Simply put, Google wants websites to be not only useful and relevant, but also technically sound, secure, and comfortable to use. Some of the key aspects include:
- Loading speed and performance
- Mobile-friendliness
- Security (HTTPS)
Loading speed
Nobody likes waiting for a website to load. A slow website can frustrate visitors, increase the chance that they leave, and create a poor overall experience. There are many speed-testing tools available online, but one of the most useful is Google PageSpeed Insights. It analyses a page’s performance and provides a score from 0 to 100.
As a general guide: • 0–49 — Poor • 50–89 — Needs improvement • 90–100 — Good The score is based on several performance measurements, including how quickly the page loads and how quickly it becomes responsive to the user. For example, if you look at this site’s score:
A high score doesn’t automatically mean that a website is perfect, but it is a useful indication that the technical side of the page is performing well.
Mobile-friendliness
Today, a large proportion of web traffic comes from mobile devices. A website therefore needs to work well not only on a desktop computer, but also on phones and tablets. A mobile-friendly website adapts its layout to different screen sizes. Text remains readable, images scale appropriately, navigation stays usable, and important elements don’t become awkwardly crowded. This is usually achieved through responsive design — using flexible layouts, relative sizing, and different rules for different screen widths.
The basic principle is simple: The design should adapt to the device, rather than forcing the user to adapt to the design. Here is an example of responsive design in action.
Notice how the text, spacing, and layout change as the screen becomes narrower. Regardless of the screen size, the title, text, and images remain balanced and easy to use.
Security
When you visit a website, its address begins with either HTTP or HTTPS. The difference may look like just one letter, but it is significant: HTTP — the connection is not protected by TLS encryption. HTTPS — the connection is encrypted and authenticated using TLS.
HTTPS helps protect the communication between your browser and the website. This makes it much harder for attackers to intercept or modify information while it is being transmitted. Without HTTPS, communications can be vulnerable to interception or manipulation, particularly when users submit information through a website. This is why modern browsers clearly distinguish between secure and insecure connections. Browsers may display warnings when a site doesn’t use HTTPS, especially when it handles sensitive information. HTTPS is also considered a basic part of a modern website. While it is not a magic ranking factor that guarantees a high position in Google, a secure connection is an important part of providing a trustworthy and reliable user experience.
So, is your site good enough?
Website quality isn’t determined by a single number. A fast website can still be difficult to use, and a beautiful website can still perform badly on mobile. The best websites bring these things together: good content, good performance, responsive design, and a secure connection. Think of it as the foundation of a good website. Once the technical side is working properly, you can concentrate on what matters most — creating something useful, clear, and enjoyable for people to use.