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href="/blog/category/seo/general-seo/">General SEO</a></li></ul></div><h1 data-test="heading-text" class="sc-kLwhqv fjCyHV sc-eXlEPa dEBvkJ">Keyword Rankings: What They Are & How to Check Yours</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-fmciRz hfOGEl"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/203873905/">Rachel Handley</a></p><span data-test="date">Oct 29, 2024</span><span data-test="time-to-read">8 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributors: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/202082801/">Sydney Go</a> and <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/203169745/">Selina Scheumann</a></span></div><div class="sc-gKclnd jomabB sc-fIosxK ReiQc"><img 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href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-keyword-ranking%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22Keyword+Rankings%3A+What+They+Are+%26+How+to+Check+Yours%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fgoogle-keyword-ranking%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=Keyword Rankings: What They Are & How to Check Yours%0D%0Ahttps://www.semrush.com/blog/google-keyword-ranking/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div><div data-test="table-of-content" width="203" class="sc-iFMAIt htwcNM"><p data-test="text-content" class="sc-kLwhqv deatxS sc-iqVWFU fGctPO">TABLE OF CONTENTS</p></div></div><div data-parse="true" class="sc-gKclnd eBribL sc-lkgTHX fnqfqY"><article class="sc-jlRLRk brDSho -table-of-content-show" data-test="article-body"><p>Keyword rankings are both the goal and a measure of success in search engine optimization (SEO).</p><p>Let’s dive into what this means and how to improve rankings for your website.</p><h2 id="what-is-a-keyword-ranking">What Is a Keyword Ranking?</h2><p>A keyword ranking is a webpage’s position in organic (unpaid) search results for a given query. </p><p>For each keyword, Google ranks webpages based on how well their content satisfies the user's query.</p><p>Google may also display ads and extra elements known as SERP (search engine results page) features. Appearing for SERP features may also be considered rankings.</p><p>That means the results page may look like this:</p><figure class="easyimage easyimage-side"><picture><img alt="example SERP showing an ad, organic keyword rankings, and People Also Ask SERP feature" data-original="https://static.semrush.com/blog/uploads/media/24/f2/24f28dc132725a93961238f1fef072ae/7206c9fb44d01a2af8a635f8263d9f82/original.png" height="1535" loading="lazy" src="https://static.semrush.com/blog/uploads/media/24/f2/24f28dc132725a93961238f1fef072ae/7206c9fb44d01a2af8a635f8263d9f82/AD_4nXc8H6GCZmgi8ZPN_lWCCMd2kd2gWdSPfsgw19hpb-pcgbevlU3E7htyl4jHL-yDbBE1pV0w32CWu6Q5-mmoyl4B-J3UV2NWkOt9l_TU0R-XtX7ByJYtUB7TIQ6tv4OnHxvZTJCpBKtnuxs8kAwFAIRsovI.png" width="1010"/></picture></figure><p>Keyword rankings fluctuate all the time as Google strives to deliver the best results.</p><p>Your website’s keyword rankings depend on your content’s relevancy, quality, and usability. Which are each determined by numerous ranking factors.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Track your rankings for relevant keywords with the </em><a href="https://www.semrush.com/position-tracking/"><em>Position Tracking</em></a><em> tool. And get email alerts every time your keyword rankings improve or decline.</em></p></div></aside><h2 id="why-are-keyword-rankings-important">Why Are Keyword Rankings Important?</h2><p>Keyword rankings are important because they affect your website’s organic (unpaid) visibility and traffic.</p><p>The higher your keyword ranking position, the more likely users are to see and click your results. Which can lead to more visitors who might become customers.</p><p>In fact, the <a href="https://www.semrush.com/blog/state-of-search-2023/">average click-through rate (CTR)</a> for the top result on Google is about 22%. The result in 10th gets fewer impressions and has a CTR under 3%. </p><figure class="easyimage easyimage-side"><picture><img alt="Chart shows, for both mobile and desktop, the higher your organic position in the SERP the more click-throughs you may receive" data-original="https://static.semrush.com/blog/uploads/media/5a/e2/5ae22049104c8a61dd72c11db04f380e/bee0137f472ed7d1b5d2ea04292bf31a/original.png" height="975" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5a/e2/5ae22049104c8a61dd72c11db04f380e/bee0137f472ed7d1b5d2ea04292bf31a/AD_4nXenb8YfhOOLMQtoRpZCBhEGUSPhb2jATsbd8rM_5JUVEVVczP1N5W7pYPG6iYhKbR0PHZRGrJpwYPDTkt-grr4z2CM789FvD7KlIbdJWV3Z4ZBf5tYCUKAcgYlEnuTIj3-e1ruxJT_HUwfBwDJvo_VMBLKA.png" width="1010"/></picture></figure><p>That said, it’s also important to rank for the right kinds of keywords.</p><p>A high keyword ranking isn’t very useful if the query doesn’t get many searches or generate conversions (desirable actions) on your website.</p><h2 id="how-to-check-your-keyword-rankings">How to Check Your Keyword Rankings</h2><p>To check your keyword rankings, go to Semrush’s <a href="https://www.semrush.com/analytics/organic/">Organic Research</a> tool.</p><p>Enter your domain, choose your target country, and click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt="domain entered into tool" data-original="https://static.semrush.com/blog/uploads/media/c2/a2/c2a210a35765139a97582d2ea2914af3/30ec785e3c51aac8044e31a109537d5f/original.png" height="527" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c2/a2/c2a210a35765139a97582d2ea2914af3/30ec785e3c51aac8044e31a109537d5f/AD_4nXdotI0xtqqbF6ATXNSPQwv2pq0O9UaLnCeMYTmYUL3UaQ0ts2mO3KCGXOwuHnCe_wb9fgY2k0AEw4eWvT8FKn6tvsiOTxTyBWn6RG78daenDPfLbLw965rheK80zsZKqSOC2P68Bo8EzXQyUtoZHlKWkuI6.png" width="1010"/></picture></figure><p>Create or sign into your free account if you haven’t already. </p><p>Then, go to the “<strong>Positions</strong>” report.</p><figure class="easyimage easyimage-side"><picture><img alt="positions report highlighted, showing number of keywords, traffic, traffic cost, and organic search positions table" data-original="https://static.semrush.com/blog/uploads/media/f6/26/f626b56b2fe4c68591e1ecd636496772/a624052c33caa7d455a3d6849f4057a2/original.png" height="953" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f6/26/f626b56b2fe4c68591e1ecd636496772/a624052c33caa7d455a3d6849f4057a2/AD_4nXfAto1rPuLtFK0ugaORBdm4vYSl5nmNFbWftPdNcyYu4y4VWeckxGuu6bAW_YhmAc7-iClfM50yuBiwwRfqyo7FMFiGUhex6AHWqRolsOY_Tk2OPd6vLXJ1w4OlN0Kl4q6pGNqp6Sw0uErU1U0wQC-XMbI.png" width="1010"/></picture></figure><p>You’ll see a list of keywords you rank for. </p><p>The numbers in the “Position” column represent your site’s highest organic ranking for each keyword. (As of the date at the top or in the “Updated” column.)</p><p>And the “URL” column shows which webpage ranks for each corresponding keyword.</p><figure class="easyimage easyimage-side"><picture><img alt="keyword, position, URL ranking for that keyword, and last updated date" data-original="https://static.semrush.com/blog/uploads/media/d5/11/d511a28c34c0a5e3edfcc81b92c5e211/41b9648b5087bdae413b8916ac407f7c/original.png" height="953" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d5/11/d511a28c34c0a5e3edfcc81b92c5e211/41b9648b5087bdae413b8916ac407f7c/AD_4nXdyI_u44dRVPK-7URYF5obI41VkMrOGBRypH4RLoQT2Ss-5YNMTM3qGjCyh9DMbKx7i7trVMADnGX3k8BjGEut_-7t-edkpoKLOewbp9yCEecHMMoy3LX7BbW9DwnOTfyg0hJUnBYXTiAx9eENSr9PB3ao.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><a href="https://www.semrush.com/signup/get-free-trial/"><em>Claim your free Semrush trial</em></a><em> to see more results and access additional features.