This is why search results will vary from Google, to Bing, to Yahoo, etc. They are constantly changing their algorithms for the purpose of providing the best, most relevant results for the end user. Although results will vary from one search engine to another, there are several general concepts that all of the search engines typically follow, and we’ll discuss a few of them here.
Quality Natural Backlinks to Your Website
Search engines believe that when good, reputable websites link to you, your website is therefore trustworthy and deserves a higher ranking. Over the past several years, it has become increasingly important to ensure that your links are “quality” links. Having thousands of backlinks from low quality websites will not do you much good. A few high quality links is much better than thousands of low quality links. Quality weighs more than quantity. Anchor text in backlinks is important also, but the same rules apply. Don’t overdo it. Having too many targeted keywords in anchor text can be bad for your site’s ranking. Instead, you should have fewer keywords, but make sure they’re highly targeted.
Meta Data Description
The meta data description is a brief summary of your web page. This description is approximately 160 characters and is normally found as part of the search listing. Google will often use a snippet of the web page for their search results. If you use too many keywords in the meta data description, your site gets penalized for keyword spam. Using too few keywords will result in your site not ranking high for those searches. A balance is needed, but most search engine optimizers will understand the optimal usage.
H1, H2, H3 Headings
The H1 tag, usually located at the very top of your homepage, is the most important heading because it’s the highest level tag that shows what your specific page is about. Search engines generally give the H1 heading more weight over the H2 and H3 headings, and it usually improves your search engine ranking when you use it correctly and in conjunction with other SEO strategies.
For information on new 2017 ranking factors, visit: https://www.searchenginejournal.com/2017s-four-important-ranking-factors-according-seo-industry-studies/184619/