Top 10 Google Ranking Factors You Need to Know in 2025

In 2025, to stay on top in the world of SEO, creators and businesses alike need to understand Google Ranking Factors and What makes you rank higher on Google. But what are these ranking factors, and how does Google pick the order of search results?

Google considers a variety of factors- the quality and relevance of the content, its authority, and user experience- to decide which pages should rank high. For SEO experts, digital marketers, and site owners, knowing these ranking signals is key to building good plans that drive traffic, boost visibility, and get business results.

As algorithms that drive Google keep changing, staying up to date with the top-ranking factors is a must for keeping a strong spot in 2025 and after. This article covers the top Google ranking factors creators need to know to stay ahead in the ever-changing SEO field.

What Are Google Ranking Factors?

Google relies on various factors when ranking results on the search results page. It’s not random nor coincidental what pages land on number 1, number 2 position, etc. when a person types a certain query in the search bar.

Ranking factors help Google evaluate pages and decide the ranking order of the results relevant to the search query.

To automatically rank results on the results page, Google uses intricate algorithms. This indicates there are certain factors that influence what Google algorithm recognizes as favorable to be ranked higher.

For a webpage to have an organic (unpaid) position on the results page, experts use SEO practices to position their content higher for certain search engine queries. SEO practices target those factors that are favorable to Google’s algorithm. Thus, webpage creators can ensure their content can appear at the top of the search results page. 

When targeting a particular keyword and ranking high for it, there’s a better chance the viewers will recognize the creator’s content – thus, the click-through rate increases. For such reasons, SEO rankings matter. This can be further explained by the fact that typically, the #1 spot in search results has a 10 times higher click-through rate than the #10 spot. This shows that ranking higher in search can bring more visitors, boost the creator’s brand, and help their business do well.

However, rankings alone aren’t enough. It’s equally important to target the right keywords— those that align well with the creator’s business. Certain keywords matter more or get searched more, and they can bring better results.

How does Google determine the ranking of content? Google evaluates elements such as relevance, authority, and user experience. In the further text, we’ll define and explain these elements in more detail. 

Content Relevance

Google prioritizes content relevance when it comes to showing results in search rankings. To meet users’ needs, or in other words, to satisfy their intent, creators should make sure their content is relevant to what may interest users.

The way that Google determines whether the content is relevant and the level of content relevancy is through signals such as the following:

• How users act on the page after clicking
• The content’s publishing date or last update
• How often and where keywords show up on the page

Also, Google uses natural language processing (NLP) to grasp the context, meaning, and connection between words, helping it showcase search results that better match what users are looking for.

Content Quality

Under Content Quality, Google focuses on four content aspects when ranking search results. Those aspects are experience, expertise, authoritativeness, and trustworthiness, which in short are known as E-E-A-T. 

Though the concept of E-E-A-T isn’t confirmed to be a ranking factor, it can help creators create content that Google would define as quality content. If the results could impact the user’s health, finances, or safety, E-E-A-T is very important.

Google uses other ranking factors to evaluate E-E-A-T such as backlinks (links to the creator’s webpage from other websites). Backlinks build relevancy, trustworthiness, and usefulness of the website. This lets Google know that the webpage offers quality content. As such, backlinks help creators gain better rankings. 

Other ways that Google potentially evaluates content quality are:

• Originality: Whether the content offers unique insights or ideas.
• Topical authority: The reputation of the website and whether the publishing of the content has been consistent.
• Author credentials: The credentials and publishing track record of the content creator.
• Citations and references: Using reliable sources to support the content and citing them properly.
• Accuracy: How correct and reliable the information appears.
• Readability: How easily the content can be understood by the target audience

Google has always prioritized helpful, reliable, and quality content and if the content doesn’t meet these criteria and as such is a low-quality content, it will be penalized. For creators to improve their ranking, they should focus on the value and unique insights that their content can provide and that aren’t usually found on other websites.

To create helpful and reliable content, creators should ensure they have a deep understanding of the topic and should research it thoroughly. If necessary, they can hire subject matter experts to contribute to the writing. It’s important to provide accurate information that addresses the audience’s key questions as well as to link to credible research and sources for validation. Additionally, creators should avoid including fluff or unnecessary filler, focusing on delivering clear and valuable content.

Content Usability

Google’s algorithm considers the safety of the content and whether the content is easily accessible – in other words, Google focuses on content usability. 

