How to Rank Higher on Google: Guide with Best Tips

As a newcomer to the game, I was told that to rank higher on Google, you must optimize the content properly. 

So, every business online knows it needs to optimize to rank higher and catch more attention from its audience, but only a few know exactly what to optimize and how. 

After several years in the industry, I can assure you that optimization isn’t as grueling as it sounds.

And yes, that’s (still) exactly how you rank higher on Google search.

So here’s a one-stop, updated guide to help you understand the optimization process and implement that strategy. It includes 14 easy steps and the best tools.

Let’s jump in!

What Are Google Ranking Factors?

Let’s talk about what gets your site noticed by Google. 

If you want to climb those SERPs (search engine result pages), understanding Google’s ranking factors is your golden ticket. 

Now, there are over 100 factors that contribute to top rankings, but some of them stand out more and make a greater impact:

• Quality: Quality is king when it comes to Google. You won’t get far if your content isn’t high-quality, relevant, and valuable. Google wants the best possible results for its users, so ensure your content is top-notch.
• Backlinks: Think of backlinks as a vote of confidence from other sites. When reputable sites link back to you, it signals to Google that your content is valuable and worth referencing. The more quality backlinks you have, the better.
• User Experience: You wouldn’t want to hang around a site that loads like 2003, right? Page load speed, mobile-friendliness, and easy navigation all contribute to a great user experience, and Google rewards sites that get this right.
• Relevance: Matching the user’s search intent is crucial. Google wants to ensure that what users find on your site aligns with their search. Nail this, and you’re on your way to ranking success.
• Freshness: Google loves fresh content that is out of the oven for some queries. Recently updated content can give you a boost in those ever-changing search results.

Now, if you’re running a local business, there are some extra steps to remember. 

A well-optimized Google Business Profile (formerly known as Google My Business) and solid Google Review ratings can work wonders for your local search rankings. 

Local SEO has its playbook, starting with local keyword research, but it follows the same principles for organic ranking.

14 Steps to Rank Higher on Google Search

Ranking higher on Google starts with understanding what keywords are and how they function in search. 

You’ll discover interesting and effective ways to create quality content that satisfies searchers and gets Google’s attention.

1. Understand the Basics of Keyword Research

It’s common to hear site owners say, “I want my website to rank high.” However, it’s important to understand that websites don’t rank as a whole; individual web pages do. 

When a page ranks high, it ranks for specific keywords. Keywords are the same as search terms (also called search queries). People enter these words or phrases into search engines when looking for information, products, or services.

You can use free keyword research tools like WordStream or Semrush to find relevant keywords to your industry, their search volumes, and their competitiveness. 

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2. Pick Easy to Rank Keywords

Some keywords are nearly impossible to rank for, especially for newer or smaller websites. 

No matter how much content you create to target those highly competitive keywords, you may never rank on the first page of Google. To avoid disappointment and make tangible progress, it’s wise to choose keywords that are easier to rank for, at least initially.

Look for long-tail keywords (longer, more specific phrases) with lower search volume and competition. 

These keywords often have higher conversion rates because they’re more specific to what the searcher is looking for. Tools like Google Keyword Planner can help you identify these opportunities.

3. Identify Search Intent to Rank Higher on Google

After you’ve picked your easy-to-rank-for keyword, it’s time to do more research.

You’re going to discover the keyword search intent behind the queries.

But there’s more to find out.

Google revealed that search intent is the motivation and mindset of searchers. Searcher intent might be a better name for this.

Understanding search intent is crucial for creating content that truly meets the needs of your audience. It’s not just about what keywords people use but why they’re using them and what they hope to achieve. 

Here are the main types of search intent:

The easiest way to explore search intent is to use Chrome Incognito.

Using Incognito mode ensures that your personal search history and preferences don’t influence the results, giving you a more objective view of what most users see.

Next, enter your keyword.

Take a look at the top-ranking pages on Google. 

See any patterns?

If not, focus on these two areas.

Formatting: For instance, are most top-ranking articles step-by-step tutorials (common for “how-tos”)? Or are they all listicles (common for “best of” articles)? What Google rewards can be an indication of what users expect.

Pay attention to the following elements when analyzing top-ranking pages:

1. Content type: Are they blog posts, product pages, videos, or something else?
2. Content length: Are the top results in-depth guides or brief overviews?
3. Visual elements: Do the pages include images, infographics, or videos?
4. Tone and style: Is the content formal, academic, or casual and conversational?
5. Publication date: Have the top results been recently published or updated?

People Also Ask:

Next, explore the People Also Ask questions. This search feature appears for many (but not all) keywords. Here, you’ll find people’s most common questions on your topic. 

Plan to answer some of these questions in your article.

