How to Rank Higher on Google Search: 9 Actionable Steps

Ranking higher in Google is the backbone of online success. With billions of searches each day, landing on the first page can greatly improve your exposure, organic reach, and bottom line. But it’s not just a quick fix, it’s about long-term, real-world action that fits with Google’s changing algorithms and user-centric strategies.

In this post, we provide you with 9 practical steps on how to increase your Google rankings, including optimizing for search terms, keyword strategy, user-friendly design, and technical foundation. Whether it’s optimizing your on-page SEO, increasing backlinks, or monitoring analytics via Google Search Console and Similarweb, these tactics are meant to give you quantifiable results.

Start using these tactics today to make your site more competitive, authoritative, and intuitive, and see your rankings and traffic climb in no time.

How does Google rank pages?

Google’s ranking algorithms are complex systems that scan billions of pages to deliver the most relevant and useful results as quickly as possible. At their core, they aim to match search intent, ensuring that the content aligns precisely with what the user is looking for.

Google evaluates a wide range of factors to determine a page’s quality, relevance, and usefulness. These include keywords, content quality, mobile responsiveness, page load speed, backlinks, and engagement metrics like click-through rates and time on page. Additionally, algorithms consider contextual signals such as user location, device type, and search history.

Despite their complexity, these algorithms follow a simple guiding principle: delivering value to the user. Pages that provide clear, authoritative answers and a seamless experience are more likely to rank higher.

Understanding these ranking factors is essential for your success. By aligning your SEO strategy with Google’s priorities and applying the tactics outlined in this article, you can navigate the intricacies of Google’s algorithms and improve your search rankings.

9 SEO improvements to rank high on Google

Climbing to the top of Google’s search results requires a strategic approach to search engine optimization. By focusing on targeted improvements, you can improve your website’s visibility, attract more organic traffic, and meet the evolving standards of Google’s algorithms. Here are nine practical SEO enhancements to help you secure a higher ranking and outshine the competition.

1. Match your content to the search intent

One of the most critical aspects of a successful SEO is ensuring your content aligns perfectly with search intent, which is the underlying reason behind a user’s query. Understanding and catering to this intent is essential, especially as Google’s algorithms like RankBrain and others have become increasingly sophisticated at evaluating whether a webpage satisfies user needs.

There are four main types of search intent:

• Informational: Users seeking knowledge or answers (e.g., ‘how to bake sourdough bread’)
• Commercial: Users researching products or services before making a decision (e.g., ‘best stand mixers for baking’)
• Transactional: Users are ready to take action, such as making a purchase or signing up (e.g., ‘buy stand mixer online’)
• Navigational: Users looking for a specific website or brand (e.g., ‘KitchenAid official site’)

Informational intent is the most common in SEO, but it’s not enough to simply create generic educational content. You need to match the depth and format that users expect. For instance, someone searching for ‘how to bake sourdough bread’ isn’t just looking for a brief definition. They need a detailed, step-by-step guide, complete with troubleshooting tips, ingredient explanations, and perhaps a video tutorial. Content that lacks these elements is less valuable and less likely to rank.

To ensure your content aligns with search intent, analyze the top-ranking pages for your target keyword. What makes them successful? If they feature in-depth explanations, images, or practical use cases, your content should incorporate these elements and do it better. Addressing gaps in existing content or providing unique insights will position you as a stronger resource.

Similarweb’s Keyword Generator can help you assess search intent effectively. Its Intent metric provides insights into what users are looking for when they search for a particular keyword, allowing you to refine your content strategy accordingly.

This report categorizes search intent for each keyword as informational, navigational, local, transactional, or job search, providing valuable insights into what users are looking for. Leveraging this data allows you to tailor your content to align with user expectations, making it more relevant and engaging.

Addressing search intent not only enhances user experience but also signals to Google that your page is the best answer for specific queries. Since Google’s primary goal is to deliver value to users, content that directly meets their needs naturally has a higher chance of ranking well.

