis tool. To speed up your business site, consider taking steps such as website caching, compressing files, and reducing the number of redirects. The image below shows Google’s PageSpeed Insights tool:

(Image Credit: Search Engine Land)

4. Mobile Friendliness

Times are changing, and more people use mobile devices, as opposed to desktops, while browsing. According to statistics, more than half of the internet traffic is from mobile devices. Consequently, search engines have since adjusted. Notably, mobile-friendliness is a multi-faceted concept. It takes into consideration factors such as the website’s appearance and performance when accessed via a mobile device. Mobile-friendly sites are responsive and adjust the content so that it fits on the screen. You also need to ensure that your site is easy to navigate by using menus. You can test your site’s responsiveness and fix any issues for better SEO ranking. For example:

(Image Credit: Search Engine Land)

5. User Engagement

Through artificial intelligence, search engines such as Google put into consideration how users interact with the search results. They then determine which sites are more interactive and helpful to users and rank them higher. Search engines consider metrics such as time on site, bounce rate, and click-through rate. You can make your site more engaging by using state of the art website design and graphics, as well as making good use of internal links.

6. Competitive Target Keywords

Creating compelling content without the right keywords will not do you justice. Therefore, when you create content for your site, take time to strategically select keywords relevant to the topic in question. One of the ways to get the most out of keywords is targeting long-tail keywords. Keep in mind that voice search is gradually growing in popularity. In turn, people using the feature tend to search for long questions and multiple questions. Therefore, longer keywords are likely to appeal to these searches.

You also need to understand the search intent of the users. Is the user looking for information? Or are they looking to make a purchase? Put yourself in the users’ shoes and imagine what they are likely to key in during their searches.

7. Business Listings

You might wonder what business listings have to do with SEO ranking. Note that search engines will rank authoritative brands higher. When your business appears established in the digital space, search engines will reciprocate by giving it visibility.

Therefore, to get a higher ranking, it would be best to maintain consistent business listings. Ensure that you set up profiles on directory sites relevant to your business.

8. Backlink Profile

Besides business listings, backlinks are an indicator that your website is authoritative and trustworthy. Therefore, to boost your SEO ranking, you need to strategize on polishing your backlink profile. There are many ways to build a rich backlink profile, such as guest posting, digital PR, and much more. Ahrefs has a tool that can keep tracked of all your linked domains, for instance:

(Image Credit: Ahrefs)

9. Domain Age

It is worth noting that search engines are more likely to rank older domains higher. Therefore, it would be best to avoid changing the domain name frequently. However, in some cases, sticking to your old domain name might be out of the question. For instance, you might have to change since you have adjusted your business. Or your business is new. Hence, a new domain name. Whether you are launching a new business or changing the domain to match some changes, it’s just fine. Through continuous efforts in SEO, your site will gradually improve in ranking. 

However, keep in mind that success is not instant. It might take some time to get to the top. In the meantime, do everything in your power, such as creating high-quality content and choosing the right keywords.

10. Social Signals

Although social shares don’t directly affect your site’s ranking, you cannot ignore the role social signals play. People will only share your content if it is valuable to them. Through social shares, your site is likely to generate more traffic. Social shares also go a long way in building your backlink profile. Therefore, it would be best for you to have an outstanding social presence and make it easy for people to share your content. Adding social media buttons like this makes your social shares increase by making it easier for your viewers to share your content on their pages:

11. On-Page SEO

For better SEO ranking, you need to focus on optimizing individual pages on your site for one specific keyword. Refrain from assigning the same keyword to multiple pages. Doing so would lead to keyword cannibalization. Besides, ensure that the keywords sound as organic and natural as possible.

2021 Rank Monitoring and Business Dynamics

Most business people can agree that 2021 has been a tough year. Mainly due to the Covid-19 pandemic. Almost all industries were affected by the pandemic. Arguably, different businesses felt the impact in varying capacities. For instance, at the onset of the pandemic, companies that sell disinfectant wipes and other essentials saw a surge as everyone was trying to buy them in bulk. On the other hand, industries such as aviation and entertainment saw a decrease due to the lockdown. With 2021 being so inconsistent, it would be hard to maintain your search engine optimization efforts.

However, you can still protect your SEO ranking amidst the social, financial, and economic crisis. Seeing that running physical stores became remarkably difficult, now would be the time to revamp digital marketing efforts.

To protect your ranking, it would be best to continue with business as usual despite the changes. If you used to post content bi-weekly, keep up with the trend, albeit low sales. However, the content has to be valuable to users. Don’t be distracted by the crisis and resort to compromising on quality. The content will positively increase your brand visibility. It would be best if you also conformed to prevailing trends when creating content. For instance, during this time, people are curious to know how the world economy is adapting to the pandemic. Therefore, it would be best to figure out a way to incorporate Covid-19 related keywords. However, don’t be carried away. As much as Covid-19 related searches are dominating, don’t lose focus from your business. You still need to create content relevant to what you sell. For example, these companies have all produced a little bit of Covid-19 content while still writing about SEO:

Another way to protect your SEO ranking is by maintaining a supply of quality backlink. As mentioned above, a backlink profile significantly impacts your SEO ranking. In simple terms, other websites vouch for your content through backlinks. However, focus on quality rather than quantity. Search engines will use these backlinks to assess your site’s relevance. Here are some of the ways through which you can get quality backlinks.

We hope that you found this article useful.

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• Broken Link Method

In this method, you need to keep an eye out for any broken links on renowned websites in your business line. When you discover these links, reach out to them and let them know that there is a problem with the link. While alerting them of the issue, you can recommend a page from your business website that could be a perfect replacement for the existing broken link. However, the technique will only work if the content on your page relates to what was on the original link.

• Guest Blogging

Guest blogging goes a long way in extending your website’s reach. You can easily find high authority sites that would like a guest post. In exchange for creating compelling content for their users, you get a quality backlink, as well as a bigger audience. Here is an example of a guest blog post:

(Image Credit: Ahrefs)

• Paid Backlinks

In some cases, getting quality backlinks organically might be challenging. Therefore, you can purchase them and meet your goals. There is no standard price for a quality backlink. Inevitably, the higher the site’s domain authority, the more you have to part with. Before making any payment, ensure that the site is reputable and authoritative. Although you might be hesitant to spend money on backlinks, they pay off.

Diib®: Check and Monitor Your SEO Rank Today!

Rank tracking for SEO is a crucial practice that every business should embrace. Rank tracking can help you detect challenges such as penalties and restrictions to your webpages. By fixing the problems, you can reclaim your top spot. Diib Digital offers comprehensive monitoring of your SEO rank and all factors involved in the process. Here are some of the features of our User Dashboard we’re sure you’ll love:

• User experience, specifically mobile users
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• Broken pages where you have backlinks (404 checker)
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