Aug 21, 2023

Improving SEO: 12 Steps To Elevate Your Rankings

Suman Samal, Asst. Marketing Manager
Suman Samal
Improving SEO: 12 Steps To Elevate Your Rankings
Suman Samal, Asst. Marketing Manager
Suman Samal
Aug 21, 2023

Improving SEO: 12 Steps To Elevate Your Rankings

Improving SEO ranking is crucial. Unlock the potential of your website with our 12 expert SEO steps, increase visibility, and dominate search engine results.
Improving SEO: 12 Steps To Elevate Your Rankings

Table of contents

Ranking higher on search engines is the dream of every website owner. But it is more challenging than it looks. 

SEO is a long-term game, and it takes a lot of constant effort to improve your website rankings in the SERPs. 

Today, in this article, we will provide a comprehensive guide outlining 12 practical steps to improve your SEO rankings.

1. Optimize your content for featured snippets: 

Imagine you type a query on the Google search engine, eagerly awaiting the answer to your question. And there you got it, instead of clicking and scrolling through many links, you find a little snippet answering your query right at the top of the page. This is called a featured snippet.

Featured snippets refer to the boxes in the search engine result pages above the #1 ranking post. 

An image showing a featured snippet for a keyword.

These bite-sized pieces of information are designed to give users a quick glimpse into what they're searching for without clicking numerous links. By optimizing your content for featured snippets, you can increase its visibility and enhance the chances of attracting organic traffic to your website

But how do you optimize your content for these featured snippets? It's all about relevance and quality content. Search engines analyze millions of web pages to find the most relevant information that matches user queries.

The key is understanding what types of questions these snippets aim to answer. Is it a list-based question? Does it require a table format? Or it could call for a paragraph-style response. Knowing which format best suits, each query will help optimize your content.

Make sure your content is well-structured and easy to read. Use headers and subheadings appropriately so that search engines can easily identify key points within your text.

Additionally, consider formatting options such as bullet points or numbered lists appropriately. This way, search engines can quickly scan your content and determine its relevance based on user intent. 

2. Target semantic keywords

While traditional keywords focus solely on specific words or phrases related to a particular topic, semantic keywords go beyond surface-level matching.

Semantic keywords take into account the context and intent behind user searches. Instead of rigidly sticking to exact matches, they consider related concepts and synonyms that searchers may use interchangeably.

Semantic keywords allow search engines to better understand what users are looking for based on the overall meaning rather than just individual words. This helps deliver more accurate and relevant user results, enhancing their search experience and seo.

For example, if someone types in "best restaurants in New York City," search engines with advanced semantic analysis capabilities will not only look for web pages containing those exact words but also consider variations like "top dining spots in NYC" or "great places to eat in Manhattan."

How to target semantic keywords?

Conduct thorough keyword research using Scalenut Keyword Planner to effectively target semantic keywords. Look for related terms, synonyms, and variations that resonate with the topic or theme of your content.

For instance, if you're targeting a keyword, say 'best running shoes,' enter the keyword in the search bar. 

An image showing the 'search bar' of Scalenut Keyword Planner 

The tool will provide you with keywords and their clusters that you should target for your content planning. 

An image showing the cluster of keywords derived using Scalenut Keyword Planner for a seed keyword. 

If you tap on any of the clusters shown above, you will get the performance data of each keyword, such as CPC, search volume, and relevance, to help you find the right keywords.

An image showing the performance data of keywords drawn using Scalenut Keyword Planner 

Your content may also appear for searches like "top-rated sneakers" or "recommended athletic footwear."

Once you have identified these semantic keywords, integrate them naturally into different elements of your website, such as titles, headings, meta descriptions, URLs, image alt text, and throughout the body copy. 

By strategically targeting semantic keywords on various parts of your website's structure and content creation process – including blog posts – you increase its visibility to potential visitors who are already interested in your offer. This means higher-quality website traffic that is more likely to convert into leads or customers.

3. Make sure your website is mobile-friendly:

In today's digital age, the use of smartphones is increasing daily, with more than 5.8 billion global smartphone users estimated in 2023 who are browsing the internet. 

That means if your website isn't optimized for mobile devices, you could lose potential customers and hurt your online visibility.

