How Can I Improve SEO On My Website? 6 Expert Tips

Struggling to get your site pages to rank on Google?

With the constantly shifting algorithm and AI pounding at the door, trying to get your pages to show up on Page 1 feels like trying to nail jelly to a wall. It can be tempting to throw in the towel altogether.

But when you nail SEO and the processes that come after, you can bring in floods of traffic, boost your qualified leads, and watch those revenue charts spike up like hockey sticks. So, what’s the secret?

This post answers the question, “how can I improve SEO on my website?” We’ll start with the basics, then dive into expert tips you can use to take your site to the next level.

How Can I Improve SEO On My Website? The Basics

Before we can dive into our list of expert strategies you can use to boost SEO on your site, let’s cover some fundamentals. First and foremost: How does Google Search work, and why does the algorithm matter to your business?

At its core, Google Search operates through three main processes: crawling, indexing, and ranking. Let’s look at these step-by-step:

Crawling involves Google's bots scouring the internet, following links from page to page, and discovering new and updated content.
Indexing is the process of analyzing and storing the discovered content in Google's massive database of billions of web pages.
Finally, ranking occurs when a user enters a search query, and Google's algorithms sift through the index to deliver the most relevant and high-quality results. These algorithms consider hundreds of factors, including the content's relevance, the website's authority, user experience metrics, and much more.

If this process sounds complicated, it’s because it is. As a result, SEO is not a quick fix but a long-term strategy. The time it takes to see results can vary widely depending on factors such as the competitiveness of your industry, the current state of your website, the scope and quality of your SEO improvements, and the age and authority of your domain. Generally, you might start seeing some impact within 3-6 months, but significant changes often take 6-12 months or more to materialize fully.

Still, that doesn’t mean you can’t temperature-check your efforts for success along the way. If you want to gauge your SEO efforts, you need to monitor the right metrics. Some key indicators to keep an eye on include organic traffic, keyword rankings, click-through rate from search results, bounce rate, and average time on page.

Page load speed is also crucial, as it affects both user experience and SEO. Your backlink profile, which consists of the quantity and quality of other websites linked to yours, your domain authority, and a score that predicts how well a website will rank on search engine result pages, are also important factors to monitor.

Other vital metrics include your organic conversion rate, mobile traffic, and performance presence in SERP features like featured snippets or local packs. Core Web Vitals metrics are Google's measures of web usability, including loading performance, interactivity, and visual stability.

Understanding these basics sets the stage for implementing effective SEO strategies. Remember, SEO is not about tricking search engines but about creating a better, more valuable experience for your users.

With this information in mind, let's review some expert tips for improving SEO and site performance for your website!

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1. Create Topic Clusters

The first thing you need to do to crush the SEO game is create topic clusters. When you build your content based on topic clusters, you’re creating a well-organized library for your website. Winning the SEO game is about creating a comprehensive, interconnected resource that makes it easy for search engines and humans to get value from.

Start by identifying the key topics related to your offerings. These will form the foundation of your content strategy. Think of these as the main sections of your library. For each of these topics, develop a comprehensive pillar page.

Now, here's where it gets interesting. Around each pillar, create a constellation of related cluster content. These are more focused pieces that dive deep into specific aspects of the main topic.

For example, if your pillar page is about "Digital Marketing," your cluster content might include pieces on "Social Media Strategies," "Email Marketing Best Practices," or "SEO Techniques."

The magic happens when you link these pieces together:

Link from your cluster content to your pillar page
Include links between related cluster content
Ensure your pillar page links out to all its related cluster content

This interconnected structure signals to search engines that your site has in-depth, authoritative content on these topics. It also provides an intuitive experience for your users, encouraging them to explore more of your content.

Remember, the goal isn't just to rank well; it's to establish yourself as a go-to resource in your niche. When you create your content in this clustered, interwoven way, you create a valuable knowledge base for your audience… and send positive signals to Google at the same time.

2. Use Natural Language Processing (NLP)

Natural Language Processing (NLP) is changing the game in SEO.

To put it simply, NLP is all about making your content more human-friendly while still appealing to search engines. Think of it as teaching search engines to read between the lines, just like humans do.

The key here is to focus on semantic search and user intent. In other words, don't just stuff your content with keywords; instead, think about the concepts and ideas related to your topic. What questions might your users have? What related topics might they be interested in?

