http://www.seomoz.org/article/search-ranking-factors

• Keyword Use Factors

  The following components relate to the use of the user’s search query terms in determining the rank of a particular page.

  
  

  Keyword Use in Title Tag

  Placing the targeted search term or phrase in the title tag of the web page’s HTML header

  4.9

  Exceptional Importance

  0.4

  High Consensus

  EGOL

  Gets bolded in the SERPS and is a heavy hitter in optimization.

  Andy Hagans

  This title tag has consistently been the most important on-page SEO factor for the past few years.

  Russ Jones

  Most
  important for CTR in SERPS, but generally the most powerful HTML tag
  you have at your disposal. I chose moderately weighted because of the
  duplicate content issues. A good title tag can help a little, a bad
  title tag can ruin a page.

  Christine Churchill

  If you have time to do only one SEO action on your site, take the time to create good titiles.

  Elisabeth Osmeloski

  Not
  only is it one of your strongest chances to impact rankings, it is
  undoubtedly your BEST chance to convert a searcher to a visitor within
  the SERPS. Get the click, get the conversion.

  Chris Boggs

  We
  have seen great and rapid results modifying the keyword use in the
  title, especially for large branded sites that already have thousands
  of IBLs. Again, with everything, this is also dependent on the word’s
  usage within content and IBLs. Additionaly, the “prominence” of the
  keyword (closer to the begining) seems to help incrementally, espcially
  with sites that agree to place their brand name after the kw.

  Show the rest of the comments

  Scottie Claiborne

  Critical to good optimization.

  Eric Ward

  Moreso
  for news search than web search, and especially if the news engine has
  decided your source is trustworthy. For older sites, yes, for new
  sites, not right away.

  Neil Patel

  I have played around by removing and adding keywords within the Title Tag and have noticed a few bumps in search results.

  Aaron Wall

  If
  it is overdone it can actually supress a site’s rankings, but if the
  site is well mixed and the titles look more like descriptive newspaper
  titles than overt SEO it helps a lot. Plus many people link at
  documents by their official names, and thus the title acts as anchor
  text for viral content.

  Thomas Bindl

  Title
  tag is the strongest on-page factor when it comes down to SEO as it
  influences the ranking itself as well as CTR on the SERPs

  Mike McDonald

  If I had to pick only one single aspect of a page to change/optimize, it would be the title tag.

  Michael Gray

  Having the singular or plural form of the keyword(s) is beneficial.

  Ben Pfeiffer

  One of the most important but often neglected on page factors.

  Guillaume

  One
  of the big 3, and why on Earth does a unique meta Title still exist in
  top tier companies? Are they are really really dumb or what?

  Marcus Tandler

  definetly carrys some weight, and also helps you CTR

  Jill Whalen

  Probably one of the most important factors in determining rankings.

  Ani Kortikar

  use relevant keywords and text

  Caveman

  One
  of the single most important things a site owner can do to affect
  rankings. Yet, I’ve rarely met a site with well-deployed titles
  sitewide. Most underappreciated aspect of page titles: The importance
  of a sitewide strategy to maximize keyword coverage, clarify
  distinctions between similar pages, and avoid duplication and dampening
  filters.

  Todd Malicoat

  Good
  titles assist clickthrough (which is likely a portion of current
  algorithms), and titles still play a very important role in identifying
  the content portions of a site, and thus the terms that they rank for.
  Title tags are one of the first areas that nearly anyone claiming to be
  an SEO will check

  Rae Hoffman

  I
  still think the title tag is one of the most important on page elements
  from an algo perspective as well as a click through perspective.

  Roger Montti aka martinibuster

  When
  even the Googlers are recommending proper use of the title tag, it’s
  probably counterproductive to do otherwise. But then there are nuances
  to it, like avoiding the use of keywords that might turn off your
  relevance for a pet keyword. Considering the randomization of reasons
  why a page may take a particular position in a SERP, you can’t say with
  certainty how exactly to seed keywords into the title tag is correct.
  Pretty much all of the methods are valid.

• 
  

  Keyword Use in Body Text

  Using the targeted search term in the visible, HTML text of the page

  3.7

  High Importance

  1

  Average Agreement

  Scottie Claiborne

  It
  is important to use the keyword phrase throughout the page where it
  makes sense. As engines get more sophisticated, it’s not just the
  targeted keyword phrase that counts, but the mix of all the words on
  the page that help to determine what the page is about.

  Aaron Wall

  If it is overdone it can suppress rankings. I think they are moving more toward topic analysis to learn what is relevant though.

  Michael Gray

  It
  is possible to rank pages without the text being on the page, but it
  requires a lot more effort from domain trust/authority, internal and
  external anchor text if it’s not.

  Show the rest of the comments

  Jonah Stein

  Keywords
  in the title need to included on the page. Long tail keywords in the
  page can appear in SERP even when they are no where else. Keyword
  density is over rated.

  Eric Ward

  Again,
  there’s always an “if”. If the site has earned trust previously, if the
  text validates the subject matter, if the IBLs indicate quality, then
  sure, trust on site body copy.

  Barry Welford

  Particularly in the starting and ending paragraphs

  Neil Patel

  If
  you are writing about “dogs” then you should naturally use keywords
  related to “dogs” within your content. If you don’t have keywords
  within your content it can become hard to rank for those terms.

  Russ Jones

  Once again, better to than not to, but hardly any value.

  Thomas Bindl

  content is king

  Mike McDonald

  Occurrences of your keyword in your actual body text. What a novel concept. Of course it matters.

  Ben Pfeiffer

  Essential for search engines to determine the relevance of the site.

  Guillaume

  I think it becomes relevant in terms of how long people will be staying on the page, so down the road it affects SERPs greatly.

  Marcus Tandler

  With the new “anti-google-bomb” filter it probably carries a little more weight then before

  Jill Whalen

  You
  certainly should be using the keyword phrases you’d like to rank highly
  for in your body text as that definitely is a key place to determine
  relevancy.

  Elisabeth Osmeloski

  Having
  a page focused tightly on one or two main themes is always recommended
  over having a schizophrenic (sp?) page of body text.

  Chris Boggs

  Use of semantic variations and less focus on keyword density seems to be key. Go “naturelle!”

  Caveman

  How
  could it not be one of the strongest indicators of page subject matter
  (when aggregated on a Web-wide basis)? If the keywords on a page
  include “citrus, limes, lemons, tangerines and oranges” it’s a good bet
  the page is NOT about oil and gas drilling.

  Todd Malicoat

  Rather
  than worrying about density, or other such myths, it is likely better
  to just use the words associated with topics. The use of semantically
  similar words is much more important than repeating the same word
  (which likely HURTS more than helps these days).

  Rae Hoffman

  I
  don’t think repeating your keywords over and over is going to give you
  any benefit. But I do think including your keywords and natural
  variations (think LSI) in natural conversation is something people
  should focus on when writing content. Also depends on the engine.

  Roger Montti aka martinibuster

  Not just the keywords you use, but the keywords you’re not using.

• 
  

  Relationship of Body Text Content to Keywords (Topic Analysis)

  Topical relevance of text on the page compared to targeted keywords

  3.4

  High Importance

  1

  Average Agreement

  Eric Ward

  Strongly weighted once overall site is trusted.

  Aaron Wall

  Using
  semantically related terms allows you to help associate your page with
  other topical pages and helps your page rank for many long tail
  keywords.

  Wil Reynolds

  This should also coincide with the theme of the links pointing to the site.

  Marcus Tandler

  I think this will become more important in the future

  Chris Boggs

  Seems as if the engines are enjoying more variations of the keyword and semantic equivalents, as recently tested.

  Show the rest of the comments

  Jonah Stein

  Natural writing that include stems and semantically related concepts is important.

  Barry Welford

  Semantic analysis means that related words and synonyms all contribute to the ranking.

  Russ Jones

  I have seen no substantial evidence to convince me that the surrounding language measurably affects the ranking of a page.

  Thomas Bindl

  without on-topic content it’s a lot harder to rank

  Guillaume

  Hey - it’s all about relevance!

  Jill Whalen

  Not exactly sure what you mean by this one. How is this different than using keyword phrases in the body text?

