Table of Contents<\/h4>\n\n\n\n- 5 most important SEO ranking factors<\/li>
- SEO starter resources: Go beyond ranking factors<\/li>
- Domain<\/li>
- Site<\/li>
- Page<\/li>
- Content<\/li>
- Multimedia<\/li>
- Keywords<\/li>
- Anchor Text<\/li>
- Outbound Links<\/li>
- Inbound Links<\/li>
- User<\/li>
- Google Algorithm<\/li>
- Social<\/li><\/ol>\n\n\n\n
The 5 most important SEO factors that you can\u2019t afford to ignore<\/h2>\n\n\n\n
With more than 200 search engine ranking factors, it\u2019s a time-consuming process to review each one.<\/p>\n\n\n\n
Understanding which factors influence your position in search results the most can help you start auditing your site, reoptimizing your content, and getting your website to the top of search results now, versus later.<\/p>\n\n\n\n
That\u2019s why we\u2019ve compiled the five most important SEO factors for you:<\/p>\n\n\n\n
1. Responsive design<\/h4>\n\n\n\n
A responsive design, which adapts to whatever device a person uses, is essential for ranking in results.<\/a><\/p>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/google-ranking-factor-responsive-design-gif.gif\")
<\/figure><\/div>\n\n\n\nThat\u2019s because search engines like Google use a mobile-first index, which means its crawlers view your site from the perspective of a mobile user, versus desktop user. If your website isn\u2019t mobile-friendly, then it\u2019s going to fail when it comes to search ranking factors related to usability and accessibility.<\/p>\n\n\n\n
![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-responsive-design-example.png\")
<\/figure><\/div>\n\n\n\nSee if your website delivers a mobile-friendly experience with Google\u2019s Mobile-Friendly tool<\/a>.<\/p>\n\n\n\n2. Page speed<\/h4>\n\n\n\n
Speed is also a critical SEO ranking factor, and one Google admits to using<\/a>.<\/p>\n\n\n\nIn addition to crawling and viewing your site from a mobile perspective, Google will also check the speed of your mobile or responsive website. If your site isn\u2019t fast enough, it could cost you first-page rankings or even the number one spot in search results.<\/p>\n\n\n\n
![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/google-ranking-factor-speed-test-gif.gif\")
<\/figure><\/div>\n\n\n\nCheck your speed for free with Google\u2019s PageSpeed Insights tool<\/a> to see how your pages perform from Google\u2019s eyes. If you don\u2019t have the resources to follow-up with all the fixes recommended by Google, you can use page speed optimization services to get your site up-to-speed.<\/p>\n\n\n\n3. Links<\/h4>\n\n\n\n
Links, from backlinks to internal links, also play a critical part in search engine rankings.<\/p>\n\n\n\n
Compared to other search engine ranking factors, backlinks are essential ranking factors. You want trusted and authoritative websites to link to yours because it sends a positive signal to Google that your website offers valuable content and excellent experiences to users.<\/p>\n\n\n\n
Attracting links to your site involves creating top-notch content and conducting outreach for it.<\/p>\n\n\n\n
In comparison, internal links take on a slightly different role. They help search engine crawlers, whether from Google, Bing, or another search engine, explore and index your site. Internal links can also help crawlers understand the different relationships between pages, as well as the context of those pages.<\/p>\n\n\n\n
To succeed at SEO (and rank at the top), you need a link building strategy and internal linking process.<\/p>\n\n\n\n
4. On-page optimization<\/h4>\n\n\n\n
Optimizing your site<\/a> encompasses several different SEO ranking factors, including:<\/p>\n\n\n\n- Keyword use<\/li>
- Title tag optimization<\/li>
- Content originality and usefulness<\/li>
- Multimedia optimization<\/li>
- And more<\/li><\/ul>\n\n\n\n
From incorporating your keywords throughout your content, headers, and title tags to optimizing images<\/a> for context, size, and users, on-page optimization requires several essential steps. Miss one, like not optimizing your title tag for your keyword, and you could miss out on top rankings.<\/p>\n\n\n\n5. Accessible website<\/h4>\n\n\n\n
Earning a spot in search results requires search engines to crawl and index your site.<\/p>\n\n\n\n
That\u2019s why it\u2019s essential to maintain an accessible website via a robots.txt file and sitemap. Even after you confirm your site\u2019s accessibility, you can take the proactive step of submitting your site, pages, and sitemap to Google via Google Search Console.<\/p>\n\n\n\n
The accessibility of your website should also extend to users. You want to create an intuitive and easy-to-use site<\/a> for users. If people struggle to use your website, you will struggle to rank in search results and maintain those rankings.<\/p>\n\n\n\nNow, are you ready to learn about all the SEO ranking factors behind your rankings?<\/p>\n\n\n\n
Once you review (or bookmark) these articles, keep reading to learn all about search ranking factors!<\/p>\n\n\n\n
SEO Ranking Factors: Domain<\/h2>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factors-domain-header.png\")
<\/figure><\/div>\n\n\n\nThe strength of your domain is a powerful SEO ranking factor.<\/p>\n\n\n\n
Essentially, your domain is considered when users enter search queries that relate to your website. The more credibility you\u2019ve built through both on- and off-page factors, the more Google will prefer your domain.<\/p>\n\n\n\n
1. Domain Age<\/h4>\n\n\n\n
According to Google, domain age doesn\u2019t matter<\/a> when it comes to ranking in Google search results. A previous Google Webmasters YouTube video<\/a> provides some more context, stating, \u201cThe difference between a domain that\u2019s six months old versus one-year-old is really not that big at all.\u201d<\/p>\n\n\n\n2. Domain Registration Length<\/h4>\n\n\n\n![\"domain-seo-factors\"](\"https:\/\/www.webfx.com\/blog\/wp-content\/uploads\/2015\/07\/SC01_4-Domain-SEO-ranking-factors.png\")
<\/figure><\/div>\n\n\n\nDomains registered for more than a year<\/a> appear more credible since they\u2019ve outlived the usual lifespan of doorway domains.<\/p>\n\n\n\nA Google patent supports this ranking factor, but some Google team members disagree. As one Google Webmaster Trends Analyst states<\/a>, \u201c[As far as I know] most registrars don\u2019t provide registration length anyway. That\u2019s not what you want to spend your SEO time on.\u201d<\/p>\n\n\n\n3. Domain History<\/h4>\n\n\n\n
Sites that have gaps in registration or questionable histories may have trouble ranking well<\/a>. This Google ranking factor can become a problem when purchasing a domain from a third-party that used the domain for spam or black-hat purposes, for example.<\/p>\n\n\n\n\u201cBefore purchasing a domain<\/strong>, check its record with archive.org<\/strong>.\u201d<\/em><\/p><\/blockquote>\n\n\n\nProtect yourself before purchasing a domain by checking its history in archive.org<\/a>.<\/p>\n\n\n\n4. Domain Authority if Page Host<\/h4>\n\n\n\n
New pages on authoritative domains<\/a> will likely rank better than new pages on lesser-known domains. It\u2019s critical to note that domain authority isn\u2019t necessarily a ranking factor, but instead a predictor on the likelihood of one domain outranking another domain. That\u2019s why SEOs use and reference it.<\/p>\n\n\n\n5. Parked Domains<\/h4>\n\n\n\n
Google can find parked domains<\/a>, and they\u2019re not ranked well since they provide a poor user experience. In 2011, Google even stated<\/a>, \u201cIn most cases, we prefer not to show them [parked domains],\u201d because they offer little-to-no value for users.<\/p>\n\n\n\n6. Exact Match Domain<\/h4>\n\n\n\n
Hosting a quality website with an exact match domain (EMD), like \u201chotels.com,\u201d can help your rankings in search results some. However, in 2012, Google introduced an update<\/a> to penalize low-quality or spammy EMDs, like \u201cbuybluejeans.com.\u201d<\/p>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-exact-match-domain.png\")
<\/figure><\/div>\n\n\n\nWhile an EMD can help you, it\u2019s essential to make sure your site provides helpful content to users.<\/p>\n\n\n\n
7. Country-Specific TLD or Extensions<\/h4>\n\n\n\n
