Google’s Search Algorithm: How does it Work and Its Features

The information age has inarguably developed advanced methods of sourcing relevant information using the World Wide Web. Although that is true, many irrelevant internet pages might not help with your search.

To save your time, Google has an algorithm that sifts through the billions of pages to find the most relevant with high-quality content. For a successful content marketing strategy and the overall digital marketing campaign, businesses need to understand how Google’s Search Algorithm works and its features. Here is a detailed explanation of how it works and its core features. 

How does it work?

Google’s Search Algorithm rates every site for relevancy and then ranks it on the Search Engine Results Page (SERP) with the most relevant at the top. There are various factors considered when each page is rated including the quality of content, keywords used, site speed, mobile-friendliness, site security, backlinks, and others.

Quality of content posted

The content published on every website is its cornerstone, high-quality blog posts, images and infographics are very valuable to get a positive rating on Google’s Search Algorithm. The quality of the content posted on a website is also rated by the frequency of posting.

Consistent blog posts that are published at least two times a week go a long way in meeting the requirements of Google’s Search Algorithm. When writing the content to upload to your site, you might need A professional writer to help you with the content writing. In that case, try an expert assignment help online to help you with web content, research papers, PPT’s e-books, and other writing help.

Also Read: SEO Techniques to Move Your Startup Upward


Backlinks have been the centerpiece of Google’s Search Algorithm as the inbound links particularly increase the website’s authority. Outbound links also count but contrary to previous notions, the amount of links in one post isn’t relevant when compared to the quality of them.

Linking a lot of non-authoritative sites won’t do you much good, sourcing high-quality content you can link is what matters most. If you would like to get inbound links, try avoiding paying someone to get them, rather post great content regularly to get the attention of other bloggers.


Google is heading towards a mobile-first world and to conform to its expectations, web developers need to prioritize mobile users. When choosing a website design and theme, consider prioritizing mobile device compatibility.

Ideally, a desktop version of a website shouldn’t be given all of the priority. Instead, it should appear the same across all devices. This means that the design should be simple and the site navigation must be optimized for the user experience of mobile device users.

Site speed

The online experience has been the foremost commitment of Google and that reflects on how site speed is viewed on Google’s Search Algorithm. A site that takes ages to load frustrates users and might even jump convert to another site. If a site takes a second longer to load, it is dropped down on the SERP rankings.

Website owners weren’t left in the deep end, though, as they have a tool developed by Google called PageSpeed Insights Tool. They can use this tool to rate their site speed for free and improve it when needed.

Site security

Blackhat hackers are moving with the times as they try to figure out a way to crack all new security developments that are being implemented on the internet. Google protects its users by bumping sites that don’t have adequate security down on SERP rankings.

If a site doesn’t have an SSL certificate, which is indicated by an “s” at the end of “HTTP,” it isn’t deemed as secure enough. An SSL certificate can be easily obtained, generally for free from website registrars.

Also Read: Guide to Boost Your Website Load Speed

Features of Google’s Search Algorithm

Now that you know how Google’s Search Algorithm works, here is a breakdown of its two core features and how they benefit both consumers and businesses:

Local SEO

Businesses have been using local SEO for many years now and have had great success in sourcing clients close to their offices or shops. Local SEO boosts small businesses by helping them grow in their town or state. Google’s Search Algorithm uses keywords of places that are next to certain search queries and returns the most relevant page. 

For example, if you need a great BBQ shop in Texas and you included those keywords in your search, Google will return the most relevant sites that have content around the main keywords related to BBQ and the locations in Texas that it serves.

The most relevant site would be rated in terms of keyword search and quality of content benefitting businesses that put in great effort to their site. Customers also benefit because they don’t have to sift through dozens of sites before finding the perfect one.


The most important feature of Google’s Search Algorithm is the PageRank system. Just like local SEO boosts small businesses by helping them grow in their town or state, the PageRank system is too the backbone of this algorithm. It is the automated process that assigns each website page rank in the SERP.

The PageRank system uses the factors listed above to output the best results to consumers. It also gives websites that are making an effort a chance to be at the forefront, which improves their conversion rates.

Final thoughts

Google’s Search Algorithm is something that must be kept in mind when creating a company website and throughout its entire lifecycle. When creating a website, ensure it is mobile-friendly and that it is simple enough to use one theme or design across all devices. When maintaining the website, companies should take careful consideration of the content they post.

Rather than aimlessly posting many pages in one week, they should prioritize formulating thought leadership content and post frequently. If the focus of companies is on the quality of the content they post, inbound links, social media mentions and the time spent on site will organically follow. 

Post a Comment


  1. Thanks for sharing, the article is really inspiring. For those whom are interested to know more, please click the following link. Miracle Digital HK is a digital transformation agency specialized for SMEs. We have helped number of multinational companies on their SEO projects.

  2. This comment has been removed by the author.

  3. This comment has been removed by the author.