How to rank higher on Google (even if you’re just getting started)

Trying to get your website to rank high on page one of Google, but not sure how? You’re in the right place. Whether you run a business, manage content, or market a product, showing up in search results helps people find you, trust you, and take action.

This guide walks you through SEO strategies to help you rank higher on Google. No shortcuts. Just steps that align with how search works today (and don’t require you to be an SEO guru!).

Why Google rankings matter in 2025 and how SEO has changed

Google remains the dominant source of website traffic, accounting for approximately 63% of all web referrals. Its algorithm is smarter, stricter, and increasingly focused on quality when determining who gets higher rankings.

Recent updates, such as AI overviews and the Helpful Content System, prioritize useful, high-quality content over pages that are overstuffed with keywords, with the obvious intention of improving SEO visibility. For website managers and business owners, ranking well on Google is never a one-time task; it takes constant monitoring. 

Remember: what might rank well today might not tomorrow, so quality, consistency, and user-first thinking are key.

Why ranking on page one of Google search results matters:

• 75% of users never scroll past the first page
• Organic search on page one boasts a 14.6% conversion rate, compared to 10% for PPC
• The top three organic results receive 68.7% of all clicks

Ranking higher on Google isn’t just about traffic. It helps earn trust, drive action, and build long-term visibility in a competitive SEO landscape. Think of it as a feedback loop: Google rewards you with more organic traffic because your content is being viewed as a trustworthy source, which in turn drives high visibility and consistent high rankings over time. 

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Tip: Focus on quality over quick wins. Google’s updates reward relevant content that answers real questions, builds trust, and aligns with long-term user intent, not just content that ranks for the moment.

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Target search intent, not just keywords

Search intent is the reason behind a searcher’s query. If your page doesn’t match what someone wants, it won’t rank, no matter how well-optimized the keyword is. Google’s algorithm isn’t just scanning for keyword matches anymore (and it hasn’t for quite some time).

That’s why keyword stuffing (when a page repeats the same phrase repeatedly in an attempt to rank) no longer works. In fact, the practice creates a content experience that can feel unnatural or unhelpful to the reader. Google penalizes this tactic and rewards sites that create content based on user search intent.

What to focus on:

• Start with “What does my target audience need to know?” instead of “What keywords should I use?”
• Use the “What is search intent in SEO?” guide to identify intent types (like informational, commercial, and transactional) and tailor content accordingly
• Build content that directly answers questions, solves problems, or supports decisions, based on what your audience needs in that moment

When your content aligns with user intent, users are more likely to stay on the page, keep reading, and take the next step. Longer engagement signals to Google that your content is relevant, helpful, and worthy of high search rankings.

Example:
Someone searching for “best travel credit cards” isn’t looking for a random product page. They want comparisons, perks, fees, and pros and cons. A complete, well-organized guide with comparison tables, FAQs, and up-to-date offers is a good example of timely content.

Build topical authority with interconnected content

Topical authority tells Google you’re a subject matter expert, not just posting one-off content. It helps the search engine understand that your site is a go-to resource in your niche. When your content is helpful and consistent, Google is more likely to trust it and show it to people searching for those topics.

How to show topical authority

Cover your topic from multiple angles 

To become an authority in your industry, create in-depth content that addresses various questions, use cases, and related subtopics within your niche. This approach, known as semantic SEO, aids Google in comprehending the full extent of your expertise.

Link related articles

Connecting your related posts using internal links (links from one page on your site to another) keeps visitors on your site longer by guiding them to the next helpful piece, and it helps Google crawl and understand how your content is organized. A great way to do this is by building a content hub (also known as a pillar page) that links to all your related articles, guides, and FAQs. Wherever possible and natural, be sure to weave in your target keyword into the anchor text of your internal link as an added boost.

Using consistent language and formatting across all content in a topic area signals Google that everything belongs together and is part of a well-maintained, cohesive topic that’s all on-brand. These connections form a cluster that supports your pillar page and reinforces your topical authority.

Example:
Suppose your main post is about marathon training and has a link to supporting content on nutrition, injury prevention, hydration, and pacing. That central post becomes your pillar page, while the supporting content forms your cluster. Creating topical clusters shows depth. They help your site rank for more long-tail keywords and position you as a trusted source in your niche.

