What Factors Affect Google Ranking? (2023 Issue)

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Did you know that there are more than 200 factors that affect a website's ranking on Google? That's why the competition on the first page of Google is so tight. Google purposely has many rating factors in order to be fair and prevent manipulation.

But fortunately, you don't have to meet all of these Google Ranking factors to get first place. This is because the 200 Google Ranking factors do not all have the same weight. 

So, you better just focus on the SEO strategy on the main factors that most influence Google's assessment, namely:

  1. Content Quality
  2. backlinks
  3. Search Intents
  4. Website Speed
  5. Mobile Friendly
  6. Domain Authority
  7. Keyword Optimization
  8. Website Structure
  9. Website Security
  10. UserExperience
  11. Relevant Business Information

Oh yes, before we explain the Google Ranking factors above, it's a good idea to read → Learn the Latest SEO for Beginners (Update 2021) . So that you understand how Google works and are not confused with the terms we will use in this article.

What Factors Affect Google Ranking? (2023 Issue)


  • 11 Most Important Google Ranking Factors
  • 1.1 1. Content Quality
  • 1.1.1 Content Completeness
  • 1.1.2 Updated Content
  • 1.1.3 Content Accuracy
  • 1.1.4 Content Structure
  • 1.2 2. Backlinks
  • 1.3 3. Search Intents
  • 1.4 4. Website Speed
  • 1.5 5. Mobile Friendly
  • 1.6 6. Domain Authority
  • 1.7 7. Keyword Optimization
  • 1.8 8. Website Structure
  • 1.9 9. Website Security
  • 1.10 10. User Experience
  • 1.11 11. Clear and Consistent Business Information
  • Immediately Focus Your SEO Strategy According to the Google Ranking Factors Above!

11 Most Important Google Ranking Factors

Google's algorithm is always updated and improved. So the main Google Ranking factors below can also change at any time. 

For now, these 11 factors are indeed the main ones. However, if there are any changes in the future, we will update this article as soon as possible.

1. Content Quality

Back in 1996, Microsoft founder Bill Gates once said, " Content is King ."  And 24 years later, his words still apply. In the eyes of Google, content is the king that must be prioritized.

High-quality content will also rank high in SERP or Google search results. It's so important, if a website fulfills most of the factors in this article but the content is sloppy, the website still won't get rank one. 

Cruel? Not really.

Because, this content quality factor can be said to be closely related to Google's mission. Google was created with the aim of providing useful information that is easily accessible to everyone. If the content is careless, then it won't be useful, right?

Therefore, when you create content, pay attention to these things:

Content Completeness

Complete content doesn't have to be long because there are no standard rules regarding the number of words. Some require a minimum of 2,500 words , some require 1,890 words . However, one thing is for sure: the extensive content covers the topic in depth.

For example, people search for “best movies list.” It's obvious that he wants to know what the best movies ever made, right? 

Still with the same example. So that the content is complete, try not only to provide a list of films but also other information related to each film. 

Starting from who the director is, cast list, budget , box office opinion , awards won, your brief review and so on. 

Also, if the other website only lists 10 or 15 movies, you can provide 20, 25, or however many more original movies. In this way, your content is more complete and in-depth than competing websites.

Updated Content

This Google Ranking factor actually depends on the website and keywords being searched for.

For example, your website is a news website. This means that the content you load is news whose  information must always be updated. 

For example, updating the number of accident victims, match scores in certain minutes, and so on. So that searchers always get the latest news every time they search with these keywords.

However, it is different if the type of content you are looking for is not news, but a guide or list of recommendations. For example, "how to wear a tie." 

Well, as you know, the shape of a tie hasn't changed much and the way to wear it has also been the same since the past. So that the guide from any year can decorate the top of Google.

The same goes for recommendation or listicle content. For example the keyword "the best fan." Google knows that fan companies don't put out new products every day. So recommendations from a few months/years ago are just as good.

Content Accuracy

Why is the content long, recent, but turns out to be misleading/a mere hoax. Just imagine that a user searches for “Indonesia's first president” and what appears is Atta Halilintar. Users might leave Google and run to other search engines.

Especially if the keywords you are looking for relate to people's lives, such as “lansoprazole dose.” If Google misrepresents the dosage correctly, the user might overdose or not recover from the disease. 

