Find out the 11 most important things about Google's 200+ ranking factors

To be perfectly honest, is Google truly estimated to have 200 ranking factors? We've compiled a list of 11 facts about Google that can be verified.

It's getting more difficult to keep up with the latest Google ranking factors.

New Google algorithm updates are taking place at an unprecedented rate.

Sometimes, what doesn't affect search rankings one day may have a major impact on the search results the next.

The alternative is correct as well. The order in which ranking elements are applied is not set in stone.

Added to that, you must go through a lot of misinformation, making it tough to discern what is credible.

There will be articles where the writer presents facts and/or their personal opinions in support of their ranking factor claims.

We will go right to the source, Google, in this essay.

Google has validated a few ranking variables, and we'll show you what they signify for both search and SEO.

Let me correct something before we talk about rankings: the biggest myth around ranking parameters is that they don't matter.

Myth: Google Has 200 Ranking Factors

For argument's sake, let's assume there aren't truly 200 ranking elements.

As of 2009, when Google's Matt Cutts mentioned that there were “over 200 variables” in the Google algorithm, it seems as though the “200” statistic first appeared.

Try to bear in mind that this happened almost a decade ago. that occurred prior to:

• The HTTPS boost.
• The mobile-first index.
• Hummingbird.
• An exhaustive update consisting of several alterations, additions, and advancements, including the addition of machine learning to the algorithm known as RankBrain.

The landscape has shifted a lot.

Let's say, just for the sake of argument, that the score has always been a nice round 200, and even if there was a nice round 200 in place at the time, Google has definitely increased that score at least by one or two ranking factors.

So, we've addressed the first legitimate fact we've covered here thus far.

In the past few years, Google has done a lot.

Also, most of the factors have various states or values that can apply.

As ranking signals are, they can be in a positive or negative state (though some, like a site being in HTTPS or not, may be).

Thus, some ranking variables could be reliant on other factors to initiate.

A spam factor will not be invoked until a certain number of links have been gained over a certain period of time. Until it is triggered, the question could be asked: Is it always a factor, or is it not?

Let's leave the topic of whether or not that is the case to the philosophers, shall we?

With this knowledge of the myth of the 200 elements, and with this new understanding of how they are used (or not), we will go on to explore additional recognised factors.

While it is impossible to comprehend the sheer number of components, this does not mean they are unknowable.

We believe that the sun exists, but we still have many unanswered questions regarding how it works.

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Despite this, it has been fairly useful in the past thanks to its existence and a few core outputs. It's the same search ranking elements, just discussed from a different perspective.

There are factors that are recognised, and the known facts confirm that it is worthwhile to focus on an area.

The following are things we know for certain to influence search engine results:

1. Content as a Google Ranking Factor

Google's search function is based on the amount of content on a website. In order to provide quicker access to web content, search engines were developed.

Content is what makes Google possible. Content is self-evident. The information in this statement is corroborated in Google's “How Search Works” resource, which provides a straightforward explanation of the company's algorithms in simple to understand language:

Artificial intelligence (AI) software is designed to read and evaluate webpages, looking for webpages that might be relevant to what you're searching for. As you can see, the proof is right here, but we don't encourage everyone to just go out and create material because we want to have more URLs for Google to index.

When it comes to ranking web content, Google is only concerned with two things: quality and relevancy. What this means is that is the text well written and does not contain many problems in spelling and grammar?

Do the results link to the search queries? You will have a far greater chance of obtaining top ranks in Google if you tick the boxes. Because of its algorithms, it is able to differentiate between high-value information and stuff that was hurriedly assembled.

2. Core Web Vitals as a Google Ranking Factor

Site usability and content completeness nearly go hand in hand.

Although content relevance tends to overrule other ranking factors, “almost” describes the list because of the significant impact it will have on rankings. Even if Google would prefer to deliver search queries to pages that offer an amazing user experience, it doesn't go so far as to not recommend other websites.

According to Google, measuring user experience by examining three variables known as the Core Web Vitals allows it to discern how well the web is being used. In 2020, they appeared on the scene and by 2021, they started to play a major role in overall rankings.

We're pleased to announce that we'll be rolling out page experience signals in search rankings starting in May of 2021. When you see the new page experience, you're witnessing our current search signals of mobile friendliness, HTTPS security, and interstitial standards integrated with Core Web Vitals.

Each year, Google plans to keep updating the Core Web Vitals metrics based on the company's view of what's critical to making a great web experience.

Integrated into search rankings, Core Web Vitals provided several options:

• Measurement to estimate how long it takes to load the largest piece of content in the viewport is the Largest Contentful Paint (LCP).
• First Input Delay (FID): Measured in milliseconds, it describes how long it takes for the browser to reply to the page when a user has clicked something on the page.
• To find out if there has been a large shift in the material on screen while elements are loaded, use the CLS, which measures visual stability..

3. Site Speed as a Google Ranking Factor

In the interests of complete disclosure, you may want to make a note of this as a “fact.” Here at Google, we're focused with speed, in both our products and the web. Today, in order to better serve our users, we're improving the speed of our search engine ranking.

The practise of employing it as a ranking element for mobile was not initiated until July of this year.

Apparently, Google made the assumption that their desktop pages were fast till then, and as a result, they've incorporated mobile-first indexing.

4. Mobile-Friendly as a Google Ranking Factor

Most to say the least, having a mobile-optimized site is a ranking factor.

