First Page Sage began conducting a continuous study of Google’s algorithm 15 years ago, publishing its results publicly. As the largest SEO firm in the US, it has a sizable data set on which to base its understanding of the factors that comprise Google’s search algorithm.
Below is the Q1 2025 update, along with a description of each factor and a summary of changes from the past year.
The 2025 Google Algorithm Ranking Factors
| Factor | Weight |
| Consistent Publication of Satisfying Content | 23% ▲ |
| Keyword in Meta Title Tag | 14% ▼ |
| Backlinks | 13% |
| Niche Expertise | 13% |
| Searcher Engagement | 12% ▲ |
| Freshness | 6% |
| Mobile-Friendly / Mobile-First Website | 5% |
| Trustworthiness | 4% |
| Link Distribution Diversity | 3% |
| Page Speed | 3% |
| Site Security / SSL Certificate | 2% |
| Internal Links | 1% ▼ |
| Keyword in Meta Description Tags + 23 Other Factors | 1% |
Q1 2025 Updates to Google’s Algorithm
The updates and changes Google made to its algorithm as of Q1 2025 are as follows:
- Searcher engagement held as the fifth most important factor in Google’s algorithm in Q1 2025, increasing from 11% to 12% and remaining in the echelon of core factors like Backlinks and Keyword in Title Tags. This factor has increased each of the last three years, so it’s clear that creating the most fulfilling response to the searcher’s intent—both express and implied—should be the primary focus of content creators. SEOs have recently begun using the phrase “average is the new bad,” which speaks to the state of content in the age of generative AI, where anyone can create decent-to-good content. As a result, fewer websites are publishing content that merits a visitor reading every word on the page—which is the only type of content Google seeks to reward with the #1 spot.
- Link Distribution Diversity was revealed in the May 2024 Google API documents leak to be more important than we previously believed. While we had it listed as making up <1% of the algorithm, we now believe it makes up 3%. (See below for a description of this factor.)
- Freshness vaulted from the “Other” category, making up <1% of the algorithm, to become the 6th biggest factor in the algorithm at 6%. In the last three quarters, our data shows that website pages that update at least once per year gain an average of 4.6 positions in the SERPs versus pages that haven’t been updated. There is likely an even greater benefit to updating quarterly or monthly.
- Backlinks dropped two points (15% → 13%) in 2024 and remained there as of Q1 2025, highlighting that the factor which, at one point, made up more than 50% of the algorithm, still matters, albeit far less than it used to. As the third weightiest algorithm factor, backlinks still matter a lot, but represent an era when Google’s AI wasn’t sophisticated enough to evaluate the quality and trustworthiness of web content on its own and needed other websites to do the job. It has ceded its ground to the relatively newer factors of Niche Expertise and Trustworthiness. While the concept of judging a page’s trustworthiness based on links from other websites—a relative of the academic citation system—will always be relevant, it may never increase in importance within the algorithm.
- Niche Expertise held steady at 13%, continuing to underscore the importance of organizing content around pillars, one of the most important SEO strategies to have emerged over the last decade. Hub and Spoke SEO is the practice of creating high-level pages targeting major keywords that link to a cluster of secondary pages targeting closely-related keywords.
- Keyword in Meta Title Tag decreased slightly in importance in 2025 (15% → 14%), continuing Google’s looser definition of what makes words different, which they first adopted in Q1 2023. Whereas the difference between “buy webcam” and “buy webcams” used to be noticeable, it is less so now. Regardless of its weight in the algorithm, this factor remains a prerequisite to ranking in the first place.
- The #1 factor in Google’s algorithm remains Consistent Publication of Satisfying Content. Google continues to reward consistent producers of helpful information, giving these websites quicker indexing and higher rankings. An additional element that became apparent following a December 2024 data exploit is that Google’s algorithm takes search type into consideration the type of search—e.g. Yes/No, Comparison, Short Fact, among others—and adjusts the definition of satisfying content accordingly. More good content also means a greater opportunity to attract backlinks, another major factor in the accrual of Google Trust.
