How to Improve Google Rankings

Mike Dodgson
Aug 20
15 min read

To increase your Google rankings, you need a strategy that hits three key areas: a strong technical foundation, top-notch content that helps people, and authoritative backlinks. Think of them as three legs of a stool – if one is weak, the whole thing topples over. They all work in tandem to signal to Google that your website is a credible, valuable resource that deserves to be at the top.

Build A Rock-Solid Technical SEO Foundation

Before you think about writing a single blog post, your website needs to be technically sound. This is the stuff that allows Google to easily crawl, understand, and trust your site. It’s like the foundation of a house; if it’s cracked and unstable, it doesn’t matter how beautifully you decorate the rooms inside. Nailing the technical details is the first real step in any serious effort to climb the search rankings.

What does that mean? It means looking at your site the way a search engine does. Can Googlebots find all your important pages without hitting a dead end? Is your site secure for visitors? Does it load in a flash, especially on a mobile phone? These aren't just minor tweaks; they're massive signals to Google about the quality of your user experience. A slow, confusing, or insecure site will always be fighting an uphill battle, no matter how brilliant its content is.

Prioritise Mobile Performance and Site Speed

Let's be clear: Google now operates on mobile-first indexing. This means it primarily looks at the mobile version of your website to decide how to rank it. If your site is clunky and frustrating to use on a phone, your rankings will take a hit everywhere. Your design must be responsive, making text readable and buttons easy to tap without having to zoom in.

Just as critical is your site’s loading time. People are impatient. Studies show they expect pages to load in under three seconds. To measure this, Google uses a set of metrics called Core Web Vitals, which assess the real-world experience of loading speed, interactivity, and visual stability. Getting your site to load quickly is a cornerstone of good technical SEO. Google rewards fast sites, so it’s well worth exploring strategies for optimizing your WordPress site speed—it improves user experience and your search visibility at the same time.

Establish Security and a Clean Structure

A secure website is completely non-negotiable. Using HTTPS encryption is a must. That little 'S' protects your visitors' data and is a confirmed (though small) ranking signal. More importantly, Google Chrome will actively flag non-secure sites, scaring potential visitors away before they even see your homepage.

The way you structure your site also plays a huge role in how easily search engines can map out your content. A couple of key things to get right are:

A logical URL structure: Your URLs should be clean and descriptive. For instance, is miles better than a messy default like .
An organised XML sitemap: This file is a roadmap for search engines. It lists all the important pages you want them to find and index, making their job much easier.

This chart here shows how the foundational process of keyword research informs both your site structure and the content you create.

Watching the flow from broad ideas to specific, data-driven keywords is exactly how you build a site that's engineered to rank from the ground up.

Core Technical SEO Checklist

To keep things simple, I've put together a quick-glance table covering the technical elements you need to audit. Think of this as your starting point for building that solid foundation.

Technical Element	Primary Goal	Key Tool for Audit
Mobile-Friendliness	Deliver a flawless user experience on all devices.	Google's Mobile-Friendly Test
Site Speed (Core Web Vitals)	Load pages quickly to reduce bounce rates.	Google PageSpeed Insights
HTTPS Security	Protect user data and build trust.	Your browser's address bar (look for the padlock)
XML Sitemap	Help search engines find and index all your content.	Google Search Console
Crawlability	Check if search engine bots can access your pages.	Screaming Frog SEO Spider
Clean URL Structure	Create user-friendly and SEO-friendly URLs.	Manual review of your site's URLs

Getting these basics right is the first major hurdle. It sets the stage for everything else you do in SEO.

A technically sound website is the price of entry for competitive search rankings. It doesn't guarantee a top spot, but its absence guarantees you won't get one.

A solid technical base is what allows your brilliant content and hard-earned links to do their job. Without it, you're building on sand.

Running an audit on these factors is your first move. Our own guide on https://www.digital-sprout.co.uk/post/technical-seo-basics-2025-a-practical-guide-for-business-owners offers a down-to-earth checklist designed for business owners. Making these fixes lays the groundwork you need for all your other ranking efforts to pay off.

Create Content People Actually Want to Read

Take a look at the top of Wikipedia's entry for SEO. It’s no accident this page ranks so well. It’s structured to deliver information clearly and concisely, providing comprehensive answers that nail the user's intent. That’s the gold standard every piece of content should aim for.

A technically flawless website is a great start, but it's only half the battle. The single best way to improve your Google rankings is to create content that genuinely solves the problems your audience has. It’s time to move beyond just stuffing keywords onto a page and focus on satisfying the user intent behind every single search.

Think about it: when someone types a query into Google, they have a clear goal in mind. Your job is to figure out that goal and give them the most helpful, direct answer you can. This means your content has to be thorough, well-researched, and structured in a way that makes finding the information a breeze.

