When it comes to ranking on Google, the search giant doesn’t use just a handful of metrics. It's a complex web of over 200 signals that influence your website’s visibility in 2025. And, not every signal carries the same weight, and not all of them are confirmed.

In this guide, we’re not just listing ranking factors, we’re unpacking them. You’ll find out which elements are confirmed, which are likely, and which are myths still circulating the SEO world. We’ll walk through each factor clearly, with evidence-backed explanations and practical tips you can actually implement.

Whether you're a content strategist, technical SEO, or just trying to understand how Google works in 2025. This guide will serve as your comprehensive reference.

Let’s start with where everything begins: your domain.

Domain-Level SEO Factors

Domain-related factors form the groundwork of how Google interprets your site’s identity and trust. Although modern SEO places more weight on content and user experience, domain-level signals still play a role particularly in terms of trust, relevance, and indexing.

Here are the key domain-level SEO factors you should understand:

1. Domain Age

Ranking Factor? Yes – but minimal weight

Older domains can sometimes have a slight advantage, especially if they’ve built consistent authority and backlinks over time. However, Google has stated that domain age alone doesn’t provide a strong ranking advantage.

Tip: Focus more on content consistency and link authority than the age of the domain.

2. Domain Registration Length

Ranking Factor? Maybe

Some believe domains registered for longer periods signal long-term legitimacy. Google has downplayed this, and there’s no direct evidence that it impacts rankings.

3. Keyword in Domain Name

Ranking Factor? Maybe – formerly more influential

Once considered crucial, having an exact-match domain (EMD) gives a site a major SEO advantage. Today, it offers limited value, and Google is more concerned with content quality.

Caution: Don’t rely on keyword-rich domains alone. They’re not a substitute for quality content or authority.

4. Public vs Private WHOIS Data

Ranking Factor? Maybe

If your WHOIS information is private, it may raise flags for Google especially if spam is detected. But for most legitimate sites, it likely has no impact.

5. Penalised Domain History

Ranking Factor? Yes

If a domain has previously been penalised or deindexed, it can affect its ability to rank well even under new ownership. Google does maintain a historical understanding of domains.

Tip: Before buying a domain, use tools like Wayback Machine and the Google Transparency Report to check its history.

6. Country Code Top-Level Domains (ccTLDs)

Ranking Factor? Yes (for localisation)

Domains like .uk, .ca, or .de send strong localisation signals. They help websites rank better in their target country but can restrict international visibility.

7. Brandable vs Keyword Domains

Ranking Factor? No direct impact

Google doesn’t prefer brandable names like Zapier.com over descriptive ones like OnlineCalendarTool.com. However, brandable domains often do better over time thanks to user recall, backlinks, and branded searches.

8. HTTPS/SSL at Domain Level

Ranking Factor? Yes

While HTTPS is technically a page-level signal, most domains secure the entire site. A secure domain (https://) is a confirmed ranking factor, offering a minor but real boost.

9. Parked Domains

Ranking Factor? Yes – but negatively

Google actively identifies and devalues parked domains (a registered domain name that is not currently associated with a website or active content) with no meaningful content. Make sure your domain has an active site if you want it indexed and ranked.

10. Domain History as an Expired or Auctioned Site

Ranking Factor? Yes

If your domain was previously expired or auctioned especially with spammy backlinks or poor-quality content, it can carry residual penalties. Domain age won’t help if its past is toxic.

Page-Level Content SEO Factors

Page-level content factors play a central role in determining how individual pages rank in Google’s search results. The goal is simple: provide valuable, relevant, and trustworthy information that satisfies the user’s intent.

In 2025, Google’s algorithms have become increasingly adept at assessing content quality, relevance, and user engagement. 

Here's a detailed breakdown of all the major page-level content ranking factors:

11. Content Quality and Depth

Ranking Factor? Yes

Google prioritises content that is original, well-researched, and informative. Shallow or surface-level content generally underperforms unless it's intentionally concise to match user intent.

Tip: Aim to fully satisfy search intent whether the user wants a quick answer or an in-depth tutorial.

12. Keyword Placement (Title, H1, Content Body)

Ranking Factor? Yes

Using your primary keyword in key locations like the title tag, H1 heading, and early in the content still matters. It helps Google understand the page’s topic.

13. TF-IDF and Keyword Variants

Ranking Factor? Yes (Indirect)

Rather than keyword stuffing, Google evaluates how well your content covers a topic by analysing term relevance and variations (aka TF-IDF).

Tip: Use tools like SurferSEO or Frase to optimise topical depth without spamming keywords.

14. Content Uniqueness

Ranking Factor? Yes

Duplicated or scraped content doesn’t perform well. Google prefers original perspectives, case studies, and language that hasn’t been copied elsewhere.

15. Content Freshness

Ranking Factor? Yes – query-dependent

For topics like news, trends, and timely updates, Google prefers recently updated content. Evergreen topics, however, may not require frequent updates.

16. Topical Authority

Ranking Factor? Yes – builds over time

If your site consistently publishes high-quality content on a specific subject, Google begins to see you as an authority which helps all related pages rank better.

17. Search Intent Alignment

Ranking Factor? Yes

Matching user intent (informational, transactional, navigational, or local) is essential. Even well-written content won’t rank if it doesn’t align with why the user is searching.

18. Readability and Clarity

Ranking Factor? Maybe – UX signal

Although not a direct ranking factor, content that’s easy to read and well-structured increases time on page and reduces bounce both indirect SEO boosters.

Tip: Use tools like Hemingway App or Grammarly to improve clarity, sentence structure, and flow.

19. Content Length

Ranking Factor? Maybe – context matters

Longer content often ranks better if it provides more value, but Google has confirmed there’s no ideal word count. Short answers can rank for simple queries.

20. Spelling & Grammar

Ranking Factor? No – but user-facing

While not a Google ranking factor, frequent errors hurt trust and readability. Human users notice and that could lead to higher bounce rates.