</em></p></div></aside><div></div><h3 id="understanding-keyword-metrics">Understanding Keyword Metrics</h3><p>The <a href="https://www.semrush.com/analytics/organic/">Organic Research</a> tool’s Positions report shows a variety of <a href="https://semrush.com/blog/keyword-metrics">keyword metrics</a>.</p><p>The following metrics are particularly useful for building an effective SEO strategy:</p><ul> <li><strong>Intent</strong>: The type of <a href="https://www.semrush.com/blog/search-intent/">search intent</a> behind the keyword (i.e., the general purpose of the search). This can be informational (I), navigational (N), commercial (C), or transactional (T). And indicates how likely the user is to convert.</li> <li><strong>Prev. position</strong>: Your ranking position in the previous period. For example, if you’re looking at today’s date then the previous period is yesterday. This allows you to measure your progress and check for any potential issues. <em>(</em><em><strong>Note</strong></em><em>: You may need to enable this column via the “</em><em><strong>Manage columns</strong></em><em>” button.)</em></li> <li><strong>SF</strong>: The number of SERP features that appear within the top 20 organic results. Click the number to see exactly which ones they are. Or click the icon to view the results page for yourself. You may want to optimize your content with these SERP feature opportunities in mind.</li> <li><strong>Traffic</strong>: The estimated amount of monthly organic traffic generated by the keyword ranking. This is based on the keyword search volume (described below) and average click-through rates.</li> <li><strong>Volume</strong>: The <a href="https://www.semrush.com/blog/keyword-search-volume/">keyword search volume</a> represents the average number of monthly searches a keyword gets. The higher the volume, the more traffic you may be able to generate by ranking highly for that keyword.</li> <li><strong>KD %</strong>: The <a href="https://www.semrush.com/blog/keyword-difficulty/">keyword difficulty</a> score, which indicates how hard it is to earn a top-10 organic SEO keyword ranking. The higher the score out of 100, the more competitive the keyword is. If you’re new to SEO, it’s smart to start with lower-difficulty keywords.</li></ul><div></div><h3 id="understanding-serp-features">Understanding SERP Features</h3><p>A SERP feature is any non-traditional result on a search results page.</p><p>Some SERP features form part of your website keyword rankings. Because they are enhancements made to your standard result.</p><p>If you see an icon in the “Position” column of the <a href="https://www.semrush.com/analytics/organic/">Organic Research</a> Positions report, it means your website ranks for a <a href="https://www.semrush.com/blog/serp-features-guide/">SERP feature</a>.</p><p>Hover on each icon to check what it represents. And click the blue link to learn more.</p><p>For example, the crown icon represents a <a href="https://www.semrush.com/blog/featured-snippets/">featured snippet</a>.</p><p>This is a special kind of organic result that contains a larger excerpt from your page. With the goal of providing instant information to the user.</p><p>It almost always appears in the #1 position. </p><figure class="easyimage easyimage-side"><picture><img alt="Featured Snippet is labeled as the first thing that appears besides AI Overview." data-original="https://static.semrush.com/blog/uploads/media/8f/a7/8fa728d439296fb4ecd4bdd4cc398e9a/78faf74363f74608b594f1eb15ea0fd7/original.jpeg" height="958" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8f/a7/8fa728d439296fb4ecd4bdd4cc398e9a/78faf74363f74608b594f1eb15ea0fd7/AD_4nXc41toqdaOJ-Qd5RCQqbQ6GS4Cb5Nkn-DPZaD7LrFOBsjobmcIw9b2jCJ58a-bO1gKWMANBlfhh_LgKZRZwWHhS5CH2C0cQ36bqbi--FvF_MGB-u3Qb07ljxJrc3I6_6r_nGcfC9q562dH3zJGRcztUst4.jpeg" width="1010"/></picture></figure><p>Standard results that contain other kinds of enhancements are called <a href="https://www.semrush.com/blog/rich-snippets/">rich snippets</a>.</p><p>For example, here’s a rich snippet with reviews, sitelinks, and an image:</p><figure class="easyimage easyimage-side"><picture><img alt="A recipe SERP listing has rich snippet features like number of ratings and reviews, sitelinks, and an image" data-original="https://static.semrush.com/blog/uploads/media/7c/88/7c88ee9e14d8b0ad94346e62182af0d3/7dd7bb3c7ab797d4726c626b8d43d049/original.png" height="455" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7c/88/7c88ee9e14d8b0ad94346e62182af0d3/7dd7bb3c7ab797d4726c626b8d43d049/AD_4nXf_BJvRCOwm6Fhqc23Lgw9UuSCCiaQXp8N2VtejaYL0Ohd1CvLovpJb7flh-rQRuNs_KmTtVPWeoGN61y2sxZ5dXrKXGTRsFTy1KoUsGfGPCgOr5OzIM9PBfg_kBIe4_SO3AAYYtT04DKpDedvU4Y31aDdY.png" width="1010"/></picture></figure><p>Other kinds of SERP features <strong>do not</strong> have keyword ranking positions. Because they’re extra elements that aren’t based on standard ranking factors.</p><p>But they can still drive organic traffic to your website.</p><p>For example, the <a href="https://www.semrush.com/blog/google-knowledge-panel/">knowledge panel</a> isn’t considered to have a traditional ranking position.</p><figure class="easyimage easyimage-side"><picture><img alt="when searching apple, a google knowledge panel appears on the right side of the SERP with info about the company Apple" data-original="https://static.semrush.com/blog/uploads/media/df/49/df493678790f3125b4824919e64d0929/800601df5519d453f8d5570ff06c187f/original.png" height="985" loading="lazy" src="https://static.semrush.com/blog/uploads/media/df/49/df493678790f3125b4824919e64d0929/800601df5519d453f8d5570ff06c187f/AD_4nXdIxweMpY0QygAodIM_6FqvyPG1hq3Ov35Qtj_3WRG25aVd2JyK9jndfCg1VR6Z-Aj_4FHbu5DVdPmvJXrW4csUHYVdEPMRTwb8V6lvIuLN-aY6EyhZhsnuUW9aE01HLPoqNxIQwslA7E9TTKcVIrqrp50.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Use the </em><a href="https://www.semrush.com/analytics/keywordoverview/"><em>Keyword Overview</em></a><em> tool to analyze the SERP of your chosen keyword. It shows which SERP features occupy </em><em>keyword ranking positions and which ones don’t.</em><br/> </p><p><img alt="SERP Analysis section shows top urls are a twitter carousel, top stories sep feature, an organic listing at number 1, another top stories serp feature, then organic listings 2 and 3" src="https://static.semrush.com/blog/uploads/media/7a/54/7a5468c1a5da58f7b449758daa80d64f/c4f8bddbc623eb7c041da98df2ac6962/AD_4nXciiJyLb9C-9NrcZ3pwMG7F-vZEmCDvAK7OmIRhfWRtp8yB12j_3sFDhBLjqajR9E1Kk520Qu0wPFlNQPCtj80gyjyjjqhHkAC8vPp0OAE7GaeqO4w_Kf6bgjazvBSce_Oeq1_nvDfpMJQTTQE6A5hkjD5z.png" loading="lazy" width="1010" height="972"/></p></div></aside><h2 id="5-steps-to-improve-your-keyword-rankings">5 Steps to Improve Your Keyword Rankings</h2><p>Follow these five basic steps to improve your SEO keyword rankings:</p><h3 id="1--find-lower-difficulty-keywords">1. Find Lower-Difficulty Keywords</h3><p>Lower-difficulty keywords are terms that attract weaker competition from other sites. Usually because they have lower search volumes and more specific intents.</p><p>As a result, fewer sites target those queries. And it’s easier for you to rank highly.</p><p><strong>High rankings for low-volume keywords tend to drive better results than low rankings for high-volume keywords.</strong></p><p>After all, few users venture beyond <a href="https://www.semrush.com/blog/get-on-first-page-of-google/">the first page of Google</a>. And of those that do, only a tiny percentage click a result they find there.</p><p>You can find low-difficulty keywords to target with Semrush’s <a href="https://www.semrush.com/analytics/keywordmagic/">Keyword Magic Tool</a>.</p><p>Enter a term to base your search around and add your domain. (If you haven’t already, you’ll need to claim your free Semrush trial.)