Here are some targeted strategies you can use to leverage NLP:

Use tools like Google's Natural Language API to analyze your content. This analysis can give you insights into how machines interpret your writing.
Include related concepts and entities in your content. For example, if you're writing about coffee, don't just focus on the word "coffee." Include related terms like "caffeine," "brewing methods," or "coffee beans."
Answer user questions comprehensively. Think about the "who," "what," "where," "when," "why," and "how" of your topic.
Use natural, conversational language. Write as if you're explaining the topic to a friend, not a search engine.
Incorporate synonyms and related phrases to search engines understand the context and breadth of your content.

Remember, the goal is to create content that's readable and valuable to humans first! If you focus on providing value for your readers, search engines are likely to pick up on that quality and boost your ranking.

Another powerful tool in your SEO arsenal is schema markup. Schema is a type of structured data that helps search engines better understand the content on your website.

By implementing schema, you're essentially providing search engines with a roadmap of your content, making it easier for them to categorize and display your information in rich snippets on search results pages. Using schema can significantly improve your visibility and click-through rates.

Schema can mark up different types of content, including articles, products, events, and recipes. Implementing schema may require some technical knowledge, but the benefits make it worthwhile.

3. Implement Advanced Internal Linking Strategies

Another critical tip for improving SEO on your site is to leverage internal linking. A strong internal linking strategy helps guide users and search engines through your content, showing them how different pieces of information are connected.

But what makes a linking strategy “strong”?

Start by analyzing your current link structure. Tools like Screaming Frog or Sitebulb can help you visualize how your pages are connected. Look for:

Orphan pages: These are pages with no internal links pointing to them. They're like hidden rooms in your website that users (and search engines) can't easily find.
Pages with too few internal links: These might be undervalued pages that could benefit from more internal links.
Pages with too many internal links: While it's good to have internal links, too many can dilute the value of each link and actually work against you.

Once you've identified these issues, it's time to implement some advanced strategies:

Contextual linking: Don't just link for the sake of linking. Ensure that your links make sense in the context of the content. Link to pages using anchor text that accurately describes the linked page's content.
Distribute link equity: Think of your homepage and other high-authority pages as reservoirs of link equity. Use internal links to distribute this equity to important pages that might not naturally attract many external links.
Use breadcrumb navigation: Breadcrumb navigation helps users understand where they are on your site and provides additional internal linking opportunities.
Implement a hub-and-spoke model: Similar to topic clusters, this involves creating central "hub" pages that link to more specific "spoke" pages.
Regularly audit and update your internal links: As you create new content, make sure to integrate it into your existing link structure.

Remember, the goal of internal linking isn't just to connect pages – it's to create a logical, easy-to-navigate structure that enhances both user experience and search engine understanding of your site.

4. Optimize for Core Web Vitals

Hey, developers, want to hear a three-word horror story? Core Web Vitals! 😱

Core Web Vitals have a bit of a reputation, but when you approach them the right way, they don’t have to be all that scary!

Core Web Vitals are vital signs of your website's health. They're a set of specific factors that Google considers important in a webpage's overall user experience. Optimizing for these can improve your search rankings and create a better experience for your visitors. To measure these vitals, use a tool like Google's PageSpeed Insights. This tool will give you specific insights into how your pages are performing and where you can improve.

Let’s break down the three major elements of Core Web Vitals and look at some strategies for improving each.

1. Largest Contentful Paint (LCP): This element measures loading performance. How quickly does the main content of a page load? You can improve your LCP using strategies like:

1. Optimizing your server response time
2. Removing any unnecessary third-party scripts
3. Setting up lazy loading for images
4. Optimizing and compressing images

2. Cumulative Layout Shift (CLS): This metric measures visual stability. Does the page layout shift unexpectedly? Improve CLS using these tips:

1. Always include size attributes on your images and video elements
2. Reserve space for ad elements
3. Avoid inserting new content above existing content
4. Use transform animations instead of animations of properties that trigger layout changes

3. First Input Delay (FID): This final metric measures interactivity. How quickly can the browser respond to the first user interaction? Optimize your FID using these processes:

1. Minimize (or defer) JavaScript
2. Remove any non-critical third-party scripts
3. Use a browser cache

Remember, optimizing for Core Web Vitals isn't just about pleasing search engines — it's about creating a fast, stable, and responsive website that your users will love. It all comes back to the human element! A positive user experience leads to longer visit durations, lower bounce rates, and, ultimately, better conversion rates.

