Anchor text of internal links
Internal links aim to connect individual subpages of a domain. They enable visitors to open the whole website and find relevant information and products as quickly as possible. Internal links with optimized anchor texts are the most effective. The better they describe your link target, the easier the navigation is for the user, and that doesn’t just mean the human user. Crawlers love ‘speaking’ anchor texts, which help them to interpret hyperlinks more easily. Google takes this type of user-friendliness into account when it comes to the ranking.
HTTPS
Safety first! Always remember this when searching the web. Google honors the use of safety features in which the search algorithm rates the encrypted connection with HTTPS (hypertext transfer protocol secure) as a ranking signal. This gives websites that support this protocol priority in the SERPs.
Current content
Google rankings always aim to provide the maximum benefits for the user. For the crawler to provide the best search results, it has to verify how current a website is and allocate a higher relevance to newer content. The same applies to websites whose content is regularly updated. Google often provides the date of a site’s last update when it presents it in the SERPs, proving the importance of being currently relevant. This doesn’t, however, mean that new or up-to-date content will appear at the top of the search results. Outdated website content can also have high rankings in the results since relevance is just one of over 200 ranking factors.
Text length
The length of a text indicates how in-depth a website goes on certain topics. Long texts are then given higher informative value. SEO experts hypothesize that the text length correlates with the position in the SERPs, but that doesn’t mean that a longer text will automatically be ranked higher.
Uniqueness
Duplicate content offers no value to the user and any that Google finds are classified as irrelevant and devaluated. If duplicate content leads to copyright infringement, you could find your site excluded from the search index. Website owners should therefore make sure that their content is unique. This can prove difficult for e-commerce platforms since their range includes many near-identical product subpages. An elaborate, but efficient solution is to differentiate the pages with product descriptions, but steer clear of just copying existing blocks of text.