Standing out online isn’t easy, however, there are a number of relatively small refinements that you can make to your website to boost your ranking position in relevant search engine results pages (SERPs). Here are 5 search engine optimisation solutions to keep in mind when auditing and optimising your website.

1. Consider Google’s Ranking Factors

There are a number of factors that Google uses to inform its ranking decisions, including the quality of the content on the website, keyword optimisation, backlinks, and technical SEO elements such as page load speed and how easy it is for search engine bots to crawl the site.

Every optimisation strategy should be formed with these ranking factors in mind so that you can be confident that your efforts will translate into better ranking positions.

2. Optimise Existing On-Page Content

In addition to identifying opportunities to improve your on-site content, frequently auditing your online presence will also help you to ensure that you are consistently removing content that is no longer relevant or may be detrimental to your SEO strategy.

It is often a good idea to start with content that hasn’t been updated in the last 12 months, paying particular attention to identifying information that is outdated. From here, you can start to identify web pages that are securing traffic but have the potential to perform better with some optimisation.

3. Don’t Neglect Mobile Users

It has been over three years since Google first implemented its mobile-first indexing approach, which essentially works to prioritise mobile versions of websites over their desktop counterparts. The reason for this is that mobile devices account for more than 50% [1] of global website traffic. So, if your website isn’t fully optimised for mobile browsing, it won’t perform optimally in SERPs.

Google Search Console is an excellent tool that will help you locate any potential problems with your website’s mobile experience.

4. Good Search Engine Optimisation Solutions Utilise AI in the Right Ways

Generative AI is a hot topic of conversation right now and while it can help you to streamline certain aspects of your SEO strategy, it is important to ensure you won’t inadvertently harm your online rankings by using AI incorrectly.

Content written solely by generative AI can be all too easily detected by search engines. However, AI tools can be used in a variety of ways to support your SEO efforts, including identifying target keywords and collating lists of frequently asked questions that you can use as a jumping-off point for creating fresh content your audience is already actively searching for.

5. Optimise for Featured Snippets

If you’ve ever searched for information online and been served a SERP that answers your query without needing to click through to one of the listed websites, you’ve encountered a featured snippet. Content used to populate featured snippets is drawn from high-ranking web pages, and if your website is selected, it can drive more traffic your way.


There are a number of things you can do to increase your chances of populating a featured snippet, including organising your content with HTML tags and creating content for questions that you know your audience wants answers to.
Remember that good SEO helps search engines to understand the content and context of a website. So, your ultimate objective here is to focus on showing search engines that you are an expert in your niche and that you have built a solid reputation online.