15 SEO Tips to Rank Higher and Drive Organic Traffic

If you’re new to running a website and need SEO tips, I’ve got you covered.

In my years as a content expert, I’ve learned some simple tips and tricks to drive more traffic to websites.

These tips are easy to implement and form the basis of a great SEO strategy.

Let’s get started with a simple keyword tip.

1. Choose Relevant Keywords

Identifying the right keywords will set your website up for success.

You’ll avoid wasting time and money creating irrelevant content.

To choose which keywords to target, you have to do keyword research.

Keyword research helps you to:

• Create relevant content for your ideal users.
• Target keywords that have the best chance of ranking high.
• Share information that your audience will find helpful.

The Semrush Keyword Magic Tool is easy to get to grips with if you’re a beginner.

With just one seed keyword, the Keyword Magic tool will suggest thousands of variations and related keywords.

To start, pick a broad phrase related to your niche. For example, if you’re an arborist, you might begin with “tree surgeon.”

Then:

• Enter your keyword into the search bar.
• Select the relevant location. (It defaults to “US.”)
• Hit “Search.”

The tool will generate a list of related keyword ideas:

Compare these keywords and assess which ones have the most potential.

“Volume” shows how often users are searching each keyword on average each month. Keywords with higher search volume drive more traffic. However, they’re also more competitive.

This means it may be difficult to rank content well if your website is small or new. You may need to employ other tactics, such as building backlinks (see below).

You can narrow your options by looking at keyword difficulty (KD). This estimates how challenging it is to rank for a specific keyword.

• Higher difficulty scores mean the keyword is harder to rank.
• Low-competition keywords with decent search volume will be your best bets.
• Long-tail (i.e., more specific) keywords are generally less competitive.

2. Understand Search Intent

Search intent is to the purpose behind a search query.

There are four types of keyword intent:

• Navigational intent: The user wants to find a specific website or page (e.g., “youtube”).
• Informational intent: The user would like to learn about a topic or answer a question (e.g., “what is search intent”).
• Commercial investigation intent: The user is researching and comparing products or services (e.g., “best website host”).
• Transactional intent: The user is ready to make a purchase or complete a transaction (e.g., “squarespace price”)

Targeting the right search intent helps align your content with the relevant stage of the buyer journey.

In turn, you can:

• Create more relevant content
• Rank higher in search results
• Drive more traffic to your website
• Provide a better user experience
• Get more conversions

For example, users searching for “best pruning shears” likely want comparisons and reviews of different pruning shears (commercial intent).

Search intent is shown in the “Intent” column of your Semrush report.

Users who land on a product page may bounce (leave the site) if they’re not ready to make a purchase.

Understanding user intent when targeting a specific keyword will help you attract and keep users longer.

Some keywords have more than one type of intent. You can try to target both or create separate pages for each one.

Another way to understand search intent is to examine the first few results for a specific keyword.

For example, if the top results are product pages, the search engine likely considers the keyword to have commercial intent.

I use Keyword Overview to review the search engine results pages (SERPs) for a target keyword:

• Open the tool.
• Type in the keyword you want to check
• Select your audience’s location.
• Hit “Search.”

Scroll to “SERP Analysis” at the bottom of the report to see the top 10 results.

The top six results are product pages. This indicates transactional intent.

The seventh result is a Reddit thread discussing the merits of a particular tool – informational intent.

Google addresses both commercial and informational search intents. But it prioritizes product pages for this particular keyword. That means a tutorial likely wouldn’t rank here.

3. Publish High-Quality Content

Content quality influences how well your pages rank. It also impacts how users interact with your site.

Search engines prefer content that is helpful, reliable, and written for real people.

Meeting those requirements increases the chances of ranking well.

Here are my SEO tips for content production:

• Research thoroughly – Make sure your content is informative, accurate, and offers real value.
• Consult the SERPs – See what content is performing well, then make your content even better.
• Write comprehensively – Cover the topic completely, and answer questions users might have.
• Use authoritative sources – Reference trusted authorities, especially if you’re not an expert yourself.
• Be original – Include unique insights and original data, and avoid rehashing existing content.
• Keep it simple – Use short, clear sentences to convey your points.
• Embrace formatting – Use headings, bullet points, images, and other formatting and media to make your content engaging and reader-friendly

It’s fine to place ads in your content, but keep user experience in mind. If your articles are stuffed with ads, they might be difficult to navigate.

