In my previous blog, I discussed What is SEO? and SEO Glossary. Now let’s jump to Google’s important Ranking Factors.
After reading my previous blog you probably know that Google uses around 200 ranking factors in its search algorithm.
But what are those hacks? You might be wondering Well, our search stops here, join with me to discover the complete list of all important ranking factors.
Some have been proven, Some are not so much……and some are just pure nerd speculation. Thanks to all SEO gurus who contributed to it.
Anyway, here is the complete list.
Domain Related Ranking Factors
- Domain Age:
In Google, Webmasters video Matt Cutts state that ” The Difference between a domain that’s six months old versus one-year-old is really not that big at all” This means Google does consider Domain Age for ranking factors but it is not considered as a big factor for ranking.
Check out the full video on domain age here
- Domain Registration Age:
Long registration time is important to get trustworthiness from Google. The point behind is well-established site have old domain names means the site is well established.
And spammers register and drop domain quickly. So logically spamming site usually have newly registered domain names. But still domain age is hardly a powerful ranking factor opinions vary. But if you ask me I suggest you register for a domain which is at least 2 years old.
- Domain History
When you purchase any domain and it has relatively volatile ownership or has several drops then Google may “reset” site history with negative marks. There are several tool using which you can check domain history before purchasing.
- Exact Match Domain
If you having a domain name exactly as your business, for, example, if you have a website for making money online and your domain name is makemoneyonline.com is known as exact match domain
It is one of the most significant matters about ranking in Google.
EMDs may still give you an edge…if it’s a quality site.But if the EMD happens to be a low-quality site according to the new update of Google EMD sites will be penalized. Because they think these site scam people.
Some EMD examples you should keep in mind
(a) Using Keyword in Subdomain Name
Using a keyword in a subdomain is really important to boost your ranking. For example Keywords.xyz.com.
(b) Stuffing the Keyword in the Top level of Domain
You must stuff keyword in your main domain. It will help you to boost your website.
(c) Stuffing Keyword in the First word in Domain
Stuffing your targeted keyword as the first word in domain helps Google crawler to understand what website is about.
- Public vs Private WhoIs
First, understand what is WhoIs? It is a responsive query which is used for querying a database that store registered users information, Such as a domain name, IP address block etc.
Here public vs private WhoIs is about domain registration. When you purchase a domain from domain selling sites they asked you for registration and while registration you will find two option one is Private and other is public.
If you choose Private you detail will be hidden and vice versa in public.
And according to Google if you go to the public it will be good for your site. Because choosing private WhoIs to build a picture of a suspect webmaster if we combine with other relevant factors of Google for ranking.
- Penalized WhoIs Owner
If Google finds any particular site as a spammer than the person’s other site get affected by the Google.
- Country TLD Extension
If you having a top level domain with country code, It may help you to get good rank in Google in that particular country. For example .in(India), .au(Australia),.bg(Bulgaria). However, If you choose your domain globally it will be hard for you to rank.
Page Related Factors
- Title Tag Includes Keyword
Apart from the actual content on the page, Title is the second most important content on any web page and having a keyword in a title tag sends a strong on-page SEO signal to Google.
However, Recent search by Moz said that only stuffing keyword in the title is not important for effective on-page SEO, but start the title with the keyword is more effective
For example, if your keywords are “SEO Factors in 2018”. Then you must start your Title like, “SEO Factors in 2018 All You Have to Know”.
9. Keyword in Description Tag
Putting keywords in the meta tag descriptions may not that important, but still, it is a relevance signal for Google and can still create a difference.
- Using keywords in Web Content
Stuffing keywords in your web content is an important and relevant factor to get good rank is search results. But always be careful while putting the keyword in your content. Your keyword density should be minimal. Otherwise, Google will take it as a spam. The formula to find out keyword density is “Amount of words in a content /Number of time keyword used in a content”
Nowadays, Google gives special attention to content. Your content must be effective and informative. Some of the SEO gurus say that content length must be more than 1000 words to get rank in Google, But it is not important. If your content informative and give value to readers it will automatically get a good rank in Google search.
- LSI (or ‘latent semantic indexing’) Keywords in Content
In an easy sense, it is based on word phrases contains synonyms. It helps search engines to understand the meaning of words with more than one meaning. For example, Apple means either a fruit or a Computer Company. It helps crawler to understand the content quality.