Certain design elements need to be considered to create a mobile-friendly experience for the users. For example, the text should be readable without zooming in, buttons should be large enough to tap easily, and images should load quickly without slowing down the page.

This ensures that users have a seamless experience regardless of whether they're accessing your site from their desktop or their smartphone.

One way to determine if your website is mobile-friendly is using Google's free page speed checker tool. This tool analyzes the loading speed of your website on mobile devices and provides insights into its overall mobile friendliness.

To check if your website passes the mobile-friendly test, enter your site URL into the page speed checker and click "Analyze." The tool will then generate a report highlighting any issues or improvement areas.

An image showing the page speed report of a website using Google's free page speed checker. 

The report will show you how well-optimized your site is for mobile devices, including details on factors such as font sizes, tap targets, and viewport configuration. It will also provide recommendations on enhancing the user experience for visitors accessing your site from their smartphones or tablets.

4. Regularly optimize and update the existing content:

Refreshing existing blog content is a smart move to boost your search rankings and breathe new life into your website. 

Start by identifying your evergreen blog posts that have stood the test of time and still receive decent traffic. 

Then, add some sparkle to these posts by injecting fresh insights and up-to-date information. You could bolster your content with statistics, visuals, case studies, or even expert quotes to give it that extra oomph.

For example, this is an article we published last year, and now we have made some key changes, such as updated screenshots from our tool to publish it again with updated content.

An image showing the screenshot from a published Scalenut blog post. 
An image showing the screenshot from a published Scalenut blog post. 

Next up, let's focus on those high-performing pages that have the potential to skyrocket in the search rankings. 

Carefully go through your Google analytics and identify the pages that have been performing well but have yet to reach their full potential in SERPs.

Figure out what keywords are driving traffic to these pages. Now add these keywords to the entire content and update the meta tags, headers, and descriptions to make it SEO-friendly.

5. Aim for backlinks from high-authority sites:

Have you built a fantastic website with killer content, but it's still not getting the attention it deserves? That's where authority sites come in. 

These are websites that Google sees as trustworthy and influential within their respective industries. Getting your website's link to these websites can work wonders for improving seo and your search engine rankings.

But how exactly do you go about doing this link-building? Here are some effective strategies to consider:

Create high-quality content: 

Authority sites typically link to content that is informative, unique and well-researched. Focus on producing valuable articles, blog posts, or videos that address a specific topic or problem.

Reach out to influencers: 

Influencers in your industry often have connections with authority sites. Engage with them through social media or email and seek opportunities for collaboration or guest posting.

Guest blogging: 

Look for authoritative websites that accept guest posts related to your niche. Craft compelling pitches tailored to their audience and propose unique topics they must cover.

Offer expert insights: 

Position yourself as an expert by contributing insightful comments on relevant forums and blogs within your industry's community.

Build relationships with journalists: 

Journalists often reference authoritative sources when writing articles. Connect with them via social media platforms like Twitter or LinkedIn, offer assistance when needed, and provide helpful information for their future stories.

Building backlinks from authority sites takes time and effort but is worth it in the long run! Keep persevering and seeking opportunities to showcase your expertise to increase the chances of securing those coveted links!

6. Remember to optimize for voice search..

Voice search has revolutionized how we interact with technology and search for information online. By optimizing your website for voice search, you make it easier for users to find what they are looking for with just a simple command.

Here's how you can optimize your website for voice searches:

Use conversational language: 

When people use voice search, they tend to use natural language rather than typing in keywords. Therefore, it's important to optimize your content with long-tail keywords that match the way people speak.

Focus on featured snippets: 

These snippets often provide direct answers to voice queries. By structuring your content to provide concise and informative answers, you increase the chances of being featured as a snippet.

Create FAQ pages: 

Frequently asked questions (FAQ) pages are great opportunities for targeting long-tail keywords commonly used in voice searches.

7. Enhance local SEO

Simply put, local SEO is optimizing your website and online presence to rank higher in search engine results for location-specific searches. It involves targeting keywords that go well with your business's relevancy and geographic area. 

When it comes to improving your local SEO, there are several strategies you can implement to boost your search engine rankings and attract more local customers.

