The document outlines key SEO ranking factors and best practices for improving website visibility. It emphasizes the diminishing dominance of single ranking factors and highlights the importance of mobile-friendliness, engagement metrics, site speed, and HTTPS usage. Additional guidelines for URL structure and internal linking are also provided to enhance user experience and search engine optimization.

1. Hi!
I’m Farid Asadi
UI/UX Designer
SEO & Google Analytics Specialist

2. Search Ranking Factors

3. WHY
SEO?
Not Cost, but
Investment
Find Your
Website
MarketingTrust
High Quality
Traffic
…

4. Ranking
Factors

5. In time
Ranking Factors
2015
1. The algo is flattening, and the days of a single factor having an overwhelming
impact are fading.
2. Links while still powerful, don’t feel like an overwhelming ranking force to SEOs.
3. Engagement data is on raise.
2009

6. Ranking
Factors
The Future of Search

7. Increase:
Mobile
friendliness
responsive

9. Check
Mobile friendly
https://www.google.com/webmasters/tools/mobile-friendly/

10. Check
Mobile friendly
https://www.google.com/webmasters/tools/mobile-usability

11. Increase:
Quantity/quality of
instant answers
provided in SERPs

13. Increase:
Usage data
(CTR, dwell time)

14. High CTR

15. Dwell time

16. Increase:
Readability/
usability/
design

17. Increase:
Influence of
structured data in
SERPs

18. Structured data

19. Check
Structured data
https://developers.google.com/structured-data/testing-tool/

20. Increase:
Site speed

21. Check
Site speed: PageSpeed Insights
https://developers.google.com/speed/pagespeed/insights/

22. Check
Site speed: GTmetrix
https://gtmetrix.com/

23. Increase:
HTTP
S

24. Using HTTPS checklist
 Make sure every element of your website uses HTTPS, including widgets, java script, CSS files,
images and your content delivery network.
 Use 301 redirects to point all HTTP URLs to HTTPS. This is a no-brainer to most SEOs, but you'd
be surprised how often a 302 (temporary) redirect finds its way to the homepage by accident
 Make sure all canonical tags point to the HTTPS version of the URL.
 Rewrite hard-coded internal links (as many as is possible) to point to HTTPS. This is superior to
pointing to the HTTP version and relying on 301 redirects.
 Register the HTTPS version in both Google and Bing Webmaster Tools.
 Update your sitemaps to reflect the new URLs. Submit the new sitemaps to Webmaster Tools.
Leave your old (HTTP) sitemaps in place for 30 days so search engines can crawl and "process"
your 301 redirects.
 Update your robots.txt file. Add your new sitemaps to the file. Make sure your robots.txt doesn't
block any important pages.
 If necessary, update your analytics tracking code. Most modern Google Analytics tracking snippets
already handle HTTPS, but older code may need a second look.

25. Stay the same:
URL structures/
formatting/
optimization

26. URL structure best practice

27. URL structure best practice
Rel canonical
<link rel="canonical" href="https://anetwork.ir" />

28.  Shorter > longer
 anetwork.ir/services/
 anetwork.ir/our-services/
 Fewer folders is generally better
 anetwork.ir/news/twitter/new-polls
 anetwork.ir/news/twitter-new-polls
URL structure best practice

29. Stay the same:
Internal
Links

30. Internal links
 More internal links ≠ better SEO
 Internal links must help user engagement

31. Decrease:
Influence of
anchor text

32. Anchor Text
<a href="https://anetwork.ir">‫‌نتورک‬‫ی‬‫ا‬</a>
 Branded anchors
‫‌نتورک‬‫ی‬‫,ا‬ anetwork
 Generic anchors
‌،‫‌نام‬‫ت‬‫کلیک‌کنید،‌اینجا،‌اطالعات‌بیشتر،‌ثب‬...
 Naked link anchors
https://anetwork.ir, https://www.anetwork.ir, www.anetwork.ir, anetwork.ir
 Image anchors
 Exact match anchors
‌،‫تبلیغات،‌تبلیغات‌کلیکی،‌بازاریابی‌دیجیتال،‌تبلیغ‬...
 …

33. Conclusion

34. Resources
• Moz
• Search Engine Land
• Google Developers
Thank You!
Twitter: @fariidasadi