How Does Google Rank Websites? Google’s Ranking Decisions Explained

This article was written by Lukas Rasmussen and reviewed for accuracy against the latest Google Search Essentials.

How Does Google Rank Search Results?

To rank websites, Google uses web crawlers that scan and index pages. Every page gets rated according to Google’s opinion of its authority and usefulness to the end user. Then, using an algorithm with over 210 known factors, Google orders them on a search result page. Therefore, appearing higher in the search result pages for a given search query directly means you’re the most relevant and authoritative result for it according to Google. As documented in Google’s How Search Works, the system prioritizes meaning, relevance, quality, usability, and context.

These search result pages answer specific search queries which are made up of keywords and phrases. Google’s AI is also able to understand the meaning behind each query – and therefore processes them as concepts rather than just individual words. This algorithm works similarly to the way we humans understand and process language – and is therefore called Natural Language Processing (NLP). Industry veteran Gianluca Fiorelli notes that modern SEO is about designing for user journeys and topical visibility rather than just targeting exact-match keywords. But to say that’s the end of the story would be unfair.

As we established, there are over 210 known factors – compiled in data-driven lists by Backlinko – that influence your rankings. Now, we know and understand many of those factors that determine your ranking positions in Google. However, some of them are still a mystery. This is because some of the ranking factors are also created and adjusted by Google’s Artificial Intelligence algorithms itself. Understanding how Google thinks might seem like an impossible task. But worry not, as there are some clear and certain things you can do to improve your search rankings. Experts at Advanced Web Ranking emphasize that focusing on people-first content and technical crawlability remains the most reliable path to success in the AI search era. First, try to check your website rankings in Google.

You can do it for free below:

Google does many things to support webmasters and guide them in ranking higher. One of those things is, for example, the regular talks with their representative John Mueller who often explains concepts on how to understand the algorithm and rank higher. In fact, Google goes as far as running a blog where they share news on the latest algorithmic updates, such as the May 2025 guidance on succeeding in AI search.

Does Google Ever Change How It Ranks Websites?

Yes, Google regularly changes how it ranks websites. These are called algorithmic updates and occur daily. Most of the time, they are minor updates, but sometimes Google releases a bigger update to the algorithm. Larry Page & Sergey Brin developed Google and its ranking algorithm all the way back in 1996. However, throughout the years the algorithm has evolved and is constantly including new factors. In fact, Google has stated publicly that their algorithm gets continuous updates several times every single day. Overall, these are minor changes that improve the search results and tailor the right pages to specific queries. We’ve researched exactly how many times per day Google changes how it ranks websites, so keep reading. But every once in a while – usually every 3-4 months, Google also releases a bigger update. These are known as “Broad Core Algorithm Updates” and normally affect millions of websites at a time. For instance, the December 2025 Core Update significantly shifted visibility for many sites. To simplify things we can say that these major updates happen when Google “becomes considerably smarter” and is therefore able to show better search results.

How Often Does Google Change How They Rank Websites?

Google changes how they rank websites regularly. Minor changes happen daily and about every quarter we get a larger algorithmic update. We can’t predict the changes but based on historical data, we can guess when an update is expected. Both minor and bigger changes affect which websites appear at what positions in Google’s search result pages. However, the bigger updates usually change rankings more drastically and last for longer. If you happen to lose your rankings during a Google update, the SEO process afterward usually consists of recovering them. Such drastic drops generally do not affect websites that are well maintained, but technically no one is safe. Here’s a good post to learn more about diagnosing and fixing ranking drops. And naturally, as the internet becomes more common and Google expands even further, there are more regular updates like the November 2025 update aimed at simplifying the results page.

Minor Algorithm Updates

The algorithm gets several minor updates every day. The more advanced the algorithm gets, the more frequent the updates. Based on how frequent the updates are, the number of position changes throughout the day and how big the fluctuations are, we can estimate how big and volatile the algorithmic updates are. In 2026, many of these adjustments happen seamlessly in the background as Google refines its understanding of user intent.

Broad Core Algorithm Updates

They roll out bigger algorithm updates around every three to four months. Most recently, the March 2026 Core Update rolled out over approximately 19 days, focusing heavily on E-E-A-T and original “Information Gain.” Earlier in February 2026, Google also completed a 21-day rollout of a Discover-specific core update. These large updates usually have unique names or are identified by the month and year of their release.