Therefore, you must create content that is factual and not try to deceive Google or users. This is because Google uses sophisticated algorithms such as Knowledge Graph and SEO Database to detect misleading content in its search results. 

Content Structure

Not a few website owners underestimate the structure of the content on their website. In fact, visitors will get fed up if the content is messy because they can't get the info they are looking for easily. In this way, the content is the same as useless and not useful for visitors.

So, when you create content it is mandatory to pay attention to its structure. Generally, articles are divided into three parts: introduction, body, and conclusion. 

Don't go back and forth to enter the discussion in each section, OK? Because, it will really make your visitors confused.

In addition, you can use headings and subheadings (H2, H3, H4, and so on) if the discussion points are still the same. 

Don't forget to use bullet points if you explain several things at once. What's more, these bullet points can also increase your chances of being featured in the featured snippet 

The results of Off Page SEO efforts are also included in the Google ranking factor. One of them is backlinks.

Backlinks are links posted on other websites that point to your own website. The more backlinks, the more important, useful, and trustworthy your website will be. 

Because other websites don't hesitate to make you their role model. Even if you are a competitor. This is why backlinks are one of the main factors in Google Ranking.

However, you have to be careful with backlinks. Like content, backlinks must also be of high quality. So, you can't just accept backlinks from random websites. 

Your backlinks must be relevant and come from trusted websites with stable traffic. It doesn't matter if the number of backlinks is small, as long as they are of high quality. Instead of random backlinks from obscure websites that don't connect at all.

If you want to know how to find quality backlinks, we've written a guide in → How to Get Quality Backlinks for Websites

3. Search Intents

In short, search intent is what the user is actually searching for on Google. If a user searches for "tips for catfish farming" it means he is looking for tips/guides on how to raise catfish that are good and right. Instead of looking for the history and origins of why catfish exist in Indonesia. 

Or when a user searches for “buy imported cats” it means he is looking for a website that sells imported cats because he wants to buy them. Instead of looking for ways to smuggle imported cats from abroad.

If you are so misguided, Google will not give you the top position. Because your content is not useful and does not meet user needs. 

Therefore, every time you want to create content, make sure the discussion is in accordance with the user's search intent . To find out, you can do keyword research first. We have also written the guide in → 9 Ways of Accurate Keyword Research for Blogs and Websites .

4. Website Speed

Who doesn't get annoyed when they click on a website in Google search results, but the website doesn't open? In fact, the user wants to get an answer right away because he intends to impress his crush with Google's flattery. 

Well, Google understands this very well. Google is aware that people want to get information fast and don't want to spend too much time watching the loading icon spin. So, Google will prioritize fast websites in its search results.

5.Mobile Friendly

Nowadays, smartphones are an inseparable aspect of modern human life. In fact, 52.2% of website traffic comes from mobile devices, you know. 

So, it's not surprising that in 2018, Google implemented a new algorithm, namely the Google Mobile First Index . This algorithm prioritizes website performance on mobile devices rather than on computers. 

That is, websites that are heavy to open and have a messy appearance when accessed via a smartphone , their ranking will fall freely. In fact, you can say goodbye to page one of Google.

Therefore, make your website smartphone friendly by implementing → How to Make a Mobile Friendly Website in 11 Steps

6. Domain Authority

You could say that Domain Authority (DA) is Google's way of assessing the reputation and expertise of a website on the topic discussed. In other words, the higher the score (0 – 100), the more Google believes that you are an expert on the topic and can provide quality content. 

As a result, websites with high scores are likely to be positioned higher in search results. It's the same as being in school where students who get good grades are more likely to get a top 10 ranking.

Then, how to increase the value of this DA? Good question! You can find the complete answer in → How to Check DA PA Blog & How to Improve It

Oh yes, to see your website's DA value you can use tools like Ahrefs or Moz .

Also Read:[UPDATED] 40 Best SEO Checker || SEO Analyzer Tools 2023

7. Keyword Optimization

People search for things on Google using certain keywords. So it's only natural that keywords are a factor that affects a website's ranking on Google. Therefore, you must ensure that the published content is keyword optimized.

This keyword optimization is also known as On Page SEO . Where you don't just enter keywords in the content. But also on the meta description , images, title tags , and many others. 

