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With over 200 ranking factors, known and unknown in the confidential Google algorithm, covering things like trust, social signals, and user-interaction it can be a minefield knowing where to invest your time. Sometimes it can be hard enough just knowing where to begin!

The truth is, you simple won't ever be able to hit all 200 factors right away. It's going to be a moving target.

Should you focus on everything - NO! You'll spread yourself too thin, and not optimise for any factor at all. This will simply dilute your potential in search engine rankings.

You're going to want to focus your time investment and efforts in factors that you can control that are going to have a real impact on your traffic.

Educated Guesses Are The Best Tactic
Let's face it. You'll never ever know the secret to Google's algorithm. It's not public information, so you're always operating on a best guess approach. This doesn't mean that you should blindly approach the subject of SEO. You're going to use verifiable anecdotal evidence to work on the most educated approach to increases your online traffic.

Google doesn't rank a site from just one factor, it blends, or 'stacks' a number of factors to determine a ranking factor.

Domain Ranking Factors
Positives

Exact Match Domain (EMD)
Keywords In Domain
Domain History
Negatives

Private Whois Data
Penalised Whois Owner
Country TLD Extension
These are the real basics. Although EMD's are no mobile app development service longer a major ranking factor, you're going to want a website with as close to the search term you're wanting to rank, featuring the keyword in the domain.

Also, Google wants to rank legitimate businesses, that are established for the long haul, and have nothing to hide. You're going to rank higher if you don't have domain privacy enabled, and your domain is registered for several years - not just for a year.



Page Level Ranking Factors
Positives

URL Contains Keyword
Title Tag Contains Keyword
Meta Description Contains Keyword
Negatives

Duplicate Meta Descriptions
Duplicate Title Tags
Underscores In Title Tags
Written content on your site should indicate clearly to Google what the content is about and be roughly 2000 words in length. Longer articles are shown to increase:

- Engagement
- Links
- Social Signals

By correctly marking up your articles to contain the correct architecture when you write, with clearly defined URLs, titles, meta descriptions and use of keywords in H1, and subsequent long tail variations in other headers, as well as within the body of the content will ensure Google understands the content and helps with a number of ranking factors in the SERPs.

Supporting your written content with mixed media (images and videos) goes a long way to establishing quality content scoring with Google - so ensure you analyse and mark up your media correctly and appropriately; describing accurately what your content is about.

Routinely update and refresh your content. Ensure it is optimised, current and accurate. Cross link important content within your site - internal links do play an important factor in helping Google understand and rank your content in search engines.

Server Speed
Yes - this is becoming of greater importance. As Google wants to show the best websites to their audience in their organic SERPs, a website that is fast to load with fewer errors in the code, will rank higher than a site that is slower to load and has less optimal code.

Continuity Across The Web
Google wants to rank legitimate businesses with authority and trust. This means that if you have social media sites, Google Business and so on, the information about your business - name, address, contact details and so on should be accurate and congruent across the entire web. Being consistent and official in your branding and business details remains a sensible and sane tactic for developing trust ranking with your audience and Google.

Critical pages such as Contact, About, Privacy Policy and so on all do play a role in trust. Likewise, proper support for HTTS SSL secured domains and aged domains play a role in the trust flow for your website in Google's eyes.

Backlink Ranking Factors
Often grossly misunderstood and abused - backlinking strategies used to be one of the main, or only ranking factors that people focussed on. In saying that, too many people did a poor job, or carry across the strategies that worked many years ago to current and wonder why they are not working, or worse, delivering site wide penalties.
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