How Does Google Decide To Update The Ranking Algorithm?

To decide when to update the ranking algorithm, Google primarily relies on both webmaster signals and user signals. Google closely monitors both what webmasters do with their pages and how users react to that content. That is, Google’s main purpose is to always provide as much value to the user – and therefore protect them from bad pages and content in the search results. As detailed in the March 2024 spam policy update, Google is aggressive about reducing low-quality, unoriginal content. If it notices that a webmaster is trying to game the algorithm, or if user behavior points towards dissatisfaction, Google will take action.

In 2026, Google’s systems are especially focused on identifying low-value AI-generated content that lacks human editorial oversight or real-world expertise. While high-quality AI-assisted content is acceptable, pages that merely repackage existing information without adding new research or “Information Gain” are increasingly demoted in favor of original reporting.

Now, it is important to also say that there have also been a few updates orchestrated solely by Google – but their end goal has always been to serve users better and less biased content. This is seen in the continued enforcement of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), especially for “YMYL” (Your Money or Your Life) topics like health and finance. Content that demonstrates real-world experience is now a primary differentiator. In short, when a certain behavior gets exploited to gain an advantage in the search results, Google is sooner or later going to catch up and penalize it. Now it’s time for us to look at which ranking factors Google monitors closely to determine what to change.

What Factors Does Google Consider When Ranking Websites?

In short, the main factors that decide website rankings in the search result pages are how useful your content is, how well-rounded your website is from a technical standpoint, and how authoritative your website is based on links from other websites. First, let’s explore a little more of the individual factors that decide website rankings. After that, we’ll look at what makes a page bad and how that impacts your search engine rankings. Those are:

On-Page Content

Firstly, let’s establish that by “On-Page Content” we include the overall appearance of your pages – and not just e.g. the text featured in the main body of a page or a blog post. With that, there are several measurements that Google takes into consideration when analyzing your website content. The most important ones are:

• How unique your content is

Based on analyzing other websites in your industry. Have you used someone’s content or is it original? Are you adding “Information Gain” by providing new data or unique reporting, or are you just recycling what others have written about?

• How helpful your content is

Based on user signals. Do users stay reading for a while? Do they show deep engagement through scroll depth and repeat visits? Do they click on your internal links and explore other pages? Or do you have broken links that lead them nowhere? Is your content genuinely helpful or are you just keyword stuffing?

• How in-depth your content is

Based on topical authority and coverage depth. Recent empirical studies, like the 2026 Rankability H1 tag study, show that while exact-match H1s aren’t a “magic bullet,” the clarity and placement of your main heading remain highly correlated with top positions. Furthermore, Googlebot typically only reads the first 2 MB of uncompressed HTML on a page, so keep your most important content early in the code.

• How attractive your page is to the end user

Simply said, do you “present” your page well in the Search Engine Results Page? Is your Title Tag well optimized? Is your Meta Description relevant? Does your brand & website name show relevancy?

Off-Page Factors

Up until now we looked at factors you directly control on your website. With off-page factors, however, we’re looking at what happens on other websites. More specifically, Google looks at:

• How authoritative your website is in general

How many websites link to you? Are they authoritative themselves? Brand trust is more important than ever in 2026, as authoritative mentions and consistent citations help stabilize your rankings.

• How authoritative your specific page is

Similar thinking as the point above. Do you have any inbound links pointing to that specific page? Are your pages linked from relevant websites with clear anchor texts?

• How relevant your competitors’ websites are

If a website writes on the topic of pets, an article about “cars” won’t do well. Google looks for deep topical clusters and internal linking that prove you are an expert in your niche. All of these factors signal to Google how worthy your website is of ranking in the search results.

What Are Bad Pages According To Google’s Algorithm?

“Bad pages”, pages that are not optimized for Google’s algorithm, can generally be explained as such:

• Pages that provide poor engagement quality.

Imagine this – A user is using Google Search with your target keyword. They see your web page, click on it, but find generic content that doesn’t satisfy their intent. They immediately return to the search results. In 2026, Google measures more than just a simple “bounce.” It looks at scroll depth and whether the user stayed long enough to actually consume the content.

