How Google Ranks Pages: 12 Key Factors That Matter
Google’s search algorithm is often thought of as a black box, an impenetrable Fort Knox that decides which pages deserve the top spots. But over the years, patents, court testimony, and expert analysis have given us a clearer picture of how Google evaluates individual pages. At its core, Google isn’t just looking for the best answer, it’s looking for the best experience. And that means ranking pages based on how well they serve the user, align with trusted information, and provide real value.
Understanding Page-Level SEO
We know site reputation plays a role because of recent updates Google had to make to crack down on sites abusing this policy. Yeah we’re looking at you Forbes, but you weren’t the only ones. And even though Google said it’s putting less emphasis on backlinks as a ranking signal, we know those still play a role in too because there have been plenty of tests to show this. But what at a page level plays a role into whether or not your page will rank in search? Well, you have to remember, Google isn’t ranking entire websites. Instead, it’s assessing each page individually, weighing factors like intent, freshness, and even how much new information a page brings to the conversation. So, what exactly does Google look at? Based on what we know, and have learned based on patents and courtroom testimony – twelve critical factors shape how a page ranks.
What Are Those 12 On-Page Factors for Ranking
Search Query Type & User Search Intent
First, there’s search query type (1) and search intent (2). These two factors hold hands and work together to determine if your page even belongs in the results. If your content doesn’t match the type of query Google thinks the user is making, then the page is already at a disadvantage. A product page won’t rank for an informational query, just as a blog post won’t show up for a transactional one. However, I have come across some product category pages on client sites that sometimes straddles the line between an informational query and transactional one, but why? It’s probably because those types of pages are considered middle of the funnel. But this discovery could mean you’re missing better pages on your site for queries ranking to this page (aka you have content gaps).
When Equally Weighted, Freshest Content Usually Wins
Then, there’s the issue of freshness (3). Some queries demand up-to-the-minute results, such as breaking news. However, evergreen ones typically do not, but even in that case – it’s not an excuse to skip reviewing the page for freshness. If Google has multiple pages it considers equally matched, then it usually goes with the one that has recently updated because Google assumes users expect recent information. In these cases, an older page, no matter how authoritative, or how it ranked in the past might lose ground simply because it hasn’t been updated.
Facts – Does it Match the General Consensus
Just being new isn’t enough, and your page also needs to be factual (4). Google basically uses something called “fact consensus,” and checks whether your content aligns with widely accepted information from authoritative sources. Misinformation doesn’t just hurt credibility, but it can actively suppresses your page’s rankings too. This is why searching things like “Is the world flat” isn’t going to give you a SERP with a bunch of Flat-Earth theories. Instead, most, if not all of the page 1 results will talk about the theory and also dispel it.
Is Your Content Helpful & Unique
Beyond accuracy, Google also asks: How helpful is this page? (5) If content feels thin, generic, redundant, written by an AI Chatbot, then it won’t perform well. This is where information gain comes into play. If your page is just a rehash of what’s already ranking, it’s unlikely to get much traction. Google rewards content that adds something new to the discussion. It doesn’t matter whether that’s original insights, expert analysis, or data-driven findings – uniqueness will help you score some points. Also, in September 2023, Google literally had a core algorithm update called the “Helpful Content Update.”
Is the Page Related to the Broader Topic
Then there’s the more technical side of ranking. Semantic relevance (6) helps Google measure how well a page naturally connects to its target topic. Instead of scanning for exact-match keywords, Google now uses vector embeddings to analyze conceptual connections. It’s not the 2000s anymore, and it takes more to rank than cranking out content and stuffing it with keywords like a Thanksgiving day turkey. Your content needs to be deeply related to the broader subject. Hint, this is why creating in content clusters, or “pillar content” is so effective.
Entity Analysis
This extends to entity analysis (7) as well. Google understands entities; people; places; things; (I swear I’m not naming off Wheel of Fortune categories), and uses them to evaluate relevance. If you’re writing about a sports team, for example, but never mention its history, key players – both historical and current, where they’re located, what league and division they’re in, or the stadium the play in, the algorithm will likely see your content as incomplete.
