Google SEO On-Page Ranking Factor List 2015

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The factors he put on the list as being more important in 2015 are:

• User experience metrics (all of them)
• Shorter title tags
• Original content
• Engaging content that provides an answer, teaches, informs, is useful, delights
• Original images
• Quality site design
• Descriptive meta description

The factors that he would go as far as to call deprecated, as in, no longer used by Google are:

• Keywords
• Focus on longtail phrases
• Focus on ranking for specific keyword phrases
• Lean code