How to Improve Keyword Ranking in Google (Without Wasting Time on Vanity Metrics)

Your team celebrates moving from position 15 to position 8 in search engine rankings. Meanwhile, your board asks why organic isn’t driving pipeline.

Here’s the disconnect: Most B2B SaaS companies treat search engine rankings like a scoreboard instead of what they are – a means to revenue. 

This guide shows you 10 tactical steps to improve keyword ranking in Google while focusing on qualified traffic that converts. Let’s start with our SEO agency services approach to search engine optimization.

Key Takeaways

• Position 1 on Google captures 27.6% of all clicks while page 2 gets less than 1%, making page 1 rankings critical for organic traffic.
• Target “quick wins” by optimizing web pages ranking positions 11-20 with commercial search intent aligned to your target audience rather than chasing high-volume vanity metrics.
• On-page optimization drives most search engine ranking improvements including page titles, meta descriptions, content structure, and mobile-first page speed.
• Plan for 4-8 weeks to see initial position movement and 8-12 weeks for measurable conversion impact that proves ROI to leadership.

Why Search Engine Rankings Still Matter (When Done Right)

Before diving into tactics, understand the stakes. Position 1 on Google search results averages 27.6% CTR, and the top 3 positions capture more than half of all clicks. Page 2? Just 0.63% of searches result in clicks to page 2.

That’s why there’s an inside joke in search engine optimization: “Where’s the best place to hide a dead body? Page 2 of Google.”

But here’s what matters more for B2B SaaS: Are you ranking for keywords your target audience actually uses when they’re ready to engage? High-volume keywords that attract tire-kickers waste resources. Strategic keywords with commercial search intent drive qualified pipeline.

The 2025 Search Engine Landscape

The 2025 search landscape has changed dramatically. Google’s algorithm now uses AI Overviews, passage-level ranking, and content satisfaction signals.

Search engines have evolved beyond simple keyword matching. Google’s ranking algorithm now evaluates how well your content satisfies user intent, not just whether it contains target keywords.

Improving search engine rankings requires both technical SEO optimization AND creating authoritative content that genuinely satisfies search intent.

The 10-Step Framework to Improve Search Rankings

This framework focuses on “quick wins” – web pages already ranking on page 2 (positions 11-20) that need tactical improvements to reach page 1 where traffic and conversions happen.

Why start here? These pages show search engines already trust your content for these topics. They just need a boost to break through where 90% of clicks happen.

Step 1: Identify Your Quick Win Opportunities

Start by finding pages ranking just outside page 1 that align with business goals.

How to Execute This SEO Strategy

Using Semrush’s organic research tool, filter for positions 11-20 (top of page 2), non-branded search terms, and keywords with commercial intent for your target audience.

When prioritizing opportunities, focus on these key metrics: Position (pages closer to position 11 are easier to improve for search engine ranking), Search Volume (500-2,000 monthly searches work well for B2B), Keyword Difficulty (lower KD means less competition), and Traffic % (pages already getting clicks show real potential).

Business Context for Search Rankings

Prioritize target keywords that match your ICP’s search behavior and indicate buying intent. Best opportunities rank positions 11-15 with moderate search volume, low KD, and clear commercial intent. These can reach page 1 within 4-8 weeks with focused search engine optimization.

Step 2: Confirm and Eliminate Keyword Cannibalization

Ensure your content focuses on that target keyword without competing against your own website’s pages.

How to Check and Fix

In Semrush, verify whether multiple URLs rank for the same focus keyword. If so, you have cannibalization where your pages compete with each other instead of dominating search results.

Once you identify cannibalization, determine which page best serves search intent and consolidate accordingly. Merge similar content into the strongest page, set up 301 redirects from weaker pages to preserve search engine ranking authority, and update all internal links to point to your primary page. This consolidation focuses your authority – three weak pages ranking positions 15-25 perform worse than one strong page at position 6.

Step 3: Set Up Tracking Before Making Changes

Before optimizing anything, establish your baseline to prove ROI.

