5 Expert SEO Tips to Improve Your Rankings

Search Engine Optimisation (SEO) is one of the most powerful tools for driving organic traffic and increasing online visibility. With over 90% of online experiences beginning with a search engine, ranking high on Google is essential for business growth. However, Google’s search algorithm is constantly evolving — and what worked last year may not work today.

Success in SEO requires more than just basic keyword optimisation — it demands a strategic approach that considers user intent, technical site performance, and high-quality content. The competition for the top positions on search engine results pages (SERPs) is fierce, and without a well-optimised strategy, your site risks being overshadowed by competitors.

At Zeal, we’ve helped countless businesses increase their search rankings and organic traffic through tried-and-tested SEO strategies. In this guide, we’ll share 5 expert SEO tips that have delivered proven results. These are not just theoretical best practices — they are actionable strategies based on real-world data and experience.

[h2] 10 Expert SEO Tips to Improve Your Rankings

Whether you’re looking to increase organic traffic, improve keyword rankings, or drive more qualified leads, these expert tips will give you the insight you need to elevate your SEO performance and stay ahead of the competition.

[h3] 1. Conduct Thorough Keyword Research

Keyword research is the foundation of any successful SEO strategy. Understanding what your target audience is searching for allows you to create content that aligns with user intent and ranks well in search engine results.

[h4] Why Keyword Research Matters

• Search engines use keywords to match content with user queries.
• Targeting the wrong keywords can drive irrelevant traffic, increasing bounce rates and lowering conversion rates.
• Comprehensive keyword research allows you to identify both high-volume search terms and low-competition opportunities.

[h4] How to Conduct Effective Keyword Research:

• Use Keyword Research Tools:
  • Tools like Google Keyword Planner, Ahrefs, SEMrush, and Ubersuggest provide valuable data on search volume, keyword difficulty, and competition.
  • Look for keywords with high search volume and low to medium competition for quick wins.
• Analyse Competitor Keywords:
  • Identify which keywords your competitors are ranking for.
  • Look for gaps where you can create better content or target underused keywords.
  • Example: If a competitor ranks well for “SEO agency Leeds,” you might target “SEO consultancy Leeds” or “SEO services Leeds.”
• Consider Search Intent:
  • Informational: Users want to learn something (“What is SEO?”).
  • Navigational: Users are looking for a specific website or brand (“Zeal SEO services”).
  • Transactional: Users are ready to take action (“Hire SEO consultant Leeds”).
  • Align content with the searcher’s intent to improve relevance and conversion rates.
• Target Low-Competition, High-Intent Keywords:
  • Focus on long-tail keywords with clear intent.
  • Example: “Affordable SEO consultant for small business Leeds” is more specific and less competitive than “SEO services.”
• Cluster Keywords:
  • Create topic clusters by grouping related keywords under a single broad theme.
  • Example: “SEO tips” could be supported by related content like “On-Page SEO Best Practices,” “How to Conduct Keyword Research,” and “SEO Tools.”
  • Topic clustering strengthens the overall authority of your site on the subject and improves internal linking.

[h4] Best Practices for Keyword Research:

• Focus on relevance — ranking for a high-volume keyword is useless if it doesn’t match user intent.
• Avoid keyword stuffing — use keywords naturally in the content, headings, and metadata.
• Update your keyword research regularly to reflect changes in search behaviour and competition.
• Target a mix of short-tail and long-tail keywords to build authority while driving conversions.
• Monitor keyword performance using tools like Google Search Console and adjust your strategy as needed.

Pro Tip: Instead of trying to rank for highly competitive short-tail keywords, focus on long-tail variations with clear commercial intent. These tend to have lower competition and higher conversion potential.

[h3] 2. Optimise On-Page SEO

On-page SEO refers to the process of optimising individual pages on your website to rank higher and attract more relevant traffic. While off-page SEO (like link building) is important, search engines rely heavily on on-page factors to determine a page’s relevance and quality.

