What is a Ranking Factor?

A ranking factor is any element that search engines consider when determining where a page should appear in search results. Google's algorithm uses hundreds of ranking factors to evaluate pages and decide which deserve to rank highest for each query.

Some ranking factors are confirmed by Google. Others are inferred from testing and observation. Most carry different weights - some matter a lot, others barely move the needle.

Major ranking factors

While Google doesn't publish the complete list or their exact weights, several factors are known to significantly impact rankings.

Content quality and relevance

The most important factor is whether your content answers the searcher's query. Does it match search intent? Is it comprehensive? Is it accurate and trustworthy?

Google's E-E-A-T framework emphasizes Experience, Expertise, Authoritativeness, and Trustworthiness. Content that demonstrates these qualities tends to rank better.

Keywords and topic relevance

While keyword stuffing doesn't work, strategic keyword use matters. Including your target keyword in your H1, H2s, URL slug, and first 100 words helps Google understand what your page covers.

But keywords alone don't guarantee rankings - they're one signal among hundreds.

Backlinks

Backlinks from other sites remain one of the strongest ranking factors. Quality backlinks signal that others find your content valuable enough to reference.

Not all backlinks are equal - links from authoritative, relevant sites in your niche carry more weight than links from random directories.

Page experience signals

Google cares about user experience. Factors include:

• Page speed: Faster pages rank better
• Mobile-friendliness: Sites must work well on phones
• HTTPS: Secure connections are preferred
• Core Web Vitals: Loading performance, interactivity, visual stability

Poor page experience can hold back otherwise good content.

Content freshness

For some queries, recency matters. News, trends, and time-sensitive topics favor fresh content. Evergreen topics care less about freshness but still benefit from periodic updates.

Regularly updated content signals ongoing relevance and maintenance.

Secondary ranking factors

These factors influence rankings but usually carry less weight.

Internal linking structure

How you link between your own pages helps Google understand your site structure and which pages are most important.

Good internal linking with descriptive anchor text helps both crawlability and rankings.

Click-through rate from search results

If many people see your result in the SERP and click it over others, that likely signals relevance. Your meta title and meta description influence this.

Dwell time and engagement

How long people stay on your page after clicking from search might influence rankings. High dwell time suggests your content satisfied them. Immediate bounces suggest it didn't.

Domain and page authority

Sites with strong backlink profiles and established topical authority often rank more easily for new content. Authority compounds over time.

Content depth

For most queries, comprehensive content that thoroughly covers a topic ranks better than thin, superficial content. Depth signals expertise and helpfulness.

Ranking factors that don't matter (much)

Some elements get more attention than they deserve.

Social shares

Social signals (likes, shares, tweets) aren't direct ranking factors. They might indirectly help by increasing visibility and earning backlinks, but shares alone don't boost rankings.

Exact keyword density

There's no magic keyword density percentage. Using your keyword 2% vs. 3% of the time doesn't matter. Natural usage matters.

Meta keywords tag

Google hasn't used the meta keywords tag for rankings in over a decade. You can safely ignore it.

Domain age

Older domains don't automatically rank better. What matters is the quality and authority built over time, not age itself.

How ranking factors work together

No single ranking factor dominates completely. Google's algorithm weighs hundreds of signals together.

A page might have great backlinks but poor content - it might rank, but not as well as a page with both great backlinks and great content.

A page might perfectly match keywords but load slowly on mobile - it'll struggle against competitors that match keywords and provide good page experience.

Think of ranking factors as pieces of a puzzle. The more pieces you get right, the better you rank.

Optimizing for ranking factors

Focus on the factors that matter most and that you can actually influence.

You can directly control:

• Content quality, depth, and relevance
• Keyword usage and on-page SEO
• Page speed and mobile-friendliness
• Internal linking structure
• Fresh, updated content

You can influence indirectly:

• Backlinks (by creating linkable content)
• Click-through rate (through better titles)
• Dwell time (through engaging content)
• Topical authority (through consistent, focused publishing)

Ranking factors change

Google updates its algorithm regularly - sometimes tweaking factor weights, sometimes introducing new factors.

What worked perfectly in 2020 might be less effective in 2026. Stay informed about major updates, but don't obsess over every change.

The core principles remain stable: create helpful content that satisfies search intent, make it technically sound, and build credibility over time. These fundamentals outlast specific algorithmic changes.