</p><p>Then, choose your target country and click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt="keyword and domain entered into tool" data-original="https://static.semrush.com/blog/uploads/media/f8/05/f80573ae9c2518eaa371bb096c10e567/386f12e59b5bbd9f602794c3f7404ee7/original.png" height="633" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f8/05/f80573ae9c2518eaa371bb096c10e567/386f12e59b5bbd9f602794c3f7404ee7/AD_4nXddnqr-tP_z-zoE4sBM0cF1jaivXX0kgMEicr6xXxSUSg1oGlXwXVHsUqCozGawDxGAJz8mKmytK1l73FILGrW5K73mPsyFfubht7xAVSPLgIYiQwd-WjdoMlo73taLIB59A3IHqSa9f_LtA0TL06YrKTgF.png" width="1010"/></picture></figure><p>The tool will present “Broad Match” keywords that contain your starting term or a close variation. And calculate a personal keyword difficulty (PKD %) score for each one.</p><p>This represents how difficult it is to rank highly<strong> for your domain in particular</strong>.</p><figure class="easyimage easyimage-side"><picture><img alt="keyword column, personal keyword difficulty, and KD columns highlighted" data-original="https://static.semrush.com/blog/uploads/media/07/1f/071f5767e1f6bc224848c6b2321c270e/30a6e2a7ec30febb85231af7227d6566/original.png" height="950" loading="lazy" src="https://static.semrush.com/blog/uploads/media/07/1f/071f5767e1f6bc224848c6b2321c270e/30a6e2a7ec30febb85231af7227d6566/AD_4nXcBXjqmcbXifJaxIhiuV_LPyyGahBaVvQpNCX83s6ai-lAAq4WdDqUXBFI9IRDVpCHAgOv_jmLQRDA_1bacjBWd5KfLRHIVas-7oIRsYHK6SKE6FT7Yk4R_kfF0m67LgVdheiIhIGtIEGs_lLaLWSqItu0.png" width="1010"/></picture></figure><p>Use the “<strong>Personal KD %</strong>” filter to focus on keywords in your chosen difficulty range.</p><p>For example, keywords with a score of 0% to 29% are considered very easy or easy to rank for. </p><figure class="easyimage easyimage-side"><picture><img alt="PKD filter applied" data-original="https://static.semrush.com/blog/uploads/media/a1/f2/a1f2b98501f256717b6b1e85ad5c8bfc/49c9eeb6807bfed3459c3e5938544c35/original.png" height="957" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a1/f2/a1f2b98501f256717b6b1e85ad5c8bfc/49c9eeb6807bfed3459c3e5938544c35/AD_4nXep6zEUrDKia6HCAGoRF_pDLKIS-mTq6GyWGSfnOe34z2qzzGxTnzvT_cxSJpdpbBXQYQLWh3UGkLq7kF7ZIgFCYuw9yMXaTTRQw0uqZP9DEpsb1u7Mw-YpdlVoALq4izlKNO9_3pASlDvvN6UXadbDJBw.png" width="1010"/></picture></figure><p>If you already rank for a keyword, you’ll see your ranking position in the “Keyword” column.</p><figure class="easyimage easyimage-side"><picture><img alt="blue bubble appears next to a keyword with text that says #17, meaning this domain ranks 17th for that keyword in the SERP" data-original="https://static.semrush.com/blog/uploads/media/5c/5b/5c5bd9b3f11a5603f61b06ab5ebbacfa/a97dc2dbf000f8c5b41b1e17a305d9de/original.png" height="869" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5c/5b/5c5bd9b3f11a5603f61b06ab5ebbacfa/a97dc2dbf000f8c5b41b1e17a305d9de/AD_4nXeutmG-NVyKy6KQFubv_Qljv-_627TV_v6tGSf6nM7wg2umn1P7lmrzfwAN6OyXQYkhSNhZQ2k7EHkjdkTx79xXORghn3MOZQ5HzeyBq3YWQ6fC7VE7zbi173n7HGrnY0cKnGHpVTZHL9rveMctgS93c7su.png" width="1010"/></picture></figure><p>Boosting existing rankings tends to be quicker and easier than establishing new rankings. Because you already have a foundation to build on.</p><p>In the following sections, you’ll learn how to target your chosen keywords effectively.</p><h3 id="2--satisfy-search-intent">2. Satisfy Search Intent</h3><p><a href="https://www.semrush.com/blog/search-intent/">Search intent</a> is the purpose behind a user’s query.</p><p>For example, people who search “best running shoes” generally want an article with information and recommendations. Rather than an ecommerce page.</p><p>Understanding and meeting search intent is key to ranking highly. Because Google tries to give its users the most satisfactory results.</p><p>It can also boost clicks and conversions by aligning with what users expect to find.</p><p>You can analyze search intent when you do <a href="https://www.semrush.com/blog/keyword-research/">keyword research</a> in Semrush.</p><p>The “Intent” metric shows the type(s) of search intent behind the keyword. Which can be:</p><table> <tbody> <tr> <td> <p><strong>Intent Type</strong></p> </td> <td> <p><strong>Description</strong></p> </td> <td> <p><strong>Keyword Example</strong></p> </td> </tr> <tr> <td> <p>Informational (I)</p> </td> <td> <p>The user wants to find general information</p> </td> <td> <p>“how to start running”</p> </td> </tr> <tr> <td> <p>Navigational (N)</p> </td> <td> <p>The user wants to visit a particular website or webpage</p> </td> <td> <p>“nike website”</p> </td> </tr> <tr> <td> <p>Commercial (C)</p> </td> <td> <p>The user wants to research a brand, product, or service</p> </td> <td> <p>“best running shoes”</p> </td> </tr> <tr> <td> <p>Transactional (T)</p> </td> <td> <p>The user wants to complete an action</p> </td> <td> <p>“buy running shoes”</p> </td> </tr> </tbody></table><p>For a better understanding, click the “View SERP” icon and look at the results for yourself.</p><figure class="easyimage easyimage-side"><picture><img alt="intent column highlighted in Keyword Magic Tool and view SERP icon labeled" data-original="https://static.semrush.com/blog/uploads/media/03/d3/03d38a7812fe4f7bf1e42deb8e903565/0b55f101fa37aa0fcb51771c8eff488b/original.png" height="869" loading="lazy" src="https://static.semrush.com/blog/uploads/media/03/d3/03d38a7812fe4f7bf1e42deb8e903565/0b55f101fa37aa0fcb51771c8eff488b/AD_4nXexMjn1RBKsRj_yb2go7eA4RpEEGQXPdK2PP0uuyCVKXfhtio0DrGzQ23avlkO50W91alWJ1eBk5qFDYj4Tx9JZkwPhf1nGMFnfIdA5yfUqnr4TVUIAC_8umiytWkYlexan6opsXR3iqMAmdLOTYb_EZmi8.png" width="1010"/></picture></figure><h3 id="3--provide-more-value-than-your-competitors">3. Provide More Value Than Your Competitors</h3><p>If your content provides more value than competitors’, Google has good reason to rank it higher.</p><p>You can offer more value than your competitors by focusing on <strong>information gain</strong>.</p><p>Basically, this involves adding new insights, perspectives, or original data that other content lacks.</p><p>For example, you could try:</p><ul> <li>Conducting original research and sharing findings using your content</li> <li>Creating new images and videos to enhance users’ understanding</li> <li>Quoting subject matter experts to add authority and depth</li> <li>Enriching your content with interactive elements (e.g., quizzes and tools)</li> <li>Covering a topic more comprehensively than your rivals</li> <li>Providing unique insights or ideas based on first-hand experience</li></ul><p>Check out top-ranking content on the SERP to see what you’re up against. And look for weaknesses or opportunities you can capitalize on.</p><aside class="tip-box"><div class="tip-box_title"><p><em>Tip</em></p></div><div class="tip-box_text-wrapper"><p><em>Use the <a href="https://www.semrush.com/app/serp-gap-analyzer/">SERP Gap Analyzer</a> to quickly identify weaknesses on a SERP, providing you with clear suggestions on how to enhance your own pages. </em><br/> </p><p><em>This tool analyzes the current top-performing pages for your targeted keywords and pinpoints where they fall short. </em><br/> </p><p></p><figure class="easyimage easyimage-side"><picture><source type="image/webp" srcSet="https://static.semrush.com/blog/uploads/media/20/a8/20a8342295a273e3a1036276a78a5ef7/be67b5f61d9568fcb61a3720697a3091/AD_4nXcqDn4ZKk4_2wiOiFuOxe3ANS8DiIIf90hTojZEZ7tUZnILvYnO7YU-J0vqdUqKVaPSjy18us0viKWmJuUomecM-mSrk4f15nT11eCIXLew7b4q-6OSOiXxD8Mzn4DaYPiAtcIKrw.webp" alt="AD_4nXcqDn4ZKk4_2wiOiFuOxe3ANS8DiIIf90hTojZEZ7tUZnILvYnO7YU-J0vqdUqKVaPSjy18us0viKWmJuUomecM-mSrk4f15nT11eCIXLew7b4q-6OSOiXxD8Mzn4DaYPiAtcIKrw?key=h31EBb0NLm8hrMIZNsQ_PN4n"/><img src="https://static.semrush.com/blog/uploads/media/20/a8/20a8342295a273e3a1036276a78a5ef7/be67b5f61d9568fcb61a3720697a3091/AD_4nXcqDn4ZKk4_2wiOiFuOxe3ANS8DiIIf90hTojZEZ7tUZnILvYnO7YU-J0vqdUqKVaPSjy18us0viKWmJuUomecM-mSrk4f15nT11eCIXLew7b4q-6OSOiXxD8Mzn4DaYPiAtcIKrw" data-original="https://static.semrush.com/blog/uploads/media/20/a8/20a8342295a273e3a1036276a78a5ef7/be67b5f61d9568fcb61a3720697a3091/original" alt="AD_4nXcqDn4ZKk4_2wiOiFuOxe3ANS8DiIIf90hTojZEZ7tUZnILvYnO7YU-J0vqdUqKVaPSjy18us0viKWmJuUomecM-mSrk4f15nT11eCIXLew7b4q-6OSOiXxD8Mzn4DaYPiAtcIKrw?key=h31EBb0NLm8hrMIZNsQ_PN4n" loading="lazy" width="1010" height="688"/></picture></figure><p></p></div></aside><h3 id="4--put-keywords-in-the-right-places">4. Put Keywords in the Right Places</h3><p>Putting the right keywords in the right places helps Google understand that your content is relevant.