[h4] Why On-Page SEO Matters

• On-page signals like content quality, keyword usage, and meta tags directly influence search engine rankings.
• Properly optimised pages improve user experience, which reduces bounce rates and increases engagement.
• Google’s algorithm prioritises content that meets search intent and provides a positive user experience.

[h4] Key Elements of On-Page SEO:

• Title Tags:
  • Include your primary keyword near the beginning of the title.
  • Keep titles under 60 characters to prevent truncation in search results.
  • Example: “Expert SEO Services in Leeds – Improve Your Rankings Today”
• Meta Descriptions:
  • Write a compelling summary of the page’s content (up to 160 characters).
  • Include the target keyword naturally.
  • Example: “Learn how to improve your search engine rankings with expert SEO tips from Zeal. Discover proven strategies today.”
• Header Tags (H1, H2, H3):
  • Use the H1 for the main page title — only one per page.
  • Break content into logical sections using H2 and H3 tags.
  • Example: A fitness studio might use:
    • H1: “Strength Training in Leeds – Build Muscle and Improve Fitness”
    • H2: “Our Strength Training Services”
    • H3: “Personalised Training Plans”
• URL Structure:
  • Keep URLs short and descriptive.
  • Include target keywords.
  • Use hyphens instead of underscores.
  • Example: /seo-services-leeds
• Keyword Placement:
  • Include the target keyword in the first 100 words of the content.
  • Use the keyword naturally in headings, subheadings, and throughout the content.
  • Avoid keyword stuffing — aim for a natural and readable tone.
• Internal Linking:
  • Link to related pages on your website to improve site structure and spread link equity.
  • Use descriptive anchor text (e.g., “Learn more about technical SEO” rather than “click here”).
  • Example: “For more on optimising your website’s technical performance, visit our Technical SEO Guide.”
• Image Optimisation:
  • Use descriptive file names (e.g., seo-tips-leeds.jpg).
  • Include alt text describing the image using target keywords where appropriate.
  • Compress images to reduce file size and improve load times.
• Content Quality:
  • Write for humans, not search engines.
  • Provide value by answering user questions and solving problems.
  • Ensure content is well-organised and easy to scan (use bullet points, subheadings, and short paragraphs).

[h4] Best Practices for On-Page SEO:

• Avoid duplicate title tags and meta descriptions across pages.
• Ensure each page targets a unique keyword to prevent cannibalisation.
• Regularly audit pages to update and refresh content.

Pro Tip: Focus on search intent — if a user is searching for “best Italian restaurant Leeds,” they likely want to see reviews or a list of restaurants, not general content about Italian food.

[h3] 3. Create High-Quality, Relevant Content

Content is the backbone of SEO. Google’s algorithm prioritises content that satisfies user intent, provides value, and demonstrates authority. While keyword optimisation is essential, it’s not enough to stuff your content with keywords — it needs to be well-researched, informative, and engaging. High-quality content builds trust with your audience, improves dwell time (how long visitors stay on your site), and increases the chances of earning backlinks — all of which are key ranking factors.

[h4] Why High-Quality Content Matters

• Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) rewards content that demonstrates expertise and delivers value.
• High-quality content encourages users to spend more time on your site, which improves engagement metrics and signals to search engines that your content is valuable.
• Relevant, engaging content increases the chances of being shared, linked to, and cited — all of which improve domain authority and rankings.

[h4] Key Elements of High-Quality Content:

• Audience-Focused:
  • Write for your audience, not search engines.
  • Identify user pain points and create content that provides solutions.
  • Example: A Leeds-based personal trainer could write a blog titled “Best Strength Training Exercises for Beginners” to target fitness enthusiasts looking for practical advice.
• Informative and In-Depth:
  • Longer, in-depth content tends to rank better.
  • Aim for 1,500–2,500 words for blog posts and cornerstone content.
  • Cover the topic comprehensively — include definitions, examples, statistics, and actionable steps.
• Well-Structured:
  • Use clear headings (H1, H2, H3) to break down content into logical sections.
  • Use bullet points and short paragraphs to improve readability.
  • Include a table of contents for longer posts to help with navigation.
• Engaging and Easy to Read:
  • Write in a conversational tone — avoid technical jargon unless it’s appropriate for your audience.
  • Keep sentences and paragraphs short (2–3 sentences per paragraph).
  • Include questions and direct language to engage readers.
  • Example: “Are you struggling to improve your website’s ranking? Here’s why your SEO strategy might be failing.”
• Multimedia and Visuals:
  • Use images, infographics, and videos to make content more engaging and digestible.
  • Include captions and alt text to make multimedia accessible and improve SEO.
  • Example: A Leeds-based travel agency could embed a video walkthrough of popular local destinations.
• Internal and External Linking:
  • Include internal links to direct users to related content on your site, which improves site structure and increases dwell time.
  • Use external links to back up claims and reference authoritative sources.
  • Example: “Learn more about how Google ranks pages in our On-Page SEO Guide.”
• Call to Action (CTA):
  • End each piece of content with a clear CTA to drive engagement.
  • Example: “Ready to improve your SEO? Contact Zeal for a free consultation today!”

[h4] Best Practices for High-Quality Content:

• Focus on creating pillar content — long, detailed posts that establish your expertise on a topic.
• Support pillar content with clustered content (e.g., related blog posts) to create a content hub.
• Include at least one internal link and one external link in each piece of content.
• Monitor content performance using Google Analytics and Google Search Console — update or repurpose content that underperforms.

Pro Tip: If you’re targeting a highly competitive keyword, aim to produce content that is 10x better than what’s already ranking. Include original insights, deeper analysis, and multimedia elements to differentiate your content from competitors.

[h3] 4. Focus on Technical SEO

Technical SEO refers to the process of optimising your website’s infrastructure to help search engines crawl, index, and understand your content more effectively. While content and keywords are essential for improving rankings, technical SEO ensures that search engines can access and interpret your site without issues.

A technically sound website improves user experience, increases page load speed, and ensures that search engines can efficiently discover and rank your content. Even well-written content can fail to rank if your website suffers from technical problems like slow loading times, broken links, or poor mobile performance.

[h4] Why Technical SEO Matters

• Google’s algorithm prioritises fast, mobile-friendly websites that deliver a positive user experience.
• If search engines can’t crawl or index your site properly, your content won’t appear in search results — no matter how well-optimised it is.
• Technical errors like broken links, duplicate content, and missing metadata can harm your site’s authority and rankings.

[h4] How to Improve Key Elements of Technical SEO:

[h5] Site Speed

• Compress images using modern formats like WebP instead of PNG or JPEG.
• Use lazy loading to delay loading of images and videos until they are visible on the screen.
• Minify CSS, JavaScript, and HTML to reduce file size.
• Enable browser caching to store static files.
• Use a Content Delivery Network (CDN) to reduce server response time.

[h5] Mobile Optimisation

• Use responsive design to adjust layout and content for different screen sizes.
• Ensure buttons and links are easy to tap on touchscreens.
• Keep font sizes legible on smaller screens.
• Test using Google’s Mobile-Friendly Test tool.

[h5] Site Structure and Navigation

• Use a logical URL hierarchy (e.g., /services/seo/technical-seo).
• Include a clear navigation menu and breadcrumb trails.
• Keep your directory depth shallow — users should be able to reach key pages within three clicks.
• Create an XML sitemap and submit it to Google Search Console to help search engines index your site more efficiently.

[h5] Robots.txt

• Ensure that important pages (like product and service pages) are not blocked in robots.txt.
• Test your robots.txt file using Google Search Console’s “robots.txt Tester.”

[h5] SSL Certificate and HTTPS

• Purchase and install an SSL certificate.
• Update all internal links to HTTPS versions.
• Redirect HTTP pages to HTTPS using 301 redirects.
• Example: Redirect http://example.com to https://example.com.