What to Track for Search Engine Optimization

Track current keyword position using Semrush or Ahrefs, monitor organic traffic in Google Analytics 4, and record conversion rate and conversions in GA4. Take screenshots of current Google search rankings and set up automated tracking.

When you improve rankings from position 14 to 5 and organic traffic increases 200%, you’ll need this before/after data to demonstrate impact. Connect this to Revenue Operations for comprehensive tracking.

Step 4: Optimize On-Page SEO Elements

This is where most search engine ranking improvements happen. On-page optimization in 2025 requires addressing both traditional ranking factors and new AI-driven signals.

URL Structure Optimization

Include your target keyword naturally and keep URLs clean and descriptive like /blog/improve-keyword-rankings-google/. If you’re changing the URL structure, set up a 301 redirect from the old URL to maintain search engine ranking momentum.

Page Title Optimization (Critical Ranking Factor)

Your page titles need to include the target keyword near the beginning while staying under 60 characters. Make the title compelling enough to earn clicks. For example: “How to Improve Keyword Rankings in Google | 10 Steps” balances keyword optimization with click appeal.

Meta Description Strategy

Craft meta descriptions that include your target keyword (which gets bolded in search results) and deliver a clear value proposition in under 155 characters. While meta descriptions aren’t a direct ranking factor, they impact click-through rates, which IS a ranking signal. A good meta description makes the difference between a click and a pass.

Content Structure for Search Engines

Lead with a clear, direct answer that satisfies AI Overviews and user intent. Keep paragraphs short at 2-4 sentences maximum, and use descriptive H2/H3 headers every 150-200 words. Include your target keyword in the first 100 words, and use LSI (Latent Semantic Indexing) keywords, or related search terms, naturally throughout without keyword stuffing.

Image Optimization and Alt Tags

Use descriptive file names that include keywords, and write alt text that describes the image while naturally incorporating relevant keywords. Alt tags help search engines understand your images and improve accessibility for screen readers. Compress images for better page speed.

Schema Markup for Search Engines

Add Article schema for blog posts and FAQ schema for question-based content. Validate with Google’s Rich Results Test. These technical SEO elements signal to search engines that your content comprehensively covers the topic.

Step 5: Improve Page Speed and Technical SEO

Page speed is both a ranking factor and impacts user satisfaction signals that affect search engine rankings.

How to Optimize Page Speed

Run your URL through PageSpeed Insights and address issues like uncompressed images, excessive JavaScript, and render-blocking resources. Aim for scores of 90+ on mobile and 95+ on desktop, as fast page speed improves both search rankings and conversion rates.

Mobile Optimization (Critical for Search Engines)

Google uses mobile-first indexing, so the mobile devices experience determines rankings. Ensure responsive design that works on all mobile devices, readable fonts without zooming, and appropriately sized tap targets. Mobile friendliness is a critical ranking factor.

Other Technical SEO Checks

Ensure pages are indexable through robots.txt, verify in Google Search Console, fix any broken links, and address duplicate content issues. Technical SEO ensures search engines can properly index your website content.

When pages load slowly or look broken on mobile devices, users bounce back to search results, signaling to Google’s algorithm that your content didn’t satisfy the query.

Step 6: Analyze Competition and Create High Quality Content

Look at what’s currently ranking on page 1 in Google search results. Your goal is to create high quality content that more comprehensively satisfies search intent.

Competitive Analysis Process

For the top 3 ranking pages, assess content depth and comprehensiveness, evaluate content quality (first-hand expertise or generic?), and identify content gaps. Check format (text, video content, interactive elements?) to find opportunities.

How to Create Better Content

To outrank established pages, your content needs to be more actionable (specific steps, not generic advice), more relevant (addressing B2B SaaS challenges specifically), and provide better proof through case studies and real results.

If competitors are text-heavy, add visual elements. If they’re generic, provide specific B2B examples. Find their weakness and make it your strength through authoritative content. Learn more about our content marketing services approach.

