Do you want to learn proven strategies to keep your business visible in search results? When it comes to search engine optimization (SEO), staying ahead can feel like a relentless challenge. Search engines like Google and Bing use complex algorithms to determine which web pages deserve top positions. However, these algorithms are constantly updating, and SEO strategies have to adapt. So if you want your website to rank higher, understanding the most important SEO ranking factors to focus on is essential.
That’s why we’ve created this handy guide to break down the most important SEO ranking factors in 2025. Whether you’re a small business owner or manage a large franchise, optimizing your website for these key factors can make a huge difference in your search rankings.
Skip ahead:
What Are SEO Ranking Factors?
First things first, what are SEO ranking factors? SEO ranking factors are the criteria search engines use to determine where a webpage appears in search results.
When someone searches for something online, search engines use algorithms to sort billions of web pages to find the most helpful results.
To do this, they analyze specific factors to determine which pages are the most relevant to that particular search. The better a webpage aligns with these factors, the more likely it is to rank in search results.
However, Google considers over 200 ranking factors to determine the relevance, quality, and usefulness of a webpage.1 So with literally hundreds of ranking signals at play, knowing where to start can feel impossible—especially if you’re not an SEO expert.
That’s where we come in. If you want to boost your rankings, drive more organic traffic to your website, and set your businesses up for SEO success—keep reading.
Top SEO Ranking Factors in 2025
Today’s search engines are smarter than ever, and they’re only getting more advanced. Platforms like Google and Bing use AI-powered search algorithms to analyze and rank web pages. This is shaping the future of online search in ways we’re only just beginning to see.
Keeping up with algorithm updates and new technologies can be overwhelming—but it’s also essential for SEO success.
While there’s no foolproof formula for ranking #1, we do know that some ranking factors have a much greater impact than others. Below, we share our top SEO ranking factors for 2025, all of which we’ve personally tested and implemented to drive success for West County Net clients.
Content Relevancy and User Search Intent
When someone searches for something online, they typically have a specific goal or outcome in mind—whether it’s to find information, buy something, or navigate to a specific website. This is called search intent.
For example, if someone searches “how to bake a cake,” their search intent is likely to find a recipe, not a page selling pre-made baked goods.
Different types of user search intent include:
- Informational: When a user is looking for an answer to a question or wants to learn more about something overall.
- Navigational: When a user is searching for a specific website or webpage.
- Commercial: When a user is researching options before buying a product or service.
- Transactional: When a user is ready to act and purchase something.
Above all else, search engines want to deliver results that best satisfy a user’s search intent. This means businesses that tailor their content to fulfill their ideal customer’s search intent are more likely to rank in relevant search results.
By addressing the specific questions, pain points, needs, and interests of your target audience, you can position your website for long-term SEO success.
Content Quality, Originality, and Value
High-quality, original content continues to be one of the most powerful ranking factors in 2025. Search engines like Google prioritize well-researched, comprehensive, and unique content that provides genuine value to users:
Content Quality
If the content on your website is well-written, informative, and easy to read, people are more likely to stay on the page longer, engage with it, and explore more of the site. This can signal to search engines that it’s high-quality.
Content Originality
Google and other search engines reward original and unique content. If a webpage just copies what’s already out there, it doesn’t add value and likely won’t stand out. Original perspectives, first-hand insights, or even just a fresh way of explaining something is way more likely to stand out to both users and search engines.
Content Value
Your content should answer people’s questions, entertain them, and be useful overall. If users find what they’re looking for on your site, they’re more likely to trust it, share it, and come back for more. Search engines can recognize these signals and rank these web pages higher.
By providing high-quality, unique, and genuinely helpful information, you increase your chances of ranking higher in search results while also attracting people who are actively searching for what you offer.
Website E-E-A-T Signals
The E-E-A-T framework continues to play a critical role in website rankings in 2025. E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. Each element contributes to SEO rankings:
- Experience: Demonstrating firsthand experience or knowledge can improve credibility and trust.
- Expertise: Depth, accuracy, and reputable source citing help demonstrate the necessary qualifications and/or knowledge in the subject matter.
- Authoritativeness: Consistently publishing high-quality content that is referenced and linked to by other reputable sites helps establish authority in an industry.
- Trustworthiness: Factors like accuracy, honesty, safety, and reliability of a webpage establish trust with both users and Google.
Your Money or Your Life (YMYL) Topics
As a whole, this concept functions as criteria for how Google defines quality content.2 This is especially true for topics that can impact a person’s well-being, such as their health, finances, and safety.2 These are known as Your Money or Your Life (YMYL) topics.
YMYL topics have particularly high E-E-A-T rating standards because low-quality content has the potential to negatively impact the welfare or well-being of people and society.2
Website User Experience (UX)
Imagine walking into a store—and it’s a mess. You can’t find anything, nothing is labeled or tagged correctly, and the isles are actually a giant maze. You’d probably leave, right? Search engines think the same way about websites.
