The truth is that there is a great deal of mystery surrounding the exact algorithm Google uses in order to determine page rankings. In fact, their algorithms change over 500 times per year, and each time they change, they are not shared with the public. Does that mean that you have no way of knowing how your site will be ranked? Absolutely not! Through dedicated research, SEO experts have been able to determine factual information regarding exactly what factors Google takes into account in their ranking system. There are actually over 200 factors that they use to rank your site, but there are 10 that are absolutely crucial. If you want to ensure that your e-commerce website ranks high in Google's SERPs, each and every one of the following factors will need to be considered.
Backlinks
If this is your first time reading about any type of SEO technique, then you have probably not heard about a backlink. What are they exactly? Backlinks are links that are directed toward your site, and are sometimes called inbound links. When you have a lot of backlinks, this is an indication that your site is popular and important. Search engines like Google will give your site a higher ranking when you have a good number of backlinks.
Page Speed
In 2010, Google officially began to count page speed as a factor in their search engine rankings. Very few people take care of their website's loading speed, and now it is more important than ever. If you need help with your page speed, Google does provide a speed-related mini-site that has a ton of resources and videos about speeding up your page.
CTR
CTR, or the Click-through Ratio, also gets counted toward your ranking on Google's SERPs. If you aren't familiar with the term, it simply means the percentage of time that searchers click on your site when displayed in the SERPs versus another website. The more clicks you have on your site, the higher rank you will get.
Domain Age
It is a sad fact, but the age of your domain name does have an effect on your Google ranking. It should be noted that the domain age doesn't simply refer to how long you have owned a particular domain name, but rather how long ago it was that Google first indexed it, or saw a link to it. If you have a young domain name, your site will likely be devalued for the first few months or so after Google first hits on you. It will be very difficult for you to rank well in those early months.
Page Age
In contrast to domain age, Google also places emphasis on page age when ranking your e-commerce website. This means that they are not only paying attention to the age of each page of your site, but are also concerned with the display of dates on content, including articles and blog posts. While it isn't clear yet whether or not it is a direct ranking factor, page age will definitely affect your CTR. If you have older content on your site, Internet users will be less likely to click on your site.
Meta Tags
Meta tags are another piece of the larger algorithmic puzzle. These Meta tags are looked at by Google when deciding which results are relevant to user searches. Meta tags are essentially text inserted into the source code of a e-commerce website that includes keywords in order to provide information to Google about the contents of a page for SEO purposes.
Meta Descriptions
Meta descriptions are extremely important in determining search engine rankings. Meta descriptions are a kind of Meta tag used to describe a document. They are short summaries, about 200 characters or less, that allow an e-commerce website owners to define how the page will be described in the SERPs. Not all engines use them, and Google only utilizes the first 150 characters of a website's Meta description.
Original Content
Duplicate or unoriginal content will not get your page to rank high on the SERPs. In terms of duplicate content, it isn't that Google necessarily penalizes websites; they just won't show it in search results. Rather than show 20 pages with the same content, Google will attempt to present the most relevant and original content and leave out the rest.
Quality Information
Extremely useful and unique information is a very important factor in the Google ranking system. Today, it is not just enough to fill your content with keywords. With the advent of Panda, "the quality over quantity" approach really took the world by storm, and forever changed SEO approaches. The quality of the information you provide is now a major factor, which leads to the quality of your overall site. This focus on quality has dealt a major blow to a variety of online businesses and websites, including auto-blogs, scraper sites, and many article directories.
Keyword Optimization
From the very beginning of the SEO game, the optimum use of keywords has been absolutely vital to the success of e-commerce website rankings. It used to be all about filling your content with as many keywords as possible, but with an increased focus on quality content, only a few important keywords are required today. Many e-commerece websites are also developing accurate keyword phrases, rather than single words, and paying greater attention to the keyword density of their pages.
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