If you’d like extra folks to go to your web site from search engines like google, it’s essential rank among the many prime outcomes when folks seek for your online business.

We’ve put collectively 14 actionable web optimization hacks to assist enhance your search visibility and get extra visitors. Even if you happen to don’t have loads of time or assets.

1. Determine Lengthy-Tail Key phrases

Long-tail keywords are particular search queries that usually have decrease search volumes however clearly outlined intents. 

Focusing on them as a substitute of broad “head” phrases is an efficient approach to compete with established manufacturers in natural search outcomes.

Take the key phrase “canine toys,” which has excessive search quantity and key phrase issue. You would possibly assume it’s an apparent major keyword alternative if you happen to promote pet toys. 

However it’s a tough one to rank extremely for towards big-name manufacturers like Pets at Residence and Amazon.

Keyword Overview results for "dog toys" show a search volume of 40.5K and keyword difficulty 77%

Creating content material round long-tail key phrases provides you a greater probability of getting your web site observed among the many huge opponents.

For instance:

Seek for “canine toys for teething labrador pet” and also you’ll see small, area of interest web sites outranking well-known manufacturers.

Google search results for “dog toys for teething labrador puppy”

Higher nonetheless, these particular phrases match a extremely particular search intent. So, you possibly can meet the wants of potential prospects. And probably get extra conversions.

To search out long-tail key phrases, kind a broad “seed key phrase” into Semrush’s Keyword Magic Tool and hit “Search.”

A seed key phrase is a phrase or phrase you should utilize to kickstart your key phrase analysis. It ought to be carefully associated to your online business.

"dog toys" entered into the Keyword Magic Tool search bar

The Key phrase Magic Software returns a listing of broad-match key phrases. High outcomes have a excessive search quantity and key phrase issue (KD).

Keyword Magic Tool broad-match results for "dog toys"

To slim your search to point out solely easy-to-rank key phrases, click on on the “KD” drop-down and choose “Simple.”

"KD" filter set to "Easy" in Keyword Magic Tool

Now, you get a listing of long-tail key phrases.

Overview the record for key phrases which are most related to your online business and core product.

Keyword Magic Tool results for "dog toys" with keyword difficulty set to "easy"

Goal these related phrases in your web site content material to spice up search visibility.

Additional studying: Long-Tail Keywords: What They Are and How to Use Them in 2023

2. Place Key phrases in Web page Titles, Descriptions, and Headers

Together with keywords in web page titles and headers helps Google decide what your web page is about.

The higher Google understands your content material, the extra seemingly it’s to look when a possible buyer sorts your key phrases into the search bar.

Place your goal key phrase a minimum of as soon as in your title tag and meta description.

Observe: Meta descriptions should not a direct rating issue, however they generate helpful snippets that encourage searchers to click on. Google additionally tends to daring the search question: 

Semrush blog result for "seo competitor analysis" on Google SERP

Place your goal key phrase in your URL slug:

"semrush.com/blog/hoe-to-do-seo-competitive-analysis" URL

Lastly, place your goal key phrase in web page headers and early in your content material, together with variations of your foremost key phrase:

"How to DO an SEO Competitor Analysis" Semrush blog page

Along with these components, add your foremost key phrase to picture alt tags (extra on this quickly). And place associated key phrases naturally (not shoehorned in) all through your content material.

Additional studying: Wish to study extra about key phrase analysis and finest practices? Learn our 6 Keyword Optimization Tips for SEO.

Optimizing for Google Voice Search can put your content material in entrance of an enormous viewers who use “Hey, Google” to start their search through Google Assistant.

Use questions folks ask in on a regular basis dialog to achieve your audience.

The Key phrase Magic Software will allow you to discover what search customers need to know.

As soon as once more, kind your seed key phrase into the software and hit “Search.” Choose the “Questions” tab and preserve the “KD” filter set to “Simple.”

Keyword Magic Tool results filtered by "questions" and "KD-easy"

Overview the record for related inquiries to reply in your content material.

For instance:

Google Voice Search reads the under reply by PrideBites for the query “Why is my canine abruptly connected to a toy?”

PrideBites's results on a SERP for “why is my dog suddenly attached to a toy”

Google options PrideBites’ reply within the featured snippet in search outcomes (extra on snippets in hack #9). However it comes from a part of an extended weblog submit on why canines get connected to toys.

PrideBites’ article section "The toy has a significant memory attached to it"

Brief (however full) keyword-friendly solutions inside your content material provides you a superb probability of securing the voice search spot. And getting extra visitors from natural search outcomes.

Additional studying: Wish to study extra methods to optimize for voice queries? Read our guide on Google Voice Search 101.

4. Run an web optimization Audit to Repair Technical Points

Technical SEO errors can negatively have an effect on your search rankings and natural visitors.

