A ranking factor is a criterion that search engines like Google use to evaluate and rank websites in their search results (SERP). Search engines use many different ranking factors to determine which pages are most relevant for a particular search query. These factors affect how high a page is placed on the results page, and thus how visible it is to users.
What types of ranking factors are there?
Search engines like Google take hundreds of ranking factors into account. Here are some of the most important:
- Quality of content: Search engines prioritize pages that have relevant, unique and valuable content, which precisely answers the user's query.
- Backlinks: Links from other reputable websites to your page indicate authority and relevance, which strengthens your ranking.
- Page speed: Fast pages provide a better user experience and are therefore an important ranking factor.
- Mobile-friendliness: As more people search on mobile devices, mobile-optimized pages are prioritized.
- User experience: Factors such as a low bounce rate and longer visit duration can indicate that users find the page useful and engaging.
- Security (HTTPS): Pages with HTTPS encryption are perceived as more secure and are preferred by search engines.
Why are ranking factors important?
Ranking factors are essential for SEO because they help improve a page's visibility in the search results. By optimizing your website in relation to these factors you can increase your chances of appearing higher in the search results and thus attract more organic traffic.
Understanding which ranking factors are most relevant for your audience and industry is a core component of any successful SEO strategy.