Search engines use three main factors in their algorithm to decide which results will best answer people’s searches. These are RELEVANCE, AUTHORITY (a mixture of popularity and trust) and USABILITY. So these 3 factors are the focus of a good SEO strategy.


How relevant is your page content to the keyword query of your visitor? You need to optimise content based on the keywords that you choose to target. There’s a lot more to it, but basically, this means answering relevant questions and using the keywords within the content. But be sure that your content sounds natural – Never stuff your content with your keywords for the sake of it. This will annoy your visitors (reducing conversions) and annoy the search engines.


Authority is a measure of the popularity and trust of your website. It has a big effect on your rankings. Search engines determine the authority of your site by evaluating it based on the companies and people that talk about you. Which websites link to yours? Who shares your links on social media? These are indicators that your content is a trusted source of information. It’s also why getting rankings doesn’t happen overnight. Like in the real world, building authority takes time and hard work.

A link from one website to another is considered a vote of approval to the search engines. In SEO we think of it as “link juice”. Every web page passes on “link juice” to any pages or websites that they link too.

High authority sites like government websites, big news websites, and popular blogs pass on a lot more link juice per link than a new website that no one’s talking about.

Basically, you want to get as many links as possible from the highest authority sites possible.


Usability is often the more technical side of the equation. Some of this is for web developers who can ensure that your website is coded properly.

It is very important that your site structure and navigation allows people and search engines to find what they’re looking for easily.

If people can’t quickly find what they’re looking for, they’ll leave as quickly as they arrived. This means optimising menus and interlinking your content in a way that makes it easy to navigate your site.
It also means setting up your website so Google can read and interpret your content. Making sure it loads quickly. Having URLs, and menu names that reflect the content on that page. And ensuring that you have no broken links on your website.

If you can get all of these factors in order, you’ll be ranking number 1 in no time.