These embrace:

  • Gradual page speed
  • Sitemap points
  • Duplicate content material
  • Damaged hyperlinks
  • Web site safety issues
  • Webpages that Google can’t crawl or index

To flag points and make the mandatory fixes, run your web site by means of Semrush’s Site Audit software.

Kind in your area and hit “Begin Audit.”

"nationalgeographic.com" entered into the Site Audit search bar

Within the pop-up, it provides you non-obligatory steps to configure your audit. After making use of the mandatory settings, click on “Begin Web site Audit.”

"Site Audit Settings" page

When the audit is prepared, click on in your undertaking to see the outcomes.

The Web site Audit dashboard reveals you the problems the software discovered in your web site.

"Errors" and "Warnings" section highlighted in Site Audit dashboard

Click on on the quantity within the “Errors” or “Warnings” field to view the total record.

Then, hit “Why and how one can repair it” subsequent to any difficulty to see detailed data and what you are able to do to make it proper.

“Why and how to fix it” pop-up window in Site Audit

Run audits periodically (and everytime you make adjustments to your web site) to maintain it technically sound.

Additional studying: How to Perform a Complete SEO Audit

5. Refresh Previous or Outdated Content material

Search rankings are transient. Sooner or later, your content material will grow to be much less related and one thing more energizing will exchange it.

So, it’s essential periodically refresh it to retain worth and keep visibility.

Our 2023 State of Content Marketing Report reveals that 53% of entrepreneurs say updating their content material helped enhance engagement. And 49% noticed a lift in visitors and/or rankings.

An infographic by Semrush showing the answers to "which results did you achieve after updating your content?"

Yow will discover content material in want of an replace with Google Search Console.

Log in and click on “Efficiency” to view your search efficiency report.

Google Search Console performance report

Click on “Date.” Then, set the date vary to “Evaluate” and “Evaluate final 6 months to earlier interval.” To substantiate, hit “Apply.”

"Date range" pop-up window with “Compare last 6 months to previous period” option selected

Within the efficiency report desk, click on the “Pages” tab. Have a look at “Clicks Distinction” to seek out declining pages.

“Clicks Difference” column highlighted in the "Pages" table

Refresh any pages the place guests would count on up-to-date data. 

It’s best to:

  • Refresh outdated suggestions
  • Replace outdated or damaged hyperlinks
  • Change dates to present
  • Format content material so it’s straightforward to learn on cell gadgets

Professional tip: Run your web site by means of Semrush’s On Page SEO Checker to get optimization concepts to your prime touchdown pages.

6. Compress Pictures to Enhance Web page Velocity

Giant picture information negatively have an effect on page speed, which makes for a poor person expertise. This harms your search efficiency.

To keep away from this, compress photographs earlier than importing them to your web site.

Use a software like TinyPNG or Optimizilla to cut back picture file measurement with out compromising high quality.

Or, if you happen to’re a WordPress person, strive the WPSmush plugin.

WPSmush plugin

Picture Supply: WPSmush

To examine if photographs have an effect on web site velocity, kind a web page URL into Google’s PageSpeed Insights software.

Underneath “Alternatives” within the “Diagnose efficiency points” part, search for a discover to “Correctly measurement photographs.”

“Diagnose performance issues” section in PageSpeed Insights tool

Picture Supply: WPSmush

Resize any photographs Google flags to enhance web page efficiency and enhance search rankings.

7. Use Alt Textual content to Describe Pictures

Including alt text (or various textual content) to your photographs, GIFs, and infographics will increase your possibilities of rating nicely in Google Pictures.


It describes to Google what the picture incorporates.

For all its ingenuity, Google can’t interpret visible content material. So, it depends on alt textual content descriptions to grasp context and decide how one can rank your web page. 

For instance:

This inventory picture on Pexels describes the photograph as “Canine with ball in mouth leaping over a fallen tree trunk:”

Pexels's dog stock image

The extra descriptive and keyword-friendly your alt textual content, the extra seemingly Google Picture searches will rank it extremely.

However alt textual content doesn’t simply assist with search visibility.

Alt textual content improves web site accessibility for guests who use display screen studying software program. Not solely does this assist create a greater person expertise (which Google likes), some countries legally require it.

If you happen to use an internet site builder like WordPress, Wix, Squarespace, or Shopify, you possibly can add alt textual content once you add a picture.

Observe these finest practices to jot down efficient alt descriptions:

  • Describe what the picture reveals
  • Keep on with 125 characters or much less to keep away from truncation on display screen readers
  • Embrace related key phrases

Additional studying: Image SEO and Alt Tags: 10 Image Optimization Tips

8. Declare and Optimize Your Google Enterprise Profile

If you happen to serve prospects in a selected space, a Google Business Profile (GBP) is one of the best ways to extend visibility on Google.

