What Does Google Want From Your Website 2023?


Google seeks several key qualities from websites to ensure they provide valuable and reliable information to users. First and foremost, Google values relevance and quality content. Websites should offer information that directly addresses the intent behind users’ search queries. Additionally, Google places emphasis on a positive user experience, favoring fast-loading pages, mobile-friendliness, and easy navigation. Trustworthiness is paramount, so websites should establish their expertise, authoritativeness, and trustworthiness (E-A-T), particularly for critical subjects like health and finance. Security is also crucial, with Google favoring sites that employ HTTPS encryption. Regularly updated and fresh content is appreciated, and natural, high-quality backlinks can enhance a site’s credibility. Finally, adhering to ethical SEO practices and avoiding manipulative tactics is important to maintain a positive standing in Google’s search rankings. Please note that Google’s criteria for website quality may evolve, so it’s advisable to consult their official guidelines or trusted SEO resources for the most current information.

Google is constantly updating its algorithm to improve the quality of its search results. In 2023, Google is looking for websites that:

  • Provide high-quality, informative content that is relevant to the user’s search query. This means that the content should be well-written, accurate, and up-to-date.
  • Have a good user experience. This means that the website should be easy to navigate, load quickly, and be mobile-friendly.
  • Are trustworthy and authoritative. Google uses a variety of factors to assess trustworthiness, including the website’s reputation, the expertise of its authors, and the quality of its backlinks.

Here are some specific things that Google is looking for on websites in 2023:

  • Content freshness. Google likes to see that websites are regularly updating their content. This helps to ensure that users are getting the most up-to-date information.
  • E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness). Google wants to see that websites are written by experts and that they are authoritative sources of information.
  • User engagement. Google uses a variety of metrics to measure user engagement, such as click-through rate, bounce rate, and dwell time. Websites with high user engagement are more likely to rank well in search results.
  • Backlinks. Backlinks from high-quality websites are still a strong ranking factor.

In addition to the above, Google is also increasingly focused on websites that provide a good user experience. This means that the website should be easy to navigate, load quickly, and be mobile-friendly. Google is also looking for websites that are secure and that use HTTPS.

By following these guidelines, you can create a website that is more likely to rank well in Google search results.


High-quality, Informative Content That Is Relevant To The User’s Search Query

Let’s provide you with an example of how to go about writing and producing high-quality content that is relevant to user search.

Search query: How to write a blog post

  • Choose a topic that you are interested in and that you have some knowledge about.
  • Do some research on your topic to gather information and ideas.
  • Create an outline for your blog post. This will help you to organise your thoughts and to ensure that your post is well-structured.
  • Write your blog post, following your outline. Be sure to use clear and concise language, and to break up your text with headings and subheadings.
  • Proofread your blog post carefully before publishing it.

Tips for writing a high-quality blog post:

  • Use relevant keywords throughout your post, but avoid keyword stuffing.
  • Include images and videos to make your post more visually appealing and engaging.
  • Link to other relevant blog posts and websites.
  • Write in a conversational style and avoid using too much technical jargon.
  • Promote your blog post on social media and other online platforms.
  • This content is high-quality because it is well-written, informative, and relevant to the user’s search query. It also provides actionable tips and advice that the user can follow to achieve their goal (writing a blog post).

Make the content even more informative and helpful:

  • Include a table of contents at the beginning of the post to make it easy for users to navigate.
  • Use bold and italics to highlight important points.
  • Add a conclusion that summarises the key takeaways from the post.
  • Include a call to action at the end of the post, such as inviting the user to subscribe to your blog or to share the post on social media.

Have A Good User Experience

You are looking for a new pair of shoes online. You go to a website that has a large selection of shoes, and you are able to easily browse through the different categories and brands. You find a pair of shoes that you like, and you are able to read detailed information about the shoes, including the materials used, the size chart, and customer reviews. You add the shoes to your cart, and you are able to checkout quickly and easily. You receive your shoes a few days later, and you are happy with the quality and the fit.

This is a good user experience because it is easy to use, efficient, and enjoyable. The website is well-designed and easy to navigate. The product information is comprehensive and informative. The checkout process is quick and easy. And the user is happy with the product they received.

Examples of good user experiences:

  • Using a search engine to find information quickly and easily.
  • Using a GPS app to navigate to a new place without getting lost.
  • Using a mobile banking app to check your account balance and transfer money.
  • Using a smart home device to turn on your lights or adjust the temperature without having to get up from the couch.
  • Playing a video game that is easy to learn and play, but also challenging and rewarding.

Good user experiences are all about making it easy and enjoyable for users to achieve their goals. When users have a good experience, they are more likely to use the product or service again and to recommend it to others.

Trustworthy And Authoritative

Website: Wikipedia.org

Wikipedia is a free, online encyclopedia that is created and edited by volunteers from all over the world. Wikipedia is one of the most popular websites in the world, and it is used by millions of people every day to find information on a wide variety of topics.

Wikipedia is trustworthy and authoritative because:

  • It is a non-profit organisation that is not beholden to any special interests.
  • Its articles are written and edited by experts and volunteers from all over the world.
  • Its articles are cited by other scholarly and reputable sources.
  • It has a rigorous editorial process that ensures that its articles are accurate and up-to-date.

Trustworthy and authoritative websites include:

  • Government websites, such as the United States Centers for Disease Control and Prevention (CDC) or the National Institutes of Health (NIH).
  • Educational websites, such as Harvard University or the Massachusetts Institute of Technology (MIT).
  • News websites, such as The New York Times or The Washington Post.
  • Professional organisations, such as the American Medical Association or the American Bar Association.
  • When you are looking for information online, it is important to consider the trustworthiness and authoritativeness of the website you are using. By using websites that are trustworthy and authoritative, you can be more confident that the information you are getting is accurate and reliable.

