The algorithm employed by Google to determine how highly to place results in search engine results pages (SERPs) is extremely intricate. When calculating a site's authority and relevancy, the algorithm considers hundreds of ranking variables, or signals. Google's algorithm is dynamic and ever-changing; it undergoes frequent updates to include new data and enhance the quality of search results.

Ranking factors of the Google Search Algorithm


  • Back links

Google prioritizes sites that have "important topical websites" linked to them. To put it simply, it values high-quality inbound links from reputable sources that are directly related to the topics covered on your pages.

Link building refers to the process of amassing these links and is a crucial step in convincing search engines like Google to include your site in search results. Since Google's beginning in 1996, this has consistently been the most important criteria in establishing a site's credibility. The credibility of a site is also a major consideration for Google's ranking system. A website's authority is measured by the quantity and quality of the links pointing to it from other sites. Google takes these backlinks into account when deciding how seriously to take a given website. A site's credibility improves when more high-caliber, relevant sites link to it. As a result, link building is essential for search engine optimization.

  • Content of the page

Google must sift through millions of results for each search query and prioritize those that contain valuable information and evidence of:




The so-called PageRank algorithm, which evaluates the importance of a page based on the number and quality of links going to it, is a crucial component.

To determine a site's ranking, the Google algorithm takes into account a number of criteria, one of the most crucial being the relevance of the content. Not only do search engines analyze the text for keywords, but also the entire subject matter and topic of the website.

In addition, Google employs a number of spam algorithms to identify low-quality pages attempting to rank using spammy black-hat SEO practices.

  • Use of keywords

The frequency with which your target keywords appear on the website you want to rank is an important factor for Google. It's recommended that you use your target term as many times as possible on the website, preferably in areas like:

The title

At least one subheading

Page’s URL

The introductory paragraph

The use of keywords in content is important, but we don't think you need to worry about them beyond that. The reason for this is that while you write about the topic, you will unintentionally sprinkle the term you are optimizing for.

  • User Experience

When determining where a website should be placed in search results, Google also considers the quality of the user experience offered there. Good user experiences and well-designed websites tend to perform better in search engine rankings.

There are numerous facets that make up the user experience (UX), such as:

Page load speed

No pop-ups or ads

Mobile friendliness

Website design

Meta tags and more

Google has placed a greater emphasis on speed in recent years. Google introduced a substantial revision in the summer of 2021. Because of this, passing Google's Core Web Vitals (CWV) test, which is effectively a speed test, is more crucial than ever.

  • Topical authority

For similar inquiries, Google intends to show "sites that many users seem to value." This refers to web pages with valuable supplemental content about relevant search terms.

We can presume that relevant backlinks are a component of what Google means when it says "people seem to appreciate," even though it isn't clear what exactly that implies. Consequently, you need to obtain links from websites that are topically relevant in addition to producing a lot of related material.

Google (and its users) may assign more weight to your search results page if they determine that you are an authority on the topic since you provide a lot of useful information and links to other related resources. We will also assume that you are optimizing for other aspects of search engine rankings.

  • Crawling

Crawling is Google's method for finding fresh and updated content on the web. Googlebot, a special kind of web crawler, is in charge of the crawling process. When a new webpage is uncovered, it is added to the Google index, a collection of all the web pages Google is aware of.

Recent updates to the Google Algorithm

The "BERT" update, also known as the "Bidirectional Encoder Representations from Transformers" update, is one of the most recent additions to the Google Algorithm. This upgrade shifts the focus from simply looking at individual words to comprehending the context of words and phrases within a search query. Previously, the focus was solely on the words themselves. This is significant because it enables Google to better comprehend the intent behind a search query, which in turn enables Google to give results that are more pertinent to the search.

Another update that was released not too long ago is called the "Core Web Vitals" upgrade, and its primary focus is on improving the website's loading speed as well as the overall user experience. Because of this move, Google will now place a greater emphasis on the amount of time it takes a page to load as well as the overall user experience when determining search rankings. This indicates that websites that load quickly and provide a positive experience for users will receive a higher ranking in the search results.


The algorithm used by Google is a complicated computer program that is always being improved upon and updated. When determining the authority and relevancy of a website, it takes into account hundreds of different ranking factors, some of which are the website's relevance, its authority, and the user experience. You can make your website more visible in search results and get more people to visit it if you learn how the Google algorithm works and keep up with the latest changes.