We know that measuring the relevance of individual ranking factors and the potential impact of a single factor is difficult, if not impossible. Therefore, this study should be an inspiration, as SEO is often more challenging than people think. Our insights, and examples that influence rankings, should spark a conversation about the many different facets of SEO and help SEOs think outside the box. We use traditional ranking factors along with some new ones, like measuring the relevance of a page to the query, using word embeddings, which is similar to how Google deconstructs content. And we use features to determine how strong a domain is using direct traffic (branded traffic) and correlate that with rankings.