Based on the cumulative opinions of these experts I’ve selected the top 5 search engine ranking factors and offer some comments that apply to businesses who would like to rank more highly for their selected keywords. Furthermore, I’ve included the level of importance assigned by SEOMoz as a point of interest. My top 5 search engine ranking factors for business include:

• Existence of Substantial, Unique Content (65% Importance)
• Use Keyword in the Title (66% Importance)
• The Order of the Keywords Used in the Title (63% Importance)
• Keyword-Focused Anchor Text From External Links (73% Importance)
• Quantity and Quality of External Links (71% Importance)

Before I get into my specific comments, let me explain my reasoning. I first concentrate on components that a company has within its direct control and later those on which it has less.

Developing links to a website is perhaps one of the most important components of Search Engine Optimization, however basic groundwork must be done in advance.  A link is essentially a vote for the website receiving that link; therefore that site must be of some value or interest to a site’s users in order to earn that link. Once significant unique content is being created, the company must ensure that it clearly communicates the subject of that content by titling it correctly. Finally, obtaining links should be easier if the content is created and labeled effectively, although it must be done actively.

In my opinion:

Creating Keyword-Rich, Valuable Content Regularly is of the Greatest Importance

Many companies allow their busy schedules to derail their content creation and SEO efforts, but this doesn’t have to happen. Interesting content is generated every day by people and situations within a business; they just have to recognize it when it comes along. Frequently asked customer questions, an interesting engineering challenge or an opinion on a recent industry development all constitute interesting content. Finally, make sure to document these situations, ideas and thoughts; afterwards take the time to write an article or blog post with a focus on the targeted keywords. If writing isn’t your thing, then hire someone to do it.

Title Blog Posts & Articles to Clearly Communicate Their Subject

This sounds simple, but too many companies overlook this important component. Once your content has been created, entitle it to correctly communicate the subject of the article. The title of the article should include the targeted keyword(s); furthermore the earlier that the keywords appear in the title the better. For example, I could have entitled this post “What Really Matters in Search Engine Ranking,” but instead I chose the title “Search Engine Ranking Factors: What Really Matters.”

Continually Build Links Using Keyword-Rich Anchor Text

As suggested by the SEOMoz experts, correctly building links to your website is of tremendous importance.  Building links is fairly simple to understand but can be complicated to execute; techniques used to build links include blog commenting, social bookmarking, writing blog posts for other blogs and submitting to directories among many others.  Once again, when asking for or creating a link to your website it is ideal to have the keyword in the anchor text, which is the copy contained within the hyperlink that when clicked sends the user to your website. Therefore, the anchor text in this link: Philadelphia Search Engine Optimization is “Philadelphia Search Engine Optimization.”

Search engine ranking factors continue to be a subject of great debate, however with guidance from expert SEOs and the application of common sense, companies can achieve strong results in their search engine optimization efforts. With that said, sometimes there are simply not enough hours in the day to understand and apply these techniques. How and what are you doing? Is it consistent with the “experts” advice?

Bill Rowland