Ranking

Ranking is the position of a website in the search results (SERPs) for a keyword. It is determined by many algorithm factors and can be improved in the long term through on-page and off-page SEO; backlinks remain important.

The term ranking in search engine optimization refers to the order of various web pages that appear as a list of results according to the entered search term. The ranking is influenced by different factors that search engines have determined in an algorithm, which is one of the company's closely guarded secrets. Similarly, the weighting of the individual ranking factors is a well-kept secret. Through the algorithm, a search engine attempts to evaluate websites that the algorithm considers interesting for the searcher. Simply put: those who meet more criteria are deemed important in the eyes of the search algorithm.

Various tests, observations, and studies have identified several factors that can influence a website's position. Furthermore, search engines like Google list ways in which a website's ranking can be influenced. A distinction is made between legal and illegal methods, with the latter often being penalized by a downgrade in ranking position or exclusion from the search index. Through the evolution of the search algorithm, search engine operators attempt to render manipulative optimization methods ineffective. This not only means that one should prefer legal methods for optimizing the ranking, but also that continuous adjustment of the factors is important to maintain a good position sustainably.

The goal of website operators and SEO experts is a high ranking for keywords that have high relevance for the respective target audience. Depending on the competition, it is important to cover niche areas when selecting the appropriate keywords. The basis for optimizing the ranking, as in many areas of search engine optimization, is the analysis of the current positions for individual keywords. During the analysis, it may be useful to check the relevance of the search terms.

PageRank loses significance, but backlinks do not

There are various criteria that influence the ranking of a website. Until now, these primarily included the quantity and quality of backlinks pointing to a domain. As manipulative link-building systems have been developed over the past years, a high diversification of backlinks has proven successful. Here, the emphasis is placed on a versatile structure of the backlinks. Until a few years ago, the "value" of the backlink structure was indicated by the search engine Google in the form of "PageRank". According to recent reports, however, Google will no longer update the visible PageRank in the toolbar. The importance of backlinks has nonetheless remained, or rather, has further developed.