October 25, 2022

What are Google Ranking Factors and How Do They Impact SEO?

If you’re on the hunt for a digital marketing agency to help you with your SEO, you may have come across a lot of technical SEO jargon like ‘Google ranking factors’ and wonder what these technical terms mean – are they even important? At Wildcat Digital, we’re here to help you have a better understanding of SEO and its technical terms so that you can feel confident in hiring an SEO agency.

So, what are Google Ranking Factors? Google ranking factors are a range of requirements set by Google which evaluates the quality of web pages and determines a suitable rank on search results. Such factors include high-quality content, user experience, internal and external linking, and page speed among other factors.

Read on for more information about on-page and off-page Google ranking factors.

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What are Google Ranking Factors?

‘Ranking’ in SEO refers to where a web page sits on a search results page. The term ‘Ranking Factors’ refers to a criteria applied by Google to evaluate the quality of a web page and determine where it should rank on any relevant search. 

Whether you are focusing on on-page or off-page SEO, you must understand the ranking factors that influence this in order to see an improvement in your web page rankings over time. Of course, you could always get in touch with the SEO experts at Wildcat Digital for a little help with this. Our team of experienced content writers are aware of the wide variety of ranking factors and are always looking for ways to improve the quality of content we provide. 

How Many On-Page Google Search Ranking Factors are There?

It is estimated that Google uses over 200 SEO ranking factors in their algorithm. Some factors have more impact on rankings than others, however all suspected ranking factors should have a positive impact in some way – whether that’s on web page rankings or general user experience. Below we explain what are thought to be some of the most important Google ranking factors. 

The most important Google ranking factors include:

Relevant, High Quality Content

Not all content is quality content and valuable to your website. In order to be valuable it needs to be well written, well structured and be relevant. What’s more, in order to rank well, it should also contain a number of SEO factors such as good linking and appropriate use of keywords, among other things. 

Webpage Speed

Webpage speed measures how fast your content loads on your page. This is a huge way to enhance user experience and ultimately improves your customer conversion rates. What’s more, this is an important factor that Google assesses when evaluating web pages. 

User Friendliness

What makes a website user friendly? It’s about making it easy for your visitors to navigate around your site and easily find the information they require. Don’t forget, if your site is easy to navigate and user friendly, there is a increased chance this could contribute to an increase in conversions. 

Mobile Optimisation

According to recent reports, over half of consumer traffic to websites is through mobiles. Mobile optimisation is essential if you want your website to rank well and gain visitors, and for conversion.

Page Security

On-page SEO ultimately focuses on increasing traffic and authority of your web domain through high quality content and backlinks. Google encourages all sites to increase their page security when the traffic is led to a web page. In return, Google will reward sites with an SSL certificate, which then boosts a site’s search ranking.

Link Building

Link building is an SEO technique where you gain relevant backlinks to your website from high-authority external sites. These links are almost like a vote of confidence for your website, telling Google that your content is of high quality and is valuable to the reader, thus helping to influence rankings over time. 


Brand trust is extremely important. Your consumers, old, new or potential, look to trust your brand when choosing your brand’s products or service, instead of a competitor. Reviews are a way to build this trust. Reviews give your business the opportunity to boost its social appearance and reputation. What’s more, reviews are thought to be a key ranking factor for local SEO.

How Do Google Search Ranking Factors Impact SEO?

Google ranking factors can be thought of as guidelines for writing quality content and for creating user-friendly pages. When pages meet the criteria, there is an increased chance of your page ranking higher for relevant searches, although other factors, such as domain authority, can also have an impact here, both positive and negative. 

There is no guarantee that simply adhering to Google’s known ranking factors will have a positive, instant effect on web page rankings (SEO takes time!). However, it does ensure that your content will be of high quality, easy to read and digest, and be useful to your users, thus improving your chances of conversion for those that do reach your site. 

SEO Services at Wildcat Digital

If Google ranking factors are still causing head-scratching and concern, why not enlist the help of Wildcat Digital’s SEO experts? From landing pages to blogs, resources and a range of other content, our team will ensure that your content meets Google’s criteria, as well as being a great piece of content in its own right. 

We also offer PPC, Paid Social, and Web Design services for those looking to punch above their weight online.

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Wildcat Digital

Will Hitchmough


Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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