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What makes a website rank?

March 20, 2019 by in category News with 0 and 0

Businesses who have a website often ask about how Google ranks search results for keywords or terms. The answer is slightly complicated because only search engines can say how they do this. That being said, there are some factors that people do know about. You can keep track through a keyword ranking report and by relying on expert services like ours.


Search engines like Google aim to rank and index websites for keywords or relevant phrases. This helps present users with important and relevant websites first, therefore making them more likely to use the service. The search algorithm includes many unique criteria that helps measure this based on the phrase or keyword used by the user.

Secure Websites (HTTPS)

Google announced that HTTPS is a ranking signal back in 2014. Since then, changes have resulted in Chrome showing which sites aren’t secure in the URL bar. This can cause an increased bounce rate when people see this. Google believes HTTPS is essential which is why it is worth switching your site over.


Quality links are continuing to be a leading ranking factor in 2019. Outbound links help signify trust and breadcrumb navigation allows users to move throughout your site with ease. Be careful though as low quality links can have a negative effect.


Something that is still crucial is content quality. This should be keyword optimised for SEO. Make sure your content provides valuable information, increases time spent on the page, lowers bounce rates, and helps the user.

Mobile Friendly

Once upon a time, people had mobile versions of their site hosted at Now, people build websites that are responsive. This is the recommended format so that algorithms can accurately index it and so that users can easily navigate your site. When you think about how widely used mobile phones and tablets are, you can see why this is essential.

This isn’t a complete list as there are a huge number of factors involved in the ranking of sites. On-page optimisation and user experience are only two other examples. If you want to get a good idea of where you are currently at, you can get a keyword ranking report.

What Negatively Affects Ranking?

Certain website criteria can improve your rank. In the same way, there are factors that can negatively impact relevancy and search engine visibility.

A well timed pop-up can encourage site visitors to interact but far too often people misuse them. Avoid using any that act as a distraction and lower the quality of user experience.

There is a right and wrong way to use keywords, including a bad practice known as ‘stuffing’. Search engines are aware that some people use this to attempt to beat the system. Filling your content or meta descriptions with keywords can lead to Google flagging your site as low quality.

Web Consultancy consists of a dedicated and specialist team who can help you with your website. This is through comprehensive services such as offering a free keyword ranking report. Get in touch with our sales team today to discuss your needs and what we can do to help.

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