Types of rankings
- Organic rankings: the position of a page among the unpaid results, from 1 (top) downward. Page one holds the first ten or so results, and most clicks go to the top few.
- Local rankings: the position of a business in the map pack and in Google Maps for searches with a place in them. They depend mainly on your Google Business Profile, reviews and distance. See local SEO.
- Rankings by feature: being cited in an AI Overview, a featured snippet or an image or video result is a kind of visibility that a plain position number does not capture.
How rankings are measured
- Google Search Console shows the average position of your pages for each query, based on real searches. This is the most reliable source, and it is free.
- Rank trackers such as Semrush, Ahrefs or SE Ranking check chosen keywords every day from a set location and device.
- Checking by hand is unreliable, because results change with location, device and search history.
What affects rankings
Google ranks pages using many signals, grouped around a few big questions: does the page match the meaning of the search, is the content helpful and reliable, is the site trusted and linked to by others, and does the page work well for the visitor? Location and language also matter for many searches. Google does not publish a full list of signals, and it says that E-E-A-T (experience, expertise, authoritativeness and trust) is not a single ranking factor.
Why rankings change
- Search engines update their systems many times a year, and a few updates are large enough to be announced.
- Competitors publish or improve pages.
- Results differ by location, device and personalization, so two people can see different positions.
- Your own changes, such as new content, redesigns and URL changes, can move a page up or down. After a change, Google says it can take from hours to months to show.
How to improve rankings
- Find the search a page should win and check what kind of page ranks for it. See keyword research.
- Answer the query better than the pages already ranking: clearer, more complete, more current.
- Make sure the page is indexed and loads fast on a phone.
- Link to it from related pages on your site and earn links from trusted sites.
- Check Search Console after a few weeks and improve pages that get impressions but few clicks.
Keep rankings in perspective
Search results now include maps, videos, shopping results and AI answers, so a top position does not always bring the most clicks. A page can rank well and still get few visits if the results page answers the question itself. Track rankings together with clicks, leads and sales from organic search traffic. For how a results page is laid out, see search engine results page.
Rankings FAQs
What does ranking mean in SEO?
It is the position a page holds in search results for a given search.
How long does it take to rank?
It depends on the competition and the site. Google says changes can take from hours to months to appear, so judge progress over weeks and months.
Why did my rankings drop?
Common causes are a search engine update, a competitor improving, a technical problem such as pages dropping out of the index, or a change you made. Check Search Console for indexing errors first.