Evaluating the trustworthiness and authoritativeness of a website:

  • Look for websites that have a good reputation. You can do this by reading reviews from other users or by checking to see if the website is endorsed by any reputable organisations.
  • Consider the expertise of the authors. Are they experts in the field that they are writing about?
  • Look for websites that are well-sourced. Do the authors cite other reputable sources to support their claims?
  • Be wary of websites that make biased or sensational claims.
  • If you are unsure about the trustworthiness of a website, you can always ask a librarian or other expert for help.

Content Freshness

Topic: The Best Smartphones Of 2023

Try and create an article that lists the best smartphones of 2023, based on a variety of factors, including performance, camera quality, battery life, and price. The article is updated regularly to reflect the latest releases and changes in the market. Your content is fresh because it is updated regularly to reflect the latest information. This means that users can be confident that the information they are getting is accurate and up-to-date.

Content freshness is important because it ensures that users are getting the most accurate and up-to-date information. Fresh content is also more likely to engage users and keep them coming back for more.

Creating fresh content:

  • Update your content regularly, especially if it is on a topic that changes frequently.
  • Add new information to your content, such as new research findings, statistics, or product reviews.
  • Update your content with new images, videos, and other multimedia elements.
  • Repurpose your old content into new formats, such as blog posts, infographics, or videos.
  • Promote your fresh content on social media and other online platforms.

E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness)

Author: Dr. Jane Doe, MD, PhD

Topic: How to treat a migraine headache

Dr. Jane Doe is a board-certified neurologist with over 20 years of experience in treating migraine headaches. She is also a professor of neurology at a leading medical school.

The content of Dr. Doe’s article is comprehensive, informative, and up-to-date. She cites research studies to support her claims, and she provides clear and concise instructions on how to treat a migraine headache.

Dr. Doe’s article is also trustworthy because she is an expert in the field of neurology and she has a good reputation. She is also affiliated with a reputable medical school.

Overall, Dr. Doe’s article is a good example of E-E-A-T. The author is an expert in the field, she has experience in treating migraine headaches, and she is trustworthy. The content of the article is also comprehensive, informative, and up-to-date.

Examples of E-E-A-T:

  • A financial advisor writing an article about how to invest for retirement.
  • A physician writing an article about how to treat a common illness.
  • A professor writing an article about their area of expertise.
  • A journalist writing an article about a current event.
  • A company with a good reputation writing an article about its products or services.
  • When you are looking for information online, it is important to consider the E-E-A-T of the source. By using sources that are high in E-E-A-T, you can be more confident that the information you are getting is accurate and reliable.


User Engagement

A user visits a social media website and scrolls through their feed. They see a post from a friend about a new restaurant they just tried. The user clicks on the post and reads the review. They also look at the photos that the friend posted. The user then leaves a comment on the post, sharing their own thoughts on the restaurant.

This is an example of user engagement because the user is interacting with the content on the website. They are reading posts, viewing photos, and leaving comments. This type of engagement is important for social media websites because it helps to keep users coming back for more.

Examples of user engagement:

  • A user watching a video on a video streaming platform and clicking on the “thumbs up” button to like it.
  • A user reading an article on a news website and sharing it on social media.
  • A user playing a video game and completing a level.
  • A user shopping on an e-commerce website and adding items to their cart.
  • A user signing up for a newsletter from a website or company.

User engagement can be measured in a variety of ways, such as:

  1. Click-through rate (CTR)
  2. Bounce rate
  3. Dwell time
  4. Social media shares
  8. Purchases.

User engagement is important for businesses because it can lead to increased sales, loyalty, and brand awareness. By understanding what motivates users to engage with their content, businesses can create better experiences and keep users coming back for more.

Increasing user engagement:

  • Create high-quality content that is relevant to your target audience.
  • Make it easy for users to interact with your content by using social media buttons, comment sections, and other engagement features.
  • Promote your content on social media and other online platforms.
  • Run contests and giveaways to incentivise user engagement.
  • Track your user engagement metrics and make adjustments to your strategy as needed.


There are many ways to gain backlinks, but some of the most effective methods include:

  • Create high-quality content that is linkable. This means creating content that is informative, engaging, and relevant to your target audience. When you create high-quality content, other websites are more likely to link to it.
  • Guest blogging. Guest blogging is the practice of writing articles for other websites in your industry. When you guest blog, you can include a link back to your own website in your author bio.
  • Reach out to other websites in your industry and ask for backlinks. If you see a website that has linked to a competitor of yours, you can reach out to them and ask if they would be interested in linking to your website as well.
  • Use social media to promote your content. When you share your content on social media, you are more likely to get people to link to it.
  • Submit your website to directories and listings. There are many online directories and listings where you can submit your website for free. This can help you to get backlinks from other websites.

Here are some additional tips for gaining backlinks:

  • Make it easy for other websites to link to you. Include social media buttons and other sharing options on your website. You can also create a “link to us” page on your website, which will make it easy for other websites to find and use your links.
  • Build relationships with other websites in your industry. The more relationships you have, the more likely other websites are to link to you. You can build relationships by commenting on other websites’ blog posts, sharing their content on social media, and guest blogging for them.
  • Be patient. It takes time to build up a good number of backlinks. Don’t get discouraged if you don’t see results immediately. Just keep creating high-quality content and promoting your website, and the backlinks will eventually come.

It is important to note that not all backlinks are created equal. Backlinks from high-quality websites are more valuable than backlinks from low-quality websites. When you are trying to gain backlinks, focus on getting backlinks from websites that are relevant to your own and that have a good reputation.

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