21. Embedded Media (Images, Videos, Graphics)

Ranking Factor? No direct impact – indirect benefit

Google doesn’t rank you higher for adding visuals, but images, videos, and diagrams improve user experience, engagement, and dwell time.

22. Internal Linking Within Content

Ranking Factor? Yes

Adding contextual internal links improves crawlability and shows Google how your content fits into a broader topic. It also passes link equity between related pages.

23. External (Outbound) Links

Ranking Factor? Yes (indirect)

Linking to high-quality external sources provides credibility and context. Avoid spammy or irrelevant links, as these can lower trust.

24. Content Accuracy & Factuality

Ranking Factor? Yes – for YMYL topics

For “Your Money or Your Life” content (health, finance, legal), accuracy and fact-checking are critical. Google penalises false or misleading information.

25. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Ranking Factor? Yes – high importance

Google rewards content written by people with first-hand experience and professional expertise especially in sensitive fields like healthcare, education, or finance.

For example, a dentist writing about oral health will likely rank better than a general blogger rephrasing the same content.

26. Semantic Keywords

Ranking Factor? No – but helpful

Semantic keywords (e.g. “money”, “saving” in an article about high-yield savings accounts) help flesh out the topic. They're not ranking factors themselves but support context.

27. Use of Structured Data (Schema Markup)

Ranking Factor? Yes

Adding schema helps Google understand what your page is about. While it doesn’t directly boost rankings, it can improve how your result appears (rich snippets, FAQs, reviews).

28. Interactive Content (Quizzes, Calculators, Tools)

Ranking Factor? No – but increases engagement

Interactive content keeps users on your site longer, which can send positive engagement signals to Google, boosting SEO indirectly.

29. Original Research or Unique Data

Ranking Factor? Yes – indirect but powerful

Pages with first-party data, studies, and surveys tend to earn more links and citations, boosting domain authority and search visibility.

30. Content Update Frequency

Ranking Factor? Yes (for some queries)

Regularly updating important content (e.g., “Latest AI Trends in 2025”) signals freshness and ensures continued relevance, helping maintain rankings.

Page-Level Technical SEO Factors

While content quality is king, technical optimisation ensures your content is actually discoverable and accessible to users and search engines alike. These page-level technical factors focus on how your web pages are built, loaded, and understood by crawlers like Googlebot.

Here’s a detailed breakdown of the key technical SEO elements that influence search rankings at the individual page level:

31. Crawlability of the Page

Ranking Factor? Yes

If search engines can't crawl your page due to robots.txt restrictions or noindex tags, it won’t appear in search results no matter how valuable the content is.

Tip: Use Google Search Console to ensure your pages are being crawled and indexed.

32. Indexability

Ranking Factor? Yes

Just because a page is crawlable doesn’t mean it’s indexable. Ensure important pages are not blocked by meta tags or canonicalisation issues that prevent indexing.

33. Mobile-Friendly Design

Ranking Factor? Yes

With Google’s mobile-first indexing, the mobile version of your site is now the default for indexing and ranking. Non-mobile-friendly pages lose ground fast.

Check: Use PageSpeed Insights to identify and fix mobile usability issues.

34. HTTPS Protocol

Ranking Factor? Yes

Google has confirmed that HTTPS is a ranking factor. Secure pages (with an SSL certificate) inspire user trust and meet basic web security standards.

35. Page Speed (Core Web Vitals)

Ranking Factor? Yes

Google uses Core Web Vitals (LCP, INP, CLS) to evaluate user experience. Pages that load slowly or shift content around score poorly and may lose rankings.

• LCP (Largest Contentful Paint) – measures loading performance 
• CLS (Cumulative Layout Shift) – measures visual stability 
• INP (Interaction to Next Paint) – measures interactivity 

Tip: Use PageSpeed Insights to diagnose speed and layout issues.

36. Canonical Tags

Ranking Factor? Yes (indirect)

If used incorrectly, canonical tags can prevent Google from indexing your preferred version. When set properly, they help consolidate duplicate content signals.

37. Schema Markup (Structured Data)

Ranking Factor? Yes – indirect

Structured data helps Google understand your content type and can enable rich results like FAQs, star ratings, and event listings — improving visibility and CTR.

38. Meta Title Tag

Ranking Factor? Yes

The title tag remains one of the most important on-page SEO signals. It helps define the page’s topic and can influence click-through rates in SERPs.

Best practice: Keep title tags under 60 characters and include your primary keyword near the start.

39. Meta Description

Ranking Factor? No – but affects CTR

Meta descriptions don’t directly influence rankings, but well-written ones can improve click-through rates, which may indirectly impact SEO.

40. Use of Heading Tags (H1, H2, H3)

Ranking Factor? Yes (H1 especially)

Google uses heading tags to understand the structure and hierarchy of content. Misusing or skipping heading levels may confuse crawlers.

41. Image Optimisation (ALT Text, File Size)

Ranking Factor? Yes (indirectly)

Descriptive ALT text helps Google understand images and improves accessibility. Compressed images speed up load time, a Core Web Vital.

42. Internal Link Optimisation

Ranking Factor? Yes

Proper internal linking (with keyword-rich anchor text) helps Google understand site architecture and passes link equity to related pages. For instance, SEO Course for Beginners from Courses Buddy.

43. Duplicate Content Issues (Canonicalisation)

Ranking Factor? Yes – if unresolved

Duplicate versions of the same page (due to URL parameters or printer-friendly versions) can confuse Google unless you use canonical tags or block them appropriately.

44. AMP (Accelerated Mobile Pages)

Ranking Factor? No longer required

Google no longer gives AMP pages preferential treatment. While AMP may improve speed, it’s not a ranking factor anymore.

45. URL Structure

Ranking Factor? Yes

Clean, descriptive URLs that include the main keyword are preferred. Avoid long, cryptic URLs filled with random numbers and symbols.

