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At the 2009 SMX advanced conference in Seattle Rand Fishkin of SEOMOZ gave a very interesting presentation on the factors that he and his colleagues have assessed as being the most powerful influences upon a site’s ranking in the Google SERPs.

SEOMOZ are well known and respected in the search industry for the quality of information and tools that they provide. Back in 2005 they published their first series of ranking factors, collated from information gathered from people in the SEO industry. This popular publication was updated in 2007 and looks set for another update with the latest information.

Although many of the fundamentals, highlighted in 2005 and 2007, remain the same there are some notable observations based upon correlation. SEOMOZ have not only sought feedback from notable people engaged in hands-on SEO, they have sought correlation from the search data provided by Google.

For example, data correlation indicates that the H1 tag is far less important than is commonly believed. There are plenty of websites ranking very well for target keyterms and they are not making much use of the H1.

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Contrastingly, the page title tag remains all-important. And keyword placement within the title tag is also very important with words closer to the start of the title having more significance.

Another point made by both correlation and feedback from SEO experts is that onpage keyword density is not as important as many believe. It is noted that offsite, inbound linking factors carry far more weight than onsite factors such as keyword density.

It has been estimated that offsite, inbound link related factors account for around 70% of the influence on Google search rankings and around 30% is down to onsite factors, including the domain age. Inbound links are clearly ultra-important.

One of the aspects of backlinks that remains important is the anchor text used in those links. The number of instances in which a specific anchor is used and the context in which those anchors are used is important.

Another interesting point to note is that the number of links is far less important than the diversity and number of domains providing those backlinks. A site with 10,000 links from only one domain will be very weak in comparison with a site that has 10,000 links from multiple domains.

A perhaps surprising factor is that sites that do not have valid markup are ranking more highly than some sites that have valid markup. Many reputable websites don’t appear to be bothered by the need for validation. The basic advice was that as long as the cached version of a page matches what is to be presented to the site visitors then there shouldn’t be any problems from an SEO perspective.

What does this all mean for hands-on site optimisation? It clearly suggests that ensuring pages pass XHTML validation testing is not really very important, but checking the markup is still good practice.

Importantly, it highlights how backlinks from multiple domains are of high importance in getting a page to rank well in Google. So, to get a page to rank well for the term ‘Manchester Airport Parking‘ we would need to attract links from a variety of sources, each using this anchor text, or variations thereof.

Also, page titles are as important as ever so getting a page to rank for the phrase ‘Airport Parking‘ means using that phrase at the very start of the page title. Data also suggests that stuffing a page full of keyterms is a waste of time.

Interestingly data correlation indicates that the H1 tag is far less important than had previously been thought. Whereas previously we might have insisted that a pages primary keyterm is used within the page H1 heading as part of the onsite optimisation, for example the term ‘Travel Insurance‘, we may be less insistent upon this requirement.

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