How to Rank Higher on Google in 2025

Do you want to know how to rank higher on Google in 2025?

Every day, over 8.5 billion searches are performed on Google. If your website isn’t showing up in those top results, you’re essentially invisible to the very people searching for your products, services, or posts. Ranking higher means more traffic, more leads, and more growth.

That’s why we’ve put together this guide where you’ll learn how Google’s algorithm works in 2025, reveal actionable steps you can implement right away to boost your rankings, and discover proven local SEO strategies for small businesses.

As a bonus, we’ll introduce you to CrawlWP, our excellent WordPress SEO plugin that helps index and track SEO performance of your website.

Understanding Google’s Algorithm in 2025

To rank higher on Google, you first need to understand how the search engine thinks. Google’s algorithm has evolved far beyond simply examining keywords on a page.

Today, it uses artificial intelligence and machine learning to interpret context, intent, and quality before deciding what content deserves those top spots.

In the past, you could trick the system with keyword stuffing or building hundreds of backlinks. Not anymore. Google is better, and its goal is clear: to show users the most relevant, trustworthy, and valuable results every time they search.

Here are some of the major factors shaping Google’s algorithm:

AI-Powered Search: Google now uses advanced AI like the Multitask Unified Model (MUM) to better understand what people are really asking. Instead of just matching keywords, it can figure out the meaning behind a question, handle complex searches, compare information, and even understand subtle differences in language.

Search Intent: Google prioritizes content that aligns with what users want; whether they’re asking a question, looking for a product, or navigating to a specific site.

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Google prefers content written by people who really know what they’re talking about. If an article comes from someone with real experience and knowledge, and the website is seen as reliable, it has a much better chance of ranking higher than a vague or generic post.

User Experience (UX): Factors such as how fast your site loads, its performance on mobile devices, and the overall user experience all impact your Google rankings. If visitors find your site easy to use, Google is more likely to rank it higher in search results.

Content Freshness: Google prefers new and up-to-date content. If your page appears outdated or hasn’t been updated in a long time, it may drop in search rankings.

In simple terms, Google’s algorithm rewards websites that prioritize serving people over search engines. If your content is helpful, your site is easy to use, and you keep things fresh, you’ll stand a much better chance of climbing the rankings.

How to Rank Higher on Google (13 Steps)

Now that you have a clear picture of how Google’s algorithm works, let’s look at the practical steps you can take to boost your rankings in 2025.

Step 1: Understand Keyword Basics

Many site owners say, “I want my website to rank on Google.” However, the truth is that websites don’t rank; individual pages do. And those pages rank for specific keywords.

Keywords, also called search queries, are the words or phrases people type into Google when looking for answers, products, or services. They’re the foundation of SEO because they connect what people are searching for with the content you publish.

Think of keywords as a bridge. On one side is the searcher, typing their question into Google. On the other side is your content. Keywords are the planks that connect the two; without the right ones, people can’t find you, no matter how great your content is.

Below are the main keyword types you should know:

Short-Tail Keywords: These are broad phrases, such as “SEO tips” or “running shoes.” They usually have a high search volume and are very competitive.

Long-Tail Keywords: These are more specific phrases like “best running shoes for flat feet in 2025“. They have less competition and often bring in highly targeted traffic.

Informational Keywords: These are used when people want knowledge, like “how to start a blog”.

Navigational Keywords: These are used when searching for a specific site or brand, like “Nike official site”.

Transactional/Buyer Keywords: These keywords show purchase intent, like “buy iPhone 15 online”.

To rank well, assign at least one primary keyword to each page on your website. Over time, as your site gains authority, those pages will often start ranking for multiple related keywords as well.

Step 2: Pick Low-Competition Keywords

Now that you understand the basics of keywords, the next step is to choose the right ones to target. One common mistake beginners make is going after highly competitive keywords too soon.