Google pointed out four important user experience signals as main SEO ranking factors:

• Core Web Vitals: Metrics that assess page speed, stability, and interactivity.
• Mobile-friendliness: The performance of the website on mobile devices.
• HTTPS: Whether the website uses the secure HTTPS protocol rather than HTTP.
• Intrusive interstitials: The presence of pop-ups that block the main content.

While Google now states that not all of these user experience signals are directly used for ranking, they admit that these aspects of page experience are generally aligned with better search rankings and are worth focusing on. 

Why Understanding These Factors Matters

Google ranking factors directly impact how websites rank on search engine results pages (SERPs). In other words, Google relies on ranking factors, such as relevance and quality of a site, when determining in what order the pages will rank. 

Google’s algorithms get changed and updated over time – as such, the ranking factors are prone to change. To keep a competitive edge, business owners should be up-to-date with all the new changes and updates to the Google algorithm. They might fall behind if competitors are better at adapting to algorithm changes. To avoid losing the ranking advantage, SEO specialists must adapt their strategies accordingly.

Google Algorithm is not the only thing changing, SEO does as well. As we move further into 2025, Google is likely to focus more on AI, machine learning, and finer details of how users behave, like their intent and how they engage.

1. High-Quality Content

Why Quality Content Leads the List of Google Ranking Factors

High-quality Content affects how users feel and enjoy the site. Google aims to give users the best and most useful content for what they search. Thus, content that is well-written, valuable, and provides users with the most relevant information tends to rank higher in search results.

Content that gives real value, backed by good research, and presented in an interesting way, is more likely to be shared, linked to, and ranked well. Google values content that answers the searcher’s query or solves their issue fully. Well-researched posts offer true, detailed, and helpful info that users can trust, making them stay on the page longer, which helps rankings. In conclusion, content that’s informative, well-researched, and engaging tends to rank higher.

Repeating old ideas doesn’t add value and might get overlooked by users. In-depth content answers all parts of a user’s question, showing Google the page is a good source for the user’s intent. Clarity helps users easily understand and find information, reducing bounce rates. Together, these elements—originality, depth, and clarity—match user intent and help satisfy user intent.

How to Ensure High-Quality Content

Conduct thorough keyword research.

Google has ways to understand what users want and are searching for. To rank high, creators need to understand users’ intent. There’s no solid way to do so, but the top-ranking results provide useful insights.

If the top results are mostly blogs when a user is searching using a particular keyword, it means that users are looking for info (research phase), not to buy yet. So, making a blog post could work better than an online store page for this keyword. 

Using tools like SEMrush or Ahrefs’ Content Gap feature helps identify common keywords across these pages. These often can show subtopics of the primary keyword. For example, many top pages for “air fryer” also rank for keywords on the best brands. If you want to rank for this term, adding a chat about brands in your content would be a smart move.

Use multimedia (images, videos, infographics) and readability maintenance

Using images, videos, and infographics can greatly enhance the content quality. Visual elements help explain ideas, grab attention, and keep readers interested. Infographics are great for showing data or comparisons, while videos can give detailed lessons, interviews, or demonstrate products.

Creators should make sure their multimedia matches the text and supports their message. For instance, images that relate to the topic and provide alt-text for accessibility should be used. Videos should have a clear aim and give value, whether they teach or entertain. Good use of multimedia breaks up big chunks of text, making it visually appealing and easier to read.

2. Content Relevancy and Search Intent Optimization

Here, we will explain how content relevancy and understanding search intent are crucial factors in ranking well on Google, helping you achieve better visibility and drive organic traffic. 

Relevancy as a Core Signal

How do Google’s algorithms assess whether your content answers user queries directly? Google uses many signals, like keyword relevance, the meaning of words, and content structure, to evaluate if a page gives the best and most useful answer. For example, if someone searches “how to fix a leaking faucet,” Google looks for pages that explain this, with steps, fixes, and useful tips.

Strategies for Optimizing Search Intent

To successfully optimize the content for search intent (search intent optimization), the creator should identify the type of query (informational, transactional, navigational) and tailor their content accordingly.

• Informational queries are those when users want to learn, for example, “How to start a blog.” Creators should write content that answers these questions in detail with how-to guides, expert tips, and learning resources.
• Transactional queries are typically searches with the intent to buy or complete a transaction, like “buy running shoes online.” For these, creators should add product details, reviews, and calls to action to encourage users to buy.
• Navigational queries are searches where users look for a specific site or page, like “Facebook login.” Creators should make sure their site is easy to use and set up for quick access to the content users want.

