The Top Seven Google Search Ranking Factors
Google has one universal mission as it relates to its search engine:
“To organize the world's information and make it universally accessible and useful.”
Google's mission has long been to organize the world's information and make it universally accessible. Their approach to search has always been very user-centric.
The Top Google Ranking Factors Your Law Firm Should Care About
Before we get into the reasoning for why these SEO ranking factors are so relevant, here are the top seven criteria for getting your law firm's website to rank on the first page on Google.
- High-quality links
- Helpful content
- Automated ranking systems (like RankBrain)
- On-page SEO
- Local SEO
- PageSpeed Insights
What Google Has Said About Its Top Ranking Factors
For years, SEOs and digital marketers pondered and debated what the most important ranking factors in Google's algorithm were.
Then, in 2016, they came right out and told everyone.
Links, content, and RankBrain were stated as the primary factors determining how Google ranks web pages in its search results.
Search Engine Land published the above-pictured article in March of 2016, covering Google's announcement of the top 3 ranking factors it evaluates when it comes to ranking web pages in organic search. You can watch the full video with the announcement here.
The conversation about SEO saw another big plot twist in early 2023 when Yandex Search, the search engine powered by Russian tech giant Yandex, suffered a massive data leak. Allegedly, this report revealed over 1,900 ranking factors, although it's hard to verify the specifics. While Yandex is not Google, this incident did raise a lot of questions about search engine technology in general. Rumors about Google having a set number of ranking factors or a giant spreadsheet detailing what they are have long since been put to bed. Additionally, the 2016 statements have since been complicated by the addition of several updates and the often cryptic public statements of corporate figureheads.
Between nearly constant changes to Google's algorithm, an increasing reliance on AI (both in search results and content creation), and competition from other search engines, figuring out which ranking factors are more important to your site's SEO can seem shrouded in mystery.
The bad news is that we will probably never have access to every single ranking factor that Google uses, and even the highest-level executives at the firm itself do. The good news is, you don't have to have to know. Google's bottom line and your goals as a legal professional can work in harmony, and when they do, the results look the same: you dominating search rankings with high-quality content.
Detangling the Black Box of Google's Ranking Signals
A lot has happened since 2016. The way Google evaluates websites has continued to evolve, with an increasing reliance on a complex system of “signals” that can vary significantly from site to site. What does this mean for those of us who are dedicated to understanding how SEO ranking factors work?
Well, the answer can be complicated. Google's ranking system has never been static. The emphasis on these three factors has transitioned to a more nuanced approach, considering a broad array of signals to determine a page's relevance, usefulness, and authority.
Additionally, what works for one query or site may not hold the same weight for another. Google's search algorithms aim to provide the most relevant and helpful results for a user's specific query, which means weighing different factors based on the context of the search. For instance, the importance of certain signals can vary depending on whether a user is searching for news articles, local services, or product reviews.
You may be thinking, "That's great, but what does this mean for me?"
Well, the key takeaway you should have by now is that Google's recent and current updates have centrifuged around the idea of adhering to its stated mission: making information accessible and useful. In other words, your content isn't for Google; it's for people who use Google.
With that in mind, let's dive into the key ranking factors that still matter today and how you can incorporate all of them into a cohesive and powerful SEO strategy to boost your rankings and give potential clients the best possible user experience.
Ranking Factor #1: Links
Links have always been a part of Google's algorithm from the very beginning. Both the quality and quantity of links still matter today. Specifically, backlinks, or inbound links, are core to building authority and strengthening your presence in Google rankings. These links from other websites lead back to your site and signal to Google that others value your content enough to link to it.
Google uses an algorithm called PageRank (which was introduced all the way back in 1998) to measure the quality of backlinks. Previously, users were able to see the PageRank URL of any website in the Google toolbar. Now, the impact of PageRank exists more behind the scenes. While this aspect of Google rankings isn't talked about as much these days, this technology has continued to see updates since its initiation and continues to be used internally in Google's ranking systems.
In the eyes of Google, each link pointing at a page is like a vote for that piece of content.
In the above illustration, website A has built a link on one of its pages to a page on website B. Google sees this link as a vote for website B provided by website A.
Quality Over Quantity With Backlinks
Not all backlinks are created equal. Links from reputable, authoritative sites in the legal industry, educational institutions, or official organizations carry more weight than those from obscure, unrelated websites. Therefore, aim for quality over quantity.
