„Ranking factor“ refers to a criterion or characteristic of a website that is used by search engines such as Google to assess the relevance and quality of a page for a specific search query. These factors significantly influence the position in which a website appears in the search results (SERPs - Search Engine Results Pages) appears. The aim is to present users with the best possible and most relevant content for their search intentions.
Importance and dynamics of ranking factors
The landscape of ranking factors is complex and subject to constant change. Google, the world's dominant search engine provider, uses over 200 such criteria to evaluate websites. Although Google does not disclose all factors in detail, some of them are considered to be particularly important. The weighting of the individual factors can also vary depending on the user's search query, device and location. Recent algorithm updates, such as Core Updates, regularly lead to shifts in the relevance of individual factors.
Types of ranking factors
Ranking factors can be roughly divided into several categories, which in their entirety contribute to the evaluation of a website:
- On-page factors: This includes all elements that can be influenced directly on the website. Examples include the quality and relevance of the content, the optimization of Meta-titles and descriptions, the use of relevant Keywords, which internal linking, image optimization as well as the structure and readability of the text. Another decisive aspect is the E-E-A-T principle (Experience, Expertise, Authoritativeness, Trustworthiness), which evaluates the experience, expertise, authority and trustworthiness of the content creator and the website.
- Off-page factors: These factors relate to external signals that indicate the authority and trustworthiness of a website. The most important off-page factor is the Backlink profile, i.e. the number and, above all, the quality of links from external, topic-relevant and authoritative websites. Brand mentions and social signals can also play a role.
- Technical factors: The technical basis of a website is crucial for the Crawlability and Indexing through search engines. This includes the Loading speed, which Mobile friendliness, secure HTTPS encryption, a clean URL structure, the presence of an XML sitemap and the avoidance of duplicate content (Duplicate content). Particularly noteworthy are the Core Web Vitals, consisting of Largest Contentful Paint (LCP) for loading performance, Interaction to Next Paint (INP) for interactivity (INP replaced First Input Delay - FID in 2024) and Cumulative Layout Shift (CLS) for visual stability. Mobile-first indexing continues to be of great importance.
- User experience (UX): Search engines also measure how users interact with a website. High dwell times, low Bounce rate, intuitive navigation and overall positive user interaction signal to search engines that a website is valuable. This is also reflected in the aforementioned Core Web Vitals.
Agencies in the field of search engine optimization continuously analyze these factors and develop strategies to improve the visibility of their clients' websites. A deep understanding of the current ranking factors is essential for sustainable success in search engine results.
