Effective SEO requires understanding and optimizing for the full spectrum of ranking factors that search engines use. Google continuously updates its algorithm to provide better search results and user experiences, which means SEO professionals must stay current with changing requirements.
Site structure and internal linking architecture significantly impact rankings. A well-organized site structure with logical hierarchy and strategic internal links helps both users and search engines navigate content and understand information relationships.
Anchor text in internal and external links provides context about linked pages. Descriptive anchor text helps search engines understand page topics and relevance, but should be used naturally without over-optimization.
Image optimization is another important ranking factor. Images should have descriptive file names, alt text, and appropriate sizing to improve page speed. Images also present opportunities for image search ranking.
SSL/HTTPS encryption is now a confirmed ranking factor. Secure websites rank higher than unsecured ones, and this is particularly important for building user trust and protecting sensitive information.
Keyword placement and density remain important but must be natural. Keywords should appear in titles, headings, first paragraphs, and throughout content naturally without keyword stuffing.