Step 7: Enhance User Experience and Satisfaction Signals

Google’s 2025 algorithm heavily weighs content satisfaction signals. If users bounce back to search results after landing on your page, you’re signaling that your content didn’t deliver. (Backlinko)

Content Structure for Both Users and Search Engines

Lead with the answer immediately rather than burying the value. Use short paragraphs for easy scanning, descriptive subheadings, bullet points for lists, and visual elements to break up text. Write for your target audience using clear, concise language and active voice.

Strategic Internal Links

Link to relevant content naturally using descriptive anchor text that helps users find additional information. Prioritize links to high-converting pages. Internal links help search engines understand your site’s authority and content relationships. Build pillar pages that link to related content.

Engagement Elements

Include a table of contents for long-form blog post content, jump links to key sections, and clear CTAs aligned with content stage. Content satisfaction determines whether your search ranking improvements stick – keep both users and search engines satisfied, and your improvements compound over time.

Pair this with our CRO agency services for maximum impact.

Step 8: Add FAQ Section and Target Featured Snippets

Featured snippets appear above position 1 in search engine results and can dramatically increase visibility and CTR.

How to Target Featured Snippets

Identify if the keyword has a featured snippet in Google search, then create clear, concise answers (40-60 words ideal for paragraph snippets). Use proper heading structure and format content in scannable ways like lists, steps, or tables.

FAQ Implementation Strategy

Add a genuine FAQ section answering related questions pulled from actual customer questions and People Also Ask queries from Google search. Answer clearly and completely (50-100 words each), add FAQ schema markup, and validate with Google’s Rich Results Test. (Google)

Even ranking position 5, winning the featured snippet puts you above positions 1-4, increasing visibility during the research phase.

Step 9: Build Strategic Internal Link Equity

Internal links pass authority to your optimized page and help search engines understand content relationships.

Strategic Internal Linking Approach

Identify high-authority pages on your own website (pages that rank higher), then add relevant links from those pages to the page you’re optimizing. Use descriptive anchor text that includes keywords naturally, link contextually within content rather than just in footers, and don’t overdo it with 2-5 strategic links per article.

How Internal Links Work

Search engines use internal links to determine which pages are most important and how topics relate. When you link from a page ranking position 3 to your optimized page, you’re passing authority. This builds your site’s ranking potential and domain authority – internal links are a ranking factor that search engines weigh heavily.

Build pillar pages where related content links together, creating a link worthy site structure that search engines reward.

Step 10: Submit, Monitor, and Iterate

After implementing optimizations, ensure your page gets crawled and monitor search rankings.

Immediate Actions for Search Console

Verify your page is in your sitemap, submit the URL for indexing in Google Search Console, and check that it’s indexable (not blocked by robots.txt). Use the search console tools to monitor performance.

Monitoring Timeline for SEO Rankings

Expect initial position movement in search engine results within 2-4 weeks, measurable organic traffic increases at 4-8 weeks, and visible conversion and business impact at 8-12 weeks.

Key Metrics to Track

Monitor keyword position daily, organic traffic weekly, and impressions and CTR through Google Search Console. Track conversions and conversion rate in Google Analytics, and if possible, measure keyword to MQL/SQL attribution to monitor your website’s SEO performance.

When to Iterate Your SEO Strategy

If you haven’t seen improvement after 8 weeks, re-examine search intent match, check for technical SEO issues, analyze what changed in top Google search rankings, and consider format changes.

Share your optimized content on social media and relevant communities – traffic signals and mentions reinforce to search engines that your content is valuable. Positive reviews and engagement from other websites build your site’s authority as an important off page SEO signal.

Common Mistake: Optimizing for Rankings Without Business Value

The biggest mistake B2B SaaS companies make? Celebrating Google search ranking improvements that don’t drive qualified pipeline.

