Factors to influence website ranking for improved SEO

9 min read

Web optimization requirements are in a constant state of evolution, making it challenging to keep pace with the latest advancements. Nevertheless, staying updated is crucial if you aim to propel your Google rankings from obscurity to the coveted top position.

Websites that are comprehensively optimized continue to witness a steady surge in traffic, translating to a higher influx of leads and sales. Disregarding SEO could render your website invisible to searchers, rendering all your painstaking efforts futile. In the ever-changing landscape of digital marketing, keeping your finger on the pulse of SEO trends is imperative to ensure your online presence thrives.

1. A Secure and Accessible Website

One of the foundational components for optimizing your SEO in 2023 revolves around having an appropriately structured URL. Specifically, this entails having a URL easily accessible and crawlable by Google’s bots.

In essence, Google must access the URL and analyze the page content to comprehend the essence of your website. To cater to these bots effectively, the following steps are essential:

  1. Utilizing a well-coded website builder to create your site.
  2. It implements a robots.txt file that provides instructions to Google regarding where it can and cannot explore your site’s information.
  3. Developing a sitemap that meticulously lists all the pages on your website.

For WordPress users, in One SEO plugin can be employed to establish a sitemap. Alternatively, various online sitemap generators are available if you’re not using WordPress. Staying attentive to these technical intricacies is vital in ensuring your website’s discoverability and ranking in the dynamic landscape of modern SEO practices.

2. Page Speed (Including Mobile Page Speed)


For an extended period, page speed has retained its status as a critical factor in SEO rankings, and its significance continues into 2023. Google remains dedicated to enhancing users’ web experience, and rapid-loading pages constitute a pivotal aspect of achieving this goal.
Notably, Google introduced a significant algorithmic update in July 2018, targeting mobile page speed. This alteration has had a discernible impact on websites. Failure to ensure swift loading times on mobile devices can lead to potential penalties and a subsequent dip in rankings. As the digital landscape progresses, prioritizing optimal page speed remains essential to maintaining a favorable online presence and upholding SEO effectiveness.

3. Portable Friendliness

As the discussion shifts towards mobile devices, mobile-friendliness remains a crucial SEO ranking factor, and this significance persists strongly in 2023. With more individuals opting for smartphones over traditional desktops for internet access, it’s no surprise that Google’s approach to ranking search results has evolved.

Numerous factors influencing SEO ranking, which we shall delve into within this article, serve as the cornerstone for achieving a commendable search engine position. However, attending to user experience upon visitors landing on your website is equally pivotal.

In the context of 2023, areas warranting attention include verifying whether:

  1. Your website is responsive, adeptly resizing itself to suit various devices.
  2. You employ legible, sizable fonts to ensure easy readability on compact screens.
  3. Open menus are integrated to facilitate effortless navigation on your site.
  4. Essential content remains unobscured by advertisements, guaranteeing unhindered access for users.

For further insights on optimizing mobile-friendly designs and augmenting your Google search ranking, an in-depth guide to enhance your mobile conversion rate awaits your exploration.

4. Area Age, URL, and Authority

Were you aware that nearly 60% of websites holding a spot within Google’s top ten search results are aged three years or older? Current data extracted from an Ahrefs analysis of 2,000,000 pages indicates that achieving such a ranking within a year of website creation is rare.
Therefore, if you have maintained your website for a significant duration and have applied the optimization insights outlined in this article, you are already reaping the benefits of your longevity.
Research conducted by Moz reveals that exact match domains, possessing relevance, significance, and high quality, can experience a boost in their ranking. However, if your website is already established, pursuing a precise match domain for your business is not an obligatory venture.
What is the most prudent approach to selecting your domain? Focus on a URL that mirrors your business identity and vigorously promote it across all channels!
In the realm of search engine ranking factors, authority takes center stage. As you will observe, this typically results from a blend of exceptional content (consult the subsequent tip for more insights) and off-page SEO signals such as inbound links and social shares. Furthermore, the concept of E-A-T (Expertise, Authoritativeness, Trustworthiness) introduces the notion that the credibility of the content’s author also contributes to the overall authority.

