How many Google ranking factors are there?

Google officially states that it uses over 200 ranking factors (ranking signals), but the actual number may be higher. These factors include content quality, backlinks, user experience, site speed, mobile-friendliness, and more. Importantly, the weight of these factors adjusts over time and varies by query type.

What are the most important SEO ranking factors in 2025?

The most important ranking factors in 2025 include: 1) Content quality and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), 2) User experience (Core Web Vitals), 3) Mobile-first, 4) Backlink quality, 5) AI understandability (adapting to the AI search era). Google increasingly prioritizes content that truly solves user problems.

Are backlinks still important?

Yes, backlinks remain an important ranking factor, but quality matters more than quantity. Relevant backlinks from authoritative websites are far more valuable than large volumes of low-quality links. Google is also increasingly able to identify paid links and link farms, so focusing on building natural, high-quality backlinks is the long-term strategy.

Does site speed significantly impact SEO?

Yes, site speed is a confirmed ranking factor. Google uses Core Web Vitals (LCP, INP, CLS) as metrics for page experience. Slow websites not only rank lower but also lead to higher bounce rates. It's recommended to keep LCP under 2.5 seconds and INP under 200ms.

How do I know which factors are most important?

You can understand which factors are most effective for your site through A/B testing and data analysis. Use Google Search Console to monitor ranking changes, combined with SEO tools to analyze competitors. Remember, the most important thing is always to provide high-quality content that users truly need.

Complete Guide to SEO Ranking Factors: 13 Key Factors

Google uses over 200 ranking factors to determine the order of search results. This article compiles the 13 most important SEO ranking factors in 2025, helping you understand how to optimize your website for better search rankings.

1. Content Factors

Content is the core of SEO. Google's goal is to provide users with the most relevant and valuable content.

Very High Impact

① Content Quality & Relevance

Content must fully answer user search intent and provide truly valuable information.

Does the content comprehensively cover the topic
Does it answer user questions
Does it have original insights or data
Is the content depth sufficient

Very High Impact

② E-E-A-T Signals

Experience, Expertise, Authoritativeness, Trustworthiness

Does the author have relevant professional background
Is the website an authoritative source in the field
Does it demonstrate first-hand experience
Is the information accurate with cited sources

Especially important for YMYL (Your Money Your Life) type websites, such as medical, financial, and legal topics.

High Impact

③ Keyword Optimization

Using target keywords in the right places helps Google understand the content topic.

Title tag includes main keywords
H1 and H2 headings include keywords
Natural use of keywords and synonyms in body text
URL contains keywords

html

<!-- Keyword Optimization Example -->
<title>Complete Guide to SEO Ranking Factors [2025 Updated]</title>
<meta name="description" content="Complete analysis of Google SEO ranking factors..." />
<h1>Complete Guide to SEO Ranking Factors</h1>

High Impact

④ Content Freshness

For time-sensitive topics, fresh content ranks better. Regularly updating old content also helps.

Publication date and update date
Does the content reflect the latest information
Regularly review and update old articles

2. Technical Factors

Technical SEO ensures search engines can properly crawl and index your website.

Very High Impact

⑤ Mobile-Friendliness

Google uses Mobile-First Indexing, primarily ranking based on mobile versions.

Responsive design
Appropriate font size and touch targets
No horizontal scrolling
Mobile and desktop content consistency

High Impact

⑥ Site Speed (Core Web Vitals)

Page load speed and interactivity are confirmed ranking factors.

LCP (Largest Contentful Paint): ≤ 2.5 seconds
INP (Interaction to Next Paint): ≤ 200ms
CLS (Cumulative Layout Shift): ≤ 0.1

→ Learn more about Core Web Vitals

High Impact

⑦ Indexability

Ensure Google can properly crawl and index your pages.

Correct robots.txt configuration
No blocking noindex tags
Properly set canonical tags
Submit XML sitemap

→ Learn more about indexability

Medium Impact

⑧ HTTPS Security

HTTPS is a confirmed ranking factor. Websites without SSL are marked as "Not Secure".

3. Authority Factors

Website authority and credibility are important ranking signals.

Very High Impact

⑨ Backlinks

Links from other websites are the most important off-site SEO factor.

Link Quality: Authority of source website
Relevance: Are links from topically related websites
Anchor Text: Text content of the link
Diversity: Links from different domains

Medium Impact

⑩ Brand Signals

Google favors well-known brands, and brand search volume is also an indicator of authority.

Brand name search volume
Social media presence
Brand mentions

4. User Experience Factors

Google observes user interactions with search results to evaluate content quality.

High Impact

⑪ Click-Through Rate (CTR)

Results that achieve higher click-through rates in SERPs may receive ranking boosts.

Optimize title tags to increase appeal
Write compelling meta descriptions
Use Schema to get rich results

Medium Impact

⑫ Dwell Time & Bounce Rate

Time users spend on a page and whether they return to search results may affect rankings.

Provide valuable content to keep users engaged
Good page design and readability
Internal links to guide users to browse more pages

5. Emerging Factors (2025)

With the development of AI search, new ranking factors are emerging.

New Trend

⑬ AI Understandability

With the rise of Google AI Overview and other AI search tools, content needs to be AI-friendly.

Clear content structure and heading hierarchy
Use Schema structured data
Provide clear, citable answers
E-E-A-T signals become even more important

→ Learn more about AEO (Answer Engine Optimization)

Ranking Factors Overview

Factor	Category	Impact Level
Content Quality & Relevance	Content	Very High
E-E-A-T Signals	Content	Very High
Backlinks	Authority	Very High
Mobile-Friendliness	Technical	Very High
Keyword Optimization	Content	High
Content Freshness	Content	High
Core Web Vitals	Technical	High
Indexability	Technical	High
Click-Through Rate	UX	High
HTTPS	Technical	Medium
Brand Signals	Authority	Medium
Dwell Time	UX	Medium
AI Understandability	Emerging	Rising Trend

Frequently Asked Questions

Common Q&A about SEO ranking factors

Complete Guide to SEO Ranking Factors: 13 Key Factors

1. Content Factors

① Content Quality & Relevance

② E-E-A-T Signals

③ Keyword Optimization

④ Content Freshness

2. Technical Factors

⑤ Mobile-Friendliness

⑥ Site Speed (Core Web Vitals)

⑦ Indexability

⑧ HTTPS Security

3. Authority Factors

⑨ Backlinks

⑩ Brand Signals

4. User Experience Factors

⑪ Click-Through Rate (CTR)

⑫ Dwell Time & Bounce Rate

5. Emerging Factors (2025)

⑬ AI Understandability

Ranking Factors Overview

Check Your Ranking Factors

Site Audit

Web Vitals Checker

Indexability Checker

SEO Analyzer

Further Reading

Frequently Asked Questions