Back in 2016, a Google engineer famously said that Google’s top three ranking factors were content, links and RankBrain. However, this was later disputed by more than one Googler.
Sure, those three factors are likely a huge part of how Google determines rankings, but that’s not an exhaustive list.
It is wrong to think that the algorithm is made up only of these three factors and that each of them carries one-third weight for each query. That’s because the factors in Google’s algorithm change from query to query.
That said, I’ll spend the rest of this article shedding more light on what I believe are the top factors in how your website ranks.
Content
If I were to choose the No. 1 spot among the top ranking factors, it would be content. Content is the fabric of the web. Without content, Google’s search results simply wouldn’t exist.
Now, any website can have content, but quality content is how you rank. That’s because the content you create is important to the efficacy of Google’s search results.
Google wants its users to have a good experience. To do that, the websites featured in its search results must offer good answers to their users’ queries.
To ensure that Google is featuring the best content in its search results, it has created things like:
For more, see:
Technical Factors
If your site is not crawlable and/or doesn’t perform well, it will likely not do well in the search results.
One of the most important things you can do is make sure your site is optimized from the ground up so that search engines can access, crawl and understand it with ease. And it must provide visitors with a good user experience.
Case in point: Google’s Gary Illyes once said:
“I really wish SEOs went back to the basics (i.e. MAKE THAT DAMN SITE CRAWLABLE) instead of focusing on silly updates and made-up terms by the rank trackers and that they talked more with the developers of the website once done with the first part of this sentence.”
In Google’s Search Quality Evaluator Guidelines, it states that unmaintained sites are low quality:
… unmaintained/abandoned “old” websites or unmaintained and inaccurate/misleading content is a reason for a low Page Quality rating.
In 2021, Google rolled out its page experience update, outlining various technical factors that should be followed to ensure a good user experience. If you want to be rewarded with better ranking, optimize your site to address these signals.
For more, see:
Links
If content is the fabric of the web, links are the strings that tie it together. Ever since PageRank, links have been a significant way search engines determine rankings. Why? Links have always served as a “vote” from one website for another.
Even though Google says links have less impact now than they used to, they are still important.
However, not all links are created equal. Google doesn’t give every link to your site an equal vote. In fact, some links can even result in a negative impact on your website’s ability to rank.
Today, links are no longer a numbers game. Even though Backlinko research shows that the No. 1 result in Google has an average of 3.8 times more backlinks than positions No. 2 to 10, we have seen sites with fewer but higher quality links outrank sites with more.
To get links right, you want to focus on link earning rather than link building and the quality and relevance of links versus the quantity. Link earning first starts with creating excellent content and a trusted site so that it naturally earns the links it deserves.
In 2020, Google’s John Mueller said links were “definitely not the most important SEO factor.” What does that mean? Google wants people to focus on making a great site first and not worry too much about building tons of links.
For more, see:
RankBrain
RankBrain is probably one of the most misunderstood ranking factors. RankBrain is a machine learning component of Google’s algorithm. It uses multiple data points at the time of a search to help the search engine better interpret the intent of search queries and serve the most relevant search results.
With RankBrain, Google can go beyond factors like the quality of the content or the links to a webpage to help identify the very best answer to a search.
So to survive RankBrain, you have a lot of work to do to ensure that you are creating the type of content that satisfies the query / your keywords. If you don’t, you risk the chance of RankBrain deciding that your content is not relevant to a search and you can lose rankings.
For more, see:
There are countless factors that go into ranking a webpage, video, or image. And those factors change based on the search query. Understanding the top factors, though, is an important first step in knowing how search works.
Unlock your website’s potential with our expert SEO strategies tailored to Google’s dynamic ranking factors—let’s boost your visibility and climb the search results together. Talk to us.
FAQ: How does content quality impact website rankings?
Content quality is the linchpin influencing website rankings across search engines.
Search algorithms, notably Google’s, prioritize delivering valuable, relevant and authoritative content to users. This emphasis stems from the understanding that user satisfaction hinges on the quality of information provided in search results.
High-quality content embodies various facets, encompassing relevance, accuracy, depth and user engagement. Search engines gauge content quality through multiple lenses, evaluating factors like originality, readability, multimedia integration and the resolution of user queries. Furthermore, the webpage’s dwell time and bounce rate serve as metrics reflecting user satisfaction, both influenced by content quality.
For instance, Google’s algorithm updates prioritize user-centric content, favoring websites that offer comprehensive, trustworthy and well-structured information. Websites adhering to these content quality principles often experience improved rankings, witnessing enhanced organic traffic and user engagement.
Crafting content aligned with user intent is key. Understanding the target audience’s needs and preferences allows content creators to curate compelling, informative and shareable material. Implementing structured data markup and employing SEO best practices also elevates content visibility, augmenting its impact on website rankings.
Content quality is not merely a determinant but a cornerstone for website rankings in search engine results. Prioritizing content excellence aligns with search engine algorithms’ evolving criteria, paving the way for sustained organic growth and heightened online visibility.
Step-by-Step Procedure:
- Define the Target Audience and Their Needs: Identify your audience’s demographic, interests and pain points.
- Conduct Comprehensive Keyword Research: Utilize keyword tools to identify relevant and high-value keywords aligned with audience intent.
- Develop Content Strategy: Plan content creation based on identified keywords and audience needs.
- Focus on Relevance and Originality: Craft unique, informative and relevant content that adds value and solves queries.
- Optimize On-Page SEO Elements: Implement optimized titles, meta descriptions, headers and URL structures.
- Enhance Readability and Engagement: Use concise language, formatting and multimedia elements to improve user experience.
- Integrate Structured Data Markup: Leverage schema markup to enhance content visibility and relevance for search engines.
- Analyze and Monitor Performance: Track content performance using analytics tools to refine and improve strategies.
- Continuously Update and Improve Content: Regularly update and enhance existing content to maintain relevance and quality.
- Engage in Link Building: Earn high-quality backlinks from reputable sources to boost content credibility and rankings.
