Think of launching a website, expecting visitors, but seeing little to no traffic. Frustrating, right? Many investors struggle because they don’t understand their SEO score. A low SEO score can mean missed opportunities, fewer conversions, and weak search rankings. The good news? By knowing what impacts your score, you can fix issues and boost your site’s performance. Let’s explore what an SEO score is, how it’s measured, and the 15 critical factors that affect it.

What Is an SEO Score?

Your SEO score is a numerical value that represents your website’s search engine optimization health. It’s based on factors like technical performance, user experience, content quality, and backlinks. The higher the score, the better your chances of ranking on search engines like Google.

A high SEO score indicates that your website follows best practices, but it doesn’t guarantee top rankings. Search engines consider many other factors, including competition, user behavior, and algorithm updates. Regularly checking and improving your SEO score helps maintain strong visibility.

How Is My SEO Score Calculated?

SEO tools like Ahref, Moz, and SEMrush analyze different elements of your site and assign a score. This score reflects how well your site follows SEO best practices. Some factors include:

• Website speed & performance
• Mobile-friendliness
• Content quality & relevance
• Technical SEO health
• Backlink strength
• User engagement metrics

Different tools may use different formulas, but most focus on similar core elements. By tracking these metrics, you can pinpoint weak areas and work on improving them. Over time, better optimization leads to higher rankings and more traffic.

15 Factors That Impact Your SEO Score

1. Core Web Vitals: Speed & User Experience

Google measures three main Core Web Vitals:

• Largest Contentful Paint (LCP) – How fast your page loads.
• First Input Delay (FID) – How quickly users can interact with elements.
• Cumulative Layout Shift (CLS) – How stable your layout is while loading.

A slow site frustrates users and reduces your SEO score. Core Web Vitals are now a direct ranking factor, meaning Google rewards fast, smooth websites. You can improve your score by optimizing images, reducing server response times, and using a content delivery network (CDN).

Read more:

Core Web Vitals: Why Speed Matters in SEO
13 Steps To Boost Your Site’s Crawlability And Indexability

2. E-A-T: Expertise, Authoritativeness, Trustworthiness

Google values content from experts in their field. Websites with strong authority, credibility, and high-quality content rank higher. Focus on:

• Well-researched, accurate information.
• Author bio and credentials.
• Earning backlinks from trusted sources.

Even if your website is well-optimized, lacking authority can hold you back. You can build E-A-T by regularly publishing valuable content, gaining positive online reviews, and earning mentions from reputable sources.

3. Structured Data & Schema Markup

Schema markup helps search engines understand your content better. It enables features like:

• Rich snippets (star ratings, FAQs, event details).
• Knowledge panels in Google search.
• Better click-through rates (CTR).

By adding structured data, you make your content stand out in search results. This improves visibility and attracts more users, which ultimately boosts engagement and rankings.

4. Mobile-First Indexing

Google primarily ranks websites based on their mobile version. Ensure your site:

• Has a responsive design.
• Loads fast on mobile.
• Offers a smooth user experience.

Mobile-first indexing means if your site isn’t optimized for mobile users, your rankings will drop. Test your site using Google’s Mobile-Friendly Test and fix any usability issues.

5. Domain Authority & Page Authority

Your domain authority (DA) and page authority (PA) predict your site’s ranking potential. High-quality backlinks, strong content, and consistent updates improve these scores.

Building authority takes time. Focus on creating link-worthy content, collaborating with industry experts, and maintaining a strong internal linking structure.

6. Search Intent Optimization

Google prioritizes pages that match user intent. Optimize content by:

• Understanding what users search for.
• Creating content that answers questions directly.
• Using the right keywords naturally.

Matching search intent helps reduce bounce rates and increases engagement. Review search queries related to your topic and ensure your content satisfies user expectations.

7. Entity-Based SEO & Semantic Search

Google now focuses on entities and relationships between words. Improve your content by:

• Covering topics in-depth rather than just stuffing keywords.
• Using related terms & natural language.
• Ensuring content answers real user queries.

Entity-based SEO helps search engines connect your content to broader topics. Use structured data and topic clusters to strengthen these connections.

8. TF-IDF: Smart Keyword Optimization

Instead of keyword stuffing, TF-IDF (Term Frequency-Inverse Document Frequency) ensures content includes important terms search engines expect in high-quality pages.

This technique helps your content stay competitive by naturally including terms used in top-ranking pages.

9. Topical Authority & Content Clusters

Google ranks sites higher when they cover a topic in-depth. Create:

• Pillar content (a main page covering the core topic).
• Cluster pages (supporting articles on related subtopics).

Structuring content this way makes it easier for search engines to recognize your site as an authority on a subject.

10. Crawl Budget Optimization

Google limits how often it crawls and indexes your site. Improve crawl efficiency by:

• Fixing broken links & redirects.
• Avoiding duplicate content.
• Using a clear site structure.

A well-optimized crawl budget ensures important pages are indexed quickly while preventing search engines from wasting resources on low-value pages.

11. Indexing & Canonicalization Issues

Google may ignore pages with duplicate content issues. Use canonical tags to tell search engines which version to prioritize. Failing to manage duplicate content can cause ranking drops. Regular audits help detect and fix these issues.

12. JavaScript SEO: Ensuring Google Can Read Your Pages

If JavaScript isn’t optimized, Google may struggle to index your content. Ensure that:

• Important content is not hidden behind JavaScript.
• Lazy-loading elements don’t block search engines.

Testing with Google Search Console helps ensure search engines can fully access your content.

13. Brand Mentions & Unlinked Citations

Google values brand authority even if there are no direct links. When people mention your brand in blogs, news articles, and forums, it boosts your credibility. Consistent brand mentions signal trust and influence, strengthening your website’s overall authority.

14. Local SEO Signals: NAP Consistency & Reviews

For local businesses, Google values:

• Consistent Name, Address, Phone Number (NAP) across listings.
• Positive customer reviews on Google & Yelp.
• Accurate business information on Google My Business (GMB).

Local citations and reviews help businesses rank higher in local searches, driving more traffic and customers.

15. User Engagement Signals: Clicks, Bounce Rate & Dwell Time

Google monitors how users interact with your site. Strong engagement boosts rankings. Focus on:

• Reducing bounce rate (people leaving too quickly).
• Improving time on page (dwell time).
• Encouraging more clicks & interactions.

Engagement signals show Google that your content is valuable and relevant, leading to better rankings.

FAQs

1. How does Google evaluate the trustworthiness of a website beyond just backlinks?

Google assesses trustworthiness through E-A-T (Expertise, Authoritativeness, Trustworthiness), user reviews, and brand mentions. A well-structured website with transparent information builds credibility. Secure sites (HTTPS), clear author details, and references to reliable sources also help improve trust.

2. Can a website with high-quality content outperform one with better technical SEO?

Yes, high-quality content that satisfies user intent can outperform technically optimized but low-value pages. Google’s algorithm prioritizes useful, engaging content over just speed and structure. However, poor technical SEO (slow site, indexing issues) can still limit visibility.

3. What’s the best way to recover from a sudden drop in SEO score?

Start by identifying the cause—Google updates, technical issues, or competition changes. Check for broken links, slow loading speeds, or keyword fluctuations. Updating content, improving backlinks, and fixing technical SEO can help regain rankings over time.

Final Thoughts

Your SEO score reflects how well your website performs in search results. Improving your score requires fixing technical SEO, optimizing content, and boosting user experience. Focus on the 15 key factors above, and you’ll see better rankings, more traffic, and stronger online visibility.

Want to improve your SEO score? Start with small fixes, track progress, and keep optimizing!