Google ranking

The Google ranking is the order in which Google displays pages for a search query. Behind it is a multi-stage process: first, Googlebot discovers and crawls pages, which are then analysed and added to the index. When a user enters a search query, numerous ranking systems determine in fractions of a second which pages in the index best match the query and sort them. Google takes into account not only the page itself but also the context of the search – such as the user's location, language and device.

Improving the Google ranking of your own pages is the goal of all search engine optimisation. To do this, you need to understand which factors influence the order. They go far beyond using a keyword in the text. Backlinks are important too, but not the only deciding factor. Google speaks of numerous signals, and the figure of around 200 factors is often quoted. Exactly which ones and how they are weighted is a trade secret. Over many years, SEOs have used tests and analyses to work out which criteria have an influence; additional insights came from testimony in the US antitrust trial against Google in 2023 and internal documents that became public in 2024. On top of this come updates such as Panda, Penguin, the Helpful Content Update and several core updates a year, to which websites have to adapt again and again. Search engine optimisation is therefore an ongoing process.

Google itself publishes an overview of its most important ranking systems and regularly gives tips through people such as Search Advocate John Mueller. The basic direction is clear: Google wants to surface content that is helpful, reliable and written for people and that answers the search query as well as possible.

What factors determine Google rankings?

The most important factors include: the relevance of the content to the search query and the intent behind it, the quality and expertise of the content (E-E-A-T), backlinks from trustworthy, topically relevant sites, clean technology with fast loading times and good Core Web Vitals, mobile usability, clear internal linking, meaningful page titles and user behaviour in the search results. For local searches, distance and the Google Business Profile also play a major role.

If these criteria are poorly met, the Google ranking suffers. If the spam policies are violated, Google can also devalue a page algorithmically or impose a manual action; visibility then drops significantly. In the worst case – for example with link spam, keyword spam, cloaking or doorway pages – a page can even be removed from the index and can no longer be found in Google Search.

How can you improve your Google ranking in the SERPs?

Many factors can be influenced directly – above all a page's content: texts, images (including alt texts), videos and how they are presented. The key is to answer the question behind a search better than the competition. Add to that technical improvements to the shop system or CMS, better user guidance and building authority through mentions and links. Some of this can be done yourself. If the expertise is lacking, however, an expert is usually worthwhile – it saves time and avoids mistakes that cost rankings.

Using the right tool

Checking rankings requires the right tools. Google Search Console shows free of charge which search terms a website appears for, at what average position and with how many clicks. SEO tools such as Sistrix, Semrush or Ahrefs also show competitors' positions, ranking changes and new keywords. Individual Google searches in your own browser, on the other hand, are not very meaningful, because results vary by location and history.