</p><p>But you need to tread carefully. Forcing keywords where they don’t belong is considered a spammy practice. And can lead to a Google penalty that harms your rankings.</p><p>We recommend that you choose a relevant <a href="https://www.semrush.com/blog/primary-keywords/">primary keyword</a> for each page.</p><p>And use it in the following locations:</p><ul> <li><a href="https://www.semrush.com/blog/title-tag/"><strong>Title tag</strong></a>: The HTML page title</li> <li><a href="https://www.semrush.com/blog/h1-tag/"><strong>H1 tag</strong></a>: This should contain your main on-page title</li> <li><a href="https://www.semrush.com/blog/what-is-a-url-slug/"><strong>URL slug</strong></a>: The unique part of the webpage address</li></ul><p>Then, weave your primary keyword and other relevant keywords (<a href="https://www.semrush.com/blog/secondary-keywords/">secondary keywords</a>) into the body content. And the following elements, where natural:</p><ul> <li><a href="https://www.semrush.com/blog/alt-text/"><strong>Alt text</strong></a>: Image descriptions provided for SEO and accessibility purposes</li> <li><a href="https://www.semrush.com/blog/header-tag/"><strong>Subheading tags</strong></a>: H2s, H3s, etc.</li></ul><p>Always make sure to use keywords in their grammatically correct form. </p><p>For example, people might search for “running shoes nike.” But you should use a variant like “Nike running shoes” instead.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Get help optimizing your content with Semrush’s </em><a href="https://www.semrush.com/swa/"><em>SEO Writing Assistant</em></a><em>.</em></p></div></aside><h3 id="5--build-high-quality-backlinks">5. Build High-Quality Backlinks</h3><p><a href="https://www.semrush.com/blog/what-are-backlinks/">Backlinks</a> are links from other websites that point to your website. By linking to your content, other sites indicate that they value your content.</p><p>Which can lead Google to show your content more prominently in search results.</p><p>While the quantity of your backlinks is important, high-quality backlinks—from authoritative, reputable websites—carry more weight. Google favors these backlinks as indicators of credibility and reliability.</p><p>The process of trying to build valuable backlinks is called <a href="https://www.semrush.com/blog/link-building/">link building</a>.</p><p>Here’s a quick introduction to some tactics you can use:</p><ul> <li>Conduct original research, then encourage industry bloggers to share your findings</li> <li>Try to recover your lost backlinks and fix any broken backlinks</li> <li>Find and respond to relevant media requests (e.g., journalist requests for expert commentary)</li> <li>Provide case studies or testimonials for your suppliers’ websites</li> <li>Look for unlinked references to your brand and ask the creators to link them</li></ul><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Get help building backlinks with Semrush’s </em><a href="https://www.semrush.com/link_building/"><em>Link Building Tool</em></a><em>.</em></p></div></aside><h2 id="track-your-keyword-rankings">Track Your Keyword Rankings</h2><p>Track your keyword rankings over time using Semrush’s <a href="https://www.semrush.com/position-tracking/">Position Tracking</a> tool.</p><p>It records your positions for target keywords every 24-48 hours. So you can easily monitor your progress and check for any issues.</p><figure class="easyimage easyimage-side"><picture><img alt="Position Tracking visibility report showing fluctuations and Rankings Overview table shows keyword with metrics like keyword rankings over time" data-original="https://static.semrush.com/blog/uploads/media/41/8d/418dc9134c85d1f74966f47676efa946/26c03e3cdf057fa3f9d8cf408dd848f3/original.png" height="1120" loading="lazy" src="https://static.semrush.com/blog/uploads/media/41/8d/418dc9134c85d1f74966f47676efa946/26c03e3cdf057fa3f9d8cf408dd848f3/AD_4nXfJIB0HRMmEwmsOdQe-QF9-IEoW56kBfk9Sagr2TX_HJIc-rfFi3Td2ayZHwv3m7KyAXNhgJ4ZrXYBzivsgxfziIY1k_5f29hjEX9XY2ofWPWSwAkgTIMqKdxUlWOHeCbzWvWVj1u6jATwgNx6K6VVoF-4c.png" width="1010"/></picture></figure><p>You can also sign up for ranking alerts, check rankings on a page-by-page basis, see where your site appears in paid results, and much more.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-edERGn fvqybF"><span 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query.","previewImage":"https://static.semrush.com/blog/uploads/media/67/f2/67f28ebdb1f787e0bd764e0c759f63c2/keyword-ranking-how-to-track-your-keywords-on-google.svg","socialImage":"https://static.semrush.com/blog/uploads/media/17/cb/17cb9d02f62bc3620c4a70b4186aacbb/keyword-ranking-how-to-track-your-keywords-on-google-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/67/f2/67f28ebdb1f787e0bd764e0c759f63c2/extra.png","altPreviewImage":"keyword ranking","altSocialImage":"keyword ranking","hidePreviewImage":0,"publishedAt":1626525900000,"editedAt":1730208960000,"metaTitle":"Keyword Ranking: How to Track Your Google Rankings (For Free)","metaDescription":"A keyword ranking is a webpage’s position in standard search engine results for a given search query.","schemaOrg":"{}","author":{"id":203873905,"alias":"","name":"Rachel Handley","photo":"https://static.semrush.com/blog/uploads/user/59/18/5918234af2275cd23b52d3892021ac4b/rachel_handley_headshot.jpg","photoMask":"flower","company":"Semrush","position":"Senior Content Writer","bio":"Rachel has been a digital marketer for over 12 years. Having worked both in-house and agency-side, she has a wide range of experiences to draw on in her writing. She specializes in creating beginner-friendly articles on topics including keyword research, on-page SEO, and content creation.","socials":{"webSite":"https://www.semrush.com/","twitter":"https://twitter.com/rh_copywriter","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/rachelhandleycopywriter/"},"isPublic":true,"expertise":["content writing","content strategy","keyword research","on-page seo"],"education":[{"establishment":"Newcastle University","degree":"BA in Linguistics","link":"https://www.ncl.ac.uk/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":30591,"enabled":false,"value":[]}},"critical":{"article-content":{"id":30591,"content":"\u003cp\u003eKeyword rankings are both the goal and a measure of success in search engine optimization (SEO).\u003c/p\u003e\u003cp\u003eLet’s dive into what this means and how to improve rankings for your website.\u003c/p\u003e\u003ch2\u003eWhat Is a Keyword Ranking?\u003c/h2\u003e\u003cp\u003eA keyword ranking is a webpage’s position in organic (unpaid) search results for a given query. \u003c/p\u003e\u003cp\u003eFor each keyword, Google ranks webpages based on how well their content satisfies the user's query.\u003c/p\u003e\u003cp\u003eGoogle may also display ads and extra elements known as SERP (search engine results page) features. Appearing for SERP features may also be considered rankings.