In short, matching content with search intent isn’t just best practice, it’s the foundation of effective SEO. When your page perfectly aligns with a query, Google is more likely to prioritize it in search results, driving more traffic to your site.

2. Use keywords in the right places

Ranking well on Google starts with thorough keyword research. Before writing, identify the best keywords, those that align with your audience’s search queries. This includes primary keywords and long-tail variations, which are often less competitive but highly specific, helping you attract qualified traffic.

To discover long-tail keywords, use the Keyword Generator tool. Click on Question queries to find relevant question-based keyword ideas for your topic.

Once you’ve selected your keywords, the next step is to strategically integrate them into the right places to optimize your content for both search engines and readers.

a. Title tag

A well-optimized title tag signals relevance to Google, while an enticing meta description should have a compelling call to action to encourage click-throughs.

For instance, if your keyword is ‘vegan dessert recipes,’ a strong title tag might be, ‘10 Easy Vegan Dessert Recipes You’ll Love.’ The meta description could highlight benefits, such as simplicity or healthiness to make it irresistible to readers, and then end with a CTA such as, ‘Start your guilt-free indulgence now!’ or ‘Click now for plant-based perfection!’

b. H1 heading and subheadings

The H1 heading should clearly define the main topic of your page and include your primary keyword. Subheadings (H2, H3, etc.) help structure your content and improve readability while providing opportunities to incorporate variations of your keywords.

For example, if your main keyword is ‘home workout tips,’ subheadings might include ‘Best Home Workout Equipment’ or ‘Effective Bodyweight Exercises.’

c. Alt tags for images

Images enrich your content, but they also offer SEO potential. Use descriptive alt tags that include relevant keywords to help search engines understand the content of your images. This can improve your visibility in image search results and contribute to your page’s overall relevance.

For instance, an image of yoga poses could have an alt tag like ‘yoga poses for beginners at home.’

d. Anchor text for linking

When linking internally or externally, use anchor text strategically. Choose keywords or variations that describe the content of the linked page without overloading it with exact-match keywords.

For example, instead of ‘click here,’ use descriptive anchor text like ‘learn more about SEO best practices.’

e. Content integration

Sprinkle your keywords naturally throughout the content, focusing on readability and user experience. Avoid keyword stuffing, which can harm both your rankings and your readers’ trust. Instead, use synonyms and related terms to reinforce your topic organically. The content should always prioritize serving the reader, providing valuable insights that align with their intent.

Tip: If you’re starting your SEO journey, target low-competition, low-volume keywords to build momentum. Over time, this strategy helps establish your domain’s authority, making it easier to compete for higher-volume terms.

3. Make your content readable

The most optimized content is worthless if it’s not easy to read. In today’s fast-paced digital environment, users demand clarity and efficiency when consuming information. A study on website engagement found that visitors spend an average of just 54 seconds on a webpage. This means you have less than a minute to capture their attention and deliver value. If your content is dense, disorganized, or difficult to follow, readers will quickly abandon it, and Google will take note.

To improve readability and engagement, prioritize simplicity and structure. Use concise, active-voice sentences to communicate your message clearly. Break up long blocks of text with subheadings, and use bullet points or numbered lists to highlight key information. This improves skimmability, making your content more accessible for readers who prefer to scan rather than read every word.

Another essential strategy is to incorporate visuals. Charts, infographics, images, and videos help simplify complex information while keeping users engaged. These elements also act as visual breaks, improving overall readability and making your content more appealing.

Readability isn’t just for users, it’s for search engines too. Google increasingly prioritizes content that can be quickly understood and answers users the user’s queries. To optimize this, make sure that your headings are descriptive and structured with proper HTML tags, such as <h2> and <h3>. Avoid overly playful or vague language in your headings. Instead, focus on clarity and specificity. Readers and Google alike should be able to glean key points just by scanning the headings.

