How the quality of your website affects search engine results

Google aims to provide users with the best possible experience when using its search engine, and quality is the number one priority. Nothing is more frustrating than launching a search query, only to be presented with meaningless advertising or gibberish. Therefore, Google and other search engine providers are constantly working on improving the way websites are being ranked in order to ensure only the most relevant and valuable ones are placed in the top results. At the same time, algorithms are in place to identify false or misleading information.

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Google Algorithms

Google has numerous ways to assess a website and decide whether it is of higher or lower quality. Tools such as AI-based systems BERT and MUM evaluate even the most complex search queries and display websites that have also been analyzed according to several factors and were deemed to be of high quality.


In order to determine whether a website contains information relevant to the search query, Google mainly looks at keywords, to see if the ones used in the search are the same or similar to those throughout the website. Also, if keywords appear in headings as well as in the body text, a website is generally deemed more relevant.


Determining whether a website provides quality content is mainly done by looking at how well-linked a website is. Since its early days, Google has used the number of links between websites as a ranking factor based on the assumption that relevant websites generally receive more links than others. These so-called inbound links can significantly boost your SEO ranking, but be aware of fake or artificial links as these can give Google a reason to penalize your website.


Several factors relating to page experience tell Google how useful a website may be to its users. One of the most important, is ensuring that the website is mobile-friendly and easily accessible across different devices. Fast loading times and website security also have a great impact on page experience, thus determining how well your website will rank in search engine results.


Search results are also ranked based on a user’s search settings, search history and location. The latter is important for website developers and content providers as it means that local content is usually given prevalence over generic websites as it tends to be more relevant. Depending on your audience, it also pays to be aware of SafeSearch regulations, for example, if you are providing specific content for children and teenagers.

Search Quality Raters

Employing more than 10,000 external search quality raters is another way Google measures how well search results meet user expectations. Following strict guidelines, these third-party raters undertake millions of sample searches each year, evaluating websites and their content based on expertise, authoritativeness and trustworthiness. Using the data provided, Google develops new algorithms and systems to improve its functionality and enhance user experiences.

Quality Score

The quality of your website, particularly of your landing page, also affects the likelihood of your ad campaigns being successful. The more relevant and useful your landing page, combined with other factors, the higher your quality score which indicates how well your ad performs in terms of keywords compared to your competition.

What it means for your website

Quality is king. The more user-friendly your website is and the more valuable content you provide for (potential) customers, the more likely you will be picked up by Google and displayed in the top search engine results. Contact the friendly team at Energise Web today to learn more about optimizing your website and utilizing its full potential. We specialize in web design, search engine optimization and copywriting to help you and your business thrive.

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