\u003c/p\u003e\u003cp\u003eThat means the results page may look like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"example SERP showing an ad, organic keyword rankings, and People Also Ask SERP feature\" data-original=\"https://static.semrush.com/blog/uploads/media/24/f2/24f28dc132725a93961238f1fef072ae/7206c9fb44d01a2af8a635f8263d9f82/original.png\" height=\"1535\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/24/f2/24f28dc132725a93961238f1fef072ae/7206c9fb44d01a2af8a635f8263d9f82/AD_4nXc8H6GCZmgi8ZPN_lWCCMd2kd2gWdSPfsgw19hpb-pcgbevlU3E7htyl4jHL-yDbBE1pV0w32CWu6Q5-mmoyl4B-J3UV2NWkOt9l_TU0R-XtX7ByJYtUB7TIQ6tv4OnHxvZTJCpBKtnuxs8kAwFAIRsovI.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eKeyword rankings fluctuate all the time as Google strives to deliver the best results.\u003c/p\u003e\u003cp\u003eYour website’s keyword rankings depend on your content’s relevancy, quality, and usability. Which are each determined by numerous ranking factors.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eTrack your rankings for relevant keywords with the \u003c/em\u003e\u003ca href=\"https://www.semrush.com/position-tracking/\"\u003e\u003cem\u003ePosition Tracking\u003c/em\u003e\u003c/a\u003e\u003cem\u003e tool. And get email alerts every time your keyword rankings improve or decline.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch2\u003eWhy Are Keyword Rankings Important?\u003c/h2\u003e\u003cp\u003eKeyword rankings are important because they affect your website’s organic (unpaid) visibility and traffic.\u003c/p\u003e\u003cp\u003eThe higher your keyword ranking position, the more likely users are to see and click your results. Which can lead to more visitors who might become customers.\u003c/p\u003e\u003cp\u003eIn fact, the \u003ca href=\"https://www.semrush.com/blog/state-of-search-2023/\"\u003eaverage click-through rate (CTR)\u003c/a\u003e for the top result on Google is about 22%. The result in 10th gets fewer impressions and has a CTR under 3%. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Chart shows, for both mobile and desktop, the higher your organic position in the SERP the more click-throughs you may receive\" data-original=\"https://static.semrush.com/blog/uploads/media/5a/e2/5ae22049104c8a61dd72c11db04f380e/bee0137f472ed7d1b5d2ea04292bf31a/original.png\" height=\"975\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5a/e2/5ae22049104c8a61dd72c11db04f380e/bee0137f472ed7d1b5d2ea04292bf31a/AD_4nXenb8YfhOOLMQtoRpZCBhEGUSPhb2jATsbd8rM_5JUVEVVczP1N5W7pYPG6iYhKbR0PHZRGrJpwYPDTkt-grr4z2CM789FvD7KlIbdJWV3Z4ZBf5tYCUKAcgYlEnuTIj3-e1ruxJT_HUwfBwDJvo_VMBLKA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThat said, it’s also important to rank for the right kinds of keywords.\u003c/p\u003e\u003cp\u003eA high keyword ranking isn’t very useful if the query doesn’t get many searches or generate conversions (desirable actions) on your website.\u003c/p\u003e\u003ch2\u003eHow to Check Your Keyword Rankings\u003c/h2\u003e\u003cp\u003eTo check your keyword rankings, go to Semrush’s \u003ca href=\"https://www.semrush.com/analytics/organic/\"\u003eOrganic Research\u003c/a\u003e tool.\u003c/p\u003e\u003cp\u003eEnter your domain, choose your target country, and click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"domain entered into tool\" data-original=\"https://static.semrush.com/blog/uploads/media/c2/a2/c2a210a35765139a97582d2ea2914af3/30ec785e3c51aac8044e31a109537d5f/original.png\" height=\"527\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c2/a2/c2a210a35765139a97582d2ea2914af3/30ec785e3c51aac8044e31a109537d5f/AD_4nXdotI0xtqqbF6ATXNSPQwv2pq0O9UaLnCeMYTmYUL3UaQ0ts2mO3KCGXOwuHnCe_wb9fgY2k0AEw4eWvT8FKn6tvsiOTxTyBWn6RG78daenDPfLbLw965rheK80zsZKqSOC2P68Bo8EzXQyUtoZHlKWkuI6.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eCreate or sign into your free account if you haven’t already. \u003c/p\u003e\u003cp\u003eThen, go to the “\u003cstrong\u003ePositions\u003c/strong\u003e” report.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"positions report highlighted, showing number of keywords, traffic, traffic cost, and organic search positions table\" data-original=\"https://static.semrush.com/blog/uploads/media/f6/26/f626b56b2fe4c68591e1ecd636496772/a624052c33caa7d455a3d6849f4057a2/original.png\" height=\"953\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f6/26/f626b56b2fe4c68591e1ecd636496772/a624052c33caa7d455a3d6849f4057a2/AD_4nXfAto1rPuLtFK0ugaORBdm4vYSl5nmNFbWftPdNcyYu4y4VWeckxGuu6bAW_YhmAc7-iClfM50yuBiwwRfqyo7FMFiGUhex6AHWqRolsOY_Tk2OPd6vLXJ1w4OlN0Kl4q6pGNqp6Sw0uErU1U0wQC-XMbI.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll see a list of keywords you rank for. \u003c/p\u003e\u003cp\u003eThe numbers in the “Position” column represent your site’s highest organic ranking for each keyword. (As of the date at the top or in the “Updated” column.)\u003c/p\u003e\u003cp\u003eAnd the “URL” column shows which webpage ranks for each corresponding keyword.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword, position, URL ranking for that keyword, and last updated date\" data-original=\"https://static.semrush.com/blog/uploads/media/d5/11/d511a28c34c0a5e3edfcc81b92c5e211/41b9648b5087bdae413b8916ac407f7c/original.png\" height=\"953\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d5/11/d511a28c34c0a5e3edfcc81b92c5e211/41b9648b5087bdae413b8916ac407f7c/AD_4nXdyI_u44dRVPK-7URYF5obI41VkMrOGBRypH4RLoQT2Ss-5YNMTM3qGjCyh9DMbKx7i7trVMADnGX3k8BjGEut_-7t-edkpoKLOewbp9yCEecHMMoy3LX7BbW9DwnOTfyg0hJUnBYXTiAx9eENSr9PB3ao.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/signup/get-free-trial/\"\u003e\u003cem\u003eClaim your free Semrush trial\u003c/em\u003e\u003c/a\u003e\u003cem\u003e to see more results and access additional features.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/organic/\" show_input=\"false\" header=\"Check Your Keyword Rankings\" text=\"with the Organic Research Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003eUnderstanding Keyword Metrics\u003c/h3\u003e\u003cp\u003eThe \u003ca href=\"https://www.semrush.com/analytics/organic/\"\u003eOrganic Research\u003c/a\u003e tool’s Positions report shows a variety of \u003ca href=\"https://semrush.com/blog/keyword-metrics\"\u003ekeyword metrics\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eThe following metrics are particularly useful for building an effective SEO strategy:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eIntent\u003c/strong\u003e: The type of \u003ca href=\"https://www.semrush.com/blog/search-intent/\"\u003esearch intent\u003c/a\u003e behind the keyword (i.e., the general purpose of the search). This can be informational (I), navigational (N), commercial (C), or transactional (T). And indicates how likely the user is to convert.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003ePrev. position\u003c/strong\u003e: Your ranking position in the previous period. For example, if you’re looking at today’s date then the previous period is yesterday. This allows you to measure your progress and check for any potential issues. \u003cem\u003e(\u003c/em\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: You may need to enable this column via the “\u003c/em\u003e\u003cem\u003e\u003cstrong\u003eManage columns\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e” button.)\u003c/em\u003e\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eSF\u003c/strong\u003e: The number of SERP features that appear within the top 20 organic results. Click the number to see exactly which ones they are. Or click the icon to view the results page for yourself. You may want to optimize your content with these SERP feature opportunities in mind.