Ranking Well on Google

Google, the most recognised and widely used search engine, has built its reputation on delivering to searchers exactly what they’re looking for. Over the years, it has evolved significantly, surpassing competitors like Ask Jeeves, Yahoo and Lycos. If you’re sitting there thinking “Who?”, then you’re already proving the point: Google’s adaptability and innovation have left many of its early competitors in the dust.

Back in the day, using a search engine often felt like a game of chance. You’d input a query and hope for a useful result. Google changed all that by continuously refining its algorithms to provide more accurate and relevant responses.

The Evolution of Google Search

One of Google’s earliest milestones was its autocomplete feature, which, although clunky in its initial stages, has become indispensable today. Innovations like this, coupled with the introduction of algorithm updates—starting with Florida in 2003—helped Google combat spammy practices and poor-quality content. Fast forward to now and Google’s algorithms are updated daily, all in the quest to deliver the most relevant search results.

These updates set the stage for modern Search Engine Optimisation (SEO). Google doesn’t hand out a definitive checklist for ranking success, but its guidelines shape how SEO experts approach website optimisation.

How Does Google Decide Rankings?

There’s no single answer, as Google evaluates countless factors to determine rankings. However, it does provide substantial guidance via resources like its Webmaster Central Blog. For example, Google’s Core Update guidelines emphasise the importance of high-quality content and mobile optimisation.

Google offers a set of self-reflective questions to help businesses improve their rankings. These questions are categorised into four key areas:

Content and Quality

Does the content provide original information, reporting, research or analysis?
Is it comprehensive and detailed?
Does it offer insightful analysis beyond the obvious?
If referencing other sources, does it add substantial value rather than merely copying?
Are the headline and page titles descriptive, helpful and not exaggerated?
Is this the kind of content you’d bookmark, share or recommend to a friend?
Could the content appear in a respected publication like a magazine or encyclopaedia?

Expertise

Does the content inspire trust through clear sourcing and evidence of expertise?
Does the author or site have a reputation for being a trusted authority on the topic?
Is it written by someone with demonstrable knowledge or enthusiasm for the subject?
Is the information free from factual errors?
Would you trust the content for important matters like your money or health?

Presentation and Production

Is the content free from spelling, grammatical or stylistic errors?
Does it feel well-produced rather than rushed or sloppy?
Is it customised for individual attention or mass-produced across multiple sites?
Are there excessive ads that interfere with the content?
Does the page display well on mobile devices?

Comparisons

Does the content provide more value compared to other search results?
Is it created with genuine intent to serve visitors, rather than just to game the search rankings?

The Core of Ranking Well on Google

As Google’s guidance makes clear, ranking isn’t about gaming the system or churning out masses of content to generate traffic. The focus should be on quality over quantity.

Google wants you to prioritise the user experience—what are visitors searching for and does your page deliver that? This means anticipating and meeting their needs, answering their questions and offering unique value.

What Does This Mean for Your Website?

To rank well on Google:

Create High-Quality Content: Focus on originality, depth and relevance.
Think Mobile First: With the majority of users browsing on smartphones, mobile optimisation is critical.
Adopt a User-Centric Approach: Make every page, article and product about meeting your user’s intent.
Embrace Best Practices: Regularly audit your site for technical issues, update outdated content and monitor performance metrics.