Improve Core Web Vitals and page experience

Core Web Vitals are a set of metrics that measure how fast, stable, and responsive your site feels to users. These signals matter to Google because they directly reflect someone’s experience when they land on your page and are confirmed ranking factors.

If your site loads slowly, shifts around while loading, or takes too long to respond to clicks, users are more likely to leave without taking action (which is captured as a bounce in your analytics data). And it happens quickly: as page load time increases from one to three seconds, the probability of bounce increases by 32%.

What to focus on:

• Largest Contentful Paint (LCP): Measures how quickly the main content loads. Aim for LCP under 2.5 seconds. A slow LCP can lead to user frustration and increased bounce rates.
• First Input Delay (FID): How soon users can interact with the content on the page. Make a goal of making this four seconds or less. 
• Cumulative Layout Shift (CLS): How stable the site’s layout is while loading. A good CLS score is anything below 0.1. A score between 0.1 and 0.25 needs improvement, while a score above 0.25 is considered poor.

Tools:

These free tools help you check your Core Web Vitals and highlight exactly where to improve. Best of all, you don’t need an account to use any of them—just plug in your URL and you’re good to go!

• PageSpeed Insights: Gives you a performance score and breaks down Core Web Vitals for both mobile and desktop. It also offers specific suggestions for fixing slow load times, layout shifts, and more.
• Web.dev: Offers a full audit of your site’s performance, accessibility, and SEO, and recommends best practices. It’s ideal for a broader technical review with detailed scoring. 
• Core Web Vitals guide: Our resource explains each metric and how to resolve common issues. It’s great if you’re new to these concepts and want to learn while using these tools.

Example:
If your homepage has a large hero image that loads slowly, compressing that image and deferring unnecessary scripts can reduce load time from four seconds to two. That directly improves engagement and your ranking potential.

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Pro tip: Start with image compression, enable lazy loading for below-the-fold content, and reduce third-party scripts. These small technical SEO fixes can make a big difference.

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Use schema markup to stand out in search

Schema markup enables your content to be displayed as rich results, which are enhanced search listings featuring additional information like star ratings, images, or FAQs. These rich results can make your listings more attractive and informative to searchers, potentially increasing CTR (click-through rate).

How to implement schema markup: 

Start with the correct schema type

Use schema that fits your content. If it’s a blog post, you might use Article schema. For a product page, use Product schema. FAQs, reviews, and how-to guides all have their own schema types, too. Browse Google’s Search Gallery to find the best match.

Add the code using JSON-LD

JSON-LD is a format for adding structured data to your site that Google prefers because it’s clean, easy to update, and doesn’t interfere with your page’s visible content. Use Google’s Structured Data Markup Helper to generate the code, then paste it into your page’s header.

Test before you publish

Use Google’s Rich Results Test to see if your page is eligible for enhanced search listings. It’ll highlight errors and help you fix them before launch.

Example:
An FAQ page using proper schema can appear as a collapsible snippet on the search results page. This makes your content more prominent in the search results and increases click-through rates. 

Optimize for E-E-A-T: experience, expertise, authority, trust

Google uses E-E-A-T (experience, expertise, authority, and trust) to help assess whether your content is credible and worthy of ranking, especially for sensitive topics like health, money, or legal advice, aka “Your Money or Your Life” (YMYL) content. These E-E-A-T signals come directly from Google’s Search Quality Rater Guidelines.

E-E-A-T is how Google decides what should rank in results that affect people’s lives. If your E-E-A-T is of high quality, Google will reward you with visibility, especially for competitive or critical queries.

Here’s what each signal means and how it affects your content.

Experience

Google values first-hand experience. If you’re writing about a product, tool, or process, show that you’ve actually used it. Include screenshots, personal outcomes, or real-world examples that prove your perspective comes from direct interaction.

Expertise

Showing expertise means your content is written by someone who knows what they’re talking about. This matters most when your topic has real-world consequences (like medical, financial, or technical topics). Highlight the qualifications or include contributor bios that mention relevant experience or credentials.

Authoritativeness

Authority is about your reputation. Are you (or your site) recognized in your space? Do others link to or quote your content? You can build this over time by contributing to respected sites, getting cited in reputable publications, or being active in your industry.

Trust

Google wants to rank accurate, safe, honest, and reliable pages. Use HTTPS, avoid deceptive ads, cite sources, and clarify who’s behind the content.

