What determines the position of your website in Google?

Apart from some official guidelines, Google does not reveal what criteria determine the presence of a website among the 10 first. Google ranking factors can probably be up to 1000. Most of them have been determined by experienced positioners based on their own observations. On this occasion, we have prepared a list of what are considered the most important factors that determine the position of the website in Google and other search engines.

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    How does Google rank websites ?

    Positioning is not a one-time service. Work on the quality and optimization of the website must be carried out constantly in order to first develop high positions in the search results and then maintain them consistently. effective. These activities are done by agencies, you usually get activity reports and you also have the option to monitor website traffic in Google Analytics. Learn about the main factors below:

    The value of the page for the user

    This is the first factor that will allow you to improve your position. Google owes its popularity to high functionality and relevance. Most of the users chose this particular search engine because the search results gave them exactly what they were looking for. Google effectively removes spam, there are no intrusive pop-ups or ads in search results. This effect is achieved thanks to a good selection of websites.

    Therefore, only the pages that are valuable to the user are at the top 10 of Google. This means that they contain unique and potentially interesting content, presented in a graphically accessible way. In fact, this information has been officially confirmed by Google.

    Updated and valuable content

    The content of the website, in particular the texts, plays an important role. They should be built in such a way that they contain keywords, on the one hand, and on the other, to provide users with unique and interesting information. Duplicate content can have very negative consequences.

    Currently, SEO activities are inextricably linked to content marketing. By definition, texts created as part of content marketing must deliver value to readers: answer frequently asked questions, educate, advise, or present individual elements of the offer in such a way that the customer is ready to make a purchase decision.

    The elaboration of the contents of the website is one of the elements of the positioning process that you can carry out on your own. The only mistakes when creating content are copying text from other pages or cluttering the content with keywords. This last aspect is related to the increasingly sophisticated Google algorithm. Several years ago it was enough to create any text and add all the phrases that interest us. Nowadays, the algorithm even examines aspects such as the thematic coherence of the text, the layout and even the linguistic correctness.

    Regarding the ranking factors, a clear structure of the text is important. Google likes all kinds of bullets, lists of numbers, bold and highlights. This helps to vary a single block of text and is easier for readers to understand.

    Keywords in the text

    The so-called keywords should be placed in the most strategic elements of the text, that is:

    • In the title (according to most SEO experts, titles that start with a phrase are more effective than titles that end with a phrase)
    • In the description (although the description has less and less importance from the SEO point of view, it continues to affect the CTR)
      • In the H1 header (H1 is another important element for Google that describes the content after the title)
      • In the H2 and H3 headings (the phrases in the H2 and H3 headings can be another sign of the relevance of the content)

    The current observations of the experts show that the phrases used in the former 100 words of the text contribute to the better position of the website in Google. The order of the keywords is also important.


    Google pays close attention to the age of the domain and the duration of the registration. Paid domains for a few years are a sign to Google that the website is valuable and won't expire any time soon. The history of the domain is also very important. Those who take over the previously used domain should check if the Google filter for fraudulent activities has not been applied to this address.

    Page load speed

    For Google, the page load speed is another indicator of the evaluation of the website when determining its position. This factor has gained importance relatively recently, but today it is very important in the visibility of the website in the search engine. Googlebots check page speed based on website code and file size.

    Outgoing Links

    Outgoing links, that is, links that lead from our website to other websites, are of great importance in the positioning of the pages. These can be other websites, blogs or portals; it is important that they have a lot of authority and are valuable. Google favors links pointing to Wikipedia. For example, a website for an online clothing store might post helpful links to fashion blogs or videos of fashion shows. The thematic connection of the page with the linking site is important in the ranking of the page.

    However, moderation is important: too many dofollow links can lower your search engine position.

    Internal link: structure of the website

    It has been known for a long time that the transparent structure of the website favors indexing. Properly placed links within the website support navigation on the website. It is worth continually checking whether the links on the website are working. Too many outdated links is a sign that Google is neglecting the website.

    The phrases we link to are not without meaning. Remember to link to longer pieces of content that have some substantive value, and not just individual phrases.

    Mobile Friendly

    The quality of the website on mobile devices also determines the position of the page in search results on desktop devices. Also, before evaluating the website in its full version, the mobile version will be verified first. It is worth knowing that not all websites that scale to mobile devices are 100% correct and functional. There are errors such as a font that is too small, buttons embedded too close, pop-ups that are difficult to close, and other minor omissions, which, however, affect the evaluation of the quality of the website on mobile devices.

    Image optimization

    A properly optimized image has a significant impact on how Google ranks pages. Thanks to this, our photo has a chance to be visible in the Google Graphics search engine. For that to be the case, a clear name is essential.

    The alt attribute, or alternative text for photos, is also very important in image optimization. It is very important for ranking factors, when for some reason the browser cannot display the charts, the ALT attribute appears. Before adding an image to the page mentioned above, we must also adjust its format and reduce its size.

    User experience

    An important topic is also the UX of the website, that is, the functionality and usability of the website. There is also speculation in this area as to whether UX really matters for the website's position in Google. However, even if the functionality is not necessary for acquiring traffic, it certainly is for the maintenance of acquired users, yes. Driving a lot of traffic to a site that is difficult to navigate, has an unintuitive menu, and is hard to find any information is unlikely to drive a lot of conversions. For this reason, it's worth taking a look at your website from this angle.

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