Improving your search engine rankings comes down to a few core moves: adding relevant keywords to your content, optimizing your site for mobile, and tightening your website architecture. Search engines also weigh content quality, value to users, and accessibility for users with disabilities. Ideally, you should have an SEO strategy in place before you begin your website design process.
Focus on Google first
Most webmasters concentrate on Google, the dominant search engine. Learning how to navigate Google’s algorithms helps with other search engines too, though your exact strategy will depend on your specific goals.
How do search engines rank pages?
Search engines use mathematical algorithms to determine which websites are relevant. If you have more relevant content than your competitors, your site appears higher. Inbound links also boost rankings: search engines consider hundreds of ranking factors, and websites with more inbound links typically appear higher in the SERP. A single link from a popular website can lift a page’s SEO.
Write for the searcher’s intent
When creating content, keep your target audience’s intention in mind. For example, if you want to rank for "Honda Pilot colors," include those details in your copy, add supporting images, and make sure the page loads quickly. Users will leave if your page is slow to load. A Google page speed tool can help you check these things.
Keep up with Google’s updates
Google’s Hummingbird update improved semantic and natural language processing to surface more relevant content. The goal is to have your articles visible to people searching for products and services, so they land on the first page of search results and in the top ten.
Test what converts
Conversion rate optimization uses A/B testing to measure whether changes improve your site’s performance. Successful search marketers know that traffic alone is not enough; visitor behavior matters more. Tools like Optimizely provide a visual editor, so you can make changes to your site without writing a single line of code.
Write meta titles and descriptions that sell the click
Meta titles and meta descriptions act as sales copy for your site and help Google understand its content. Include the keywords users typed into the search engine so they feel reassured they will find exactly what they were looking for. Use these tools only when they are necessary and relevant for your niche.
Match modern search intent in 2021
Understanding what people are searching for is a key part of SEO in 2021. If someone looks for Thai food in Boston, they will not use a search engine that misses their search intent. Relevancy is the foundation of SEO, and on-page optimization is critical because the algorithm looks for content that matches the query.
Don’t skip technical SEO
Technical SEO must be efficient. The faster your site loads, the higher your rankings, since Google uses load time as a ranking factor. To reduce load time, use simple templates, limit redirects, and optimize visuals. Many users now browse on mobile devices, so test your site on multiple devices and ensure a mobile version is part of your SEO strategy.
Related coverage
- Search Engine Optimization – How to Get Your Content to Rank Higher in Organic Search Results
- Local SEO Boosts Search Engine Rankings
Related coverage
- Search Engine Optimization – How to Get Your Content to Rank Higher in Organic Search Results
- Local SEO Boosts Search Engine Rankings