- Internal links continued to decline in importance in 2025, dropping to 1% of Google’s algorithm. While Google Trust continues to be passed amongst pages of your website, it is less of a signal to Google than it was in years past.
- Schema Markup / Structured Data, Keyword in Header Tags and Keyword in URL have diminished in importance in 2025, relegated to the group of 23 factors that make up only 1% of the algorithm all together.
When reading this report, note that certain factors such as Keyword in Meta Titles remain prerequisites for ranking. Optimizing your site for these factors will only improve your rankings commensurate with the factor’s algorithm weight; however, Google will disproportionately penalize your site for falling below a minimum threshold. These factors are: Keyword in Meta Titles, Searcher Engagement, Trustworthiness, Mobile-Friendliness, and Page Speed.
| NOTE: AI Overviews in Search rolled out in May 2024, yet it has had little impact on Google’s search algorithm. Its primary effect has been on how far down the search results get pushed, primarily for basic informational searches (e.g. “what is functional medicine” or “difference between UI and UX”). As of the publication date of this report, AI Overviews have also been poorly received by users. For more, see our recent article on how generative AI impacts SEO, as well as our report on generative AI chatbot market share. |
The 2025 Google Algorithm Ranking Factors, Explained
Consistent Publication of Satisfying Content
It’s been seven years since satisfying content surpassed backlinks as the top factor in Google’s search algorithm. The past year confirmed without a doubt that Google tests newly-published content to see if it responds well to the search intent of the keyword. If the searchers’ behavior indicates that they’re getting their intent satisfied through the page’s content, it is promoted. As a general rule, Google’s AI prizes high quality content produced at least twice per week.
Keyword in Meta Title Tag
Inserting the keywords your page is targeting into its meta title tag has been essential to ranking since the late 1990s. While this fact is obvious to any experienced SEO marketer, keyword strategy is a rigorous intellectual task that can easily take 20-30 minutes per page. It’s also worth noting that the placement and concentration of keywords within a title tag are important. Ideally, your title tag would contain only your targeted keyword; but in reality, adding articles and adjectives around it are important for readability.
Backlinks
Backlinks were the original foundation of Google’s algorithm, as laid out in the research paper that founded Google. However, in 2018, they began to lose ground to the two factors above: Consistent Publication of Satisfying Content and Keyword in Meta Title Tag. While backlinks are still a major factor in Google’s decision of where to rank a website in its search results, content quality should be your primary focus as it attracts links organically while simultaneously being the most important ranking factor in and of itself.
Niche Expertise
In mid-2017, Google began favoring websites that it perceives as niche experts. In this context, being a niche expert means having a cluster of 10+ authoritative pages revolving around the same “hub” keyword. For example, the keyword “crm software” could be the hub keyword for a CRM company that has industry landing pages targeting “crm software for small business” “crm software for real estate” and “crm software for manufacturing”; and FAQ landing pages targeting “crm software pricing” “crm software advantages” and “best crm software 2024”. The consistency of the hub keyword across the pages of the website creates a kind of magnetism: the site attracts traffic from any Google search containing the hub keyword.
Searcher Engagement
The biggest change to Google’s algorithm in the last six years is the increased importance of Searcher Engagement, which was integrated into the ranking algorithm in 2016. Google used to be wary of giving weight to an on-site factor that could be easily manipulated by site owners. But Google’s increasingly-sophisticated technology—borrowed from the click fraud detection side of its advertising business—has made searcher engagement a sizable part of its algorithm.
Searcher engagement is related to the #1 overall factor, Consistent Publication of Satisfying Content. Engagement, which combines bounce rate, time on page, and pages per session, is a good indicator of the content’s quality. Keep in mind, however, that searches have different intents behind them, some of which indicate that the searcher wants to quickly look up a piece of information; more is not always better.