4. Optimize Title Tags

A title tag is an HTML element that tells search engines what your page is about. It often serves as a clickable headline in SERPs and link previews (e.g., social media shares).

Title tags also influence both search ranking and click-through rate (CTR).

A well-crafted title tag should:

• Include the target keyword – Adding the main keyword signals the page’s content to search engines and users. Using it at the start of the title tag makes it less likely to get cut off.
• Be unique – Duplicate title tags make it hard for search engines to choose the most relevant page for the keyword.
• Stay on point – Search engines will trim your title tag if it’s too long. Aim for between 50–60 characters.
• Attract attention – The title tag is like an ad for your page.

Use a SERP preview tool like the Mangools’ SERP Simulator to see how your title tag will appear in search results.

When optimizing, use the mobile device preview to see how the title tag will look on a smartphone.

5. Optimize Meta Descriptions

A meta description is a short summary of the content of your page. It appears in the <head> section of the HTML.

It can also form part of a webpage’s snippet in search results. But search engines sometimes replace meta descriptions with their version.

I found that the meta description is more likely to be used if it accurately describes the page content.

While meta descriptions aren’t a ranking factor, they can still entice search users to click through to your page, so it makes sense to retain control of it.

To encourage clicks, make sure your meta description:

• Includes the main keyword
• Represents your page’s content
• Ends with a call to action

6. Optimize URL Slugs

URL slugs are often overlooked. However, they can improve user experience (UX) and even help improve rankings.

A slug is the last section of a URL that indicates a unique page.

Some URL slugs are a random string of numbers or letters. They give users zero context about what page the URL refers to.

From a UX perspective, it’s better to have URL slugs that clearly convey what the page is about.

For SEO purposes, you should include the page’s main keyword with hyphens to separate words.

For example, for a guide to growing your own blueberries, you could have the slug like:

/blog/grow-your-own-blueberries/

Without visiting the page, both users and search engines can easily understand what content they are likely to find there.

7. Incorporate E-E-A-T Elements

E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness.

Google uses thousands of human reviewers (Quality Raters) to evaluate content quality and improve its algorithms. These Quality Raters assess the information in the SERPs to ensure it’s relevant and helpful to users.

The E-E-A-T framework is a cornerstone of Google’s Search Quality Rater Guidelines. These guidelines inform how Quality Raters assess the quality and credibility of search results.

Incorporating E-E-A-T signals into your content ensures that your page matches Google’s idea of a high-quality search result.

Experience

Having first-hand experience of a topic makes you a more reliable and trustworthy source of information.

For example, most users would rather read a travel blog by someone who’s been to the destination. They’ll include information that’s valuable to fellow travelers, like:

• Authentic anecdotes
• Advice on the best neighborhoods
• Recommendations for the best local attractions.

The important thing is that the content will be based on real experiences.

Similarly, a review written by someone who has used and tested a product is far more valuable than one that rehashes content from other websites.

Expertise

People are more likely to trust information when it comes from an expert in the field.

Likewise, Google is more likely to rank content that’s backed by genuine credentials.

For example, users might be more likely to trust advice from a health blog that is medically reviewed by a qualified doctor.

Authoritativeness

Users are more likely to view your content as reliable if you have a reputation for being an authority on the topic.

The more high-quality information your site contains, the more authoritative it will seem.

Having backlinks from relevant websites also indicates to Google that your website is a credible source of information.

To get a sense of how authoritative your site is, check its Authority Score (AS) with Backlink Analytics.

Type your domain name into the tool and hit “Analyze.”

A higher Authority Score means a stronger backlink profile.

If you have a low score, you can use the Link Building Tool in Semrush to improve your backlink profile.

Trustworthiness

Trustworthiness lies in the center of the E-E-A-T triangle. Experience, expertise, and authoritativeness all contribute to your site’s trustworthiness.

Ways to establish trust include:

• Having a valid SSL certificate to show the site is secure
• Being transparent about who creates content for the site
• Displaying clear contact information
• Applying strict editorial standards across all content
• Ensuring content is original, helpful, accurate, and up-to-date
• Using (and citing) credible sources
• Having a clear data privacy policy
• Allowing users to opt out of data collection.

