Google Ranking

The Google ranking is the order in which the search engine lists websites for a specific search term in the SERPs. The search engine operator determines the pages deemed most relevant to the query and outputs a corresponding search result. Google determines the relevance of a website for a specific search and thus for the Google ranking based on the so-called ranking factors.

Optimizing the Google ranking of a website is the goal of every webmaster and especially every SEO expert. To improve the position, the respective ranking factors that influence the results of a search query need to be identified. And these go far beyond simply using a keyword or multiple search terms in a page's text. Links from other sites, known as backlinks, are also important but are not the sole solution. Google itself indicates about 200 factors relevant to a page's ranking. However, since the respective factors and their weighting are part of the Google algorithm and thus trade secrets, they are not disclosed. Nevertheless, webmasters and SEO experts have identified criteria through regular tests and reviews over the past 16 years that influence Google ranking. Which of the over 200 factors are decisive remains undiscovered or is interpreted differently by each webmaster. In addition, various updates like the Panda Update, the Penguin Update, and the Helpful Content Update mean that website operators must continually adjust to the algorithm. Search engine optimization is therefore a continuous process of review.

From time to time, John Mueller, Senior Search Analyst at Google, speaks up and gives a few hints on what SEO experts should pay more attention to for good page ranking — however, he never gets specific. A few basic directions are announced, such as that the search engine increasingly values high-quality and informative content. After all, every web search ultimately revolves around getting the right answers.

What factors determine Google's ranking?

Influences on Google ranking include criteria such as the number and quality of incoming and outgoing backlinks, the age of the page domain, meta-information, keyword placement within the page and content, image optimization, unique content, URL length, consistent internal links, accessible layout, usability, and many other factors that can be broken down into further detailed aspects.

This means that a page's Google ranking will be negatively affected if these criteria are not met. Violations of the Webmaster Guidelines can even lead to a penalty, a ranking punishment, and the visibility index can also drop in this context. In the worst case, such as with link and keyword spamming measures or black hat SEO methods like cloaking and doorway pages, it can even happen that a page is removed from the search engine's index. Then the website can no longer be found through a search with the search engine and will not be displayed as a search result.

How can one improve their Google ranking in the SERPs?

Many factors can be optimized by the webmaster and even the editorial team themselves—especially all the contents of a page such as text content, videos, images (including meta-tags like alt-text), and graphics. It is important to provide content that answers a web search query. Depending on personal expertise, it is also possible to make technical adjustments to the content management system or improve the design. In some cases, it might be useful to handle these things yourself. However, if expertise is lacking, sometimes "reading up" doesn't help either. It is more effective to hire an expert—in order to save additional work and avoid long-winded "tinkering." Therefore, you should only improve the Google ranking of your own website yourself if you also have the necessary knowledge in the field of search engine optimization.

Use the right tool

To check the Google ranking in the SERPs, the appropriate tool is necessary. The position of a page for a specific keyword can be viewed, for example, with the Sistrix tool. Ranking changes and new keyword entries are also recorded there. Also important: the Search Console, a web service from Google that allows you to monitor a website's presence.