SEO Periodic Table: Enhance Your Website Ranking

SEO Periodic Table: Enhance Your Website Ranking
Periodic table of SEO
Periodic table of SEO

Google is what people open to search you, and the website is where they land to know you. Search engine optimization (SEO) is a powerful digital marketing technique that maximizes the number of visitors to your site.

Over the years, Google has gone through many updates to elevate the users’ experience and uses several factors to satisfy its users. SEO has improved strategically to catch up with Google’s updates.

To help the SEO community with their work, SEO periodic table was first introduced in 2011 and has been changed a few times till now.

The previous version of the SEO periodic table focuses on the success factor, but in the 2019 version, it focuses on ranking factors.

Before going into detail, let’s first know the way to read SEO periodic table.

How to read SEO periodic table?

Read periodic table
Read periodic table

The SEO periodic table is broken up into categories of elements. Each box in the chart is color-coded and has weighted ranking, symbols, element name, and brief description. The elements are placed into four groups on-page SEO, Off-page SEO, toxins, and emerging verticals.

  • On-page SEO: Content, Architecture, HTML
  • Off-page SEO: Trust, Links, User
  • Toxins
  • Emerging Verticals

The SEO periodic table focuses on emerging trends and technologies that SEO professionals should be aware of as they can have value in the near future.

Now let’s understands each element in the chat.

Elements of SEO periodic table

Now let’s learn about these elements to know how they work together to enhance your website.

SEO periodic table
SEO periodic table

On-page SEO: content

Creating high-quality and authentic content is what matters when you aim to engage, inform, and delight your audience. So if you want your viewers to stick to your website, you need to focus on the following elements while creating content.

1. Quality

Each content published on your website should be informative and useful that encourages the visitors to stay on your site. Ensure that you deliver the correct information in an interactive manner as well as give attention to EAT while creating content.

2. Research

Do proper keyword research to identify which phrases are essential to create content. You need to understand what kind of language your audiences are using to reach your website. Using the same kind of language in your content will help you appear in the search engines result page.

3. Keywords

After doing keywords research you need to incorporate it in your content in a reader-friendly manner. Include the keywords in title, subheading, and content to make search engines understand your content.

4. Freshness

Search engines prioritize Freshness. To maintain the freshness of the content you can update your old content that already has gained some authority. This type of content has change to improve the ranking when updated with new information.

5. Answer

Searchers are seeking for right answers and the search engine is continuously improving its algorithm to provide accurate answers. If you answer users’ questions properly, your page will be displayed in featured snippets and may reward your content to appear in voice search.

6. Depth

Write content that gives proper insight on the topic. Content with light information often fails to attract and engage audiences. Try creating content that can provide more value than your competitors so that you can add new visitors to your site.

7. Multimedia

Creating content which includes image, videos, etc can help you rank your content. Moreover, these kinds of unique content are appealing that can attract audiences as well. If you’re adding video or podcast in your content you can add a transcript and if you’re using image make sure to use alt-text and caption.

 On-page SEO: Architecture

Your website architecture tells Google about the internal state of your site. Consider the following points while formulating the architecture of your website.

Periodic table Architecture
Periodic table Architecture

1. Crawl

Google uses a bot to read the pages on your site before ranking it on the result page. Crawling is an important factor that needs to be a focus and you need to understand how it crawls your website. Creating the internal link between the right webpages help the bot to crawl through your site and rank webpages.

2. Mobile

Optimizing your website for mobile allows internet users to access the website through their phone. As many searches are happening from mobile, having a mobile-friendly site will enhance the user experience encouraging them to stay on your site.

3. Duplication

Same content appearing on different websites can be a problem. This needs to be solved by using the SEO process to get rank in search engines. By using canonical URLs and redirects where there are multiple page versions can solve problems.

4. Speed

Audiences don’t like to visit the site which has slow loading speed. Your website needs to load quickly whether visitors are viewing from mobile or desktop. As Google considers speed as a ranking factor, fast loading website can have an SEO advantage.


Install HTTPS to make your visitor secure on your website. The website without HTTPS encourages users to leave the site and the engagement of the user in your site decreases. Additionally, websites that are built on a secure platform are being ranked on Google’s result page.

