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Search signals are cues that search engines use to determine the relevance and ranking of web pages in search results. They help search engines provide accurate and valuable results to users. Google claims to consider more than 200 separate signals when ranking a site, key search signals include:

  1. Keywords: Words and phrases in the search query and webpage content are crucial for relevance.
  2. Content Quality: High-quality, informative, and well-structured content is favored.
  3. Backlinks: The number and quality of links from other sites indicate authority and credibility.
  4. Page Load Speed: Faster-loading pages improve user experience.
  5. Mobile Friendliness: Optimized mobile pages rank higher in mobile search results.
  6. User Engagement: Metrics like CTR and bounce rate reflect user interaction.
  7. Freshness: Regularly updated content is favored, especially for time-sensitive topics.
  8. Page Authority: Overall site authority and individual page authority influence rankings.
  9. Social Signals: Presence and engagement on social media can indirectly impact rankings.
  10. Structured Data: Markup providing extra context enhances visibility in rich snippets.
  11. Location Signals: For local searches, proximity and relevance to the user's location matter.
  12. Security: HTTPS encryption signals a safer browsing experience and can affect rankings.

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