Wednesday, 5 December 2012

Periodic Table Of SEO Ranking Factors


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 The Periodic Table Of SEO Ranking Factors

What's a Periodic Table?


Not sure what a periodic table is? You encounter this when you do Chemistry 101 at Uni. I hope chemistry was your favourite subject, if not here is the definition from about.com:


"Periodic Table Definition: The periodic table is a tabular arrangement of the chemical elements by increasing atomic number which displays the elements so that one may see trends in their properties. The Russian scientist Dmitri Mendeleev is most often credited with inventing the periodic table (1869) from which the modern table is derived. Although Mendeleev's table ordered the elements according to increasing atomic weight rather than atomic number, his table illustrated recurring trends or periodicity in the element properties.  

Also Known As: Periodic Chart, Periodic Table of the Elements, Periodic Table of the Chemical Elements"

Basically a chemistry periodic table shows recurring trends or periodicity in the PROPERTIES (eg. number of atoms) of chemical elements. The SEO "periodic table" is a clever way to use this concept that makes SEO (search engine optimisation) easier to grasp at a glance, especially visually, for those whose learning style is more visual and image-based. Don't get too bogged down in the terminology - just realise it's another way to organise information that hopefully, the reader will find easier to grasp.

How to Use the SEO Periodic Table


Basically there are 3 categories, also "colour-coded":
  1. Greeny block of factors on the LHS
  2. Greeny block on the RHS and
  3. below this the RED / YELLOW block (= dangers to heed)
Note the summary of factors on the LHS (SEO on site - on your web-pages) versus the RHS column, for factors affecting SEO offsite (off the page such as "elements affected by visitors, readers, other publishers" - comments, interaction, likes, dislikes, etc.? )  I would take these with a grain of salt as there's no way to stop anyone posting any kind of remark about your brand on social media sites whether justified or not! As for TV channels most great  videos have copped their (underserved) share of 'dislikes' and/ or negative comments - there's no accounting for taste {or the competition?} sometimes!).

Note: Don't get too intimidated by "formidable-looking" infographics or stats / metrics - just try and distil the information into short key points that your brain can handle without melt-down! For example, famous people like Rupert Murdoch (an octogenarian) running their billion-dollar empires are still able to track and assimilate huge amounts of information by having them condensed into ONE-PAGE DAILY summaries! Perhaps you have a talented PA who can present your daily info on a small platter, if not, try this:

TIP: Condense the most important info into 5 major points. If you can assimilate 5 major points a day, in one year, you would have amassed a massive of amount of key tips and tricks - to boost your business and your bottom-line. Trying to master 67 social media infographics, 2798 lessons on SEO, 59 twitter tools? ...  it's too easy to spread yourself too thin and become a Jack-of-all-trades and master of none. (Besides it's not possible nor desirable given the avalanche of infographics that's sprouted up faster than wild mushrooms on a fertile paddock, since Pinterest took off on its upward trajectory.)

We recommend allocating your best time and resources to only those tasks that will directly impact your bottom-line ... THE MOST.  Less is indeed more.

A Quick Rundown: On-the-page Factors (where kw = keywords)

 

5 Content Factors: consider "quality, research, words, engage, fresh"

  • q - quality - self-explanatory: is your content good quality?
  • r - research - found actual kws that people use in their search for your proposed content?
  • w - words - AND using such keywords on your site that your page will be found for?
  • e - engage - resonates with visitors or do they bounce away fast?
  • f - fresh - is it a topic that's current or 'hot' - ie. not dated or unpopular

The similarity to the Chemistry Periodic Table is the way in which the factors have been portrayed, eg. by a letter. Each factor is further broken down by sub-factors, eg. Cq, Cr, Cw, etc.  - ie. content as denoted by C, has been broken down further into the different aspects of quality, research (relevance), keywords, etc. Then each sub-factor is weighted by a number at the top, in ascending order ie. 3 is more important than 1 (subjective element in the weighting process?).

{ In a nutshell the chemistry periodic table (PT) consists of elements denoted by a symbol. These are organised into groups eg. alkali metals,  gases, etc. and in the order of their atomic weight, as denoted by a number at the top.  Eg. Sodium (Na) (#11) comes before Magnesium (Mg) (#12 ) and is grouped under alkali metal because that's what Sodium is.}

3 HTML Factors: kws in your html title tags, meta description tags, title and sub-titles?
3 Architecture Factors: crawl (self-explanatory), speed (loads fast?), URL.

And so on for the LHS. Note the RED violations - spamming, keyword stuffing, etc. - basically anything that is counter-indicative to good SEO practice. The factors on the RHS are harder to control as they are external and influenced by third parties as opposed to being under your DIRECT CONTROL (LHS).

Summary


The table is organised vertically from the most important (top) to less important factors at the base and from the LHS to the RHS. However the red factors are NOT unimportant - cf. the bottom of the table (eg. paid-links, link-spam). These are definitely NOT to be ignored, but then webmasters worth their salt, would respect search engines and rise above such practice anyway.

On the whole, the "SEO Periodic Table" is a clever concept and makes SEO information easy to assimilate quickly provided you remember that there are subjective elements in the SEO process that you do not have with Chemistry. There are no definite FORMULAE for success especially as rules and algorithms change regularly. Just guidelines.

Content is Still King


In a sea of constant change the only constant you can count on is your content. The best recipe for successful content (=success) is to focus on quality ingredients and 'cookin' style, the kind that visitors return for repeatedly as they simply can't get enough of your ... HASH (tags)! When you have droves of returning regulars you won't have to rely (so much) on leaving a trail of bread-crumbs for the search engines to follow - like a heat-seeking missile they will sniff you out and beat a path to your door!


PS: I think Grandma would like this post as it has reference to a subject dear to her heart
- and no! it's not the Periodic Tables, chemistry or otherwise.


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