10 of the Most Important SEO Ranking Factors to Get Right Today

When the goal is to claim one of the top three spots on search engine results pages (SERPs) in Google, you’ve got to have some understanding of the 200+ important SEO ranking factors. Unfortunately, only Google really knows every specific ingredient in their search recipe. Good thing digital marketing experts have spent all these years studying search algorithms to get a good grasp of what factors sit high on the list and which ones don’t.

• Crawlability is essential: Make it easy for search engines to find and scan your pages using sitemaps and robots.txt.
• Site security matters: HTTPS encryption is a ranking factor that builds user trust.
• Mobile-friendliness is critical as most searches now happen on mobile devices.
• High-quality, fresh content improves rankings and user engagement.
• Fast page load speed enhances user experience and search rankings.
• Structured data helps Google understand your content and can improve click-through rates.
• Keyword research should focus on search intent, not just popular terms.
• Older domains tend to rank better due to established authority.
• A strong backlink profile signals authority and boosts SEO performance.
• User engagement metrics like bounce rate and time on site influence rankings via Google’s RankBrain AI.

Table of Contents

1. Key Takeaways
2. Crawlability: Making Your Site Easy to Find
3. Site Security: The Importance of HTTPS
4. Mobile-Friendliness: Catering to the Majority
5. Quality Content: What Search Engines Want
6. Page Load Speed: Keeping Visitors Happy
7. Structured Data: Helping Search Engines Understand You
8. Keywords and Search Intent: The Foundation of SEO
9. Domain Age: The Value of Longevity
10. Backlinks: Building Authority and Trust
11. User Engagement: What Google’s AI Looks For
12. What Areas Should You Focus On?
13. FAQ

If you feel like you’re still in the dark on the most crucial ranking factors, we’ll tell you the big ones universally accepted as the primary areas anyone should get right.

Of course, no search engine can rank a website they simply can’t find. Crawlability allows them to scan a website, review what its content is about, and determine how it should rank.

It goes without saying that if you want Google to rank your website, you’ll have to make it easy for their spiders to crawl its pages properly. For this purpose, make sure to submit a sitemap to all leading search engines. Use the robots.txt to tell search engines which pages they can access and which ones they should leave out, too. 

It has been nearly a decade since Google discussed how site security qualifies as a ranking factor and it has become one of the most crucial ones on the list. It basically refers to the use of HTTPS encryption, which establishes a secure connection to allow a safe exchange of information between a site and its end-users.

For the most part, search engines want to drive users to the most trustworthy and safest sites on the Web.

Because more searches are being conducted on mobile devices than desktop computers at this point, Google has made this one the rising star among its ranking factors. So the better your website looks and performs when viewed on a mobile device, the better are your chances to climb up SERPs.

A mobile-friendly website isn’t just about accessibility, though. Search engines think highly of a responsive design since it promotes a better user experience for a growing demographic.

At this point, it’s no surprise that publishing high-quality content on a consistent basis can get search engines smiling your way. In fact, Google often reserves the top spot on search rankings to websites that put up timely, in-depth, well-researched, and engaging content.

With search engines giving much weight on fresh content, your shot at search visibility improves the more you hinge your marketing strategies toward meeting such criteria.

What search engines want is for people to come in with their queries and find answers to them in the quickest way possible. With that said, they’ll typically rank slow-loading domains in the lower rungs of the ladder.

A fast page load speed is part of good user experience and you’ll have to optimise your site by means of file compression, website caching, etc. if you don’t want to frustrate site visitors who come to your site for information.

Schema Markup (or structured data), is microdata added to a backend of a page that tells search engines how they should classify and interpret any portion of the website. This is another ranking factor that helps in telling Google what a website is all about.

It’s important to note that this factor tells search engines what makes a particular page valuable. Structured data can also lead to featured snippets in search results, which actually boosts click-through rates (CTR). Yes, this metric translates to better search ranking.

SEO strategies all begin with performing keyword research; knowing what keywords will get you the best reach helps drive your efforts in the right direction, after all. 

While some digital marketing experts will still insist on putting all your eggs in this one basket, treat this ranking factor more like a guide at this point. It’s good to identify the popular keywords that can drive organic traffic to your website but know that understanding search intent may be the wiser recourse. It’s the latter that gives you a better idea of how to streamline the sales funnel.

It might be something that is beyond your control, but it’s still worth mentioning how older domains tend to rank better than freshly launched websites. It’s likely due to the fact that it often takes time before your SEO efforts kick in. 

Sorry, mate—those 60-day guarantees (of your website ranking) are simply false promises.

Another signal that tells the likes of Google that a website is authoritative and credible comes in the form of backlinks. The number and quality of the links pointing to your website is a sure way to impact your rank on search results.

Because of the value that backlinks bring to the table, you’ll have to carefully plan how you do link acquisition by way of digital PR, guest posting, and other acceptable link-building strategies.

Google (and most of the biggest search engines) typically look to users to help them determine the pages that they should put high on search rankings. With the aid of an artificial intelligence (AI) tool called RankBrain, Google is able to tell and interpret which pages are quite useful to searchers.

Search engines look at metrics e.g. bounce rate, time on site, and CTR (click-through rate) to know if a website’s content is deemed valuable by its target users. Optimising site architecture, navigation, page speed, design, metadata, and content are often done to fetch better engagement numbers. And this alone tells you how important this factor is.

In reality, any effective SEO campaign will have to tinker with a lot of moving parts that all come together to deliver results. Get the most important cogs working on your website and you’ll gradually win more clients, see better conversions, and close more sales.

Although there are more than 200+ factors included in Google’s search algorithm, you can take solace in the fact that you need not tick that many boxes to get your site going up the ranks. To know which area your site needs to work on for your SEO efforts to bear fruit,  contact Toprankings and we will do a thorough site audit so you can get your optimisation efforts rolling sooner rather than later!

What is crawlability and why is it important?

Crawlability refers to how easily search engines can find and scan your website pages. Using sitemaps and robots.txt files helps improve crawlability, allowing your site to be properly indexed and ranked.

Does HTTPS affect my SEO rankings?

Yes, HTTPS is a confirmed ranking factor. It secures data exchange between your site and users, increasing trust and improving your chances of ranking higher.

Why is mobile-friendliness crucial for SEO?

Most web traffic comes from mobile devices. A mobile-friendly, responsive design improves user experience, which Google prioritizes in its ranking algorithm.

How does quality content impact SEO?

High-quality, well-researched, and regularly updated content signals relevance and authority to search engines, helping you rank better and attract more visitors.

How important is page load speed for ranking?

Very important. Fast-loading pages reduce user frustration and decrease bounce rates, positively influencing your SEO.

What is structured data and how does it help SEO?

Structured data (or schema markup) tells search engines exactly what your content means. It can also help your pages earn featured snippets, increasing visibility and clicks.

Should I focus on keywords or search intent?

Focus on search intent. While keywords guide your strategy, understanding what users want helps you create content that better meets their needs and ranks higher.

Does domain age really matter for SEO?

Older domains often have more authority and trust, which can help rankings. However, newer sites can still rank well with strong SEO practices.

Why are backlinks important?

Backlinks from reputable sites show Google your site is trustworthy and authoritative, which boosts your rankings.

How does user engagement affect search rankings?

Metrics like bounce rate, time on site, and click-through rate tell Google if your content is valuable. Better engagement can lead to higher rankings.