- LSI Keywords in Title and Description Tags
Using LSI keywords in page meta tags will help your page to pop up in search results when people search with synonyms. They may also act as a useful relevancy signal for Google.
- Page Loading Time
Having a good page loading time boost your page rank in Google. Recently Google comes with news that it use Chrome users data to understand a web page loading time. You can identify your web page loading time using a tool like Google Page Speed Tool or Pingdom.
- Duplicate Content
Copy the content from one web page to another site will badly affect the ranking position and create a negative impact on that site. Even having a slightly identical content can also face duplicate issues.
The canonical tag is an important factor for any site. Because this tag stops the search engine from considering the duplicate content on the page.
Suppose you having an e-commerce website and having the same product on two pages of different color. It obvious that product description will be the same. Using a canonical URL (an HTML link tag with attribute rel=canonical) these can exist without harming your rankings.
- Image Optimization
Optimizing your website image will help you to get good rank in Google search. Because ALT text helps Google to understand, What is the image is about.
- Recent Content Updates
Recently Google comes up with new updates “Google Caffeine”. According to this update, Google will love your page if its update on regular basis, Particularly for time-sensitive searches.
To highlight this factor’s importance, Google will actually show the date of the page’s last update for particular pages.
- Keyword in H2, H3 Tags
Having primary keywords in content subheading “H2, H3” may help you in boosting your page rank in Google search results.
- Keyword Word Order
Using exact match keyword in a content will give better rank than using the same keyword phrase in a different order.
Consider a search for: “SEO tips for better ranking”. A page optimized for the phrase ” SEO tips for better ranking” will rank better than a page optimized for ” Get better rank through SEO”. This is a good illustration of why keyword research is really important.
- Outbound Link Quality
Getting a link to the authorized site will help you to earn more Google trust.
- Outbound Link Theme
According to Moz, Google uses the outbound link as relevancy signals. For example, you have a page about movie-related pages and links to a car, then Google may consider it about the Cars movies, not the automobile.
- Number of Internal Link Pointing to Page
Generating a number of internal links through authoritative pages, Generate more weight to pages than getting it from low-rank pages.
- Grammar and Spelling
Google gives more value to those pages which do not have grammar and spelling mistakes. If you are weak in grammar than after writing your content check it with Grammarly tool.
- Syndicated content
Content should be original. If the content is scraped or copied from an indexed page, then it is unlikely to rank as well as the original page.
- Helpful Supplementary Content
Recently Google launch “[Google Search Quality Rating Guidelines.PDF]”
According to the documents, supplementary content is a significant indicator of a web page’s quality. For example, recipes, loan interest calculators, and currency converters.
- Number of Outbound Links
If your website having too many “Dofollow” outbound links then you must protect yourself from it. Because it may “leak” PageRank, and Also affect your page rank.
Adding valuable images, videos and other multimedia stuff in your website may boost your rank in search results.
- The Number of Internal Links Pointing to Page
The number of internal links to a page indicates that it has other significant related pages on the website.
- Broken Links
To know what is Broken Links Click Here
If your page having too many broken links. It will affect your page ranking in search engine results.
- Reading Level of Your Content
According to Google, your, content reading level should be basics. So that everyone can understand it. Also, count in Google ranking factor.
- Affiliate Links
Affiliate links don’t harm your website. But having numbers of links then Google may pay closer attention to other quality and will make sure that you are not a thin affiliate website.
- HTML Validation
Having too many errors in HTML code or validation of W3C is a sign of poor quality website.
- Page Host’s Domain Authority
If you host your page on an authorized domain will give you better rank than a page on a domain with less authority.
- Page Authority (PR)
It is not so important, But still having a high page authority rank better than low PR.
- URL length
Keep your URL shorter for getting good rank in Google search. Because while a spider crawls your website URL if they find it perceives your niche and short. It considers it as a good URL.
- URL path
If your page is closer to the homepage, when it comes to URL path then it may receive a slight authority boost.
- Human Editors
Although never confirmed, Google patents a system according to which it allows human editors to affect the search result.
- Page Category
If your page having a different category then this is a relevancy signal.
- WordPress Tags
Tags are WordPress specific website are one of the significant relevance factors.
- URL String
Having categories in the Google URL string may give a significant signal to Google what the page is about and may boost your rank in Google search results.
