What affects a website’s position in search results? Search engine optimisation (SEO) is the process of increasing a website’s visibility in search results. A website’s position in search results is influenced by many factors. Below are the most important SEO ranking factors:

1. Keywords: 

Keywords are the foundation of SEO. Search engines use the keywords entered by users to match results to queries. Choosing the right keywords and placing them on the page is crucial. 

2. On-page SEO:

Optimising the website’s content is a key factor. Keywords should be included in the content, titles, headings, meta tags and URLs. Optimising images and content for user intent is also important. 

3. Backlinks:

Backlinks are links leading to your website from other credible websites. The quality and quantity of backlinks affect your position in search results. 

4. Page speed:

The page should load quickly, both on computers and on mobile devices. Page speed affects user comfort and is a ranking factor.

5. Responsiveness to mobile devices:

In the era of mobile device use, responsiveness is crucial. The page should be adapted to different screen sizes and run smoothly on smartphones and tablets. 

6. URL structure:

The URL structure should be clear and understandable for both users and search engines. Short, descriptive URLs are preferred. 

7. Content quality:

Search engines assess the quality of the content on a website. Content should be valuable, original and meet users’ needs. 

8. Added value:

A website should provide value to users. Content, products or services should be useful and interesting for visitors.

9. Local SEO:

If your business operates locally, it is important to optimise your website for local SEO, including your address, opening hours and contact details. 

10. E-A-T (expertise, authoritativeness, trustworthiness):

Google assesses a website’s EAT, particularly in areas related to life and health. The knowledge and authority of the authors, as well as the content, affect the ranking. 

11. User experience (UX):

Positive user impressions, such as easy navigation, readability, accessibility and page loading speed, are important ranking factors. 

12. User intent:

Understanding user intent and delivering content that matches that intent is crucial. Search engines try to deliver the results that best match the user’s query. Summary: SEO ranking factors are numerous and complex. An effective SEO strategy takes many of these factors into account and adapts to changing search engine algorithms. It is worth regularly monitoring and adjusting your SEO strategy in order to maintain and improve your position in search results.

How can you influence your website’s ranking factors?

Each of the factors described can be improved. You will find detailed tips in the guides: technical SEO (speed, indexing, security), on-page SEO (content and structure) and off-page SEO (links and authority). User comfort is improved by UX design.

Want to know which factors are holding your website back? Order a free SEO audit or explore the scope of our website SEO service.