SEO is no longer about finding loopholes or “tricking” the algorithm. The secret to ranking well is surprisingly straightforward: align your goals with Google’s. The search engine’s primary mission is to provide its users with the most helpful, relevant, and trustworthy answers to their questions. When you make that your mission, too, SEO becomes much clearer. This article reframes the process not as a battle against a machine, but as a strategy for becoming the best possible resource for your audience. We’ll cover exactly how to demonstrate your expertise, satisfy user intent, and build a site that Google is proud to recommend.
Key Takeaways
- Focus on Content Quality and Search Intent: Create comprehensive, well-structured content that directly answers the user’s underlying question. This signals to Google that your page is the most helpful and relevant result.
- Ensure a Flawless Technical Foundation: A fast, secure, and mobile-friendly website is non-negotiable. These technical elements directly impact user experience and are critical for search engines to crawl and rank your content effectively.
- Build Authority with Trust Signals: Establish credibility by earning links from reputable websites and demonstrating your experience and expertise (E-E-A-T) within your content. These trust signals are powerful indicators of your site’s value to Google.
What Are Google’s Core Ranking Factors?
While Google uses a complex system of hundreds of signals to rank websites, modern SEO success hinges on a handful of core principles. Think of these as the foundational pillars that support your entire strategy. Getting these right means you’re building on solid ground. Instead of chasing every minor algorithm tweak, focusing on these key areas will deliver more sustainable results and help you create a website that both users and search engines love.
Demonstrate E-E-A-T (Experience, Expertise, Authority, Trust)
Google wants to connect its users with reliable information from credible sources. This is where E-E-A-T comes in. It’s a framework Google’s quality raters use to assess content, and it stands for Experience, Expertise, Authority, and Trust. To rank well, your content needs to prove it was created by someone who knows their stuff. As one source puts it, Google E-E-A-T is about demonstrating your background in a subject to build authority and trust.
You can show E-E-A-T by including author bios with credentials, citing reputable sources, showcasing customer testimonials, and writing from first-hand experience. It’s about proving you’re a legitimate, trustworthy voice in your field.
Align with Search Intent
Search intent is the “why” behind a user’s query. Are they looking for information, trying to find a specific website, or ready to make a purchase? Aligning your content with this intent is critical. If someone searches for “best running shoes” and your page is a history of your company, you’ve missed the mark. Optimizing for search intent ensures your content actually meets the user’s needs, which is a powerful signal to Google.
Understanding whether a query is informational, navigational, commercial, or transactional helps you create the right kind of content. This alignment is the first step to turning a click into a meaningful interaction.
Create High-Quality, In-Depth Content
Once you understand a user’s intent, you need to satisfy it with exceptional content. This means going beyond surface-level answers and creating comprehensive resources that cover a topic in detail. High-quality, in-depth content not only answers the user’s initial question but also addresses follow-up questions they might have. This establishes your site as a credible source of information and encourages visitors to stay longer.
Your goal should be to create the best possible resource on the web for a given query. This involves original research, unique insights, helpful examples, and clear, well-structured writing. Tools for content generation can provide a strong foundation, which you can then enrich with your unique expertise.
Ensure Strong Technical Performance
Your content could be the best in the world, but if your website is slow, broken, or insecure, it won’t rank. Technical performance is a crucial part of the user experience. A slow-loading site frustrates visitors and sends negative signals to search engines. As one marketing group notes, site speed is a significant ranking factor because it directly impacts how users perceive your website.
Beyond speed, strong technical performance includes having a mobile-friendly design, a logical site structure, and a secure connection (HTTPS). These elements make your site accessible and safe for all users, which Google rewards.
Prioritize User Experience (UX) Signals
User experience encompasses every interaction a person has with your website. Does your site look professional? Is it easy to navigate? Can users find what they need without getting frustrated? Google pays close attention to UX signals—like how long visitors stay on your page or whether they quickly return to the search results—to gauge content quality.
The goal is to create content that is helpful and human-first. This means focusing on clear page layouts, readable fonts, intuitive navigation, and a clean design. A positive user experience keeps people on your site longer and signals to Google that your page is a high-quality result that satisfies the searcher’s needs.
