What are the most important SEO ranking factors?

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Search Engine Optimization (SEO) Tips

What are the most important SEO ranking factors?

The digital discoverability of companies has never been more important than in these days. The most important SEO ranking factors are all the more important. Standing out among millions of websites is not just a matter of usability or web design. Around 3.5 billion search queries are made around the world every day – in Germany alone, 9 out of 10 searchers use the market leader Google.

What are the most important SEO ranking factors?

Optimizing the website with regard to its findability on Google is therefore not only a competitive advantage – it is even indispensable. The so-called SEO (from English Search Engine Optimization) is a flourishing branch of the entire online marketing spectrum.

SEO pioneers since 2001

As pioneers in the field of web services, we as an agency have been dealing with this discipline for 20 years . Where it was initially sufficient to place white keywords on white websites, today it is no longer possible without big data and a sophisticated optimization process. SEO is always a marathon and not a sprint. Because the Google algorithm is constantly evolving and SEO means to optimally meet its parameters. The goal of Google is not to bring the best search engine optimized page to the front, but the most relevant information for all users. That is why the content of a website is ALWAYS crucial. In addition to perfect and useful content, there are some important SEO ranking factors that always play a role for a good ranking.

We’ll tell you what these are today:



The share of mobile internet users in Germany has grown steadily in recent years and was around 74 percent in 2019. Therefore, it is now more essential than ever to design and program websites not for use on desktop PCs or laptops, but for mobile use on smartphones and tablets. This approach of first going into the mobile version and then simply deriving a web design for desktop from it is called “mobile-first”.

But how do you recognize responsive web design?

In fact, you can even find out from your own PC with a simple trick whether a website   uses responsive web design : By simply dragging the browser window smaller, wider or longer, you can see whether the web design reacts to it and changes. Are all contents such as texts and images easily recognizable? Or is everything just reduced in size or z. B. Texts cut off and so illegible?

Page Speed

Everyone knows it, everyone hates it: websites that load slowly or not at all. In the world of pagespeed, a single second is an eternity. It is no longer a secret that Google places value on fast websites in its ranking algorithm in the interests of users. Since the Speed ​​Update 2018 and at the latest in connection with the mobile-first approach, the loading time has been one of the decisive factors for high Google rankings.

The charging time depends on the following factors, among others:

  • Hosting server speed
  • Number and size of the data that is being transmitted
  • Number of CSS and JavaScript files
  • File size of images on the website
  • Compression of the content
search engine optimization success factors

Qualitative Backlinks

Qualitative Backlinks

Backlinks are links placed on external websites that lead to your own website. These not only ensure new visitors who become aware of this website and then optimally visit it, but are above all an indication of the “good reputation” or authority of a website for Google’s ranking algorithm. The basic idea behind it is really simple: If a user shares the link of a website on another website on the Internet, he must be so convinced of this website and its content that he would like to recommend it to others.

However, this well-intentioned conclusion was misused on a large scale not long after it was published: Website operators left links to their own websites in every possible comment line on blogs & Co. and a short time later so-called link farms and backlink catalogs shot up like mushrooms Floor. These are simple websites that were created solely for the purpose of being able to leave a link there with just a few clicks.

But the reaction from Google was not long in coming: With the second Google Penguin update in 2013, the algorithm was further developed so that it could not only recognize backlinks, but also assess their quality. As a result, the previously positive effect that the often thousands of backlinks from link farms had on the ranking of certain websites not only fizzled out, but the websites in question were sometimes even punished and placed worse in the search results.

Today such link spamming no longer promises any advantages in SEO. Rather, it is important to create a natural link growth of qualitative backlinks.


Usability is understood to mean the usability or the user-friendliness of websites.

The usability is only really good if the user does not even notice it. He should be able to use the website or application effectively, efficiently and intuitively. Poor usability, on the other hand, is consciously perceived in that the user finds his way around the website poorly and finds the information or functions he is looking for with difficulty, so that he

basically has to put a lot of thought into its use. Sooner or later, this leads to a certain degree of frustration and ultimately to leaving the website.

A large number of measures contribute to good usability. What they have in common is that they make it easier for the user to use.

SEO ranking factors: measures for optimization

SEO ranking factors: measures for optimization

  • Navigation
    Navigation should be intuitive and easy to use for users, even if they have never visited the website before.
  • Text-to-image ratio
    Pure running text is just as difficult for users to grasp as an excess of images with little text. As with many things, balance is important here too. Paragraphs of text can be broken up and varied using visual elements. In addition, suitable images or graphics support the corresponding content.
  • Font size & font
    Fonts with serifs, such as Due to the structure of pixels, such as the classic Times New Roman are more difficult to capture on digital screens than sans serif fonts such as Calibri. Fonts that are too small make it even more difficult for the user to read the content.
  • Speaking URLs
    Use URLs that make it clear to the user where they are on the website. As an example, instead of  
  • No pop-ups
    Unexpected and, above all, unwanted pop-ups are annoying for users and increase the likelihood that they will leave the website again immediately.
  • Breadcrumb navigation
    A so-called breadcrumb navigation can be found in the upper area of ​​the respective subpage and serves the same purpose as speaking URLs. In addition, the user can quickly and easily return there by clicking on one of the previous sub-pages.
  • Observe learned conventions
    Although the Internet and websites have only been around for a relatively short time in history, there are already learned conventions among Internet users around the world that everyone shares. This means certain common denominators in the design of websites that every user knows. Elements whose function the user understands through their design or positioning on the website. This includes B. the position of the home button at the top left or the burger menu on mobile devices.
  • Clickable items indicate
    items that are clickable, such as B. Links or buttons should be clearly marked on the one hand and always the same on the other. In addition, the user should know where such a click is going. Example: If this text passage is linked, there is no obvious information about the destination of the link, whereas with  packaging design  it is clear where the link leads.

And those are all SEO ranking factors?

Of course not. Google is constantly working to improve the search experience and thus the search results for its users. To do this, they are constantly experimenting with new information, parameters and data sources. The results of these experiments and ideas for the algorithm are then evaluated, among others, by the specially trained quality raters that Google has selected from around the world. The quality raters are provided with detailed guidelines that can be viewed publicly.

This PDF alone, which by far does not include all the factors, comprises an impressive 168 pages.

Ultimately, the feedback from the quality raters is only rated as feedback. It therefore has no direct influence on the algorithm, its evaluation of certain measures and thus the classification of the search results.


Martin Bond
Martin Bond
Admin Nash has been writing about Tech News games and the gaming industry for nearly a decade. When he’s not writing about games, he’s usually playing them. You can find him on Twitter talking about games or sports

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