If you’re a business owner or just somebody who aims for online visibility, you must’ve wondered why your webpage is never on the first page of search results. While some pages or brands always take the golden spots, you’re left wondering if your search engine optimization (SEO) efforts are working or how to improve SEO for better rankings in the search engine result pages (SERPs)
With the release of newer and more powerful models of AI chatbots, marketers predict that SEO will soon become obsolete. However, that is far from reality. If anything, SEO is just going to reinvent itself in the form of Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO).
Simple Steps to Improve SEO for Your Business
In 2025, Google prioritizes people-first content, demonstrating genuine expertise and experience. As Google’s guidelines note, content should clearly show “first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service)”.
In other words, you will want users to have easy-to-understand, useful, and valuable information – this satisfies your readers and tells search engines this is quality content. Here is the list of all verified tactics (and some advanced tips) for improving your SEO in 2025.
Step 1: Publish High-Quality, People-First Content
Users and search engines reward fresh, lengthy content often. So, your focus should be on writing originally structured articles that fulfill user intent and presence of expertise. To do this, feel free to cite facts, use personal experience, case studies, and examples for accuracy. Google wants to help users find deep, content that is new and that signals value unlike anything already online.
- Show E-E-A-T: Experience, Expertise, Authoritativeness, and Trust. Use author bios clearly identifying credentials, show reputable sources for data, and show proof (screenshots, data) confirming you have firsthand knowledge.
- Original Insights (Information Gain): Add new data, original research, or visualizations. Unique charts or case study results set your content apart and earn backlinks.
- Comprehensiveness: Cover all relevant subtopics and answer common questions. Review top-ranking pages and include any missing angles or FAQs in your post.
- Regular Updates: Keep content current. Refresh older posts with new info and monitor emerging trends to maintain rankings (Google favors updated, relevant content).
Step 2: Perform Thorough Keyword Research and Targeting
The beginning stage of successful SEO is to identify search terms customers use when searching for your product. This may require utilizing sites like Semrush’s Keyword Magic Tool or Google Keyword Planner to discover specific phrases that are meaningful and can rank.
Consider using some combination of short-tail keywords and long-tail keywords; this will allow you to target volume and intent, respectively. In particula, you’ll also want to target low-competition keyword phrases as quick wins because, as indicated by Semrush, they often have lower search volume, but are often much easier to rank for and can result in some nice traffic.
- Low-Competition & Long-Tail Keywords: Seek niche terms (often 3+ words) that maximum authoritative sites don’t target. These can drive steady traffic without huge authority.
- Emerging Trends: Monitor news, social media, and tools like ExplodingTopics to find new, trending keywords before competitors. Backlinko’s analysis shows early movers on hot topics (like “DeepSeek AI”) can quickly rank #1 because the search term just appeared.
- Funnel-Based Keywords: Shift some focus from broad “what is…?” queries (awareness/ToFu) to more bottom-of-funnel terms (like “best [product] for [need]” or “[product] pricing”) where searchers are closer to converting. These may have lower overall volume but yield higher conversion rates.
- Search Intent Alignment: Always match content to the user’s goal. For example, listicle formats (comparisons, pros/cons) work well for “best” queries, while how-to posts suit informational searches.
Step 3: Optimize On-Page Elements and Content Structure
Make it simple for Google to read your content and show it. Incorporate keywords into considerable key HTML elements organically and break the readability apart for the user.
- Title Tags and Meta Descriptions: Write titles that are short and easy-to-read along with the primary keyword framed within the title. It is usually the first thing shown, so make every character count while describing what the page is about and convince the user to click on it.
- Meta descriptions (155 characters or fewer) should summarize what the content is about and should include keywords within the description. Though meta descriptions are not a ranking factor directly for Google, these descriptions get users to click on your content.
- Headings (H1/H2/H3…): Only use a single H1 that is the main title of the page. Use H2/H3 headings to break the content into sections under the main title. It is a good idea to include related keywords in the subheadings so that most users know what the topic or content is about. This also allows the user to scan easier throughout the content. Additionally, having a logical flow of the H’s helps Google parse out how/what your topic is structured/related.