There is only one piece of evidence I think is required to provide in this article: the deployment of the mobile-first index.

5. Title Tags as a Google Ranking Factor

For the benefit of the readers, however, coming as no surprise is that title tags are a definite ranking element.

That's known to everyone, but it's in the list of facts.

As of two years ago, Google's John Mueller verified it in a hangout with webmasters. The video begins when he starts to talk about the point.

Keep up with Google's latest changes in SERPs by checking out the Google Rewriting Title Tags article.

6. Links as a Google Ranking Factor

A confirmed ranking factor is links. This has been found to be a major ranking component in previous research projects.

Links are an established signal, as indicated by their long-term presence on the third-highest ranking component that was revealed by Matt Cutts in 2014 and their instant standing as a top-three ranking signal once RankBrain rolled out.

It is possible that link calculation equations will be replaced by entity reference computations in the future, however this is not a reality today. The reality of linkages will only be a reality of entities at that point.

7. Anchor Text as a Ranking Factor

I will not include parts of links that are "given" as truths, such as the fact that an authoritative link is worth more than a new site link or that a directory link is of less value than an authority link. These issues are dealt with in the link talks as a whole and are supported by the facts shown in the link.

While there are plenty of discussion points that are worthy of examination, one we need to focus on is anchor text.

It's a contested issue about whether anchor text is a signal; and while the misuse of it may be negative, that is enough to assume that it's a signal.

However, one thing that cannot be overlooked is that anchor text has been frequently emphasised in Google's SEO Starter Guide.

Mueller also suggested utilising anchor language that reinforces the page's content while using Office Hours Hangouts.

Google suggests using anchor text strategically. Using generic terms such as “click here” or “see this page” is not okay.

Anchor text should provide a good description of the page that you are linking to so that your readers get a sense of what they are about to see. These results can also give Google extra information about a page, which can be beneficial when it comes to rankings.

Additionally, well-optimized anchor text can make otherwise excellent content obsolete.

As a result, Google may demote or deindex your site's content if a majority of links on the web have keyword-rich anchor text.

8. User Intent/Behavior as a Google Ranking Factor

A more accurate way to express intent is that users express intent as a grouping of signals, rather than a single signal. But in this case, we have connections and we'll have to be aware of that when analysing intent.

While they are, for the most part, unconfirmed and unknowable, the signals inside the grouping as a whole are, in fact, factual.

At support evidence for intent being a signal, we might look to RankBrain.

Some regard RankBrain to be a signal. Personally, I would regard it as an algorithm that evaluates and responds to external stimuli, but that is a semantic debate.

Google has described how RankBrain works: “When RankBrain encounters a term or phrase it does not recognise, it can estimate related words or phrases and filter search results, making it better able to handle new queries.”

So, it serves a different role than being simply a signal; it interprets between the search engine and the searcher, conveying search engine terms that can be ambiguous to the searcher.

In every case, the user's intent is accounted for.

Looking at components of user activity from the context of CTR, pogo-sticking (which is confirmed not a direct indication), and other similar behaviour can help you learn more about your users and their habits. To the best of my knowledge, Google has not validated any of them as factors.

These are not scenarios we are completely confident of or they have patents around; these are just facts in this essay.

9. Geolocation as a Google Ranking Factor

Geolocation, the idea that where you are in space and time effects your findings, has several other arguments and viewpoints on other subjects that I might link to.

Rather than doing one of these, I searched for something while I was hungry and posted the image of the search.

10. HTTPS as a Google Ranking Factor

We started using HTTPS as a ranking indication on August 6, 2014, when we posted in our blog: "..." So for now, it is merely a very lightweight signal that only influences queries carried out by less than 1% of global websites. At the same time, we provide webmasters with an opportunity to migrate to HTTPS. It is possible that in the future we may decide to make it stronger...

11. Domain Authority as a Google Ranking Factor

You could be questioning the accuracy of this whole essay if you're following the news and Google's remarks as closely as I do.

And here is what Special Counsel Mueller had to say on Reddit:

When Google suggests that domain authority is not a fact, why would I include it in my list of facts?

In other words, because they're referring to a tom-A-as as a tom-AH-as.

Clearly, Bill was wondering about the Moz measure (called "authority") and how it relates to page rank.

When referring to a Moz metrics, Mueller sidestepped the issue, answering instead with a jab at the metric itself. It was interpreted as an argument against the entirety of the metric.

In a Google Hangout, Mueller shares: "A Google Hangout gives all sides of the story. It is the pages, but it is also the entire website.

This remark describes Google conducting an assessment of their own webpages in order to determine where to put them in search results, and also making an assessment of the entire website.

Google provides a benefit to websites that have a long history of producing great content and have a reputation for reliability.

I understand that Mueller was poking fun in the Reddit AMA; in fact, I commend him for his effort.

We must investigate the facts and happily, they're readily available.

There are even more 200 ranking elements to know about in regards to Google's “200”.

Them’s the Facts

Finally, let us all remember that as we proceed toward complete integration of machine learning into Google's algorithms, anything you believe you know about the number of ranking components will become increasingly inaccurate.

While now machine learning can only make adjustments based on programmed factors, it won't be long until machine learning is tasked with the additional responsibility of discovering new ranking elements that have not previously been addressed.

In a nutshell, searching for known-good and known-bad results and then using them in computations.

Even though the number of components was unknowable, at that time, they were just about impossible to count.

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