how to improve google search rankings: Quick SEO tips

Want to improve your Google rankings? It's a mix of technical health, great content, and building authority. The quickest way to get started is to run a technical SEO audit to fix any glaring errors, make sure your content actually answers the questions people are asking, and get tools like Google Search Console set up so you can track your progress.

Building Your Foundation for Higher Rankings

Before you can even think about climbing the search results, your website needs a solid base. I see it all the time: businesses chase flashy tactics like complex link-building campaigns while their site is quietly being sabotaged by fundamental issues. Getting these basics right isn't just a good idea; it's non-negotiable for any kind of sustainable growth.

The first port of call should always be a thorough technical audit. This isn't just a box-ticking exercise. It’s about uncovering the "silent killers" of your online visibility—the underlying gremlins that stop Google from properly crawling, indexing, and understanding what your site is all about.

Spotting Technical SEO Problems

The most common culprits often hide in plain sight, slowly chipping away at your ranking potential. To build a technical foundation that Google can easily crawl and understand, you have to follow key technical SEO best practices. Start by digging into these areas:

• Page Speed: Slow-loading pages are a massive turn-off for users and a clear negative ranking signal. A site that takes more than three seconds to load is losing a huge chunk of its visitors before they even see what's on the page.
• Mobile Usability: With most searches now happening on phones, Google puts a huge emphasis on mobile-friendly websites. Simple errors like text being too small to read or buttons being too close together can seriously harm your rankings.
• Crawlability and Indexability: Search engines have to be able to find and read your pages. Things like a dodgy robots.txt file or incorrect "noindex" tags can make your most important content completely invisible to Google.

I once worked with a client whose organic traffic had completely flatlined for months. After a deep dive, we found a single line in their robots.txt file that was accidentally blocking crawlers from an entire subdirectory full of thousands of product pages. Removing that one line unlocked a massive part of their site for indexing. The result? Their traffic shot up by over 40% in the next quarter.

Your website's technical health is the bedrock of your SEO strategy. You can have the best content in the world, but if Google can't access or understand it properly, it will never rank.

Aligning Content with User Intent

Beyond the technical nuts and bolts, you have to understand the 'why' behind every search. We call this user intent. The old tactic of just stuffing keywords onto a page is dead and buried. Today, Google's algorithms are smart enough to figure out which pages genuinely solve a searcher's problem.

Think about what someone is actually trying to do when they type something into Google. Are they looking for information? Trying to buy something? Comparing their options? Your content has to directly meet that need. If someone searches for "best running shoes for beginners," they don't want a history lesson on footwear; they want a clear, comparative guide that helps them make a choice.

This thinking even applies right at the start of building your online presence. For instance, the domain name you pick can set expectations for both users and search engines. A well-chosen name communicates your niche and purpose, making it easier to align with specific user intents from day one. For more on this, our article on how to choose a domain name has some practical tips.

Setting Up Essential Tracking Tools

Finally, you can't improve what you don't measure. Guesswork has no place in a proper SEO strategy. Setting up the right tools is crucial for monitoring your progress, spotting issues as they arise, and making decisions based on data, not hunches.

The two most important (and free) tools are:

1. Google Search Console: This gives you direct insights from Google about your site’s performance. You can see which keywords you're ranking for, any crawl errors, and mobile usability problems.
2. Google Analytics: This tool shows you how people behave once they're on your site. You can track metrics like which pages they visit, how long they stick around, and whether they're converting.

By connecting these two, you create a powerful feedback loop. Search Console tells you how you're doing in Google Search, and Analytics reveals what happens next. This combined data allows you to fine-tune your strategy based on real user behaviour, not just what you think is happening.

Mastering Content and On-Page SEO

While a technically sound website gets you in the game, it's outstanding content that ultimately wins. But let’s be clear, just writing good articles isn’t enough to move the needle. You need a strategic framework—a set of on-page SEO principles—to make sure your best work actually gets seen by the right people.

This means moving beyond simply stuffing keywords into a page. It's about signalling your expertise to Google and convincing users your page is the best answer to their query before they even click.