5. Leverage AI for Content Optimization

Artificial Intelligence is on the tip of everyone’s tongue these days — and for good reason! These tools are already revolutionizing the way we approach content creation and optimization. However, it's crucial to remember that AI is a tool to enhance your content strategy, not replace human creativity and expertise.

Let’s take a look at some of the ways you can leverage AI for content optimization… without losing the human connection of your content.

Competitor Content Analysis: AI tools can quickly analyze top-ranking content for your target keywords. They can identify common topics, content length and structure, and keyword usage. You can use this data to inform your own content strategy.
Data-Driven Content Briefs: AI can generate comprehensive content briefs based on top-performing content. These briefs can include suggested headings and subheadings, questions readers are likely to ask that you should answer with your content, and keyword suggestions.
Content Gap Analysis: AI can identify topics and questions that your content isn't currently addressing, but your competitors are. This analysis helps you find new content opportunities without all the manual work of scrubbing through the SERP yourself.
SEO Optimization Suggestions: AI tools can provide suggestions for optimizing your existing content, such as additional keywords to include, ways to improve readability or suggestions for internal linking.
Performance Prediction: Some advanced AI tools can even predict how well your content might perform based on various factors.

REMEMBER: While AI is incredibly powerful, it's crucial not to rely on it entirely. AI-generated content often lacks the nuance, personal touch, and original insights that make content valuable to readers.

The best approach is to use AI for research, analysis, and optimization suggestions but have human writers create or optimize your actual content. This approach ensures your content is data-informed and SEO-optimized… but also uniquely valuable and engaging for your human readers.

6. Create Human, Helpful Content

In the age of AI and advanced SEO techniques, it's easy to forget the most important aspect of content creation: providing real value to real people.

Google's algorithms are increasingly favoring content that demonstrates E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). This trend means you need to create content that's not just SEO-friendly but genuinely helpful and informative.

Here's how to create human, helpful content:

Focus on User Needs and Search Intent: Understand why people are searching for your topic, address their questions and concerns comprehensively, and provide actionable advice or solutions.
Provide Unique Insights and Original Research: Conduct your own surveys or experiments, share personal experiences or case studies, and offer a fresh perspective on common topics.
Incorporate Expert Opinions: Interview industry experts, include quotes from recognized authorities, or cite credible sources to back up your points.
Use Clear, Accessible Language: Avoid jargon and write at an appropriate level for your target audience. Explain complex concepts in simple terms and use analogies and examples to illustrate key points.
Include Multimedia Elements: Add relevant images, infographics, or videos to make content more engaging. You can also present data visually using charts or graphs to help readers understand your content.
Regularly Update and Refresh Existing Content: Be sure to keep information current and accurate across your site. Add new insights or data as they become available and remove or update outdated information.
Encourage User Engagement: Finally, be human and helpful by… engaging with other humans! Enable comments on your blog posts, include interactive elements like polls or quizzes, and ask questions to prompt discussion with your audience.

Remember, the goal is to create content that not only ranks well but also genuinely helps your audience. By focusing on creating human, helpful content, you can optimize for search engines while also building trust with your audience and establishing your brand as a valuable resource in your industry.

How Can I Improve SEO On My Website? Beyond SEO: Getting Results From Your Web Traffic

Implementing the six expert tips we've discussed should certainly help boost your website's SEO and increase your traffic. But let's be real — while seeing those visitor numbers climb is exciting, it's not the endgame. After all, what good is a flood of traffic if it's not translating into tangible business results?

The true measure of success isn't just in attracting visitors; it's in converting them into leads and customers. Think of your website as a store. SEO is like having a prime location with a big, flashy sign. It'll certainly draw people in, but once they're inside, you need to give them a reason to stick around and make a purchase.

To capitalize on your increased traffic, you need more than just strong SEO. You need compelling messaging that speaks directly to your visitors' needs, irresistible offers that provide real value, and a website design that guides visitors smoothly toward conversion. That's where Lean Labs comes in.

We specialize in creating websites that not only attract traffic but convert it. We combine SEO expertise with deep understanding of user behavior and conversion principles to create websites that truly perform.

Ready to turn your website into a lead-generating powerhouse? We've got just the thing to get you started. Check out our free resource, "The 4 Pillars of a Winning Website.”

Mallory is a Growth Marketer at Lean Labs, working with brands to ignite their growth engine through conceptualizing, implementing, and optimizing growth marketing strategies.

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