GBP is a free enterprise itemizing that helps customers discover and find out about your online business.
Right here’s what a profile seems like:

H&A Queens Plumbing's Google Business Profile

Google makes use of these listings to serve essentially the most related outcomes for geographic searches (e.g. “plumber Queens, New York” or “plumber close to me”) in an area pack (or Google 3-Pack):

Google "Businesses" results for “plumber Queens, New York” search

With a well-optimized profile that features appropriate enterprise data, pictures, providers, and critiques, you stand a superb probability of showing in an area pack.

The consequence?

Extra visibility and extra clicks.

Analysis by SOCi discovered that listings within the Google 3-Pack earn 126% extra search visitors and 93% extra conversion-oriented actions (calls, clicks, and driving instructions) than companies ranked 4-10.

Additional studying: Able to arrange and optimize your GBP? Observe the steps in our Google My Business guide.

A featured snippet is a brief excerpt of textual content that solutions a person’s question and seems on the prime of the SERP (search engine outcomes web page).

Google pulls the data from content material that ranks within the prime 10 and locations it on the prime of the primary web page of search outcomes, or place #0.

Right here’s the featured snippet that Google serves up for the question “how one can begin a dialog:”

A featured snippet for "how to start a conversation” search on Google

Google contains featured snippets as a part of its mission to provide customers the very best search expertise.

It’s additionally a shortcut to the highest of the SERP.


Win the featured snippet, and also you’ll get extra eyes (and ears through Google Voice Search) in your content material.

You additionally get a credibility enhance. If Google chooses your content material because the featured snippet, it’s a superb signal that it’s worthwhile to readers.

To earn featured snippets, reply the questions your viewers asks.

Our analysis reveals key phrases that set off snippets are largely longer (six phrases and over) questions that begin with “why,” “can,” “do,” “are,” and “how.”

"Length of search keywords triggering featured snippets" graph by Semrush

If you happen to already optimize for voice search, you’re midway there.

To search out new alternatives for featured snippets, use Semrush’s Position Tracking software.

Kind in your area and hit “Arrange monitoring.”

"seoquake.com" entered into Position Tracking search bar

To configure your monitoring, set your focusing on (search engine, system, location, and so on.) and key phrases. Our Position Tracking setup guide walks you thru the steps.

Whenever you’re performed, hit “Begin Monitoring.”

"Keywords" window in Position Tracking settings

Click on the “Featured Snippets” tab to see what number of of your goal key phrases have featured snippets.

“Featured Snippets” tab in Position Tracking

Use the “Alternatives” tab within the “Featured Snippets” desk to see key phrases which have featured snippets.

It kinds outcomes by the distinction in natural positions between your area and the URL that at present holds the featured snippet.

Search for any key phrases the place you outrank or come near the competitors. Goal these key phrases in your content material and FAQ sections to earn the featured snippet.

To extend your possibilities, have a look at how snippets seem in search outcomes.

Click on on a quantity within the “You” column. Then, hit “View SERP” to see the consequence web page for the goal key phrase.

“View SERP” button highlighted in the "Featured Snippets" table

This will provide you with an thought of how one can format your content material to finest meet search intent.

Additional studying: What Are the Different Types of Featured Snippets?

HARO (Assist a Reporter Out) is an internet site that gives nice alternatives to get backlinks (or exterior hyperlinks) from media retailers.

It connects journalists {and professional} bloggers to sources who can present knowledgeable perception.

If a journalist makes use of your reply in a chunk of content material, they cite you because the supply. And also you get a hyperlink to your web site.

As these hyperlinks are from trusted sources, Google views them as votes of recognition and confidence.

So, a lot of high quality HARO citations can enhance your search rankings and enhance your credibility.

Right here’s the way it works:

Join as a supply on HARO and select which industries you need to subscribe to. HARO sends you journalist pitches through e-mail 3 times a day, Monday to Friday.

They appear to be this instance from The Content Factory:

The Content Factory's email example

If a pitch is related, reply with a complete reply. Use your personal expertise of a subject to offer an authentic take.

Saying one thing authentic will increase the probability a journalist will select your reply.

In the event that they do select your quote, they’ll function you when the story goes stay:

An example of ConsumerSafety.com's mention in the story

You gained’t all the time achieve success along with your solutions. However responding persistently can assist you construct high-quality backlinks.

Additional studying: HARO is certainly one of a number of link-building techniques to spice up web optimization. Try our information on How to Get Backlinks for extra.

11. Use web optimization Writing Assistant to Enhance E-E-A-T

E-E-A-T stands for “Expertise, Experience, Authoritativeness, and Trustworthiness.” These 4 qualities are the hallmarks of high-quality content material.

E-E-A-T isn’t a direct rating issue, however Google’s Search High quality Raters use it. These are actual individuals who assess the standard of search outcomes and assist Google enhance its algorithm.

Basically, Google desires you to create with E-E-A-T in mind so it may current “useful, dependable, people-first content material” to customers.

