The Google Ranking Factors

What factors do Google & Co. consider when evaluating your website and what is important to be well positioned.

Google considers more than 200 factors to evaluate the relevance of websites. Search engine optimization (SEO) is a complex topic.

We deal with these and other questions in detail on this page. Find out in detail what you should consider, so that you can achieve a better position and more range of coverage with your website on Google. More range of coverage means more success !

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Guide to search engine optimization - the Google ranking factors

Google is the world market leader in search engines !

Google prioritizes websites in the SERP's (Search Engine Result Pages) that clearly and unmistakably deal with a topic. Keyword: Relevance = the key of good search engine optimization (SEO) !

With this page we refer to the ranking on Google, because for us as professionals in search engine optimization (SEO), Google is the reference. Google is the world market leader in the field of search engines with a market share of more than 90% in German-speaking countries. Internationally Google has a market share of over 88%.

At the beginning of search engine optimization is the onpage optimization of your website. You can do this on your website by yourself. In the aftermath of this, we will show you the offpage possibilities available to you by means of a comprehensive catalogue of measures. The topics covered are: "Onpage optimization, technical and content structure as well as user signals", "OffPage Optimization, link building and publication in social media".

CTR Optimization (user signals)

In our opinion, user signals have the highest priority in modern search engine optimization. Self-explanatory, Google recognizes whether content is relevant and interesting by user signals. Users who think the content is informative and can find what they are looking for on the landing page are a clear sign of relevance.

  • Make sure your content is up-to-date.
  • Write interesting content and concentrate on the essentials.
  • Leave no room for boredom, users should be introduced quickly and directly to the information they are looking for.
  • Link to related content on other subpages with a detailed description in the title and link text.
  • Include appropriate call to action features in your pages, users should have an easy way to contact you.
Interest creates more visibility on Google. The bounce rate will decrease, the time spent on your pages will increase and the number of conversions will increase. As mentioned before, relevance is the most important thing in search engine optimization.

If you are interested, we can provide you with long-term support in this area. We can provide you with real user signals (Unique Keyword User Signals) to improve your ranking and your position on Google. For further information please contact us.

OnPage Optimization

You will encounter the term "OnPage" continuously, if you deal more intensively with the topic search engine optimization (SEO). OnPage means nothing other than changes you can make to your website.

The OnPage Optimization is the basis of a solid and sustainable search engine optimization and is therefore the most important building block to success.

Pay attention to the following points during search engine optimization and you will see that the placement of your web page will improve lastingly. Keep an eye on all important key figures such as user signals, user behaviour (dwell time and bounce rate), CTR (click through rate) and react with appropriate measures, if necessary. These characteristic values are of very high importance.

OffPage Optimization

The term "OffPage" describes everything outside of your website. This includes topics such as link building (links to your website), social signals (publication in social media), public relations, reputation (reputation on the Internet) and brand management (brand awareness).

In the area of OffPage Optimization, we pay special attention to natural link building and PR work. This will also decide how your site will be positioned. The better the linking of your website, the better the placement on Google will be.

1. Topic-relevant content

  • topic-related content with at least 300 words per page
    (Most of the top 10 pages in the SERP's consist of more than 2000 words - content as signal generator)
  • divided into short paragraphs with a maximum of 2 - 3 sentences
  • high keyword density from 0.5 to 1 %.
  • correct use of headers (H1 max. 1x, H2 max. 3x, H3, H4, H5 and H6 any)
  • set internal links to further information (clear description of the link target in the title attribute of the link)
  • bold important text areas
  • images used must have clear descriptions in the alt and title attributes
  • duplicate content, even on different pages, must be avoided

2. Keyword in header (H1)

Google considers keywords in the H1 to be a relevant indicator for the content of the page. Therefore the H1 should always start with the appropriate keyword.

  • H1 contains ideally only one keyword, if necessary maximum 2-3 keywords.
  • Describe the content with a short sentence (max. 10 words).
  • Start the sentence with the keyword.

3. Clear description in header (H2)

Show clearly and unambiguously what the corresponding page is about.

  • Include the most important keyword here as well.
  • Write a short and understandable text.

4. Use headers for text headings (H3 – H6)

Show your readers and the search engines that this is a heading and that the following text deals with this topic.

  • The headlines should not be too long.
  • Use the bold mark for important parts of the heading here as well.

