Google enjoys superiority over other search engines. Because of various reasons, most people all around the world use Google to find the desired info, products/services. So, this search engine dictates how websites should be created and optimized.

There are around 270 parameters that are used by Google to determine the ranking of websites in its SERP. It is very difficult for an SEO specialist to take care of all these factors and ensure the excellent performance of websites in Google’s SERP. So, what are the important SEO parameters that should be kept in mind while optimizing websites for Google? Let’s mull over some important factors one by one.

1. Domain Age & Authority Domain age & history is crucial for ranking a page on Google. The Google Algorithms use the domain history to decide whether the site is good or not and gives the due weight to your domain age as older domains technically have higher chances of ratings. An aged domain with an extended track history will yield faster results than a brand-new domain because new domains take lots of time to rank for top keywords. So, you have multi-year registration on your domain.

2. Keyword in Domain

A liable ranking technique is adding the target keyword in the domain for legging up in the competition if you have a niche website. By combining both keyword and domain name, where a keyword is the first word, will give an extra edge for your site over other websites that don’t have the keyword or have the keyword in the middle or at the end. So, placing the keyword first followed by your brand name gives a significant boost ranking, which acts as a relevancy signal.

3. Optimized URL

URLs with a clean structure and high-value keywords conduct a strong SEO strength in the SERP results. Using keywords in the URL is one of the most ranking factors to boost traffic, but refrain from using long URLs because it badly affects search visibility. So, Keep URLs short, simple and complete with relevant keywords and logical structures.

4. Optimize Keywords for Titles & Heading Tags

Include keyword in title tag and heading tags so that it provides accurate information of the page content. Search engines consider H1 tags like secondary title tag which includes keyword at the H1 tag to evaluate the relevancy of your page.

5. Keyword Density

Make sure that the keyword density in the content should not be more than 2%. Excess use of keywords amounts to keyword stuffing for which Google can punish your website.

6. Meta Descriptions

For the perfect snippet, write excellent meta descriptions to let search engines understand what the page is all about and index them accordingly. Try to improve your click-through rates (CTR) with better title and meta descriptions tags. It is the first thing visitors will check about your website in SERPs. Having a non-targeted meta description will affect your click-through rate which affects your rankings. Make sure you include different varieties of keywords in your meta description.

7. Nicely Designed Blog

In a content marketing strategy, blogging is the best way to engage your customers. More interesting content on your blog means generating more pages and indexing them in Google. Not just sell your products on the blog, but also curate your page with interesting information to gets comments from interested visitors and customers.

8. Quality Content

Providing the highest quality, relevant, fresh, and practical content engage the visitors with a better understanding. Expect quality of content, Google algorithms also evolve SEO optimized keywords. Unique content with targeted keywords will enhance your rankings. Don’t use duplicate content for website optimization in any way. So, more comprehensive content typically achieves higher rankings.

9. Content-Length

The longer content means chances are higher to lead the ranking charts. In fact, the top ranked sites have content upward of 2000 words.

10. Good Grammar & Spelling

Proper use of grammar with correct spelling create a high-quality signal in regards to provide the best user experience for the reader.

11. Website Design & Structure
A clean, attractive, and user-friendly architecture of website will attract more visitors and helps to increase its ranking. Adding fresh and updated content means users will spend more time on your site and your odds of high rankings significantly improve. So, you should try and keep maintenance downtime to the minimum.

12. High-Quality Backlinks:

Backlinks are one of the strongest ranking signals in Google’s search algorithm. It includes Internal linking and external linking. Use appropriate keyword enriched anchor text will give you more and more backlinks. Getting more links from multiple high-authority domains means better chances to rank well In Google’s SERP. Submit your website using your targeted keywords on the submission websites to gain backlinks. Remember overdoing may lead to Spamming. So, always generate quality backlinks to your website through different means.

13. Optimized Images & Infographics:

Most generating issues of a slow site are having unoptimized images and infographics. Usually, large sized images make your website slow. so, use the JPGs images with minifying plugins that have file size lower than 100kb. The right use of Alt Text, Captions, Keywords, Image Names, and Descriptions helps to resolve this issue.

14. Click Through Rate

A ratio between the numbers of clicks compared to the number of times the links are displayed by Google. The higher this rate, Google will rank you high on the result pages. This can be used to gauge how well your keywords and ads are performing. A high CTR indicates that users find your ads helpful and relevant.

15. Social Media Integration:

Presence of your site on different social media channels means obtaining more traffic. So, establish yourself on social media platforms like Facebook, Twitter, Instagram, etc. And, remark your site for ranking achievements, but post content using hashtags (#), polls and competitions. The more followers and fans you have on your social media, the more brand awareness you will have.

16. XML Sitemap

Having a sitemap is an easy way to help search engines index your websites or pages easily and effortlessly. An XML sitemap is actually a file with useful information about the pages, videos, and other files on your site. Google intelligently read the file and crawl the structure of your site with the help of sitemap. So, submit the sitemap file in Google Webmaster and monitor the indexing level.

