Want to understand how the Google Search Algorithm work?
How it ranks content and websites then makes them appear on Google for search results?
You’ve come to the right place. Hey! I’m Connor Gillivan. I’ve been studying the Google Search Algorithm for 10+ years while growing my own companies to 6, 7, and 8 figures with an exit in 2019.
Today, I run a portfolio of B2B companies and manage SEO for 30+ companies through my business, TrioSEO.
Needless to say, I’ve been obsessed with Google Search and SEO for the past 10+ years.
When I first started, I didn’t really understand it and it made it difficult to run SEO campaigns because I didn’t fully know what I should be optimizing for.
I read all of the blog articles online from top SEO experts and I dove deep into Google Search Algorithm guides that SEO companies had published, but it took years to truly understand how it works.
In this article, I want to break it down into 17 points that I’ve learned so that you can get an idea of how Google’s Search Algorithm works and how you can use that knowledge to guide your SEO work.
If you have questions at the end, find me on LinkedIn and Twitter/X and reach out. I love sharing knowledge and always welcome questions from others.
Hope you enjoy and learn something new!
The Ultimate Google Search Algorithm Guide
1. Crawlability and Indexing
- Google uses crawlers (bots) to discover and index web pages.
- Ensure your site is accessible with an XML sitemap and clean robots.txt file.
2. Keyword Relevance
- Focus on using relevant keywords naturally in titles, meta tags, and content.
- Avoid keyword stuffing; prioritize user intent over frequency.
3. Content Quality
- Create original, informative, and valuable content.
- Regularly update content to keep it fresh and relevant.
4. Mobile-Friendliness
- Mobile-first indexing prioritizes mobile-optimized websites.
- Ensure responsive design and fast loading speeds on mobile devices.
5. Page Speed
- Google favors fast-loading sites; optimize images, minimize CSS/JavaScript.
- Use tools like Google PageSpeed Insights to monitor performance.
6. User Experience (UX)
- Ensure easy navigation, clear design, and good layout structure.
- Minimize intrusive pop-ups and improve site accessibility.
7. Backlinks (Link Authority)
- High-quality, authoritative backlinks improve rankings.
- Avoid spammy links; focus on earning links from reputable sites.
8. RankBrain (AI)
- Google’s AI system analyzes user behavior (clicks, time on page, bounce rates).
- Create engaging content that satisfies user intent for higher rankings.
9. E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness)
- Focus on building trust with high-quality, well-researched content.
- Establish authority by highlighting credentials and external recognition.
10. Core Web Vitals
- Measure loading performance, interactivity (First Input Delay), and visual stability (Cumulative Layout Shift).
- Aim for fast, smooth user interactions for better rankings.
11. Schema Markup (Structured Data)
- Use schema markup to provide additional context to Google (e.g., reviews, events, products).
- Helps improve rich results and increase click-through rates (CTR).
12. Search Intent Matching
- Align content with user intent: informational, transactional, navigational, or commercial.
- Provide the exact answers or solutions users are looking for.
13. Local SEO Factors
- Optimize Google Business Profile with accurate NAP (name, address, phone number).
- Focus on local keywords, reviews, and citations for local search visibility.
14. Secure Website (HTTPS)
- Google prioritizes secure websites using HTTPS over HTTP.
- Ensure your site has an SSL certificate for added security and trust.
15. Freshness Algorithm
- Regularly update content, especially on time-sensitive topics.
- Prioritize fresh content for queries related to trending or recent events.
16. Content Depth and Length
- Longer, in-depth content tends to rank better (provided it’s useful).
- Balance length with relevance—don’t pad content unnecessarily.
17. Duplicate Content
- Avoid duplicate or thin content as it can lead to penalties.
- Use canonical tags to inform Google of preferred versions.
Action Items
- Audit your site for crawlability and fix any issues with sitemaps and robots.txt files.
- Optimize for mobile-friendliness by ensuring responsive design and fast loading speeds.
- Use tools like Google PageSpeed Insights and Core Web Vitals to enhance page speed and user experience.
- Regularly create and update high-quality, intent-driven content that aligns with search queries.
- Implement schema markup to improve visibility in rich search results and attract more clicks.
FAQs
Why is crawlability important for SEO?
Crawlability ensures that search engine bots can easily discover and index your web pages. Without it, your pages may not appear in search results. A well-structured XML sitemap and optimized robots.txt file help guide bots effectively.
What is E-E-A-T, and how does it impact rankings?
E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It’s a quality framework Google uses to evaluate content. Demonstrating these factors through credentials, research-backed content, and external endorsements improves your site’s authority and rankings.
How do Core Web Vitals affect search engine performance?
Core Web Vitals measure aspects like page loading speed, interactivity, and visual stability. These metrics directly impact user experience and are ranking factors in Google’s algorithm. Improving these metrics ensures better site performance and higher rankings.
Why is HTTPS essential for SEO?
HTTPS provides a secure connection between the user’s browser and your site. Google prioritizes HTTPS sites because they protect user data. Having an SSL certificate improves both security and trustworthiness, which positively affects rankings.
How can I align content with user intent?
Understand the type of information users are looking for—whether it’s answers (informational), products (commercial), or directions (navigational). Tailor your content to meet their needs by providing clear and concise solutions aligned with their search intent. This improves engagement and relevance.
Thoughts and Outro
I’ve shared 17 factors that go into Google’s Search Algorithm, but most likely there’s 100s that the algorithms take into account.
As an SEO for the past 10 years, this is what I’ve found to be the most helpful in guiding your SEO strategy so that it best aligns with what Google is looking for as they crawl, index, and rank content for search.
At the end of the day, the goal of SEO marketing is to (a) please Google and show them that you have the highest quality and most trusted content and (b) create the best possible experience for the search user.
If you can master those 2 aspects of SEO, you’re on the path to amazing SEO results and rankings.
This 17 point checklist should point you in the right direction as you get rocking with your SEO growth.
If you have questions, feel free to email me or find me on LinkedIn and Twitter/X.
My name is Connor Gillivan and I’m on a mission to make SEO and digital marketing simpler for millions.
I hope you found this helpful and I’m always here for questions.
All my best,
Connor
Whenever you’re ready, here’s 3 ways I can help you:
1. My SEO Course: “The SEO System” teaches the exact daily, weekly, and monthly SEO processes I’ve used to scale multiple companies to 6, 7, & 8 figures in sales. Available for pre-sale now!
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