A country code<\/a>, like .tv, .cn, or .de, may help you rank in that country<\/a> because it signals that your content can help users in that country or region. It can also hinder your ability to rank globally, however.<\/p>\n\n\n\n8. Server Flagged as Spam<\/h4>\n\n\n\n
Depending on your site\u2019s hosting plan, you may share a server with several other sites. If that\u2019s the case, and your shared server features spammy sites, it can potentially affect your website\u2019s ranking in Google search results.<\/p>\n\n\n\n
According to Google Webmasters<\/a>, though, \u201cGoogle understands that shared web hosting happens. You can\u2019t really control or help who else is on that IP address of Class C subnet.\u201d It\u2019s more so when a server features 99 percent of spammy sites that Google may take a second look at your website.<\/p>\n\n\n\n9. Domain Flagged as Spam<\/h4>\n\n\n\n
If your domain ever gets flagged for spam<\/a>, it\u2019ll likely impact that site\u2019s performance negatively.<\/p>\n\n\n\nEven if you try to restore the site and remedy penalties, Google will often look at the website skeptically because spammers can use the tactic of destroying and restarting a domain to make it look trustworthy again.<\/p>\n\n\n\n
10. Concise URLs<\/h4>\n\n\n\n
Simple and descriptive URLs<\/a> help Google contextualize your page. While URLs serve as a minor Google ranking factor, they help crawlers and users understand what your page and website are about, which is why concise, to-the-point URLs are a smart way to go.<\/p>\n\n\n\n11. URL String<\/h4>\n\n\n\n
An easy-to-read URL<\/a> sends positive signals to Google\u2019s crawlers.<\/p>\n\n\n\nIf you create a long, wordy URL, you make the lives of users (and the jobs of crawlers) difficult. A 2018 study by Ahrefs<\/a> also confirms that shorter, not longer URLs, generally perform better in search results. For the best results, keep to 50 to 60 characters<\/a> for your URLs.<\/p>\n\n\n\n12. Public vs. Private WhoIs<\/h4>\n\n\n\n
Public WhoIs can help keep your site in good standing. And although it hasn\u2019t been addressed since Pubcon 2006, a Google team member said private WhoIs<\/a> isn\u2019t necessarily bad<\/em>, but it can raise some eyebrows in conjunction with other negative factors.<\/p>\n\n\n\n13. Spammy WhoIs Owner<\/h4>\n\n\n\n
When looking at SEO ranking factors, it\u2019s also worth considering the impact of a penalized WhoIs owner. If the person that owns a site has a spammy, black-hat track record, Google may use that as a factor in ranking websites that the individual owns.<\/p>\n\n\n\n
14. Server Locations<\/h4>\n\n\n\n
The physical location of your servers can affect rankings in location-focused queries. A Google Webmasters video<\/a>, for example, states, \u201cWe do absolutely try to return the most relevant results to each user in each country, and server location (in terms of IP address) is a factor in that.\u201d<\/p>\n\n\n\nSEO Ranking Factors: Site<\/h2>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factors-site-header.png\")
<\/figure><\/div>\n\n\n\nSite SEO ranking factors cover the elements that you have sitewide.<\/p>\n\n\n\n
This set of search engine ranking factors includes categories like infrastructure, stability, reliability, and more. If you want to maintain a strong position in SERPs, you must make sure your site operates like a well-oiled machine for search engines and users.<\/p>\n\n\n\n
15. SSL \/ HTTPS<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-https.png\")
<\/figure><\/div>\n\n\n\nA Secure Sockets Layer (SSL) certificate provides your website\u2019s URL with the Hyper Text Transfer Protocol Secure (HTTPS) designation, which shows users that you have a secure site. Google uses HTTPS or SSL as a \u201cvery lightweight signal<\/a>,\u201d but it plays a significant part in building trust with users.<\/p>\n\n\n\n16. Site Architecture<\/h4>\n\n\n\n
A site with clean, well-coded architecture<\/a> is easy for Google to crawl and index.<\/p>\n\n\n\nGoogle confirms this approach<\/a>, adding, \u201cWe should be able to crawl from one URL to any other URL on your website just by following the links on the page\u2026if that\u2019s not possible [such as by only having a sitemap for discovering URLs], then we lose a lot of context.\u201d<\/p>\n\n\n\n17. Site Usability<\/h4>\n\n\n\n
Websites that provide a smooth, intuitive interface<\/a> for visitors commonly rank better than those that are clunky and difficult to navigate. That\u2019s because sites with a poor usability score tend to drive high bounce rates, which serve as a ranking factor.<\/p>\n\n\n\n18. Site Reliability or Uptime<\/h4>\n\n\n\n
If your site frequently crashes<\/a> or experiences downtime, it may have trouble ranking well. Generally, if your website goes down for a few hours or a day, Google doesn\u2019t look at it any differently. It\u2019s when your site is unavailable for weeks that your search rankings may go down.<\/p>\n\n\n\n19. Site Reputation or Reviews<\/h4>\n\n\n\n
If you have good reviews<\/a> on sites like Yelp<\/a>, you could rank better than if the reviews were negative. Research in 2010<\/a> revealed, however, that companies could gain visibility with negative reviews. Google launched a quick fix at the time with plans to build on it.<\/p>\n\n\n\n20. Site Over-Optimization<\/h4>\n\n\n\n
Google looks for over-optimization factors to determine if a site should get penalized. A Google Webmaster Trends Analyst confirmed this SEO ranking factor<\/a>, stating, \u201cThat [over-optimization] is totally a thing\u2026It\u2019s literally optimizing so much that eventually it starts hurting.\u201d<\/p>\n\n\n\n21. Frequency of Site Updates<\/h4>\n\n\n\n
Google likes to see new, unique, and \u201cfresh<\/a>\u201d content routinely on sites. According to Google team members, though, frequency doesn\u2019t guarantee<\/a> increased visibility in search results. Publishing more often, however, can help your business create more content to reach and attract your target audience.<\/p>\n\n\n\n22. Duplicate Meta Descriptions Across Site<\/h4>\n\n\n\n
Duplicate meta descriptions<\/a> can make it more difficult for Google to crawl and contextualize your pages. While Google doesn\u2019t usually penalize sites for duplicate content<\/a>, it sees duplicate content as a signal that your website doesn\u2019t have anything valuable to offer because it\u2019s identical across the board.<\/p>\n\n\n\n23. Spammy Meta Descriptions<\/h4>\n\n\n\n
Meta descriptions<\/a> are essential to show users what is on your page before they click, so Google will penalize sites that either spam or mislead users in their meta descriptions. Aim to provide users with an original description that summarizes your page and motivates users to click.<\/p>\n\n\n\n24. Mobile-Friendly or Responsive Site Design<\/h4>\n\n\n\n
Mobile-friendliness and responsive design<\/a> are now ranking factors for Google. Websites that aren\u2019t mobile-friendly can suffer in search engine results pages (SERPs) rankings. Use Google\u2019s Mobile-Friendly Test tool<\/a> to make sure your site checks off this SEO ranking factor.<\/p>\n\n\n\n25. Breadcrumb Navigation<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-breadcrumb-navigation.png\")
<\/figure><\/div>\n\n\n\nNamed for Hansel and Gretel\u2019s strategy to escape forests, breadcrumb navigation makes it easy for visitors and Google to look through your website. If you use breadcrumb navigation (hint: you should), follow Google\u2019s dedicated guidelines<\/a> for it.<\/p>\n\n\n\n26. HTML Sitemap<\/h4>\n\n\n\n
An HTML sitemap<\/a> makes it easy for Google to crawl and index your website thoroughly. While it does not determine<\/a> your site or pages\u2019 ranking, it does help Google get more of your website crawled, which can result in better visibility in Google search results.<\/p>\n\n\n\nEven if you have a small site, create a sitemap and submit it to Google via Google Search Console.<\/p>\n\n\n\n
27. Site-Wide Content Changes<\/h4>\n\n\n\n
Drastic changes to your site (like a site-wide redesign) may signal a timeliness factor to Google. A redesign, however, may harm your rankings for any factors that you\u2019ve changed along the way. For example, if the speed of your site and pages decrease, that can lower your position in search results.<\/p>\n\n\n\n