Good user experience (UX) on a website is important for SEO because it can indicate to search engines how much people like visiting your site. The more useful and enjoyable your site is, the more Google will want to show it to people.
Some key website UX factors that can affect rankings include:
Mobile-Friendliness
More than 60% of Google searches are performed on mobile devices.3 So responsive websites that work well on both desktop and mobile formats are essential for online visibility.
Easy Navigation
A well-organized website structure ensures visitors can find what they need quickly without clicking through a maze of pages. It also helps search engines crawl (explore and gather information) and index (organize into a giant database) content more efficiently, aiding in rankings.
Engagement Rate
This is the percentage of visitors who stay on your website and interact with your content. These interactions (engagements), can include things like clicking links, scrolling, or visiting multiple pages. A high engagement rate signals to search engines that your content is valuable and useful, which can contribute to higher search rankings.
Good UX means people stay longer, explore multiple pages, and have a positive experience on your website. Search engines are much more likely to rank websites that provide a positive user experience.
Technical SEO and Site Performance
As the name suggests, technical SEO ensures your website is technically sound, and your overall site performance is “healthy.” This ongoing backend work helps ensure your website is easy for people to use and for search engines to understand.
Important technical SEO factors that contribute to a website’s overall performance and rankings are:
Crawling Errors
Issues like broken links (404 errors), pages that aren’t linked from any other pages on your website (orphaned pages), and similar problems can affect rankings. These errors can negatively affect the user experience and hinder search engines’ ability to effectively crawl, index, and rank your website.
Page Loading Speed
If a page takes too long to load, people are likely not going to stick around and wait. How quickly your website loads and responds to user actions can greatly impact your rankings. Faster loading times and a smooth user experience are generally rewarded by search engines because they contribute to overall user satisfaction.
SSL Certification (HTTPS)
A Secure Sockets Layer (SSL) certificate tells both users and search engines that any sensitive data (like log-in or credit card information) is secure and protected on a website. This SSL certification is indicated by the “HTTPS” prefix in a website’s URL.
Sitemap
An XML sitemap is a file that helps guide search engine algorithms through your website’s structure, making it easier for them to crawl, index, and rank critical webpages. If search engines can’t properly crawl your website, they can’t effectively rank it either. By providing a clear list of your pages, sitemaps can help ensure that all your important content is crawled and indexed.
Schema Markup (Structured Data)
Schema markup, or structured data, is a special type of code that helps search engines understand the content of a page better. This understanding can make it easier to rank for relevant search queries and boosts your chances of appearing in competitive search features like rich snippets, knowledge panels, and AI overviews.
A well-optimized site with strong Technical SEO and performance provides a smooth experience for users and search engines—both of which are essential for good search rankings.
Combating Zero-Click Searches
After the introduction of AI-powered search algorithms in 2024, studies have found that almost 60% of Google searches end without a click to a website.4 AI-generated summaries often display answers directly in search results, minimizing the need for users to visit websites. In the SEO industry, this is known as zero-click searches.
As more users find answers directly in search results, even high-ranking websites risk seeing a decline in traffic. This shift calls for adapting content strategies to maintain top rankings and visibility in AI-generated overviews, featured snippets, and knowledge panels while also driving website visits.
To do this, websites should focus on creating genuinely helpful content that offers unique insights, expertise, and perspectives. This can encourage users to click through to your site for more information that they can’t get directly on the search results page.
Content Distribution
Another way businesses can combat zero-click searches is by not only creating high-quality, engaging content but also distributing it across multiple channels. Sharing content on social media, in newsletters, and within online communities helps reach audiences where they are.
This ensures your content continues working for you—driving traffic, building brand visibility, and fostering engagement beyond search results alone.
Boost Your Website Rankings This Year and Beyond
SEO is constantly evolving, and what works today may not be as effective tomorrow. Search engines continue to refine their algorithms, user behavior shifts, and new technologies emerge. This makes a dynamic SEO strategy essential for adapting and maintaining strong rankings long-term.
If you want an SEO strategy that stays ahead of the curve, we are here to help. Contact our SEO specialists today to learn how we can boost your website rankings in 2025 and beyond!
Contact us by filling out the form below.
"*" indicates required fields
References
- Dean, Brain. “Google’s 200 Ranking Factors: The Complete List.” Backlinko. Last updated 20 January 2025. Found on the internet at https://backlinko.com/google-ranking-factors
- Google. (2023). Search Quality Rater Guidelines: An Overview. https://services.google.com/fh/files/misc/hsw-sqrg.pdf
- Pangarkar, T. (2025, January 13). Google Search Statistics 2025 by Algorithm, Results, growth. Market.us Scoop. https://scoop.market.us/google-search-statistics/
- Fishkin, R. (2025, January 27). 2024 Zero-Click Search Study: For every 1,000 EU Google Searches, only 374 clicks go to the Open Web. In the US, it’s 360. – SparkToro. SparkToro. https://sparktoro.com/blog/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360/