Most of the articles on Google ranking factors try to explain all 200+ factors. But the truth is nobody knows about them except Google itself.

But from time to time search engines reveal some important factors that they consider for rankings. Below are 9 factors that will make your site better than your competitors.

To gain Google’s attraction you need to work hard on these points. So, pay close attention to the below-listed factors and optimize your site accordingly.

1. Site Freshness

Fresh content is more important for some sites than others. For example, if you are running a news website. Then you might notice that on searching your site, google only display top stories in the list.

Just go to google and search for a new site for example BBC news. You will get the latest top stories results.

This happens because the google algorithm knows that people want to see the latest update on a news topic.

For other sites, freshness in the content is also important but less important than on a news site.

For example, take a query “best snow shoes”.

Because the shoemakers release new snow shoes from time to time. The most important thing is the snowshoes recommendations from the last 2 to 3 months are still valid for today. 

This is the reason for these types of queries you get old results (1 month to 1-year-old).

Another example,

For queries like “how to tie shoelaces” or how to brush your teeth. Freshness hardly matters, the reason is the process of tying shoe laces is the same and it will not change until the entire world starts wearing shoes without laces.

Google knows this and this is the reason on searching these terms you get new and old results in SERPs.

Key points:

  • Regularly update your content if you are running blogs on topics.
  • Frequently update your site content if you are running news-like sites.
  • If the freshness hardly matters in your niche, then work hard to create in-depth guides.

2. Page Speed

In 2010 google add page speed to its ranking signals list. Then in 2018 google expand the page speed factor to mobile searches.

Nowadays google uses the mobile-first index. If your site is well-optimized for mobile users then your visitors will definitely get a better user experience.

The best experience is the key factor to attract Google’s attention. According to google guidelines, a mobile page should display its content within 3 seconds.

Your aim should be to enhance the user experience. Because users do not like pages that are slow to load. Pages that take more than 1 minute to display their content.

Remember, when you wait for a site to fully load its content!

There are thousands of results for a single query, the user will jump to the next result in SERPs. This means due to slow loading speed you are losing your rankings and customers. 

To improve your mobile loading speed, create mobile pages less than 500kb.

3. Backlinks

Backlinks are the most important page rank factor. Google algorithm is dependent upon links. The bots discover content through links. They jump from one site to another through links (external links).

This does not mean you need tons of links to rank your website.

Because google also has tools to discover spammy backlinks. Sites with spammy backlink profiles get a penalty.

To avoid link penalty, you should only make relevant links. For example, if you are running a website on pet food then it is best to have links from other sites that are in the same niche.

If your backlinks profile has links from musical sites or bodybuilding sites. This raises a red flag in the system and google can check your site manually.

These links are called irrelevant links. Google does not count them in any way.

Next, if your web pages are linked to high authority pages then you have good chances of achieving top rankings in SERPs.

4. Authority on Topic

A topical authority is way more important than the number of backlinks. Google started ranking sites that have good authority on the topic.

In simple words, if your site is on pet care and you write many articles about dog food. This proves that your site has strong knowledge about dog food.

In digital language, you have strong authority on the topic “dog food”. Google will most likely rank your articles when someone searches for queries like best dog food, food for dogs, or food for a particular dog breed.

In short, to rank all your web pages you need to cover every topic in detail. Write as many articles as you can write around a single topic.

5. Depth of Content

Google will only rank your pages if they cover almost all concerns of users. If your published page is about the best shoes for men. Then you need to cover all the specifications, do the comparison, and tell your audience why they are the best.

Pros and cons, make a price table, etc.

So that users can get a complete article with specifications, prices, comparisons, pros and cons and alternatives, budget options, etc.

This type of content is easy to rank. It takes lots of time and research to create such a master copy of the content on a single topic.


SSL certificate is important for a better user experience. Users do not trust sites with HTTP. They know that HTTPS means a user is secure.

Their browsing is encrypted between browser and server. No one can check the browsing history or hack your browser.

From the security point of view, you must add an SSL certificate.


Google Chrome will show a warning message to your visitors “Note Secure”. I am sure you will not visit a website when google is saying this website or webpage is not secure.

Expect the same from your targeted audience.

7. User Experience

Design your web pages for a better user experience. If you are not a web designer then hire a web design agency for your help.

Because google gives a good ranking to sites with the best user experience. Ultimately Google is a business, they want more visitors. They want to increase their market cap.

A good user experience will help them to achieve their goals. No one will use chrome if it starts displaying an ugly site with useless formatting.

The content of the site must be easy to read and use nice font and color scheme. Use nice formatting to place images, audio, videos, or content in its place.

Use different plugins or premium hosting to improve your page loading speed. Design responsive site for all types of devices.

8. Mobile-Friendly Design

The design of your site should be mobile-friendly. Because Google is using smartphone first index. If your site is not designed for mobiles then it will never rank in SERPs.

Therefore, tell your web designer to fix all the mobile issues.

Design every pixel of the site by keeping smartphones in mind. Use small images for smartphone users.

9. Quality of Content

Publish well-written unique content on your website. Because Google has so many penalties for duplicate content, stolen content, or thin content.

Try to write as you speak in your daily life. People do not like to read bookish language. Do not use hard-to-pronounce words in your paragraphs.

Don’t copy the content of other sites, but you can take ideas from already ranking websites. Don’t go off the topic try to cover your point in a few sentences.