Create Content That Ranks
While technical performance and backlinks are vital, the heart of your SEO strategy is your content. Google’s primary goal is to provide users with the most relevant and helpful answers to their questions. To rank well, your content needs to be the best answer available. This means understanding what your audience is looking for and delivering it in a clear, comprehensive, and trustworthy way. Let’s look at how to create content that consistently hits the mark.
Match User Intent
Understanding the “why” behind a search query is the first step to creating content that ranks. This is known as user intent, and it’s a critical factor for Google. Are users looking for information, trying to find a specific website, or ready to make a purchase? Your content must align with that goal. For example, if someone searches for “best running shoes,” they likely want product comparisons and reviews, not a history of footwear. Before writing, analyze the search results for your target keyword. The top-ranking pages are a clear indicator of what Google believes satisfies user intent for that query. Creating content that directly addresses this intent is fundamental to your success.
Cover Topics Comprehensively
Once you understand the user’s intent, your goal is to provide the most complete answer on the topic. This doesn’t mean writing longer content just for the sake of it. It means covering the subject in-depth, addressing related questions, and leaving the reader with no need to go back to the search results. Think of your content as a one-stop resource. For example, a post about “how to start a podcast” should cover equipment, software, recording tips, and distribution. Tools like MEGA AI’s content generation features can help you identify subtopics and related questions, ensuring your articles are thorough and establish your site as a topical authority in your niche.
Structure Content for Readability
Even the most comprehensive content will fail if it’s a wall of text. How you structure your content directly impacts user experience and, by extension, your rankings. Make your content easy to scan and digest by using clear headings and subheadings to organize your ideas. Break up long paragraphs, use bullet points for lists, and bold key phrases to draw attention to important information. Including relevant images, infographics, and videos can also make your content more engaging and easier to understand. A well-structured page not only keeps readers engaged longer but also helps search engines understand the hierarchy and key points of your content, which can contribute to better rankings.
Keep Your Content Fresh
SEO is not a one-and-done activity. Information changes, statistics become outdated, and new trends emerge. Regularly updating your content is essential to maintain its relevance and ranking power. Schedule periodic reviews of your most important pages to check for accuracy, update data, and fix any broken links. You can also expand articles by adding new sections to cover recent developments. This process, often called a content refresh, signals to Google that your content is actively maintained and continues to be a valuable resource. Platforms like MEGA AI can automate content maintenance by identifying opportunities to add new information and re-optimize existing articles, helping you keep your content evergreen.
Implement E-E-A-T Signals
Google wants to show content from sources that demonstrate Experience, Expertise, Authoritativeness, and Trust (E-E-A-T). This is especially true for topics that could impact a person’s health, finances, or safety. To build trust with both users and search engines, you need to show why you are qualified to speak on a topic. You can implement E-E-A-T signals by including detailed author bios with credentials, citing reputable sources, showcasing customer testimonials, and making your contact information easy to find. A clear and transparent “About Us” page also helps establish your credibility. Consistently creating high-quality, trustworthy content is a long-term strategy for building a strong reputation and improving your search performance.
Master Your Technical SEO
Think of technical SEO as the foundation of your house. You can have the most beautiful furniture and decor (your content), but if the foundation is cracked, the whole structure is at risk. Technical SEO ensures your website is built in a way that search engines can easily find, crawl, and understand your pages. Without a solid technical base, even the most brilliant content strategy can fall flat. It covers everything from how fast your pages load to how well your site works on a mobile phone.
Getting these technical elements right is non-negotiable for ranking well. It directly impacts how Google perceives your site’s quality and, just as importantly, how users experience it. A slow, confusing, or insecure site will send visitors bouncing away, signaling to Google that your page isn’t a good result. While it can seem intimidating, many aspects of technical SEO are straightforward to manage once you know what to look for. Automating these checks with an SEO platform can also take the guesswork out of maintaining a technically sound website, letting you focus more on creating great content.
Optimize for Core Web Vitals
Core Web Vitals are a set of specific metrics Google uses to measure the real-world user experience of a webpage. They focus on three key aspects: loading performance, interactivity, and visual stability. In simple terms, they answer: How fast does the main content load? How quickly can a user interact with the page? And does the layout jump around unexpectedly as it loads? A swift-loading site not only enhances user experience but is also a significant ranking factor. To improve your scores, focus on compressing images, leveraging browser caching, and minimizing bulky code that can slow things down.
