SEO Ranking Factors

While the idea of “200 ranking factors” is a well-known concept in the SEO world, Google has never published an official, definitive list of 200 specific factors. The number originated from a comment by a Google employee over a decade ago.

The reality is that Google’s algorithm is a highly complex system, using a combination of hundreds, or even thousands, of signals, many of which are interdependent.

Still, there are countless ways to optimize your website and give it a chance to rank better. Here are 200+ SEO ranking factors and improvement ideas.

Domain SEO Ranking Factors

Domain Factors are a set of SEO ranking signals related to a website’s overall domain name. They help Google’s algorithm assess a site’s age, trustworthiness, and relevance before even looking at the specific content of a page.

Domain Age

The length of time a domain has been registered and active. An older domain that has a clean history and has been consistently online can be seen as more credible than a brand new one. This isn’t a strong factor on its own, but it can contribute to overall trust.

Keyword in Top-Level Domain (TLD)

Using a target keyword in the domain name (e.g., “https://www.google.com/search?q=best-coffee.com”). In the past, this was a significant ranking factor, but its importance has decreased. However, it can still provide a slight boost in relevance for a specific search query.

Keyword as First Word in Domain

When a domain name begins with a target keyword (e.g., “seoranktracker.cm” for a search on “SEO rank tracker”), it can signal to Google that the site is highly relevant to that topic.

Domain Registration Length

The number of years a domain is registered for. Registering a domain for multiple years can signal to Google that you plan to be in business for the long term, which can be a minor trust signal.

Public vs. Private WHOIS

WHOIS is a public directory that contains information about a domain’s owner. A public WHOIS listing (where the owner’s information is visible) is often seen as a sign of transparency and may be viewed more favorably than a private listing.

Penalized WHOIS Owner

If a person or company has a history of owning domains that have been penalized by Google for spam or other violations, any new domains they register may be viewed with suspicion. This is a rare and specific negative signal.

Country TLD Extension (.ca, .uk, etc.)

Using a country-specific TLD like .ca (for Canada) or .uk (for the United Kingdom) is a strong ranking signal for searches performed in that specific country. It helps Google understand the site’s intended geographic audience.

HTTPS Security (SSL Certificate)

HTTPS (Hypertext Transfer Protocol Secure) is a secure version of HTTP. It encrypts the communication between a user’s browser and the website. Google has confirmed that HTTPS is a minor ranking factor and a necessary part of a secure web. Sites without it are often flagged as “Not Secure” in a browser.

Site-Wide SSL Certificate

This refers to having an SSL certificate that secures the entire website, not just a few pages. This is the modern standard for site security and a basic requirement for most e-commerce sites.

Domain History (Penalties, Drops)

The past life of a domain can affect its current SEO performance. If a domain was previously used for spam, penalized by Google, or was dropped and bought by a new owner, it can carry negative baggage that affects its ability to rank.

Exact Match Domain (EMD)

An EMD is a domain name that precisely matches a search query (e.g., “buy-blue-widgets.com” for the query “buy blue widgets”). While these can still rank well, Google’s EMD update in 2012 devalued low-quality sites that relied solely on this factor. A high-quality EMD can still perform well.

Branded Searches

The number of people searching for a company or brand name directly (e.g., “Nike shoes” instead of just “running shoes”). A high volume of branded searches is a powerful indicator of a brand’s authority, trust, and popularity, which can correlate strongly with better rankings for all of its keywords.

Page-Level Ranking Factors

Page-level factors are SEO signals that relate to the content and technical elements of a specific webpage. These factors help Google’s algorithm understand what the page is about and how useful it is to users.

Keyword in title tag

The title tag is a key on-page element that appears in the search engine results pages (SERPs) and at the top of a browser tab. Including your primary keyword in the title tag is a very strong relevance signal, helping both search engines and users understand what the page is about.

Title tag starts with keyword

Placing the main keyword at the beginning of the title tag can provide a small but noticeable relevance boost. It immediately signals the page’s topic to both search engines and users, which may increase click-through rates.

Keyword in meta description

The meta description is the short snippet of text that appears under the title in the SERPs. While it’s not a direct ranking factor, a well-written meta description that includes the keyword can entice users to click, thereby improving your click-through rate (CTR), which is a ranking signal.

Keyword in H1 tag

The H1 tag is the main heading on a webpage. Similar to the title tag, including your primary keyword in the H1 tag is a crucial on-page signal that reinforces the page’s topic.

Keyword prominence in the first 100 words

Placing your main keyword early in the body of the content helps search engines quickly identify the page’s topic and can provide a slight relevance boost.

Keyword density (not a direct factor, but can signal relevance)

Keyword density refers to how often a keyword appears in the content. While Google’s algorithms are sophisticated enough to understand content without relying on this metric, an unnatural or excessive use of keywords can be seen as “keyword stuffing” and lead to a ranking penalty. It’s best to write naturally.

Keyword in H2, H3 tags

Using your target keyword in subheadings (H2, H3, etc.) helps organize the content into logical sections. This improves readability for users and provides additional relevance signals for search engines.

Content length (longer content often ranks for more keywords)

Longer content isn’t a direct ranking factor in and of itself, but it correlates with higher rankings because it often allows for more comprehensive coverage of a topic. This can lead to the page ranking for a wider range of related keywords.

Quality of content (helpful, unique, comprehensive)

The quality of a page’s content is arguably the most important ranking factor. Google’s primary goal is to provide users with the most helpful and reliable information. This is guided by the E-A-T principle: Expertise, Authoritativeness, and Trustworthiness. Content that is unique, well-researched, and adds value will likely be rewarded.