- Use of Bullets and References
Using the reference and bullets break up the content and help your users to understand your content in a better manner. This makes the page more user-friendly. With Google’s push towards user-friendly pages, they most likely agree and prefer content, which contains bullets or numbers.
42. Priority of Pages in Sitemap
The sitemap may affect your website ranking factors. So be careful while submitting site on it.
- More Outbound Link
Having an enormous number of the outbound link may distract your users from the original content. And you know Google loves the user-frith endly website. So be specific while giving an outbound link.
- Page Age
It is true that Google loves the fresh content but updating the old page with new content is more effective.
- User-Friendly Layout
Having a user-friendly site make your website easily visible and crawled by search engine.
- Parked Domains
Google now doesn’t like Parked domains as before.
- Useful Content
Google may distinguish between quality and useful content.
Site Related Factors:
- Having a Contact us page
Google considered those site easily who having an appropriate amount of contact information and must match with your WhoIs info.
- Trust Rank/ Domain Trust
It is the most important factor in page website ranking. It defines the trust of the website.
- Site Architecture
Having an architecture for your website helps Google to index your site appropriately.
- Site Updates
If you update your site frequently, especially with a fresh content, It will help in boosting your rank in search results.
- Number of Website pages
A website has a number of pages is good while crawled and indexed. Because having lest page on a website, May Google thinks it as affiliate sites.
- Presence of Sitemap
Sitemap help crawler to index your site easily and improve your website visibility in search results
- Site Uptime
While crawler failed too many time while crawling your website may hurt your ranking on SERPs.
- Server Location
If you are holding server location in city X and you are targeting audience in city Y. While Local search in city Y may affect your visibility of business in the search result.
- SSL Certificate
Nowadays, a site with HTTP rank low than site having HTTPS certificate. Due to security purpose. So from the ranking point of view SSL certificate is important.
- Terms and Condition Page
These pages make your website trustworthy on Internet
- Duplicate Meta
Writing a duplicate meta of your website. Push website rank down.
- Breadcrumb Navigation
Having breadcrumbs on your website make your website user-friendly and help the user to know where they are on a site.
You can read more about breadcrumb here.
- Mobile Optimized
Recently Google launched that every website must be mobile friendly. Otherwise, they will not consider that website in their listing.
- Site Usability
Make your website navigation style sweet and simple. Otherwise, It may hurt your ranking position.
- User Reviews
Posted reviews by the visitors to your website may have important role having a quality signal.
- Linking Domain Age
Getting backlink for your site from the old domain may consider as a strong ranking factor.
- # of a Linking Root Domains
The number of referring domain in one of the most significant ranking factors for a website.
- # of Links from Separate C-Class IPs:
Backlinks from separate class-c IP addresses suggest a wider breadth of sites linking to you.
- # of Linking Pages:
If pages linking to more sites even from the same domain, calculated as a ranking factor.
- Alt Tag (for Image Links):
You know that crawler can’t read images. So you need to add Alt Tag for images.
- Authority of Linking Domain:
The referring domain’s authority can play an independent role in a link’s importance.
- Links from Competitors:
If you can collect links from competitor website for a targeted keyword is considered a significant ranking factor.
- Social Shares of Referring Page:
More amounts of page link on the social network may consider as great ranking factors.
- Links from Bad Neighborhoods:
Bad neighborhoods links may hurt your website badly.
- Guest Posts:
Guest posting is considered as white hat SEO campaigns. Especially when it comes from an author bio area, may not be as valuable as a contextual link on the same page.
- Links to Homepage Domain that Page Sites On:
Links to a referring page’s homepage may play special importance in your ranking factors.
- Nofollow Links:
“In general, we don’t follow them.” A website should have a certain % of nofollow links which indicate a natural vs. unnatural link.
- The diversity of Link Types:
Having an unnaturally large percentage of your links like forum profiles, blog comments may be a sign of web spam.
- “Sponsored Links” Or Words Around Link:
“Sponsors”, “link partners” & “sponsored links” may decrease the value of that link.
- Contextual Links:
Links come from a page content are considered more powerful link than links found from elsewhere on the page or empty page.
- Excessive 301 Redirects to Page:
You need to avoid of an excess of 301 redirect links of your site links. It may influence you sites ranking or indexing too.
