Shahid Maqbool

By Shahid Maqbool
On Apr 12, 2023


What is Ranking in SEO?

In SEO, "ranking" refers to the position of a website or webpage in the search engine results pages for a specific keyword or search query.

The higher a website or webpage is ranked in the SERPs, the more likely it is to receive organic traffic from search engine users.

Search engines use complex algorithms to evaluate and rank websites based on various factors.

SEO professionals use various tactics to improve a website's ranking, such as: 

Ranking in SEO is an ongoing process, as search engines constantly update their algorithms and ranking factors. You must regularly monitor and adjust your strategies to maintain or improve a website's ranking in the SERPs.

Why a website’s rank is important?

A website's rank in search engine result pages is important for several reasons:

  • Websites that rank higher in SERPs are more likely to be seen by users searching for related keywords, increasing the website's visibility and potentially attracting more traffic.

  • Websites that rank higher in SERPs are generally seen as more credible and trustworthy by users, which can increase the likelihood of users engaging with the website and making purchases or taking other desired actions.

  • High-ranked websites have a competitive advantage over those that rank lower, as they are more likely to attract organic traffic from search engines.

  • Websites that rank higher in SERPs are more likely to be seen and recognized by users, increasing brand recognition and awareness.

How do Google search rankings work?

Google search rankings work by using complex algorithms that evaluate and rank web pages based on various factors.

Google's search algorithm takes into account hundreds of different ranking factors, including the relevance and quality of the website's content, the website's loading speed, the number and quality of backlinks pointing to the website, and the overall user experience of the website.

Google's search algorithm also takes into account the search intent of the user and uses natural language processing to understand the meaning of the query and provide the most relevant results.

When a user enters a search query, Google's algorithm retrieves and analyzes web pages that are relevant to the query and then ranks them in the search engine result pages based on their relevance and quality.

Top 10 ranking factors for Google

The specific ranking factors used by Google's search algorithm are not publicly disclosed, but based on research and analysis, the following are considered to be among the top ranking factors for Google:

Quality and relevance of content

The content relevance and quality of your web pages are important factors in Google's ranking algorithm. Content on your website should be original, informative, and useful to the user.

Google's ranking systems aim to display trustworthy and useful information that is intended to help users, rather than prioritize content solely based on search engine rankings.

Google Guidelines on Creating Content provides detailed insights on how Google acts as a resource for creators to evaluate whether their content aligns with the criteria of being helpful and reliable for users.


The number and quality of backlinks pointing to your web pages or entire website are considered important ranking factors by Google.

User experience

User experience factors, such as website speed, mobile-friendliness, and ease of navigation, are also important for Google.

Page load speed

Websites that load quickly are favored by Google's algorithm and tend to rank higher in the search results. So you must focus on developing a website that has fast-loading pages to enhance the user experience and get the favor of Google.

On-page optimization

On-page optimization factors, such as meta tags, headings, and keyword usage, are still considered to be important ranking factors for Google.


RankBrain is a machine learning system used by Google to understand the purpose behind a search query.

It analyzes factors like search history, location, and web page content to deliver relevant search results.

Understanding search intent is crucial for generating organic traffic to your website through SEO.

Techniques like analyzing Google Analytics reports and Google Search Console can help determine search intent and optimize SEO strategy for improved organic traffic from search engines.

User Engagement

User engagement signals, such as click-through rate and bounce rate, are believed to impact Google's ranking algorithm.


Websites with HTTPS encryption and other security measures are favored by Google's algorithm and tend to rank higher in the search results.

Security ranking factor

Local relevance

For local searches, factors such as location data and Google My Business listings are also important.

Google further breaks it down into three ranking factors:

Local relevance ranking factor

Relevance: How well your business matches the searcher's query in terms of the information provided in your business listings.

Distance: The physical proximity between your business and the searcher's location, with closer businesses being more likely to appear in local search results.

Prominence: The offline popularity of your business - determined by factors such as reviews, ratings, and mentions - which can impact your website ranking in local search results.

It's important to note that Google's algorithm uses a complex combination of factors to rank web pages. So you must continually monitor and adapt your SEO strategies to keep up with changes in Google's algorithm.

How to monitor search engine rankings?

To monitor search engine rankings, there are several tools and methods available:

  1. Use a rank tracking tool: There are several rank tracking tools available, such as SEMrush, Ahrefs, and RankTracker. These tools allow you to track the ranking of your website or specific keywords over time, and provide insights into changes in ranking and the effectiveness of your SEO strategies.

  2. Check search engine result pages manually: You can manually search for your targeted keywords and check your website's position in the SERPs. However, this method is time-consuming and may not provide accurate results.

  3. Monitor website traffic and user engagement: An increase in website traffic and user engagement can be a sign of improved search engine rankings. Tools like Google Analytics can help you monitor changes in your website traffic and user behavior.

  4. Monitor backlinks: Backlinks are an important ranking factor for search engines. Monitoring the number and quality of backlinks pointing to your website can provide insights into the effectiveness of your link-building strategies.

  5. Keep an eye on competitors: Monitoring the search engine rankings of your competitors can provide insights into your SEO strategies and help you adjust your own strategies accordingly.

By monitoring your search engine rankings, you can gain insights into the effectiveness of your SEO strategies and make informed decisions to improve your website's visibility and traffic.

Ways to improve your site's ranking

Here are some ways to improve your site's ranking:

  • Conducting keyword research can help you identify the keywords and phrases your target audience is searching for, and optimize your website's content accordingly.

  • Creating high-quality, original content that provides value to your target audience can help improve your website's ranking.

  • Optimizing website structure, including the use of meta tags such as title tags and meta descriptions, can help improve your website's visibility in search results.

  • Building high-quality backlinks from reputable sources can improve your website's authority and ranking.

  • Improving website speed and user experience, including mobile-friendliness, can improve your website's ranking and user engagement.

  • Utilizing social media and other online platforms to promote your website and content can help increase visibility and attract backlinks.

  • If your business has a physical location, utilizing local SEO strategies such as creating Google My Business listings can help improve local visibility and attract local customers.

  • Regularly monitoring and analyzing website analytics can help you identify areas for improvement and adjust your SEO strategies accordingly.


Remember, SEO is an ongoing process, and it is important to continually monitor and adapt your strategies to keep up with changes in search algorithms and rank higher.

Higher rankings lead to increased visibility, credibility, and organic traffic to your website. Monitoring and analyzing your website traffic and backlinks can help improve SEO strategies for higher rankings.

Conducting keyword research, creating high-quality content, optimizing website structure, and building backlinks are effective ways to improve your site's ranking.

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