The document discusses key on-page and off-page search engine optimization (SEO) ranking factors. It presents them in a periodic table-style graphic organized into categories of on-page SEO factors, off-page SEO factors, violations that can harm rankings, and blocking factors. The on-page factors include content, HTML, and architecture elements that website owners directly control. Off-page factors relate to links, social media, and personalization signals outside a site's control. Violations and blocking refer to spammy techniques or behaviors that may trigger penalties. The graphic provides brief explanations and assigns weightings to different factors to show their relative importance.

1. OFF THE PAGE SEO RANKING FACTORS
THE PERIODIC TABLE OF ON THE PAGE SEO OFF THE PAGE SEO
Elements influenced by readers, visitors & other publishers.
SEO RANKING FACTORS CONTENT
+3
HTML
+3
ARCHITECTURE
+3
LINKS
+3
SOCIAL
+2
TRUST
+3
PERSONAL
+3
LINKS
Cq Ht Ac Lq Sr Ta Pc
Are links from trusted, quality or
Search engine optimization — SEO — seems likes alchemy Lq QUALITY
respected web sites?
to the uninitiated. But there's a science to it. Search engines
Do links pointing at pages use words
reward pages with the right combination of ranking factors. Quality Titles Crawl Quality Reputation Authority Country Lt TEXT
you hope they'll be found for?
Below, some major factors or "signals" you should seek to have.
Do many links point at your
+3 +2 +1 +3 +1 +1 +3 Ln NUMBER
Cr Hd As Lt Ss Th Pl
web pages?
ON THE PAGE SEO RANKING FACTORS SOCIAL
These elements are in the direct control of the publisher.
Research Description Speed Text Shares History Locality Do those respected on social
Sr REPUTATION
networks share your content?
CONTENT +2 +1 +1 +1 +2
Cw Hh Au Ln Ph
Do many share your content on
Are pages well written & have Ss SHARES
social networks?
Cq QUALITY substantial quality content?
TRUST
Have you researched the keywords Words Headers URLs Numbers History
Cr RESEARCH Do links, shares & other factors
people may use to find your content?
Ta AUTHORITY
make site a trusted authority?
+2 +1
Ce Ps
Do pages use words & phrases
Cw WORDS
you hope they'll be found for? Has site or its domain been around a
Th HISTORY
long time, operating in same way?
Do visitors spend time reading
Ce ENGAGE
or "bounce" away quickly? Engage FACTORS WORK TOGETHER Social PERSONAL
Some factors influence more than others, which we've weighted
Cf FRESH Are pages fresh & about "hot" topics?
+2 Pc COUNTRY
What country is someone
Cf
1 (weakest) to 3 (strongest). No single factor guarantees top located in?
rankings. Several favorable factors increase odds of success.
HTML What city or local area is
Negative "Violation" and "Blocking" factors harm your chances. Pl LOCALITY
someone located in?
Do HTML title tags contain
Ht TITLES keywords relevant to page topics?
Fresh
Does someone regularly visit
Ph HISTORY
the site? Or "liked" it?
Hd
Do meta description tags
DESCRIPTION describe what pages are about? VIOLATIONS BLOCKING
What do your friends think of
Do headlines and subheads use
Ps SOCIAL
the site?
Hh HEADERS -2 -1 -3 -3 -1 -3
Vt Vs Vc Vp Bt Bp
header tags with relevant keywords?
ARCHITECTURE
Can search engines easily "crawl"
BLOCKING
Thin Stuffing Cloaking Paid Links Blocking Blocking
Ac CRAWL pages on site?
If searchers "block" site, hurts both trust & personalization.
-1 -1
Vh Vl
Have many people blocked your
As SPEED Does site load quickly? Bt BLOCKING
site from search results?
Are URLs short & contain meaning- Has someone blocked your site from
Au URLS ful keywords to page topics? Quality Hidden Link Spam Bp BLOCKING
their search results?
VIOLATIONS Vt THIN
Is content "thin" or "shallow" &
lacking substance? Vh HIDDEN
Do colors or design "hide" words
you want pages to be found for? Vp PAID LINKS
Have you purchased links in
hopes of better rankings?
Spam techniques may cause ranking penalty or ban.
Do you excessively use words you Do you show search engines Have you created many links by spam-
Vs STUFFING
want pages to be found for? Vc CLOAKING
different pages than humans? Vl LINK SPAM
ming blogs, forums or other places?
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