Google Main Ranking Factors After PageRank – Facts Beyond

Google Main Ranking Factors after PageRank

As I’ve mentioned on the Importance of Indexing, Sitemap, PageRank, and Backlinks webpage, Google’s patent related to PageRank expired on September 24, 2019.
I was sure that Google had some method by which it ranked websites. My assumption was true: the ranking is based on applying an algorithm that can determine and select the relevance of the billions of websites available.

The content of this page (& navigation also):
A. What were Google’s main ranking factors earlier? ⬇
B. Key Google Ranking Factors Beyond PageRank ⬇
C. Conclusion and summary: ⬇

A. What were Google’s main ranking factors earlier?

PageRank:

The digital landscape has evolved dramatically since Google introduced PageRank in 1998. PageRank, which evaluates the importance of web pages based on the number and quality of links pointing to them, was revolutionary and laid the foundation for search engine optimization (SEO). However, as the web grew and user expectations evolved, Google expanded its algorithm beyond PageRank to include many other ranking factors. This expansion aimed to improve search accuracy and user experience.

The Evolution of Google’s Ranking Algorithm

Before diving into the specific factors, it’s essential to understand why Google moved beyond PageRank. Initially, PageRank was effective at measuring the value of web pages based on backlinks, but it had limitations. As web content became more complex and diverse, solely relying on link quantity and quality was insufficient. Google’s users began demanding more relevant, up-to-date, and personalized search results. To meet these needs, Google developed and integrated additional ranking signals into its algorithm, making it more sophisticated and user-focused.

Today, understanding these “Google ranking factors” is crucial for anyone involved in digital marketing, SEO, or content creation. This article explores the key Google ranking factors beyond PageRank, delving into their importance and providing key insights into how they influence search results.

How may these Ranking Factors affect SEO according to Google?

As Google puts it: “SEO can be a helpful activity when applied to people-first content, rather than search engine-first content.” – Google

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B. Key Google Ranking Factors Beyond PageRank

Here are some of the most important factors Google considers when ranking web pages today:

1. Content Quality and Relevance

One of the primary Google ranking factors today is content quality. Whatever you write, try to make it original content. Even if you give a presentation, strive for originality. The Heading or Page Title should be descriptive and helpful and try to summarize the content.

Google prioritizes content that is relevant, well-researched, and provides value to users. This is assessed through various sub-factors:

• Keyword Usage: Proper and natural use of keywords helps Google understand the topic of your content. However, keyword stuffing (overloading content with keywords) is penalized.
• Content Depth: Google favors comprehensive content that thoroughly covers a topic, offering readers valuable information. This includes long-form content, which often ranks higher due to its in-depth nature.
• Originality: Google rewards original content that isn’t duplicated from other sources. Plagiarism or content scraping can severely damage rankings.
• Freshness: Regularly updated content can rank better, especially for topics where information changes frequently.
• User Engagement: Metrics like time on site, bounce rate, and click-through rate (CTR) help Google assess whether users find your content engaging and relevant.

Key Insight: High-quality content that genuinely addresses user queries and is continually updated is a critical Google ranking factor.

2. Mobile-Friendliness

With the rise of mobile internet usage, Google has made mobile-friendliness a key ranking factor. In 2015, Google rolled out its mobile-first index, meaning that it primarily uses the mobile version of a site for indexing and ranking. Key elements include:

• Responsive Design: Websites must adjust smoothly to different screen sizes, ensuring a good user experience on all devices.
• Page Speed: Faster mobile pages rank higher. Google’s PageSpeed Insights tool provides guidelines on improving load times.
• Usability: Easy navigation and readability on mobile devices are essential. Buttons should be large enough to tap easily, and content should be legible without zooming.

Key Insight: Ensuring your site is fully optimized for mobile is no longer optional—it’s a crucial Google ranking factor.

3. Page Experience and Core Web Vitals

In 2020, Google introduced Core Web Vitals as a set of metrics related to page experience. These metrics measure aspects of web usability, including:

• Largest Contentful Paint (LCP): This measures how long it takes for a page’s most significant visible element to load. A good LCP score is 2.5 seconds or faster.
• First Input Delay (FID): This measures when a user first interacts with a page and when the browser responds. A good FID score is less than 100 milliseconds.
• Cumulative Layout Shift (CLS): This measures how much the page layout shifts during loading. A good CLS score is less than 0.1.

Google also considers factors like HTTPS security, intrusive interstitials (e.g., pop-ups), and safe browsing practices under the broader page experience umbrella.

Key Insight: Optimizing your site for Core Web Vitals is essential for a positive user experience, making it a key Google ranking factor.

4. Backlink Profile

While Google has moved beyond PageRank, backlinks remain a powerful ranking signal. However, the focus has shifted from the quantity of backlinks to their quality. Key aspects of a strong backlink profile include:

• Authority of Linking Sites: Links from high-authority domains (e.g., established news sites and government websites) are more valuable than those from low-authority sites.
• Relevance of Links: Backlinks from sites related to your content’s topic carry more weight.
• Diversity: A natural backlink profile includes links from various sources, including blogs, news sites, and social media.
• Anchor Text: The text used in a backlink matters. Descriptive, relevant anchor text helps Google understand the context of the link.