28. \u201cContact Us\u201d Pages<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-contact-page.png\")
<\/figure><\/div>\n\n\n\nA \u201ccontact us\u201d page may help a domain rank locally since it lists your name, address, and phone number<\/a> \u2014 three of the most valuable ranking factors in local SEO. Google\u2019s \u201cSearch Quality Evaluator Guidelines\u201d<\/a> even mention the importance of having contact information.<\/p>\n\n\n\n29. Time on Site<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/SC01_5-Time-on-Site.png\")
<\/a><\/figure><\/div>\n\n\n\nIf a visitor is active on your page for a few minutes<\/a>, the page receives more credibility than if a visitor leaves after a few seconds. When someone stays on your site for a while, it\u2019s a positive signal that your website (and content) provide what that person needed and wanted at the moment.<\/p>\n\n\n\n30. Hacked Site<\/h4>\n\n\n\n
A hacked website can also harm your visibility in search results (as demonstrated by the case study of Search Engine Land<\/a>). In some cases, Google may even deindex your site, removing it from search results entirely. If you suspect your site\u2019s been hacked, use Google\u2019s \u201cHelp for Hacked Sites\u201d<\/a> resource.<\/p>\n\n\n\nSEO Ranking Factors: Page<\/h2>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factors-page-header.png\")
<\/figure><\/div>\n\n\n\nAlmost everything you add onto a page can influence Google\u2019s perception of it, and following their recommended guidelines makes it easier for their bots to crawl your pages to find the information they need.<\/p>\n\n\n\n
The more thorough you are with your page construction, the more likely your page will rank well.<\/p>\n\n\n\n
31. Microformat or Structured Data Support<\/h4>\n\n\n\n
It\u2019s possible that pages with microformat or structured data rank better than those without it.<\/p>\n\n\n\n
![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-structured-data.png\")
<\/figure><\/div>\n\n\n\nAccording to Google<\/a>, \u201cThere\u2019s no generic ranking boost for [structured data] usage\u2026However, [structured data<\/a>] can make it easier to understand what the page is about, which can make it easier to show where it\u2019s relevant.\u201d<\/p>\n\n\n\n32. Page Loading Speed<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/SC01_6-Page-Loading-Speed.png\")
<\/a><\/figure><\/div>\n\n\n\nThe faster your page loads, the better<\/a> it will rank in mobile<\/a> and desktop search results<\/a>.<\/p>\n\n\n\nGoogle uses page speed as an SEO ranking factor because it plays a monumental role in the user experience. According to Google<\/a>, \u201cUsers want to find answers to their questions quickly and data shows that people really care about how quickly their pages load.\u201d<\/p>\n\n\n\nCheck the speed of your site\u2019s pages with Google\u2019s PageSpeed Insights<\/a> tool.<\/p>\n\n\n\n33. Page Speed in Chrome<\/h4>\n\n\n\n
Another Google-specific ranking factor is page speed in Chrome browsers<\/a>. Google will pull data from Chrome users<\/a> to deliver PageSpeed Insights scores. This feature provides your business with direct insight into how most users will experience your site and its speed.<\/p>\n\n\n\n34. Code and W3C Compliance<\/h4>\n\n\n\n
Efficient coding<\/a> and complying with W3C guidelines may not be strong SEO ranking factors, but they help. While Google doesn\u2019t provide a boost for top-notch coding<\/a>, it does penalize extremely coded, excessively large pages by not even indexing them in some cases.<\/p>\n\n\n\n35. Doorway Pages<\/h4>\n\n\n\n
A doorway page<\/a> doesn\u2019t help your rankings in Google search results. It\u2019s a negative Google ranking factor because these pages funnel users to the same destination. For example, someone may click three different pages in the same search result and get redirected to the same page.<\/p>\n\n\n\n36. Page Proximity to Homepage<\/h4>\n\n\n\n
Internal linking is a critical part of any SEO strategy<\/a>. It\u2019s also why many SEOs suspect that the closer a page is to your homepage, the better the chance it has to rank higher in search results, especially competitive ones.<\/p>\n\n\n\n37. PageRank<\/h4>\n\n\n\n
PageRank<\/a> is a core part of Google\u2019s ranking factors. Google even mentioned<\/a> in 2017 that, \u201cafter 18 years, we\u2019re still using PageRank.\u201d Generally, a higher PageRank tends to correlate<\/a> to more authoritative pages.<\/p>\n\n\n\n38. Page Age<\/h4>\n\n\n\n
Aged evergreen content<\/a> that is appropriately targeted can rank highly for relevant keywords. If you want to make the most of this ranking factor, however, it\u2019s essential to update evergreen pages<\/a> to ensure they remain accurate and up-to-date to provide users with the most value.<\/p>\n\n\n\n39. Page Categorization<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-categorization.png\")
<\/figure><\/div>\n\n\n\nOrganization matters when it comes to ranking on Google. By creating relevant categories<\/a> for your pages, like \u201chttps:\/\/www.example.com\/products\/shoes\u201d to house footwear product pages, you can send a positive signal to Google.<\/p>\n\n\n\n40. Page Sources<\/h4>\n\n\n\n
Citing quality references for a claim can signal quality on your behalf, or at least make you more trustworthy for visitors. While Google denies that outgoing links<\/a> serve as a Google ranking factor, a study found<\/a> that relevant outgoing links to trusted, authoritative sites do influence rankings.<\/p>\n\n\n\n41. Page Layout<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-spam-free-page-layout.png\")
<\/figure><\/div>\n\n\n\nAn attractive, intuitive, and engaging page layout<\/a> that shows the main content immediately \u2014 without intrusive ads<\/a> \u2014 is important to your page\u2019s rankings. In 2012, Google launched an update that focused on this SEO ranking factor and confirmed in 2017<\/a> that it\u2019s still a vital part of SEO.<\/p>\n\n\n\n42. Tabs<\/h4>\n\n\n\n
There is frequent debate over content tabs as a Google ranking factor.<\/p>\n\n\n\n
While Google says it does crawl and index content hidden in tabs<\/a>, studies have found the opposite. If you\u2019re looking to create a mobile-friendly website, it\u2019s best to stay away from tabs because of how they impact the mobile user experience.<\/p>\n\n\n\n43. Page Quantity<\/h4>\n\n\n\n
According to Google, the number of pages on your site<\/a> means nothing when it comes to Google ranking factors. Many SEOs focus on this factor, however, because additional pages can help your target more keywords, plus show Google that you\u2019re not an affiliate site.<\/p>\n\n\n\nNo matter how much content you create for your website, make sure it\u2019s original and helpful<\/a>.<\/p>\n\n\n\n44. Page Location in Sitemap<\/h4>\n\n\n\n
An indirect ranking factor is the location of a page in your sitemap. Again, a sitemap does not determine<\/a> the actual ranking of your pages. Instead, a sitemap can help Google find, crawl, and index your website faster, which can put it on the map in search results.<\/p>\n\n\n\nIf you place a page higher in your sitemap, it will likely get served first by Google\u2019s crawlers.<\/p>\n\n\n\n
45. Rel=Canonical Tags<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-rel-canonical.png\")
<\/figure><\/div>\n\n\n\nIn the event you have duplicate content on pages, a canonical tag (also known as rel=canonical<\/a>) will tell Google which page you want to show up in search results. A canonical tag is also helpful because it influences other SEO ranking factors, like syndicated content.<\/p>\n\n\n\n46. Popups and Distracting Ads<\/h4>\n\n\n\n
Using spammy or flashing ads<\/a> to distract users from a page\u2019s content can make websites rank lower in SERPs. Google confirms its position on this SEO ranking factor in its \u201cSearch Quality Evaluator Guidelines.\u201d<\/p>\n\n\n\nThe guidelines recommend avoiding ads<\/a> that are:<\/p>\n\n\n\n- Difficult-to-close<\/li>
- Shocking<\/li>
- Disturbing<\/li>
- Require download of an app<\/li><\/ul>\n\n\n\n
For the best results and visibility, focus on your user first when it comes to allowing ads on your site.<\/p>\n\n\n\n
