Google search ranking factors can gain and lose prominence over time. Let’s look at the claims regarding URLs as a ranking factor, and then we’ll go over what the evidence says. Looking back at the times Google has acknowledged URLs as a ranking factor, it seems the impact has waned over time. However, he described the signal as being “very small.”“I believe that’s a very small ranking factor, so it’s not something I’d really try to force. URLs Are A Confirmed, But Negligable Ranking FactorGoogle has repeatedly confirmed that URLs are, at most, a minor search ranking factor.