In 2013, I wrote an article about improving Google page rank that outlined the best practices of the time. Over a decade later, while some fundamental principles remain, Google’s algorithm has evolved significantly. This updated guide reflects current SEO strategies that actually work in 2025.
The Evolution of Google’s Ranking Factors
Google’s ranking algorithm has become increasingly sophisticated since 2013. Today, it focuses more on user experience, content quality, and technical performance rather than just keywords and backlinks. Let’s explore the most critical factors that impact your page rank in 2025.
High-Quality Content: Still King But With Higher Standards
Content remains the foundation of good rankings, but Google’s definition of “quality” has become more nuanced. Modern content needs to:
- Address search intent – Understand not just what users are searching for but why they’re searching
- Provide comprehensive information – Cover topics thoroughly with depth and expertise
- Offer original insights – Add unique perspectives rather than rehashing existing content
- Maintain freshness – Update regularly to reflect current information
According to recent studies, websites that consistently publish helpful, satisfying content receive faster indexing and higher rankings. Google now emphasizes the importance of “helpful content” created primarily for people, not search engines.
For best results, implement a hub and spoke content strategy – create comprehensive main pages (hubs) targeting major keywords that link to related pages (spokes) covering more specific subtopics.
User Experience (UX) and Core Web Vitals
In 2025, user experience has become a dominant ranking factor. Google’s Core Web Vitals, introduced in 2021, remain essential metrics that measure:
- Loading performance (Largest Contentful Paint) – How quickly the main content loads
- Interactivity (First Input Delay) – How responsive your site is when users interact with it
- Visual stability (Cumulative Layout Shift) – How much elements move around as the page loads
Use PageSpeed Insights and Google Search Console to monitor these metrics. Sites with strong Core Web Vitals performance often outrank competitors with similar content but poorer user experience.
Mobile-First Indexing
While mobile optimization was emerging in 2013, it’s now absolutely essential. Google uses mobile-first indexing, meaning it primarily uses the mobile version of your site for ranking and indexing.
Your site must be:
- Responsive across all devices
- Fast-loading on mobile networks
- Easy to navigate with touch controls
- Free of intrusive interstitials (pop-ups) that obstruct content
Many SEO experts now recommend designing for mobile first and then adapting for desktop, rather than the reverse approach that was common in 2013.
E-E-A-T: The Trust Factor
Google now evaluates content based on E-E-A-T principles:
- Experience – First-hand experience with the topic
- Expertise – Knowledge and skills in the subject area
- Authoritativeness – Recognition as a trusted source
- Trustworthiness – Accuracy, transparency, and security
To improve your E-E-A-T signals:
- Include detailed author biographies highlighting credentials and expertise
- Cite reputable sources and research
- Update content regularly to maintain accuracy
- Showcase testimonials, reviews, and case studies
- Provide clear contact information and transparent policies
Technical SEO Fundamentals
Technical SEO has become more complex since 2013. These factors are now critical:
Site Security
HTTPS is no longer optional. Secure sites receive a ranking boost, and browsers prominently warn users about non-secure sites.
Schema Markup
Structured data helps Google understand your content and can result in rich snippets in search results. Implement schema markup for your content type (articles, products, events, etc.).
Core Web Vitals Optimization
Optimize images, minimize JavaScript, leverage browser caching, and eliminate render-blocking resources to improve your Core Web Vitals scores.
Crawlability
Ensure Google can efficiently crawl your site with a logical site structure, proper internal linking, and an updated XML sitemap.
Backlinks: Quality Over Quantity
While backlinks remain important, their evaluation has evolved dramatically since 2013:
- Relevance matters more – Links from sites in your industry carry more weight
- Authority is crucial – A few links from highly trusted sites outweigh many low-quality links
- Natural link profile – A diverse, natural-looking link profile prevents penalties
- Toxic link penalties – Manipulative link building tactics result in penalties
Focus on creating link-worthy content and building genuine relationships rather than acquiring links through shortcuts or schemes.
Content Structure and Readability
How you organize content has become increasingly important:
- Use clear, descriptive headings and subheadings (H1, H2, H3, etc.)
- Break up text with bullet points, numbered lists, and images
- Write concise paragraphs (3-4 sentences max)
- Include white space for visual breathing room
- Ensure content is accessible to all users, including those with disabilities
Tools like Hemingway Editor can help you improve readability.
Strategic Internal Linking
Internal linking has gained importance as a ranking factor. An effective internal linking strategy:
- Establishes content hierarchy
- Distributes page authority throughout your site
- Improves user navigation and reduces bounce rates
- Helps search engines discover and understand content relationships
Use descriptive anchor text that includes relevant keywords naturally. Regularly audit your internal links to identify and fix broken links.
Analytics and Continuous Improvement
SEO is no longer a “set it and forget it” activity. Implement robust analytics to continuously refine your strategy:
- Google Analytics 4 – Track user behavior, conversion paths, and engagement metrics
- Google Search Console – Monitor indexing, technical issues, and search performance
- Rank tracking tools – Monitor positioning for target keywords
- Heat mapping tools – Understand how users interact with your pages
Use these insights to identify underperforming content and optimization opportunities.
The Diminishing Role of Traditional Ranking Factors
Some factors that were critical in 2013 have diminished in importance:
- Exact keyword matching – Google’s semantic understanding makes exact matching less important
- Keyword density – Natural language is preferred over keyword-stuffed content
- Domain age – New sites with exceptional content can outrank older domains
- Social signals – Direct impact on rankings has decreased, though indirect benefits remain
Conclusion: SEO in 2025 Is About User Value
The evolution of Google’s algorithm since 2013 has consistently moved toward one north star: delivering maximum value to users. Technical tricks and shortcuts have given way to fundamentals like:
- Creating genuinely helpful, comprehensive content
- Providing an excellent, frictionless user experience
- Building legitimate authority and trust in your niche
- Ensuring technical excellence that supports content delivery
By focusing on these principles rather than chasing algorithm changes, you’ll build a sustainable foundation for long-term SEO success.
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This article builds upon our original 2013 guide to improving page rank. The SEO landscape has changed dramatically since then, and this updated guide reflects current best practices as of April 2025.