There are over 200 Google ranking factors that have been identified in SEO, but which ones will get you to the first page? Here is the complete guide to help you on your way.
In SEO, staying up-to-date with Google’s ranking factors is key to getting websites to the first page of the SERPs effectively. Over the years, research has identified approximately 200 factors influencing rankings, but Google also hints at using machine learning and AI beyond what is visible to humans. For more information, you can refer to Google’s official search ranking guidelines.
For SEO agencies and consultants, though, it’s not necessary to focus on all these factors—many have a low impact and only serve as “tie-breakers” when two pages are very similar. Based on the latest research and SEO best practices, here are the 8 most important Google ranking factors that can be leveraged in an SEO Perth campaign.
1. Backlinks
Backlinks have been a key ranking factor in Google’s algorithm, and while Google plans to gradually reduce their weight, they’re still incredibly important for now. Links should come from high-authority sites relevant to your niche. While paid and PBN links are often used to gain quick rankings, they typically lead to a sudden drop off the front page once Google identifies the manipulation. You can read more about the evolving role of backlinks in Google’s patent on link analysis.
Real-World Example:
A local eCommerce store in Perth gained 30% more organic traffic after reaching out to industry-relevant blogs and securing backlinks from high-authority websites, which helped improve their trustworthiness in Google’s eyes. You can explore the case study on Ahrefs’ blog on link building to learn more.
Strategy for Getting More Backlinks
Finding relevant backlinks can be challenging, but there are several strategies you can use. Start by analysing competitors’ backlinks. Use tools like Ahrefs or SEO SpyGlass to identify where your competitors are getting their links. These can help uncover potential backlink opportunities for your own site.
Actionable Tips:
- Analyse Competitor Backlinks: Use tools like Ahrefs to identify where your competitors’ backlinks are coming from and find the gaps in their backlink profiles.
- Build Relationships: Focus on outreach to reputable websites for guest posts, collaborations, or directory listings.
- Avoid Spammy Backlinks: Aim for high-quality, organic links rather than using PBNs or other black-hat tactics. Learn more about avoiding spammy links in Google’s link spam guidelines.
2. On-page Semantic Saturation (Word Use)
SEO content or on-page SEO is one of the most challenging aspects of any campaign. You need to align your content with user intent. This means answering the question your target audience is asking in a clear and direct manner. Your content should contain a suitable number of relevant keywords, entities, and images that support your copy, but it should never come off as “keyword stuffed.” Instead, aim for a natural-sounding, informative copy.
Advanced Technique:
Semantic search and natural language processing (NLP) have become more prominent in Google’s algorithm. Optimising content for related concepts—rather than just focusing on keywords—helps improve rankings. This involves using words or phrases that are contextually related to the search term. For an in-depth explanation, you can refer to Google’s official update on RankBrain.
Writing Niche Relevant Copy (Strategy)
Tools like SEO Surfer can help you determine the optimal keyword usage and placement. These tools provide instructions to ensure you’re not only using the right keywords but also placing them where they matter most. For example, use Moz’s Keyword Explorer to find secondary keywords and semantic variations.
Actionable Tips:
- Keyword Research: Start with thorough keyword research using tools like Google Keyword Planner and Ahrefs to determine what your target audience is searching for.
- Content Optimisation: Write naturally around your keywords. Over-optimising content for search engines can lead to penalties, as explained in Google’s Quality Guidelines.
3. HTML Title & Meta Tags
Title and meta tags are fundamental to every SEO strategy. Title tags are a type of meta tag and play an important role in helping Google understand what your page is about. The title tag is what appears in the search results, so optimising it effectively is crucial. You can read Google’s meta tags guidelines for more details on how to optimise these.
Real-World Example:
A local business in Perth improved its search visibility by optimising title tags to include location-specific keywords like “Best Plumbers in Perth”. This simple change resulted in an immediate increase in local traffic.
How to Optimise Title Tags for SEO (Strategy)
Consider these key aspects when creating title tags:
- Be Topical: Ensure your title tags accurately reflect the content of your page.
- Use Keywords: Use primary keywords towards the start of the title tag, but avoid keyword stuffing. Learn more about optimising title tags in Google’s SEO starter guide.
- Be Unique and Engaging: Ensure each page on your site has a unique title tag to avoid internal competition. Also, try to create titles that encourage clicks by using action-oriented language.
Actionable Tips:
- Write Clear, Concise Titles: Keep your title tag under 60 characters, as Google truncates longer ones.
- Include Power Words: Use words like “best”, “guide”, or “ultimate” to grab attention.
- Avoid Duplicate Titles: Ensure each page has a distinct title to prevent competing with your own content.
4. Core Website Vitals (Page Speed and Load Times)
Core Web Vitals are the newest user experience metrics that Google uses to evaluate a website’s performance. They measure aspects like how fast a page loads, how quickly it becomes interactive, and how stable the layout is during loading. You can dive deeper into Google’s Core Web Vitals to understand their impact on SEO.