  Caveman

  If
  this means text that is of no concern with respect to ranking, it’s
  only important that there is some variation and separation of keywords.
  (Dense, cloaked, keyword stuffed documents still rank well, even in
  Google). But more importantly, pages attempting to rank well for
  competitive keywords have far greater success when terms commonly found
  occurring with the core keywords are also present. This dates back to
  at least Google’s Allegra Update (IMO), and possibly even the Florida
  Update, when patterns of keyword occurrence and citation patterns came
  more to the fore.

  Todd Malicoat

  Using
  the RIGHT combination of keywords is more important than repetition.
  For more on this topic - do some research of the purchase of the
  “applied semantics” corporation.

  Roger Montti aka martinibuster

  Some keywords will trigger associations you may not want Google to make.

• 
  

  Keyword Use in H1 Tag

  Creating an H1 tag with the targeted search term/phrase

  3.3

  High Importance

  1.1

  Average Agreement

  Eric Ward

  Depends
  on the topic of the site and the word in the tag. Having a site about
  industrial washers with a <H1>Britney Spears</H1> tag is
  not going to help.

  Aaron Wall

  May
  hurt your rankings if it is too well aligned with the page title and
  anchor text. If templating issues cause too much duplication in a large
  section of a website it may also lead to reduced crawling.

  Ben Pfeiffer

  Not
  as important as it once was as a ranking factor, but still necessary on
  a well optimized page and very useful for organizing page content.

  Jill Whalen

  Keywords
  H tags in and of themselves don’t seem to really matter as my tests
  have shown that positions don’t seem to change whether the headline is
  wrapped in an H tag or not.

  Show the rest of the comments

  Russ Jones

  In my opinion, the second most important HTML tag available.

  Thomas Bindl

  2nd most important on-page criteria

  Mike McDonald

  This
  is so easily gamed through the use of stylesheets that it probably
  shouldn’t be a factor but I suspect it is. It makes sense from a
  crawler’s point of view. This text has been designated a more emphatic
  font, hence is probably more important.

  Guillaume

  Help organize the content (so they say…)

  Marcus Tandler

  Definetly a big helper, when used properly and not too generous across a page

  Chris Boggs

  If
  it helps to further support the page’s title and the IBL anchor text.
  using it alone without having IBLs using it will likely not give too
  much boost.

  Caveman

  Best
  used to reinforce a page’s most important theme. Exact duplication
  between title, META Description and H1 can cause trouble. We have tons
  of highly ranking pages with NO Hx tags at all.

  Todd Malicoat

  I
  can’t imagine h1 tags having very much weight anymore - they’re good
  practice for coding valid CSS, and seperating form from function. Good
  to use, but not a whole lot of value on their own.

  Roger Montti aka martinibuster

  It’s a good use of HTML. But it may be counterweighted by other things going on and off the page.

• 
  

  Keyword Use in Domain Name

  Including the targeted term/phrase in the registered domain name, i.e. keyword.com

  3

  Moderate Importance

  1.2

  Average Agreement

  Jonah Stein

  If your nicesly aged, non-hyphenated domain name contains your primary keyword, your 25% of the way to the top…10.

  Scottie Claiborne

  Using
  a keyword in the domain name is only helpful if you separate the words
  with hyphens. General speculation is that too many hyphens might
  trigger a trust issue with the domain, so more than one or two hyphens
  is not recommended. A good brand name is always better than a
  keyword-filled domain.

  Aaron Wall

  If
  the domain name is an exact match I believe it is strongly weighted
  because it might be a sign of a navigational query. Plus having an
  exact match domain means their were either early to their topic (and
  thus perhaps a topical leader), or they may have paid a domainer
  nosebleed prices for the domain.

  Mike McDonald

  I
  don’t see how having a domain consisting of (or containing) one of your
  primary keywords could be a bad thing. One of the precious few
  consensus opinions in SEO is the importance of link text. That said, I
  don’t think there is much (if any) value if the keyword is one of 50
  hyphenated keywords stuck in front of a .net.

  Show the rest of the comments

  Barry Schwartz

  But
  the key is that people will link to you by your domain name. So if you
  sell Blue Widgets and your domain is www.bluewidgets.com, people are
  more likely to link to you as “Blue Widgets” than if you had the name
  rustybrick.com.

  EGOL

  That
  domain name will be used for a lot of your backlinks. Having your KW as
  your biz name will get you great anchor text links. Not using a domain
  with your KW will cost you a lot of relevant anchor text. Outside of
  the algo here is an example why you should buy the KW.com for your turf
  if you can get your hands on it. Makes you an authority even if
  undeserved - how valuable is that when you are asking for a link? It
  makes you THE MAN for that turf - how valuable is that when a customer
  is on your site. And can provide enormous psychological energy and you
  should never underrate that! Also looks great in the SERPs and might
  get you a few extra clicks.

  Andy Hagans

  This
  is only of importance when the domain name is an exact match for the
  keyword phrase; i.e., it’s very easy to rank keywordphrase.com or
  keywordphrase.org for [keyword phrase], however it won’t necessarily
  give keywordphrase.com a bonus for [keyword phrase + modifier]

  Eric Ward

  Once
  upon a time, maybe, and for certain types of content maybe still. It
  depends on the content, the source, and the trust earned previously.

  Eric Enge

  The influence of this one is microscopic. Main value is to help the use understand what your site is about.

  Neil Patel

  This doesn’t prove that it is important, but if you do a search on Google you will notice domains with keywords bolded.

  Russ Jones

  Not
  much weight except in nascent, untapped niches. Does play a good role
  in CTR from the SERP, though. (keyword highlighting in the title,
  snippet, and url are great boosts) It can have value when the keyword
  is a copyrighted term, however. (ie: the only domain with the keyword
  in it is yours)

  Thomas Bindl

  Importance is mainly due to the keyword in links when people use the domain name as anchor text.

  Michael Gray

  Having
  an exact match for a domain name and keyword is important. Having a
  partial match isn’t. http://www.bluewidgets.com - good
  http://www.cheapbluewidgets.com - bad

  Ben Pfeiffer

  Makes
  a hell of a website to have your target keywords in the domain. Acts as
  an overall contributor to rankings by means of other rankings factors.
  Keywords in domain are used extensively in linking, titles, urls, etc..
  

  Guillaume

  Being
  a fairly new SEO’er, I’d say that from all the stories I’ve heard
  compared to my actual experimentations, I’d say this has little value
  if you try to do white-hat, but could be more effective with massive
  link campaign / spamming (while getting you flagged!)

  Lucas Ng (aka shor)

  Not from Google itself, but you will get some pages linking to you using your domain’s keywords, so there is that benefit.

  Marcus Tandler

  The
  only advantage of a keyword in a domain name is, that when you get
  linked at just with your URL, you have the keyword in the anchortext.

  Jill Whalen

  Much
  less weight than many people believe, it’s more of an indirect
  weighting due to the URL sometimes being used as the anchor text.
  Definitely not the key to high rankings as some seem to think.

  Ani Kortikar

  Advantage
  is having natural links reflect positively for keyword rankings, but it
  is becoming more difficult to get right keywords.

  Natasha Robinson

  Seems to be more important in Yahoo however guess this should be Google focused, no?

  Chris Boggs

  Coupled
  with use in the page Title and on-page content, this is a factor.
  Having the word in the URL alone will likely not help without some
  support.

  Caveman

  Not
  very important in terms of algo weighting. Factor in backlink anchor
  text and SERP click-through’s, etc., and it is clearly important. I
  would probably not launch a new brand today without owning the brand
  name as a domain.

  Todd Malicoat

  Keywords
  in domains has come full circle to play an increased role in rankings.
  My speculative side says that it’s to counteract the problems caused by
  increased trust filters to assist sites in ranking for their brand
  names. The consequence is that exact match keyword domains do
  exceptionally well assuming they have no dashes in them.

  Rae Hoffman

  I
  think this also depends on the engine. You’ll see a lot more benefit
  from a domain using keywords in MSN than you will in Google.

  Roger Montti aka martinibuster

  I
  belive there is some advantage in having the non-hyphenated version of
  the domain, especially in conjunction with trust factors such as age,
  quality of links, and other factors. That said, a look at the SERPs
  makes it abundantly clear there are far more importanct factors at
  play. So don’t expect a good domain to be a shortcut. It’s not. You
  still have to do the grunt work.