Have You Established Topical Authority
However, even the best-written content won’t rank without topical authority (8). I’ve said this before and I’ll say it again, “Pages don’t exist in a vacuum.” Google wants to see that a website has depth in a subject. A single blog post about SEO on a site that rarely discusses it won’t carry the same weight as one published within a broader, well-established content strategy. This is the point I have to get across frequently to my clients when they’re creating evergreen content… You can’t create 1 page, then wonder why it’s not enough. I’ll give you the answer, it’s because sites competing against you have covered it better and have the topical authority. This is also why I suggest to clients to write in clusters, and to not worry about their blog landing page. You are NOT a magazine, or editorial site. Less than 1% of your users will read your blog for entertainment. I’m still batting 1.00 versus clients who have tried to prove me otherwise. However, I also get content created for the blog, might be purposed elsewhere, and that’s an acceptable reason to diversify the content subjects you have scheduled.
Internal Linking
Internal linking (9) is a factor that’s often overlooked, and it shouldn’t be because it plays a crucial role in discoverability. In fact, I’ve been able to get other pages of sites to rank just by optimizing their internal linking. A well-structured website with strong internal links helps Google understand how pages relate to each other. If a page isn’t linked to from other relevant pages, it’s harder for search engines (and users) to find it. Additionally, it helps Google understand which pages are your most important ones too.
Image Alt Text
On the visual side, image optimization (10) plays a role as well. Google evaluates whether images are properly tagged with alt text and whether they contribute to the page’s topic. Poorly labeled or irrelevant images can weaken a page’s SEO potential. But keep in mind, the image alt-text plays 2 roles to augment the page, and for those who use screen readers. If there’s one way your gonna error, make sure you error on the side of helping the visually impaired understand images on the page.
Meta Tags
Did you seriously think I wasn’t going to mention this? Do you know how many pages I’ve gotten to rank for my clients because I convinced them to move away from fluffy title tags (11), and meta descriptions (12) and to get to the point so the user can identify the page easily in search. If you answer “A crap load” then you’re right. This is why no SEO discussion would be complete without page titles and meta descriptions. These elements don’t just affect rankings, they influence whether users click on your result at all. If a title is too vague, misleading, or doesn’t match what users are looking for, even a high-ranking page might struggle to attract traffic. Remember title tags also send direct ranking signals. But again, don’t underestimate the value of a great meta description. Even though these don’t send direct ranking signals, it can influence whether a user clicks through to your site, which is a ranking signal (even though Google says it’s not).
Why Does All of This Matter
Isn’t AI just gonna kill Google search one day anyway? Maybe it will, maybe it won’t, but if you don’t think LLMs don’t understand the importance of these factors either, then you’re in the tinfoil hat crowd thinking me boosting SEO performance for my clients is just wizardry. Yes – Google’s ranking system is constantly evolving. We’re seeing a shift further, and further away from simple keyword matching, and toward a more holistic evaluation of content quality, intent, and usefulness. That means every page on your site needs to be optimized, not just for search engines, but for the real people who visit them. However, if the only thing you’re going to do is create content putting the user first, then congrats – you’ve actually accomplished more than a lot of your competition has.
Lastly, for businesses and those who create content, you need to fundamentally shift your approach. The days of cooking up content to feed the algorithm are over. Winning in search now means winning with users first. If your rankings aren’t where they should be, it’s time to take a closer look at the twelve factors I listed above. In the end, SEO isn’t just about becoming “King of the Mountain,” and it’s about staying there and defending your turf like an Under Armour commercial.
If there’s anything I, or my agency, DRVN Media, can do to help you – please don’t hesitate to reach out to us– this includes just reaching out to us to ask questions about SEO. If you’re looking to hire an SEO Agency to manage your organic efforts, please check out our SEO Services page.
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- Chegg vs Google: Is Google Abusing Their Search Monopoly Power?
Author Bio:
Vinh Huynh is Digital Marketing strategist, specializing in SEO & Paid Search, and also the owner of DRVN. He helps businesses improve their online visibility, through data-driven strategies. Outside of Digital Marketing, you can find him coaching the sport of Olympic Weightlifting, and networking with entrepreneurs, and local businesses.