Advanced Insight:
Google now considers Core Web Vitals as part of the ranking criteria, so websites that load faster, are stable during page rendering, and offer a seamless interactive experience are more likely to rank higher. Optimising your site for these metrics is critical to improving rankings and user experience.
Speed Optimisation (Strategy)
Improving these metrics often requires development work. Google provides specific guidelines for optimising site speed, like reducing server response times, eliminating render-blocking JavaScript, and improving visual stability.
Actionable Tips:
- Use Google’s PageSpeed Insights: This tool helps evaluate your page speed and gives you actionable steps to improve it.
- Optimise Images: Compress large image files to speed up load times without compromising quality.
- Minimise JavaScript: Reduce unnecessary JavaScript to enhance interactivity.
5. The User’s Onsite Behaviour
Although Google hasn’t confirmed whether user behaviour metrics like click-through rate (CTR), bounce rate, and session duration are ranking factors, there is compelling evidence to suggest they play a role in determining search rankings. To explore more on how user engagement influences rankings, check out Google’s SEO best practices.
Real-World Example
A local blog improved their rankings by revising content to be more engaging, resulting in a higher CTR and a lower bounce rate, leading to higher rankings. Case studies about improving engagement metrics are discussed on Search Engine Journal’s blog.
User Onsite Behaviour (Strategy)
Creating engaging content that keeps visitors on your site longer is key to improving these metrics. High-quality, informative content that answers user queries will encourage users to interact more with your site.
Actionable Tips:
- Improve Content Quality: Regularly update content to keep it relevant and engaging.
- Use Internal Linking: Guide users to related content within your site to increase session depth and time on site.
- Create Engaging CTAs: Include calls to action to encourage users to interact further with your content or convert.
6. Structured Data (Schema Markup)
Structured data is the HTML code that helps search engines understand your content better. By tagging your content with schema markup, you can provide Google with more detailed information about your business, products, or services. Learn more about structured data in Google’s official documentation.
Advanced Insight:
Structured data helps enhance your search result listings with rich snippets, which increase visibility and can lead to higher click-through rates. For example, showing product ratings, prices, or FAQs directly in the search results can set you apart from competitors.
Structured Data (Strategy)
Using Google’s Structured Data Markup Helper, you can implement schema markup to enhance your content’s appearance in search results with rich snippets or enhanced features.
Actionable Tips:
- Use Schema for Local Business: If you’re a local business, use Local Business schema to help users find your physical location.
- Implement Product Schema: If you’re selling products, implement Product schema to display ratings, pricing, and availability in the search results.
7. Google My Business Listing
Optimising your Google My Business (GMB) listing is essential for local SEO. It helps establish your business as trustworthy and improves local search performance by allowing your business to appear in Google Maps and the local search panel. For further reading, check out Google’s Local SEO Guide.
Real-World Example:
A restaurant in Perth optimised their GMB listing by adding business hours, location photos, and responding to customer reviews, leading to a 20% increase in foot traffic from Google search results. Learn more about the importance of GMB optimisation from Moz’s Local SEO resources.
GMB Optimisation (Strategy)
Ensure that your GMB listing is fully optimised by adding comprehensive details such as business hours, location, photos, and descriptions. Engage with customers by responding to reviews and posting updates.
Actionable Tips:
- Complete Every Field: Ensure every section of your GMB listing is filled out thoroughly.
- Add Photos: Photos are one of the most engaging elements of your GMB profile, so regularly upload new, high-quality images.
- Monitor Reviews: Respond to customer reviews to show engagement and improve your business’s reputation.
SEO Tools Comparison
To help you execute the strategies outlined above, here’s a comparison of some of the most popular SEO tools:
| Tool | Purpose | Key Features | Best For |
|---|---|---|---|
| Ahrefs | Backlink analysis, keyword research | Backlink explorer, keyword explorer, site audit | Comprehensive SEO campaigns |
| SEMrush | Keyword research, site audit | Keyword tracking, competitive analysis, site audit | Competitive analysis |
| Google Search Console | Search performance and technical SEO | Index coverage, crawl reports, search analytics | Site performance tracking |
| SEO Surfer | Content optimisation, keyword research | Content editor, keyword analysis, SERP analysis | Content-focused SEO |
| Moz | Keyword tracking and page optimisation | Site audit, keyword explorer, link analysis | Beginner-friendly SEO tools |
Each of these tools serves a specific purpose. For example, Ahrefs and SEMrush are powerful for backlink analysis and competitive research, while Google Search Console is essential for tracking website performance and resolving indexing issues. If you’re focusing on content optimisation, SEO Surfer can help ensure your content aligns with search engine guidelines.
Conclusion
SEO is always evolving, and staying updated on the latest ranking factors is crucial. As Google continues to refine its algorithm, factors like backlinks and keywords are becoming less central, while user experience and content relevance take centre stage. By focusing on the strategies mentioned above, you can position your website to rank highly in Google search results.
For more insights into SEO strategy and tools, be sure to explore resources like Google’s Webmaster Guidelines and consider using tools such as Ahrefs and SEMrush for deeper analysis.
