SEO Ranking Factors 2017: What's Important and What's Not

Understanding the 2017 Ranking Factor Landscape

The search landscape in 2017 represented a maturation of Google's ranking capabilities. Gone were the days when keyword stuffing and backlink quantity alone could propel a page to the top positions. Google's algorithm had evolved to understand user intent, content quality, and website authority in increasingly sophisticated ways.

Understanding which factors actually influence rankings--and which are merely SEO myths--became crucial for anyone serious about organic search success. The SEMRush 2017 study, analyzing 600,000 search queries across various volumes and industries, provided some of the most comprehensive data available on this topic.

What This Guide Covers

• Authority signals and how backlinks continue to influence rankings
• Content factors including length, quality, and keyword usage
• Technical elements such as HTTPS, page speed, and mobile optimization
• User behavior signals that indicate content relevance
• On-page elements and their actual impact on rankings
• What doesn't matter as much as you might think

Authority Signals: Backlinks and Referring Domains

Backlinks remained one of the most significant ranking factors in 2017, though their importance had evolved from simple quantity to quality and diversity. Google's algorithm had become sophisticated enough to distinguish between natural editorial links and manipulative link schemes.

The Referring Domain Effect

One of the most significant findings from the 2017 SEMRush study was the strong correlation between a website's number of referring domains and its search engine rankings. The data revealed that websites ranking for high-volume keywords had approximately ten times more referring domains than those ranking for low-volume keywords. This finding underscored a critical point: diversity of backlinks matters as much as--or more than--the raw number of links. A website with backlinks from 500 unique domains likely outranked one with 5,000 links from a smaller set of sources.

Quality Over Quantity

By 2017, Google's ability to assess link quality had reached sophisticated levels. Links from authoritative, relevant websites carried significantly more weight than links from low-quality directories or link farms. The algorithm could evaluate the topical relevance of linking pages and the overall link profile's naturalness.

For websites competing for competitive keywords, building a diverse portfolio of high-quality backlinks from reputable domains became essential. This required content marketing strategies, public relations approaches, and relationship building rather than manipulative tactics. Our off-page SEO checklist provides detailed guidance on sustainable link building approaches.

Content Factors: Quality, Length, and Relevance

Content had firmly established itself as a cornerstone of SEO success by 2017. However, the relationship between content and rankings was more nuanced than simply writing longer articles. Google's algorithm had become adept at assessing content quality, relevance, and user value.

Content Length Correlation

The SEMRush study revealed a clear correlation between content length and search engine rankings. Higher-ranking pages tended to have more content than lower-ranking pages, with content length for pages ranking in positions 1-10 for high-volume terms typically falling between 600 and 800 words. However, the study also found that this relationship varied based on keyword characteristics. For long-tail keywords, content length showed an approximately 20% increase compared to short-head terms. This suggested that longer, more descriptive keywords required more comprehensive content to adequately address the search query.

Content Quality Signals

Beyond length, several quality signals influenced how Google evaluated content:

• Freshness: The recency of content publication or last update
• Uniqueness: Original analysis, data, or perspectives rather than rehashed information
• Comprehensive coverage: Addressing related topics and subtopics thoroughly
• Readability: Clear structure, proper formatting, and professional writing
• User engagement: How users interacted with the content once they arrived

These factors combined to create an assessment of whether content truly served user needs or merely existed to game search algorithms.

The User Intent Connection

One of the most significant developments in understanding content's role in SEO was the recognition of user intent. Google's algorithm had become increasingly skilled at understanding what users actually wanted when they typed a query--and matching that intent with relevant content.

Content optimized for informational intent needed to provide answers, explanations, or educational value. Content targeting commercial intent should help users evaluate options and make decisions. Transactional intent content needed to facilitate specific actions.

Content Strategy Recommendations

• Create comprehensive content that thoroughly addresses user queries
• Match content format and depth to the specific intent behind target keywords
• Prioritize quality and value over artificially inflated word counts
• Regularly update existing content to maintain freshness and accuracy
• Build topic clusters to demonstrate topical authority

Understanding user intent is foundational to effective keyword research, which helps identify the right queries to target for your content strategy.