Example:
Danny Goodwin’s Search Engine Land author page includes a detailed bio, hundreds of published articles, and clear editorial credentials. This type of authorship transparency sends trust signals to both readers and Google.

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Pro tip: When building the perfect author page to signal to Google that you’re an expert in the subject, be sure to include clear author bios with relevant credentials, cited sources, and up-to-date research, testimonials, personal experience, or case studies.

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Get more authoritative backlinks

When other sites cite your content in their content, they’re building a backlink to your page. Backlinks from reputable sources have been a core part of Google’s algorithm since the early days of Google PageRank, which evaluated the quality and quantity of links pointing to a page to help determine its authority.

Despite the many changes to Google’s algorithm over time, the “quality over quantity” best practice still stands. One link from a respected source, like a major publication or university, is more valuable than many from low-quality sites. Google considers the source overall, not the quantity. 

Credible links signal trustworthiness. Numerous links from spammy directories or irrelevant blogs discredit your content and lower your rankings.

How to earn quality backlinks

Share original research or infographics

When you publish new data, others in your industry may cite your work and link back to you. But to get people to share, cite, or link to your work, actively put it in front of the right people. 

Here’s what to do:

1. Identify who might care about it

You don’t need a fancy tool to start. Just Google it.

• Search for articles about your topic using terms like: "[your topic] site:forbes.com" or "research about [your topic]" blog
  
• Check who’s linking to similar research using a free tool like Ahrefs Backlink Checker
• Look at bylines (author names) on articles and plug them into LinkedIn or Twitter/X to learn more about who’s covering what

2. Send a short, clear email

Once you find relevant writers or companies, the next step is contacting them. Here’s how:

• Check the contact/about page of their website. Look for email addresses like “press@” or “editor@” or their personal name.
• Look at their LinkedIn bio or Twitter/X profile. They might include contact info there, too.

3. Share it in the right places

Look for niche communities where professionals are already discussing your topic.

• Post from your LinkedIn profile and tag relevant people or companies who might reshare it.
• Try Slack communities like Superpath (for marketers), Women in Tech, or Online Geniuses. Many have content or promo channels.
• Look for subreddits like r/dataisbeautiful, r/marketing, or r/SEO, depending on your topic.
• Reach out to newsletter writers in your industry who might include your research as a resource.

Pitch thought leadership to relevant publications

Writing guest posts or being featured in articles shows your expertise and gives you valuable backlinks from credible sources.

How to find relevant publication/sites:

1. Look at where your competitors are featured
Google search their name or company name + “guest post” or “thought leadership.” You’ll often see a list of articles and publications that have already accepted similar content.

2. Use content discovery tools
Try out free or freemium tools, like SparkToro, Similarweb, and BuzzSumo, to see what your audience reads or follows, explore traffic sources of competing sites, and see top-performing content in your industry.

3. Scan industry newsletters and roundups
If you’re subscribed to a few niche newsletters, check which blogs or authors they link to often. These sites tend to be trusted and may welcome contributed content.

4. Use Qwoted or HARO
These sites connect you with journalists seeking expert input from authorities in a particular industry or niche. If you’re quoted, they’ll usually link to your site.

Example of earning good backlinks:
Publishing new marketing data that gets cited in a major industry blog or media outlet increases your domain’s authority and helps future content rank faster.

What to avoid when building your backlink profile

Buying backlinks

Don’t buy backlinks—this practice violates Google’s guidelines. Sure, it might give a short-term boost, but it risks long-term penalties and lost rankings so it’s ultimately not worth it.

Using link farms or spammy directories

These are low-quality sites made just to exchange links. Google can spot this practice and may penalize these backlinks. These sites are easily detected by their thin content and multiple outbound links that direct to shady or unrelated domains. A tool like the Backlink Checker can assess a site’s backlink health if you’re unsure. 

Exchanging links just for the sake of it

“You link to me and I’ll link to you” sounds tempting, but if the reference isn’t relevant or useful for readers, it’s not worth it.

Example of earning bad backlinks:
Paying a low-quality blog to include a link to your content—Google may think you’re trying to manipulate the rankings.

Optimize for mobile-first indexing

Google primarily uses your mobile site to rank and index content. Why? Because more than 63% of searches happen on mobile. It’s important to prioritize your mobile site first. If you have a high bounce rate, a bad UI, or missing content, Google may flag your site as a poor user experience, which can negatively impact your search rankings (even if your desktop version looks great).

