How does Google rank pages and what does it mean for the rest of us?

  • AUTHOR: admin
  • July 10, 2016
How does Google rank pages and what does it mean for the rest of us?

When discussing search engines, it is important to not forget Google’s rivals such as; Bing, Yahoo and Baidu. The other search engines are all important in their own right but when talking about search engine optimisation, it’s best to stick with “the big one”, the market leader; Google, which occupies almost 70% of the market. The methods that search engines use for ranking are all quite similar so the points which apply to Google generally apply to all the search engine market leaders.


It means so much to businesses to be at the top of search results so there is no wonder why so many people are asking daily; how does Google decide what pages are ranked higher than others? The answer to this question is not simple, Google uses a complex algorithm which is constantly changing. No one knows exactly what this algorithm consists of but there are many people out there who dedicate their professional lives to trying to figure out the most important factors which Google consider. Businesses such as GCC have invested huge amounts of time into determining the best strategy to get google to rank pages higher.


Google uses a complex crawler system which essentially travels throughout the web analysing pages using the master algorithm and reporting back to Google. The crawler jumps through links and sites to map out the entire web and provide, what Google consider, the best search results.


Generally speaking, the professionals in the SEO industry roughly agree on what factors are most important but it is important to keep up with the changes that Google makes on an almost daily basis. Some of the most important factors to consider when thinking about Google ranking are;


  1. Use of keywords–  keywords are essential to any good website, they help Google to determine what the pages are about and they help users to find the pages. Therefore, Google ranks pages with good keyword usage very highly. Keywords aren’t easy to find but, having spent a long time in the industry, the experts at GCC know exactly how to dig up the golden keywords to boost websites of any form.


  1. Site speed– the performance of websites is considered vital to Google. This is sometimes a difficult factor to come to terms with as most people wouldn’t know where to begin in order to improve the speed of a site. There are some small adjustments that can be made which do help but ultimately it comes down to the use of server. This is why we only use the highest performing servers at GCC.



  1. Use of links– the number of links going into and out of the site is analysed and used to rank pages by Google. Due to the use of a crawler which travels virtually through the worldwide web, the number of links on other sites going to a website determines how many times the crawler pops up on a site, this is fed back to Google who use this to rank the page. It is also important to have links going to other sites as this is considered to be valuable to users in helping them find the pages they seek. This can be a difficult factor to improve but there are some easy ways to improve a site’s links, social media can be perfect for this, especially Facebook.


  1. General Structure- the layout and structure of a site is a difficult factor to explain as it is hard to tell what Google looks for exactly. It is clear, however, that a site with good headings and layout is a serious boost to SEO. It’s important to have a clear understanding of how pages are arranged and what goes into each page.



  1. Site activity– the Google crawler loves a change when re-visiting sites. Google rank pages which are active, in the sense that they are updated with new information and don’t just stay the same for months and months. This is where blogs are extremely useful to provide a site with fresh information and change what Google sees in the site.


Having considered these factors what does it mean for rest of the world trying to fight it out on Google search results?


It is important to know exactly what you are setting out to achieve when making a site. You need to know exactly what audience you are targeting what your audience expects from you. This involves being very clear on the key words which you are going to use and knowing exactly how your site is going to be structured.

It’s essential to remain on top of your site and not give up on it. The Google crawler will punish your site for inactivity so make sure you are posting regularly and keep making updates to reflect what is going on in your industry. Google is constantly changing so you need to keep an eye out for changes to what the crawler is looking for on your site. At the moment the hot topic in terms of Google search engine factors is the use of social media, recently Google stopped ignoring social media links and has placed a much higher weighting to this aspect of a site.

You have to ask the right people for help. It does not matter if your site is brand new, 20 years old or even nothing more than a part of your imagination, it is vital to make sure you get the right advice and help. GCC’s employees are dedicated to provide expert help to guide our clients in the right direction to realise their potential through online marketing.

If you have any questions or feedback, please do not hesitate to contact us.

By Christopher Vilhelmsen




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