The People Also Ask (PAA) box is a goldmine of information about what users want to know. Here’s how to make the most of it:

Click on relevant questions to expand them and reveal more related queries.

Look for patterns in the types of questions being asked.

Use these questions as subheadings or FAQ sections in your content.

Create content that thoroughly answers these questions to increase your chances of appearing in the PAA box.

These are 2 simple ways you can ensure your article satisfies searchers.

After you’ve chosen a keyword and scoped out search intent, you’re ready for the next step.

4. Do Intent-Focused Keyword Research

Now that you know the intent, it’s time to choose keywords that signal buying intent or your target intent.

Understanding the different stages of the customer’s journey can help you target the right keywords at the right time. The searcher using these keywords may be in various stages of the buying process:

Awareness Stage:

At the top of the funnel, users might explore “how-to” articles to solve a problem or learn about a topic. Keywords like “what is,” “how to,” or “benefits of” are common here.

Consideration Stage:

Middle funnel searchers are comparing options. Look for keywords like “best,” “top,” “review,” or “vs.”

Decision Stage:

At the bottom of the funnel, many users may be on the brink of buying. Keywords like “buy,” “discount,” “deal,” or “near me” often indicate high purchase intent.

This also means using frameworks like TOFU-MOFU-BOFU to pinpoint which stage of the customer journey your content is hitting at any given moment.

Let’s say you’re running a marketing agency focused on helping small businesses boost their social media presence. You know that plenty of small business owners are Googling “social media marketing tips for beginners.”

You’d build your content strategy around those keywords, creating valuable insights-rich blog posts, videos, and infographics. 

At the top of the funnel, your content offers practical advice and tips tailored for social media newbies, guiding them toward deeper engagement and taking them to the decision stage to choose your services.

Remember, the goal is to balance search volume and competition. While these keywords might have lower search volumes, their specificity often leads to higher conversion rates.

You can cover the first 4 steps with the SEOBoost Topic Reports feature. This will show you all relevant keywords, the intent, and the competition to analyze your strategy in one place and will allow your writers to make changes in the same editor with AI-powered suggestions to optimize.

5. Create Scannable, High-Quality Content

Quality is the #1 Google ranking factor in content optimization.

Creating high-quality content involves more than writing well. It’s about providing value to your readers and effectively meeting their needs. 

Here are some key aspects to focus on:

1. Ensure all information is up-to-date and factually correct.
2. Cover the topic comprehensively, addressing all relevant aspects.
3. Offer unique insights or perspectives that can’t be found elsewhere.
4. Use clear, concise language and structure your content for easy consumption.
5. Use storytelling techniques, examples, and interactive elements to keep readers interested.
6. Provide practical tips or steps that readers can implement.

You must follow their E-E-A-T guidelines to rank better on Google and deliver valuable, accurate, and well-researched content.

For instance, if you’re running a blog for a creative design agency, an article on brand design trends should be packed with insights from reputable sources, expert opinions, and actionable tips. This approach positions you as an expert, authority, and trustworthy source.

To make things easier, use SEOBoost’s content audit feature. It ensures your content aligns with SEO best practices and meets user intent. After analyzing your content, the tool provides a quality score and suggests improvements to enhance user experience and overall effectiveness.

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6. Include Meaningful Visuals and Multimedia  

Your content can’t just be a random collection of words. A solid User Experience (UX) depends on strategically using multimedia elements.

Integrating images, videos, infographics, GIFs, and slideshows into your content can significantly boost engagement. These elements make your content more visually appealing and add depth and context to your message.

I recommend using SEOBoost’s content management feature to manage your multimedia easily. It keeps all your images in one place, giving you unlimited access to creative assets you can organize and use.

Also, don’t forget to include images in your blog posts to improve readability and make the experience more enjoyable. 

Take the use of images and media around this blog as inspiration! 

 7. Improve Your On-Page SEO to Rank Higher on Google

On-page SEO optimizes individual web pages to improve search engine rankings and attract more organic traffic.

This process involves tweaking a page’s visible content and the HTML source code.

Unlike off-page SEO, which deals with backlinks and other external factors, on-page SEO focuses on enhancing the internal elements of a page’s HTML code, content, and structure.

So, what needs optimization?

Here’s your quick checklist:

1. Your keyword appears in your meta title, meta description, at least two H2s, image file names, image alt text, the URL, and naturally throughout the body of your page.
2. Include links to the page from at least three other pages on your site.
3. Add 1-3 links to relevant, trusted pages.
4. The meta description should be between 155 and 165 characters, clearly conveying the value readers will get by clicking on your page.

Of course, you’re not supposed to do all of that manually.

SEOBoost’s content optimization feature helps you master keyword placement by suggesting the right places for the main and secondary keywords to boost your Google rankings.