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eTraffic\u003c/strong\u003e: The estimated amount of monthly organic traffic generated by the keyword ranking. This is based on the keyword search volume (described below) and average click-through rates.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eVolume\u003c/strong\u003e: The \u003ca href=\"https://www.semrush.com/blog/keyword-search-volume/\"\u003ekeyword search volume\u003c/a\u003e represents the average number of monthly searches a keyword gets. The higher the volume, the more traffic you may be able to generate by ranking highly for that keyword.\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eKD %\u003c/strong\u003e: The \u003ca href=\"https://www.semrush.com/blog/keyword-difficulty/\"\u003ekeyword difficulty\u003c/a\u003e score, which indicates how hard it is to earn a top-10 organic SEO keyword ranking. The higher the score out of 100, the more competitive the keyword is. If you’re new to SEO, it’s smart to start with lower-difficulty keywords.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/organic/\" show_input=\"false\" header=\"Check Your Keyword Rankings\" text=\"with the Organic Research Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch3\u003eUnderstanding SERP Features\u003c/h3\u003e\u003cp\u003eA SERP feature is any non-traditional result on a search results page.\u003c/p\u003e\u003cp\u003eSome SERP features form part of your website keyword rankings. Because they are enhancements made to your standard result.\u003c/p\u003e\u003cp\u003eIf you see an icon in the “Position” column of the \u003ca href=\"https://www.semrush.com/analytics/organic/\"\u003eOrganic Research\u003c/a\u003e Positions report, it means your website ranks for a \u003ca href=\"https://www.semrush.com/blog/serp-features-guide/\"\u003eSERP feature\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eHover on each icon to check what it represents. And click the blue link to learn more.\u003c/p\u003e\u003cp\u003eFor example, the crown icon represents a \u003ca href=\"https://www.semrush.com/blog/featured-snippets/\"\u003efeatured snippet\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eThis is a special kind of organic result that contains a larger excerpt from your page. With the goal of providing instant information to the user.\u003c/p\u003e\u003cp\u003eIt almost always appears in the #1 position. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Featured Snippet is labeled as the first thing that appears besides AI Overview.\" data-original=\"https://static.semrush.com/blog/uploads/media/8f/a7/8fa728d439296fb4ecd4bdd4cc398e9a/78faf74363f74608b594f1eb15ea0fd7/original.jpeg\" height=\"958\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8f/a7/8fa728d439296fb4ecd4bdd4cc398e9a/78faf74363f74608b594f1eb15ea0fd7/AD_4nXc41toqdaOJ-Qd5RCQqbQ6GS4Cb5Nkn-DPZaD7LrFOBsjobmcIw9b2jCJ58a-bO1gKWMANBlfhh_LgKZRZwWHhS5CH2C0cQ36bqbi--FvF_MGB-u3Qb07ljxJrc3I6_6r_nGcfC9q562dH3zJGRcztUst4.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eStandard results that contain other kinds of enhancements are called \u003ca href=\"https://www.semrush.com/blog/rich-snippets/\"\u003erich snippets\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eFor example, here’s a rich snippet with reviews, sitelinks, and an image:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A recipe SERP listing has rich snippet features like number of ratings and reviews, sitelinks, and an image\" data-original=\"https://static.semrush.com/blog/uploads/media/7c/88/7c88ee9e14d8b0ad94346e62182af0d3/7dd7bb3c7ab797d4726c626b8d43d049/original.png\" height=\"455\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7c/88/7c88ee9e14d8b0ad94346e62182af0d3/7dd7bb3c7ab797d4726c626b8d43d049/AD_4nXf_BJvRCOwm6Fhqc23Lgw9UuSCCiaQXp8N2VtejaYL0Ohd1CvLovpJb7flh-rQRuNs_KmTtVPWeoGN61y2sxZ5dXrKXGTRsFTy1KoUsGfGPCgOr5OzIM9PBfg_kBIe4_SO3AAYYtT04DKpDedvU4Y31aDdY.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOther kinds of SERP features \u003cstrong\u003edo not\u003c/strong\u003e have keyword ranking positions. Because they’re extra elements that aren’t based on standard ranking factors.\u003c/p\u003e\u003cp\u003eBut they can still drive organic traffic to your website.\u003c/p\u003e\u003cp\u003eFor example, the \u003ca href=\"https://www.semrush.com/blog/google-knowledge-panel/\"\u003eknowledge panel\u003c/a\u003e isn’t considered to have a traditional ranking position.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"when searching apple, a google knowledge panel appears on the right side of the SERP with info about the company Apple\" data-original=\"https://static.semrush.com/blog/uploads/media/df/49/df493678790f3125b4824919e64d0929/800601df5519d453f8d5570ff06c187f/original.png\" height=\"985\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/df/49/df493678790f3125b4824919e64d0929/800601df5519d453f8d5570ff06c187f/AD_4nXdIxweMpY0QygAodIM_6FqvyPG1hq3Ov35Qtj_3WRG25aVd2JyK9jndfCg1VR6Z-Aj_4FHbu5DVdPmvJXrW4csUHYVdEPMRTwb8V6lvIuLN-aY6EyhZhsnuUW9aE01HLPoqNxIQwslA7E9TTKcVIrqrp50.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eUse the \u003c/em\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordoverview/\"\u003e\u003cem\u003eKeyword Overview\u003c/em\u003e\u003c/a\u003e\u003cem\u003e tool to analyze the SERP of your chosen keyword. It shows which SERP features occupy \u003c/em\u003e\u003cem\u003ekeyword ranking positions and which ones don’t.\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cimg alt=\"SERP Analysis section shows top urls are a twitter carousel, top stories sep feature, an organic listing at number 1, another top stories serp feature, then organic listings 2 and 3\" src=\"https://static.semrush.com/blog/uploads/media/7a/54/7a5468c1a5da58f7b449758daa80d64f/c4f8bddbc623eb7c041da98df2ac6962/AD_4nXciiJyLb9C-9NrcZ3pwMG7F-vZEmCDvAK7OmIRhfWRtp8yB12j_3sFDhBLjqajR9E1Kk520Qu0wPFlNQPCtj80gyjyjjqhHkAC8vPp0OAE7GaeqO4w_Kf6bgjazvBSce_Oeq1_nvDfpMJQTTQE6A5hkjD5z.png\" loading=\"lazy\" width=\"1010\" height=\"972\"\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch2\u003e5 Steps to Improve Your Keyword Rankings\u003c/h2\u003e\u003cp\u003eFollow these five basic steps to improve your SEO keyword rankings:\u003c/p\u003e\u003ch3\u003e1. Find Lower-Difficulty Keywords\u003c/h3\u003e\u003cp\u003eLower-difficulty keywords are terms that attract weaker competition from other sites. Usually because they have lower search volumes and more specific intents.\u003c/p\u003e\u003cp\u003eAs a result, fewer sites target those queries. And it’s easier for you to rank highly.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eHigh rankings for low-volume keywords tend to drive better results than low rankings for high-volume keywords.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eAfter all, few users venture beyond \u003ca href=\"https://www.semrush.com/blog/get-on-first-page-of-google/\"\u003ethe first page of Google\u003c/a\u003e. And of those that do, only a tiny percentage click a result they find there.\u003c/p\u003e\u003cp\u003eYou can find low-difficulty keywords to target with Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\"\u003eKeyword Magic Tool\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eEnter a term to base your search around and add your domain. (If you haven’t already, you’ll need to claim your free Semrush trial.)\u003c/p\u003e\u003cp\u003eThen, choose your target country and click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword and domain entered into tool\" data-original=\"https://static.semrush.com/blog/uploads/media/f8/05/f80573ae9c2518eaa371bb096c10e567/386f12e59b5bbd9f602794c3f7404ee7/original.png\" height=\"633\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f8/05/f80573ae9c2518eaa371bb096c10e567/386f12e59b5bbd9f602794c3f7404ee7/AD_4nXddnqr-tP_z-zoE4sBM0cF1jaivXX0kgMEicr6xXxSUSg1oGlXwXVHsUqCozGawDxGAJz8mKmytK1l73FILGrW5K73mPsyFfubht7xAVSPLgIYiQwd-WjdoMlo73taLIB59A3IHqSa9f_LtA0TL06YrKTgF.