The more unique votes from reputable websites that a page has, the more authoritative it appears to Google and the higher it ranks in search results (all else being equal).
We like to use the following analogy: If you're trying to win an election, you want to get as many votes as possible. If you're trying to “win” and be at the top of Google, you want as many high-quality links as possible.
What Makes a High-Quality Link?
Here's a great explanation by May Soon of Ahrefs:
“There are some common indicators of a backlink being high quality. Please note that no one can tell you for sure how search engines measure the quality of backlinks. The further information is our experience-based recommendation.
1. Link Placement
The most valuable backlinks are those editorially placed somewhere within the content (i.e. not in the footer or sidebar). Basically, if website owners refer to your page voluntarily, they give you a valuable vote of confidence.
Note how the hyperlink in this screenshot is placed within the body of the copy on the page. Google places more weight on these links because they are deliberate and prominent on the page.
2. Authority of the Linking Page/Site
You can determine how much of “link juice” you're getting from a given backlink by the authority of a particular page that links to you — its URL Rating (UR). (You can find more information about Ahrefs UR metric here.) As a general rule, a link from a high authority site will be more powerful than a link from a low authority one. We at Ahrefs use the Domain Rating (DR) metric to measure an overall website authority.
The Wall Street Journal is an extremely authoritative site in the example above. A link from a site like this would carry a lot of weight in the eyes of Google.
3. The Number of Outgoing Links
Besides DR and UR metrics, what also matters is the number of outgoing links a website has. A backlink from a website (domain) or from a web page that links to hundreds of other URLs will be less valuable than one from a website with just a few outgoing links.
4. “Do-follow” Links Are Preferable
At the same time, the search engine optimization community hasn't come to an agreement on whether no-follow links help you rank or not. Basically, if you have a chance to get a no-follow link from a high-quality website, then go for it.
By default, all links are configured as "dofollow." By adding the rel=”nofollow” attribute, Google is instructed not to pass PageRank to the target domain.
5. Anchor Text
Our research has shown that an anchor text might have an influence on the quality and relevancy of a backlink. It's essential for search engines to be able to choose the right keywords to rank your content for; that's why the anchor text, as well as the text that surrounds it, should be topic-relevant.
We'll discuss the gold standard of linking practices in more depth in section 6, but for now, here are some actionable strategies on how you can start building a solid backlink profile for your site.
1. Create Compelling Content
The foundation of earning quality backlinks is to produce informative, engaging, and authoritative content that addresses your potential clients' needs and questions. High-quality content naturally attracts links because other sites want to share valuable resources with their audience.
2. Guest Blogging
Contributing articles or blog posts to reputable legal websites, blogs, or industry publications can earn you valuable backlinks. Ensure that the sites you choose are relevant to your practice area and have a good standing in the legal community.
3. Legal Directories and Associations
Ensure your law firm is listed in respected legal directories and associations. Many of these platforms allow for profiles that include links back to your firm's website.
4. Local Partnerships and Outreach
Collaborate with local businesses, non-profits, or community organizations. This can lead to natural backlinking opportunities through event sponsorships, shared initiatives, or even press mentions.
5. Professional Networking
Engage with other lawyers and firms through networking events, forums, and legal marketing conferences. Building relationships within your industry can lead to reciprocal linking or referral agreements.
Ranking Factor #2: Content
In order to rank first on the search results, attorneys need to build content that is more than just topically relevant. Data shows that content that is longer and covers a topic more in-depth tends to rank higher overall in Google search results, so it needs to be more authoritative and in-depth than competing pieces of content in the same niche.
The Google Helpful Content System
The introduction of the "helpful content system" in 2022 caused a major shift in how SEO professionals began to understand content as a Google ranking factor. While engaging, high-quality, relevant content has always been king, this algorithmic update placed an even bigger premium on user-centric copy.
With multiple helpful content updates now underway, we now know that "helpful content" also doesn't necessarily exclude machine-learning-assisted writing. However, with developments in language learning models being in constant flux, it's still too early to say how big a role AI will play in future updates. What we know for certain is that content is still one of the most important Google ranking factors.
What Makes Good SEO Content?
The structure and substance of content are key to maximizing your search engine optimization ranking.
Here are the most important aspects to consider in your content:
- Topical relevance: A web page or blog post needs to be appropriate for its audience (that is, it should matter to them). Consider what legal information or assistance someone might be seeking and how you can comprehensively address their queries or concerns.
