Google is constantly developing its business model and therefore also the search engine itself. The same applies to alternative search engines. Not to mention the triumphant advance of social media platforms and their influence on online marketing as a whole. Accordingly, the Ranking factors for organic search results change over time or at least in the Weighting be assessed differently.

What is meant by ranking factors?

Ranking factors are the criteria used by Google and other search engines to determine which websites appear higher up in the organic search results. They evaluate thee Relevance, quality and user-friendliness one side. Factors such as Content quality, backlinks, technical optimisation and user experience almost always play a central role. 

The aim of search engines is to provide users with the best and most suitable results to deliver. Remember: If you focus too much on one ranking factor, this will not necessarily mean that you will generate a particularly good search result. Think about it: a page loads ultra-fast and looks great, but offers really poor content or a product that simply doesn't appeal to you or, in the worst case, that you weren't even looking for. Would you then rate the page as a good search result?

Tip: Try the Optimisation always from the user's perspective instead of just from the perspective of your favourite discipline.

1. branding

A strong brand is essential for SEO in the coming years. Google evaluates the importance of a brand among other things based on the frequency of brand-related search queries. If users often search for your brand in connection with certain keywords (e.g. "web analysis tool Trackboxx", "white sneakers men Zara" or mini SUV electric brand XYZ), this signals trust and familiarity to Google, which has a positive effect on your ranking.

2. unique content

Unique and high-quality content is a key factor for a good, sustainable ranking. However, it is no longer enough to simply create relevant content for the main theme of a website or to serve the target group accordingly; your content must stand out from the crowd - especially in times of ChatGPT. You can achieve this by Contribute your own data, personal experiences or unique perspectivesin other words, you really create individual added value.

3. technical aspects

A technically flawless website is the basis for successful SEO. This includes the following aspects:

• a fast loading time
• mobile optimisation 
• a clear page structure 

Google attaches great importance to the user experience, which is why technical deficiencies almost always lead to poorer rankings, even if the content does not tend to be bad.

4. EEAT criteria

Google attaches great importance to the so-called EEAT formula: Experience, Expertise, Authoritativeness and Trustworthiness. These factors help Google to assess whether a website provides trustworthy and high-quality content. Especially in sensitive areas such as health, finance or law, EEAT is crucial for good rankings.

To fulfil these criteria, content should come from real experts, be updated regularly and be backed up by credible sources. Also positive user reviews, Mentions (brand mentions, co-citations) in reputable media or backlinks from authoritative sites can strengthen the EEAT profile. 

5. user signals

User signals show Google how visitors interact with a website and whether the technical aspects and user experience are actually good, i.e. whether many of the above points are fulfilled. Factors such as Click-through rate (CTR), dwell time and bounce rate give an indication of whether a page Relevant and appealing content offers. The more positive these signals are, the more likely Google is to classify the page as valuable - which can have a positive effect on the ranking.