  • Make sure your website is optimized for local keywords. Conduct keyword research specific to your area and incorporate those keywords naturally into your website content, meta tags, and URLs. 
  • Next, claim and optimize your Google My Business listing. This is crucial for appearing in Google's Local Pack and Maps results. Provide accurate business information such as address, phone number, opening hours, and categories.
An image showing the screenshot from a Google My Business Listing of a bakery shop. 

Here's an example of an optimized GMB listing of a bakery shop in New York. 

  • Build citations or mentions of your business across online directories and platforms like Yelp, Yellow Pages, Facebook Business Page etc. Ensure that the NAP (Name-Address-Phone Number) details are consistent across all these listings.
  • Customer reviews play a vital role in local SEO as well. Try to get positive customer reviews on Google or other relevant review sites. Ensure that you respond timely to negative and positive reviews; it shows potential customers that you value their feedback.
  • Social media engagement also plays a role in improving local SEO. Use location-specific hashtags, promote community events, and interact with followers regularly. 

By implementing these strategies consistently over time, you can enhance your presence in local search results, gain more targeted traffic, and ultimately grow your customer base. 

8. Implement structured data markup

Structured data markup uses a specific vocabulary called to add tags or code snippets to your HTML. These tags help identify different types of content, such as articles, products, events, recipes, and more.

By implementing structured data markup correctly, you can provide search engines with detailed information about your content. For example, if you have an e-commerce website selling shoes, you can specify the brand, price range, and sizes available - all through structured data markup.

Search engines love organized and well-structured information because it helps them deliver better search results to users. When they understand what your content is about and how it relates to other information online - they are more likely to rank it higher in their results.

In addition to helping search engines better understand your content, implementing structured data markup also has another major benefit: rich snippets. Rich snippets are enhanced descriptions that appear in search results pages below a web page title. They provide users with more detailed information before they click on a link - which means higher visibility for your website.

Here are some simple steps to implement structured data markup for your website:

  • Familiarize yourself with the different types of structured data markup available. This could include, JSON-LD, or microdata. Choose the one that best suits your needs and website structure.
  • Next, identify the information you want to mark up with structured data on your website. This could be anything from product details to customer reviews to event listings.
  • Now, add the appropriate code snippets to your HTML markup for each information you want to mark up. Make sure to follow the specific syntax rules for the chosen type of structured data markup.
  • Once you have added the code snippets, test them using Google's Structured Data Testing Tool or other similar tools available online. This will ensure that there are no errors or issues with your implementation.

Monitor and track changes in search engine rankings after implementing structured data markup. Keep an eye on any improvements in click-through rates and overall visibility in search results.

9. Maximize internal linking

By strategically placing relevant internal links throughout your content, you can guide search engine crawlers to discover and index more of your web pages. This helps improve the visibility and accessibility of all the valuable content you have to offer.

Furthermore, internal linking allows search engines to establish the hierarchy as well as relationships between different pages on your site. When you link from one page to another using specific anchor text, it provides contextual signals that indicate what that linked page is about. This helps search engines understand the relevance and importance of each page within your overall website structure.

To make the most out of this strategy, it's important to follow some best practices when hyperlinking internal links on your website:

1. Use descriptive anchor text: Instead of generic phrases like "click here," use keywords or keyword phrases that accurately describe the linked page.

2. Link contextually: Place internal links naturally within relevant paragraphs where they make sense regarding topic continuity.

3. Prioritize high-value pages: Focus on interlinking towards cornerstone content or important landing pages that deserve extra attention.

4. Maintain balanced link distribution: Make sure every page receives its fair share of internal links without overwhelming any page with excessive amounts.

5. Regularly audit and update: As new content is added or older posts are updated, review existing internal links periodically to ensure they remain accurate and effective.

10. Prioritize user experience 

When users visit a site, they expect it to be visually appealing, easy to navigate and provide relevant and valuable content. If a website fails to meet these expectations, users will likely leave quickly, resulting in high bounce rates.

Search engines like Google monitor user behavior signals such as click-through rates, time spent on site, and bounce rates as indicators of user satisfaction and a major ranking factor. Suppose visitors consistently leave a website without engaging with its content or spend very little time on it. In that case, search engines interpret this as a poor user experience and may lower the site's ranking.

To improve user experience, start by ensuring your website has a clean and intuitive design, easy navigation, fast loading times, and responsive mobile optimization. Incorporating relevant and high-quality content will keep users engaged and encourage them to spend more time exploring your site, ultimately improving SEO.

