How to rank higher in Google search? Explanation of the structure of search engines and points of SEO

In order for a website to rank high in Google searches, it is necessary to understand not only the contents of the content, but also the mechanism of the search engine and the correct countermeasures. If you say “Even if you take SEO measures, it will not be displayed at the top”, you are doing the wrong measures. If you’re not satisfied with your current search results, you need to change your content to be user friendly as well as search engine friendly.


Therefore, in this article, we will introduce in detail the “four techniques” for winning high-ranking displays, how search rankings are determined, and how the Google algorithm works.

Search results can change dramatically with just a few changes to your site, so if you’re worried about not being ranked high, please refer to it.

Google search

Table of Contents

How are SEO rankings determined?

How are SEO rankings determined?

Here’s how Google determines your ranking:

1. The search engine crawls the website
A program called Google’s “crawler” crawls sites around the world and collects information. If a crawler doesn’t come to your site, it won’t show up in search results.

2. Indexing (registering) websites
Crawlers index (register in search engines) the collected information. Please note that sites with errors or penalties from Google will not be indexed and will not appear in search results. If you want to see if your site is indexed, use Search Console’s Coverage Report.

3. Algorithm Determines Search Ranking of Indexed Websites
Websites that have been indexed are ranked according to Google’s algorithm. determines the ranking by judging the user’s search intent and the relevance of the content. There are actually more than 200 types of signals that determine the ranking. It’s hard to be conscious of all of them, but Google has published tips for being displayed high on the search engine in the “Search Engine Optimization (SEO) Starter Guide”, so I’d like to read it.

Same algorithm for Google and Yahoo?

Same algorithm for Google and Yahoo?

Yahoo! JAPAN used its own algorithm, but now it is licensed for search technology from Google, so there is no problem in thinking that “Google and Yahoo are the same”. If you take measures against Google, it will also lead to measures against Yahoo.

However, the search rankings are not exactly the same. For example, Yahoo displays “YAHUOKU!”

4 techniques to increase the probability of being ranked high in search results with SEO

4 techniques to increase the probability of being ranked high in search results with SEO

So what should you do to get your website to rank higher for your target search keywords? There are four measures that should be taken.

1. Produce content according to the type of query

Produce content for query types

There are several types of queries (keywords or phrases entered by users) found in search engines.

1. Transactional (Transactional)
Transactional queries include the user intent of “I want to do something”.

For example, “anime DVD” will lead to actions such as purchasing or renting an anime DVD, and “vocational school document request” will lead to requests for vocational school documents. Transactional queries are also called “do queries” because they contain the intent to “do something”.

2. Information gathering type (Informational)
Queries for gathering information, including information useful for resolving worries and intentions to acquire new knowledge. Specific examples include “How to give a wedding gift”, “Simmered dish recipe”, and “iPhone price”. They are also called “Know” queries because the user’s search intent is to “know”.

3.Navigational type
A query to find a specific site, such as “Amazon” or “Yahoo! News”, which is characterized by a clear goal when searching. , so it is also called a “Go query”.

4. Queries that include location information
In recent years, mobile phones have become popular, so we must be aware of queries that include location information, whether directly or indirectly. Users searching for “hamburger shops” on their smartphones are likely looking for stores near their current location.

2. Understand the search intent contained in the query

Understand search intent in queries

Search intent refers to what the user really wants.

People who search for “Tokyo Phone” don’t want to know more about “Phone”. Since you’ve purposely entered “Tokyo”, the information you’re really looking for should be “I want to know about stores in Tokyo that sell iPhones.”

Users unconsciously search for information they want to know, but they don’t always enter all of it. It is also important to discern the true hidden demand from words that do not appear in the table.

Also, there are cases where user searches are not completed in one go. Let’s look at an example of “a user thinking about purchasing a product on an EC site”.

Google only evaluates content that satisfies the user’s search intent. If you create content that prefetches the search intent, the search will be completed (the search intent will be satisfied), so it will be easier to be displayed at the top.

3. Emphasize EAT, make content professional and trustworthy

Focus on EAT, make it professional and credible

In order to be evaluated by the Google algorithm, it is necessary to consider “EAT”. EAT is an acronym for expertise, authority, and reliability, and in recent years Google has announced its stance of emphasizing these three.

  • Expertise
    Sites have a unified theme, and content that solves all subject-related problems is considered “expertise”. If you have a site that specializes in golf, let’s make it a content that covers all the information about golf, such as how to play golf, introduction of golf goods, golf course guidance, etc.
  • Authoritativeness
    Authoritativeness is a site where anyone can say, “I believe what you’re writing here” in a particular field. It’s easier to understand if you think of it as a title or a brand. Sites run by famous people and large companies fall into this category.
  • Trustworthiness
    Google also cares about the originator of content. For disease-related content, articles with doctor advice are considered more “trustworthy” than personal blogs.

4. Implement internal and external measures

Implement internal and external measures

Internal and external measures of content are also important.

Internal measures

Here are 5 main internal measures that are essential for high rankings.

Let’s think carefully about the “title” that will be the slogan so that the content of the article can be correctly conveyed to users and crawlers. At the very least, the title should contain the keywords you want to target. It will be easier for users who search with that keyword to see it, and if users read it, the evaluation from the search engine will increase as a result.

2. Meta description
Just as important as the title is the meta description. It refers to the text that is displayed directly under the title in search results, and it should be content that makes users who read this content jump to the article saying, “This article seems to solve my problem.”

3. Heading tags
The text of the article should be in a state that allows you to quickly determine whether the article has the information you want. For that, you should use headings. Use heading tags such as H2 and H3 to make it easier to see at a glance what the chapter is about, rather than rambling on. Not only does it improve the user experience, it also appeals to crawlers.

4. Build an environment that is easy for crawlers to read
It is also essential to take measures against “crawlers” that collect website information and images. The crawler will overwrite the information when there is content update, but it may not crawl all pages. Crawlability optimization is necessary to get important pages to be crawled.

There are four main methods:

  • Submit your sitemap using Google Search Console
  • Use “Fetch as Google” to Encourage Crawling
  • Try to improve the directory structure
  • Set up breadcrumbs to promote understanding of site structure

5.Consideration of usability
The structure of the site that is easy for users to use is also one of the important internal measures. In recent years, there are more searches using smartphones than PCs, so be aware of optimizing for smartphones and improving loading speed.

External measures

1.External links
Evaluations from other sites greatly affect search rankings. Specifically, the number and quality of backlinks.

A quality backlink is one that:

  • spontaneous
  • High relevance to link source
  • Good linking content

In order to get spontaneous backlinks, it is important to create content that resonates with users and helps those seeking information.

2. Diffusion on SNS
SNS such as Facebook and Twitter are essential platforms for content diffusion. Sharing your link on social media doesn’t directly affect your search engine rankings, but it does increase your chances of getting backlinks derived from it.


This time, I explained how to win the search top and how to determine the search ranking.

Creating high-quality content that responds to user needs is a major premise, but it is also very important to know Google’s algorithm and the mechanism of high-ranking display. If you can provide useful content for users, search ranking will naturally rise.

If you’re having trouble getting your search rankings up, it’s important to get back to the basics while referring to the four techniques introduced here.

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