Prioritize Mobile-Friendliness
Google now operates on a mobile-first indexing system, which means it predominantly uses the mobile version of your content for indexing and ranking. If your site is difficult to use on a smartphone, your rankings can suffer across all devices, not just mobile. This is because Google ranks content that’s helpful, human-first, and optimized for user experience. A mobile-friendly site should have a responsive design that adapts to any screen size, readable text without needing to zoom, and buttons that are easy to tap. You can use Google’s Mobile-Friendly Test to see how your pages perform and get recommendations for improvements.
Build a Solid Site Architecture
A good site architecture is like a clear map for both users and search engine crawlers. It helps them understand the relationship between your pages and find important content quickly. A logical, hierarchical structure prevents pages from getting buried deep within your site where they are hard to discover. A great rule of thumb is to make sure that all of the pages on your website are no more than three clicks deep from the homepage. You can achieve this with clear navigation menus, an organized folder structure, and the use of breadcrumbs to show users where they are on your site.
Secure Your Site with HTTPS
Securing your site with HTTPS is a must. HTTPS encrypts the data shared between a user’s browser and your website, protecting sensitive information like login credentials and payment details. While it’s considered a lightweight ranking signal, its importance goes beyond a small SEO nudge. It’s a critical trust signal for your visitors. Modern browsers actively warn users when a site is not secure, which can scare potential customers away before they even see your content. Getting an SSL certificate, which enables HTTPS, is a simple step that builds credibility and shows both users and Google that you take their security seriously.
Follow Indexing Best Practices
Your page can’t rank if it isn’t indexed. Indexing is the process where Google discovers your page and adds it to its massive database of web content. To ensure your pages are found and indexed properly, you need to make them easily accessible to Google’s crawlers. Start by creating an XML sitemap—a file that lists all your important pages—and submitting it through Google Search Console. Also, check your robots.txt file to ensure you aren’t accidentally blocking crawlers from accessing key parts of your site. A strong internal linking strategy also helps Google discover deeper pages.
Implement Schema Markup
Schema markup is a form of structured data that you can add to your website’s code to help search engines better understand your content. Think of it as adding labels to your information. For example, you can tell Google that a specific number is a product price, a string of text is a recipe ingredient, or a date is an event. This clarity can help your pages earn rich snippets in search results, such as star ratings, FAQs, or event details. These enhanced listings stand out on the results page, which can significantly improve your click-through rate and drive more qualified traffic to your site.
Build Authority with Backlinks
Backlinks are essentially votes of confidence from other websites. When a reputable site links to yours, it signals to Google that your content is valuable and trustworthy, which is a powerful factor in how you rank. Building a strong profile of these “votes” is a foundational part of any successful SEO strategy. However, not all backlinks are created equal; the key is to focus on quality over quantity to build true authority.
What Makes a High-Quality Backlink?
Think of backlinks in terms of reputation. A single high-quality backlink from a trusted, authoritative website is far more valuable than a hundred links from unknown or spammy sites. Quality is determined by the linking site’s own authority, its relevance to your industry, and the context of the link itself. For example, a link from a major industry publication is a huge endorsement. Google sees these links as strong indicators that you are a credible source of information, which directly contributes to your site’s ability to rank for competitive keywords. The goal is to earn links that pass along trust and authority to your domain.
Use Effective Link Building Methods
Effective link building is a proactive process. Before you even ask for a link, you need to assess the quality of the prospective website. You can use SEO tools to analyze a site’s backlink profile and look at its referring domains. A healthy site will have links from other strong, trusted websites that also receive traffic. Once you identify good prospects, you can pursue strategies like guest posting on relevant blogs, creating unique data or research that others will want to cite, or using the “broken link building” method, where you find broken links on other sites and suggest your content as a replacement.
Manage Your Link Profile
Acquiring one great backlink is a good start, but building authority is a marathon, not a sprint. Consistent backlink growth over time is essential to close the authority gap between you and your competitors. Search engines want to see that your site is continuously gaining relevance and being endorsed by others in your field. A stagnant backlink profile can signal that your content is no longer fresh or relevant. You must continue to acquire high-quality backlinks to not only improve your ranking but also to maintain your position once you’ve earned it. This ongoing effort demonstrates your site’s sustained value.
