Google employs more than 200 factors to rank websites, categorised into domain, webpage level, site-level, backlink, user interaction, special algorithm rules, social signals, brand signals, and on-site webspam factors. Domain-related factors include domain age, keyword usage, and registration length, while page-level factors include keywords in title tags, content length, and page loading speed. Site-level factors encompass site architecture, site uptime, and server location.

Backlink factors consider the linking domain’s age, the number of linking root domains, and the diversity of link types. User interaction factors include organic click-through rate for a keyword, bounce rate, and direct traffic. Special algorithm rules include query deserves freshness, query deserves diversity, and user browsing history. Social signals factor in the number of Facebook likes and shares, as well as Twitter followers a site has.

Brand signals consider brand name anchor text, branded searches, and brand + keyword searches. Lastly, on-site webspam factors include the presence of ads, site over-optimisation, and hidden links. These factors play a crucial role in how Google ranks websites, with each contributing to the overall ranking in varying degrees.

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