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What factors does Google use to rank your site?

There are basically on-page ranking factors and off-page ranking factors. People ask which one might be more important, but nowadays a mix of both is crucial to achieve higher rankings. Examples for on page optimisation are ‘title tags’, ‘headings’, ‘internal linking’, or ‘keyword density’. Off page is mostly connected to Link development and outreach. Hence, high quality links from highly authoritive and relevant sites will improve your rankings as well. But beware that there are many techniques that actually can hurt your website and its ranking.