What's a "ranking factor" you've quietly stopped believing in, even though it's still on every checklist?

Everyone lists it, almost nobody can prove it still moves the needle. What's yours?
i would go with keyword density. i used to look at the percent and ensure that my keyword is in there a certain amount of times. but with more work experience i realized that i do not have to look at the exact amount of keywords. all i need to do is write about the topic in the way that fits the search inttent nd everything will be fine.
 
Everyone lists it, almost nobody can prove it still moves the needle. What's yours?
I’d say keyword density. It’s still on plenty of old SEO checklists, but forcing a keyword to hit some specific percentage doesn’t make much sense anymore.

Relevance and covering the topic properly matter more.
 
EMD. It still feels lost.
 
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