01 speed optimization: most rapid and direct
The speed of the website has long been considered an important ranking factor, but our tests reveal the direct extent of its impact. After optimizing the loading time of the core page from 5. 2 to 1. 8 seconds, an e-commerce website not only increased the ranking of keywords by an average of four positions within four weeks, but also increased the rate of transformation at the mobile end by 15 per cent over eight weeks。
At the same time, we tested the impact of incremental web application (pwa) technology on speed. Using the pwa web site, when users re-visit after their first visit, the page is loaded almost instantaneously. The average time spent by visitors increased by 40 per cent and the number of page views increased by 25 per cent. More importantly, the pwa notification function has brought 12 per cent of direct return traffic to a news site。
The most effective measures to optimize the speed of the website include:
Interestingly, the impact of speed optimization on different types of websites varies. Electricians ' websites and content media have benefited the most, while business image-type sites have had relatively limited results, but all testing sites have seen a significant improvement in user experience ratings。
02 new balance between content depth and breadth
Google continues to emphasize the importance of content quality and depth, which our tests quantify in relation to the rise in ranking. We tested the ranking of different depths under the same theme:
As a result, the medium length guide was found to have achieved the most stable ranking increase in six months, with an average ranking of 6. 3 places. Despite their excellent performance in some of the high-competitive keywords, deep resources have high production costs and relatively low return on investment。
We also tested the impact of the frequency of content updates on rankings. A monthly update of at least 30 per cent of the pages, after three months, ranks the keyword on average 3. 2 places above unupdated pages of the same type. The effectiveness of the update lies not only in frequency, but also in substantive additions and improvements。
03 user experience indicator: easily underestimated ranking signals
Google's core web-based indicators (core web vitals) have been publicly listed as a ranking factor for some time, but our tests have shown that the actual impact of these indicators may be greater than many are aware。
We adjusted the maximum content mapping (lcp), initial input delay (fid) and cumulative layout deviation (cls) values for the website to observe their impact on ranking:
Surprisingly, the impact of these indicators on the moving-end ranking is much greater than on the desktop-end. Among the results of the mobile search, the top page ranking of the core page indicator was 1. 7 times higher than that of the desktop。
We also tested the relationship between page design and user participation. Simplified navigation, increased content modules and clear visual layers, which optimized the average page stop time by 35 per cent and the depth of page views (number of pages per session) by 22 per cent。
04 structured data: enhanced tools that are severely underestimated
Structured data are often simplified in seo communities as “for the benefit of rich media search results”, but our tests show that they are much more valuable than this perception。
The page with the correct structured data showed several advantages during the test:
Search for an increase in the number of hits: even with the same ranking, page views with a rich web summary averaged 30 per cent higher than pages without structured data
Increased stability of rankings: less volatility and greater resistance to interference in page rankings with structured data during algorithm updates
Diversifying presentation: in addition to traditional rich media search results, structured data can increase the exposure of pages on non-traditional search channels such as google explore and google news
In particular, we tested the validity of different structured data types:
05 internal and external linkages strategy: building blocks for lasting impact
Link construction is often considered the most challenging part of the seo, and our tests confirm the enduring value of high-quality links。
We have tested the effects of three types of access strategies:
High-quality natural insulations have the most lasting impact on rankings. Links obtained through excellent content continue to provide ranking benefits after the end of the six-month test period, while the effects of some “quick-out” linkage strategies begin to decline after three months。
Optimization of inner-chain structures is also an often neglected and efficient approach. When we optimized the inner chain structure of a website from a simple level of navigation to a theme-based web structure, the ranking of keywords across the site increased by an average of 15 per cent in two months. In particular, the optimization of the inner chain will help to increase the index speed of new content and the ranking of long end words。
06 the biggest accident in the test
In the three-month test, the most unexpected result relates to the retrofitting of content and the matching of user intentions。
We have found that the content ranking optimized for the term “immediate” has risen far faster than expected. For example, “best wordpress theme 2024” such content peaked within two to four weeks of publication, while the permanent content took three to six months to reach a stable ranking。
Another discovery was that the importance of a match between the intent of the user was far greater than that of a key word. Even if a page contains complete target keywords, it will be difficult to upgrade the ranking if the search intent of the user is not met. For example, in response to the search intent for “purchase of iphone”, a detailed purchase guide and channel page is available, ranking better than the page providing technical specifications and assessments, even if the latter keyword is more dense。
We also found that the weights of ranking factors on the moving end and the desktop end are being divided. Mobile-end searches focus more on page loading speed and user experience, while desktop-end searches continue to focus more on content depth and authoritative signals. This means that optimization strategies for different equipment may need to be differentiated。
07 optimal list for immediate implementation
Based on our test results, we have compiled a list of high-impact optimizations that can be implemented immediately:
Speed optimization priority: use google pagespeed insights to identify key issues and prioritize issues affecting core web-page indicators
Content structure optimization: ensure that each major page has a clear h1 title, logical subheading structure and easily scanned paragraph layout
Strategic in-linking: identifying the core thematic pages of the website and building networks around them
Basic structured data: at least add appropriate structured data tags for all major pages
Mobile end experience check: ensure that the site is fully available on mobile devices and interactive elements are easily touched
For those websites with limited resources, we recommend that priority be given to the optimization of speed and improvements in the content structure, which have the highest returns on investment. For websites that already have stable flows, the focus should be on user experience indicators and structured data, which are key to maintaining and enhancing existing rankings。
The best seo strategy is not to pursue state-of-the-art skills, but to insist on proven foundational optimization. Our tests clearly show that those sites that continue to focus on the speed, quality of content, user experience and technological base of the site show the most stable and sustained in the search ranking。
The optimization of the search engine is not a one-time project, but an ongoing process. Most importantly, any optimization should begin with an understanding of user needs and finally meet them. When your website really provides value to users, the upgrading of search rankings is often only a natural result。
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