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Ranking Factor
A ranking factor is any signal or criterion that a search engine's algorithm uses to determine the order in which web pages appear in search results. Google's algorithm uses hundreds of ranking factors, with confirmed major factors including content relevance and quality (E-E-A-T), backlinks (PageRank), Core Web Vitals, HTTPS, mobile-friendliness, and user experience signals.
Ranking factors are studied through large-scale correlation studies (like Moz's annual Ranking Factors Survey, Ahrefs' ranking factor analyses) and Google's own Search Quality Rater Guidelines. Tools like SEMrush, Ahrefs, and Moz help practitioners understand and improve the key measurable ranking factors for their sites.
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Related Terms
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Black Hat SEO
Refers to malicious activities for manipulating search engine results.
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Local SEO
A specialization of SEO focused on improving visibility in geographically-bound search results — the Google local pack, Maps, and "near me" queries — driven by Google Business Profile optimization, citation consistency, and review velocity.
Measurement
PageRank
This is a metric developed by Google to measure the importance of website pages.
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User Experience
Refers to how a user interacts with and experiences a product, system, or service.