6. URLs

Including the keyword in URL is also a strategy that can be used to rank content.  Make sure to use the keywords in a natural way. This allows the search engine and readers to understand what the page is about.

On-page SEO- HTML

Hypertext markup language (HTML) is another important element in SEO and is an essential ranking signal to Google. The following HTML factors are crucial in getting rank.

1. Title

The title should give clear information about the webpage and should have keywords in it, only then the HTML signal reaches the search engine. Using keywords doesn’t just signal Google, attractive keywords also encourage internet users to click the link.

2. Description

A meta description is another important factor that encourages people to click the link. It appears below the title and has a brief description of the page. While writing meta description, you should include keywords and write in a way that attracts people and motivate them to click.

3. Structure

Use Schema markup language to make search engines understand the content and structure of the page. Using schema tags like a recipe, book reviews, restaurants, software, etc, as this helps Google to know what your content is about.

4. Heading

Heading is a very important element in content that can help in ranking. Including keywords in the heading can help you appear in the result page. H1 tag is a title that will obviously have keywords, but using keywords in sub-heading like H2 tag can somehow help in ranking.

5. AMP

Accelerated Mobile Page (AMP) helps cut down the page loading time and bounce rate. The aim of AMP is to quickly load the webpage in mobile.


Maintaining a website’s trust is very essential to show that your website is worth ranking higher on the result page.

1. Authority

A website that has good authority ranks higher.  Getting a good range of authority means that you’re the thought leader in your field. This sends a positive signal to Google and uplifts your ranking in the result page.

2. Engagement

Search engine measures the time visitor spends on the webpage. Creating well informed and interactive content makes visitors stay longer on your webpage and tells Google that your content is liked by your audience. And this can also be the ranking factor that can support SEO.

3. Reputation

Search engines and users give importance to the reputation of the website. For the new website, it does take time to build reputation. You can improve your website’s reputation by publishing relevant content and interacting with your audiences.


It is essential to include an outbound and inbound link on your website. Here are the factors of the link in SEO.

 table link
periodic table link

1. Value

Links from the quality, relevant, and reputable websites within your industry are likely to have a certain weight. If you want to improve the value of your website ensure that you’re adding relevant and high-quality links on your pages.

2. Anchors

Including a link from the webpage which has similar keywords to your website can improve your ranking too.

3. Backlinks

Backlinks are the links that direct the audiences from other websites to your website. It’s important in SEO as high-quality backlinks help you rank and improve your authority.


Users’ experience is the ultimate factor to rank your website on the result page. Below are the elements of the SEO periodic table of the user.

1. Country

It’s very obvious that people’s interests differ from country to country. So, if you’re operating in many countries you need to create different content targeting different countries.

2. Location

Local searches are increasing in Google. If you’re a local business who is targeting local people then you need to put some effort to create content for locals. Creating content focusing on locals can improve your ranking.

3. User experience

Think about what your audiences want to learn. Find out their problems and create content to give a clear solution to their problem. If you can communicate with your audiences through content then that can enhance their experience.

4. History

Analyze the history of your audience, see who is visiting your website regularly, and take the right measure to improve the ranking of your site.

5. Intent

So, when you create content, you should know what is the user intent to enhance the relevance of your website. The more relevant your webpages are to your audiences, the more often you get rank and displayed on the search engine result page.


Till now we’ve learned what you’re supposed to do get your website rank. Here are the points that you should not be doing.

  1. Cloaking: Don’t display different pages than yours to the search engines.
  2. Schemes: Don’t use any black hat trick link spam blog to improve ranking.
  3. Stuffing: Don’t use a lot of keywords in your content.
  4. Hiding: Don’t hide keywords from your viewers.
  5. Piracy: Don’t put other’s content on your website.
  6. Intrusive: Don’t bombard the users with pop-ups.

Emerging verticals

Here are new types of content that are gaining popularity among the users.

Emerging elements
Emerging elements
  1. Voice: As people are heavily using mobile, voice search has been increasing massively.
  2. Local: Listing, reviews, maps, NAP ( Name, Address, Phone number) are important for local businesses as local search is increasing.
  3. Image: Images are getting popularity in SERP
  4. Video: Searchers are looking for interactive videos for answers.

All of the mentions elements are the do’s, don’ts, and emerging elements of SEO that can help you improve your ranking.