Super SEO: how to rank well on Google

Here are some lesser-known strategies to help you rank well on Google. These tips go beyond the basics, focusing on advanced techniques that can give you an edge over your competitors.

1. Optimise for "Entity SEO"

Google's algorithms are getting smarter, focusing more on understanding entities rather than just keywords. An entity is a specific person, place, or thing. To optimise for this:

• Use structured data (Schema markup) to define entities on your site.
• Incorporate relevant facts, figures, and unique attributes in your content.
• Build topical relevance by writing about related topics, creating a knowledge graph around your main subject.

2. Content Freshness and updates

Regularly updating your existing content signals to Google that your site is active and relevant. But this doesn’t just mean adding a sentence or two—incorporate new statistics, update facts, and refresh entire sections where needed. Google values content that's kept current.

3. Internal links with Deep Linking

Internal linking should not just target top-level pages; ensure you’re linking to deeper content. Use strategic anchor text that reinforces the page’s primary topic. This boosts your site's structure and helps search engines understand the importance of specific pages.

4. Focus on page experience (Core Web Vitals)

Google gives preference to sites that load fast, are interactive, and offer a seamless user experience. Optimize your Core Web Vitals—loading performance, interactivity (e.g., First Input Delay), and visual stability (e.g., Cumulative Layout Shift). These are key factors influencing ranking today.

5. Boost Topical Authority with supporting content

Instead of focusing on individual keywords, think about clusters of related topics. Create pillar content (in-depth guides) and support them with related, smaller articles. This tells Google you’re an authority in that niche.

6. Use less competitive, long-tail keywords

Instead of targeting highly competitive, short keywords, aim for long-tail keywords with lower competition but high intent. These often convert better and are easier to rank for, leading to better overall site performance.

7. Optimise your crawler logs

Log files provide insight into how Google crawls your site. By analyzing these files, you can identify areas where Google might be having trouble accessing certain pages, crawling too often (leading to wasted crawl budget), or missing important sections of your site.

8. Create shareable, link-worthy content

Producing content that people want to share, such as interactive tools, calculators, original research, or infographics, can earn you natural backlinks—one of the biggest ranking factors for Google. Focus on providing value that's not easily available elsewhere.

9. Localisation beyond location specific pages

If you’re targeting specific areas, go beyond just creating location-based pages. Make your content hyper-local by referencing local events, landmarks, and news. Embed Google Maps, and use local keywords in titles, meta descriptions, and throughout the content.

10. Look after your Click Through Rate

Click-through rate (CTR) from search results is a ranking factor. Crafting compelling meta titles and descriptions that entice users to click can improve your rankings. Use numbers, calls-to-action, and address user intent directly in your meta descriptions.

So

There's a lot here. But by implementing these strategies, you can improve your site's visibility and attract more organic traffic. Remember, SEO is a long-term game that takes patience and consistent effort. If it's something you're after, get in touch with me.