Building Topical Authority Maps

Google rewards websites that demonstrate deep, genuine expertise in a specific niche. One of the most effective ways to show this is by building a topical authority map. Think of it as an interconnected web of content that covers a subject from every important angle.

Instead of writing one-off articles, you create a central "pillar" page for a broad topic (like "Small Business Web Design"). From there, you build out several "cluster" articles that dive deeper into related subtopics, such as "Choosing a Colour Palette," "E-commerce for Local Shops," or "Mobile-First Design Principles."

Finally, you link these cluster articles back to the main pillar page and to each other where it makes sense. This structure does two crucial things:

• It helps users navigate your site and find everything they need on a topic.
• It signals to search engines that you are a comprehensive resource, boosting your authority.

This organised approach is a core part of effective website content management. It transforms your blog from a random collection of posts into a powerful, strategic asset.

Crafting Click-Worthy Titles and Descriptions

Your title tag and meta description are your digital storefront window. They're the first impression a user gets in the search results, and their one job is to earn that click. Getting this right is critical.

The battle for clicks is fierce. The top spot in Google's search results is projected to get an average click-through rate (CTR) of 27.6% in 2025. That number plummets as you go down the page, with a tiny 0.63% of users clicking beyond page one. Small tweaks can make a big difference here; for example, including numbers in your meta titles can increase CTR by 14.7%.

To write titles and descriptions that stand out:

• Lead with your keyword: Place your main target phrase near the start of the title.
• Use power words: Words like "Ultimate," "Complete," "Guide," and "Proven" spark curiosity.
• Include numbers: As the data shows, listicles or titles like "7 Ways to..." perform brilliantly.
• Answer a question: Frame your meta description as the direct solution to the user's problem.

For example, instead of a flat title like "SEO Tips," something like "10 Actionable SEO Tips to Improve Your Rankings Today" is far more compelling.

Structuring Content for Readers and Bots

How you structure your article is just as important as the words you use. Proper use of headings (H1, H2, H3) creates a logical hierarchy that makes your content scannable for humans and easy for search engine crawlers to understand.

Your page should only ever have one H1 tag—that’s your main title. H2s are for major sections, and H3s are for sub-points within those sections. This simple breakdown helps Google quickly identify the key themes of your content.

Think of your headings as the table of contents for your article. They should tell the story of your page at a glance, guiding both users and search engines through the most important information.

Leveraging Internal Links and Rich Snippets

Internal links are the threads that weave your topical authority map together. Whenever you mention a concept you’ve covered in another article, link to it. This simple habit passes authority between your pages and keeps users on your site longer, which are both strong positive signals to Google.

Finally, don't overlook Schema markup. This is a snippet of code that helps search engines understand specific elements on your page, like reviews, events, or FAQs. Implementing Schema can help you earn rich snippets—those enhanced search results with star ratings or dropdowns—which can dramatically increase your click-through rate. And don't forget the basics: optimising image alt text with descriptive, keyword-rich language is another simple yet powerful tactic that boosts your visibility in image searches.

Earning High-Quality Backlinks and Authority

Backlinks are still one of the most powerful signals you can send to Google. Think of each high-quality link as a vote of confidence from another site, telling search engines that your content is credible and worth paying attention to. Improving your Google search rankings relies heavily on building a strong, natural backlink profile.

Forget the old days of spammy, low-effort tactics. Modern link building is all about earning trust and showing your value. It’s a game of quality over quantity, where a single link from a respected industry site is worth far more than hundreds from irrelevant directories. The key is to shift your mindset from "building" links to "earning" them.

Create Genuinely Linkable Assets

The foundation of any successful link-earning strategy is having content that people actually want to link to. Just writing a decent blog post isn't always enough. You need to create what are known as linkable assets—pieces of content so valuable that other creators feel almost compelled to share them.

Some of the most effective types of linkable assets include:

• Original Research and Data: Conduct your own survey, analyse some industry trends, or compile unique statistics. When you become the primary source for new data, others will naturally link back to you when they cite your findings.
• Free Tools and Calculators: A simple, useful tool that solves a specific problem for your audience can become a link-building magnet. Think of a mortgage calculator for a financial advice site or a colour palette generator for a design blog.
• Comprehensive Guides and Tutorials: Aim to create the definitive, go-to resource on a particular topic. If your guide is the most detailed and helpful one out there, it will naturally attract links from others writing about the same subject.