[h5] Fix Broken Links

• Regularly audit your site using tools like Screaming Frog or Ahrefs to identify broken links.
• Fix broken internal links or set up a 301 redirect to the correct page.
• Avoid redirect chains — keep redirects direct and simple.

[h5] Structured Data (Schema Markup)

• Use Google’s Structured Data Markup Helper to create schema.
• Include schema for key content types, such as: Products, Reviews, Articles, FAQs, Events

[h4] Best Practices:

• Regularly test site performance using Google’s PageSpeed Insights and Lighthouse.
• Fix any Core Web Vitals issues flagged in Google Search Console.
• Ensure all pages are secure and redirect properly to HTTPS versions.
• Minimise the number of server requests to improve load speed.
• Monitor crawl errors and indexing issues in Google Search Console.

Pro Tip: Google prioritises mobile-first indexing — if your site performs poorly on mobile, it will struggle to rank well in search results. Always optimise for mobile first, then adjust for desktop.

Technical SEO lays the foundation for search engine success. Without a technically sound website, even the best content and keyword strategy will fail to deliver strong search rankings. By optimising the technical health of your site, you create a fast, user-friendly experience that improves both search visibility and conversion rates.

[h3] 5. Earn High-Quality Backlinks

Backlinks — links from other websites to your own — remain one of the most important ranking factors in Google’s algorithm. They act as a signal of trust and authority, telling search engines that your content is valuable and credible. However, not all backlinks are created equal. Low-quality or spammy backlinks can harm your rankings, while high-quality backlinks from authoritative, relevant websites can significantly boost your search visibility.

Earning backlinks is more than just an SEO task — it’s a digital PR strategy. When you focus on building genuine relationships and creating valuable content, you’re more likely to secure backlinks from reputable sources that drive both referral traffic and improved search rankings.

[h4] What Makes a Backlink High-Quality?

Authority of the Linking Site:

• Backlinks from high-authority domains (e.g., news sites, government websites, industry leaders) carry more value.
• Example: A link from BBC News will pass more authority than a link from a low-traffic blog.

Relevance:

• Links from websites within the same industry or topic carry more weight.
• Example: A backlink from Moz to an SEO agency site is more valuable than a backlink from a gardening blog.

Anchor Text:

• Descriptive and keyword-rich anchor text helps search engines understand the context of the link.
• Avoid over-optimisation — natural, varied anchor text is better.
• Example: “Learn more about SEO strategies” rather than “click here.”

Link Placement:

• Backlinks within the main body of the content are more valuable than footer or sidebar links.
• Example: A link within a blog post is more effective than a link in the site’s footer.

Dofollow vs Nofollow:

• Dofollow links pass authority and influence rankings.
• Nofollow links don’t pass authority but can still drive traffic.
• A natural backlink profile should have a mix of both.

What to Avoid:

• Link Farms and Paid Links:
  • Buying links or participating in link exchanges violates Google’s guidelines and can result in penalties.
  • Example: If a site offers “100 backlinks for $50” — avoid it.
• Irrelevant Links:
  • Links from low-quality, irrelevant websites can harm your rankings.
  • Example: A backlink from a casino site to a legal services site looks unnatural to Google.
• Sitewide Links:
  • Links that appear in the footer or sidebar of every page on a site can look suspicious.
  • Example: A link to your site appearing on every page of an unrelated blog.

[h4] Best Practices:

• Focus on earning links from high-quality, relevant sources.
• Use varied anchor text to avoid over-optimisation.
• Track backlink growth using tools like Ahrefs and SEMrush.
• Monitor for toxic backlinks and use the Google Disavow Tool if necessary.

Pro Tip: Focus on earning backlinks through content quality and outreach rather than trying to manipulate rankings with low-quality links. One high-authority backlink from an industry leader is more valuable than 1000 low-quality links.

[h2] Don’t Forget to Track and Measure SEO Performance

SEO is not a set-and-forget process — it requires ongoing monitoring and data analysis to understand what’s working, what’s not, and where improvements are needed. By tracking key performance indicators (KPIs) and measuring the impact of your SEO efforts, you can adjust your strategy to maximise results and drive long-term growth.

