Google reportedly uses hundreds of signals to decide how to rank a page, and the exact algorithm is famously a closely guarded secret. But over more than two decades of SEO research, testing, and Google's own public statements, the SEO community has identified the factors that consistently move the needle.
This isn't a list to obsess over item by item — Google's system weighs all of this holistically, not as a checklist scored point by point. But if you're trying to figure out where to focus your time, working through these categories systematically is the most reliable way to build a website that ranks and stays ranked.
We've organized 100 factors into eight categories: on-page SEO, technical SEO, content quality, user experience, backlinks and authority, local SEO, mobile and speed, and trust signals (E-E-A-T).
Category 1: On-Page SEO (Factors 1–15)
Keyword appears in the page title
Keyword appears near the beginning of the title
Keyword appears in at least one heading (H1, H2)
Keyword appears naturally in the first 100 words
Keyword density feels natural, not stuffed
Meta description is written to encourage clicks (not just stuffed with keywords)
URL is short, descriptive, and includes the target keyword
Page has a single, clear H1 tag
Heading structure (H1 → H2 → H3) is logical and hierarchical
Images include descriptive, keyword-relevant alt text
Image file names are descriptive, not generic (e.g., "blue-running-shoes.jpg" not "IMG_4821.jpg")
Internal links use descriptive anchor text, not just "click here"
Outbound links point to relevant, reputable sources where appropriate
Content directly and clearly answers the search intent behind the keyword
Page targets one primary topic rather than several unrelated ones
Category 2: Technical SEO (Factors 16–30)
Site is fully crawlable (no accidental robots.txt blocks)
XML sitemap exists, is accurate, and is submitted to Google Search Console
No orphaned pages (pages with zero internal links pointing to them)
Canonical tags are correctly implemented to avoid duplicate content issues
No unnecessary "noindex" tags on pages meant to rank
URL structure is clean and consistent (no excessive parameters)
Site uses HTTPS sitewide
404 errors are minimized and monitored
Redirects are clean (no long redirect chains)
Structured data/schema markup is implemented where relevant
JavaScript-rendered content is accessible to crawlers
Pagination is handled correctly for blog/category listings
Hreflang tags are used correctly for multi-language sites
Server uptime and response time are consistently strong
Crawl errors in Search Console are regularly reviewed and fixed
Category 3: Content Quality (Factors 31–45)
Content is comprehensive and covers the topic thoroughly
Content is original, not duplicated or lightly reworded from elsewhere
Content is genuinely useful, not written purely to target a keyword
Content is kept up to date and refreshed periodically
Content length matches search intent (not artificially padded)
Content uses clear formatting — short paragraphs, bullet points, subheadings
Content includes relevant examples, data, or original insights
Content avoids fluff and filler sentences
Spelling and grammar are clean and professional
Content answers related/follow-up questions, not just the main query
Multimedia (images, video, charts) supports and enhances the text
Content is written for the actual reader, not just for search engines
Topic is covered in appropriate depth relative to competitors
Outdated statistics, prices, or claims are updated regularly
Content has a clear, logical flow from introduction to conclusion
Category 4: User Experience (Factors 46–55)
Page layout is clean and easy to scan
Navigation menu is intuitive and consistent across the site
Pop-ups and interstitials don't block content (especially on mobile)
Text is legible — sufficient contrast and readable font size
Click-through rate from search results is strong relative to position
Bounce rate is low for the page's relevance to search intent
Time on page suggests users are engaging with the content
Site search (if present) returns accurate, useful results
Calls-to-action are clear without being intrusive
Forms are simple and don't create unnecessary friction
Category 5: Backlinks and Authority (Factors 56–70)
Page has backlinks from relevant, topically-related sites
Backlinks come from sites with their own established authority
Anchor text of backlinks is varied and natural, not over-optimized
Backlink profile grows steadily over time, not in suspicious bursts
Site has a healthy ratio of "follow" to "nofollow" backlinks
No spammy or low-quality backlinks pointing to the site
Domain has been registered and active for a meaningful period
Internal linking distributes authority to important pages
Site is mentioned (even without links) on reputable industry sites
Guest content or contributions appear on credible third-party sites
Backlinks come from a diverse range of unique domains, not one or two
Broken or lost backlinks are identified and addressed
Competitor backlink gaps are identified and pursued where relevant
Press mentions or PR coverage exist for the business
Social signals (shares, mentions) support content visibility, even if indirect
Category 6: Local SEO (Factors 71–80)
Google Business Profile is fully completed and verified
Business name, address, and phone number (NAP) are consistent across the web
Business category on Google Business Profile is accurate and specific
Customer reviews are present, recent, and responded to
Average review rating is strong (4+ stars)
Business appears in relevant local directories and citation sites
Location pages (for multi-location businesses) are unique, not duplicated templates
Local schema markup (LocalBusiness) is implemented
Geographic keywords are naturally incorporated where relevant
Google Business Profile posts and photos are updated regularly
Category 7: Mobile and Speed (Factors 81–90)
Site passes Google's mobile-friendly test
Core Web Vitals (LCP, INP, CLS) are within "good" thresholds
Images are properly compressed and sized
Site uses a content delivery network (CDN) where appropriate
Unnecessary third-party scripts are minimized or deferred
Browser caching is properly configured
Mobile tap targets (buttons, links) are appropriately sized and spaced
Text remains readable without requiring zoom on mobile
Page weight (total size) is kept reasonably lean
Critical content loads without requiring excessive scrolling or waiting
Category 8: Trust Signals — E-E-A-T (Factors 91–100)
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — Google's framework for evaluating whether content (and the site/author behind it) can be trusted, especially for topics that affect health, finance, or safety.
Author bylines are present on content where relevant
Author bios demonstrate real experience or expertise in the topic
Site has a clear, transparent "About" page
Contact information is easy to find and accurate
Privacy policy and terms of service are present and current
Content demonstrates first-hand experience where applicable (not just generic advice)
Claims are backed by credible sources or data where appropriate
Site has no history of penalties, spam flags, or manual actions
Reviews and testimonials on the site appear genuine and verifiable
Overall site reputation (across reviews, mentions, and search results) is positive
How to Actually Use This List
Don't try to tackle all 100 at once — that's a recipe for burnout and half-finished work. Instead:
Start with technical SEO and mobile/speed. These are foundational — without them, nothing else performs as well as it should.
Audit your top 10–20 most important pages first. Focus on-page and content improvements there before spreading effort thin across your whole site.
Build backlinks and local SEO signals continuously, not as a one-time push. These are long-term compounding factors.
Revisit trust signals (E-E-A-T) especially if you're in a competitive or sensitive niche — health, finance, legal, and similar industries are held to a higher bar by Google.
Ranking well on Google isn't about gaming any single factor — it's about consistently being the most relevant, trustworthy, and well-built option in front of the person searching. Work through this checklist a few items at a time, and the compounding effect over months will speak for itself.
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