Google’s algorithm updates are frequent and often unpredictable, shaking up rankings and leaving businesses scrambling to adapt. A sudden dip can undo months of effort, but with the right strategies, you can safeguard your rankings and keep climbing the search results. 

These 9 steps are designed to give your website a competitive edge and withstand algorithmic shifts.

How long does it take to improve Google rankings?

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The time it takes to see changes in your Google rankings depends on various factors, such as your current website performance, competition level, and the quality of your SEO efforts. For instance, websites with strong technical foundations and established authority might notice quicker improvements, while newer or less optimized sites could take longer. 

It’s important to set realistic expectations and focus on consistent, strategic efforts rather than expecting overnight success. 

While Google can index content quickly, significant improvements often take months. To speed up the process, focus on:

  • Page Speed: Optimize your website’s load time.
  • Internal Linking: Ensure all key pages are interconnected for easy navigation.
  • Sitemaps: Regularly update your sitemap and use the URL Inspection tool to submit pages for faster indexing.

The best strategy is to consistently create valuable, user-friendly content and address any technical bottlenecks.

1. Build a strong technical and user experience foundation

A well-structured website is essential for both users and search engines. Technical SEO and user experience (UX) go hand in hand to create a seamless experience. 

Without a strong foundation, even the most engaging content may struggle to rank. Search engines prioritize websites that are fast, secure, and easy to navigate, ensuring users have a positive experience.

Key technical SEO priorities:

  • Clear navigation: Ensure users can reach important pages in three clicks or less.
  • HTTPS security: Secure your site to enhance trustworthiness.
  • Optimize page speed: Compress images, enable browser caching, and use a Content Delivery Network (CDN).
  • Fix crawl errors: Regularly audit your website with tools like Google Search Console and address broken links or missing pages.

Actionable step: Conduct a full website audit to identify and resolve three major issues, such as slow-loading pages, crawl errors, or mobile usability problems. Tools like Screaming Frog or Semrush can help streamline this process.

2. Focus on E-E-A-T content

Google rewards content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). This is especially important for websites covering sensitive topics, such as health or finance. For instance, a health blog sharing advice from certified medical professionals is more likely to rank higher than generic, unsourced content. 

Focusing on E-E-A-T can directly impact your website’s authority and visibility. And search engines value websites that provide accurate, useful, and engaging information to users.

Tips for creating high-quality content:

  • Use data and expert opinions to back up your claims.
  • Write concise, engaging headlines that grab attention.
  • Include multimedia like videos, infographics, or charts to enhance user engagement.
  • Regularly update content to maintain relevance.
  • Add personal experiences and expert knowledge to your content to make it unique and comply with EEAT guidelines.
  • Create content in a niche that you are an expert in.

Actionable step: Select three underperforming blog posts and update them with new statistics, visuals, and expert information and quotes. Use analytics tools (such as Google Analytics) to track improvements in organic traffic and engagement over time.

3. Optimize on-page elements

On-page SEO ensures your content is easily discoverable by search engines and appealing to users. 

Proper optimization of titles, headings, and meta descriptions can make the difference between appearing on the first page or being buried in search results. Paying attention to these details not only helps search engines understand your content but also enhances its appeal to potential visitors.

Best practices for on-page optimization:

  • Title tags: Keep titles under 60 characters and include primary keywords.
  • Meta descriptions: Write compelling descriptions (120-155 characters) with clear calls to action.
  • Internal links: Use relevant anchor text to connect related content.
  • Headings: Structure content with clear, keyword-rich headings (H1, H2, H3).

Actionable step: Identify pages with high impressions but low click-through rates (CTR) in Google Search Console. Rewrite their meta descriptions and test variations of titles for improved CTR.

4. Leverage schema markup for better visibility

Schema markup helps search engines understand your content better and increases your chances of earning rich snippets, such as star ratings, FAQs, or product details. Rich snippets not only improve your visibility but also make your results more engaging and clickable. Implementing schema markup can help you stand out in crowded search results.