Readability of content

Content that is well-structured and easy to read is favored by both users and search engines. This includes using short paragraphs, clear headings, and a simple writing style. Readability contributes to a better user experience.

Grammar and spelling

Poor grammar and spelling can signal low-quality content to search engines and can harm a site’s credibility with users.

Originality of content (not duplicated from other sites)

Google’s algorithms are designed to detect and penalize duplicated or “scraped” content. A page with original, unique content is more likely to rank well.

Use of lists (bullet points, numbered lists)

Using lists can improve readability and scannability, which enhances the user experience. Lists can also be a key factor in winning a featured snippet in the search results.

Use of citations and references

Citing credible sources, especially for topics like health or finance, can demonstrate expertise and trustworthiness. It provides a signal that the information is well-researched and backed by reliable sources.

Images and other multimedia

Incorporating images, videos, and other forms of multimedia can improve user engagement and make content more appealing and informative.

Image optimization (alt text, file name)

Optimizing images by using descriptive file names and adding alt text is important for SEO. Alt text helps search engines understand what an image is about and is crucial for accessibility for users with visual impairments.

Recency of content updates

For time-sensitive topics, the freshness of content is a key ranking signal. Regularly updating content shows that it’s current and relevant.

Magnitude of content updates

A major content update, such as adding a new section or a significant amount of text, is a stronger signal than a minor change like fixing a typo.

Page age (of consistently updated pages)

While a brand new page can rank, a consistently updated, older page that has built up authority and backlinks over time can be a strong signal of reliability.

Outbound link quality

Linking to high-quality, authoritative websites can be a minor trust signal. It shows that you are providing users with more resources and that your content is well-researched.

Outbound link quantity

Having too many outbound links on a page, especially to low-quality sites, can dilute its authority and be a negative signal.

Internal links pointing to the page

Internal links are hyperlinks that connect one page to another on the same domain. The number of internal links pointing to a specific page helps Google understand its importance and relevance within the site’s structure.

Internal link anchor text

The clickable text of an internal link provides context about the page being linked to. Using descriptive, keyword-rich anchor text helps reinforce the relevance of the target page.

Broken links on the page

Broken links (links that lead to a 404 error) create a poor user experience. Having a large number of them on a page can be a minor negative ranking signal, as it suggests the site isn’t well-maintained.

Mobile-friendliness

This is a critical ranking factor since Google’s switch to mobile-first indexing. A page must be easily viewable and functional on mobile devices, with a responsive design, easy-to-read text, and simple navigation.

Core Web Vitals (LCP, FID, CLS)

Core Web Vitals are a set of three user-experience metrics that are confirmed ranking signals. They measure a page’s loading speed (LCP), interactivity (FID), and visual stability (CLS).

• Largest Contentful Paint (LCP): Measures how long it takes for the main content on a page to load. A fast LCP (under 2 seconds) is important for a good user experience.
• First Input Delay (FID): Measures the time from when a user first interacts with a page (e.g., clicks a button) to the time the browser is able to respond. A low FID (under 100 milliseconds) ensures the page feels responsive.
• Cumulative Layout Shift (CLS): Measures the visual stability of a page. A low CLS (under 0.1) means that page elements do not unexpectedly shift around while the page is loading, preventing a frustrating user experience.

Canonical tag

A canonical tag (rel=”canonical”) is used to specify the preferred or “canonical” version of a page when duplicate content exists on multiple URLs. It prevents search engines from getting confused and ensures that link equity is consolidated to a single page.

URL length

Shorter, more concise URLs are generally better for both users and search engines. Long URLs with many parameters can be difficult to read and process.

URL path (closer to homepage)

A page located closer to the root domain (e.g., example.com/page) is often seen as more important and authoritative than a page buried deep within the site’s directory structure.

Keyword in URL

Including your primary keyword in the URL is a minor but effective way to reinforce the page’s topic to search engines.

User-friendly layout

An intuitive, easy-to-navigate layout improves user experience. A clean design with clear headings and organized sections can reduce bounce rates and increase dwell time.

Presence of a sitemap

An XML sitemap is a file that lists all the important pages on a website, making it easier for search engine crawlers to find and index them.

Page category

Organizing pages into logical categories helps both users and search engines understand the site’s structure and the relationships between different topics.

Tags and categories

Tags and categories are used to group related content. This helps users find relevant information and provides a clear structure for search engines to follow.

Use of structured data (schema)

Structured data (or schema markup) is code that helps search engines understand the content of a page more clearly. It can enable rich snippets in the SERPs, such as star ratings or product prices, which can increase CTR.

HTML errors and W3C validation

While a few minor HTML errors aren’t a big deal, a large number of errors or code that doesn’t validate can signal a poorly-built site and may hinder a search engine’s ability to crawl and index it properly.

Ad placement (can be a negative signal if intrusive)

Excessive or intrusive ads, particularly those that block content or are located above the fold, can negatively impact user experience and may be a ranking demotion signal.

Pop-ups and interstitials

Intrusive pop-ups and full-screen interstitials, especially on mobile devices, can lead to a poor user experience. Google may demote pages that use them in mobile search results.

User reviews and comments

User reviews and comments can be a sign of an active, engaged community. They can also provide a steady stream of fresh, unique content, which is a positive signal.

User-generated content

User-generated content (UGC), such as forum posts or customer reviews, can add value. However, it must be moderated to prevent spam and ensure quality.

