Ranking factors
What are ranking factors?
Ranking factors are the signals a search engine weighs when deciding which pages to show and in what order. They include how well a page matches the query, the quality and originality of its content, links from other sites, the searcher’s location and language, freshness, and whether the page is usable on a phone.
Google confirms some signals and says little about others. Confirmed or clearly documented ones include relevance of content to the query, links (through PageRank and related systems), HTTPS, Core Web Vitals as part of page experience, mobile-friendliness, and location for local queries. Google has said some things are not ranking factors, including the meta keywords tag, word count and its own Search Quality Rater ratings.
Factors also interact. A fast page with nothing useful on it won’t rank; a great page that can’t be indexed won’t either. Google describes page experience signals as mattering mostly when several pages are similarly relevant.
Why ranking factors matter for SEO
Knowing which factors carry real weight stops you wasting time. Relevance, helpful content and links tend to matter far more than tweaks like exact keyword placement.
It also protects you from myths. Lists claiming “200 ranking factors” mix confirmed signals with guesses; check claims against Google’s own documentation.
How to work on ranking factors
- Match search intent first: give the searcher the type of page and answer they want.
- Make the content genuinely helpful and show real experience and expertise.
- Make sure the page is crawlable, indexable, served over HTTPS and works on mobile.
- Earn links from relevant, trusted sites and link to the page from your own related pages.
- Improve page speed and stability where Core Web Vitals are poor.
Is Google updating right now? Every confirmed core and spam update, with rollout dates and daily ranking volatility, is on the OpenSEO Google algorithm update tracker.
Ranking factors FAQ
What is the most important Google ranking factor?
Google doesn’t rank its signals publicly. In practice, relevance to the query and helpful content come first, with links as a strong signal of trust between similar pages.
Is page speed a ranking factor?
Yes, as part of page experience through Core Web Vitals, but it is a relatively light signal. A faster page won’t outrank a far more relevant one.
Is word count a ranking factor?
No. Google has said word count is not a ranking factor. Write as much as the topic needs to answer the query well.
Related SEO terms
A search algorithm is the set of systems a search engine uses to decide which indexed pages to show for a query and in what order.
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness: the qualities Google’s quality raters look for in content.
A backlink is a link from another website to yours. Search engines treat backlinks as votes of trust and use them to rank and discover pages.
Core Web Vitals are Google’s three metrics for real-world page experience: Largest Contentful Paint, Interaction to Next Paint and Cumulative Layout Shift.
Search intent is the reason behind a search: what the person wants to know, find or do. Matching it is one of the most important parts of SEO.
Local ranking factors decide which businesses Google shows in Maps and the local pack. Google names three: relevance, distance and prominence.