Improving your Google ranking: a practical guide

Why your site isn't showing up on Google

Having a website isn't enough. Millions of new pages are published every day, and Google has to decide which ones to show first when someone searches for something. If your site isn't optimized, it simply doesn't enter the race — even if your products or services are excellent.

The good news is that ranking on Google (also known as SEO, short for Search Engine Optimization) isn't a mystery reserved for insiders. It's a set of concrete actions, some technical and some editorial, that anyone can understand and — at least partly — put into practice.

How indexing works

Before talking about ranking, you need to understand an earlier step: indexing. This is the process by which Google "reads" your site's pages and adds them to its own archive (the index), from which it then pulls results to show users.

If a page isn't indexed, it simply doesn't exist for Google: it will never appear in search results, no matter how well it's written. Only after being indexed can a page compete for ranking — that is, for its position among the results.

On-page optimization: the basics you can't skip

On-page optimization covers everything you can control directly on your site's pages.

• Title tags and meta descriptions. These are the title and short description that appear in Google's results. They need to be clear, relevant and inviting to click — often the first thing a user reads about you.
• URL structure. A readable page address (e.g. /mens-running-shoes instead of /product?id=8832) is clearer both for Google and for readers.
• Headings (H1, H2, H3...). These organize content into a logical hierarchy, helping both readers find their way and Google understand what the page is about.
• Image alt text. A short text description of each image, useful for accessibility and for helping Google understand what the image shows.

Content that answers the right questions

Content remains the most important element for ranking. It's not enough to just write: you need to answer, usefully and completely, what people are actually searching for.

In-depth articles, practical guides, tutorials, case studies: each format can help your site be perceived as a trustworthy resource in your field. An often underrated aspect is specific search phrases (known in the trade as long-tail keywords) — for example "how to choose a solar panel system for a 100 sqm house" instead of the generic "solar panels". These are more precise searches, with less competition, and whoever types them already has a clear intent: that makes them easier to target and more likely to turn into a real contact.

Speed and user experience

A site that loads slowly, is hard to navigate on a smartphone, or feels unintuitive gets penalized twice: on one hand Google measures these aspects (through indicators called Core Web Vitals, which assess loading speed, responsiveness and visual stability of the page) and uses them as ranking factors; on the other, a frustrated visitor leaves before even reading what you have to offer.

Link building: building authority

When another authoritative, relevant site links to yours, it's effectively telling Google "this content can be trusted." It's one of the strongest trust signals for ranking.

The most sustainable way to earn them is so-called link earning: publishing content so useful that others cite it spontaneously. Alternatively, you can work more actively by reaching out to relevant sites to propose editorial collaborations (link outreach) — an activity that takes time and needs to be done carefully, to avoid low-quality links that can hurt more than help.

Technical SEO: the invisible foundation

Beneath the surface of every well-ranked site is a solid technical structure. Without becoming a developer, it's useful to know what's worth checking:

• Robots.txt file and XML sitemap. These tell Google which pages to visit and how they're organized — a kind of map of the site.
• 404 errors. "Page not found" errors should be identified and fixed: too many of them hurt the user experience and Google's assessment of the site.
• Schema markup. Code invisible to the user that gives Google structured information about the content (for example: this is an article, this is a recipe, this is a product with a certain price), useful for getting richer search results.
• HTTPS protocol. Ensures the connection to the site is secure and encrypted: it's now a baseline expectation for both Google and users.

Monitoring results over time

SEO isn't something you do once and forget. You need to constantly monitor site performance with free tools like Google Analytics (for traffic and visitor behavior) and Google Search Console (for the keywords your site ranks for and any technical issues flagged directly by Google).

1. Analyze your site's current state. Check indexing, current ranking and the main technical or content issues.
2. Set clear, measurable goals. How many new inquiries do you want? By when? A vague goal is impossible to reach methodically.
3. Build an action plan. Line up your priorities: on-page optimization, content production, technical fixes, link building.
4. Monitor and adjust course. Results come gradually: use the data to understand what's working and what needs revisiting.

When it's worth hiring a professional SEO service

The basics described in this article can be tackled on your own, with a bit of time and attention. But when competition in your field is high, or you want to speed up results without trial and error, relying on a professional SEO service avoids costly mistakes and brings together expertise that would otherwise take months to build on your own.

Frequently asked questions