For example, trying to rank for broad terms like “SEO” or “weight loss” is nearly impossible for a new site, as these keywords are often dominated by established brands and authoritative websites.

Instead, start with low-competition keywords. These search terms don’t have too many websites competing for the top spots, making it easier for your pages to rank. Even though they might not attract millions of visitors, they can drive highly targeted traffic that converts more effectively.

How to Find Low-Competition Keywords

1. Use Keyword Research Tools: Platforms like Google Keyword Planner, Ahrefs, SEMrush, or Ubersuggest show you keyword difficulty scores. Look for terms with low difficulty but reasonable search volume.
2. Look for Long-Tail Keywords: Instead of targeting “running shoes,” aim for something more specific, such as “best running shoes for women with flat feet.” These are less competitive but often have high buying intent.
3. Analyze the Content Gap: Type the keyword into Google and examine the ranking pages to see what they cover. If they’re thin, outdated, or don’t fully answer the search query, that’s your opportunity to create something better.

Step 3: Target Buyer Intent Keywords

Buyer intent keywords are search terms people use when they’re ready (or almost ready) to take action, whether that’s making a purchase, booking a service, or signing up for something. Unlike informational searches, these keywords attract visitors who are more likely to convert into customers.

Common types of buyer intent keywords include:

• Transactional Keywords: This shows immediate purchase intent. Examples: “buy iPhone 17 online.”
• Commercial Investigation Keywords: These are used when people compare options before making a purchase. Examples: “best CRM software for small businesses.”

To uncover buyer intent keywords, start by looking for action-oriented phrases. Words like buy, order, book, discount, review, best, near me, top, and compare often signal that the searcher is close to making a decision. These keywords go beyond general interest and show an intent to purchase or take action.

You can also use keyword research tools such as SEMrush, Ahrefs, or Ubersuggest, which allow you to filter keywords by intent.

Another method is to study your competitors: analyzing the keywords their product or service pages are targeting can give you insight into the exact phrases already driving conversions in your niche.

Step 4: Match Keywords to Search Intent

Once you’ve identified your keywords, the next step is to ensure they align with search intent, which is the reason behind a user’s search.

A simple way to check intent is to open Chrome in Incognito mode (so your personal browsing history doesn’t affect the results). Then type in your keyword and pay attention to what shows up.

Here’s what to look for:

Top Results: What kind of pages are ranking? Are they blog tutorials, product pages, reviews, or list-style articles? This indicates the content format that Google believes best answers the query.

People Also Ask: Check the “People Also Ask” box that often appears in Google results. It shows the most popular questions users have about your keyword. Including answers to some of these in your content can make it more useful and increase your chances of ranking.

Autocomplete Suggestions: Start typing your keyword into Google’s search bar. The dropdown suggestions are real searches people make. Use them as ideas for subtopics or long-tail variations to add to your page.

By combining these three steps, you’ll know exactly what kind of content Google wants for your keyword and, more importantly, what your audience expects.

Once your keyword and intent are aligned, you’re ready to move on to the next step.

Step 5: Make Your Page Better Than the Current Winners

If you want to outrank the pages already holding top positions on Google, you’ll need to come up with at least one way your page will be better than those ranking at the top.

Rankings are competitive, and Google favors the content that delivers the most value. That means your page has to be better, not necessarily longer, but more helpful, accurate, and engaging.

To spark some ideas, here are a few common weaknesses we’ve noticed in top-ranking articles, along with suggestions on how you can use those gaps to create a better, more valuable page.

Step 6: Create High-Quality Content

Now that you’ve chosen the right keywords, aligned them with search intent, and learned how to improve on what’s already ranking, it’s time to create your content.

Google prioritizes helpful, original, and in-depth content. That doesn’t always mean longer articles; it means content that fully answers questions, is easy to read, and provides something unique. Your goal should be to give readers the best possible answer to their search query.

