If only SEO were as upfront as a predefined list of ranking factors employed by Google’s algorithm. If only SEO were as forthright as Google using a single algorithm. If only every industry and geographic area followed identical ranking criteria. Gone are the days when search engines operated simplistically, with practices like keyword stuffing and link quantity as apparent, direct factors influencing rankings. And back then, there was only one algorithm to consider.
In the past quarter-century, SEO has evolved into a progressively intricate and subtle field. The criteria for ranking vary depending on the industry and the specific keyword. The way YMYL (Your Money or Your Life) pages are ranked differs from the approach taken for e-commerce transactional queries and local search factors in yet another layer of complexity.
One thing is sure in the SEO world: the more you delve into it, the more you realize there’s so much more to learn. Google must provide an official blueprint or checklist of ranking factors. However, specific signals or factors hold significance in Google’s assessment of page rankings.
The Myth Surrounding Google’s So-Called ‘200 Ranking Factors’
Before we delve into the essential ranking factors and signals, let’s address the widely circulated myth of Google’s 200 ranking factors. A quick Google search for ‘ranking factors’ will yield numerous search engine results pages (SERPs) featuring titles that reference 200 ranking factors from well-established blogs.
The number ‘200’ most likely originated as a public relations effort by Google to emphasize the complexity of its algorithm by highlighting its multifaceted nature. This notion has persisted since. The sole known mention of ‘200’ can be traced back to a speech by Matt Cutts at PubCon in 2009.
The Three Ranking Factors for SEO Professionals
Let’s explore the essential ranking factors that should be considered to enhance SERP visibility.
- Exceptional Content Quality
The initial step in the ranking process is to comprehend the user’s query. The subsequent step involves aligning the query with the content on a webpage. Content plays a pivotal role in terms of search engine ranking and enhancing the user experience and boosting conversion rates.
In essence, the internet is primarily composed of pages filled with content. But what exactly constitutes high-quality content? In a nutshell, it can be best described as content that adheres to E-E-A-T signals, which signify Experience, Expertise, Authoritativeness and Trustworthiness. High-quality content should also exhibit a strong foundation of experience.
Keywords and the text on a page constitute an essential aspect of content. While ongoing theories suggest that keywords have become obsolete and are no longer necessary for ranking, at a foundational level, keywords still hold significance.
Google is continually working to present the most relevant results. In pursuit of this goal, machine learning systems have been integrated to interpret natural language queries better. Google’s ability to distinguish between the different meanings of a term, such as “cheat” referring to a dishonest person versus “cheat” in the context of gaming (as in cheat code), is a prime example, as previously highlighted by Gary Illyes.
The systems that exert the most influence on content ranking include the following:
- Helpful Content System
Introduced in 2022, Google’s “helpful content system” is centered on delivering top-tier content to users. Google’s primary objective is to ensure that content reflects real-world expertise, which ultimately results in an enhanced experience for readers – more content generated by individuals, for individuals. This system undergoes continuous refinements, and in 2023, we’ve witnessed several rounds of updates.
Some of the directives for helpful content, all emphasizing E-E-A-T principles, encompass:
- Stay focused on your core subject.
- Showcase hands-on experience.
- Avoid mingling multiple topics on a single page.
- RankBrain
Introduced in 2015, RankBrain represents one of Google’s machine learning systems aimed at establishing connections between words and concepts, enhancing Google’s ability to grasp the intent behind search queries. RankBrain is crucial in refining rankings, with Google’s objective being to present the most pertinent search results. Additionally, it empowers Google to deliver results for queries with no prior search history.
Before the introduction of RankBrain, Google could not recognize synonyms, often delivering literal interpretations of search terms. According to Google: ‘…before we integrated advanced AI, our systems primarily focused on exact word matches. For instance, if you queried ‘psata,’ unless a page contained that precise misspelling, you would probably need to conduct a new search with the correct spelling to locate a nearby pasta place…Now, with advanced machine learning, our systems can more adeptly identify when a word appears incorrect and offer a potential correction.’
- BERT
In 2018, BERT substantially impacted the SEO industry as a major Google update, reportedly affecting approximately 10% of search queries. This system is designed to comprehend how word combinations convey diverse meanings, particularly about stop words. Consequently, even so-called stop words gain relevance in search when they play a role in shaping the purpose of a query.
- Multitask Unified Model (MUM)
In 2021, during Google IO, MUM was unveiled as a system that represents a notable advancement through its multimodal capabilities, enabling it to extract information from text, images, and, potentially videos. MUM is not employed as a ranking system for all types of searches.