Use responsive layouts

Responsive design means your website adjusts automatically to fit different screen sizes, like phones, tablets, and desktops. Google recommends this approach because it creates a seamless user experience on any device. Most web content management systems, like HubSpot or WordPress, will have features to support this without heavy lifting from your side.

Confirm mobile and desktop content match

Google uses the mobile version of your site to rank and index pages. If your mobile version has less content, Google may consider it to be low quality, which could hurt your ranking. Think of it this way: if Google can’t see important content on mobile, it may assume it doesn’t exist.

Avoid hidden or collapsed mobile content

Hiding large chunks of content behind dropdowns or expandable tabs on mobile might seem like a cleaner design, but it can reduce the visibility of keywords, links, or helpful information. While Google can technically crawl hidden content, it may give it less weight since it’s not publicly visible, which means your page might not rank as well.

Improve internal linking strategy

Internal links help Google understand your site’s structure and guide readers to related content. When your internal links are organized with meaningful anchor text and logical pathways between related pages, it’s easier for Google’s crawlers to navigate and index your content. This is known as a crawlable link structure.

When users find links to related topics naturally embedded in your content, they’re more likely to stick around, click through, and explore more of your site. This is another powerful signal to Google that your content is helpful and deserves to rank.

Steps to making a successful internal linking strategy

Use descriptive anchor text

Instead of vague phrases like “click here,” use text that clearly describes what the linked page is about (for example, “on-page SEO checklist”). This helps users and search engines understand what to expect when they click.

Link from high-traffic posts to newer or underperforming pages

Add internal links to important but less-visited pages from content that already gets strong traffic. This passes visibility (and some SEO value) to pages that might not be easily discovered, helping them gain traction.

Check that every page has at least one internal link

Make sure every blog post, guide, or landing page is linked to from somewhere else on your site. Pages with no internal links (often called “orphan pages”) are hard for users to find and may not get crawled or indexed by Google. This is a great opportunity to create pillar pages/central hubs on a topic. They help organize related content and provide a natural place to link out to more specific posts.

Example:
If your “SEO basics” post performs well, link from it to newer content like “how to write SEO-friendly headlines.” This helps users keep reading and helps Google crawl your site more effectively.

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Pro tip: Audit your top-performing posts and add internal links to relevant pages that need more visibility.

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Refresh and update old content

Outdated content, even from top performers, can quietly slip in rankings. Google values fresh, accurate information to give users the most relevant and up-to-date answers, especially those searching for topics that affect people’s lives. That means even if a post used to rank well, it won’t hold its spot forever if you never update the content.

For instance, one of your legacy pieces of content that’s been a steady traffic driver for months or years is suddenly outranked. Why? Perhaps a competitor might have published a newer version with current stats, updated screenshots, or quotes from a recognized industry expert. If their content better reflects what’s happening now, Google will likely serve it first.

Regularly refreshing your top content helps maintain your rankings, builds trust with your audience, and helps avoid losing traffic to more recent (even if not better) content.

How to know it’s time to update:

• Rankings have dropped (track with Semrush or Search Console)
• Traffic has declined steadily
• It contains old stats, outdated tools, or broken links

What to update:

• Replace outdated facts, links, and visuals
• Refresh titles and meta descriptions to match current search behavior
• Add internal links to new or related content
• Check layout and formatting for scannability

Example:
You wrote a “content marketing trends” blog post in 2021 that’s now stale. Updating it with 2025 stats, new tools, and updated screenshots can help it recover traffic and improve rankings.

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Pro tip: Use Search Console to find pages with high impressions but low clicks, often a strong signal that content needs a refresh.

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Make content easy to digest

Structure your content so it’s easy to scan and understand, because most users skim and scroll. If your layout is dense or hard to follow, they’re more likely to bounce than keep reading.

Keep in mind that not every reader starts at the top. If someone clicks on your article from a SERP feature, such as a Featured Snippet or “People Also Ask” box, they may land right in the middle of your page. That’s why each section should work as a mini entry point, with a clear heading, short paragraphs, and concise takeaways.

How to improve readability:

• Break your content into shorter paragraphs (one to three sentences is ideal)
• Use clear subheadings so readers can quickly find what they need
• Add bullet points, visuals, and callouts to highlight key takeaways

Even if your content is already ranking in a Featured Snippet, formatting it this way keeps you competitive. Google may test different sources for that spot, and a well-structured page makes it easier for your content to stay there or be selected in the first place. 