Technical Implementation: HTTPS, Speed, and Mobile

By 2017, certain technical elements had transitioned from competitive advantages to absolute requirements. Websites lacking these basics found themselves at a significant disadvantage regardless of content quality or link profile.

HTTPS: From Recommendation to Requirement

Google had made security a public priority since announcing in 2014 that site security would be used as a ranking signal. By 2017, the impact of this factor had become clearly visible in search results.

The SEMRush study found that higher search volume keywords showed a greater percentage of HTTPS sites ranking across all positions. Positions in the top ten showed the steepest rise in HTTPS adoption, with over 70% of first-page results using secure connections for competitive keywords. As HTTPS adoption rates continued to increase, non-secure sites found it increasingly difficult to compete. Long-tail keywords still showed some opportunity for HTTP sites, but this gap was narrowing rapidly.

Page Speed as a Ranking Factor

Page speed had been confirmed as a ranking factor by Google, and its importance had only grown as users increasingly expected instant results. Slow-loading pages suffered from higher bounce rates, lower engagement, and reduced conversion rates--all of which sent negative signals to search engines.

Mobile-First Indexing

Google had announced its move toward mobile-first indexing, meaning the mobile version of a website would become the primary basis for indexing and ranking. For website owners, mobile optimization was no longer optional. Mobile-friendly design, responsive layouts, and touch-friendly navigation had become essential. Our technical SEO guide covers these fundamentals in detail.

On-Page Elements: Title Tags, Meta Descriptions, and Keyword Usage

On-page SEO had evolved significantly from the early days of keyword stuffing. By 2017, the industry had a much clearer understanding of which elements actually influenced rankings and which were merely best practices for user experience.

Title Tags: Still Critical

The SEMRush study provided clear data on title tag optimization. For high-volume keywords, approximately 70% of ranking pages included the target keyword in their title tag. This dropped to around 20% for low-volume keywords. The data suggested that while keyword inclusion in titles remained important, it was most critical for competitive, high-volume terms.

However, title tags served a dual purpose: they influenced both rankings and click-through rates in search results. A well-crafted title that accurately represented content while incorporating target keywords could improve both visibility and user engagement.

Meta Descriptions: Indirect Impact

Unlike title tags, meta descriptions did not directly influence search engine rankings. Google had confirmed this publicly years earlier, and the 2017 data supported this--the study found that less than 50% of pages ranking for high-volume keywords included the target keyword in their meta description. Despite not being a ranking factor, meta descriptions remained important for user experience. Well-written descriptions that accurately summarized content could improve click-through rates from search results.

Keyword Usage on Page

Pages ranking for short-head keywords tended to repeat target keywords more frequently than pages ranking for long-tail keywords. However, Google's semantic understanding meant that keyword themes were more effective than exact-match repetitions.

On-Page Optimization Checklist

• Include primary target keywords in title tags, preferably near the beginning
• Write compelling meta descriptions that accurately summarize content
• Use header tags (H1, H2, H3) to organize content and signal structure
• Incorporate related keywords and semantically related terms naturally
• Optimize images with descriptive alt text
• Ensure URLs are readable and include relevant keywords where appropriate

User Behavior Signals: What Engagement Tells Google

By 2017, Google had access to substantial data about how users interacted with search results and the websites they visited. While these signals weren't direct ranking factors, they provided valuable context that influenced how Google assessed content quality and relevance.

Click-Through Rate (CTR)

Pages with higher click-through rates from search results sent positive signals about their relevance to user queries. If a page consistently attracted clicks when shown in search results, it suggested that the page's title and meta description accurately represented its content.

Time on Page and Bounce Rate

Time on page and bounce rate provided signals about whether content met user expectations. Pages where users spent significant time suggested valuable, engaging content. High bounce rates could indicate that the page failed to satisfy the user's query.

User Behavior and Ranking Correlation

The SEMRush study found that pages ranking for high-volume keywords had two to three times more unique traffic than pages ranking for low-volume keywords. Pages with higher organic rankings consistently showed better user behavior metrics. This correlation suggested that Google could be using engagement signals as quality indicators, though the relationship was complex--high rankings led to more traffic, which influenced engagement metrics, creating a feedback loop.