Without proper tracking, it’s impossible to know whether your SEO strategy is delivering a positive return on investment (ROI). Regular performance analysis allows you to identify strengths and weaknesses, adjust your approach, and make data-driven decisions that improve search visibility and conversion rates over time.

[h3] Key SEO Metrics to Track:

[h4] 1. Organic Traffic

Organic traffic refers to visitors who arrive at your website through unpaid search results.

Why It Matters:

• Increasing organic traffic means that more people are finding your site through search engines.
• Organic traffic growth indicates that your content and keyword strategy are working.

How to Measure It:

• Track organic traffic in Google Analytics (under Acquisition → All Traffic → Channels → Organic Search).
• Analyse trends in traffic over time.
• Segment traffic by landing page, device, and location to identify high-performing content.

Example: A Leeds-based marketing agency increased organic traffic by 35% after optimising its landing pages for long-tail keywords and improving technical SEO performance.

[h4] 2. Keyword Rankings

Keyword rankings reflect how well your website is performing in search engine results for specific search terms.

Why It Matters:

• Higher rankings lead to more visibility and increased organic traffic.
• Tracking keyword positions helps you measure the effectiveness of your content and on-page SEO efforts.

How to Measure It:

• Use tools like SEMrush, Ahrefs, or Google Search Console to track keyword positions.
• Monitor performance for both high-volume and long-tail keywords.
• Track the percentage of keywords ranking on page one of search results.

Example: A Leeds-based law firm moved from page 3 to page 1 for “employment lawyer Leeds” after restructuring its service pages and improving internal linking.

[h4] 3. Click-Through Rate (CTR)

CTR measures the percentage of users who click on your website after seeing it in search results.

Why It Matters:

• High CTR indicates that your title tags and meta descriptions are compelling and relevant to search intent.
• A low CTR suggests that your search snippet isn’t attractive enough or is targeting the wrong intent.

How to Measure It:

• Track CTR in Google Search Console (Performance → Search Results).
• Compare CTR by keyword and landing page.
• Optimise titles, meta descriptions, and structured data to improve CTR.

Example: An eCommerce store increased its CTR by 20% after adding product ratings to search snippets using schema markup.

[h4] 4. Bounce Rate

Bounce rate measures the percentage of visitors who leave your site after viewing only one page.

Why It Matters:

• A high bounce rate may indicate that the content isn’t matching search intent or the user experience is poor.
• Lowering bounce rate improves engagement and increases the likelihood of conversion.

How to Measure It:

• Monitor bounce rate in Google Analytics (under Audience → Overview).
• Segment by page and source to identify problem areas.
• Improve site speed, content relevance, and internal linking to reduce bounce rates.

Example: A Leeds-based recruitment agency reduced bounce rates by 15% after improving page load times and restructuring service pages for better clarity.

[h4] 5. Dwell Time

Dwell time measures how long a user stays on your website after clicking through from search results.

Why It Matters:

• Longer dwell times suggest that users are finding the content valuable and engaging.
• Short dwell times may indicate irrelevant or low-quality content.

How to Measure It:

• Track session duration in Google Analytics.
• Improve content quality and relevance to increase dwell time.
• Use internal linking to guide users to additional relevant content.

Example: A Leeds-based financial advisor increased dwell time by 30% after adding detailed case studies and improving content formatting.

[h4] 6. Conversion Rate

Conversion rate measures the percentage of visitors who complete a desired action (e.g., making a purchase, filling out a form).

Why It Matters:

• High conversion rates mean that your site is attracting the right audience and guiding them toward action.
• Tracking conversions helps you measure the business impact of your SEO strategy.

How to Measure It:

• Set up goals in Google Analytics (under Conversions → Goals).
• Track different types of conversions (e.g., form submissions, purchases, phone calls).
• Test CTAs and page layouts to improve conversion rates.