- Target keyword placement: The target keyword phrase the page is meant to rank for needs to be placed in the title, the headings, the body, the anchor text of internal and inbound links, and the image alt tags of the page. Keyword optimization is just one of many aspects of good content, but it's one of the most important law firm SEO tactics that will give your content the opportunity to be found.
- Authoritativeness: The content should be an authoritative resource that provides value to the reader and answers their intent.
- Supporting sources: The content should link out to other supporting resources (e.g., authoritative articles, supporting documents) that users may find valuable.
- Usability: Long-form content should be formatted in a way that makes it easy to consume (i.e., bulleted lists, headings and images that break up content, navigation, etc.)
Content Isn't a "One and Done" Strategy
New keywords are being indexed every day, and user intent and interest are constantly evolving in the flux of these queries and search results. That means that a great piece of content today might lose relevancy in a few months despite the effort you put into making it top tier. Don't get discouraged if you find that engagement drops on a page that may have had great traction in the past. By continuing to update your content, fine-tune it, and maintain a consistent schedule of fresh new information and blog posts, you'll see long-term results. We'll explore more about content in Chapter 5. In the meantime, sit with these key takeaways for how to up your content game.
- Audit Existing Website Content: Evaluate your current content through the lens of these guidelines. Identify areas that may feel thin, irrelevant, or overly optimized for SEO rather than user benefit. Plan to refresh or replace these with higher-quality, people-first content.
- Focus on Quality and Relevance: As you develop new content, concentrate on depth, relevance, and utility. For example, rather than generic articles on common legal issues, delve into specifics, including potential legal strategies, case precedents, or procedural advice relevant to your areas of practice.
- Engage Through Real-Life Examples: Incorporate case studies, client testimonials (where appropriate), and practical advice drawn from actual legal experiences. This not only enriches your content but also helps prospective clients understand the practical implications of legal issues.
- Measure User Engagement and Feedback: Pay close attention to how users interact with your content through metrics like time on page, bounce rate, and direct feedback through comments or inquiries. Use this data to refine and improve your content strategy continually.
Ranking Factor #3: Automated Ranking Systems
Search engine spiders (or web crawlers) are responsible for indexing, retrieving, and processing information related to search queries. To achieve this, Google also employs a variety of automated systems.
Over the years, Google has continually evolved its ranking systems to provide users with the most relevant, high-quality content possible. While some algorithms have been retired, many still form the foundation of today's search landscape and are considered ranking factors. Over the past decade, some of the more influential of these have been Hummingbird, BERT, and RankBrain.
What is Hummingbird?
Launched in 2013, Google Hummingbird is focused on understanding the context and search intent rather than just the individual keywords. Search intent can be transactional, informational, commercial, or navigational. In addition, search intent might vary based on location. If you're doing online shopping, finding local results may be less important to you than if you're looking for a good dentist (or a lawyer who serves your area.)
This algorithmic shift encouraged content creators to create content that comprehensively answers potential clients’ questions and concerns, optimizing for semantic search and natural language queries.
What is BERT?
BERT (Bidirectional Encoder Representations from Transformers) was integrated into Google's core ranking systems in 2019. This update is a neural network-based technique for natural language processing pre-training that helps Google understand the nuances and context of words in search queries.
This update was a massive shift in how Google began to look at keywords. Rather than analyzing only exact matches, this allowed the search index to present more accurate data by filling in the blanks or expanding on the context of the individual keywords. For example, searching for "wide sole size 12" would generate results related to shoes, even if the user didn't input "shoes" as a keyword. In short, BERT placed an even greater focus on natural language processing (NLP) to improve the matching of queries with more accurate results.
What is RankBrain?
RankBrain is a bit older in terms of Google search updates and was introduced in 2015. However, it's still one of the most-discussed algorithmic ranking factors for a reason. RankBrain is a machine learning algorithm used by Google. Based on information gleaned from analyzing search results, it helps weight certain ranking factors in an effort to deliver the most relevant results to searchers.
Through RankBrain, Google is attempting to more accurately predict or interpret searcher intent rather than organize web pages using signals as the core algorithm does.
The RankBrain algorithm is far more complicated than the above flow chart, but this is basically what's happening behind the scenes.
How Do I Optimize for RankBrain?
Here's what factors to consider when you optimize for RankBrain:
- Parent topic: Look for parent keyword phrases and then include similar terms throughout the content on the same page rather than creating a single page for each keyword phrase.