• 
  

  Keyword Use in Page URL

  Including target terms in the webpage URL, i.e. seomoz.org/keyword-phrase

  2.8

  Moderate Importance

  1

  Average Agreement

  Barry Schwartz

  Having them bolded in the search results are worth a lot in my opinion.

  Aaron Wall

  Not
  weighted anywhere near as much as an exact match domain name, but helps
  improve CTR (and thus relevancy if CTR factors into relevancy scores)
  and some people will link to pages using the URL as anchor text.

  Ben Pfeiffer

  Works very well in Yahoo. Great for user navigation and still worth while to do as a basic SEO methodology. Use hyphens.

  Show the rest of the comments

  Jonah Stein

  Information Architecture plays a large role in establishing themes.

  Scottie Claiborne

  This
  only influences rankings where you have many sites linking to that page
  using the URL as the anchor text. This isn’t seen very often as most
  sites use your site name or a descriptive phrase as anchor text. It
  doesn’t hurt to do it, but I would never change a page that is already
  indexed just so that you can add keywords in the URL.

  Eric Ward

  Again, depends on the content, the source, and the trust earned previously.

  Eric Enge

  The influence of this one is microscopic. Main value is to help the use understand what your site is about.

  Russ Jones

  Dependent
  upon a number of factors including the number of words, dashes and
  slashes. Also good, though, for CTR (as mentioned above)

  Wil Reynolds

  Remember this also helps people know what a page in their history is about.

  Thomas Bindl

  Importance is mainly due to the keyword in links when people use the URL as anchor text.

  Mike McDonald

  Similar
  to the domain name, I think it’s always a good thing to have your
  keywords associated with your address. If someone is going to link to
  your page, they will by default be linking to your page using one of
  your keywords.

  Guillaume

  I’ve seen very little effect on that

  Lucas Ng (aka shor)

  Not from Google itself, but you will get some pages linking to that page using your URL keywords, so there is that benefit.

  Marcus Tandler

  Matt
  himself recently said in a blogpost, that the keyword in a page´s
  URL might help a little - quote: “Most bloggy sites tend to have words
  from the title of a post in the url; having keywords from the post
  title in the url also can help search engines judge the quality of a
  page.”

  Jill Whalen

  Same comments as keywords in domains.

  Ani Kortikar

  dont overdo it.

  Chris Boggs

  Even
  Matt Cutts said this helps. Again though, this is dependent on other
  factors such as the page content as well as IBL anchor text.

  Caveman

  Is
  G helped by seeing that a file has been named “large-long-widgets”? Of
  course. Even spammers won’t often name files in a way unrelated to page
  contents. The only reason it’s not more important, is *because*
  spammers name files according to page contents.

  Todd Malicoat

  It
  certainly doesn’t hurt, and provides bolded listings on many search
  results which assists clickthrough rates. It is good practice, but
  likely only has marginal value by itself.

  Rae Hoffman

  Again,
  depends on the search engine. I think algo wise it carries some
  importance, but isn’t “needed”. That said, I think having a page named
  something that clearly says to users “this is about the topic your
  looking for!” may help increase CTR for the ranks you *do* have.

  Roger Montti aka martinibuster

  I’m
  not certain that it helps all that much. Having one keyword in the URL
  is probably fine. Two keywords, might help the organic CTR (for
  rankings it’s debatable). Beyond that I think the likelihood of a URL
  looking spammy goes way up.

• 
  

  Keyword Use in H2, H3, H(x) Tags

  Placing targeted terms in the H2, H3 headline HTML tags

  2.8

  Moderate Importance

  0.9

  Average Agreement

  Aaron Wall

  May
  hurt your rankings if it is too well aligned with the page title and
  anchor text. If templating issues cause too much duplication in a large
  section of a website it may also lead to reduced crawling.

  Thomas Bindl

  2nd
  most important on-page criteria (weight changes every now and then and
  it can happen that h2/h3 have the same/higher importance than h1

  Mike McDonald

  Similar
  to H1 tags. Font styles and emphasis would ideally be an objective
  judgment on the importance of a word or phrase. Search engines aren’t
  stupid though. They know about css and I would be surprised if the
  abuse of these types of tags didn’t set off flags of some sort.

  Show the rest of the comments

  Eric Ward

  Same as above

  Russ Jones

  Same logic as with meta keywords, they at least play some role, although little.

  Marcus Tandler

  Great for targeting accompanying keyword phrases to a main keyword

  Jill Whalen

  See comments for H1 tag.

  Chris Boggs

  This
  may be helpful for less popular long tailed terms, but then again just
  having those in the content may be enough. Sometimes it seems to have
  proven helpful for geographic emphasis, it seems (including the geo
  location of offices in the “about” or “location” pages as a sub-header
  for each office).

  Caveman

  We rarely bother. I know, I know…sorry purists.

  Todd Malicoat

  Same as h1 tags - good practice. Smart thing to use, but they’re not going to help you rank for “home loans”.

  Roger Montti aka martinibuster

  It’s
  a good use of HTML. But it may be counterweighted by other things going
  on and off the page. If you’re going to use statistical averages, it
  may turn out that the more structured the page the more likely it’s
  going to be created by someone trying to manipulate the system.
  

• 
  

  Keyword Use in Alt Tags and Image Titles

  Using target keywords inside alt HTML tags and img title tags

  2.6

  Moderate Importance

  0.8

  High Consensus

  Andy Hagans

  This is very important for Image search, but not as important for Web search.

  Scottie Claiborne

  When
  an image is used in place of anchor text, the alt acts as anchor text.
  Alt attributes for linked images do have some importance when it comes
  to SEO. Alt attributes on regular images are important for usability
  (think mobile devices and screen readers) but not for SEO.

  Natasha Robinson

  In
  Google Local listings, I’ve actually found some sites ranking for words
  that only appear in ALT tags and Image titles of that site.

  Show the rest of the comments

  Jonah Stein

  If
  you use the images for links, the alt tag is as important as the anchor
  text. Also, image search delivers some traffic, so tag them anyway.

  Eric Ward

  Shouldn’t really, if it does at all, unless (see ‘circle of trust’ above)

  Barry Welford

  That applies to the Alt tags. The Image Titles have no influence.

  Neil Patel

  Images should contain alts and titles. It helps describe what the image is all about.

  Aaron Wall

  Important
  for helping images rank, but not as important for helping a page link,
  unless the image is a hyperlink, in which case the alt text acts
  similar to anchor text.

  Russ Jones

  I would put this on par with keyword in the body.

  Mike McDonald

  Search
  engine spiders can’t tell what your cool graphics are without them. If
  your graphics are themed with the keywords/phrases/concepts of your
  page (and why wouldn’t they be?)… all the better.

  Christine Churchill

  Alt
  tags are good for the users and since Google is all about improving the
  user experience, alt tags may have some minor influence. The problem is
  alt tags are easy to abuse, so I imagine the weight factor on this is
  pretty low.

  Michael Gray

  Alt tags and title tags confer some internal anchor text value, not as much as pure text but are helpful.

  Ben Pfeiffer

  Alt tags really hold the most impact and act as anchor text for externally or internally linked images.

  Debra Mastaler

  the bold, H1, description tag, etc hey - something has to make up those 100 factors used to determine rank.

  Guillaume

  I’d make sure those things are dynamically generated so you don’t waste time optimizing them.

  Marcus Tandler

  Only when used for an image with a link, where this will be the links anchortext

  Jill Whalen

  Practically as good as anchor text for clickable images.

  Chris Boggs

  Must be combined with other factors to help, such as the image being a link to an on-topic page or other image.

  Caveman

  For
  ranking a page? Not of any use, and overuse may be an issue. For
  ranking images, grossly underappreciated. There’s more traffic in image
  search across some categories than most people realize. One of the
  closest things on the Web to free traffic.

  Todd Malicoat

  Images
  that are linked have their alt text used as anchor text. This is VERY
  often overlooked by even sharp folks that run websites. Alt text on
  theair own (unlinked) is great for accessibility, but not that
  important for direct search rankings.

  Rae Hoffman

  Again,
  depends on the engine. Alt tags and Image titles should be usedfor
  their intended purpose, to describe the image that appears in that
  spot. If you can get a keyword in there, great, but as a base, you
  simply want to describe what a user would see if they didn’t have
  images off.

  Roger Montti aka martinibuster

  It’s a good practice to use these as benefits the sight impaired.

