A new Google search rankings factors study released by Searchmetrics today shares that while content relevance is gaining in importance with Google, backlinks are a declining ranking signal. The full study can be downloaded over here, but here are the key takeaways from the study:
The URLs with the highest content relevance are those on positions 3 to 6.
Desktop content is around a third longer than mobile content.
In 2016, just 53 percent of the top 20 URLs included the keyword in their title.
The Time on Site for the top 10 URLs is 3 minutes and 10 seconds.
The average Bounce Rate for URLs on the first page of search results is 46 percent.
The pages occupying positions 1 through 3 have an average Click-Through Rate of 36 percent.
Almost half of webpages in the top 10 now use of HTTPS encryption.
Eighty-six percent of the top 10 domains now use the .com TLD.
Pages ranking for mobile are around a third smaller in