• Pages that lack trustworthy signals.

For local businesses, fresh reviews are a major trust signal. In a 2025 Sterling Sky case study, reestablishing a flow of consistent new reviews was directly correlated with improved local rankings. If your page looks “abandoned” by users, Google may demote it.

• Pages that are slow to load

Core Web Vitals remain a critical ranking signal. This includes LCP (Largest Contentful Paint), CLS (Cumulative Layout Shift), and INP (Interaction to Next Paint). Having a slow response time can impact how Google scores your page. This is especially true for mobile users where script-heavy pages can slow down the experience. Keep in mind that Googlebot’s 2 MB HTML limit means that if your page is bloated with heavy code at the top, the actual content might not even be read. Fortunately, Google provides many tools to help.

In early 2026, Google Search Console introduced an AI-powered assistant for the Search Performance report to help you filter and analyze data using natural language prompts. Tools like PageSpeed Insights and Search Console are essential for staying healthy in Google’s eyes. Since you now understand the factors that come into play, let’s look at some concrete actions you can take to improve your search rankings.

Which Ranking Factors Can You Improve To Appear Higher In The Search Results?

This guide was made to explain how Google ranks websites and does not serve as an action guide for how you get on top. But don’t worry, we got a guide for that too 👍️ The actionable guide is found here: simple step-by-step guide on how to get a keyword to rank

Remember, Google Is Constantly Playing The Cat-And-Mouse Game

And there you have it! We looked at how Google determines the rankings in search result pages and the most important factors it considers. With that, we also explored how you can influence those factors to help your website rank higher when your customers are searching for businesses like yours. Meanwhile, remember to make sure you’re doing everything in accordance with Google’s guidelines. It is probably accurate to say that Google is always playing a “catch me if you can” type of game with website owners. Because appearing higher in Google can potentially bring in millions in revenue, it is in webmasters’ interest to try and get an advantage. Over the years, search engine optimization professionals have come up with countless tactics to try and trick Google. But fortunately, Google is actively fighting that and is trying to stay as neutral as possible – focus on real human expertise and original research, and you will be well-positioned for whatever the next update brings.

Sources & Methodology: This guide synthesizes official Google Search Essentials documentation, Backlinko‘s 2025 algorithm guide, and 2025-2026 case studies from Sterling Sky and Rankability. We update this guide yearly to ensure our advice remains current.

Frequently Asked Questions

How often does Google change their ranking of websites for keywords?

Google updates its ranking systems several times every day to make minor improvements to search quality. In addition to these daily adjustments, Google typically releases a Broad Core Algorithm Update every three to four months, such as the March 2026 update which focused on E-E-A-T and original reporting. You can monitor the Google Search Central blog for official announcements on these major shifts.

What are the most important factors to rank in Google search results?

While there are over 210 known factors, the most critical ones include high-quality “people-first” content, authoritative backlinks, and technical performance. In 2026, Google prioritizes “Information Gain,” which means your content must provide unique data or new perspectives rather than just rehashing existing information. Technical health, specifically Core Web Vitals like INP and LCP, also remains a foundational requirement for top positions.

How long does it take for a website to rank on Google?

There is no fixed timeframe to rank in Google results, as it depends on your website’s existing authority and the competitiveness of your keywords. New pages may take weeks or months to see stable rankings, though Googlebot’s crawling efficiency can be improved by keeping your HTML lean. According to research from Rankability, ensuring clear and well-placed H1 tags is a reliable way to help Google understand and index your page’s relevance more quickly.

Can AI-generated content help my Google ranking?

Google’s current guidelines state that high-quality AI-assisted content is acceptable as long as it demonstrates human oversight and real-world expertise. However, purely automated content that lacks “Information Gain” or original research is frequently demoted by spam policy updates. To maintain a strong Google rank, ensure your content includes unique insights that a machine cannot easily replicate from existing data sets.

How does page speed and size affect my Google rank?

Page speed is a direct ranking signal through Core Web Vitals, but the literal size of your code also matters. Googlebot generally only processes the first 2 MB of a page’s uncompressed HTML, meaning if your most important content is buried under heavy scripts, it might not be indexed properly. You should use tools like PageSpeed Insights to ensure your site is fast and accessible to both users and crawlers.