SEO (Search Engine Optimization), sometimes called organic or natural positioning, aims to maximize a website’s visibility in search engines, with Google being the most relevant search engine globally. These tasks can be completed externally by constructing inbound links and social signals (off-page SEO) or internally by improving internal code or content (on-page SEO).
SEO strategies are intended to improve the position of the website in the ranking of results pages, called SERPs, for relevant keywords that attract the attention of potential customers and thus access the funnel or sales funnel.
SEO positioning is unquestionably one of the most crucial digital marketing tactics because it enables you to raise visibility and boost the number of visitors from search engines (organic traffic). Conversely, SEO means more chances to turn leads into paying clients.
But what signals does Google take into account to index and classify a website in its SERPs? The answer may surprise you: more than 200. And the most “fun” thing is that these positioning factors constantly evolve.
Google’s goal is to offer the most helpful response to user searches, and to achieve this, it’s algorithm is constantly learning. For this reason, SEO experts must be aware of the latest algorithm updates to continue competing for the top positions in the search engine.
What are the crucial factors of SEO?
As we have announced, Google values more than 200 signals to classify a website in its ranking results. However, we can identify the three most relevant positioning factors in 2024.
Content
Content is the pillar on which SEO is based. Without content, a website cannot rank high on search engines. For content to be effective, it must be relevant, valuable, and exciting for the user, responding to their search intention. In addition, quality content generates links naturally and encourages users to share them, increasing social signals.
When creating the content, it is necessary to consider the keywords, the terms the user types or pronounces in the search engine, to obtain their answers. “Italian restaurant in Madrid” would be an example of a keyword.
A keyword study is the basis of content creation since, without it, we would walk blind. Once the keywords are identified, placing them strategically on the website, such as the H1 and H2 headings, the URL, or the Title meta tag, is necessary.
User experience
The user experience is related to Rank brain, the machine learning algorithm based on Artificial Intelligence that Google uses to help sort and improve search results.
Google is making daily progress to understand search intent better and adapt results accordingly. The website that provides the most helpful response and has the best possible web structure will be preferred by users and, consequently, by Google, which will elevate its ranking.
Statistics such as click rate, bounce rate, or time spent on a page can help us know user satisfaction with a website. Likewise, if the user experience is good, the visitor will likely be encouraged to leave a comment positively rating the content or share it on their social networks, enhancing the website’s relevance to Google.
Performance
A website’s performance is critical to SEO positioning since, if it is optimal, the user experience increases. In this sense, loading speed becomes essential. Users wait an average of 5 seconds for a website to load. If you don’t do it within that time, they leave the page searching for another result.

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