15 main factors affecting the ranking of a website in Google search


An increasing number of competing websites contribute to the fact that the Internet is changing rapidly. And this is especially true for the algorithms of search engines.

For example, Google indexes new pages fast, making it possible to reach high positions in search results quickly. Nevertheless, preserving that position is much more difficult because the database is renewed very often. As soon as competitors start to promote their web resources actively, your web-site may slide down in Google search results very quickly.

That’s why it’s important for the owner of a web resource to know and understand how to develop his web-site to remain competitive when promoting it on Google.

Here are the 15 main factors influencing the ranking in Google:

The length of text

Before writing an article or drafting a copywriter task, you should analyze TOP Google search results to determine the necessary length of content. Bear in mind that the Top-3 positions in Google search results are web-sites whose content is 45% larger than the content of sites that are in the top-20. In this, the different lengths of text will be needed for short and long keywords. Long keywords will need 20% more content than short ones.

HTTPS protocol

As opposed to HTTP protocol, HTTPS one uses peculiar encryption, which prevents intruders from stealing your identity. An HTTPS implementation process has been a long-accepted practice. It’s essential for Google that all web resources be secure and switch to the protected protocol. If you wanted your websites to hit the Google top in 2019, you can’t do without HTTPS.

Bounce rate

To successfully promote your websites on Google, you should consider that only websites with low bounce rates get into the top Google search results. It means that you should work on behavioral factors and win the trust of people. And to do that, you need to:

  • Increase your website loading speed
  • Create only relevant content

Position Zero

If your web resource appears in this position, the credibility of your company will be enhanced, and the conversion of visits into purchases will be increased.

Position Zero is a block shown before search results and contains a short answer to a question. But for your website to get into this block, you should reconsider your approach to your work with content.

  • Be brief, clear, and keep to the point.
  • Use lists composed of 5-10 points.
  • Create content in the form of questions and answers.
  • Use such words as “what” and “how” frequently.

Mobile optimization

In the absence of mobile optimization, your web-site will either stop growing or lose its spot sharply in 2021. At the end of 2018, the rule of ranking called Mobile-First Index was put into effect by Google. The search engine has been focused on convenient mobile versions of web resources when ranking them since then. According to this rule, web-sites having mobile versions will enjoy providing a Top-3 and Top-10 over the other web resources. The main reason for this innovation is an increase in mobile traffic.


One of the most important factors in promoting a web-site in 2021 is its design and usability. If a user has experienced difficulties filling out order forms on the web-site or has trouble finding a feedback form, or isn’t able to find the necessary information in 2-3 clicks, Google won’t let your web resource grow.

AMP technology for the fast downloading of content

AMP is a technology for accelerating mobile page downloading, which was created by third-party developers and is promoted by Google. The point is that special tags are placed on the website. Those tags are subsequently read, remembered, and cached by Google.

Web resources using AMP technology are ranked higher than competitors in Google search results.

PWA technology

This technology will gain momentum in 2021. Progressive web apps or PWA let users visit your website via an application installed on your smartphone. The benefits of the technology include adaptability (such applications are easy to use for both the owners of PC, tablets, and smartphones), cutting back on the dependence on Internet connection (let users read the information in offline mode), safety (due to using of HTTPS), retargeting (an application attracts users repeatedly due to sending push-messages).


The credibility of a web resource is directly related to the number and quality of backlinks. You should find credible websites where you can place links to your site. A few quality backlinks can significantly impact promoting your web resource than a hundred links placed at free catalogs.

Local search

Local search will continue to gain popularity in 2019. Internet users are increasingly searching for goods and services located in their city. A platform called Google My Business may help you to attract clients to your location.

Register at this platform, provide the fullest possible information about your company, add a link to your web resource, specify your work schedule and the clear set of services provided.

Also, encourage your clients to give feedback on your performance.

You should, as a matter of course, place your address and phone number at the footer of your website and create a page “Contacts” with data on your company to better integrate your website in local search results.

Using of video content

Based on the Cisco company’s research in 2017, experts predict that video content will amount to 78% of overall Internet traffic by end of 2021.

That’s why it’s obvious that the amount of video content in the format of video overviews, interviews, feedbacks, training videos, webinars, and going live via social media will increase in 2021.


If you promote your website on Google, you should consider that LSI-copywriting will continue to grow in 2019. One of the most qualified sources of clues when seeking LSI-keywords is the bottom half of a Google search page.

The list of similar requests related to your request will help you write texts that are both comprehensible to users and optimized for a search machine.

The drafting of semantic core

The presence of a quality semantic core is, as before, a key element in SEO-promotion in 2019. The semantic core is drafted with the help of a Google assistant called “Google Ads.” Due to this tool, you can compile a quality and, most importantly, holistic semantic core.

The main criteria in choosing keywords are:

  • Correspondence to your website’s theme (make sure that collected keywords correspond to your goods or services).
  • Frequency (A keyword may fall into one of three categories: low-frequency (less than 500 requests per month), midrange (500-2000 requests per month), and high-frequency (more than 2000 requests per month). It’s necessary to remember that you should focus on the efforts to promote midrange and high-frequency keywords.)
  • Competition (you should avoid highly competitive keywords.)

Work with content

Unique and relevant content, as in the past, is the basis of promotion on Google. The minimum recommended percentage of content uniqueness is 90%.

Moreover, you content should contain expert opinion and advice on issues of concern to users, that is, fully cover matters which are of interest to the visitors of your web-site.

Thanks to expert articles you can reach not only quality promotion of your site, but also become an opinion leader to your customers.

Don’t forget to check keywords density, that is, the percentage of keywords in proportion to a whole article. Experts recommend that keywords density be 3-4%.


Users start to interact with your web-site at the stage of searching, that is, when they see it in search results. That’s why it’s important to prepare the snippet of your web resource with the help of micro-marking.

It would help if you drafted a micro-marking schema.org so that a user has to carry out a minimal number of actions to achieve a result. Bring structure to your contacts, price, information on your company, and other data so visitors can see that still in a snippet.