Syndicated content

Syndicated content is content that is published on multiple websites. To prevent duplicate content issues, the original source must use a canonical tag to tell search engines which version is the primary one to index.

Backlink Factors

Backlinks are links from one website to another. They are one of the most important ranking signals because they act as “votes” for a website’s authority and credibility. The quality, relevance, and quantity of backlinks are key to a site’s performance.

Number of referring domains

This is the total number of unique domains that link to your site. A higher number of referring domains is a very strong signal of a site’s authority and is more valuable than having many links from just a few domains.

Number of total backlinks

This is the total number of links from all domains. While important, the number of unique referring domains is generally seen as a more powerful ranking factor.

Link from a high-authority domain

A backlink from a website with a high level of authority (e.g., a major news publication or a trusted university) passes more value and is a much stronger signal than a link from a low-authority site.

Link relevance (from a site in a similar niche)

A link from a website that is topically relevant to your own is more valuable. For example, a link to a shoe store from a fitness blog is more relevant and thus more valuable than a link from a car dealership.

Anchor text of the backlink

The anchor text is the clickable text of a hyperlink. The keywords used in the anchor text help Google understand what the linked page is about. Using a variety of descriptive anchor texts is a key part of a natural backlink profile.

Link diversity (from various sources)

A healthy backlink profile includes links from a variety of sources, such as blogs, news sites, forums, and educational institutions. This signals a natural link acquisition process.

Nofollow vs. dofollow links

A dofollow link passes authority from the linking page to the linked page. A nofollow link, which has the rel="nofollow" attribute, tells search engines not to pass authority. While dofollow links are typically more valuable for SEO, a natural backlink profile includes both types.

Contextual links (links embedded in content)

Links that are placed within the main body of a page’s content are considered more valuable than links in the footer or sidebar. They are more likely to be seen as an editorial vote.

Link location on the page (in content vs. footer/sidebar)

As mentioned above, links within the main content of a page carry more weight. Links in a site-wide footer or sidebar are often considered less valuable because they are not editorially placed.

Link location in content (early in the article)

A link placed higher up in the content, especially within the first few paragraphs, may have a slightly greater impact as it is more prominent and likely to be seen by users.

Link from a “.edu” or “.gov” domain

Links from educational institutions (.edu) and government sites (.gov) are often seen as very high-quality and authoritative.

Link from a trusted hub or authority site

A link from a well-known, authoritative website in a specific niche (a “hub”) is a very powerful signal of trust and credibility.

Links from competitors

Links from competing businesses in the same industry can be a strong signal of authority and trust, as it suggests your site is highly regarded by other leaders in the field.

Bad neighborhood links (links from spammy sites)

Receiving links from low-quality, spammy, or penalized websites can be a negative signal that can harm your rankings. This is a key part of Google’s Penguin algorithm.

Link from a redirected 301 page

A permanent 301 redirect passes most of the link equity from the original URL to the new URL. A link from a page that has been redirected can still be valuable.

Negative SEO (sudden influx of bad links)

A sudden, unnatural surge of low-quality, spammy links to a website is a common negative SEO tactic. Google’s algorithms are designed to detect and ignore these, but manual review may be necessary if a penalty occurs.

Link from a recognized authority in a field

A link from an expert or a highly respected individual in a specific field, especially on a platform like a personal blog or professional site, can be a strong signal of credibility.

Link from a Wikipedia page

Links from Wikipedia pages are highly coveted due to the site’s immense authority and trust. While most are nofollow, they can still drive referral traffic and enhance a site’s credibility.

Sponsored links

Links that are paid for and not editorially earned should be marked with the rel="sponsored" attribute. Failure to do so is a violation of Google’s guidelines and can lead to a penalty.

Image links (alt text as anchor)

When an image is used as a link, the text in the image’s alt attribute acts as the anchor text. Optimizing this text is important for relevance.

Link from a directory (old but can still matter)

Directory links, particularly from high-quality, niche-specific directories, can still provide some value, though their importance has significantly decreased over time.

Number of outbound links on the linking page

A link from a page with a large number of outbound links may pass less link equity. It’s often better to get a link from a page that links out to fewer other sites.

Link title attribute

The link title attribute is an HTML element that provides a brief description when a user hovers over a link. It can provide a minor boost in relevance but is not a major factor.

Link from a forum signature

Links placed in forum signatures are typically considered low-quality and are often seen as a spammy link building tactic.

User Interaction and Behavioral Factors

User interaction and behavioral factors are signals that Google’s algorithm uses to understand how users engage with a website. These signals are a powerful indicator of a page’s quality and relevance because they reflect a real-world user’s experience.

Organic click-through rate (CTR)

CTR is the percentage of users who click on a search result when they see it. A high CTR suggests that your title and meta description are compelling and that your page is highly relevant to the user’s search query. A high CTR can positively influence a page’s rankings.

Dwell time (how long a user stays on the page)

Dwell time is the amount of time a user spends on a page before returning to the search results. A long dwell time is a strong signal that the user found the content useful and satisfying, which can be a positive ranking factor.

Bounce rate

Bounce rate is the percentage of visitors who leave a site after viewing only one page. A high bounce rate, especially combined with a short dwell time, can be a negative signal that the page’s content did not meet the user’s expectations.

Pogo-sticking (user returns to SERP after a short time)

This occurs when a user clicks on a search result, quickly returns to the SERP, and then clicks on another result. This behavior indicates that the first result was not relevant or useful, and it can be a significant negative ranking signal.