Uncover Your Audience’s True Questions

Proper keyword research isn't just about guessing what people are searching for. It's a data-led process to find the exact phrases your UK audience is typing into that search bar. I always start by brainstorming a few broad "seed" topics that are central to the business.

From there, you can dig deeper with keyword research tools to unearth longer, more specific phrases—what we call long-tail keywords. These might have a lower search volume, but the conversion intent is usually sky-high. Someone searching for "best running shoes for flat feet UK" is miles closer to buying than someone just typing "running shoes."

When you're sifting through potential keywords, keep these three things in mind:

Search Volume: How many people are looking for this term each month?
Keyword Difficulty: Realistically, how hard will it be to crack the first page for this keyword?
Search Intent: What is the user really trying to do? Are they ready to buy, just looking for information, or trying to find a specific site?

This methodical approach helps you avoid chasing vanity metrics. You’ll be targeting terms that are both relevant to your business and genuinely achievable to rank for.

Build Authority with Topic Clusters

Once you have your keywords, it’s smart to organise them into topic clusters. This strategy involves creating a central "pillar" page that covers a broad subject in depth. This pillar is then supported by several "cluster" pages, each going deep into a related subtopic.

For example, if your pillar page is a monster guide to "Small Business SEO," your cluster content could be specific articles like "Local SEO for Cafes," "Keyword Research for Tradespeople," or "Link Building Basics." The magic happens when you link all these cluster articles back to your main pillar page.

This structure is incredibly powerful for two reasons:

It signals to Google that you have serious expertise on a subject, which builds your topical authority.
It creates a smooth journey for your visitors, keeping them on your site longer as they explore related topics.

Craft High-Quality, Long-Form Content

Google has a clear preference for in-depth content that covers a topic from every angle. This isn’t about hitting a word count for its own sake. It’s about creating the single best resource online for a given query, leaving no stone unturned.

A top-tier article should be well-structured with clear headings, use short, punchy paragraphs, and incorporate visuals like images and charts to make it more digestible. And remember, you're competing in a crowded space. Google holds a staggering 93.25% of the UK search engine market. With so much concern about information quality, its focus on Expertise, Authoritativeness, and Trustworthiness (E-A-T) is more intense than ever.

At its core, your content's job is to solve a problem. If it does that better than anyone else on page one, you have a fantastic shot at climbing the rankings.

Consistently creating content at this level takes time and skill. If it feels overwhelming, you might work with a specialist content creation agency to handle the heavy lifting.

Don’t Forget to Refresh Existing Content

One of the most effective and often overlooked SEO tactics is simply updating your old content. Go back through your blog and find articles that have started to slip down the rankings or contain information that's now out of date.

Refreshing a piece of content can be as simple as:

Updating old statistics and facts.
Adding new sections to cover recent developments in the industry.
Improving the overall readability and formatting.
Adding new internal links to your more recent articles.

This process sends a strong signal to Google that your content is still fresh and relevant, often leading to a surprisingly quick boost in rankings. If you're looking for more actionable tips, we cover this and more in our detailed guide on how to improve website ranking on Google.

Nail Your On-Page SEO Signals

Look, creating brilliant content is only half the battle. If you don't send Google the right signals about what each page is for, you're shouting into the void. This is where on-page SEO comes in. It’s all about the tweaks you make directly on your pages to make them crystal clear to search engines.

The best part? These are often the changes that can deliver some of the quickest ranking wins, so it’s an area you really can't afford to ignore. It all begins with what people see first in the search results: your titles and descriptions.

Craft Titles and Descriptions That Beg to Be Clicked

Your title tag is one of the most powerful on-page elements you have. It needs to be compelling and contain your main target keyword – preferably near the start. Think of it as the headline for your page in the big Google newspaper.

For example, a title like "Gardening Tips" is lazy. A much stronger, search-friendly version would be "15 Urban Gardening Tips for Small UK Balconies". See the difference? It's specific, it hits the keyword, and it tells the searcher exactly what value they're going to get.

Then you have your meta description. This is your 155-character pitch. While it won't directly make you rank higher, a killer description can send your click-through rate through the roof. Use it to briefly sell the page's main benefit and pop in a clear call to action.

Weak Meta Description: This article has information about on-page SEO. It discusses titles and headers.
Strong Meta Description: Master your on-page SEO with practical advice on writing irresistible titles, structuring content with headers, and managing your images for higher rankings.

Structure Your Content Logically with Headers

Header tags (H1, H2, H3, etc.) aren't just for making your text look pretty. They create a proper hierarchy, giving both your readers and Google a roadmap to your content. A well-structured page is a breeze for a user to scan and dead simple for Google to understand.

Every page needs one H1 tag, and only one. This is your main page title. From there, use H2s for the main sub-topics and H3s for the points within those sections. This logical flow breaks up intimidating walls of text and makes your content so much easier to digest.