In 2022, Google reconfirmed its commitment to Searcher Engagement with its Helpfulness algorithm update.
Freshness
Content recency has always been a minor factor in Google’s algorithm, but was only prioritized for news-focused articles until Q2 2023. At that time, our team observed that even articles targeting transactional keywords (e.g. “top software development firms”) ranked higher when they had a newer date of publication. We quickly saw this change across all our client industries, on all keywords except the most research-oriented (e.g. “what is photosynthesis?”). For more on freshness-centric SEO, see our article on the Corpus of Content strategy.
Mobile-Friendly / Mobile-First Website
If you want to reach visitors in 2025, your site needs to be easy to navigate on mobile phones and tablets. The standard used to be “mobile friendliness,” but Google has shifted to a mobile-first world, meaning it expects mobile visitors to be the primary target of your web design. Ideally, a desktop version of your website shouldn’t even exist. The site should look exactly the same on mobile and desktop: the layout should be fairly simple and the site navigation optimized for a mobile user experience.
Trustworthiness
In the past three years, Google increased its scrutiny of content to ensure users aren’t encountering misinformation or disinformation. Examples of its efforts include its Your Money, Your Life algorithm update and its joint patent with IBM on detecting factual information in a document. To optimize for this new factor, ensure that your content is free of provably false claims and contains citations from academic, government, or other trustworthy sources.
Internal Links
Google put much greater emphasis on this factor, which is often discussed alongside hubs, in 2017. The greater the concentration of pages with the same keyword in their title tags, the higher the site will rank for that keyword, as long as there are internal links connecting them. Publishing 25 articles on different aspects of a subject and linking all of them back to one authoritative page would be a powerful expression of that page’s value, and would confer higher ranking ability onto that page.
Link Distribution Diversity
When not just one or two, but multiple pages on a website have backlinks pointing to them, it signals to Google that the site is providing a more well-rounded educational experience for its audience. Sites with a wide distribution of pages with inbound links have a greater ability to rank. This factor has existed for 10+ years, but was highlighted in the May 2024 Google API data leak as more important than previously believed.
Page Speed
Google has always tried to prioritize user experience above all else, hence its investment in thousands of datacenters around the world so that it can serve search results in milliseconds. Your site should take a page from Google’s book and focus on site speed. You want pages to load as quickly as possible. With each additional second it takes for your site to load, ranking ability is lost. You can test your page speed on Google’s free PageSpeed Insights tool.
Site Security / SSL Certificate
As the web has become more central in our lives, hackers have become more sophisticated. Google’s nightmare would be serving up sites that are harmful to its searchers. At the end of 2017, Google began flagging sites as unsafe when they lack or have improperly configured SSL certificates (indicated by the “s” at the end of “https”)—and diminishing their ranking ability accordingly. An SSL certificate is usually free and can be obtained from your registrar quite easily.
Keyword in Meta Description Tags + 23 Other Factors
There are 23 other factors that our team has found to make some difference in a website and/or page’s ability to rank – for example, schema markup / structured data, placing the target keyword in meta title tag and header tags, offsite mentions of your brand, keyword in URL, and anchor text keyword density. Although a website that is battling a competitor to move from the #2 spot to the #1 should be looking at every opportunity to improve, the majority of marketers don’t need to think too hard about them.
Conclusion
In 2025, the complex algorithm that Google Search once maintained has settled into a shorter list of factors that require attention but not obsession. Owing to its continued eradication of low-quality SEO—an effort that first took shape in 2009 and is now all but complete—Google is much better able to fulfill its mission of creating the best possible search experience for its users by serving those users fast, relevant, and high-quality search results. What this means for marketers is that you must have proper strategy guiding your SEO efforts, with each page targeting a different keyword that a prospect for your business would search. Each page should be the best treatment of the subject you can possibly deliver. From there, links, engagement, trustworthiness, and other important algorithm factors should organically accrue in your favor.
