Google Ranking.

When someone searches on Google, Google does not search the internet but its own index. From the matching pages, a system of ranking processes selects within fractions of a second which results appear in which order. Google describes five broad areas: the meaning of the query, the relevance of the content, its quality, the usability of the pages and the context of the search.

Understanding the meaning of the query is the first step today. Google recognises synonyms, typos and the search intent behind a query, for example whether 'fix bike' means instructions or a workshop. Google then checks which pages actually answer the question and assesses their quality, among other things using indications of experience, expertise, authoritativeness and trust (E-E-A-T). Usability covers loading time, mobile display and HTTPS. Context means location, language, device and sometimes previous search history.

It follows that there is no single 'ranking'. The same query returns different results in Zurich than in Basel, on a smartphone than on a desktop. For local searches such as 'hairdresser near me' in particular, the position depends heavily on where the searcher is. Ranking tools therefore only ever measure a sample from one particular location; the average position in Google Search Console is usually more meaningful.

Google changes its systems continuously and fundamentally several times a year in so-called core updates. Anyone relying on a single trick often loses out with such adjustments. Rankings based on clearly structured, helpful content, clean technology and genuine prominence are stable.