Under the Website Explorer section, click on Keywords, and choose ‘High Traffic Opps.’ This filter will find keywords with untapped potential that are prime candidates for optimization. Alternatively, the ‘Low Potential Keywords’ filter indicates a minimal traffic potential, so you can deprioritize them in your strategy.

These techniques make information more accessible, whether it’s to a hurried reader or an algorithm analyzing content for relevance.

4. Create original and optimized images

Images play an important role in making your content engaging and memorable, and they can significantly impact your SEO. Original visuals, such as infographics, graphs, and high-quality photographs, not only make your content stand out but may also give your page an edge in Google’s rankings. Studies have shown that pages with original images tend to outperform those relying solely on stock photos. But creating impactful visuals doesn’t require a full-scale creative studio. Simple tools and strategies can help you generate unique, optimized images for your content.

a. Why original images matter

Google appears to favor pages that feature original multimedia, including images. Custom visuals signal effort and quality, which aligns with Google’s priority of providing users with valuable content. Additionally, original images often better align with your specific content and keywords, making them more relevant to both users and search engines.

b. How to create original images

You don’t need an extensive budget or advanced design skills to create custom images. Tools like Canva or Adobe Express offer user-friendly templates that can be tailored to fit your needs. Build a library of templates for recurring content types and update them with fresh data or designs as needed. Infographics are particularly effective for simplifying complex concepts and encouraging shares, which can drive backlinks and improve your site’s authority.

For DIY solutions, take your own photos or screenshots to illustrate your points. These can add a personal touch and enhance the relevance of your content.

c. Optimizing your images

Optimization is key to ensuring your images contribute to your SEO efforts. Use descriptive, keyword-rich alt text to help search engines understand the content of your images. For instance, if your blog is about ‘vegan dessert recipes,’ an image of chocolate mousse could include an alt text like ‘vegan chocolate mousse recipe made with avocado and cacao.’ Use a keyword research tool to identify the best terms for your alt text, focusing on those relevant to your content.

Additionally, ensure your images are web-optimized. Compress file sizes without sacrificing quality to improve load times, which is a critical ranking factor. Tools like TinyPNG or Squoosh can help streamline this process.

d. Aligning images with search intent

Research the search engine results pages for your target keywords to understand the types of images users expect. If a query like ‘January marketing ideas’ shows event graphics or social media screenshots, tailor your visuals accordingly. Aligning with searchers’ expectations increases the likelihood of your images being featured in search results or snippets.

Tip: If visuals dominate the SERP for a keyword, adapt your content strategy to include rich media. For example, add an infographic, video, or title card image to ensure your page meets user expectations and search intent.

5. Build backlinks to your pages

Backlinks, links from other websites pointing to your page, are one of the strong ranking factors in Google’s algorithm. They signal trust, authority, and relevance, which are key elements for achieving high search engine rankings. However, earning high-quality backlinks requires more than just creating good content. It requires proactive strategies to encourage other sites to link to yours.

Similarweb’s Backlinks Checker can be used for identifying high-quality backlinks to improve your site’s performance. It provides detailed metrics like Page Trust Score (PTS) and Domain Trust Score (DTS) to help you evaluate the quality of potential backlinks.

• Page Trust Score (PTS): measures the strength of a specific page’s backlink profile on a 100-point logarithmic scale
• Domain Trust Score (DTS): evaluates the overall strength of a website’s backlink profile compared to others in the database on a 100-point scale

Here’s how you can use this tool effectively:

• Monitor trends: You can track trends in referring domains and backlinks over time to identify patterns, such as growth or decline in link-building efforts for your site. This helps you understand the effectiveness of your backlink strategies.
• Discover new vs. lost backlinks: Keep tabs on newly acquired referring domains and backlinks while identifying lost ones. This feature allows you to seize new opportunities and take action to recover valuable links that may have been removed:

a. Turn unlinked mentions into backlinks

Unlinked brand mentions, instances where your brand is mentioned without a hyperlink, are low-hanging fruit for backlinks. When you find an unlinked mention, reach out to the author or site owner with a polite, friendly email. Express gratitude for the mention and suggest adding a link to help their readers access your site more easily.

