Based on this very old article on the ranking factors that Google uses, I thought it was due an update and an order to the top 100 ranking factors that you need to worry about. To be clear, this list is based on the order of things we would worry about with a new site we were asked to optimise. It basically ranks the factors from easiest to deal with right now, through the things you need to think about in the medium term to the least important thing you should worry about.
- Server reliability / uptime. More uptime is good. Google will crawl your site regularly to check.
- Site age. The older the domain, the better.
- Site top level domain. .com>.info. local domains are better than .com
- Keyword accuracy in the domain.More succinct and accurate the better
- Brand term in domain name. You score more points long term by having a brand
- Geo-targeting settings in Google Webmaster Tools
- URL structure (pretty URLS). Go for /blog/something/pretty rather than /index.aspx?something=312312
- HTML errors. Less errors are better. Test regularly
- Webpage structure (reviews, comments etc are better)
- Website accessibility (mobile, alt text etc). Google sorts results for browser
- Is your content shared on Google+
- Does the business have a Google+ page?
- Does your website have location based information?
- Are you using rich snippets for author information?
- Use of canonical URLs.
- Website Robots.txt file content
- Overall site size (number of pages). More is better
- Overall site update frequency. More is better
- Amount of content (text versus HTML);
- Unlinked content density (links versus text);
- Content topicality / newness. Recency of posting is tracked
- Has a user recently visited you? Then you will rank well on their browser
- Content variety (videos, images, documents)
- Content variety images sizes, content sizes
- Word Variance (ie no keyword stuffing)
- How often the listing is clicked within the SERPs. You can’t control this, but your page description should be interesting enough to encourage people to click.
- Phrase Based relevance (3 + 4 word combination variance)
- Banned keywords usage
- Rampant mis-spelling of words, bad grammar, and 10,000 word screeds without punctuation;
- Number of internal links to page;
- Number of internal links to page from content (instead of navigation bar, breadcrumbs, etc);
- Age of the site since it was first discovered by Google
- XML Sitemap
- Link profile diversity. Get links from a range of sites using a range of anchor text.
- On-page trust flags (Contact info Privacy policy, TOS, and similar);
- Page meta Robots tags;
- Content duplication across site. Avoid it at all costs
- Page load time. Reduce this by using images that are appropriate for the web
- Keywords in the title of a page;
- Keywords in the beginning of page title;
- Keywords in Alt tags;
- Keywords in anchor text of internal links (internal anchor text);
- Keywords in bold and italic text
- Keywords in the beginning of the body text;
- Keywords in body text;
- Keyword synonyms relating to theme of page/site;
- Keywords in filenames;
- Keywords in URL;
- Number of outbound links
- Quality of pages the site links in
- Links to bad neighbourhoods
- Relevancy of outbound links
- Relevancy of sites linking in;
- Relevancy of pages linking in;
- Quality of sites linking in;
- Quality of web page linking in;
- Backlinks from the same groups of sites
- Anchor text diversity
- Different IP addresses of linking sites
- Geographical diversity
- Backlinks from bad neighborhoods
- Reciprocal links ratio.
- Social media links ratio. Reddit.com etc have very good value for good content
- Backlinks trends and patterns. Sudden spikes in backlinks of one class are bad.
- Citations in Wikipedia and Dmoz;
- Business citations in yellow pages.
- Backlink profile historical records (ever caught for link buying/selling, etc);
- Backlinks from social bookmarking sites
- Authority of TLD of link
- Authority of a domain linking in
- Authority of a page linking in
- Location of a link
- Anchor text of a link
- Title attribute of a link
- Content around link
- Volume of content around link
- Bounce rate of site
- Vistor Bounces and then blocks your website
- Keyword over usage / Keyword stuffing
- Link buying flag
- Link selling flag
- Spamming records (comment, forums, other link spam)
- Cloaking
- Hidden Text
- Duplicate Content (external duplication)
- History of past penalties for this domain
- Past hackers’ attacks records
- Malicious content (possibly added by hackers). Make sure your site is protected from hackers.
- Registration with Google Webmaster Tools;
- System update (esp. WordPress). Keep your software up to date
- Google Places registration.
- Google Places authority citations