46. Use of Breadcrumbs

Ranking Factor? Yes for UX & crawlability

Breadcrumb navigation helps users and search engines understand page hierarchy. When marked up with schema, they can also appear in search results.

47. Lazy Loading Implementation

Ranking Factor? Yes (indirect)

Lazy loading images or videos improves initial page load speed. Be sure it doesn’t interfere with Google’s ability to crawl and index content.

48. Use of JavaScript

Ranking Factor? Yes (can harm or help)

Heavy reliance on JavaScript can slow down pages or block key content from being crawled. Ensure JavaScript-rendered content is accessible to Googlebot.

49. Page Status Codes (200, 404, 301)

Ranking Factor? Yes

• Pages returning 200 OK are fine.
• 404 errors should be fixed or redirected.
• Use 301 redirects instead of 302s for permanent moves.

50. Robots Meta Tags

Ranking Factor? Yes

Meta tags like noindex, nofollow, and noarchive directly influence whether Google indexes a page or follows its links.

Site-Level SEO Factors

Site-level SEO factors affect the entire domain rather than individual pages. These elements help search engines evaluate your website’s trustworthiness, authority, structure, and overall user experience, all of which play a key role in how well your content performs in search rankings.

51. Overall Website Authority

Ranking Factor? Yes

Google considers domain-level authority when ranking pages. A site with high-quality backlinks, consistent traffic, and long-standing trust signals tends to perform better.

52. Content Depth and Breadth Across Site

Ranking Factor? Yes

Websites that demonstrate deep topical expertise across related pages often called topical authority, tend to rank higher. It shows Google you're a credible source in your niche.

53. Domain Trustworthiness (TrustRank)

Ranking Factor? Yes

Although not officially confirmed, TrustRank is a theorised metric where trusted links from reputable sources (like universities or government sites) influence your site’s trust signals.

54. Website Architecture

Ranking Factor? Yes

Clear and logical architecture helps both users and search engines navigate your site. A shallow click-depth (most pages accessible in 3 clicks or less) is ideal.

55. Sitemap (XML and HTML)

Ranking Factor? Yes

An updated XML sitemap helps search engines discover all the pages on your website. HTML sitemaps improve usability and internal linking.

56. Secure Site (HTTPS Across All Pages)

Ranking Factor? Yes

Security isn’t just a page-level factor. All pages including blog, login, and admin should be served via HTTPS to maintain full-site credibility.

57. Presence of Duplicate Content Site-Wide

Ranking Factor? Yes

Duplicate content across your site (copied product descriptions, tag pages, category overlaps) can dilute ranking signals and create indexing issues.

58. Consistent Publishing Schedule

Ranking Factor? Yes (indirectly)

Sites that regularly publish high-quality content show Google they’re active and relevant. This can positively affect crawl frequency and content visibility.

59. Server Uptime and Reliability

Ranking Factor? Yes

Frequent downtime can prevent crawlers from accessing your content and hurt rankings. Hosting quality matters.

60. User Engagement Signals (Site-Wide)

Ranking Factor? Yes (indirectly)

While Google denies using metrics like bounce rate directly, user satisfaction, time on site, and return visits may be signals of high-quality experience especially via Chrome data.

61. Website Speed (Global Performance)

Ranking Factor? Yes

Site speed isn’t just about one page. A consistently fast-loading website across all pages contributes positively to rankings and user satisfaction.

62. Presence of Useful Legal Pages 

Ranking Factor? Yes (minor)

Google sees legal pages like Terms and Conditions, Privacy Policy, and Cookies Notice as signs of a legitimate business, especially for YMYL (Your Money Your Life) sites.

63. Use of Structured Data Site-Wide

Ranking Factor? Yes (indirect)

Implementing schema markup across key pages (products, reviews, articles, FAQs) improves how your site appears in search and can increase CTR.

64. Optimised Internal Linking Structure

Ranking Factor? Yes

Strategic internal linking passes link equity throughout the domain and helps search engines crawl deeper sections of your site efficiently.

65. No Spammy Subdomains or Thin Content Sections

Ranking Factor? Yes

Google treats your whole domain as a reflection of your brand. Subdomains or sections filled with duplicate, low-value content can drag your authority down.

66. Domain History

Ranking Factor? Yes

If your domain has a history of penalties or spammy use, it may carry a negative legacy. Clean domain histories are preferred.

67. Optimised Robots.txt File

Ranking Factor? Yes

A misconfigured robots.txt can accidentally block important pages from being crawled. A properly optimised file ensures smooth site-wide indexing.

68. Multilingual/Multiregional Targeting (Hreflang Tags)

Ranking Factor? Yes – for international SEO

Correct use of hreflang tags ensures users see the right language or region-specific version of a page, improving UX and preventing duplicate content across regions.

69. Presence of Google Search Console & Analytics Tracking

Ranking Factor? No – but vital for monitoring

These tools don't affect rankings directly but are essential for tracking technical SEO health and performance metrics.

70. Domain Age

Ranking Factor? Yes – minor

Older domains with a history of good content and backlinks often perform better, but domain age alone won’t compensate for poor quality or weak links.

71. Use of Ads and Pop-Ups Across the Site

Ranking Factor? Yes – indirectly

Intrusive interstitials (especially on mobile) can lead to ranking penalties. Clean UX is preferred over aggressive monetisation.

72. Consistent NAP Information (Local SEO)

Ranking Factor? Yes (for local SEO)

Name, Address, and Phone Number should be consistently listed across your website and local listings to improve credibility and local rankings.

73. 404 Error Management

Ranking Factor? Yes

Too many broken links or pages returning 404 errors create crawl waste and harm site quality signals. Set up redirects or custom 404 pages where needed.

74. Presence of a Blog or Educational Hub

Ranking Factor? Yes (indirectly)

Sites with regularly updated blog content or learning resources often generate backlinks, demonstrate topical expertise, and drive organic traffic.

75. Web Accessibility

Ranking Factor? Yes (indirectly)

While not a direct ranking factor, accessible websites improve UX and may see indirect SEO benefits plus they support broader inclusivity.