b. Actively promote your content

Publishing exceptional content is essential, but it won’t gain traction without visibility. Don’t adopt a ‘publish and hope for the best’ strategy, actively promote your content to encourage backlinks. Share it on social media, email it to your network, and engage in discussions on relevant forums or communities. The more exposure your content gets, the greater the chances of earning backlinks.

c. Leverage resource pages

Resource pages, web pages dedicated to listing the best resources on a particular topic, are excellent opportunities for backlinking. To find these pages in your niche, use search queries like ‘intitle:resources + [your niche]’ on Google. Once you identify relevant pages, reach out to the site owners and suggest including your content as a valuable resource.

d. Focus on quality over quantity

Linking to a diverse range of websites signals to search engines that your content is well-connected and credible. However, not all backlinks hold the same value. Prioritize securing links from authoritative, high-quality websites that are relevant to your niche.

A single backlink from a trusted, reputable source can have a significantly greater impact than dozens from low-quality sites. Quality always outweighs quantity when it comes to building a strong link profile.

Tip: Infographics, data-driven reports, and comprehensive guides are highly shareable and naturally attract backlinks. The more useful and visually appealing your content, the more likely it is to be linked by others.

6. Build internal links to your pages

Internal linking is one of the easiest and most effective strategies to improve your Google rankings. By linking one page on your website to another, you create a network of connections that not only enhance navigation for users but also signal to search engines which pages on your site are most important. This strategy boosts the visibility of your high-priority pages and helps distribute link equity throughout your site.

a. Why internal links matter

Internal links play a critical role in SEO by improving the discoverability of your content. They help search engine bots crawl and index your site more effectively, ensuring that all your pages are accounted for in rankings. Additionally, internal links strengthen the context and relevance of a page for specific keywords, which can help improve its rankings for targeted search terms.

b. How to use internal links effectively

To leverage internal linking effectively, start by identifying your high-priority pages, those you want to rank higher for specific keywords. Using Similarweb’s SEO tools, like the Organic Landing Pages feature, you can filter and pinpoint the top-performing pages based on metrics like clicks or traffic volume.

This helps you strategically link to pages with the highest potential to increase your visibility and ranking, as you align your internal linking efforts with performance insights.

c. Strategic placement of internal links

When adding internal links, context matters. Place them within the main content of the page rather than in footers or sidebars for maximum impact. Ensure the anchor text, which is the clickable text of the link, includes relevant keywords or phrases, as this helps search engines understand the content of the linked page. However, avoid over-optimizing the anchor text; keep it natural and user-friendly.

d. Best practices for internal linking

• Focus on relevance: Link pages that are closely related in topic. For example, if your site covers fitness tips, link articles about ‘home workouts’ to those about ‘fitness equipment.’
• Use a hierarchical structure: Link from general pages to more specific ones, creating a logical flow of information that benefits both users and search engines.
• Update older content: Periodically revisit older blog posts or pages and add links to newer, high-priority content. This keeps your content interconnected and evergreen.

Tip: Use tools like Google Search Console to track how internal links are influencing page rankings. Identify gaps where important pages may lack internal links and address these opportunities to strengthen your overall site structure.

7. Use email marketing, social shares, and other off-page SEO techniques

For newer or less-established websites, off-page SEO techniques like email marketing and social sharing can be game-changers in driving traffic and improving rankings. While these methods are often viewed as secondary to on-page optimization, they play a crucial role in signaling to Google that your content is valuable and engaging. Increased traffic to your page can positively influence indexing and rankings, helping your site gain the visibility it needs to compete.