Identify and Disavow Toxic Links
Just as good links can help you, bad links can hurt you. Toxic links often come from spammy websites, private blog networks, or sites completely unrelated to your industry. Regularly reviewing your backlink profile is crucial for maintaining a healthy presence. If you find links from sites with poor backlink profiles or spammy content, you should disavow them. Using Google’s disavow tool tells the search engine to ignore these specific links when assessing your site. This protects your site’s authority and prevents you from being penalized for associations with low-quality domains.
Perfect Your On-Page SEO
On-page SEO involves optimizing the content and HTML source code of individual pages on your website. Unlike off-page factors like backlinks, you have complete control over your on-page elements. This is where you can directly show Google what your content is about and why it’s relevant to a user’s search query. Getting these details right is fundamental to ranking well.
Each of these on-page SEO techniques helps your page align with user intent and improves how search engines evaluate its quality and relevance. From the words you use in your titles and headers to the way you structure your URLs, every element plays a part. A well-optimized page is easier for search engines to crawl and understand, and it provides a better experience for your visitors. Platforms like MEGA AI can help automate many of these optimizations, from content generation to internal linking, ensuring your pages are always primed for performance.
Optimize Title Tags and Meta Descriptions
Your title tag and meta description are often the first things a user sees in the search results. Think of them as your page’s advertisement. A compelling title tag and meta description can significantly impact your click-through rate (CTR), which is a key signal to Google. Your title tag should accurately describe the page’s content and include your primary keyword, preferably near the beginning.
Meta descriptions don’t directly influence rankings, but they provide a summary of the page’s content and persuade users to click. Write a unique, engaging description for each page that includes your target keyword and a clear call to action. Keep both elements within the recommended character limits to avoid them being cut off in search results.
Use Header Tags Strategically
Header tags (H1, H2, H3, etc.) are essential for organizing your content and making it easy for readers to scan. Using header tags not only helps structure your content for better readability but also signals to search engines the hierarchy and importance of the information presented. Your page should have only one H1 tag, which typically serves as the main title of your content.
Use H2s for major sections and H3s for sub-points within those sections. This creates a logical flow that helps both users and search engine crawlers understand the structure of your page. Including relevant keywords in your headers can also provide additional context about your topic, but always prioritize clarity and natural language.
Optimize Images and Media
Images, videos, and other media can make your content more engaging, but they can also slow down your site if not optimized correctly. Optimizing images and media not only improves page load speed but also enhances user experience, which is a critical factor in SEO rankings. Before uploading any image, make sure to compress it to reduce the file size without sacrificing too much quality.
You should also use descriptive, keyword-rich file names (e.g., “on-page-seo-checklist.jpg” instead of “IMG_1234.jpg”). Most importantly, always add descriptive alt text to your images. Alt text helps search engines understand what an image is about and makes your content accessible to visually impaired users who rely on screen readers.
Create SEO-Friendly URLs
The structure of your URL is another small but important on-page signal. Simple, clean, and keyword-rich URLs are preferred, as they clearly indicate your page’s content to both users and search engines. A good URL is easy to read and understand, giving visitors a clear idea of what to expect before they even click.
To create an SEO-friendly URL, keep it short and descriptive. Include your primary keyword, and use hyphens to separate words. For example, a URL like yourwebsite.com/blog/on-page-seo-tips is much more effective than yourwebsite.com/blog/post?id=789. This clean structure helps search engines index your content more effectively and provides a better user experience.
Develop an Internal Linking Strategy
Internal links are hyperlinks that point from one page on your site to another. An effective internal linking strategy not only helps distribute page authority throughout your site but also enhances user navigation and engagement. When you link to other relevant pages on your website, you help Google understand the relationship between your content and establish a topic hierarchy.
Use descriptive anchor text that tells users and search engines what the linked page is about. For instance, using “learn more about on-page SEO” as anchor text is much better than a generic “click here.” A strong internal linking structure keeps users on your site longer and encourages them to explore more of your content, which are both positive signals to Google.
Win at Local SEO
For businesses with a physical location or a defined service area, local SEO is a critical component of any digital marketing strategy. Ranking in local search results, like Google’s Map Pack, connects you with customers who are actively looking for your products or services nearby. Success in local search hinges on sending clear signals to Google about who you are, where you’re located, and why you’re the best choice in the area. This involves a specific set of tactics designed to build your relevance and prominence within a geographic location.