For the rest of the On-page SEO, you can get help with AIOSEO, a complete solution to work on metadata and linking strategies to optimize your web pages within WordPress. 

Just so you don’t need to manually comb through all your content to spot internal linking opportunities, the Link Assistant feature can quickly audit your linking strategy and provide a report that includes links performing well, abandoned links, broken links, and new linking suggestions.

You can also use the Schema Generator feature to add schema markup to your pages with just a few clicks. Schema markup is a type of structured data that helps search engines better understand your pages’ content and context. 

By providing this additional layer of information, you increase the chances of your content being displayed in rich snippets in search results, which can significantly improve click-through rates.

My favorite AIOSEO feature is the Author SEO.

This TruSEO On-page Analysis allows you to create a comprehensive author profile by filling out a form. AIOSEO then uses this information to generate an attractive author byline and bio. 

This is particularly valuable for demonstrating E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to search engines, which is increasingly important for ranking well, especially in YMYL (Your Money or Your Life) topics. 

As a bonus, you can include a second byline for a reviewer or fact-checker, further enhancing your content’s credibility.

While these features focus primarily on optimizing individual web pages, it’s crucial to remember that your site’s overall health also plays a significant role in your SEO success. Let’s now focus on some site-wide issues that can impact your rankings.

8. Reduce Your Bounce Rate 

Reducing your bounce rate keeps visitors on your site and encourages them to engage with your content. 

A high bounce rate means visitors leave your site after viewing just one page, which can signal to search engines that your content isn’t relevant or engaging enough.

Optimization is one thing, but you must also research your audience and ensure your content appeals to your readers. Here are some ways you can keep the bounce rate at a minimum:

1. Improve Page Load Speed: 

Slow-loading pages can frustrate users and lead them to exit before the page loads. Use tools like Google PageSpeed Insights to analyze your site’s speed and implement recommendations to enhance performance.

2. Use Clear and Compelling Calls to Action (CTAs): 

Guide your visitors to the next step with clear, concise CTAs. Whether downloading a resource, signing up for a newsletter, or exploring related content, effective CTAs can reduce bounce rates by keeping users engaged.

3. Optimize for Mobile: 

With significant web traffic from mobile devices, ensuring your website is mobile-friendly is crucial. A responsive design that looks good on any screen size will improve user experience and keep visitors on your site longer.

9. Fix Broken Links

It’s normal for websites to have some broken links, and Google doesn’t inherently consider 404 errors (the error code for a page not found) problematic. 

However, when a site accumulates many broken links, it can impact your rankings negatively.

The reason for this is twofold. 

Firstly, from a technical SEO perspective, many broken links can signal to search engines that your site is not well-maintained, potentially leading to lower rankings. 

Secondly, and perhaps more importantly, broken links create a poor user experience. When visitors click on links only to find that the content they’re looking for doesn’t exist, it can lead to frustration and a loss of trust in your site.

If you’re experiencing issues with broken links, consider using the AIOSEO broken link checker. It will systematically crawl your site and identify broken internal or external links.

Once identified, you can fix these links by either updating them to the correct URL, removing them if the content is no longer relevant, or redirecting them to an appropriate alternative page.

10. Improve Page Experience to Rank Higher on Google

Page experience is a set of signals that Google uses as a ranking factor. 

It covers several elements that contribute to how users perceive the experience of interacting with a web page beyond its pure information value. 

Optimizing to reduce bounce rates naturally improves the page experience, e.g., with better page speed. Yet there are other key components of page experience as well:

1. Ensuring your site is free from malware and other security issues.
2. Whether your site uses a secure, encrypted connection.
3. Avoid pop-ups obstructing content, especially on mobile.

It’s worth noting that page speed, in particular, is a relative ranking factor in many ways.

Content quality will likely be a more influential factor in determining rankings if all the pages competing for a particular keyword load at roughly the same speed. However, if your page is significantly slower than your competitors, it could hurt your ranking potential.

11. Get High-Authority Backlinks

Backlinks and links from other websites to your site remain a significant Google ranking factor. Fixing broken links and page experience is another necessary element of an off-page SEO checklist.

However, it’s important to understand that not all backlinks are equal. 

The value of a backlink largely depends on the trustworthiness and authority of the site it’s coming from.

The good news is that quality content naturally attracts links. When you create helpful, interesting, or innovative content, people are inherently inclined to share it. Google wants to see and reward this organic link-building.

Take these results from our website as an example:

All of the content produced brought in organic traffic and backlinks. This eventually contributed to high domain authority, meaning that now Google knows this domain is trustworthy and will rank it faster.

12. Optimize Google Business Profile

Fortunately, this step in your local SEO strategy is one of the most straightforward, and it will help your business website rank much faster.