47. Ads \u201cAbove the Fold\u201d<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-above-fold-ad.png\")
<\/figure><\/div>\n\n\n\nGoogle penalizes sites with ads<\/a> and thin content in the upper portions, also called \u201cabove the fold\u201d of their pages. This ranking factor emphasizes user experience. If you want to rank at the top of Google search results, you need to prioritize the user experience.<\/p>\n\n\n\n48. WordPress Tags<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-wordpress-tag.png\")
<\/figure><\/div>\n\n\n\nWhile some Google team members<\/a> wouldn\u2019t, \u201cwaste a lot of time [creating tags] because Google\u2026can normally tell what your post is about,\u201d using tags on WordPress (if you use WordPress) can help show the relationship<\/a> between multiple posts.<\/p>\n\n\n\n49. Page Over-Optimization<\/h4>\n\n\n\n
Like your site, you can also over-optimize individual pages. If you optimize your pages with irrelevant or \u201ctoxic\u201d assets,<\/a> Google will penalize your page in SERPs. Additional examples of over-optimization include keyword stuffing and multiple H1 headers on a single page.<\/p>\n\n\n\n50. Bounce Rate<\/h4>\n\n\n\n
For a few years now, Google team members have said that bounce rate isn\u2019t the best SEO ranking factor<\/a> because it\u2019s easy to spam. That\u2019s hasn\u2019t stopped SEOs from looking at bounce rate as a ranking factor though, because it can often indicate when a page isn\u2019t delivering on user expectations.<\/p>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/bounce-rate-industry-graph.png\")
<\/figure>\n\n\n\nEven though Google debunked this myth, research has shown that bounce rate seems to play a role in the SERPs. A 2017 study by SEMrush of more than 600,000 keywords, for example, found that bounce rate was an important factor<\/a> when it came to rankings.<\/p>\n\n\n\n51. DMCA<\/h4>\n\n\n\n
Google demotes pages based on repeat DMCA complaints<\/a>. The DMCA or Digital Millennium Copyright Act protects copyrighted material, like videos, audio, text, and images. If you receive a DMCA complaint, that means your site hosts copyrighted material without permission.<\/p>\n\n\n\n52. Direct Traffic<\/h4>\n\n\n\n
Sites that acquire more direct traffic<\/a> are more likely to be high-quality sites in Google\u2019s eyes, especially if site visitors are using Chrome. The 2017 SEMrush study, as well as a cognitiveSEO case study<\/a>, supports this SEO ranking factor<\/a>, rating direct website visits as the most important ranking factor.<\/p>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/important-seo-ranking-factors-graph.png\")
<\/figure><\/div>\n\n\n\n53. Repeat Traffic<\/h4>\n\n\n\n
If users return to your page<\/a>, you\u2019ll likely receive a boost in your rankings. You can drive repeat visits<\/a> to your pages a few ways, like by publishing articles focused on the latest happenings in your industry and in-depth guides on a topic that matters to your readers.<\/p>\n\n\n\n54. Terms of Service and Privacy Policy Pages<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factors-terms-of-service.png\")
<\/figure><\/div>\n\n\n\nTrustRank<\/a> is a core part of Google\u2019s approach to combatting webspam. It measures trust signals, which can include your Privacy Policy<\/a> and Terms of Service<\/a> pages. Create these pages on your website to send Google a positive signal when it comes to your site and its trustworthiness.<\/p>\n\n\n\nSEO Ranking Factors: Content<\/h2>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factors-content-header.png\")
<\/figure><\/div>\n\n\n\nContent is king, and content is a valuable addition to any digital marketing strategy.<\/p>\n\n\n\n
These SEO ranking factors can also be some of the most fun to optimize since they give bloggers, designers, and other content creators the chance to discuss personal passions, related news, and provide content that offers actual value to real people.<\/p>\n\n\n\n
If you produce content made for search engine users and provide them with a quality experience, Google will like you more.<\/p>\n\n\n\n
55. Content Length<\/h4>\n\n\n\n
The length of content<\/a> you have on a page reflects an attention to detail and quality, as opposed to shorter, less helpful alternatives. Studies also show<\/a> that longer content receives more social shares (which can also serve as an indirect ranking factor), organic traffic, and higher rankings.<\/p>\n\n\n\n56. Content Structure<\/h4>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-content-structure.png\")
<\/figure><\/div>\n\n\n\nHow you structure your content can also influence its performance in search results. If you include a table of contents, for example, some SERPs may use these headings as sitelinks, which can improve ranking factors like click-through rate (CTR)<\/a> and organic traffic.<\/p>\n\n\n\n57. Grammar and Spelling<\/h4>\n\n\n\n
While not a direct Google ranking factor<\/a>, Google recommends looking at grammar and spelling<\/a> as a signal. That\u2019s because proper grammar and spelling correlate with higher page rank and reputation. Plus, the \u201cSearch Quality Evaluator Guidelines\u201d<\/a> frequently mentions spelling, grammar, and punctuation.<\/p>\n\n\n\n58. Reading Level<\/h4>\n\n\n\n
A team member of Google\u2019s search quality team previously said<\/a>, \u201cI would think about the words that the user is going to type, which is typically going to be\u2026the regular words, rather than the super-scientific stuff. You can find both ways to use them, but\u2026err on the side of clarity if you can.\u201d<\/p>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-reading-level.png\")
<\/figure><\/div>\n\n\n\nThe team member also confirmed that the reading level isn\u2019t a massive Google ranking factor. It can, however, influence the experience of users on your page. If they can\u2019t understand what you\u2019re explaining, they aren\u2019t going to stay on your site or return to it when they\u2019re looking to learn more.<\/p>\n\n\n\n
59. YMYL<\/h4>\n\n\n\n
In recent updates, Google\u2019s focused on improving \u201cYour Money, Your Life\u201d or YMYL results. Its \u201cSearch Quality Evaluator Guidelines\u201d<\/a> even mention that Google maintains, \u201cvery high Page Quality rating standards\u201d for YMYL pages \u2014 specifically expertise, authoritativeness, and trustworthiness or E-A-T.<\/p>\n\n\n\nAccording to a recent white paper<\/a>, Google says it tries to determine E-A-T via:<\/p>\n\n\n\n- PageRank<\/li>
- Search Quality Evaluators<\/li>
- Additional signals<\/li><\/ul>\n\n\n\n
For your content to succeed and rank for YMYL queries, you need to match E-A-T standards.<\/p>\n\n\n\n
60. Co-occurrences<\/h4>\n\n\n\n
Co-occurrences<\/a> happen when the words around a backlink show Google what a piece of content is about. For example, if you publish a blog post with a backlink to a recipe, Google may look at the words around it, like \u201cbaking\u201d and \u201cquick dessert\u201d to determine that it\u2019s a quick baking recipe for a dessert.<\/p>\n\n\n\n![\"\"](\"https:\/\/interwebsa.com\/blog\/wp-content\/uploads\/2020\/08\/seo-ranking-factor-cooccurences.png\")
<\/figure><\/div>\n\n\n\n61. Relevant Terms or Semantic Search<\/h4>\n\n\n\n
The launch of Hummingbird<\/a> and RankBrain helped Google\u2019s ranking factors go beyond keywords. That\u2019s why, if you use a variety of terms related to the keyword<\/a> you want to rank for (instead of just repeating the keyword itself), your ranking may increase.<\/p>\n\n\n\n62. Quality and Usefulness<\/h4>\n\n\n\n
According to Google<\/a>, \u201cOne of the best ways to [have a well-rounded site] is to have fantastic, interesting, useful content.\u201d Useful content<\/a> may rank better than other content because it provides a better user experience for searchers. Plus, it naturally entices links.<\/p>\n\n\n\n\u201cOne of the best ways to [have a well-rounded site]<\/strong> is to have fantastic, interesting, useful content<\/strong>.\u201d<\/em><\/p><\/blockquote>\n\n\n\nKeep in mind, though, that quality and usefulness aren\u2019t the same things<\/a>. You need to combine the two to create A-plus content. Think about your reading level, for example, and your audience to write useful yet high-quality content.<\/p>\n\n\n\n63. Insightful Content<\/h4>\n\n\n\n