• 
  

  Keyword Use in Bold/Strong Tags

  Positioning keyword in HTML text with strong/bold attributes

  2.3

  Moderate Importance

  1

  Average Agreement

  Scottie Claiborne

  Setting
  words apart from the rest of the text indicates that you think they are
  important- it makes sense that those words would get a little more
  attention in the analysis of the page.

  Ben Pfeiffer

  Has
  some weight as a ranking factor, but not very much. Effective usage
  might lie in what type of tag you use, but its still undetermined.
  Bolds are for markup, strong is for emphasis. I generally use strong
  tags and highlight 3-5 keyphrases on a page in slight variations.

  Jill Whalen

  I haven’t seen real evidence to show this as being a factor.

  Show the rest of the comments

  Eric Ward

  Shouldn’t really, if it does at all, unless (see ‘circle of trust’ above)

  Russ Jones

  Same as <h(x>1)> tags. (ie h3)

  Guillaume

  I’m still doing it sometimes, but I’m really starting to wonder why… Plus, it’s not fun to read :/

  Marcus Tandler

  Again - great for targeting accompanying keyword phrases to a main keyword

  Chris Boggs

  Similar value to the H2, H3 depending on usage.

  Caveman

  Keyword Use in Bold/Strong Tags (comments)
  We focus on communication to the user; we never bold terms in an effort
  to rank for them. Anyone can bold anything, even if it’s not related
  much as a keyword to the page contents.

  Todd Malicoat

  Bold
  tags are great for catching readers that scan, and getting them to
  spend more time on a page. If that is an indirect benefit of using
  bolding then I suppose it could be considered beneficial

  Rae Hoffman

  Same as keyword in domain - you’ll see much more result from this behavior in MSN than you will in Google.

  Roger Montti aka martinibuster

  I’m not a big fan of this. Isn’t this Google SEO 1.2?

• 
  

  Keyword Use in Meta Description Tag

  Utilizing keywords in the meta description tag in a webpage’s HTML header

  2

  Moderate Importance

  1.1

  Average Agreement

  Scottie Claiborne

  A
  good description can help influence users to click on a listing. The
  meta description is still used as the site description for many smaller
  directories and engines.

  Danny Sullivan

  And yet, so important for display purposes.

  Ben Pfeiffer

  Descriptions
  are important. Need to be unique for each page and contain target
  keywords to encourage search engines to pull snippets from it. Make it
  interesting!

  Show the rest of the comments

  Barry Schwartz

  Important for the site command to return unique pages, outside of that, it is easy to add, so do it.

  EGOL

  Might not influence rankings but will bet a little bolding when your description tag is grabbed for the SERPs.

  Jonah Stein

  BUT
  DESCRIPTIONS ARE ESSENTIAL FOR SEM…the use of a unique title is
  essential to avoid keyword duplication issues and a descriptive title
  is important for Clickthrough.

  Eric Ward

  buy
  viagra buy viagra buy viagra buy viagra… (That is, unless the page is
  ten years old and already in the famed circle of trust, then they can
  help.

  Eric Enge

  used for search engine results descriptions though.

  Neil Patel

  More
  than using keywords within meta description tags, I feel it is more
  important to have unique meta description tags on every page. It seems
  lots of people like using generic descriptions or none at all.

  Aaron Wall

  If
  done well it helps improve CTR by making your listings look more
  appealing. May hurt your rankings if it is too well aligned with the
  page title.

  Russ Jones

  Once
  again, CTR in the SERPS. Definitely more important that the keywords
  meta tag, and extremely important for preventing duplicate content
  issues. Similar to titles, a bad description can kill a page.

  Wil Reynolds

  The
  most important thing is contactly upding the meta description with Free
  Shipping, Buy one Get one, New Whitepaper and other calls to action to
  get you to get more clickthroughs for the rankings you have achieved.

  Thomas Bindl

  Mainly useful for CTR on SERPs

  Mike McDonald

  I
  think a good description is important because it will sometimes be used
  as your result summary. That said, while having keywords present is
  important I feel that a description is better geared towards soliciting
  an action from a person - not so much spiders..

  Michael Gray

  keywords
  and meta tags play very little role in rankings. However if they are
  being used giving each page unique KW’s and meta tags is important.
  it’s better to have nothing, than use something that is duplicated
  across a large portion of other pages.

  Guillaume

  It’s
  one of the major thing to optimize for CTR in organic listings… I’ve
  seen great influence, especially when you get to the top5 of the SERPs

  Lucas Ng (aka shor)

  Neglect these at your peril. May not help you rank but sure as hell helps a user clickthrough to your site.

  Marcus Tandler

  Probably doesn´t really help improve your rankings, but can definetly help with the CTR again

  Jill Whalen

  Most
  major search engines do index the words in this tag, therefore they
  must be given some weight. It’s real importance lies in its ability to
  allow you to have a bit more control over what appears in the SERP for
  your listing.

  Ani Kortikar

  avoid spamming. natural variations are better than identical tags.

  Natasha Robinson

  While not the biggest of ranking factors, it does play a large role in click-thru rates.

  Chris Boggs

  This
  is most important from a UX experience, so long as the descritpion is
  used by the SE for that keyword search result. We have seen little
  direct influence on ranking, but the value of additional click-throughs
  makes it something to strongly consider implementing.

  Caveman

  Best
  used for word forms and thematic reinforcement, especially in Google.
  Important that the Description does not precisely mirror the page
  TITLE. Make sure that META Descriptions reflect what’s on the actual
  page. Hugely important for click-through’s (which may affect also
  rankings).

  Todd Malicoat

  Fractional
  at best - though having identical description tags can create duplicate
  content issues. It’s best to use meta descriptions just to control what
  your snippet says on SE results.

  Rae Hoffman

  I don’t think it matters much algo wise, I think it does matter CTR wise.

  Roger Montti aka martinibuster

  Might
  not influence ranking, but it sure influences CTR in organic positions.
  An interesting place to throw in alternative/synonymous phrases.

• 
  

  Keyword Use in Meta Keywords Tag

  Utilizing keywords in the meta keywords tag in a webpage’s HTML header

  1.2

  Slight Importance

  0.5

  High Consensus

  Barry Schwartz

  Only Yahoo and I doubt they use it much.

  Natasha Robinson

  Works for mispellings in Yahoo (Ha, I spelled “mispellings” wrong) - And this is about Google.

  Show the rest of the comments

  EGOL

  Do it just in case.

  Jonah Stein

  Google ignores them

  Scottie Claiborne

  Useless, IMO.

  Eric Ward

  buy cialis buy cialis buy cialis….ditto

  Danny Sullivan

  And, of course, only for Yahoo.

  Neil Patel

  A lot of search engines just ignore this tag.

  Russ Jones

  Almost
  no value, but two pages with gibberish for content, one with a real
  keyword in a meta keywords tag, the other without… The one with the
  keyword will rank above. Which weigh’s more, an anvil, or an anvil with
  a feather?

  Thomas Bindl

  Could not see any influence in Google lately

  Mike McDonald

  I
  think some less sophisticated directories and possibly even a few
  search engines might still look at this tag - but not many- and the few
  that do likely don’t give it a lot of weight (unless they’re really
  dumb)

  Ben Pfeiffer

  Worthless. Even more worthless for misspellings.

  Guillaume

  Just so boring to fill simply for wacky engines that will bring 1 visitor every century.

  Lucas Ng (aka shor)

  On a similar note, it will also be interesting to see what, if anything, Google does with microformats.

  Jill Whalen

  Doesn’t
  influence rankings at all in Google which doesn’t index the information
  provided within it. Is fractionally weighted with Yahoo, but should
  only help if there are no other pages indexed that actually use the
  words in more important areas of the site.

  Elisabeth Osmeloski

  i do believe it is spot-checked for matching up with a page’s content or other SEO elements.

  Chris Boggs

  Maybe somewhere other than Google.

  Caveman

  Probably
  more useful in finding spam than in ranking pages. We bother only
  because there’s still a chance that they matter slightly. Sometimes we
  use them to mess with competition.

  Todd Malicoat

  Meh.
  This is so ‘98. If someone mentions writing all your keywords in meta
  tags you should probably run from them screaming “spammer” at the top
  of your lungs.

  Rae Hoffman

  I
  don’t think this counts for anything these days, but I still always
  recommend they are included and include them on my own commercial
  sites… it’s classification, can’t hurt you and simply good practice.