- Click-through rates: Write compelling titles and meta descriptions to capture a click-through.
- Contact info: Avoid using your contact info (phone number, email) in titles and meta descriptions: this can discourage a click-through, as the searcher already has the information that they need without ever visiting your site. If Google sees that searchers don't click through to a given result, Google may serve it less frequently.
- Dwell time: Don't neglect dwell time (i.e., the amount of time that a visitor spends on a given page). You can improve dwell time through long-form content, audio and video features, and user-friendly formatting.
Ranking Factor #4: On-Page SEO
On-page SEO is the practice of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. It involves both content and the HTML source code of a page (unlike off-page SEO, which deals with links and other external signals). We'll deal more with keyword research in our next chapter. However, for now, in light of what we've already discussed, your main takeaway should be that keyword stuffing will get you nowhere; focus on high-quality content. In addition to content quality, we'll briefly mention some of the other elements of on-page and technical SEO that you'll need to look out for.
- Internal Links: These links connect different pages within the same domain, helping to establish a hierarchy of information and enabling users to navigate more intuitively. For search engines, internal links aid in discovering new pages and understanding the website's structure, improving indexing efficiency. Strategically using internal links can boost SEO performance by distributing page authority throughout the site, which signals to search engines like Google the relevance and value of certain pages over others.
- Meta Tags and URLs: Each page should have a unique title tag and meta description that includes relevant keywords. These elements are displayed in search results and can significantly impact click-through rates. Ensure they are compelling and accurately describe the content of the page.
- SEO-Friendly URLs: Use clear, descriptive URLs that include target keywords for your pages. This not only improves user experience but also helps search engines understand the content of your pages. For example, a blog post with the title and H1 "How to Find a Personal Injury Lawyer in Florida" might have the URL "/find-personal-injury-lawyer-florida/."
- Technical Elements: Use relevant images to complement your text and enhance engagement. Optimize images by using descriptive file names and alt tags and compressing them to speed up page loading times. Depending on how your WordPress site is set up, there may be some plugins that can do this automatically for you. The file names, alt text, and captions you use will all play small roles in generating an accurate idea for Google of what your website is about and what information it's trying to convey.
Implementing schema markup (structured data) can help search engines better understand the content of your pages and provide rich snippets in search results, potentially increasing visibility and click-through rates.
Ranking Factor #5: Local SEO
Going back to our earlier example, user intent will greatly determine how important local and hyperlocal results are to a user's search intent. If your law firm operates exclusively in a few niche locations, you're going to find that dominating your local market will involve a lot of strategies tailored to these areas.
However, even if you're a nationwide firm, that doesn't mean that you can leave local SEO out of your manual. Many larger-scale law firms effectively use market research to hone in on areas where their services are most in demand. Or, if your practice has several brick-and-mortar offices in a variety of geographic locations, you might choose to create a content strategy that's tailored to each one while making the static pages of your website broader in appeal. Regardless of your clientele goals, improving your local Google ranking will likely form some part of your overall content strategy. We'll go into this in more detail in Chapter 7, but for now, here are some of the basic goals to keep in mind.
- Optimize Your Website for Local Keywords: Include location-based keywords in your website’s content, meta titles, and descriptions. This helps search engines understand where your firm operates and match you with local searches.
- Create Local Content: Publishing content that discusses local news, events, or laws can increase your relevancy in local search results. Additionally, it shows your client base that you are invested in what's happening in your community and can add another layer of trust to the attorney-client relationship. Consider maintaining a blog where you can regularly post such content.
- Local Link Building: While high-quality backlinks from "big fish" can go a long way toward building authority, don't overlook local link-building. Seek out opportunities to earn links from local organizations, such as chambers of commerce, local legal associations, or community events your firm participates in or sponsors. These backlinks strengthen your local SEO and can make you more likely to appear in search rankings in your area.
- Leverage Local Structured Data Markup: Schema markup provides search engines with more detailed information about your law firm, including your location. This can help enhance your visibility in local search results and rich snippets.
Ranking Factor #6: Mobile Responsiveness
With nearly 60% of all web traffic coming from mobile devices, responsivity is not just a recommendation for law firms—it's a necessity. With Google's shift to mobile-first indexing, the mobile version of your website now serves as the baseline for how Google determines rankings. This means that a website's mobile-friendliness can significantly influence its visibility in search results.
