SEO Basics: How to Rank Higher on Google

Introduction:

In the digital age, simply having a website is no longer enough. With millions of sites competing for attention, how can yours stand out? The answer lies in Search Engine Optimisation (SEO) — a collection of strategies designed to help your website rank higher on Google and other search engines.

Whether you’re a small business owner, blogger, or marketing professional, understanding the basics of SEO can drastically improve your online visibility and attract more visitors to your site. In this guide, we’ll walk through the essentials of SEO and provide actionable tips to help you climb the Google rankings.

What Is SEO?

SEO stands for Search Engine Optimisation, a process aimed at improving a website’s visibility in search engine results pages (SERPs). When people search for products, services, or information, they tend to click on one of the top results. SEO helps ensure your site appears near the top of those listings.

SEO involves both on-page (what’s on your site) and off-page (external factors like backlinks) tactics, and while search algorithms change frequently, the core principles remain fairly consistent.

Why Ranking Higher Matters

Here’s why ranking higher on Google is so important:

• Increased traffic: The top 3 Google results get over 50% of all clicks.
• Credibility and trust: Higher rankings often equate to greater perceived authority.
• More conversions: Users who find what they’re looking for quickly are more likely to convert.
• Competitive edge: Outranking your competitors means more eyes on your products or services.

SEO is a long-term investment, but one that pays off with consistent, targeted traffic.

1. Start with Keyword Research

Keywords are the foundation of SEO. They are the terms people type into Google when looking for something.

How to Do Keyword Research:

• Use tools like Google Keyword Planner, SEMrush, or Ubersuggest.
• Look for a mix of short-tail (e.g., “trainers”) and long-tail keywords (e.g., “best running trainers for beginners”).
• Choose keywords with a good balance of search volume and competition.
• Understand search intent: Are users looking to buy, learn, or compare?

Once you’ve identified relevant keywords, naturally integrate them into your content, titles, headings, meta descriptions, and URLs.

2. Optimise Your On-Page Content

Your website’s content should be both user-friendly and search engine-friendly.

Key On-Page Elements to Optimise:

• Title Tags: Include your main keyword and keep it under 60 characters.
• Meta Descriptions: Provide a concise summary with a call to action (under 160 characters).
• Headings (H1, H2, etc.): Use them to structure your content logically.
• Internal Linking: Link to related pages on your own site to help users and search engines navigate.
• URL Structure: Keep URLs short, descriptive, and keyword-rich.

Don’t forget to use alt text for images, which improves accessibility and image SEO.

3. Focus on Quality Content

Google rewards websites that provide valuable, original content. Content is king — but only if it genuinely helps your audience.

Content Tips:

• Write for humans first, search engines second.
• Aim for depth and relevance, not just word count.
• Use examples, data, visuals, and FAQs to add value.
• Update old content regularly to keep it fresh.

A great content strategy involves blogs, landing pages, guides, case studies, and even videos — all optimised for SEO.

4. Improve Site Speed and Mobile Friendliness

Google’s algorithm favours websites that load quickly and perform well on mobile devices.

How to Improve Technical Performance:

• Use tools like Google PageSpeed Insights or GTmetrix.
• Compress images and use modern formats like WebP.
• Enable caching and minimise JavaScript.
• Choose a responsive website design that adjusts for tablets and smartphones.

A faster, more responsive site improves user experience (UX), which Google considers a ranking factor.

5. Build High-Quality Backlinks

Backlinks — links from other websites to yours — act like votes of confidence. The more reputable sites that link to you, the more trustworthy you appear to search engines.

Strategies to Gain Backlinks:

• Write guest posts for reputable blogs in your industry.
• Create shareable content such as infographics, research, or tools.
• Reach out to journalists or bloggers through platforms like Help a Reporter Out (HARO).
• List your business in reputable directories and forums.

Avoid spammy links or “black hat” tactics — these can result in penalties.

6. Use Google Tools to Your Advantage

Google provides several free tools to help you monitor and improve your SEO.

• Google Search Console: Identify indexing issues, monitor performance, and view search queries.
• Google Analytics: Track user behaviour, traffic sources, and goal completions.
• Google Business Profile: Essential for local SEO — helps your business appear in local search results and on Google Maps.

Regularly reviewing these tools helps you make informed, data-driven decisions.

7. Don’t Ignore Local SEO

If your business has a physical location or serves a specific area, local SEO is crucial.

How to Optimise for Local Search:

• Claim and optimise your Google Business Profile.
• Use local keywords (e.g., “best bakery in Manchester”).
• Encourage and respond to customer reviews.
• Ensure your name, address, and phone number (NAP) are consistent across all directories.

Appearing in the “local pack” can drive highly targeted traffic and footfall.

Conclusion

Mastering the basics of SEO is one of the most impactful things you can do for your business’s online presence. It’s not about tricking Google — it’s about creating a website that serves your users well and aligns with best practices.

By focusing on the key elements — from keyword research and content quality to mobile performance and backlinks — you can steadily improve your rankings and attract the right audience to your site.

SEO takes time, but with patience and consistent effort, the results are well worth it.