Unimportant SEO Ranking Factors in Google

So many things have been written about those important SEO ranking factors in Google. This article will talk about those unimportant ranking factors in Google that you need to get rid of in your campaign. These factors, which were previously popular and worked, have now been proven to be risky, ineffective, and/or ignored by the search engines when ranking pages.Removing these unimportant factors from your SEO checklist can save you a lot of time in your analysis, bring your SEO improvement actions up to date and reduce the risk of associated search engine penalties for some practices which are against Google search quality guidelines (especially for link-related factors).
This article will divide those unimportant factors into three major areas: keyword research and analysis; onsite SEO; and link analysis.
Keyword Research and Analysis
One of the increasingly unimportant factor in keyword analysis is the KEI (Keyword Effective Index). Why is this unimportant in 2011?
First you need to know the definition of the keyword effectiveness index. It is defined by the following equation: KEI = (S^2/C), where S is the popularity of the keyword in terms of searches, and C is the competition of the keyword, which is typically measured as the number of competing pages in Google for that keyword. A keyword is desirable if it has a high search volume and low number of competing web pages.
In the early of days of SEO, marketers were too concerned with ranking highly for popular terms. It might have been possible because of less competition on the Internet. Now that there are over 100 million websites on the Internet, and it's still growing, things can become very competitive. As the number of websites grow, the competition for highly-searched keywords increases. A keyword with a low competition and high search volume before may no longer fit in that category today.
Thus, KEI is not an effective measurement of keyword difficulty, since the probability of finding a high search volume keyword with a low number of competing web pages is becoming smaller each year.
What is effective in measuring keyword difficulty is to simply multiply the search volume of the keyword with the competing web pages:
Keyword difficulty= Keyword Search Volume (Exact match) x Google Competing web pages
This measurable factor has been well documented here: http://www.seochat.com/c/a/Choosing-Keywords-Help/Keyword-Difficulty-vs-Size-of-Domain/. It shows that big websites (authority and trusted websites) are the ones that rank for difficult keywords. The keyword difficulty measurement in that article does not use the KEI method. Thus, it is advisable not to choose difficult keywords if your website is small or has just started on the Internet.

KEI also does not include information about the conversion rate, which is an important deciding factor in keyword research.
Onsite SEO Unimportant Factors
Keyword Density – Beware of SEO companies wanting to measure your content relevancy and quality in terms of keyword density and occurrences of keywords. This simply does not work anymore. It used to  before, when old search engine algorithms counted the occurrences of keywords on an optimized page as a way of measuring the relevance of the document. Well, that factor got abused by spammers who simply stuffed keywords on the page and hid them.
Recent improvements in the search engine ranking algorithm can deeply understand the meaning and relevance of the document beyond the occurrences of keywords.
Thus you need to focus on writing a clear and user friendly text. Avoid putting any substantial text beneath your home page layout that cannot be read by your visitors. It is not user-friendly. As you write, forget keyword density or counting of your keywords. The important thing is to have your keyword occur at least once in the document. Of course, if you are writing naturally, those keywords will be there without your even thinking about keyword density and occurrences. In short, write for your readers, not for search engines.
Meta Keyword -- There is an official announcement by Google that they are no longer using the keywords meta tag in search engine ranking: http://googlewebmastercentral.blogspot.com/2009/09/google-does-not-use-keywords-meta-tag.html
So forget about dealing with meta keywords in your onsite SEO.
Meta description – Included in that announcement is that Google admits they are no longer using the meta description tag as a search engine ranking factor. Even big content-based websites like Wikipedia.org do not use the meta description tag.
Code to Text ratio – This is a measurement of the amount of code versus the indexable text content. Well, the ratio itself does not provide meaningful information when it comes to Google search engine rankings.
What is important is focusing on speeding up the website, which Google admits is included as a search engine ranking factor: http://googlewebmastercentral.blogspot.com/2010/04/using-site-speed-in-web-search-ranking.html
Do not focus on the code to text ratio, because lots of code does not imply that your website is slow. The key is code optimization (or using techniques such as Gzip compression, etc.). You can read more details here: http://www.devshed.com/c/a/PHP/Speed-up-Web-Page-Loading-Using-Google-Page-Speed/