ranking factor on white paper

white ranking paper factor background quality backlinks technical seo mobile friendliness page speed user experience domain authority keyword optimization -page off-page social signals secure website https internal linking external freshness engagement bounce rate click-through ctr dwell time age url structure alt text schema markup robots txt file xml sitemap canonical tags 301 redirects 404 errors mobile-first indexing core web vitals metrics assessment performance score report tools guidelines update impact analysis testing measurement improvement factors