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe tool will present “Broad Match” keywords that contain your starting term or a close variation. And calculate a personal keyword difficulty (PKD %) score for each one.\u003c/p\u003e\u003cp\u003eThis represents how difficult it is to rank highly\u003cstrong\u003e for your domain in particular\u003c/strong\u003e.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword column, personal keyword difficulty, and KD columns highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/07/1f/071f5767e1f6bc224848c6b2321c270e/30a6e2a7ec30febb85231af7227d6566/original.png\" height=\"950\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/07/1f/071f5767e1f6bc224848c6b2321c270e/30a6e2a7ec30febb85231af7227d6566/AD_4nXcBXjqmcbXifJaxIhiuV_LPyyGahBaVvQpNCX83s6ai-lAAq4WdDqUXBFI9IRDVpCHAgOv_jmLQRDA_1bacjBWd5KfLRHIVas-7oIRsYHK6SKE6FT7Yk4R_kfF0m67LgVdheiIhIGtIEGs_lLaLWSqItu0.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse the “\u003cstrong\u003ePersonal KD %\u003c/strong\u003e” filter to focus on keywords in your chosen difficulty range.\u003c/p\u003e\u003cp\u003eFor example, keywords with a score of 0% to 29% are considered very easy or easy to rank for. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"PKD filter applied\" data-original=\"https://static.semrush.com/blog/uploads/media/a1/f2/a1f2b98501f256717b6b1e85ad5c8bfc/49c9eeb6807bfed3459c3e5938544c35/original.png\" height=\"957\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a1/f2/a1f2b98501f256717b6b1e85ad5c8bfc/49c9eeb6807bfed3459c3e5938544c35/AD_4nXep6zEUrDKia6HCAGoRF_pDLKIS-mTq6GyWGSfnOe34z2qzzGxTnzvT_cxSJpdpbBXQYQLWh3UGkLq7kF7ZIgFCYuw9yMXaTTRQw0uqZP9DEpsb1u7Mw-YpdlVoALq4izlKNO9_3pASlDvvN6UXadbDJBw.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIf you already rank for a keyword, you’ll see your ranking position in the “Keyword” column.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"blue bubble appears next to a keyword with text that says #17, meaning this domain ranks 17th for that keyword in the SERP\" data-original=\"https://static.semrush.com/blog/uploads/media/5c/5b/5c5bd9b3f11a5603f61b06ab5ebbacfa/a97dc2dbf000f8c5b41b1e17a305d9de/original.png\" height=\"869\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5c/5b/5c5bd9b3f11a5603f61b06ab5ebbacfa/a97dc2dbf000f8c5b41b1e17a305d9de/AD_4nXeutmG-NVyKy6KQFubv_Qljv-_627TV_v6tGSf6nM7wg2umn1P7lmrzfwAN6OyXQYkhSNhZQ2k7EHkjdkTx79xXORghn3MOZQ5HzeyBq3YWQ6fC7VE7zbi173n7HGrnY0cKnGHpVTZHL9rveMctgS93c7su.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBoosting existing rankings tends to be quicker and easier than establishing new rankings. Because you already have a foundation to build on.\u003c/p\u003e\u003cp\u003eIn the following sections, you’ll learn how to target your chosen keywords effectively.\u003c/p\u003e\u003ch3\u003e2. Satisfy Search Intent\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/search-intent/\"\u003eSearch intent\u003c/a\u003e is the purpose behind a user’s query.\u003c/p\u003e\u003cp\u003eFor example, people who search “best running shoes” generally want an article with information and recommendations. Rather than an ecommerce page.\u003c/p\u003e\u003cp\u003eUnderstanding and meeting search intent is key to ranking highly. Because Google tries to give its users the most satisfactory results.\u003c/p\u003e\u003cp\u003eIt can also boost clicks and conversions by aligning with what users expect to find.\u003c/p\u003e\u003cp\u003eYou can analyze search intent when you do \u003ca href=\"https://www.semrush.com/blog/keyword-research/\"\u003ekeyword research\u003c/a\u003e in Semrush.\u003c/p\u003e\u003cp\u003eThe “Intent” metric shows the type(s) of search intent behind the keyword. Which can be:\u003c/p\u003e\u003ctable\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eIntent Type\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eDescription\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eKeyword Example\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003eInformational (I)\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eThe user wants to find general information\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e“how to start running”\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003eNavigational (N)\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eThe user wants to visit a particular website or webpage\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e“nike website”\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003eCommercial (C)\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eThe user wants to research a brand, product, or service\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e“best running shoes”\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003eTransactional (T)\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eThe user wants to complete an action\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003e“buy running shoes”\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e\u003c/table\u003e\u003cp\u003eFor a better understanding, click the “View SERP” icon and look at the results for yourself.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"intent column highlighted in Keyword Magic Tool and view SERP icon labeled\" data-original=\"https://static.semrush.com/blog/uploads/media/03/d3/03d38a7812fe4f7bf1e42deb8e903565/0b55f101fa37aa0fcb51771c8eff488b/original.png\" height=\"869\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/03/d3/03d38a7812fe4f7bf1e42deb8e903565/0b55f101fa37aa0fcb51771c8eff488b/AD_4nXexMjn1RBKsRj_yb2go7eA4RpEEGQXPdK2PP0uuyCVKXfhtio0DrGzQ23avlkO50W91alWJ1eBk5qFDYj4Tx9JZkwPhf1nGMFnfIdA5yfUqnr4TVUIAC_8umiytWkYlexan6opsXR3iqMAmdLOTYb_EZmi8.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003e3. Provide More Value Than Your Competitors\u003c/h3\u003e\u003cp\u003eIf your content provides more value than competitors’, Google has good reason to rank it higher.\u003c/p\u003e\u003cp\u003eYou can offer more value than your competitors by focusing on \u003cstrong\u003einformation gain\u003c/strong\u003e.\u003c/p\u003e\u003cp\u003eBasically, this involves adding new insights, perspectives, or original data that other content lacks.\u003c/p\u003e\u003cp\u003eFor example, you could try:\u003c/p\u003e\u003cul\u003e \u003cli\u003eConducting original research and sharing findings using your content\u003c/li\u003e \u003cli\u003eCreating new images and videos to enhance users’ understanding\u003c/li\u003e \u003cli\u003eQuoting subject matter experts to add authority and depth\u003c/li\u003e \u003cli\u003eEnriching your content with interactive elements (e.g., quizzes and tools)\u003c/li\u003e \u003cli\u003eCovering a topic more comprehensively than your rivals\u003c/li\u003e \u003cli\u003eProviding unique insights or ideas based on first-hand experience\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eCheck out top-ranking content on the SERP to see what you’re up against. And look for weaknesses or opportunities you can capitalize on.