Optimize Your Google Business Profile
Your Google Business Profile (GBP) is the cornerstone of your local SEO efforts. Think of it as your digital storefront on Google Search and Maps. A fully optimized profile provides potential customers with all the information they need to find, contact, and visit your business. If you’re a local business, you should focus the majority of your efforts on your GBP. Make sure every section is complete, including your business hours, services, photos, and a detailed description. Regularly add posts and updates to keep your profile fresh and engage with the Q&A section to address common customer questions proactively.
Ensure NAP Consistency
NAP stands for Name, Address, and Phone number, and ensuring this information is consistent across the web is fundamental to local SEO. Search engines cross-reference this data on various online directories, social media profiles, and websites to verify your business’s legitimacy and location. Inconsistent information can create confusion and erode trust with search engines, hurting your rankings. While Google is key, it’s also important to have a presence on other authoritative platforms like Yelp. Maintaining consistent business listings helps solidify your digital footprint and makes it easier for both search engines and customers to find you.
Create a Location-Based Content Strategy
Your content should signal to Google that you are an authority in your local area. Develop a content strategy that speaks directly to your local audience and incorporates location-specific keywords. This could include writing blog posts about local events, creating service pages for specific neighborhoods, or publishing case studies featuring local clients. For example, a local contractor could write a guide to navigating city building permits. This type of content not only attracts a relevant local audience but also demonstrates your connection to the community, which helps build local authority. MEGA AI’s content generation tools can help you create this type of targeted content at scale.
Manage Your Online Reviews
Online reviews are a powerful ranking factor and a major driver of customer decisions. Actively encourage satisfied customers to leave reviews on your Google Business Profile and other relevant platforms. Just as important is how you manage them. Responding to all reviews—both positive and negative—shows that you value customer feedback and are engaged with your community. Positive reviews serve as social proof and build trust, while thoughtful responses to negative feedback can mitigate damage and sometimes even win back a customer. A strong, positive review profile is a clear signal to Google that your business is a trusted local entity.
Measure and Maintain Your Rankings
Getting your content to rank is a major milestone, but the work doesn’t stop there. SEO is a dynamic field, and maintaining your position requires consistent effort and attention. Your competitors are always working to outrank you, and Google’s algorithm is constantly evolving. Measuring your performance and making ongoing adjustments are critical for long-term success. This means regularly tracking your metrics, using the right tools, adapting to changes, and committing to a cycle of continuous improvement.
Track Key Performance Metrics
To understand what’s working, you need to track the right data. Key performance indicators (KPIs) give you a clear picture of your SEO health. Start by monitoring your organic traffic to see how many visitors are finding you through search. Keep an eye on your keyword rankings for your most important terms, but remember that rankings can fluctuate. A more telling metric is your click-through rate (CTR), which shows the percentage of people who click your link after seeing it in search results. A strong CTR signals to Google that your page is a relevant match for a query. Other important metrics include bounce rate, time on page, and conversion rates, which all provide insight into user experience.
Use the Right Monitoring Tools
You can’t track what you don’t measure, and the right tools make all the difference. Google Search Console and Google Analytics are essential and free resources that should be the foundation of your monitoring strategy. They provide direct insights into how Google sees your site and how users interact with it. For more in-depth analysis, platforms like Ahrefs and Semrush offer powerful features for competitive research and keyword tracking. For an end-to-end solution, MEGA AI’s SEO platform integrates performance tracking with automated optimization, allowing you to not only monitor your rankings but also act on the data to improve them.
Adapt to Algorithm Updates
Google frequently updates its search algorithm to improve the quality of its results. While it’s not practical to react to every minor tweak, you should stay informed about major updates and what they mean for your strategy. The core of Google’s goal remains the same: to provide users with the most helpful and reliable information. Instead of chasing algorithms, focus on creating high-quality, user-centric content. AI-powered tools can help you stay ahead of the curve. For instance, MEGA AI’s Maintenance Agent can automatically re-optimize your content after a significant Google update, ensuring your pages remain compliant and competitive without requiring manual intervention.
Commit to Continuous Optimization
SEO is not a set-it-and-forget-it activity. It’s a long-term commitment to continuous improvement. Regularly review your existing content to identify opportunities for updates and enhancements. A blog post that performed well last year might need a refresh with new information or keywords to maintain its position. This process, often called content decay prevention, is crucial for preserving your SEO value. Continuously optimizing for search intent ensures your content stays relevant to what users are looking for. Automating this process with a tool like MEGA AI can save significant time, as it identifies what new content to add to existing articles to keep them fresh and ranking highly.
