For years, online marketers and business owners have been beating their brains out trying to figure out how websites rank on Google. Now, however, they don’t have to do that because the tech giant itself reveals its three most important ranking signals. No matter how big or small your business is, it’s important that you know how Google determines a website’s search ranking. It allows you to adjust your online marketing strategies accordingly and ensure that what you’re doing complies with the tech giant’s standards.

So what are Google’s three most important ranking signals?

1. RankBrain

RankBrain is basically an artificial intelligence system develop by Google. It helps them process search results via machine learning. RankBrain handles ambiguous or unique questions that have never been submitted to the search giant before, which make up to 15% of all searches Google handle on a daily basis.

It works by embedding huge amounts of written language into mathematical entities, a format that makes more sense to a computer. When RankBrain detects a word or phrase it isn’t familiar with, it utilises the written language it has collected to “guess” the word or phrases that might have a similar meaning.

2. Content

Content being one of Google’s most important ranking signals may not come as a surprise to many, but over the last few years, the search giant has been stressing out the importance of having quality content on your site. As a matter of fact, it has gone to great lengths to enhance its search algorithm to weed out websites with spammy and useless content. To avoid a Google penalty and to ensure that your site will rank well on Google, make it a point to provide your visitors with quality web content.

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One secret to creating content that both Google and your visitors will love is to know who your audience is. Before you create any piece of content, it is a must that you know who you are speaking to. By having a clear picture of your target audience, it will be easier for you to develop tailored content that speaks to your audience, solves their problems, and helps fulfill their needs and wants.

3. Links pointing to your site

In a live Q&A, Andrey Lipattsev, search quality senior strategist at Google Ireland, revealed that Google consider the links pointing to your site when ranking your online space. This brings forth the importance of having quality back links and linking to credible third-party sites to ensure that your site will get good rankings.