The Most Important SEO Ranking Factors

The most important elements that affect natural results on Google:

  • The quantity and quality of incoming links from high quality thematically related domains.
  • High-quality, comprehensive, fresh and unique content on the site.
  • High-level internet and mobile usability.


Permanent SEO factors:

  • domain trust (age, history),
  • website optimisation (technical SEO),
  • organic CTR (clickthrough rate).


Below is the impact of individual factors broken down into:

  • Domain factors
  • Factors at the level of servers and the site itself
  • Inbound links to the page
  • User behaviour on the site

Impact is estimated on a scale of 1 to 10, where 1 is the smallest and 10 is the largest.


Domain level factors .

Domain level factors .


Factor weight 
4Domain keyword


In the case of generic domains, i.e. where the keyword appears in the name, the influence of such a factor may have indirect meanings. Although Google does not give such power to keywords in domains as it used to be in the past, in the case of such a word in the name it becomes easier to create backlinks.


3Domain Age


Domain age does not matter if the domain is older than one year and there is no bad history.


2Local Domains


TLD domains, i.e. with local extensions (e.g. Germany is .de) can help in local market operations, but can be severely limited in other countries or globally.


1Subdomain with the keyword


The keyword in the subdomain has little effect on search engine rankings.


1Information about the domain owner publicly or hidden


For domains owned by private individuals, you can hide the domain owner. This may raise some doubts about the intentions of the actions, but it is not a negative factor directly affecting SEO.


0Registration history and domain ownership




Factors at the level of websites / online stores


Factor weight 
6Title / title and keyword used in it


The keyword in the title is an important factor in the ranking.


5Keyword at the beginning of the title


If the title begins with a keyword that is important to you, this is particularly beneficial from an SEO perspective.



5Length of content and articles on the site



5Page loading speed


An important factor, a technically malfunctioning website, and delaying the loading and viewing of users is a bad signal for SEO.



5Site Usability


An important factor especially in the version for mobile devices.


5Domain trust


Domain history and past domain ranking.


4Correct website architecture


The proper structure of the site allows robots to effectively index the site and transmits a signal about the correct optimization.

4Unique Content


An important ranking factor. New and fresh content is good for SEO.



4H1 – H3 (titles in the page content) with the keyword


H1 is a particularly important factor and as a relevant title for SEO websites. After Title second gives a signal about the importance of keywords.

H2 – H3 – have more informative features but also have a positive impact on the ranking.


4Themed match


Keywords, topics and content should be thematically related.


3The content on the site is authorized



3Opinions and ratings


Strong impact on page display, especially in local results. Google Map ratings can have a significant impact on the position of the page on the maps.


3Readability and edited content on the page


2SSL is an important factor


3Canonical links


3Freshness of descriptions and content and adding new content.


3Media optimization


Optimizing photos, videos and audio is an important factor. Bulky media may have loading problems.


3URL and optimization


A too long url has a bad effect. The shorter and using the keyword the better.


3Category page


A useful and well-optimized category page can be a very powerful factor affecting the visibility of a web page.


2  Breadcrumbs testify to the good usability of the site.




AMP can be a ranking factor.


2Server geolocation


2Useful from the point of view of the visitor of the conetnt website


1LSI, or Latent semantic Indexing (latent semantic indexing)


Themed expression allows the algorithm to better position the domain thematically. For example, courses may apply to learning as well as currencies.




Linking the website with branches on YT can be a factor supporting positioning.


1Bullets, listings


Good content structure can help the crawler better index and rank the page.


1Correct grammar and content level


The quality of the transmitted content has an impact on SEO


1Real address and phone number provided


A large amount of spam and fake websites means that existing address and phone number gain value.

1Outbound links from valuable pages


Outbound links can be a positive signal if they are not in excess and if they lead to valuable thematic pages.


0Description / description and keywords – 0


There are currently no signals that the use of keywords in the description has a positive effect on visibility in search engines. The description is still displayed in the search results, so proper preparation for the user may result in good click-through rate.


0Hiding content on the mobile version


It has no effect, unless it is content that is important for the entire site. Eg important product descriptions.


0Google Analytics and Google Search Console


The installation and use of Google tools has no impact on SEO


-1Content hidden on the page


In the case of expanded content, some content may not be indexed and this may have a negative effect on SEO.


-2Errors in HTML


-2Duplication of meta data


-2Redirect to another page


-3Abuse of ads on the site


-3A large number of outbound links


-3Hiding links and ads on the page


-3IP marked as spam


If your site uses IP, which is marked as spam, then expect a reduction in ranking.


– 3Non-standing pages and wrong internal links to them


-4Duplicate content on one site


Duplicate content without canonical linking can negatively impact page results.


-4Keyword stuffing in the content


-5Low-quality sites that focus on monetization, not usability


-5Optimizing the page


The abuse of SEO optimization factors causes a decrease in rankings.


-7Pages that were plundered by hackers.


Hackers replace websites, do redirects but most often add links to the content or submit their offer. Often these are offers on the borderline of decency and crime.


-7Automatically generated content




Backlink, i.e. backlinks


7Number of links from different domains


6Authority and age of the linking domain


6Differentiation of linking types.


Different types of links and linking sites significantly helps in improving and maintaining visibility on the Internet.



The anchor text used in the links affects the search results of the word.


5Natural profile links


Keyword abuse can be punished


5Links from pages of recognized authority in a given topic


4Link age


Older links have more value than recently added links.


4Links from the competition


4Links in the content


Links at the top of the page and placed inside the content are more valued than e.g. footer links.


3Links from domains with the same extension.


Links from domains of the same countries and using the same language are more important.


3Alt in paintings


The alt attribute is the same as the keyword in the links


3The number of links from the domain itself


3Surrounding the link with thematically related keywords


A link placed in content with similar context using synonyms and synonyms has a positive impact on SEO.


2Links from different IPs


2Links from 301 redirects


Links of this type may carry less power than traditional backlinks.


1Internal linking using a keyword


1Wikipedia links


Links of this type are nofollow but may have little positive impact


0Nofollow – links


Most nofollow links are ignored.


0Sitewide links – from all subpages


Links of this type are counted as one.


0Links from ads, e.g. Google Ads


There is no impact of advertising links, but keep in mind that Google can even read such links over time.


-1Links from the same IP class


-2Excessive redirects 301


-3Forum links


Google may downgrade pages with links from generally accessible forums.


-3Links with poor quality content


-4Using a keyword that damages positioning


-5Links from low quality catalogs


-5Links from wrong sites


Sites with bad history (spam) can significantly lower your site’s visibility rankings.


-5Links from fake blogs and PBN (Private Blog Networks)


-6Selling links from the site


Selling links can be harmful.


– 8Fast and unnatural link growth


– 8Buying links from low reputation websites


– 8Link exchange systems


SWL (Link Exchange Systems) can significantly contribute to punishing our website.


Impact of user behavior.


Factor weight


6RankBrain – the algorithm


RB corresponds to the estimation of user behavior and the quality of the page is assessed on this basis.


6Brand signals


Brand search in combination with keywords


5Organic website traffic


4The quantity and quality of comments and ratings


4Length of stay on the site


4Organic CTR



3social media


Company pages on social media and interaction with users. E.g. Facebook, Twitter, YouTube. Also Linkedin.


2Bounce rate – website bounce rate


1Returning Users



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