Content that shows thought and insight<\/a> is the cornerstone of quality. It also helps a piece of content rank for the long haul. Focus on making your content not only original but also insightful and helpful, like by including your unique experiences.<\/p>\n\n\n\n64. Unique Content<\/h4>\n\n\n\n
Having on-page content that is 100 percent unique tells Google that your page is one-of-a-kind. Original content is a critical SEO ranking factor because it matters to users immensely. If you aren\u2019t providing the content that people want, you aren\u2019t going to rank where you want.<\/p>\n\n\n\n
65. Holistic Content<\/h4>\n\n\n\n
The holistic approach to content<\/a> covers topics fully. It addresses the core topic, plus similar issues for a conveniently packaged piece of information. For example, if you\u2019re writing about general car maintenance, your guide may cover what that includes, how much it costs, and more.<\/p>\n\n\n\n66. Syndicated Content<\/h4>\n\n\n\n
Syndicated content<\/a> must be incorporated carefully to rank well in Google searches.<\/p>\n\n\n\n
The 5 most important SEO factors that you can\u2019t afford to ignore<\/h2>\n\n\n\n
With more than 200 search engine ranking factors, it\u2019s a time-consuming process to review each one.<\/p>\n\n\n\n
Understanding which factors influence your position in search results the most can help you start auditing your site, reoptimizing your content, and getting your website to the top of search results now, versus later.<\/p>\n\n\n\n
That\u2019s why we\u2019ve compiled the five most important SEO factors for you:<\/p>\n\n\n\n
1. Responsive design<\/h4>\n\n\n\n
A responsive design, which adapts to whatever device a person uses, is essential for ranking in results.<\/a><\/p>\n\n\n\n That\u2019s because search engines like Google use a mobile-first index, which means its crawlers view your site from the perspective of a mobile user, versus desktop user. If your website isn\u2019t mobile-friendly, then it\u2019s going to fail when it comes to search ranking factors related to usability and accessibility.<\/p>\n\n\n\n See if your website delivers a mobile-friendly experience with Google\u2019s Mobile-Friendly tool<\/a>.<\/p>\n\n\n\n Speed is also a critical SEO ranking factor, and one Google admits to using<\/a>.<\/p>\n\n\n\n In addition to crawling and viewing your site from a mobile perspective, Google will also check the speed of your mobile or responsive website. If your site isn\u2019t fast enough, it could cost you first-page rankings or even the number one spot in search results.<\/p>\n\n\n\n Check your speed for free with Google\u2019s PageSpeed Insights tool<\/a> to see how your pages perform from Google\u2019s eyes. If you don\u2019t have the resources to follow-up with all the fixes recommended by Google, you can use page speed optimization services to get your site up-to-speed.<\/p>\n\n\n\n Links, from backlinks to internal links, also play a critical part in search engine rankings.<\/p>\n\n\n\n Compared to other search engine ranking factors, backlinks are essential ranking factors. You want trusted and authoritative websites to link to yours because it sends a positive signal to Google that your website offers valuable content and excellent experiences to users.<\/p>\n\n\n\n Attracting links to your site involves creating top-notch content and conducting outreach for it.<\/p>\n\n\n\n In comparison, internal links take on a slightly different role. They help search engine crawlers, whether from Google, Bing, or another search engine, explore and index your site. Internal links can also help crawlers understand the different relationships between pages, as well as the context of those pages.<\/p>\n\n\n\n To succeed at SEO (and rank at the top), you need a link building strategy and internal linking process.<\/p>\n\n\n\n Optimizing your site<\/a> encompasses several different SEO ranking factors, including:<\/p>\n\n\n\n From incorporating your keywords throughout your content, headers, and title tags to optimizing images<\/a> for context, size, and users, on-page optimization requires several essential steps. Miss one, like not optimizing your title tag for your keyword, and you could miss out on top rankings.<\/p>\n\n\n\n Earning a spot in search results requires search engines to crawl and index your site.<\/p>\n\n\n\n That\u2019s why it\u2019s essential to maintain an accessible website via a robots.txt file and sitemap. Even after you confirm your site\u2019s accessibility, you can take the proactive step of submitting your site, pages, and sitemap to Google via Google Search Console.<\/p>\n\n\n\n The accessibility of your website should also extend to users. You want to create an intuitive and easy-to-use site<\/a> for users. If people struggle to use your website, you will struggle to rank in search results and maintain those rankings.<\/p>\n\n\n\n Now, are you ready to learn about all the SEO ranking factors behind your rankings?<\/p>\n\n\n\n Once you review (or bookmark) these articles, keep reading to learn all about search ranking factors!<\/p>\n\n\n\n The strength of your domain is a powerful SEO ranking factor.<\/p>\n\n\n\n Essentially, your domain is considered when users enter search queries that relate to your website. The more credibility you\u2019ve built through both on- and off-page factors, the more Google will prefer your domain.<\/p>\n\n\n\n According to Google, domain age doesn\u2019t matter<\/a> when it comes to ranking in Google search results. A previous Google Webmasters YouTube video<\/a> provides some more context, stating, \u201cThe difference between a domain that\u2019s six months old versus one-year-old is really not that big at all.\u201d<\/p>\n\n\n\n Domains registered for more than a year<\/a> appear more credible since they\u2019ve outlived the usual lifespan of doorway domains.<\/p>\n\n\n\n A Google patent supports this ranking factor, but some Google team members disagree. As one Google Webmaster Trends Analyst states<\/a>, \u201c[As far as I know] most registrars don\u2019t provide registration length anyway. That\u2019s not what you want to spend your SEO time on.\u201d<\/p>\n\n\n\n Sites that have gaps in registration or questionable histories may have trouble ranking well<\/a>. This Google ranking factor can become a problem when purchasing a domain from a third-party that used the domain for spam or black-hat purposes, for example.<\/p>\n\n\n\n \u201cBefore purchasing a domain<\/strong>, check its record with archive.org<\/strong>.\u201d<\/em><\/p><\/blockquote>\n\n\n\n Protect yourself before purchasing a domain by checking its history in archive.org<\/a>.<\/p>\n\n\n\n New pages on authoritative domains<\/a> will likely rank better than new pages on lesser-known domains. It\u2019s critical to note that domain authority isn\u2019t necessarily a ranking factor, but instead a predictor on the likelihood of one domain outranking another domain. That\u2019s why SEOs use and reference it.<\/p>\n\n\n\n Google can find parked domains<\/a>, and they\u2019re not ranked well since they provide a poor user experience. In 2011, Google even stated<\/a>, \u201cIn most cases, we prefer not to show them [parked domains],\u201d because they offer little-to-no value for users.<\/p>\n\n\n\n Hosting a quality website with an exact match domain (EMD), like \u201chotels.com,\u201d can help your rankings in search results some. However, in 2012, Google introduced an update<\/a> to penalize low-quality or spammy EMDs, like \u201cbuybluejeans.com.\u201d<\/p>\n\n\n\n While an EMD can help you, it\u2019s essential to make sure your site provides helpful content to users.<\/p>\n\n\n\n A country code<\/a>, like .tv, .cn, or .de, may help you rank in that country<\/a> because it signals that your content can help users in that country or region. It can also hinder your ability to rank globally, however.<\/p>\n\n\n\n Depending on your site\u2019s hosting plan, you may share a server with several other sites. If that\u2019s the case, and your shared server features spammy sites, it can potentially affect your website\u2019s ranking in Google search results.