After identifying the user’s needs, creators should use clear titles to show how their page meets user expectations, whether it’s with guides, resources, or product details. Structured data helps search engines understand content’s context, making search results more precise. By matching search intent and giving focused content, creators meet Google’s ranking criteria and offer a good user experience.

3. Quality Backlinks

Backlinks are often talked about in SEO. Some say they are key for ranking, while others think they’re not, partly because of mixed messages from Google. Sometimes, Google says links matter less. For instance, John Mueller once said that as Google gets better at reading content, links might become less important. But other Google sources still say links from prominent sites are one of several factors used to determine rankings.

Why Backlinks Affect Google Search Ranking Factors

Links from trusted sites are like votes, telling search engines your site matters. A good link profile shows trust and authority in your field, helping you rank higher and get more traffic.

Building Quality, Not Quantity

Low-quality links won’t contribute much to SEO, so creators should focus on earning links from reputable, relevant sources. Quality backlinks should come from credible industry sites, not spammy or irrelevant sources. John Mueller emphasized that while the total number of backlinks matters, their relevance is even more important. Building a large quantity of irrelevant links won’t help SEO.

4. Keyword Optimization

Effective keyword use is crucial for ranking, but Google values natural, user-focused content above keyword-heavy writing. Creators should avoid keyword stuffing and prioritize a seamless user experience while strategically placing keywords. Proper usage of targeted keywords in titles, meta descriptions, and content body is essential, but it should never come at the expense of readability or user engagement. Overuse of keywords can disrupt the flow of the content and harm the user experience, so creators should ensure that keywords are placed naturally and relevantly.

On-Page Optimization Essentials

For optimal on-page SEO, a primary keyword should be assigned to each page along with secondary keywords. Primary keywords should be put in the following places:

• H1 (page title)
• URL
• H2s/H3s (where appropriate)
• Body text, ideally in the first paragraph

The H1 informs Google what the main topic is – so that’s where the primary keyword should be incorporated. The same phrase shouldn’t be kept in both the H1 and meta title, as that contributes to keyword stuffing. A good meta description with targeted keywords is also important since it shows up in search results and affects clicks (click-through rates). Meta descriptions should be kept clear, short, and inviting for users. 

Content should feel natural and helpful, not just made for search engines. Content should also flow well, stay clear, and meet user needs. By balancing keyword usage with reader-friendly, valuable content, creators will boost both their rankings and user engagement.

How to Integrate Keywords Effectively

To enhance the SEO and readability of the content, creators should use synonyms and related words to add semantic depth. This broadens the content’s reach and helps search engines grasp the context better. Overuse of keywords should be avoided, as it can lead to clutter. Instead, creators should place keywords naturally to ensure clarity. By sticking to relevant keywords that match user searches, both the user experience and search rankings can improve.

5. Website Speed and Performance

To ensure a good user experience, creators should optimize website speed and make sure the content is easy to use. When it comes to SEO, creators shouldn’t focus on making their site super fast, just fast enough. Google demotes pages that give a slow experience to users.

Speed’s Impact on User Experience

For users to have a proper and positive experience on the website, the loading speed should be fast. Slow-loading sites often get high bounce rates and rank lower on the search results page. To measure page speed Google uses Core Web Vitals (CWV) which includes the following:

• Largest Contentful Paint (LCP): Measures loading time.
• First Input Delay (FID): Tracks interactivity.
• Cumulative Layout Shift (CLS): Evaluates visual stability.

To assess CWV performance, website owners can use tools like Ahrefs Webmaster Tools.

Improving Website Speed

To improve website speed, website owners should consider the following techniques:

• Compress Images: Reduce file sizes without lowering the quality.
• Leverage Browser Caching: Store static files for faster reloads.
• Minimize Code: Remove extra HTML, CSS, and JavaScript.

To further reduce server response time creators can implement Content Delivery Networks (CDNs). A Content Delivery Network (CDN) is a group of servers spread out that sends web content to users based on where they are. 

6. Mobile-Friendly Website

Over 60% of online searches are conducted through mobile phones. Since 2015, whether or not you have a mobile friendly website has been a ranking factor on Google. To check whether there are any issues, website owners can use the Mobile Usability report in the Google Search Console.

Mobile-First Indexing and Google Ranking

Google uses the mobile version of the site as the main source for indexing and ranking. This means if the mobile site is slow or difficult to use, a creator’s site may get lower rankings on search pages. Sites that do not give a smooth mobile experience may see a drop in rankings and overall traffic.

