The position of a page on the search engine results page (SERP) is what is referred to as search engine ranking. There is a relationship between traffic to a site and its ranking on the SERP. Many factors influence a page’s position on the SERP based on the relevant content search phrase or the quality of backlinks from trusted sites pointing to the website.
The main benefit of good rankings in SERP is that the page receives more visitors from the organic search channels. A user will most likely click on the result if it ranks high on the search query results. It explains the relationship between high SERP rankings and the increased traffic to the site; it is more prominent in the top three search results.
The keyword or website ranking for URLs or the keyword combination varies from one search engine to another. A domain may rank highly for a specific keyword in one search engine but not feature at the top of the results page on another search engine. Search engine optimization is not an exact process. Still, there are many ways to carry out a website check using an all-in-one website analyzer to improve a website’s visibility and climb higher in search rankings. Every search engine applies its methods to calculate rankings and, therefore, rank pages differently.
Search engine rankings are affected by search engine optimization because search engines use algorithms to calculate keyword search results. Search engines use their unique factors to rank and weight pages while calculating the rankings; these factors are guarded intellectual property and are not shared with anyone. It is presumed that search engines consider the length of time a user spends on a page before returning to the SERP, keywords in metadata descriptions, and backlinks to trusted sites. Also, the structure of URLs, loading speed of pages, traffic to a site, number of times a result is clicked, the content on the page, and how up-to-date the page are used to calculate rankings. In the end, rankings prove if the company’s SEO strategy is working or not; therefore, a brand should regularly revise its SEO strategy to ensure that the page remains at the top of the SERP.
The work and attention determine a website’s success. A page ranking constantly and quickly changes in time, especially when dealing with highly competitive keywords. There are unlimited keywords that a brand can select from for their SEO campaign, but not all words are appropriate. Gains in ranking mean that the website performs well, while a loss shows that the brand should review its SEO strategy.