What Signals Influence Google’s Quality Rankings?

The secret behind Google’s quality and trustworthiness rankings may lie in seven important content-related factors. These factors seem to play a big role in how Google decides which pages deserve to be seen as reliable and valuable.

For many, an SEO strategy often starts and ends with keyword research. Writers and marketers usually pick topics based mostly on search volume, hoping that higher numbers will lead to more visitors.

But this way of working has started to feel outdated. Simply chasing keywords isn’t enough anymore and doesn’t always connect well with real users who visit a page looking for genuine answers or helpful content.

Modern search engines, like Google, have become smarter. They now look for signs that content truly delivers value and provides a meaningful experience to people. It’s not just about keywords anymore but about how content feels and what it offers to readers.

When content is built around what matters most to users, it naturally builds trust. This kind of content sends stronger quality signals to Google, which can help improve its visibility.

Pages that genuinely help and engage readers are also more likely to be shared, linked to, and discussed online. All of these things together can lead to better search rankings and wider reach.

In the end, focusing on these seven content-related factors may be a better long-term strategy than relying on keywords alone. By putting users first, sites stand a much better chance of gaining both trust and higher positions in search results.

User Behavior Has Always Been A Part Of Search Ranking

User signals have become a key part of how Google decides which pages to rank higher. Recent details from the antitrust lawsuit against Google have shed even more light on just how central these signals are to the company’s search algorithms.

As part of the lawsuit, one document called Ranking For Research was shown in court. This confidential presentation explained that while user behaviour signals are important, they can also be quite messy. Google noted that it takes a huge amount of data to see clear patterns because individual examples on their own are often hard to interpret.

In the document, Google said:

“The association between observed user behaviour and search result quality is tenuous. We need lots of traffic to draw conclusions, and individual examples are difficult to interpret.”

Another internal document also confirmed that user interaction signals matter a great deal in how search rankings are determined. It explained that Google doesn’t rely on just a single system but uses many systems built on logs of user data. This includes both older systems and newer machine learning models like RankBrain, RankEmbed, and DeepRank.

Over the years, Google has developed various ways to use user behaviour signals in its algorithms. For instance, the Navboost patent shows how Google ranks pages based on how users interact with them.

There’s also the Trust Rank patent, which describes an approach that uses trust signals from users to spot trustworthy websites. Once these trusted sites are identified, Google can then recognise other sites that are linked from them, effectively widening the circle of trust.

Another interesting system is described in Google’s Branded Search patent. This method uses navigational queries—searches where users look for a brand or site name directly—as a kind of implied link, which can help influence rankings.

While many people know PageRank as Google’s famous link analysis algorithm, it’s actually more than that. PageRank works by treating links on the web as signals of user behaviour. In other words, it models how users might travel from site to site, based on the links they share and publish.

Together, all these systems reveal just how much Google relies on understanding what users do, rather than only looking at keywords or website content alone. By analysing huge amounts of user data, Google aims to show search results that feel more relevant and useful to real people.

These insights from the court case highlight that behind the scenes, Google’s ranking process is far more complex and dynamic than most people realise, with user signals playing a bigger role than many might have guessed.

Do Keywords Matter Anymore?

It’s true that keywords still matter when it comes to SEO. However, it has been quite a while since using exact match keywords was the main way to get a site to rank higher in search results.

If you look at most search pages today, you’ll notice that many of the top-ranking websites don’t even include an exact match of the keywords people type in. This shows just how much search engines have moved beyond old-fashioned keyword tactics.

For years, some content strategies have focused on building keyword-based hubs or silo structures. These strategies date back to the early days of search engines, when putting exact keywords into titles and headings almost guaranteed better rankings.

But times have changed, and those methods don’t carry the same weight anymore. It’s worth questioning why so many SEO experts still stick to these keyword-heavy plans that link pages together based on matching words, rather than what’s truly useful for readers.

What matters more today is having a logical and user-friendly site structure. A clear layout helps visitors navigate your site easily and discover related content without effort. Interlinking should be done in ways that feel natural and helpful to real users, rather than just to please search engines.

Instead of focusing only on keywords, try thinking about the broader topics and questions your audience genuinely cares about. Build content around these topics and see where it leads.

By shifting your approach from keywords to topics, you can create pages that feel more engaging and relevant, which is exactly what modern search engines reward.

In the end, a site that’s organised around what users truly want – rather than what keywords might fit – stands a far better chance of building trust, encouraging return visits, and earning higher search rankings.

Write With The Purpose To Be Understood

Cognitive Load
There’s a scientific concept known as cognitive load. In the context of reading, this refers to how much mental effort a person needs to process and understand information.

For instance, sentences filled with jargon or unclear instructions can demand extra effort from the reader. When this effort becomes too much, it can make it harder for someone to learn from or even keep reading the content.

Cognitive Dissonance
Alongside this, I have my own personal theory that I like to call cognitive dissonance. It’s not something I’ve taken from scientific research – it’s just an idea based on my own observations.

In general, dissonance means a lack of harmony, like when sounds clash in music. When it comes to writing, dissonance can appear if the words chosen are too abstract, have multiple meanings, or rely heavily on jargon that isn’t widely understood.

Another common cause of this type of dissonance is when a paragraph rambles on without building towards a clear point. Instead of guiding the reader smoothly, it can leave them confused or disconnected.

When cognitive dissonance occurs, it can make a reader lose track of what they’re reading. As a result, they may find the content less engaging and be less likely to finish it.

Breaking It Down
Here’s a look at the structure behind the sequence of paragraphs you’ve just read, with an explanation of what each part aims to do:

Define the idea: I started by introducing my own theory, explaining it was something personal rather than a scientific fact.