Backlink-Related SEO Factors

Backlinks remain one of the most influential components of Google's ranking algorithm. However, not all backlinks are equal. This section explores the 30+ most critical backlink-related SEO ranking factors that determine a page or site's authority, relevance, and trustworthiness.

76. Number of Referring Domains

Ranking Factor? Yes

More unique referring domains generally indicate stronger authority. A high number of quality domains linking to your content is a major ranking signal.

77. Backlink Domain Authority

Ranking Factor? Yes

A single backlink from a high-authority domain (like Forbes or Al Jazeera) can carry more weight than several from low-quality blogs.

78. Dofollow vs. Nofollow Links

Ranking Factor? Yes

Dofollow links pass SEO value (link equity). Nofollow links don’t typically pass ranking credit, but a natural link profile includes both types.

79. Backlink Relevance

Ranking Factor? Yes

Links from websites in a related niche (e.g. a marketing site linking to a marketing tool) carry more weight than random or unrelated backlinks.

80. Anchor Text Optimisation

Ranking Factor? Yes

Anchor text that accurately describes the linked content improves context and relevancy. Over-optimised (keyword-stuffed) anchor text can trigger penalties.

81. Total Number of Backlinks

Ranking Factor? Yes

Quantity does matter but only when balanced with quality. Thousands of low-grade backlinks won’t help like a handful of authoritative ones.

82. Backlinks from .gov or .edu Domains

Ranking Factor? Yes – moderate

While not automatically trusted, these domains are often linked to authoritative institutions, making their links more credible if natural and relevant.

83. Diversity of Link Types

Ranking Factor? Yes

A strong backlink profile includes links from articles, blog comments, press releases, forums, business directories, and more. This diversity suggests organic growth.

84. Contextual Links Within Body Content

Ranking Factor? Yes – high

Links placed naturally within the main content (as opposed to footers or sidebars) have significantly higher SEO value.

85. Backlinks from Aged Domains

Ranking Factor? Yes – minor

Links from older, well-established domains may be seen as more trustworthy, especially if they’ve maintained relevance and authority over time.

86. Backlink Placement on the Page

Ranking Factor? Yes

Google tends to assign more value to links placed near the top of the page or within editorial content rather than in footers or widgets.

87. Linking Domain Freshness

Ranking Factor? Yes – moderate

Fresh links from actively maintained websites show current relevance, whereas links from abandoned domains may be discounted.

88. Backlinks from Competitors Ranking on Page One

Ranking Factor? Yes

If your competitors who rank well link to your content, it’s a strong trust and relevance signal.

89. Backlink Velocity (Growth Rate of Links)

Ranking Factor? Yes

A natural, steady increase in backlinks signals organic growth. Sudden spikes (often due to manipulation or spam) can trigger scrutiny or penalties.

90. Backlinks from Guest Posts

Ranking Factor? Yes – if natural

Legitimate guest posts on relevant, high-quality sites can boost SEO. However, mass-produced, keyword-stuffed guest posts are often flagged as spam.

91. Reciprocal Links

Ranking Factor? Yes – cautious

Excessive "link exchanges" can lead to penalties. A few natural, mutually beneficial links are fine, but too many harm your credibility.

92. Sitewide Backlinks

Ranking Factor? Yes – limited value

Links from headers, footers, or blogrolls across an entire domain pass limited SEO value. Google tends to count these as a single link.

93. Links from Spammy or Penalised Domains

Ranking Factor? Yes (negative)

Backlinks from known spam sites, PBNs (private blog networks), or penalised domains can lead to ranking drops or manual actions.

94. Number of Linking Pages (on the same domain)

Ranking Factor? Yes

If multiple relevant pages from the same site link to your content, it may reinforce the context and relevance of the link.

95. Presence of Toxic or Irrelevant Links

Ranking Factor? Yes (negative)

Irrelevant, shady, or low-quality backlinks can pollute your backlink profile. Regular audits and disavowal help prevent issues.

96. Linking Page’s Own Link Profile

Ranking Factor? Yes

A backlink from a page with many quality backlinks itself is worth more than one from a weak or new page.

97. Branded Anchor Text

Ranking Factor? Yes – positive

Backlinks using your brand name as anchor text indicate authority and natural referencing. They help build trust.

98. Exact Match Anchor Text

Ranking Factor? Yes – risky

Excessive exact-match anchor text (e.g., "best SEO tools") can trigger penalties. Use in moderation and blend with branded or partial matches.

99. Unlinked Brand Mentions

Ranking Factor? Not direct

While unlinked mentions don’t pass SEO value directly, they may be recognised by Google as brand signals — helpful for E-E-A-T and trust.

100. Disavow File Usage

Ranking Factor? Indirect management tool

Using the disavow tool in Google Search Console doesn’t improve rankings but helps prevent penalties from bad backlinks.

101. Backlinks from User-Generated Content (UGC)

Ranking Factor? Yes – varies

UGC links can pass value if on high-quality platforms, but Google may ignore or devalue them if spammy or unmoderated.

102. Inbound Link Age (Longevity)

Ranking Factor? Yes

Old, long-standing backlinks are often considered more trustworthy than freshly built ones, especially if still relevant.

103. Broken Link Building 

Ranking Factor? Yes – method, not factor

While not a factor itself, building backlinks by replacing broken links on other sites with your own content helps improve authority if earned naturally.

User Interaction SEO Factors

Google increasingly uses behavioural data to determine if users are satisfied with search results. These signals help refine rankings based on real-world engagement and intent satisfaction.

104. Click-Through Rate (CTR) from Search Results

Ranking Factor? Yes – indirect

Pages that earn higher-than-average CTRs may receive ranking boosts, especially if they outperform expectations for their position.

105. Dwell Time

Ranking Factor? Yes

The time a user spends on a page before returning to the SERP. Longer dwell time can indicate content quality and relevance to the query.