Direct traffic to the site

A high volume of direct traffic (users typing the URL directly into their browser) is a strong sign of brand popularity and authority. It suggests that users know and trust your brand, which can indirectly influence rankings.

Repeat traffic to the site

This refers to the number of users who return to your website. Regular, returning visitors signal a loyal user base and a valuable resource, which is a positive sign for search engines.

Chrome usage data

Google may use aggregated and anonymized data from Chrome users to inform its ranking decisions. This data can provide insights into how users interact with websites, including how often they visit, how long they stay, and whether they are satisfied with the content.

Number of comments on a page

A high number of user comments can be a signal of a page’s engagement and value. It can also be seen as an indicator of an active and involved community, which adds fresh content to the page.

User search history

A user’s personal search history and browsing habits can influence their individual search results. While this doesn’t affect a site’s overall ranking, it’s a factor in the personalized search experience.

User browsing history

Similar to search history, a user’s past browsing behavior can influence which results they see, as Google’s algorithms try to provide a more tailored experience.

Mobile user experience

This refers to how easy and pleasant a website is to use on a mobile device. A good mobile UX is essential for ranking, especially with Google’s mobile-first indexing.

Desktop user experience

The quality of a website’s experience on desktop is still important, particularly for searches that are more likely to be performed on a computer, such as complex research or B2B queries.

Brand Signals

Brand signals are a collection of factors that help search algorithms recognize a website as a legitimate, popular, and authoritative brand. When a brand has a strong presence and is highly recognized, search engines tend to trust it more and may favor it in search results. Think of it as an algorithm’s way of gauging a brand’s reputation in the real world.

Branded searches (people searching for the brand by name)

This is a very powerful signal of brand recognition and trust. When a significant number of users search for your brand name directly, it indicates that your brand is known and has a good reputation. For example, if a user searches for “Nike running shoes” instead of just “running shoes,” it’s a clear signal that they have a specific brand in mind. This high volume of branded searches can positively influence a site’s overall rankings for both branded and general keywords.

Brand mentions (without a link)

Search algorithms can now recognize brand mentions even when there is no hyperlink. When a respected news outlet or an industry blog mentions your brand by name, it acts as a form of citation. These “implied links” contribute to a brand’s authority and online reputation, even without passing any traditional link equity. The algorithm recognizes that your brand is being discussed and acknowledged as a legitimate entity.

Branded anchor text

Anchor text is the clickable text of a hyperlink. When other websites link to your site using your brand name as the anchor text (e.g., “read more from Adidas“), it reinforces your brand as the topic of the link. A natural and healthy backlink profile includes a variety of anchor texts, with a significant portion being branded. This signals that your brand is being cited as a source of information and is a powerful indicator of a strong brand.

Active social media profiles

While social signals aren’t a direct ranking factor, having an active and engaged presence on social media platforms like X, Facebook, and Instagram signals that your brand is real and interacts with its audience. This can lead to increased brand awareness, more direct traffic, and a higher number of branded searches, all of which are positive signals.

Site with an online presence on review sites (Yelp, GMB)

A strong presence on third-party review platforms like Yelp and Google Business Profile (GMB) is crucial for building trust, especially for local businesses. A large number of positive reviews and a high overall rating are a clear indicator of a trustworthy business. Search engines use this information to determine the legitimacy and quality of a brand.

Trust signals (trust seals, certifications)

Trust signals are a collection of factors that can increase user trust. Displaying trust seals on your website, such as a Better Business Bureau (BBB) accreditation, an SSL certificate badge, or other industry-specific certifications, can make a user feel more secure. While these don’t directly boost your rankings, they improve user experience. A user who feels safe and secure on your site is more likely to engage with your content, which leads to positive behavioral signals.

Customer reviews and ratings

The presence of customer reviews and star ratings on your website, especially if you use structured data to display them in search results, can increase your click-through rate. Positive reviews are a direct indicator of a high-quality product or service, which search algorithms try to identify and reward.

Official business listing on Google Business Profile

An official and optimized Google Business Profile is essential for any business. It helps search engines verify your business information, including your address, phone number, and hours. This is a critical factor for ranking in local search results and for appearing in the Local Pack, a key part of the search engine results page.

Branded search volume trends

Search algorithms analyze trends in search volume for a brand name over time. A steady or increasing trend in branded searches suggests a growing, popular, and authoritative brand. A sudden spike in search volume could signal a viral event or a news story, while a consistent increase over time is a strong sign of brand growth.

Brand co-citations with other brands

When your brand is mentioned in the same context as other well-known and authoritative brands in the same industry, it can signal that you are a significant player. For example, if an article mentions “Apple, Samsung, and your brand” as leaders in a specific field, this co-citation can subtly reinforce your brand’s authority and reputation.

Site-Level and Structural Factors

A website’s health depends on many technical and structural elements. These factors decide how search engines see the site, and they also affect user experience. A solid foundation helps a site perform well.

Site Architecture (Logical Structure)

A website’s architecture is how its pages are arranged and connected. A well-designed architecture organizes content into logical groups, much like a book’s table of contents or a library’s shelving system. This structure helps users find what they need and allows search engine crawlers to navigate the site’s content efficiently. A flat architecture, where most pages are only a few clicks from the homepage, is generally preferred for its ease of use. A deep architecture, with many layers of content, can make it harder for both users and search engines to discover information.

Presence of a Sitemap

A sitemap is a file that lists a website’s important pages. It acts as a roadmap for search engine crawlers, ensuring they don’t miss any content. There are two main types: an XML sitemap is formatted for search engines, while an HTML sitemap is a page on the site that users can click to see all the different sections. Having a sitemap doesn’t guarantee a page will be indexed, but it’s a strong signal to search engines about what’s important.

