What affects a site's ranking position in search results?

A site's position in search results is affected by a combination of content, technical condition, authority, and user behavior.

Here are the main groups of factors:

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#1. Content quality and relevance

• Presence of keywords in headings, text, meta tags
• Completeness of the answer to the user's query
• Uniqueness and absence of duplication
• Structure: subheadings, lists, tables
• Freshness: how up to date and regularly updated the content is

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#2. Technical optimization

• Loading speed (especially LCP from Core Web Vitals)
• Mobile responsiveness
• Absence of technical errors (404, redirect loops, etc.)
• A well-organized site structure and sitemap.xml
• No blocks in robots.txt and correct canonical tags

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#3. External factors (authority)

• Number and quality of links from other sites
• Domain reputation and trust
• Mentions in media, social networks, forums
• Match with the query's geography (for a local business)

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#4. Behavioral signals

• CTR (whether people click the link in search results)
• Bounce rate (whether they leave right away)
• Time on page and view depth
• Repeat visits

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#5. E-E-A-T (from Google)

• Experience - the author's personal experience
• Expertise - the expertise of the content
• Authoritativeness - the site's authority
• Trustworthiness - reliability and safety

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Conclusion: A site's position is the result of a multi-layered evaluation. Keywords alone are not enough. The site needs to be useful, fast, safe, trustworthy, and it needs to honestly hold the user's attention.