Key Insight: Focus on building a high-quality, diverse backlink profile from authoritative and relevant sources to improve your rankings.

5. User Experience Signals

Google increasingly considers user experience (UX) signals when ranking websites. These signals include:

• Click-Through Rate (CTR): A higher CTR indicates that users find your content relevant to their search query, which can boost rankings.
• Bounce Rate: A high bounce rate (users leaving your site after viewing only one page) can negatively impact rankings, as it suggests the content isn’t meeting user expectations.
• Dwell Time: The amount of time users spend on your site before returning to the search results page strongly indicates content quality and relevance.

Key Insight: Improving user experience on your site is vital for achieving higher rankings, as Google increasingly relies on user signals.

6. Technical SEO

Technical SEO refers to the backend elements of a website that impact its ability to be crawled and indexed by search engines. Key technical SEO factors include:

• Site Architecture: A well-organized site structure helps Google crawl and index your site efficiently.
• Sitemaps: XML sitemaps guide search engines through your site, ensuring all important pages are indexed.
• Robots.txt: This file tells search engines which pages should not be crawled, helping to manage crawl budget effectively.
• Canonicalization: Using canonical tags to indicate the preferred version of a page prevents duplicate content issues.
• Structured Data: Implementing structured data (schema markup) helps search engines understand your content better and can enhance your visibility with rich snippets.

Key Insight: Ensuring your website is technically sound and easy for Google to crawl and index is fundamental to maintaining strong search rankings.

7. On-Page SEO

On-page SEO optimizes individual pages to rank higher and earn more relevant traffic. Key elements include:

• Title Tags: These are the main headings that appear in search results. They should be concise, descriptive, and include the target keyword.
• Meta Descriptions: These summarize the page content in search results. Well-crafted meta descriptions can improve CTR.
• Header Tags: Proper use of H1, H2, and other header tags organizes content and signals the structure to search engines.
• URL Structure: Clean, descriptive URLs that include relevant keywords help search engines and users understand page content.
• Internal Linking: Linking to other pages within your site helps distribute link equity and improves navigation.

Key Insight: Optimizing on-page elements is crucial for making your content accessible and understandable to both users and search engines both.

8. Domain Authority and Brand Presence

Google considers the overall authority of a domain when ranking pages. This authority is built over time through consistent content production, high-quality backlinks, and strong brand presence. Factors influencing domain authority include:

• Age of Domain: Older domains often have more established authority, although this is not a decisive factor on its own.
• Consistent Content: Regularly publishing valuable content builds domain authority and signals to Google that your site is active and relevant.
• Brand Signals: Mentions of your brand across the web, particularly on high-authority sites, can enhance your site’s trustworthiness.

Key Insight: Building a solid domain authority through consistent, high-quality content and brand presence is crucial for long-term SEO success.

9. Social Signals

While Google has stated that social signals (likes, shares, comments) are not direct ranking factors, there is evidence that social activity correlates with better rankings. Social signals can indirectly influence rankings by:

• Driving Traffic: Popular content on social media can drive significant traffic to your site, boosting engagement metrics.
• Increasing Visibility: Social sharing increases the reach of your content, potentially attracting more backlinks.
• Building Authority: A strong social media presence can enhance your brand authority, which may positively influence search rankings.

Key Insight: Although not a direct ranking factor, a robust social media strategy can amplify your content’s reach and indirectly support your SEO efforts.

10. Local SEO

For businesses targeting local customers, local SEO is a key Google ranking factor. Elements that influence local rankings include:

• Google My Business (GMB) Profile: An optimized GMB profile with accurate business information, photos, and reviews is crucial for local search visibility.
• Local Citations: Consistent business listings on local directories and review sites (e.g., Yelp) help Google verify your business’s legitimacy.
• Proximity: The physical distance between the user and your business location can influence local search rankings.
• Reviews: Positive reviews on GMB and other review sites can boost local rankings by signaling trustworthiness to Google.

Key Insight: For businesses with a local presence, optimizing for local SEO, including maintaining a well-managed Google My Business profile and garnering positive reviews, is crucial for ranking in local search results and attracting nearby customers.

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C. Conclusion and summary:

What does all this mean? How do we fulfill these criteria of Google?

Google’s ranking factors have evolved beyond PageRank, emphasizing content quality, mobile-friendliness, page experience, and technical SEO. High-quality, relevant content and a strong backlink profile remain critical, while new factors like Core Web Vitals and user experience signals play an increasingly important role. To succeed in SEO, focus on delivering value to users, optimizing for mobile, and maintaining a technically sound site. These efforts ensure better rankings, visibility, and long-term success in the ever-changing digital landscape.

Additionally, Do NOT write for Search Engines! Write for your readers: The website’s content should be understandable, relevant, and valuable for people.

I made my abstract interpretation based on Google principles for those interested in a shorter summary. Google citations are also there.

Thanks for reading!

A Guide to Google Search Ranking Systems: https://developers.google.com/search/docs/appearance/ranking-systems-guide

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