In the past few years, there has been a lot of talk about what Google is and isn't doing with its search algorithm. The Search Engine Optimization Agency Toronto has gone through several changes in its ranking factors over the years, but they've also added new ones as well.

In this article, we'll discuss three confirmed ranking factors for SEO: content is king; links are still your bread and butter, and the rise of RankBrain.

 1. Content is still king

  • Content is king. If you want to rank your Search Engine Optimization Agency Toronto high in Google search engine results, the most important thing you can do is create quality content.
  • Google wants to see that your site has unique and useful information that’s valuable to users. You should focus on creating content that offers value or answers a question your readers have asked themselves.
  • This can range from blog posts, infographics, and videos — anything that will help you stand out among your competitors and give readers a reason to visit your site over theirs!

 2. Links are still your bread and butter

As far as we can tell, links are still your bread and butter. In fact, we have even seen tests done by Google themselves that confirm this. Links are still the most important factor in Google rankings.

 3. The rise of RankBrain

In 2015, Google introduced RankBrain as a machine learning algorithm that helps Google better understand search queries and the meaning of queries. This was done to help determine which results should show up at the top of the page. In other words, it’s an algorithm that helps Google understand search queries better.

In 2016 RankBrain became the third most important ranking signal according to an expert from Google: “It’s actually not just one thing anymore; we have many signals in our system…But I would say that today we probably have about 200 ranking signals for a given query.

And if you look at how long this list is getting every day when you look at what we are finding out about each particular query – whether it's on page content or off page content - this list is getting longer and longer.

Many SEO experts believe average users don't really care about keywords because they aren't looking for them directly when they search online but rather using natural language phrases like "I need an accountant" which marketers then often try to optimize their sites around (but often fail).


So, we’ve covered the three most important SEO Toronto factors that Google uses for ranking websites. Content, links, and RankBrain. As you can see from our examples, these are all pretty intuitive concepts that shouldn’t require a ton of guesswork on how to rank high in search results.

However, it is also important to note that there is no “magic formula” for ranking number one on Google—or any other search engine for that matter.