How to Rank Higher on Google: My Brutally Honest 10-Step SEO Guide

Have you ever Googled something in your industry… then stared at the top results like, “Seriously? This is who’s ranking? I'm way better!"

And you're probably right. Your Google page rank depends on one thing: showing Google you deserve to be seen.

I’ve spent 17 years helping businesses crack that code. Alliance Moving & Storage, for instance, saw a 1,655% ROI and a 1,253% increase in organic traffic with our SEO.

In this guide, I’m walking you through those 10 exact steps on how to rank higher on Google, answer the key question, "what keywords does my site rank for?", and ultimately knock your less-qualified competitors off the top spot.

Step #1: Get Wise on How Google Ranks Pages

Let’s start with the basics. There are rules on how to rank higher on Google, i.e., how to do search engine optimization (SEO).

Here’s the deal: Google’s job is to show people the best answer. It evaluates things like...

• High-quality, helpful content
• Backlinks from authoritative sites
• Page experience (Core Web Vitals)
• Mobile usability
• Keyword optimization
• User engagement signals

For instance, pages that load in under 2 seconds have a 15% higher chance of ranking in the top results.

If someone Googles “how to fix a leaky faucet,” Google doesn't just pick the page with the most "leaky faucet" mentions. It picks the one that explains it clearly, loads fast, and is trusted by other sites (backlinks).

P.S. Don't forget E-E-A-T. Google loves websites that demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness — especially in industries like law, healthcare, or finance.

My advice? Feature author bios, client results, industry credentials, and content written (or reviewed) by industry experts.

And with that, congrats! You now know the baseline of SEO — let’s build on it.

Step #2: Go "Under the Hood" and Fix Your Website's Technical Foundation

Let's talk on-site SEO.

Think of your content like a race car driver: even the best driver (your content) won’t get 1st place if the engine (your site) is sputtering.

Go under the hood — your technical foundation needs to be solid if you want to rank higher on Google. I recommend focusing on:

• Speed: 53% of users will leave a site that takes longer than 3 seconds to load. Pro tip: Run your site through PageSpeed Insights or GTmetrix to see what’s slowing you down.
• Mobile-first design: With over 60% of traffic coming from mobile devices, your site needs to look great on every screen and load fast. Common culprits to watch out for: uncompressed images, outdated themes, slow-loading scripts, and content that’s not responsive.
• Site structure: Clean navigation helps users (and Google) find what they need fast.

This stuff isn’t flashy, but it’s important. Great SEO starts with a site that runs like it wants to be on page one.

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Step #3: Find What Your Audience is Searching For (Keyword Research)

Repeat after me: “I am not my audience.”

For instance, your site might say, “professional landscaping solutions.” But your audience is searching “cheap lawn care near me.”

Your site says, “dental implant specialists.” They Google “missing tooth fix.”

Speak your audience's language if you want to improve your Google search rankings.

This is where keyword research comes in.

Use tools to uncover relevant search queries (what people are typing into Google) and see where your site shows up. Here are some great picks:

• Google Search Console: Free. Tells you what keywords you already rank for and how people find you.
• SEMrush: A powerful all-in-one SEO toolkit. Great for competitor research and keyword gaps.
• Ubersuggest: Budget- and beginner-friendly. Solid for discovering long-tail, relevant keywords.
• AnswerThePublic: Visualizes what people are asking about your topic.
• Keywords Everywhere: Chrome extension that shows keyword volume and competition as you search.

Here’s what to look for:

• Long-tail keywords: Specific, 3–5 word phrases like “best fence repair company in Dallas” or “how to fix a leaky faucet fast.” These are easier to rank for and usually lead to better conversions.
• Short-tail keywords: Broad terms like “plumber” or “best lawyer.” These have a huge search volume and massive competition, i.e., they are much harder to rank for.

Start with long-tail. Nail the intent. Then work your way up.

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Step #4: Make Your Content So Good, Google Has to Rank It

Look — if your content is boring, vague, or clearly written just to rank, Google’s going to see right through it.

If you want to rise in the Google local rankings, your content has to earn it.

That means answering actual questions, solving real problems, and being way more helpful than the other guy. Here’s what to aim for:

• Think long-form: 1,000–2,000 words packed with value.
• Think evergreen: Topics that stay relevant over time — like “How to File a Car Accident Claim in Illinois.”
• Think “so good, they bookmark it." Add examples, steps, checklists, and even insider tips your competitors don’t share.

And here’s the secret sauce: Use AI as your writing assistant. Tools like ChatGPT, Jasper, and SurferSEO can help with outlines, drafts, and SEO suggestions.

But remember, your insight, experience, and tone are what make content truly worth reading.

