How does Google rank websites? Understanding the Factors that Influence Website Ranking


If you have a website and do an occasional Google search to see where you’re appearing on Google’s search results page, you might be wondering how some sites climb to the top. It can be frustrating especially if your competition is 5 places above you. However, you cannot accuse Google of favouritism as the problem simply lies in your hands – which means you can fix it yourself!

Our Liverpool SEO experts are here to share how Google determine search rankings.

Google search

Google loves content

Google values great content massively which is why it is a key determinator when it comes to ranking websites. Google doesn’t want to serve uneducated or false information to its users, therefore, they suggest sites should display a high level of expertise, authority and trustworthiness (E-A-T). This means you should ensure your content is rich with informative content and reads well e.g. use of headings, paragraphs and appropriate grammar.


Use of keywords in your SEO strategy is highly important as they should relate to what your target audience is searching for. Your website will then show up on Google’s search results depending on how relevant your website content is in relation to the search query. Meta descriptions are also important to consider as users tend to read these before they visit a site. This a great chance to advertise the content to users so they can determine if it’s relevant or not.

High-quality links

Google determines websites as popular and important by how many backlinks they have. In other words, the more internal links your website has e.g. your blog content includes links to other relevant pages on your website, the more relevant Google will see it as. The same goes for external links, if you are able to link outward to reputable websites, Google will read this as trustworthy and high-quality content.


Google also focuses on whether webpages can be easily used or not. They analyse users main pain points and promote websites with more functional pages. The algorithm analyses factors such as how the site appears in different browsers are it designed for all devices and platforms and how fast pages load on different internet connections. Therefore, if you want to improve your rankings, this can be a good place to start!

They may be a little biased

It isn’t exactly favouritism as it’s not Google being biased, it’s users. For example, have you ever noticed YouTube videos seem to appear at the top of some search queries? This is because Google notices this is the content users find relevant and helpful, which is what their main aim is. Perhaps it’s time to think outside the box and consider video content?

Do you need some SEO help?

If you feel that your website doesn’t exactly reflect these features, our Liverpool SEO experts are waiting to help you. We have extensive experience in helping clients improve their SEO rankings and can do the same for your business

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