Draft your content material in Semrush’s SEO Writing Assistant to get readability, originality, web optimization, and tone of voice solutions based mostly on the highest 10 rating pages to your key phrases.

SEO Writing Assistant editor with the scores on the right side

The software provides your content material an general rating out of 10. And makes it straightforward to enhance textual content in order that guests discover it worthwhile.

Click on on a metric within the desk to study extra and see how one can enhance your rating.

"Tone of voice" metric selected on the right side

Then, comply with the tricks to make your writing extra useful.

Professional tip: Connect SEO Writing Assistant to Google Docs, Microsoft Phrase, or WordPress to get suggestions as you’re employed.

12. Enhance Inside Linking to Enhance Web page Authority

Inside hyperlinks level to different pages in your web site. In doing so, they ship authority to that web page. Get them proper and so they can assist enhance your Google rankings.

For instance, say we need to give our local SEO guide a lift. We will discover a high-authority web page on Semrush and add an inner hyperlink.

Our information to Google My Enterprise has a excessive Authority Score and is related to our native web optimization content material.

Authority Score metric section for Semrush's blog on Google My Business shows a score of 76

So, we will add a pure inner hyperlink from the Google My Enterprise information to the Native web optimization information that features the key phrase “Google My Enterprise” within the anchor textual content. This can assist enhance authority for the Native web optimization information.

"Optimize Your Google Business Profile" H2 with “Google My Business” highlighted in the anchor text

To search out inner linking alternatives, use Semrush’s Backlink Analytics.

Enter your area and hit “Analyze.”

"worldwildlife.org" entered into the Backlink Analytics search bar

Click on the “Listed Pages” tab to see your pages so as of variety of referring domains. 

“Indexed Pages” table in Backlink Analytics

Hyperlink from a top-performing web page to a different web page that wants an authority enhance. Rinse and repeat to spice up your rankings.

Additional studying: Inside linking additionally helps Google and guests navigate your web site. Learn to construct your internal linking strategy in our newbie’s information.

13. Add Schema Markup to Your Web site for Wealthy Outcomes

Schema markup (additionally referred to as structured knowledge) is web site code that provides search engines like google extra details about your web page.

It’s one other manner to assist Google perceive your content material so it can provide customers essentially the most related outcomes.

If Google acknowledges the schema markup in your web page, it offers wealthy outcomes that give customers greater than only a web page title and meta description.

Right here’s what Google serves up for Walmart:

Walmart result on Google's SERP

The additional hyperlinks assist information customers. However even when a person doesn’t discover them related, the search field lets them discover what they want and work together with Walmart’s web site that manner.

The wealthy outcomes additionally give Walmart extra SERP actual property. It’s the one hyperlink seen earlier than the scroll. This can assist enhance click-through fee.

You should use schema markup for:

  • Sitelinks
  • Enterprise data
  • Critiques
  • Product particulars
  • And extra

Don’t fear if you happen to don’t know how one can write HTML code, free instruments like Google’s Structured Data Markup Helper make it straightforward to generate and add schema to your web site.

Additional studying: What Is Schema Markup and How to Implement Structured Data

14. Research and Be taught from Your Rivals

If you wish to outrank the competitors, do what they do however higher.

Research your rivals to study which key phrases they aim and what sort of content material they create. Then, replicate successful methods and capitalize on weaknesses to outperform them.

Semrush has web optimization instruments to assist.

To search out your opponents, head over to Organic Research

Kind in your area, then click on the “Rivals” tab.

“Competitors” tab in Organic Research tool

To study extra about every competitor, click on on the competitor’s area within the record under the positioning map.

Within the competitor’s “Overview” tab you possibly can see what number of key phrases they rank for, how a lot visitors they get, and their prime key phrases.

Organic Research's overview tab for "chewy.com"

Click on the “Positions” tab to see which key phrases your competitor ranks for. Determine any related key phrases that you simply also needs to goal.

“Positions” tab in Organic Research

Search for key phrases with excessive search place and visitors, however a low key phrase issue. These are your finest alternatives to outrank a rival.

For extra alternatives, use the Keyword Gap software to seek out key phrases that opponents rank for that you simply’re lacking out on.

Additional studying: How to Do an SEO Competitor Analysis

Maintain Practising web optimization

You may full these web optimization hacks with out an excessive amount of effort and time. Particularly if you happen to use the featured instruments to maintain the heavy lifting.

Tick off all 14 hacks, and also you’ll see a carry in your search efficiency.

However like every other side of digital advertising and marketing, web optimization isn’t a one-and-done factor. You must preserve performing these duties. And monitoring your outcomes.

Observe web optimization finest practices persistently and you may obtain long-term success.

Wish to continue to learn web optimization? Brush up on the fundamentals with Greg Gifford’s SEO Fundamentals Course.


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