SEO – What is Google looking for?


It’s no secret that generally when people refer to SEO in relation to search engines ultimately they are really just talking about Google. Google became the leader early on and is still the most widely used search engine. Although other search engines have improved over time, Google is still recognised as the leader and by a significant distance too.

When it comes to ranking in Google, most people will become fixated on keywords and try to get enough of them in their content so that Google can pick up on them. While it’s true that keywords do play a critical role in search engine ranking, there is a lot more to SEO than this.


Backlinks are an enormous component of what makes a good website for Google or not. Before Google lifts your site up the rankings it needs to know whether it’s offering quality content. A way to prove this is to have other good sites hosting links to your website and vice versa. The bigger, more reputable and relevant the website, the better it is for you.


The content on your website isn’t just about stuffing as many keywords as you can on to a web page. In 2015 Google changed its algorithm to place more of an emphasis on quality written content. Not only should the content be great, it should also be long enough to satisfy the reader. Ultimately, short but well-written content won’t rank as highly as lengthy well-written content.

Website Quality

Google’s crawlers will go through all elements of your site and turn it inside and out in ways that you may never have even thought possible. It will check whether it is mobile compatible, the speed of the pages loading, how many times pages were clicked by users and all manner of other checks. Creating superb content on a poorly formatted site will not get you anywhere, so make sure to prioritise intuitive navigation, media-rich pages and well-formatted copy with plenty of white space.

Google is always getting better and better at becoming human. It is reading sites and dismissing those that a human user would find difficult to navigate and difficult to read. Keywords are critical to SEO, but it’s also crticaal to not forget about the rest of your website as well.

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