How to do it:

• Use headers every two to three paragraphs
• Break long text with bullet points, visuals, and quotes
• Add summary boxes or key takeaways where useful

Example:
You’re writing a blog on SEO tactics. Instead of one long block of text, break it into subheadings like “How to Optimize Metadata” and “Why Schema Matters.” Add bulleted lists and callout tips to make it easier to scan.

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Pro tip: Stick to a clear heading structure (H2s for main ideas, H3s for subpoints). Use bolding and white space to support fast reading.

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Target long-tail and question-based keywords

Long-tail keywords are more specific and often easier to rank for, especially when they closely match what users are searching for. While they may drive less traffic than broader terms, they tend to reflect high intent, meaning the person searching is closer to taking action. 

For example, a keyword phrase like “best running shoes” is broad and competitive. But a more specific version, such as “best running shoes for flat feet 2025,” is what’s called a long-tail keyword. It’s easier to rank for and attracts people who know exactly what they’re looking for.

A question-based keyword is a search typed as a question, like “what are the best running shoes for flat feet?” These are also considered long-tail and often reflect high intent. They give you a chance to answer the searcher’s exact question, improving your chances of ranking in Google’s “People Also Ask” section or earning a Featured Snippet.

How to find them:

• Use tools like AnswerThePublic and AlsoAsked
• Look at Google’s “People Also Ask” boxes
• Check forums or Reddit threads for phrasing and real questions

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Pro tip: Identify three to five long-tail keywords per core topic. Use them in headings and naturally throughout your content.

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Nail your title tags and meta descriptions

Title tags and meta descriptions are what people see in Google search results before they even click on your page. Think of them as your content’s headline and elevator pitch.

The title tag helps with both SEO and conversion. It tells Google what your page is about and helps convince searchers to click.

The meta description doesn’t directly affect rankings, but it does matter for conversion. It gives people a quick summary of what they’ll find if they visit your page.

Since these elements are often the first and only thing a potential visitor sees from your site, they must be clear, relevant, and compelling. If they don’t grab attention or explain the value of your content, someone else’s link will earn the click instead.

Best practices for crafting title tags and meta descriptions

Stay under 60 characters for the title tag and 155 for the meta description

Google often cuts off longer titles and descriptions in search results. Staying within the limit keeps the full message shown as intended, making it easier to communicate clearly and completely.

Put your keyword near the front

Make sure your keywords are used at the front of the title tag and meta description. This helps both Google and users quickly understand what your page is about. When searchers scan results, they tend to focus on the first few words, so lead with your keyword to increase relevance and visibility.

If a title tag or meta description is a bit too long and gets cut off in search results, putting your keyword near the beginning means it still shows up. (Although remember, while there’s no penalty for longer copy, keeping things concise helps preserve clarity and improve click-through rates.)

Focus on the benefit or outcome

Instead of just describing what the page is, highlight what the reader will get from it. This makes your listing more appealing and action-driven.

Make each title and meta description unique

Every page should have its own title and description. Duplicate text can confuse users and search engines, making it harder for Google to understand which page to show and when.

Use emotional triggers or value-based language

Words like “simple,” “proven,” “free,” or “easy” can catch attention and appeal to what the user cares about. Just make sure it matches the tone of your brand and the promise of the content.

Example:
Instead of “SEO Guide,” try “How to Rank Higher on Google with Simple SEO Fixes.” This version is specific, benefits-driven, and more likely to earn clicks.

Visual comparison:

Use original images, charts, and videos

Visuals do more than make your content’s appearance appealing; they help users grasp complex ideas quickly and encourage them to stay on your page longer. That extra time matters: visual content can increase the average time spent on a website by up to 47%. 

Original visuals like custom charts, screenshots, or explainer videos aid comprehension and offer SEO advantages. They can rank in Google’s image and video search results, providing additional pathways for users to discover your content. 

And don’t think of visuals as just an SEO tactic. When done well, they support your content across search, social, email, and even sales enablement, connecting multiple channels in your marketing efforts.

How to maximize the impact of your visuals:

• Use alt text and descriptive filenames to help search engines understand your visuals
• Place visuals near relevant text to reinforce your message
• Design graphics that are easy to share, especially for how-to guides, data highlights, or step-by-step processes

Example:
If you’re writing a tutorial on using Google Search Console, including annotated dashboard screenshots and a two-minute screen recording helps users follow the steps visually. This makes your post more helpful and gives it a better chance to appear in video or image results.

