What exactly does Google want?

The question of what Google actually wants from a 'quality' website is one which has caused a huge amount of debate in the web design and SEO industries. Even now, many experts are divided in their opinions of what constitutes a 'good website' for Google.

And yet, Google itself has provided plenty of information to answer this particular riddle, if one is willing to take them at their word.

But never once in all these years has Google ever 'moved the goal posts', despite this being the single most common excuse for SEOs to explain a lack of performance in their clients' websites.

With Google's Webmaster Guidelines the Watchword is 'Quality'

Google craves Quality from high-quality content to user-friendly page layout and intuitive, properly structured navigation. In short, Google looks for websites built for visitors, not search engines.

During the course of my career I've written reams of material on the topic of site quality, yet it is still one of the most overlooked points by many web designers and online business owners. They are altogether way too preoccupied with thinking up new and interesting ways to fool Google's ranking system into giving them temporary results, to actually stop and consider that by working within Google's webmaster guidelines, they would achieve lasting search engine ranking performance for their websites.

Therefore, the trick [if you want to call it that] behind lasting Google search rankings is not to try to fool Google into thinking your site is the best resource on its topic, but to actually be the best resource.
I can help you give Google what it wants. Contact me to see what I can do for you.