Google’s search algorithm is an internal process that Google uses to rank online content. Key factors in determining these rankings include the quality of content, compliance, relevance, and usability.
Content
To rank higher, Google looks at quality content. Think of it as a reward: Google will identify signals that can help determine which content demonstrates expertise, authoritativeness, and trustworthiness.
Focus on people-first content and avoid creating terms to manipulate search engine rankings. Producing marketing that drives a broad audience is key because Google tracks user behavior.
With that said, driving people to content relies on strong SEM, which you can read more about in What is Search Engine Marketing (SEM)?
Compliance
Although quality content is key, abiding by Google’s rules of engagement can determine your ranking on the platform.
For example, on October 19, 2022, Google rolled out a spam update. Although automated systems are created to detect search spam, Google will occasionally make improvements to how they work. These changes are referred to this as a spam updates.
You should review Google’s spam policies or contact a marketing agency to make sure your business is abiding by the guidelines. Failure to do so could result in a lower ranking on the search platform or not ranking at all.
Relevance
Google measures the accuracy of the relationship between a search query and the relevance of a site. Not only does Google take into consideration search terms used, but usability plays a role in providing relevant results to the end user.
Usability
Usability is based on creating a compelling user experience (UX). Optimizing your homepage and providing easy navigation/search options is key. Google will note location and demographics so keep your information updated with relevant information.
For example, when people started using mobile phones more often than desktop computers for searches (which was about 17% of all searches), Google decided that it needed an update in its ranking system so that people could see results from their location instead of just from their city or state.
Because they frequently have some widely noticeable effects, Google confirms broad core changes, certain sites might show gains or losses. They want to make sure those who have sites that encounter drops don’t try to repair the wrong issues because they know users will be looking for a fix. Furthermore, there might be nothing at all to repair.