Number of Pages on the Site

The number of pages reflects the scale of a website. A larger site with many pages can cover a topic in great depth, which might establish it as a comprehensive resource. However, a site with a small number of high-quality pages can also be very effective. It’s more about the quality of the content on each page, not just the quantity. A large site with many thin or low-quality pages may not perform as well as a smaller, more focused site.

Site Uptime

Site uptime is the measure of time a website is fully operational. It’s a critical factor because if a site is down, users and search engines can’t access its content. Consistent downtime can lead to a site being removed from search results. Most web hosting services promise a high percentage of uptime, such as 99.9%, which means the site is almost always online.

Server Location

The physical location of a website’s server can affect its loading speed for users. When a user in Europe tries to access a site hosted on a server in the United States, the data has to travel a long distance, which can cause delays. For this reason, many companies use a Content Delivery Network (CDN) to store their site’s data on servers around the world, making it faster for people everywhere to access.

Use of Breadcrumb Navigation

Breadcrumb navigation is a series of links that show a user’s path from the homepage to their current location. For example, a user on a product page might see “Home > Electronics > Laptops > Product Name.” This simple tool improves usability by giving users a clear sense of where they are and a quick way to navigate back to a parent category without having to use the back button.

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Internal Linking Structure

Internal links connect pages within the same website. A strong internal linking structure helps users discover more content and also signals which pages are most important. A page with many internal links pointing to it is often considered more significant by search engines. These links are like digital votes of confidence. They help search engines understand the relationships between different topics on a site.

Accessibility for Disabled Users

Website accessibility means making a site usable for everyone, including people with disabilities. This includes people with visual, auditory, cognitive, or motor impairments. By following guidelines like the Web Content Accessibility Guidelines (WCAG), sites can be made compatible with assistive technologies such as screen readers and can be navigated using only a keyboard. This benefits everyone and reflects a commitment to inclusivity.

Pagination and Canonicalization

Pagination divides content into multiple pages, often used for long articles or product listings. Canonicalization is the practice of using a canonical tag (rel="canonical") to tell search engines which of several duplicate or very similar pages is the “official” version. This prevents search engines from getting confused by multiple versions of the same content and helps them consolidate signals to the primary page. For instance, a product page might have different URLs for tracking purposes; the canonical tag ensures all credit goes to a single URL.

Mobile-First Indexing

Mobile-first indexing is Google’s approach to crawling and indexing. It means Google’s index uses a site’s mobile version as the starting point for ranking. This is a direct response to the fact that most internet users now access the web on mobile devices. For a site to perform well, its mobile version must contain all the content, images, and functionality of the desktop version.

Security and Data Privacy Policy

A site’s security is demonstrated by using HTTPS, which encrypts data, like a credit card number, as it travels from a user’s browser to the server. A data privacy policy tells users what data the site collects, why it’s collected, and how it will be used. Both of these elements build trust and show that a site cares about its users’ safety and privacy.

Contact Page and About Us Page

These pages build trust and credibility. A contact page provides a way for users to get in touch with the site owner or company, showing that a real person or business is behind the site. The about us page gives visitors a chance to learn about the company’s history, values, and team. Both pages help to create transparency and establish a connection with the audience.

Use of an Author Bio

An author bio is a brief summary about the person who wrote an article. It helps to establish the writer’s expertise and authority on the topic. For example, a health article written by a certified doctor is more trustworthy than one written anonymously. An author bio builds trust with the audience and can also be a signal to search engines.

Use of Author Schema

Author schema is a type of structured data that is added to a webpage’s code. It’s not visible to users but is read by search engines. The schema provides details about the author, such as their name, credentials, and social media profiles. This helps search engines confirm the author’s identity and can strengthen a site’s reputation. It’s a technical way of presenting author information.

Authoritative Publisher and Brand Reputation

This refers to a website’s overall standing and trust in its field. A site with a strong brand reputation is one that is recognized as a reliable source of information, often over a long period. This reputation is built through consistent, high-quality content, positive user reviews, and mentions from other credible sources.

On-site Search Functionality

On-site search is a search bar on a website that lets users search for content within the site. It is a key user experience feature, especially for larger sites with a lot of content. A good on-site search tool can help users find what they are looking for quickly, keeping them on the site longer.

User Ratings and Reviews

User ratings and reviews are a form of social proof. They show potential customers that a product or service is valued by others. These can be particularly influential in e-commerce, where people often rely on the opinions of their peers before making a purchase. Ratings and reviews can also be a quality signal to search engines.

Use of an Official Blog

An official blog allows a company to regularly publish fresh, relevant content. This can help a site rank for a wider range of topics and attract an audience looking for information. A blog can demonstrate a company’s expertise, answer common questions, and provide value to visitors beyond just selling a product or service.

A Clear, Helpful 404 Page

A 404 page is an error page that appears when a user tries to visit a page that doesn’t exist. Instead of just showing a generic error, a helpful 404 page can be friendly and direct the user back to the homepage or other popular content. A good 404 page prevents users from leaving the site in frustration.

Site Speed on Both Desktop and Mobile

Site speed is a measure of how quickly a page loads in a user’s browser. It’s a direct user experience factor and a ranking signal. A slow-loading site can cause users to leave before the content even appears. This is important on all devices, but especially on mobile, where network connections can be less stable.