Understanding Mobile-First Indexing
Think of your mobile site as the first impression you make on both Google and your potential clients. With mobile-first indexing, Google looks at your mobile site to understand and rank your content. This doesn't mean the desktop is out of the picture, but websites that provide a poor mobile experience may witness a decline in their SERP positions, affecting their visibility and ability to attract leads. Conversely, optimizing your site for mobile can enhance user experience and contribute positively to your website's ranking.
Focus on Content Consistency Across Devices
Make sure the content on your mobile site mirrors that of your desktop site. Google loves consistency, and so do its users! Ensure that text, images (including their alt attributes), and videos are the same on both versions. Consistency is key to maintaining your site's accessibility and search engine ranking.
Verify Both Versions in Google Search Console
If you have separate URL configurations for your mobile and desktop sites, it's a smart move to verify both versions in Google Search Console. This way, you can keep an eye on how each version is performing and stay on top of any issues that might arise.
Don’t Block Googlebot’s Access
Ensure that Googlebot can freely access and render your mobile site’s content. Sometimes, mobile sites block certain resources, which can hinder Google’s ability to understand and rank your site. Keep those doors open for Googlebot!
Pay Attention to Visual Content and Placement
Visuals matter, especially on mobile. Ensure your website features a responsive design that automatically adjusts content layouts based on the user's screen size. Responsive design provides a seamless browsing experience across devices. Pay special attention to the placement of important visual content and interactive elements. They should be easily viewable and accessible on mobile devices, ensuring users can engage with your content without any hiccups.
Ranking Factor #7: PageSpeed Insights
Have you ever clicked on a website, waited a few seconds for it to load, and then just gave up? We've all been there. That split-second decision is exactly why site speed is still relevant.
Is Page Speed Still a Ranking Factor?
In the past, both web devs and SEO analysts alike have spent a lot of time debating how relevant speed indexing is as a ranking factor. Several years ago, the evidence suggested that speed was considered part of the search algorithm, generating a lot of discourse around just how much attention we should be paying to load times and other metrics.
Google has since revised its language around this topic, grouping PageSpeed Insights under "page experience," which includes core web vitals in addition to several other criteria. While having the fastest speed index isn't necessarily going to help you surpass top competitors in search engine results pages, it is crucial to make sure that users have the best possible experience navigating your site and lowering your bounce rate (i.e., keeping conversions high). Hopefully, you're already using Google Analytics to track how users interact with your site. Google's Lighthouse Speed Index is another tool you should be familiar with to look at everything from core web vitals to accessibility scores.
Using Lighthouse to Analyze Core Web Vitals
Lighthouse is an automated tool developed by Google to help improve the quality of web pages. It does this by auditing your site for performance, accessibility, progressive web apps, SEO, and more. You can run Lighthouse in several ways, including as a Chrome Extension, from the Chrome DevTools, and as a Node module.
- Score Ranges: Lighthouse scores range from 0 to 100. A higher score indicates better performance. Scores are color-coded—Green (good), Orange (needs improvement), and Red (poor).
- Performance Metrics: Pay special attention to metrics like ‘First Contentful Paint’, ‘Speed Index’, ‘Time to Interactive’, and other performance-related metrics. These give you direct insights into what's affecting your website's load time.
- Opportunities & Diagnostics: Lighthouse not only points out what's slowing your site down but also provides suggestions on how to fix these issues. Opportunities might include suggestions like minimizing main-thread work or properly sizing images.
Fixing the Most Common Lighthouse Errors
- Optimize Your Images: Large, high-resolution images can be culprits in slowing down your site. Compress and optimize your images for the web without compromising quality. Tools like TinyPNG or ImageOptim can be real lifesavers here.
- Minimize Your Code: Bulky code can weigh down your site. Minify CSS, JavaScript, and HTML by removing unnecessary characters without altering the functionality.
- Leverage Browser Caching: Browsers can cache a lot of information so that when a visitor comes back to your site, the browser doesn't have to reload the entire page. Use this to your advantage to improve loading times for repeat visitors.
- Reduce Redirects: Each time a page redirects to another page, your visitor faces additional waiting time for the HTTP request-response cycle to complete. Keep redirects to a minimum to keep things speedy.
- Upgrade Your Hosting Plan: Sometimes, the solution is as simple as upgrading your hosting plan. More resources mean more speed, especially during peak traffic times.