Prepare for the Future of SEO
The world of SEO is constantly changing. Staying competitive means looking ahead at the trends shaping how search engines find and rank content. Focusing on these future-facing strategies will help you build a resilient SEO foundation that can adapt to whatever comes next.
Watch for Emerging Ranking Signals
Google’s algorithm is always evolving, but its core mission remains the same: to provide users with the most relevant and helpful results. This means the focus is shifting toward more nuanced signals of quality. Search engines now prioritize content that is helpful, human-first, and designed for a positive user experience. Instead of just checking boxes for keywords and backlinks, you need to create content that genuinely answers questions, solves problems, and engages your audience. This involves clear writing, logical structure, and a deep understanding of what your user is looking for when they type in a query.
Understand AI’s Role in Search
Artificial intelligence is at the core of modern search engines, and it’s also a powerful tool for content creators. To create content that performs well, it’s important to understand the quality standards that search engines use. A key framework is Google E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This means your content should demonstrate firsthand knowledge, be written by a credible expert, establish your site as a go-to source, and be accurate and reliable. AI tools can help you research topics and structure articles, but adding genuine human experience and authority is what will set your content apart.
Optimize for Voice Search
With the rise of smart speakers and digital assistants, more people are using their voice to search for information. Voice queries are typically longer and more conversational than typed searches, often taking the form of a direct question. Optimizing for search intent is critical here, as you need to provide direct, concise answers that satisfy these spoken queries. Think about the questions your audience might ask and structure your content to answer them clearly. Creating FAQ pages and using natural, conversational language in your writing can help you capture this growing segment of search traffic and position your content for featured snippets.
Embrace a Mobile-First Strategy
The majority of web traffic now comes from mobile devices, which is why Google uses mobile-first indexing. This means the mobile version of your website is the primary one Google considers for ranking. A slow or poorly designed mobile site can seriously harm your SEO performance. A swift-loading site not only improves the user experience but is also a significant ranking factor. Ensure your website has a responsive design that looks great on any screen size, loads quickly, and is easy to use on a smaller touchscreen. Prioritizing your mobile experience is no longer optional; it’s essential for SEO success.
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Frequently Asked Questions
With so many ranking factors, where should I focus my efforts first? Start with the foundation: your content and your website’s technical health. First, create content that directly answers the questions your audience is asking. Make sure it aligns with their search intent and is more thorough than what your competitors offer. At the same time, ensure your website is fast, mobile-friendly, and secure with HTTPS. Getting these core elements right provides the biggest return on your initial effort.
How can I prove my site has E-E-A-T if I’m not a well-known expert? You don’t need to be famous to demonstrate credibility. Start by creating detailed author bios that highlight any relevant experience or credentials. Write from a first-hand perspective whenever possible, sharing unique insights or case studies. You can also build trust by citing data from reputable sources, showcasing customer testimonials, and making your contact information easy to find. It’s about showing you’re a real, knowledgeable source, not just another anonymous website.
Are backlinks still important, and how do I know if a link is good or bad? Yes, backlinks are still a very strong signal of authority. A high-quality backlink comes from a website that is relevant to your industry and has a good reputation of its own. Think of it as a recommendation from a trusted peer. A bad link, on the other hand, often comes from a spammy, low-quality, or completely unrelated site. Focus on earning links from credible sources rather than trying to get as many links as possible from anywhere you can.
Why is it important to update old blog posts? Search engine optimization isn’t a one-time task. Information becomes outdated, new competitors emerge, and search intent can change over time. Regularly refreshing your older content by updating statistics, adding new sections, and fixing broken links signals to Google that your page is still a relevant and actively maintained resource. This helps you protect your existing rankings and can even improve them.
Technical SEO seems overwhelming. What are the most critical things to get right? While technical SEO can get complex, a few basics cover most of your needs. First, make sure your website loads quickly on both desktop and mobile devices. Second, ensure your site has a responsive design that works well on any screen size. Finally, secure your site with an SSL certificate so it uses HTTPS. These three elements directly impact user experience, which is something Google values highly.
