SEO Expertise:
The 50 Most Important Google Ranking Factors

As a website owner, your goal is, of course, to attract as many visitors as possible to your site, right? The best way to achieve that is by having your online presence appear high in the Google search results and gaining the attention of users.

The positioning of pages in the search results is determined by the Google algorithm. This algorithm works with various ranking factors to evaluate a website.

We have compiled the ultimate list of the 50 most important ranking criteria that can propel your site to the top positions on Google.

How many Google Ranking Factors are there?

Google takes into account approximately 200 factors when ranking pages. Some of these ranking criteria are known, while others are kept secret by the search engine operators to prevent manipulation.

These factors are regularly adjusted to provide users with the best possible experience. Thus, some criteria, such as keyword density, have lost significance over time.

Therefore, working as an SEO involves making adjustments and recognizing patterns. It can be helpful to rely on certain ranking factors that have already been tested and improve the quality of the content.

Quality is a characteristic that Google places great value on. To understand how Google measures this quality, see our comprehensive list of Google Ranking Factors.

What are the most important Google Ranking Factors?

We have compiled a list of the 50 most important ranking factors and SEO criteria for you. Some of them are based on a significant study by Backlinko, which analyzed over 11.8 million search results. Many of these criteria are based on our daily experiences in the SEO field.

Certain factors directly influence the ranking, while others do so indirectly - we have not explicitly separated them. The aim is to give you a rough understanding of what Google expects from websites.

Domain Factors

The domain itself gives Google insights into the quality of the respective website. Domain authority and domain history, in particular, significantly influence the ranking.

1. Domain Authority
Domain Authority is the most important domain criterion and indicates that a website has such high relevance for users that it is considered a reference for a particular topic. The website is seen as providing the best information on a topic and is consequently ranked high. The quality of this domain is measured by external links and their relevance.

2. Domain History
Google evaluates how many times a domain has been registered in the past and what the previous owner did with it. In the worst case, if the previous owner was penalized, it can lead to a lower ranking. In such a case, you can ask Google to reset the domain history.

3. Domain Age
The age of the domain is also a ranking factor for Google. The search engine takes into account when the website was first indexed and linked.

4. Country-Specific Domain Extension
A country-specific domain extension (e.g., ".de" for Germany) is good for ranking in the respective country but may lower the ranking in other regions.

User Signals

User signals occur when visitors interact with a website. Positive user signals show Google that users like the website. As a result, the search engine considers it relevant to other users, leading to an improved ranking.

1. Dwell Time
A long dwell time on the website is a signal to Google that users like the content. However, this factor can be interpreted differently if, for example, users stay longer on the page because they can't find specific content. Generally, users tend to leave immediately if they don't find what they are looking for.

2. Click Through Rate (CTR)
This value indicates how many people actually click on an internet ad. A high CTR leads to a better Google ranking.

3. Conversion Rate
A conversion is a specific user action on a website (e.g., purchasing a product or subscribing to a newsletter). Many conversions indicate that the content of the website was convincing.

4. Bounce Rate
The bounce rate indicates how many users click the "Back" button immediately after landing on a website. Frequent bouncing, also known as "Pogo-Sticking," is interpreted by Google as dissatisfaction and can result in a lower ranking.

5. Repeat Traffic
Repeat traffic means that users return to the website multiple times. This can be a sign that the content is highly relevant.

Keyword Factors

Keywords are still an important ranking factor for Google in 2022. However, the search engine not only checks individual keywords but also whether the rest of the content is relevant to the main keyword. Therefore, consider the keyword factors as a recommendation and avoid overusing them.

1. Keyword in Title Tag
Having the keyword in the title tag, preferably near the beginning, is an important indication for ranking.

2. Keyword at the Beginning of a Domain
It is better for ranking if the main keyword is at the beginning of the domain rather than in the middle or at the end.

3. Keyword in Meta Description
Including the keyword in the meta description can increase click-through rates and improve the website's position.

4. Keyword in Headings
The keyword in the H1 heading still appears to be an important signal for Google. Keywords in H2 and H3 headings also indicate to the search engine that these words are important.