One of the most common mistakes I see is people choosing headers based on font size or style. Don't do it. Always use them in logical order (H1 → H2 → H3) to map out your content's structure.

Getting this right also increases your chances of being featured in Google’s special search results, like featured snippets, which can give your visibility a massive boost.

Don't Forget Your Images and Internal Links

Images can be a real drag on your site speed if you don't handle them correctly, but they also provide another chance to signal relevance to Google. Before you upload any image, you must:

Compress it: Use a tool to shrink the file size without turning it into a pixelated mess. A faster page is always better for SEO.
Give it a descriptive file name: Ditch . Call it instead. This gives Google immediate context.
Write useful alt text: Alt text describes the image for screen readers and search engines. It should be a short, accurate description. If you can naturally include a keyword, great.

Finally, let's talk about internal linking. This is your secret weapon for guiding both users and search engine crawlers around your site. Whenever you publish a new piece of content, find opportunities to link to other relevant pages on your website using descriptive anchor text.

This simple practice helps spread link equity (or "link juice") around your site and keeps visitors engaged for longer. It also clearly shows Google how your content is all interconnected, helping you build that all-important topical authority.

Develop a Backlink Profile That Builds Trust

Think of backlinks from other websites as powerful endorsements. When a reputable site links to your page, it's a strong signal to Google that your content is trustworthy and authoritative, which is a massive factor in climbing the search rankings.

But here’s the critical part: it’s not a numbers game. Building a strong backlink profile isn’t about collecting as many links as possible. It’s all about quality.

A pile of spammy, low-quality links can actually hurt your rankings. Your goal should be to earn links from established, relevant sources in your industry. I’ve seen it time and again: one fantastic link from a well-respected trade journal is worth more than hundreds of links from random, unknown blogs. It shows Google you're a credible voice in your field.

Create Link-Worthy Assets

The most sustainable way to get high-quality backlinks is to create content that people want to share and reference. That means producing assets that provide unique value. We're talking about things like original research, data-backed reports, and in-depth studies.

Ask yourself what unique insights you can offer. Could you survey your customers to gather fresh data on an industry trend? Or maybe you could compile statistics from dozens of sources into a single, definitive resource. When you become the original source for valuable information, other websites, journalists, and bloggers will naturally link back to you when they cite your findings.

Another brilliant tactic is to create powerful, free tools. Things like a simple online calculator, a downloadable template, or an interactive checklist can generate a steady stream of backlinks from people who find them genuinely useful.

Earn Mentions and Guest Contributions

You also need to be proactive. Actively looking for opportunities to get your name and website featured on other platforms is a core part of any solid link-building strategy.

Here are a few proven avenues:

Guest Articles: Writing for other respected publications in your niche gets your expertise in front of a new audience. Better yet, you can usually place a link back to your own website within the article, creating a powerful, contextually relevant backlink.
News Mentions: Getting featured in local or national online news can give your site’s authority a serious boost. This often comes down to building relationships with journalists and offering them expert commentary on topics in your industry.
Podcast Appearances: Being a guest on industry-relevant podcasts is an excellent way to build your brand and earn a link. Most podcasts include a link to the guest's website in their show notes.

A single backlink from a highly trusted, relevant website can have a more significant impact on your rankings than dozens of links from low-authority sites. Prioritise quality and relevance in every link-building activity.

Beyond direct outreach, it's worth playing the long game with public relations. Building good media relations can lead to valuable brand mentions and natural backlinks from authoritative news sources. Learning effective strategies for getting on PR lists can open doors to opportunities you simply wouldn’t find otherwise.

Analyse Your Competitors’ Backlinks

One of the smartest ways to find new link-building opportunities is to see who is already linking to your competitors. Using SEO tools, you can examine the backlink profiles of the pages ranking at the top for your target keywords. This gives you a list of websites that are already interested in your topic.

Look for patterns. Are they getting lots of links from industry blogs, news sites, or resource pages? Once you've identified these sites, you can reach out and show them why your content is an equally valuable—or even better—resource for their audience.

This isn’t about blindly copying their strategy. It’s about understanding what kind of content earns links in your space and identifying a warm list of websites to connect with. This research gives you a ready-made roadmap for your outreach. For a more detailed walkthrough, our guide explains https://www.digital-sprout.co.uk/post/how-to-get-backlinks-in-the-uk-without-the-guesswork and provides a structured approach.

Adapt Your Strategy for Google's Next Move

The SEO world is anything but static. What worked wonders for you last year might barely register today. Google is constantly tinkering with its algorithms, releasing updates that range from tiny tweaks to massive shifts that can completely redraw the search results. If you’re sticking to a rigid, set-and-forget approach, you’re setting yourself up to be left behind.

To stay on top, you have to treat SEO as an ongoing process—a cycle of doing, measuring, and refining. It’s about keeping your ear to the ground for industry changes and being ready to pivot when the data demands it. True success in this game comes from being agile.