Use of a robots.txt File

A robots.txt file is a small text file that tells search engine crawlers which parts of a site they are allowed to access. It’s not a security measure, but it’s a way to manage crawler traffic. For example, a site owner might use a robots.txt file to block crawlers from private admin pages or pages with a lot of duplicate content.

XML Sitemap Submission

XML sitemap submission is the process of manually giving your sitemap to search engines through their webmaster tools (like Google Search Console). This ensures that the search engine knows about your site’s structure and can discover all of your important pages more quickly. It’s a proactive way to help with indexing.

Use of Hreflang Tags for International Sites

Hreflang tags are a technical way of telling search engines about the different language or regional versions of a webpage. For instance, a site with separate versions for American and British English would use Hreflang tags to show which version is for which country. This helps search engines display the correct page to the user based on their location and language preferences.

Use of “noindex” Tags

A “noindex” tag is a meta tag that can be placed on a page to tell search engines not to include it in their search results. This is useful for pages that you don’t want to be public, such as a user’s account page, a thank-you page after a form submission, or an internal admin page. The tag ensures the page isn’t displayed in search results, while still allowing the page to be accessed directly with a link.

Negative On-Site Webspam Factors

Your website’s rankings are affected by what we call negative ranking factors. Optimization work done to “exploit” Google and other search engines.

Hidden Text or Links

This is a deceptive practice where a website includes text or links that are invisible to the human eye but are readable by search engine crawlers. This can be done by making the text color the same as the background color, using a tiny font size, or hiding the content behind an image. The purpose is to stuff keywords or links onto a page without the user seeing them.

Keyword Stuffing

Keyword stuffing is the practice of repeatedly using a specific keyword or phrase on a webpage in an attempt to manipulate its ranking. An example would be a page about “blue widgets” that repeats “buy blue widgets,” “cheap blue widgets,” and “best blue widgets” over and over in an unnatural way. This makes the content hard to read for users and is a strong signal of spam to search engines.

Thin or Low-Quality Content

Thin content refers to pages with very little useful information. This can include a page with just a few sentences, content copied from elsewhere, or pages created for the sole purpose of ranking for a certain keyword. These pages offer no real value to a user, and a search engine will likely devalue them.

Content That Is Not Helpful or Reliable

This factor goes beyond just thin content. It refers to content that is inaccurate, misleading, or outright false. A page that provides harmful medical advice or gives incorrect instructions for a complex task would fall into this category. Such content erodes trust with both users and search engines.

Doorway Pages

Doorway pages are pages created to rank for specific search queries. They serve only one purpose: to rank well and then redirect the user to a different, less relevant page. They are a form of spam because they provide no unique value and trick the user into going somewhere they didn’t intend to.

Affiliate Links

Affiliate links are links that provide a commission to the site owner if a user clicks and makes a purchase. While not inherently spam, they can be a negative signal if they are on a page with thin, unhelpful content. For example, a page that is just a list of Amazon affiliate links with no reviews or details would be considered low-quality and potentially spam.

Auto-Generated Content

Auto-generated content is content created by a computer program without any human input. This content is often nonsensical or hard to read, as it’s typically produced by spinning existing articles or using an algorithm. Search engines can easily detect this type of content and will likely penalize the site.

Over-Optimization

Over-optimization happens when a site owner tries to do too much to boost a page’s ranking. This can include excessive use of keywords, stuffing a page’s code with unnecessary tags, or adding too many internal links. It looks unnatural to a search engine and can trigger spam filters.

Cloaking

Cloaking is a deceptive practice where a website shows one version of a page to users and a completely different version to search engine crawlers. For instance, a site might show a simple page to a user, but show a page full of spammy keywords and hidden links to the search engine. This is a severe violation and can result in the site being de-indexed.

Sneaky Redirects

A sneaky redirect is when a user is automatically sent to a different page than the one they originally requested. For example, a user clicks on a link for a helpful article and is immediately redirected to a spammy gambling site. These redirects are designed to fool both users and search engines and are a strong spam signal.

Hacked Site

A hacked site is one that has been compromised by a third party. The hacker often uses the site to host spam content, like links to phishing sites, or to add hidden content to the existing pages. When a site is hacked and used for spam, its reputation with search engines is severely damaged, often leading to a drop in rankings or de-indexing.

Pop-ups on Mobile

Intrusive pop-ups that cover the entire screen on mobile devices can create a bad user experience. Since many people browse on small screens, a pop-up that is hard to close can make a page unusable. Search engines can identify and penalize pages that use these types of ads.

Too Many Ads (Ad-Heavy Pages)

A page that has an excessive number of advertisements can be seen as low-quality. When ads are everywhere and disrupt the user’s ability to read the content, it’s a negative signal. The goal is to provide a good user experience, and an ad-heavy page often fails at this.

Plagiarized or Scraped Content

Plagiarized content is when a site owner copies content from another source and uses it as their own. Scraped content is a similar practice where a program automatically pulls content from another site. Neither provides new value to the web, and search engines are very good at identifying and devaluing this type of content.

Abusing Schema Markup

Schema markup is a type of structured data that helps search engines understand the content on a page. Abusing schema markup involves using it in a misleading way. For instance, a site might add star ratings to a blog post, even though it’s not a product with reviews. This is a deceptive practice designed to make a listing look better in search results.

Site With a History of Spamming

A site that has previously engaged in spammy behaviors is often treated with more suspicion by search engines. Even if a new page is clean, the site’s past actions can affect how it is seen. It takes time and a consistent effort to rebuild a brand’s reputation after a history of spam.

