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This article is Part 4 of a short series on how modern SEO works. If you’d like to start from the beginning, you can read Search Engine Optimisation (SEO): What It Is — and What It Isn’t.
Once search intent is understood, the next logical question is this:
If multiple pages match the same intent, how does Google decide which one ranks?
This is where many SEO explanations become vague — or quietly misleading.
Google does not rank keywords.
Google does not score optimisation tricks.
Google compares pages.
Understanding how that comparison works explains why some carefully “optimised” pages never gain traction, while others rank quietly without obvious SEO tactics.
Google Evaluates Pages, Not Phrases
When a search is performed, Google groups together pages it believes match the same intent.
Within that group, it compares pages against each other.
The question is not:
“Which page used the keyword best?”
The question is:
“Which page best satisfies this search, compared to the alternatives?”
SEO succeeds or fails inside that comparison.
What Google Is Trying To Measure
Google cannot read pages like a human — but it can measure outcomes.
It looks for signals that indicate:
- usefulness
- clarity
- trust
- satisfaction
These signals are inferred from many sources, not a single factor.
This is why SEO cannot be reduced to a checklist.
Core Factors Google Compares at Page Level
While Google does not publish a scoring formula, decades of observation make some things clear.
Relevance and Intent Alignment
First and foremost:
Does this page clearly address the search intent?
A page that partially answers the question will usually lose to one that answers it fully — even if the weaker page is more “optimised”.
Intent mismatch is the most common reason pages fail.
Depth and Completeness
Google tends to favour pages that:
- cover the topic thoroughly
- anticipate related questions
- reduce the need for follow-up searches
This does not mean long for the sake of long.
It means complete for the intent.
Thin pages lose because they force the user back to search.
Clarity and Structure
Pages that are easy to understand tend to perform better.
This includes:
- clear headings
- logical flow
- readable formatting
- obvious purpose
A page can be technically perfect and still lose if it feels confusing or unfocused.
Trust and Legitimacy Signals
Google looks for evidence that a page — and the site behind it — is legitimate.
This can include:
- clear authorship or business identity
- consistency across the site
- real-world signals (reviews, mentions, citations)
- domain history
Trust is cumulative. It’s rarely created by a single page.
User Behaviour Signals (Indirectly)
Google does not track individual users in the way many people imagine — but it does observe aggregated patterns.
It can infer:
- whether people stay or return to search
- whether results lead to refinements
- whether pages consistently satisfy queries
Pages that repeatedly disappoint tend to fade over time.
Why “SEO-Looking” Pages Often Lose
An “SEO-looking” page typically has:
- obvious keyword placement
- formulaic headings
- generic explanations
- content written for Google, not people
These pages often fail because:
- they don’t add anything new
- they don’t answer the question better than competitors
- they feel interchangeable
Google’s systems are increasingly good at identifying pages that exist only to rank.
Why Some Pages Rank Without Obvious SEO
Conversely, pages that rank well often:
- speak naturally about the topic
- answer real questions clearly
- demonstrate experience or authority
- match intent precisely
They don’t rank despite SEO.
They rank because they embody what SEO is meant to achieve.
Authority is Contextual, Not Absolute
A smaller site can outrank a larger one when:
- intent is tightly matched
- topical focus is clear
- competition is misaligned
Authority is not a global score.
It’s relevance plus trust within a topic.
This is why focused, well-structured sites can outperform bigger but unfocused ones.
Why This Matters For Content Creation
Once you understand page-level evaluation:
- keyword stuffing stops making sense
- chasing volume loses appeal
- clarity becomes the priority
The goal becomes: “Create the page that best deserves to rank for this search”
Not: “Optimise harder than everyone else.”
The Key Takeaway
If you remember nothing else, remember this:
Google ranks the page that best satisfies the search — not the page that looks most optimised.
When SEO fails, it’s rarely because optimisation was insufficient. It’s usually because the page wasn’t the best answer.
What Comes Next
At this point, the pieces are in place:
- SEO is about clarity and relevance
- keywords are signals, not instructions
- intent determines page type
- Google compares pages, not tricks
Now we can finally answer the practical question most people actually care about:
Next up:
Keyword Research That Actually Helps (A Practical, Real-World Approach)
This is where tools make sense again — and where SEO becomes usable instead of theoretical.