The 10 Biggest Factors That Matter Most in Website Ranking in
2025

The search landscape has shifted dramatically. Artificial
intelligence (AI) is now baked directly into search results,
and buyer intent—the real reasons people search—has become
the ultimate ranking signal. Below are the 10 biggest factors
influencing website ranking in 2025, with all acronyms
explained in plain English.

Optimize for Answers, Not Just Rankings (Generative Search
Is Here)
Google’s AI Overviews—sometimes called “AI Mode”—are
generative search experiences that show summarized answers at
the top of search results. Instead of just showing a list of
blue links, Google uses artificial intelligence (AI) to
generate a concise response to a query.
By March 2025, these AI Overviews appeared in about 13% of
search queries, up from 6.5% just a few months earlier. That
growth shows how quickly people are consuming answers instead
of clicking through to websites.
What this means for you:
• Focus on purchase-intent questions: “best [service] for
[use-case],” “cost of [service] in [city],” “X vs Y for
[problem].”
• Create summarizable content: a short “Too Long; Didn’t Read
(TL;DR)” section, bulleted lists, a comparison table, and a
simple chart.
• Make your content easy for Google’s generative AI to
summarize while still persuading buyers to click through.

Buyer Intent Is the New CTR Hack
CTR stands for Click-Through Rate, the percentage of people
who click your website link after seeing it in search results.
But CTR has become less important, because more than half of
all searches now end without a click—Google answers the
question inside the search results page itself.
In fact, in 2024, only about 360 out of every 1,000 Google
searches in the United States sent a click to the open web.
That means raw traffic is shrinking, but the quality of
traffic (people who actually want to buy) matters more than
ever.
What this means for you:
• Stop chasing traffic volume. Instead, chase intent-matched
demand (the people who actually want what you sell).
• Build content around the commercial journey: Problems →
Solutions → Comparisons → ROI (Return on Investment) → Offer.
• Add intent signals inside content—price ranges, buyer
checklists, timelines, and “who this is NOT for.” These
qualify prospects and improve conversions.

Speed and Responsiveness (INP) Now Truly Affect Outcomes
Google measures website speed with Core Web Vitals—a set of
metrics that track how fast and user-friendly a site feels. In
March 2024, Google replaced the older FID (First Input Delay)
metric with INP (Interaction to Next Paint).
• FID (First Input Delay): measured the time from when a user
first interacted with a page to when the browser responded.
• INP (Interaction to Next Paint): now measures the overall
responsiveness of a page, by tracking how long it takes for a
page to visually respond to interactions (like clicks or
typing).
If your site feels slow or clunky, both users and search
engines will notice—and you’ll lose rankings and leads.
Quick wins:
• Remove or delay unnecessary scripts (especially heavy
JavaScript).
• Compress images and “lazy load” content below the fold.
• Aim for an INP under 200 milliseconds (0.2 seconds) on key
pages like your homepage and service pages.

Helpful, Original, Experience-Rich Content (No More Scaled
Fluff)
Google’s March 2024 Core Update cracked down on several spammy
practices:
• Scaled content abuse: pumping out thousands of low-value AI
articles.
• Expired domain abuse: buying old domains and filling them
with junk content.
• Site reputation abuse: publishing low-quality guest posts on
high-authority sites.
The lesson: thin content no longer works. Originality, proof,
and experience win.
What works now:
• Share first-party data (your own numbers—conversion rates,
timelines, costs).
• Show real experience (photos, reviews, case studies, video
demos).
• Maintain entity clarity—consistent NAP (Name, Address,
Phone), clear authorship, and business details so both humans
and AI can trust you.

GEO (Generative Engine Optimization) Is Multi-Engine, Not
Just Google
SEO traditionally meant Search Engine Optimization. Now in
2025, we also need GEO—Generative Engine Optimization.
Buyers are researching on more than just Google. Tools like
ChatGPT, Perplexity AI, and Claude are being used to compare
options, check pricing, and get summaries. Your content must
be ready to appear in all generative engines, not just Google.
Practical steps:
• Publish clean, structured facts (FAQs = Frequently Asked
Questions, pricing tables, service outlines).
• Get off-site corroboration: reviews, quotes, and mentions on
third-party sites. Generative engines check multiple sources
before surfacing info.
• Use schema markup—structured code (Products, Services, FAQs,
Reviews) that makes your content machine-readable.

AI Is Both Your Distribution and Differentiation Layer
Consumers are slowly adopting AI assistants for shopping and
research. A YouGov survey in 2025 showed that about 14% of
U.S. adults had used an AI shopping assistant. That’s still
early, but enough to influence major buying decisions.
How to leverage AI:
• Use AI tools to map intent gaps (find missing pages for
different buyer stages).
• Let AI generate drafts of outlines, FAQs, and comparison
tables—then personalize with your data.
• Add lightweight chatbots or “AI assistants” on key pages
(pricing calculators, policy explainers) to turn curiosity
into leads.

Topical Authority Beats Scattershot Publishing
Google and AI engines prefer topical depth over scattered
articles. Becoming the “default answer” in your niche requires
covering the topic thoroughly.
Steps:
• Choose a commercial cluster (e.g., “roof replacement in
Dallas”).
• Build a pillar page with 6–10 supporting pieces—costs,
financing, timelines, insurance, comparisons.
• Link them together with clear, intent-based anchor text
(“Compare metal vs shingle roofs,” not just “Learn more”).

SERP Feature Strategy > Rank Envy
SERP stands for Search Engine Results Page. In 2025, it’s not
just about being “Rank #1.” You need to own the features
inside the SERP:
• People Also Ask (PAA): Direct, 40–60 word answers.
• Image Packs: Use descriptive filenames and alt text so your
visuals appear.
• Video Carousels: Add chapters with timestamps tied to buying
decisions.
• Local Pack: Keep reviews fresh, update services, add photos,
and manage Q&A.

E-E-A-T Signals You Can Control
Google uses E-E-A-T to evaluate trustworthiness:
• Experience: Show first-hand knowledge (photos, process
shots).
• Expertise: Cite standards, research, and data.
• Authoritativeness: Get mentioned by trusted publications,
associations, and universities.
• Trustworthiness: Be transparent—pricing, policies,
guarantees.

Conversion-First UX (Because Rankings Don’t Pay the Bills)
UX stands for User Experience. Even if you win rankings, only
conversions (sales, leads, sign-ups) pay the bills.
Action points:
• Place CTAs (Calls to Action) where users look (top-right on
desktop, mid-screen on mobile).
• Add decision accelerators like instant quotes, ROI
calculators, or “What to Expect” timelines.
• Use risk reversals (free trials, warranties, “not a fit if…”
statements) to close buyers faster and repel bad leads.

Final Word
Search in 2025 is less about chasing clicks and more about
becoming the clear, verifiable answer to buyer questions
across multiple AI platforms. If you master intent, publish
substance, and optimize for generative engines, you won’t just
rank—you’ll convert.

👉 Want to learn how to build websites that rank, rent, and
profit in this new era?
Check out my training here:
https://HowToRankAndRentWebsites.com