5 Things Google Looks For Before It Ranks Your Site — Backed by Data

Jun 7

If you’ve ever wondered why your website isn’t ranking where you want it to on Google, you’re not alone. At www.expresswebsolutions.com, we’ve helped dozens of clients uncover the hidden reasons their SEO strategies weren’t working. Based on industry research, Google patents, and real-world data, here are the five critical factors Google evaluates before ranking your website. If you're looking to improve your visibility, these are non-negotiable.

1. Page Speed (Core Web Vitals)

Google has publicly confirmed that page speed and user experience are key ranking signals (Google Search Central). Core Web Vitals — metrics like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) — are now factored into Google's ranking algorithms.

LCP should be under 2.5 seconds.
FID under 100 ms.
CLS below 0.1.

SEO Tip: Use tools like PageSpeed Insights and GTmetrix to identify speed bottlenecks. At Express Web Solutions, we routinely cut load times in half for our clients.

2. Relevant, High-Quality Content

Google’s algorithms, including BERT and the more recent MUM update, are designed to understand context and intent. Content that is well-written, informative, and answers user queries clearly will always rank higher than keyword-stuffed fluff.

According to Backlinko, content that covers a topic in-depth ranks better because it provides more value to the user. Thin content or duplicate pages get penalized.

SEO Tip: Perform a content audit. Focus on long-form, original, and helpful content that solves real problems.

3. Mobile-First Design

Since 2019, Google has used mobile-first indexing as its default. That means it ranks your site based on how it performs on mobile devices, not desktop.

A site that isn’t optimized for mobile will see significant drops in ranking. Use responsive design, avoid intrusive pop-ups, and make sure fonts and buttons are readable and tappable.

SEO Tip: Test your mobile experience with Google’s Mobile-Friendly Test. Responsive themes and compressed media files make a big difference.

4. Backlinks from Authoritative Sources

Not all backlinks are created equal. According to Ahrefs, pages with more high-quality backlinks consistently outrank others. Google sees backlinks as "votes of confidence" — especially when they come from high-authority websites.

Focus on earning links from sites with high domain authority (DA).
Avoid spammy directories and link farms.

SEO Tip: Use tools like SEMrush, Ahrefs, or Moz to monitor your backlink profile. Guest posting, digital PR, and valuable content are great link-building strategies.

5. On-Page Optimization and Structured Data

Even with great content and fast speeds, poor on-page SEO can hinder your progress. Google uses your title tags, meta descriptions, headers (H1, H2), and structured data (schema) to understand and rank your content correctly.

According to Search Engine Journal, structured data can increase your click-through rate (CTR) by enabling rich snippets in the SERPs, like reviews, ratings, or FAQs.

SEO Tip: Include your primary keyword in the title tag, URL, first paragraph, and subheadings. Use schema markup to highlight products, reviews, and articles.

Final Thoughts

Google is constantly evolving, but these five ranking factors remain foundational. Mastering them will dramatically increase your visibility, organic traffic, and ultimately, conversions. Whether you're running an e-commerce store or a local business site, www.expresswebsolutions.com is here to help you rank higher, faster, and smarter.

Need a custom SEO audit or speed optimization? Reach out today and let's grow your online presence the right way.