Example of great content: A blog post titled “What to Do After a Motorcycle Accident (Legal & Medical Checklist)” that includes:

• First-aid steps
• Insurance tips
• Local laws specific to your state
• When to call a lawyer
• Real examples or FAQs from your own client experience

Remember, most content these days is AI-generated slop. Yours has to be smarter, sharper, and 10x more helpful. That’s what Google rewards.

And to really stand out, your content should follow Google’s E-E-A-T principles:

• Experience: Share real insights, case studies, and first-hand knowledge
• Expertise: Write (or get input) from someone who knows the field
• Authoritativeness: Link to reputable sources and feature credentials
• Trustworthiness: Use HTTPS, clean design, and accurate info to build user confidence

Want proof these tips work? We helped Stracci Law Group launch SEO-driven, people-first content for their personal injury practice — built entirely around what real clients were actually searching for.

The result?

• 7,146% more organic traffic
• 1,591% increase in qualified leads
• 91% drop in cost per lead

Are you a law firm owner? Check out 13 smart tricks to score bigger paydays!

Step #5:  Don’t Just Write — Dress It Up for Google (On-Page SEO)

Google’s watching. Might as well give it a good show!

You’ve got great content on your web pages — now let’s make it clickable, skimmable, and lovable (by both Google and your audience).

If you want to know how to improve SEO on Google, it's not just about what you say — it's how you present it.

That means optimizing all the "little" on-page elements:

• Title tag: Keep it under 60 characters, include your main keyword, and make it click-worthy.
  → Example: “AC Repair in Phoenix | Same-Day HVAC Service”
• Meta description: Stay under 160 characters. Use your keyword and a hook.
  → Example: “Need fast AC repair in Phoenix? We offer same-day HVAC service."
• H1 & subheadings: Use one clear H1 per page, then break up content with keyword-rich H2s and H3s.
• Image alt text: Every image should have descriptive alt text. Yes, even the stock photo of that smiling technician!
• Internal links: Link to other relevant pages like “furnace installation” or your “HVAC maintenance checklist” blog post.
• Clean layout: Use short paragraphs, white space, bullet points, and bold headings to help users skim quickly.

Tools to make this easier:

• Yoast SEO: Gives you real-time feedback on keyword use and readability (perfect for WordPress).
• Surfer SEO: Shows exactly what top-ranking competitors are doing, so you can one-up them.
• SEO Minion: Chrome extension for checking on-page elements, links, and SERP previews.
• Screaming Frog: Full-page audit tool to catch broken links, missing metadata, and more.

Not sure where to begin? Places to put keywords on your site include title tags, H1s, subheadings, URLs, image alt text, and naturally in your copy.

Step #6: Build High-Quality Backlinks (a.k.a. Earn Google’s Trust)

Think of backlinks like Google’s version of the cool kids club.

If other respected sites are linking to you, Google assumes you’re in good company — and bumps up your Google search rank accordingly.

Here’s why backlinks matter (and how to get them):

• Backlinks = trust signals
  Google sees them as “votes of confidence” — the more high-quality sites linking to you, the more credible you look. Did you know: The #1 result averages 3.8× more backlinks than those in positions 2–10?
• Outreach works
  Find and fix broken links on industry blogs or directories by suggesting your content as a replacement. It’s low-effort, high-reward.
• Local links
  Ask local partners, vendors, suppliers, or community orgs to link to your site. Is your business sponsoring a Little League team? Ask to be listed on their site!
• Quality > quantity
  One backlink from a respected site in your niche beats 100 spammy ones. Relevance and authority always win.

Pro tip: Want to see who’s already linking to you (or spying on your competitors)? Use:

• Ahrefs Backlink Checker: Great for auditing backlinks for free
• Ubersuggest: Shows backlinks and keyword data
• Google Search Console: Check your site’s inbound links under “Links”

And yes! Backlinks also support your E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

When reputable sites link to yours, you appear authoritative and trustworthy in Google’s eyes... this is awesome for YMYL (Your Money, Your Life) topics like law, finance, or health.

So go on... get people talking about (and linking to) your content because Google notices!

Step #7: Enhance User Experience (UX) and Reduce Bounce Rate

Check your analytics — do people land on your site and bounce faster than a toddler on a sugar rush?

Most e-commerce sites see 36–47% of visitors leave without clicking anything. If your number’s higher, it’s a sign that something’s turning people away.

User experience (UX) plays a big role in how well you rank.

A confusing layout, slow load times, or walls of text are all red flags. If you want to improve your Google search rank, you’ve got to keep people engaged.

Here’s how to boost your on-page engagement:

• Make your site easy to navigate — don’t make people dig for answers.
  Example: A clean top menu with “Shop,” “About,” and “Contact” tabs, plus a visible search bar.
• Add visuals like images, videos, and infographics to break up text and make content more engaging.
  Example: A quick 30-second product explainer video or a “Before vs. After” gallery for service pages.
• Improve speed and mobile-friendliness — a slow or clunky mobile site is engagement poison.
  Use tools like Google PageSpeed Insights to spot (and fix) what’s slowing you down.