Leveraging User Signals

• Write compelling, accurate titles and descriptions to improve CTR
• Create engaging content that encourages users to spend time on page
• Ensure pages quickly deliver on the promises made in search results
• Reduce bounce rates by matching content to user intent
• Monitor Google Search Console data for CTR and position trends

What Didn't Matter as Much

Understanding what doesn't matter was as important as knowing what does. Several factors that received significant attention in SEO discussions showed limited correlation with rankings in the 2017 data.

Meta Description Keyword Inclusion

As noted earlier, including keywords in meta descriptions had no significant impact on rankings. While important for click-through rates, meta description optimization should focus on user appeal rather than keyword inclusion.

Exact Keyword Domain Names

The SEO industry had long debated the value of exact-match domain names. By 2017, the data suggested that while exact-match domains could provide some advantage for low-competition terms, they offered no significant benefit for competitive keywords when other factors like content quality and backlinks were equal.

Keyword Density Obsession

The obsession with maintaining specific keyword density percentages had become outdated. Google's semantic understanding meant that related terms, natural language, and comprehensive coverage mattered more than hitting a target density percentage.

Social Signals

While social signals correlated with content visibility, the direct impact of social media metrics on search rankings remained minimal. Social platforms drove traffic and awareness, which could indirectly influence rankings through increased engagement and links, but likes and shares themselves weren't ranking factors.

Measuring What Matters: Tracking Your SEO Performance

Understanding ranking factors was only half the battle--knowing how to measure your performance against these factors was equally important.

Key Metrics to Monitor

For Authority Signals:

• Referring domain growth
• Backlink quality distribution
• Link acquisition rate

For Content Factors:

• Content length trends
• Keyword coverage
• Content freshness scores

For Technical Factors:

• Core Web Vitals scores
• HTTPS implementation status
• Mobile usability scores

For User Behavior:

• CTR from search results
• Time on page
• Bounce rates

Tools and Approaches

Google Search Console provides valuable data on search performance, including CTR, positions, and click data. Google Analytics offers insights into user behavior, traffic patterns, and conversion metrics. Third-party tools like SEMrush, Ahrefs, and Moz provide backlink analysis, keyword tracking, and competitive research capabilities.

Building Your SEO Strategy: Applying the 2017 Findings

The 2017 ranking factor research provided clear direction for building an effective SEO strategy. Rather than chasing individual factors, the most successful approaches addressed multiple elements holistically.

Priority Framework

1. Technical Fundamentals (Priority 1): HTTPS and mobile optimization are non-negotiable requirements
2. Content Quality (Priority 2): Content remains the foundation of SEO success
3. Authority Building (Priority 3): Natural link acquisition as a long-term investment
4. On-Page Optimization (Priority 4): Support content and technical improvements

Avoiding Common Pitfalls

• Don't over-optimize on individual ranking factors at the expense of overall user experience
• Don't chase ranking factors that showed limited correlation with actual rankings
• Don't neglect technical fundamentals in favor of content or link building
• Don't expect immediate results--ranking improvements typically required sustained effort over months

Long-Term Perspective

The ranking factor research consistently showed that sustainable SEO practices outperformed tactical shortcuts. Building genuine authority through valuable content and legitimate relationships provided more durable results than manipulative tactics that risked penalties.

Conclusion: What the Data Tells Us

The 2017 SEO ranking factor research confirmed several important principles that remain relevant:

• Authority signals through backlinks and referring domains continued to carry significant weight
• Content quality, length, and relevance were fundamental to ranking success
• Technical implementation including HTTPS and mobile optimization had become table stakes
• User behavior signals provided valuable quality indicators even if not direct ranking factors

Perhaps most importantly, the research reinforced that SEO success required a holistic approach. Individual ranking factors interacted with each other, and the most effective strategies addressed multiple elements simultaneously. Technical excellence without quality content would struggle to compete. Great content without technical foundations would fail to be indexed properly. Authority without relevance would target the wrong queries.

For SEO practitioners, the message was clear: focus on creating genuinely valuable content that serves user needs, build technical foundations that enable discovery and engagement, earn authority through legitimate means, and measure progress through multiple metrics rather than any single indicator.

Sources

1. SEMRush Ranking Factors 2017 Study
2. Search Engine Land: SEO Ranking Factors 2017
3. Stratabeat: SEMRush 2017 SEO Ranking Factors
4. Moz: Beginner's Guide to SEO