- URLs: Select a short, descriptive URL that is keyword/SEO focused (do not use long random characters or random numbers or parameters). A simple journey with the homepage (on longer domains like yourdomain.com/seo–tips-guide (aka keywords) will assist Google and the visitor know what the page is about.
- Image Optimization: Compress images for speed, and use alt text on all images related to the content. Search crawlers cannot “see” images, so you are going to want to explain the meaning of each image by using alternative text to describe what the image means and how it relates to your keyword writing. Instead of using alt text like “IMG1234”, use something like “on-page SEO checklist”.
- Internal Linking: Link related pages on your site to each other. This spreads authority and helps users (and Google) navigate deeper. For example, link from a general SEO guide to a detailed article on keyword research. Internal links signal how pages connect and keep readers engaged longer.
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Step 4: Technical SEO Health
A fast, secure, and accessible site forms the foundation for good rankings.
- Page Speed: Optimize load times. Even a 1-second speed boost can lift conversions. Compress images, minify code, use proxy servers (Content Delivery Network [CDN]), and consider a fast web host. Google explicitly says “how quickly your site loads has a direct impact on your Google rankings”, so aim for sub-2-second loads.
- Mobile-Friendly: Ensure your site is fully responsive and mobile-friendly. With mobile-first indexing, Google predominantly uses the mobile version of pages. Use Google’s Mobile-Friendly Test and fix any issues.
- Secure (HTTPS): Use an SSL certificate. HTTPS is a light ranking signal and builds user trust.
- Crawlability & Indexing: Submit an XML sitemap to Google Search Console and Bing Webmaster Tools. Regularly check GSC’s Indexing → Pages report to see how many URLs are indexed and fix any “Excluded” or “Error” issues. Address “noindex” tags or robots.txt blocks only if intentional.
- Fix Broken Links: Broken internal or external links harm UX. Audit your site (via tools or plugins) and remove or redirect any 404s. WebFX specifically advises to “find and fix broken links” as an SEO tip.
- Redirects for Cannibalization: If multiple pages target the same keyword, consolidate them. Identify overlapping pages (take help from Search Console’s Query→Pages report) and redirect duplicates to the strongest page with a 301. This avoids splitting authority and confusion.
Step 5: Enhance User Experience (UX) and Engagement
SEO increasingly values real user behavior. A great site experience keeps visitors on-page longer (lowers bounce rate) and encourages actions.
- Clean, Intuitive Design: Use a simple, visually appealing layout. Semrush advises a consistent design with clear fonts and whitespace to focus attention on content. Avoid clutter, intrusive pop-ups, or confusing navigation menus.
- Easy Navigation: Ensure your menu structure is logical. Use breadcrumbs to show users (and crawlers) where they are. A clear hierarchy means Google can better distribute link equity through your site.
- Readability: Structure content for scanning. Write short paragraphs (2–3 sentences), use bulleted or numbered lists, and include plenty of whitespace. Backlinko notes that users read more if the content is scannable. Use simple language (6th–8th grade level for general content) and define any necessary jargon.
- Answer Questions Quickly: Place the most important information near the top. Users should find answers without scrolling endlessly. As Backlinko puts it, “Answer important questions quickly, and don’t bury the most important parts of your content under lots of fluff.”
- Engaging Visuals: Break up text with relevant charts, graphics, or screenshots. Visuals not only illustrate points (adding information gain) but also hold attention. For example, include process diagrams or data tables where helpful.
Step 6: Earn Quality Backlinks and Build Authority
Links from authoritative websites continue to be one of Google’s top ranking signals. Get high-quality backlinks in a natural way – do not engage in ineffective loopholes or schemes. Every good backlink signals a public trust and relevance vote for your site.
