Who or what determines what position a URL is displayed in search engine results? In the background of specific searches search engines work with special algorithms, which evaluate websites by topic and relevance , and put together on the basis of this evaluation the optimal ranking of the results . Already in 2012 examined the provider of search and social analytics software that this assessment as well and created a summary of the most important "ranking factors " . Also 2013, searchmetrics explained to the so-called rank correlation coefficient and tested on a data base of March and June 2013, a total of 10,000 Keywordset of top search terms. Keyword links and domains are not a ranking factor anymore! The positive influence that had the existence of the keyword in the URL for years , and especially in the domain name is decreased significantly - the quality of the keywords in the URL / domain as a ranking factor is no longer present virtually in this form. This also affects the backlinks in the form of plain text keyword link. The time of the "hard keyword optimization " for left over. Google now puts much more emphasis on natural link profiles. Keyword hard links losing so much influence and can , for example, even detrimental when Google updates against bad links. This however does not mean , conversely , that the basic requirements about the existence of keywords that are obsolete. The placement of topics relevant terms is still a must - just not necessarily as prominent in the domain or URL . The implementation in the page title or the Description is as successful . Brands are the exception to all rules Google has implemented it very well, the factor " fire " the factor " keyword " decouple and both components relevant to separate from each other . On a large part of the front positions in the SERPs are brands - and sites that do not meet some of the most basic principles (often on-page factors ) indicated. Many correlations have here in the detail view partially distinct rashes on , for example, brands often have less text on the page , the keyword is often not in the title , and even more rarely sub-headings - and still position themselves in the first positions in the search results . This may be due among other things to the significantly better values â€‹â€‹for individual off page factors. Thus Brands reported more visible on the left of a better quality and were also much more social signal to unite as the URLs on the following places. Good content is always important, it comes to quality Another important ranking factor is the content , the meaning has been upgraded this year. Compared to last year show good rank URLs much more text and a higher number of integrations media (images, videos, etc.) . It is noticeable also that even a modest example, integration of advertising - even outside of AdSense - less negative impact ranking again as expected. The advantage is also a good internal link structure , interestingly enough , if, among other relevant for a given keyword URL of a domain with the exact same keyword is about internal links in addition to itself. The number of backlinks remains immensely important Unbroken since 2012 is the importance of the number of backlinks. This was followed in 2013 has changed little , the relevance of this factor has rather increased even more pages with more links have grown better. However, not only the quantity matters, but more and more the quality . The more natural the link profile , the greater the prospect of a positive ranking. For example, the portion of the no-follow links is increased , as well as the proportion of back links with a stop word or the number of words in the anchor text . Also takes influence the visibility of SEO Link Source . The more important the page is derived from the link , the more valuable is their link to their own page . Social signal continues to correlate very well with better rankings The tendency over the years has been very positive period of time - and thus confirms the trend that became evident as early as 2012 . Well positioned URLs have a high number of likes, shares , tweets and Google+, with particular URLs stand out on the top places of the search results with a very high mass of signals. This means on the one hand , that the activity on social networks continues to increase, on the other hand , that frequently shared content always correlate strongly with good rankings. Social signal directly influence the ranking or not, but mainly because the previous analyzes show that better URLs which are better in the SERPS on social signals have more than the worse positioned , the crucial question remains ? This question also went to search and social analytics experts and supplemented the analysis by some detailed analysis. Two identical content articles observed at two allied subjects , which were first published on the same domain ( in a neutral environment without a sitemap, links , comments , etc.) and - It was several weeks - with strict separation of and compliance with the neutral environment was then referred to specifically with social signals. The result is that even isolated seem to influence the ranking of URLs social signal.