How can you improve the conditions for your content and website to rank?

To improve the conditions for ranking, start by examining two areas: whether your content answers searchers’ actual questions, and whether your website makes that content easy to understand, access, and use. Specific tasks include aligning content with search intent, adding original information, refining titles and internal links, and checking mobile usability, HTTPS, and loading performance. These are areas for improvement, not ranking guarantees. Semrush’s 2025 overview also notes that priorities depend on the website and business situation; there is no single list of the most important factors that applies to every website.

Understand what readers want before choosing an article format

Mentioning a keyword in an article does not mean it meets searchers’ needs. Semrush’s analysis indicates that content that does not match a keyword’s primary search intent generally has a harder time ranking. Before writing, review search result features and the top ten pages to determine whether readers expect a tutorial, a comparison, or purchasing information.

• Observe the formats used by the leading results and the questions they answer.
• Identify information that competing pages overlook but that is relevant to readers’ needs.
• Adapt the content to those needs rather than copying sections from existing results.

For example, the material uses “best CRM software” as an example: searchers tend to want a comparison before purchasing, so a list comparing tools better meets that need than an article that simply defines CRM.

Add value by answering questions, rather than treating article count or word count as a substitute for quality

The content quality considerations outlined by Semrush include original information, research or analysis, thorough coverage of the topic, and the value offered to readers compared with other search results. When reviewing an article, ask: Does it answer the main question? Does it include original data or verifiable examples? Which sections merely repeat other websites?

Updates should also be substantive. News, trends, and recurring events require timely information, while evergreen tutorials should be checked regularly for accuracy. You can display publication and update dates, but should not merely change a date to make unchanged content look new.

Use titles, snippets, and internal links to make the content clear

Google’s guidance recommends titles that are unique, clear, concise, and accurately describe the page. Search snippets usually come from page content and sometimes use the meta description, so meta descriptions should be brief, specific to the page, and cover relevant key points. Do not assume that a description will necessarily appear exactly as written.

Internal links should point to relevant content and use text that describes the destination page. For example, when linking to an image-processing tutorial, “image compression methods” explains the content more clearly than a generic “click here.” You can also check whether any important pages have no incoming links from other pages on the site, to reduce the number of orphan pages.

Focus website checks on specific usability problems

Based on Semrush’s 2025 technical recommendations, you can start with the following checks rather than treating every user experience issue as a separate ranking factor:

• Mobile: Use responsive design, ensure text is readable without zooming and tap targets are adequately spaced, and recheck functionality after a redesign.
• HTTPS: Configure a certificate, update internal links, and use a 301 redirect to send the HTTP version to HTTPS.
• Performance: Use PageSpeed Insights to identify loading, interactivity, and layout stability issues, then address them as appropriate by compressing images, using WebP, or streamlining JavaScript and CSS.