<\/p>\n\n\n\n According to Google Webmasters<\/a>, though, \u201cGoogle understands that shared web hosting happens. You can\u2019t really control or help who else is on that IP address of Class C subnet.\u201d It\u2019s more so when a server features 99 percent of spammy sites that Google may take a second look at your website.<\/p>\n\n\n\n If your domain ever gets flagged for spam<\/a>, it\u2019ll likely impact that site\u2019s performance negatively.<\/p>\n\n\n\n Even if you try to restore the site and remedy penalties, Google will often look at the website skeptically because spammers can use the tactic of destroying and restarting a domain to make it look trustworthy again.<\/p>\n\n\n\n Simple and descriptive URLs<\/a> help Google contextualize your page. While URLs serve as a minor Google ranking factor, they help crawlers and users understand what your page and website are about, which is why concise, to-the-point URLs are a smart way to go.<\/p>\n\n\n\n An easy-to-read URL<\/a> sends positive signals to Google\u2019s crawlers.<\/p>\n\n\n\n If you create a long, wordy URL, you make the lives of users (and the jobs of crawlers) difficult. A 2018 study by Ahrefs<\/a> also confirms that shorter, not longer URLs, generally perform better in search results. For the best results, keep to 50 to 60 characters<\/a> for your URLs.<\/p>\n\n\n\n Public WhoIs can help keep your site in good standing. And although it hasn\u2019t been addressed since Pubcon 2006, a Google team member said private WhoIs<\/a> isn\u2019t necessarily bad<\/em>, but it can raise some eyebrows in conjunction with other negative factors.<\/p>\n\n\n\n When looking at SEO ranking factors, it\u2019s also worth considering the impact of a penalized WhoIs owner. If the person that owns a site has a spammy, black-hat track record, Google may use that as a factor in ranking websites that the individual owns.<\/p>\n\n\n\n The physical location of your servers can affect rankings in location-focused queries. A Google Webmasters video<\/a>, for example, states, \u201cWe do absolutely try to return the most relevant results to each user in each country, and server location (in terms of IP address) is a factor in that.\u201d<\/p>\n\n\n\n Site SEO ranking factors cover the elements that you have sitewide.<\/p>\n\n\n\n This set of search engine ranking factors includes categories like infrastructure, stability, reliability, and more. If you want to maintain a strong position in SERPs, you must make sure your site operates like a well-oiled machine for search engines and users.<\/p>\n\n\n\n A Secure Sockets Layer (SSL) certificate provides your website\u2019s URL with the Hyper Text Transfer Protocol Secure (HTTPS) designation, which shows users that you have a secure site. Google uses HTTPS or SSL as a \u201cvery lightweight signal<\/a>,\u201d but it plays a significant part in building trust with users.<\/p>\n\n\n\n A site with clean, well-coded architecture<\/a> is easy for Google to crawl and index.<\/p>\n\n\n\n Google confirms this approach<\/a>, adding, \u201cWe should be able to crawl from one URL to any other URL on your website just by following the links on the page\u2026if that\u2019s not possible [such as by only having a sitemap for discovering URLs], then we lose a lot of context.\u201d<\/p>\n\n\n\n Websites that provide a smooth, intuitive interface<\/a> for visitors commonly rank better than those that are clunky and difficult to navigate. That\u2019s because sites with a poor usability score tend to drive high bounce rates, which serve as a ranking factor.<\/p>\n\n\n\n If your site frequently crashes<\/a> or experiences downtime, it may have trouble ranking well. Generally, if your website goes down for a few hours or a day, Google doesn\u2019t look at it any differently. It\u2019s when your site is unavailable for weeks that your search rankings may go down.<\/p>\n\n\n\n If you have good reviews<\/a> on sites like Yelp<\/a>, you could rank better than if the reviews were negative. Research in 2010<\/a> revealed, however, that companies could gain visibility with negative reviews. Google launched a quick fix at the time with plans to build on it.<\/p>\n\n\n\n Google looks for over-optimization factors to determine if a site should get penalized. A Google Webmaster Trends Analyst confirmed this SEO ranking factor<\/a>, stating, \u201cThat [over-optimization] is totally a thing\u2026It\u2019s literally optimizing so much that eventually it starts hurting.\u201d<\/p>\n\n\n\n Google likes to see new, unique, and \u201cfresh<\/a>\u201d content routinely on sites. According to Google team members, though, frequency doesn\u2019t guarantee<\/a> increased visibility in search results. Publishing more often, however, can help your business create more content to reach and attract your target audience.<\/p>\n\n\n\n Duplicate meta descriptions<\/a> can make it more difficult for Google to crawl and contextualize your pages. While Google doesn\u2019t usually penalize sites for duplicate content<\/a>, it sees duplicate content as a signal that your website doesn\u2019t have anything valuable to offer because it\u2019s identical across the board.<\/p>\n\n\n\n Meta descriptions<\/a> are essential to show users what is on your page before they click, so Google will penalize sites that either spam or mislead users in their meta descriptions. Aim to provide users with an original description that summarizes your page and motivates users to click.<\/p>\n\n\n\n Mobile-friendliness and responsive design<\/a> are now ranking factors for Google. Websites that aren\u2019t mobile-friendly can suffer in search engine results pages (SERPs) rankings. Use Google\u2019s Mobile-Friendly Test tool<\/a> to make sure your site checks off this SEO ranking factor.<\/p>\n\n\n\n Named for Hansel and Gretel\u2019s strategy to escape forests, breadcrumb navigation makes it easy for visitors and Google to look through your website. If you use breadcrumb navigation (hint: you should), follow Google\u2019s dedicated guidelines<\/a> for it.<\/p>\n\n\n\n An HTML sitemap<\/a> makes it easy for Google to crawl and index your website thoroughly. While it does not determine<\/a> your site or pages\u2019 ranking, it does help Google get more of your website crawled, which can result in better visibility in Google search results.<\/p>\n\n\n\n Even if you have a small site, create a sitemap and submit it to Google via Google Search Console.<\/p>\n\n\n\n Drastic changes to your site (like a site-wide redesign) may signal a timeliness factor to Google. A redesign, however, may harm your rankings for any factors that you\u2019ve changed along the way. For example, if the speed of your site and pages decrease, that can lower your position in search results.<\/p>\n\n\n\n A \u201ccontact us\u201d page may help a domain rank locally since it lists your name, address, and phone number<\/a> \u2014 three of the most valuable ranking factors in local SEO. Google\u2019s \u201cSearch Quality Evaluator Guidelines\u201d<\/a> even mention the importance of having contact information.<\/p>\n\n\n\n If a visitor is active on your page for a few minutes<\/a>, the page receives more credibility than if a visitor leaves after a few seconds. When someone stays on your site for a while, it\u2019s a positive signal that your website (and content) provide what that person needed and wanted at the moment.<\/p>\n\n\n\n A hacked website can also harm your visibility in search results (as demonstrated by the case study of Search Engine Land<\/a>). In some cases, Google may even deindex your site, removing it from search results entirely. If you suspect your site\u2019s been hacked, use Google\u2019s \u201cHelp for Hacked Sites\u201d<\/a> resource.<\/p>\n\n\n\n Almost everything you add onto a page can influence Google\u2019s perception of it, and following their recommended guidelines makes it easier for their bots to crawl your pages to find the information they need.<\/p>\n\n\n\n The more thorough you are with your page construction, the more likely your page will rank well.<\/p>\n\n\n\n It\u2019s possible that pages with microformat or structured data rank better than those without it.