This whole approach turns the tables. Instead of constantly chasing after links, you create assets that pull them in organically over time.

Master the Art of Strategic Outreach

Once you have a valuable asset, you need to let the right people know it exists. This is where strategic outreach comes in, and it's absolutely not about sending out mass, generic emails. It's about building genuine relationships.

First, identify the websites, blogs, and journalists who cover topics related to your linkable asset. Look for sites that have linked to similar content in the past. Your goal is to find a natural, logical fit.

Next up, you need to craft a personalised outreach email. A great email should be:

1. Personalised: Address the person by their name and mention a specific article of theirs you genuinely enjoyed. Show them you've actually done your homework.
2. Concise: Get straight to the point. Explain why your resource is relevant to their audience and how it adds real value.
3. Helpful, Not Needy: Frame your message as a helpful suggestion, not a demand for a link. Offer your asset as something that could genuinely benefit their readers.

A simple, honest approach often works best. For example, mentioning that you found a broken link on their site and suggesting your resource as a replacement (a tactic known as broken link building) can also be highly effective.

Reverse-Engineer Your Competitors

One of the smartest ways to find link opportunities is to see who is linking to your competitors. Analysing their backlink profiles can reveal high-authority websites that are already interested in your niche. You can learn more about this process in our detailed guide on how to conduct competitor analysis.

Using tools like Ahrefs or Semrush, you can export a list of every website linking to a competitor's page. Sift through this list to identify high-quality, relevant sites. If they linked to your competitor's guide on a topic, there's a good chance they'd be willing to link to your even better, more up-to-date version.

Analysing your competitors' backlinks isn't about copying them. It's about identifying a proven pattern of interest and finding opportunities where you can provide even more value.

Finally, you must monitor your own backlink profile. Link building isn't just about acquisition; it's also about maintenance. Regularly audit your links to identify and disavow toxic backlinks—those spammy, low-quality links that can actively harm your rankings. This defensive practice ensures your hard-earned authority isn't diluted by bad actors, keeping your SEO foundation strong and secure.

Adapting to Google's AI and Algorithm Updates

SEO isn't a static checklist anymore; it's a living, breathing discipline that demands we keep up. Google's dive into AI and its constant algorithm updates have completely changed the game. To get your website ranking higher today, you have to understand and work with these changes, not against them.

Staying ahead means shifting your focus from just stuffing in keywords to embracing the principles that now run modern search. Google’s core updates are no longer minor tweaks. They are massive re-evaluations of what makes a helpful, satisfying experience for the user. The websites that come out on top are the ones that have already built their strategy around these core ideas.

Embrace Google's E-E-A-T Framework

At the very heart of Google's quality checks is E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. This isn't a direct ranking factor you can tick off a list, but it's the framework that shapes how Google's algorithms are built. Weaving these principles into your content is simply non-negotiable.

• Experience: Show that your content comes from real-world use and first-hand knowledge. If you're reviewing a product, prove you've actually used it.
• Expertise: Showcase your deep understanding of your field. Think author bios, credentials, and genuinely well-researched articles.
• Authoritativeness: Build your reputation as the go-to source in your industry. This is where high-quality backlinks and brand mentions really come into play.
• Trustworthiness: Be transparent and honest. Make sure you have clear contact details, secure your site with HTTPS, and always cite credible sources.

For example, a plumber in Midlothian writing a guide on fixing a leaky tap should be including photos of their own work and sharing practical tips that could only come from years on the job. This immediately demonstrates genuine experience and builds trust with anyone reading it.

The infographic below shows how creating linkable assets, reaching out to others, and analysing your competition all come together to build that all-important authority.

As you can see, earning authority isn't about a single tactic. It’s an integrated process where valuable content fuels relationship-building and sharp analysis.