5. Advanced Content

We’ve extensively discussed content in this guide to Google SEO ranking factors. This emphasis is well-founded, as it continues to be among the foremost determinants of search rankings, sharing the limelight with user experience, backlinks, and the intricate workings of RankBrain, which we will delve into shortly.
Now, let’s embark on a deeper exploration of what optimizing content for SEO truly entails.
In the context of 2023, it remains crucial to be mindful of the presence of duplicate content, a detrimental SEO ranking factor. In the realm of SEO, the paramount preference always leans towards fresh, original content. Furthermore, if you possess a range with resemblances, it is prudent to convey to Google which one should be acknowledged as the preeminent source of authority through the strategic implementation of canonical URLs.

6. Specialized SEO


Earlier, we emphasized that rectifying your website’s code forms just a segment of enhancing content for superior search engine rankings. This endeavor can seem daunting, mainly if your strengths lie more in writing than coding.

However, there are several facets that you can effectively address, even if coding isn’t your forte:

  1. Strategic Page Titles: Infuse keyword phrases into your page titles, as this is the initial point where Google seeks to decipher content relevance concerning specific searches.
  2. Header Tags for Hierarchy: Employ header tags to establish a clear content hierarchy, commencing with your title at the h1 level and then employing h2 or h3 for subheadings.
  3. Compelling Meta Descriptions: Craft a meta description that entices readers while seamlessly incorporating your targeted keyword phrase. Aim to keep these descriptions concise and captivating, within approximately 160 characters.
  4. Image Alt Tags: Utilize keyword phrases within image alt tags to illustrate the relevance of images to your core content. Notably, alt tags enhance accessibility for visually impaired individuals utilizing screen readers.
  5. Enhancing Accessibility with Alt Tags: Implement alt tags to benefit visually impaired users and enrich the experience for all users by facilitating an understanding of image content.
  6. Leveraging Structured Data Markup: Employ structured data markup to inform Google about the nature of the content you’re presenting, which further aids in comprehending and categorizing your website’s offerings.

7. Client Experience

For a considerable duration, Google has harnessed the power of artificial intelligence to refine its page ranking algorithms, a facet known as RankBrain. This encompassing signal encapsulates various factors that collectively influence your search engine ranking. Notably, these encompass:

  1. Click-Through Rate (CTR): Signifying the proportion of individuals who click through to your website after encountering a snippet in search results.
  2. Bounce Rate (emphasizing pogo-sticking): Measuring the number of users who swiftly click on your page and promptly return to the search results.
  3. Dwell Time: Quantifying the duration visitors spend on your website once they’ve landed on it.

If visitors arrive on your site but swiftly depart, signaling dissatisfaction, Google will interpret this as needing more alignment with their needs. Should this trend manifest widely, your site’s prospects of attaining a higher position in search results might diminish.

This situation often indicates that your content must adequately resonate with the searcher’s intent. In such instances, reevaluating your content strategy and potentially targeting more suitable keywords might be prudent.

Conversely, when users navigate to your webpage and linger, it signals to Google that your content is germane to their search.

Hence, optimizing titles, descriptions, and content to attract clicks and subsequently deliver value enhances user experience and contributes significantly to your search engine ranking. Doing so fosters an environment where your website is more likely to ascend in search engine results.

8. Links

As mentioned earlier, the internet’s foundation rests upon links, making them a pivotal indicator for SEO ranking. In the context of 2023, there are three distinct types of links to consider:

  1. Inbound Links: These links originate from external sources and are directed towards your website. Google employs inbound links to gauge the authority and relevance of your content.
  2. Outbound Links: Outbound links originate from your website and lead to other external sources. By including these links, you can contribute to your content’s overall informational value and context.
  3. Internal Links: Internal links connect different pages within your website. They assist in enhancing navigation and distributing authority throughout your site.