Low-Quality User-Generated Content

This refers to content created by users on a site that is not monitored or controlled. A forum with posts full of spam, links to low-quality sites, or plagiarized content would fall into this category. The site owner is responsible for the content on their platform, and unmoderated spam can harm the site’s reputation.

Forum/Blog Comment Spam

Comment spam is a common problem where spammers leave irrelevant comments on blogs or forums, often including a link back to their own site. These comments are not helpful to the conversation and are created solely to build low-quality backlinks. Site owners should use moderation to prevent this type of spam.

Negative Off-Site Webspam Factors

Unnatural Backlink Profile

A backlink profile is the collection of all links pointing to a website. An unnatural backlink profile looks like it was created to trick search engines. Instead of earning links through quality content, the links are gained through manipulative methods, like paying for them or being part of a link scheme. This kind of profile can lead to a penalty from search engines, as it violates their guidelines.

Backlinks from Spammy Sites

A backlink from a spammy site can hurt a site’s own reputation. Search engines view these as negative signals, much like a person would be judged by the company they keep. If a site is linked to from a network of low-quality or irrelevant websites, it can signal that the site itself is involved in spam.

Link Farms and Link Schemes

A link farm is a website or group of websites created for the sole purpose of linking to other sites to boost their rankings. A link scheme is any activity meant to manipulate a site’s ranking by building links in an artificial way. Both are a form of spam and are strictly against search engine guidelines.

PBN (Private Blog Network) Links

A Private Blog Network (PBN) is a group of websites owned by a single person or entity. The owner uses the network to create links to their main website, which are meant to look like natural backlinks. This is a form of link scheme and is a risky, black-hat tactic that can result in a manual penalty.

Links from Penalized Sites

If a website has been penalized by a search engine for engaging in spam, it can pass that negative signal to any site it links to. Getting a link from a penalized site can cause a site to lose trust with search engines.

Link Velocity (A Sudden, Rapid Increase in Links)

Link velocity is the speed at which a website acquires new backlinks. A slow, steady growth in links looks natural. However, a sudden, rapid spike in links can look like a spam attack and may trigger an algorithm that penalizes the site.

Links with Keyword-Rich Anchor Text

Anchor text is the clickable text in a hyperlink. Links that use very specific, keyword-rich anchor text (for example, “best running shoes”) are often a good sign. However, when a large percentage of a site’s backlinks all use the exact same keyword-rich anchor text, it looks manipulative and unnatural.

Links from Low-Quality Directories

A directory is a site that lists other websites, often by category. While some directories are high-quality, many are not. Links from low-quality directories are a classic spam signal. These directories are created only to get links, and they often list thousands of sites without any quality control.

Disavowed Links

A site owner can use a disavow tool to tell search engines to ignore links from specific domains. When a site owner disavows a link, it’s a way of telling search engines, “I don’t want this link counting for or against me.” These are often links from spammy sites or from a negative SEO attack that a site owner wants to distance themselves from.

Unnatural Link Patterns

An unnatural link pattern is any link-building strategy that looks like it’s trying to game the system. For example, getting thousands of links from sites in a language completely different from your own, or having links from completely irrelevant niches, can be a red flag. These links don’t make sense from a user’s perspective.

Extra SEO Ranking Factors

Content Covering a Topic In-Depth

A page that covers a topic in-depth provides comprehensive, detailed information. Instead of just a brief summary, it addresses all aspects of a subject, answering potential follow-up questions a user might have. This level of detail shows authority and can signal to search engines that the page is a valuable resource.

Use of Related Keywords (LSI Keywords)

Related keywords, often called Latent Semantic Indexing (LSI) keywords, are terms that are semantically connected to a page’s main topic. For example, a page about “apples” might also use words like “fruit,” “orchard,” and “cider.” Using these keywords naturally helps search engines understand the full context of a page and its relevance to a user’s query.

Internal Link Anchor Text Diversity

The anchor text is the clickable text in a link. Internal link anchor text diversity means using a variety of different phrases when linking to pages within your own site. This looks more natural than having every internal link use the exact same keyword. A diverse mix of branded, generic, and exact-match anchor text is generally a good sign.

The Number of Internal Links on a Page

The number of internal links on a page can show a page’s importance. A page that receives many links from other pages on the same site is often seen as a core resource. It’s like an online vote of confidence from other content on your site.

Use of Multimedia (Video, Audio)

Using multimedia like videos, images, and audio can make content more engaging. These elements can help a user better understand a topic and can also increase the time they spend on a page, which is a signal of quality.

The Age of a Backlink

The age of a backlink is how long a link has existed. An older link from a trusted, reputable site often carries more weight than a brand-new one. It can signal that the link was earned naturally over time.

Guest Post Links (Value Depends on Quality)

A guest post link is a backlink received from a blog post you wrote for another website. These links can be valuable, but their worth depends on the quality of the host site. A link from a low-quality, spammy blog is not helpful. A link from a trusted, relevant site, however, can be a strong signal.

Links from Social Media Profiles

Links from social media profiles on sites like Facebook, Twitter, and LinkedIn can act as a trust signal. While these links don’t usually pass authority in the same way as a traditional backlink, they can help search engines confirm a site’s identity and reputation.

User-Friendly Breadcrumb Navigation

Breadcrumb navigation shows a user’s location on a site with a trail of links, such as “Home > Category > Product.” This simple feature improves the user experience by making it easy to see where you are and navigate back to a previous section.

