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Google Search Organic Quality Score
Ever since Google dropped the Page Rank factor, SEO specialists have been trying to figure out what kind of "rank score" Google's has for positioning websites in the search results and more specifically the reasons of the placing some website in front of the others.
There is an idea around that Google Search may act pretty much like Google Adwords when it comes to listing search results, meaning it may have a "quality score" giving to a website just like Google Adwords give a quality score to ads. This score might be giving after Google takes a look at a website's engagement data.
Possible metrics Google may use to deduce a general Organic Quality Score:
- The rate of people leaving your website and returning to search because they haven't found the right content on your page, therefore you haven't satisfied their need.
- User average time on site
- Bounce Rate
- How deep do the users go to your websites (levels)
- Organic Click Through Rate
- Direct traffic
- Other statistics like a brand, geography, devices, personalisation, etc.
In essence, Google knows how well your page is doing inside their search results, they gather all this data about you, it only seems relevant to transform everything into an algorithm resulting in a final score, an Organic Quality Score.
How can you increase your Organic Quality Score?
1. Look at the type of content that gets a lot of organic traffic already and do some more of that. If you have good SERPs positions for certain pages and that organic traffic continues to grow every month, it means you have found a golden recipe, try to duplicate that by creating more of that type of content and maybe Google will rank you in a similar way.
2. Don't ignore the pages that are already performing well. Update them, optimize them and try to overall improve user's experience when they are visiting them. I'm doing this all the time with my clients, especially content based clients, I always pressure them to improve certain articles as well as update them with the latest information available. Google loves it and I always manage to grow in ranks for such pages.
3. Drop the kind of pages that aren't bringing in any organic traffic or are bringing below average organic traffic in comparison with other pages. I know this will be a hard thing to explain to your clients but it needs to be done. They won't understand why you need to delete 30 weak articles for which they paid good money for while the vast majority of them are actually duplicate content. I personally hire a good copywriter to save whatever can be saved and rewrite those 30 weak articles into two or three solid pieces of content, redirect all the links and let Google decide.