Getting to the top of Google is a mission that requires mastering Search Engine Optimisation (SEO). This is no easy task, as Google is notorious for changing its algorithm on what gets your website to the top. Google is also highly secretive about how its website rankings work. 

However, decoding them is what our assassins are here for. In this blog article, we’ll have a look at Google’s SEO ranking factors, why they should matter to your business, and how you can master them to improve your website’s visibility. 

What is a Google Ranking Factor? 

Google's ranking factor is its evaluation of how well your website content matches an audience search on its platform. If your website has a high score on these ranking factors, you have a better chance of getting to Google’s top spot. 

Because there’s so much information on the internet, Google has an algorithm that sorts out its websites and provides users with relevant content they want to see. Passing Google’s ranking factor will get you in front of your competitor’s websites and into your target audiences' minds. This is critical, especially since Google accounts for 90% of all online searches.

Think of ranking factors as the minor quests you’ll have to complete to achieve your big SEO goals. Google uses over 2000 ranking factors to determine your website’s relevance, and you should try to meet the top ones to improve your ranking. 

Top Google SEO Ranking Factors in 2024

Our assassins have identified the 8 most important Google SEO ranking factors in 2024. Although these ranking factors constantly evolve, they still offer immense SEO benefits. 

High-quality content

There was a time when the length of an article meant the certainty of getting your webpage to rank, but that’s no longer the case. Instead, Google now focuses on quality content, i.e., how good your information quality is in relation to the consumer’s search query. Websites with unique and relevant content are viewed more favourably by Google. 

That doesn’t mean that you should remove long articles on your website. Research still shows that the average word count of the top 10 results on Google is 1,447 words, indicating that website users are still interested in longer blog articles or landing pages. 

Keyword Optimisation

Adding the right keywords to your website is perhaps one of the most important ranking factors. Without the right keywords, your website will not match the target customers' search query, leaving it undiscoverable. 

When building your website, you must optimise your content and webpage with the right keywords. This includes adding them in areas such as the title tags, meta descriptions, headings, and URLs. Stealth is your best friend here, and you should add the keywords where it's relevant on your page instead of stuffing them all over your content - Google will penalise you for this.

Backlinks

Backlinks are links from other websites that point to your page as a source. For example, if you’re a dentist with your own practice, then having an online dental magazine that links back to a page on your website will improve your backlink score. 

Why are backlinks important? Because the number 1 result on Google has 3.8 times more backlinks than numbers two to ten. 

Backlinks tell Google that you are a master of a particular keyword or topic and that your page is worth visiting. Having more backlinks is like having more people vouch for your service, slowing building your credibility. 

Search intent and content relevancy

Search intent answers these questions: What is a user trying to accomplish with their search? Are they simply looking for information or searching to buy a product? 

Most SEO experts agree that search intent is one of the most important Google SEO ranking factors. When a consumer searches on Google (i.e. best electrician in Brunswick), your website must have content that contains said information. 

It’s almost impossible to rank on Google if your website doesn't have the relevant answer to a user’s search query. Keyword research and content are fundamental here, as they’ll help direct Google to your page whenever a customer does a relevant search. 

Website loading speed

How fast your website loads is a significant Google ranking factor. This makes sense, considering 83% of website users expect your page to load in 3 seconds or less when they visit. 

Tools like Google PageSpeed Insights are your ally here. This free tool assesses a site's page speed and provides a detailed analysis of its performance on mobile and desktop. 

Let’s look at the difference between mobile and desktop speed in the example below. Ideally, your website should have all four indicators highlighted in green (Performance, Accessibility, Best Practices, SEO). Your website should get a score above 90 to get this.  

Google pays particular attention to mobile site speed and the ‘Performance’ indicator, so you should too. In the example below, Westpac’s site ‘Performance’ indicator is Red 43 on a mobile and Amber 83 on a desktop. This means that it’s mobile site must be improved. 

Your website’s speed can be affected by many things, such as your videos and images size, the number of plugins, and even the software used to host your website. These can be quite technical, so consider speaking to a Google optimisation specialist in Australia about improving your page speed. 

Mobile friendliness

Is your website visible and easily navigated on mobile devices? Mobile friendliness is how well a website is optimised to load on a smartphone or tablet. 64% of customers search for information on a mobile device rather than a desktop, hence why it’s a critical factor in SEO. 

These days, platforms like Core dna are already mobile-friendly, as the website builder automatically ensures your desktop site is optimised for mobile. So consider how your website looks online before hitting ‘publish’.

Page updates

Your page has to be constantly updated with the latest news and information to rank high on Google. However, the importance of this ranking factor does depend on the customer query itself. It may not be so important to keep a page updated if the customer has searched for ‘best short-stay in Melbourne CBD’ compared to ‘top Google ranking factors in 2024’.

Change is the only constant thing in business, and your website should be updated accordingly to show your expertise in your industry. 

On-page experience

What is your customers’ experience like when visiting your website? Page experience is another important ranking factor because it signifies that a user has found what they are looking for on your site. 

In assessing a customer’s on-page experience, Google will look at how long a user has stayed on your site, whether they’ve clicked on a button on your pages, or if they’ve left immediately after clicking on your site. Passing these assessments indicates that your website has the right content quality. 

Examples of Ranking Factors Done Right 

An example of a website that’s mastered Google’s ranking factor is Hubspot. As software targeted to marketers, the website has a plethora of informational resources, such as blogs, eBooks, videos, and podcasts that add value to its target audience. 

Additionally, Hubspot’s website ranks first for several search queries, such as the one showcased below. This means that their content is high-quality, updated, and very relevant. 

Key Takeaway

With more consumers searching for brands online, solidifying your presence on Google has never been more critical. However, it is a highly competitive landscape, and mastering it requires the right skill, knowledge, and expertise on Google’s ranking factors. If you’re looking for a team that can help you assassinate your competition on Google, seek the help of Digital Assassin. 

Digital Assassin provides affordable digital marketing packages for Australian businesses to manage their digital marketing strategy with ongoing tactical content and search engine optimisation (SEO) best practices. To learn more, speak to an assassin today.