- Content Freshness
The consideration of content freshness only applies universally to all searches. It is contingent on specific queries and vital for particular niches and topics. For instance, it is especially crucial for delivering real-time results, such as breaking news, weather updates, or stock prices. In search results, most content experiences some level of decline over time if it is not regularly updated. Ideas, concepts, products, and information are in a constant state of evolution, aligning with the evolving expectations of users.
- Personalization & Locality
While the discussion on content quality is beyond the scope of this context, it’s important to note there is a layer of personalization atop the various rank-refining factors. This layer factors in a user’s search history and their current location. For instance, queries such as ‘best tyre shop’ are location-sensitive and yield results that include a map based on the user’s current location. Similarly, some product queries are tailored to showcase local suppliers.
It’s crucial to recognize that search results can vary across different devices, and understanding the user’s intent at a specific stage of their journey plays a pivotal role in determining the most appropriate SERP results. For instance, a search for ‘Hyde Park’ on a desktop may emphasize research results with video and image carousels. At the same time, the mobile SERP may prioritize information related to tickets, directions, and location.
E-E-A-T Is Not a Direct Ranking Factor, Yet It Holds Significance
Google’s Search Quality Raters Guidelines, once a closely guarded internal document at Google, eventually became publicly available when it was leaked online. Google now openly shares this document as an example of the criteria its Quality Raters utilize when manually assessing websites.
E-E-A-T comprises a set of refining signals that underpin to enhance user experience and combat misinformation. This concept holds significance across all niches. However, it is particularly crucial in YMYL (Your Money or Your Life) niches, such as finance and health, where search results can profoundly impact a user’s life.
As mentioned earlier, the quality of content is a pivotal ranking factor, and there is no better framework for achieving this than by adhering to the E-E-A-T guidelines. Establishing a reputable image as an expert in a specific field aligns with Google’s goals and enhances user experience.
- User Experience on Webpages
User Experience centers on four primary signals: HTTPS, Page Speed, Mobile Friendliness and Core Web Vitals. Page experience holds significance, although it may not be the most critical factor in every circumstance. Its application to ranking becomes more crucial when two pages compete for the same position. Prioritizing Google’s intentions and aligning your efforts accordingly is a crucial aspect of SEO that should be considered. Focusing on Google’s objectives can yield better ranking results than any other approach.
- Hyperlinks
Ranking factors and links are closely intertwined. Ever since Google’s inception, SEO professionals have employed links to manipulate rankings. At the same time, Google has continuously battled against link spam to enhance its search results. Some SEO experts believe links are losing their significance as a ranking factor. In a 2022 survey conducted by Marie Haynes, a leader in the SEO industry, 44% of SEO professionals who participated felt that link-building had become less effective than previous years.
To understand why links have historically held importance, we can refer to Google’s founders, Sergey Brin and Lawrence Page, who emphasized the role of links in their seminal Stanford paper. In this paper, links were highlighted as one of the primary factors for ranking, akin to the citations given to academic papers.
In Google’s early days, links rapidly became the most exploited method of spamming to influence rankings. It wasn’t until 2012, with the introduction of the legendary Penguin update, that Google effectively curbed the influence of low-quality links. Since then, Google has been working to reduce the emphasis on links.
Fast forward to 2023, during an Ask Me Anything (AMA) session at PubCon, Gary Illyes expressed a different view by stating that links are not one of the ‘top 3’ ranking signals and haven’t been for ‘some time…there isn’t a universal top 3.’ Illyes even mentioned that ‘It’s possible to rank without links.’
It’s essential to consider why Google might downplay the importance of links, including the need to combat link spam. Google is unlikely to declare outright that links are a definitive ranking factor, especially when they can be easily manipulated. While it is technically feasible to rank without links, in most cases, links do contribute to improved rankings.
Beyond the flow of PageRank, one fundamental reason links matter is that Google typically discovers pages through crawling, and it navigates from one page to another via links. This is why a page without inbound or internal links can face challenges in ranking because it remains undiscovered by Google through links to crawl and index. The potential absence of links underscores the importance of submitting a sitemap, which informs Google about the pages you want to be indexed.
Internal linking assists Google in crawling and indexing all interconnected pages on your site. It also aids in creating topic clusters, which is a valuable SEO content strategy. It’s crucial to understand that not all links hold the same value, and Google emphasizes the quality of each link rather than the sheer volume of links.
Critical Insights on Google’s Ranking Factors
The key message from this blog is that achieving a high ranking and visibility on search engine results pages (SERPs) is not a simple matter of following a definitive list of ranking factors. This complexity is one of the reasons why the SEO industry is both captivating and demanding to work in. However, despite the absence of a clear-cut set of Google ranking factors, several critical factors and signals must be addressed correctly to attain the best possible ranking. The first step is to understand Google’s objectives and operational principles deeply. With this understanding, you can develop a content and SEO strategy that aligns to achieve a favourable ranking.
