--- title: "What are the ranking factors in SEO?" url: "https://astrak.agency/en/ranking-factors/" lang: "en-US" --- **Forget keyword density** and arbitrary word counts. Surfer SEO has just unveiled the results of a **study on 1,000,000 search results**. The thematic coverage **(Topical Coverage) is now the #1 factor**, speed is a non-negotiable prerequisite, and AI is everywhere. At Astrak, we’ve broken down this data to give you [The levers that will truly move the needle in 2025](https://astrak.agency/en/content-marketing-strategies/). ## The «Topical Coverage»: The New SEO Superpower (Factor #1) If you have to remember only one metric, it's this one. The study reveals that thematic coverage is the signal *on-page* the most powerful, with a correlation of **0.28**. Google is no longer looking for pages that *mention* keywords, but pages that *master* a topic. ****The killer stat**** The Top 10 pages cover on average **74 %** relevant facts and sub-themes related to their subject. The lower-ranking pages (positions 11-20) only cover **50 %**. ****The application**** Don't just place the keyword «beard size.» Connect it semantically to «aftershave,» «ingrown hairs,» and «trimmer guard» in logical sentences. The depth of the entity is paramount. ## 2. Keyword Variations > Exact Match Cramming in the same exact keyword is counterproductive. The study shows that the use of **keyword variations** (synonyms, related terms) in headings (H2, H3, H4) performs significantly better than brute-force repetition. ******Why does it work****** Google now perfectly understands synonyms. Repeating «running shoes» everywhere limits your relevance. ******What to do****** Vary your vocabulary. If your H1 is «Best running shoes,» your H2s should talk about «jogging sneakers,» «racing shoes,» or «track and field shoes.». ## 3. Keyword density is officially dead This is the end of a myth. The study confirms that keyword density doesn't have **[None](https://astrak.agency/en/technical-seo-agency/) correlation** with the ranking. ********The finding******** Keyword-stuffed pages rank just as poorly as others. Whether you use your keyword once or ten times, it won't make a difference if the page isn't useful. ******Our advice****** Stop counting. Start writing to cover the subject. Use the keyword suggestions as thematic guides, not as quotas to fill. ## «Bold is Gold»: Boldness Pays Off (and it's Free) This is one of the study's surprises. Bolding important keywords and their variations shows an unexpected positive correlation (approximately **+0.15**). **********Why?********** Bold guides the user's eye (better UX) and signals semantic importance to the engine. ********Swift action******** This is a «quick win» that costs €0. Take 30 seconds to bold the key concepts in your text. Warning: don't bold everything, focus on the terms that carry the meaning. ## 5. Content Length: A Consequence, Not a Goal There is a correlation between length and ranking, but it is not well understood. **The number of words itself doesn't make you rank.** It is the coverage of the topic that often requires more words. ************The nuance************ A 500-word article can rank if it perfectly answers the question. However, the best-ranking pages are often longer because they anticipate follow-up questions and provide a comprehensive answer. **********Golden Rule********** Do not write to reach 2000 words. Write until the subject is exhausted. Length is a *by-product* of quality. ## 6. EMD vs URL: The Return of the Dinosaurs? Against all odds, the **Exact Match Domains** ex: `bestdogtoys.com`) correlate very strongly with the results. Conversely, putting keywords in the URL (the slug after the domain) has **almost no impact**. **************The explanation************** Having keywords in the URL has become such a standard norm`monsite.com/my-keyword`that it is no longer a differentiating factor. ************Strategy************ If you're launching a new niche project, an Exact Match Domain (EMD) can be an effective shortcut. For your blog posts, keep URLs short and clean for UX, but don't expect a miracle SEO boost just from the slug. ## 7. Speed (TTFB): The Justice of the Peace The loading speed, and particularly the **TTFB (Time to First Byte)**, shows a growing correlation with ranking (+0.20). ****************Google's logic**************** This isn't just a technical issue. It's a behavioral signal. Slow site = user leaves immediately (pogo-sticking) = Google demotes you. **************Non-negotiable************** Even with the best content in the world, if your server is slow, you won't rank in the top positions. ![SEO Technique](https://astrak.agency/wp-content/uploads/2026/06/icon-seo-technique.webp) [Technical SEO Agency](https://astrak.agency/en/technical-seo-agency/)Lift the technical brakes holding back your SEO Indexing, speed, JS, schema, crawl: we're unlocking it all. [Book a meeting](https://astrak.agency/en/contact/) ## 8. Schema Markup: «Less is More» Too much structured data kills structured data. The study found a **negative correlation** for pages that try to stuff in all possible Schema types. ******************The classic mistake****************** Put tags `Article`, `Frequently Asked Questions`, `HowTo`, `Review`, `Event` on the same page to «impress» Google. It's considered noise. ****************The best practice**************** Be surgical. Use **one** Type of relevant Schema (e.g., `Article` or `Product`and leave it at that. ## 9. AI Content: Google literally doesn't care It's the end of the «Human vs. Robot» debate. On a control sample, Surfer found a **perfect zero correlation** between the use of AI and ranking. ********************The reality******************** Environment **50 %** Analyzed pages showed signs of AI-generated content. ******************The lesson****************** Google does not penalize the tool; it penalizes poor results. Whether the text is written by ChatGPT, Claude, or a human, only the execution matters (answering the intent, factual accuracy, structure). **SEO is changing. So is our strategy.** At **Astrak**, we have integrated these 9 pillars into our editorial processes. We don't sell keywords by the pound; we build sustainable thematic authority. ## **Need to audit your Topical Authority?** [Contact us for an analysis](https://astrak.agency/en/seo-content-agency/) [Book a meeting](https://astrak.agency/en/contact/?utm_source=website) Léo Poitevin's newsletter ## SEO and GEO that really work, every week Tests, client data and field feedback, read by more than 5,500 people. One email a week, unsubscribe in one click. [Read the latest editions](https://poitevinleo.substack.com/)