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The Most Important Google Ranking Factors for SEO

Google considers hundreds of factors when it’s ranking websites for search results. However, these factors change over time, and not all of them are very impactful on search engine optimization (SEO). So when it comes to SEO, it’s best to focus on the factors that matter most. 

Because Google wants to deliver the most relevant results to a user, the most important ranking factors are the ones like user experience (UX) and search intent that put web users first. As SEO experts, the team at New Wine Digital understands how to design a website that Google will deem useful. We put together this list of the most important Google ranking factors in 2022 to help you optimize your website.  

What Are the Most Important Google Ranking Factors in 2022?

Search Intent

One of the most important factors Google considers when ranking websites is the search intent behind a user’s query. The results Google offers for a search depend on what type of content the search engine believes the web user is looking for. 

For example, if someone searches “dentist near me,” Google will display the homepages of local dental practices. But if someone searches “how to clean dentures,” then the results will be how-to guides. The keywords “toothpaste for sensitive teeth” would probably yield product page results. 

In order to get your web page ranking as a top result for your target keywords, you must build your content around search intent. Search for the keyword on Google to find out what type of content is currently ranking. Then, write optimized content in the same style (how-to guide, list, service page, etc.). 

Optimized Content

After determining which keywords to rank for and their type of search intent, you need to optimize your content. Whether you’re writing a blog post or a landing page, you must use keywords that help Google understand what your content is about and how it relates to a search query. Google also looks at location keywords to determine how to rank a website for local search results based on the user’s location. 

To optimize your content, make sure to use your target keyword and several related keywords a few times throughout the content. You should also include the main keyword in headers, the SEO title, and the meta description

However, the content should read naturally, not as if you’re adding keywords solely for the sake of optimization. It’s also important to avoid overstuffing your content with keywords, because Google actually penalizes that practice with lower search result rankings. 

User Experience

Another extremely important ranking factor for Google is user experience (UX). If web users are quickly leaving your site after visiting, it’s a sign of poor UX, which will lead to lower rankings. Fast loading speeds, easy-to-read content, and intuitive navigation all help contribute to a user-friendly website. And creating well-optimized content that matches search intent will also help create a good user experience. 


Because the majority of searches are performed on mobile devices, Google actually looks at the mobile version of your website when determining how to rank your website. It’s crucial that your site is able to load quickly on mobile devices and adapt its layout so users can easily navigate and read your content using different devices. Use a mobile-responsive theme, template, or plugin to make your website mobile-friendly. 

Professional SEO Services

There are numerous ranking factors to keep track of, and all of them are constantly evolving. At New Wine Digital, we always stay up to date on what it takes to improve search engine rankings. Our team can help you optimize your website for the most important Google ranking factors with a variety of professional SEO services. Call us at 480-516-1819 today to get started. 

Images used under creative commons license – commercial use (9/7/2022). Photo by on Unsplash

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