  Roger Montti aka martinibuster

  Sometimes
  I wonder if having this tag in there might count against you, at least
  for a fraction of a point. If I were turning the knobs I’d make it
  worthy of raising at least one eyebrow on an algo cruncher somewhere.

• 
  

  Page Attributes

  The following elements comprise how the Google interprets specific data about a webpage independent of keywords

  
  

  Link Popularity within the Site’s Internal Link Structure

  Refers to the number and importance of internal links pointing to the target page

  4

  Exceptional Importance

  0.9

  Average Agreement

  Eric Ward

  If
  seen this be the sole driver of positon 1 rankings, but I’ve also seen
  it have zero influence at all. It’s about reputationi.

  Neil Patel

  Without
  the proper linking structure, certain pages may not get enough
  emphasis. For example with Pronet pages with links directly from the
  homepage usually do really well.

  Lucas Ng (aka shor)

  In
  industries with an extremely long tail and a low SERP competitiveness,
  the internal link popularity will become a factor in ranking deep
  content pages.

  Chris Boggs

  Have
  seen multiple examples of top rankings for competitive keywords with
  only inbound links pointed to it. Cannot forget to use anchor text
  links within the content when applicable, which incrementally boost the
  Navigation link’s value, IMO.

  Show the rest of the comments

  Barry Schwartz

  You control this, so go after it.

  Jonah Stein

  Depends
  on the size of the site versus the PR. Post big-daddy, some sites do
  not get spidered entirely, so internal linking can be essential.

  Scottie Claiborne

  This is one of the most overlooked aspects of optimization- the internal linking and structure of a site.

  Barry Welford

  Only slightly less important than comparable links from external web pages.

  Aaron Wall

  Internal
  links can really drive a page, but if the internal anchor text is too
  well aligned with the anchor text, page title, and headings that might
  suppress rankings for the target keyword.

  Russ Jones

  As mentioned on my blog, you can pulse a page’s rankings by including and excluding links to it from your home page.

  Wil Reynolds

  How a site is architected (in terms of heirarchy) is a critical component to site design / SEO.

  Mike McDonald

  Very
  important and often misunderstood and/or taken for granted. You should
  do this with some thought. You don’t want to link to every page from
  every other page. Props to <a
  href=”http://www.seobook.com/archives/002021.shtml”>Aaron
  Wall</a>

  Debra Mastaler

  Less now than before. Darnit.

  Guillaume

  A key element lots of big companies lack

  Joost de Valk

  The holy grail… Internal link structures are SO often overlooked.

  Marcus Tandler

  still carries some weight - that´s why old & crusty trusted sites can rank for almost anything

  Jill Whalen

  This is a key ingredient.

  Ani Kortikar

  This
  is one of the underutilized aspects of site optimization , especially
  for large sites. Careful analysis of what is the desired end result
  should lead to appropriate internal link strucutre.

  Caveman

  Link Popularity within the Site’s Internal Link Structure (comments)
  Internal link juice is still critically important: The nature and
  quality of internal links to a page says a lot about the page. Factors
  include: Number of inbound links, importance (placement) of the inbound
  links within the linking pages, anchor text patterns, nav versus text
  links, and the content of linking pages.

  Todd Malicoat

  If
  you haven’t figured out how optimize your site’s internal anchor text
  “price is right style” (closest to the high bid without going over) -
  then it’s time to start hunting for a new occupation.

  Roger Montti aka martinibuster

  This
  is the easiest thing to manipulate in terms of anchors. However,
  placing more importance on specific documents will increase it’s
  overall importance and ranking. But that doesn’t have to be a function
  of more anchors pointing to it. A sitewide of “pet keyword phrase”
  isn’t going to be enough to push you to the top.
  

• 
  

  Quality/Relevance of Links to External Sites/Pages

  Do links on the page point to high quality, topically-related pages?

  3.5

  High Importance

  1

  Average Agreement

  Jonah Stein

  Rand, your letting the last SEO secret out of the bag. Shame on you

  Barry Welford

  This
  relates to the whole concept of authority and hub websites. What’s good
  for people should translate into value for the search engines.

  Russ Jones

  Anchor
  Text Tunneling… Site A => Site B => Site C if Site A links to
  Site B with the “widgets” keyword, and site B links to C with
  “widgets”, there is added benefit.

  Ben Pfeiffer

  Yes, quite important for newer sites. Great things happen to those that share in the same group.

  Show the rest of the comments

  Eric Ward

  Some sites with zero outbounds rank first, so it can’t be a hard rule.

  Aaron Wall

  Your outbound links help define what community your site belongs in.

  Mike McDonald

  You can’t be all things to all people. The search engines know this ( I suspect my mother told them).

  Michael Gray

  linking out to relevant trusted pages can be big help.

  Debra Mastaler

  Quantity still beats out quality in a lot of cases.

  Lucas Ng (aka shor)

  Let’s
  look at a link neighbourhood - hmm… XYZ real estate website has zero
  outbound links and the majority of its neighbours have at least 200?
  Consider yourself flagged for an unnatural linking pattern

  Marcus Tandler

  Your outbound links are almost equally important then your inbound links

  Jill Whalen

  This
  has some importance in that if you link to spam sites, it could
  supposedly get you into trouble. This is one of those things I simply
  trust Google on as I’ve never tested it myself.

  Ani Kortikar

  link to quality external sites with relevant content surrounding why you are linking.

  Chris Boggs

  This seems to have risen in value over the last year.

  Caveman

  This
  is such a frequently discussed factor that smart SEO’s almost don’t
  want to hear about it anymore. It’s still important. How does one judge
  the quality of a directory? An authority site? Outbound links matter.
  They can hurt you or help you … because the choice is yours, not
  someone else’s. Unfortunately, linking to quality sites has become such
  an overused tactic that getting wikipedia out of the tops three spots
  on most SERP’s is going to be a problem.

  Todd Malicoat

  It’s
  no longer the ONLY thing - but it’s still quite important. A site
  cannot rank with content alone. A site CAN rank with links alone.

  Rae Hoffman

  Who you link to says a lot about who you are and what your topic is - especially in an engine like Google.

  Roger Montti aka martinibuster

  Quality is important. This is a no-brainer.

• 
  

  Age of Document

  Older pages may be perceived as more authoritative while newer pages may be more temporally relevant

  3.4

  High Importance

  1.2

  Average Agreement

  Aaron Wall

  Older
  documents may be trusted more, especially if they are well cited and do
  not have many broken links in them. For blogs and news sites new
  documents may tend to have high PageRank values due to internal site
  structure. New documents may also be given a freshness boost.

  Ben Pfeiffer

  Fresh
  documents on a trusted site do get spidered more in the beginning.
  Domain age is more important than document age. Thus a document on an
  older more trusted site will rank better than one a newer site.

  Marcus Tandler

  with
  the recent update, Google seems to be rating this factor a little less,
  to prevent parasite hosting and piggybacking, but the age of a
  document, the age of the links and the domain itself, is still a very
  important factor.

  Show the rest of the comments

  Barry Schwartz

  with diminishing returns…

  Scottie Claiborne

  Age seems to be playing more of a role than ever.

  Eric Ward

  If the document also sends other algorithmic signals of quality.

  Thomas Bindl

  Only linking

  Michael Gray

  older documents on trusted domains have more value.

  Guillaume

  Yeah, Google still ranks crappy old things that just can’t get off the 1st spots :/

  Joost de Valk

  More dependent on the age of the links towards the document

  Chris Boggs

  Although we have had success with new documents on older domains.

  Caveman

  Important
  to Google, but not something worth worrying much about from an SEO
  perspective because it is dependent on so many other factors. Newer
  documents are more important to certain kinds of sites and searches.
  Older documents with good link equity may signal credibility. Older,
  weakly linked documents not frequently updated may signal lack of
  importance. Age, in conjunction with active update and link patterns,
  is almost certainly a plus.

  Todd Malicoat

  I like ‘em old:)

  Roger Montti aka martinibuster

  The old trust factor.

• 
  

  Amount of Indexable Text Content

  Refers to the literal quantity of visible HTML text on a page

  3.2

  High Importance

  1.2

  Average Agreement

  Jonah Stein

  Above a threshold, it doesn’t matter, but pages with all flash and images rarely rank well.