To do this:

• Use your keyword naturally in the title, first 100 words, and at least one subheading.
• Break your article into clear sections with H2s and H3s.
• Include visuals like images, charts, or examples to make it engaging.
• Add unique insights (case studies, data, personal experience) that set your content apart from competitors.
• Maintain readability by using short paragraphs, bullet points, and clear, concise language.

By focusing on content quality, you not only increase your chances of ranking but also build trust with your audience, which keeps them coming back.

Step 7: Optimize On-Page SEO

Once your content is ready, the next step is to ensure that both search engines and users can understand it clearly. This is where on-page SEO comes in.

On-page SEO refers to all the optimizations you make within your webpage itself, from titles and headings to links and images. Think of it as packaging your content in a way that Google can easily interpret and users enjoy reading.

How to Optimize Your On-Page SEO

1. Write Compelling Titles and Meta Descriptions: Your page title (H1) and meta description are often the first things people see in search results.

• Title tag: Keep it under 60 characters, include your primary keyword, and make it attention-grabbing.
• Meta description: Keep it under 160 characters, summarize your page clearly, and use action words that encourage clicks.

2. Structure Content with Headings: Headings (H2, H3, H4) are more than just design elements; they guide both Google and readers by showing the structure of your content. Use H2 for main sections and H3 for supporting points to create a clear hierarchy. Breaking long text into shorter, well-labeled sections also makes your content easier to read and keeps readers from feeling overwhelmed.

3. Add Internal and External Links: Linking within your content helps both users and search engines. Internal links guide readers to other relevant pages on your site, keeping them engaged and passing SEO value across your pages. External links, on the other hand, point to trustworthy sources and show Google that your content is well-researched.

4. Optimize Images: Images make content more engaging, but if they aren’t optimized, they can slow down your site and hurt SEO. Always use descriptive file names, such as “blue-running-shoes.jpg” instead of “IMG123.jpg,” so search engines understand what the image represents. Add alt text to describe each image, which improves accessibility and gives Google more context. Finally, compress your images to reduce file size and improve load speed without sacrificing quality.

5. Use Schema Markup: Schema, also known as structured data, helps Google better understand your content and display rich snippets in search results, such as star ratings, FAQs, and product prices. For example, if your page includes questions and answers, you can add FAQ schema, while product schema is useful if you’re selling items online. The easiest way to implement schema is by using plugins like FeedbackWP, which handle the technical side for you.

Step 8: Fix Broken Links

Broken links may seem like a minor issue, but they can significantly impact both user experience and SEO. Imagine clicking on a link expecting helpful content, only to land on a “404 Page Not Found.” Not only is it frustrating for visitors, but it also signals to Google that your site may be poorly maintained. A site with too many broken links can lose trust in the eyes of both users and search engines.

To avoid this, make it a habit to check your website for broken links and fix them regularly. There are several free and paid tools you can use, such as Ahrefs, Screaming Frog, or Broken Link Checker. These tools scan your site and provide a list of URLs that are no longer working, allowing you to identify and correct them quickly.

Step 9: Improve Page Experience (UX & Core Web Vitals)

After fixing broken links, the next step is to improve page experience, which refers to how users interact with and perceive your site. Google has made it clear that a positive UX is a ranking factor, and in 2025, Core Web Vitals are at the center of this.

Here are the main Core Web Vitals you should focus on:

• Largest Contentful Paint (LCP): How quickly the main content loads. Aim for under 2.5 seconds.
• First Input Delay (FID): How fast your site responds when a user interacts (like clicking a button). Aim for less than 100 milliseconds.
• Cumulative Layout Shift (CLS): How stable your page layout is as it loads. Avoid unexpected shifts like images or ads pushing text around.

