Google Ranking Factors 2023

Google ranking factors are the signals Google uses to evaluate which pages are most relevant, useful, and trustworthy for a search query.

Beginner3 min readUpdated 2026-07-27Notes by Callum Bennett

What I’d do first

Think of ranking factors as the ingredients Google stirs into its secret sauce — no single one makes the dish, but missing a key one can ruin it.

Match search intent first. Before writing a single word, look at the top 5 results for your target keyword. Ask: what format (list, guide, product page) and angle are they using? Your page needs to satisfy the same need.
Fix technical basics. Make sure Google can crawl and index your pages. Check for noindex tags, broken robots.txt rules, and missing sitemaps. HTTPS is non-negotiable.
Write for humans, not algorithms. High-quality, original content that demonstrates expertise and trustworthiness (E-E-A-T) beats keyword-stuffed pages every time.
Build relevant backlinks. Focus on earning links from reputable, thematically related sites. One strong editorial link is worth dozens of low-quality directory links.
Monitor Core Web Vitals. Use Google Search Console to check your LCP, FID (soon INP), and CLS. Fix slow loading, janky layouts, and unresponsive interactions.

Google doesn't use a checklist of 200 factors with fixed weights. Instead, it evaluates pages holistically. The most important inputs are:

Content relevance and quality — does your page actually answer the searcher's question?
Authority signals — do other reputable sites link to you?
User experience — is your page fast, mobile-friendly, and easy to navigate?
Technical health — can Google find and understand your content?

If you focus on these four buckets, you're covering 90% of what matters. The rest is nuance.

Launching a new site. Without technical basics (crawlability, HTTPS, mobile-friendliness), your pages may not even get indexed.
After a Google algorithm update. If your traffic drops, check which ranking factors you might have neglected — often it's content quality or backlink profile.
When competitors outrank you. Analyze their pages: do they have better content, more authoritative backlinks, or a faster site? That's your gap.
Before investing in advanced tactics. Don't chase structured data or voice search optimization until your core content and technical foundation are solid.

Chasing a single factor. I used to obsess over keyword density or backlink count. Google looks at the whole picture — one signal won't save a weak page.
Believing percentage weights. You'll see lists claiming "content is 40% of ranking factors." Google has never confirmed exact weights, and they change per query.
Confusing correlation with causation. A page with many backlinks might rank well, but it's usually because the content is great — not just because of the links.
Ignoring technical basics. I once spent weeks on link building while my site had a noindex tag on key pages. Fix the foundation first.

Google Search Central — Primary source for Google's official guidance on search basics, technical SEO, and page experience.
Google Search Central Blog — Useful for algorithm-related updates, confirmed changes, and policy clarifications.
Google Search Quality Evaluator Guidelines — Explains how Google assesses quality concepts such as expertise, trust, and helpfulness.
Search Engine Journal — Well-known SEO publication for industry synthesis and ongoing ranking-factor commentary.
Search Engine Land — Established SEO news source that tracks algorithm updates and ranking factor discussions.