Are Conversion Rates on a Website a Ranking Factor?

As part of a Reddit AMA that Google’s Gary Illyes completed in February 2019, a user asked a question with regards to the impact of conversion rates on search results.

Specifically Gary was asked:
“I guess Google is smart enough to understand conversions on some website (bought product, booked accommodation, etc).
Is the percentage (or a number) of conversions something that Google would count as a ranking factor (as a good UX signal)”

Gary replied with a brief but definitive response:


conversion rates aren't a ranking factor

So there we have it, having neither a positive, or negative converstion rate from customers on your site will impact how your site ranks in Google search results.

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