The Trap of Vanity Metrics

Your team moves from position 20 to position 12 for a high-volume keyword. Organic traffic increases and search rankings improve, but qualified leads stay flat. This happens when teams chase metrics they can influence (rankings, traffic) instead of metrics that matter (qualified pipeline, revenue).

You need to create content that matches user intent, not just search volume.

The Fix for Better Search Engine Rankings

Before optimizing any keyword, ask: “If we rank position 3 for this, will it drive qualified prospects?” Prioritize commercial intent keywords, focus on search terms your best customers actually used, and target terms aligned with your differentiated positioning.

Improving search engine rankings for 50 vanity keywords proves nothing. Improving Google search rankings for 5 strategic keywords that drive SQLs proves organic’s value and delivers the outcome executive leadership cares about.

Advanced SEO Strategy: Beyond the Basics

Once you’ve implemented the framework, consider these advanced tactics.

Leveraging AI Tools for Content Optimization

Modern AI tools can analyze search intent patterns, identify content gaps, and optimize for LSI keywords. Use these tools to complement your content creation process while maintaining authoritative content that demonstrates first-hand expertise.

Building a Link Worthy Site

Create content regularly that other websites want to link to through original research, comprehensive guides, and unique insights. High quality backlinks remain one of the strongest ranking factors. When you publish relevant, authoritative content, you naturally attract links that boost your site’s authority and search engine ranking.

How Directive Improves Search Rankings That Drive Pipeline

Directive doesn’t just improve search engine rankings – we improve Google search rankings that decrease your CAC and increase qualified customer acquisition.

Our Search Engine Optimization Approach

We integrate keyword research and optimization into our Customer Generation methodology, connecting every search ranking improvement to business outcomes: qualified demos, higher SQL rates, and revenue from organic traffic.

What We Deliver for Search Rankings

Strategic keyword optimization focused on commercial intent. Quick wins (quarterly Google search ranking improvements) plus sustainable authority (long-term growth). Full-funnel optimization aligned with buyer journey and technical SEO audits with ongoing optimization.

Proven Results

Over 420 B2B SaaS brands trust Directive to turn search engine optimization into their most efficient acquisition channel. When Directive revamped SentinelOne’s decaying content to regain organic keyword rankings, the results were a 159% increase in organic traffic and a 251% increase in digital leads. The comprehensive SEO strategy combined technical audits, on-page optimization, and link building to drive meaningful business growth. That’s pipeline.

Ready to improve search rankings that drive revenue?

Book an intro call to learn how our SEO agency services and Customer Generation approach can transform your website’s SEO performance and Google search results position.

Frequently Asked Questions About Search Engine Rankings

How do I increase my Google search ranking?

To rank higher on Google, focus on three key areas. First, conduct keyword research to identify target keywords with commercial intent. Second, optimize page titles, meta descriptions, and content structure. Third, build high quality backlinks and internal links.

Use Google Search Console to monitor performance. Create high quality content regularly that satisfies search intent. Address technical SEO issues like page speed and mobile friendliness.

What are the 3 C’s of SEO?

The 3 C’s of SEO are Content, Code, and Credibility. Content means high quality content with relevant keywords. Code refers to technical SEO – ensuring search engines can crawl your website content efficiently with fast page speed and mobile friendliness. Credibility involves building domain authority through high quality backlinks and positive reviews. (Anvil Media)

Is 75 a good SEO score?

An SEO score of 75 is generally considered good, indicating a strong foundation with room for improvement. However, prioritize metrics that matter: are you ranking for target keywords that drive conversions? Is your organic traffic qualified? Use Google Analytics and Search Console to track business impact.

Why is my Google ranking so low?

Low Google search rankings typically stem from content that doesn’t match search intent or lacks authoritative content depth. Technical SEO problems like slow page speed, poor mobile friendliness, or broken links hurt rankings. You might lack high quality backlinks from other websites, or your target keywords might be too competitive for your site’s authority.

Use Search Console to identify crawl errors and focus on creating relevant content for your target audience with up to date technical SEO.