<\/p>\n\n\n\n According to Google<\/a>, \u201cThere\u2019s no generic ranking boost for [structured data] usage\u2026However, [structured data<\/a>] can make it easier to understand what the page is about, which can make it easier to show where it\u2019s relevant.\u201d<\/p>\n\n\n\n The faster your page loads, the better<\/a> it will rank in mobile<\/a> and desktop search results<\/a>.<\/p>\n\n\n\n Google uses page speed as an SEO ranking factor because it plays a monumental role in the user experience. According to Google<\/a>, \u201cUsers want to find answers to their questions quickly and data shows that people really care about how quickly their pages load.\u201d<\/p>\n\n\n\n Check the speed of your site\u2019s pages with Google\u2019s PageSpeed Insights<\/a> tool.<\/p>\n\n\n\n Another Google-specific ranking factor is page speed in Chrome browsers<\/a>. Google will pull data from Chrome users<\/a> to deliver PageSpeed Insights scores. This feature provides your business with direct insight into how most users will experience your site and its speed.<\/p>\n\n\n\n Efficient coding<\/a> and complying with W3C guidelines may not be strong SEO ranking factors, but they help. While Google doesn\u2019t provide a boost for top-notch coding<\/a>, it does penalize extremely coded, excessively large pages by not even indexing them in some cases.<\/p>\n\n\n\n A doorway page<\/a> doesn\u2019t help your rankings in Google search results. It\u2019s a negative Google ranking factor because these pages funnel users to the same destination. For example, someone may click three different pages in the same search result and get redirected to the same page.<\/p>\n\n\n\n Internal linking is a critical part of any SEO strategy<\/a>. It\u2019s also why many SEOs suspect that the closer a page is to your homepage, the better the chance it has to rank higher in search results, especially competitive ones.<\/p>\n\n\n\n PageRank<\/a> is a core part of Google\u2019s ranking factors. Google even mentioned<\/a> in 2017 that, \u201cafter 18 years, we\u2019re still using PageRank.\u201d Generally, a higher PageRank tends to correlate<\/a> to more authoritative pages.<\/p>\n\n\n\n Aged evergreen content<\/a> that is appropriately targeted can rank highly for relevant keywords. If you want to make the most of this ranking factor, however, it\u2019s essential to update evergreen pages<\/a> to ensure they remain accurate and up-to-date to provide users with the most value.<\/p>\n\n\n\n Organization matters when it comes to ranking on Google. By creating relevant categories<\/a> for your pages, like \u201chttps:\/\/www.example.com\/products\/shoes\u201d to house footwear product pages, you can send a positive signal to Google.<\/p>\n\n\n\n Citing quality references for a claim can signal quality on your behalf, or at least make you more trustworthy for visitors. While Google denies that outgoing links<\/a> serve as a Google ranking factor, a study found<\/a> that relevant outgoing links to trusted, authoritative sites do influence rankings.<\/p>\n\n\n\n An attractive, intuitive, and engaging page layout<\/a> that shows the main content immediately \u2014 without intrusive ads<\/a> \u2014 is important to your page\u2019s rankings. In 2012, Google launched an update that focused on this SEO ranking factor and confirmed in 2017<\/a> that it\u2019s still a vital part of SEO.<\/p>\n\n\n\n There is frequent debate over content tabs as a Google ranking factor.<\/p>\n\n\n\n While Google says it does crawl and index content hidden in tabs<\/a>, studies have found the opposite. If you\u2019re looking to create a mobile-friendly website, it\u2019s best to stay away from tabs because of how they impact the mobile user experience.<\/p>\n\n\n\n According to Google, the number of pages on your site<\/a> means nothing when it comes to Google ranking factors. Many SEOs focus on this factor, however, because additional pages can help your target more keywords, plus show Google that you\u2019re not an affiliate site.<\/p>\n\n\n\n No matter how much content you create for your website, make sure it\u2019s original and helpful<\/a>.<\/p>\n\n\n\n An indirect ranking factor is the location of a page in your sitemap. Again, a sitemap does not determine<\/a> the actual ranking of your pages. Instead, a sitemap can help Google find, crawl, and index your website faster, which can put it on the map in search results.<\/p>\n\n\n\n If you place a page higher in your sitemap, it will likely get served first by Google\u2019s crawlers.<\/p>\n\n\n\n In the event you have duplicate content on pages, a canonical tag (also known as rel=canonical<\/a>) will tell Google which page you want to show up in search results. A canonical tag is also helpful because it influences other SEO ranking factors, like syndicated content.<\/p>\n\n\n\n Using spammy or flashing ads<\/a> to distract users from a page\u2019s content can make websites rank lower in SERPs. Google confirms its position on this SEO ranking factor in its \u201cSearch Quality Evaluator Guidelines.\u201d<\/p>\n\n\n\n The guidelines recommend avoiding ads<\/a> that are:<\/p>\n\n\n\n For the best results and visibility, focus on your user first when it comes to allowing ads on your site.<\/p>\n\n\n\n Google penalizes sites with ads<\/a> and thin content in the upper portions, also called \u201cabove the fold\u201d of their pages. This ranking factor emphasizes user experience. If you want to rank at the top of Google search results, you need to prioritize the user experience.<\/p>\n\n\n\n While some Google team members<\/a> wouldn\u2019t, \u201cwaste a lot of time [creating tags] because Google\u2026can normally tell what your post is about,\u201d using tags on WordPress (if you use WordPress) can help show the relationship<\/a> between multiple posts.<\/p>\n\n\n\n Like your site, you can also over-optimize individual pages. If you optimize your pages with irrelevant or \u201ctoxic\u201d assets,<\/a> Google will penalize your page in SERPs. Additional examples of over-optimization include keyword stuffing and multiple H1 headers on a single page.<\/p>\n\n\n\n For a few years now, Google team members have said that bounce rate isn\u2019t the best SEO ranking factor<\/a> because it\u2019s easy to spam. That\u2019s hasn\u2019t stopped SEOs from looking at bounce rate as a ranking factor though, because it can often indicate when a page isn\u2019t delivering on user expectations.<\/p>\n\n\n\n Even though Google debunked this myth, research has shown that bounce rate seems to play a role in the SERPs. A 2017 study by SEMrush of more than 600,000 keywords, for example, found that bounce rate was an important factor<\/a> when it came to rankings.<\/p>\n\n\n\n Google demotes pages based on repeat DMCA complaints<\/a>. The DMCA or Digital Millennium Copyright Act protects copyrighted material, like videos, audio, text, and images. If you receive a DMCA complaint, that means your site hosts copyrighted material without permission.<\/p>\n\n\n\n Sites that acquire more direct traffic<\/a> are more likely to be high-quality sites in Google\u2019s eyes, especially if site visitors are using Chrome. The 2017 SEMrush study, as well as a cognitiveSEO case study<\/a>, supports this SEO ranking factor<\/a>, rating direct website visits as the most important ranking factor.<\/p>\n\n\n\n If users return to your page<\/a>, you\u2019ll likely receive a boost in your rankings. You can drive repeat visits<\/a> to your pages a few ways, like by publishing articles focused on the latest happenings in your industry and in-depth guides on a topic that matters to your readers.<\/p>\n\n\n\n TrustRank<\/a> is a core part of Google\u2019s approach to combatting webspam. It measures trust signals, which can include your Privacy Policy<\/a> and Terms of Service<\/a> pages. Create these pages on your website to send Google a positive signal when it comes to your site and its trustworthiness.<\/p>\n\n\n\n Content is king, and content is a valuable addition to any digital marketing strategy.<\/p>\n\n\n\n These SEO ranking factors can also be some of the most fun to optimize since they give bloggers, designers, and other content creators the chance to discuss personal passions, related news, and provide content that offers actual value to real people.