Let’s be honest – SEO never stops moving. As we move through 2024, knowing what makes your website stand out to Google isn’t optional – it’s essential.
Google processes over 8.5 billion searches daily, with over 90% of the market share in search engines. Knowing the top SEO ranking factors is key for anyone looking to boost website visibility and traffic.
To craft an effective SEO strategy for the year ahead, it’s crucial to keep pace with changing user behaviors and search engine algorithms.
What Is a Ranking Factor?
Search engines like Google use complex algorithms to determine a website’s relevance and quality. Ranking factors are the individual elements that affect a site’s position on search engine results pages (SERPs).
Brands that optimize for these factors are the ones that see the most success in SEO.
8 SEO Ranking Factors for 2025
1. User Experience and Mobile Optimisation
Remember when having a mobile-friendly website was just a “nice to have”? Those days are behind us! Here’s the deal: Google now looks at your mobile site first when deciding how to rank you.
Make sure your site loads fast, as it’s part of Google’s Core Web Vitals. These metrics measure page load performance, which affects user experience and rankings.
Quick Win Tips for Mobile Optimisation
- Test your site’s mobile speed (Google’s PageSpeed Insights is your friend here)
- Make sure those buttons are thumb-friendly
- Keep your design clean and clutter-free
- Think “scroll friendly” – your thumbs will thank you!
2. Content Quality and Relevance
Your content is like a gourmet meal – nobody wants fast food when they’re searching for answers. In 2024, it’s all about serving up content that makes your readers say, “Wow, this is exactly what I needed!”
Depth is more important than length; comprehensive coverage that matches user search intent can increase rankings. Updating content regularly is also key, as fresh content tells Google your site is relevant – especially for trending topics.
What Makes Content Google Friendly?
- Original insights (no copy-paste here!)
- In-depth coverage that answers real questions
- Regular updates to keep things fresh
- A pinch of personality (yes, like what we’re doing right now!)
Here’s something many miss: Regular content updates are like sending Google a love letter. It shows you’re active, engaged and committed to providing value. Set a calendar reminder to review and refresh your key pages at least quarterly.
3. Backlinks and Domain Authority
Backlinks are still an off-page SEO factor. Think of backlinks as digital recommendations from other websites. The more reputable sites that link to you, the more Google will reward you with top spot on the SERP pages.
Domain Authority (DA) reflects a site’s expertise and affects its ranking potential. The number and quality of backlinks combined with relevant anchor text play a big role in rankings. A diversified backlink profile with links from multiple domains is better than multiple links from one source.
Here are some easy ways to start building backlinks:
- Create shareable content (easier said than done, we know!)
- Build relationships with industry leaders
- Guest post on reputable sites
- Create detailed case studies others will reference
4. Technical SEO
Technical SEO is the foundation of a well optimised site. A secure and accessible site via HTTPS is required for better rankings.
A clear website structure helps with crawling and indexing which is key for SEO. Implementing schema markup can increase search visibility by providing extra information to search engines. Regularly optimise meta tags and ensure no crawl errors to keep your site visible.
Your Technical SEO Checklist:
- HTTPS security (non-negotiable in 2024)
- Clean URL structure
- Schema markup implementation
- Regular site audits (monthly is ideal)
5. Algorithm Updates
Google’s algorithm is complex, with over 200 ranking factors – making holistic SEO a tough game to play.
Understanding major algorithm updates – like the ones that focus on Expertise, Authority and Trustworthiness (E-A-T) – is crucial in refining your SEO strategy. Query freshness and local search signals also affect the SERPs and rankings.
For example if you find your site has been hit by a recent algorithm update you can analyse the changes and make the necessary adjustments to improve your site’s visibility.
Regularly monitoring and analysing algorithm updates will help you stay ahead of any potential negative impact on your site’s SEO. By keeping up with these updates, you can continue to optimise your site and keep it visible in the search results.