- Backlink Anchor Text:
Now anchor text is less significant than before. But it still sends a strong relevancy signal.
- Internal Link Anchor Text:
It is another important relevancy signal for a website as compared to backlink anchor text.
- Link Title Attribution:
The link title also considered as a weak relevancy signal.
- Country TLD of Referring Domain:
Try to generate links from country-specific top-level domain extensions. For example, .de, .cn, .co.uk and this may help you to rank better in that country.
- Link Location to Content:
Links at the beginning of a part of content carry slightly more importance than links placed at the end of the content.
- Link Location on Page:
Link area on the page is really important. Links added to a page’s content are stronger than links in the footer or sidebar area.
- Linking Domain Relevance
Getting the link for similar nice is important than getting a link from an unrelated niche in Google ranking factors.
- Page Level Relevancy
According to Hilltop Algorithm getting a link from a page that’s closely linked to page’s content is stronger than a link which comes from an unrelated page.
- Text Around Link
Google Algorithm can easily find out links to your site is a recommendation or part of a negative review. Links with positive sentiments around them may have more value.
- Positive Link Velocity
A website which has positive link velocity usually receive boost n SERPs. Link velocity is counted as the rate at which your site receives backlinks. In short, you can say that rate at which your backlink profile is growing over time.
- A Negative Link Velocity
Getting negative link velocity can hurt your SERPs boost.
- Link from “Hub” Pages
Getting a link from top resource pages on your website certain topics are given special treatment by search engines.
- Link from Authority Sites
If you get a link from Authority Site for small or new websites considered as a quality factor.
- Linked to as Wikipedia Source
Wikipedia’s source links are nofollow but still, it considers as a quality signal for ranking.
The word appearing around your backlink help Google to understand what the page about.
- Links From Real Sites vs Fake Blogs
Google pay more attention to links which comes from real sites than getting links from fake blogs. Google likely use brand and user interaction signals to distinguish between that two.
- Natural Link Profile
A site containing a natural link will gain more boost in SERPs.
- Reciprocal Links
Excessive link exchanging may affect your website ranking on Google.
- User-Generated Content Links
Google can easily identify links generated from UGC vs. the real site owner. For example, they know that a link from the official WordPress.com blog at en.blog.wordpress.com is very different than a link from bestreviews.wordpress.com.
- Links from 301
Getting backlink from 301 redirection links may lose link juice as compared to direct links.
- Schema.org Microformats
Use Schema.org Microformats because it is counted as a quality factor to lift your ranking in SERP’s. And also increase CTE than other links.
- DMOZ Listed
It helps site to earn trust from Google.
- TrustRank of Linking Site
The trustworthiness of the site linking to you determines how much “TrustRank” gets passed onto you.
- Number Of Outbound In A Pages
Link on a page with hundreds of Outbound Links passes less PR than a page with only a few.
- Forum Profile Links:
If links coming from forums profile then Google may devalue your site links because of industrial level spamming concept.
- Word Count of Linking Content
If your website gets links from 1000 words content is considered more valuable than links from the 25-word snippet.
- Quality of Linking Content
If your site is getting link from the quality content site. It will help your site to get good rank in SERPs.
- Natural Click through Rate for a Keyword
If your page gets more CTR may help your positioning in SERP’s for that specific keywords.
- Organic CTR for All Keywords
A pages natural CTR for all keywords is rank for might be a human-based, user interaction flag.
- Bounce Rate
Google’s algorithm utilizes Bounce Rate for their users as quality analyzers (pages where guests rapidly bounce is most likely not great).
- Direct Traffic
If you have heaps of direct traffic at that point Google will think about it as a quality site.
- Repeat Traffic
They may likewise take a gander at regardless of whether users backpedal to a site in the wake of visiting. Sites with repeat guests will help your site to support positioning.
- Blocked Sites
Panda algorithm utilizes this element as a quality flag for a site.
- Chrome Bookmarks
Chrome Bookmarks may help you to support your positioning since Google utilizes its Chrome data from reserve moreover.
- Google Toolbar Data
However, other than page stacking speed and malware, it’s not recognized what sort of data they gather from the toolbar. It is expressed that Google utilizes toolbar data as a positioning element.
- Number of Comments
Pages with numerous comments characterize a number of individuals’ interaction and engagement and it additionally thinks about a positioning variable.