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003eTip\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eUse the \u003ca href=\"https://www.semrush.com/app/serp-gap-analyzer/\"\u003eSERP Gap Analyzer\u003c/a\u003e to quickly identify weaknesses on a SERP, providing you with clear suggestions on how to enhance your own pages. \u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cem\u003eThis tool analyzes the current top-performing pages for your targeted keywords and pinpoints where they fall short. \u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://static.semrush.com/blog/uploads/media/20/a8/20a8342295a273e3a1036276a78a5ef7/be67b5f61d9568fcb61a3720697a3091/AD_4nXcqDn4ZKk4_2wiOiFuOxe3ANS8DiIIf90hTojZEZ7tUZnILvYnO7YU-J0vqdUqKVaPSjy18us0viKWmJuUomecM-mSrk4f15nT11eCIXLew7b4q-6OSOiXxD8Mzn4DaYPiAtcIKrw.webp\" alt=\"AD_4nXcqDn4ZKk4_2wiOiFuOxe3ANS8DiIIf90hTojZEZ7tUZnILvYnO7YU-J0vqdUqKVaPSjy18us0viKWmJuUomecM-mSrk4f15nT11eCIXLew7b4q-6OSOiXxD8Mzn4DaYPiAtcIKrw?key=h31EBb0NLm8hrMIZNsQ_PN4n\"\u003e\u003c/source\u003e\u003cimg src=\"https://static.semrush.com/blog/uploads/media/20/a8/20a8342295a273e3a1036276a78a5ef7/be67b5f61d9568fcb61a3720697a3091/AD_4nXcqDn4ZKk4_2wiOiFuOxe3ANS8DiIIf90hTojZEZ7tUZnILvYnO7YU-J0vqdUqKVaPSjy18us0viKWmJuUomecM-mSrk4f15nT11eCIXLew7b4q-6OSOiXxD8Mzn4DaYPiAtcIKrw\" data-original=\"https://static.semrush.com/blog/uploads/media/20/a8/20a8342295a273e3a1036276a78a5ef7/be67b5f61d9568fcb61a3720697a3091/original\" alt=\"AD_4nXcqDn4ZKk4_2wiOiFuOxe3ANS8DiIIf90hTojZEZ7tUZnILvYnO7YU-J0vqdUqKVaPSjy18us0viKWmJuUomecM-mSrk4f15nT11eCIXLew7b4q-6OSOiXxD8Mzn4DaYPiAtcIKrw?key=h31EBb0NLm8hrMIZNsQ_PN4n\" loading=\"lazy\" width=\"1010\" height=\"688\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003e4. Put Keywords in the Right Places\u003c/h3\u003e\u003cp\u003ePutting the right keywords in the right places helps Google understand that your content is relevant.\u003c/p\u003e\u003cp\u003eBut you need to tread carefully. Forcing keywords where they don’t belong is considered a spammy practice. And can lead to a Google penalty that harms your rankings.\u003c/p\u003e\u003cp\u003eWe recommend that you choose a relevant \u003ca href=\"https://www.semrush.com/blog/primary-keywords/\"\u003eprimary keyword\u003c/a\u003e for each page.\u003c/p\u003e\u003cp\u003eAnd use it in the following locations:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/title-tag/\"\u003e\u003cstrong\u003eTitle tag\u003c/strong\u003e\u003c/a\u003e: The HTML page title\u003c/li\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/h1-tag/\"\u003e\u003cstrong\u003eH1 tag\u003c/strong\u003e\u003c/a\u003e: This should contain your main on-page title\u003c/li\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/what-is-a-url-slug/\"\u003e\u003cstrong\u003eURL slug\u003c/strong\u003e\u003c/a\u003e: The unique part of the webpage address\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThen, weave your primary keyword and other relevant keywords (\u003ca href=\"https://www.semrush.com/blog/secondary-keywords/\"\u003esecondary keywords\u003c/a\u003e) into the body content. And the following elements, where natural:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/alt-text/\"\u003e\u003cstrong\u003eAlt text\u003c/strong\u003e\u003c/a\u003e: Image descriptions provided for SEO and accessibility purposes\u003c/li\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/header-tag/\"\u003e\u003cstrong\u003eSubheading tags\u003c/strong\u003e\u003c/a\u003e: H2s, H3s, etc.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eAlways make sure to use keywords in their grammatically correct form. \u003c/p\u003e\u003cp\u003eFor example, people might search for “running shoes nike.” But you should use a variant like “Nike running shoes” instead.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eGet help optimizing your content with Semrush’s \u003c/em\u003e\u003ca href=\"https://www.semrush.com/swa/\"\u003e\u003cem\u003eSEO Writing Assistant\u003c/em\u003e\u003c/a\u003e\u003cem\u003e.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003e5. Build High-Quality Backlinks\u003c/h3\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/what-are-backlinks/\"\u003eBacklinks\u003c/a\u003e are links from other websites that point to your website. By linking to your content, other sites indicate that they value your content.\u003c/p\u003e\u003cp\u003eWhich can lead Google to show your content more prominently in search results.\u003c/p\u003e\u003cp\u003eWhile the quantity of your backlinks is important, high-quality backlinks—from authoritative, reputable websites—carry more weight. Google favors these backlinks as indicators of credibility and reliability.\u003c/p\u003e\u003cp\u003eThe process of trying to build valuable backlinks is called \u003ca href=\"https://www.semrush.com/blog/link-building/\"\u003elink building\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eHere’s a quick introduction to some tactics you can use:\u003c/p\u003e\u003cul\u003e \u003cli\u003eConduct original research, then encourage industry bloggers to share your findings\u003c/li\u003e \u003cli\u003eTry to recover your lost backlinks and fix any broken backlinks\u003c/li\u003e \u003cli\u003eFind and respond to relevant media requests (e.g., journalist requests for expert commentary)\u003c/li\u003e \u003cli\u003eProvide case studies or testimonials for your suppliers’ websites\u003c/li\u003e \u003cli\u003eLook for unlinked references to your brand and ask the creators to link them\u003c/li\u003e\u003c/ul\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eGet help building backlinks with Semrush’s \u003c/em\u003e\u003ca href=\"https://www.semrush.com/link_building/\"\u003e\u003cem\u003eLink Building Tool\u003c/em\u003e\u003c/a\u003e\u003cem\u003e.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch2\u003eTrack Your Keyword Rankings\u003c/h2\u003e\u003cp\u003eTrack your keyword rankings over time using Semrush’s \u003ca href=\"https://www.semrush.com/position-tracking/\"\u003ePosition Tracking\u003c/a\u003e tool.\u003c/p\u003e\u003cp\u003eIt records your positions for target keywords every 24-48 hours. So you can easily monitor your progress and check for any issues.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Position Tracking visibility report showing fluctuations and Rankings Overview table shows keyword with metrics like keyword rankings over time\" data-original=\"https://static.semrush.com/blog/uploads/media/41/8d/418dc9134c85d1f74966f47676efa946/26c03e3cdf057fa3f9d8cf408dd848f3/original.png\" height=\"1120\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/41/8d/418dc9134c85d1f74966f47676efa946/26c03e3cdf057fa3f9d8cf408dd848f3/AD_4nXfJIB0HRMmEwmsOdQe-QF9-IEoW56kBfk9Sagr2TX_HJIc-rfFi3Td2ayZHwv3m7KyAXNhgJ4ZrXYBzivsgxfziIY1k_5f29hjEX9XY2ofWPWSwAkgTIMqKdxUlWOHeCbzWvWVj1u6jATwgNx6K6VVoF-4c.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can also sign up for ranking alerts, check rankings on a page-by-page basis, see where your site appears in paid results, and much more.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/position-tracking/\" show_input=\"false\" header=\"Track Your Keyword Rankings\" text=\"with the Position Tracking Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[{"language":"fr","url":"comment-suivre-mots-cles-google/","title":"Positions Google : Comment les Suivre (Gratuitement)"}],"category":{"id":338,"name":"General SEO","slug":"general-seo","lang":"en","description":"Whether you’re a beginner or an expert, general SEO can help you improve your website’s ranking and reach. Discover the best practices, tools, and strategies from the leading SEO experts.","metaTitle":"General SEO - Semrush Blog","metaDescription":"Boost your site’s ranking and reach with general SEO knowledge. Learn from the best tips, tools, and trends.","parent":{"id":1,"name":"SEO","slug":"seo","lang":"en","description":"Search engine optimization is the backbone of any digital marketing strategy. From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","metaTitle":"SEO - Semrush Blog","metaDescription":"Search engine optimization is the foundation of any digital marketing strategy. 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