What Factors Does Google Use to Rank Websites?

1. Page speed:

Page speed is the time it takes for the browser to fully process and render the content after the browser requests the page. Google considers page speed metrics as an indicator of user experience. Not only does Google evaluate the overall speed and responsiveness of your website, but it also considers how quickly other elements, including fonts and images load.

A slow-loading website leads to higher bounce rates and lower average time-on-page. The longer it takes for your website to load, the fewer visitors and leads you will generate. Slow page speed might also mean Google crawls fewer pages within their crawl budget, which can severely impact your indexation.

2. Relevance of content:

Content relevance indicates how well the information on a website matches the search query. Google prioritises content that is original, unique and of value to users. Creating the right SEO content is essential for engaging new audiences and ranking on Google search engine results pages (SERPs). Keeping your website relevant is the key to increasing your domain’s authority and being perceived as trustworthy. 

One way to do this is to include relevant keywords and create content around those targeted search terms.

3. Web design:

Web design directly corresponds to being user-friendly and easy to navigate. A responsive web design helps you establish a consistent brand identity and improve your visibility on Google, allowing you to communicate your brand more effectively to your customers.

Since Google introduced mobile-first indexing in 2020, Google has primarily used the mobile version of websites for ranking and indexing purposes. The benefits of a mobile-friendly website include streamlined navigation on all devices, increased flexibility and cost efficiency, and faster download speeds. 

4. Backlinks:

Quality links from other websites are a significant factor in Google’s ranking algorithms. Backlinks are vital for SEO because Google considers the number and quality of links as votes of confidence from other websites. Tailoring your backlink strategy to user-centric informational content can increase your organic traffic and signals to Google that your content is reliable.

Building robust backlinks also makes it easier for Google and users to find your website and discover your content efficiently, enabling your business to stand out from the competition. Other advantages include increased traffic to your website through referrals. Potential customers may come across your website via a backlink from a prominent site and learn more about the products and services you offer, expanding brand awareness. 

5. Website security:

An important factor for ranking on Google is to ensure that your website is served over HTTPS. Data encryption ensures that the websites users access through Google are secure while guaranteeing that customers’ data is protected. Securing your website with SSL (Secure Sockets Layer) certificates suggests to Google that your website provides a better user experience and is likely to receive a boost in search engine rankings. 

6. Keyword optimisation:

The keywords in your content should match the search terms users type into the Google search engine. This means it is crucial to include the keywords your audience is searching for that answer their questions.

Below are some useful tips to optimise your keywords and improve your page performance:

• Include your targeted keywords in your title tags. 
• Craft a compelling meta description and incorporate focus keywords to help users understand what your page is about.
• Alt text gives your images context and helps with indexing and ranking on Google. 
• Optimise your anchor text for SEO to help Google understand what your page is about. 
• Avoid keyword stuffing and focus on creating content that brings value to your audience.