8. Website Structure

In addition to the content structure discussed above, website structure is also a major factor in Google Ranking, you know. 

Why is that? This is because a neat structure makes it easier for Googlebot to carry out the indexing process on your website.

In short, Googlebot is a web crawler that is responsible for entering your website into Google's database. So that your website will appear in search results when users search for certain keywords on Google. Well, this process is called indexing . 

From the explanation above you can see that the indexing process is very important. So, don't let Googlebot have trouble doing its work on your website. Who doesn't get fed up when their work is made difficult?

Well, fortunately, we have written an article on this matter. So, you can breathe easy. You can follow the guide in → 9+ Easy Ways to Get Your Website Indexed Quickly by Google

9. Website Security

Cyber ​​crime is getting rampant day by day. In fact, there are around 90 thousand hacker attacks on WordPress every minute, you know.

So, it's no wonder that Google has made security a factor that affects website rankings since 2014 . Google doesn't want to display unsafe websites at the top because it's the same as telling users to go into the alligator's cage. 

10. User Experience

User experience is how visitors experience interacting with your website. Do visitors find it difficult to find what they need? Or the interaction went smoothly and they found it easily? 

So, you can guess that websites with poor UX will not be prioritized by Google in the top positions in search results. Because the website makes it difficult for visitors and frustrates them.

Then, how can Google know which websites have good UX and which are bad? Do users report it to Google? 

No, not like that. Instead, Google uses a sophisticated artificial intelligence (AI) called RankBrain.

RankBrain assesses your website's UX based on three factors:

  • CTR CTR 
    click-through-rate ) is the percentage of how many people click on your website in Google search results. For example, your website appears on Google 1000 times with the keyword "kittens", but is only clicked on by searchers 100 times. Well, that means your CTR is 10%.

    Google considers a high CTR to be a sign that the website is relevant and a solution for searchers. Therefore, increase your CTR by following the guide in → 5 Secrets to Increase CTR

  • Bounce Rate
    In short, the bounce rate is the percentage of people who immediately leave your website after opening one page without doing any interaction. Just clicking on a menu or a single link is also not.

    Well, in contrast to CTR, a high bounce rate actually shows a bad thing. The higher your percentage bounce rate means the quality of the content on that page is very low. Either because it doesn't match search intent , doesn't update, is misleading, or for other reasons.

    If that's the case, Google won't give you the top position because your website is useless and irrelevant. Therefore, lower the bounce rateon your website by following the guide in → 9 Ways to Lower Bounce Rate on Websites and Blogs

  • Dwell Time
    Dwell time is how long a visitor spends on your website after clicking on it from a Google search result. The higher the dwell time , the better.

    Yup, dwell time is almost the same as the bounce rate above. The difference is, the bounce rate focuses on just one page, while the dwell time is on your entire website. 

    To increase dwell time, you can change the website to be more user friendly . How to? You can apply the tips in → 11+ User Friendly Website Criteria

11. Clear and Consistent Business Information

This last Google Ranking factor applies specifically to those of you who have an online business. Google ranks the brands it considers most credible, trustworthy and relevant in its search results.

So, the clearer and more consistent the information regarding your business is on the internet, the more Google will prioritize it.

This one Google Ranking factor is also called Local SEO and there are at least three things you should pay attention to:

  • The same name, full address and telephone number when displayed in multiple places;
  • Have registered and completed a profile on Google My Business ;
  • Have consumer reviews on Google and other review websites ;

Immediately Focus Your SEO Strategy According to the Google Ranking Factors Above!

After reading this article, are you wondering: "Actually  , SEO is to please Google or users, right ?" 

The answer, to please both. 

Yup, Google and its users have to be happy for your website to be at the top. 

Even so, you still have to prioritize users. Why? Remember what Google was created for: to provide useful and accessible information for everyone.

Sounds tough? May be. But don't worry, all the hard work, time, and energy you spend will be sweetly paid off in the end.

In fact, it's no exaggeration to say that getting the number one spot on Google is like finding a genie in a bottle that can grant any wish. 

You want a famous website? Can! Do you want an online business to sell well? Certainly can! Want hundreds of millions of AdSense revenue? Obviously you can!

Therefore, immediately focus on your SEO strategy according to the 11 factors of Google Ranking from now on. 

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