- Dwell Time
“Dwell time” characterizes to what extent individuals remaining on your page when originating from a Google SERP’s. What’s more, remaining a great deal of time on your site, may consider as a quality flag.
Exceptional Algorithm Rules
- Inquiry Deserves Freshness
Google gives more current pages a lift to certain searches.
- Inquiry Deserves Diversity
Google may change up a SERP for fuzzy keywords, for instance, “Ted”, “WWF” or “ruby”.
- User Browsing History
Google offer user perusing data to indicate them related searches relying on your search question.
- User Search History
For example, in the event that you search for “surveys” at that point search for “treadmill”, Google will probably indicate treadmill audit sites higher in the outcomes. This search chain is considered as noteworthy positioning elements.
Google offers some benefit to a site with a local server IP and nation particular domain name augmentation.
- Safe Search
The search comes about with revile words or grown-up content won’t show up for individuals who have their Safe Search turned on.
- Google+ Circles
Google indicates higher outcomes for creators and sites that you’ve added to your Google Plus Circles.
- DMCA Complaints
Google “downranks” a site with countless Complaints.
- Domain Diversity
It is otherwise called “Bigfoot Update” as far as anyone knows added more domains to each SERP page.
- Value-based Searches
Sometimes Google can offer you distinctive search comes about for shopping-related keywords, similar to flight searches.
- Local Searches
Google frequently puts Google+ Local outcomes over the “ordinary” natural SERPs.
- Google Box
Google News Box characterizes that some of search questions indicate you result as far as News.
- Big Brand Preference
Big Brand Preference is helpful for big brands in the market which likewise indicates results relying upon short tail keywords.
- Shopping Results
This parameter characterizes that Google some of the time shows Google Shopping results in organic SERPs.
- Image Results
Google indicates organic listings for image results for indexed lists which are commonly utilized on Google Image Search.
- Easter Egg Results
This parameter characterizes that Google has twelve or so Easter Egg results. For example, when you scan for “Atari Breakout” in Google image look, the list items transform into a playable diversion (!). Yell out to Victor Pan for this one.
- Single Site Results for Brands
This expressed the links which are domain or brand-oriented keywords raise more results from a similar website.
- Number of Tweets
If you tweet a web page it might affect its rank in SERP’s. Since social flag matters.
- Authority of Twitter Users Accounts
Authority Twitter Accounts which have a bigger number of followers than following and it’s a quality factor. It’s presumable that Tweets coming from matured, authority Twitter profiles.
- A number of Facebook Likes
In spite of the fact that Google can’t see most Facebook accounts, it’s probable they consider the quantity of Facebook likes a page receives and it fills in as a feeble positioning sign.
- Facebook Shares
Facebook shares is the most vital positioning element for a website. What’s more, it’s considered as backlink as links.
- Authority of Facebook User Accounts
In the event that your Facebook post is shared by branded or mainstream pages and it’s consider as a decent positioning factor simply like twitter.
- Pinterest Pins
You know Pinterest is a mainstream social media account with bunches of open data. What’s more, Google considers Pinterest Pins a decent social flag.
- Votes on Social Sharing Sites
Links shared on social pages like Reddit, Stumbleupon, and Digg is another social positioning component considered by Google.
- A number of Google+1’s
In spite of the fact that Matt Cutts saying that Google+ has “no direct effect” on rankings, however Not that firmly recommended as compared to different systems.
- Authority of Google+ User Accounts
Google gives more esteem adversary +1’s coming from definitive accounts.
- Known Authorship
Google decide powerful content makers internet relying on their experts can give you a lift in rankings.
- Social Signal Relevancy
This parameter characterizes that Google may utilize relevancy information from the account sharing the content and the text encompassing the connection.
- Site Level Social Signals
Social signals in the site may build its overall authority in SERPs and lift positioning.
Brand Signal Factors
- Brand Name Anchor Text
Anchor text given to brand name; and it’s a solid flag for help your site positioning.
- Branded Searches
In the event that individuals scan for your site in Google like “Moz twitter”, Moz + “Website design enhancement procedure”, and Google consider it another flag for positioning.
- Site Has Facebook Page and Likes
Each brand ought to have its own particular Facebook fan page alongside bunches of preferences as well.
- The site has Twitter Profile with Followers
At the point when your followers on twitter are more weighed to following is considered as trusted and confirmed accounts.
