Evidence Based SEO

Positioning on Google User Guide 5

/Positioning on Google User Guide 5
Positioning on Google User Guide 5 2017-09-24T06:07:08+00:00

Positioning on Google

Webpage positioning on Google for a keyword depends on its relevance and authority (reputation).

Total Page Authority and Keyword Difficulty

The total authority of a webpage is the sum of itsPage Authority and associated Domain Authority.

 The potential for a webpage to achieve top page positioning for a keyword depends on:

  1. Off-Page Optimisation
    1. Page Authority – (Correlation with Google US rankings – 0.32 – Moz June 9 2015).
    2. Domain Authority – (Correlation with Google US rankings – 0.19 – Moz June 9 2015).
    3. Whether it is the HomePage that is competing – HomePages tend to have more Page Authority.
  2. On-page optimisation –
    1. Text and coding – (particularly the page title.)
    2. Download speed.
    3. Anchor (linking) text of incoming links
  3. Other ‘user’ signals.
    1. Bounce rate
    2. Time on website.
    3. Social Media engagement.

If your webpage is not on the top page of Google:-

  • It will attract few, if any, new visitors or business.

Search engine optimisation is:-

  • The scientific application of
  • Acceptable techniques to achieve
  • Top positioning of web pages
  • On the search engines including Google.

You must know:-

  1. The strength of the competition.
  2. The potential strength of your webpage that is to compete.

There is no point in competing for a desirable keyword for top Google search position if the relative strength of the competition (keyword difficulty) is too high according to Total Page Authority keyword difficulty (TPA-KD).

To avoid wasting resources including time, effort and money, you must focus on the achievable and avoid going after the impossible.

Keyword SEO Pro analyses the strength of the competition by authority:-

  • For the top two Google factors: Domain Authority and Page Authority
  • For a list of keywords.
  • Indicating those keywords that are in range for your website to achieve top page position and those that are not
  • Allowing you to focus on the achievable so that you avoid wasting precious resources on the impossible.
Google continues to empower a webpage for ranking by its total page authority – a combination of domain authority and page authority. Google uses PageRank but it has discontinued providing updates to the public for this metric. Moz page authority and domain authority are currently the best available options. In common with PageRank, these authority scores are on a logarithmic scale. Very few SME websites achieve a domain authority of 30 or more and 40 is almost unheard of.
In an article (June 2014 – http://www.business2community.com/content-marketing/how-content-marketing-increases-improves-organic-search-traffic-01242090) it was suggested that ‘inbound marketing case studies’ would be a more sensible keyword to rank for than ‘marketing’ as the keyword difficulty would be easier. The average total page authorities of the webpages on the top page of Google.com for ‘marketing’ is 139: For the website of an SME, this is about as achievable as trying to jump over a 12 foot wall. However, the average total domain authorities of the webpages on the top page of Google.com for ‘inbound marketing case studies’ is 69 and the average total page authorities is 109; This is equivalent to trying to jump over a 10 foot wall – “not nearly as difficult to rank well” – true – but still impossible!
To achieve top page positioning on Google for ‘inbound marketing case studies’ a domain authority of 50 or more is required. Few SME  websites achieve a domain authority of even 40 and domain authority is on a logarithmic scale.