Create Linkable Content:
Contacting Broken Links:
Unlinked Mentions:
Influencer Outreach and the Press:
Step 7: Leverage Featured Snippets and Rich Results
Featured snippets (the boxed answers at the top of Google) can dramatically increase visibility. To win snippets:
Concise Answers:
Format sections of your content as clear answers to questions (e.g., “How to…?”, “What is…?”). Use lists or tables when applicable. A common observation is that featured snippets are often lists, tables, or definitions. A well-structured list or paragraph right under a subheading can get a feature as a snippet.
Structured Data:
Add schema markup (e.g., FAQ, HowTo, Review) where relevant. While not explicitly cited above, Google’s guidelines encourage markup so search engines understand your content. Properly structured data can also enable other rich results (knowledge panels, review stars, etc.).
Optimize for “People Also Ask”:
Provide clear answers to related questions in your content. Snippets and “People also ask” boxes pull directly from well-formatted site content.
By targeting snippets and other SERP features (videos, image packs, etc.), you capture more real estate on page one. Backlinko notes that even as AI and ads change SERPs, “featured snippets are still your best chance to get extra visibility.”
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Step 8: Track Results and Continuously Improve
SEO is not a “set it and forget it” practice. Use your analytics tools and search data to inform your work:
- Google Analytics & Search Console:
Check GA4 on a regular basis to identify organic traffic, bounce rates, and conversion rates. In Google Search Console, in the Performance report, check Queries and Pages. Look for keywords that have a lot of impressions compared to clicks (usually on page 2 or low on page 1) to prioritize optimizing those pages for those identified keywords.
- Content Audits spot:
Look for pages that aren’t performing well. An example of a well-known idea from Semrush is to update existing pieces of content before producing additional pieces. Update your page facts, add a few subtopics you didn’t think of, adjust some keywords, improve calls to action, etc, all in an effort to gain a better rank.
- A/B Testing & User Feedback:
Play around with different titles, meta descriptions, or page layout patterns to see what will improve CTR. Survey users or simply talk to them about what question/s you did not answer, a lot you’re supposed to answer in online forums. Continue to adjust and improve content and UX using data (GA and heatmaps, for example).
- Stay Current on Google Algorithm Updates:
From time to time, Google has core updates or rolls out new search features. Adjust your strategy accordingly (i.e., an update perhaps favored more expertise (E-E-A-T) or a technical fix).
Advanced Strategies and Emerging Trends
To really stand out and stay future-proof, consider these deeper tactics:
- Focus on E‑E‑A‑T: Go beyond surface-level SEO. Google’s quality raters and algorithms reward strong authoritativeness and trust. Semrush recommends showcasing credentials and trust signals (“Review by an expert,” “Author: Dr. X, PhD”). In sensitive niches (health, finance), high E‑E‑A‑T is critical.
- Optimize for AI Search: As AI-powered summarization and chatbots become common, the readability of your content for machines is important. Factually-sourced, customizable content propels their systems to extract information from you. (Google’s documentation, for example, has stressed that originality and depth are important over autoproduced content.)
- Consider Varied Content Types: Videos, podcasts, and infographics on the web can also rank in the universal search results now appearing for most queries. Having potentially embedded video on YouTube (with optimization in keyword use) can outrank your site, and being active within a Q&A platform or forums (like answering questions germane to your content) can increase overall brand presence. According to Backlinko, presenting your content beyond the site (forums, YouTube) can also bolster signals of authority and capture traffic.
- Voice Search and Mobile: Think about optimizing content for Voice Search, including optimizing content for “near me” searches, as assistants often utilize snippets derived from these sorts of answers. While not explicitly addressed above, make certain your site is mobile-fast and succinct in content to the reading of voice search queries.
- Data & Tools: Use advanced SEO tools (Semrush, Ahrefs, Moz) to analyze competitor keywords, backlink gaps, and technical issues. For example, Semrush’s Site Audit can uncover hidden errors. Machine learning tools can help with content ideation, but always add your unique insight (as “AI can generate generic content, but it can’t create genuine experiences”).
Conclusion
