The total number of websites worldwide is approaching 2 billion, with almost another 250,000 launched daily. As the world's leading search engine, Google needs to employ a complex algorithm to determine the ranking of all these websites in its search results. While the specific details of this algorithm are closely guarded secrets, Google has provided some insights into the factors that influence website rankings. Here is a summary based on Google’s 2023 algorithm.

Quality, Originality, and Relevancy of Content

Google aims to provide users with the most relevant and helpful information possible. Therefore, when determining search rankings, Google analyzes the content of web pages and evaluates how well it matches the user's search intent. Websites that offer valuable and relevant content that directly addresses users' queries are more likely to rank higher in search results. To maximize organic visibility and reach the desired audience, businesses, and website owners must invest in creating high-quality, relevant content that aligns with their target users' search queries.

Original content helps Google distinguish between different websites, preventing duplicate or plagiarized content from appearing in search results. This ensures a fair and diverse search experience for users.

High-quality content increases user engagement and satisfaction by providing accurate, well-researched, and up-to-date information. Google recognizes that websites with valuable content are more likely to offer a positive user experience, leading to increased traffic and longer visit durations.

PRO TIP: Avoid using AI or other generated content, as this will not look unique or follow the style you use elsewhere on your site. You can get ideas from AI or other sites that are already out there and get a basic outline, but ensure that you write your own original content in order not to be flagged as a plagiarizer. Even better, write ground-breaking helpful content that is not easily found elsewhere.

Website Loading Speed

In an era where instant gratification is the norm, users expect websites to load quickly and efficiently. Slow-loading websites frustrate users and lead to higher bounce rates and lower conversion rates.

As search engine algorithms evolve, they prioritize websites that provide positive user experiences. With website speed being a key component of user satisfaction, search engines now consider it as one of the ranking factors.

PRO TIP: Optimize your images and videos so that they load quickly. Use JPGs instead of PNGs which typically are larger files. Try to stay well under 500k for images (or 795 x 300 pixels) and much less if it is just a block of color. While printers need at least 300dpi, most computer monitors display 72dpi or 92dpi so you can reduce your resolution considerably and still have a clear image. Keep your video as short as possible (30 seconds or less). The optimal size for a video is 5-10 MB.

Mobile-Friendliness

Google ranks mobile-friendly websites higher because of the increasing prevalence of mobile device usage in today's digital landscape. With most internet users accessing the web through their smartphones and tablets, it has become essential for websites to provide a seamless mobile browsing experience. Mobile-friendly websites offer responsive design, optimized layouts, and faster loading times, enhancing user experience and reducing frustration.

By prioritizing mobile-friendly websites in search rankings, Google ensures that users are directed to websites that cater to their device type, promoting a positive browsing experience and driving more traffic to mobile-friendly sites. In this mobile-first era, Google recognizes the importance of delivering relevant and accessible content to users, making mobile-friendliness a significant factor in determining search rankings.

PRO TIP: Most web designers begin their design on a desktop, then optimize for mobile later. Have your designer check in periodically to ensure the mobile version is as good, if not better than the desktop version for all website pages and functionality.

Backlinks

Backlinks, also known as incoming links from other websites, significantly contribute to the credibility and authority of a website. This is because search engines consider backlinks as a vote of confidence. When high-quality websites link to a particular website, it sends a strong signal to search engines that the website is trustworthy and valuable.

Backlinks can enhance a website's visibility and search engine rankings. When reputable websites link to a site, it increases its chances of attracting organic and targeted traffic. By scrutinizing the quality and quantity of backlinks, search engines determine a website's authority within its niche.

PRO TIP: You can hire a service to set up backlinks for you but ensure they are offering to link your business information to only highly rated, quality sites that complement your business. Also, be sure that these backlinks are permanent and that they will not disappear once you stop paying a monthly fee. Even better, find quality sites yourself, link to them with your own site, then ask if they will do the same.

Technical SEO

Google considers various technical elements of a website to ensure proper indexing and ranking. This includes optimized meta tags, appropriate use of header tags, crawl-ability, sitemap, structured data, and secure HTTPS connections. Technical SEO improves a website's visibility for search engines and enhances user experience.

PRO TIP: Ensure that any technical SEO is clean and is not slowing down your website. Pay for a subscription to a highly-rated utility that scours your site for technical, on-page, or on-site errors.

User Experience

In recent years, Google has placed increased importance on ranking websites with better user experiences higher in its search results. This is because Google recognizes that a positive user experience is crucial in ensuring users find what they are looking for quickly and efficiently.

Websites that offer seamless navigation, intuitive layouts, fast page loading times, and high-quality content tend to have better user engagement, reduced bounce rates, and longer average session durations. These factors indicate that users find these websites more valuable and useful, leading Google to prioritize them.

PRO TIP: Keep your websites as straightforward and logically laid out as possible while offering all the information your viewer needs. In other words, remove anecdotes, marketing jargon, personal stories, and multi-tiered dropdown items unless they are pertinent to helping your viewers get the answers they need. Design your website with a clear outline and avoid haphazardly adding unnecessary content.

HTTPS vs HTTP Status

An SSL (Secure Socket Layer) certificate is a digital certificate that helps establish a secure connection between a client (web browser) and a server. It encrypts the data transmitted over the internet, ensuring that sensitive information such as credit card details, passwords, or personal data remains protected from unauthorized access. This certificate validates the authenticity and reliability of a website, indicating that it has undergone a verification process by a trusted Certificate Authority (CA).

When a website has an SSL certificate, it is displayed with the "https://" prefix and a padlock icon in the browser's address bar. This indicates to users that their information is secure and instills trust in the website's legitimacy. SSL certificates play a crucial role in safeguarding online transactions, protecting user privacy, and maintaining the overall integrity of the internet.

PRO TIP: This is the easiest fix of all. Ensure your website starts with “https://” and not “http://,” and there is a lock symbol before the URL. If not, contact your domain provider and purchase an SSL certificate.

Let’s Get Started

Every small business owner is a hero to me. Unless you own a small business yourself, it is not always easy to see the time, effort, and sacrifice needed to make that business successful. But I get it. Like all other small business owners, we are the CEO, CFO, COO, and CIO. We are the sales and marketing team, the development and visionary team, the accountant, the IT department, the customer service rep, the admin assistant, and the receptionist. And all that is on top of our actual business: offering a service or product and doing it better than our competitors.

Not every business owner has the time or expertise to create a professional website and write relevant content consistently, not to mention the knowledge to keep up with all the latest Google algorithms.

Please get in touch with Charlotte’s Web Designs, LLC for help getting your business seen and remembered. I’ve worked with over 100 small businesses and have a perfect 5-star rating for several reasons: over 35 years of technology and marketing experience, customer service, reliability, and unparalleled results. I understand how busy you are and, even more importantly, how to ensure your online presence reflects the care and expertise you put into your own business. Visit my current portfolio here and reach out to get started.

Follow Me