If you’ve ever searched for your business on Google and found your competitors sitting comfortably at the top while your website struggles to gain visibility, you’re not alone. Search engine rankings can feel like a mystery, but they follow a set of rules—rules that change frequently.
Google is constantly refining its algorithm, rewarding websites that offer the best experience for users. In 2025, ranking higher isn’t just about stuffing keywords into your content or getting backlinks from any site willing to link to you. The game has changed.
This post breaks down why some websites rank higher and what you can do right now to improve your rankings.
1) Google’s Focus on User Experience (UX) Is Stronger Than Ever
A decade ago, ranking well meant focusing on keywords and backlinks. Now, Google evaluates websites based on how useful, fast, and engaging they are.
What High-Ranking Websites Get Right:
- They load fast – Google prioritizes websites that load in under 2.5 seconds.
- They are easy to use – Clear navigation, logical page structure, and mobile responsiveness matter more than ever.
- They engage users – If visitors click away in seconds, Google assumes the site isn’t helpful.
What You Can Do:
- Run your site through Google PageSpeed Insights and fix any speed issues.
- Make sure your website is fully mobile-friendly (not just “technically” responsive).
- Improve internal linking so visitors can easily find related content.
- Use heatmaps (like Hotjar or Microsoft Clarity) to see where visitors drop off.
2) AI-Driven Search Is Changing Everything
Google’s AI is better than ever at understanding intent behind searches. It’s no longer just about keywords—it’s about relevance, depth, and context.
What High-Ranking Websites Get Right:
- They answer user questions completely with well-structured content.
- They use natural language rather than awkwardly stuffing keywords.
- They incorporate AI-friendly formats like lists, FAQs, and step-by-step guides.
What You Can Do:
- Use Google’s “People Also Ask” box to identify real questions people search for.
- Write content that fully answers the question—not just a surface-level response.
- Structure pages clearly with subheadings, bullet points, and concise answers.
3) Top Websites Are Winning With EEAT (Experience, Expertise, Authority, Trust)
In 2025, Google prioritizes websites that feel trustworthy over those that just look optimized. This is called EEAT:
- Experience – Are you an actual expert, or is your site just regurgitating generic content?
- Expertise – Do your articles have depth, or are they shallow summaries?
- Authority – Do other reputable sites reference your content?
- Trust – Does your website feel reliable and safe?
What High-Ranking Websites Get Right:
- They have real authors with bios showing their expertise.
- They use data and sources rather than just opinions.
- They build quality backlinks from reputable sites in their industry.
What You Can Do:
- Add an author bio section to blog posts.
- Reference credible sources (not just Wikipedia) when writing content.
- Focus on getting featured on industry sites rather than chasing random backlinks.
4) Search Intent Matters More Than Keywords
Many businesses still make the mistake of optimizing for keywords instead of user intent.
For example, if someone searches “best running shoes”, they’re likely looking for recommendations, not just a definition of what running shoes are.
What High-Ranking Websites Get Right:
- They align their content with what the searcher actually wants.
- They structure their pages to match search intent (reviews for product searches, guides for informational searches, etc.).
- They avoid keyword stuffing and instead optimize for context.
What You Can Do:
- Search your target keyword and see what Google already ranks.
- Make sure your content matches the format (listicle, how-to guide, product page, etc.).
- Optimize for synonyms and related phrases to show Google you fully understand the topic.
5) Websites Ranking Higher Use Topic Clusters, Not Just Keywords
Google prefers websites that cover topics comprehensively rather than having scattered, unrelated pages.
What High-Ranking Websites Get Right:
- They create pillar pages that act as a main hub for a topic.
- They have multiple supporting pages linking back to the pillar page.
- They use internal linking strategically to show depth.
What You Can Do:
- Identify core topics you want to rank for.
- Write one in-depth guide (pillar content) and multiple supporting articles that link to it.
- Strengthen internal linking so pages support each other, rather than standing alone.
6) Backlinks Still Matter—But Quality Matters More
Google still uses backlinks as a ranking factor, but low-quality links can hurt you.
What High-Ranking Websites Get Right:
- They earn natural links from respected websites.
- They avoid spammy directories or buying links.
- They get mentions from industry leaders, blogs, and news sites.
What You Can Do:
- Focus on creating content worth linking to (guides, studies, infographics).
- Pitch guest posts to relevant industry websites rather than generic sites.
- Use digital PR strategies to get mentioned in news articles.
7) Local SEO Is More Competitive Than Ever
For local businesses, ranking on Google is about more than just your website.
What High-Ranking Websites Get Right:
- They fully optimize their Google Business Profile (GBP).
- They get consistent citations across the web.
- They earn real customer reviews that help build trust.
What You Can Do:
- Optimize your Google Business Profile with complete details and photos.
- Get listed on local directories and niche-specific sites.
- Encourage genuine reviews from happy customers.
8) Technical SEO Is the Silent Ranking Factor
Technical SEO helps Google crawl, index, and rank your site properly.
What High-Ranking Websites Get Right:
- They fix broken links and eliminate unnecessary redirects.
- They use structured data markup to enhance search results.
- They ensure their site is mobile-first in design and functionality.
What You Can Do:
- Run a technical SEO audit with tools like Screaming Frog or Sitebulb.
- Fix crawl errors and check your robots.txt file.
- Add schema markup for reviews, products, and FAQs.
9) Video and Multimedia Content Are Key Ranking Signals
Google increasingly prioritizes pages with videos, images, and interactive content.
What High-Ranking Websites Get Right:
- They use short, engaging videos to boost engagement.
- They add optimized images with proper alt text.
- They include interactive tools and calculators when relevant.
What You Can Do:
- Add at least one video to key landing pages.
- Compress images to improve page speed.
- Experiment with interactive elements to keep visitors engaged.
What’s Your Next Move?
Ranking higher in 2025 isn’t about gaming the system—it’s about creating a site that users love.
If your website isn’t ranking where you want it to be, start by auditing your UX, content quality, and SEO fundamentals.
Need help? Graticle Design offers manual SEO audits to identify what’s holding your website back. Let’s get you ranking where you deserve to be.
