How should we understand search ranking factors and how they change?

Search ranking factors are the elements search engines consider when ordering web pages. They should be understood as clues for improving a website, not as a formula that guarantees rankings. The following focuses on Google web search: official guidance, research observations, and industry speculation should be read separately, and historical rankings of factors should not be treated as their current weights. As things change, it is more useful to focus on whether a page answers searchers’ questions and then adjust based on performance monitoring than to chase a fixed checklist.（S1、S10、S21）

First, distinguish ranking signals from SEO best practices

Google’s guidance states that PageRank is just one of many ranking signals. Some practices are worth adopting, but that does not make them direct ranking factors. A 2025 Semrush article also explicitly states that its list combines factors confirmed by Google with items widely believed to have an influence based on evidence or testing. Appearing on the same list does not mean they have equally strong evidence behind them.（S1、S21）

• Word count is not a formula for success: Google’s guidance says there is no maximum, minimum, or target word count that is best for rankings. There is no need to repeat content just to reach a certain length.
• Heading order matters for accessibility: Arranging headings semantically helps screen readers, but Google Search does not require a particular order, nor is there an ideal number of headings.
• E-E-A-T is not a standalone ranking factor you can add: Official guidance explicitly cautions against treating it as a ranking factor.（S1）

Shared characteristics found in research do not establish what causes rankings

A 2020 Screaming Frog study found that higher-ranking search results were more likely to pass Core Web Vitals (CWV) assessments. However, the authors did not conclude that CWV was already secretly influencing rankings. Instead, they offered other possibilities: these sites might load faster, and they might also have better content and overall optimization.（S9）

This example must be read in its historical context: CWV had not officially become a ranking factor at the time of the study, and the authors acknowledged the limited sample. It therefore neither proves that passing the assessment will improve rankings nor describes CWV’s current role. Observing two things occurring together does not mean knowing that one causes the other.（S9）

When things change, first check whether the page meets searchers’ needs

awoo’s 2016 conference report suggested that search intent may differ across industries and queries. For the security-related queries discussed in the article, some results leaned toward shopping pages, while others mixed supplier pages with informational pages. These were examples from that year, not fixed proportions for today’s search results, but they offer a useful starting point for evaluation: is the page intended to help someone make a purchase, find a supplier, or understand an issue?（S3）

In practice, start by checking whether the content is useful for the page’s intended purpose, then use Search Console to monitor search performance and follow changes announced by Google Search Central. This is a method for ongoing adjustment, not a ranking guarantee. The focus should be on addressing your audience’s questions rather than turning every rumor into a to-do item.（S1、S10）