a. Email marketing

Email marketing is a powerful way to drive traffic to your web pages. By sharing your latest blog posts, product launches, or special offers with your subscribers, you not only engage your audience but also encourage them to visit your site. Create compelling email campaigns that include CTAs directing readers to specific pages. For example, an email titled ‘5 Tips to Boost Your Fitness Routine’ could link directly to a blog post with those tips. The resulting traffic signals to Google that your page is relevant and worth indexing.

b. Social media shares

Social platforms are another essential off-page SEO tool, especially for newer sites looking to establish authority. Sharing your content on platforms like Facebook, X.com, LinkedIn, and Instagram increases its reach and likelihood of engagement. When users like, share, or comment on your posts, it amplifies your content’s visibility and can drive significant traffic back to your site. Additionally, if your content resonates with your audience, it may attract backlinks, which further boost your SEO efforts.

c. Collaborate with influencers and communities

Partnering with influencers or engaging in niche communities can extend the reach of your content. Influencers with established followings can share your content with a broader audience, lending credibility and generating traffic. Similarly, participating in forums, groups, or platforms like Reddit or Quora allows you to share your expertise while subtly linking to your content where relevant.

d. Encourage user-generated content

Encourage your audience to share your content or create their own around your brand. Contests, challenges, or campaigns that require users to share your content with their networks can create a ripple effect, driving traffic back to your site. The more people interact with and share your content, the more likely Google is to take notice.

e. Use analytics to refine your strategy

Track the performance of your off-page efforts using tools like Google Analytics or social media insights. Identify which platforms or strategies drive the most traffic and engagement, and focus your efforts there. For example, if a particular type of email or social post performs well, replicate that approach in future campaigns.

Tip: When Google detects increased traffic to a webpage, especially when the visitors stay engaged, it interprets this as a sign of high-quality content. This can lead to better indexing and higher rankings, particularly for newer sites still building authority.

8. Make sure your site follows technical SEO best practices

Your website’s overall performance has a direct impact on the rankings of its individual pages. Google evaluates your site as a cohesive unit, meaning issues like broken links, poor speed, or orphan pages (pages without internal links) can hinder your rankings, no matter how well-optimized individual pages are. To ensure your pages rank well, you need to maintain a technically sound website by following SEO best practices and conducting regular audits.

a. Conduct a technical SEO audit

Start by running a technical SEO audit to identify any issues that might affect your site’s performance. Use tools like Google Search Console or Similarweb to check for broken links, crawl errors, or indexation issues. Fixing these problems ensures that search engines can efficiently crawl and understand your site.

b. Check for mobile usability

With most web traffic coming from mobile devices, mobile usability is more important than ever. Use Google’s Mobile-Friendly Test and manually test your site on various devices to ensure it renders properly. Check for elements like buttons, menus, and forms that should be easy to use on smaller screens.

c. Address orphan pages

Orphan pages, those not linked to other pages on your site, can be hard for search engines to find and index. Use internal linking to connect these pages to your site structure, ensuring they contribute to your SEO efforts. A well-linked site helps Google prioritize which pages are most important.

d. Focus on Core Web Vitals

Google’s Core Web Vitals measure page speed, loading performance, interactivity, and visual stability. Addressing these metrics can significantly enhance your rankings. Use tools like Google Search Console and Lighthouse to monitor and optimize these vitals.

e. Maintain a clear site architecture

Organize your site so it’s easy for both users and search engines to navigate. Use a logical hierarchy with categories, subcategories, and internal links that guide visitors to relevant pages. A clear structure improves user experience and ensures search engines can efficiently crawl your content.

You can use Similarweb’s Folders (found under Website Structure) to refine your site architecture. This feature provides a visual snapshot of your website’s structure based on specific URL segments, helping you identify the most visited areas.

By analyzing this data, you can optimize your site’s hierarchy, improve navigation, and enhance user experience. Additionally, benchmarking your site structure against competitors ensures your website remains competitive and accessible. Leverage this data-driven approach to create a more efficient, user-friendly website.

Tip: Technical SEO isn’t a one-and-done task. Schedule regular audits to catch and fix new issues promptly. Websites evolve, and staying proactive ensures your site remains optimized and competitive.

