Uncovering the Secrets of SEO: What We Learned from Analyzing 11.8 Million Google Search Results
At IncRev, we’re always striving to better understand the complex algorithms that drive search engine rankings. That’s why we recently conducted an extensive analysis of 11.8 million Google search results to uncover key factors that correlate with first page rankings. Our findings provide valuable insights for anyone looking to improve their SEO strategy and climb the search results.
Key Takeaways from Our SEO Study
After crunching the numbers on millions of search results, here are some of our most significant discoveries:
- A website’s overall link authority (measured by Domain Rating) has a strong correlation with higher rankings
- Pages in the #1 position have an average of 3.8x more backlinks than positions #2-#10
- Comprehensive, in-depth content significantly outperforms thin content
- Page loading speed shows no correlation with rankings
- Getting backlinks from multiple unique domains appears to be important
- Most top-ranking pages have keyword-optimized title tags, but this doesn’t correlate with higher positions within the top 10
- The average Google first page result contains 1,447 words
- Shorter URLs tend to rank slightly better than longer URLs
- Schema markup shows no correlation with rankings
- Sites with above-average “time on site” tend to rank higher
Let’s dive deeper into some of these key findings and what they mean for your SEO efforts.
Link Authority Remains Crucial for Rankings
Our data clearly shows that a website’s overall link authority, as measured by Ahrefs’ Domain Rating metric, strongly correlates with higher Google rankings. In general, the higher you go on the first page of results, the higher the Domain Rating tends to be.
This suggests that building your site’s overall domain authority through high-quality backlinks should be a key focus of any SEO strategy. At IncRev, we help clients develop comprehensive link building campaigns to boost their domain authority and rankings.
Backlinks Still Drive Top Rankings
While Google’s algorithm has evolved significantly over the years, our analysis confirms that backlinks remain one of the most important ranking factors. We found that pages ranking #1 have an average of 3.8x more backlinks than those in positions #2-#10.
Interestingly, about 95% of all pages have zero backlinks. This presents a huge opportunity for sites that can successfully acquire high-quality links to stand out from the competition.
Content Quality and Comprehensiveness Matter
Our study found a clear correlation between content quality (as measured by Clearscope’s “Content Grade”) and Google rankings. Pages with more comprehensive, in-depth content covering a topic thoroughly significantly outperformed thin content.
This aligns with Google’s increasing focus on satisfying user intent and providing the best possible answer to a search query. At IncRev, we help clients develop content strategies focused on creating authoritative, valuable content that fully addresses user needs.
Page Speed Doesn’t Correlate with Rankings
Surprisingly, we found no correlation between page loading speed and first page Google rankings. While Google has stated that speed is a ranking factor, our data suggests its impact may be overblown.
That said, the average first page result loads in 1.65 seconds, which is quite fast. So while obsessing over milliseconds may not be worthwhile, ensuring your pages load reasonably quickly is still important for user experience.
Diversity of Linking Domains Appears Important
Our analysis indicates that getting backlinks from multiple unique domains has more impact than getting many links from the same domain. The number of referring domains showed a substantial correlation with rankings.
This suggests link building strategies should focus on acquiring links from a diverse range of relevant, authoritative websites rather than a high volume of links from just a few sources.
On-Page Optimization Still Matters, But Has Limits
We found that most pages ranking on the first page of Google contain all or part of the target keyword in their title tag and H1 heading. However, keyword-optimized titles and H1s showed very little correlation with higher rankings within the top 10 results.
This indicates that basic on-page optimization is still important for reaching the first page, but may not provide much advantage for climbing higher once there. Other factors like content quality and backlinks appear to play a larger role in determining position within the top results.
Long-Form Content Dominates the Top Results
The average word count of a Google first page result is 1,447 words. While we didn’t find a direct correlation between word count and rankings, it’s clear that in-depth, long-form content tends to perform well.
This aligns with the preference for comprehensive content that thoroughly covers a topic. Longer content also provides more opportunities to naturally incorporate keywords and related concepts that help Google understand the page’s relevance.
Shorter URLs Have a Slight Ranking Advantage
Our data shows a slight correlation between URL length and rankings, with shorter URLs tending to rank higher. The average URL on Google’s first page is 66 characters long.
While not a major factor, using concise, keyword-focused URLs may provide a small SEO boost. It can also improve user experience and make your links more appealing when shared.
Schema Markup Doesn’t Impact Rankings
Contrary to some speculation in the SEO community, we found no correlation between the use of Schema markup and Google rankings. Only 72.6% of first page results use Schema.
However, structured data can still be valuable for generating rich snippets in search results, which may improve click-through rates. So while it may not directly impact rankings, Schema can still play a role in your overall SEO strategy.
Time on Site Correlates with Higher Rankings
We discovered a strong correlation between a site’s average time on site and its Google rankings. The average time on site for a first page result is 2.5 minutes.
While correlation doesn’t equal causation, this suggests that creating engaging content that keeps users on your site longer may indirectly benefit your SEO. Focus on delivering value and a great user experience.
Putting These Insights into Action
At IncRev, we leverage data-driven insights like these to develop comprehensive SEO strategies tailored to each client’s unique needs and goals. By focusing on the factors that truly drive rankings, we help businesses achieve sustainable organic search growth.
If you’re looking to improve your site’s SEO performance, consider partnering with our team of experts. We’ll analyze your current positioning, identify key opportunities, and implement proven tactics to boost your visibility in search results.
Frequently Asked Questions
What’s the most important ranking factor according to this study?
Our data suggests that overall domain authority and backlinks remain the most influential factors for Google rankings. However, content quality and user engagement metrics like time on site also play significant roles.
Does this mean I should focus solely on building backlinks?
While backlinks are crucial, a holistic SEO strategy addressing multiple factors is most effective. Focus on creating great content, optimizing on-page elements, improving user experience, and building high-quality, relevant backlinks.
How can I improve my site’s Domain Rating?
Improve your Domain Rating by acquiring high-quality backlinks from authoritative, relevant websites in your industry. Create link-worthy content, engage in digital PR, and build relationships with other site owners to earn natural links.
Should I aim for a specific word count when creating content?
Rather than targeting a specific word count, focus on comprehensively covering your topic and satisfying user intent. Longer content tends to rank well because it’s often more thorough, not simply because of its length.
Is technical SEO not important since factors like page speed didn’t show correlation?
Technical SEO is still important for ensuring your site can be properly crawled and indexed. While some technical factors may not directly impact rankings, they contribute to overall site health and user experience, which can indirectly benefit SEO.