8. Include FAQs to Provide In-Depth Information

Frequently asked questions (FAQs) can give content a boost by addressing common user queries.

Answering reader questions can also improve relevance and increase the chances of appearing in featured snippets.

For example, if you have an e-commerce site selling running shoes, you might include FAQs like:

• What are the best shoes for marathon training?
• How often should you replace your running shoes?

This SEO tip is pretty widely used now, so don’t overdo it. Remember that your FAQs should:

• Provide relevant information that helps potential customers
• Focus on important long tail keywords
• Encourage longer visits and lower bounce rates.

To find FAQs to answer:

• Analyze customer inquiries.
• Review competitor websites.
• Use tools like Google’s “People Also Ask” SERP feature.
• Look for long-tail keywords phrased as questions when doing keyword research.

Social media and forums like Quora and Reddit can also provide ideas for FAQs on specific topics.

9. Target Featured Snippets

Featured snippets are highlighted excerpts that appear at the top of Google search results.

Google offers featured snippets to give users a quick answer. They can take the form of a paragraph, list, table, or video.

Snippets often appear above regular search results. Your site can get a traffic boost if readers find your snippet compelling enough to click through.

Sometimes, Google will source featured snippets from low-ranking pages.

This means a site could potentially get content at the top of the SERPs, even if it’s outranked by sites with higher Authority Scores.

To target featured snippets:

• Focus on answering specific questions clearly and concisely within your content.
• Structure your information logically, using headings that mirror common search queries.
• Format content in a way that Google can easily extract for snippets, such as bullet points or tables.
• Prioritize content that addresses “how-to” questions, definitions, and comparisons.

10. Optimize Images for SEO

Optimizing images and videos can help content rank, attract more organic traffic, increase page speed, and even earn backlinks.

This makes it easier for your images to show up in image search results.

When you publish original illustrations, graphics, or photos, other websites might use them and link back to your site as the source.

Interesting and new visualizations of industry data tend to do particularly well.

Here are some image SEO tips:

• Use descriptive file names – Search engines use file names to understand image content. Like slugs, image files should have concise and descriptive names with target keywords when appropriate.
• Add alt text – “Alt text” is a description of an image used by accessibility devices like text-to-speech tools (screen readers). It can also provide a hint to search engines about what the image displays.
• Add branding – When you create and publish original images, add your logo or watermark. If the image is shared on other websites, social media, email, or elsewhere, it’ll help build brand recognition.
• Resize and compress – Before uploading, resize images so your pages take less time to load. Compression can also help reduce file size.

11. Add Internal Links Strategically

Linking to other pages on the site helps search engines understand the website’s structure and the relationship between different pages.

Internal links also distribute page authority, which can improve the ranking of linked pages.

From a user perspective, links help visitors find related content, enhancing their experience and encouraging longer sessions.

When adding internal links:

• Use descriptive anchor text that includes related keywords.
• Prioritize linking to high-value pages
• Ensure the most important pages receive more internal links.

12. Develop a Link Building Strategy

Backlinks act as endorsements from other websites, signaling to search engines that your content is authoritative and trustworthy.

High-quality backlinks can improve your site's ranking. They contribute to domain authority and help search engines discover pages.

To attract high-quality backlinks:

• Create valuable, shareable content such as in-depth guides, original research, or engaging infographics.
• Build relationships with industry influencers, participate in relevant online communities, and do competitor analysis to find new opportunities
• Guest blog on reputable sites.
• Reach out to industry publications to feature your content.
• Use HARO to become a source for reporters writing about your industry.

Audit your backlink profile to ensure links are relevant and come from credible sources. You can request the removal of links from spammy sites, or add them to your disavow file.

I use the Semrush Link Building Tool to assemble a list of link-building prospects for a domain and manage outreach campaigns.

To start, open the tool and click “+ Create project.”

Type your domain, name your project, and hit “Create project.”

Then, enter some keywords related to the page you’re trying to build backlinks to, and click “Add.”

Next, click “Competitors” on the pop-up, and add the domains you’d like to outperform.

Once you’ve added competitors, click “Start Link Building.”

When the tool is done analyzing the data, click “View prospects.”