5. Keyword in Text
Naturally, you should use your keyword in the text. However, avoid keyword stuffing, which means excessively using keywords. Instead, you can use grammatical variations of the keywords, as Google can recognize them well.

6. Keyword in the First 100 Words
Including the keyword in the first 100 words of the content is still associated with a good ranking.

7. Keyword in Alt Attribute
The alt attribute and title attribute for images help Google recognize graphical content better. Here too, it is better to place the keyword near the beginning.

8. Keyword Density
Keyword density is not such an important ranking factor in 2022. In the past, it was misused to force a high ranking, which negatively affected the readability of the text. Nowadays, Google can also recognize thematically related words and synonyms.

9. LSI Keywords in the Text
LSI (Latent Semantic Indexing) keywords are words that are contextually related to another keyword and help the search engine classify the content. This is especially important when a keyword can have two different meanings. For example, if you write about the word "bank," LSI keywords like "money" or "credit" can show the search engine that you do not mean the furniture. LSI keywords are also an indication that your content is comprehensive, contributing to the overall quality of the page.

10. LSI Keywords in Title Tag and Meta Description
Just like regular keywords, LSI keywords can be used in the title tag and meta description to signal relevance.

Link Factors

Just like keywords, links are a well-measured value for Google. While their importance is diminishing, they still have relevance as an SEO criterion.

1. Backlinks from Relevant Websites
According to the Backlinko study, websites with many backlinks tend to rank higher. According to their analysis, the search results on position 1 of the SERP have 3.8 times more backlinks than the results on positions 2 to 10.

Backlinks are the basis of the so-called "PageRank," which is the foundation of the Google algorithm that arranges search results. However, it's not just the number of links that matters but also the authority and relevance of the linking sites. A high relevance is present when the linking websites are thematically related to the target page and the links are naturally generated.

For example, if you write about fitness and a fitness coach's homepage links to your page, then you have a relevant backlink.

2. Canonical Links if Duplicate Content Is Unavoidable
Canonical links, marked with rel="canonical," help to avoid duplicate content. They can be used when the same content is accessible via different URLs. Google then recognizes that it's duplicate content and refers to the original page. These links are particularly essential for online shops that frequently have duplicate content for product variations.

3. Internal Links with Optimized Anchor Texts
Internal links help to cover the topic in-depth, creating holistic content that Google evaluates positively. However, the links should not be simply titled "here" but should have meaningful anchor text. Use the anchor text to describe the topic of the linked page.

4. Use Affiliate Links Moderately
A few affiliate links won't harm the content. However, they should be used moderately; otherwise, Google might identify it as spam.

5. No Broken Links
Broken links, which lead to a webpage that no longer exists, are a sign of poor quality and a poorly maintained website, which negatively affects the ranking.

Content Factors

Google recognizes that users need informative content to meet their needs. Therefore, it's primarily the content that must convince the user.

1. Depth of Topic Coverage
The more comprehensive a topic is covered, the higher the quality of the content. A generic text that does not focus on any specific topic and only touches on each point superficially will not be helpful to readers. With internal links, you can create an extensive content structure that covers all questions and follow-up questions of your users.

2. Search Intent
Search intent and SEO are absolutely inseparable. The search intent is the intention with which a search query is made on Google. When the search intent of the user is met, it leads to positive user signals. Google can then evaluate these signals and interpret the website content as relevant.

3. Freshness of Content
The importance of this factor depends on the specific content. Information about the coronavirus needs to be updated constantly, while a guide on how to clean windows properly can be older. Simply look at your competitor's pages and see how up-to-date their content is.

4. Regularity of Updates
Google also recognizes how often updates are made and how well the content is maintained. An older website that is regularly updated may rank better than a completely newly created site.

5. Extent of Updates
The search engine not only evaluates the regularity of updates but also their extent. There's a difference between making significant changes to the content versus making just a few minor adjustments.

6. Length of Content
The length of the content is not the sole ranking factor. While longer texts with 1000 words or more are generally better, long texts will only rank well if they are consistently well-optimized. Therefore, focus on consistently providing your users with valuable information, and avoid unnecessarily bloating your texts.

