Ranking Signal vs Ranking Factor Signals and factors might seem like the same thing, but in fact they are worlds apart. Google lists hundreds of items that might be a part of the algorithm and each of these could be a “signal” that could lead to ranking, but you could check the box on every single one of them and still not rank where you hoped. A factor is something that takes into account many more aspects of ranking including intent, news cycle and competition and a deeper understanding of what these are will lead you to putting the effort where it really matters!