What is Google looking for – pretty simply, results that are helpful (in the user’s locale or their peer groups). When their raters are researching queries and landing pages, they want to find useful relevant content.
We all hear about Google’s algorithms, but what’s the big picture? In the basic framework of rating a site, if your landing page is off topic or contains useless content, you won’t score many bonus points (and maybe lots of negative points).
If you site is deemed to be of little benefit to - very few or no one, or gets flagged as “maybe” spam (or straight up spam), has porn or malicious content – don’t expect to rank very high in SERPS (search engine results pages).
Google doesn’t just look at the query. They look at the intent of the query. The same query in different locations can mean very different things. A great example would be American versus UK football.
Sometimes, their interpretation of a query will be very clear - but more often than not, it’ll fall into a general or common interpretation. What they look for is intent, in terms of action, information or navigation.
Tip: If a query’s intent is determined to be directed to your official (desktop) website, but instead takes the user to your mobile site, that’s not good.
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