Ranking Factors / SEO Terms Ranking Factors Ranking factors are the individual criteria used by search engines to determine the order of websites in search engine results pages (SERPs). These factors help assess how relevant, authoritative and user-friendly a webpage is in relation to a user’s search query. Google alone uses hundreds of ranking factors, and their weight can vary based on the context of the search, device used and user intent. Key ranking factors include high-quality content, keyword relevance, page speed, mobile friendliness, secure browsing (HTTPS), backlinks, and user engagement signals such as click-through rate and bounce rate. Technical elements like structured data, internal linking and site architecture also influence rankings. For example, a page that loads quickly, includes targeted keywords, has helpful content and earns links from reputable sources is more likely to rank well. Core Web Vitals, which measure loading, interactivity and visual stability, have become increasingly important for performance-based ranking. Understanding and optimising for ranking factors is essential for visibility and growth. For B2B and SaaS companies, this means producing in-depth resources that match buyer intent, backed by fast, accessible websites. For nonprofits, it involves crafting mission-aligned content that answers common questions, shares impact stories and supports search accessibility. Ranking factors change as algorithms evolve, so continuous learning, content audits and site improvements are critical for maintaining search visibility.