How does Google evaluate the quality of websites and determine the ranking?

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How does Google evaluate the quality of websites and determine the ranking?
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If you want to rank well in Google’s search results, there are many elements that you need to work on, from keyword optimization to on-page content to technical factors such as page speed. But how does Google evaluate the quality of websites and determine their ranking? This article is an overview of what influences your site’s ranking and helps you understand what you can do to optimize your site and make it stand out among the competition.

Google and its mission

Google’s mission is to organize the world’s information and make it universally accessible and useful. In order to achieve this, they need to ensure that their search results are relevant and accurate. But how do they do that?


To find out, we must first look at what makes a website good or bad for SEO purposes. Websites that are well-written with informative content tend to rank higher in Google’s search engine than sites with less valuable content. Sites with more traffic also have an advantage over sites with fewer visitors. If a site does not have many external links pointing to it from other websites, then its page rank will be lower. 


Generally speaking, the higher the page rank, the better the chances of that site appearing near the top of Google’s search results. All these factors are taken into account when Google evaluates whether a particular website should appear on its list of search results.

How does it evaluate the quality of websites?

The most important thing is skillful communication with the search engine. Creating a website is definitely not enough, especially in the era of growing competition. However, you must remember about the most important thing – White Hat SEO. It is a long process, but it allows you to achieve sustained results and gain the trust of users on the web. The best galway SEO agency will help you to understand better how search engines, not only Google, works.


The task of algorithms is to classify, rank and evaluate the value of a page in the processes of indexing, crawling and determining the Google ranking. There is an unimaginable number of them, and additionally, they are often updated to provide Internet users with the highest quality of services. When you think about SEO, you should know at least a few of them:


  • PageRank – known to you from the previous section, it deals with the classification of pages based on the quality of links,
  • Panda – finds low-quality websites and cases of duplicate content,
  • Penguin – its main task is to fight spam online,
  • Hummingbird – taking into account keywords, deals with the relevance of searches in terms of user intentions,
  • Pigeon – works mainly in the field of local searches based on the geolocation of Internet users,
  • Pirate – ensures that copyrights are respected on the Internet,
  • Above the Fold – deals with the evaluation of ads and useless elements on the website lowering the UX,
  • Mobility – we have recently referred to the Mobile-First Index, so it gives priority to indexing to pages adapted to mobile devices.

Dinner time: E-A-T factors

The Google guide pays special attention to the E-A-T guidelines, i.e. expertise, authoritativeness and trustworthiness. 


When it comes to expertise, Google takes into account the substantive level of the website or its proficiency in a given field. It is about knowledge that requires additional qualifications. Authority relates to reputation within the industry. The more backlinks you have, the more important you become. So it’s worth taking care of citations, memories, reviews, testimonials and recommendations from other experts. The question of trust, in turn, relates primarily to the users. It’s about taking responsibility for the content you post.

Ranking factors

We immediately warn you that only Google knows the full list of ranking factors and their specifications. However, in the course of SEO development, specialists managed to identify the most important ones. So it’s worth paying attention to:

  • keywords,
  • titles and headings
  • meta tags,
  • ALT attributes for graphics,
  • originality of the content,
  • linking,
  • page loading speed,
  • responsiveness,
  • https,
  • robots.txt file,
  • site map,
  • age and history of the domain.

Wrapping up

There are more than 200 factors that Google takes into consideration when determining the quality of a website and where it should rank. However, no one outside of Google knows the exact weighting or order of importance for each factor. Therefore, the best solution is to work with Limerick SEO agency that keeps track of updates and discovers new secrets of the search engine using specialized tools.

Main photo:Simon/

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