I have my own theory that’s similar to cognitive load that I call cognitive dissonance. It’s not something scientific that I read, it’s just my own theory.

Explain the idea using definitions and metaphors:

Dissonance means a lack of harmony, when sounds clash…

Apply the metaphor to writing:

Poor writing can be dissonant due to the choice of words…

Expand the idea to paragraph structure:

Another source of dissonance is writing a paragraph that rambles…

Highlight the main point:

Cognitive dissonance causes a reader to lose track…

Clear Writing Over Tricks
In the world of SEO, people often talk about hooks and clever tricks to catch a reader’s attention. But truly good writing isn’t about tricking anyone; it’s about communicating clearly and honestly.

It doesn’t always come out perfectly on the first draft. Often, it helps to step away from your work and come back later with fresh eyes. This way, you can spot problems with sentence flow or paragraph structure that weren’t obvious before.

By focusing on clarity and reducing both cognitive load and dissonance, your writing can feel smoother, more natural, and far more engaging to readers.

Crafting Content Around the User Experience

Publishers who build websites purely around keywords often find it hard to gain quality backlinks. Since links are still an important part of how search engines decide what to rank, it makes sense that any good SEO strategy should go hand in hand with efforts to earn those links. This is where focusing on user experience can really make a difference.

The truth is, people rarely feel inspired to link to a site just because it’s stuffed with keywords. Sites built this way can feel cold and uninviting because they’re created more for search engines than for real people. Instead of feeling helpful or engaging, these sites often come across as robotic and lacking personality.

One of the clearest signs that a site is built purely for search engines is when every page title and heading is crammed with keywords taken straight from tools like Google’s People Also Asked lists. While this might tick a few SEO boxes, it usually fails to make visitors want to stay, share, or return.

A better approach is to step back and get to know your audience properly. Start by finding out who you’re really writing for and what matters to them.

There are lots of ways to do this. You could join Facebook groups centred around your topic or spend time browsing popular forums where people ask questions and share experiences. Listening to podcasts, watching YouTube videos on the same topic, and reading through the comments can also be incredibly useful.

These steps won’t just help you discover what your audience is talking about, but also show you how they talk about it — the words they use, the tone they prefer, and what really captures their interest.

Along the way, you might find fresh content ideas or even spot new opportunities for your business, whether you’re selling products or simply sharing knowledge.

By building content that genuinely speaks to your audience instead of chasing keywords alone, you create something far more likely to earn links, spark discussion, and build trust over time.

Users Share Experiences, Not Links

Arguably, the most valuable type of link is the one created because someone had a genuinely positive experience on your website. Whether that experience comes from learning something new, finding your content useful, or simply enjoying what they read or watched, it’s these moments that often inspire people to share.

Research has shown that people are more motivated to share content that leaves them feeling good. Positive experiences tend to be shared far more widely than negative or neutral ones, whether that’s through links from other websites or posts on social media.

Here’s something worth remembering: those links aren’t just random referrals. They’re actually a reflection of the experience people had with your website. When someone adds a link, it usually means they found your site helpful, interesting, or entertaining enough to share with others.

So, if you can create content that leaves a lasting, positive impression, you’re far more likely to see your site being linked to and discussed elsewhere. This shows why investing time and thought into user experience isn’t just a creative choice – it’s a smart, practical marketing strategy.

Focusing on what your visitors feel when they land on your site can spark emotional connections. These connections often lead to more shares, more links, and in turn, more traffic.

At the end of the day, isn’t that what most website owners and businesses want? Better visibility, higher rankings, and ultimately, more sales or conversions. And all of that starts by making sure visitors have a memorable and positive experience.

That’s why it pays to think beyond keywords and algorithms, and instead focus on what truly resonates with people. By doing so, you’re not only improving your site for search engines but, more importantly, for real users who are far more likely to share what they love.

Takeaways: User Experience Marketing

Google relies on user-behaviour signals within its many algorithms and machine learning systems to judge how trustworthy and high-quality a page really is. These signals act as clues about whether visitors find the page helpful and engaging.

A website that is laid out sensibly, with clear sentences, organised paragraphs, and an intuitive page structure, makes it far easier for people to absorb information. This logical design supports stronger quality signals that search engines pick up on.

When content is written in a straightforward, jargon-free style and flows naturally from one idea to the next, it helps readers process information without effort. This smoother reading experience leads to a better overall user experience.

Planning content around what users actually want – instead of simply chasing exact-match keywords – makes pages feel more authentic and reader-focused. Sites built with this mindset often come across as more genuine, rather than obviously made just to impress search engines.

Another important factor is creating positive emotional experiences. When visitors feel genuinely helped, entertained, or inspired, they’re more likely to share content naturally or link back to it. These organic shares and backlinks are powerful signals of authority and trust.

Thoughtful page design also plays a role. Keeping important content visible above the fold, using scannable headings, adding related-article suggestions, and including newsletter opt-ins all help keep visitors on the site longer and encourage repeat visits. These actions send further signals of quality to search engines.

Beyond the first visit, it’s helpful to think about what happens next. Encouraging reviews, social shares, and word-of-mouth recommendations after someone has bought something or finished reading a page can feed positive satisfaction signals back to search engines, boosting trustworthiness even more.

At the heart of any successful website is the user experience. Even landing pages for pay-per-click (PPC) campaigns are built on the idea that users need a smooth and satisfying journey – from how the page looks to how easily they can find what they need.

User experience marketing is about going further than simply picking the right keywords. It means crafting a content strategy based on what your audience truly values. Ask yourself: does this content matter to them? Is it entertaining? Does it stand out?

Relevance still matters more than anything, but it’s worth remembering that what counts as “relevant” today is defined by the user, not just by the keywords you’ve chosen.