This will bring you to a list of suggested domains you could contact to build links to your site.

Sort the prospects by descending Authority Score (AS) to find link-building opportunities for your domain.

To save prospects to your outreach campaign:

• Select the checkbox to the left of the prospects you want to contact.
• Click “To In Progress.”

Prospects will be added to the “In Progress” tab.

From there, you can contact prospects using a connected email account.

13. Improve User Experience (UX)

Search engines prefer sites that offer users a frictionless user experience.

This is reflected in Google’s Core Web Vitals, which include factors like site load speed and mobile responsiveness.

UX influences key metrics like bounce rate, time on site, and conversion rates. Although not ranking factors, these metrics can help you understand which content works best.

Page speed is vital:

• Slow-loading pages frustrate users, leading to higher bounce rates.
• Faster sites are favored in search rankings because they enhance user experience.

Mobile-first indexing is another important consideration:

• Google uses the mobile version of most websites for indexing and ranking.
• With most searches taking place via mobile devices, a mobile-friendly web design is likely to improve search rankings.

You can evaluate and optimize website performance with the Semrush Site Audit tool.

The tool offers a diagnostic report on a website’s overall health. It includes a breakdown of Core Web Vitals, along with a detailed list of SEO issues to address.

To start, enter your domain and click “Start Audit.”

The “Site Audit Settings” menu will open.

If you have a small site, you can skip the configuration process and click “Start Site Audit” at the bottom of the pop-up.

If you have a larger site, you should configure additional settings:

• Crawl scope
• The number of pages you want the tool to include in the audit.

The report will open on the “Overview” tab, where you can get a high-level view of your site’s health.

It’ll also list issues that may affect your site’s UX and SEO.

In the “Issues” tab, you’ll find details on errors, warnings, and notices. Each one comes with actionable SEO tips to help you fix them.

Tackle errors first, followed by warnings, then notices.

If you don't understand an issue, click “Why and how to fix it” to learn more.

This opens a pop-up explaining the issue and what you can do to fix it.

14. Update and Optimize Content Periodically

Search engines and users favor fresh, relevant content.

Over time, information can become outdated, keywords can shift, and competitor content can surpass yours.

To keep content competitive, review older articles regularly:

• Update statistics, links, and references to ensure accuracy.
• Add sections or insights to cover new and emerging topics.
• Optimize for keywords that have gained relevance since the content was first published.

For example, if you have a tech blog post from 2020 about the best smartphones, you might update it with the latest models and newest features.

I recommend that writers use AI SEO tools to help with this. The best and most comprehensive is the SEO Writing Assistant.

This tool scans your content and offers SEO recommendations to help it perform better.

To start:

• Add a new project by clicking + Analyze new text.
• Or select an existing project in the tool’s dashboard.

Next, either copy-paste your content into the text editor or import it from a URL (such as a Google Doc).

The tool will analyze your text and generate a score out of 10. To the right of the text editor, you’ll find a radar chart depicting this score.

The score is calculated based on four factors:

• Readability
• SEO
• Originality
• Tone of voice

Click on each factor to get detailed insights and tips to improve your content.

You can also use the Smart Writer feature to revise the content.

To do so, highlight the text you wish to update and select “Rephrase,” “Simplify,” “Expand,” or “Summarize.”

15. Prune Underperforming Content

Content pruning is the process of removing outdated, low-quality, or poorly performing content from your website.

Low-quality or outdated content can hurt a site's credibility. Search engines may interpret this as a sign that the site isn’t well-maintained.

Benefits of pruning content include:

• Improving UX: Give users relevant and current information for a positive experience.
• Growing traffic: Address keyword cannibalization and duplicate content issues that could diminish visibility.
• Use crawl budget efficiently: If your site is large, remove low-quality or irrelevant pages, so Google doesn’t waste crawl budget.

Pruning content may mean deleting old content. It may also mean repurposing, updating, or combining it with other content.

Manage SEO and Improve Website Visibility with Semrush

There are many ways to optimize your website for search engines.

Remember, the best way to learn is by doing! Once you’ve done these things a few times, they’ll soon become second nature.

Sign up for a 7-day free Semrush trial to access 55+ SEO and marketing tools. It’s like the Swiss Army Knife of content – there’s a tool for every need.