What is the difference between on-site SEO factors and ranking signals—and which on-site factors are most critical for driving better performance?
When optimizing for Google, you’ll hear everything from three core ranking pillars to hundreds, even thousands of potential factors.
We analyzed 88 factors in Google Ranking Factors: Fact or Fiction, where experts break down facts, myths, and historical evidence for each signal.
But SEO isn’t only about achieving top rankings.
The difference between SEO factors and ranking signals may sound semantic, but it’s important to remember SEO is more than just ranking higher on Google.
SEO is also about optimizing for the overall search experience.
In this article, we’ll cover the 5 most important on-site SEO factors and provide actionable tips to make them work for your business.
Some of these factors directly impact rankings, while others improve user experience, increase conversions, and strengthen your brand.
Content is king—but having content alone won’t help your site rank well or capture target keywords effectively.
According to Ahrefs, 91% of all online content gets no organic traffic from Google. So, how do we know whether search engines reward content creation?
Content Relevance & Search Intent
Understanding user intent is the future of search engine development.
Google’s algorithms constantly evolve to understand user needs and search behavior.
This evolution is why we see answer boxes, knowledge panels, and diverse SERP features, especially for broad queries.
Relevance to user intent is arguably the most important ranking factor. If your content doesn’t meet user needs, it will lose visibility over time.
Analyze SERPs to see what type of content ranks for those terms.
Use semantic keyword variations to broaden topical coverage.
Long-Form Content
Comprehensive content addresses user concerns in depth and adds unique perspectives. Google tends to reward long-form content because it signals user value.
A HubSpot study found that content between 2,250 and 2,500 words receives the most organic traffic. Longer pages also allow more keyword usage throughout the text.
Establishing yourself as an expert benefits both SEO and your industry reputation, positioning you as a thought leader.
How to Optimize
Study top-ranking competitors for your target keywords.
Incorporate related semantic keywords into subtopics.
Answer user FAQs related to your topic.
Content Structure & Organization
Title tags and header tags still play a key role in SEO, even with semantic analysis improvements.
Optimizing these tags helps:
Clarify page intent.
Organize content for readability and crawlability.
Improve scannability for users.
Pass the “5-second rule” test.
How to Optimize
Insert focus keywords into title tags, URLs, and meta titles.
Use H2–H4 headers with related keywords.
2. User Engagement
Remember, we design websites for both people and search engines. User engagement signals may not be direct ranking factors, but they strongly indicate content performance.
Pages Per Session
This metric tracks the average number of pages viewed per visit. Along with session duration, it’s found in Google Analytics and shows user interaction levels.
If users read multiple posts per session, you’re effectively meeting their intent and encouraging deeper engagement.
Optimization Tips
Analyze high-bounce pages and optimize for longer sessions.
Use calls-to-action (CTAs) to drive conversions.
Add related content links within articles.
Bounce Rate
While not a direct ranking factor, bounce rate shows whether your landing page meets user expectations. High bounce rates often signal poor relevance or weak engagement.
Optimization Tips
Create compelling content that tells a story.
Remove intrusive ads and pop-ups.
Improve page speed.
Ensure landing page content aligns with target keywords.
Click-Through Rate (CTR)
CTR measures how many users click your site from search results. Low CTR often means meta titles or descriptions aren’t compelling enough.
Keep meta tags at optimal length to avoid truncation.
3. Technical Structure
Technical SEO forms the foundation of your website. Without a strong structure, even the best content can fail to perform.
Crawlability
Search engines must be able to crawl your site to index it. Sitemaps and internal linking are critical here. Crawl budget—the number of pages Googlebot will crawl—matters most for large sites.
Optimization Tips
Submit XML sitemaps via Google Search Console.
Block unnecessary pages in robots.txt.
Fix redirect chains and dynamic URL issues.
Security (HTTPS)
HTTPS is a Google ranking signal and essential for user trust. Mixed-content errors (HTTP links on HTTPS sites) are common after SSL migrations.
Optimization Tips
Ensure SSL certificates are installed correctly.
Run site crawls to identify mixed content.
Redirect all traffic to HTTPS using .htaccess.
Clean URLs
Simple, clean URLs with status 200 help both users and crawlers. Avoid broken links, redirect loops, and server errors.
Optimization Tips
Fix 4xx and 5xx errors with Screaming Frog or similar tools.
Redirect broken pages with 301s.
Use custom 404 pages to improve UX.
4. Internal Linking
Internal linking connects your site’s content and distributes authority. It helps with crawlability, user experience, and content hierarchy.
Deep Links
Deep linking to orphaned pages ensures they get crawled and indexed. Linking from high-authority to lower-level content passes SEO value and keeps users engaged.
Optimization Tips
Identify orphaned pages with site crawls.
Add at least 2 internal links per blog post.
Organized Hierarchy
Clear hierarchies help search engines understand your site structure and make it easier for users to navigate. Breadcrumbs and clusters strengthen topical relevance.
Optimization Tips
Research user intent to align with navigation design.
Optimize category and subcategory pages with relevant keywords.
Implement breadcrumbs and footer navigation.
5. Mobile Optimization
With Google’s mobile-first indexing, mobile optimization is no longer optional. Mobile usability directly affects rankings and user experience.
Mobile-first indexing means Google evaluates your mobile site before your desktop version. Responsive design and fast load times are non-negotiable.
Optimization Tips
Use fully responsive web design.
Enable AMP tags where possible.
Optimize site speed by reducing unnecessary resources.
Conclusion
We can’t cover every aspect of SEO in one guide, but these five on-site SEO factors form a strong foundation for building a high-performing website.
SEO is dynamic and constantly evolving. By focusing on holistic optimization, you’ll deliver better experiences for your users and stay resilient against algorithm changes.
Every business can leverage SEO to increase online visibility and growth. If you’re ready to elevate your strategy, our Digital Marketing Agency offers full-service SEO and digital marketing solutions designed to drive measurable results.
Krittitee Tongdang