7. EAT (Expertise, Authoritativeness, Trustworthiness)
EAT stands for Expertise, Authoritativeness, and Trustworthiness. EAT is described in Google's "Search Quality Evaluator Guidelines" as a quality standard for websites, focusing on the author of website content:

8. Helpful Website Tools
Anything that makes it easier for your users to use the website is a quality indicator. Website tools such as currency converters offer users added value, which can impact the ranking.

9. Accuracy of Content
Google also evaluates websites based on whether the content is accurate and reliable. This factor is particularly important for YMYL (Your Money, Your Life) content, which includes financial and health-related topics. According to Google, these websites can influence the well-being of users. Incorrect information in such content can not only have a negative impact on users but can also be dangerous in the worst case (e.g., for medical topics).

10. Unique Content
Unique content is highly valued by Google. If you copy content from other sites, Google will consider it as duplicate content, and you may be penalized. Unique content means writing in your individual style, introducing new terms, or presenting creative examples.

11. Grammar and Spelling
Correct grammar and spelling are also quality indicators of content and indirectly influence the page's ranking. Incorrect spelling can make readers feel put off and result in them bouncing off the page. So, have your texts proofread.

12. Language
Again, this is an indirect ranking factor. Ensure that the language in your text is simple and understandable. Avoid using too many technical terms and make reading as easy as possible for your users. Use short sentences and make clear statements.

13. Human Editors
Although not officially confirmed, it is believed that Google employs human quality raters to fine-tune the content evaluation of websites. This is partly because machine-based interpretation of content factors is comparatively challenging.

14. Contact Page
Google prefers websites that make it easy for users to access contact information for the site operator.

Design Factors

In times when the internet is no longer just endless text passages, the design of a website is enormously important. Users often decide within a few seconds whether to stay on a page or not. If your website is attractively designed, it increases the chances of users staying on your page.

1. Image Optimization
A detailed description of images in the alt tag helps the search engine to better understand the content. Images should be relatively small so that they can be displayed easily and load faster.

2. Multimedia Content
Images and videos are easy to consume and remain in the memory of users for a longer time. For this reason, graphical elements are becoming increasingly important ranking criteria. Consider presenting certain content in video or image format.

3. User-Friendly Layout / User Experience
Anything that makes it easier for users to navigate and orient themselves on the website leads to positive user signals. These signals are essential for achieving a top ranking. Users must be able to find their way around the site and navigate through the content easily. This includes a clear page structure, graphical elements, list elements, bold highlights, and short paragraphs. Too many distracting elements, such as annoying pop-ups, can negatively affect the user experience.

Other Factors

1. Loading Times
Long loading times can lead to a higher bounce rate, which in turn negatively affects the ranking.

2. Structured Data
Structured data involves marking and structuring the content of a website in a way that the search engine can interpret and index it more easily. This assistance for the search engine has a positive impact on the ranking.

3. URL Length
According to Backlinko, there is a low correlation between URL length and Google ranking. Shorter URLs tend to achieve higher rankings.

4. URL Path
The URL path describes how many times you need to click on a link to get from the homepage to a subpage. A shorter URL path is good for ranking.

5. Linked Table of Contents
A linked table of contents can help Google better interpret the content of a webpage.

6. HTTPS
Encryption with HTTPS contributes to the overall security of the website and therefore has a small influence on the page's ranking. For users, it can be a sign of trustworthiness.

7. HTML Errors
HTML errors are a sign of poor quality and can negatively affect the website's positioning.

8. Social Media Signals
Content that is shared and liked on social media channels can indirectly improve your ranking because it contributes to greater brand awareness.

9. Mobile Friendly
A large portion of search queries are now made through smartphones. To ensure that your users can comfortably use your website on their mobile devices, make sure to make your site mobile-friendly. This includes ensuring that the website is easily readable on smartphones and that links and buttons can be easily clicked.

If you want to know whether your online presence needs further optimization, request our free SEO check, and your website will be manually analyzed by our experts. You will receive a detailed SEO report and concrete recommendations for optimization.