17. Website Loading Speed

The loading speed of a website is an important SEO parameter, which affects the ranking of websites in Google’s SERP. All search engines and people live high-speed sites. Nobody likes to wait for websites or pages to load on devices. Slow websites frustrate visitors, and they go away instantly. There are many reasons that make your site slow. Fix those issues ASAP to make your website super fast and help SEO professionals to boost its ranking on the web.

18. Mobile Friendliness

Mobile-friendly websites offer either a responsive design or an entirely different site for mobile browsing experiences. As per Google guidelines, there is no space for websites which are not mobile-optimized, so mobile compatibility is necessary. It means your HTML and URL of a page remains the same while content is served in an optimized way for the screen.

19. Guest Blogging

Guest blogging is all about writing and posting blogs on external sites to obtain relevant and authentic backlinks with do-follow tags. To let this happen, you need to write high quality and valuable content by targeting the specific area of expertise. So, write useful content for the targeted audience & get it published on high-quality websites in exchange to receive links for promoting your website ranking.

20. Improved User Experience

A significant factor to increase website ranking is user engagement. Mostly, users become frustrated and leave the site after seeing the low-quality design or content. With the new advancement of Google algorithms, focus on providing a great user experience. So, post user-friendly content to see a strong correlation between SERP results and user.


The aim of Google is to establish a safer web for everyone and adopting HTTPS for websites is one way to accomplish this goal. A more secure web browsing experience benefits everyone in accordance to offer secure protocol in the exchange of information between a user and a website. So, Google is firmly establishing security to provide a useful connection in search rankings. One can migrate to HTTPS from HTTP by installing an SSL Certificate.

22. Schema Code

For small as well as large sized business, local SEO is crucial. Google maps help customers to locate in your city by registering with your business. A good schema markup code helps search engines to get a better understanding of specific addresses, phone numbers, recipes, reviews and more. Implementing a site-wide schema code can be highly beneficial particularly for local businesses. So, boost your local marketing efforts to step up the international market.

23. Reviews

Usually, customers jump off to another site when they do not get what they are searching for. So, display the product reviews in result to get high ranking on SERP results. This will lead to a more engaging experience, and the customer would tend to stick to your portal for making a purchase.

24. Google Analytics

Google better crawl a website and return invaluable analytics for improvement by making connections. For checking the continuous record or to manage the website, google analytics helps to find out how your website is performing. This is the major part to optimize the website rapidly and make up-dation as per requirements, tends to a higher ranking.

25. Site Usability

Difficult to use a site means it is hard to navigate, reduce the bounce rate. Google controls the massive amounts of user data, which is a usability factor that uses to rank websites. So, make sure your website can be easily viewed and navigated the user with clear information, easy to read.

26. Voice Search & Digital Assistants

Voice search becomes crucial for the exponential growth of mobile use. Researching a keyword with the voice quite differs from the traditional search. These forms of search queries help to optimize for long-tail conversational keywords and questions that people are likely to ask.

27. Website Bounce Rate

Website’s bounce rate matters a lot when you really care about the overall use of your website, traffic, and sales. In simple language, bounce rate is the specific time period during which visitors land on websites and go away instantly without taking any action. Google always dislikes websites with high bounce rates and considers them irrelevant for visitors. High bounce rate means your website fails to meet the expectations of visitors. There are many factors that contribute to the overall bounce rate of your website.

Website Bounce RateRemarks
25% or LowerThe website is in good condition & performing very well.
56-70%Higher than Normal
70% or higherYour website is irrelevant for users.


Be active and eliminate all those issues that increase the bounce rate of your websites.

28. Linking to Sanctioned Websites

Because of the rapidly growing significance of backlinks, SEOs are desperate high-quality links anyhow. So, they link their websites to sanctioned websites in a bid to divert the referral traffic and earn great business opportunities. Always keep in mind that Google can blacklist your website for this unlawful SEO practice. Better avoid it as far as possible and do the fair play when it comes to link building.

29. Website Uptime

When a website is made live, it is supposed to remain available to all at all times. Google considers website uptime as an important factor while ranking it in its SERP. Websites with frequent downtimes are considered unimportant for visitors by Google. So, make sure that you choose a good server that promises 100% uptime.

30. NoFollow Tag

If your website or its pages have Nofollow Tags in activated mode, search engine bots will not be able to visit it. You will not be able to increase the ranking of your website on the web in this situation. Make sure that all Nofollow tags are turned off on your website.

31. Unavailability of 404 Links

The availability of too many 404 links on your website dilutes its reputation in the eyes of Google & visitors. 404 links are non-existing web pages that point users nowhere. It creates a bad impression of your brand. So, find and eliminate 404 links on your website and make it more useful for search engines and visitors alike.

Final Words

Most website owners aim for a decent ranking of their sites on Google’s SERP because of its global outreach. Google uses numerous parameters to rank websites in its SERP. These are some parameters you should keep in your mind while performing different SEO activities to help websites rank well in Google search results. Good luck.

Author Bio: Morris Edwards is a web developer & Marketing expert, employed with Awebstar Technologies Pte Ltd– which provides the best SEO Services in Singapore. He helps in designing web pages for all type of business websites. He is always grinding away on something web design related. Follow him on Facebook, Twitter, and Google Plus to get his new articles and updates instantly.