Optimizing for Mobile

Making a mobile site better means having a design that fits all screens, bigger touch areas, and simple navigation for easy use. Creators should make sure to check how the site works on various devices and connection speeds for a quick, smooth user experience. These steps make the site easier for users and can boost search results.

7. Domain Authority and Website Authority

Though Domain Authority isn’t a direct ranking factor, it shows how much a site can be trusted. Relying on backlinks and content quality, DA helps improve how search engines see the site. 

Building Long-Term Credibility

Building long-term credibility is essential for a website’s success. Domain Authority (DA) is an important part of this. While DA itself is not a direct ranking factor, it reflects a site’s trustworthiness and reputation on the web. This score, developed by Moz, is influenced by factors like a website’s backlink profile, content history, and overall reputation. Trusted backlinks and high-quality content are key indicators that help strengthen a site’s DA.

How to Strengthen Authority

To strengthen authority, a site owner should earn high-quality backlinks from reputable sources, consistently publish valuable content, and maintain a clean technical foundation. Furthermore, maintaining consistency in branding and user trust signals across the web contributes to long-term success. By prioritizing these elements, a website can strengthen its authority, improving its Domain Authority (DA) and increasing its potential for higher rankings over time.

8. Website Structure and Security

User-Friendly Architecture

Clear site hierarchy helps search engines crawl and index pages effectively and it enhances user experience. When the site is well-designed, users can move around easily, which keeps them happy and engaged. Bad design, however, can hurt both user experience and search engine ranking. 

Tools like Screaming Frog give useful info on the site’s structure and how Google might crawl it, helping site owners fix issues like unneeded or broken pages that can hurt the site. Features like Bread crumbs, intuitive menus, and internal linking improve navigation and also help search engines understand the site’s structure.

Website Security

HTTPS (SSL certificates) is a baseline requirement for better rankings and user trust. HTTPS improves security for the website’s visitors. If a website doesn’t use HTTPS, a “Not Secure” warning will appear in the browser. If it’s an issue, a TLS certificate can be installed.

Secure sites reduce the risk of penalties or warnings in search results. By using HTTPS and keeping user data safe, secure sites are trusted by users and search engines. This leads to higher rankings and fewer risks of penalties.

9. On-Page Optimization

Core Elements of On-Page SEO

On-page SEO involves optimizing key elements like title tags, meta descriptions, headings, and URL structures. Title tags should be concise and keyword-rich, while meta descriptions summarize the page’s content. Proper use of header tags (H1, H2, H3) helps organize content logically, making it easier for both users and search engines to navigate. A clean, descriptive URL structure also enhances SEO by providing clear, keyword-relevant information. These elements contribute to better user experience and higher search rankings.

Maintaining High-Quality On-Page Signals

Content creators should focus on providing helpful and reliable content that aligns with users’ needs. By revisiting and updating articles, content creators can ensure that each page continues to serve its intended purpose and answer the specific queries of users effectively. 

Creators should update their articles regularly to ensure they remain factually accurate and up to date. Content creators should be diligent about updating publication or modification dates when necessary, as well as revisiting topics to add new information. This practice ensures that content remains relevant to users and aligned with the current state of knowledge or trends in a particular niche.

10. SERP Features and Enhanced Snippets

Emergence of SERP Features

The evolution of SERP features, such as featured snippets, ‘People Also Ask’ boxes, knowledge panels, and local packs, has significantly impacted click-through rates. Compared to traditional blue links, these rich results often drive more traffic to the website.

Optimizing for SERP Features

To optimize for these features, websites should focus on implementing structured data markup, which qualifies them for rich snippets. Additionally, creating concise and informative Q&A sections increases the likelihood of appearing in featured snippets, further boosting visibility and engagement.

Final Thoughts

What Affects Google Ranking?

Google ranking is influenced by different factors such as content quality, relevance, user experience, technical performance, and SEO best practices. Factors like well-researched, engaging content, fast load times, mobile optimization, and secure browsing all contribute to higher rankings.

Why does each factor matter in achieving higher SERP positions? Each of the Google ranking factors helps ensure that your website meets Google’s algorithm requirements, enhancing visibility, trust, and user satisfaction. A balance of quality content and technical optimization is key to securing top positions.

Staying Ahead in 2025

Google’s algorithms evolve, so creators should stay up-to-date on trends like AI and changes in user behavior. SEO strategies must adapt to maintain competitiveness.

Creators should regularly track analytics, adjust strategies, and enhance the user experience to maintain SEO success and stay ahead in the changing digital landscape.