New Google white paper reveals further information on how Google ranks web pages

Google has published a white paper with the name ‘How Google fights disinformation.’ In this document, Google explains how they fight disinformation in their products (search, news, ads, YouTube, etc.).

how Google ranks web pages

Different queries use different ranking algorithms

Starting on page 12 in the document, Google explains how they use ranking algorithms to evaluate high-quality information. For ‘Your Money or Your Life’ (YMYL) pages, Google adjusts the ranking algorithm. YMYL pages are pages that include financial transaction or information pages, medical and legal information pages, as well as news articles, and public and/or official information pages that are important for having an informed citizenry:”>

“For these ‘YMYL’ pages, we assume that users expect us to operate with our strictest standards of trustworthiness and safety.

As such, where our algorithms detect that a user’s query relates to a ‘YMYL’ topic, we will give more weight in our ranking systems to factors like our understanding of the authoritativeness, expertise, or trustworthiness of the pages we present in response.”

Many SEOs suspected that Google adjusts the ranking algorithms for different query types. This has now been confirmed by Google.

Trustworthiness is mainly gained by getting links from trusted high-quality sites. If a website has many links from other websites with a good reputation, then it’s much more likely that Google will trust the website.

Google does not like spam

In the document, Google also explains that they don’t like spam:

“We actively look for and take action against attempts to deceive our ranking systems or circumvent our policies. […]

Not all site owners act in good faith. Since the early days of Google, many have attempted to manipulate their way to the top of Search results through deceptive or manipulative behavior, using any insights into the functioning of our systems they can get to try to circumvent them. […]

Our algorithms can detect the majority of spam and demote or remove it automatically. The remaining spam is tackled manually by our spam removal team […] As our tactics improve and evolve, so does spam. One of the trends we observed in 2017 was an increase in website hacking, both for spamming search ranking and for spreading malware. We focused on reducing this threat and were able to detect and remove from Search results more than 80 percent of these sites over the following year.

We continue to be vigilant regarding techniques used by spammers and remain conscientious of what we share about the ways our ranking systems work so as not to create vulnerabilities they can exploit.”

Good search engine optimization tools help you to create good websites that are beneficial to all involved parties. Use white-hat SEO tools that play by the rules instead of spamming search engines.

The white-hat SEO tools in SEOprofiler help you to create a win-win-win situation for searchers, your business, and search engines. They help you to create good websites that will get high rankings on search engines.

What does this mean for your SEO campaigns?

Things that work for one search term might not work for another search term. That’s why the Top 10 Optimizer tool in SEOprofiler is based on the analysis of the pages that currently have high rankings for the chosen search term.

tailored SEO advice

The SEO recommendations of the Top 10 Optimizer tool are tailored to the individual search term. Other tools offer one-size-fits-all SEO advice, the Top 10 Optimizer in SEOprofiler offers custom SEO advice for your keywords, your business, and your website.

Optimize your web pages now

Use the tools in SEOprofiler now to optimize your web pages for your keywords. If your website has many pages that have been optimized for keywords that are related to your topic, your whole website will become relevant to that topic and it will become much easier to get high rankings for related keywords:

Optimize your pages now

Johannes Selbach

Johannes Selbach is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at "".