Steps to add schema markup:

Actionable step: Add FAQ schema to one blog post and monitor its performance for increased impressions and CTR. This can also help reduce bounce rates by addressing user queries directly.

5. Ensure mobile-first optimization

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Since Google indexes mobile versions of websites first, delivering a top-notch mobile experience is crucial. A poorly optimized mobile site can lead to higher bounce rates and lower rankings, as users are likely to abandon pages that load slowly or are difficult to navigate. Prioritizing mobile optimization ensures you’re meeting the needs of on-the-go users.

Mobile optimization strategies:

  • Use responsive design for consistent performance across devices.
  • Improve mobile page speeds by reducing image sizes and enabling lazy loading.
  • Simplify navigation with clear menus and intuitive layouts.
  • Space clickable elements appropriately for touchscreens.

Actionable step: Use Google’s Mobile Usability report to find and fix issues like small font sizes or unclickable buttons. Monitor changes in bounce rates and mobile traffic patterns.

6. Acquire high-quality backlinks

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Backlinks remain a critical ranking factor. However, not all links are created equal—quality trumps quantity. A few authoritative backlinks can be more impactful than dozens of low-quality ones. 

By building relationships and sharing valuable content, you can attract links that drive traffic and improve your rankings.

Effective backlink-building tactics:

  • Guest blogging: Write for industry-relevant websites to gain exposure and links.
  • Broken link building: Find broken links on authority sites and suggest your content as a replacement.
  • Resource promotion: Share valuable guides or tools with bloggers and influencers.
  • Digital PR: Create newsworthy content that naturally attracts backlinks.

Actionable step: Identify three authoritative websites in your niche and craft personalized outreach emails offering guest posts or collaboration opportunities.

7. Regularly refresh existing content

Keeping your content fresh signals relevance to search engines and boosts user engagement. Old or outdated content can quickly lose its value if it doesn’t align with current trends or user expectations. Regular updates ensure your content remains competitive and continues to attract traffic.

Ways to refresh content:

  • Update outdated statistics, links, and references.
  • Add new sections or visuals to enhance value.
  • Optimize for new keywords based on search trends.

Actionable step: Choose two high-performing pages and update them with recent statistics, an FAQ section, and new visuals. Use tools like Google Trends to identify emerging keywords for optimization.

8. Optimize for local SEO

If your business serves a local audience, local SEO can significantly improve your visibility and revenue. Local SEO strategies help connect your business with nearby customers searching for your products or services. By optimizing your presence, you can drive foot traffic and conversions more effectively.

Top local SEO strategies:

  • Fully optimize your Google Business Profile (GBP) with accurate information and photos.
  • Use location-specific keywords in your content and metadata.
  • Encourage satisfied customers to leave positive reviews.
  • Build citations on local directories like Yelp or TripAdvisor.

Actionable step: Update your Google Business Profile with three new high-quality photos and respond to recent reviews. Incorporate local keywords into your top service pages to attract nearby customers.

9. Expand for international audiences

For businesses with global reach, international SEO ensures your content resonates across different regions and languages. Catering to diverse audiences not only broadens your market but also demonstrates a commitment to meeting unique user needs. Proper localization can significantly boost engagement and conversions in international markets.

International SEO strategies:

  • Use hreflang tags to indicate language and region targeting.
  • Translate and localize content for specific markets.
  • Adapt details like currency, measurements, and cultural references.
  • Host region-specific content on country-specific domains (e.g., .fr, .de).

Actionable step: Research your top international markets and implement hreflang tags for one key language. Translate a high-performing page for that audience and track its engagement metrics.

Take control of your SEO success

SEO is a journey, not a one-time task. With frequent algorithm updates and evolving user behaviors, staying proactive is your best defense against ranking fluctuations. By prioritizing technical SEO, crafting valuable content, and optimizing for both local and global audiences, you can achieve sustainable success. Use tools like Google Analytics and Search Console to monitor progress and refine your strategy continuously.