  Aaron Wall

  If
  too many pages are near the exact size or similar in size to many spam
  documents it may seem like the document has a higher probability of
  being spam. Google has also been growing more stringent with what they
  are willing to let in their index by requiring a minimum PageRank
  threshold to allow documents in their primary index. Longer and more
  athoritative documents are better than breaking articles into many
  shorter pages.

  Russ Jones

  Very
  small. I have ranked too many sites with under 15 words on the page to
  believe it truly matters. I do believe, however, that in a competitive
  arena, it can be used.

  Show the rest of the comments

  Wil Reynolds

  You
  don’t need tons of content per page, but obviously you need something
  indexable. Due to the prevalence of the long tail, shorter pages with
  less content may miss out on several searches.

  Mike McDonald

  Indexable content is good.

  Ben Pfeiffer

  Don’t go overboard.

  Guillaume

  Accessibility to spiders… that’s kinda a no brainer

  Marcus Tandler

  I
  could image, that the SEs compare the whole array of sites ranking for
  a peticular term and then rate the sites based on the average level
  against each other. Could help deranking affiliate-landing-pages

  Jill Whalen

  The amount of content isn’t really important. Sheer volume isn’t useful.

  Chris Boggs

  This
  depends on how well the content is structured in relation to other
  relevant pages. Also, too much content on the page seems to still equal
  less stellar results. The old rule was 200 words but we feel that as
  few as 75-100 can now be effective, if supported by other pages.

  Caveman

  A
  “signals of quality” issue. It is not essential for a directory site to
  have lots of indexable contents per page. Absence of substantial
  indexable content misses an opportunity to score “points” with Google,
  but that can be overcome with other signals of quality (e.g., quality
  inbound links, quality outbound links, KW’s that commonly appear
  together are all present, intelligent keyword deployment across TITLE,
  META’s, Hx, etc.).

  Todd Malicoat

  I
  would venture a guess that the quality of the amount of indexable
  content as a ratio is more important than the total amount of indexable
  content.

  Roger Montti aka martinibuster

  It’s a no-brainer to have indexable content but perhaps maintaining a sitemap on every page might not be the way to go about it.

• 
  

  Quality of the Document Content (as measured algorithmically)

  Assuming
  search engines can use text, visual or other analysis methods to
  determine the validity and value of content, this metric would provide
  some level of rating

  3

  High Importance

  1.3

  Highly Disputed

  Eric Enge

  The
  document content is a huge factor in getting links, but is hard for an
  algorith to measure and weigh. So really I think external measurements
  are used by engines to meadure document quality.

  Neil Patel

  I am a strong believer that content is king. With good content comes great links.

  Natasha Robinson

  I wished it weighed more or many of those cut & paste spam/blog posts for viagra and real estate wouldn’t rank so well.

  Show the rest of the comments

  Eric Ward

  Strongly weighted once overall site is trusted.

  Barry Welford

  Scraper sites will not command the position their volume might suggest.

  Wil Reynolds

  Did not understand the question

  Thomas Bindl

  Could not see any evidence, only good for links.

  Ben Pfeiffer

  I
  don’t think this could affect organic rankings yet, better Google or Y
  could use an algorithm to separate pages based on certain quality
  criteria for spam detection.

  Guillaume

  I haven’t done much research on this, I guess you have to be close to the search engine people to figure it out!

  Marcus Tandler

  if
  SEs will ever do a good job on evaluating this algorithmically, it
  probably could become a defining factor, but right now -> no chance!

  Jill Whalen

  This is too subjective. What does quality mean and how would it be measured?

  Chris Boggs

  Content is still undoubtedly King, but needs that support from the court!

  Caveman

  Too
  abstract for comment, except to say that “quality” documents, in tandem
  with effective marketing efforts, increase chances for one-way in-bound
  links. Algorithmically, if one can rank a cloaked keyword pile of junk,
  then that more or less makes the point here, IMHO.

  Todd Malicoat

  If
  I was measuring relevancy in search, I would place a grade reading
  level on all topics and websites. This helps to seperate material
  written by a college graduate in journalism - and a scraper using
  markov chains much more effectively.

  Roger Montti aka martinibuster

  One
  can cite patents to justify saying Google can detect patterns of
  paraphrased content. But there is also a voting aspect that comes into
  play, possibly more realistic. People know good content when they see
  it and tend to link to it. So to isolate fake content you have to
  refine identifying fake linking. So it’s a yes and no answer.
  

• 
  

  Organization/Hierarchy of Document Flow (i.e. broad > narrow)

  The
  construction of document text flow - i.e. journalistic style generally
  dictates a detail-oriented introduction, a broad level overview of the
  issue and increasing specificity and detail as the article continues.

  2.8

  Moderate Importance

  1.1

  Average Agreement

  Eric Ward

  Especially for niche authorities

  Aaron Wall

  Clear
  organization not only helps search engines understand how documents
  relate to each other, but also effectivley distributes your link
  authority.

  Chris Boggs

  As with above, the structure is important. However, each of the pages should be able to stand on their own merit.

  Show the rest of the comments

  Caveman

  Within
  a site, document organization can be important to the extent that it
  helps G understand what a given page is about, and how it differs from
  similar pages. Many times I’ve seen pages mis-categorized, or not
  sharply enough distinguished from other internal pages, which led to a
  dampening of the page’s rankings. On a page level, it’s important to
  the extent that the most critical ideas and keywords should be more
  dominant and higher on the page.

  Todd Malicoat

  Information
  architecture as a whole is probably the most overlooked area of search
  optimization - why? because it’s hard to recreate a site’s architecture
  on the fly, and generally a BIG project that no one wants. This can be
  deemed quite important by helping to control the flow of DEEPLINKS -
  and encouraging deeplinking to subsections of a site.

  Roger Montti aka martinibuster

  It
  helps Google maintain a focus on what your pages are about. I tend to
  link similar topics together, and refrain from linking dissimilar ones.
  It’s just a matter of keeping it simple for Google to know what your
  page is about. Introducing a non-related tangent is counterproductive.

• 
  

  Frequency of Updates to Page

  The number and time frame of changes made to the document over time

  2.4

  Moderate Importance

  1.1

  Average Agreement

  Neil Patel

  There
  are lot of pages on the web that are old and have not been updated, but
  they rank well for competitive terms. I think frequency of updates to a
  whole site is more important.

  Mike McDonald

  If
  your page hasn’t updated since 1999… It may not rank as well as a
  similar page that updated yesterday. I feel pretty confident on that
  one.

  Laura Lippay

  This
  would have to be taken in context to the norm for a site and what makes
  the update frequency (or lack of) a flag. Consider the differences of
  content updates to a legitimate News site vs. a legitimate Pets site.

  Show the rest of the comments

  Jonah Stein

  New content ranks well for some time, but so do older pages. This really depends on the vertical.

  Eric Ward

  I
  have a page I haven’t touched in 8 years that ranks #1 for its key
  phrase, so for that particular page, the high rank is not because I did
  or didn’t update it. OTOH, I see other sites where it does matter.

  Aaron Wall

  Some types of documents are frequently updated while others are rarely updated. Make sure your page matches your site’s profile.

  Russ Jones

  This
  is a “things I believe but can’t prove”. Site’s that constantly change
  content on a page have difficulty controlling several other on-page
  ranking factors (such as whether keywords occur in h1, strong, em, or
  even occur at all). I believe that if you were able to control this,
  and able to keep content updated, that the page would out rank the
  other.

  Wil Reynolds

  I
  think this is somewhat overrated, people developing scripts to
  randomize content may be a stretch, if you have legitimate updates,
  make them.

  Ben Pfeiffer

  More updates the better. Keep that content fresh.

  Chris Boggs

  Depending
  on niche. News sites obviously need to focus on this, while product
  pages may not need it at all as long as traffic and linking contunues
  to grow.

  Caveman

  Over-rated.
  G has ways of assessing historical and newsworthy data and associating
  rate of change with other qualitative factors. For example, they
  clearly do not expect a well-linked page on Wordsworth’s poetry to
  change often or dramatically. Do what makes sense for each page.

  Todd Malicoat

  Unless
  you’re CNN, have super high pagerank, or are shooting for keywords that
  have “news” and other such words (where up to the minute advice is
  imporant) - I don’t really see frequent updates being important. It is
  likely considered as a factor - but in 9 cases out of 10 NOT updating
  is likely to be more beneficial (though not to the point of being
  paranoid about it).

