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Digital experts familiar with Backlinko SEO specialist Brian Dean's article "Google's 200 Ranking Factors".

The publication material is constantly updated: some factors become irrelevant and delete, others appear and replace the old ones. New determinants are introduced to determine the importance and usefulness of web projects. The number of metrics affecting search engine ranking has grown since the first issue of the article (2016).

We at ITForce renovated the publication and added new metrics affect the website position in search results that were not included before.

200+ site ranking factors

In the section “Page-Level Factors” added:

1) Page Content.

Using the names of the article section helps the search engine for better understand the page content.
It can also lead to additional interlinking.

2) Topic completeness.

There is a relationship between topic depth and Google ratings.
Sites that fully cover the user’s query have an advantage over sites that deal with a problem superficially.

3) Using AMP technology (Accelerated Mobile Page).

AMP helps speed up page loading.
AMP support is taken into account when ranking mobile search results.
The snippet in the SERP platforms using AMP technology contains «⚡».

Факторы ранжирования

* Yandex doesn’t support this technology.

4) Up-to-date content.

Content should match the query. The information that the user is looking for.
The web platform can increase its position in the search engine ranking for the entered key query if the data from SERP matches the query.

5) Google Hummingbird Algorithm.

The algorithm was introduced to better understand the content of the pages by Google bot.

6) Updates for mobile devices “Mobilegeddon”.

The update raises web projects in the Search that optimized for browse with a smartphone.

7) Mobile version usability.

Websites with developed usability for mobile users have an advantage in Google “Mobile-first Index”.

8) Hidden content on mobile devices.

“Hidden” content on mobile devices may not be indexed (or may not have weight), as fully visible content.
However, recently Google employees assured that the presence of hidden content does not matter.

In the section “User Interaction”:

9) Google Artificial Intelligence Algorithm.

Its main goal is to determine how users interact with search results. Search results rank based on their preferences.

10) “Pogosticking” or return to SERP.

Click duration is an indicator of the visitors’ affection.
This is the case when the user clicks to any site in SERP and didn’t return to Search.

In the section “Special Google Algorithm Rules”:

11) “YMYL” (“Your Money or Your Life”) keywords.

For example, these are pages:

  • on which personal data is requested (TIN, bank account number);
  • used for cash transactions;
  • on medical topics;
  • offering tips and tricks for a vital decision (parenting, buying a home or a car);
  • that give financial and legal advice.

12) Google jokes (see Wikipedia for more detail information).

These are Doodles, comic phrases when searching on Google, YouTube, Calculator, Chrome, Android Applications, Google Maps, Google Earth.

13) Payday Loans Algorithm.

Designed to clean “spam queries”.

In the section “Brand Signals”:

14) Brand Search.

If users search your brand online, this information tells the search bot that your project is real and in demand.

15) Authority/popularity of the author.

Information in the search results is verified with existing online profiles of the company/user.
Sites with at least one account running on social networks are ranked higher than projects that don’t have one.

In the section “On-Site Webspam Factors”:

16) Fred.

Fred – 2017 Google Update Series.
Updates are aimed at websites with low-value content for users (missing internal site optimization, missing photos/product descriptions, missing pages, etc.). Such sites Google underestimates in the search results.

In the section “Off-Site Webspam Factors”:

17) Links from low-quality directories.

According to information from Google, links from such directories may lead to sanctions.

18) Link to widgets.

Google doesn’t like the links that are generated automatically when a widget is placed on a website.
The search engine sees widgets as ads, so it could block it.

19) Links from directories and press releases.

Excessive use of backlinks from these websites could lead to losing its importance.

20) Temporary links.

Backlinks that are created for a short time to get the link mass and are soon deleted. Google considers such links as a spam.

Backlinko employees highlighted the following key Google ranking metrics for 2019:

  • number of domains that link to you;
  • natural clickthrough rate (CTR);
  • domain authority;
  • website adaptability for mobile users;
  • time spent on the website;
  • total number of backlinks;
  • content quality;
  • web project internal optimization.

2. Important web project ranking metrics

All factors are important. However, there are more and less significant ones.
Let us turn to the highest priority in terms of Ukrainian realities:

1) Internal optimization and specifically the structure of the website.

Categories, subcategories, filters, product range – all this should be considered before creating a website. The structure of the project should be logical.
That is, the “Mattresses” subcategory should be included in the “Beds” category (children’s, single, double, etc.), and not “Sofas”.

There are several ways to bring the website structure back to normal:

  • to think over, logically compose and describe the necessary sections;
  • analyze competitors and form your website structure based on what you saw.

Структура сайта

Example of a properly designed project structure

2) Technical input.

There are usually audit the site and test:

  • download speed (desktop version – up to 3 seconds, mobile – no more than 2x);
  • Title and Description tags: its fill rate, absence of an empty one and duplicates;
  • availability and correctness of H1 tags;
  • HTML-code amount and quality;
  • whether unnecessary pages are closed from indexing;
  • mobile version of the website.
  • other parameters.

If the text or images are not displayed correctly (in the case of an incorrectly configured CMS), search engines can bring lower position for the web project in search results.

3) Website adaptability for mobile users.

Mobile traffic now exceeds desktop traffic. In addition, conversion from mobile traffic is higher.
The site must be adapted for mobile search. This option is primarily relevant for the e-commerce industry.

Адаптивность сайта

Data from Global Digital Report

4) Usability and Behavioral Signals.

What counts:

  • time that users spent on the website;
  • number of pages and page scroll depth;
  • traffic sources and audience return;
  • bounce rate;
  • number of likes, comments, reposts/shares in social networks.

5) Number of pages.

Google favors websites with a large number of pages. The more pages on the website (in the section), the more loyal to it are search engines.

6) Pages quality.

List of works:

  • comparing your web project with the websites of competitors you are targeting;
  • the project improvement works;
  • creating useful services and pages for visitors;
  • optimization of existing pages with product reviews, expert opinions, follow-up form improving.

7) Regulatory profile.

Use only high-quality links from trusted sites (we wrote about the quality parameters of links here).
If it’s possible to supplement it with natural links. And here the content plays an important role – a number of backlinks received depends on how relevant and complete it is.

8) Channels of promotion.

All channels of promotion are effective. For various businesses and niches, a set of tools for promotion is suitable: e-mail, SEO, mobile, PPC, social networks.

9) Content + Quality + Expertness.

The relevance of the query, value and quality of writing material, article design.
According to Google, the text should answer visitors’ questions in detail, satisfy their intent.
And this applies not only to the field of finance and health.

Article Writing Guidelines:

  • fundamentals are the semantic core of the web project;
  • text component is supplemented by images or a video;
  • structure (content, headings, paragraphs, indentation, bulleted lists);
  • amount minimum of 500 words.

Some internet-marketing specialist highlights the business owner and his willingness to make changes to the web project as a separate point.

Also, it is important for the promotion team:

  • offer;
  • readiness of the business owner to perceive information and make changes.

You need to work on a product or service: improve it, add functionality or service, if possible. Conduct change implementation analysis.
And in parallel to monitor the competitors.


The information space is now oversaturated. There is an excess of both high-quality and junk content.
Projects on relevant information that fully solves user queries are in priority.

Usability and adaptation for mobile users – musthave. There is nothing to do today without a mobile version of a web project on the Internet.
Quality backlinks from trusted sites. 

Of course, the website should be promoted only after the audit of the site and internal optimization of the project.

Have any remarks relating to this article? Share your opinions in the comments!

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