Optimise for AI Overviews and SERP Features

The search results page is changing fast. Features like AI Overviews and "People Also Ask" (PAA) boxes are now often the very first thing a user sees. Landing a spot in these features can drive a huge amount of visibility, even if you don't hold the top organic position.

Recent algorithm updates have shaken up the UK search landscape. The June 2025 Google core update, for example, caused major shifts, with many UK news websites seeing their visibility plummet. A key reason was the growing role of AI-driven features in the UK SERPs, which rewarded content that was clear, direct, and incredibly well-structured.

To get your content featured, you need to write in a way that’s dead simple for both humans and AI to understand.

• Answer Questions Directly: Structure your content to give clear, concise answers to common questions. Use a heading that poses a question, and then lead with the answer in the very first paragraph.
• Use Structured Data: Implement Schema markup to explicitly tell Google what your content is about. FAQ schema, for instance, is perfect for getting featured in PAA boxes.
• Write with Clarity: Use short sentences and simple language, and ditch the jargon wherever you can. Break down complex topics into scannable lists and bullet points.

The goal is to make your content "parsable"—easily broken down into logical chunks that an AI can pull from to construct an answer. Think of your content not as one monolithic page, but as a collection of individual, useful answers.

As we've seen, every core update brings a fresh wave of winners and losers, often determined by how well a site aligns with Google's quality principles.

Google Core Update Winner vs Loser Characteristics

This table breaks down the common traits we see in websites that thrive after a core update versus those that take a hit. It highlights the shift from old-school tactics to a user-first philosophy.

The pattern is clear: Google consistently rewards sites that genuinely put the user's needs first with high-quality, trustworthy, and accessible content.

Ultimately, adapting to Google's updates is about doubling down on quality. Technical elements are the foundation for this user-first approach. A fast-loading, seamless experience is a powerful trust signal. If your site is lagging, figuring out how to improve website speed should be a top priority. By focusing on genuine user value and E-E-A-T, you build a resilient SEO strategy that can ride out algorithm changes and thrive in the new era of AI-powered search.

How to Monitor Performance and Refine Your Strategy

Getting your website to rank higher on Google isn't a one-and-done job. Think of it more as a continuous cycle of publishing, analysing what happens next, and then tweaking your approach based on what the data tells you. Once your content is live and the links are trickling in, the real work begins. This is where you move from theory and guesswork to data-driven action, turning raw numbers into real, sustainable ranking momentum.

You don't need a suite of expensive, complicated software to track your SEO performance like a pro. Your two most powerful tools are completely free: Google Search Console and Google Analytics. By learning to read the story they tell together, you can start making much smarter decisions to improve your Google search rankings.

Decoding Your Google Search Console Data

Google Search Console (GSC) is your direct line to Google. It shows you exactly how your website is performing in the search results and what users are doing before they even click on your link. It's easy to get lost in the sea of data, but for now, just focus on the four metrics that truly matter.

• Impressions: This is simply how many times your page has appeared in someone's search results. High impressions but very few clicks can be a red flag that your page title or meta description isn't hitting the mark.
• Clicks: The number of times a user actually clicked on your result and visited your page. This is your number one measure of how well your SERP snippet is doing its job.
• Click-Through Rate (CTR): This is the percentage of impressions that turned into a click (Clicks ÷ Impressions). A low CTR is often the very first sign that your title tag or meta description needs a rewrite to be more compelling.
• Average Position: Your average ranking for a specific keyword over a set period. Don't get obsessed with the daily ups and downs; you're looking for the long-term trends here.

When you start combining these metrics, you can uncover some powerful insights. For example, a page with tons of impressions but a low average position (say, position 15) and a poor CTR isn't a failure. It's a massive opportunity just waiting for you.

Think of keywords ranking on page two as your 'striking distance' opportunities. Google already sees your page as relevant. A little on-page optimisation or a few more internal links could be all it takes to push it onto page one, where the real traffic is.

Identifying Pages Ripe for Optimisation

With your GSC data in hand, you can start hunting for some quick wins. The first place to look is for pages that have a high number of impressions but a really low CTR. This usually means Google thinks your page is relevant enough to show to people, but your title and meta description just aren't compelling enough to earn the click.