Each link type is often associated with anchor text, which is the visible, clickable text in a hyperlink.

Regarding inbound links, Google perceives them as a significant measure of your content’s authority and pertinence. An ideal scenario involves well-regarded websites incorporating relevant links to your content within their material. For instance, if the Content Marketing Institute includes a link to your resource, it holds greater weight than if an unrelated individual from a low-quality website were to link to it.

Inbound links are frequently referred to as “backlinks,” your objective should encompass acquiring numerous links from highly authoritative sites. It is imperative to limit inbound links from low-quality domains.

Tools like SEMrush, or the previously mentioned keyword research tools within this guide, can aid you in tracking your inbound links.

In the evolving landscape of SEO, comprehending and strategically optimizing these link types remains pivotal to bolstering your website’s search engine standing.

Outbound Links

Simultaneously, you need to show that you’re making quality substance for your guests. That includes utilizing outbound connections by connecting to significant, legitimate locales in your specialty.

So does that mean you should simply give out huge loads of outbound connections to support your power? In no way, shape, or form.

All it implies is that as you’re doing explore, you should just draw from solid sources with high area authority. Truth be told, for the good of your clients, you ought to likely be doing this, at any rate, to guarantee you offer the most benefit.

Interior Links

At last, connecting to your substance can help integrate pages for both Google and your guests, making each page more important. On the off chance that you have a definitive page and connection to another page on your site, that helps your guests track down the other page and passes on some power.

This assists that with approving page help its web crawler positioning.

As you make new substance, make certain to assemble a strong snare of inward connections so your pages can uphold each other. Likewise, remember what we said toward the beginning of this part:

Every one of the three kinds of connections is attached to graphic anchor text. At the point when you add a connection to a piece of text in your substance, that content ought to depict where the connection is going!

9. Social Signals


When individuals share their content across social media platforms, it acts as another discernible indicator of its significance. In 2023, a comprehensive study conducted by Cognitive SEO involving 23 million shares established an unmistakable correlation between social shares and search engine rankings.

Google maintains that social shares do not directly contribute to ranking factors. Unlike links from highly authoritative websites, mentions on platforms like Twitter or Facebook do not hold the same weight.

Nonetheless, it’s undeniable that the highest-ranking pages in Google’s search results frequently boast a substantial number of social shares. This phenomenon can be attributed to several interrelated factors:

  1. Amplified Traffic: A surge in social shares generates heightened traffic to the webpage itself.
  2. Link Building Potential: An augmented number of shares increases the likelihood of your content attracting backlinks from other sources.

Consequently, augmenting social shares can indeed elevate your search engine rankings, albeit through an indirect route. The cumulative effect of enhanced traffic and improved link-building prospects reinforces your website’s overall visibility and credibility, bolstering your SEO endeavors.

10. Genuine Business Information

The final piece of advice holds profound importance for enterprises focusing on specific localities. In the context of 2023, the presence or absence of accurate business information remains a paramount factor in local SEO ranking.

Hence, meticulous attention should be directed towards:

  1. NAP Consistency: Ensuring consistency across your business’s Name, Address, and Phone Number details.
  2. Google My Business and Facebook Listings: Establishing comprehensive and accurate listings on platforms like Google My Business and Facebook.
  3. Reviews on Key Platforms: Soliciting and managing reviews not only on the platforms above but also on crucial directories such as Yelp and others.
  4. Precise Local Search Terms: Strategically optimize your content with exact local search terms.

And there you have it! Having this knowledge, you are now equipped with a comprehensive understanding of the fundamental SEO ranking factors applicable to your website, particularly in local SEO considerations.

Sarkar SEO
[email protected]

Mohit Parnami aka Sarkar is an entrepreneur, marketer and Co-Founder of SarkarSEO. He is passionate about SEO and lifelong learner to learn new things. He has been in the internet marketing industry for 10+ years.