Get more reviews and other social proof

Reviews help people decide whether they trust your business, and they help Google do the same. They’re especially important for local SEO and product-based businesses, where competition is high and reputation is everything.

For local businesses, reviews can determine whether you show up in Google’s map listings or “local pack.” If you have product offerings, visible ratings and testimonials can influence whether someone clicks your link or chooses a competitor.

How reviews support rankings and engagement

Improve CTR

Listings with visible review stars often stand out and attract more clicks, especially when competing with similar businesses or products.

Strengthen trust signals 

Google sees consistent, quality reviews as a sign that your business is reliable and reputable.

Enhance local visibility

Positive reviews (especially with keywords and location references) help boost your chances of appearing in local search results.

What makes a review credible?

Recent activity

A steady stream of new reviews shows you’re active and relevant.

Specificity

Reviews that include details, like what service was used or what problem was solved, are more helpful and persuasive.

Verified platforms

Reviews on Google, Yelp, or third-party tools tied to real transactions carry more weight than anonymous testimonials.

How to build helpful reviews

Ask happy customers to leave Google reviews

A simple follow-up email or thank-you page prompt can go a long way. Just make sure the ask feels genuine and easy to complete.

How to ask for reviews (good vs. bad examples):

1. Email follow-up (online or hybrid businesses)

Good:

Subject: We’d love your feedback

Thank you for your recent visit to [Business Name]! Your experience helps other potential customers
know what to expect from our services. If you have a moment, please leave us a quick review: [link]

Bad:

Subject: Get 10% Off—Just Leave a Review

Leave us 5 stars and receive a discount on your next order: [link]

(Incentivizing positive reviews violates most review platforms’ policies and can appear untrustworthy.)

2. Text message (service-based or appointment-driven businesses)

Good:

Hi [First Name]! Thanks for choosing [Business Name]. If you had a great experience, we’d appreciate a
quick review: [link]

Bad:

Leave us a 5-star review, and you’ll be entered into a giveaway.

(This sounds forced and may be flagged as manipulation.)

3. Printed prompt (in-store or offline businesses)

Good:

Enjoyed your visit? We’d love your feedback! Scan the QR code below to leave a review on Google.

Bad:

5 stars = 10% off your next purchase

(This undermines credibility and can result in penalties by platforms like Google.)

Use review schema to display stars in search results

Adding structured data to your pages helps Google show your review rating directly in search listings, which can increase visibility and click-through rates.

Add testimonials near CTAs

Placing quotes or short reviews near action buttons (like “Request a Demo” or “Add to Cart”) reinforces trust right before someone makes a decision.

What to avoid:

• Don’t buy or bribe for reviews: This violates Google’s guidelines and can get your reviews removed or your site penalized
• Don’t fake reviews or write them yourself: They’re often easy to spot and can damage your credibility
• Don’t spam competitors with negative reviews: It’s unethical and could backfire legally or reputationally

Example:
A product page with 100+ reviews and a 4.7-star average will likely get more clicks and conversions than a page with no social proof.

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Pro tip: Don’t wait for reviews to trickle in. Build it into your process! Ask for feedback after a successful transaction or positive interaction with a customer to get the review online ASAP.

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Secure and speed up your site

Site speed and security are foundational SEO elements. A slow or unsecured website can significantly harm your search rankings and user engagement. More than half of visitors will leave a page if it takes longer than three seconds to load.

Security is equally critical. Google confirmed that HTTPS is a ranking signal, meaning that secure websites may have an advantage in search results. Additionally, users are more likely to trust and engage with websites that are marked as secure by their browsers.

Fortunately, there are a few simple ways you can signal to your visitors that your website is fast and secure:

Use HTTPS and a valid SSL certificate

Using HTTPS and a valid SSL certificate encrypts the connection between your website and visitors, keeping their data safe. Most browsers now warn users when a site isn’t secure—without it, you risk losing trust before someone clicks.

Compress images and minimize heavy scripts

Large image files and complex code can slow down your site. Compressing images reduces their file size without sacrificing quality. Removing unnecessary scripts or code helps your pages load faster, especially on mobile.