HTML Validation

HTML validation is the process of checking a website’s code to ensure it’s free of errors and follows established standards. A clean HTML file can help search engine crawlers understand and process a page’s content more efficiently.

Trust Seals and Certificates

Trust seals and certificates are icons, like an SSL certificate badge or a trusted payment provider logo. These visual signals can increase a user’s confidence in a site, which can indirectly help with rankings as user experience is a factor.

The Presence of a Contact Page

A contact page provides a clear way for users to get in touch with a business. Its presence shows that a real entity is behind the website and helps to build trust and transparency. Offer customers multiple ways to get in touch: email, phone numbers etc.

Social Sharing Buttons

Social sharing buttons make it easy for users to share content on social media. While they don’t directly influence rankings, they can increase a page’s visibility and lead to more social signals.

Social Signals (Likes, Shares, Comments)

Social signals are a page’s popularity on social media, measured by likes, shares, and comments. A page with a lot of social engagement may be seen as a sign of quality and relevance.

Social Media Link Authority

The authority of a social media link depends on the profile it comes from. A link from a major, verified brand’s social media page is more valuable than a link from a new or unverified profile.

The Number of Reviews on Google Business Profile

For local businesses, the number of reviews on a Google Business Profile is a major factor. More reviews, especially positive ones, can help a business rank higher in local search results.

Star Ratings in Search Results (if Schema is Used)

Star ratings can appear in a search result listing if a site uses structured data called schema markup. These stars can make a listing stand out and can increase the click-through rate, which can indirectly help with rankings.

The Number of Links from News Sites

Links from news sites are a strong signal of authority and trust. These are difficult to get, and a link from a major news organization can be a powerful endorsement.

Links from University or Research Sites

Links from university or research sites are seen as very high-quality. These sites are typically authoritative and well-respected, and a link from one can pass a lot of trust.

The Number of Inbound Links to a Page’s Canonical URL

When multiple URLs point to the same content, a canonical URL is the preferred version. The number of inbound links to that canonical URL is a factor because it consolidates all link signals to one main page, which helps its ranking.

The Path of the URL (Shorter Paths Are Better)

The path of the URL is the part after the domain name. A shorter, cleaner path is often better for users and can be easier to remember and share. A URL like site.com/product is generally better than site.com/category/subcategory/product.

The Time Since the Last Significant Update

This refers to how recently a page has been changed in a meaningful way. Regularly updating content shows that a site is current and can help it stay relevant in search results.

The Use of a Relevant Category for a Post

Placing a blog post or page into a relevant category helps organize the site’s content. It also helps search engines understand what the page is about and how it relates to other pages on the site.

Whether the Site Is in the DMOZ Directory

The DMOZ directory was a human-edited directory of websites. While it is now defunct, some older SEOs believe that a site’s past inclusion in the directory can still be a factor for older websites.

The Use of Google Analytics and Search Console

Google Analytics and Search Console are tools that help a site owner monitor traffic and performance. Using these tools doesn’t directly affect rankings, but they provide valuable data that can be used to improve a site.

The Page’s Historical Performance

A page’s past performance in search results can be a factor in its future performance. A page that has consistently ranked well and received a lot of traffic is a signal of quality.

The Presence of a Copyright Date

Having a recent copyright date on a site, usually in the footer, shows that the site is actively maintained. This is a small signal of trust and relevance.

The Presence of a Privacy Policy

A privacy policy tells users what data a site collects and how it’s used. Its presence is a sign of a professional, trustworthy site and is often required by law.

The Use of a Sitemap for Images

A sitemap for images is a specific type of sitemap that helps search engines find and index all the images on a site. This can lead to a site’s images appearing in Google Image Search results.

The Use of a Sitemap for Videos

Similar to an image sitemap, a sitemap for videos helps search engines discover and index video content, making it easier for them to appear in video search results.

The Number of 301 Redirects on the Site

A 301 redirect sends a user from one URL to another. While they are useful, a very large number of redirects on a site can slow down the transfer of authority and can signal a poorly maintained site.

The Presence of a Custom 404 Page

A custom 404 page is a page that appears when a user tries to access a page that doesn’t exist. A helpful custom page directs the user back to the main site, improving user experience and preventing a dead end.

The Use of Soft 404 Pages

A soft 404 page is a page that tells a user the content is gone, but it returns a 200 OK status code to a search engine. This can confuse crawlers and is not a good practice.

The Use of JavaScript for Content (Can Slow Down Rendering)

While JavaScript is used to create dynamic content, it can sometimes slow down a page’s rendering, which can be a negative signal. Search engines now render JavaScript well, but it’s still important for sites to be fast.

The Use of CSS for Styling

CSS (Cascading Style Sheets) is used to style a website. A well-structured CSS file can make a site look good and can also help with rendering speed.

The Size of the HTML File

The size of the HTML file can impact a page’s loading speed. A smaller file can be downloaded and rendered faster, which is better for both user experience and rankings.

The Use of HTTP/2

HTTP/2 is a network protocol that can make data transfer more efficient. Using it can improve a site’s speed and performance.

The Number of External Resources (CSS, JS)

A page with a large number of external resources, such as separate CSS and JavaScript files, can be slower to load because the browser has to make a new request for each one. Consolidating these files can help with speed.

Whether the Site Is on a Dedicated or Shared Server

A site on a dedicated server often has better performance and uptime than one on a shared server, where resources are shared among many different sites.

FAQ

We barely scratched the surface on how Google and other search engines (even LMIs can rank our websites). Have questions? Head to the forums. Need an audit? Order it now.