Your competitor may be outranking you despite weaker content due to Google’s evolving Search Generative Experience (SGE) and its increasing reliance on RankBrain, a machine learning system, to interpret search intent and user satisfaction signals beyond just keyword matching, as of December 2025.
Google’s ranking systems now heavily incorporate factors like Core Web Vitals – measuring page experience including loading speed, interactivity, and visual stability – which directly impact rankings. Furthermore, the ‘Helpful Content’ update, continually refined since its initial rollout in 2022, prioritises content created for people, not solely for search engines. In Australia, Google’s systems also consider local signals, including geographic relevance and compliance with Australian Consumer Law regarding accurate information. SGE, now including AI Overviews, uses generative AI to summarise information, and ranking within these overviews is determined by a separate set of algorithms focusing on comprehensive coverage and authority. Google’s systems currently analyse hundreds of ranking factors, with RankBrain dynamically adjusting their weighting based on user interactions. The Australian Digital Advertising Alliance (ADAA) self-regulatory framework doesn’t directly influence organic rankings, but compliance with its principles can contribute to a positive brand reputation, indirectly influencing user trust.
Ultimately, Google’s search algorithms function by predicting which results will best satisfy a user’s query, considering a complex interplay of content quality, technical performance, user experience, and relevance signals.
