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Google ranks results using three core signals: relevance, authority, and trust. Knowing these factors is the foundation of any effective online reputation strategy — here’s how to use them.
When someone searches your name or company on Google, the results that appear aren’t random. They’re the output of a sophisticated algorithm that weighs hundreds of factors to determine which pages are most relevant, authoritative, and trustworthy. Understanding how this works is the foundation of effective Google reputation management.
This guide breaks down the key ranking factors that determine what shows up — and more importantly, how you can influence them.
Google’s algorithm ultimately tries to answer one question: What page will best satisfy this user’s search intent? Every ranking factor is a proxy for relevance, authority, or trustworthiness.
Negative content about individuals and companies tends to rank because it often gets high engagement, links, and visibility from authoritative platforms.
Domain Authority helps estimate how trusted a website is based on the quality and quantity of inbound links. High-authority platforms are more likely to rank well in search results.
Google heavily weights the title of a page, headings, URLs, and keyword relevance when deciding whether a result matches a user’s search query.
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