11. Optimize your meta tags, images and URLs

Meta tags, images, and URLs are crucial components of a website's optimization strategy that can significantly improve your search engine rankings. By optimizing these elements, you can increase the visibility and discoverability of your website, attract more organic traffic, and enhance the overall user experience. 

Meta Tags

Meta tags are snippets of HTML code that provide essential information about your webpage to search engines. They include the title tag, meta description, and meta keywords. Here are some tips to optimize your meta tags:

Title Tag: Create a concise and descriptive title (around 60 characters) that accurately represents the content of your page. Incorporate relevant keywords naturally to grab the attention of search engine crawlers and users.

Meta Description: Craft a compelling and informative meta description (around 160 characters) that entices users to click on your website. 

Meta Keywords: While less impactful than they used to be, it's still good practice to include a few relevant keywords that reflect the main topics of your page. However, avoid keyword stuffing and focus on providing valuable content.


Follow these best practices for image optimization:

File Size: Compress your images without compromising on quality to reduce their file size. 

Alt Text: Add descriptive alt text to your images. Include relevant keywords naturally, but ensure they accurately reflect the image.

Image File Names: Rename your image files with descriptive names with appropriate keywords. This helps search engines recognize the relevance and context of the images.


URLs play a significant role in SEO and user experience. Follow these guidelines to optimize your website's URLs effectively:

Structure: Create URLs that are clean, concise, and easily readable by humans. Use hyphens to separate words and avoid using special characters, numbers, or unnecessary parameters. A well-structured URL not only benefits search engines but also creates user-friendly navigation.

Canonicalization: Implement canonical tags to avoid duplicate content issues. Canonical tags inform search engines which version of a URL is preferred, consolidating link equity and preventing penalties for duplicate content.

You can also use Scalenut Content Optimizer to refresh your existing content inventory for SEO to improve its performance. It helps ensure the new content can also be optimized for the search engines.

12. Stay updated with the latest SEO trends. 

SEO is an ever-evolving field, with new trends and updates constantly emerging. Staying updated with the latest SEO trends is essential to ensure that your content ranks well on the first page of Google and remains relevant in search engine results pages (SERPs). 

Regularly analyze your website's performance, adapt your SEO strategy as needed, and stay ahead of the curve to maintain a solid online presence.

Are you ready to level up your SEO game?

Optimizing your website for search engines is a complex and ever-evolving process that requires attention to detail and a comprehensive strategy. 

Following the 12 steps outlined in this article can elevate your rankings and improve your website's visibility in search engine results. 

With persistence, consistency, and staying up-to-date with the latest trends and algorithms, you can establish a solid foundation for long-term success and increase organic traffic to your website.


What is SEO?

SEO, or Search Engine Optimization, is improving a website's visibility and ranking on search engine results pages (SERPs). It involves optimizing various aspects of a website to make it more appealing to search engines, resulting in higher organic (non-paid) traffic.

Should I prioritize organic search traffic or paid advertising?

While both organic search traffic and paid advertising have their merits, organic search traffic tends to be more sustainable and cost-effective in the long run. By optimizing your website and improving its SEO, you can attract organic traffic continuously without relying solely on paid ads. However, paid advertising can be beneficial for immediate results and targeted campaigns.

Should I prioritize quality or quantity when building backlinks?

When building backlinks, quality should always be prioritized over quantity. Focus on obtaining backlinks from authoritative and trustworthy websites in your industry. Avoid spammy link-building practices, as they can hurt your website's rankings.

About Scalenut 

Scalenut is an AI-powered SEO and content marketing platform that helps manage your content's entire lifecycleainstorming a content strategy, creating comprehensive briefs, generating the content, or optimizing it per the best SEO practices, Scalenut has made the process extremely easy. Click here for a seven day free trial and explore the many features of Scalenut.

Suman Samal
Asst. Marketing Manager
ABout the AUTHOR
Suman Samal
Asst. Marketing Manager

Suman Samal is a Asst. Marketing Manager at Scalenut. She is a technology enthusiast with a keen interest in content marketing and SEO. She truly believes that with the right set of tools every organization can improve the ROI of their content marketing campaigns. She spends her time managing content operations at Scalenut and ensuring that everything we publish is of the highest quality.

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