Example: A Leeds-based marketing agency increased lead generation by 25% after improving CTA placement and streamlining the contact form.

[h4] 7. Backlink Growth

Tracking your backlink profile helps you understand how your link-building efforts are performing.

Why It Matters:

• A growing backlink profile from high-quality domains increases site authority.
• Losing valuable backlinks can negatively affect search visibility.

How to Measure It:

• Use Ahrefs or SEMrush to monitor new and lost backlinks.
• Focus on acquiring links from high-authority, niche-relevant sites.
• Disavow toxic backlinks using Google’s Disavow Tool.

Example: A Leeds-based personal trainer increased search visibility after securing high-quality backlinks from fitness industry blogs.

[h4] 8. Page Indexing

Google can only rank pages that are properly indexed.

Why It Matters:

• Unindexed pages can’t appear in search results.
• Indexing issues may prevent valuable content from ranking.

How to Measure It:

• Use Google Search Console to monitor indexing status.
• Fix crawl errors and submit updated sitemaps.
• Ensure that robots.txt isn’t blocking key pages.

Example: An online retailer recovered lost rankings after resolving indexing issues caused by incorrect canonical tags.

[h4] 9. Core Web Vitals

Core Web Vitals measure key aspects of user experience related to loading speed, interactivity, and stability.

Why It Matters:

• Strong Core Web Vitals improve both search rankings and user engagement.
• Poor scores may cause Google to reduce your ranking.

How to Measure It:

• Track Core Web Vitals using Google Search Console and PageSpeed Insights.
• Improve LCP, FID, and CLS scores by optimising images, reducing JavaScript, and improving server response times.

Example: A Leeds-based financial services firm improved its Core Web Vitals by reducing CLS through better image sizing and preload settings.

[h4] 10. Competitor Performance

Understanding how your competitors are performing helps you identify gaps and opportunities.

Why It Matters:

• Tracking competitor performance allows you to adjust your strategy based on market trends.
• Competitor analysis helps you discover new keyword and backlink opportunities.

How to Measure It:

• Use SEMrush or Ahrefs to analyse competitor keyword rankings and backlink profiles.
• Identify which keywords and content formats are driving traffic to competitor sites.
• Adjust your strategy based on competitor success.

Example: A Leeds-based marketing firm overtook a competitor in search rankings by targeting overlooked long-tail keywords.

[h3] Best Practices for Tracking Performance:

• Set up monthly reporting to track performance trends over time.
• Monitor SEO performance by device, location, and traffic source.
• Create detailed reports to analyse performance and adjust strategies.
• Focus on KPIs that align with your business goals (e.g., lead generation, revenue).
• Use data to inform content updates, technical improvements, and link-building strategies.

Pro Tip: Instead of focusing solely on rankings, prioritise metrics that drive business growth — such as traffic, engagement, and conversions. A page ranking #1 for a low-conversion keyword is less valuable than a page ranking #5 for a high-conversion keyword.

Consistent tracking and measurement enable you to optimise your SEO strategy for maximum results. By focusing on meaningful metrics and adjusting based on performance, you can build a data-driven approach that delivers sustainable growth.

[h2] Drive Long-Term SEO Success with Zeal

Achieving long-term SEO success requires more than just technical know-how — it demands a strategic, data-driven approach that combines high-quality content, strong backlinks, technical optimisation, and continuous improvement.

At Zeal, we understand the complexities of modern SEO and know how to develop tailored strategies that drive measurable results. Whether you’re a small local business looking to improve your presence in Leeds or a larger company aiming to expand your reach, our expert team will help you navigate the ever-changing search landscape with confidence.

[h3] Get Started with Zeal Today

If you’re ready to take your SEO strategy to the next level and start seeing real results, Zeal is here to help. Our team of SEO experts will work closely with you to develop a personalised plan that improves your search rankings, increases traffic, and drives more conversions.

Contact Zeal today to schedule a free consultation and discover how our proven SEO strategies can transform your online presence and help your business grow.