  Roger Montti aka martinibuster

  with Google updating it’s index so frequently, it doesn’t hurt to keep throwing more wood in the fire to keep things hot.

• 
  

  Number of Trailing Slashes (/) in URL

  1.9

  Slight Importance

  1

  Average Agreement

  Jonah Stein

  Really important not to go beyond the fourth level.

  Scottie Claiborne

  While
  I have pages with up to seven “folders” in the URL, I would recommend
  less whenever possible. While I don’t believe it influences rankings in
  any way, it can impact spiderability in some cases.

  Ani Kortikar

  keep it to less than 4

  Show the rest of the comments

  Eric Ward

  Again, ‘circle of trust’ trumps poor directory structure.

  Barry Welford

  More is a negative factor.

  Mike McDonald

  <a href=”http://ww.tmz.com/2007/03/02/slash-yes-the-guitarist-is-at-annas-funeral/”>Trailing Slash</a>

  Ben Pfeiffer

  Do you mean deep content in subdirectories?

  Debra Mastaler

  KW in filenames!!

  Guillaume

  Above 2 or 3, you’re getting on the edge

  Joost de Valk

  Strongly related to internal link structure of course.

  Lucas Ng (aka shor)

  Similar to the hierarchy of document flow, this should not have any influence on ranking.

  Chris Boggs

  Does not seem to be a factor, as long as the pages are accessible.

  Caveman

  This
  is a misnomer. It’s not about the folder depth - it’s about linking and
  page juice. A document with four trailing slashes that is well linked
  internally and from the homepage might be a killer page. Also, deeper
  pages are typically more narrowly focused, and can grab great long-tail
  traffic that converts well.

  Todd Malicoat

  Less
  than three is probably optimal. SE’s can index DEEPLY - I would be
  surprised if this had much weight as a standalone variable - though it
  could possibly be viewed as a small indicator of where a page falls in
  a site’s overall heirarchy.

  Roger Montti aka martinibuster

  That’s why it’s important to develop deep links, it levels everything out.

• 
  

  Accuracy of Spelling & Grammar

  The literal correctness of spelling and grammar as related to the language of the document

  1.8

  Slight Importance

  1

  Average Agreement

  Scottie Claiborne

  While
  it doesn’t influence rankings, poor spelling and grammar can influence
  visitors- negatively! Misspellings are sometimes targeted for rankings-
  in which case it wouldn’t be a misspelling but the targeted keyword
  phrase.

  Wil Reynolds

  Due to the advent of “did you mean” spelling corrections inputting misspellings has mattered less.

  Mike McDonald

  Please
  use spell check. Help make the Internet a better place for your
  children and your children’s children. If everybody’s using bad grammar
  and spelling it makes it too hard to spot the Diggers.

  Show the rest of the comments

  Jonah Stein

  To quote Danny Sullivan from last time around, I am tempted to vote 5 to trick webmasters into writing well.

  Eric Ward

  Maybe if the search term used was “expert spelling resource sites”

  Barry Welford

  Mis-spellings may even help to pick up some of the ‘long tail’ searches.

  Aaron Wall

  I
  actually think having a few misspellings in a page makes it easier to
  rank because there are so many less legitimate pages using those
  misspellings. But if misspellings might cost credibility points with
  end users it might make sense to have a person make a misspelling in a
  page comment or in one of your inbound links.

  Thomas Bindl

  Content has to match targeted search terms

  Ben Pfeiffer

  Like my dad said, if you can’t spell the target terms then you might as well not try to rank for them.

  Guillaume

  Yeah, you gotta make sure that you use da kind of language that yo kind of visitors are using too man

  Joost de Valk

  Having lots of spelling errors might make you look spammy… Ask Shoemoney

  Lucas Ng (aka shor)

  Accommodation? Accomodation? Acommodation? Acomodation? Mispelling is a Google Adwords industry in itself.

  Chris Boggs

  I would say this is weighted only in the way that this may cause less people to link to the content.

  Caveman

  Non issue for SEO … unless all of your important KW’s are misspealled.

  Todd Malicoat

  Poor speeling will likely reduce the qualitee of a docuaments reeding level - thus deecreesing the overal trust scor.

  Rae Hoffman

  Again, engine based. It does matter massively from a user standpoint though, so it should be done as practice.

  Roger Montti aka martinibuster

  I would penalize consistent spelling errors that occur sitewide. Grammar maybe less so.

• 
  

  HTML Validation of Document (to W3C Standards)

  Validation of HTML page code as per the W3C consortium, an authoritative body on the standards of web-compatible code

  1.4

  Slight Importance

  0.6

  High Consensus

  Aaron Wall

  If
  you can get designers to think that your stuff is better because it
  validates more of them will pay attention to you, subscribe to your
  feed, and link at your site. Otherwise, I believe validation is
  somewhat overhyped.

  Mike McDonald

  Validation?
  Please, oh please, make it go away. Validation zealots just plain freak
  me out. Walking under ladders, breaking mirrors and stepping on cracks
  probably has more influence on your SERPs than validation.

  Lucas Ng (aka shor)

  Adam Lasnik from Google mentioned that rewarding validation & accessibility of documents would be a ’slippery slope’.

  Show the rest of the comments

  Eric Ward

  Not in my case, but other’s have said yes.

  Thomas Bindl

  SEs have to be able to extract content, so a certain amount of valid code is important

  Christine Churchill

  Only becomes an issue when the error keeps the spider from indexing a page properly.

  Michael Gray

  validation is not a requirement to rank, but having massive amounts of errors can create problems.

  Ben Pfeiffer

  Doesn’t influence ranking unless it greatly alters page structure.

  Guillaume

  I suppose it does, but we’re not a good example and we can still achieve great SERPs.

  Joost de Valk

  I don’t believe this affects the ranking, having little markup and lots of text-content does though.

  Ani Kortikar

  Google
  will always want good content, even if it is not in a properly
  validated document. Its good to have validation, but slight deviations
  are acceptable.

  Caveman

  From
  an SEO perspective, all but completely useless. By products of
  validation (ease of access, fast load times, browser compatibility,
  etc.) provide some value.

  Todd Malicoat

  Invalid
  code can be a stumbling block to proper indexing. Valid code is the
  only solution. I really doubt search engines spend the processing
  cycles to make sure your code is valid. Validating code does however:
  1. increase the likelihood you’ll be properly spidered. 2. Improve
  accessibility (and users on your site)

  Roger Montti aka martinibuster

  Bad
  HTML could possibly lead to a bad indexing. This is somewhat remote
  because Google’s crawlers have become better at indexing the content.
  But why make it hard for the bot?
  

• 
  

  Site/Domain Attributes

  The factors below contribute to Google’s rankings based on the site/domain on which a page resides.

  
  

  Global Link Popularity of Site

  The overall link weight/authority as measured by links from any and all sites across the web (both link quality and quantity)

  4.4

  Exceptional Importance

  0.9

  Average Agreement

  Barry Welford

  Individual
  web page assessment is the most important. The PageRank mechanism will
  arrange that global link popularity will be automatically distributed
  among web pages on the website.

  Neil Patel

  I am a strong believer that a sites overall link popularity drastically effect rankings.

  Lucas Ng (aka shor)

  Think
  of a web page as a town. If a city has freeways, airports, train
  stations, bus shelters and a port, that’s a good indicator that it is
  an important hub. That orphaned web page with no links pointing to it?
  It may as well be a hidden tribe of Amazons that no one has discovered.
  

  Show the rest of the comments

  Eric Ward

  But
  not for all subjects. Some subjects should show a wide IBL profile,
  like global warming, but what about a site devoted to ice fishing on
  lake superior? Nope.

  Danny Sullivan

  I’d prefer if you called this link authority of site rather than link popularity.

  Aaron Wall

  You can publish low quality documents on well linked sites and they will rank based largely on the domain’s link authority.

  Ben Pfeiffer

  The talk of the town. These days its more about quality than quantity.

  Debra Mastaler

  Is this ‘global’ as in geographic or as in overall?

  Guillaume

  Technorati skyscrapping feeds is a great example!

  Marcus Tandler

  even better, if most of the links are of great quality!