106. Pogo Sticking

Ranking Factor? Yes – negative

If users quickly click back to the SERP and choose another result, it signals dissatisfaction. This can reduce a page’s ranking over time.

107. Bounce Rate

Ranking Factor? No (but correlated)

While bounce rate isn’t a direct ranking factor, an unusually high bounce rate can suggest issues with relevance or user experience.

108. Pages per Session

Ranking Factor? No direct link

While not a ranking factor itself, high engagement and internal browsing can be signs of a well-structured and useful website.

109. Return Visits

Ranking Factor? Yes – indirect

When users frequently return to your site from search, it suggests brand loyalty and content satisfaction both of which Google values.

110. Branded Search Queries

Ranking Factor? Yes

High search volume for your brand or domain indicates trust and interest. More branded searches = stronger SEO presence.

111. Time on Site

Ranking Factor? Yes – correlated

A longer time spent on your site usually correlates with value and relevance, positively influencing SEO, especially for content-heavy pages.

112. SERP Engagement (Rich Results Interaction)

Ranking Factor? Yes

If users interact with elements like FAQs, sitelinks, or ratings in your SERP snippet, it indicates strong relevance and engagement potential.

113. Chrome User Behaviour Signals

Ranking Factor? Yes – indirect

Google collects anonymised behaviour data from Chrome users, including browsing habits, which may influence search ranking models.

114. CTR Manipulation or Bots

Ranking Factor? Penalised if detected

Artificially inflating CTR using click bots or click farms violates Google’s guidelines. This can trigger penalties or nullify the effect.

115. Content Sharing Frequency

Ranking Factor? Not direct

Social shares aren’t direct ranking signals, but high sharing can lead to increased visibility and backlinks which do help rankings.

116. Saved Content or Bookmarks

Ranking Factor? Unconfirmed

There’s speculation that pages frequently bookmarked in browsers may be favoured, but this isn’t officially confirmed.

117. Google Discover Clicks

Ranking Factor? Yes – Discover algorithm only

If your content performs well in Google Discover, it may get more visibility through organic discovery. Interests and interaction play a big role.

118. Session Duration

Ranking Factor? Yes – behavioural pattern

If the average session duration for a content piece or website is strong, it helps indicate to Google that users find value and stick around.

119. User Satisfaction Surveys (Feedback)

Ranking Factor? Yes – rare but impactful

Occasionally, Google collects direct feedback about results. Poor performance may trigger reassessment or review for manual action.

Mobile-Friendliness & Core Web Vitals

As mobile usage dominates, Google prioritises websites that load fast, look good, and perform well across all devices especially smartphones. Core Web Vitals are now central to evaluating user experience.

120. Mobile-Friendliness

Ranking Factor? Yes

Google uses mobile-first indexing, meaning it primarily considers the mobile version of your website when indexing and ranking. If your site isn't mobile-friendly, your rankings will suffer.

• Use responsive design 
• Avoid Flash or elements that don’t load on mobile
• Ensure easy navigation and clickable elements

121. Mobile Usability Errors 

Ranking Factor? Yes – Technical compliance

Google flags mobile usability issues in Google Search Console. These issues (e.g., content wider than screen, touch elements too close) can negatively affect rankings if not resolved.

122. Page Speed (Mobile)

Ranking Factor? Yes

Slow-loading mobile pages can lead to higher bounce rates and poor user experience. Google expects pages to load quickly on all networks, especially 3G and 4G.

Tools: PageSpeed Insights, Lighthouse

123. Core Web Vitals: Largest Contentful Paint (LCP)

Ranking Factor? Yes

Measures loading performance. LCP should occur within 2.5 seconds of when the page starts loading.

🟢 Good: ≤ 2.5s | 🟡 Needs improvement: ≤ 4s | 🔴 Poor: > 4s

124. Total Blocking Time (TBT)

Ranking Factor? Yes (Performance-related metric)

While not a Core Web Vital itself, TBT is a key diagnostic metric used in Lighthouse and PageSpeed Insights. It measures the total amount of time a page is blocked from responding to user input — directly impacting real-world responsiveness and Interaction to Next Paint (INP).

High TBT scores indicate poor interactivity, especially on mobile devices with weaker processors.

Optimisation tips:

• Minimise long JavaScript tasks
• Defer non-critical third-party scripts
• Optimise web workers and avoid main-thread blocking

Use Lighthouse reports to monitor and improve TBT alongside INP for superior mobile UX.

125. Core Web Vitals: Interaction to Next Paint (INP)

Ranking Factor? Yes

INP evaluates overall page responsiveness. Pages should aim for INP below 200 milliseconds.

126. Core Web Vitals: Cumulative Layout Shift (CLS)

Ranking Factor? Yes

Measures visual stability. A low CLS means that elements on your page don’t shift around while loading.

🟢 Good: ≤ 0.1 | 🟡 Needs improvement: ≤ 0.25 | 🔴 Poor: > 0.25

127. HTTPS for Mobile

Ranking Factor? Yes – Already part of HTTPS ranking boost

Secure websites (HTTPS) are expected across all devices. If your site doesn’t use HTTPS, it risks being marked as insecure on mobile browsers.

128. Viewport Configuration

Ranking Factor? Yes – Mobile compliance

Missing or incorrectly configured viewports can cause display issues on smaller screens. It affects how users see and interact with the content.

129. Font Size Legibility

Ranking Factor? Yes – Usability issue

Google may penalise mobile pages where text is too small to read without zooming.

130. Tap Targets Size and Spacing

Ranking Factor? Yes – Mobile usability

Buttons and links that are too close together or too small can frustrate mobile users and trigger usability errors in GSC.

131. Lazy Loading for Mobile

Ranking Factor? Yes – Performance boost

Lazy loading defers loading of images or iframes until they're needed. When implemented well, it improves mobile load times, which Google favours.

