[Micro guide] Why a site is ranking worst despite of having more reputation?

SirLouen

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In the last month I've seen that this question is repeated a lot in different forum sections, so I decided to create a micro-guide to explain how this works (more or less) according to the knowledge we have acquired over the last years.

First, we have to understand that there are multiple steps during ranking. These steps are not rocket science, and are raw estimations. But they could serve to get an overall idea on how this works:

1. When you are below, lets say, top 50, the content is nearly the only what matters. If you have a page with thin content, with only 30 words it will be difficult to rank above this, unless the query intent only requires a few words (like for example, the query "Bill gates age" that only requires a number). The quantity and the quality of the content is a subjective topic, and we may need another specific post to talk about this. But take this as a general rule of thumb for most niches.

2. After you go over top 50, you start ranking vs other pages with different reputation. The reputation overall, is measured via incoming links. So here the DA is "important" (considering the case that the DA was not broken). So essentially the pages with the best reputation, will progress faster for several reasons I will explain in the next point:

3. During all this process of climbing over top 50, Google has the "finesse" of putting your site in the top 5 now and then. Depending on the word, this could happen for 1 minute or 1 hour. This is why you may see that a given great keyword for your niche (for example, "bulldog" for a dog niche), appears in your Google Search Console with impressions (but not clicks) over the time.
It depends on how competitive is that keyword. In that little frame of time, Google analyses if your site is "clickable" and worthy the users time. In case it is, it will continue doing this and "promoting" your site to the top positions. Otherwise, it will demote or just leave it there until further research.

4. If Google evaluates good results for your site, when you reach finally top 10, now you have to fulfill the Google "pyramid of expectations". Google expects that your site have a specific CTR in comparison to your competence for each given position in the top 10.
Let's say that top 3 have the 90% of the CTR, Google expects that your site have a 2% CTR in 8th position. If you have 3% then you get promoted to top 6. This continues until you reach top 1.

Technically it doesn't matter if your site have 10.000.000 incoming high reputation links or if you have a 50K word content filled with awesome keywords. If users never click on the snippet, or they bounce back to the SERP when they see your site content is bullshit (or not as good as your competence)

So, what's the point of link building and checking competence strategies?
SEO players tend to check competitors for LSI ideas, keywords, backlinks and all that, to put new keywords in the top 10 for their site. But when they reach that point, is time to offer a perfect intent satisfaction to the user.

As I said, this is not rocket science, and I have only suggested some rough estimations. But I truly think that this illustrates the idea of SEO adequately.
 

JimHalpert

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In the last month I've seen that this question is repeated a lot in different forum sections, so I decided to create a micro-guide to explain how this works (more or less) according to the knowledge we have acquired over the last years.

First, we have to understand that there are multiple steps during ranking. These steps are not rocket science, and are raw estimations. But they could serve to get an overall idea on how this works:

1. When you are below, lets say, top 50, the content is nearly the only what matters. If you have a page with thin content, with only 30 words it will be difficult to rank above this, unless the query intent only requires a few words (like for example, the query "Bill gates age" that only requires a number). The quantity and the quality of the content is a subjective topic, and we may need another specific post to talk about this. But take this as a general rule of thumb for most niches.

2. After you go over top 50, you start ranking vs other pages with different reputation. The reputation overall, is measured via incoming links. So here the DA is "important" (considering the case that the DA was not broken). So essentially the pages with the best reputation, will progress faster for several reasons I will explain in the next point:

3. During all this process of climbing over top 50, Google has the "finesse" of putting your site in the top 5 now and then. Depending on the word, this could happen for 1 minute or 1 hour. This is why you may see that a given great keyword for your niche (for example, "bulldog" for a dog niche), appears in your Google Search Console with impressions (but not clicks) over the time.
It depends on how competitive is that keyword. In that little frame of time, Google analyses if your site is "clickable" and worthy the users time. In case it is, it will continue doing this and "promoting" your site to the top positions. Otherwise, it will demote or just leave it there until further research.

4. If Google evaluates good results for your site, when you reach finally top 10, now you have to fulfill the Google "pyramid of expectations". Google expects that your site have a specific CTR in comparison to your competence for each given position in the top 10.
Let's say that top 3 have the 90% of the CTR, Google expects that your site have a 2% CTR in 8th position. If you have 3% then you get promoted to top 6. This continues until you reach top 1.

Technically it doesn't matter if your site have 10.000.000 incoming high reputation links or if you have a 50K word content filled with awesome keywords. If users never click on the snippet, or they bounce back to the SERP when they see your site content is bullshit (or not as good as your competence)

So, what's the point of link building and checking competence strategies?
SEO players tend to check competitors for LSI ideas, keywords, backlinks and all that, to put new keywords in the top 10 for their site. But when they reach that point, is time to offer a perfect intent satisfaction to the user.

As I said, this is not rocket science, and I have only suggested some rough estimations. But I truly think that this illustrates the idea of SEO adequately.

So can you game their CTR metrics by using bots?

Which would you suggest?
 

SirLouen

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So can you game their CTR metrics by using bots?

Which would you suggest?
For example these guys put a "raspberry pi" in your office or house and with a collaborative software, it helps you achieve this: https://www.seobox.club/
There are other alternatives, like Yingling but at this point I'm definitely not sure if they are respectful in terms of adequate CTR

Also you have to maintain in over the time, and considering that the access don't cycle enough unless you are targeting a micro keyword, it won't last long.

But this could be helpful to at least climb from lower top 10 to lower top 5. From there is up to your quality everything
 

Remolade21

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For example these guys put a "raspberry pi" in your office or house and with a collaborative software, it helps you achieve this: https://www.seobox.club/
There are other alternatives, like Yingling but at this point I'm definitely not sure if they are respectful in terms of adequate CTR

Also you have to maintain in over the time, and considering that the access don't cycle enough unless you are targeting a micro keyword, it won't last long.

But this could be helpful to at least climb from lower top 10 to lower top 5. From there is up to your quality everything
Hi,
Do you mind me asking you a regular SEO question, need an answer but can't find it Google, kinda random but hope you can help?
 

SirLouen

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Great info! I really like how you explained it.

I wonder if there is a formula for the perfect Snippet and Title, to get the best CTR?

For this I think you need some copywriting tips and including the keywords in the meta description and meta title. A combination of both.
Also I believe that using a good schema, generally makes a difference, specially if your competitors are completely profane about this topic.
But if you are competiting in a highly SEO dominated niche with full schematized and optimized SEO snippets, your copywriting abilities will be the only differentiator.
Remember that you cannot manipulate the snippet and how it's viewed depends a lot on the browser viewport and some other factors.
 
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