- Official LinkedIn Company Page
This parameter characterizes that your company is genuine with no phony information as LinkedIn is the most prevalent professional system.
- Representatives Listed on LinkedIn
An ever-increasing number of individuals connected to specific company’s LinkedIn page; and Google it is considered as a quality factor.
- The authenticity of Social Media Accounts
If a social media account or page with 10,000 followers and 2 posts is likely translated a great deal uniquely in contrast to another 10,000-adherent solid account with loads of association.
- Brand Mentions on News Sites
In reality, big brands like Apple or Samsung else are tagged in news sustain area by Google is extremely a decent flag.
This parameter characterizes that brands get said without getting connected to implies which are not hyper-connected.
- Number of RSS Subscribers
As a matter of fact, Google takes a gander at RSS Subscriber data as a brand motion for brands as it has its own RSS Subscriber.
- Google+ Local Listing
In the event that you have a genuine business then you should have an office. Google pays special mind to area data to decide if the site is a big brand or not.
- The website is Tax Paying Business
Google may consider that your website is connected with an assessment paying business or not.
On location Web-Spam Factors
- Panda Penalty
In the event that you have low-quality content on your site then they would be less noticeable in look if get hit by Panda penalty.
- Links to Bad Neighborhoods
If you websites contain links from bad neighborhood than it might get hit by Panda penalty.
If wrongly redirected to confidential sites than it would get punished by Panda.
- Pop-ups or Distracting Ads
If your website has excessively of fly up promotions and if it’s diverting its is by all accounts a thin quality site.
- Site Over-Optimization
This parameter characterizes On-page factors like catchphrase stuffing, header tag stuffing or unreasonable watchword decoration may prompt hit by panda.
- Page Over-Optimization
Not at all like Panda; Penguin targets singular page and still, at the end of the day only for certain inquiry keywords.
- Advertisements Over The Fold
Panda punishes site which has a ton of advertisements on a same web page rather than content.
- Concealing Affiliate Links
If your website is having a go at covering up affiliated links in an unexpected path in comparison to it would get punished by Panda.
- Affiliate Sites
Google puts affiliated websites under higher investigation as it doesn’t care for affiliated websites.
- Auto Produced Content
Your site can get punished or de-filed if suspected your site is drawing out auto produced Content.
- Abundance PageRank Sculpting
Running too far with PageRank by no following every single outbound connection or most inside links shows that you are endeavoring to occupy the framework.
- IP Address Flagged as Spam
Your websites positioning may hurt if your IP address is hailed as spam by Google.
- Meta Tag Spamming
If you are attempting excessively keywords to your Meta tags to occupy the Google calculation than it might hit your site with a penalty.
Off Page Web-Spam Factors
- Unnatural Influx of Links
An unnatural influx of links is a fire indication of imposter links.
- Penguin Penalty
If your website hit by Penguin penalty than it might badly hurt your site positioning.
- Connection Profile with High % of Low-Quality Links
In the event that your website’s Links coming from low-quality sites or links, for the most part, some portion of dark cap SEO and it might be an indication of gaming the web crawlers.
- Connecting Domain Relevancy
If your links to the site are unnatural and not coming from related sites then your website may get hit by penguin penalty.
- Unnatural Links Warning
At whatever point your site getting a message from Webmaster of discovering unnatural links it must direct that it will influence your positioning position.
- Links from the Same Class C IP
Getting an unnatural measure of links from sites on a similar server IP might be an indication of private system third-party referencing.
- Toxic substance” Anchor Text
Links that are set all through the website with same anchor text are commonly known as Poison Anchor Text (particularly drug store keywords). Endeavor to maintain a strategic distance from this as it might badly influence your site positioning.
- Offering Links
Offering links can affect toolbar PageRank and may hurt your inquiry permeability.
- Google Sandbox
Google Sandbox is where now and again new websites were put that get a sudden influx of links is now and again which can limit look perceivability.
- Deny Tool
This Tool evacuate a manual or algorithmic penalty for websites that were the casualties of negative optimization.
- Google Dance
The Google Dance can briefly shake up your website rankings. This might be for them who are attempting to divert web indexes.
- Review Schema Tags
Over-optimized or controlled Review Schema tag will hurt your website/web based business page positioning on Google.