If you’ve ever dabbled in search engine optimisation (SEO), chances are you’ve asked yourself this: how does Google decide which websites show up first? It can feel like a mystery wrapped in code and secrecy. But while Google’s algorithm is undeniably complex, we do have a good sense of what makes it tick—and, more importantly, what that means for your website’s visibility online.
In this article, we’ll lift the veil on how Google’s algorithm actually works and offer practical insights to help your website perform better in search.
Let’s start at the beginning. Google’s search algorithm is a system of rules, processes, and machine learning models that determines how search results are ranked. When you type a query into Google, it quickly scans billions of web pages to serve you what it believes are the most relevant and authoritative results.
This isn’t done manually. It’s handled by an ever-evolving algorithm made up of over 200 ranking factors. Some of these factors are known (or at least strongly suspected), while others remain closely guarded secrets.
Google’s mission is simple: to organise the world’s information and make it universally accessible and useful. To do that effectively, it needs to deliver the best possible answers to search queries. That means showing content that’s relevant, trustworthy, and user-friendly.
Although Google doesn’t give away the full recipe, it does drop hints—and SEO professionals have spent years analysing patterns, updates, and guidelines to piece together the puzzle. Here are some of the major ingredients in that algorithm:
1. Relevance
At its most basic level, Google tries to match your content with the searcher’s intent. Keywords still matter, but it’s less about stuffing them into your text and more about understanding what the user is really looking for. This is where semantic search comes into play. Google uses natural language processing (NLP) to understand context, synonyms, and related topics.
2. Authority
How trustworthy is your content? Google looks at links from other websites (known as backlinks) as votes of confidence. The more high-quality websites that link to your content, the more authority you’re seen to have. But it’s not just about quantity—it’s about quality and relevance too.
3. User Experience (UX)
Google pays close attention to how people interact with your website. If users click through to your site and immediately bounce back to the results, that sends a signal that your page might not be very useful. Factors such as page load speed, mobile-friendliness, and clear navigation all contribute to a good user experience.
4. Content Quality
This is a big one. Google values content that is original, well-written, and genuinely helpful. Thin pages with little substance won’t do you any favours. Instead, aim for comprehensive content that answers questions, offers insights, and shows your expertise.
5. Freshness
In some cases, newer content ranks better—particularly for topics that change frequently, such as news, trends, or evolving industries. That’s why regular updates can be beneficial, especially if your content becomes outdated.
6. Location and Personalisation
Google tailors results based on the user’s location, search history, and preferences. That’s why two people might see different results for the same query. If you’re targeting a local audience, optimising for local SEO can help your visibility.
Over the years, Google has increasingly integrated artificial intelligence into its algorithm. Updates like RankBrain, BERT, and MUM are all designed to better understand human language, context, and intent.
RankBrain, for example, helps Google interpret search queries it hasn’t seen before by looking at patterns and predicting what users are looking for. BERT (Bidirectional Encoder Representations from Transformers) allows the algorithm to grasp the nuances of language, especially in longer, conversational queries.
This shift means SEO is no longer just about keywords—it’s about meaning. It’s about writing for humans first and algorithms second.
Google updates its algorithm thousands of times a year. Most of these are minor tweaks, but occasionally, a major update comes along that shakes things up. These core updates can significantly impact rankings—sometimes for better, sometimes for worse.
Some well-known updates include:
When an update rolls out, websites can gain or lose rankings based on how well they align with Google’s evolving standards. That’s why staying up to date with SEO best practices is crucial.
Now that we’ve covered the basics of how the algorithm works, let’s talk about what it means for your site in practical terms.
1. Focus on Quality Over Quantity
It’s tempting to churn out lots of content, but if it’s not genuinely useful, it won’t help your rankings. Invest your time in producing content that’s thorough, accurate, and engaging. Think about what your audience wants to know—and deliver that in a clear, accessible way.
2. Build Authority Slowly and Steadily
Backlinks matter, but buying them or participating in link schemes can hurt more than help. Focus instead on earning links naturally by creating shareable content, collaborating with others in your industry, and being active on reputable platforms.
3. Improve Site Speed and Mobile Experience
With Google’s mobile-first indexing, your mobile site is now the primary version Google looks at. Make sure it loads quickly, looks good on all screen sizes, and offers a smooth experience. Tools like Google’s PageSpeed Insights can help you identify areas for improvement.
4. Write for People, Not Just Search Engines
With the rise of AI-driven search, context and meaning matter more than ever. Avoid keyword stuffing and robotic language. Instead, aim for a natural, conversational tone. Answer real questions. Use clear headings. Be human.
5. Keep Your Content Updated
If you have older posts that still get traffic, revisit them periodically to ensure they’re accurate and up to date. Adding fresh insights, correcting outdated information, and improving structure can help maintain or even improve rankings.
6. Don’t Chase the Algorithm
It’s easy to fall into the trap of chasing every new update or trend. But the truth is, if you focus on creating a great experience for your users, you’ll likely align with Google’s goals anyway. SEO isn’t about gaming the system—it’s about helping people find what they need.
Google’s algorithm is constantly evolving, but its core principles remain the same: relevance, authority, and user satisfaction. By focusing on these fundamentals, you give your website the best possible chance of ranking well—now and in the future.
Understanding how the algorithm works isn’t about unlocking a cheat code. It’s about recognising what Google values and adapting your strategy accordingly. In the end, the goal is shared: delivering value to people searching for answers, solutions, or inspiration.
And if you can do that consistently? Google is more than happy to send searchers your way.
