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.

 

2AMP

 

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.

 

1YouTube

 

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.

5Keywords

 

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

 

3Schema.org

 

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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