Monitor Performance and Spot Trends Early

Your own data is your best friend for navigating these shifts. Google Search Console is the ground truth for your site's performance in Google's eyes. It tells you exactly which search terms are driving traffic, what pages are getting seen, and where things might be going wrong.

Checking your performance reports shouldn't just be a box-ticking exercise; it’s your early warning system. A sudden dive in impressions for a group of keywords could be the first sign you've been hit by an update or that a competitor is making a move. Staying on top of this lets you react before a small dip turns into a major problem.

Keep a close eye on these key areas in Search Console:

Performance Report: Look for any sharp, unexpected drops or spikes in your impressions, clicks, and average position.
Indexing Issues: Are there pages Google can't crawl or index properly? These are dead ends for your ranking potential.
Experience Metrics: Don't ignore warnings about Core Web Vitals or mobile usability. These are direct indicators of user experience, which Google cares about immensely.

The Impact of Core Updates and AI

Google's big "core updates" are the ones that can really shake things up. They're usually aimed at better rewarding sites that offer a genuinely great user experience and demonstrate real-world expertise. The increasing role of AI in search adds another layer of complexity, putting even more pressure on content quality and how it’s structured.

For instance, a single core update can completely change the rules. After the June 2025 Google Core update, we saw a massive surge in website impressions right across the UK. Our data showed impressions for UK sites nearly doubling on July 1st, and then doubling again the next day, impacting 85% of all the websites we track. This points to a huge reassessment of local signals and AI-powered results, making it critical to adapt. You can dig into more details on these recent UK search trends and what they signal for your strategy.

A flexible SEO strategy isn't just about reacting; it's about anticipating change. It means building your site on a solid foundation of quality and user-focused principles—the stuff that tends to weather algorithm updates—while staying nimble enough to tweak your tactics as search behaviour evolves.

This continuous, adaptive mindset is what it takes to succeed in a changing market like the UK. By watching your data like a hawk and understanding where Google is headed, you can make smart, proactive decisions that keep you ahead of the competition. That’s the real difference between a temporary win and lasting ranking power.

Your Google Ranking Questions, Answered

When you're trying to figure out Google's algorithm, a lot of the same questions tend to pop up. Let's tackle some of the most common ones I hear from business owners, breaking down the complexities into straightforward answers.

How Long Does It Actually Take to See Better Rankings?

This is the million-dollar question, isn't it? Realistically, you're looking at a timeframe of four to twelve months to see meaningful movement in your Google rankings. It’s a marathon, not a sprint.

Where you fall in that range depends on a few things: how fierce the competition is for your keywords, the current state of your website's technical health, and how consistently you're putting in the work. A brand-new website is starting from scratch, so it might be closer to the year mark to gain serious traction. An established site with a good history can often see positive shifts in just a few months with some targeted tweaks.

What's More Important: Technical SEO or Content?

Honestly, this is like asking if a car's engine is more important than its wheels. You need both to get anywhere. Technical SEO is the engine – the foundation. If Google can't crawl, index, and make sense of your site properly, even the best content in the world won't be seen.

Content is what actually gets people to your site and keeps them there. It's the reason they search in the first place. You can have a technically flawless website, but if the content is weak, you'll never rank for the terms that matter to your business. The magic happens when you get both right.

I see so many businesses pour all their budget into one area while ignoring the other. Your real ranking power is only unlocked when incredible, user-focused content lives on a technically solid website.

This combined view is key. You can get a better sense of all the moving parts by reading our guide on what are SEO metrics.

Can I Rank on Google Without Building Backlinks?

It's possible, but only for keywords with almost zero competition. For anything even moderately competitive, it’s incredibly tough. Think of backlinks as votes of confidence from other websites. They are one of Google's most powerful signals for establishing authority and trust.

You might pick up a few links naturally if you create something truly groundbreaking. But waiting for that to happen isn't a strategy. To genuinely compete, you need a proactive plan for earning high-quality backlinks from relevant sites. Relying solely on on-page SEO and content is like trying to win a race with one hand tied behind your back.

Will Changing a URL Wreck My Rankings?

It can, but only if you handle it badly. When you change a page's URL, you're moving house and not telling the post office. All the authority, history, and links pointing to that old address are suddenly lost.

The fix is simple but critical: set up a permanent (301) redirect from the old URL to the new one. This is the official way of telling search engines and users, "Hey, this content has moved over here for good." A 301 redirect passes most of the link equity to the new page and prevents you from losing the ranking power you've worked so hard to build.

Ready to turn these insights into measurable growth? At Digital Sprout, we specialise in creating and executing SEO strategies that drive real business results. From technical audits to content that converts, we provide the expertise you need to climb the rankings. https://www.digital-sprout.co.uk