9. Track your performance

Tracking your website’s performance is crucial for evaluating the effectiveness of your SEO efforts and maintaining strong rankings. Identify low-performing or quick-win keyword rankings to refine your content strategy and focus on areas with the highest potential for improvement.

Your site’s overall performance directly impacts the rankings of individual pages, making it essential to monitor key metrics regularly. Tools like Google Search Console and Similarweb’s Rank Tracker provide valuable insights into visibility, traffic, and search engine performance, helping you make data-driven decisions to strengthen your SEO strategy.

Google Search Console

Google Search Console provides invaluable insights into your website’s performance in Google Search. Two key metrics to track are:

• Impressions: How often your site appears in search results.
• Clicks: How many users click through to your site.

These metrics reveal how effectively your content captures user attention and highlight opportunities for improvement.

Beyond impressions and clicks, Search Console helps you identify specific keywords and queries driving traffic to your site. This insight allows you to refine your keyword strategy and optimize underperforming pages.

Additionally, the tool flags technical issues such as crawl errors and mobile usability problems, enabling you to resolve them quickly and maintain your site’s health.

Similarweb’s Rank Tracker

Similarweb’s Rank Tracker complements Google Search Console by offering detailed tracking of your organic ranking positions. With daily updates, this tool helps you monitor how your pages rank for targeted keywords and identify trends in ranking changes. By tagging and grouping keywords, you can easily track performance in specific campaigns or focus on critical business areas.

A standout feature of Similarweb’s Rank Tracker is its ability to monitor up to five competitors. This enables you to benchmark your performance against rivals and gain insights into their strategies. You can also identify new competitors appearing on the first page of search results and analyze their ranking positions. Armed with this information, you can adapt your content and SEO tactics to stay competitive.

Using both tools together

While Google Search Console provides direct data on your site’s visibility in Google, Similarweb’s Rank Tracker offers a broader view of your ranking positions and competitive landscape. Together, these tools enable you to:

• Track keyword trends and shifts in ranking positions
• Identify high-performing and underperforming keywords or pages
• Spot technical issues and take corrective actions
• Analyze competitor performance to refine your strategy

Tip: With daily updates from Similarweb, you can act swiftly on declining rankings or identify opportunities for optimization. Combined with Search Console’s in-depth data on impressions and clicks, you’ll have a complete view of your SEO performance and the ability to make data-driven decisions.

Watch your site climb the search rankings

Improving your Google rankings takes time, effort, and a strategic approach. By implementing these nine SEO improvements and constantly tracking your performance, you can elevate your website’s visibility and attract more organic traffic.

Remember, SEO isn’t a one-time task but an ongoing process. Regularly monitor your site’s performance, adapt to changing algorithms, and refine your strategy based on data-driven insights. Tools like Google Search Console are invaluable for understanding your site’s performance, but for a comprehensive analysis, we recommend Similarweb. Its rank tracking capabilities, competitor analysis, and keyword insights provide actionable data to fine-tune your SEO efforts and stay ahead of the competition.

Start making these improvements today, and watch your site climb the search rankings.

FAQs

How long does it take to see results from SEO improvements?
SEO is a long-term strategy, and results can take weeks to months depending on your website’s authority, competition, and the effectiveness of your efforts. Small improvements, like optimizing on-page SEO or fixing technical issues, can yield quicker results, but major gains often require consistent effort over time.

What is the most important ranking factor for Google?
While Google’s algorithm considers hundreds of factors, the most critical include high-quality content, relevant keywords, backlinks, and user experience. Ensuring your site loads quickly, is mobile-friendly, and aligns with user intent are also essential for ranking well.

Why are backlinks important, and how can I get them?
Backlinks signal to Google that your content is valuable and authoritative. To earn them, focus on creating high-quality, shareable content, using tactics like broken link building, and reaching out to industry-specific websites or blogs for collaboration.