What Is the Google Search Algorithm?
The Google Search algorithm is a complex system Google uses to decide how pages will rank in the search results.
The algorithm is believed to consider hundreds of factors.
Content relevance, quality, and the user experience (UX) are among the most important ones (more on each of these below).
How Does Google’s Search Algorithm Work?
The exact details of how the algorithm works aren’t public information. So, trying too hard to understand it completely likely isn’t worthwhile.
Instead, you’ll probably find it more useful to focus on:
- The broader ranking process
- The ranking factors that go into the algorithm
Google’s Ranking Process
Here’s a simple overview of what Google says about their process:
- Google crawls pages. That means Google discovers the page exists (e.g., by following a link from a known page to a new page or reading a sitemap).
- Google indexes pages. Google determines what the page is about and whether or not it is unique and high quality. Not every page will be indexed.
- Indexed pages are then served to users when they conduct a search. This is where the search ranking algorithm comes in. Pages are ordered by which ones Google thinks are most relevant and helpful.
Further reading: How to Get Your Website Indexed by Google
Let’s focus on the last step. Which ranking factors matter most? And which factors aren’t part of the algorithm at all?
What Are the Key Google Search Algorithm Ranking Factors?
Many people in the SEO industry believe that 200+ signals (usually referred to as “ranking factors”) help determine ranking positions in Google. And they’re constantly changing as the algorithm is updated.
That might feel pretty overwhelming. In reality, though, just a handful of key areas cover some of the most important aspects of the Google Search algorithm.
1. Content Relevance
If you want to rank for a target keyword, you first need to understand what the person is looking for. Then, create useful content that provides the relevant information.
Before you start trying to rank for a keyword, see which pages are currently ranking well. This will give you hints about what people are looking for.
Take note of the format and type of content that is currently ranking. For example, do top pages display a list of products, or are the pages mostly informational? How is the information structured?
Here’s an example. This is the results page for “fish oil.”
In this case, the top results are about health benefits. That means users are likely looking for these types of articles. Rather than the best fish oil products, for example.
Additionally, it’s good practice to include the keywords you’d like to rank for on your page. Include the keyword naturally in your:
- Title tag
- URL
- H1
- Meta description
- Body text
But remember to keep it natural.
And keep in mind that Google’s search algorithm aims to serve pages that are the best fit. Not just the pages that mention keywords the most times or in particular places.
2. Content Quality
Google wants to reward content that is people-first, not search engine-first. That means content that is helpful, trustworthy, and full of useful information that the searcher is looking for.
One way to improve content quality is to ensure you can demonstrate E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness).
E-E-A-T isn’t a ranking factor, but it is an indication of quality content. And content quality does affect rankings.
So, how do you demonstrate E-E-A-T?
First, implement some basics:
- Publish useful information that satisfies what the searcher will be looking for
- Add value—don’t just regurgitate information that already exists elsewhere
- Clearly cite any sources you use (and make sure they’re credible)
- Be consistent. Over time, readers will perceive your brand as a quality content source.
Beyond those basics, if you have the means, consider utilizing authors who have subject matter expertise.
Show off the authors’ credentials. And prove to the reader why this is a legitimate source of information.
If you can’t use expert authors, consider trying to source experts simply as contributors or reviewers. And once again, make sure that’s visible on the page.
Lastly—if it’s relevant, be sure to demonstrate first-hand experience. It’s not the same as expertise, and a lot of readers will value it.
3. User Experience
Google wants to reward pages that deliver a great user experience. Which can mean:
- Fast page load speeds
- A mobile-friendly design
- No frustrating pop-ups or excessive ads
- Clear navigation and website structure
- Security (HTTPS)
Page load speed and Core Web Vitals (metrics that reflect the user experience) are definitely worth your attention.
To measure them, start by using Google’s free PageSpeed Insights tool. It generates a Core Web Vitals report, as well as suggestions on how to improve load speed.
To give you a starting point, here are some quick wins you can look out for in this report:
- Optimize your images. Make the dimensions only as big as necessary. And compress the file size.
- Reduce unused JavaScript. Look out for code snippets that are no longer needed.
- Reduce Cumulative Layout Shift (CLS) by ensuring images have specified dimensions
4. Backlinks
If various other websites in an industry are linking to a webpage, that’s a good indication that the page is helpful and relevant. And Google wants to deliver helpful and relevant pages to searchers.
These links are known as backlinks. They’ve been a part of the ranking systems from the very beginning.
And they’re still important today.
If reputable websites in your niche link to your content, that’s a positive sign that your content is helpful.
Typically, the more popular a keyword is, the more competitive it is to rank and the more backlinks you’ll need to win the top spots.
5. Topical Authority
To have “topical authority” for any topic, your site needs to cover it comprehensively. Over time, consistently publishing quality content around specific subjects builds credibility.
Google doesn’t explicitly talk about topical authority as an algorithm factor (outside of Google News). Rather, it is a term coined by the SEO community. The concept is widely known, though, and there are lots of examples that may support it.
You can get started with building topical authority by creating topic clusters. These are groups of pages on similar topics, usually internally linked together.
For example, if you want to rank for “fish oil,” you’ll increase your chances of success by also publishing content on topics like:
- Fish oil health benefits
- Fish oil side effects
- The best fish oil products
- Different types of fish oil
- Fish oil vs. omega 3
6. Context
Although you can’t control it, it’s worth knowing that Google’s search algorithm also uses context as a ranking factor. For example, a search result can be personalized based on your search history or location.