<\/p>\n\n\n\n If you produce content made for search engine users and provide them with a quality experience, Google will like you more.<\/p>\n\n\n\n The length of content<\/a> you have on a page reflects an attention to detail and quality, as opposed to shorter, less helpful alternatives. Studies also show<\/a> that longer content receives more social shares (which can also serve as an indirect ranking factor), organic traffic, and higher rankings.<\/p>\n\n\n\n How you structure your content can also influence its performance in search results. If you include a table of contents, for example, some SERPs may use these headings as sitelinks, which can improve ranking factors like click-through rate (CTR)<\/a> and organic traffic.<\/p>\n\n\n\n While not a direct Google ranking factor<\/a>, Google recommends looking at grammar and spelling<\/a> as a signal. That\u2019s because proper grammar and spelling correlate with higher page rank and reputation. Plus, the \u201cSearch Quality Evaluator Guidelines\u201d<\/a> frequently mentions spelling, grammar, and punctuation.<\/p>\n\n\n\n A team member of Google\u2019s search quality team previously said<\/a>, \u201cI would think about the words that the user is going to type, which is typically going to be\u2026the regular words, rather than the super-scientific stuff. You can find both ways to use them, but\u2026err on the side of clarity if you can.\u201d<\/p>\n\n\n\n The team member also confirmed that the reading level isn\u2019t a massive Google ranking factor. It can, however, influence the experience of users on your page. If they can\u2019t understand what you\u2019re explaining, they aren\u2019t going to stay on your site or return to it when they\u2019re looking to learn more.<\/p>\n\n\n\n In recent updates, Google\u2019s focused on improving \u201cYour Money, Your Life\u201d or YMYL results. Its \u201cSearch Quality Evaluator Guidelines\u201d<\/a> even mention that Google maintains, \u201cvery high Page Quality rating standards\u201d for YMYL pages \u2014 specifically expertise, authoritativeness, and trustworthiness or E-A-T.<\/p>\n\n\n\n According to a recent white paper<\/a>, Google says it tries to determine E-A-T via:<\/p>\n\n\n\n For your content to succeed and rank for YMYL queries, you need to match E-A-T standards.<\/p>\n\n\n\n Co-occurrences<\/a> happen when the words around a backlink show Google what a piece of content is about. For example, if you publish a blog post with a backlink to a recipe, Google may look at the words around it, like \u201cbaking\u201d and \u201cquick dessert\u201d to determine that it\u2019s a quick baking recipe for a dessert.<\/p>\n\n\n\n The launch of Hummingbird<\/a> and RankBrain helped Google\u2019s ranking factors go beyond keywords. That\u2019s why, if you use a variety of terms related to the keyword<\/a> you want to rank for (instead of just repeating the keyword itself), your ranking may increase.<\/p>\n\n\n\n According to Google<\/a>, \u201cOne of the best ways to [have a well-rounded site] is to have fantastic, interesting, useful content.\u201d Useful content<\/a> may rank better than other content because it provides a better user experience for searchers. Plus, it naturally entices links.<\/p>\n\n\n\n \u201cOne of the best ways to [have a well-rounded site]<\/strong> is to have fantastic, interesting, useful content<\/strong>.\u201d<\/em><\/p><\/blockquote>\n\n\n\n Keep in mind, though, that quality and usefulness aren\u2019t the same things<\/a>. You need to combine the two to create A-plus content. Think about your reading level, for example, and your audience to write useful yet high-quality content.<\/p>\n\n\n\n Content that shows thought and insight<\/a> is the cornerstone of quality. It also helps a piece of content rank for the long haul. Focus on making your content not only original but also insightful and helpful, like by including your unique experiences.<\/p>\n\n\n\n Having on-page content that is 100 percent unique tells Google that your page is one-of-a-kind. Original content is a critical SEO ranking factor because it matters to users immensely. If you aren\u2019t providing the content that people want, you aren\u2019t going to rank where you want.<\/p>\n\n\n\n The holistic approach to content<\/a> covers topics fully. It addresses the core topic, plus similar issues for a conveniently packaged piece of information. For example, if you\u2019re writing about general car maintenance, your guide may cover what that includes, how much it costs, and more.<\/p>\n\n\n\n Syndicated content<\/a> must be incorporated carefully to rank well in Google searches.<\/p>\n\n\n\n<\/figure><\/div>\n\n\n\n<\/figure><\/div>\n\n\n\n2. Page speed<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n3. Links<\/h4>\n\n\n\n
4. On-page optimization<\/h4>\n\n\n\n
5. Accessible website<\/h4>\n\n\n\n
SEO Ranking Factors: Domain<\/h2>\n\n\n\n
<\/figure><\/div>\n\n\n\n1. Domain Age<\/h4>\n\n\n\n
2. Domain Registration Length<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n3. Domain History<\/h4>\n\n\n\n
4. Domain Authority if Page Host<\/h4>\n\n\n\n
5. Parked Domains<\/h4>\n\n\n\n
6. Exact Match Domain<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n7. Country-Specific TLD or Extensions<\/h4>\n\n\n\n
8. Server Flagged as Spam<\/h4>\n\n\n\n
9. Domain Flagged as Spam<\/h4>\n\n\n\n
10. Concise URLs<\/h4>\n\n\n\n
11. URL String<\/h4>\n\n\n\n
12. Public vs. Private WhoIs<\/h4>\n\n\n\n
13. Spammy WhoIs Owner<\/h4>\n\n\n\n
14. Server Locations<\/h4>\n\n\n\n
SEO Ranking Factors: Site<\/h2>\n\n\n\n
<\/figure><\/div>\n\n\n\n15. SSL \/ HTTPS<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n16. Site Architecture<\/h4>\n\n\n\n
17. Site Usability<\/h4>\n\n\n\n
18. Site Reliability or Uptime<\/h4>\n\n\n\n
19. Site Reputation or Reviews<\/h4>\n\n\n\n
20. Site Over-Optimization<\/h4>\n\n\n\n
21. Frequency of Site Updates<\/h4>\n\n\n\n
22. Duplicate Meta Descriptions Across Site<\/h4>\n\n\n\n
23. Spammy Meta Descriptions<\/h4>\n\n\n\n
24. Mobile-Friendly or Responsive Site Design<\/h4>\n\n\n\n
25. Breadcrumb Navigation<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n26. HTML Sitemap<\/h4>\n\n\n\n
27. Site-Wide Content Changes<\/h4>\n\n\n\n
28. \u201cContact Us\u201d Pages<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n29. Time on Site<\/h4>\n\n\n\n
<\/a><\/figure><\/div>\n\n\n\n30. Hacked Site<\/h4>\n\n\n\n
SEO Ranking Factors: Page<\/h2>\n\n\n\n
<\/figure><\/div>\n\n\n\n31. Microformat or Structured Data Support<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n32. Page Loading Speed<\/h4>\n\n\n\n
<\/a><\/figure><\/div>\n\n\n\n33. Page Speed in Chrome<\/h4>\n\n\n\n
34. Code and W3C Compliance<\/h4>\n\n\n\n
35. Doorway Pages<\/h4>\n\n\n\n
36. Page Proximity to Homepage<\/h4>\n\n\n\n
37. PageRank<\/h4>\n\n\n\n
38. Page Age<\/h4>\n\n\n\n
39. Page Categorization<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n40. Page Sources<\/h4>\n\n\n\n
41. Page Layout<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n42. Tabs<\/h4>\n\n\n\n
43. Page Quantity<\/h4>\n\n\n\n
44. Page Location in Sitemap<\/h4>\n\n\n\n
45. Rel=Canonical Tags<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n46. Popups and Distracting Ads<\/h4>\n\n\n\n
47. Ads \u201cAbove the Fold\u201d<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n48. WordPress Tags<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n49. Page Over-Optimization<\/h4>\n\n\n\n
50. Bounce Rate<\/h4>\n\n\n\n
<\/figure>\n\n\n\n51. DMCA<\/h4>\n\n\n\n
52. Direct Traffic<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n53. Repeat Traffic<\/h4>\n\n\n\n
54. Terms of Service and Privacy Policy Pages<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\nSEO Ranking Factors: Content<\/h2>\n\n\n\n
<\/figure><\/div>\n\n\n\n55. Content Length<\/h4>\n\n\n\n
56. Content Structure<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n57. Grammar and Spelling<\/h4>\n\n\n\n
58. Reading Level<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n59. YMYL<\/h4>\n\n\n\n
60. Co-occurrences<\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n\n61. Relevant Terms or Semantic Search<\/h4>\n\n\n\n
62. Quality and Usefulness<\/h4>\n\n\n\n
63. Insightful Content<\/h4>\n\n\n\n
64. Unique Content<\/h4>\n\n\n\n
65. Holistic Content<\/h4>\n\n\n\n
66. Syndicated Content<\/h4>\n\n\n\n