This is the blog series in search of the perfect website. Would it exist? In this blog, we'll dwell on the most important things Google looks for in websites for its ranking that go beyond the average Search Words blog. We've scoured the Google Guidelines for you on that deeper layer for your convenience. Brace yourself, here they come:


  • The purpose of your web page - Google looks at the background of your web page. They can't do it exactly, but they do register whether it is a blog page with a certain topic, or a video-driven website or a webshop or an art page. So make sure your goal matches your website. And not only that, make sure the content is of high quality, including things like spelling en indeling, waar Google ook over oordeelt.  
  • Main and supporting content - Again, Google is not completely exact, but it tries to distinguish between primary and secondary content. It helps if your layout reflects this. 
  • What is your homepage... in context - Google sometimes grabs a different page of your website as the homepage than you do. If someone searches in the medical field, they are more likely to refer to Harvard's medical school than to the home page of Harvard University itself. So search is not just about your homepage. Make sure your subpages are also well filled with searchable content. 
  • Google sees who the website belongs to - Google registers the creators and administrators of the website and reads this. It only can't do that if you haven't made that clear yourself. This goes beyond just the contact page that Google reads. So make sure it's always clear who your website belongs to, whether that's an individual or a company or other kind of organization. And give some extra information. 
  • One also looks (in part) at reputation - Again, this doesn't work perfectly, and is not very well known, but Google does keep track of 'offenders', and tries to 'catch' reputation in an algorithm or at least register it and sometimes even link it to other organizations that track reputation. So don't do stupid things (like copying content!) because then you'll sink in the rankings, or you may even be removed. Also, be sure to cite good sources, trusted sources like Wikipedia, that helps tremendously. And know: too much automated content won't help you either. 
  • All of this determines the Page Quality Rating - Google recommends keeping the Expertise, Authoritativeness, and Trustworthiness (Google E.A.T.) as a listing of everything above. Google also ranks that from High to Low. So think of your website as a vehicle of your reputation, and you will rise. 

 Oh, and of course redundant, but we keep saying it anyway, because you never know... make sure you're mobile friendly! 


Sander Baas is boss of Baas & Baas and web construction and marketing expert. Rogier van Kralingen is a writer at The Whole Story and co-author of Media storm.

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