Unfair SEO? How less relevant content beats yours in the ranking race?
A phenomenon seems very unfair on search engines (for the uninformed): Less relevant content beats more relevant content on Google or Bing. You take a lot of time and energy to produce quality content. In addition, you implement all your resources to outperform your competitors. However, to your great disappointment, you notice that your article does not even appear on the third page of search engines. How to explain this injustice? Why don't Google, Bing, or other search engines see the quality of your content that looks much better to you? We will demystify that in this article. In the excerpt, we'll look at the hidden mechanics of search engines and find out how to improve your visibility. 
The logic of search engines is not far from the common world
Search engine algorithms are easily thought to operate in mysterious and disconnected ways, however, they are designed to mimic human behavior in the real world as much as possible. As in everyday life, the notions of authority, reputation and familiarity play a central role.
Choosing between Samsung, Apple and a new provider?
Let's take an example. Imagine you are looking for a new cell phone. If you see three options — one from Samsung, one from Apple, and one from a brand you've never heard of. Chances are you'll opt for Samsung or Apple . For what ? Because these brands have proven themselves over time. They have a long history of manufacturing quality products, they are widely recognized and appreciated by the public. They have a reputation for innovation and reliability.
Go to the Walmart store or a new corner store?
The same logic applies when looking for a place to shop. Indeed, you will probably choose a store that you have already heard of. Definitely, one with good reviews, and known for having good products. Even if a new store has opened recently and claims to have the same products at a lower price, you may be reluctant to try it. This is usually because you don't know what to expect.
A similar concept from the real world.
Similarly, search engines place great importance on seniority and reputation when ranking pages. For this reason, a website that has been around for a long time and has consistently provided quality content will be considered more reliable than a new site. This is why new sites or new content often struggle to rank high in search results. Despite the relevance and high quality, you understand why it happens.
There is hope…
However, that doesn't mean new players don't stand a chance. Just as a new store can win customers by providing a great experience, a new site can gain exposure by providing great content and properly optimizing its SEO. With time and effort, it is possible to build a strong reputation that will see your site rise to the top of search results. 
Understand how search engines work
The first thing to understand is that search engines use complex algorithms. This allows them to determine page rankings. These algorithms consider many factors. Therefore, while relevant content is important, it is not the only criterion. Here are some of the factors search engines consider:
1 – SEO (Search Engine Optimization)
SEO is a major factor in a page's ranking. Indeed, it encompasses several aspects such as:
- the use of keywords,
- the quality of inbound links,
- the loading speed of the site,
- mobile optimization,
- and more.
2 – Seniority of the content;
Search engines often favor older content that has a proven track record of relevance and reliability. For this fact, if you have new content, you may have a long wait. And, this is especially true if you have bigger players on the net.
3 – User engagement;
The way users interact with content affects rankings. Indeed, the more time users spend on a page, the more they click on internal links, and the more content they share, the more search engines consider the content to be of high quality.
Why isn't your content ranking high?
If your content is relevant and of high quality, but is not ranking well, it could be due to a multitude of reasons.
- Maybe your SEO is not optimized,
- or that your content is not old enough to have gained credibility.
- Users may also not engage with your content enough, which may be due to a lack of initial visibility, poor website design, or content that is not engaging enough.
How to improve your ranking in search results?
If you want your content to rank higher, you need to consider all the factors mentioned above. Here are some steps you can take to improve your ranking:
Optimize your SEO
Make sure you're using keywords correctly, have quality inbound links, that your site loads fast, and that it's mobile-optimized.
Update your content regularly
search engines favor content that is regularly updated. Add new information, new perspectives or new resources to your content constantly.
Improve user engagement
create content that encourages users to stay on your page longer, click through to other pages on your site, and share your content on social media. This could include using attractive graphics, creating catchy titles, adding videos, or creating interactive content.
Increase your domain authority
the authority of your domain is above all a measure of the trust that search engines have in your site. You can increase your domain authority by getting quality links from trusted sites, creating quality content consistently, and maintaining a secure and easy-to-navigate site.
Create content regularly
sites that post new content constantly tend to get better ranked by search engines. Post new content on a regular basis to show search engines that your site is active and relevant.
Conclusion
SEO seems unfair, especially when you see lower quality content ranking above yours. However, it is important to understand that search engines do not judge content the same way humans do. By optimizing your site for search engines and considering key ranking factors, you can increase your chances of ranking higher, even in an unfair search engine environment. Remember that SEO is a race, not a sprint. It may take time to see results, but with the right strategy and effort, you can improve your rankings and online visibility. Do you need help improving your search engine visibility? Contact us .
