Google's algorithm works by trying to figure out what you're really looking for and then finding the best pages to answer your question.
Here's what Google focuses on when ranking pages:
- Understanding what you actually want. Google doesn't just match your keywords—it tries to understand the intent behind your search. Are you looking to buy something, learn about a topic, or find a specific website?
- Checking how well pages match your search. Google looks at page titles, headings, and content to see which pages are actually about what you searched for, not just pages that happen to mention your keywords.
- Evaluating content quality. Google wants to show you helpful, accurate information from reliable sources. Low-quality or misleading content gets pushed down in results.
- Making sure pages work well. Google looks at the technical aspects like page speed and user experience before ranking pages. Nobody wants to wait forever for a page to load or struggle with a site that is not responsive.
- Personalizing results for you. Google may also factor in your location and search history to surface personalized, relevant results. Someone in New York searching for "pizza" will see different results than someone in Chicago.
Google tweaks its algorithm regularly—small changes happen every day, while bigger updates roll out a few times per year. When these major "core updates" happen, they're announced publicly and tend to shake up the SEO world.