How Does Google’s Algorithm Handle New Websites?. Google’s algorithm handles new websites with a combination of discovery, evaluation, and a cautious approach. A new site doesn’t have the established authority or trust signals of an older one, so the algorithm’s first step is to verify that it’s legitimate and high-quality before giving it a prominent spot in search results.
Here’s how the process generally works and what you can do to help your new site succeed.
How Does Google’s Algorithm Handle New Websites?
What Is the Google Search Algorithm?
The Google Search algorithm determines which webpages show in the results that appear after a user runs a search—and in what order.
The algorithm considers many factors to understand which pages are best suited to address the query and deserving of ranking (i.e., appearing in search results). Such as how relevant the content is, if the page loads quickly, how many trusted websites link to the page, and more.
Let’s dive into how Google’s algorithm works and the most significant updates.
What Are the Key Google Search Algorithm Ranking Factors?
Ranking factors are the specific signals Google uses to compare webpages and decide which ones deserve top positions in search results.
While Google likely uses hundreds of signals to rank pages, these are the broad categories that matter most:
1. Content Relevance
Content that’s highly relevant to what people are searching for is more likely to get to the top of Google.
Google tries to understand the underlying reason behind each search—known as search intent—and serve content that aligns with what searchers are looking for.
2. Content Quality
Google prefers to show content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) to increase the likelihood that results are useful and valuable for searchers.
3. User Experience
The user experience plays an important role in Google rankings, which means making your pages easy and pleasant to use can give you the edge in rankings.
4. Backlinks
Backlinks are links from other websites that point to your pages, and they work like votes of confidence Google can use to see that your content is valuable and trustworthy.
5. Topical Authority
Topical authority refers to your website’s expertise in subjects that are relevant to your brand, and establishing that authority can help you earn rankings.
6. Context
Google customizes search results based on contextual factors like where the searcher’s located, what device type the searcher is using, and the searcher’s search history.
Disputed Ranking Factors
Some commonly discussed SEO topics aren’t part of Google’s algorithm—at least not in ways we can elaborate on.
Here are the key ones to be aware of:
- Domain age: Simply having an older website won’t help you rank better—it’s the quality of content you’ve built over time that matters
- Bounce rate: This metric is the percentage of visitors who leave your site quickly without interacting. While the Google documents that were leaked in May 2024 indicate that bounce rate may actually have a direct impact on rankings (this goes against what Google has said in the past), we don’t know how significant it is.
- Domain authority: Many SEO tools use some sort of domain authority metric to evaluate how trustworthy a site is. It’s possible Google has its own way to gauge this, but there’s no evidence Google considers any third-party metrics
- Word count: There’s no “perfect” length that Google prefers, so focus on covering topics thoroughly and clearly
- Keyword density: How often a keyword appears in your text isn’t a ranking factor—using a certain phrase frequently doesn’t mean your content is high quality or relevant
Discovery and Initial Evaluation
First, Google needs to find your website. The fastest way for this to happen is by submitting your sitemap directly through Google Search Console. Alternatively, Google’s crawlers will eventually discover your site if it’s linked from other established websites.
Once discovered, Google’s algorithm begins to evaluate it based on several key factors:
- Trust and Authority: Since your site has no history, it starts with zero authority. The algorithm won’t immediately rank your pages for competitive keywords because it hasn’t had time to build a reputation. This is sometimes referred to as the “sandbox effect,” though Google hasn’t officially confirmed it. The idea is that Google is cautious with new sites until they prove their value.
- Content Quality: This is the most important factor. The algorithm analyzes your content to see if it’s unique, helpful, and provides real value to users. Is it well-written? Is it created by an expert? Is it different from what’s already out there?
- Technical Health: The algorithm checks if your site is technically sound. It looks at things like page speed, mobile-friendliness, and a clear site structure.
How to Help Your New Website Rank
To get your new website noticed and start climbing the ranks, you should focus on building a strong foundation.
- Create Amazing Content: Prioritize creating high-quality, original content that directly answers user questions. Don’t just write for search engines; write for people. This is the single most important thing you can do to establish credibility.
- Optimize for a Great User Experience: Make sure your website is fast, easy to navigate, and works perfectly on mobile devices. A good user experience signals to Google that your site is valuable.
- Build Authority with Backlinks: Get links from other reputable websites in your niche. Backlinks are like votes of confidence. You can earn them by creating great content that others want to link to, or by reaching out to other site owners for collaborations.
- Use Google Search Console: This free tool is your direct line of communication with Google. Use it to submit your sitemap, check for any errors, and monitor how Google is seeing your site.
By focusing on these steps, you’ll be building trust and authority over time. While you may not see your pages at the top of the search results immediately, a consistent focus on quality will eventually lead to higher rankings.