Well here’s the thing, no one really knows how it works exactly.  Google has always been incredibly secretive about how they make its decisions, although they are a lot more open about it now than it used to be.

Google uses very complicated and intelligent pieces of software called algorithms to make its decisions.  But what we do know is that they measure websites on certain criteria (that update regularly)

• How Helpful the Content Is: This refers to the usefulness and value of the content on a website. Search engines aim to provide users with the most relevant and helpful results, so content that answers user queries and provides valuable information tends to rank higher.  THIS IS CURRENTLY THE SINGLE MOST IMPORTANT FACTOR IN HOW GOOGLE RANKS YOUR WEBSITE IN 2023
• Relevance: Relevance refers to how closely a webpage aligns with the user’s search query. Search engines assess factors like keyword usage, semantic relevance, and the overall topic of the content to determine its relevance to a particular search query.
• Popularity: Popularity indicates how well-known and widely recognized a website is, often measured by the number and quality of links pointing to it. Websites with a strong online presence, attracting a high volume of organic links and social shares, are generally perceived as more popular, which can positively influence search engine rankings.
• Authority: Authority signifies the perceived expertise and credibility of a website within a specific niche or industry. Search engines assess authority based on various factors, including the quality and relevance of backlinks, mentions from reputable sources, and the overall reputation of the website.
• User Experience: User experience (UX) refers to how visitors interact with and perceive a website. Factors such as site speed, mobile-friendliness, ease of navigation, clear content structure, and engaging design contribute to a positive user experience. Search engines value websites that prioritize user-friendly experiences and tend to rank them higher.
• Expertise: Expertise refers to the depth of knowledge and proficiency displayed on a website. Websites that demonstrate expertise in their subject matter, provide comprehensive and accurate information, and exhibit thought leadership are more likely to be considered authoritative by search engines.
• Trustworthiness: Trustworthiness relates to how reliable and trustworthy a website is perceived to be. Search engines prioritize websites that demonstrate trustworthiness by having secure and trustworthy domain configurations (e.g., SSL certificates), credible sources and citations, and a lack of spammy or misleading content.
• Website Size: Website size refers to the number of indexed pages on a website. While a larger website may indicate a broader range of content, it’s important to note that quality and relevance are more significant factors for SEO success than the sheer quantity of pages.
• Website Age: Website age refers to the length of time a domain has been registered and active. Older websites may have an advantage in terms of domain authority and trust, as they have had more time to establish their online presence and accumulate relevant content and backlinks.

Although Google has always been known for being highly secretive about the way it operates, the company has become more transparent over time. One thing we do know is that Google uses complex algorithms to assess websites based on specific criteria that are updated on a regular basis.

By understanding these criteria, website owners can work to improve their website’s ranking on Google and attract more traffic to their site.