Another key area to focus on is content decay. This is what happens when a once high-performing article slowly loses its rankings over time as the information becomes outdated or competitors publish something better. Use GSC to spot pages whose average position has been gradually slipping over the last six months. These are prime candidates for a content refresh.

To get the full story, you need to combine this search data with what’s happening on your actual site. For a deeper look, our guide to effective website performance monitoring explains how to connect these different data points for a much more complete view of your site's health.

Using Google Analytics to Understand User Behaviour

While GSC tells you what happens on Google, Google Analytics (GA4) tells you what users do once they actually land on your site. This is where you measure content satisfaction. Are people engaged, or are they hitting the back button straight away?

Zero in on these key engagement metrics:

• Engaged sessions: A session that lasts longer than 10 seconds, has a conversion event, or includes at least two pageviews. This tells you if visitors are actually interacting with your content.
• Average engagement time: The average length of time your site was the main thing in a user’s browser. Longer times suggest your content is holding their attention.
• Conversions: Are people filling out contact forms, signing up for newsletters, or making purchases? This is the ultimate measure of your content's real-world effectiveness.

If you spot a page with a great CTR in GSC but a very low engagement time in GA4, you've got a classic mismatch. What your title promises isn't what your content is delivering. That's your signal to revisit the page and make sure it properly answers the searcher's question, giving them the value they expected when they clicked.

By constantly monitoring and refining, you turn SEO from a frustrating guessing game into a predictable engine for growth.

Common Questions About Google Rankings

Getting your head around SEO always throws up a few questions. Let's tackle some of the most common ones we hear about climbing the Google search rankings, with straight-talking answers to help you focus on what really matters.

How Long Does It Take to Rank Higher on Google?

This is the million-dollar question, isn't it? And the honest answer is: it depends. Big ranking improvements don't just happen overnight. For a brand-new website, you're realistically looking at anywhere from six to twelve months to see proper traction for competitive keywords.

A few things really influence this timeline:

• Competition: Trying to rank for "local plumber in Dalkeith" will be a whole lot faster than going after "best credit cards". The tougher the niche, the longer the road.
• Website Authority: An established site with a strong history and a healthy backlink profile can see new content rank in weeks, sometimes even days. A new site is starting from scratch.
• Resources: The amount of time and budget you pour into creating genuinely brilliant content and earning backlinks has a direct impact on how quickly you see results.

SEO is a marathon, not a sprint. Focus on consistent, quality-driven work rather than looking for a quick fix. The gains you make over time will be far more sustainable and resilient.

Do I Need to Be an SEO Expert to Improve My Rankings?

Absolutely not. While advanced SEO can get incredibly technical, a small business owner can get amazing results just by mastering the fundamentals. For anyone new to the game, just getting the basics right is crucial. You could start by learning What is Search Engine Optimization (SEO) to build a solid foundation.

Put your energy into these core areas:

1. Create genuinely helpful content: Write articles and guides that properly answer the questions your customers are asking.
2. Make sure your user experience is solid: Your website needs to be fast, easy to get around, and work perfectly on a mobile phone.
3. Nail the on-page SEO basics: Learn how to write compelling title tags, meta descriptions, and use your headings properly.

By concentrating on these high-impact jobs, you can build a strong base for improving your Google rankings without needing to become a technical wizard.

Can I Pay Google to Rank Higher?

This is a really common misconception. You can't directly pay Google to improve your organic search rankings. Those results are all decided by Google's algorithm, which is designed to show the most relevant, high-quality content for what someone has searched for.

What you can do is use Google Ads. This is Google's pay-per-click (PPC) advertising platform, where you bid to have your website show up in the sponsored sections of the search results page.

While Google Ads is great for driving immediate traffic, it doesn't have any influence on your organic SEO. A successful digital strategy often uses a mix of both, but remember that earning your spot in the organic rankings is a completely separate, long-term effort.

At Altitude Design, we specialise in building lightning-fast, SEO-optimised websites that provide the perfect foundation for your ranking strategy. If you're ready for a website designed to climb the search results, explore our services at https://altitudedesign.co.uk.