132. AMP (Accelerated Mobile Pages)

Ranking Factor? No (Deprecated)

AMP used to provide a boost in visibility, especially in Top Stories. As of 2021, AMP is no longer required or considered a ranking factor.

133. Mobile Popup/Interstitial Usage

Ranking Factor? Yes – Negative impact

Intrusive interstitials or popups on mobile can hurt rankings, especially when they block important content immediately on load.

User Interaction Signals

These are behavioural indicators that reflect how real users engage with your content in the search results and on your site. While Google has denied some of these as direct ranking signals. 

There’s growing consensus that they are indirect indicators of quality and relevance and they absolutely matter.

134: Click-Through Rate (CTR)

Ranking factor? Yes (indirect/behavioural signal)

CTR measures how often users click your listing in the SERPs. A high CTR can suggest your title and description are enticing and relevant to the user’s query.

• Optimise meta titles and descriptions to match search intent
• Use emotional triggers and value-driven phrasing
• Avoid clickbait instead focus on honesty and intrigue

135: Time on Page

Ranking factor? Yes (strong behavioural signal)

Also called dwell time refers to how long a user stays on your page before returning to the search results. A longer dwell time implies that the user found value in your content.

• Structure content for easy reading and depth
• Include visuals, FAQs, and internal links to increase engagement
• Focus on first-screen value (above-the-fold impact)

136: Bounce Rate

Ranking factor? No (misunderstood metric)

A high bounce rate means users leave your site without interacting further. However, Google does not use bounce rate as a direct ranking signal because it can be misleading.

• Still useful for UX diagnosis—focus on relevance and user satisfaction
• If it’s a single-page intent (like a blog post), bounce may be normal

137: Pogo Sticking

Ranking factor? Yes (behavioural red flag)

Pogo Sticking happens when a user clicks on your result, doesn't find what they need, and quickly returns to the SERPs to click another result. It indicates your content didn’t meet the search intent.

138: Time to First Interaction

Ranking factor? Yes (UX indicator)

This is how fast a user can interact with your content especially on mobile. It reflects load speed, layout shift, and Core Web Vitals.

• Optimise images and scripts to reduce delays
• Avoid intrusive pop-ups and layout shifts

139: Scroll Depth

Ranking factor? Maybe (engagement signal)

If users scroll far down a page, it’s often a sign of high content engagement. While not a confirmed ranking signal, tools like Google Analytics use it to evaluate page performance.

140: Repeat Visits

Ranking factor? Yes (brand + engagement signal)

Google tracks whether users return to your site, which signals trust, loyalty, and authority.

141: Brand Searches

Ranking factor? Yes (strong authority signal)

If users frequently search for your brand + keywords (e.g. “Courses Buddy AI Guide”), Google sees this as a sign of brand authority and content demand.

142: SERP Engagement Behaviour

Ranking factor? Yes (aggregate user data)

Google can track which results get the most clicks, least bounces, and highest time on page. This collective user behaviour influences rankings.

143: User Feedback (Chrome Data)

Ranking factor? Yes (page performance insights)

Through the Chrome browser, Google collects anonymised data like scrolls, time on page, and layout shifts. This influences page experience signals and may contribute to rankings.

144: Interaction with Rich Snippets

Ranking factor? Yes (indirect)

If users interact with your rich results (FAQ dropdowns, reviews, event schema), Google sees this as content engagement and relevance.

145: Bookmarks and Saved Links

Ranking factor? Unconfirmed, but likely minor signal

Some SEO experts believe Google may consider bookmarks (via Chrome or mobile apps) as a trust or quality signal.

Brand Signals & Reputation Factors

These factors highlight how trusted, authoritative, and recognised your brand is in your niche. Google rewards brands that are talked about, searched for, and cited across the web even without links.

146: Branded Searches

Ranking factor? Yes (brand authority signal)

When users search for your brand name (e.g., “Courses Buddy”), Google sees this as a trust signal. It shows recognition and authority in your niche.

147: Brand Mentions (Unlinked)

Ranking factor? Yes (implied links)

Even without a backlink, brand mentions can contribute to authority. Google can recognise and process unlinked brand mentions via natural language processing.

148: Branded Anchor Text

Ranking factor? Yes (natural link profile)

Links to your site using your brand name as anchor text (e.g., “Courses Buddy”) are seen as natural, safe, and authoritative.

• Use branded anchor text in guest posts and bios
• Balance keyword-rich links with branded ones

149: Online Reviews (Third-Party Sites)

Ranking factor? Yes (local + trust signal)

User reviews on platforms like Google, Trustpilot, Yelp, etc., especially for local businesses, impact visibility and credibility.

150: Brand Authority in Your Niche

Ranking factor? Yes (topical authority)

Google prefers recognised topical authorities. Being cited in your niche, even without a link, adds to your expertise.

• Get featured on niche blogs, podcasts, directories
• Consistently create expert-level content

151: Google Knowledge Panel Presence

Ranking factor? Yes (entity recognition)

If your brand appears in a Google Knowledge Panel, it means Google recognises you as a real entity with authority.

152: Wikipedia Presence

Ranking factor? Yes (entity + trust)

Getting featured on Wikipedia significantly boosts your authority. Google trusts Wikipedia as a vetted information source.

153: Social Media Brand Presence

Ranking factor? Yes (indirect signal)

While social shares alone don’t directly influence rankings, active and consistent brand presence on platforms like YouTube, LinkedIn, or X (Twitter) signals credibility.

154: Brand Mentions in News Articles

Ranking factor? Yes (authority citation)

If reputable media outlets mention your brand, it shows Google you’re trustworthy and influential in your field.

155: Awards and Industry Recognition

Ranking factor? Yes (reputation signal)

Winning awards or being listed among top professionals or sites in your industry strengthens your brand’s perceived quality.

156: Brand Consistency Across Web

Ranking factor? Yes (NAP consistency)

Having the same brand name, address, and contact info across your website, social media, and directories helps Google identify and trust you.