Enable browser caching and minify code

Caching lets returning visitors load your site faster because their browser doesn’t need to re-download every element. Google’s Leverage Browser Caching article explains how to set proper expiration times for resources so repeat visitors get a faster experience.

Minifying code means removing extra spaces and comments in your HTML, CSS, or JavaScript so the browser can read it more efficiently. Don’t worry, you don’t have to be a veteran developer to do this coding—there are tools that can do this automatically, like Minifier.org, Terser for JavaScript, and CSSNano for CSS.

Example:
An e-commerce site reduced homepage load time from six to three seconds by compressing product images and enabling caching. Bounce rate dropped, and average time on site increased, both positive signals for SEO.

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Pro tip: Run a speed test on your site using Google’s PageSpeed Insights. It gives instant feedback on what’s slowing you down and how to fix it.

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To dive deeper into performance tactics, check out our full guide on how to boost website performance.

Use Search Console and analytics to monitor progress

Good SEO isn’t set-it-and-forget-it. Google regularly updates its algorithm and ranking systems, so it’s important to keep an eye on how your site is performing. Monitoring the data helps you stay aligned with what Google rewards, catch potential drops in traffic, and double down on what’s working.

What to track

Impressions, clicks, and CTR in Google Search Console

Impressions show how often your content appears in search. Clicks show how often people choose your result. If your page gets many impressions but a low CTR, it might mean your title or meta description needs improvement. These are great signals for identifying high-potential, low-ranking pages that could benefit from quick updates.

Bounce rate, time on page, and conversions in GA4

These tell you how people behave once they land on your site. If users leave quickly (bounce), or don’t take action (convert), your content may not be matching their intent or your page might be slow, hard to read, or missing a clear next step.

Keyword rankings and search trends over time

Tracking your Google keyword search ranking over time helps you see which terms you’re gaining visibility for and which ones may need better optimization or fresher content. If your rankings are dropping or a newer keyword is gaining traction, you may need to refresh content, update terminology, or expand a topic cluster to stay competitive.

Tools to help track metrics:

• Google Search Console
• Google Analytics 4

Example:
You run a wellness blog, and your “Hydration Tips” post shows 10,000 impressions but only a 0.5% CTR in Google Search Console. That’s a sign people are seeing the content but perhaps the title isn’t drawing them in. Updating the headline to something like “7 Easy Ways to Stay Hydrated Without Drinking More Water” makes the benefit clearer and could improve engagement.

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Pro tip:  Use this data to run simple A/B tests, trying two headlines or CTAs to see what performs best. Even small changes can lead to more clicks and conversions. Building a habit of conversion rate optimization (CRO) ensures your content keeps improving, even after publication.

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Build a brand Google trusts (and ranks)

In today’s AI-powered search landscape, brand signals matter more than ever because AI systems are trained to prioritize trustworthy, consistent sources. For example, Google’s Search Generative Experience (SGE) doesn’t just surface results based on keywords. It evaluates brand presence, reputation, and authority to decide what to feature in AI-generated summaries and responses.

That means if your brand is mentioned regularly across high-quality sources, features consistent author bios, and shows up on platforms your audience trusts, it sends a clear signal: This is a credible voice in the space.

How brand signals influence your rankings

Consistency across your site and social presence

Google favors brands that maintain a unified identity (same logo, voice, and messaging) across all touchpoints. Inconsistencies can confuse users and weaken your trustworthiness.

Real authorship and contributor bios

Pages that show who wrote the content and back it up with credentials, links to other work, or public-facing profiles are more likely to rank. This helps reinforce E-E-A-T and separates real people from generic or AI-generated content.

Mentions on trusted third-party sites

Being quoted or featured in well-known publications, podcasts, or events helps build brand authority to your audience and search engines.

Example: If your name or company shows up consistently on LinkedIn, in trade publications, and as a podcast guest, plus your site links to that content with a clear author page, Google is more likely to treat your site as an authoritative source worth ranking.

Ranking higher is about trust and relevance

Brand building is a long-term play, but it pays off. Use your real name. The more consistent and high-quality your content and presence are across channels, the more trust and visibility you’ll earn from both people and search engines.

Remember, SEO success doesn’t come from quick wins. It comes from repeatedly showing up with clarity, credibility, and value. It’s a marathon, not a sprint—every strong brand signal you build today helps you rank higher on Google tomorrow.

Want more ways to optimize your content so Google sees its value? Check out our SEO strategy checklist.