SEO, coming up in search, lightning fast load times, a text graphic

Website search engine optimization (SEO)

January 2019 (revised December 2020)

When you publish a website online, you will get the best results if your webmaster knows how to make search engines work for you.

What search engines look for in a website

  • User Experience includes page load speed and and a great mobile experience. Page speed is also part of Google's search ranking metrics. Search engine crawlers determine how fast your website pages load and how well your site responds to the screen sizes of all of the various mobile devices.
  • New in May 2021: Google is updating search results based on the intent of the search query, mobile experience, page load speed and user experience.
  • Keyword research can help make your content more accessible. Make sure your important keywords are in your page content and in the meta tags of your HTML code.
  • Ensure that your Sitemap.XML file is introduced to each of the major search engines.
  • Ensure that your Illustrations, videos, and photographs have alternative descriptions (computers can not see the content of media).
  • Search engines categorize and rate the number and types of links to your site and also within your site. Some links are given more weight than others.
  • Search engines measure a website's “bounce rate,” which is the average number of times visitors land on your site and leave immediately. The “average length of time” visitors stay on the pages of your site has an impact on your position in search results.
  • Your domain name is also relevant. In addition to the importance of choosing a domain name relevant to your product or service, the longer you have had your domain name registered, the better for your SEO. So pick an appropriate domain name and keep it.
  • The content on your website is very important. Google uses quality content guidelines: “Expert, Authority and Trustworthy” as important indications of quality content.( A good article about E.A.T. )

Note: The quality guidelines are for search evaluators that help Google address search engine quality and the results returned for queries. Raters do not have direct input into the algorithm. But the guidelines are a great source for marketers and SEOs to better understand how Google defines quality.
Download Google's PDF titled search quality guidelines.

Article Menus

On this Page