If you want more traffic from search engines, you need to rank higher for the keywords your audience is actually searching for. Here are five practical, easy-to-apply SEO tips to help you get there.
1. Target Low-Competition Keywords
Start by identifying competitors that are similar in caliber to your website — look at metrics like Domain Authority (DA), backlink profiles, and domain age. Once you have a comparable competitor set, run a keyword gap analysis against your own domain to uncover opportunity keywords: terms your competitors rank for that you don’t yet target.
Avoid chasing keywords where large, well-established competitors already dominate the rankings, especially early on. Focus first on lower-competition terms where you have a realistic chance to rank, then build up to more competitive keywords as your domain authority grows.
2. Build a Strong Internal Linking Strategy
Map out your main pages — home, services, and collection pages — and make sure your sub-pages connect to them (and vice versa).
For blog content,
- Every cluster topic should link to its relevant pillar page,
- Pillar page should link back out to its cluster topics.
When adding internal links, use anchor text that’s meaningful and reasonably keyword-rich, clearly describing the destination page rather than using generic phrases like “click here.”
Don’t stop at body content — optimize your header, footer, breadcrumbs, and sidebar widgets too, so every important page is well-connected and nothing gets left as an orphan page with no internal links pointing to it.
3. Create Content Based on Search Intent
Every search query falls into one of four intent categories:
- Informational — queries about “what is,” “how to,” or the benefits of something
- Navigational — searches for a specific page, such as an address or login portal
- Commercial — comparison-driven queries like “best” or “top” options
- Transactional — action-oriented queries such as “buy,” “order,” “shop,” or “enquire”
Your content strategy should match the intent behind the query:
| Intent | Content Focus |
| Informational | Blogs, guides, and educational resources |
| Navigational | About, contact, and brand-related pages |
| Commercial | Comparisons, lists, and collection pages |
| Transactional | Service and product pages |
Creating or optimizing content around the right intent ensures you’re meeting searchers where they actually are in their journey.
4. Update Your Content Regularly
Fresh, accurate content keeps visitors engaged and improves your visibility in both traditional search and AI-powered search. When it’s time for an update, focus on:
- Fact-checking — verify and update facts and figures, linking to current, reliable sources
- Link health — check whether external links are still active, and swap in new sources where needed
- Visual refresh — replace outdated images, logos, product photos, and step-by-step screenshots etc.
- Content gaps — add any missing information that would help fully satisfy user intent for the topic
A good rule of thumb: prioritize updating pages that matter most to your business and that have seen a visibility drop over the last three to six months.
5. Focus on E-E-A-T
E-E-A-T isn’t a direct ranking factor, but it’s a set of search quality signals Google’s team uses to evaluate the quality of search results — and it meaningfully shapes how Google’s algorithms behave.
E-E-A-T stands for:
- Experience — your content should reflect genuine, first-hand experience with the topic
- Expertise — your content should demonstrate a deep, accurate understanding of the subject
- Authoritativeness — your content should thoroughly cover all the related topic in a way that establishes credibility
- Trustworthiness — doing the above three well is what ultimately makes your content trustworthy to readers
Building E-E-A-T into your content can boost visibility across both traditional search engines and AI-driven search tools. Practical ways to strengthen it include citing statistics, referencing credible sources, and including quotes from reputable experts — all of which also tend to improve visibility in AI search results.