  Caveman

  Links
  matter greatly, but massive linking may be over-rated by SEO’s. We have
  sites with a fraction of the links that competitors boast, and still
  win in the SERP’s. The quality of linking sites, the proximity to
  important “seed sites”, the number of thematically related links from
  other relevant sites, and ratios of one-way inbound links to other
  kinds of links are all important, and together can trump pages that are
  far more heavily linked.

  Todd Malicoat

  The
  trends are moving away from link popularity as the biggest factor in
  information retrieval - though new solutions won’t be extremely
  effective anytime soon. Until then, we’ll all be worried about getting
  mo’ betta links.

  Rae Hoffman

  Look
  at about.com and then do backlink checks on some of their smaller
  sections that are ranking for medium competition keywords. A lot of
  times you’ll see nothing but scrapers and some links from the about.com
  network… they’re able to rank on domain authority.

  Roger Montti aka martinibuster

  This speaks more to statistical probability. Deep links are nice.

• 
  

  Age of Site

  Not
  the date of original registration of the domain, but rather the launch
  of indexable content seen by the search engines (note that this can
  change if a domain switches ownership)

  4.1

  Exceptional Importance

  1.1

  Average Agreement

  Scottie Claiborne

  I
  believe it’s always had some importance and within the past two years,
  aging has taken on more signifigance in the ranking factors.

  Barry Welford

  Very new may slow down true ranking evaluation in competitive fields.

  Jill Whalen

  Big factor, especially for sites less than 1 year old.

  Chris Boggs

  We have seen new sites flourish as long as they have a clear connection to the “parent” site that has already gained trust.

  Show the rest of the comments

  Barry Schwartz

  with
  diminishing returns… the importance depends on the age… so hard to
  judge with this one. a new site, this is very important and old site,
  this is not so important.

  Eric Ward

  Link Moses has the proof…

  Neil Patel

  Older sites seem to be grandfathered in.

  Mike McDonald

  Certainly taken into account by some search engines.

  Michael Gray

  it’s not really the age of the site that’s important it’s the age of the links to the site that are.

  Ben Pfeiffer

  Can’t be faked. Links assist in this determination of age and has some impact on ranking.

  Guillaume

  Buying a new domain now is just a nightmare.

  Lucas Ng (aka shor)

  Old sites with ye olde registrar are tremendously respected by Google.

  Marcus Tandler

  see “Age of Document” - a little de-valued, but still a very important factor!

  Caveman

  Young
  sites must prove themselves before they can start ranking for much of
  anything important; middle-aged sites are left to fight it out on their
  own; and well aged sites enjoy a halo I wish I experienced in my
  personal life.

  Todd Malicoat

  The older the berry the sweeter the link juice.

  Roger Montti aka martinibuster

  Can get away with a little more to a certain extent.

• 
  

  Topical Relevance of Inbound Links to Site

  The subject-specific relationship between the sites/pages linking to the target page and the target keyword

  3.9

  High Importance

  1.1

  Average Agreement

  Scottie Claiborne

  I
  think, in a perfect algorythm, relevance matters. Whether Google has
  figured out how to pull it off yet or not, I don’t know but I do
  believe that is the ultimate goal. Whether they get more “weight” or
  not, relevant links are good business and help with rankings as well.

  Eric Ward

  If it doesn’t I’ve wasted 14 years of my life.

  Russ Jones

  Does it include the keyword? Again, I still think themes are bunk.

  Lucas Ng (aka shor)

  All
  of your neighbours have a wide variety of thematic inbound link text
  from a wide variety of topical sites. You have the same anchor text
  from your unrelated porn/pills/casino link farm. Chances are a search
  engine can instantly spot you as a ‘deviant’ from the norm and flag you
  as having an unnatural inbound linking pattern.

  Show the rest of the comments

  Neil Patel

  Getting
  highly relevant links carry more weight. Hosting companies are
  notoriously known for buying links from everyone who ranks in the top
  100 for “web hosting”.

  Mike McDonald

  This is one of the most important things about ‘good’ inbound links.

  Michael Gray

  Links from sites about a specific topic play a role in determining topical relevancy.

  Guillaume

  I don’t think it needs to be 100% topic, I think a good part should though.

  Marcus Tandler

  Is important, and will probably get even more important in the future

  Chris Boggs

  Difficult
  to pinpoint what you mean here, but if the link comes from a topical
  page, it seems to help more. This is with the exception of news,
  informational or media sites which by nature have a variety of subjects.

  Caveman

  We seem to have moved from analysis of simply anchor text, to including surrounding text and probably even page theme.

  Todd Malicoat

  Very important factor. Relevant, targeted links from relevant citations.

  Rae Hoffman

  Again, traffic = footprints of good and valid marketing/attention.

  Roger Montti aka martinibuster

  This has been going on for a long time. I believe there are enhancements to weed out non-organic links, though.

• 
  

  Link Popularity of Site in Topical Community

  The link weight/authority of the target website amongst its topical peers in the online world

  3.9

  High Importance

  1.1

  Average Agreement

  Scottie Claiborne

  Google’s
  never been as community/relevance-focused as say, Teoma, but I do think
  they are working on relevance issues do help return more focused
  results.

  Guillaume

  I’ve
  seen one of my sites goes from #39 to #1 right after I got 1 link…
  from the #1 spot on the keyword I was trying to get… So I’ll let you
  guess what my answer is.

  Lucas Ng (aka shor)

  A
  niche site may not have a high quantity of links but a few links from
  the ‘authorities’ in the neighbourhood is often enough to rank the site
  above the authorities for niche-related keywords. The authoritative
  sites are telling the search engines “Hey, we’re voting for this site
  for these niche (anchor text) keywords”.

  Show the rest of the comments

  Eric Ward

  Bingo. Especially if that topical community contains many other signals of trust.

  Michael Gray

  You need to have some links from within your topical community to rank.

  Marcus Tandler

  I
  think this will become even more important in the future. ASK is doing
  it quit nicely at the moment. And for now - it always help getting your
  link up on a topical authority and the hub(s) in your topical community

  Jill Whalen

  Link popularity in general is important. I’m not sure if it actually matters whether it is in a topical community or not.

  Chris Boggs

  Look at the top SEM forums and blogs for proof.

  Caveman

  One
  of the most important aspects of external linking. I’ll take two high
  quality links from thematically connected sites in the same community,
  over four links from sites of equal stature in unrelated communities.
  The papers on TrustRank and seed sites are helpful.

  Todd Malicoat

  You gotta have link love from all the popular kids in your niche. Play nice.

  Rae Hoffman

  I
  do believe there is something to be said for themed links - if for no
  other reason than that they will actually bring traffic. What I’m
  implying with that statement is up to you to decide.

  Roger Montti aka martinibuster

  Good sites cluster, as do bad sites?

• 
  

  Rate of New Inbound Links to Site

  The frequency and timing of external sites linking in to the given domain

  3.5

  High Importance

  0.9

  High Consensus

  Neil Patel

  If you keep on getting thousands of natural links your rankings will start going up. I have seen this quite a bit due to Digg.

  Ben Pfeiffer

  Can have dramatic effects for new sites.

  Debra Mastaler

  I’ve
  seen sites go up in rank with a large # of new inbounds when there’s
  also an increase in content/traffic/publicity/links. There can be a
  delay in seeing upward rank if themajority of links accured come from
  crap sites. I have never seen a site take a hit when a large # of links
  are added.

  Show the rest of the comments

  Barry Schwartz

  totally depends on other things…

  Scottie Claiborne

  I
  believe this can impact new/untrusted sites. I think the more
  “trustworthy” your site is (age, links, etc) the less impact you will
  see.

  Eric Ward

  There are many legit reasons why a site might inspire a bunch of links quickly, as well as reasons why it shouldn’t.

  Barry Welford

  A large apparently automatic addition of large numbers of inlinks would trigger some reaction.

  Aaron Wall

  See Rand’s post here http://www.seomoz.org/blog/two-clarifications-on-how-search-engines-interpret-links

  Mike McDonald

  Could be a sign of link gaming/spamming.

  Michael Gray

  Bursty
  link growth assed as both a signal of quality or spam depending on the
  occurance of other factors. An increase in links and an increase in
  search volume, and SERP click throughs, or toolbar traffic is good.
  Link growth without any secondary corroborating data is bad.

  Guillaume

  I think it kinda proves the long term credibility of