To improve Core Web Vitals (and overall UX), try these practical steps:

• Speed up your site: Compress images, use a caching plugin, and consider a Content Delivery Network (CDN) to deliver content faster.
• Make navigation easy: Keep menus simple, ensure your site structure is clear, and avoid overwhelming users with too many options.
• Make your site mobile-friendly: Since most searches now come from mobile devices, make sure your design is responsive and touch-friendly.
• Cut down on intrusive pop-ups: Google may lower your rankings if pop-ups block your content, so keep them to a minimum and make it easy for users to close.
• Use clear design and typography: Choose fonts that are easy to read, keep paragraphs short, and use white space to make your content scannable.

When your site loads fast, is easy to use, and feels smooth across devices, users stay longer and engage more, and Google rewards that with higher rankings.

Step 10: Build High-Quality Backlinks

Keywords and content tell Google what your page is about, and backlinks tell Google why it should trust you. A backlink is simply another website linking to your page. In the eyes of Google, each link acts like a “vote of confidence.” The more high-quality, relevant sites that link to you, the more authority your site builds and the higher you can rank.

Google is good at spotting spammy or low-value links, so the focus should always be on quality over quantity. A single link from an authoritative site in your niche (say, HubSpot, Forbes, or an industry leader’s blog) is worth far more than dozens of random links from weak websites.

Here are a few practical ways to start building backlinks:

Create link-worthy content: Publish content that others naturally want to reference, such as detailed guides, original research, case studies, or infographics. When your content offers unique value, backlinks often come organically.

Guest posting: Reach out to relevant blogs or websites in your niche and contribute high-quality articles. In exchange, you can often include a link back to your site within the content or author bio.

Broken link building: Use tools like Ahrefs or Screaming Frog to find broken links on other sites in your industry. Then suggest your content as a replacement. This helps the site owner fix their broken link while earning you a backlink.

Build relationships: Networking matters. Connect with bloggers, journalists, and other site owners in your space. Over time, these relationships can lead to natural linking opportunities.

Tip: Avoid shortcuts like buying links, which can trigger penalties and harm your rankings. Instead, focus on earning backlinks through value and relevance.

Step 11: Track Performance & Improve

SEO isn’t a “set it and forget it” process. Even if you’ve done everything right, from keyword research to content creation and backlink building, you need to keep monitoring your performance.

You may ask why? The answer is because Google’s algorithm evolves, competitors publish new content, and user behavior changes over time. To maintain and improve your rankings, you must track what’s working and make ongoing improvements.

Start by setting up the right tracking tools:

Google Search Console (GSC): This allows you to see which keywords your pages rank for, how many clicks you’re getting, and spot indexing or technical issues.

Google Analytics (GA4): With this platform, you can track user behavior like how long visitors stay, which pages get the most engagement, and where your traffic comes from.

CrawlWP: This is an excellent plugin for WordPress users that brings search performance data from Google Search Console directly into your WordPress dashboard. You can track clicks, impressions, CTR, and average position, making it easy to spot issues and take action quickly. CrawlWP also provides indexing status, so you’ll know exactly when Google has indexed your content. Additionally, you can submit posts or pages for indexing directly from your dashboard.

Once you have your tools in place, focus on key metrics:

• Keyword rankings: Are your target keywords moving up in Google results?
• Organic traffic: Is the number of search visitors increasing month by month?
• Click-through rate (CTR): Are people actually clicking your listing? (If not, refine your meta titles and descriptions.)
• Bounce rate & dwell time: Are visitors staying to read, or leaving immediately? High engagement signals quality to Google.
• Conversions: Are visitors taking the action you want, making a purchase, signing up, or booking a call?

Based on what you discover, you’ll need to adjust your strategy. For example:

• If a page ranks on page 2 but not page 1, add more depth, update the content, and build more backlinks to improve its ranking.
• If you see high impressions but low clicks, rewrite your meta title and description to make them more appealing.
• If users are bouncing quickly, improve readability, add visuals, and refine your content to better match search intent.

The secret to long-term SEO success is iteration. Track, analyze, improve, and repeat. With CrawlWP giving you instant SEO stats and indexing insights, you’ll always know how your site is performing and what adjustments to make to stay ahead.