There are several approaches you can take:

1. You can manually submit your business information to online directories. While this method is cost-free, it can be time-consuming, especially if you’re targeting many directories.
2. Numerous affordable services are available to help you get your business listed across multiple directories. These services often have established relationships with directory owners, streamlining the submission process.
3. Many comprehensive SEO tools include features for managing and distributing your business information across directories.

The easiest way to achieve this is by using an automated tool that identifies the key information Google needs to rank your site at the top and guides you through the optimization process.

AIOSEO’s local SEO tool simplifies this by offering insights into the latest Google Business requirements and providing a user-friendly platform to add, edit, and optimize these crucial details.

It’s important to understand that these listings are often called citations in the SEO world. 

The concept of citations extends beyond traditional business directories to include various online platforms where your business information might appear, such as:

1. Google Business Profile
2. Social media profiles (Facebook, LinkedIn, Twitter, etc.)
3. Industry-specific directories
4. Local Chamber of Commerce listings
5. Better Business Bureau profiles
6. Yellow Pages (online version)
7. Yelp
8. TripAdvisor (for businesses in the hospitality and tourism sectors)

These citations contribute to your online visibility and can positively impact your local search rankings. They serve as additional touchpoints for potential customers to discover and verify your business information.

13. Get Google Reviews to Rank Higher on Google

When customers leave reviews for your business on Google Reviews, these testimonials will be prominently displayed on your Google Business Profile. 

This feature lets potential customers quickly assess your business’s reputation by viewing your average star rating, total reviews, and specific reviewer comments.

The impact of these review ratings extends far beyond your Google Business Profile. They appear across various platforms and search results, making them a powerful tool for shaping your online reputation. 

Given their widespread visibility, it’s necessary to actively encourage satisfied customers to leave reviews and to respond promptly and professionally to all positive and negative feedback.

To maximize the benefits of Google Reviews for your SEO efforts, consider implementing the following strategies:

1. Create a simple, streamlined process for customers to leave reviews.
2. Train your staff to request reviews from satisfied customers politely.
3. Follow up with customers via email or text, providing a direct link to your review page.
4. Respond to all reviews, both positive and negative, in a timely and professional manner.
5. Use positive reviews as testimonials on your website and social media platforms.
6. Address issues raised in negative reviews and use them as opportunities for improvement.

14. Measure, Improve, and Stay #1

You’ll need to come up with at least 1 way your page will be better than those ranking at the top. 

Remember, rankings are competitive. If you want to challenge the top pages, you must create something better.

Better can be simple.

Improving on the top-ranking content doesn’t always mean creating something entirely different. Sometimes, small enhancements make a big difference. 

Here are some strategies to consider:

1. If the top-ranking content is old, create a more current version.
2. Cover aspects that other articles might have missed.
3. Make your content more accessible to scan by using clear headings, short paragraphs, and bullet points.
4. Include relevant images, videos, or infographics to enhance understanding.
5. Share personal experiences or expert opinions that add value.
6. Give readers clear steps they can take after reading your content.
7. When improving on existing content, it’s important to maintain a balance. 

While creating something better, you also want to ensure your content aligns with the search intent and user expectations. 

The goal is to enhance, not completely reinvent, what’s already working.

Final Word on How to Rank Higher on Google

Remember, the goal is to align your content with what your audience and Google seek. It’s a balancing act, but you’ll climb those rankings quickly once you find your rhythm.

But hey, don’t just stop here. 

The world of SEO is always changing, and you need AI assistance to speed up all sorts of optimization to rank higher on Google. 

That’s where SEOBoost comes in, with AI-powered content optimization, tools for on-page SEO, and a complete ecosystem in which your writers, strategists, and SEO specialists can collaborate.

Take a free trial to try out the dedicated AI platform for your business’s online optimization.

FAQs About How to Rank Higher on Google

1. What makes you rank higher on Google? 

Ranking higher on Google involves optimizing your site with high-quality content, relevant keywords, authoritative backlinks, and excellent user experience, including fast loading times and mobile-friendliness. Regular updates and alignment with Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness) are also crucial.

2. How to rank higher on Google without paying? 

You can improve your Google rankings for free by focusing on SEO best practices: creating valuable content, optimizing for relevant keywords, earning quality backlinks, and enhancing site performance for user experience. Regularly updating your content and engaging in social media marketing can boost your organic visibility.

3. How to rank #1 on Google? 

Ranking #1 on Google requires a strategic approach, including keyword research, high-quality content creation, building authoritative backlinks, and optimizing on-page SEO elements. Additionally, consider user intent and continuously refine your strategy based on analytics to stay ahead of the competition.

Alina Zahid Content Writer

Alina is an SEO professional with specialized knowledge of content marketing. When she’s not busy researching and creating awesome content for SEOBoost, she can be found practicing piano, writing fiction and traveling.

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