5. Optimal page titel (title attribute)

Set an understandable title attribute for each page, this should always contain the keyword(s).

  • Do not use titles longer than 55 characters, otherwise they will be truncated by (...).
  • The keyword should be at the beginning of the title.
  • The title is displayed as a heading in the SERP's, make sure that you clearly show what you offer and what your page contains, even if you specify the keyword.
  • Each of your subpages should have its own individual title.

6. Optimal page description

Describe the content of your pages in the description attribute. This text is shown in the SERP's at Google and should animate the user to visit your site.

  • The optimal description of your page should not be longer than 156 characters including spaces and should also contain the keyword.
  • Each of your pages should have its own individual description.

7. Image description with alt attribute

Include image descriptions in the alt / title attribute of images. A short sentence is advantageous. Use the keyword of the page here, too.

  • Each image on your page must have an alt attribute.
  • Write a short sentence including the keyword of the page.

8. Link description with the title attribute

Describe each link in your page with the title attribute, the user and the search engine should be able to understand what is behind it.

  • Every link should have a title attribute.
  • Use a short sentence with the keyword of the target page.

9. Fast loading times

Google prefers websites that can be loaded quickly.

  • Optmize CSS and Javascript to minified.
  • Optimize images in file size.
  • Do not use large script elements that require long loading times.
  • Optimize the content of your site to exactly what is needed - no more, no less.

10. Use a SSL certificate

Google prefers websites that offer secure data transfer between server and client. Purchase an SSL certificate and use it correctly.

  • It is still controversial whether Google actually prefers websites with an SSL certificate. Our experience tells us a clear “YES“

11. Responsive layout / mobile websites

Google expects that a web page can be displayed correctly on any computer and mobile device. Only place your bet on a web page that is displayed correctly on all devices. Keyword: responsive web design / mobile websites

  • Responsive web design is the standard, whether a standalone mobile version makes sense for you depends on the amount of content provided.
  • Consider that with a separate mobile version of your website, you may have a much greater administrative effort to publish content.

12. Accelerated mobile pages - AMP

AMP is the latest way to deliver websites to mobile browsers and is also clearly preferred by Google. Web pages are prepared in terms of data volume so that they can be loaded more quickly on mobile devices.

  • Meanwhile there are suitable plugins for almost all CMS systems. We cannot give you a blanket answer as to whether they are compatible with the system you are using. One look at it, is always worth it.

13. Usability - easy to use

Make life easy for your users. Clear and well structured websites perform better than confusing and overloaded websites.

  • Rely on a simple navigation that everyone understands.
  • Merge contents that belong together into submenus.
  • Use a sticky header (navigation remains visible when content is scrolled).

14. Call to action - enabling contact

In order for a user to be able to contact you easily and without complications, or to make a purchase, it is necessary to create a possibility for this on each individual page.

  • Place contact forms and order functions in clearly visible areas of your site. Preferably at the top of the page.
  • Clearly show your phone number so that the user does not have to search.
  • Keep ordering processes as simple as possible, reduce the provision of personal data to the minimum necessary. Show clearly where the shopping cart and checkout are located.

15. Search engine friendly URLs (speaking URLs)

Use rewrites to paraphrase your URLs. Speaking URLs are readable and understandable texts already in the URL. makes clear, that you can find the shop of your web page here.

  • Always use the keyword in the URLs.
  • Describe with short words what is shown under the URL.
  • Use hyphens, not spaces, underscores, or cryptic characters
  • Do not use URLs that are too long. (Theoretically up to 2.048 characters are possible)
  • Do not use any variables / parameters (e.g. ?q=XXX) in your URLs.

16. Keyword domain

Place your bet on a domain name that already contains the most important keyword. It is no secret that Google pays more attention to domains published under a keyword domain.

  • Make sure that the keyword is already at the beginning of the domain. (Example:
  • You should prefer Exact Match Domains (EMD). (Example: or These are domain names that correspond exactly to the keyword that is important to you.
  • Prefer Top Level Domains (TLD) of your country, for Germany .de for Austria .at. It has been shown that national domains rank better than international domains.

17. Domain age

Domains that already exist for many years are also preferred by Google in the ranking. If you bring a new site online, it is often worth taking a look at domain trading places, where you can also buy very old domains.

  • Look at the history of a purchased domain in detail. Penalties, frequent owner changes and constant ranking changes are detrimental. Then you'd better bet on an alternative.