• Keep business information up to date 
• Use tool like BrightLocal to manage listings

157: Employee Reviews on Glassdoor/Indeed

Ranking factor? Maybe (corporate trust)

Some believe that employee reviews, while not a direct signal, can contribute to overall corporate reputation and trust.

• Cultivate a positive workplace culture
• Encourage honest employee reviews

158: Trust Seals & Certifications

Ranking factor? Yes (trustworthiness)

Third-party trust signals like SSL, BBB accreditation, or industry certificates improve credibility and conversions.

• Display verified trust badges (SSL, payment security, accreditations)
• Include them near CTAs or in the footer

159: Branded Domain Name

Ranking factor? Yes (recall & clickability)

Having your brand name in the domain can boost CTR, memorability, and perceived trust especially when shared.

• Aim for a clean, short domain matching your brand
• Avoid keyword stuffing in domain names

160: Consistent Brand Voice

Ranking factor? Maybe (indirect UX signal)

While not a technical factor, a strong, consistent tone throughout your content builds recognisability and improves user experience both of which support SEO performance.

Social Signals & Content Sharing

While social media signals aren’t officially confirmed as direct ranking factors, they indirectly influence SEO by increasing visibility, traffic, and content discovery especially in Google Discover and Bing’s AI-powered results.

161: Social Shares (Facebook, LinkedIn, X, etc.)

Ranking factor? Maybe (indirect visibility signal)

A widely shared piece of content earns more visibility, backlinks, and brand recognition—all of which benefit SEO over time.

• Create share-worthy, engaging content
• Add sharing buttons and social metadata (Open Graph, X Cards)

162: Virality of Content

Ranking factor? Maybe (user interest + Discover)

Google Discover and other personalised feeds consider content that’s trending or viral as more likely to satisfy user interest.

• Use hooks, storytelling, and strong visual design
• Use platforms like YouTube Shorts, Threads, and Reels for amplification

163: Social Profile Authority

Ranking factor? Yes (indirect entity trust)

Authoritative and verified social profiles signal to Google that you're a real brand. This strengthens trust, especially in Knowledge Panels and Discover.

• Get verified where possible
• Keep bios, links, and branding consistent

164: Number of Followers/Subscribers

Ranking factor? Maybe (credibility marker)

A large, authentic following adds perceived trust and popularity, which can encourage more click-throughs and citations.

165: Social Mentions Without Links

Ranking factor? Yes (brand signal)

Just like with unlinked brand mentions on blogs, Google may interpret social mentions as topical authority signals.

• Engage in niche communities (Reddit, Quora, Threads)
• Encourage user-generated content around your brand

166: YouTube Presence & Engagement

Ranking factor? Yes (Google property + content signal)

Google owns YouTube. Well-optimised, high-engagement YouTube videos can rank in search results and influence Discover content.

• Optimise video titles, tags, and descriptions
• Encourage watch time, comments, and shares

167: Social Bookmarking (e.g., Pinterest, Reddit)

Ranking factor? Maybe (indirect traffic + engagement)

While not a direct ranking factor, bookmarking platforms can drive referral traffic and content discoverability.

168: Content Shared by Influencers

Ranking factor? Yes (trust + exposure)

When influencers or recognised figures share your content, it increases reach and may result in natural backlinks and mentions.

• Build relationships with niche influencers
• Pitch valuable, shareable content

169: Social Content Embeds on Website

Ranking factor? Maybe (UX + recency)

Embedding dynamic content from Instagram, X, or YouTube may improve user experience and show freshness or relevance.

170: Consistency of Social Branding

Ranking factor? Yes (entity confidence)

Uniform branding across all social channels helps Google confirm you’re a single, consistent entity.

• Use the same logo, username, and brand voice
• Link all profiles to your main website
  

  Content Freshness, Updates & Historical Performance

  Google prioritises content that is up-to-date, timely, and continuously useful especially for queries where information evolves, such as health, finance, or tech.

  171: Content Freshness (Query Deserves Freshness - QDF)

  Ranking factor? Yes (especially for time-sensitive queries)

  For queries like “best smartphones 2025” or “Google algorithm updates,” fresh content is more likely to rank well.

  • Add new insights, examples, and data to old posts
  • Monitor search intent shifts regularly

  172: Update Frequency of Content

  Ranking factor? Yes

  Pages that are updated frequently with valuable changes tend to perform better, particularly in competitive niches.

  • Don’t just change the date—refresh the substance
  • Add new sections, visuals, or stats where relevant

  173: Magnitude of Content Update

  Ranking factor? Yes

  Minor updates (e.g., typo corrections) won’t move the SEO needle. Google evaluates substantial content updates.

  • Add depth: case studies, FAQs, expert quotes
  • Remove outdated sections or replace them with newer trends

  174: Freshness of Backlinks

  Ranking factor? Yes

  Getting new backlinks from fresh content signals continued relevance and authority. Promote evergreen and updated content regularly and reach out to newer publishers in your niche.

  175: Date of Original Publish

  Ranking factor? Yes (baseline signal)

  While newer content may perform better for freshness-related queries, older pages with a strong performance history can still dominate.

  • Keep evergreen content up-to-date
  • Avoid unnecessary URL changes

  176: Date of Last Indexed Update

  Ranking factor? Yes (recrawl signal)

  If Google recrawls a page and sees changes, it may re-evaluate its ranking based on freshness and quality.

  • Use lastmod in sitemaps and clear update indicators
  • Submit updated URLs in Search Console for faster recrawling

  177: Historical Performance of the Page

  Ranking factor? Yes

  Pages that consistently perform well like clicks, engagement, backlinks have a ranking advantage over time.

  178: Historical CTR Data

  Ranking factor? Yes (behavioural signal)

  A consistently high Click-Through Rate (CTR) in search results is a strong indicator that your result satisfies user intent.

  179: Historical Bounce Rate / Dwell Time

  Ranking factor? Yes (user engagement signal)

  While bounce rate alone isn’t a ranking factor, dwell time (how long users stay) is indicative of quality content.

