In online marketing, a ranking factor refers to the factors that influence the ranking of a website in the search results of search engines such as Google. Search engine algorithms use a variety of ranking factors to determine which websites are most relevant for certain search queries and offer the best user experience.

Ranking factors can include both on-page factors and off-page factors. On-page factors relate to aspects such as the structure of the website, the quality of the content, the use of relevant keywords and the speed of the website. Off-page factors relate to aspects such as the number and quality of backlinks, the reputation of the website and interaction in social media.

Ranking factors are of great importance in online marketing, as a high ranking in search results can lead to higher traffic and greater visibility of the website. By optimising ranking factors, online marketers can ensure that their website is used more effectively by both users and search engines, leading to higher sales and a better ROI.