6. Keyword Research and Optimisation
Keyword research is still the foundation of SEO strategy. And while search is moving towards generative AI results, the keywords you use still drive traffic.
Your keywords should be placed strategically in titles, meta descriptions and throughout the content without keyword stuffing. Long tail keywords can capture more specific search queries and drive targeted traffic.
Not sure what your keyword meta looks like? Here’s an example for a local ice cream shop:
<title>Best Ice Cream Shop in [City Name] – Homemade Flavors | Local Business</title>
<meta name=”description” content=”Looking for the best ice cream shop in [City Name]? Look no further than our local business offering homemade flavors and a cosy atmosphere. Come visit us today!”>
While search engines’ algorithms are getting smarter, keyword research and optimisation is still part of SEO strategy. Choosing keywords can still drive traffic to your site so choose them wisely.
7. Local SEO
If you’re a local business? This is your chance to show up when it matters most.
Accurate business information, location specific keywords and an optimised Google Business Profile listing are key to local search rankings.
Here are some local SEO wins:
- Claim and optimise your Google Business Profile
- Ask (real) customers to review
- Use location-specific keywords naturally
- Keep your NAP (Name, Address, Phone) consistent across the web
8. Social Signals and Brand Authority
Social signals are not a direct ranking factor, but they correlate with higher rankings due to increased visibility and engagement.
Brand signals like search, social media presence, and mentions contribute to perceived authority.
Building a strong brand presence can indirectly support your SEO efforts by increasing trust and authority.
A startup used social media campaigns to boost its brand visibility and saw an increase in search traffic and SEO performance.
Your SEO Action Plan for 2025 and Beyond
We know – this is a lot to take in, let alone implement.
So, how do you get started with SEO improvements? You can make a big impact in a short amount of time with three simple steps:
Audit Your Current Position: Where are you at?
The first step to any successful SEO strategy is to know where you’re at. This means conducting an audit of your website and online presence to identify areas for improvement. Look at your site’s technical structure, content quality, backlink profile, and social media presence. Note any weaknesses or opportunities for growth.
Focus on Quick Wins: Prioritise first.
The lowest hanging fruit for SEO improvements are often the most obvious. Once you’ve identified areas for improvement, prioritise them based on impact and ease of implementation. For example, fixing broken links or optimising meta descriptions can have a big impact quickly.
Monitor and Tweak: SEO isn’t “set it and forget it” – keep tracking and adjusting.
You’ll find that some changes yield immediate results and others take time to show up. It’s important to keep an eye on your site’s performance and make adjustments as needed. Keep track of key metrics like traffic, keyword rankings and conversion rates to see what’s working.
Get Ahead: SearchGPT Optimization
With the rise of AI-driven search engines like SearchGPT, it’s critical to adapt your SEO strategy to align with how AI models interpret and rank content.
Unlike traditional search engines that prioritize keywords alone, SearchGPT considers content context, relevance, and conversational quality.
Here’s how to optimize for this new AI-driven search environment:
- Conversational Tone: AI-driven models favor content that reads naturally. Aim to write in a conversational style that answers questions directly and thoroughly.
- Entity-Based Content: SearchGPT analyzes entities (people, places, products) to understand relevance better. Structuring content with clear references to entities can boost its accuracy and alignment with search queries.
- User-Centric Responses: Content should anticipate and answer follow-up questions, as AI models are designed to engage in conversational patterns. Consider the reader’s journey and address related questions in a structured format.
- Clarity and Structure: Use a clean layout with headings, bullet points, and clear sections to help SearchGPT break down and retrieve relevant information more effectively.
- Fresh and Relevant Updates: Similar to Google’s preference for fresh content, regularly updating key pages to reflect current trends, questions, and user intent is crucial. AI-driven search engines look for up-to-date information to stay relevant.
Incorporating these strategies will help your content remain visible as AI search models like SearchGPT continue shaping the way users find information.