Local SEO Tips for Small Businesses

If you want your business to show up when people nearby search for your products or services, you’ll need to pay attention to local SEO. Ranking well in local search results requires a few additional steps beyond standard SEO practices.

The good news is that these steps are straightforward, and Google itself highlights them as essential for improving local visibility. By applying them, you can increase your chances of appearing in Google Maps, the local pack, and location-based searches.

Step 12: Optimize Your Google Business Profile

For businesses that serve customers locally, Google Business Profile (GBP) is one of the most important ranking factors for local SEO. A fully optimized profile not only helps you appear in Google Maps and the local pack but also builds trust with potential customers who are searching for your services nearby.

To set this up, claim and verify your profile at Google Business Profile. Once verified, make sure all your business information is accurate.

Next, choose the right business categories. Your primary category should describe your core service (e.g., “Plumber,” “Bakery,” “Digital Marketing Agency”), while secondary categories can highlight additional services you provide.

You should also add high-quality images and videos. Businesses with photos on their profile get more clicks, calls, and direction requests than those without. Upload pictures of your storefront, team, products, or recent work to give potential customers confidence in your business.

Step 13: Get Local Citations & Reviews

Once your Google Business Profile is optimized, the next step to strengthen your local SEO is to build local citations and encourage customer reviews.

Local citations are mentions of your business’s name, address, and phone number (NAP) across other trusted websites and directories. Common examples include Yelp, Yellow Pages, Bing Places, Apple Maps, TripAdvisor, and industry-specific directories. Consistent citations across these platforms help search engines verify your business’s legitimacy and improve your chances of appearing in local search results.

When creating citations, make sure your NAP details match exactly with what you’ve listed on your Google Business Profile and website. Even minor discrepancies like “St.” versus “Street” can confuse search engines and weaken your local SEO signals.

Alongside citations, reviews are one of the ranking factors in local SEO. Search engines use them as a trust signal, and customers rely on them to decide whether to do business with you. Aim to collect authentic, positive reviews on Google and other platforms relevant to your industry.

Here are a few practical ways to get more reviews:

• Ask satisfied customers directly after a purchase or service.
• Send a follow-up email or SMS with a review link.
• Display a “Review Us on Google” button or QR code in your store, website, or invoices.

Equally important is how you handle reviews. Respond politely to positive feedback to show appreciation and professionally address negative reviews to demonstrate accountability. Both customers and Google see this as a sign of a trustworthy business.

Bonus: CrawlWP

After applying all 13 steps, the final step is making sure search engines actually see and index your content quickly. You can create the best content in the world, but if Google doesn’t index it, you won’t rank. That’s where CrawlWP comes in.

CrawlWP is an excellent WordPress SEO plugin that takes care of the technical side of indexing and tracking your performance. Instead of waiting days (or even weeks) for search engines to discover your pages, CrawlWP instantly notifies Google, Bing, Yandex, Naver, and other search engines every time you publish, update, or delete content.

Here’s how CrawlWP helps you rank higher.

Instant Indexing: CrawlWP allows you to submit your posts and pages directly to search engines so they appear in search results faster.

Indexing Status: With CrawlWP, you can see exactly which pages are indexed and which need attention.

SEO Performance Tracking: CrawlWP includes an SEO Stats page that pulls insights directly from Google Search Console, allowing you to monitor rankings, impressions, and keyword performance—all from your WordPress dashboard.

That’s how to rank higher on Google!

Ranking higher on Google in 2025 requires a mix of grand strategy, technical optimization, and ongoing monitoring.

From understanding search intent and targeting the right keywords to optimizing on-page SEO, improving user experience, and building high-quality backlinks, each step plays a critical role in helping your content rank high.

Start applying these steps today, and over time, you’ll see your pages climb higher on Google, reaching the audience that matters most to your business.