So what works? How does Google determine which pages to return in response to what people search for? How do you get all of this valuable traffic to your site? Google’s algorithm is extremely complex. Google is looking for pages that contain high-quality, relevant information about the searcher’s query.
Google determine relevance by “crawling” (or reading) your website’s content and evaluating (algorithmically) whether that content is relevant to what the searcher is looking for, mostly based on the quality of key phrases or words it contains in the text on the website. Relevant information is very important to any website and a 60:40 text to image ratio is what we should be looking for.
Google determine “quality” by a number of means, but prominent among those is still the number and quality of other websites that link to your page and your site as a whole. To put it extremely simply: if you were a plumber and the only website linked to your website was a blog then you will not be assumed as a quality website. If your website was linked to a major supplier of plumbing materials, who have a comprehensive website selling all its products, you will be trusted and perceived to be higher quality.
Increasingly, additional elements are being weighed by Google’s algorithm to determine where your site will rank, such as:
How people engage with your site?
Did they find the information they need and stay on your site, or bounce back to the search page and click on another link? Or do they just ignore your listing in search results altogether and never click-through? A popular mistake made by those who have a website and continually type in queries to see where they are ranking on Google and then type in another query, never actually opening your website and browsing through the pages. Google will pick that up and assume your website is not relevant to that query and so reevaluate it lower.
Your site’s loading speed and “mobile friendliness”.
Half of all websites are viewed on a mobile, so if your website takes too long to load and is difficult to navigate on a mobile, you will score badly.
How much unique content you have.
Unique to your business that your competition does not have. Could be a service or a exclusive product. Too many people expect the web developers to know their business and fill the website with valuable, unique content. This is a common mistake to make and if you want your website to work, then make sure the content and images reflect who you are and what you offer.
In summing up, take responsibility for your presence on the web. Update information regularly and make sure your social media ( Facebook, Twitter etc..) reflects the updates.