Once you’ve determined your page doesn’t appear high enough within the search rankings, it’s completely within your power to correct and improve that. Here are some tips on how you can improve your page’s ranking in the search results:

1. Craft a unique page title using relevant keywords. Your page’s title tag represents one of the most important indicators of what your page is about. If your title lacks relevant keywords, or appears too similar to another page’s title, the search engine might struggle to identify your page as the best possible answer. Review the titles of other pages that rank in the search results, then create a unique, keyword-rich title for your page to differentiate its content and its value. For more ideas on developing a search-friendly title, explore “How Do I Optimize My Title?”


2. Place relevant keywords within the keyword metatag of your page’s HTML. You can usually find a few of your keywords in the question that your page answers, but there might be more keywords that are important. It’s important that you decide which keywords are the most important and that you use a keyword metatag on your page that contains those keywords—the metatag is what helps the search engine understand what your page is about. To study up on this, check out “How Do I Know Which Keywords Searchers Use?


3. Ensure a clear description metatag exists, featuring your page’s keywords. In addition to the keyword metatag, the description metatag provides you an opportunity to explain to the search engine and, equally importantly, search users what your page is about. Create a unique, keyword rich description that explains what questions your page answers for searchers and what information it contains. For more information on this topic, see “How Do I Optimize My Description for Search Ranking?”


4. Include the primary keyword within your page’s H1 tag. Heading tags, and the H1 tag in particular, represents another key component in helping the search engine identify what your page is about. Ensure that your page contains a keyword-rich, clear H1 heading tag to identify the main topic of the page. Ensure that your title tag and H1 tag contain either the same, or largely similar, content to further reinforce the primary topic your page covers.


5. Place subordinate, but highly related, keywords within H2-H6 tags. Subordinate heading tags, h2-h6, provide additional opportunities to relate your page to its topic. Use these first to aid in readability and navigation. But also include related, subordinate keywords within your heading tags to help the search engine identify your page’s content.


6. Ensure that relevant keywords appear regularly within your page’s content. Finally, make sure that relevant keywords from your keyword meta tag appear appropriately and regularly within your body content. While searchers remain the primary audience for your content, assist the search engine by including keywords within the body copy.


While it may take some time for the search engine to reflect the changes you’re making, this focus will help you improve your rankings, and, most importantly, will help your searchers accomplish their goals.

Related content

“Why Is Findability of My Page Important?”
“How Do I Decide Which Pages to Optimize First?”