Important Factors of Search Engine Optimization

A search engine has many evaluation processes when it comes to evaluating a web page’s value, and the term is commonly known as “Page’s Authority.”

Higher the page authority means the better chance you have for top ranking on search engines. It can be very difficult to explain why one page’s authority is more than that of another page for any newcomer. However, much of this is due to how search engines measure authority.

Those new to the area of  SEO (Search Engine Optimization) may have a hard time understanding the science behind search engine algorithms and their impact on page value assessment. 

Each search engine has its own algorithm-based guidelines to determine the page authority of a particular website and analyze and organize website rankings based on those guidelines.

The exact method of how search engine algorithms access page authority still remains a secret to the public; however, it can be assumed that there are elements of human logic behind these assessments.


As you must have heard the saying, Content is the King”. It is undeniable that a well researched, well-structured content improves page authority. This is why, in the field of Internet Marketing, a lot of focus is put on optimizing article titles and content.



 Indexing a website’s pages by the search engine is another important factor to consider when determining a site’s page authority. When a web crewel goes through a website, it stores the information based on the site’s indexing. If your site is indexed properly, it will be easier for search engines to rank your site.

Google indexing

3) AGE

The older a webpage, the more its authority. To say precisely, age and authority of a website go hand in hand may sound unconvincing, but research has shown this to be true. This theory might not be true for all search engines, but we know Google likes older pages better than new pages.


The significance of the subject matter of websites linking back to a specific webpage is another important factor that helps improve page authority. Web pages that have high-quality backlinks from sites in the same area of interest are similar to academic papers that reference other papers in the same field. When backlinks share relevance, this sends signals to search engines saying the page has authority. It’s said that some search engines have over two hundred variables for determining to rank. Hence, the points mentioned above are only a starting place for understanding how search engine rankings work.

backlinks help to grow your website


A fair number of other websites with higher page authority linking back to a webpage increases passes on value, thus increasing a websites page authority. It’s by this principle that Search engines evaluate the trust factor of the webpage.

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link building

6) A secure and easily accessible website

The most important and crucial factor that could be the reason for your downfall or upgrade is the accessibility and safety that comes with your site interface. If your user feels safe and comfortable, then you can entice them and make them stay forever. 

This is ensured through:

  • A website created with a well-coded website constructor
  • A robots.txt file which tells Google where it can and cannot search for information about your site
  • A sitemap listing all of your pages

7) Page Speed

Speed is one of the most important factors that can make or break your business. Even if you offer great products and services, the need remains for your audience to know and reach you. This won’t be possible if your site frustrates the customer while getting loaded. And the lead makes a move out of your funnel instead.

Studies show that eCommerce sites are expected to get loaded within 2 or fewer seconds, otherwise the majority of explorers shifts.

8) Mobile-friendliness

More people use mobile devices than desktops to access the web, and that’s one reason there’ve been changes in how Google ranks search results.

Things to consider are:

  • Do you have a responsive site that automatically resizes to fit the device
  • Use large fonts for easy readability on a small screen
  • Include accessible menus, so your site is easy to navigate
  • Ensure that ads don’t hide essential content

Whether you choose to go for Google AMP or not, you must be sure that your site is 100% optimized for mobile devices.

9) User Experience

Google and other search engines have a very observant and ever-growing algorithm that keeps track of each trend without any fail. These trends or indications recorded by Artificial intelligence for ranking purposes are termed as “RankBrain Signals.”

These signals are the integration of the following:

  • Click-through rate: search results show the percentage of people who click to visit your site after an entry.
  • Bounce rate (particularly pogo-sticking): number of people clicking on your page and quickly returning to the search results
  • Dwelling time: how long visitors linger on your website after they arrive

10) Social Signals

Social signals are referred to as those indications that SEO picks when you share your content on social platforms. The 23 million-share study by Cognitive SEO found a definitive link between social shares and the search engine ranking.

This factor is not directly related for SEO sucess as compared to others mentioned above, but is still interlinked and cannot be ignored in any sense. 

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