  • Start strong: hook the reader in the first 5 seconds
  • Use engaging formatting, visuals, and storytelling

  180: Longevity of Ranking

  Ranking factor? Yes (trust + consistency)

  If a page ranks well for an extended period, it becomes a trustworthy resource in Google's eyes less likely to be bumped by newcomers. Keep updating without over-optimising and preserve URL structure and internal links.

  Trust, E-A-T & Brand-Level SEO Signals

  These factors help Google determine whether your content and website can be trusted, especially for YMYL (Your Money, Your Life) topics such as health, finance, and legal matters.

  181: Expertise of the Content Creator

  Ranking factor? Yes

  Google assesses whether content is written by someone qualified or knowledgeable in the topic area.

  • Showcase author credentials (bios, qualifications) 
  • Avoid outsourcing complex topics to non-experts

  182: Authoritativeness of the Website

  Ranking factor? Yes

  A website known as an industry leader or niche authority gains ranking advantages.

  • Publish in-depth content backed by data, case studies, or expert opinions
  • Earn citations from authoritative sources

  183: Trustworthiness of the Page and Website

  Ranking factor? Yes

  Google evaluates whether your site and its content are reliable, safe, and truthful.

  • Include clear privacy policies, contact details, and HTTPS
  • Avoid deceptive UX tactics or misleading claims

  184: Clear Author Information

  Ranking factor? Yes

  Pages with transparent author info score higher on trust and expertise signals.

  • Add author name, profile, and links to other works
  • Include credentials where relevant (especially for YMYL content)

  185: Website Reputation (Reviews, Ratings)

  Ranking factor? Yes

  Reputation across third-party sites (e.g. Trustpilot, Glassdoor, Reddit) can influence rankings, especially for local and brand queries.

  186: Wikipedia Presence (Entity Recognition)

  Ranking factor? Yes (indirect signal)

  While not required, having a Wikipedia page increases your site's entity recognition, authority, and trust signals.

  187: Verified Business Listings (Google Business Profile)

  Ranking factor? Yes (local SEO & trust)

  Google considers verified business listings a strong trust and local relevance signal.

  • Claim and optimise your Google Business Profile
  • Keep business hours, address, and phone number up to date

  188: HTTPS & Secure Connection

  Ranking factor? Yes

  A secure site (HTTPS) is a basic trust factor. Google gives preference to sites with valid SSL certificates.

  • Use a valid SSL certificate site-wide
  • Redirect all HTTP pages to HTTPS

  189: Site Transparency (Policies, About, Contact Info)

  Ranking factor? Yes

  Sites with privacy policies, disclaimers, and contact pages show higher trust and reliability. Add easy-to-navigate pages for legal and contact information.

  190: Branded Searches

  Ranking factor? Yes (brand signal)

  A higher number of branded searches (e.g. “YourBrand + blog,” “YourBrand reviews”) indicates strong brand recognition and trust.

  Social Signals, Personalisation & Google-Specific Rules

  These factors reflect how content circulates across social media, adapts to user preferences, or aligns with Google’s proprietary features and updates.

  191: Social Media Popularity

  Ranking factor? Direct? No. Indirect? Yes

  Google has stated social shares aren’t direct ranking factors, but content with high engagement across platforms often earns links, visibility, and traffic.

  192: Verified Social Profiles (Brand Authority)

  Ranking factor? Indirect

  Verified social accounts on platforms like Facebook, LinkedIn, or Instagram help reinforce brand credibility and presence.

  193: User Location

  Ranking factor? Yes (for local searches)

  Google delivers personalised results based on the searcher’s location, especially for local queries (e.g., “pizza shop near me”).

  • Optimise for geo-targeted keywords
  • Add local schema markup and business listings

  194: Search History

  Ranking factor? Yes (personalised results)

  Google uses past searches and user behaviour to tailor results.

  195: Google Discover Performance

  Ranking factor? Yes (interest-based visibility)

  Google Discover shows content based on user interests and behaviours not keywords. 

  196: Featured Snippets Eligibility

  Ranking factor? Yes (SERP feature visibility)

  Featured snippets appear above organic results. Getting one boosts CTR and visibility.

  • Use structured headings, bullet points, and definitions
  • Answer questions clearly in 40–60 word blocks

  197: Knowledge Panel Appearance

  Ranking factor? Yes (indirect trust/authority signal)

  Having your brand or entity show in a Google Knowledge Panel reflects strong authority.

  • Use schema markup and build a recognisable brand
  • Get cited in credible sources (news, Wikipedia, directories)

  198: Google News Inclusion

  Ranking factor? Yes (for news-oriented content)

  Sites included in Google News have a ranking edge for news queries.

  • Follow Google News content and technical guidelines
  • Publish timely, authoritative news content

  199: Compliance with Google Guidelines

  Ranking factor? Yes (essential)

  Violating Google’s Webmaster or Quality Guidelines can lead to ranking penalties or de-indexing.

  • Avoid link schemes, scraped content, and cloaking
  • Review updates and adjust your SEO strategies accordingly

  200: Adaptation to Algorithm Updates

  Ranking factor? Yes (dynamic)

  Staying aligned with Google’s core updates is critical. What ranks today may not tomorrow. Monitor algorithm changes via SEO news and Google Search Central and focus on quality, relevance, and user intent.

  Where SEO Ends, Strategy Begins

  In a landscape where algorithms evolve silently and unpredictably, the brands that rise aren’t always the ones with the most keywords but the ones that understand how humans think and machines interpret.

  SEO isn't a checklist anymore. It’s a conversation between your site and a search engine, where trust, structure, clarity, and user empathy matter more than tricks or trends.

  So, as you navigate the 200+ factors outlined above, remember: Google doesn’t just reward the most optimised site but it rewards the most meaningful one.

  When your site stops chasing the algorithm and starts aligning with its purpose — to help, guide, and answer — you won’t need to keep up.
  You’ll lead.