When people stay longer, Google sees your content as valuable, and that’s a ranking win.

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Step #8: Dominate "Near Me" Searches with a Google Business Profile

Want a super easy way to score leads for free? This is it!

Optimizing your Google Business Profile (GBP) is one of the fastest, most effective ways to get more local clients — and it’s completely free.

76% of smartphone users visit a business within a day of doing a local search. And as per my own client data, about 32% of local service businesses score leads from their GBP.

Here’s how to crush those "near me" local search results:

• Fill out every inch of your GBP: Your address, business hours, services, photos, service areas, and FAQs.
• Get positive reviews: Then get more! Google weighs both the quantity and quality of reviews. Pro tip: Respond to every review (even the awkward ones) to show you’re active.
• Keep your NAP consistent: That’s your Name, Address, and Phone number. It needs to match exactly across your website, directories, and social profiles.
• List your business in reputable directories like Yelp, Angi, Better Business Bureau, and industry-specific sites.
• Use location keywords in your business description, services, and image file names (e.g., "affordable-plumber-chicago.jpg").
• Optimize for Google Maps by selecting the right business categories and adding service areas. You're more likely to pop up when someone searches nearby.

Here's a cool heads-up: Use a tool like Local Falcon! It shows exactly where your business appears on the map in specific zip codes or neighborhoods. Thank me later.

P.S. You’re losing prospects every single day. Fix it with these 6 must-do SEO moves — read now.

Step #9: Track and Analyze Your Performance

61% of marketers struggle to measure the actual ROI of their SEO efforts.

Sixty. One. Percent!

That’s a problem — because if you’re not tracking what matters, how do you know what’s working?

My advice? Track KPIs on Google Analytics that tie directly to revenue:

• Return on Investment (ROI): Measures how much revenue you earn compared to how much you spend on SEO.
• Cost Per Lead (CPL): The average cost of generating one qualified lead.
• Cost Per Acquisition (CPA): The total cost to land a paying customer.
• Customer Acquisition Cost (CAC) Margin: How much profit you keep after subtracting what you spent to acquire the customer.

Yes, still check your Google ranking, bounce rate, and conversion rate — but definitely track profitability too.

To track these properly, here’s what you need:

• Google Analytics 4: For tracking sessions, conversions, bounce rate, and source data. Set up custom events tied to leads and form submissions.
• Google Search Console: For keyword ranking, impressions, CTR, and technical SEO health.
• CallRail or WhatConverts: For tracking calls, form submissions, and true lead source attribution.
• CRM software like HubSpot or Pipedrive: To connect leads with revenue so you can calculate CPL, CPA, and CAC margins accurately.

Check out my KPI & ROI guides for lawyers, healthcare, and home service companies.

Finally, keep in mind that even great SEO can’t fix a sales process that doesn’t follow up. Leads won’t convert if no one calls them back quickly!

Step #10: Adapt to AI and Future Trends

The rules of SEO are always changing. Right now, AI is rewriting the playbook.

If you want to know how to rank higher on Google search in the years ahead, pay close attention to where tech is headed.

Here’s how to stay ahead:

• Use AI to your advantage: Automate repetitive tasks like content outlines, meta descriptions, internal linking, and even lead scoring. Tools to try:
  - ChatGPT: Great for content drafts and idea generation
  - Surfer SEO: Optimize pages with AI-driven keyword guidance
  - Jasper: AI content assistant with brand voice features
  - Zapier: Automate lead flow and email nurturing
• Let humans handle the high-value work: AI can write, but it can’t strategize. Keep content authentic by layering in real stories, unique insights, and brand personality. That’s what Google (and people) actually respond to.
• Focus on quality, not quantity: Google is getting better at detecting generic AI content. Prioritize helpfulness, clarity, and expertise

AI is your unfair advantage, and most business owners haven’t caught on yet.

Beat them to it with my 5-step AI ROI guide — read now.

We use AI to streamline, automate, and speed up the repetitive stuff. From written content to visual assets, it's changed the way we work, and yes, we even built our own AI lead qualifier.
‍
‍— Ivan Vislavskiy

Seize The #1 Spot... Capture Way More Clients

You don’t need to be Sherlock Holmes to crack the SEO code.

You do need to follow the rules: speed up your site, find your keywords, create killer content, build links, and track, track, track.

If you need a hand, my team at Comrade Digital Marketing is happy to help, just as we did for our client, Fluid-Aire Dynamics.

We launched ROI-first SEO and PPC campaigns, and they saw insane results:

• 12,713% marketing ROI
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If you’re still sitting on page 3, you’re leaving serious money on the table.

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