What does Google want on a page for it to rank?

[Name Trader]

I'm probably out of touch with Google's requirements of what needs to be on the index page, for it to consider ranking the website in the SERPS. I know SiteMap. But what else needs a link on the index page.

 

[enlytend]

You don't NEED a site map. It helps them understand and crawl your site, especially a larger site, but it isn't mandatory.

Really, nothing special. Just clear content that they can crawl, understand and index, and some inbound links. Don't be spammy about either.*

For a business, they like things that show transparency and inspire trust, but plenty of pages. rank for things without.

If you want to do well in mobile search your site should be mobile friendly.

All depends on the competition for a given keyword. If you're the only game in town and you're not penalized, you will rank. If they think you're the best choice among competing sites, you will outrank them.

https://static.googleusercontent.co.../search-engine-optimization-starter-guide.pdf

https://support.google.com/webmasters/answer/35769?hl=en

*if you must, don't get caught !

 

[Name Trader]

@enlytend - I wasn't thinking so much about ranking, than actually being included in the SERPS at all (well not at the bottom of their SERPS).

So are you saying my previous preconceptions about including Sitemap, Links, ToS, Refund Policy, Privacy Policy, et al, are no longer considered necessary for Google to include a website in their SERPS (and I don't mean just at the bottom of their SERPS). I feel sure a number of these used to be mandatory for inclusion in their SERPS. But I will bow to superior knowledge because I'm not an expert here.

Of course inbound links are essential. What inbound links would you suggest for a Domain Sales Website. Which by it's very nature are mostly pages of Domains For Sale.

 

[enlytend]

All those things are good to have but they won't save you if you have no indexworthy content and no links.

If you're selling you should have refund policy, tos, return policy because they are important to your visitors. As a buyer (in general, not just domains) don't you avoid sellers that don't disclose who they are and their policies?

Everything is relative to your vertical. What are your successful competitors doing? By successful I mean ones that rank well for hundreds of topic relevant terms. What kind of links do they have? What kind of content? What kind of sites link to them? How do they link?

Do at least that, or do better.

 

[Name Trader]

Can I wrap up ToS, Refunds, Returns,Privacy Policy into 1 document or should they be separate documents.

 

[Lozza]

The best way to approach it is to remember that, ultimately, what pleases the user also pleases the search engine. This guide to Google's most important ranking factors might be worth a read.